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Monthly Archives: March 2018

Episode 116: Contrarian Marketing Channel Choices, HubSpot Community events

Welcome to Episode 116 of HubShots!

Welcome to HubShots, APAC’s number 1 HubSpot focussed podcast, where we discuss HubSpot tips and tricks, new features, and strategies for growing your marketing results.

Listen to the show here:
https://soundcloud.com/hubshots/116-contrarian-marketing-channel-choices-hubspot-community-events

We hope you enjoy the podcast as much as HubSpot’s CEO, Brian Halligan does: “Thanks for creating this podcast, it’s awesome, … I listen to it, and I enjoy it.”

This episode we chat about community events including a quick recap of Grow with HubSpot Melbourne learnings. Then chat through HubSpot marketing and CRM features, before thinking through how to be contrarian in our marketing channel choices.

Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search & Be Found and Craig Bailey from XEN Systems.

Join our WhatsApp group here: https://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/hubshots/

Recorded: Wednesday 21 March 2018 | Published: Friday 23 March 2018

Shot 1: Inbound Thought of the Week

Grow with HubSpot Melbourne review

Good sessions by James Gilbert, Elissa Hudson, Jon Dick.

The slide deck from the event is here: https://bitly.com/2pfOsv2

For the lols check this set of example conversion rates:

conversion rates

Speaking of Elissa, she’s speaking at the Sydney HUG this Wednesday 28th – see you there:

https://sydney.hubspotusergroups.com/sydney-hubspot-user-group-meeting-28-march-2018

We have some swag to give away at the event!

Shot 2: HubSpot Marketing Feature of the Week

Using the Ads features to create Lookalike audience that you can use to do Facebook promotion.  But Why stop there…you can also create some based of smart lists in your portal.

Ads HubSpot

Shot 3: HubSpot Gotcha of the Week

It has got us this week!

Shot 4: Marketing Tip of the Week

How to Test and Measure a channel

  • Pick a channel to test for 3 months eg Instagram
  • Allocate 10% of your spend budget and time budget to the new channel
  • Focus on audiences, message and how you will track it
  • Implement, test and measure each week
  • If it works, compare CPA, lifecycle stage and speed with other channels
  • If it doesn’t park it for 6 or 9 months and then re-test

Shot 5: HubSpot Sales Feature of the Week

Customisation of Product Offers with Increased Product Pricing Flexibility

https://www.hubspot.com/product-updates/customize-your-product-offers-with-increased-product-pricing-flexibility

You can now:

  1.  Add Cost Per Unit and Margin
  2. Discount by Percentage
  3. Add a term that the product is good for, month or year and enter the length of term

Note: discount is applied on the deal and not on the product.

Shot 6: Opinion of the Week

The need to Test and Measure

From Grow with HubSpot session on channels that B2B marketers use to distribute content:

content channels

Taken from: http://contentmarketinginstitute.com/2016/09/content-marketing-research-b2b/

And here’s the results from 2018:

http://contentmarketinginstitute.com/wp-content/uploads/2017/09/2018-b2b-research-final.pdf

content channels 2018

During the Panel session the speakers were asked whether they use Facebook much for B2B.

The general response was that for B2B they use LinkedIn.

James asked the audience whether they preferred LinkedIn or Facebook for business content. 70% preferred LinkedIn as a channel.

Elissa then mentioned that HubSpot is having great success with Facebook, in particular Messenger.

Here’s my thoughts: the graph above shows what B2B marketers are doing, not necessarily what is the best thing to do.

If you are going to follow the herd make sure its the right herd…

Instead of blindly following industry herds, make sure you have a testing budget. Put 10% into testing contrarian views.

Eg in the above channel listing only 26% of B2B marketers are using Instagram. This to me smells of opportunity.

Would you rather be competing with 89% of B2B marketers, or 26% of B2B marketers.

However, you need to test and measure.

We’ve had huge success with Instagram for some clients, and really poor results for others.

BTW here’s something else that I’m going to review: Google+ – why are 28% of marketers still using that to distribute content?

Shot 7: App of the Week

KAYAK – Search hundreds of travel sites at once. – Thank you Mads!

There is an app for Android and iOS > https://www.kayak.com/mobile

https://www.kayak.com/

Shot 8: Resource of the Week

http://buzzsumo.com/blog/content-trends-2018/

Highlight: In this new world of content saturation and falling social shares, the big winners are sites that have built a strong reputation for original, authoritative content.

Shot 9: Quote of the Week

“I’M NOT READY FOR THAT.” How many times have you heard that? How many times have you said that? It’s a very natural reaction to things that are daunting and often make us feel insecure. It’s also a very common excuse to bow out of things we need to step into.”

― Carl Lentz, Own The Moment

Shot 10: Bonus Links of the Week

https://www.distilled.net/resources/six-optimization-tips-to-get-more-youtube-views/

https://www.integrate.com/blog/how-to-use-a-3-tier-demand-generation-plan-to-craft-a-winning-strategy

Tool to investigate:

https://whatshelp.io/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Please rate and leave us some feedback as this helps us improve and reach more marketers.

HubShots Episode 116

Nice picture, nothing to do with the episode though

Episode 115: Growing… with HubSpot in Melbourne, HubSpot’s new features, Keyword Rankings in GSC

Welcome to Episode 115 of HubShots!

In this episode we talk about growing… with HubSpot in Melbourne. Plus we look at HubSpot’s new features, especially on the sales side of the product. We look at how to use Google Search Console to check keyword rankings (now that HubSpot is killing its keyword tool). And we finish with a ton of interesting resources to embiggen your marketing thinking!

Listen to the show here: https://soundcloud.com/hubshots/115-growing-with-hubspot-in-melbourne-hubspots-new-features

HubShots is APAC’s number 1 HubSpot focussed podcast, where we discuss HubSpot tips and tricks, new features, and strategies for growing your marketing results.

We hope you enjoy the podcast as much as HubSpot’s CEO, Brian Halligan does: “Thanks for creating this podcast, it’s awesome, … I listen to it, and I enjoy it.”

Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search & Be Found and Craig Bailey from XEN Systems.

Join our WhatsApp group here: https://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Recorded: Wednesday 07 March 2018 | Published: Friday 09 March 2018

Shot 1: Inbound Thought of the Week

Grow with HubSpot Melbourne is on next week – Thursday 15th March.

Charles McKay from Synx will be one of the speakers – looking forward to hearing him.

Register now, it’s free.

Register for the Sydney HubSpot User Group (HUG).  Great way to meet other HubSpot users and partners and grow your network.

Register here for free and join us at WeWork in Pyrmont.

Shot 2: HubSpot Feature of the Week

Following contact, company and deal records in CRM

https://www.hubspot.com/product-updates/follow-records-within-hubspot

hubspot settings follow

This along with Mentions is the HubSpot going down the path of what Salesforce Chatter was years ago.

Prediction: Look out for a Chatter like interface when Customer Hub comes out later this year.

The goal will be to get the whole company inside HubSpot.

Shot 3: HubSpot Gotcha of the Week

Setting locale for content strategy. This can only be done once you create the cluster!  Default is United States.  So data you get will be different.  But remember this is a guide…don’t take it as the gospel.

Topic Clusters

Shot 4: Marketing Tip of the Week

How to use Google Search Console to view keyword ranking data

Ie now that HubSpot is killing the keyword tool

Using the old Google Search Console you can access the keyword date for your site.

https://www.google.com/webmasters/tools/search-analytics

Once you’ve created an account, when you log in you’ll see this:

gsc old 1

Click on the Search Analytics in the middle:

gsc old 2

Enable all of the columns above the table to include Clicks, Impressions, CTR and Average Position.

You can change the Dates, Pages, Countries, Devices to drill into the data.

In the new Google Search Console interface the data is presented a bit nicer, and also allows further history (up from 90 days to an entire year of data).

https://search.google.com/search-console/performance/search-analytics

In the new interface, click on the Open Report for the Performance:

gsc new 1

You’ll see the keyword data presented as follows:

gsc new 2

You can add filters at the top to narrow down your focus.

Shot 5: HubSpot Sales Feature of the Week

Now, you can set up your HubSpot Meetings link to automatically send reminder emails to prospects/clients 72 hours and 1 hour before your meeting, which should decrease no-shows!

Meetings

Note that you cannot personalise the reminder email at the moment:

Meetings 1

https://www.hubspot.com/product-updates/set-automatic-email-reminder-for-meetings

Shot 6: Opinion of the Week

Don’t build your house on rented land… more from the Department of Stating the Obvious.

Focus on building your properties and investing in them.  Build a moat!

https://www.businessinsider.com.au/littlethings-online-publisher-shuts-down-and-blames-facebook-algorithm-2018-2

Want to comment on this, then comment on the post about this in our HubShots Facebook Group.

On Facebook, it’s pay to play… speaking of which…

HubSpot and Facebook

https://www.hubspot.com/company-news/hubspot-recognized-by-facebook-as-badged-marketing-partner

HubSpot announced today that Facebook has recognized the company for its rich capabilities, deep expertise, and long track record of success in advertising technology, naming HubSpot an official badged marketing partner.

…in an inboundy way…

Shot 7: Podcast of the Week

Interview With Kevin Kelly

https://www.fool.com/investing/2018/02/22/interview-with-kevin-kelly-bonus-round.aspx

“So, I think the world is getting better — not by very much — but 1% compounded annually is civilization.”

“I think there is primarily only one metaskill that will serve people, and that is the metaskill of learning how to learn.”

Hill: I’ve been to China twice in the past two years. No one is using cash. All transactions are done on a Tencent app that people use on their phones. When will cash be dead in the United States?

Kelly: [Laughs] It’s absolutely true that nobody under the age of 30 carries any cash whatsoever. In fact, I saw a homeless guy begging, and he had his QR code. He only accepted mobile payments, because nobody had cash.

Shot 8: Resource of the Week

Google keeping people on its own entities longer:

https://moz.com/blog/googles-walled-garden

Charles Duhigg on Google:

https://www.nytimes.com/2018/02/20/magazine/the-case-against-google.html

Shot 9: Quote of the Week

http://tomtunguz.com/marketing-roadmap/

“At the highest level, marketing articulates a compelling narrative. This is step 1.The narrative brings the market forward by contrasting the current state of affairs with a persuasive view of the future. This is a Gap Analysis – a comparison of the current state of affairs to the desired potential.”

Shot 10: App of the Week

Camera on iOS.  Did you know that you can use it to read QR codes?

Shot 11: Bonus Links of the Week

https://webris.org/wiki/intro-to-seo/

https://moz.com/blog/googles-walled-garden

https://www.elephate.com/blog/ultimate-guide-javascript-seo/

https://salt.agency/blog/google-lighthouse-seo-guide/

https://www.gotchseo.com/ahrefs/

Tool to investigate:

https://www.linkedhub.io/

https://www.archie.co

Please rate and leave us some feedback as this helps us improve and reach more marketers.

HubShots Episode 115

Episode 114: Video Trends across YouTube & Facebook, Quarantined Contacts & Sales Workflows

Welcome to Episode 114 of HubShots!

Welcome to HubShots, APAC’s number 1 HubSpot focussed podcast, where we discuss HubSpot tips and tricks, new features, and strategies for growing your marketing results.

We hope you enjoy the podcast as much as HubSpot’s CEO, Brian Halligan does: “Thanks for creating this podcast, it’s awesome, … I listen to it, and I enjoy it.”

This episode we chat about video trends, HubSpot Quarantined contacts, understanding empathy and compassion, and creating tasks in HubSpot workflows.

Listen to the episode here: https://soundcloud.com/hubshots/114-video-trends-across-youtube-facebook-quarantined-contacts-sales-workflows

Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search & Be Found and Craig Bailey from XEN Systems.

Join our WhatsApp group here: https://hubshots.com/whatsapp/

Join the Facebook group here: https://www.facebook.com/groups/hubshots

Recorded: Thursday 22 Feb 2018 | Published: Sunday 04 March 2018

Shot 1: Inbound Thought of the Week

Join us in our Facebook Group – we’re regrouping there 🙂

https://www.facebook.com/groups/hubshots

Check out the latest HubSpot research on global content trends:

https://research.hubspot.com/content-trends-global-preferences

consumergeoArtboard 1

consumergeoArtboard 43

Shot 2: HubSpot Marketing Feature of the Week

CTA tools

https://www.hubspot.com/product-updates/now-live-visual-refresh-of-the-ctas-tool

Starting to see greater consistency across HubSpot Tools now!

Also keep a lookout for the Instagram integration in social.

Shot 3: HubSpot Gotcha of the Week

Marketing: Check Support feedback

Could not find the smart list of Quarantined Contacts!

https://knowledge.hubspot.com/articles/kcs_article/email/what-does-it-mean-if-my-lists-have-been-quarantined

A list will be quarantined if it directly contributes to a high hard bounce rate (15% or higher) on emails you’ve sent through HubSpot. A newly imported contact list may also be quarantined if our system detects a history of high hard bounce rates for the emails included on the list.

How can I see all the contacts in my account that have been quarantined?

Navigate to Contacts > Lists.

Search for and click on the smart list titled Quarantined Contacts. quarantined contacts list 1

What to do? If you are able to verify that some of your quarantined contacts have valid email addresses and you’ve successfully reached out to them outside of HubSpot, please contact HubSpot Support.  

From HubSpot Support:

“We are moving some things around on our back end that are changing a few specific HubSpot-generated lists are populated, sorry for the inconvenience! You can also view your Quarantined Contacts by going into the Contacts tool and adding a filter of “Email Address Quarantined is Equal to True”.”

Contacts 1

Sales:

Deal properties in emails

HubSpot has been adding some nice additions to deals with respect to Workflows eg the ability to set Deal properties on Deals you create from a workflow.

https://www.hubspot.com/product-updates/set-custom-properties-when-creating-a-deal-in-workflows

However, you still can’t add Deal personalisation tokens in emails.

Here’s the community item about it:

https://community.hubspot.com/t5/HubSpot-Ideas/Add-deal-properties-to-email-personalization/idi-p/10974

This would be especially useful in internal emails – add your comment to the thread.

Was chatting with Charles McKay about this last week.

Shot 4: Marketing Tip of the Week

From Rand Fishkin

Become known for one thing extraordinarily well:

https://www.youtube.com/watch?v=emO-PeEH8Fs

Wonderful chat with Ross Hudgens and Wil Reynolds

Shot 5: HubSpot Sales Feature of the Week

Creating workflows that assign tasks to your team for actioning from form fills.

This stemmed from a discussion with a customer that received a lot of different form notifications.  So we removed them from all notifications and created workflows to create tasks that they actioned each morning.

Warranty claims processing for Murray HubSpot

Shot 6: Opinion of the Week

Making Compassionate Decisions: The Role of Empathy in Decision Making:

https://www.fs.blog/2017/12/against-empathy/

Relates to this book: Against Empathy by Paul Bloom

https://www.amazon.com/Against-Empathy-Case-Rational-Compassion-ebook/dp/B01FJ5WB0C/ref=tmm_kin_swatch_0?_encoding=UTF8&qid=&sr=

Empathy:

  • Emotional empathy could be simply described as “feeling what others feel”,
  • Cognitive empathy as “understanding what others feel”, and
  • Compassion as “caring about how others feel.”

“We will always have emotional reactions, but on average our decision making will be better served by improving our ability to reason rather than by leveraging our ability to empathize.”

“While Paul Bloom is unabashedly against empathy as an inherent force for good in the world, he is also a firm supporter of being and doing good. He believes that the “feeling with” nature of emotional empathy leads us to make biased and bad decisions despite our best intentions and that we should instead foster and encourage the “caring for” nature of compassion while combining it with our intelligence, self-control, and ability to reason.”

HubSpot culture code update:

https://www.hubspot.com/careers-blog/how-we-fixed-a-critical-bug-in-hubspots-culture-code

“In this day and age, I think empathy is more important than ever. As we scale our company, what will differentiate us in the future is what has differentiated us in the past: We fundamentally care about our customers and each other.”

Shot 7: Video of the Week

2018 Best Marketing Strategies from Noah Kagan

3 things to look out for:

2:52 Owning a Facebook group for maximum attention

5:46 The next content upgrade: Free software
7:35 A second marketing tool recommendation (from the CMO of HubSpot)

https://www.youtube.com/watch?v=xaU09TNwaok

Shot 8: Resource of the Week

Featured Snippets (HubSpot Research)

https://research.hubspot.com/winning-googles-featured-snippet

This is gold!

Key section on how to format for #0 snippets by formatting with H1, H2 and li tags:

https://research.hubspot.com/winning-googles-featured-snippet#FS5

Think with Google:

TwG AU 1a ASeptDCR 111717

Takeaways:

  • 14.7M spent 20 hours per month on YouTube
  • Usage is across wide age group
  • And split even male/female
  • But majority is on mobile (67%)

Shot 9: Quote of the Week

“Our whole role in life is to give you something you didn’t know you wanted. And then once you get it, you can’t imagine your life without it. And you can count on Apple doing that.”

  • Tim Cook, Apple CEO

Shot 10: Bonus Links of the Week

https://ahrefs.com/blog/keyword-research/

https://ahrefs.com/blog/long-tail-keywords/

https://ahrefs.com/blog/link-building/

Tool to investigate:

How Much Should I Spend on Marketing:

http://www.alsofpublishing.com.au/how-much-should-i-spend/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Please rate and leave us some feedback as this helps us improve and reach more marketers.

HubShots ep 114