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Monthly Archives: May 2018

Episode 123: Why User Experience Matters for Marketers

Welcome to Episode 123 of HubShots!

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

This episode we look at HubSpot’s Slack integration, some tips for using Google Search Console, plus the importance of user experience (UX) for… everything! Product usage, Facebook ad relevance, Google rankings.

Listen to the post here:
https://soundcloud.com/hubshots/123-why-user-experience-matters-for-marketers

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 24 May 2018 | Published: Monday 28 May 2018

Shot 1: Inbound Thought of the Week

We have around 100 days to #INBOUND18 > http://inboundcountdown.com/

Where are all the speakers?

Have you gone the extra? #gotheextra

One person who has gone the extra…

Shout out to Jason Ong from HubSpot Support. Was in a meeting with a client and they asked about HubSpot Support. Fired up a chat with HubSpot Support to demonstrate how responsive they are. Jason Ong was on the chat in an instant and guided us through. The client was amazed.

Shoutout to Nick Bayliss in the Sydney office. Nick is an all round great guy and one of the Customer Success Managers. https://www.linkedin.com/in/nick-bayliss/

A final shoutout to Adam and Louisa, regular listeners, who are holidaying in Florence at the moment. Lucky duckies!

Shot 2: HubSpot Marketing Feature of the Week

Slack Integration with HubSpot:

https://www.hubspot.com/product-updates/slack-integration

https://knowledge.hubspot.com/articles/kcs_article/integrations/how-do-i-use-the-slack-integration

You can now add a task directly into HubSpot from Slack!

The HubSpot task form appears directly within Slack, which makes it easy to include task details like:

  • due date (we wish this was a date picker)
  • task type
  • Association
  • and more with the original context close at hand.

Any task you create within Slack is automatically synced with your HubSpot CRM — exactly where you want it later without any extra work for you now.

Here is a great video on how to install and use it.

Shot 3: HubSpot Gotcha of the Week

Re-enrollment triggers on workflows

Make sure you have this enabled else they will not get any notifications etc with your workflow.

BC Website Duplex Construction Information HubSpot

Shot 4: Marketing Tip of the Week

Brian Dean delivers the goods on using Google Search Console:

https://backlinko.com/google-search-console

A quick favourite tip – using the Fetch as Google option. It’s a quick way to get a new page indexed, or if you’ve done some updates to a page, a quick way to get them recrawled.

Shot 5: HubSpot Sales Feature of the Week

Creating tasks from Slack in HubSpot.

The Slack integration is so good we had to mention it twice in the show!

Craig still can’t get it to work. [sad face]

Shot 6: Opinion of the Week

User Experience is becoming even more important for advertisers.

Perpetual Traffic episode 149:

https://www.digitalmarketer.com/facebook-ad-updates-may-2018/

Facebook now has manual rating teams who check pages that ads send traffic to, to check the user experience. Poor experiences result in high ad prices.

Ralph mentioned that FB has confirmed that an outside agency checks ads to rate the user experience.

See also:

https://newsroom.fb.com/news/2017/05/reducing-links-to-low-quality-web-page-experiences/

Btw I find it annoying that the podcast has a special offer for people who text a message to a US number. Why do podcasts only cater to US audiences? Not a very good user experience…

Btw more on User Experience in Shot 8, when it comes to SEO ranking factors.

Shot 7: Checklist item of the Week

Chrome is removing the Secure message in September and instead highlighting Not secure:

https://venturebeat.com/2018/05/17/chrome-will-remove-secure-label-on-https-sites-in-september/

chrome not secure

Shot 8: Resource of the Week

https://www.kevin-indig.com/the-10-seo-ranking-factors-we-know-to-be-true/

  1. Content
  2. External and internal links
  3. User Intent
  4. CTR
  5. User Experience
  6. Title tag
  7. Page speed
  8. Freshness
  9. E-A-T
  10. SSL encryption

The 10 SEO ranking factors we know to be true

Good example of getting more than one link – I simply copied the table of contents from the post, straight into our show notes. Helpful for you, lots of links for the site.

Shot 9: Podcast of the Week

Akimbo: Networks, Lock In and Pathways

This is a must listen.

https://www.akimbo.me/blog/episode-13-networks-lock-in-and-pathways

http://hear.sethpodcast.com/?_branch_match_id=528088354257225038

Shot 10: Quote of the Week

Life itself is a race, marked by a start, and a finish. It is what we learn during the race, and how we apply it, that determines whether our participation has had particular value. If we learn from each success, and each failure, and improve ourselves through this process, then at the end, we have fulfilled our potential and performed well.”

~ Ferdinand Porsche

Shot 11: Bonus Links of the Week

https://alistapart.com/article/content-modelling-a-master-skill

https://www.siegemedia.com/marketing/advanced-prospecting-techniques

https://moz.com/blog/how-to-optimize-your-google-my-business-listing

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

HubShots Ep 123

A new day

Episode 122: Service Hub Geek Out Session

Welcome to Episode 122 of HubShots!

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

This episode we geek out with Service Hub.

Listen to the episode here:
https://soundcloud.com/hubshots/122-hubspot-service-hub-geek-out-session

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: Tuesday 15 May 2018 | Published: Wednesday 23 May 2018

Shot 1: Inbound Thought of the Week

Customer Service is your new revenue source.

HubSpot User Group is on 30 May 2018:

https://sydney.hubspotusergroups.com/sydney-hubspot-user-group-meeting-30-may-2018

Shot 2: HubSpot Feature of the Week

Service Hub

https://www.hubspot.com/products/service

https://www.hubspot.com/pricing/service

  • Tickets
  • Knowledge Base
  • Support Form
  • Surveys
  • Inbox, with emails and Chats
  • Bots
  • Slack Integration
  • A bunch of new reports to build report dashboards

Chat = Targeted Messages

You can assign a Bot to your Targeted Messages

Examples:

  • Chats that show for particular types of visitors
  • Chats that create Support tickets
  • Chats that give content recommendations
  • Bots that then handoff to Team members

Bonus: You can now not show Live Chat/Messages when you are away.  So go set it to not show.

Prop tip: Make sure you enable notifications in your Personal Profile preferences

Shot 3: HubSpot Gotcha of the Week

HubSpot sales quotes payments – not sending the email address through to Stripe Receipt history. So the purchaser does not get a receipt until you add it in and send it.Dashboard

Don’t get notifications of Bot Messages, that are connected to your own personal Messages. Instead create workflows or tasks to notify you

Notifications:

User Preferences HubSpot

Can’t reference ticket IDs in emails.

There are no ticket or chat references in Contact properties eg for triggering workflows or branches.

Shot 4: Marketing Tip of the Week

Implement 1 thing!

Shot 5: HubSpot Sales Feature of the Week

Quotes – very easily create Quotes from Deals after you’ve added Products to a Deal.

https://knowledge.hubspot.com/articles/kcs_article/deals/how-do-i-create-quotes

Very simple initially, and you can’t delete quotes. Even if you delete the deal.

You can’t even edit them after they have been sent.

Shot 6: Opinion of the Week

All in One platforms versus Best of Breed.

All in One can often mean: A collection of below average modules. Important to review a tool’s parts compared to best of breed tools on the market.

Shot 7: Podcast of the Week

Moby is back!

Instagram tips:https://www.redpandas.com.au/ep88

Moby chats about Service Hub: https://www.redpandas.com.au/ep89

Shot 8: Resource of the Week

Innovative Australian research unveils the path to purchase for international flights

https://www.thinkwithgoogle.com/intl/en-aunz/consumer-insights/innovative-australian-research-unveils-path-purchase-international-flights/

Shot 9: Quote of the Week

Your most unhappy customers are your greatest source of learning.

~ Bill Gates

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

HubShots 122

Checking Email

Episode 121: Email Marketing in 2018

Welcome to Episode 121 of HubShots!

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

This episode we look at HubSpot’s new menu, email tips and benchmarks, and some Apple Fun Facts.

Listen to the episode here: https://soundcloud.com/hubshots/121-email-marketing-in-2018

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: Wed 02 May 2018 | Published:

Shot 1: Inbound Thought of the Week

124 days until Inbound – checkout the countdown at https://inboundcountdown.com

Shout out to Ariana – looking forward to saying hi when we’re next in the office.

Shout out to Brent in his new role in Cambridge as a Manager of the Implementation Team for North America.

Getting ready for HubSpot Service Hub coming in the next few weeks.

Have you adjusted to the new menu yet:

new hubspot menu

So effortless to switch.

Compare this to the pain of switch in other interfaces recently eg the new AdWord interface.

Shot 2: HubSpot Marketing Feature of the Week

https://www.hubspot.com/product-updates/heads-up-were-changing-the-name-of-the-hubspot-owner-property

The following properties will undergo the following name changes:

table

Shot 3: HubSpot Gotcha of the Week

Missing the audience creation and syncing from HubSpot when you don’t have the Ads Add-On!

Found this out when we went to do more Facebook Ads for a customer and realised the big pain it would be to go and create and manage all the audiences manually.

Shot 4: Marketing Tip of the Week

Email marketing unsubscribe reasons: Frequency versus Relevancy

http://www.convinceandconvert.com/email/latest-email-marketing-research/

Reasons for unsubscribe

Craig’s question: why lump the first two together – I want to know which one is more important: Frequency or Relevancy.

Quick takeaway: Make sure your View on Web link is in place:

email view on web link

https://litmus.com/blog/5-things-you-must-know-about-email-consent-under-gdpr

Download the report here:

https://litmus.com/ebooks/state-of-email-2018

Shot 5: HubSpot Sales Feature of the Week

Tasks – because we want to create a repeatable system daily.

This helps sales team stay on top and not lose opportunities.

Tasks

https://knowledge.hubspot.com/getting-started-with-the-hubspot-crm-free/how-to-use-tasks

Settings: Get prompted to create a follow up every time you complete a task. On by default. You can switch this off if you prefer:

task notify

Shot 6: Opinion of the Week

We have no opinions this week.

Shot 7: Fun Fact of the Week

Apple Podcasts platform hits 50 billion downloads and now has over 500,000 shows.

As content has grown, so has the base:

  • 2014, there were 7 billion podcast downloads.
  • 2016, that number jumped to 10.5 billion.
  • 2017, it jumped to 13.7 billion episode downloads and streams, across Podcasts and iTunes.
  • March 2018, Apple Podcasts passed 50 billion all-time episode downloads and streams.

https://9to5mac.com/2018/04/29/apple-podcasts-statistics/

Shot 8: Resource of the Week

https://www.campaignmonitor.com/resources/guides/2018-email-marketing-predictions/

Excellent example of content presented beautifully and usefully

But key takeaway: personalisation of email is becoming more important than ever.

Shot 9: Quote of the Week

“People will choose unhappiness over uncertainty.” – Tim Ferriss

“I’d like to dial it back 5% or 10% and try to have a vacation that’s not just e-mail with a view.”

Shot 10: Bonus Links of the Week

Facebook Advertising platform changes:

https://thenextweb.com/contributors/2018/04/29/facebook-advertising-platform-changed-businesses-need-going-forward/

Please rate and leave us some feedback on Apple Podcasts as this helps us improve and reach more marketers: https://itunes.apple.com/au/podcast/hubshots/id1058686078

Btw you can follow Apple Podcasts on Twitter here: https://twitter.com/ApplePodcasts

 

HubShots Episode 121

Episode 120: Buyer Profiles versus Buyer Personas

Welcome to Episode 120 of HubShots!

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

This episode we think through buyer profiles and buyer personas. Plus a bunch of HubSpot tips and tricks.

Listen to the episode here: https://soundcloud.com/hubshots/120-buyer-profiles-versus-buyer-personas

HubShots, the podcast for marketing managers who use HubSpot, is 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 26 April 2018 | Published: Saturday 05 May 2018

Shot 1: Inbound Thought of the Week

Caught up with Mads Nielsen and Varun Bhandarkar at HubSpot this week.

Good reminder from Varun about building your buyer profile and ideal client avatar (aka persona)

Resource 1: HubSpot blog

See also this article from Lauren Hintz:

https://blog.hubspot.com/sales/how-to-define-your-ideal-buyer-profile

“Buyer personas define the different buying patterns of companies within your ideal buyer profile. Sometimes buyer personas are referred to as marketing personas; they are fictional, generalized representations of your ideal customers.

For example, your ideal buyer profile may be health care companies with less than 10,000 employees. Within that ideal buyer profile, you probably work with multiple buyer personas. Various roles may be involved in the buying decision at those companies. Perhaps one buyer persona is a leader of the IT department and another is the head of operations. Differentiating between these buyer personas will help you formulate a message that resonates with the goals and challenges they are each uniquely facing.”

Resource 2: Seer Interactive blog

Btw a good article from Kia Street at Seer about personas, and defining them in terms of behaviour, rather than personal traits:

http://www.seerinteractive.com/blog/behavior-driven-marketing-personas/

Resource 3: Further suggestions: Facebook Audiences

Craig thoughts – some other ideas for building personas:

  • I’ve started building some personas purely around pain points. Eg a person who needs leads for their business.
  • Facebook audiences – which are usually interest based and behaviour based – use these as a basis for your persona

Example: how we drive more than 1500 leads for LG in the solar space: we test audiences in Facebook, and then build content around the interests in those audiences.

In Facebook you can then further analyse those audiences for demographic details, but note that this is coming after your testing, not before. So it is counter to how a lot of articles will tell you to prepare personas.

Shot 2: HubSpot Tip of the Week

Where to find the Personas tool in HubSpot.

Go to Contact Settings, start typing in ‘persona’ and then you’ll see the list of personas you can edit, or add to.

hubspot personas

Shot 1: HubSpot Marketing Feature of the Week

Ability to set featured image for landing pages and web pages within HubSpot.

Why?  So when you share these pages on social there is an image to go with it.   For example, Facebook posts with images see 2.3 times more engagement than those without images.

dmH9ErBvueYdz55jvyRQVZB3YfV0VpSUx6OM3lvfUtgzAA78uF9zHK5ND6Cg8vBgpQ5kIoJMMlftvz6br7SsiQaq2oOTS 3DH4hcoA6 ksogq6Ypl55rrcrwWk5 LnOlUx6R0S8zhttps://www.hubspot.com/product-updates/set-a-featured-image-for-web-and-landing-pages

Bonus Tip: Facebook debugger: https://developers.facebook.com/tools/debug/

Shot 4: Marketing Tip of the Week

Check your website speed using https://www.webpagetest.org/

We use this on a regular basis to check sites and see if there is anything at all that is causing poor site performance.

Make sure your test location is where people will be most accessing your site from.

WebPagetest Website Performance and Optimization Test

Shot 5: HubSpot Sales Feature of the Week

You can take Control of Your Log and Track Email Settings

This is especially great when you don’t want everyone in your CRM.

Inbox 744 ian jacob searchandbefound com au Search Be Found Mail

https://www.hubspot.com/product-updates/take-control-of-your-log-and-track-email-settings

Shot 6: Opinion of the Week

http://sethgodin.typepad.com/seths_blog/2018/04/powerful-metrics-with-hidden-variables.html

Powerful metrics with hidden variables

What factors lead to a search result showing up on page 1 or page 5 of Google?

What about the popularity bar in iTunes? How does it work?

Who decides what your salary is compared to the person down the hall?

On this road, in this town, what’s the threshold before you’ll get a speeding ticket?

In that magazine article, what’s the methodology for ranking these semi-famous people?

How did this image show up in recommended?

There are ratings and rankings that ostensibly exist to give us information (and we are supposed to use that information to change our behavior).

But if we don’t know what variables matter, how is it supposed to be useful?

Just because it can be easily measured with two digits doesn’t mean that it’s accurate, important or useful.

[Marketers learned a long time ago that people love rankings and daily specials. The best way to boost sales is to put something in a little box on the menu, and, when in doubt, rank things. And sometimes people even make up the rankings.]

Shot 7: Podcast of the Week

Justin on Inbound Agency Journey:

https://www.doinbound.com/inbound-agency-journey/how-to-use-agency-partners-to-grow-your-business

“There’s a lot of noise where agencies gain the tools and buy into the training, but they aren’t real marketers.

They don’t understand the nuances of lead scoring, generation leads, etc. They’re better at following the party line delivered by a toolset or method. They’re trained on a platform but not good at actual marketing.”

Shot 8: Resource of the Week

Growing your YouTube Channel:

https://backlinko.com/grow-youtube-channel

Brian Dean chats about how he helped grow Buffer’s YouTube channel.

Shot 9: Quote of the Week

“Perhaps your challenge isn’t finding a better project or a better boss. Perhaps you need to get in touch with what it means to feel passionate. People with passion look for ways to make things happen.”

― Seth Godin, Linchpin: Are You Indispensable?

Shot 10: Bonus Links of the Week

ManyChat course on using Chatbots:

http://course.manychat.com/

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

HubShots Episode 120