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Monthly Archives: July 2018

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Episode 127: Content Strategy Tool Improvements

Welcome to Episode 127 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.

This episode we look at the revamped content strategy tool wizard (plus a workaround), think through the impact of data decay, and making calls from HubSpot.

Listen to the episode here:
https://soundcloud.com/hubshots/127-content-strategy-tool-improvements

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

Subscribe to our YouTube Channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

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

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

Recorded: Tuesday 26 June 2018 | Published: Wednesday 25 July 2018

Shot 1: Inbound Thought of the Week

Caught up with Charles McKay at HubSpot today

Also Varun, Mads, Nick Bayliss

We are testing a YouTube channel – if that’s your thing.

https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

Please subscribe, so we can get a sense of how many people find YouTube a good option.

If there’s enough interest we’ll look at providing video as well as audio in the feed.

Shot 2: HubSpot Marketing Feature of the Week

Reset your Content Strategy clusters, and then you can run through the Topic cluster wizard

https://knowledge.hubspot.com/articles/kcs_article/content-strategy/creating-new-topic-clusters-with-content-auditing

Please note: the content audit feature is only available if you do not have any existing topic clusters. If have existing topic clusters already and you’d like to use this feature, you can delete your existing topic clusters to add your topic clusters with content auditing.

After updating, you then wait 24 hours for the analytics to update:

content strategy tool updating

btw

Semantic = buzzword

Noun. semantic relation (plural semantic relations) Any relationship between two or more words based on the meaning of the words.

semantic relation – Wiktionary

https://en.wiktionary.org/wiki/semantic_relation

Shot 3: HubSpot Gotcha of the Week

Understanding Sales Pricing and limits:

https://legal.hubspot.com/hubspot-product-and-services-catalog

Shot 4: Marketing Tip of the Week

Email decay rates – assume >20% per year

Widely cited stat (but we can’t find the actual source) from Marketing Sherpa (https://www.marketingsherpa.com/) that email lists decay at 2.1% per month (which apparently when annualised is 22.5% per year – ie doesn’t account for growth at the same time.)

https://www.hubspot.com/database-decay

This includes people opting out, but also people who change their email address.

Need to be mindful that if you aren’t growing your list by 2.1% per month you are going backwards.

Plus that doesn’t include people who still stay on your list but just don’t engage.

Shot 5: HubSpot Sales Feature of the Week

Calling

You can place calls via VOIP (voice over the internet!) right from within your HubSpot account, or click to connect through a physical phone. Optionally record and log calls to a contact’s record. Lite version in HubSpot CRM includes 15 minutes of calling per user per month.  Starter 500 minutes of calling per user per month & Professional 2000 minutes of calling per user per month.

Craig Bailey

Saw this notification in a clients account as they have not been using it:

Reports dashboard 3

Bonus features:

  • You can export out your Quotes you’ve generated from the Deals
  • Settings > Sales > Products & Quotes

Shot 6: Opinion of the Week

Influencers and B2B Marketing

Was chatting with someone at Grow with HubSpot Sydney and they were in B2B, but weren’t sure how they could incorporate at an influencer marketing strategy.

Before you get fixated on celebrity endorsements and instagram images, start simple – get reviews for your business. People are influenced by reviews.

Super simple example: we use Brian Halligan at the start of this podcast…

In B2B it may mean it is easier starting at the bottom of the funnel when people are deciding, versus at the top when people are researching.

Shot 7: Emotion of the Week

Occhiolism: The awareness of the smallness of your perspective

http://www.dictionaryofobscuresorrows.com/post/95735249861/occhiolism

Found this via David Perell on Twitter:

https://twitter.com/david_perell/status/1009966684764065793?s=12

23 emotions

Credit to John Koenig from The Dictionary of Obscure Sorrows!

Via: http://www.dictionaryofobscuresorrows.com/

Shot 8: Resource of the Week

Five Years of Google Ranking Signals

from Bill Slawski (SEO by the Sea)

A great example of content that people will share widely but never actually read themselves:

http://www.seobythesea.com/2018/06/google-ranking-signals/

Love that each item has an action point eg here’s the action point related to Google using the first time it crawls a site as a signal, because it uses Domain Age as a signal of quality.

Action items: Create evergreen content that people will find value in over time, and continue to link to. As people continue to link to it, Google will continue to see value in that content.

Shot 9: Quote of the Week

“Customers play ball not just because of extremely low prices but also because IKEA offers them advantages and an experience that other retailers do not. Are there ways in which your firm – or a new venture – could offer customers advantages that would not cost you very much, or would even increase profits?”

― Richard Koch, Simplify: How the Best Businesses in the World Succeed

Shot 10: Bonus Links of the Week

https://blog.hubspot.com/sales/the-psychology-of-selling

https://backlinko.com/seo-techniques

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

HubShots episode 127

Yes, we got this one from pexels as well

Episode 126: Using Google Tag Manager with HubSpot

Welcome to Episode 126 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.

This episode we chat about the HubSpot Community, plus dive into Google Tag Manager.

Listen to the episode here:
https://soundcloud.com/hubshots/126-using-google-tag-manager-with-hubspot

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/

Subscribe to our YouTube Channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

Recorded: Wednesday 20 June 2018 | Published: Monday 02 July 2018

Shot 1: Inbound Thought of the Week

Highlights from the HubSpot Partner event in Sydney last week.

Got a sneak peak into some of the upcoming HubSpot feature releases.

Service Hub was a focus.

The Funnel is dead, it’s all about the Flywheel – so sayeth David Shepherd

It’s about making the customer the centre of everything.

hubspot flywheel

Good to catch up with: Stacey Chalmers, Sarah McIntyre, Tony Eades, Justin Theng #gotheextra, Samantha Alford, Charles McKay, Daniel Bertschi, Varun Bhandarkar, Bob Ruffalo, Jethu Mahtani, Michael Redboard

Good to meet Adam Steinhardt and Zaahn Johnson (finally!) from the HubnSpoke podcast:

https://www.thekingdom.com.au/hubnspoke

Interesting thought from the day: are you planning for a coming recession and if so, how will approach it. Jethu noted the importance of customer retention – which played in nicely with some of the Service Hub offering.

HubSpot Community

Speaking of events, it’s Grow with HubSpot Sydney tomorrow (as we record this). Shout out to Bertie who was looking after some last minute registrations. We emailed her just before 5pm and she replied almost instantly helping us out.

And even more about events – one of the reasons we’ve called out a bunch of people we caught up with is because it is an insight into the wonderful HubSpot community. If you’d like to be part of the HubSpot community, make sure to check out a local HubSpot User Group:

https://academy.hubspot.com/hubspot-user-groups

Shot 2: HubSpot Marketing Feature of the Week

How to add Google Tag Manager in HubSpot

https://knowledge.hubspot.com/articles/kcs_article/cos-general/how-do-i-add-the-google-tag-manager-code-to-my-hubspot-pages

Now set under Settings > Marketing > Web

hubspot web settings

And then scroll down to the settings for Site header and Site footer

hubspot web gtm settings

Ideally HubSpot should support this natively as a tickbox like they do for Google Analytics.

https://blog.hubspot.com/marketing/google-tag-manager-guide

Note: always use the new Google Universal Analytics script – never use Classic Analytics

Shot 3: HubSpot Gotcha of the Week

If you have multiple domains in your HubSpot portal make sure to select between domains when adding in the Google Tag Manager script:

hubspot domain select

Otherwise you may have the GTM script appear on all your domains (which may not be want you want – especially if you have an Enterprise account).

Shot 4: Marketing Tip of the Week

Why you should be using Google Tag Manager to manage all your marketing scripts

https://support.google.com/tagmanager/answer/6102821?hl=en

https://moz.com/blog/an-introduction-to-google-tag-manager

Common examples:

  • Google Analytics
  • Facebook pixel
  • LinkedIn pixel
  • Twitter pixel
  • HotJar
  • Conversion Linker
  • Link tracking
  • Download tracking

https://www.simoahava.com/ is the guru on GTM and GA – worth following if you are a technical person or just love geeking out on the GA and GTM stuff.

Shot 5: HubSpot Sales Feature of the Week

Lead Activity Feed

This is a great way to get a quick overview of what your leads are doing.  Plus when you hover over the record you can call, email, create a task, note, email and log activity.

Activity Feed

Shot 6: Opinion of the Week

https://seths.blog/2018/06/learning-from-the-factory-dealer-divide/

Hire the right people, walk away from those that aren’t on the journey.

Gain enrollment.

Model behaviors.

Celebrate the right contributions.

Develop a culture, a language, a way of being on the path.

Commit to the journey.

People like us do things like this.

Raise the standards, repeat the process.

Shot 7: Podcast of the Week

jim kwik log

http://jimkwik.com/category/podcast-1/

Thank you to Kathryn Khiroya for sharing this with us!

Shot 8: Resource of the Week

Using Google Tag Manager can automate a whole range of tracking requirements on your website > https://www.lovesdata.com/blog/google-analytics-automation#automation-6 by Benjamin Mangold

Shot 9: Quotes of the Week

“The Funnel is dead. Long live the Flywheel” – Dave Shepherd

“On average, 8 out of 10 people will read your headline copy, but only 2 out 10 will read the rest.” – Brian Clark

“Avoiding stupidity is easier than seeking brilliance” – Shane Parish (Farnam Street Blog)

Shot 10: Bonus Links of the Week

https://backlinko.com/seo-techniques

Ahrefs YouTube Channel:

https://www.youtube.com/channel/UCWquNQV8Y0_defMKnGKrFOQ

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

HubShots Episode 126