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Monthly Archives: December 2018

Episode 145: HubSpot Sequences versus Workflows, Take On Me by A-Ha, How to save time with HubSpot Email From Name Personalisation

Welcome to Episode 145 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 HubSpot sequences versus HubSpot Workflows and highlight where to use each. Plus we chat about using Email Sender Personalisation and a little gotcha. And A-Ha.

Listen to the show here:
https://soundcloud.com/hubshots/145-hubspot-sequences-versus-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.

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

Follow us on Twitter here: https://twitter.com/hubshots

Follow us on Instagram here: https://www.instagram.com/hubshotspodcast/

Recorded: Thursday 20 December 2018 | Published: Friday 28 December 2018

Shot 1: Inbound Thought of the Week

The song of the 2018 was Take on Me by A-ha:

https://qz.com/quartzy/1494804/the-indelible-beauty-of-take-on-me-hollywoods-favorite-song-of-2018/

https://www.youtube.com/watch?v=djV11Xbc914

Shot 2: HubSpot Marketing Feature of the Week

HubSpot Lead Flows are now Pop-Up Forms

https://www.hubspot.com/products/marketing/pop-up-form

It’s a name change only, nothing else has changed.

Most of the HubSpot site pages and URLs have been updated – except for Product announcements, which I suspect they’ll leave as-is.

Just for fun I’ll be tracking how long it takes for Google to update their index – here’s how it looks currently even though the first 3 have been updated on HubSpot’s site:

google lead flows hubspot updated

HubSpot Emails Using Personalised Signatures

When sending emails you can have them sent from the Contact Owner.  This is great for emails sent from salespeople to their contacts without cloning emails and changing the from name, email and signature when the content is essentially the same.

This is set in two places:

  1. Email details – set the From details using the {{owner.fullname}} and {{owner.email}} tokens
  2. Email body – insert the Contact Owner signature

Email details:

hubspot email details

Email signature in body:

select signature

https://knowledge.hubspot.com/articles/kcs_article/email/how-can-i-use-a-personalized-signature-in-marketing-emails-for-each-hubspot-owner

Shot 3: HubSpot Gotcha of the Week

Not having a user email signature setup in profile and preferences so you can use them in email marketing.

This matters as when you send emails from marketing using different contact owners you can use their signature in the email.  If they don’t have their  signature setup it will be blank in the email.  Note there is no default for this like other variables in HubSpot!

https://knowledge.hubspot.com/articles/kcs_article/account/add-an-email-signature-in-the-crm

Shot 4: Marketing Tip of the Week

Solve for the Problem

A reminder to be prioritise your marketing problems

Review:

  • Customer journey: Awareness, Consideration, Decision
  • And thus: TOFU, MOFU, BOFU

Ask yourself:

  • Do we have enough traffic?
  • Do we have enough leads?
  • Do we have enough sales?

Obviously we all want more of all of them, but work out which is your highest priority and then focus on solving that problem first.

As an example, for many of our bigger clients we are now focussing on the nurture components.

Traffic and leads are OK, but moving the leads to be sales ready is a problem. Once they are sales ready, the sales process is working OK.

So, the focus is on the middle part – warming the leads up and communicating value and fit.

So that they can be handed to a sales person.

Shot 5: HubSpot Sales Feature of the Week

Sequences

Sequences are basically sales automation:

https://www.hubspot.com/products/sales/sales-automation

When to use sequences versus email nurture workflows

Marketing Automation Sales Automation
HubSpot Workflows

Email nurtures 1-to-Many

Marketing Pro required

HubSpot Sequences

Follow up emails 1-to-1

Sales Starter required

Shot 6: Insight of the Week

The importance of Strategy and Design for Marketers

Strategy and Design is where marketers should be focussing:

https://www.marketingweek.com/2018/12/12/sweet-spot-is-where-strategy-meets-design/

From the article:

“If I were a young marketer, I would resist being pigeon-holed as ‘the guy that does email’ or ‘the social person’ or ‘the search expert’, and I would head to wherever strategy meets design.”

Consider:

  • Specialisms versus Strategic initiatives
  • The growing importance of user experience (UX)

Shot 7: Podcast of the Week

Kwik Brain with Jim Kwik: Episode 88: Eating for Your Brain with Dr. Lisa Mosconi

https://overcast.fm/+IcNnGluWk

Loved this episode as we learnt a lot of practical ways to eat well for your brain!

Shot 8: Resource of the Week

Google Insights – 2018 in Review

https://www.thinkwithgoogle.com/marketing-resources/2018-marketing-trends-review/

Search Intent Marketing Funnel

But once you get past that guff, there’s actually some interesting insights eg this article on the number of touchpoints for people on their path to purchase:

https://www.thinkwithgoogle.com/feature/search-intent-marketing-funnel/#/

Remove Backgrounds from images

Awesomely super useful tool:

https://www.remove.bg/

remove bg

background removal example

How to setup Google analytics Goals

Excellent overview from Benjamin Mangold:

https://youtu.be/Qg5Wh-8KyiA

Ben runs Loves Data – here’s a related post:

https://www.lovesdata.com/blog/goal-value

Shot 9: Quote of the Week

https://www.thinkwithgoogle.com/marketing-resources/the-future-of-marketing/

“It used to be that celebrities became influencers; now influencers are becoming celebrities.”

Shot 10: Bonus Links of the Week

SEO Checklist

https://ahrefs.com/blog/seo-checklist/

Holiday reading:

https://raynernomics.com/become-everyones-trendsetter/

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

HubShots Episode 145: HubSpot Sequences versus Workflows, Take On Me by A-Ha, How to save time with HubSpot Email From Name Personalisation

Episode 144: Google Search Console, HubSpot Ads, Easily Adding Contacts into the CRM

Welcome to Episode 144 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 HubSpot’s decision to include a baby version of their Ads add-on in all Pro and Enterprise accounts, plus we discuss the benefits of Google Search Console.

Listen to the show here:
https://soundcloud.com/hubshots/144-google-search-console-hubspot-ads-easily-adding-contacts-into-the-crm

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

Follow us on Twitter here: https://twitter.com/hubshots

Follow us on Instagram here: https://www.instagram.com/hubshotspodcast/

Recorded: Tuesday 04 December 2018 | Published: Thursday 20 December 2018

Shot 1: Inbound Thought of the Week

Why you should be using Google Search Console

Google Search Console (previously known as Google Webmaster Tools):

https://www.google.com/webmasters/

HubSpot now integrates with GSC:

https://blog.hubspot.com/customers/seo-google-search-console-integration

Other recommended tools: SanityCheck:

https://www.sanitycheck.io/

Shot 2: HubSpot Marketing Feature of the Week

HubSpot Ads Add-On updates

HubSpot is rolling out a cut down version of the Ads add-on into Pro and Enterprise for free:

https://blog.hubspot.com/customers/bringing-hubspots-ads-tools-into-the-core-marketing-hub

https://offers.hubspot.com/hubspot-ads-add-on-faq

hubspots ads legacy new

Be careful: Limiting by Ad Spend in the New Ads add-on is a strange limit.

Ads add-on now supports multiple Google Ads and Facebook Ads accounts:

https://community.hubspot.com/t5/HubSpot-Ideas/Link-multiple-accounts-to-Ads-add-on/idc-p/219378#M25974

(Stay tuned for LinkedIn integration coming in 2019)

Be aware you cannot add another pixel for tracking!

Key takeaway: It’s all about HubSpot being your reporting Hub!

YouTube

Integrating YouTube video:

https://knowledge.hubspot.com/articles/kcs_article/social/use-youtube-reports-in-hubspot

Very simple to add multiple accounts via the Marketing > Social settings.

You can then report on all or individual YouTube channels:

hubspot youtube integration

Shot 3: HubSpot Gotcha of the Week

Custom Fields Confusion

Creating custom fields in forms and imports can easily turn into creating lots of duplicate or similar custom fields.

Instead of creating the custom fields when building forms, aim to understand all your data and prepare the fields in advance. Also group them into logical Custom groups.

This will save you time and effort moving forward.

BTW this is a good example of why planning and strategising up front is valuable.

Shot 4: Marketing Tip of the Week

Naming conventions and File management in HubSpot

https://blog.hubspot.com/customers/organizing-your-hubspot-content-for-2019

Shot 5: HubSpot Sales Feature of the Week

Setting your notification preferences in HubSpot

https://app.hubspot.com/user-preferences/xxxxxx/global-preferences

(replace xxxxxx with your portal ID)

hubspot crm notifications

Scan Business cards in the HubSpot App or add them directly from the contacts on your phone.

IMG 05B6F82B1245 1

Shot 6: Insight of the Week

Handwritten Notes at Scale

Ian and Craig discuss their thoughts on Bond.co who have a service for ‘handwritten’ note fulfilment.

https://www.bond.co/

It all boils down to Efficiency versus Authenticity

Shot 7: Podcast of the Week

Stop stealing dreams

Akimbo: A Podcast from Seth Godin

https://www.akimbo.me/blog/s-3-e-9-stop-stealing-dreams

Shot 8: Resource of the Week

How long should your content be for the best SEO?

https://northcutt.com/seo/how-many-words-per-page-for-seo/

Turns out it’s probably as long as it needs to be.

Shot 9: Quote of the Week

“What if the ideal length of content for SEO is the one that solves a problem best?”

– Corey Northcutt

Shot 10: Bonus Links of the Week

https://searchengineland.com/technical-seo-in-the-wild-real-world-issues-and-fixes-308578

https://blog.hubspot.com/customers/tips-for-a-lead-scoring-model-that-works

https://www.nytimes.com/2018/04/20/your-money/experts-david-baker.html

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

Episode 144: Google Search Console, HubSpot Ads, Easily Adding Contacts into the CRM

HubShots podcast

Episode 143: 5 Ways to Improve Your SEO Using HubSpot

Welcome to Episode 143 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 5 ways you can improve your SEO using HubSpot.

Listen to the show here:
https://soundcloud.com/hubshots/143-hubspot-seo

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

Follow us on Twitter here: https://twitter.com/hubshots

Follow us on Instagram here: https://www.instagram.com/hubshotspodcast/

Recorded: Thursday 28 November 2018 | Published: Friday 14 December 2018

Shot 1: Inbound Thought of the Week

SEO is our focus this week.

We’re going to highlight 5 of the key ways you can use HubSpot to improve your website rankings.

Shot 1.1: Most Important Business Item of the Week

Shout out to 2 of our youngest listeners, Eli & Max!  This shot was the Eli’s suggestion…as business of the week!

Shot 2: HubSpot SEO Marketing Features of the Week

[1] HubSpot SEO Optimisation

Using the Blog Optimisation suggestions to improve the SEO of your blog posts:

hubspot blog optimisation tool

This is also available in Web and Landing pages when editing.

[2] Optimising Images

Set ALT tag on images when adding them into posts and articles

[3] AMP Setting

To enable AMP or not?

https://www.ampproject.org/learn/about-how/

https://moz.com/blog/amp-digital-marketing-2018

Some considerations:

  • If speed is your key focus, then AMP is a strong consideration
  • If appearing some of the news carousels is a key focus, then AMP is a strong consideration
  • If in-depth metrics is a key focus, then AMP is to be avoided (since most javascript tracking is prevented from firing)
  • If control of the complete page experience is a key focus, then avoid AMP

Enable the Google AMP setting for blogs

hubspot blog amp setting

https://knowledge.hubspot.com/articles/kcs_article/cos-general/how-to-use-accelerated-mobile-pages-amp-in-hubspot

Shot 3: HubSpot Gotcha of the Week

Template image assets that need ALT text show up in the optimisation suggestions!

See the above screenshot for an example.

Shot 4: Marketing Tip of the Week

[4] Content Strategy Tool

A useful way to pull together content ideas and map them between pages.

https://academy.hubspot.com/content-strategy-onboarding

https://knowledge.hubspot.com/articles/kcs_article/content-strategy/create-topics

Listen to episode 127 where we go through this in detail:

https://hubshots.com/episode-127/

The Content Strategy Tool is now also referenced in the Optimisation tools – you can link directly to a Contact Strategy item from the Blog Optimisation section on a page

Shot 5: HubSpot Service Feature of the Week

[5] Knowledge Base

Useful for creating SEO optimised pages – especially targeted to people looking for product specific details.

Suggestion: use Blogs for industry news, thought leadership, topics and company announcements, and use Knowledge Base for all Product related content.

https://www.hubspot.com/products/service/knowledge-base

https://knowledge.hubspot.com/articles/kcs_article/knowledge-base/how-do-i-set-up-and-customize-my-knowledge-base

Shot 6: SEO Insight of the Week

Using Social to improve your SEO

Owning the page for your brand terms by having up-to-date social channels eg LinkedIn, Facebook and Twitter.

https://neilpatel.com/blog/seo-with-twitter/

Ian has had success with content being indexed and found quickly by using twitter.

Shot 7: SEO Podcast of the Week

https://www.hubspot.com/podcasts/skill-up

There is a whole season – 7 episodes on very practical SEO.

Shot 8: SEO Resource of the Week

https://backlinko.com/blog

Shot 9: SEO Tools of the Week

Ahrefs > https://ahrefs.com/

https://neilpatel.com/seo-analyzer/

Quick, somebody let Matt Barby know there’s a few SEO issues with the HubSpot site:

http://tools.neilpatel.com/en/analyze/www.hubspot.com

This is a good tool for testing page speed and seeing what is happening is happening when the page loads.

https://www.webpagetest.org/

Shot 10: SEO Quote of the Week

“Don’t Build Links. Build Relationships.” — Rand Fishkin

Shot 11: Bonus Links of the Week

This episode is proudly brought to you by Hokkaido Baked Cheese Tart

http://www.hbctaus.com.au/

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

hubshots Episode 143: 5 Ways to Improve Your SEO Using HubSpot

HubShots podcast

Episode 142: HubSpot Lead Rotation, Testing Assumptions & How To Be an Introvert in an Extrovert World

Welcome to Episode 142 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 HubSpot Lead Rotation, testing assumptions and how to be an introvert in an extrovert world.

Listen to the show here:
https://soundcloud.com/hubshots/142-hubspot-lead-rotation-testing-assumptions-how-to-be-an-introvert-in-an-extrovert-world

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.

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

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

Recorded: Thursday 15 November 2018 | Published: Tuesday 10 December 2018

Shot 1: Inbound Thought of the Week

Good use of CTAs on the HubSpot blog when viewing on desktop – adding a CTA at the top left of the post before the content even starts:

hubspot blog CTAs

Shot 2: HubSpot Marketing Feature of the Week

Email database clean up

Database hygiene – keeping our portals minty fresh!

To consider: should we delete any contact who bounces?

If so, easy to create a list and delete.

But if we want to only delete hard bounce contacts, then we need to go through the following process:

https://knowledge.hubspot.com/articles/kcs_article/contacts/how-can-i-delete-contacts-who-have-unsubscribed-or-hard-bounce

Shot 3: HubSpot Gotcha of the Week

Captcha on Lead Flow Follow up emails

If you use Follow Up email from a Lead Flow it will show a recaptcha field – very ugly.

Upvote this request to disable it (or at least an option to disable it):

https://community.hubspot.com/t5/HubSpot-Ideas/Lead-Flows-Allow-Removing-reCAPTCHA-Code/idi-p/193063

Shot 4: Marketing Tip of the Week

Using HotJar to check how people are interacting with your page:

https://www.hotjar.com/

Don’t make assumptions about your audiences as this can have a big impact on conversions on our site.  Never assume anything.  Test and Measure.

Shot 5: HubSpot Sales Feature of the Week

Doing Lead Rotation in a Workflow

https://knowledge.hubspot.com/articles/kcs_article/contacts/how-to-set-an-owner

If you have a Sales Hub Professional account, you can also automatically rotate contacts among specific paid users or teams in your account using the Rotate leads action in your workflow. Rotating your leads with a workflow will evenly distribute incoming contacts to specified contact owners. The lead rotator will randomly assign leads to whichever owner has the lowest lead count.

Shot 6: Insight of the Week

Running Pain versus Benefit versions of messaging.

Running a new campaign for a client, we built 6 banners with paid-avoidance messaging, and 6 with benefit messaging and tested against a number of target audiences.

Which do you think performed better?

Never assume anything.  Test and Measure.

Shot 7: Podcast of the Week

Perpetual Traffic – 10 Facebook Best Practices

http://digitalmarketer.libsyn.com/ep173-10-facebook-best-practices-to-optimize-your-auction-strategy

Moving up the funnel until you find traction.  This may be the case as Facebook (and Google) are doing more machine learning and more data is needed to facilitate the result.

Shot 8: Resource of the Week

How to be an Introvert in an Extrovert World

This is for Dharmesh.

Are you an introvert?

Michele’s new book for introverts is now available:

https://louderminds.com/new-book/

https://louderminds.com/introvert-book/

The new handbook for introverts – full of strategies, humor, inspiration, and psychological insights into the introvert life.

How to be an Introvert in an Extrovert World now available

Amazon.com: https://www.amazon.com/How-Be-Introvert-Extrovert-World-ebook/dp/B07JJFTQ94/

Amazon.co.uk: https://www.amazon.co.uk/How-Be-Introvert-Extrovert-World-ebook/dp/B07JJFTQ94/

Amazon.com.au: https://www.amazon.com.au/How-Be-Introvert-Extrovert-World-ebook/dp/B07JJFTQ94/

Apple Books US: https://itunes.apple.com/book/how-to-be-an-introvert-in-an-extrovert-world/id1439542485?mt=11

Apple Books AU: https://itunes.apple.com/au/book/how-to-be-an-introvert-in-an-extrovert-world/id1439542485?mt=11

Shot 9: Quote of the Week

About Social Media

“No doubt I miss out on potential audiences by limiting my social media channels.  But the stress and faint sense of desperation I feel when I extend myself further on social media is not worth it to me.  Much better to be authentic and sane with fewer followers and readers.  Like you!”

How to Embrace Depth (Page 78) – Michele Connolly

Shot 10: Bonus Links of the Week

Profile of Yuval Noah Harari

https://www.nytimes.com/2018/11/09/business/yuval-noah-harari-silicon-valley.html

Some

https://www.wsj.com/articles/tech-consultants-are-the-new-mad-men-1541765256

https://www.gartner.com/doc/reprints?id=1-4TOZK37&ct=180322&st=sb

If that link doesn’t work, try this one instead:

https://www.wsj.com/articles/tech-consultants-are-the-new-mad-men-1541765256?emailToken=a716d575795ce346e129a9f4f4bd3f44jgSUsiZWE3uW4sJMFaTndYQYOpWIeTN7QwJvNfx6WZZ+OXEqB4UGhz+oiWTYbfjecAqIqtYP2RyZYGv2XMx1nw%3D%3D&reflink=article_copyURL_share

Cloudflare DNS

https://1.1.1.1/

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

HubShots Episode 142