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Monthly Archives: April 2019

Episode 153: Our top 3 HubSpot Workflow tips

Welcome to Episode 153 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 discuss three of our favourite HubSpot Workflow tips. Plus think through uses for the Lead Status field. And social strategy versus social tactics.

Listen to the show here: https://soundcloud.com/hubshots/153-our-top-3-hubspot-workflow-tips/

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/

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

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

Recorded: Wednesday 03 April 2019 | Published: Friday 12 April 2019

Shot 1: Inbound Thought of the Week

The Sydney HubSpot User Group in March was a useful night of insights and HubSpot tips.

Sarah McIntyre shared her HubSpot Tip of the Night around using signup forms and Lead Flows (ahem, I mean Popups). Interesting tip – use a person’s face as the image in the popup form.

Moby wowed us with his HubSpot Maturity Model for where to focus your energy, based on your current situation. Interesting tip – using HubSpot Contact Property based reports. He’s a big fan of the reports – and a good reminder to me to dig deeper into the reporting tools.

Our 3 guest speakers highlighted the need to build your own brand, and how it’s a long, tough journey – but worth it. One example that resonated with me – Suzi Dafnis explained that you didn’t have to be the name of the brand, but you did have to be the face of the brand.

And if all that wasn’t enough we had a bunch of marketing jokes thanks to our MC for the night.

Shot 2: HubSpot Marketing Feature of the Week

Our top 3 HubSpot Workflow tips

1] Use the Settings to set workflow suppression and unenrollment. Have a Global Suppression list you use in all workflows – see episode 149: Global Suppression Lists in HuSpot Workflows

2] Use the workflow Goal to exit people, as well as report on progress.

3] Looping workflows – a Parent and Child workflow arrangement that can be set to keep looping around eg every day or week. Parent workflow has two entry criteria triggers – the first is a general one to get it started, the second is usually a custom property that is reset by the Child workflow. The parent workflow starts and has a simple delay eg a few minutes, and then calls the Child workflow (and the Parent then finishes). The child workflow performs and action (eg send and email) and then has the main delay (eg a day or a week, etc). The final step of the workflow is to set (or reset) the custom property that triggers the Parent.

These are useful for sending out periodic emails, updating other properties, etc.

Shot 3: HubSpot Sales Feature of the Week

Custom Lead Status

This is a nice feature that Moby reminded us about at the HUG.

You can setup your own Lead Status options, and use them to trigger actions, as well as use in reports.

Example: Using it to create a deal when you get to a particular lead status

Checkout episode 148 where dive in detail into the differences between Lifecycle Stage and Lead Status.

Shot 4: HubSpot Gotcha of the Week

Accidentally turning campaigns on and off in the Ads add-on.

That slider will turn campaigns on and off. It is NOT for selecting what to include in reports!

hubspot ads addon gotcha

Shot 5: Marketing Tip of the Week

Facebook Advertising Metrics

https://marketingland.com/facebook-to-replace-relevance-score-with-3-new-metrics-in-april-258355

Three new relevancy metrics. The new metrics are quality ranking, engagement rate ranking and conversion rate ranking.

The quality ranking metric will measure an ad’s perceived quality compared to ads competing for the same target audience.

The engagement rate metric will work the same way, showing an ad’s expected engagement rate compared to ads competing for the same audience.

The conversion rate ranking shows an ad’s expected conversion rates when compared to ads with the same optimization goals and audience.

As with the previous relevance score, these new metrics are not factored into an ad’s performance in the auction, but instead provide insights into how changes to creative assets, audience targeting or post-click experience may impact ad performance.

Shot 6: Insight of the Week

Social Strategy versus Social Tactics

Reverse engineer the social activity of a successful marketing based company, and you’ll be able to see the difference between having a social strategy, versus just doing social tactics.

Social strategy includes choosing the goal of each channel eg

  • Twitter – share knowledge base and in-depth articles, plus jump onto support opportunities
  • Instagram – use as a recruiting focus with updates about company activities, life at the company etc
  • Facebook – use a community arm with a focus on involvement and impact
  • LinkedIn – use as a way to build the personal branding of staff members

Compare this to social tactics, which are often just

  • Sharing the latest blog posts on all the channels at the same time

Action item: determine what’s right for your business – in many cases simple social sharing (tactics only, no strategy) is fine. But if you see opportunity in having a full social strategy, then don’t underestimate the time and effort involved.

Shot 7: Podcast of the Week

Content Sells with Suzi Dafnis

https://herbusiness.com/podcast-series/content-sells/

Latest episode is here:

https://herbusiness.com/podcast/103-how-to-host-a-successful-online-summit/

Shot 8: Resource of the Week

Ecommerce SEO

https://backlinko.com/ecommerce-seo

Hard to find a better article than this about ecommerce SEO. I haven’t even finished reading it all, and I’m already recommending it.

Shot 9: Quote of the Week

“It’s called the equal odds rule.  If you want to write a frequently cited paper, publish a lot.  If you want a successful business, get to work.  If you want to sharpen your skills as a disruptor, disrupt.  A simple metric: show up and keep showing up.”

  • Whitney Johnson, P92 of Disrupt Yourself

Shot 10: Tweet of the Week

Mark Porter nails perfectly some of the SEO bragging that is all over twitter these days:

https://twitter.com/markcporter/status/1108372390470406144

growth hacking

Shot 11: Bonus Links of the Week

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

https://twitter.com/joncooperseo/status/1109105694790291456?s=12

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

HubShots Episode 153: Our top 3 HubSpot Workflow tips

Episode 152: I don’t care about your new logo

Welcome to Episode 152 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 email testing, content audits, HubSpot form enhancements, and why many marketing trend stats are useless. Plus, why your customers don’t care about your new logo.

Listen to the show here: https://soundcloud.com/hubshots/152-i-dont-care-about-your-new-logo

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/

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

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

Recorded: Wed 13 Mar 2019 | Published: Tue 02 April 2019

Shot 1: Inbound Thought of the Week

What is Inbound?

Inbound is an event that celebrates the human, helpful side of business.

They should just rename Inbound to South by Southwest (SXSW) Boston.

Marketing in the good old days:

https://twitter.com/oldshopsoz/status/1102346572178702338?s=12

“The power to keep up.”

commodore 64

Shot 2: HubSpot Marketing Feature of the Week

Email client testing – we would say it is hardly used!

You will find it under Preview in the Actions menu when in the email tool.

Edit Email   Sydney warehouse relocation

Edit Email   Sydney warehouse relocation 1

Not You? Links in forms

See point 2 in the HubSpot product updates post:

https://www.hubspot.com/product-updates/three-updates-to-forms-to-help-you-manage-your-contacts-information-better

Smart lists based on contact activity

Using Activity as criteria in smart lists:

hubspot smart list activity criteria

Shot 3: HubSpot Sales Feature of the Week

How to use sequences

Sequences use a mix of personalized, well-timed emails and follow-up task reminders to automate your communication with your leads.

You can customise the sequence to the individual before sending it.

This is good for people you meet initially but may need some time before re-connecting with you.  Would work well in the property space.

Challenge: have 45 day follow up plan – Thank you Justin from the JetStream

Shot 4: HubSpot Gotcha of the Week

Changing field names in custom modules

Be careful when renaming fields.  It renames the HubL variable name.

What we found is that you cannot see that data

Updating HubL

Design Manager   HubSpot and Skype  1

Use Revision History to compare changes:

hubspot revision history

Shot 5: Marketing Tip of the Week

Content Audits in a nutshell

Via ahrefs: https://twitter.com/ahrefs/status/1096831784577388544/photo/1

https://ahrefs.com/blog/content-audit/

ahrefs content audit flowchart

Shot 6: Insight of the Week

Are social media site usage statistics useful?

There’s lots of decent information available about social channel usage eg:

https://www.convinceandconvert.com/social-media-research/2019-social-media-research/

Reporting on this research

https://www.edisonresearch.com/infinite-dial-2019/

How the study was conducted:

A total of 1,500 persons were interviewed to explore Americans’ use of digital platforms and new media. From January 3rd through February 4th, 2019, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling through both landline phones and mobile phones. The survey was offered in both Spanish and English. Data was weighted to national 12+ U.S. population estimates.

Some of the takeaways:

  • 62% of United States residents 12-34 use Snapchat, and 28% of young Americans use it more than any other social network (compared to 29% for Facebook, and 26% for Instagram)
  • 53% of Americans 55+ use Facebook, compared to 49% in 2018
  • Facebook is becoming steadily less popular among young people, as 17 million fewer Americans ages 12-34 use the platform at all, compared to 2017
  • Despite their own reports of a slight uptick in active users, the percentage of Americans using Twitter at all fell again in 2019. Fewer than 2 in 10 people 12+ use Twitter, putting the platform sixth in terms of usage. Even 6th place is perhaps a bit of an overstatement, as more people use Facebook Messenger than Twitter (Messenger was not broken out in this study), and the trend line suggests that Twitter will fall behind WhatsApp by next year
  • Also, for the first time, Instagram is now the most popular social network among Americans 12-34, ahead of Facebook and Snapchat. This is the first time since Facebook opened to all that it was not the most popular social network among all age categories
  • This edition of The Infinite Dial social media research again found that 22% of Americans use Linkedin — for the third year in a row. Despite Linkedin’s many attempts to add virality and functionality (now with live video!) the percentage of Americans 12+ using the platform has barely budged since 2014, when it was 19%.

Interesting perhaps, but is it actionable?

It might be useful if you were currently not using any channels, and were selecting a place to start.

But as part of informing an overall strategy it is dangerous to give these kinds of studies much weight.

Instead you need to test and measure. Everything. Channels, audiences, targeting, ad copy, calls to action, CPA and ROI.

You need to do your own testing and make your own decisions based on the testing.

There is no easy way to shortcut doing your own testing.

Every month we have unexpected amazing successes with some platforms and puzzling lack of response on others, and it changes from month to month. The only way to keep getting new results is to keep testing new ideas on channels.

Shot 7: Retirement of the Week

Teamwork has rebranded:

https://blog.teamwork.com/introducing-teamworks-new-brand/

Always worries me when a company talks breathlessly about their new brand – “A brand new era for Teamwork”

Customers don’t care, prospects don’t care, most of the company doesn’t care… the only people who care are the marketing department and some senior management – and they’ve diverted a bunch of resources away from what customers and prospects really care about.

Shot 8: Resource of the Week

https://backlinko.com/copywriting-guide

Skim through it to get new ideas for content topics and pain points eg Reddit, Amazon reviews, Product Hunt, etc

Shot 9: Quote of the Week

‘Who would miss it if it were gone?’

Seth Godin – This is Marketing p92

Shot 10: Bonus Links of the Week

https://www.oncrawl.com/technical-seo/common-mistakes-seo-audits/

https://builtvisible.com/tidy-up-your-htaccess-redirects/

https://builtvisible.com/solving-site-architecture-issues/

https://searchengineland.com/stop-the-silo-madness-effective-site-architecture-for-seo-and-findability-313018

https://blog.insycle.com/21-advanced-setup-tips-for-hubspot-crm-hubspot-sales

https://www.kevin-indig.com/the-best-internal-linking-structure-depends-on-your-business-model/

https://databox.com/best-content-marketing-tools

https://getredirects.com/

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

HubShots Episode 152: I don’t care about your new logo