Want To Be Notified When The Next Episode Is Available?

All Posts by HubShots

Episode 148: What does it mean to ‘do SEO’? Plus #falsemarketingmindset

Welcome to Episode 148 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 what people mean when they say they want to ‘do SEO’, plus a review of customer journeys and solving for the problem, and we chat through ‘buying cheaper petrol versus batching your travel’.

Listen to the show here: https://soundcloud.com/hubshots/148-what-does-it-mean-to-do-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

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 23 Jan 2019 | Published: Wed 13 February 2019

Shot 1: Inbound Thought of the Week

What does it mean to ‘do SEO’?

Marketing people will sometimes say they need to ‘do SEO’ – but what does it mean?

Often it means ‘we don’t want to pay for traffic’ from Google.

Other times it means ‘we don’t have enough leads and our site doesn’t seem to be driving business growth, so we need to do something about it’ – and that thing is ‘SEO’.

So what is SEO?

SEO is the acronym for Search Engine Optimisation, and covers all the activities for improving your rankings in the Google results. Those activities include a mix of technical items on your site, producing high value content, formatting it for Google to easily crawl, and then having other reputable sites link to it.

What does Google say? Search Engine Optimization is about helping search engines understand and present content. (https://support.google.com/webmasters/answer/7451184?hl=en )

However, it’s important that the terms we rank for are relevant and valuable. It’s no use ranking for terms that have no value for your site.

And that brings us to this important process of solving for the problem.

So let’s chat about ‘solving for the problem’, and where SEO fits in.

Shot 2: Marketing Tip of the Week

Solve for the problem reminder

What stages of the customer journey are working well? What needs work?

(ie how do we best ‘solve for the problem’?)

Example: do you have a traffic problem? Do you have a leads problem? Do you have a sales problem?

Rating* Comments/Actions required
Awareness
(TOFU)
Consideration
(MOFU)
Decision
(BOFU)

*rating: (1 = bad, 10 = good)

SEO can fit in to all of these stages eg

  • Content for raising awareness of problems (do I have the flu?)
  • Content for considering solutions (should I take a flu pill, who has the best flu tablet)
  • Deciding on the solution to use (reviews of cold and flu tablets)

Note that SEO often works best when combined with other channels eg social might help drive awareness of the questions to ask. Combining with ads allows you to control how you appear in Google.

Shot 3: HubSpot Marketing Feature of the Week

HubSpot Lifecycle stages field

Reminder about life cycle stages:

https://knowledge.hubspot.com/articles/kcs_article/contacts/use-lifecycle-stages

  • Subscriber: contacts who know of your business and have opted in to hear more from your team. This are likely visitors that have signed up for your blog or newsletter.
  • Lead: contacts who have shown sales readiness beyond being a subscriber. An example of a lead is a contact who signs up for a content offer from your business.
  • Marketing Qualified Lead (MQL): contacts who have engaged with the team’s marketing efforts, but are still not ready to receive a sales call. An example of a MQL is a contact who respond to a specific form in a marketing campaign.
  • Sales Qualified Lead (SQL): contacts who have indicated through their actions that they are ready for a direct sales follow up. An example of a SQL is a contact who submits a question about your product through a contact form.
  • Opportunity: contacts who are real sales opportunities.
  • Customer: contacts with closed deals.
  • Evangelist: customers who advocate for your business and whose networks may be leveraged for further leads.
  • Other: a wildcard stage that can be used when a contact does not fit any of the above stages.

Some considerations to be aware of:

  • It’s easy to get confused about lifecycle stages, including thinking that a contact has to go through every stage in a single, linear process.
  • Contacts can easily jump stages, and can also be manually pushed back to earlier stages if appropriate eg sales might determine that a contact that was flagged as an SQL needs to be pushed back to MQL.

Shot 4: HubSpot Sales Feature of the Week

Lead Status field

https://knowledge.hubspot.com/articles/kcs_article/contacts/how-can-i-use-the-lead-status-property-in-my-sales-process

Tip: Consider the lead status field as a sub-stage of the Sales Qualified Lead lifecycle stage.

The default Lead Status options are:

  • New
  • Open
  • In Progress
  • Open Deal
  • Unqualified
  • Attempted to Contact
  • Connected
  • Bad Timing

Shot 5: HubSpot Gotcha of the Week

Knowing where to go if you see something is not working > https://status.hubspot.com/

This is a good start to see if there are any system issues that may be affecting you.

Shot 6: Insight of the Week

Buying cheaper petrol versus Batching travel

Consider the person who spends their time chasing cheaper petrol – they save a few cents a litre.

Consider a second person who focuses on avoiding tolls by using the back streets to get around.

Finally, consider a third person who organises their time better – batching their meetings so they don’t have to spend as much time traveling.

None of these are wrong of course, but the impact of one far outweighs the other two combined.

In our marketing we can easily fall into the same false mindset, here’s a few examples:

  • focussing on saving a few cents on some Google Ads campaigns, instead of optimising landing pages so they convert better
  • focussing on increasing engagement on social, instead of increasing follow-ups by sales
  • chasing cheap impressions on display, instead of highly targeted impressions on an appropriate network such as LinkedIn
  • spinning out lots of cheap fluff content instead of a few quality pieces
  • using cheaper bulk cold calling teams, rather than training outbound callers to research and contact warm contacts
  • Fixating on ‘going viral’ instead of ‘going profitable’
  • Not wanting to add contacts into HubSpot because it may cost you and focussing on keeping a clean contact records
  • All leads that are generated not being good instead of understanding who you want and what problem you can solve for them

#falsemarketingmindset

Shot 7: Retirement of the Week (Update)

HubSpot Predictive Lead Scoring changes are now noted as taking effect on 01 March. Last episode we mentioned it was noted as ‘some time in the future’.

https://www.hubspot.com/product-updates/predictive-lead-scoring-changes

Reminder of why it is changing:

“…the original predictive lead score required thousands of contacts with clean, accurate contact properties in order to produce predictive scores. In full transparency, many HubSpot customers lacked either the quantity or the quality of data to train a model that would accurately score contacts. The new model uses HubSpot Insights datasets to supplement data within a portal to make even more accurate predictions from the very first contact added to a portal.”

Shot 8: Resource of the Week

After 25 years studying innovation, here is what I have learned

https://www.linkedin.com/pulse/after-40-years-studying-innovation-here-what-i-have-christensen/

“Management isn’t simply about P&L statements, meeting quarterly growth and profitability targets, and creating brand awareness. Those are byproducts of good management. Management is about waking up every day and helping people become better people so they can do better work and live better lives.”

Shot 9: Quote of the Week

“The absolute key to being successful long-term in business is to deliver remarkable value and surprise and delight your customers beyond their expectations.  If you get this right, your customers become your marketing department and it’s hard to keep up with the demand that is generated from their positive comments.”

  • Daniel Priestley (24 Assets)

Shot 10: Bonus Links of the Week

Ecommerce nurtures – Shopify integration:

https://app.hubspot.com/settings/[portal-id]/ecommerce

Workflows easily added from here

hubspot ecommerce workflows 1

Google is Creating Featured Snippets from PDF Content – some interesting reading if you want to implement this:

https://www.searchenginejournal.com/google-is-creating-featured-snippets-from-pdf-content/287973/

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

Full Transcript

Ian Jacob: Welcome to HubShots episode 148. In this episode we look at what people mean when they say, “We want to do SEO”, plus a review of customer journeys, and solving for the problem, and we chat through buying cheaper fuel versus batching your travel. You’re listening to Asia Pacific’s number one, HubSpot-focused podcast, where we discuss HubSpot tips, tricks, and strategies for growing your marketing and sales results. We hope you enjoy the podcast as much as HubSpot’s CEO Brian Halligan does.

Ian Jacob: My name is Ian Jacob from search and be found, and with me is Craig Bailey from XEN Systems. How are you, Craig?

Craig Bailey: Really well, and what a great question to be tackling in this episode, it’s so important, isn’t it?

Ian Jacob: I know. And why we’re covering this is because I’ve had people contact me and say, “Oh, we need to do SEO”, or, “We are supposedly doing SEO and it’s not working.”

Ian Jacob: So what do you think people mean when they say, “We want to do SEO”, Craig?

Craig Bailey: Well, this is a good question, isn’t it? And like you, I’ve had client say, “We want to do SEO this year”, and they meant a couple of things. Sometimes they just meant, “Look, we don’t want to pay for traffic from Google. We want free traffic”, and, well, fair enough, why wouldn’t you want free traffic from Google? But other times it actually can be a bit of a catchall. They’re kind of like, “We don’t have enough leads and sales, so we’re not sure what the problem is. We’ve just got to do SEO.” And so SEO becomes this kind of silver bullet that somehow they’re magically going to put into place. So I think it’s important that we actually understand what SEO is, but actually once we understand what it is, how it’s actually applied correctly.

Ian Jacob: Correct. So let’s talk about SEO is an acronym for search engine optimization, and it covers all the activities for improving your rankings in the Google search results. Those activities include a mix of technical, items on your site. So we call this on page optimization, and then there’s off page optimization and then there’s producing high value content, formatting it for Google to easily crawl, and then having other reputable sites link to your site. But Craig, tell me, what does Google’s definition of SEO say?

Craig Bailey: We’ve actually linked in the show notes to a Google support article where they actually say search engine optimization is all about helping search engines understand and present content. And that’s probably it in a nutshell. I don’t know if many people, if they didn’t know SEO, would actually be able to unpack that, but you can see why it’s so general. They’re like, “Oh, okay, good, yeah, well, we want to do that, if that’s what SEO is, let’s do SEO.” And that’s quite right. So here’s what we want to break down. So when we talked about that kind of breakdown of what it is, those activities, technical, and one of the things that you mentioned was content. We need great content presented in a way that Google can crawl. So a lot of that’s SEO. The important thing, though, is you’ve got to be ranking for the right terms. It’s no good optimizing your site to rank for terms that aren’t particularly valuable or commercially relevant to your business, and as obvious as that might sound, it’s actually … it’s quite often we see that, “Oh, we rank for this term.” Does anyone actually really care about that term? No. So we’re actually going to chat about this whole idea that brings in this idea of solving for the problem.

Ian Jacob: Yeah, so let’s chat about this solving for the problem, Craig, and where that fits into the whole discussion with SEO.

Craig Bailey: Yeah, so look, I think it’s good to have this reminder of solve the problem. We’ve covered this in the show many times, and in fact when we talked about this annual marketing review, which is a great thing for businesses to be doing at the start of the year, that’s a key part of it. What are the problems you’re trying to solve this year? And we’ve given plenty of examples in shows where people solve for the wrong problems. So we always think about this solve for the problem, and I’ll just reiterate this, this idea of, well, it’s the funnel, although, as we know, the funnels [inaudible 00:03:51]. But this idea of stages-

Ian Jacob: Well, let’s talk about stages.

Craig Bailey: Yeah, stages that people go through on … we’ll say the customer journey or the buyer’s journey on their way to purchase.

Ian Jacob: That’s right. So let’s start at the top. So this is an awareness, a part of the journey, Craig. Then we’ve got the consideration and the decision part of the journey. Now, think about something that you have bought in not so long ago, and think about how you’ve actually gone through the process of being aware of you have a need, and then doing research about it, then actually figuring out if there’s a product or a solution that fits that, then basically going, “Well, who provides the solution or the product? “And then really going deep into understanding the product, and then making a choice about which is the right solution for you, which is the decision stage.

Craig Bailey: You know, I’m going to give a really simple example, because there’s a great one that HubSpot often use, and that’s this whole idea of, “Have I got a cold?” Yes, and so at the awareness stage that the questions or the problems people are asking is, “Have I got a cold?”, or, “Have I got the flu?” And once they’ve worked that out, then the next question going into consideration mode is, “Well, what’s the remedy for that? Oh, it could be flu tablets, could be other remedies.” So they’re in consideration working out what the solution, and then decision is, “Oh, which brand will I buy?” And I think that it’s … we’ve made it overly simplistic, but it illustrates that whole stages mentality really well, doesn’t it?

Ian Jacob: Yeah, it does. And I think this is really important. Craig. I think I talked to lots of people and business owners, and they think, “I’ve got this product, I’m going to stick it on my website and people are going to find it and make their choice.” But really, if you take yourself out of that position and stick yourself in the customer’s shoes, and think, “Here I am on this journey, how would I even get to this product?” And that’s what we need to be considering.

Craig Bailey: Well, let’s think how this fits in with what we’re talking about SEO. Where does SEO fit in? Where does getting free traffic from Google fit in? Because what we’ll often find, you know, they don’t want to pay for traffic. They’re probably bidding on a term that’s right at that decision stage. But that simple example of, “Have I got a cold or the flu?”, shows that you can have content at each of those levels. A lot of people will just write content, the best flu tablets on the market, let’s say, I’m making this up, right? But they might use that, and they’re only going to write content. That means they’re only writing content for that decision stage. What they need to be thinking about is, “Well, we need to write it at the consideration stage and the awareness stage, as well.”

Craig Bailey: So there you can see this whole idea of, “We just want to do SEO”, it’s not some magic button we press on the site, it’s actually thinking about these, I guess, stages, and writing content that’s appropriate for them, and not only appropriate, but is really good content. Because you can bet that if it’s a popular subject, other people have already written about it, and again, there’s no magic button to make your site suddenly rank better for it, unless your content is better.

Ian Jacob: So, Craig, leading on from this, onto our marketing feature of the week, and this is about HubSpot life cycle stages within the system. So why are we going to use this? Because again, this is a journey where people go through. So we want to actually highlight, because people often get stuck and go, “What does that mean? What does that life cycle stage mean?”

Ian Jacob: So I’m just gonna quickly go through what the life cycle stages that are predefined in the system, that you can use, and you can change. So it’s really key that you understand this.

Craig Bailey: Yeah, and I’ll just preface this by saying this is HubSpot’s terminology to fit with these stages, other systems like Salesforce and that, they have different terminology, and that can be confusing, but we’re now moving from a general concept into actual HubSpot-specific terminology.

Ian Jacob: That’s right. So let’s say the first part of this life cycle stage is someone you would call a subscriber. So they know about your business, they’ve opted into receiving some news, and they’re likely visitors to your blog, right?

Craig Bailey: Very early, yeah.

Ian Jacob: Very early. Next stage is, we would say, their lead. And this is someone who has shown some sort of readiness and is past the stage of a subscriber. So for example, they inquire … on their contact form, and they’re interested in buying a house, for example, and they’re looking at certain home designs.

Craig Bailey: They’ve got a bit more specific.

Ian Jacob: Yes.

Craig Bailey: That’s right.

Ian Jacob: The next one is a marketing qualified lead, or you would call it an MQL, and those are context who’ve been engaged with your marketing efforts. Right? But it’s still not ready to talk to sales. So this is a really clear distinction in this step. And you would say that they have actually engaged in a response to some specific marketing campaign that you’ve done.

Craig Bailey: That’s right, they’re actually … to talk about those three stages we said before, awareness, consideration, decision, they’re moving more into consideration.

Ian Jacob: The next one is a sales qualified lead, and sometimes would say it’s an SQL, and that, our customers have indicated that they’ve gone through these actions and they’re ready to actually talk to someone in sales, or engage in that sales process with the follow up.

Craig Bailey: And I’ll give you a great example of this. They’ve viewed the pricing page, and perhaps they’ve even requested a quote, that’s a big sign that they’re a sales qualified lead.

Ian Jacob: The next one is an opportunity, and this is a contact who are real sales opportunities. So after they’ve gone through some sort of qualification, then you can move them into an opportunity status. And following on from that is a customer status. So, and that’s where the deal is closed, they’ve paid some money, or there’s a transaction being finalized. What’s the next one, Craig?

Craig Bailey: Well, there’s two others that HubSpot use, so those ones you’ve talked about so far relate to a contact moving through to a customer. There’s two others that HubSpot include, one’s called an evangelist, which is kind of, could be a customer, could be a partner that is actually recommending your services. So they’re happy with you, they know you, and they’re actually recommending you. And the other one they’ve got is a bit of a catchall for anything else. They call it the other lifecycle stage, and it just means, well, it’s none of the above, so we’ll put it in other.

Ian Jacob: That last bucket. Okay, so here are some considerations to be aware of. Not to get confused about life cycle stages.

Craig Bailey: Well, not to get confused, because it is actually easy to get confused.

Ian Jacob: Yes, it is. I’ll tell you why, because there’s also a lead status.

Craig Bailey: Well, we’re going to talk about that in a second. That’s kind of like a sub stage of the sales qualified-

Ian Jacob: Sales qualified.

Craig Bailey: Yeah, but really, it’s easy to get confused, because although HubSpot’s defined these stages, you don’t actually have to go in like a one after the other linear fashion.

Ian Jacob: Exactly.

Craig Bailey: So, people, when we explain these lifecycle stages, they go, “Oh, right, so I’ve got to move them from that, then to that, then to that”, and I’m like, “No, you don’t.” They could jump from subscriber to customer, theoretically. People don’t usually do that, but it’s not out of the question for someone to go, “All right, I just signed up for your newsletter.” Then there was an offer, “Oh, I actually bought your product.” Say it’s low priced or depending on what your industry is. So you can jump a whole bunch of lifecycle stages at once. However, these lifecycle stages give you a general guideline for how people move through in their journey.

Ian Jacob: Correct. So I’ll give you a little example, Craig, of working with customers. We work with a lot of customers in the building industry, and because of the process that they go through, often, people can get to a sales qualified lead pretty quickly, and then once they’ve actually spoken to the salesperson, they can actually move back into marketing qualified lead, until they meet other criteria to move back into a sales qualified lead or even into an opportunity. A really good example is that they might actually want to build a house, but they actually haven’t bought the land, or they’re still searching for the land, so they’re actually a qualified buyer, but they’re actually not ready just yet.

Ian Jacob: So that’s a really interesting scenario. Say, when we’ve been working with our customers, we actually put in another lead status field, is to say, “Look, they’re awaiting land purchase”, so then we know, okay, they’ve been qualified, but they’re still awaiting that. That’s how we do that. And sometimes they’re not even ready, so we’ll then move them backwards.

Craig Bailey: Yeah, and I think that’s a really good point, because you can think also from these stages that you can only go forwards, but as you’re saying, you can go through these stages, you can push them back if it’s … it’s about just marking them as it’s appropriate for where they are in their journey.

Ian Jacob: And I think a really key aspect of this, that I’ve started doing with people that we work with, is, actually, we’ve given you the HubSpot definitions of all of these stages. Actually try and map them to language that people understand within your business, and how does that relate to these stages. I think that will really help people really grasp what it means and how it applies to the business.

Craig Bailey: I’m going to give you one final piece of advice to listeners, because we will get this question with new HubSpot customers. They say, “Oh, okay. I understand that there’s life cycle stages, that doesn’t fit our business, so can we change them or make other custom properties? We don’t want to use their life cycle stage.” And we actually say, “No, you can’t. You’ve got to use it.” And so the advice or the suggestion to listeners that maybe this is new to, I’ll say, embrace it, because HubSpot have put a lot of time into working this through and distilling a lot of different businesses, and this works well, and I’ve actually learned this the hard way in businesses and consulting over the decades, that when you try and take an established platform and bend it to your own … you know, people think their own businesses so unique, we’ve got to bend it to our will. It always fails, it adds complexity, and if you just stick with what HubSpot tells you how to use it, that’s great. Just do that, embrace it, and use it.

Craig Bailey: However, when it comes to our next field, which we’re going to talk about, which is lead status, that’s why you’ve got the flexibility.

Ian Jacob: That’s right. So this is going to be our sales feature of the week, Craig, we’re going to talk about the lead status field. And you can consider lead status as a sub stage of a sales qualified lead in the lifecycle stage, Craig. So let’s have a look at what the lead statuses are [crosstalk 00:13:53] default.

Craig Bailey: Yeah, the default options.

Ian Jacob: We start off with new, open, in progress, opened deal, unqualified, attempted to contact, connected, and bad timing. Now, this is a field where you can actually change these to make it more appropriate to your business. So in the business that we do lots of work with builders, we actually change a lot of these, so we can actually see the different stages that people are in, just in case that we need to keep them still in that sales process.

Craig Bailey: Yeah. I don’t have particularly strong leanings either way whether you should stick with what HubSpot’s given as the default or bend them to your own, but I think it’s flexible, and I think we’ve got clients that do both, some just accept as is, and others will actually tailor them. Especially around objections. Sometimes they use it as a way to mark objections on particular client pushback on things, and they might have, if they’ve got some common ones, they set them there. It’s available for customization.

Ian Jacob: Alright, onto HubSpot’s Gotcha of the week, Craig. I’m going to take you here because we had a couple of customers not so long ago, say, “Oh, we logged in and we couldn’t see this record. The screen’s blank.” I’m like, “Hang on, what’s going on?” Anyway, so there might be a system problem, there might be something wrong. The best way to find out, as the first port of call, is to go to a page or a site on the HubSpot website called “Status of HubSpot.com”, and it’ll actually detail how the system status is across all the marketing, sales, service products, and you can see if there have been outages, if there’s things in play, if there are things to be resolved, when they expect it to be resolved, and then what is going on? So that’s a great place to go.

Craig Bailey: That is a great tip. Now I just realized when I was chopping these show notes and moving stuff around as we were preparing this, our summary piece that pulled all that together got removed. So I’m just thinking, why don’t we do a quick recap, because we covered a whole bunch of stuff. We covered SEO, then we covered that solve for the problem and the different customer journey stages. Then we covered the HubSpot life cycle stages, which are basically a breakdown of those different stages. Then we covered the lead status.

Ian Jacob: The lead status. So let’s pull all that together, because we’ve started with SEO. How do we pull all that together in terms of all those different stages and where SEO fits in?

Craig Bailey: So you can actually think about, if you think about the life cycle stage, Craig, and the lead statuses, even within the lead status, you could actually say, if I’ll use the example of guys looking for land that they need to build a house on, maybe, if you see somebody in that status, you could think, “Well, what content could I give this, or what email nurture could I put this person in to help them actually buy land?” Or, you know, maybe you have an option where you can say, “Well, we often have land coming up. Would you like to join our waiting list to get the land?” And you could say, “Everybody that’s in this lifecycle stage with this lead status needs to be in this list to be notified.” So that’s one way to use it, and that’s how to tie it all together, and maybe educate people about how do you find a good block of land? Because one thing I find really interesting is that people, I’m not sure you know, but if you’re building a house, the flatter the block of land, the better it is, the cheaper it is to build-

Ian Jacob: I can imagine.

Craig Bailey: The evener it is to build. As soon as there’s slope, and slope is in varying degrees, sometimes people look at blocks of land, say, “Oh, that’s not too slopy.” But to a builder, that could be a few degrees of slope, which means that they’ve actually got to cut and fill the site, so they’ve got to get a bulldozer in there, level it all out, and that’s extra cost, because they might have to bring in material, they might hit rock. All sorts of things can happen. But you could look at it and go, “That’s not really sloping”, but it’s actually not flat. So there are so many things to consider when you’re actually looking for a block of land, because there are people that won’t built on certain blocks, and there are people that will build on certain blocks, and that’s a really good education piece to people to understand, what am I looking for?

Ian Jacob: That’s an excellent example. So, just to put that in context, you’re actually now talking about a very specific part of the purchase journey that someone’s going on answering, answering a very specific problem that’s way down in their journey, And so, to listeners, this is a really good example of all those life cycle stages. So, at a minimum, you should be thinking about content in your, like, awareness stage, general awareness, then some in your considerations stage, and then some in decision. But what we can actually see from these different life cycle stages and then lead status stages or field, you could actually have content for each one of those, specifically tailored for where people are. Are they a marketing qualified lead? We’re trying to move them to sales qualified. There’s a piece of content there around what’s relevant to your business that they will be searching for. So hopefully that’s given listeners a great framework to think about where SEO fits in. It’s not just, “Oh, I’ll go to a keyword tool and search for something that’s got the highest volume and try and rank for it.” It’s really about thinking what content can provide really high value at each of these stages and how we track and think about customers going on their journey.

Craig Bailey: That’s right. I think we talked about this today, in other conversations, but it’s how are we solving that problem for people that are actually on that journey. If you just come with that mindset, I think the rest kind of works itself out. Alright, Craig, onto our insight of the week.

Ian Jacob: Now, this is really good. I love this comparison, and you alerted me to this in a recent conversation. It’s so good, and it’s this … let me consider three different people, right? And just-

Craig Bailey: So let’s give context.

Ian Jacob: Yeah. Just bear with us while we set this up. Oh, what was the context?

Craig Bailey: The context was, I was driving here to your office, right, and I could have taken all the roads that weren’t tolls. My goal is to get here the quickest, because time is valuable, and so I was happy to pay the tolls, but I was also talking about the fuel, because in terms of … I’m a bit savvy with fuels, so I have a few app, I see the trends, I fill up on days when it’s low. I don’t go chasing it, but I think, “Well, I’ll be bit strategic about this. But just understanding time and effort in terms of, you know, it might cost me more money, but I get back time.

Ian Jacob: So first person, let’s say they chase cheap petrol or cheap gas or cheap fuel, whatever you’re gonna say. They chase it because they want to save a few cents a liter. Nothing wrong with that. Second person, they want to avoid the tolls, so they’re going go around the back roads and things like that. Nothing wrong with that. The third person, and you can see where we’re going now, the third person says, “Right, I’m going to batch all my important meetings on one day to minimize my overall travel.” So three different approaches there, all totally appropriate, but one of them significantly more impactful, that third one, batching saves you a ton of kilometers, time, and everything.

Craig Bailey: So why are we bringing this up? It’s a great analogy, because, in marketing, what we often come across is people that are just so fixated on saving a few cents on their gas, so to speak, that they miss out these advantages of batching whole things. So we’re going to give you some examples of that, but we just thought we’d set it up with that little example, and that’s why we called it “Saving on petrol cost versus batching your travel into one place”, just to make the point. So what are some of the examples?

Ian Jacob: So, Craig, before we start, we’re going to start using these, we call them false marketing mindset, right? So we’ll just get a hashtag on that one.

Craig Bailey: Yep.

Ian Jacob: So let me start with number one. People that focus in on saving a few cents on Google ad campaigns, instead of optimizing their landing pages so they actually convert the traffic that they’re getting.

Craig Bailey: Yeah, that’s a good one. Or here’s another one. They focused on increasing engagement on social, instead of increasing follow ups by sales.

Ian Jacob: Next one, chasing cheap impressions on the display network, instead of highly targeted impressions on an appropriate network like LinkedIn.

Craig Bailey: As an example, not recommending LinkedIn for everyone, but for some people, the higher costs are worth it. What about spitting out lots of cheap fluff content, instead of a few quality pieces. As well, in light of our discussion on SEO, hopefully that’s obvious why that wouldn’t work particularly well, and yet we find people doing, “Oh, now I can save. I can get these cheap articles written, save money there”, instead of actually focusing on quality.

Ian Jacob: Yeah, and you know what, talking about that, the person that came to me and said, “We want to do SEO”, had lots of content, but no traffic to it. So there’s a good example. Next one, using cheap bulk cold calling teams, rather than training up on callers to research the contacts that they’re calling. So why we highlight this, is there is so much richness in contact records within HubSpot in terms of what people do, their Twitter profile, maybe a picture of themselves. There is so much, so many things you can actually do to find out more about the individual you’re talking to, and not using it that is actually placing you in a really bad place.

Craig Bailey: Yeah. I’m actually just going to expand on this a bit, because we’ve seen this with clients where they go, “Oh, look, we just get the junior in to do all those calls”, those outbound calls. They’re just on a rotator doing it. And then I’ve got other clients where they go, “No, we’ve actually got senior people that will think about a contact before they call them, get a bit of data, check them out on LinkedIn, all that kind of stuff, call them, much higher success rate.” And it’s kind of interesting, because you can see people go, “Oh, we just want to get this many calls out. Our KPI metric is this many calls.”

Ian Jacob: Not quality.

Craig Bailey: Not focusing on the outcome, and certainly not focused on training, and they’re applying the cheapest person in the business. So what you’re saying is, you know what, the very first contact you have with our business is with our cheapest person, who hasn’t been trained. That’s your first impression of our business, and, well, I wonder why that doesn’t work?

Ian Jacob: Next thing, fixating on going viral instead of going profitable. And this happens everywhere, doesn’t it, Craig?

Craig Bailey: It does, I’m surprised this still happens. So we get clients … and I don’t mean to bag our clients, because it’s not like they’re … I don’t think it’s like them being silly or something about it, but they will say, “Oh, we want to go viral with this. How do we go viral?” And I’m like, if it was easy to do, everyone would do it. Like, the whole point of it … And so, again, I’m not actually making fun of them, but there does seem to be this mindset. And I think a lot of the blame for this goes on some of these higher profile market … you know, there’s celebrity marketers, where they get out and they say, “Oh, I did this growth hack, and look, it went viral”, and all. So it is out there in, I guess, in the ecosystem there, we’ve just got to be mindful of that, because, yeah, going viral … And the other thing is, often you go viral and get no benefit. You make no business benefit from it. So yeah, it’s all about going profitable.

Ian Jacob: The next one, not wanting to add contacts into HubSpot because it may cost them money, instead of focusing on keeping all of their contacts clean. So here’s a really good one. Having lots of contacts that are actually not active, bounced, not cleaning that out, and just thinking, “Oh, every time I add a contact, it’s going to cost me money.”

Craig Bailey: That’s right. And just a final example, this idea of all leads that are generated not being good, instead of understanding who you want and what problem you can solve for them. So this is this idea, we get leads and they’re just like, “Ah, no, that’s not a good lead”, without even looking at them. We’ve had clients.

Ian Jacob: Absolutely. And I’ve had this, and, you know, we’ve had to work with sales teams, and even tell sales teams, “People might make inquiries during the day.” They might try to go, “Oh, they didn’t answer”, or, you know, they left a message.” Even then, sometimes they don’t leave a message. But how about thinking, that person might be at work and they can only speak to them in their lunch break. Or use a different method of communication with them. Maybe an SMS to say, “Hey, I tried to call you, call me back when it’s convenient. We can talk about how to help you.” All right, onto our retirement of the week, Craig.

Craig Bailey: Just quickly, the predictive lead scoring changes. Just an update on last episode, because we now have a date that’s going to happen.

Ian Jacob: Correct. First of March.

Craig Bailey: First of March.

Ian Jacob: All right, onto our resource of the week, Craig.

Craig Bailey: Yeah, so this was a LinkedIn Pulse article from Clayton Christianson, who many people know, you know the Innovator’s Dilemma, and books from decades ago. Anyway, he’s got a piece just on, after 25 years of studying innovation, what he’s learnt. So you should read this piece. By the way, great example of content marketing, because, basically, it’s a blurb, [inaudible 00:26:17] of his latest book, which I’m going to buy, based on this article.

Ian Jacob: You know what?. When you shared this with me and I read it, I was like, “Wow”, I actually got a lot out of it. So I would encourage readers to spend some time and actually read it. Let’s pull out one thing from that, Craig.

Craig Bailey: Yeah, look, he’s talking about the value of management, and I hadn’t really thought about this deeply, but he says management isn’t simply about P&L statements, meeting quarterly growth and profitability targets, and creating brand awareness. There are by products of good management. Management is about waking up every day and helping people become better people so that they can do better work and live better lives.

Ian Jacob: Gold.

Craig Bailey: I actually don’t have to explain that to … yeah, when you read that, you’re like, “Oh, that’s management. You’re valuable.” So if you’re a manager, if you’re a marketing manager, and you’ve got a team, you can actually help people do better work and have better lives. He gives a great example in this. Sorry, I’ve just hijacked this thread because I’d remembered something else, in that he talks about this thought experiment of, imagine a person waking up happy in the morning, going to work, but then just being so …

Ian Jacob: Deflated.

Craig Bailey: Deflated by their manager, and then going home and, you know, that just impacts their family, their kids, all that kind of thing, versus a person that goes up and they’re inspired at work, great manager, and they go home inspired, tired, fatigued from doing great work, but then, you know, spreading, well, I guess, joy and love with their family. A manager can do that. So if you’re a marketing manager, keep that in mind.

Ian Jacob: Alright, onto our quote of the week, Craig, and this is from a book called 24 Assets by Daniel Priestley. And I’m going to read this out, because it was a really good quote that you highlighted to us. “The absolute key to being successful long term in business is to deliver a remarkable value, and surprise and delight your customers beyond their expectations. If you get this right, your customers become your marketing department, and it’s hard to keep up with the demand that is generated from their positive comments.” I don’t think that requires any more explanation. Alright, we’ve got some bonus links of the week, Craig, and I want to highlight this one. This also is probably to do with SEO. Google is now creating featured snippets from PDF content, so have a read of that, because there’s another opportunity for you, if you’re trying to actually rank, and Google is now doing that, using content from PDFs.

Ian Jacob: We’d love you to rate and leave us some feedback as it helps us improve and reach more listeners, and we’d love to hear what your thoughts are. So don’t be quiet. Please do contact us, and there are many ways, through Instagram, Facebook, LinkedIn. Find Craig’s happy face, and my happy face. And let us know. We’d love to talk to some of our listeners.

Craig Bailey: Love to hear from you, yes.

Ian Jacob: Yeah. So Craig, until next week.

Craig Bailey: Catch you later, Ian.

Episode 148: What does it mean to ‘do SEO’? Plus #falsemarketingmindset

Episode 147: Google My Business opportunity, HubSpot Workflow Re-enrollments, Customer Journey Considerations

Welcome to Episode 147 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 opportunities with Google My Business, look at HubSpot’s rollout of re-enrollment on Deal, Company and Ticket workflows, plus thinking through the customer journey in relation to time based campaigns.

Listen to the show here:
https://soundcloud.com/hubshots/147-google-my-business-opportunity-hubspot-workflow-re-enrollments/s-6JssC

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: 17 January 2019 | Published: 01 February 2019

Shot 1: Inbound Thought of the Week

We’ve said it before, we’ll say it again: Google My Business is a wonderful free source of exposure and traffic. And it keeps getting better.

Google My Business categories are an opportunity to quickly appear for new categories:

https://searchengineland.com/7-things-you-might-not-know-about-google-my-business-categories-310312

Make sure you keep up to date with GMB and take advantage of new features early.

Content Strategy is now referred to as SEO with HubSpot Marketing!

Shot 2: HubSpot Sales Feature of the Week

Create a recurring email from your Sales Dashboard

Reports dashboard 9

Reports dashboard 8

https://knowledge.hubspot.com/articles/kcs_article/dashboard/can-i-email-my-marketing-dashboard-to-my-colleagues?KBOpenTab

Shot 3: HubSpot Marketing Feature of the Week

Re-enrollment added to Deal, Ticket and Company workflows:

https://knowledge.hubspot.com/articles/kcs_article/workflows/add-re-enrollment-triggers-to-a-workflow

Shot 4: HubSpot Gotcha of the Week

A quick reminder re workflow enrollments:

Re-enrollment triggers need to occur again in order for re-enrollment to happen. For example, if a re-enrollment trigger is based on list membership, a contact that remains in the list will not be re-enrolled in the workflow in an infinite loop after they are enrolled the first time. Instead, they will only be re-enrolled when they leave the list, then join the list again (i.e., their list membership is triggered again).

Action item: Immediate thank you workflows should use specific form enrollment criteria. But a nurture sequence would probably be fine to use a list membership.

Shot 5: HubSpot Marketing Enterprise Tip of the Week

Integrate YouTube into your HubSpot Marketing Enterprise account.

It will enable you to report on the success of your YouTube videos alongside the rest of your social networks. See how your audience is engaging with your content, and how your videos are performing over time.

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

Shot 6: Marketing Tip of the Week

Out of the HubSpot box, if you embed a YouTube video on a blog, landing or website page it does not make it responsive. To make a YouTube video responsive, you need to add the given CSS code to the stylesheet applied to your site.

https://knowledge.hubspot.com/articles/kcs_article/cos-pages-editor/how-do-i-make-my-embedded-youtube-video-responsive

Shot 7: Insight of the Week

People are on a journey from research through to purchase.

However, everyone is on a different timeframe for their journey, so you can’t nicely shoehorn people into a time-based campaign.

Example: you are planning a conference – you’ll promote awareness of it, consideration and then push for purchase.

It can be tempting to think that people will all enter at the awareness stage and then neatly move through to purchase.

However, your campaigns need to accommodate all stages at all times. Some people will be ready to purchase on day 1. Others will cycle back between research and consideration before they want to move forward.

Action item: make sure your marketing messaging includes options to cater for this. Although each content piece should have one key goal (which would typically match your main CTA), there should usually be other options for those who in another stage.

Example: a conference awareness email might have a main goal of pushing people to the website to learn more. However there could also be an option straight through to purchase for people who are ready.

Example: you can also try having multiple CTAs, but a clear preferred CTA eg Tesla email:

Tesla Updates 1 Billion Miles on Autopilot ian jacob searchandbefound com au Search amp Be Found Mail

Shot 8: Retirement of the Week

Google Chrome browser is enabling their ad blocker in July:

https://venturebeat.com/2019/01/09/chromes-ad-blocker-will-go-global-on-july-9/

They are ‘retiring’ certain types of ads. It’s all about a better ad experience. LOL.

Predictive lead scoring dashboard is changing:

https://www.hubspot.com/product-updates/predictive-lead-scoring-changes

Okay, so what’s actually changing?

  • A new property, “Likelihood to Close,” has been added to all your HubSpot contacts. Any contacts that have not yet closed as customers will have a value between 0 and 100, which represents their percent to close. This percentage is calculated using a slew of information about the contact, its associated company (including enriched HubSpot properties like employee size and industry), and engagement data from HubSpot CRM and HubSpot Sales Hub.
  • Another property, “Contact Priority” has been added to all your contacts. This property groups contacts into four buckets, based on their “Likelihood to Close:” very high, high, medium, and low. Previously, this property used the categories, “Tier 1, Tier 2, Tier 3, and Tier 4”, and we’ve updated the labels for clarity based on user feedback.
  • With the improved model behind “Likelihood to Close,” the existing properties “Predictive Lead Score” and “Lead Rating” will no longer update starting in the near future — the specific date is still to be determined, and we’ll update this post as soon as it is. For the short term, this property will continue to exist in your portal with historical scores.

Shot 9: Resource of the Week

Content audit guide:

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

Another reminder to be reviewing your content – always good for this time of the year.

Shot 10: Quote of the Week

“If you do not take risks for your opinion, you are nothing.”

― Nassim Nicholas Taleb, Skin in the Game: Hidden Asymmetries in Daily Life

Shot 11: Bonus Links of the Week

Do you use Google sheets? Want to push more of your marketing there? This is for you:

https://sheetsformarketers.com/google-sheets-templates/keyword-research/

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

Episode 147: Google My Business opportunity, HubSpot Workflow Re-enrollments, Customer Journey Considerations

Episode 146: New Year, Same Marketing? How Google Does SEO

Welcome to Episode 146 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 how to best plan for the year ahead in terms of your marketing. We dive into HubSpot’s super-useful auto rotation functionality for contacts, companies, deals and tickets. Plus, how Google does SEO for their own sites.

Listen to the show here:
https://soundcloud.com/hubshots/146-new-year-same-marketing-how-google-does-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

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: 17 January 2019 | Published: Saturday 26 January 2019

Shot 1: Inbound Thought of the Week

It’s time to do your Annual Marketing Review

We do an annual marketing review with clients – here’s an overview of how we do it:

https://xen.com.au/annual-marketing-review/

It’s a simple review of marketing strategies and tactics for the year ahead at a very high level.

Shot 2: HubSpot Sales Feature of the Week

We’ve swapped Shot 2 and 3 this show. We’re starting with the Sales feature (because we’ll build on it in Shot 3)

Automated lead rotation

Good reminder from Nick Dzienny about how powerful this can be for a franchise business.

It save’s effort (ie you don’t need a sales coordinator to assign out the leads.

But more importantly it saves you time – response time to prospects. This is the compelling consideration.

Shot 3: HubSpot Sales Pro Gotcha of the Week

Rotating leads based on availability.  We tried to do this for a client that had sales people away on different days and we were unable to rotate the leads to individuals!

Shot 4: HubSpot Marketing Feature of the Week

Rotation options also added to Deal, Ticket and Company workflows eg:

hubspot deal rotate owner

Shot 5: HubSpot Marketing Starter/Free Tip of the Week

To see the value of leads generated by source, like Paid, Organic etc make sure you use the deals so you can track this.

We were using this as a way to help a client understand if the leads generated from Google Ads were good quality based on the invoice price.

Shot 6: Marketing Tip of the Week

Check your hosting company isn’t injecting their own scripts into your site. Godaddy does it automatically:

https://www.igorkromin.net/index.php/2019/01/13/godaddy-is-sneakily-injecting-javascript-into-your-website-and-how-to-stop-it/

Google has SEO problem of their own, here’s how they approach improving their own Google rankings for sites:

https://www.thinkwithgoogle.com/advertising-channels/search/google-website-seo/

Btw notice how Google prompts you to sign up for their newsletter as well when you hit the page.

And a reminder about Google’s guide to SEO:

https://support.google.com/webmasters/answer/7451184?hl=en

Note: you need to be careful not to drink too much of the Google kool-aid – for example, the importance of links. It’s not just about ‘writing good content’

Shot 7: Insight of the Week

Thinking about Search Engine Optimisation (SEO) and Conversion Rate Optimisation (CRO)

https://moz.com/blog/what-happens-when-seo-and-cro-conflict

https://moz.com/blog/landing-page-seo-conversion-or-both-whiteboard-friday

Shot 8: Retirement of the Week

Google+ support getting removed from the Social tool on Jan 28:

https://www.hubspot.com/product-updates/google-will-no-longer-be-supported-in-the-social-tool-starting-on-january-28

(This is due to Google pulling support for the API: https://www.blog.google/technology/safety-security/expediting-changes-google-plus/ )

Shot 9: Resource of the Week

Seth Godin interview:

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

Shot 10: Quote of the Week

Seth Godin:

https://seths.blog/2019/01/the-spiderman-paradox/

It’s backfiring because so many walk away from their great power. They walk away because they don’t want the responsibility.

We have the power to vote, but decide to stay home and whine.

The power to publish, but click instead.

The power to lead, but follow meekly.

The power to innovate, but ask for rules of thumb instead.

The power to lend a hand, but walk away.”

Shot 11: Bonus Links of the Week

How much of the activity on the internet is fake? Turns out, quite a bit:

http://nymag.com/intelligencer/2018/12/how-much-of-the-internet-is-fake.html

More commentary:

https://www.zerohedge.com/news/2018-12-27/everything-fake-ex-reddit-ceo-confirms-internet-traffic-metrics-are-bullshit

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

HubShots Episode 146: New Year, Same Marketing? How Google Does SEO

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

Episode 141: HubSpot Enterprise Marketing & Sales Features, Google Ads Opportunities

Welcome to Episode 141 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 new Marketing Enterprise features including content partitioning and domain filtering, plus how to supercharge your Google Ads campaigns. And… Christmas is coming.

Listen to the show here:
https://soundcloud.com/hubshots/141-hubspot-enterprise-marketing-sales-features-google-ads-opportunities

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: Wednesday 07 November 2018 | Published:

Shot 1: Inbound Thought of the Week

Listener Feedback

Thanks to listener Chris Higgins for his tweet:

https://twitter.com/chrisfhiggins/status/1057421759983616000

Personas are fluid

People move in and out of personas eg based on age, traits etc

Example: you have a persona for 25-35 yo people who are overweight. If they lose weight, or age (which is quite likely!) they will move out of this persona and into another persona.

Community: Sydney HUG

Sydney HUG is coming up on 21 November – if you are in Sydney register now:

https://sydney.hubspotusergroups.com/

https://www.eventbrite.com.au/e/sydney-hubspot-user-group-november-2018-tickets-50671589087

Shot 2: HubSpot Marketing Feature of the Week

Enterprise features rolling out

https://knowledge.hubspot.com/articles/kcs_article/cos-general/assign-content-to-your-users-and-teams

https://knowledge.hubspot.com/articles/kcs_article/cms-pages-editor/control-audience-access-to-pages

https://blog.hubspot.com/customers/7-new-features-marketing-hub-enterprise-grow-better

Highlights:

  • Can filter on domains in the Web Analytics reports (note: they must be HubSpot hosted domains ie won’t work for WordPress sites that you happen to have the HS script running on
  • Content partitioning of web pages, landing pages and blogs
  • Membership options for pages
  • Email Send Frequency cap

hubspot enterprise email send frequency

Shot 3: Content Marketing Item of the Week

Here is a great landing page and example of content marketing.

https://www.gumtree.com.au/second-hand-economy/

Take special note of:

  • The personas they are targeting
  • The information used
  • The Call To Actions (CTAs) used
  • Quality of the report download

Shot 4: Marketing Tip of the Week

Layering In Market Audiences with Google Ads Search Ads

https://www.wordstream.com/blog/ws/2018/05/31/in-market-audiences-for-search

Also adding remarketing list to search ads

https://instapage.com/blog/remarketing-lists-for-search-ads

Bonus: https://www.digitalmarketer.com/blog/remarketing-grid/

Shot 5: HubSpot Sales Feature of the Week

https://blog.hubspot.com/customers/october-2018-product-updates

We like the sound of having Playbooks store particular data in contact records that can be accessed apart of the call script for example.  We are yet to test it!

Slash commands in Slack

https://knowledge.hubspot.com/articles/kcs_article/integrations/how-do-i-use-the-slack-integration#use-slash-commands-to-interact-with-hubspot

Shot 6: Opinion of the Week

Information versus Confirmation

We are all susceptible to confirmation bias, where we seek out content to confirm our existing approaches as opposed to seeking out content to inform our learning.

As a marketer, take a minute to consider which of your ‘beliefs’ need to be challenged. And then seek out content to inform rather confirm your understanding.

Shot 7: Retirement of the Week

Lol Jon Loomer has turned off his FB Messenger bot:

https://www.jonloomer.com/2018/11/04/why-i-turned-off-my-facebook-messenger-bot/

Lots of common sense in this post!

Shot 8: Resource of the Week

How to use Topic Cluster correctly:

https://www.siegemedia.com/seo/topic-clusters

Check out the comments as well.

Shot 9: Quote of the Week

“Not all marketing dashboards are created equal. If a marketing dashboard is not providing insights that link to business results, it’s just a pretty distraction.”

Tom Fishburne aka Marketoonist

https://marketoonist.com/2018/11/dashboard.html

181104.dashboard

Shot 10: Bonus Links of the Week

Interesting article on how to rank for the new position # 0 with Featured Clips:

https://research.hubspot.com/what-are-featured-clips

Tips:

Video naming is important – having it exactly match the search query was a high correlation

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

Episode 140: HubSpot Permissions and Teams, and Listener Feedback

Episode 140: HubSpot Permissions and Teams, and Listener Feedback

Welcome to Episode 140 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 setting up HubSpot Users, Teams and Permissions. Plus think through the Chatbots versus Live Chat. And revisit No Pong!

Listen to the show here:
https://soundcloud.com/hubshots/140-hubspot-permissions-and-teams

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: Wednesday 23 October 2018 | Published: Sunday 04 November 2018

Shot 1: Inbound Thought of the Week

Good to be in at HubSpot this morning. Caught up with Varun and Daniel. Got to meet the guys (Glenn and Michael) from Lupo Digital as well – hey guys!

If you are a HubSpot customer and working with a HubSpot account manager, ask if you can go in a visit one day – take your account manager out for a coffee or lunch!

Shot 2: HubSpot Marketing Feature of the Week

Teams and Roles in Enterprise

https://knowledge.hubspot.com/articles/kcs_article/settings/hubspot-user-roles-guide

Teams are kinda in place (still a little clunky in terms of view child teams), but able to be setup currently.

Team Only Contact access option

Contacts access – option for Team Only access:

hubspot team contact permissions

You get access to any contacts that other people in your team have access to.

Eg if other people in your Team are contact owners on contacts, you will get access to those contacts as well.

Coming soon is content partitioning

Content Partitioning. Organize the users in your HubSpot account on multiple levels based on teams, region, or other attributes. Up to now, you’ve been able to use Teams to control access to tools and to segment your database. Coming this November, you’ll be able to use teams to partition your content, too. For example, you could configure certain landing pages to only be accessible to your channel marketing team. This is going to be released as an included feature in our Marketing Hub Enterprise product.

But watch out for brand domains: https://www.hubspot.com/products/brand-domains

Speaking of permissions, consider carefully who is allowed to export out contact details:

hubspot contact export settings

Shot 3: HubSpot Gotcha of the Week

No gotcha this week!

Shot 4: Marketing Tip of the Week

Why Google Ads brand campaigns are important

https://xen.com.au/why-google-ads-brand-campaigns-are-important/

Shot 5: HubSpot Sales Feature of the Week

Overview of which Workflow actions each edition of HubSpot provides:

https://knowledge.hubspot.com/workflows-user-guide-v2/how-to-choose-your-workflow-actions

Eg Sales Hub Professional users can access workflows and do the basic tasks (contact properties, create tasks, add delays, etc), as well as Add Deals

Shot 6: Opinion of the Week

https://conversionxl.com/blog/live-chat-vs-chatbots/

An interesting quote:

IBM predicts that phone-based customer service will exist solely as a backup option by 2020.

“There is a central truth here: Chatbots cannot fake human-based customer service (yet). If your chatbot strategy hinges on sustaining that deceit, you’ll fail. However, a chatbot doesn’t need to simulate a human to be successful.

The companies that have succeeded with chatbots recognize how to deploy them now (for Tier 1 questions), when to shift to live chat (for complex issues), and how to start planning for the future of customer service that, as of now, remains uncertain.”

So I think about the context and outcome as this is focussed on customer support.

Shot 7: Listener Feedback of the Week

Emma loved our episode that mentioned No Pong, and they now use it all the time.

https://hubshots.com/episode-81/

You’re welcome No Pong.

Shot 8: Resource of the Week

What Are Messenger Ads? Everything You Need to Know About Click-to-Messenger Facebook Ads

https://mobilemonkey.com/blog/2018/08/10/what-are-facebook-messenger-ads

Shot 9: Quote of the Week

A quote about worrying about contact pricing in HubSpot.

“You have the keys to the Ferrari but you are too focused on the cost of filling it with the best fuel to drive it!” – Ian Jacob

Shot 10: Bonus Links of the Week

https://contentmarketinginstitute.com/2018/10/research-b2b-audience/

https://www.searchenginejournal.com/google-my-business-lets-businesses-add-products-to-listings/274369/amp/

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

HubShots Episode 140

Episode 139: HubSpot Reports

Welcome to Episode 139 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’s reporting tools, including the new custom reports.

Listen to the episode here: https://soundcloud.com/hubshots/139-hubspot-reports

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: Wednesday 17 October 2018 | Published: Saturday 27 October 2018

Shot 1: Inbound Thought of the Week

The need for careful reporting.

If you can’t measure it, you can’t improve it.

Shot 2: HubSpot Marketing Feature of the Week

Thinking through HubSpot Reports

HubSpot reporting has been quietly improving over the past year.

A quick rundown of reporting areas:

  • Dashboards – high level trends, widgets
  • Reports – build your own reports, sometimes across data sets, add to dashboards
  • Analytics tools – usually a graph with a table underneath you can drill into

Under the Reports menu:

hubspot reports

Dashboard reports – there’s a decent library of widgets available now:

hubspot dashboard report options

HubSpot Custom Reports

Getting started articles:

This slide deck by Daniel Bertschi is the best HubSpot technical item I’ve read all year:

https://www.slideshare.net/timpanix/the-best-hacks-to-supercharge-your-hubspot-reporting

https://twitter.com/LaptopTimpanist

hubspot report hacks

Shot 3: HubSpot Gotcha of the Week

Deal Stage Funnel Report

Looking at the Deal Stage Funnel Report and not understanding why the report is not showing everything is because of the default Measure used being “Show deals that have gone through

all stages.“ vs “Show deals that have gone through any stages.“

Report Builder

Shot 4: Marketing Tip of the Week

https://business.linkedin.com/marketing-solutions/cx/18/01/marketer-guide-to-winning-in-australia

Get a 1300 number (or equivalent in other country)

Shot 5: HubSpot Sales Feature of the Week

Creating sales reports that make sense and track what you need.

Some of the helpful ones we have helped businesses use is:

  • Deal Stage FunnelReports dashboard 5
  • Deal Leaderboard with Number of DealsReports dashboard 7
  • Leads Assigned to Sales RepsReports dashboard 4
  • Recent Deal Amount by Source

Reports dashboard 6

In one instance recently we had to use Zoho reporting to create a detailed report that could be formatted and printed before a sales meeting that was grouped by lead status in order of creation date.

Shot 6: Opinion of the Week

Struggling with the word usage of ‘a software’  ie as singular as opposed to a mass noun.

Example:

HubSpot is software designed for…

Versus

HubSpot is a software designed for…

https://www.google.com.au/search?q=%22a+software+for+%22&oq=%22a+software+for+%22

This is not a new gripe:

https://english.stackexchange.com/questions/52418/is-a-software-really-never-correct

https://english.stackexchange.com/questions/12990/why-dont-we-use-the-indefinite-article-with-software

But I’ve been seeing it more lately.

Shot 7: Feedback of the Week

Where Does HubSpot CMS fit in our Marketing Stack?

Last show we talked about our go-to Marketing starter stack, which included WordPress on WP Engine, and landingi for landing pages..

Vanessa from Mosaic asked whether we had considered HubSpot’s standalone CMS as an option for the website and landing page piece.

It’s an excellent point.

In our categorizing we’d likely put the HubSpot CMS in a middle tier between the two we spoke about last week.

HubSpot CMS is $300 USD per month, compared to WP Engine + Landingi coming in at $35 + $39 = $74 USD. It’s a little bit more, but not a huge jump.

Advantages would be that you can get closer to the all-in-one benefits of HubSpot Pro.

HubSpot Marketing Starter + HubSpot CMS is a good combination – it basically fills the gap that HubSpot Basic used to cover.

So, excellent point from Vanessa. Thanks for listening and your feedback.

Shot 8: Resource of the Week

Siteliner – check your site for duplicate content:

http://www.siteliner.com

siteliner duplicate content report

Shot 9: Quote of the Week

“The web is inherently complex, every bit of it… And it changes every day. In such an environment insights come not from the multi-million dollar tools that you can implement, and yes you can buy multi-million dollar tools, but the human power you can unleash to make sense of all the irrationality and ensure that valuable nuggets of insights can be found. …the tool is not the answer, it’s the people. Buy the tool you want, but remember the 10/90 rule [$10k in software and invest $90k in great staff] and invest accordingly if you want to win.” – Avinash Kaushik (https://www.kaushik.net/avinash/about/)

Shot 10: Bonus Links of the Week

SEO Audits that actually add value:

https://www.slideshare.net/aleydasolis/developing-seo-audits-that-maximize-growth-dmssconference

Site architecture tips for SEO:

https://zyppy.com/site-architecture-seo/

Marie Hayes SEO Newsletter:

https://courses.mariehaynes.com/search-news-you-can-use/episode-53-light-version/

Interesting thought around B2B content marketing (using the latest MarketingProfs report)

https://www.business2community.com/content-marketing/the-latest-b2b-content-marketing-trends-statistics-and-insights-for-2019-02129410

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

HubSpot zoom connector:

https://marketplace.zoom.us/apps/pDaQ0UXfTzq0Y0M1cSDS5g

HubShots Episode 139

1 2 3 15