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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

Episode 151: Would you advertise on cigarette packs?

Welcome to Episode 151 of HubShots!

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

This episode we look at the decisions we make as marketers – should we be mindful of where we are advertising? Plus, some marketing stats malarky.

Listen to the show here: https://soundcloud.com/hubshots/151-would-you-advertise-on-cigarette-packs

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: 28 February 2019 | Published: Friday 15 March 2019

Shot 1: Inbound Thought of the Week

This episode we’re going to be chatting about marketing choices…

But first a quick reminder for our Sydney listeners that the next Sydney HubSpot User Group is on on the 20th March:

https://sydney.hubspotusergroups.com/

Make sure you register – we have 137 people registered already, we’ll be capping it in the next week or so.

For other cities – check out the full list of HubSpot User Groups:

https://academy.hubspot.com/hubspot-user-groups/find-a-hug

Shot 2: HubSpot Marketing Feature of the Week

Workflow history updates:

https://www.hubspot.com/product-updates/now-live-two-updates-to-workflow-history-for-clear-visibility-into-your-workflow-actions

New Action types filtering in most workflows (everything except Contact workflows at the moment):

hubspot deal workflow action types

Filter down to specific actions eg Slack notifications

hubspot workflow action type

Disabling an A/B page test

When testing A/B versions of landing pages – make sure you let your team (clients, testers) know that you are running the test – otherwise people can get confused when they are providing feedback.

How to disable one of the variations?

If the client decides they have a preferred version, simply select it as the Winner.

Shot 3: HubSpot Sales Feature of the Week

LinkedIn Ads now available in HubSpot (again)

https://www.hubspot.com/product-updates/linkedin-ads-in-the-ads-tool

Key benefit – it will sync through any LinkedIn lead form ads

Audience size requirements

Each ad network requires that audiences are of a certain size in order to serve ads to that audience.

  • LinkedIn Ads audiences must contain at least 300 members.
  • Facebook Ads audiences must contain at least 20 users.
  • Google Ads audiences should meet the following size requirements:
    • Google Display Network: at least 100 active visitors or users within the last 30 days.
    • Google Search Network: at least 1,000 active visitors or users within the last 30 days.

https://knowledge.hubspot.com/articles/kcs_article/ads/create-ads-audiences-in-hubspot

Shot 4: HubSpot Gotcha of the Week

Marketing Stats Malarky

https://www.hubspot.com/marketing-statistics

But be wary of the stats eg this one:

84% of people will not make a purchase if they are dealing with an unsecured website. (Blue Corona, 2018) (Source: https://www.hubspot.com/marketing-statistics)

Checking that out, takes us to this page:

https://www.bluecorona.com/blog/google-https-update

However, it sources the stat from this post:

https://www.globalsign.com/en/blog/why-integrate-ssl/

Which in turn sources this PDF:

http://downloads.globalsign.com/acton/attachment/2674/f-0360/1/-/-/-/-/increase-conversions-with-SSL.pdf

Which when you download it, turns out to be based on a survey conducted in Europe in 2014

Shot 5: Marketing Tip of the Week

Adding a link to your Facebook page header image

Make sure you add your CTA button on your Facebook page

Shot 6: Insight of the Week

Would you advertise on the side of a cigarette packet?

If not, why not?

Is it because – even though it is legal – it is an addictive product that is bad for your health?

As marketers, how should we approach the sites and channels we promote on?

We may decide not to let our ads run on some sites or alongside certain content:

https://www.theguardian.com/technology/2017/mar/25/google-youtube-advertising-extremist-content-att-verizon

But what about on an entire platform.

Facebook is addictive:

https://www.rd.com/culture/why-is-facebook-so-addictive/

https://www.washingtonpost.com/news/monkey-cage/wp/2018/08/06/its-no-accident-that-facebook-is-so-addictive/

Facebook is potentially harmful:

https://www.forbes.com/sites/jessicabaron/2019/01/08/is-facebook-harmful-to-your-health/#6cba5e996436

For the sake of argument, let’s assume that both the above ideas are true. Does this mean we should avoid advertising on it?

Takeaway: We’re not suggesting yes or no, wrong or right – we’re simply suggesting you advertise mindfully. Thoughtful marketing FTW!

Shot 7: Update of the Week

If you are using chat you should review the settings as you can now HIDE the chat when you are not available!

Settings 6

Shot 8: Resource of the Week

HubSpot Research Charts https://research.hubspot.com/charts

Here is an example > Google and Facebook are top content discovery channels globally

consumergeoArtboard 37

Shot 9: Quote of the Week

“Keep in mind that the obvious solution might very well be quitting. People automatically associate quitting with failure, but sometimes that’s exactly what you should do. If you already spent too much time on something that wasn’t worth it, walk away. You can’t get that time back. The worst thing you can do now is waste even more time.”

Rework – Jason Fried and David Heinemeier Hansson – the guys from Basecamp

See also Sunk Cost Fallacy: https://en.wikipedia.org/wiki/Sunk_cost#Loss_aversion_and_the_sunk_cost_fallacy

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

HubShots Episode 151: Would you advertise on cigarette packs?

Episode 150: Sales Lead Intelligence, HubSpot Workflow tip & always be starting

Welcome to Episode 150 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 a simple HubSpot Workflow tip, think through Ad attribution reporting, ask What is lead intelligence, and talk about why it is important to start things and persist.

Listen to the show here:
https://soundcloud.com/hubshots/150a/

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: 20 February 2019 | Published: 01 March 2019

Shot 1: Inbound Thought of the Week

#doubleburgerfrenzy

4F1p2EYtTLu74v4N7hPb9w thumb 5ff1UNADJUSTEDNONRAW thumb 5ff2

Craig’s favourite at Frango’s on the right!

A little about Craig and Ian.

Shot 2: HubSpot Marketing Feature of the Week

Date based workflows – recur annually option

hubspot workflow datebased recurring

Example scenario: set up a series of monthly newsletters, and then update it next year to start all over again.

Attribution reporting in ads reporting:

https://blog.hubspot.com/customers/making-an-impression

https://knowledge.hubspot.com/articles/kcs_article/ads/analyze-ad-campaigns-in-hubspot

hubspot ad attribution

Available in Pro and Enterprise

Shot 3: HubSpot Sales Feature of the Week

What is Lead Intelligence?

We use the contact record and the timeline to get lead intelligence.

Shot 4: HubSpot Gotcha of the Week

Why Facebook Lead Forms might have a source of organic social:

https://knowledge.hubspot.com/articles/kcs_article/ads/lead-ads-faq

Another perhaps unexpected behaviour – Analytics views:

hubspot reporting analytics views

You must have ‘All analytics activities’ as the selection in order to see Facebook Lead Form responses.

If you drill down to just your domain they are excluded. This is because technically they weren’t created on your site. Which makes sense. But is potentially a gotcha.

Shot 5: Marketing Tip of the Week

Turn off Hardware acceleration in Chrome

https://twitter.com/craigbailey/status/1091567981019070465

Shot 6: Insight of the Week

You are always starting. You get better over time.

Ian has been pushing for us to do more video.

Craig has been reluctant – he doesn’t like it and isn’t very good.

But it turns out you get better at things – this podcast is an example.

Take a listen back to episode 2 and see how long you can stand to listen to it – we were cringing as we listened to it tonight.

So then we check how many episodes it took for us to find our rhythm – and it turns out it took about 30 episodes before we were comfortable. By episode 10 we were barely listenable, but by 30 we were OK.

By episode 75 or so we had found our pattern and from 100 onwards we’re really enjoying the process.

Our point: it takes time to get OK at things.

And we’ve only just begun in a way – we’ll likely listen back to this episode in a few years time and cringe all over again. That’s progress.

The takeaway for you dear listener is this: you don’t have to get it perfect in your first episode, blog post, campaign, ad, landing page, chat bot or video – you just have to get started.

That’s why we’re going to persevere with video – we’re not very good at it yet, but we’ll get better.

We’re always starting.

Shot 7: Retirement of the Week

HubSpot pulling in Shopify products and allowing them to be added to Deals, no longer available

Shot 8: Resource of the Week

Google Tag Manager glossary:

https://www.lovesdata.com/blog/google-tag-manager-glossary

Eg here’s the details on Cross Domain Tracking terms in Google Tag Manager:

https://www.lovesdata.com/blog/google-tag-manager-glossary#cross-domain-tracking

Thanks Benjamin!

Shot 9: Quote of the Week

“Ordinary things, consistently done, produce extraordinary results.

We self-sabotage when we look for the one massive thing that can be the game changer.”

Keith Cunningham – The Road Less Stupid

Shot 10: Bonus Links of the Week

Facebook link click meanings:

https://www.jonloomer.com/2019/02/10/facebook-clicks/

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

HubShots Episode 150

Episode 149: HubSpot Global Suppression Lists, and connecting Zoom gotchas

Welcome to Episode 149 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 using global suppression lists in workflows, plus solve a gotcha when trying to integrate zoom with HubSpot. Plus we riff about Seth’s riff on the quarter-inch drill bit.

Listen to the episode here:
https://soundcloud.com/hubshots/149-hubspot-global-suppression-lists-and-connecting-zoom-gotchas

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: Thursday 07 February 2019 | Published: Tuesday 26 February 2019

Shot 1: Inbound Thought of the Week

Sharing to ‘the socials’

When did it change from ‘sharing on social’ to ‘sharing on the socials’?

Shot 2: HubSpot Marketing Feature of the Week

Adding a Global Suppression list to all Workflows

Step 1: Create a static list – name it something like ‘Global Suppression List (Static)’

Step 2: Create a smart list – that just pulls in everyone in the static Global Suppression List

hubspot list suppression

Step 3: In all your main workflows, add the Smart list global suppression list in the Unenrollment and suppression settings:

hubspot workflow suppression list

If you ever want to pull someone immediately our of all workflows, simply add them into the static suppression list.

The benefit of having a smart list and a static list, is that in the smart list you can add other criteria on the fly and it will immediately take effect in all workflows.

Shoutout to Tara who implemented this little process – it’s part of our general portal setups now.

Shot 3: HubSpot Sales Feature of the Week

Using Zoom Meetings/Webinars

When connected any scheduled meeting from the HubSpot CRM or meetings tool becomes a Zoom meeting. Also brings Zoom webinars to workflows.

You no longer have to worry about setting meeting attendees up with a dial-in or conference solution, it just works with Zoom embedded into your meetings.

The integration also allows you to use HubSpot to register and communicate with users as part of Zoom hosted webinars. Webinar attendees are registered in HubSpot and you can easily email them and track campaign performance.

Shot 4: HubSpot Gotcha of the Week

Zoom integration gotcha:

Firstly not easy to find it!

hubspot zoom connection error 1

You are taken to the directory – click on the integration and you’ll be promoted with this:

hubspot zoom connect popup

After clicking Connect to Zoom you may see this:

hubspot zoom connection error

You need to pre-approve the app in the Zoom App Marketplace so you can connect it to HubSpot.

Go the zoom App Marketplace: https://marketplace.zoom.us/

Search for HubSpot, and then click on the link eg:

https://marketplace.zoom.us/apps/o8JuTnfNQ3mS5URt2qjp1Q

It is not clear in the error message but this is what you have to do! Turn on the Pre-Approve toggle. App Marketplace

Final tip: if you are using a child account you will need to set this at the parent account level. Eg if you are part of a company account.

Bonus Gotcha: Ads add-on compatibility with Google Responsive ads

Responsive display ads are not showing in Ads however totals are so it does add up!Ads HubSpot 1

Shot 5: Marketing Tip of the Week

MOVE TO 151: Messaging from the Google MyBusiness App

HubSpot Nurturing

https://blog.hubspot.com/customers/lead-nurturing-with-hubspot-craft-a-killer-b2b-campaign-workflows-part-2

Blog Author review and cleanup

Blog HubSpot

Shot 6: Insight of the Week

See our Shot 9: Quote of the Week.

Shot 7: Retirement of the Week

Moving from 2 pane to 3 pane CRM record view.

Retire that 2 pane view asap we say!

The new CRM view with 3 panes is so much better!

Shot 8: Resource of the Week

Links are still a really important ranking factor:

https://www.stonetemple.com/link-as-a-ranking-factor/

Shot 9: Quote of the Week

“People don’t want to buy a quarter-inch drill bit.  They want to feel safe and respected” – Seth Godin from This is Marketing p21

Key takeaway: Think harder about what your marketing messaging needs to tap into

Shot 10: Bonus Links of the Week

Zendesk Alternative

http://zendeskalternative.com/

Zendesk created a fake band call ‘Zendesk Alternative’ to rank for when people searched for that term.

via

https://twitter.com/viperchill/status/1089381032640446465?s=12

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

Episode 149: HubSpot Global Suppression Lists, and connecting Zoom gotchas

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

[youtube https://www.youtube.com/watch?v=djV11Xbc914&w=560&h=315]

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

[youtube https://www.youtube.com/watch?v=sXpbONjV1Jc&w=560&h=315]

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