Take your marketing forward

Episode 76: Google Search Behaviour, HubSpot Sales Sequences, plus Learnings!

Welcome to Episode 76 of HubShots!

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.

In this episode there are a lot of learnings lol. Seriously though, the Moz analysis of Google Search User behaviour is fascinating, and we spend a ton of time going through some HubSpot marketing and sales items in detail. Plus a few tips around sales calls and some ecommerce optimisation recommendations.

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

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

We’re also testing a new Facebook Messenger HubShots Room: https://www.messenger.com/t/1099519836821248

https://m.me/g/AbYPyswc4gtK5d5c

HubShots Facebook Chatbot: http://m.me/HubShotsPodcast

Recorded: Wednesday 15 March 2017 | Published: Thursday 16 March 2017

Shot 1: Inbound Thought of the Week

The Search Opportunity

https://moz.com/blog/state-of-searcher-behavior-revealed

#3: What percent of users perform one or more searches on a given day?

“This one blew my mind! Of the millions of active, US web users Jumpshot monitored in October 2016, only 15% performed at least one or more searches in a day. 45% performed at least one query in a week, and 68% performed one or more queries that month. To me, that says there’s still a massive amount of search growth opportunity for Google. If they can make people more addicted to and more reliant on search, as well as shape the flow of information and the needs of people toward search engines, they are likely to have a lot more room to expand searches/searcher.”

Shot 2: HubSpot Marketing Tip of the Week

Tip for controlling the META author used on HubSpot webpages

Ever wondered where HubSpot gets the author it uses on meta author tag on website pages (ie not blog posts)?

hubspot meta author tag

Surprise! It is taken from the Email Footer Information settings:

hubspot email settings company name

HubSpot Marketing Gotcha of the week

Lead Flow styling – if you use slide-ins it is impossible to override the styling that is applied. Even using your own CSS in global stylesheets won’t work – the Lead Flow built in calculation of styles will override yours.

Vote for improvements to Lead Flow styling capability here:

http://ideas.hubspot.com/forums/76407-general-hubspot-ideas/suggestions/17264174-lead-flow-call-out-customization

BTW speaking of ideas – here’s one George highlighted on The Hubcast this week:

http://ideas.hubspot.com/forums/76407-general-hubspot-ideas/suggestions/6967959-enable-a-b-testing-on-site-pages

BTW2: speaking of Lead Flows and George B Thomas, he has a nice quick video on how to hide Lead Flows on some pages – by pasting in a bit of CSS into your page (or global module):

https://www.youtube.com/watch?v=2AFXvAuz7-Q

However, what we really want: to be able to exclude pages in Lead Flow options.

Shot 3: HubSpot Sales Feature of the Week

HubSpot Sequence Library

Sequences HubSpot

Think about starting with one from the library.  We are testing this with each other and we will report back in the next few weeks.

Also:

https://medium.com/marketing-and-entrepreneurship/10-cold-email-tips-i-used-to-get-60-000-app-signups-dd928d86ca21#.w9ffukdvn

Speaking of outreach…

Customer Service follow ups instead of Sales Reps follow ups

Example:

“Hi, this is Sarah from Blue Widgets Company. I noticed you downloaded one of guides earlier today. I work in the customer service team – I’m not in sales – and the reason for my call is just to check if you were able to download and view the guide, and if it was useful.”

Get off the call quickly:

  • If yes, they got it: “Excellent, glad to hear it. Have a great day – if there’s anything else you need, just let me know”
  • If no, they didn’t, or they haven’t bothered to read it” “No problem, would you like me to send it to you again”

In both cases, send personal email after the call

Shot 4: Sydney HUG Reminder of the Week

BTW Sydney HUG coming up on 30 March 2017:

https://www.linkedin.com/groups/6501165

Shot 5: Opinion of the Week

Netflix testing new content consumption formats:

http://www.digitalspy.com/tv/news/a822865/netflix-confirms-experiment-interactive-tv-shows-you-can-choose-your-own-adventure/

Action item: brain storm how you can engage with your audience in new and interesting ways…

Buzzword Bingo Word of the Week

“Learnings”

Usage: there were a lot of useful learnings from the last campaign

Translation: what we did didn’t work, so we’re pretending we learnt something from it

Shot 6: Creative Top 10 of the Week

Craig’s challenge to Ian:

10 ways to target the HR Manager of a large enterprise

  1. Find them on LinkedIn through search and create a target list.
  2. Find mutual connections and ask for an introduction, through LinkedIn or other networks.
  3. Do display advertising targeted to sites and audiences in Google where HR Managers would read content.
  4. Join groups in LinkedIn where HR Managers would be in. Like https://www.linkedin.com/search/results/groups/?keywords=HR%20Manager&origin=SUGGESTION&suggestedEntities=%5B%22TITLE%22%5D
  5. Research a particular HR Manager and see what their interest is. Find a toy/object that they would want and send it to them minus something to get them onto a call.  Best example of this is sending a remote control car to the person and then only sending the controller once they booked a meeting to talk to you!
  6. Find everyone on Facebook in a corporation with the job title of HR Manager.
  7. Find events to sponsor that are run by the Australian HR Institute or similar https://www.ahri.com.au/conferences-and-networking
  8. Contribute content to blogs that HR Managers would read like https://www.ahri.com.au/resources/ahri-blog
  9. Sponsor content to HR Managers in LinkedIn & Facebook.
  10. Specialise content directly to HR Managers to target pain that they are experiencing.
  11. BONUS: Co-author and promote an offer with a complementary partner that has access to HR Managers.

Shot 7: Podcast of the Week

Hola (shoutout) to George and Marcus:

https://www.thesaleslion.com/hubcast-130-video-revenue-hubspot-engagement-reporting-the-cap-show/

Shot 8: Resource of the Week

Fantastic guide to optimising ecommerce sites – a 20 minute read, but well worth it – tons of useful ideas:

http://getuplift.co/ecommerce-optimization-product-pages/

BTW notice that this post – incredibly detailed, painstakingly researched and presented – has only one comment. And the comment is pretty useless. Point to consider: always be reviewing what is working and not working on your site – this is why some companies are turning off comments on their blogs and instead sending people to social channels to comment.

Shot 9: Quote of the Week

“Failure is an option here. If things are not failing, you are not innovating enough.”

“It’s OK to have your eggs in one basket as long as you control what happens to that basket.”

~ Elon Musk

Shot 10: Random Thought of the Week

A fun look at how ScreamingFrog played with Google results and were able to highjack a listing for a few days:

http://searchengineland.com/googles-seo-guide-search-rankings-hijacked-270362

Summary: a combination of some redirects and canonicals not being set fully by Google allowed the mixup

Additional resource for geeks: https://support.google.com/webmasters/answer/139066

Shot 11: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

http://www.stateofdigital.com/automating-google-analytics-reporting-via-google-sheets/

https://makefastsites.com/

https://www.slideshare.net/RossHudgens/link-building-strategies-that-increase-monthly-revenue-by-240740-engagepdx

https://contently.com/strategist/2017/03/14/artificial-intelligence-marketing-revolution/

http://seoauv.com/seo-case-study/

Tool to investigate:

http://www.calculoid.com/

https://imagify.io/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Disrupted by Dan Lyons – book review coming in the next few weeks

Please rate and leave us some feedback as this helps us.

HubShots Episode 76

Marketing

Episode 75: HubSpot Sales Stuff, Death of chatbots, The Amazon Threat to Google

Welcome to Episode 75 of HubShots!

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.

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

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

We’re also testing a new Facebook Messenger HubShots Room: https://www.messenger.com/t/1099519836821248

https://m.me/g/AbYPyswc4gtK5d5c

HubShots Facebook Chatbot: http://m.me/HubShotsPodcast

Recorded: Wednesday 08 March 2017 | Published: Thursday 09 February 2017

Shot 1: Inbound Thought of the Week

From Brian Halligan’s keynote on sales:

  • Context is King in sales
  • Always be helping.

Advice for sales:

  • Less is more for emails.
  • No cold calls.
  • Trials.  Add value before they purchase the product

What it looks like and how  people decide 2006 vs 2016

brianclient source information

Shot 2: HubSpot Marketing Feature of the Week

LeadsBridge Integration:

https://www.hubspot.com/integrations/leadsbridge

Connects your HubSpot lists into Facebook as Facebook Audiences.

Strongly recommend LeadsBridge – we use it with all our customers.

BTW It has sold out now, but try contacting AppSumo about this offer they had a little while back – lifetime LeadsBridge account for $49: http://www.appsumo.com/leadsbridge/

Shot 3: HubSpot Sales Feature of the Week

New and Improved Engagement Reporting for HubSpot Sales

Which is basically them making HubSpot CRM much better for telemarketers…

The latest improvements bring more detailed engagement tracking and reporting to HubSpot CRM and Sales. These updates come in three distinct flavors.

  1. All HubSpot Sales users can now set call dispositions. Track the outcome of every call made via HubSpot Sales.
  2. All HubSpot Sales Professional users now have access to sales content report templates. Seven new canned reports for HubSpot dashboards that provide deep analytics on calls, meetings, and sequences.
  3. Reporting Add-on users can now utilize engagement report filters when building custom reports. Run reports on how many calls, emails, meetings, and tasks your team is logging. Now, filter those reports by owner and type, to zoom in on the data you actually care about.

Today’s updates enable you to get a clearer view of your reps’ productivity. Implement a more consistent call-logging process with call dispositions, and zero-in on specific engagement data to identify the parts of your reps’ process that need the most work using the new reporting functionality.

hubspot call outcomes

Btw good opportunity for HubSpot (attention: Matt Barby) to try to rank for the term ‘call disposition’ – currently this is the top ranking result: http://www.ringdna.com/blog/what-is-call-disposition-how-to-measure-it

Which says:

“Call disposition” is a call center term for a label that describes the outcome of a call.

Here’s a screenshot of the reporting after Craig made 3 calls to Ian to test it out:

hubspot call reports

Shot 4: Sydney HUG Reminder of the Week

BTW Sydney HUG coming up on 30 March 2017:

https://www.linkedin.com/groups/6501165

Shot 5: Opinion of the Week

http://www.bradfordcross.com/blog/2017/3/3/five-ai-startup-predictions-for-2017

  1. Bots go bust
  2. Deep learning goes commodity
  3. AI is cleantech 2.0 for VCs
  4. MLaaS dies a second death
  5. Full stack vertical AI startups actually work

“While business process automation will of course continue to play out for decades to come, the current mania around ‘bots’ defined as conversational interfaces over voice and chat will begin its collapse in 2017. “

Shot 6: Creative Top 10 of the Week

Ian’s challenge to Craig:

10 ideas to promote an industrial modular & flexible ducting company on a starting budget

This is definitely a case of having to identify where the target market ‘hangs out’. First step is to understand the main types of buyers and then work out where they congregate eg online forums, review sites, building related community websites, etc

  1. AdWords – specific key terms targeting (focus on least competitive first to check ROI)
  2. AdWords – competitor brand terms targeting (brand jacking)
  3. Use BuzzSumo to analyse topics, follow the top shared content and look for commenting or advertising opportunities, including using them as placements in AdWords Display Advertising
  4. Industry directories eg https://www.industrysearch.com.au/search?q=flexible+ducting
  5. Industry forums eg a member on https://www.acif.com.au/construction-industry-news and be able to promote the business (bonus: full dofollow link for members!)
  6. Use Q+A sites to find other forums eg a tool such as Bloomberry: https://app.bloomberry.com/questions;q=metal%20ducting
  7. Target industry sectors eg Air conditioning installation companies via LinkedIn – Target titles: Manager, Companies: Air conditioning installers
  8. Target topics eg related to workplace safety
  9. Target large food franchises eg to promote food industry ducting needs
  10. Create specific landing pages related to specific problems eg pillar content page on ‘industrial dust extraction’
  11. Promote points of difference eg speed of installation, or speed of delivery of ducting to factory sites

Shot 7: Podcast of the Week

No podcast this week, because we’re way behind on our listening. Need to get back to our listening.

Shot 8: Resource of the Week

CEO of the world’s largest advertising group, WPP’s Sir Martin Sorrell, discussing what keeps him up at night. Summary: Amazon

https://www.businessinsider.com.au/wpp-ceo-sir-martin-sorrell-amazon-keeps-me-up-worrying-at-night-2017-3?r=US&IR=T

Sorrell thinks Amazon is a huge threat to Google when it comes to search. If you’re a sneaker brand, the most valuable place to advertise is when someone is actively searching to buy a pair of sneakers. On Google they might just be researching, but with Amazon it’s likely that consumer is in the market to make a purchase right away.

BTW here’s WPP’s trends overview for 2017 – useful reading:

wpp macro micro trends

Shot 9: Quote of the Week

“If you’re walking down the right path and you’re willing to keep walking, eventually you’ll make progress.”

  • Barack Obama

Shot 10: Random Thought of the Week

Make readers pass a quiz before they can comment:

http://www.niemanlab.org/2017/03/this-site-is-taking-the-edge-off-rant-mode-by-making-readers-pass-a-quiz-before-commenting/

Shot 11: Tip of the Week

B2B Startup Idea Matrix:

https://medium.com/the-mission/the-startup-idea-matrix-b2b-edition-3973894d47dd#.fnz9tqmbc

With Google Sheet:

https://docs.google.com/spreadsheets/d/1xafwdQyWczCwPDGsGoiCSe8SdlbgN-QHjktLemqRo7s/edit#gid=1298089993

Especially like the idea of Column M: Enterprise software that can be used as Consumer software

Shot 12: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://moz.com/blog/how-to-uncover-hidden-keyword-level-data-using-google-sheets

https://blog.hubspot.com/marketing/first-100-days-inbound-marketer

Tool to investigate:

http://www.calculoid.com/

https://imagify.io/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Disrupted by Dan Lyons – book review coming in the next few weeks

Please rate and leave us some feedback as this helps us.

HubShots 75

Take your marketing forward

Episode 74: Chatbots, Keywords, HubSpot Sales Gotcha, Bogus Tips

Welcome to Episode 74 of HubShots!

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.

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

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

We’re also testing a new Facebook Messenger HubShots Room: https://www.messenger.com/t/1099519836821248

https://m.me/g/AbYPyswc4gtK5d5c

Recorded: Monday 27 February February 2017 | Published: Thursday 23 February 2017

Shot 1: Inbound Thought of the Week

HubShots ChatBot is born – http://m.me/HubShotsPodcast

Created this using Chatfuel – recommended by Matt Barby in his recent post: https://www.matthewbarby.com/chatbot-marketing/

BTW some chatbot related stuff here if you are interested:

https://chatbotsmagazine.com/10-links-to-learn-about-chatbots-in-an-hour-74466577f3c8#.vcc1bblnn

Shot 2: HubSpot Marketing Feature of the Week

Reminder: Keyword history in the HubSpot Keyword tool:

hubspot keyword tool

This isn’t new – it’s been in the product since the start – but many people don’t realise you can click through on keywords to see the keyword history.

Note: only keeps 12 months of keyword history

HubSpot Marketing Confusion of the week

HubSpot Marketing Free LeadIn stats reporting – if you click on a Lead Flow:

leadflow stats

Has the URL format of:

https://app.hubspot.com/lead-flows/999999/details/100802

But HubSpot Marketing Pro Lead Flows don’t have that view – clicking on a Lead Flow takes you into Edit mode.

Shot 3: HubSpot Sales Feature of the Week

Pinned Notes on contact records

hubspot pin note

HubSpot Sales Gotcha

Modified Date on Deals has been updated due to new fields being added and getting automatically calculated. Even if you haven’t made any changes to the deal. Very confusing (and frustrating).

Shot 4: Cafe Consulting

Upcoming Cafe Consulting

Book in 30 minutes with us on 08 March in Sydney to discuss any HubSpot feature or topic. Book here:

https://hubshots.com/cafe-consulting/

BTW Sydney HUG coming up on 30 March 2017:

https://www.linkedin.com/groups/6501165

Shot 5: Opinion of the Week

The value of time

The power of  HubSpot smart lists: working on a new HubSpot implementation and going through a few scenarios of targeting. We were able to produce a few smart lists in a few minutes that had taken them hours to produce from previous systems (MailChimp + WooCommerce + Xero integration).

Here’s a good indicator or whether HubSpot is a potential fit – calculate how much time you’ve spent trying to pull together lists from disparate systems – if you can manage that in HubSpot easily, then it may be worth the cost.

Shot 6: Creative Top 10 of the Week

Craig’s challenge to Ian:

10 Facebook audiences for promoting natural cosmetics line to

  1. Women 21+ that use organic food
  2. Women 18+ that are interested in allergy
  3. Women 18+ with upcoming birthdays to treat themselves
  4. Make-up artists 18+ with interest in lipstick
  5. Women 21+ with children 0-3 years & 4-12 years
  6. Women 21+ the are expats – sell them exclusive lipsticks
  7. Women 21+ that are vegan
  8. Women 18+ that are interested in luxury goods – sell them limited edition lipsticks
  9. Men 18+ in a relationship interested in gifts for friends – sell them a birthday gift pack
  10. Women 21+ that are interested in cancer awareness – sell them the benefits of natural lipsticks
  11. Women 18+ interested in MAC Cosmetics, NARS Cosmetics & Urban Decay Cosmetics

Shot 7: Podcast of the Week

HubShots Episode 73

https://hubshots.com/episode-73/

The hosts cover a range of HubSpot topics including some useful tips.

Shout Out to Chris Mottram who edits and produces the show. Thanks Chris!

Shot 8: Resource of the Week

Ross Hudgens explaining the Skyscraper technique, and when it applies:

http://www.siegemedia.com/seo/skyscraper-technique

Summary: before you put in a ton of effort preparing an incredible content piece, make sure it is realistic that you can ever really rank for the term/topic.

Shot 9: Quote of the Week

Don’t raise your voice, improve your argument.”

~ Desmond Tutu

Shot 10: Random Thought of the Week

Web page inspiration:

https://land-book.com/

Shot 11: Bogus Tip of the Week

From a Quora thread:

“If you’re having trouble when buying a gift for your friend, send them a simple text. I wanted to buy my classmate a gift for her birthday, but I didn’t know what she really liked. So, I texted her : Guess what I got for your birthday! Hint: It’s your favorite thing! She immediately began guessing what I got her, and that way, I had a whole list of ideas of what present she wanted.”

I’d tweak it a bit to: Guess what I’m getting you for your birthday! Hint: It’s your favourite thing.

Shot 12: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

http://searchengineland.com/google-sunset-google-site-search-product-recommends-ad-supported-custom-search-engine-269834

https://blog.markgrowth.com/twitter-tailored-audience-list-campaigns-why-every-company-should-permanently-run-one-14cdaac407af#.68ezcec8q

http://www.hobo-web.co.uk/link-building-strategy-for-beginners-a-month-of-free-tips/

Tool to investigate:

https://chatfuel.com/

https://dovetale.com/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Disrupted by Dan Lyons – book review coming in the next few weeks

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://hubshots.com/cafe-consulting/

HubShots Episode 74

1 Working hard

Episode 73: Infuriating Signup Offers, Free Stock Images, Audience Targeting

Welcome to Episode 73 of HubShots!

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.

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

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

We’re also testing a new Facebook Messenger HubShots Room: https://www.messenger.com/t/1099519836821248

https://m.me/g/AbYPyswc4gtK5d5c

Recorded: Monday 20 February February 2017 | Published: Friday 24 February 2017

Shot 1: Inbound Thought of the Week

HubSpot Sales Software Certification

https://certification.hubspot.com/hubspot-sales-software-certification-course

Great way to get everyone on the team on the same page and understand the basics of HubSpot CRM and HubSpot Sales software.  Contains:

  • 5 Classes
  • 2 Hours to do it

Shot 2: HubSpot Marketing Feature of the Week

Shutterstock integration into File Manager:

Shutterstock Integration: 60,000 Royalty Free Images within HubSpot Now Available

If you’re a content creator, you know finding the right image can be time consuming and full of legal complexities. Today, we’re happy to announce an integration with Shutterstock which will make 60,000 images from their gallery available free within HubSpot.

Try out the Shutterstock integration today!

17 01 27 HubspotPromotion HeaderThumbnailblog header

How it Works:

  • Head to File Manager and click the new ‘Stock Images’ tab.
  • Within Stock Images, search for an image you would like to add to social messages, or content. Such as, “coffee” or, “exam”.
  • Once you find an image, simply click on it and save it to your File Manager.
  • After it’s saved, go to your content, or social message and insert it directly from there.

Note: Watermarks will appear on Shutterstock images within search. Once you save these images to your File Manager, watermarks are removed and will not appear in your live content.

Note: we discovered that this is only a subset of the images available on Shutterstock – many of the ‘good’ ones aren’t available.

Shot 3: HubSpot Sales Feature of the Week

Send Emails from Company and Deal Records in HubSpot CRM

You can now send emails from company and deal records in addition to contact records. This change makes it quicker and easier to get your emails into your prospects’ inboxes. Fewer clicks between CRM

records means time saved.

Resmed

Shot 4: Cafe Consulting

Upcoming Cafe Consulting

Book in 30 minutes with us on 08 March in Sydney to discuss any HubSpot feature or topic. Book here:

https://hubshots.com/cafe-consulting/

Shot 5: Opinion of the Week

Making sure you thought about the whole signup process and what a free trial means to potential users and customers.

WhatsApp Image 2017 02 11 at 6 26 22 PM

Shot 6: Creative Top 10 of the Week

Ian’s challenge to Craig:

How to differently promote an Australian building materials distributor & supplier to residential, commercial, industrial, building and construction industries.

Good marketing = clever targeting + specific content

  1. Create ideal buyer profiles and personas for each market
  2. Prepare a matrix of personas versus channels where they ‘hang out’
  3. Plan content for each channel and persona => there is always room for a high quality guide eg How To Choose A Supplier for Your Home Renovation -> do this for each buyer profile
  4. Consider utility versus entertainment: think of ways to make the brand memorable, think of your ‘will it blend’ equivalent eg it could be a particular material is incorporated into a campaign showing its particular strengths => video

Residential

  1. Target people on Facebook who are interested in renovation, interior design and promote via FB, Instagram and Messenger => SEM
  2. Target people on Facebook who are builders and promote a key differentiator (choose one of delivery, price, quality) => SEM
  3. Use a service like Task Rabbit to get someone to drive around a suburb and make a note of all the building projects underway (eg sign in front yard), then direct mail each of those builders with details of materials they’ll need in the next stage of the building => direct mail, SMS

Commercial

  1. Target specific commercial industry segments eg hospitals, nursing homes and highlight case studies of happy customers => case study guide
  2. Target specific partner channels eg architects, plumbers, electricians, interior designers and provide guides for each specific type => ebook

Industrial

  1. Target particular construction sites you know have had supply issues and directly contact the site foreman (foreperson) => phone calls
  2. Consider common pain points: eg late delivery and provide differentiated service that will overcome that stress => highlight in partner tenders

Shot 7: Podcast of the Week

PNR – Joe Pulizzi and Robert Rose on considering business models for content companies:

http://contentmarketinginstitute.com/2017/02/medium-wrong-business-model/

They also discuss unethical marketing practices eg fake outrage campaigns that raise awareness of your brand.

Shot 8: Resource of the Week

Jon Loomer has done it again:

http://www.jonloomer.com/2017/02/17/facebook-advertising-success/

Audiences and Targeting

Shot 9: Quote of the Week

‘Think of your content like a gas tank and the promotion of it as the fuel.”

~ Justin Champion

@JustinRChampion

Shot 10: Random Thought of the Week

How to make a sign

Really makes you think about how you communicate with people.

http://sethgodin.typepad.com/seths_blog/2017/01/how-to-make-a-sign.html

Shot 11: Tip of the Week

Claim your Google Business Listing – don’t be like Microsoft who haven’t yet claimed their Australian listing:

claim google listing

Shot 12: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

Stunning read:

http://www.eugenewei.com/blog/2017/1/12/tower-of-babel

https://moz.com/blog/keyword-year-content-rankings-hack-whiteboard-friday

http://tomtunguz.com/is-machine-learning-overhyped/

http://chiefmartec.com/2017/02/hackies-hack-crm-abm/

Attribution models:

http://contentmarketinginstitute.com/2017/02/primer-attribution-models/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Disrupted by Dan Lyons – book review coming in the next few weeks

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://hubshots.com/cafe-consulting/

HubShots episode 73

Time for your next shot

Episode 72: #growthbotwisdom, Setting HubSpot Owner, Should you use Popup Forms?

Welcome to Episode 72 of HubShots!

The 20th Anniversary Edition!

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.

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

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

We’re also testing a new Facebook Messenger HubShots Room: https://www.messenger.com/t/1099519836821248

https://m.me/g/AbYPyswc4gtK5d5c

Recorded: Wednesday 15 February 2017 | Published: Saturday 18 February 2017

Shot 1: Inbound Thought of the Week

#growthbotwisdom

Hat Tip to Justin Theng (@justintheng)

#growthbotwisdom

Shot 2: HubSpot Marketing Feature of the Week

Setting the HubSpot Owner on contacts

From the Marketing side, make a smart list of all the contacts who don’t have an Owner set:

hubspot owner missing

Then, you can do any of the following:

  1. Individually edit each contact
  2. Enrol contacts into a workflow to set their Owner: https://knowledge.hubspot.com/articles/kcs_article/contacts/how-to-set-an-owner
  3. Rotate owners in a Workflow when the contact is created: https://knowledge.hubspot.com/articles/kcs_article/workflows/how-can-i-automatically-distribute-my-leads-evenly-to-different-hubspot-owners

From the Sales (CRM) side, create a filter of contacts who are missing the Owner:

hubspot filter

And then you can either:

  1. Individually edit each contact
  2. Bulk edit: https://knowledge.hubspot.com/articles/kcs_article/contacts/how-to-set-an-owner

You can also:

  1. Set HubSpot Owner when importing: https://knowledge.hubspot.com/articles/kcs_article/contacts/can-i-import-a-hubspot-owner-for-contacts-in-hubspot
  2. Sync with Salesforce to set the owner (if you use Salesforce)

https://www.craigbailey.net/setting-hubspot-owner-contact-records/

Shot 3: HubSpot Sales Feature of the Week

You can add child companies to a company in HubSpot CRM:

https://www.hubspot.com/product-updates/introducing-parent-child-relationships-in-hubspot-crm

Note: a parent can have many children, but a child can only be attached to one parent ie there’s no many-to-many relationships allowed.

Also, there’s no data rollup – ie deals against a child company won’t show against the parent.

Good use case: Government departments, divisions in big companies & franchises – because you can set the HubSpot owner on child companies

Shot 4: Cafe Consulting

Upcoming Cafe Consulting

Book in 30 minutes with us on 08 March in Sydney to discuss any HubSpot feature or topic. Book here:

https://hubshots.com/cafe-consulting/

Shot 5: Opinion of the Week

More on popups (from HubSpot last October):

https://blog.hubspot.com/marketing/pop-up-forms-analysis

Studies show 9.3% increase in conversions when using popups

Consider: Lead quality from popups

Moving past just the conversion %

  • I’d like to see some analysis of lead quality in these types of reports, I suspect lead quality is pretty low for these interruptive popups, but have no way to know.
  • Just anecdotally based on all the Lead Flows we’ve been running, we found that just asking for First Name and email got a much higher conversion rate (eg 5%+) but quality was low. We added Last Name and Company and quality is much better, but overall conversion rate is down (eg 3%).
  • Depends on what the goal is that the customer needs of course, but I’m more inclined to push for better quality, rather than clogging up the database with low quality leads.

Shot 6: Creative Top 10 of the Week

Craig’s challenge to Ian:

Come up with 10 headlines for a blog post about employee onboarding using an Intranet

  1. 7 ways your intranet can help with onboarding new staff.
  2. Want to know the most effective employee onboarding tool we use?
  3. 3 ways we use an intranet to onboard staff quicker
  4. Want to know how to onboard staff in half the time?
  5. How to 2x staff engagement when onboarding them.
  6. Want to know how we avoid problems when onboarding new staff?
  7. Managers, here is how to save time with employee onboarding.
  8. Save yourself $11000 per employee when using this tool to onboard them.
  9. Want to save time and have a consistent process with employee onboarding?
  10. See how we transformed staff onboarding with this system.

Shot 7: Podcast of the Week

Listener tip

Recommended to us by Suellen – interesting opportunities with Facebook Messenger:

http://www.digitalmarketer.com/podcast/how-to-use-facebook-messenger-ads/

Shot 8: Resource of the Week

Demand Generation Statistic

Nearly 80% of companies not meeting their revenue goals attract 10,000 monthly website visitors or less. For those exceeding their revenue goals, 70% report attracting more than 10,000 visitors per month. (HubSpot, 2015)

Selling

Only 29% of people want to talk to a salesperson to learn more about a product, while 62% will consult a search engine. (HubSpot, 2016)

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

Shot 9: Quote of the Week

Brian Halligan on Twitter It is increasingly easy to make everything This creates more supply w the same demand This makes it increasingly hard to sell stuff

https://twitter.com/bhalligan/status/828819291734736896

Shot 10: Random Thought of the Week

Google is sooooo smart – I got the lyric wrong and Google still found the song that was in my head:

google search results

Shot 11: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://developers.googleblog.com/2017/02/whats-in-amp-url.html

https://warfareplugins.com/how-to-measure-social-media-roi-using-google-analytics/

https://bothsidesofthetable.com/mark-cuban-on-why-you-need-to-study-artificial-intelligence-or-youll-be-a-dinosaur-in-3-years-db3447bea1b4#.61iyclhut

http://kaiserthesage.com/enterprise-link-building/

https://medium.com/digital-vault/senior-marketing-execs-virtually-no-proof-social-media-ads-are-working-df3e0d41ef92#.4qjw9o8n1

https://medium.pjrvs.com/the-difference-between-tactics-and-strategy-in-marketing-28ac3aaa55cd#.ufmbhlsoj

“So before you start trying (or keep trying) random marketing tactics you read on industry blogs, think about why you’re doing them. Are they a part of your overall strategic plan? If you don’t have an answer for that, start thinking about your strategy first.”

http://online-behavior.com/analytics/search-console-data-studio

I love contrarian thinking:

https://m.signalvnoise.com/why-the-hell-not-27c3fa735157#.8hfm8vsgj

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Disrupted by Dan Lyons – book review coming in the next few weeks

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://hubshots.com/cafe-consulting/

HubShots 72

1 Listening

Episode 71: Content Repurposing, and so much HubSpot Stuff

Welcome to Episode 71 of HubShots!

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.

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

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Recorded: Tuesday 07 February 2017 | Published: Thursday 09 February 2017

Shot 1: Inbound Thought of the Week

Review of the latest HubSpot certification updates

Craig just renewed his Inbound Certification, and is really impressed with the updates. It adds some new sections on sales and marketing alignment.

The Content Marketing Certification is well worth going through as well.

Btw HubSpot’s Digital Marketing Hub:

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

Not sure if this is new or not, but everyone we follow at HubSpot is tweeting about it, so it’s obviously a focus at the moment.

Note: this description on the page is a little unhelpful in Craig’s opinion:

“Digital marketing doesn’t differentiate between push and pull marketing tactics (or what we might now refer to as ‘inbound’ and ‘outbound’ methods). In other words, digital outbound tactics aim to push a marketing message directly in front of as many people as possible online — regardless of whether it’s relevant or welcomed. For example, the irritating, flashing banner ads you see at the top of lots of websites try to push a product or promotion onto people who aren’t necessarily ready to receive it.”

This is misleading because there’s good digital marketing and bad digital marketing, just as there’s good inbound and bad inbound. For example, there’s plenty of sites that will throw an annoying popup in your face – the HubSpot blog is a prime example.

Exit intent popups are a good example of an idea that is good in theory but bad in practice eg I often am reading a blog and will move my mouse out of the way – and get an annoying exit popup show.

Shot 2: HubSpot Marketing Feature of the Week

We’re discussing content repurposing in this episode.

Here’s three quick ways to check which content is working well:

1. Page Performance report (under Reports).

Scroll through pages to view which ones have the highest CTA click through rate.

2. Attribution report (need to create a new Report from Reports Home)

hubspot attribution report

This is what you see in Professional:

Reports Home HubSpot

3. Blog post Analyze – Top Blog Posts by Conversion

View which posts have driven the most conversions.

Then click through to the full report to view Blog conversions.

BETA HubSpot Marketing tip – email prompt to suppress low engagement users:

Edit Email Melbourne announcement and Slack Search Be Found

https://knowledge.hubspot.com/articles/kcs_article/email/what-is-graymail-and-how-can-i-avoid-sending-my-email-to-contacts-with-low-engagement-rates

How does HubSpot calculate low engagement?

  • If a recipient has never opened an email from you and has not opened the last 10 emails you’ve sent them, these are categorized as recipients with low engagement.
  • If a recipient has previously opened an email from you but has not opened the last 15 emails you’ve sent them, these are categorized as recipients with low engagement.

HubSpot Marketing want of the week: Would love to be able to A/B test website pages (ie same as you can with Landing Pages).

Shot 3: HubSpot Sales Feature of the Week

Call Queue

https://knowledge.hubspot.com/articles/kcs_article/calling/how-do-i-use-my-hubspot-call-queue

Pro tip: The country code must be included when dialing to or from a country outside of the United States. The format may include a “+” or not.  So example have +61 416 005 578.

Shot 4: Cafe Consulting

We had our first Cafe Consulting session last week – went really well.

Book in 30 minutes with us on 08 March in Sydney to discuss any HubSpot feature or topic. Book here:

https://hubshots.com/cafe-consulting/

Shot 5: Opinion of the Week

The ‘I left a comment’ entitlement.

If you leave a comment on ‘rented land’ you have no control over whether it will get deleted or not.

Bigger point: anything on ‘rented land’ is at risk of being deleted eg your Facebook page

Mentioned:

Louder Minds: http://louderminds.com/

Louder Minds Facebook page: https://www.facebook.com/LouderMindsBlog/

Shot 6: Creative Top 10 of the Week

Ian’s challenge to Craig: come up with 10 ideas to help

Commercial Cleaning company starting in Melbourne and already established in Sydney for 10+ years

  1. Go through existing database and check every customer to see if they have an office in Melbourne, and then specifically reach out to them via a high-touch campaign offering multi-location deals
  2. Flash Mob with people sweeping, dusting, etc in central CBD area, t-shirts with company name on them
  3. Repurpose content to make it specific to Melbourne – include local landmarks, events, jargon to make it more personalised
  4. Consider it as an entering a new market, and use it is as a chance to test ‘rebranding’ eg focus on a premium brand versus budget etc. Run FB ads testing different options.
  5. Startup mentality with a separate growth hacking group that are given 12 weeks to try a ton of new ideas related to positioning on social channels
  6. Test new ‘disruptive’ ideas – since there is no risk – eg no contract options, cleaning during the day, dress in suits, smell nice – as opposed to most cleaners who are dressed in dirty clothes, wear a cap and smell bad.
  7. Partner with other providers eg commercial plumbers, electricians, document shredding, catering, tech support, office moving, etc in an area to provide a suite of office services
  8. Offer add-on services for office workers eg keyboard cleaning, monitor wiping
  9. Target serviced office providers eg WeWork to help startups
  10. Seasonal campaigns eg if launching in winter, offer an office sanitiser special where you sanitise every desk and keyboard as part of the first clean. Leave mini-sanitiser bottle on every desk
  11. UberClean – kind of like a AirTasker or TaskRabbit for cleaning – just focussed on connecting cleaners with offices that need ad-hoc cleaning

Shot 7: Podcast of the Week

Thanks to Samantha Alford for having us on The Daily Hub – you can listen to the interview here:

https://inboundaddons.com/14-get-close-personal-hosts-hubshots-podcast-craig-bailey-ian-jacob/

Shot 8: Resource of the Week

Refurbishing old content:

https://moz.com/blog/refurbishing-top-content-whiteboard-friday

Good Whiteboard Friday presentation by Britney Muller

Including taking existing content, putting it in other formats (see Neil’s post below for good suggestions), and then posting on other sites.

Eg I’ve seen a lot of people write blog posts that answer a question, which they add on their own site, then they add to Medium, then they add as answers on Quora (sometimes straight copy and paste) – James Altucher is a good example of doing this.

https://www.quicksprout.com/2017/01/11/11-advanced-techniques-for-repurposing-old-content/

I’m reluctant to link to any Neil Patel sites these days because the popups and takeover banners are so annoying, but I think this one is worth reviewing.

Other examples including taking an existing blog post, and turning into a Slideshare deck.

Shot 9: Quote of the Week

“But that’s not what I meant”

By Seth Godin

There’s no more urgent reason to write.

It keeps you from insisting that people read your mind, understand your gestures and generally guess what you want.

If you can learn to share what you hope to communicate, written in a way that even a stranger can understand, you’ll not only improve your communication, you’ll learn to think more clearly as well.

The person who most benefits from your writing might be you.

http://sethgodin.typepad.com/seths_blog/2017/02/but-thats-not-what-i-meant.html

Shot 10: Tip of the Week

Focus on subject lines:

email subject line spam

Shot 11: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://blog.bufferapp.com/facebook-advertising-cost

Potential new tool to use:

We are in the process of using Leadsbridge – https://leadsbridge.com/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Disrupted by Dan Lyons – book review coming in the next few weeks

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://hubshots.com/cafe-consulting/

HubShots Episode 71

1 Time for your next shot

Episode 70: HubSpot Sales Templates and How NOT to do SEO

Welcome to Episode 70 of HubShots!

Another Late Night Special

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.

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

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Recorded: Wednesday 01 February 2017 | Published: Thursday 02 February 2017

Shot 1: Inbound Thought of the Week

Matt Barby on SEO (or what not to do)

http://content.inbound.com/content/how-to-suck-at-seo-and-drive-your-business-into-the-ground

Good beginner overview (not for advanced marketers).

If SEO is new to you, then this is a good one to watch.

7 quick points:

  • The need for promoting content (Content – promotion = failure)
  • The importance of user experience
  • The value of testing (and not just believing things you read online)
  • The level of analysis eg comparing topics with links, comparing word count with shares, etc
  • 2.5 million blog posts published every day
  • Backlinks matter
  • Re-optimise content and CTAs to see improvement

Shot 2: HubSpot Marketing Feature of the Week

A quick reminder about the HubSpot URL Builder:

https://knowledge.hubspot.com/articles/kcs_article/settings/how-do-i-create-a-tracking-url

Available from Reports > Home, Reports > Sources and Reports > Events

Two reasons I like the HubSpot builder compared to the Google one:

  • Keep a history of the links you’ve created
  • Generates a short URL for you as well

Useful for creating tracking URLs, getting shortcut links, and having them saved.

Shot 3: HubSpot Sales Feature of the Week

HubSpot Template library

Creating email templates in HubSpot CRM

Ie Sales > Sales Tools  > Templates

hubspot template from library

Some good templates:

hubspot template library

And some that can just be teaching people to be insincere:

hubspot template example

Here’s more sales email examples:

https://blog.hubspot.com/sales/sales-email-template

https://blog.hubspot.com/sales/sales-email-templates-guaranteed-to-get-a-response

Aim for genuineness

Be wary of just telling fibs/flattery to get a result.

Shot 4: Cafe Consulting

We had our first Cafe Consulting session last week – went really well.

Book in 30 minutes with us on 08 March in Sydney to discuss any HubSpot feature or topic. Book here:

https://hubshots.com/cafe-consulting/

Shot 5: Opinion of the Week

Practitioners versus Managers:

https://m.signalvnoise.com/this-is-why-we-have-working-managers-at-basecamp-and-why-microsoft-and-apple-stumbled-when-they-ac8e1ebd444c#.wd7xj4xxz

Good read discussing the value of managers who are competent in the work their team does.

Shot 6: Creative Top 10 of the Week

Craig’s challenge: come up with 10 ideas to promote awareness of a cloud computing services company.

  1. Infographics showing benefits of new vs old way of infrastructure support & maintenance
  2. Write in the sky your URL
  3. Promote and target on Facebook content/images that show benefits
  4. Promote content and target it to CIO’s & CTO’s on LinkedIn
  5. Educate & target groups on LinkedIn that talk about hosting, not cloud based
  6. Create case studies and share them with existing database
  7. Review who in your database would be a good candidate to move to cloud services
  8. Write in depth content about issues people have that don’t use cloud computing
  9. Present at CIO’s & CTO’s conferences about the cloud computing advances
  10. Network with CIO’s & CTO’s at events that they would attend like sailing days..
  11. Get a call center in India to call all CIO’s and CTO’s with an offer

It’s Lenny to the rescue – https://www.youtube.com/watch?v=b3D7OrxZrSk

Shot 7: Podcast of the Week

HubSpot To Go:

http://www.togo.fm/podcast/hubspot-to-go/htg-234/

Good tips for improving email open rates.

Using names in emails – the benefits of not using marketing@ email addresses => avoid being lumped into Google’s Social or Promotions tabs.

Another shout-out to The Daily Hub with Samantha Alford:

https://inboundaddons.com/category/thedailyhub/

She interviewed us today – it will live in the next week or so.

Shot 8: Resource of the Week

Analysis of hero images:

https://blog.kissmetrics.com/hero-images-that-boost-conversions/

Good in-depth post covering the 7 types of hero images, when to each, how to choose colours, plus thing not to do (eg avoid sliders)

Shot 9: Quote of the Week

“Companies aren’t families. They’re battlefields in a civil war.”

― Charles Duhigg, The Power of Habit: Why We Do What We Do in Life and Business

Huh?

Shot 10: Bogus Tip of the Week

Use QR codes in your marketing:

https://www.craigbailey.net/hell-uses-qr-codes/

Shot 11: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://exchange.telstra.com.au/2017/01/31/one-step-closer-to-5g-with-gigabit-speeds/

https://contently.com/strategist/2017/01/30/b2b-paid-content-distribution/

https://www.craigbailey.net/just-say-thank-you/

https://growthmarketingconf.com/net-promoter-score-the-growth-marketers-secret-weapon/

https://thinkgrowth.org/10-things-ai-can-do-for-you-today-2350cc5ae4bf#.w2n45iri8

For the lols:

https://blog.wordable.io/2017-marketing-trends/

Potential new tool to use:

http://app.bloomberry.com/questions;q=hubspot

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Disrupted by Dan Lyons – book review coming in the next few weeks

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://hubshots.com/cafe-consulting/

HubShots Episode 20

Marketing

Episode 69: HubSpot Ads Add-on is Finally Worth Using

Welcome to the Late Show!

Welcome to Episode 69 of HubShots!

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.

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

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Recorded: Wednesday 25 January 2017 | Published: Friday 27 January 2017

Shot 1: Inbound Thought of the Week

Nancy Harhut “10 Human Behavior Hacks That Will Change the Way You Create Email”

http://content.inbound.com/content/10-human-behavior-hacks-that-will-change-the-way-you-create-email-2016

nancy harhut 10 human behavior hacks that will change the way you create email 47 638nancy harhut 10 human behavior hacks that will change the way you create email 62 638

//www.slideshare.net/slideshow/embed_code/key/DpgPrCddwnI1b0

Shot 2: HubSpot Marketing Feature of the Week

HubSpot Ads Add-on Is Updated and Awesome

Facebook Ads

https://blog.hubspot.com/customers/facebook-ads-integration

It’s really good. And a big improvement on the original release – which Craig gave the big thumbs down to back in episode 5: https://hubshots.com/episode-5/

Pros:

  • Main usage is reporting
  • Lead Ads integration (supports Lead Forms)
  • ROI calculation can be based on Deal size ie real dollar numbers, not estimates

Cons:

  • Not good for creating, or managing in detail
  • Some issues with LinkedIn integration if you manage multiple LI ad accounts

hubspot ads addon roi

Next feature we’d like to see: syncing Saved audiences based on HubSpot lists…

Action item: Start the 14 day trial, connect your accounts and view the stats. If they are helpful to you, consider purchasing.

Shot 3: HubSpot Sales Feature of the Week

Sales Tools > Prospects

Great to see who is visiting your site and if you can identify the company and keep a track

https://knowledge.hubspot.com/articles/kcs_article/prospects/what-is-the-best-way-to-use-the-prospects-tool

Craig’s wishlist: be able to filter prospects by pages visited

Shot 4: Cafe Consulting Review

We had our first Cafe Consulting session today – went really well.

Book in 30 minutes with us on 08 March in Sydney to discuss any HubSpot feature or topic. Book here:

https://hubshots.com/cafe-consulting/

Shot 5: Opinion of the Week

Don’t create obviously fake scarcity:

http://www.craigbailey.net/youre-on-the-waitlist/

Kipp Bodnar on building marketing teams for growth:

https://thinkgrowth.org/structure-your-marketing-team-for-growth-86325b0c925c#.cddbadid2

“The goal isn’t to find a perfect org structure. Instead, find a structure that is right for right now, one that reflects what you are currently prioritizing — and deprioritizing — and sets you up to leverage your current growth opportunities.”

Key point: Org structures are fluid and serve a purpose, rather than fitting a text book approach.

Shot 6: Podcast of the Week

The Daily Hub with Samantha Alford:

https://inboundaddons.com/category/thedailyhub/

Interview style, where she interviews key marketers – each day with a new episode!

Shot 7: Resource of the Week

Following on from last week and Ryan Bonnici’s session at Inboud, one of his hacks was around snippets in Google. Here’s a Moz guide to analysing how to get your content ‘snippet optimised’:

https://moz.com/blog/what-we-learned-analyzing-featured-snippets

Key point: you can learn a lot by simply analysing what the current snippets are… sounds obvious, but is totally actionable

Shot 8: Quote of the Week

Give people what they want and they will like you for now. Give people what the need and they will value you forever.

~ Simon Sinek

‏@simonsinek

Shot 9: Bogus Tip of the Week

Get people to do your FB updates

https://www.craigbailey.net/mark-zuckerberg-avoids-facebook-timesuck/

Shot 10: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

http://www.smartinsights.com/ecommerce/web-personalisation/new-report-shows-importance-content-personalisation/

http://www.smartinsights.com/advice/digital-marketing-megatrends/ (requires free sign up as a Basic member)

https://www.bloomberg.com/news/articles/2017-01-18/this-team-runs-mark-zuckerberg-s-facebook-page

http://www.outbrain.com/blog/artificial-intelligence-content-marketing-2

https://ahrefs.com/blog/asking-for-tweets/

https://klientboost.com/ppc/facebook-custom-audience/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Disrupted by Dan Lyons – book review coming in the next few weeks

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://hubshots.com/cafe-consulting/

HubShots Episode 69

Time for your next shot

Episode 68: Content Marketing Hacks, Smart Content, CRM Views

Welcome to Episode 68 of HubShots!

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.

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

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Book in 15 minutes with us on 25 January in Sydney to discuss any HubSpot feature or topic. Book here: https://hubshots.com/cafe-consulting/

Recorded: Tuesday 17  January 2017 | Published: Thursday 19 January 2017

Shot 1: Inbound Thought of the Week

Top 5 Content Marketing Hacks by Ryan Bonnici

You’ll learn how to: – Boost traffic by 3x using content – Increase your lead conversions by 500% – Nurture, sell, and upsell to grow your business

http://content.inbound.com/content/top-5-content-marketing-hacks

3 takeaways:

  1. Have great “HUB” Content Pages.  They are in depth/pillar pieces of content that aim to educate people, look at the video about 21.00 to see what I am talking about.
  2. Importance of headlines and leveraging the curiosity gap. Watch it here.
  3. Google snippets. Watch it here. Here are 2 pro tips to go with it:

INBOUND 2016 Ryan Bonnici Top 5 Content Marketing Hacks YouTube

See also: https://moz.com/blog/what-we-learned-analyzing-featured-snippets

And have a listen to our interview with Ryan last year: https://hubshots.com/episode-21/

Shot 2: HubSpot Marketing Feature of the Week

Using Smart Content – Relationship-driven Marketing

Smart content is content that is intelligently personalized to your customer’s needs.  With Smart Content you can deliver content specifically tailored to where a prospect is in the buying process, or content targeted to people the very first time they visit. Smart Content lets you target content based on anything you know about your contacts.

Why implement smart content?

HubSpot looked at the data for more than 93,000 calls to action over a 12 month period. What they found was calls-to-action targeted to the user performed 42% better than calls to action that were generic.

Get started here > https://knowledge.hubspot.com/smart-content-user-guide/how-to-get-started-with-smart-content

When not to use it: https://knowledge.hubspot.com/articles/kcs_article/cos-general/can-i-use-smart-content-on-a-thank-you-page

Shot 3: HubSpot Sales Feature of the Week

Creating custom views in the CRM for prospecting

https://knowledge.hubspot.com/articles/kcs_article/contacts/creating-custom-views-for-prospecting

An example of an advanced view:

Sales reps just want to know who they should be talking to today. The view below is an example view that a sales rep could create to see which Contacts they should talk to.

For this sample view, we only want to see contacts that:

  1. Are Leads in your CRM
  2. Are owned by your user
  3. Haven’t been contacted in the last week
  4. Have been contacted less than two times already
  5. Do not have any deals already associated with them

Shot 4: Creative Top 10 of the Week

Top 10 Ideas – for training our creative muscles.

This week: One of Ian’s customers is a car dealership. What’s 10 ideas for driving more people to the dealership?

I’m assuming all the usual promotion channels are in place (newspaper adverts, AdWords, general Facebook promotion, sponsorships, shopping centre displays, sales), so these are new ideas to test:

Targeting the decision phase buyer

  1. Facebook interest targeting (eg car loan) promoting dealership
  2. Candid video series of the dealership team explaining a new feature & services
  3. Instagram video updates with the videos
  4. Informational blog posts discussing general topics eg news about diesel emissions measurements
  5. Discussion around future topics eg driverless cars
  6. Participating and offering value (not promotion) in automotive forums
  7. Uber partnering for a day  eg kitten delivery day
  8. Test drive drone day, with sharing of videos on channels
  9. Defensive driving for women courses
  10. Deliveroo partnering
  11. Bonus: film multimillion dollar commercial and spend millions on prime time TV… NOT

Cafe Consulting

Book in 15 minutes with us on 25 January in Sydney to discuss any HubSpot feature or topic. Book here:

https://hubshots.com/cafe-consulting/

Shot 5: Podcast of the Week

A new monthly video series where Daniel Pink and special guests will solve your biggest sales challenges.

Signup here > https://www.hubspot.com/sell-like-a-human?utm_campaign=HubShots-The_Downunder_HubSpot_Podcast_for_marketing_managers_and_sales_teams_that_use_HubSpot_or_are_considering_using_HubSpot&utm_source=HubShots.com&utm_medium=web

Click the Keep Me Updated button (not the Subscribe)

Shot 6: Resource of the Week

https://blog.hubspot.com/customers/smart-content-on-your-hubspot-website (Part 2)

https://blog.hubspot.com/customers/smart-content-website-redesign-on-hubspot-cos

Shot 7: Quote of the Week

Human beings are natural mimickers. The more you’re conscious of the other side’s posture, mannerisms, and word choices – and the more you subtly reflect those back – the more accurate you’ll be at taking their perspective.

~ Daniel H. Pink

Shot 8: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

https://blog.hubspot.com/marketing/social-media-predictions-2017

https://thinkgrowth.org/traditional-pr-is-broken-66797ef624ca#.c0f96mdsa

https://legalvision.com.au/can-send-marketing-emails-people-ive-received-business-cards/

http://www.businessinsider.com.au/futurist-predicts-online-school-largest-online-company-2016-12?r=US&IR=T

https://contently.com/strategist/2017/01/12/facebook-era-mobile-video/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Disrupted by Dan Lyons – book review coming in the next few weeks

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://hubshots.com/cafe-consulting/
Episode 68

Listening

Episode 67: Insane HubSpot Tweaks That Will Make You Blush

Welcome to Episode 67 of HubShots!

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.

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

Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/

Recorded: Monday 09 January 2017 | Published: Thursday 12 January 2017

Shot 1: Inbound Thought of the Week

The episode title came from: https://www.portent.com/tools/title-maker

Be a practitioner – moving to making mandatory training for our customers as part of our monthly reporting and review. As part of our catchup meeting I train them on one thing, whether it’s analytics or HubSpot or Facebook, etc. For example, I might show them how to use the Keyword tool so they can track their rankings.

Start your training here > http://academy.hubspot.com/

Shot 2: HubSpot Marketing Feature of the Week

You can now add social metrics to your HubSpot dashboards, putting your social media data side-by-side with your other key marketing metrics.

You’ll see four brand new report templates that can be added to your dashboard in a single click:

  1. Social clicks.Tracks the total number of clicks on the links in your social messages, summed across channels.
  2. Social clicks by channel. Shows you which specific accounts are sparking your social media success.
  3. Social interactions. Aggregates the number of engagements across your social networks (see below for more details on how interactions are defined).
  4. Social interactions by channel. Shows which specific accounts are driving the most engagement.

hubshot social click widget

Action item: Use this to check which social channels are driving clicks. Craig was surprised to find that Google+ was driving tons more clicks than other channels!

Shot 3: HubSpot Sales Feature of the Week

Meetings – creating personal meeting links that include customising:

  • Time available
  • Buffer time
  • Time in advance
  • Number of weeks in future to book

Saves Ian a lot of time organising meetings with clients and prospects.

To learn more about it: https://www.hubspot.com/products/sales/schedule-meeting

Cafe Consulting

Book in 15 minutes with us on 25 January in Sydney to discuss any HubSpot feature or topic. Book here:

https://app.hubspot.com/meetings/ianjacob/hubshots-cafe-consulting-25-jan-2017

Tip for making time available on a particular day – create a custom meeting link, and then block out times in the upcoming weeks.

Shot 4: Opinion of the Week

Putting a price on user experience

Comparing HubSpot CRM with Zoho CRM.

HubSpot CRM is so nice to use. A customer is moving to Zoho CRM (for the reporting features), but even they’ve lamented that they really like the HubSpot user interface better.

In HubSpot CRM the focus is on the timeline – don’t see this in many other CRMs. It makes engagement the key.

Shot 5: Creative Top 10 of the Week

Top 10 Ideas – for training our creative muscles.

This week: One of Craig’s customers is a corporate catering company in Sydney. What’s 10 ideas for driving more traffic?

  1. Share preparation of food on Instagram & Pinterest
  2. Target venues that don’t have catering included in their offering
  3. Tag and share suppliers pictures and posts so they can broaden their reach
  4. Create content specific to areas of corporate catering that they are not targeting
  5. Have a corporate catering night for event planners to experience their food & service
  6. Use facebook to reach businesses (Admin Staff/Executive Assistants/Assistants/Event Planners)
  7. Segment & email their past customers who are regulars and those who have only purchased once
  8. Use similar audiences in Google and Facebook to reach new prospective customers
  9. Partner with a celebrity chef to promote their brand and reach online and offline
  10. Find social influencers to reach new audiences
  11. Go after larger contracts for large venues

Shot 6: Podcast of the Week

Was listening to the HubCast where Marcus Sheridan goes through some of his predictions for 2017:

https://www.thesaleslion.com/hubcast-121-2017-predictions-for-live-video-marketing-social-media/

George and Marcus riff on some of the predictions from this post:

http://www.convinceandconvert.com/content-marketing/content-marketing-predictions-for-2017/

Shot 7: Resource of the Week

We use this blog post headline analyzer to score our overall headline quality and rate its ability to result in social shares, increased traffic, and SEO value.

http://coschedule.com/headline-analyzer

Shot 8: Quote of the Week

“Your focus should include creating communities outside of your site for people to connect with you, your products, and others within the community. Ultimately, this “outside” focus will drive people back to your site.”

  • Brian Halligan

Shot 9: Bonus Links of the Week

Other stuff we’ve been reading and recommend, but had to cut from the show:

http://content.inbound.com/content/top-5-content-marketing-hacks  <= Ryan Bonnici

https://thinkgrowth.org/how-i-built-a-100m-sales-channel-by-challenging-the-status-quo-e82000e9179d

http://unbounce.com/campaign-strategy/influencer-outreach-5-pro-tips-for-success/

https://conversionxl.com/perceived-value/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

Craig’ book recommendations

Peak by Anders Ericsson: http://peakthebook.com/index.html

Please rate and leave us some feedback as this helps us.

Book in for Cafe Consulting here:

https://app.hubspot.com/meetings/ianjacob/hubshots-cafe-consulting-25-jan-2017

HubShots Episode 67

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