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.
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Recorded: Wed 13 Mar 2019 | Published: Tue 02 April 2019
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.”
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.
See point 2 in the HubSpot product updates post:
Using Activity as criteria in smart lists:
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
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
Use Revision History to compare changes:
Content Audits in a nutshell
Via ahrefs: https://twitter.com/ahrefs/status/1096831784577388544/photo/1
https://ahrefs.com/blog/content-audit/
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:
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.
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.
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
‘Who would miss it if it were gone?’
Seth Godin - This is Marketing p92
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://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
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