Episode 17: Reporting Tips

Welcome to HubShots Episode 17!

Recorded: Monday 25 January 2016

Welcome

We're coming to you from St George Business Hub Chatswood: https://webapps.stgeorge.com.au/dragon-business-hub/

Great service - but they could do with some fixing on their web site (sad face):

Shot 1: Inbound Thought of the Week

How quickly the world of marketing changes...

Re-reading Inbound Marketing by Dharmesh and Brian: http://www.bookdepository.com/Inbound-Marketing-Dharmesh-Shah-Brian-Halligan/9781118896655
Stands up pretty well after all these years - except for the social chapters.

As opposed to the 4 Hour Work Week which has aged badly: http://www.bookdepository.com/The-4-hour-Work-Week/9780091929114

Shot 2: HubSpot Feature/tip of the Week

The value of Campaigns: http://knowledge.hubspot.com/campaigns-user-guide-v2/overview-of-the-campaigns-tool-in-hubspot
You can add Campaigns to social shared items retrospectively, via the Calendar

Shot 3: Challenge of the Week

Email from one of our listeners: Moby (@BranditoInc ) from Red Pandas: http://www.redpandas.com.au/

"My challenge and question is: Isn't it better to use HubSpot embedded forms on our website as opposed to HubSpot landing pages for static pages on the site? My thoughts are using forms would be better for SEO for pages like contact pages and ofcourse using HubSpots landing.DOMAIN pages for PPC and campaigns. What are the advantages and disadvantages of using forms vs landing pages in my scenario?"

Excellent question Moby - our responses start at the 07:13

See also, tip for embedding HubSpot forms in web sites: http://xen.com.au/hubspot-forms-rendering-issue-in-elcomcms/

Shot 4: Opinion of the Week

Search engine ranking factors: http://backlinko.com/search-engine-ranking

Analysed 1 million search results.
Links are of course very important, but factors 3 and 4 are especially relevant:

3. We discovered that content rated as “topically relevant” (via MarketMuse),significantly outperformed content that didn’t cover a topic in-depth. Therefore, publishing focused content that covers a single topic may help with rankings.
4. Based on SERP data from SEMRush, we found that longer content tends to rank higher in Google’s search results. The average Google first page result contains 1,890 words.

Shot 5: General Tip of the Week

Google Analytics Smart Goals: http://analytics.blogspot.com.au/2015/12/use-smart-goals-powered-by-google.html

See also: https://support.google.com/analytics/answer/6153083#enable_smart_goals

How Smart Goals work:

Smart Goals are configured at the view level. Smart Goals uses machine learning to examine dozens of signals about your website visits to determine which of those are most likely to result in a conversion. Each visit is assigned a score, with the "best" visits being translated into Smart Goals. Some examples of the signals included in the Smart Goals model areSession duration, Pages per session, Location, Device and Browser. (Remarketing Smart Lists use a similar machine learning model to identify your best users.)

To determine the best visits, Smart Goals establishes a threshold by selecting approximately the top 5% of the traffic to your site coming from AdWords. Once that threshold is set, Smart Goals applies it to all your website visits, including traffic from channels other than AdWords. After enabling Smart Goals in Google Analytics, they can be imported into AdWords.

Shot 6: State of Inbound Item of the Week

HubSpot Email Send Report: http://www.hubspot.com/sales/best-time-send-email-report-2015
Key takeaway: 11am Monday through Saturday, 9pm Sunday night

BTW: Look at the landing page…it is very well laid out and focussed

Shot 7: Motivation of the Week

Event details - we’re going to add a survey for the event page to gauge what potential attendees really want.

Shot 8: Resource of the Week

Thinking through native advertising: http://contentmarketinginstitute.com/2016/01/native-advertising-research/

Enterprise Reporting User Guide in HubSpot > http://knowledge.hubspot.com/reports-user-guide-v2

Professional version - lite: http://knowledge.hubspot.com/reports-user-guide-v2/how-to-create-an-attribution-report

Shot 9: Community Item of the Week

From Moz: https://moz.com/blog/content-marketing-tips-b2b-organizations-whiteboard-friday

"Oftentimes the person who ends up buying, who you interact with, who your salesperson reaches out to and has the conversation, that person is just one link in the chain of individuals involved from a corporate ecosystem in who makes the buying decision. For that reason, a lot of times content marketing that reaches this person does a great job of reaching that buyer but does a terrible job of reaching their manager or the CFO and the HR person who are all involved in these decisions as well might be less successful."

The need for overlapping personas.

See also an overview of Account Based Marketing: http://xen.com.au/an-introduction-to-account-based-marketing-abm/

Shot 10: Podcast of the Week

Perpetual Traffic by Digital Marketer - with Keith Krance: http://www.digitalmarketer.com/podcast/