Episode 88: Hidden HubSpot Settings, and Pretending to Know Things!

Welcome to Episode 88 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.

Listen to the episode here: https://soundcloud.com/hubshots/088-hidden-hubspot-settings-and-pretending-to-know-things

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Recorded: Wednesday 24 May 2017 | Published: Saturday 10 June 2017

Shot 1: Inbound Thought of the Week

Focus versus Diversification with your content strategy.

Joe Pulizzi highlights the trap of diversifying too early across content formats and channels. Instead focus first on getting one channel working well, building that audience, and then later adding more formats to the offering. (Listen to episode 83: http://contentmarketinginstitute.com/content-inc-podcast/)

Shot 2: HubSpot Marketing Feature of the Week

Using HubSpot Content Setting properties to see where a field is used:

Click on the Used in number and then see where it is used.

Eg here’s the items for a custom contact property in my portal:

Shot 3: Marketing Tip of the Week

Setting up Colour Picker Favorites

Why?  Because it keeps your brand consistent and is used in the system where ever you can choose colours. Like on pages and CTAs.

You can find this in Content Settings > Colors and Fonts > Color Picker Favorites

Shot 4: HubSpot Sales Feature of the Week

Setting up your Sales Dashboard

This is a great place to get the information you need in the one place.  Especially if you are using Sales Pro you can add the extra widgets available.

Like Calls Made by Rep & Meetings Booked by Rep

Shot 5: Opinion of the Week

Why we pretend to know things, explained by a cognitive scientist

New research explains why we pretend to know more than we do:

https://www.vox.com/conversations/2017/3/2/14750464/truth-facts-psychology-donald-trump-knowledge-science

“One danger is that if I think I understand because the people around me think they understand, and the people around me all think they understand because the people around them all think they understand, then it turns out we can all have this strong sense of understanding even though no one really has any idea what they're talking about.”

Sean Illing:

“So do you have any thoughts in terms of practical solutions to this? How can we cultivate more self-awareness and less biased reasoning? How can we seek out wiser communities of knowledge?”

Steven Sloman:

“People who are more reflective are less susceptible to the illusion. There are some simple questions you can use to measure reflectivity. They tend to have this form: How many animals of each kind did Moses load onto the ark? Most people say two, but more reflective people say zero. (It was Noah, not Moses who built the ark.)

The trick is to not only come to a conclusion, but to verify that conclusion. There are many communities that encourage verification (e.g., scientific, forensic, medical, judicial communities). You just need one person to say, "are you sure?" and for everyone else to care about the justification. There's no reason that every community could not adopt these kinds of norms. The problem of course is that there's a strong compulsion to make people feel good by telling them what they want to hear, and for everyone to agree. That's largely what gives us a sense of identity. There's a strong tension here.

My colleagues and I are studying whether one way to open up discourse is to try to change the nature of conversation from a focus on what people value to one about actual consequences. When you talk about actual consequences, you're forced into the weeds of what's actually happening, which is a diversion from our normal focus on our feelings and what's going on in our heads.”

Shot 6: Creative Top 10 of the Week

10 creative ideas for: promoting and marketing a new startup jewellery brand

1. Pick a persona and start by finding associated interests and where those potential customers hang out eg forums, sites - target with ad placements
2. Eg children are a key hook, so prepare content related to parents (especially mums), eg New Mum groups on FB
3. Think of potential partners eg child photography studios
4. Target special events via Facebook eg birthdays, Mother’s Day
5. Work with PR agency to get access to the Christmas Gift idea catalogs that go out in November
6. Partner with Church related stores eg communion gifts, baptism gifts
7. Promote the differentiation eg custom engraving made to order, ideal for personalised gifts
8. Be part of discussions related to mum issues eg Mamamia, investigate guest articles - http://www.mamamia.com.au/submissions/ and advertising
9. Sponsor podcasts targeting new mums eg Midroll http://www.midroll.com/advertisers/ in a suitable category eg http://shows.midroll.com/category/kids-family
10. Write related content to jewellry eg how to polish children’s jewellery
11. Create a podcast for new mums, and then advertise eg Overcast has a category for Kids and Family: https://overcast.fm/ads

Shot 7: Podcast of the Week

How to Become Friends with VIPs, Celebrities, and Famous Entrepreneurs: Lessons from Keith Ferrazzi

http://okdork.com/friends-famous-entrepreneurs-keith-ferrazzi/

Shot 8: Resource of the Week

Optimising for Google Search:

https://moz.com/blog/seo-photos-visuals-graphics-whiteboard-friday

Key items to note:

• aim to provide original images - especially useful for products
• Image file name, ALT attribute and caption are key factors
• Surrounding content and page title also contribute
• Engagement on the image in the results is also a big after-indexing factor

Shot 9: Quote of the Week

“Perfectionism is a twenty-ton shield that we lug around, thinking it will protect us, when in fact it’s the thing that’s really preventing us from taking flight.”

• Brene Brown

Shot 10: Bonus Links of the Week

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

https://xen.com.au/marketers-facebook-guidelines-leaked/

Tool to investigate:

Some of Craig’s reading:

https://getpocket.com/@craigbailey

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