Episode 90: HubSpot Social Tools, Facebook Ad Hacks

Welcome to Episode 90 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 it here: https://soundcloud.com/hubshots/090-hubspot-social-tools-facebook-ad-hacks

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Recorded: Thursday 08 June 2017 | Published: Monday 26 June 2017

Shot 1: Inbound Thought of the Week

Google getting closer to understanding the complex paths (Google Attribution) people take on their purchasing journey

https://adwords.googleblog.com/2017/05/powering-ads-and-analytics-innovations.html

Store Visit Conversions (initially started back in 2014)

https://support.google.com/adwords/answer/6100636

Now getting a lot smarter:

https://adwords.googleblog.com/2017/03/new-measurement-innovations-unlock-more.html

Shot 2: HubSpot Marketing Feature of the Week

New Social Media Tools

This looks like the first update in the line of many.  Overall I think it is an update that was long overdue and has certainly made it easier to do social publishing.  There are a few things like the calendar chooser that does not update pointing to items that are already scheduled.

https://www.hubspot.com/product-updates/now-live-opt-in-the-new-social-media-tools

Shot 3: Marketing Tips of the Week

1. Blog post PDF downloads

Use HubSpot Lead Flows to offer a PDF of the blog post the visitor is on.

2. Language testing: Waste versus Save

Save on your electricity bill versus Don’t waste money on your electricity

Shot 4: HubSpot Sales Feature of the Week

Creating a Contacts View to see all contacts that have had no activity on them since they have submitted a form.  We created a view where the Last Activity Date is unknown.

Why? So we can see make sure people are followed up and CRM is updated appropriately.

Shot 5: Opinion of the Week

Is Marketing a part of the Sales Team?

If Sales understand inbound marketing, then yes, having marketing as a part of sales works well.

The litmus test is if sales understand the sales/marketing alignment approach, the value of SLAs and the are able to commit to closing the loop on marketing results via sales.

Shot 6: Podcast of the Week

Evolving SEO

Excellent interview with Corey about the geekier parts of SEO

http://www.evolvingseo.com/2017/05/30/070-corey-eulas/

Shot 7: Resource of the Week

Bookmark this one - Facebook ad hacks:

https://copyhackers.com/2017/05/36-facebook-ad-hacks/

Here’s the first hack - to whet your appetite:

Facebook ad hack #1:

Add your value prop to the image.

By adding your unique value proposition right in the ad image, it will get noticed the moment someone looks at your Facebook ad.

If you’re unsure where to start, read the guidelines by ConversionXL. A good value proposition:

• Explains how your product solves your customers’ problems or improves their situation (relevancy)
• Delivers highly specific benefits (quantified value)
• Tells the ideal customer why they should buy from you and not from the competition (unique differentiation)

Make sure your UVP is customer-focused, not just showcasing your product’s features. A good USP is not easy to pull off.

Shot 8: Quote of the Week

“Something happens when you feel ownership. You no longer act like a spectator or consumer, because you're an owner. Faith is at its best when it's that way too. It's best lived when it's owned.”

― Bob Goff

Shot 9: Bonus Links of the Week

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

https://moz.com/blog/should-seos-care-about-internal-links-whiteboard-friday

https://blog.hubspot.com/customers/get-started-with-lead-flows

https://m.signalvnoise.com/if-youre-reading-this-you-probably-don-t-do-hard-work-41585c1c16a7

http://labs.openviewpartners.com/hubspot-saas-growth-strategy/?#.WTkNMBOGN45

Tool to investigate:

https://thenextweb.com/google/2017/05/26/google-data-gif-maker/#.tnw_PwExtM5T

https://datagifmaker.withgoogle.com/edit

Some of Craig’s reading:

https://getpocket.com/@craigbailey

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