Episode 93: HubSpot Calendar tip, Sending Weekly Sales Reports, and why you need to Stop Organic Social activities!

Welcome to Episode 93 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.

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Recorded: Wednesday 21 June 2017 | Published: Friday 14 July 2017

Listen here: https://soundcloud.com/hubshots/093-hubspot-calendar-tip

Shot 1: Inbound Thought of the Week

Adding emojis to social updates - yes, our lives are now complete:

https://www.hubspot.com/product-updates/social-emoji

Old man complaint from Craig: https://www.craigbailey.net/most-emojis-in-tweets-give-me-the/

Ian wants an emoji decoder

Shot 2: HubSpot Marketing Feature of the Week

Using the Calendar:

Edit the selection of campaigns:

Click the Clear All:

Now all the campaigns will show:

The gotcha is that previously (eg a few months ago) you clicked Select All and then forgot about it. You expected it to always show All campaigns. But instead it only included the ones that were available months ago.

Shot 3: Marketing Tip of the Week

If you want to add the Follow Me module to your site you can generate the code under the Social Settings.

Shot 4: HubSpot Sales Feature of the Week

Sending a weekly sales report email from HubSpot.

Note: this is a workaround - I’d like a better way to do this.

Not particularly elegant, and there’s no formatting in the email body for your message, but it works well.

Shot 5: Opinion of the Week

This is what amazing analysis of a company looks like:

https://labs.rs/en/the-human-fabric-of-the-facebook-pyramid/

Incredible insight into how Facebook is structured, the ties to other companies, communities and politics.

This will blow your mind.

https://labs.rs/wp-content/uploads/2017/05/Facebook-Mng-Graph-01.png

Next time an armchair critic tells you all about what’s wrong with Facebook (or any other large company), remember that nothing is simple. Complexity is all around us.

Shot 6: Creative Top 10 of the Week

Craig’s challenge to Ian: 10 ways to increase exposure for a coffee shop (espresso bar):

1. Have a beanhunter listing with some reviews and pictures.
2. Have a Yelp listing with some reviews and pictures.
3. Reach out to local food and coffee bloggers to visit and do a review.
4. Reach out to Facebook & Instagram foodies & coffee lovers to visit.
5. Use Facebook & Instagram to showcase specials and what is coming.
6. Use FB Ads with Instagram to reach people in the surrounding area.
7. Ensure your Google My Business Listing is up to date with reviews, photos and the correct opening times!  This will reflect on Google Maps too.
8. Ensure you have an Apple Maps business listing that is complete and verified.
9. Build a database of people around your coffee shop and email market to them to bring them in at slow periods of the day.
10. Get a 360 degree virtual Google Tour of the interior and exterior of a the coffee shop using Street View technology.

Shot 7: Resource of the Week

Stop organic social by Avinash Kaushik (@Avinash https://twitter.com/avinash )

https://www.kaushik.net/avinash/stop-organic-social-media-marketing-solve-for-profit/

Excellent article highlighting the appalling reach of organic social, and why you should switch to paid social instead.

And then he chats about how AI and ML will help with better spend of budgets:

“Current advances in ML already give me hope that algorithms will understand intent a billion trillion times better than your current employees AND these algorithms will have the inherent capabilities to process billions of data points to truly understand complex patterns of user behavior and a robust understanding across all that to know exactly what delivers business profit.”

“Companies can then take the equivalent of their Brand and Social budgets and allow smarter algorithms to deliver the right message to the right person at the right time across all clusters of intent. All the while, optimizing for long-term business profitability.”

BTW: bonus points to Avinash for having a very non-intrusive newsletter slidein in the bottom right corner.

Shot 8: Buzzword Update of the Week

What does ‘marketing automation’ mean in 2017? By Courtney Sembler (@CSembler https://twitter.com/CSembler )

https://blog.hubspot.com/customers/sales-marketing-automation-in-2017

Hint: it includes automating sales activities as well (Eg creating deal, tasks and internal notifications)

Shot 9: Quote of the Week

Science may never come up with a better office communication system than the coffee break.

• Earl Wilson

Bonus: word of the week: enlargen - https://en.wiktionary.org/wiki/enlargen

Shot 10: Bonus Links of the Week

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

Tool to investigate:

How to get wikipedia pages published:

http://contentmarketinginstitute.com/2017/05/wikipedia-article-published/

How to use Reddit for market research:

https://blog.hootsuite.com/reddit-market-research/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

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