Stay ConnectedHubShots: the Unofficial Down Under HubSpot Podcast
HubSpot in the real world.
Real world portals. No demo stuff.
What’s working for HubSpot customers.
Hosted by Ian Jacob and Craig Bailey, HubShots is the weekly podcast for marketing managers and sales professionals who are using HubSpot or considering using HubSpot.
https://www.hubshots.com
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Welcome to Episode 69 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. Join our WhatsApp group here: http://hubshots.com/whatsapp/ Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/ Recorded: Wednesday 25 January 2017 | Published: Friday 27 January 2017 Full show notes available here: https://hubshots.com/episode-69/
Welcome to Episode 68 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. Join our WhatsApp group here: http://hubshots.com/whatsapp/ Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/ Book in 15 minutes with us on 25 January in Sydney to discuss any HubSpot feature or topic. Book here: https://hubshots.com/cafe-consulting/ Recorded: Tuesday 17 January 2017 | Published: Thursday 19 January 2017 Full show notes available here: https://hubshots.com/episode-68/
Welcome to Episode 67 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. Join our WhatsApp group here: http://hubshots.com/whatsapp/ Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/ Recorded: Monday 09 January 2017 | Published: Thursday 12 January 2017 Full show notes available here: https://hubshots.com/episode-67/
Welcome to Episode 66 of HubShots! Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search and Be Found and Craig Bailey from XEN Systems. Join our WhatsApp group here: http://hubshots.com/whatsapp/ Join the Facebook group here: https://www.facebook.com/groups/1608138752821574/ Recorded: Thursday 05 January 2017 | Published: Saturday 07 January 2017 Full show notes available here: https://hubshots.com/episode-66/
Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search and Be Found and Craig Bailey from XEN Systems. Recorded: Thursday 22 December 2016 | Published: Friday 06 January 2017 Full show notes available at: http://hubshots.com/episode-65/
Welcome to Episode 64 of HubShots! Full show notes are available here: http://hubshots.com/episode-64/ Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search and Be Found and Craig Bailey from XEN Systems. Recorded: Monday 19 December 2016 | Published: Friday 23 December 2016 Shot 1: Inbound Thought of the Year Thinking back on 2016 and some of the key inbound learnings: Craig’s biggest a-ha moment: Kipp Bodnar’s approach to: “solve for the problem” http://hubshots.com/episode-40/ It has fundamentally changed our approach to everything – in business and in personal activities as well Ian’s biggest a-ha moment: I have to say that “solve for the problem” has been it. But to give you something different I would say “be informed, read up and deep dive into topics” as that is how you learn and become a practitioner. Shot 2: HubSpot Feature/Tip of the Year Craig’s favourite new items in 2016: Lead Flows – quickest wins we’ve had lately Ian’s favourite new feature in 2016: HubSpot Projects Shot 3: Pro Tip (Reminder) of the Week Analysing content in HubSpot: - Check your Page Performance report (Under Reports menu) - Check the SEO optimisation of each page (start with your top 10 most popular pages) - Update the content for latest findings and accuracy - Update internal links to increase relevance and freshness - Update ‘Last Updated’ date - Add a tailored Lead Flow slide-in onto the page - Check the CTA results for the page and if needed create a variation to test the - - CTA against to increase click through and conversion Shot 4: Opinion(s) of the Week A look at: What has changed in 2016 What won’t change in 2017 How to combine the two – with examples Thinking about Artificial Intelligence Planning for the new year should include some analysis of what is new, but also what isn’t changing. What has changed in 2016 First, a look at 2016 in terms of marketing and what is changing: https://contently.com/strategist/2016/12/16/biggest-marketing-storylines-2016/ - Digital advertising overtook TV advertising for the first time. - Facebook dominates attention and marketing dollars - VR and AR take off (eg Pokemon Go) - AI starts changing from science fiction to reality - Enterprises are all changing to be media companies as part of the offering - Martech gets huge – Microsoft purchased LinkedIn - Privacy, fake news, data collection, Native advertising guidelines What ISN’T going to change in 2017 Thinking about what ISN’T going to change in the next few years. Recall Jeff Bezos’ advice: https://www.goodreads.com/quotes/966699-i-very-frequently-get-the-question-what-s-going-to-change What things will remain constant for your customers?: Prospects and customers want help and value and answers and solutions - They want quick response (consider whether you should invest in chat tools and the costs of having them managed) - They want trusted advisors, they want to feel safe - They want to feel like individuals, so focus on anything that will help to personalise their experience and make them feel special - They want a good user experience Artificial Intelligence Paul Roetzer discusses AI in marketing: http://content.inbound.com/content/origins-of-the-marketing-intelligence-engine https://www.narrativescience.com/quill-engage https://www.quillengage.com/ IBM Watson is driving AI based products: https://www.ibm.com/watson/ Eg their Customer Support tool is an example of where the industry is heading: https://www.ibm.com/marketplace/cloud/cognitive-customer-engagement/au/en-au#product-header-top Shot 5: HubShots Resource of the Year Interviews with 7 Marketing Experts from HubSpot Sydney http://hubshots.com/the-hubspot-interviews We will be updating this in 2017 with more information! Shot 6: Quote of the Week “Christmas is doing a little something extra for someone.” ~ Charles M. Schulz
Welcome to Episode 63 of HubShots! Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search and Be Found and Craig Bailey from XEN Systems. Recorded: Wednesday 14 December 2016 | Published: Friday 16 December 2016 Full show notes available here: http://hubshots.com/episode-63/
Welcome to Episode 62 of HubShots! Full show notes available at: http://hubshots.com/episode-62/ Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search and Be Found and Craig Bailey from XEN Systems. Recorded: Monday 05 December 2016 | Published: Thursday 08 December 2016 Shot 1: Inbound Thought of the Week Keynote: Charles Duhiggcharles duhigg 9627 Some highlights: People Think differently Most productive people think more deeply Some learnings from Qantas flight 32 check the story. QF32 By Richard De Crespigny People tell them stories on what to expect. Cognitive tunnel. Can we pivot so we put ourselves back in charge. He constantly challenges mental models. Craig’s notes re Charles’s presentation (view the comments): Looking forward to Charles’s Duhigg’s presentation being made available on the Inbound site. BTW the Alec Baldwin keynote is now available: http://content.inbound.com/content/alec-baldwin-keynote Also: Rosalia Cefalu’s session is now available: http://content.inbound.com/content/youre-starting-a-sales-enablement-team-now-what Shot 2: HubSpot Feature/Tip of the Week More on Lead Flows Aiming for extreme targeting Name your Lead Flows based on the offer they have, and then add to a few pages. Each time you post a new blog post add the blog post URL to the appropriate Lead Flow. Simplicity is the key: test lots of different Lead Flows. Note that they are simple eg can’t A/B test them or even report on them eg can’t do breakdowns based on device or anything like that Keep testing: eg on one site we’ve had more than 30 Lead Flow submits in the last week (ie almost as many as the normal leads collected) whilst on another site they’ve had very little response. Which indicates that the way the offer is expressed needs further testing. Keep testing your Lead Flows to improve conversion rates. Gotcha: can’t have LeadIn plugin and the WordPress plugin both active on a site or else the Lead Flows won’t work. Shot 3: Challenge of the Week How to stop people you work with making on the fly irrational decisions. How do you solve it? Have a brief when doing work. This way you can tie it back to the brief in a logical way. Complete your personas Do a content audit and tie it to a content plan Shot 4: Stat of the Week From think with Google – A Marketer’s Guide to Holiday Supershoppers Tip: Check your Apple Maps listing > https://mapsconnect.apple.com/. You will need an apple id. Shot 5: Opinion(s) of the Week https://mention.com/blog/inbound-2016-marketing-experts/ Super useful post, tons of good insights, a range of formats. Has been shared a lot. Aside: Has zero comments. Opinion: We’re taking comments off some sites, and also removing social sharing in some cases. If they aren’t social proof they can sometimes be social disproofs. Shot 6: Pro Tip of the Week Perform an end of year content audit. https://blog.hubspot.com/customers/long-term-content-marketing Goal: with the content audit it will help you identify all of the marketing assets that you have at your disposal and potentially identify gaps or opportunities in your content strategy. ― Charles Duhigg, Smarter Faster Better: The Secrets of Being Productive in Life and Business
Welcome to Episode 61 of HubShots! Full show notes available here: http://hubshots.com/episode-61/ Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search and Be Found and Craig Bailey from XEN Systems. Recorded: Monday 28 November 2016 | Published: Thursday 01 December 2016 Shot 1: Inbound Thought of the Week 1: Highlights from Brian Halligan: http://content.inbound.com/content/brian-halligan-and-dharmesh-shah-keynote Is cold calling really dead? Or is it just called something else these days…? 2: A look at Gary Vee’s trip to #Inbound16 https://www.youtube.com/watch?v=gdGgBp4hoTk Notice how he engages with people before the keynote – he’s very involved. 3: ecommerce interviews coming up BTW stay tuned for our upcoming interviews with HubSpot marketers: all about ecommerce – look out for them over the Holiday period! Shot 2: HubSpot Feature/Tip of the Week Tip 1: Lead Flows HubSpot Marketing Free: http://www.hubspot.com/products/marketing/free Lead Flows: http://www.hubspot.com/product-updates/introducing-lead-flows-for-hubspot-marketing Gotcha: if you have LeadIn installed as well as HubSpot then the Lead Flows won’t show. So disable LeadIn on your WordPress site if you already have HubSpot installed. Good to test with sites. Simple to setup and target, and easy to add to smart lists. In smart lists, include Form Submits from forms that have Lead Flow names. Contacts who fill out Lead Flows can be enrolled in Workflows, just like any other form submit. Interesting that Lead Flows are under the Content menu, and not under Contacts – I thought they’d be more like Forms (which is under Contacts). HubSpot considers it a Call to Action, rather than just a Form. Tip 2: Excluding your IP address in HubSpot Go to Report Settings and scroll to the bottom Shot 3: Challenge of the Week Don’t be rude to telemarketers – they are people just like you and me Tip: Live as though every interaction will be broadcast for the world to see. Shot 4: Stat of the Week virtual reality marketing technology ads 01 01 Source: Google Data, Global, May 2016. Shot 5: Opinion(s) of the Week Black Friday Buyer’s Remorse http://www.craigbailey.net/black-friday-buyers-remorse/ Good comparison of how complementary working with an agency can be with your internal marketing team. Oh, and hi Zoe! https://www.brandchemistry.com.au/blog/why-just-hiring-in-house-marketing-is-not-enough Rented Land can be used to your advantage: https://medium.com/@karolian/we-put-our-website-on-facebook-for-free-and-it-drove-a-ton-of-traffic-561b43611cbe#.ujvoy6v3c Storytelling like Tesla: https://readthink.com/tell-your-company-story-like-tesla-b10c815b9124#.6e9k2rk39 Shot 6: Pro Tip of the Week Optimising Website Forms Here is the HubSpot Project > https://app.hubspot.com/projects/l/templates/64108 You can also collect data through hidden form fields > http://knowledge.hubspot.com/forms-user-guide/how-to-pass-hidden-contact-property-values-with-forms Shot 7: Resource of the Week Land page examples: https://klientboost.com/cro/landing-page-trends/ Not really trends, but more a list of examples to get inspiration from. We are starting to build long landing pages to test response. Here’s an example of a long landing page from HubSpot: http://offers.hubspot.com/competitor-analysis-guide Shot 8: Updated Mobile App of the Week None to report! Shot 9: Mobile App of the Week Stocard – Loyalty Cards Wallet Store ALL your loyalty cards in one app. Get rid of all the plastic cards in your wallet! iPhone: https://itunes.apple.com/au/app/stocard-loyalty-cards-wallet/id444578884?mt=8 Android: https://play.google.com/store/apps/details?id=de.stocard.stocard&hl=en Shot 10: Podcast of the Week At the risk of being too insular… Moby gives an excellent roundup of SEO trends and tools in the latest episode of InboundBuzz. http://www.redpandas.com.au/ep42/
Welcome to Episode 60 of HubShots! Show notes available at: http://hubshots.com/episode-60/ Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search and Be Found and Craig Bailey from XEN Systems. Recorded: Monday 21 November 2016 | Published: Thursday 24 November 2016 Shot 1: Inbound Thought of the Week Inbound quick takeaways. Key value points from Rand Fishkin’s session: http://content.inbound.com/content/how-to-keep-up-with-google http://www.slideshare.net/randfish/keepng-up-wth-seo-n-2017-beyond Some stats: 1.19% of searches on Google.com in US result in an ad click => ie 98% of searches don’t click on an ad. 51% of Google.com US search clicks, click on an organic link. 40% of searches result in no clicks eg weather results 25% of searches are in progress eg Chrome instant, so the searcher is still refining their search Google’s keyword planner tool is becoming less useful (vague ranges) – https://moz.com/blog/google-keyword-planner-dirty-secrets Tip: Put your video on Wistia first and embed that on your website to get links and build your asset. Then add it to YouTube 3 months later. Shot 2: HubSpot Feature/Tip of the Week Lots of new stuff announced: http://hubspot.com/new HubSpot Marketing Free: http://www.hubspot.com/products/marketing/free Basically just LeadIn rebadged, but also cut down (eg only keeps 7 days of history in Free version). Shot 3: Challenge of the Week Emoji in podcast show notes will break iTunes parsing of the feed. Shot 4: Stat of the Week Rand had a stat about blog post length in his session – but it was from 2015: http://contentmarketinginstitute.com/2015/11/latest-blogging-trends/ According to an @orbiteers survey, a typical blog post is almost 900 words – 10% longer than in 2014 SnapAgency have an update for 2017 on what the best length is for 2017: https://www.snapagency.com/blog/blog-posts-2017-whats-best-length-seo/ Shot 5: Opinion(s) of the Week If you want to appear smart about marketing, just talk about bots: http://blog.hubspot.com/marketing/bots-major-growth-opportunity-agencies Shot 6: Pro Tip of the Week http://www.jonloomer.com/2016/11/10/facebook-page-engagement-custom-audiences/ Shot 7: Resource of the Week Dharmesh lists his favourite free tools – shock, HubSpot free is on there: November 16: https://readthink.com/the-free-growth-tools-i-recommend-for-modern-businesses-to-grow-scale-1ec27843a3c8#.ov1fz8ife (note: he lists the Google Keyword Planner tool – which may not be as good as it used to be – see also Rand’s session) He also lists GrowthBot – which is an interesting inclusion. November 10: http://blog.hubspot.com/marketing/free-growth-tools#sm.00013kpsm83zefj8yjb1eqxwr59gr Another reminder to be cross-posting your content on other channels. (Note to self…) Shot 8: Updated Mobile App of the Week Medium app just keeps getting better and better: https://itunes.apple.com/au/app/medium/id828256236?mt=8 https://play.google.com/store/apps/details?id=com.medium.reader&hl=en Shot 9: Mobile App of the Week Craig has just read: How Not To Die – about better eating (it promotes a plant based diet): http://nutritionfacts.org/book/ https://www.amazon.com/gp/product/1250066115/ Daily Dozen – food app for eating well https://itunes.apple.com/au/app/dr.-gregers-daily-dozen/id1060700802?mt=8 https://play.google.com/store/apps/details?id=org.nutritionfacts.dailydozen&hl=en Bonus App – Chemical Maze – Shopping Companion https://itunes.apple.com/au/app/chemical-maze-shopping-companion/id363470500?mt=8 https://play.google.com/store/apps/details?id=au.com.gridstone.chemicalmaze Shot 10: Podcast of the Week Perpetual Traffic Podcast: https://itunes.apple.com/au/podcast/perpetual-traffic-by-digital/id1022441491?mt=2 http://www.digitalmarketer.com/podcast/ Shot 11: Quote of the Week Make user experience the cornerstone of your SEO. ~ Rand Fishkin
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