Note: this is another episode we recorded back before Inbound.
Listen here: https://soundcloud.com/hubshots/103-ecommerce-benchmarks-hubspot-content-topics-cluster-tool
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: Tuesday 12 September 2017 | Published: Friday 08 December 2017
E-commerce benchmarks in 2017:
https://moz.com/blog/ecommerce-benchmark-kpi-study-2017
Finding #4. Mobile earns more share, yet desktop still delivers the dollars.
Item #7. Sticky websites sell more (0.6).
(You can download the full report from the Wolfgang Digital website: https://www.wolfgangdigital.com/blog/e-commerce-kpi-benchmarks-study-2017/ )
https://www.hubspot.com/products/marketing/content-strategy
New tool from HubSpot now available in all portals - helps you to group keyword topics into clusters:
Crawls through your HubSpot content items (landing pages, web pages and HubSpot blogs) but not external items eg WordPress blogs (even though they are checked in the Page Performance report), so that’s something to be aware of.
You can attach external content items, to see the effect they are having (eg as seen in the screenshot above).
How to find low quality pages and what to do with them:
https://moz.com/blog/low-quality-pages
We all know Google likes:
But how should work out which pages on our site are low quality.
Criteria to use for finding high/low quality pages:
Low quality pages will have:
Consider grouping all your pages into ‘buckets’ - high, medium and low quality pages.
Improve the high and medium quality, consider redirecting low quality to a better version of it on your site.
Views updates:
https://www.hubspot.com/product-updates/a-slew-of-new-filtering-features-in-hubspot-
Views are now called Saved Filters, and are much easier to use - here’s an example of saved filters in my portal:
Plus you can mark some Saved Filters as favourites (in the left hand side)
You can also use Saved Filters as a jumping point into a report.
Now HubSpot Marketing portals will have access to saved filter functionality just like you did in Sales.
Using Saved Filters versus Using Lists:
The story goes that a bloke was walking on the side of a river. He saw a guy on the other side of the river and shouted to him: ‘How do you get to the other side of the river?’
The guy shouted back: ‘You’re already there’
As marketers our job is to get into the mindset, emotions, pain points and solution requirements that our audience needs and wants.
Too many sales people STILL launch into sales presentations based entirely on their own perspective.
Take a step back to observe the world through your customer’s eyes.
Content Inc’s final podcast: episode 200:
http://contentmarketinginstitute.com/content-inc-podcast/
Joe Pulizzi’s final episode of his wonderful 5 minute podcast.
He reflects on the reason why he originally started the podcast - it was to promote his book of the sam title - and how it has run its course and is now time to leave it.
BTW over on This Old Marketing - the podcast he co-hosts with Robert Rose, they’ve just had their 200th episode as well - but are also coming to an end in the new year.
The amazing Shaun Anderson has done it again - his Link Building guide updated for 2017:
Take a look at this post as an example of epic content.
One clever thing he’s done is have anchors for each of the sections, and then he shares the anchors on social with tailored messaging.
Eg we’ve included the anchor through to his section on getting local links
Speaking of link building - here’s Moz’s article on how to get your first 50 links:
https://moz.com/blog/link-building-tactics-to-acquire-50-links
“Don’t build links. Build relationships.”
- Rand Fishkin, Founder of SEOmoz
Other stuff we’ve been reading and recommend, but had to cut from the show:
https://www.kaushik.net/avinash/artificial-intelligence-opportunity-camel-to-cars-moment/
Tool to investigate:
Some of Craig’s reading:
https://getpocket.com/@craigbailey
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