Episode 103: Ecommerce benchmarks, HubSpot Content Topics Cluster Tool, HubSpot CRM Saved Filters, Link Building Still a Priority

Welcome to Episode 103 of HubShots!

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

Shot 1: Inbound Thought of the Week

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.

• 2017 is the first year mobile claimed more sessions (52%) than desktop (36%) and tablet (12%) combined.
• Desktop generates 61% of all online revenue, with users 164% more likely to convert than those browsing on mobile.
• Plus, when desktop users convert, they spend an average of 20% more per order than mobile shoppers.

Item #7. Sticky websites sell more (0.6).

• The strongest correlation in the study was between time spent on a website and conversion rate (0.6 correlation).
• By increasing time on site by 16%, conversion rates ramp up 10%. Pages per session also correlated solidly with revenue growth (0.25).

(You can download the full report from the Wolfgang Digital website: https://www.wolfgangdigital.com/blog/e-commerce-kpi-benchmarks-study-2017/ )

Shot 2: HubSpot Marketing Feature of the Week

Content Strategy

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).

Shot 3: Marketing Tip of the Week

How to find low quality pages and what to do with them:

https://moz.com/blog/low-quality-pages

We all know Google likes:

• Unique content
• That loads fast
• Is linked to from other sites and pages
• And answers the searcher’s question

But how should work out which pages on our site are low quality.

Criteria to use for finding high/low quality pages:

• Pages per visit after landing
• Social shares
• How many unique results in a Google search based on your URL

Low quality pages will have:

• Low pages/visit after landing
• Low share counts
• Many similar results on your site

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.

Shot 4: HubSpot Sales Feature of the Week

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.

When Should I use a Saved Filter versus a Smart List?

Using Saved Filters versus Using Lists:

• Saved Filters are great for quick checking and editing
• Lists are great for triggering Workflows, setting recipients in Emails, choosing smart content

Shot 5: Opinion of the Week

Empathetic listening

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.

Shot 6: Podcast of the Week

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.

Shot 7: Resource of the Week

The amazing Shaun Anderson has done it again - his Link Building guide updated for 2017:

https://www.hobo-web.co.uk/link-building-strategy-for-beginners-a-month-of-free-tips/#how-to-get-local-links

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

Shot 8: Quote of the Week

“Don’t build links. Build relationships.”

- Rand Fishkin, Founder of SEOmoz

Shot 9: Bonus Links of the Week

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:

http://www.belch.io/

Some of Craig’s reading:

https://getpocket.com/@craigbailey

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