Recorded: Wednesday 03 April 2019 | Published: Friday 12 April 2019
Shot 1: Inbound Thought of the Week
The Sydney HubSpot User Group in March was a useful night of insights and HubSpot tips.
Sarah McIntyre shared her HubSpot Tip of the Night around using signup forms and Lead Flows (ahem, I mean Popups). Interesting tip - use a person’s face as the image in the popup form.
Moby wowed us with his HubSpot Maturity Model for where to focus your energy, based on your current situation. Interesting tip - using HubSpot Contact Property based reports. He’s a big fan of the reports - and a good reminder to me to dig deeper into the reporting tools.
Our 3 guest speakers highlighted the need to build your own brand, and how it’s a long, tough journey - but worth it. One example that resonated with me - Suzi Dafnis explained that you didn’t have to be the name of the brand, but you did have to be the face of the brand.
And if all that wasn’t enough we had a bunch of marketing jokes thanks to our MC for the night.
2] Use the workflow Goal to exit people, as well as report on progress.
3] Looping workflows - a Parent and Child workflow arrangement that can be set to keep looping around eg every day or week. Parent workflow has two entry criteria triggers - the first is a general one to get it started, the second is usually a custom property that is reset by the Child workflow. The parent workflow starts and has a simple delay eg a few minutes, and then calls the Child workflow (and the Parent then finishes). The child workflow performs and action (eg send and email) and then has the main delay (eg a day or a week, etc). The final step of the workflow is to set (or reset) the custom property that triggers the Parent.
These are useful for sending out periodic emails, updating other properties, etc.
Shot 3: HubSpot Sales Feature of the Week
Custom Lead Status
This is a nice feature that Moby reminded us about at the HUG.
You can setup your own Lead Status options, and use them to trigger actions, as well as use in reports.
Example: Using it to create a deal when you get to a particular lead status
Three new relevancy metrics. The new metrics are quality ranking, engagement rate ranking and conversion rate ranking.
The quality ranking metric will measure an ad’s perceived quality compared to ads competing for the same target audience.
The engagement rate metric will work the same way, showing an ad’s expected engagement rate compared to ads competing for the same audience.
The conversion rate ranking shows an ad’s expected conversion rates when compared to ads with the same optimization goals and audience.
As with the previous relevance score, these new metrics are not factored into an ad’s performance in the auction, but instead provide insights into how changes to creative assets, audience targeting or post-click experience may impact ad performance.
Shot 6: Insight of the Week
Social Strategy versus Social Tactics
Reverse engineer the social activity of a successful marketing based company, and you’ll be able to see the difference between having a social strategy, versus just doing social tactics.
Social strategy includes choosing the goal of each channel eg
Twitter - share knowledge base and in-depth articles, plus jump onto support opportunities
Instagram - use as a recruiting focus with updates about company activities, life at the company etc
Facebook - use a community arm with a focus on involvement and impact
LinkedIn - use as a way to build the personal branding of staff members
Compare this to social tactics, which are often just
Sharing the latest blog posts on all the channels at the same time
Action item: determine what’s right for your business - in many cases simple social sharing (tactics only, no strategy) is fine. But if you see opportunity in having a full social strategy, then don’t underestimate the time and effort involved.
Hard to find a better article than this about ecommerce SEO. I haven’t even finished reading it all, and I’m already recommending it.
Shot 9: Quote of the Week
“It’s called the equal odds rule. If you want to write a frequently cited paper, publish a lot. If you want a successful business, get to work. If you want to sharpen your skills as a disruptor, disrupt. A simple metric: show up and keep showing up.”
Whitney Johnson, P92 of Disrupt Yourself
Shot 10: Tweet of the Week
Mark Porter nails perfectly some of the SEO bragging that is all over twitter these days: