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Episode 37: Why You Need to Add Messaging to Your Web Site

Welcome to Episode 37 of HubShots!

Recorded: Tuesday 07 June 2016

A transcript of the episode is here.

Welcome to HubShots, the podcast for marketing managers who use HubSpot.

Shot 1: Inbound Thought of the Week

New product wish list item… Instagram integration into social. Possibly difficult due to Instagram’s API limitations though...

Shot 2: HubSpot feature/tip of the Week

Dealing with constant spammers:

1. Block domains in a form
2. Setup a smart list of email domains to delete

Blocking domains: 
Block free email addresses

Create a smart list of email address domains to mark as spam:
Use a smart list to segment spammers

You can also add a smart list of competitors, to ensure they never receive your download emails.

Shot 3: Challenge of the Week

How to Focus on the right mediums? How would you choose? You need to test it.

Make sure you are at least doing email marketing. Email marketing has an ROI of 4,300%!

Then use industry studies to guide you in choosing other channels. This is especially useful when considering channels such as snapchat that are hard to measure from an ROI point of view.


B2B Social Media Platform Usage

B2B Social Media Platform Effectiveness
Also check out state of internet report from Mark Meeker - take a look at how some channels are taking off:

Mary Meeker Slide 90
Don’t ignore messaging and chat integration.

Don’t be afraid of putting effort and resource in. Don’t just settle for things you can outsource.

Implementing Messenger on your site - last week we linked to Tom Critchlow’s article on how to do it: http://tomcritchlow.com/2016/05/10/facebook-livechat/
Craig added it to his personal site, and also to his XEN agency site.

Shot 4: Resource of the Week

Mary Meeker's Internet Trends 2016 Report: http://www.kpcb.com/blog/2016-internet-trends-report

See also re/code's interview with her: http://www.recode.net/2016/6/1/11826256/mary-meeker-2016-internet-trends-report

See Craig's post highlighting some of the Facebook specific trends: http://www.craigbailey.net/the-facebook-gap/


Mary Meeker Slide 90

Facebook, Google, SnapChat… and then everyone else (in Western countries).

How to ensure your online advertising is working for you:

Mary Meeker Slide 46

Make sure you are testing messaging.

Shot 5: Opinion of the Week

MarketingMag and their social case studies that focus on engagement and hardly mention ROI

Social vanity metrics

Social vanity metrics

Note: Those 191 'entries' refer to people using a specific hashtag on Instagram.

Don’t focus on vanity metrics.

Shot 6: App of the Week

Facebook Pages app again - to use with managing messaging on your site.

HubShots Episode 37