HubShots Episode 50: HubSpot Lead Scoring, Should we value leads with free email addresses?, Blog Optimisation Tips
Welcome to Episode 50 of HubShots!
Recorded: Monday 05 September 2016 | Published: Thursday 15 September 2016
Shot 1: Inbound Thought of the Week
Inboundcountdown.com - 64 days left
Good interview by George from The HubCast with Kim Darling who is the Event manager for Inbound: https://www.thesaleslion.com/hubcast-107-inboud16-interview-kim-darling/
Thursday morning keynote still needs to be filled, who will it be: Serena Williams?
Shot 2: HubSpot Feature/Tip of the Week
Using the HubSpot Lead Scoring
Academy Project: http://academy.hubspot.com/projects/customer-projects-lead-scoring
This is another one of the HubSpot tools that is under utilised. You can start with some simple engagement behaviours, and also demote certain contact attributes eg free email accounts:
And also use some custom properties that others in the team have marked eg:
Determine point values
PRO TIP: For the best results, you'll want to stick to a 0-100 point scale and weight the points in relation to how ready that lead would be to talk to a sales rep.
Shot 3: Opinion of the Week
Should we value leads who use free email addresses?
Yes, in the majority of cases we should still value free lead addresses but then use the implicit behavioural data to further qualify/disqualify.
It can depend on industry as well eg if you are marketing to Tradespeople, then them having a @bigpond.com.au address is often normal.
Shot 4: Challenge of the Week
If you are all online what are you doing in an offline channel to assist people in making a choice?
Eg. Real estate agent who dropped a card saying they got the best price for a property in your area.
Shot 5: Pro Tip of the Week
Using Google Analytics to find your hidden sources of quality leads
Example: global brand running 2 campaigns at the moment:
TOFU campaign driving ebook signups - cost is <$5 per lead
BOFU campaign driving supplier search - cost is ~ $38 per qualified lead
But via Analytics we found that 20% of ebook leads clicked on a link in their email nurture to view the supplier search, and 84% of them then became qualified leads
Summary the TOFU campaign generated cheaper qualified leads
Shot 6: State of Inbound Item of the Week
Part 2 of the Blog optimisation project:
SUGGESTED TIME TO COMPLETE: 2 HOURS
Completing the steps will allow you to:
- Increase the online traffic to your blog.
- Better target your buyer personas.
- Generate new qualified leads.
Step 4: Optimise the blog post around the primary long-tail keyword
Step 5: Format your blog post
PRO TIP: Remember to write for people first and foremost, not search engines!
Step 6: Add links to the body of the post
Step 7: Include a call-to-action at the end of the post
Step 8: Include social sharing buttons
Step: 9: Update blog post and send a manual email to your "instant" blog subscribers.
PRO TIP: Here's an example of a good Editor's Note:
“This post was originally published in December 2014 and has been completely revamped and updated for accuracy and comprehensiveness."
Here ends the 2 part series on Blog Optimisation.
Academy projects to see this all together and not in your portal > https://academy.hubspot.com/projects/customer-projects-blog-optimization
Shot 7: Resource of the Week
For next week:
Shot 8: Community Item of the Week
Interesting stats re content marketing’s success:
- 200 million people now use ad blockers
- The median time people spend on articles is 37 seconds
Shot 9: Podcast of the Week
George B Thomas interviews Kim Darling from HubSpot’s Inbound team:
Shot 10: App of the Week
What do we like in it?
- Check bounce rates.
- Where people enter your site
- Where people exit your site
Shot 11: Quote of the Week
“What we want you to do is to change the mode of your website from a one-way sales message to a collaborative, living, breathing hub”
― Brian Halligan