Not sure if this is new or not, but everyone we follow at HubSpot is tweeting about it, so it’s obviously a focus at the moment.
Note: this description on the page is a little unhelpful in Craig’s opinion:
“Digital marketing doesn’t differentiate between push and pull marketing tactics (or what we might now refer to as ‘inbound’ and ‘outbound’ methods). In other words, digital outbound tactics aim to push a marketing message directly in front of as many people as possible online -- regardless of whether it’s relevant or welcomed. For example, the irritating, flashing banner ads you see at the top of lots of websites try to push a product or promotion onto people who aren’t necessarily ready to receive it.”
This is misleading because there’s good digital marketing and bad digital marketing, just as there’s good inbound and bad inbound. For example, there’s plenty of sites that will throw an annoying popup in your face - the HubSpot blog is a prime example.
Exit intent popups are a good example of an idea that is good in theory but bad in practice eg I often am reading a blog and will move my mouse out of the way - and get an annoying exit popup show.
Shot 2: HubSpot Marketing Feature of the Week
We’re discussing content repurposing in this episode.
Here’s three quick ways to check which content is working well:
1. Page Performance report (under Reports).
Scroll through pages to view which ones have the highest CTA click through rate.
2. Attribution report (need to create a new Report from Reports Home)
This is what you see in Professional:
3. Blog post Analyze - Top Blog Posts by Conversion
View which posts have driven the most conversions.
Then click through to the full report to view Blog conversions.
BETA HubSpot Marketing tip - email prompt to suppress low engagement users:
Ian’s challenge to Craig: come up with 10 ideas to help
Commercial Cleaning company starting in Melbourne and already established in Sydney for 10+ years
Go through existing database and check every customer to see if they have an office in Melbourne, and then specifically reach out to them via a high-touch campaign offering multi-location deals
Flash Mob with people sweeping, dusting, etc in central CBD area, t-shirts with company name on them
Repurpose content to make it specific to Melbourne - include local landmarks, events, jargon to make it more personalised
Consider it as an entering a new market, and use it is as a chance to test ‘rebranding’ eg focus on a premium brand versus budget etc. Run FB ads testing different options.
Startup mentality with a separate growth hacking group that are given 12 weeks to try a ton of new ideas related to positioning on social channels
Test new ‘disruptive’ ideas - since there is no risk - eg no contract options, cleaning during the day, dress in suits, smell nice - as opposed to most cleaners who are dressed in dirty clothes, wear a cap and smell bad.
Partner with other providers eg commercial plumbers, electricians, document shredding, catering, tech support, office moving, etc in an area to provide a suite of office services
Good Whiteboard Friday presentation by Britney Muller
Including taking existing content, putting it in other formats (see Neil’s post below for good suggestions), and then posting on other sites.
Eg I’ve seen a lot of people write blog posts that answer a question, which they add on their own site, then they add to Medium, then they add as answers on Quora (sometimes straight copy and paste) - James Altucher is a good example of doing this.