Welcome to Episode 78 of HubShots!
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: Wednesday 29 March 2017 | Published: Friday 31 March 2017
Shot 1: Inbound Thought of the Week
The Search Opportunity
#8: What percent of clicks on Google search results go to image blocks?
Images are one of the big shockers of this report overall (more on that later). While MozCast has image blocks in ~11% of Google results, Jumpshot's data shows images earn 3% of all Google search clicks.
Action item: If you're wondering why your perfectly optimized image isn't ranking as well in Google Images as you hoped, we've got strong suspicions and some case studies suggesting it might be because your visual doesn't draw the eye and the click the way others do.
Shot 2: HubSpot Marketing Feature of the Week
A look at HubSpot Marketing Free
Collected Forms tool
Even if your web site currently has other forms on it, the HubSpot Collected Forms can ‘listen’ for form submits and record them.
Natively supports sending to MailChimp for sending follow up emails.
You can also use Zapier to push contacts into other platforms.
Shot 3: HubSpot Marketing Tip of the Week
If you use HubSpot forms on non-HubSpot sites eg WordPress, you can use the Forms listing to view their conversion rates: Contacts -> Forms
Shot 4: HubSpot Sales Feature of the Week
Making and logging calls
The HubSpot app is a great way to use it however you do not get the option to add the call disposition / outcome! So be aware of that.
Here’s how to set up calling:
HubSpot as an integrated tool is pretty compelling, the only thing they are missing is a strong Chat bot tool - something like Drift’s Lead Bot: https://www.drift.com/leadbot/ - will be interesting to see what they deliver when Messages is released: https://www.hubspot.com/products/messages-beta (still waiting for our Beta access)
I wonder if HubSpot will buy Drift?
Shot 5: Cool Marketing Example of the Week
The coughing billboard:
Shot 6: Opinion of the Week
The end of smartphone innovation by Benedict Evans:
“...This means that the questions change. We don't ask 'will this work?' or 'who will win?' - Apple and Google won (Google only outside China, of course), and their victory is now complete, just as Microsoft's was in 1995. Rather, we ask what can we do now that there are 2.5bn people with a smartphone, growing to 5bn in a few years.”
Consider how the quantity of attention is going to grow over the next few years, and how you can ‘follow the attention’.
Shot 7: Creative Top 10 of the Week
Craig’s challenge to Ian:
Think of 10 ways to educate senior management on the benefits of Inbound Marketing
- Do roleplay exercises with them that demonstrate inbound vs outbound
- Give them case studies that show the ROI of doing inbound
- 23 Reasons Inbound Marketing Trumps Outbound Marketing [Infographic] https://blog.hubspot.com/blog/tabid/6307/bid/28330/23-Reasons-Inbound-Marketing-Trumps-Outbound-Marketing-Infographic.aspx#sm.0000hk2jv71ef1erlupvxs2v2k805
- Get them to do the inbound certification > http://certification.hubspot.com/inbound-certification
- Show them that when sales and marketing teams align what the possible results are?
- Get them to visit and talk to organisational heads that have implemented inbound marketing.
- Talk about changing user behaviours and how that affects they way people buy and consume content
- Observe and document how they buy and communicate with others and highlight to them the similarities of their behaviour with buyers they are looking for.
- Show the HubSpot timeline for the journey of a prospective customer.
- Show them path length interactions in GA so they can see how people convert.
Reflection from a previous top 10 about sending an item minus the controls!
From one of our customers: your concept of sending an R/C item without the control seemed like a good one to me. But now, as I stand on the other side of that proposition, I fundamentally disagree.
Shot 8: Podcast of the Week
Episode 176 of This Old Marketing podcast
Joe Pulizzi and Robert Rose discuss new media content models eg Medium offering a membership (ahem donation) option:
Shot 9: Resource of the Week
How to take advantage of the long tail
“...So roughly around 40% of all searches are coming from billions of long-tail keywords that have less than 50 searches per month.”
Insight: your best posts and pages will each rank for possibly hundreds of long tail terms… consider how you optimise your web pages.
Shot 10: Quote of the Week
"Educate before you convert and find ways to filter for not right customers."
- Rand Fishkin, Co-Founder of MOZ
Shot 11: Random Thought of the Week
Some amusing ways to ‘apologise’ for not responding sooner:
Sorry for the delay! I put off answering your e-mail until I had an even more tedious task that I wanted to avoid. Thanks!
Shot 12: Bonus Links of the Week
Other stuff we’ve been reading and recommend, but had to cut from the show:
Tool to investigate:
Some of Craig’s reading:
Please rate and leave us some feedback as this helps us.