HubShots Episode 133: Facebook Engagement, Good and Bad Email Outreach Ideas, Strategy versus Tactics

Welcome to Episode 133 of HubShots!

Welcome to HubShots, APAC's number 1 HubSpot focussed podcast, where we discuss HubSpot tips and tricks, new features, and strategies for growing your marketing results.

This episode we chat about strategy versus tactics, the declining Facebook news feed experience, email outreach ideas both good and bad, plus the pain of data importing with third party tools.

Listen to the episode here:
https://soundcloud.com/hubshots/133-facebook-engagement-good-and-bad-email-outreach-ideas-strategy-versus-tactics

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.

Subscribe to our YouTube channel here: https://www.youtube.com/channel/UCD3Uo4X-IxPJLE8ygPDQhNQ

Join the Facebook group here: https://www.facebook.com/groups/hubshots/

Recorded: Thursday 16 August 2018 | Published: Thursday 20 September 2018

Shot 1: Inbound Thought of the Week

Facebook Page Engagement is dropping:

https://blog.hubspot.com/marketing/buffer-facebook-page-post-analysis

https://blog.bufferapp.com/facebook-marketing-strategy

• Key findings from 43 million Facebook Business Page posts
  1. Top Pages are posting a lot more
  2. Overall Page engagement is declining
  3. Facebook engagement down for videos, images, and links
  4. Posting 5 times per day resulted in highest overall engagement
  5. Top Page categories experienced 49-70% overall drop in engagement
• 5 reasons why Facebook Business Page engagement is declining
• How to improve your Facebook marketing strategy today

Takeaways:

• Engagement is pretty much dropping across the board for brands both in terms of actual visibility and then the interaction with the viewed content
• There’s benefit in posting daily with high quality, relevant content
• But it’s a declining benefit due to more competition, higher quality content, changing Facebook news feed algorithm, and more ads in the news feed
• In general images are doing better than videos in terms of interactions

Shot 2: HubSpot Marketing Feature of the Week

Make My Persona tool gets a facelift

https://www.hubspot.com/make-my-persona

Shoutout to Tara for highlighting this new version

Shot 3: HubSpot Gotcha of the Week

Enterprise HubSpot Gotcha

Enterprise portal - changing the default domain

It will reset the domain on the pages that already had the previous default domain set

So you’ll need to go through all the pages and update, and publish

Shot 4: Marketing Tip of the Week

Marketing Automation Tips

Don’t send an email from your CEO, asking for feedback, and then have the replies go to Support and automatically create a ticket

Eg Craig’s experience with needls. when replying to an email from their CEO.

Be aware of the latest Google Algorithm updates

Massive Google Algorithm changes at the start of August:

https://www.gsqi.com/marketing-blog/august-1-google-algorithm-update-analysis-and-findings/

https://moz.com/blog/googles-august-1st-core-update-week-1

https://searchengineland.com/googles-august-core-search-algorithm-update-is-now-fully-rolled-out-303475

Shoutout to Adam - one of our listeners who was querying us about this. Enjoying life at Byron Bay.

Shot 5: HubSpot Sales Feature of the Week

Data importing from different systems.  Been trying out a few like Import2 to move data between HubSpot portals and sources like Zoho.

When we have finalised the data imports we will share our experiences.

Shot 6: Opinion of the Week

Strategy versus Tactics:

https://medium.com/@ashleymayer/its-okay-that-your-startup-doesn-t-have-a-communications-strategy-e92f3016c4d9

Takeaway: it’s OK to work on some tactical items in order to test ideas that lead to a strategy.

As usual the Farnam Street blog will make you smarter:

https://fs.blog/2018/08/strategy-vs-tactics/

In Good Strategy, Bad Strategy, Richard Rumelt writes: “The most basic idea of strategy is the application of strength against weakness. Or if you prefer, strength applied to the most promising opportunity…A good strategy doesn’t just draw on existing strength; it creates strength.”

“According to the skilled strategist Sun Tzu, strategy is about winning before the battle begins, while tactics are about striking at weakness.”

Shot 7: Outreach Tactic of the Week

Whatagraph email outreach Ian received

The outreach email included (possibly contrived) ‘internal’ emails between the team before reaching out to Ian.

Shot 8: Resource of the Week

The Perfect Blog Post

https://twitter.com/larrykim/status/1027981726340005888?s=12

Shot 9: Quote of the Week

“If you don’t have a strategy, you are part of someone else’s strategy.”

— Alvin Toffler

Shot 10: Bonus Links of the Week

Moz are updating their Beginner’s Guide to SEO:

https://moz.com/beginners-guide-to-seo

Please rate and leave us some feedback as this helps us improve and reach more marketers.