HubShots Episode 62: Charles Duhigg gems, More Lead Flows, Avoiding Irrational Decisions, Content Audits

Welcome to Episode 62 of HubShots!

Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search and Be Found and Craig Bailey from XEN Systems.

Recorded: Monday 05 December 2016 | Published: Thursday 08 December 2016

Shot 1: Inbound Thought of the Week

Keynote: Charles Duhigg

Some highlights:

People

• Think differently
• Most productive people think more deeply

Some learnings from Qantas flight 32 check the story. QF32 By Richard De Crespigny

• People tell them stories on what to expect.
• Cognitive tunnel.
• Can we pivot so we put ourselves back in charge.
• He constantly challenges mental models.

Craig’s notes re Charles’s presentation (view the comments):

Listening to Charles Duhigg #INBOUND16

A photo posted by Craig Bailey (@craigjamesbailey) on Nov 10, 2016 at 6:19am PST

Looking forward to Charles’s Duhigg’s presentation being made available on the Inbound site.

BTW the Alec Baldwin keynote is now available:

http://content.inbound.com/content/alec-baldwin-keynote

Also: Rosalia Cefalu’s session is now available: http://content.inbound.com/content/youre-starting-a-sales-enablement-team-now-what

Shot 2: HubSpot Feature/Tip of the Week

More on Lead Flows

Aiming for extreme targeting

Name your Lead Flows based on the offer they have, and then add to a few pages.

Each time you post a new blog post add the blog post URL to the appropriate Lead Flow.

Simplicity is the key: test lots of different Lead Flows. Note that they are simple eg can’t A/B test them or even report on them eg can’t do breakdowns based on device or anything like that

Keep testing: eg on one site we’ve had more than 30 Lead Flow submits in the last week (ie almost as many as the normal leads collected) whilst on another site they’ve had very little response. Which indicates that the way the offer is expressed needs further testing.

Keep testing your Lead Flows to improve conversion rates.

Gotcha: can’t have LeadIn plugin and the WordPress plugin both active on a site or else the Lead Flows won’t work.

Shot 3: Challenge of the Week

How to stop people you work with making on the fly irrational decisions.

How do you solve it?

• Have a brief when doing work.  This way you can tie it back to the brief in a logical way.
• Complete your personas
• Do a content audit and tie it to a content plan

Shot 4: Stat of the Week

From think with Google - A Marketer's Guide to Holiday Supershoppers

Tip: Check your Apple Maps listing > https://mapsconnect.apple.com/. You will need an apple id.

Shot 5: Opinion(s) of the Week

https://mention.com/blog/inbound-2016-marketing-experts/

Super useful post, tons of good insights, a range of formats. Has been shared a lot.

Aside: Has zero comments.

Opinion: We’re taking comments off some sites, and also removing social sharing in some cases. If they aren’t social proof they can sometimes be social disproofs.

Shot 6: Pro Tip of the Week

Perform an end of year content audit.

https://blog.hubspot.com/customers/long-term-content-marketing

Goal: with the content audit it will  help you identify all of the marketing assets that you have at your disposal and potentially identify gaps or opportunities in your content strategy.

You’ll be able to identify which resources that you already have, which could save you hours of content creation time in the future. No use in duplicating your efforts.

Pro Tip: how you organize and name your files will have a big impact on your ability to find those files down the road and confidently understand what content they contain. When uploading or reviewing assets in your HubSpot file manager, you should be consistent and descriptive in naming and organizing files so that it's obvious where to find specific data and what the files contain.

“Think of your long-term content plan like a savings account. If your goal is to retire someday, then you need a plan, and you need to be consistent with contributions. The more consistent you are and the better you are with contributions, the more you will get on your return on investment. But in order to retire, you need to be consistent month-after-month, otherwise, you’ll miss your goals and the ability to retire.”

Shot 7: Resource of the Week

http://www.wordstream.com/blog/ws/2016/12/01/b2b-content-marketing

What is B2B marketing, how does it differ from B2C, how to plan content, how to promote it. Plus a bunch of excellent examples.

Shot 8: Chrome Extension of the Week

Chrome Tab Manager: http://www.gettoby.com/

Group your projects together into Tab Groups

Shot 9: Mobile App of the Week

Soon: http://www.soonforever.co/

Bucket list of Movies, Books, TV Shows, Podcasts, etc

Speaking of podcasts...

Shot 10: Podcast of the Week

Marketing School again!

https://itunes.apple.com/au/podcast/marketing-school-digital-marketing/id1138869817?mt=2

Shot 11: Quote of the Week

“By developing a habit of telling ourselves stories about what’s going on around us, we learn to sharpen where our attention goes.”

― Charles Duhigg, Smarter Faster Better: The Secrets of Being Productive in Life and Business