Episode 49: HubSpot Smart Stuff – Smart Lists, Smart CTAs

HubShots Episode 49

Welcome to Episode 49 of HubShots!

Recorded: Monday 29 August 2016

Welcome to the Wolverine episode :-)

Thanks to George and Marcus for giving us a shoutout – like listening to Wolverine

Shot 1: Inbound Thought of the Week

Inboundcountdown.com – 71 days left

New speaker announced

https://www.inbound.com/speakers/ta-nehisi-coates

“Coates is one of the most elegant and sharp observers of race in America. He is an upholder of universal values, a brave and compassionate writer who challenges his readers to transcend narrow self-definitions and focus on shared humanity.”

Shot 2: HubSpot Feature/Tip of the Week

Let’s say you wanted to build a smart list based on how contacts first came into contact with you, eg this detail at the start of their timeline:

hubspot original example

What is their First Touch?

Original Source contact property is in the Web Analytics properties:

hubspot original source property

You can use it to build smart lists, and even direct workflows.

Shot 3: Challenge of the Week

Improving User Experience

https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html 

To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.

Official Google Webmaster Central Blog  Helping users easily access content on mobile

Reminder: The ‘morality’ of popups discussion:

http://hubshots.com/episode-44/

Shot 4: Opinion of the Week

https://readthink.com/what-does-the-future-of-content-marketing-look-like-spoiler-far-less-content-812ac1512902#.c2y2qbkft

Think of content creation as being like a Product Manager

http://ideas.hubspot.com/forums/76407-general-hubspot-ideas/suggestions/12460560-workflow-building

Having a visual workflow builder would be a big improvement to the product

Shot 5: Pro Tip of the Week

Creating a SMART CTA in HubSpot

Create a series of CTAs and then use Lists to drive people through a series of them eg create smart lists for contacts NOT in a conversion list.

Also use Smart CTAs to only show CTAs to people in a specific location eg Craig only shows offers to people in Australia

https://knowledge.hubspot.com/search?q=smart%20cta&filters=quickAnswers&products=marketing%20sales

Shot 6: State of Inbound Item of the Week

Blog Optimisation

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 1: Pick one blog post to optimise

PRO TIP: Pick the post that is generating the most traffic to your blog.

Step 2: Determine which buyer persona the post is targeting

PRO TIP: Tailor the language of your blog post to mirror the language of your persona.

Step 3: Identify one primary long-tail keyword

PRO TIP: If the keyword that you’ve selected is too difficult, try a variation of it. Use a free tool like keywordtool.io to get suggestions of related keyword phrases.

Next week the remaining steps to optimise your blog!

Academy projects to see this all together and not in your portal  > https://academy.hubspot.com/projects/customer-projects-blog-optimization 

Shot 7: Motivation of the Week

Marcus and George mentioned us on the HubCast:

https://www.thesaleslion.com/hubcast-106-live-chat-inbound-growth-big-5-e-books/ 

Shot 8: Resource of the Week

Tl;dr: hashtags are getting abused, and basically becoming worthless unless specifically related to an event or popular meme:

https://medium.com/the-mission/we-looked-at-167-943-tweets-found-out-hashtags-are-worthless-because-of-bots-37d5190d1569#.36g8ceqei

Ie if you are a brand and trying to get traction for a hashtag, don’t bother

Shot 9: Community Item of the Week

Useful to see how many different custom audiences and approaches he uses in order to drive signups for a webinar – he has 10,000 signed up for his next webinar:

http://www.jonloomer.com/2016/08/26/promoting-webinar-series-facebook-ads/

Shot 11: Podcast of the Week

The Hubcast

Shot 12: App of the Week

HubSpot Marketing App

http://www.hubspot.com/products/mobile 

Shot 13: Quote of the Week

Marketing in four steps

“The last step is so often overlooked: The part where you show up, regularly, consistently and generously, for years and years, to organize and lead and build confidence in the change you seek to make.” – Seth Godin

http://sethgodin.typepad.com/seths_blog/2016/08/marketing-in-four-steps.html

HubShots Episode 49

HubShots
Craig Bailey

Craig is the Founder and Technical Director at XEN Systems. He’s been involved in IT, web development and digital marketing for more than 25 years.

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