Welcome to Episode 178 of Hubshots!
APAC’s number 1 HubSpot focussed podcast – where we discuss HubSpot tips & tricks, new features, and strategies for growing your marketing results.
This episode we chat about how to avoid a gotcha when merging contacts, plus think through how to ‘test and measure’ video engagement.
Listen to the episode here: https://soundcloud.com/hubshots/178-how-to-test-and-measure-when-you-cant-measure-plus-merging-contacts-gotcha/
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Recorded: Wednesday 23 October 2019 | Published: Friday 1 November 2019
Shot 1: Growth Thought of the Week
Our strategy for the podcast
Using it mainly as a bottom of the funnel marketing piece.
We use it to drive perception and credibility.
Shot 2: HubSpot Marketing Feature of the Week
How to change your email in HubSpot
Example scenario: you change your company domain and everyone’s email address changes
How do you update your HubSpot login to use the new address?
Go to your profile, there is a button to change your email address and follow the verification steps as outlined here > https://knowledge.hubspot.com/account/how-do-i-change-the-email-address-of-a-user
<h2″>Shot 3: HubSpot Sales Feature of the Week
Territory rotation with Workflows
A good example of using workflows to help with sales processes
Shot 4: HubSpot Gotcha of the Week
Side-effects of merging contacts
Be aware that merging contacts can re-trigger workflows for the destination contact
You may have started getting email notifications from HubSpot telling you about contacts you can merge. This is good for data cleanliness, but can be a gotcha, which I don’t think HubSpot does a good job of warning people about.
How to handle this: Have exclusions lists in your workflows
Have a process for handling this – the best way to manage it is to have Global Suppression Lists setup which are set in all workflows. Add all the contacts you are going to merge into the Global Suppression list before your merge, and then take them out after the merge.
Listen to Shot 2 back in episode 149 for more details on how we implement this:
Shot 5: Marketing Tip of the Week
No more mixed http and https content messages – Chrome will block http content
However, Chrome is going to do it as intelligently as possible – and will autoupgrade items (eg images) to use their https version if it is available. If not, it will simply block it.
Action item: Check your sites for http items and update to https
Shot 6: Insight of the Week
Test and Measure
How do you ‘test and measure’ if you can’t be confident in the measurements?
Take Facebooks overestimation of video views debacle:
Summary of the issue: how they calculated time spent watching (total time divided by ‘view’ instead of total time divided by ‘started watching’)
Eg if total time watched is 3 mins, and 3 people start watching, but only 1 actually views for more than 3 seconds, then there is a big difference
By one calc the average watch time is 3 mins, with the other it is 1 min, ie a 300% difference
How to accurately test and measure
The key is to push your measurement to be more than just engagement – aim to get visits and conversions as well
It’s also a reminder that using multiple analytics packages is fine – they won’t agree exactly, but they should be within 10% of each other. Eg using both HubSpot analytics and Google analytics on your site.
Here’s an example of bad marketing practices:
Shot 7: Podcast of the Week
Shot 8: Resource of the Week
Question: Is it a problem if my page has multiple H1 tags.
John Mueller gives a few pointers:
Shot 9: Quote of the Week
“Dressing well is a form of good manners.”
- Tom Ford
From Clare Sheng’s wonderful book: The Suit Book
Shot 10: Bonus Links of the Week
Google Search Console has a few new reports related to video (if you use markup with your videos):
Ahrefs is building a search engine with a 90/10 revenue sharing model
Please rate and leave us some feedback as this helps us improve and reach more marketers.