Episode 48: HubSpot COS G2 Crowd Quadrant Leader, Optimizing Video, Facebook Advertising Success Example

Welcome to Episode 48 of HubShots!

Recorded: Monday 22 August 2016 | Published: Thursday 01 September 2016

Welcome

Today is the closing ceremony of the Olympics - go for gold...

Speaking of gold, congratulations to Search and Be Found on becoming a HubSpot Gold Partner! One of only 8 in Australia.

Shot 1: Inbound Thought of the Week

Inboundcountdown.com - 78 days left

Consider doing some training to take your knowledge to the next level > http://www.inbound.com/inbound16/trainings

Shot 2: HubSpot Feature/Tip of the Week

HubSpot Website Platform has topped G2 Crowd’s Grid for Web Content Management Software, and been named #1 in both Market Presence and Customer Satisfaction with a total score of 89 out of 100

http://www.hubspot.com/company-news/hubspot-named-the-top-web-content-management-software-by-g2-crowd

There’s HubSpot up in the top right corner!

Shot 3: Challenge of the Week

1. Knowing where all your digital assets are
2. Having access to them

Eg. Many people don’t know how to access their domain or where their website is hosted!

Some tools we use:

LastPass > https://lastpass.com/ 

1Password > https://1password.com/teams/ 

Shot 4: Opinion of the Week

Real Time Platform Selection

The benefit of being able to select your platforms based on need, and then quickly changing.

Gary Vaynerchuk talks about this in his book, and David Meerman Scott discusses the benefit of real time content creation.

Why Marketers Already Like Instagram Stories Better Than Snapchat

http://adage.com/article/digital/instagram-stories-appeal-snapchat-brands/305317/ 

Write for two audiences - one is the audience you want to work with, the second is the audience you want to promote your content (to the audience you want to work with)

Shot 5: Pro Tip of the Week

How to Optimize Video for Every Medium

http://conversionxl.com/optimize-video-for-every-medium/ 

What is your main business objective?  Then use the medium that fits.

Here  are each by their main business objective (not necessarily their only objective):

• Conversions: Your Website.
• Traffic: YouTube.
• Retention and Branding: Facebook, Twitter, Instagram.

Key reminder: Solve for the problem!

Also: YouTube Spotlight Annotations

https://support.google.com/youtube/answer/92710?hl=en 

Shot 6: State of Inbound Item of the Week

Setting up your first Inbound campaign in HubSpot - Part 3

Last week we mentioned the Projects available in the Productivity menu

Final part of  Content Offer Campaign:

Last week: Content creation => content offer => persona => buyer’s journey stage

Last week:

• Content campaign

This week:

• Content promotion

Very important:

• Promote your content on twitter at least 4 times, test different times, text and images.
• SOCIAL PRO TIP > Social media promotion for your content offer doesn't end after just one or two posts. Schedule posts months after your content offer campaign has launched.
• CONTENT PRO TIP > There is no perfect blog post length. Just make sure your blog post fully covers the topic and addresses your buyer persona's needs.

Academy projects to see this all together and not in your portal  > http://academy.hubspot.com/projects/customer-projects-content-offer 

Shot 7: Motivation of the Week

Facebook Advertising results for an eBook campaign: <$5 leads

Shot 8: Resource of the Week

Guidance for moving from HTTP to HTTPS - ie SSL on your site

http://www.aleydasolis.com/en/search-engine-optimization/http-https-migration-checklist-google-docs/

https://xen.com.au/best-practice-switching-elcomcms-site-http-https/

Shot 9: Community Item of the Week

The results from using SlideShare with CTAs

https://inbound.org/blog/important-lessons-learned-from-over-14-million-slideshare-views 

Key point: if you write content for other sites, often they won’t let you include a CTA in the content, but they have no problem if you have a SlideShare deck embedded - which itself has a CTA.

Similar to the YouTube CTA annotation - embed a YouTube video with a CTA in it.

Shot 10: Listener Tip of the Week

Don’t automatically Promote all your FB page posts, wait for some initial feedback:

Then promote heavily and get optimised results:

Shot 11: Podcast of the Week

Moby’s Inbound Buzz - interview with David Meerman Scott

https://www.redpandas.com.au/ep25/

Shot 12: App of the Week

Momentum is a personal dashboard designed to eliminate distraction and provide inspiration, focus, and productivity.

https://momentumdash.com/

Shot 13: Quote of the Week

“You can’t out-spend the giants, but you can out-think, out-teach, and out-help them.”

• Brian Halligan