005 - The Hubspot Ads Add-On

Welcome to Episode 5 of HubShots! Recorded: Tuesday 02 November 2015 Welcome to the Melbourne Cup episode :-) Email subject emojis Note: Emojis versus Emoticons (I got the terms confused in the recording!) In this episode we cover: Shot 1: Inbound Thought of the Week Curating information Action item: Aim to provide value (even if the content isn’t written by you) Shot 2: HubSpot Feature of the Week New Ads Add-on: There’s good and bad Only supports LinkedIn at the moment :-( Only has a single $value tracking option for conversions Can’t set the customer conversion rate to less than 1% Campaign listings only seem to show CPC no CPM details No Click Demographics options Got an error: “We couldn’t show the ROI of any campaigns. You have campaigns but they don’t match the currency of your ROI calculation.” Summary: this is a very early version definitely a MVP or V1. Action item: avoid the Ads Add-on for now unless you have really simple needs However, it is an insight into where HubSpot is going. Imagine once they get LI, AdWords and FB ads integrated, and then have these as widgets on your dashboard, or in the new reporting. It will be a very useful and powerful reporting/analysis tool. Shot 3: Challenge of the week Content not getting approved. Action item: Have an agreement in place around timeframes for content approval Shot 4: HubSpot Tip of the Week HubSpot WordPress Plugin Using the HubSpot WordPress plugin will bring in blog posts and show a CTA% next to them: http://knowledge.hubspot.com/articles/kcs_article/reports/how-is-cta-percent-calculated-in-page-performance Use this instead of manually inserting the code in a template or via GTM Action item 1: Use the WordPress plugin (if you have a WordPress site) Action item 2: Check your CTA stats – In case some CTAs are never getting shown! Shot 5: Content tip of the week Quantity… How to build to 3 per week Action item: 1 key piece, 2 commentary pieces Shot 6: State of Inbound item of the Week Marketing: p42 ‘Managing our website’ is the 3rd biggest marketing challenge in AU/NZ (1 and 2 are ROI and then getting budget) Sales: p62 prospecting is hard HubSpot offer: http://offers.hubspot.com/How-Sales-Can-Close-More-Deals-Using-Social-Media Shot 7: Email tip of the week: Re-send newsletters to recipients who didn’t open them: http://flightschool.autopilothq.com/flight-plans/start-sending-emails/the-double-open-rates-newsletter/ “Secret: Re-send another copy of your email newsletter 48 hours later to those who did not open the first email, with a small modification to the subject line (e.g. “Reminder:<original subject line>”). This increases email open rates every single time without noticeably impacting your unsubscribe rates.” HubSpot has a nice List building item for this: HubSpot list tool Action item: test re-sending an email newsletter Also: how I discovered that tip: via Twitter promoted post Action item: Test promoting useful content via paid ads, as well as just promoting product pages