046: HubSpot Email Smart Send, Building Your First Inbound Campaign

Welcome to Episode 46 of HubShots! Recorded: 08 August 2016 – Published: 18 August 2016 Full show notes available here: http://hubshots.com/episode-46/ Welcome to the Olympic edition Shot 1: Inbound Thought of the Week Ali Wong is the comedian (last year it was Amy Schumer) http://www.inbound.com/ 91 days and counting to INBOUND! http://inboundcountdown.com Chris Brogan’s post on how to survive as an introvert at a big event: https://www.inbound.com/blog/networking-for-introverts-and-others See also Craig’s wife’s tip: http://louderminds.com/introverts-guide-networking-events/ pasted image 0 2 Shot 2: HubSpot Feature/Tip of the Week Email Smart Send http://blog.hubspot.com/customers/email-engagement Schedule your email to adjust to each recipient’s local time zone. Shout out to Chris Mottram who produces our podcast: http://www.mottrammediagroup.com/ pasted image 0 1 Craig’s request: make it available for RSS-to-Email sends as well… Shot 3: Challenge of the Week Customers wanting to put sales content in the awareness stage. We’re working on an ebook campaign with a major brand – the ebook provides high value content for people starting their journey. There’s a second ebook and full email nurture campaign designed that will guide contacts along their journey. Everything was signed off, but at the last minute the GM has questioned the ebook and asked for a 4 page sales promotion to be added to the first ebook… The Buyer’s Journey: http://blog.hubspot.com/sales/what-is-the-buyers-journey https://cdn2.hubspot.net/hub/137828/file-347140697-pdf/docs/the-buyers-journey/hubspot_buyers_journey.pdf Shot 4: Opinion of the Week I like Instagram Stories Haven’t found anyone who doesn’t… really liked how Kevin Systrom gave snapchat all the credit for the stories format and then spoke about the value of formats: https://techcrunch.com/2016/08/02/silicon-copy/ Eg News feed, hashtags, @usernames, filters are examples of formats Innovation can include taking an existing format and applying to a new platform/audience Shot 5: General Tip of the Week Instagram Stories > Swiping left to access publishing immediately! Shot 6: State of Inbound Item of the Week Setting up your first Inbound campaign in HubSpot Check out the Projects available in the Productivity menu Over the next few weeks we’re going to discuss the Content Offer Campaign: pasted image 0 3 View the template and Add to your projects. Click on each item to see instructions for each step Content creation => content offer => persona => buyer’s journey stage Content campaign Content promotion http://makemypersona.com/ PRO TIP Always map your content offer to your buyer personas and a buyer’s journey stage. Buyers Journey and Content Shot 7: Motivation of the Week Unsubscribe from all your noisy newsletters! Also try Unroll.me (thanks Chris) Shot 8: Resource of the Week Redirects will potentially give full value – Google will work it out: https://moz.com/blog/301-redirection-rules-for-seo Shot 9: Community Item of the Week AdWords expanded text ads: https://support.google.com/adwords/answer/7048854 Shot 10: Podcast of the Week Content Sells episode 34: Content Plan – The Can’t-Get-It-Wrong Content Marketing Strategy https://overcast.fm/+FOzgw4qyA https://herbusiness.com/podcast/34-content-plan-the-cant-get-it-wrong-content-marketing-strategy/ Excellent reminder of planning out content Shot 11: App of the Week Instagram – play with Instagram stories