062: Charles Duhigg gems, More Lead Flows, Avoiding Irrational Decisions, Content Audits

Welcome to Episode 62 of HubShots! Full show notes available at: http://hubshots.com/episode-62/ Welcome to HubShots, the podcast for marketing managers who use HubSpot hosted by Ian Jacob from Search and Be Found and Craig Bailey from XEN Systems. Recorded: Monday 05 December 2016 | Published: Thursday 08 December 2016 Shot 1: Inbound Thought of the Week Keynote: Charles Duhiggcharles duhigg 9627 Some highlights: People Think differently Most productive people think more deeply Some learnings from Qantas flight 32 check the story. QF32 By Richard De Crespigny People tell them stories on what to expect. Cognitive tunnel. Can we pivot so we put ourselves back in charge. He constantly challenges mental models. Craig’s notes re Charles’s presentation (view the comments): Looking forward to Charles’s Duhigg’s presentation being made available on the Inbound site. BTW the Alec Baldwin keynote is now available: http://content.inbound.com/content/alec-baldwin-keynote Also: Rosalia Cefalu’s session is now available: http://content.inbound.com/content/youre-starting-a-sales-enablement-team-now-what Shot 2: HubSpot Feature/Tip of the Week More on Lead Flows Aiming for extreme targeting Name your Lead Flows based on the offer they have, and then add to a few pages. Each time you post a new blog post add the blog post URL to the appropriate Lead Flow. Simplicity is the key: test lots of different Lead Flows. Note that they are simple eg can’t A/B test them or even report on them eg can’t do breakdowns based on device or anything like that Keep testing: eg on one site we’ve had more than 30 Lead Flow submits in the last week (ie almost as many as the normal leads collected) whilst on another site they’ve had very little response. Which indicates that the way the offer is expressed needs further testing. Keep testing your Lead Flows to improve conversion rates. Gotcha: can’t have LeadIn plugin and the WordPress plugin both active on a site or else the Lead Flows won’t work. Shot 3: Challenge of the Week How to stop people you work with making on the fly irrational decisions. How do you solve it? Have a brief when doing work. This way you can tie it back to the brief in a logical way. Complete your personas Do a content audit and tie it to a content plan Shot 4: Stat of the Week From think with Google – A Marketer’s Guide to Holiday Supershoppers Tip: Check your Apple Maps listing > https://mapsconnect.apple.com/. You will need an apple id. Shot 5: Opinion(s) of the Week https://mention.com/blog/inbound-2016-marketing-experts/ Super useful post, tons of good insights, a range of formats. Has been shared a lot. Aside: Has zero comments. Opinion: We’re taking comments off some sites, and also removing social sharing in some cases. If they aren’t social proof they can sometimes be social disproofs. Shot 6: Pro Tip of the Week Perform an end of year content audit. https://blog.hubspot.com/customers/long-term-content-marketing Goal: with the content audit it will help you identify all of the marketing assets that you have at your disposal and potentially identify gaps or opportunities in your content strategy. ― Charles Duhigg, Smarter Faster Better: The Secrets of Being Productive in Life and Business