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:”). 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