Welcome to Episode 64 of HubShots!
Full show notes are available here:
http://hubshots.com/episode-64/
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 19 December 2016 | Published: Friday 23 December 2016
Shot 1: Inbound Thought of the Year
Thinking back on 2016 and some of the key inbound learnings:
Craig’s biggest a-ha moment: Kipp Bodnar’s approach to: “solve for the problem”
http://hubshots.com/episode-40/
It has fundamentally changed our approach to everything – in business and in personal activities as well
Ian’s biggest a-ha moment: I have to say that “solve for the problem” has been it. But to give you something different I would say “be informed, read up and deep dive into topics” as that is how you learn and become a practitioner.
Shot 2: HubSpot Feature/Tip of the Year
Craig’s favourite new items in 2016:
Lead Flows – quickest wins we’ve had lately
Ian’s favourite new feature in 2016:
HubSpot Projects
Shot 3: Pro Tip (Reminder) of the Week
Analysing content in HubSpot:
- Check your Page Performance report (Under Reports menu)
- Check the SEO optimisation of each page (start with your top 10 most popular pages)
- Update the content for latest findings and accuracy
- Update internal links to increase relevance and freshness
- Update ‘Last Updated’ date
- Add a tailored Lead Flow slide-in onto the page
- Check the CTA results for the page and if needed create a variation to test the - - CTA against to increase click through and conversion
Shot 4: Opinion(s) of the Week
A look at:
What has changed in 2016
What won’t change in 2017
How to combine the two – with examples
Thinking about Artificial Intelligence
Planning for the new year should include some analysis of what is new, but also what isn’t changing.
What has changed in 2016
First, a look at 2016 in terms of marketing and what is changing:
https://contently.com/strategist/2016/12/16/biggest-marketing-storylines-2016/
- Digital advertising overtook TV advertising for the first time.
- Facebook dominates attention and marketing dollars
- VR and AR take off (eg Pokemon Go)
- AI starts changing from science fiction to reality
- Enterprises are all changing to be media companies as part of the offering
- Martech gets huge – Microsoft purchased LinkedIn
- Privacy, fake news, data collection, Native advertising guidelines
What ISN’T going to change in 2017
Thinking about what ISN’T going to change in the next few years.
Recall Jeff Bezos’ advice:
https://www.goodreads.com/quotes/966699-i-very-frequently-get-the-question-what-s-going-to-change
What things will remain constant for your customers?:
Prospects and customers want help and value and answers and solutions
- They want quick response (consider whether you should invest in chat tools and the costs of having them managed)
- They want trusted advisors, they want to feel safe
- They want to feel like individuals, so focus on anything that will help to personalise their experience and make them feel special
- They want a good user experience
Artificial Intelligence
Paul Roetzer discusses AI in marketing:
http://content.inbound.com/content/origins-of-the-marketing-intelligence-engine
https://www.narrativescience.com/quill-engage
https://www.quillengage.com/
IBM Watson is driving AI based products:
https://www.ibm.com/watson/
Eg their Customer Support tool is an example of where the industry is heading:
https://www.ibm.com/marketplace/cloud/cognitive-customer-engagement/au/en-au#product-header-top
Shot 5: HubShots Resource of the Year
Interviews with 7 Marketing Experts from HubSpot Sydney
http://hubshots.com/the-hubspot-interviews
We will be updating this in 2017 with more information!
Shot 6: Quote of the Week
“Christmas is doing a little something extra for someone.”
~ Charles M. Schulz
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