008 - Buyer Beware versus Seller Beware

Welcome to Episode 8 of HubShots! Recorded: Tuesday 24 November 2015 For show notes please visit: http://hubshots.com/episode-8/ In this episode we cover: Welcome Shot 1: Inbound Thought of the Week Daniel Pink: Information asymmetry where the seller has more information. Seller beware: Buyers have more power than ever to research and make decisions long before they reach out to a vendor. Buyer beware: Sellers have access to more details about your activity, demographics and habits than you can imagine. Shot 2: HubSpot Feature of the Week Create tracking url in tracking url builder and it gives you the AdWords template as well. HubSpot URL Builder with AdWords Template eg {lpurl}?ads_adid={adgroupid}&ads_cmpid={campaignid}&ads_creative={creative}&ads_kw={keyword}&ads_matchtype={matchtype}&ads_network={network}&ads_targetid={targetid}&utm_campaign=HubShots&utm_content=text&utm_medium=search&utm_source=ppc&utm_term=hubspot Shot 3: Challenge of the week Thanks to Brendon for sending in his challenge: HubSpot forms and cookies. Shot 4: Opinion of the Week Craig has a mini-grumble: Why are webinar recordings so bad? Even HubSpot’s webinar recordings (i.e. that you can watch later) are really bad – terrible audio quality, grainy video etc. Why don’t they record them in high quality? If you prepare webinars there is a big opportunity to stand out from your competitors Action item: Focus on audio quality in your next webinar Shot 5: General Tip of the Week Paid only landing pages (e.g. sending someone to a landing page from Twitter) Use HotJar for viewing heatmaps: https://www.hotjar.com/ How to see what #tags are being used and is relevant for Instagram: http://websta.me/search/hubspot Organise your resources page e.g. see how much opportunity there is to guide a visitor as to what is most useful for them Shot 6: State of Inbound Item of the Week p71: What Sources of Information Do You Rely on When Making Purchase Decisions for Business Software? Salespeople’s credibility is at an all-time low: Business purchase decision sources of information Shot 7: Content Marketing Institute Report Item of the Week Content Marketing In Australia Report 2016: http://contentmarketinginstitute.com/2015/11/australia-2016-content-marketing-research/ 3714 respondents, 146 in Australia p4: 46% of Australian marketers have a documented content marketing strategy (up from 37% last year) p5 top challenge: 69% say creating engaging content is their top challenge. 55% said consistency was a challenge. i.e. creating the right type of content is harder than creating it consistently Shot 8: Motivation of the Week Amazing: http://contentmarketinginstitute.com/the-story-of-content-rise-of-the-new-marketing/ YouTube: https://www.youtube.com/watch?v=dBnpr3pkFlk Action item: Be realistic. Understand what content you have is working