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Wednesday, 26 October 2016 20:02

Inbound Data Status Report 2016

Hubspot surveyed and collected information from a combination of 4,500 marketing and sales professionals worldwide, and organized the results into: The 2016 State of Inbound Report.

Published in Content Marketing

Last week, I attended the Inbound 2015 conference session, “Using Analytics to Create Content.”

Jeremy Goldman had a a lot of of interesting things to say about using analytics to predict what types of content will interest or be popular with audiences.

A number of people I spoke with later in the conference were interested in the session as well.  [Shout out to Ben and Andreas!] Therefore, I’d like to present an overview of the key methods Jeremy outlined for finding insights to inform content development and make the you create exceptionally relevant for your audience.

Lead Forensics

Lead Forensics uses reverse IP lookup to help you understand your audience. Similar to the prospects tool in Hubspot, Lead Forensics shows you which companies are viewing  your site, how often, and how many pages were viewed. This allows  you to see what types of companies in which industries are interested in your services/products, allowing you to create super-targeted content specifically for these verticals.

Hubspot Prospects
Hubspot Prospects

Google Analytics

Even though Google Analytics doesn’t give you the keyword data that it used to, you can look at which pages of your site are doing well and generating the most interest. From there, you can create new content and downloadables based upon similar subject matter.

You can also look at demographics. Using age and gender information, you can create content written for the age group mostly likely to view your site or the gender interested in your product/service.

Jeremy brought up an interesting case during the session: He said a beauty brand had previously targeted content specifically to women. However, analytics showed that they had 12% male visitors. Understanding this allowed the company to create “grooming tips for men” content  to attract male users.

Google Analytics BitlinksAnother element of Google Analytics that can be helpful are referral URLs which can aid in discovering the interests of visitors based on what sites they came from. However, sometimes, it’s hard to to figure out where a user came from due to URL shorteners.

Knowing which bitlinks belong to which sites can help. Jeremy pointed out that t.co is for Twitter and recommended using Google to find the tweet that drove traffic to the site, uncovering the topic that was of interest and building new content for a similar topic.

We also recommend looking at the categories and segments of your audience in Google Analytics. Knowing specific affinities can help you write targeted content for each segment.

Google Segments

Google Trends

Google Trends is a great way of uncovering what topics people are interested in right now and developing content around those topics.

That doesn’t mean you need to write specifically about the top topics. Instead, look for a twist or alternative angle you can take that would be of interest to your audience.

When Jeremy was preparing his presentation, Burning Man was trending. He suggested that as an Inbound Marketer, the audience might not write about the art or music of Burning Man but might instead write about “What a Social Media Marketer Should Bring to Burning Man.”

One fantastic tip from the presentation: Create widgets in Google Trends that can be embedded on a website.This probably shouldn’t be a public page, but it gives you an opportunity to create a Google Trends dashboard that is easily accessible from your own website, versus logging into Google to review it. The more accessible this information is, the more likely you are to utilize it.

Google Widget

RadUrls

Similar to Google Trends, Jeremy recommended Rad URLs, “for when Google Trends isn’t real-time enough.” Rad URLs lists the trending URLs on social networks and is updated every 15 minutes.

Radurls

Feedly

Feedly helps you identify what’s being shared most so you can create your content accordingly.

YouTube trends

YouTube allows you to search for trending videos using the YouTube Trends dashboard.Set a location, age group and other demographic information  to uncover the most viewed or most shared videos relevant to your audience.  

Youtube Trends

Facebook Trends

Facebook offers a list of trending stories in the right column of your newsfeed. The links will display a set of posts based on the trending topic. This is another great place to find what’s popular right now and to create content that is affiliated with it.

Other places to look

A number of websites offer tools to help users gauge what’s hot right now:

  • Bing Trends
  • Job Trends
  • Yelp Trends

Real time content creation

Not only is it important to discover what is relevant to your audience and what is resonating in general, it is important to know when to “zig and zag,” according to Jeremy. Sometimes you can take more time developing content, such as when you are writing for demographics or industries specific to your website analytics. But when writing about trending topics, you should be a little quicker.

Jeremy suggested the following guidelines:

  • Don’t over think it.
  • Limit your time to write.
  • Be relevant to your audience. Don’t jump on an irrelevant topic just to grow the vanity metrics.
  • Don’t plagiarize. Grow your network by citing people.

Additional Info

  • Page Heading ICYMI: #Inbound15 session “Using Analytics to Create Content”
Published in Content Marketing
Thursday, 27 August 2015 11:31

#Inbound15 Printable Schedule

With less than two weeks left before #Inbound15, the Savoir Faire team is once again working on our plan of attack. We’re trying to make the best use of our team and the sessions, and suggest great topics for clients and colleagues as well.

While there have been some updates on Inbound.com, we found the online schedule to be a little overwhelming again this year. Once again, we have created a printable version that we’re happy to share with anyone else planning their conference schedule.

Let’s face it: This has grown to be one humongous conference. There are so many incredible sessions to browse before you make your choices. Some are offered multiple times. Some conflict with other great sessions you want to attend. You can use the filters on the online schedule to look at sessions by day, session type, or level to find those that will be right for your goals, but it’s tough to remember which sessions you thought sounded interesting before you scrolled and changed filters!

Our printable version (available ungated by clicking here or following the CTA below) organizes session information by day and time period to give you a bird’s eye view of the schedule, session and tracks.

Download Sessions At-A-Glance

 

Here’s another tip: No matter what, you’re going to run into WiFi issues at the BCEC during the conference. No matter how many additional hot spots they put up, when 15,000 people try to access the app or mobile web version of this schedule at the same time, there’s gonna be an issue. Trust us. This has been an issue every year. So having a printed version of the schedule has come in handy each year.

This year, Hubspot has created an online tool to build your schedule. Go to Inbound.com and click on the Agenda tab. Sign in to access the schedule builder.

  • Click "My Schedule." You'll see keynotes and spotlights have already been added for you. 
  • Search for the sessions you are interested in and click "Add to my schedule." Sessions you have added show an orange button that says "Added to my schedule." You can remove a session by clicking again.
  • Once you have built your schedule, click "Printable Schedule" at the bottom of your schedule listing to access a print-friendly listing of your schedule. 

One caveat: this was created based on the current schedule on Inbound.com. There will likely be updates and filled holes between now and conference time.

We hope you find this planner to be useful as you get ready for this monster of a conference. And, we’d love to hear from you – or connect with you at the event. Tweet to @StephMcL or @Monkeybutt during the conference or leave a comment here prior to the show!

Additional Info

  • Page Heading #Inbound15 Printable Schedule
Published in Steph Speak
Monday, 17 August 2015 15:33

Hubspot Marketing Expertise

Hubspot is an inbound marketing software platform designed to help companies create and manage complex inbound marketing campaigns that attract buyers rather than interrupt them. Hubspot provides tools to create content, optimize it for search engines, share it via social media and email, and measure the results.

Hubspot says you can do it all with just one platform that includes tools for:

  • Email
  • Websites
  • SEO
  • Marketing Automation
  • Landing Pages
  • Analytics
  • Social Media
  • Blogging 

Sounds easy, right? 

Working with a partner

Hubspot makes it relatively easy for a marketer or content creator to gather insights, publish content and social media messages, send emails to segmented lists, and automate marketing. However, many businesses become overwhelmed with either how much there is to learn or how much time is needed to fully utilize the system, while simultaneously creating original content and resources.

To support businesses that use the platform, Hubspot created a Certified Partner Program. Hubspot partners possess Hubspot marketing expertise and work with businesses right in their Hubspot portals to get the most out of the tools and create inbound strategies that achieve business goals. Hubspot partners receive many hours of training and are continually exposed to new information, tools and the resources to be equipped to get things done more efficiently and in a shorter period of time both because of their expertise and because they’re in the system so regularly. Hubspot partners also have the opportunity to receive certifications (Inbound, Hubspot, Partner and Design) that take their skills to the next level and demonstrate their full commitment to Hubspot and to the inbound marketing methodology.

Hubspot tools and how a partner can help 

To utilize Hubspot, you must first understand inbound marketing and it’s methodology. Inbound marketing utilizes blog posts and various other types of online content to attract visitors who are looking for answers to specific questions. Landing pages are built to convert website visitors into leads by offering a piece of educational content and asking visitors to trade some personal information (name, company, email) for that content. Using information gathered through the landing page forms and lead-nurturing tactics, inbound marketers can nurture leads with targeted messages based on their actions or interactions with your website and content. Ultimately, the goal is to turn visitors into customers and, by “delighting” them, turn customers into evangelists.

While it’s goal is to be user-friendly, Hubspot is a complex content management system combined with a CRM,email and marketing automation tools.

It includes:

  • File management tools for storing images and files.
  • A template builder allowing users to create site-page, landing-page and email templates, ensuring a branded and consistent look and feel across all touchpoints.
  • Sitemap and URL tools to arrange and build an intuitive navigation and structure that is search engine friendly.
  • Landing page tools to create, optimize  and analyze landing pages to convert visitors into leads.
  • Drag-and-drop form builder to create powerful, custom forms to collect lead information.
  • Reporting tools to analyze data such as visits, leads and customers from various referral sources; page performance; competitors; keywords and conversion assists. This allows users to gauge what works and what might need refinement.
  • Email tools to create follow-up emails, newsletters, automated timed emails or offer emails, which are engaging and device responsive. Combined with templates, these emails can be customized depending on type, from simple text-based to image-rich emails.
  • A system to manage contacts, review contact properties and create segmented lists based on contact information or behavior. The contacts database also collects and reports on every touchpoint between your leads and your Hubspot assets, viewable in a chronological timeline.
  • A personas “wizard” to walk users through the creation of buyer personas for more targeted content mapping and list segmentation.
  • Social media monitoring, publishing and reporting tools allow users to link their business’s social media accounts and publish or schedule messages to each channel or to multiple channels at the same time. Users may also construct “streams” based on specific criteria in order to monitor keywords or Twitter users  and the associated activity on Twitter.
  • Campaign tools to  manage and easily monitor the performance of the various elements of a campaign at a glance.
  • Marketing automation tools to nurture leads efficiently utilizing sets of automated actions executed upon a trigger condition.
  • Third-party integrations for Salesforce, Wistia, GoToWebinar, SurveyMonkey and more.

As you can see, Hubspot has a lot to offer and the number of features can be overwhelming. But even small businesses can streamline and amplify their marketing efforts by leveraging just a few of the tools available. And by having all the information in one place -- rather than a cobbled-together system using a CMS such as Wordpress, an email marketing service, Google Analytics, Hootsuite and SEO research tools -- businesses can increase their efficiencies while generating more traffic and leads.

Hubspot offers a great deal of support and training to help you succeed using their software and inbound methodology. If you spend a little bit of time getting to know the features and participating in some of the training, you can achieve some success. If you spend a lot of time with the platform, you can learn to make it sing and dance. Unfortunately, many businesses find that time can be hard to come by among their other roles and responsibilities.

A partner agency can help.

Savoir Faire has been a Hubspot partner for several years and,  during that time has achieved and maintained a number of Hubspot certifications (Inbound Certified, Hubspot Certified, COS/Design Certified). We are now happy to report that we are also Partner Certified. As part of our ongoing efforts to remain current on best practices related to inbound marketing and on using the Hubspot software, Savoir Faire is proud to have achieved these certifications and proven our knowledge and proficiency to best support our Hubspot clients.

If you are a Hubspot customer or thinking about becoming one, contact us to learn more about working with Certified Partner Agency.

Additional Info

  • Page Heading Hubspot Marketing Expertise
Published in Marketing Automation

Savoir Faire is abuzz with preparations for Thursday’s Make Your Marketing Matter event, which will feature Brian Halligan, CEO of Hubspot, the leading marketing automation software company. Brian coined the term “inbound marketing” in 2005 to describe how he saw marketing changing along with the evolution of how we use the web.

We’re looking forward to hosting Brian in the 603 to talk inbound marketing with a group of business owners and marketers who are eager to learn how to connect with customers and prospects more meaningfully this year.

We asked Brian to get started a little early and answer a few questions about inbound marketing and what’s next for companies who want to make their marketing matter.

Additional Info

  • Page Heading Six questions with Hubspot’s Brian Halligan
Published in Steph Speak
Wednesday, 10 September 2014 00:00

Inbound 2014 Agenda Overview

There’s only a week until Inbound 2014 in Boston and we couldn’t be more excited! We are looking forward to some exciting keynotes along with the nitty-gritty learning opportunities during the sessions.

As with last year, we found the online Inbound 2014 schedule a little daunting and the “at a glance” version didn't contain any session titles or room numbers. We created our own schedule for last year’s Inbound 2013 that turned out to make our lives a lot easier. Thus, we thought a more usable and planning-friendly schedule could help everyone out for this year’s Inbound 2014 as well!

We realize we’re probably not the only ones who had issues with the schedule provided on inbound.com, so our version is available for free download for those interested. It prints out at 9 pages, landscape orientation, on regular-sized paper. The PDF header links to the full agenda if you want more information about a presentation.

Also, caveat: this was created based on the current schedule on inbound.com. There will likely be updates and filled holes between now and conference time.

We hope this proves useful for you as you dive into Inbound 2014. We’ll see ya’ll there!

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See what our team will be up to at Inbound 2014:

Stephanie:

Excited to check out: I always love the keynotes. They’re inspiring and I find they give me some great new language to take back to my clients and my business. Beyond that, I’m interested in some of the SEO sessions, since that’s such an important piece of a digital strategy. And, if there’s time, there are a few partner-focused sessions that look like they’d be valuable for me.

Janna:

Most interested in: The deep-dive sessions. Learning new tools or applications helps progress my skill set and gets the wheels turning for improving what we already do.

Joanna:

Can’t wait for: Buyer Personas in Hubspot. Having a clear idea of a target consumer is so valuable. I’m looking forward to really digging into how Hubspot supports this.

Additional Info

  • Page Heading Inbound 2014 Agenda Overview
Published in Content Marketing

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