InboundBuzz - Inbound Marketing Podcast

020 - How to Create the Perfect Content Marketing Calendar

Thank you for listening to InboundBuzz! You're listening to episode #20 View full show notes, links and tools: redpandas.com.au/ep20

019 - Hubspot’s CMO Kipp Bodnar on Staying on Top of Digital, Strategy vs Tactics & Balance

In this episode I interview no other than Kipp Bodnar, CMO of HubSpot! Visit http://www.redpandas.com.au/ep19/ for complete show notes, full transcript & links, Kipp Bodnar is to Inbound Marketing what Michael Jordan is to Basketball - an inbound legend who knows how to win at Marketing. We riff on achieving Work / Life balance, staying on top of Digital Marketing, Snapchat, Marketing Attribution, Adblocking, the future of voice search and a whole lot more. Links: More about Kipp: http://www.hubspot.com/company/management/kipp-bodnar www.flipboard.com www.getpocket.com twitter.com/kippbodnar

018 - Tools as Content, Getting Great Audio for Facebook Live and More Facebook Algorithm Updates

Buzz 1: Using Tools as Evergreen Content a. Did you miss Grow With Hubspot? Never fear! Catch the replay here: http://offers.hubspot.com/thank-you/grow-with-hubspot-sydney-livestream b. How to use Tools / Software / Utility as Content. Three key considerations here. c. Good example mentioned by Ryan Bonnici @ Grow event: http://website.grader.com/ Buzz 2: Featured Resource + What marketing tactic do you people hate the most poll? a. Great online community and resource for Digital Marketers: http://inbound.org/ b. Featured Thread 'What Marketing tactic do you hate the most?'A really interesting one that caught my eye was: https://inbound.org/discuss/what-marketing-tactics-do-you-hate-the-most#comment-353356 Buzz 3: Facebook Live Updates, How to Get Great Audio When doing Facebook + More Newsfeed changes! a. Facebook announced even more updates on June 29 re Facebook Live @ VidCon: Two-person remote broadcasts, waitrooms & pre-scheduled broadcasts and MSQRD b. So my advice again is get in early. These things have a big first mover advantage! c. Good audio is very important with Facebook live and if you're more than a few metres away from your subject you will really struggle with audio and unforgiving audiences. d. I suggest getting the affordable Azden WMS-Pro Wireless lavalier system. Listen in to hear how I use it, link to product: http://www.bhphotovideo.com/c/product/1048779-REG/azden_wms_pro_i_wms_pro_i_vhf_wireless_lavalier_handheld.html e. New Facebook algorithm released June 29: Algorithm will be adjusted yet again to favour friends and family over publishers in the newsfeed f. Tips on how to take advantage of the changes g. http://www.theverge.com/2016/6/29/12055124/facebook-news-feed-algorithm-changes Stay tuned for next week where me and @hubshots are interviewing Kipp Bodnar! Also don't miss out on our next meetup on '10 Ultimate Lead Generation Hacks'. Will be held on July 19th @ 7pm. If you're in Sydney book your tickets here: http://aeona.com.au/event/the-10-ultimate-lead-generation-hacks-to-grow-your-business/

017 - Interview with Syed Balkhi from OptinMonster on Lead Generation, CRO and ’Dirty’ Pop-ups

In this episode I interview Syed Balkhi, founder of OptinMonster where he talks about generating quality Leads, Conversion Rate Optimisation, 'dirty' pop-ups and a whole lot more. A big focus of the interview is on OptinMonster, an all-in-one onsite lead generation tool - http://optinmonster.com/. OptinMonster started as a wordpress plugin years ago but now works on any website with just a few small steps. Syed is a true online entrepreneur and has been featured in Forbes, Wired, Entrepreneur Magazine, Inc and countless other main stream media sites. Syed's story is also a very inspirational one. Syed arrived in the US as a 12 year old immigrant. Fast forward to today, Syed is the proud founder of a number of seven-figure online businesses - all at the age of 25. I also chat to Syed about his motivations and what drives him. Links: http://optinmonster.com/ http://awesomemotive.com/ (where you'll find links to some of Syed's projects) http://www.wpbeginner.com/ Syed's personal blog: https://syedbalkhi.com/ https://wordpress.org/plugins/optinmonster/ Like the episode? Let Syed know on the below links: Social Links: https://twitter.com/syedbalkhi https://twitter.com/optinmonster

016 State of Lead Capture in 2016, Online Video Turns a Page & Mobile Site Speed

Show Notes (CORRECTION at 21:48 Microsoft NOT Facebook bought LinkedIn for $26.2Bn) Buzz 1: The day the Internet video finally killed TV & Malcom Turnbull a. Australia is currently in the middle of election season and the final debate was streamed on facebook by news.com.au and made for some very interesting observations and stats indeed. b. Before they started, the intro of the video alone was viewed 700K more than the views of the first two debates got and theirs hadn't even started yet! c. One of the biggest stories was when the opposition leader Bill Shorten hijacking it. This was when he asked people to hit “like” if they wanted a better Broadband Network. The live video was overtaken with a flurry of “thumbs-up” emoticons after his call-out. d. I wouldn't say this is the nail in the coffin for TV but what I will say that is a big of a sign as any that you need to get your video game up and look at out you can use video to promote to and engage with your audiences. Buzz 2: New mobile and site testing tool a. Google is increasing the weight of the mobile factor in coming months. b. Specifically, Google will be pying increased attention to the speed of your mobile site. c. Free testing tool: www.testmysite.thinkwithgoogle.com d. Key point: Tool is harsh at the moment when it comes to mobile speed. Speed for most sites in the top 10 that are not Google is around 50-70 out of 100 Buzz 3: The State of Lead Capture in 2016 a. State of Lead Capture Survey: https://www.formstack.com/report/lead-capture-2016 b. Understanding the evolution of a lead impacts how you target them: Individual visits your site > fills out a form > populates database > allows for personalisation c. INSIGHT 1: 78% of marketers said they rely on AdWords and SM Ads. d. When it comes to proving ROI 34% of people don't know where to start. e. Recommendation: Setup Goals in Google Analytics. See slidedeck on a Masterclass I did on this topic here: http://www.slideshare.net/MobySiddique/google-analytics-metrics-that-actually-matter and you can watch the recording here: http://aeona.com.au/metrics-that-matter-an-introduction-to-analytics-reporting/ f. Define your CPA and CPL before you begin. Check out last week's podcast for more info on this topic where I spoke about applying this concept to Facebook ads: https://soundcloud.com/inboundbuzz/ep15-facebook-ads-mastery-episode g. INSIGHT 2: I mentioned 78% were using Paid and Social Ads. h. Facebook for B2B: Try targeted campaigns first by running website custom audiences then lookalikes. My advice would be take a very defined and targeted approach i. INSIGHT 3: (5) Key Recommendations to capture more leads j. Consider cutting back on social media ads and focus on other channels k. Invest in CRO. Check out a great all-rounder tool for this, hotjar: https://www.hotjar.com/

015 Facebook Ads Mastery Episode

Show Notes - Buzz 1: Bing Ads Good News, Bad News a. Bad news is it does not take 15 mins. It took me a good 2-2.5 hours to do this. But the good news is Bings support is excellent! They even remoted into my machine and spent 2hours in total to sort out an issue for a custom just trialing their product. b. Seems like Bing Ads may have trouble importing all ad copies but support is excellent. c. Shout out to Eden from Bing Ads! Buzz 2: Facebook Save to Facebook Feature for your website a. Ok, let's talk about facebook! b. People will see your content but may not read it right away. It's hard enough getting your content in front of eyeballs but as marketers we also have a consumption problem with our audience. c. Save to Facebook option good tactic to get people to save your article/resource/post for consumption on Facebook later. d. If you head onto their developer resource, you can select what size of 'save to facebook' you want and it will spit out html code for you that you can drop into the html view of any page: https://developers.facebook.com/docs/plugins/save e. If you're on wordpress, recommended plugin: https://wordpress.org/plugins/fb-save-button-for-wp/ Buzz 3: Facebook 20% rule phasing out a. Triggered by a post I saw on Jon Loomer's blog: http://www.jonloomer.com/2016/06/08/facebook-text-rule-ads-change/?inf_contact_key=a49866a b. So what's changed? Well the grid tool is now gone. c. Moving forward your add will be broken into (4) categories based on their text density. These categories are: OK, Low, Medium, High Buzz 4: Facebook Ad Essentials a. Marketers often treat Facebook Ad like any other type of advertising like AdWords and this can be a problem. b. But FB ads obviously work, they can work extremely well based on their targeting ability and low CPCs c. Pro-tips on the following areas: (1) Budget: i. CPL and CPA: Definition (2) Personas (3) Offer (4) Audiences (5) Facebook Tracking pixel (6) Design (7) CTA (8) Reporting

014 - Hubspot Vs Mailchimp & Ignore Bing Ads At Your Own Peril

Buzz 1: Mailchimp vs HubSpot a. Listener question tweeted in: @MobySiddique just about to do first email campaign. For a first timer, which would you recommend: hubspot or mailchimp?- https://twitter.com/TISEC_AU/status/737400660916723712 b. Clementine's business: Home security & surveillance business https://www.alarm.com/au/tisec and https://twitter.com/TISEC_AU Buzz 2: Hubspot will marry anonymous data once you know their email address a. Thanks to Varun from Hubspot in helping to answer the question! b. Hubspot will marry the anonymous digital activity with the newly created contact profile. This means that once somebody converts, you should be able to see all the actions they took prior to converting Buzz 3: Bing Advertising a. In the past year, Bing's market share has grown significantly from 7.7% in September to about 11.5% in first quarter of 2016. Reference: http://nimbull.com/blog/state-of-bing-in-australia-q2-2016 b. Bing Advertising AdWords import tool link: http://help.bingads.microsoft.com/apex/index/3/en/51050 c. Test it out! Do it yourself, send it to your agency or speak to RedPandas to help you out :) Buzz 4: Running Ads in Google Maps a. New announcements at Google Performance Summit, big focus on local search ads particularly Google maps ads: https://searchenginewatch.com/2016/06/03/10-things-you-need-to-know-about-the-new-google-maps-local-search-ads/ b. You can already run ads in google maps on the mobile and desktop version of google maps. c. To do so: enable location extensions for your AdWords account. What that will do is link you adwords account to you google maps listing aka as your google my business account. d. Now when someone is searching for a local business, this will ensure you will come up top. The ad may also feature a call and directions button. e. Particularly useful if you operate in a high density, high competition area f. More features coming soon: In 3-6 months, you'll be able to offer coupons from directly within Google maps. g. Google AdWords blog: https://adwords.blogspot.com.au/ Missed the Google Analytics Masterclass a few weeks back or not in Sydney? Check out the recording courtesy of aeona.com.au - http://aeona.com.au/metrics-that-matter-an-introduction-to-analytics-reporting/ RIP Muhammad Ali, 1942-2016 #thegreatest

013 - Reporting Tools, Tips & Tricks

Buzz 1: Meeting up at Inbound 2016 a. Going to inbound? http://inbound.com/ Australian contingent looks to be building! More details to come. Email me moby@redpandas.com.au if you're interested in meeting up. It pays to do inbound with someone else. b. Meeting up with Hubshots guys. Coincidentally, great episode this week episode 34: Testing plain text emails vs HTML emails: https://soundcloud.com/hubshots/034-hubspot-crm-workflow Buzz 2: Reporting Tips a. Missed our Sydney meetup on Google Analytics? Join 200 Digital Diyer's next time: www.meetup.com/digitaldiyers/ b. Most people fail at reporting because they fail to understand the concept of reporting which is (3) stages: Statistic > Insights > Recommendations c. The power of translating your business goals to analytics. Make sure you understand your goals and have them setup in analytics. d. Goals can be macro goals (leads, sales) or micro goals which are smaller goals people complete in the lead up to bigger goals e.g. ebook download, newsletter signup, pricing page view, store locator usage, watching a key video etc. e. And goals changes, especially micro goals. If has been a while jump into GA this week, see if they are working for starters and think of other macro and micro goals you could be tracking. f. Benchmarking report: Oops! Realised I already covered this in EP 11, good enough to discuss again I guess! This report allows you to compare yourself to the industry you're in. Very insightful. Buzz 3: Reporting Tools a. Dashboards. Find them in Customization > Import From Gallery b. One of my favourites: 'Content Analysis Dashboard' c. 2nd tool: Reporting Garden http://reportgarden.com/ - Very popular with agencies - Spits out a PDF with good high level data from Google Analytics d. Quill Engage https://www.quillengage.com/ - Amazing time saver, will write an English language report for you! Is surprisingly very good and allows you to spend time on recommendations as opposed to data collection.

012 - What Should You Put On Your Homepage?

Buzz 1: Buyers Journey Content and Pricing on Your Homepage a. Key takeaways from a Buyers Journey Content Marketing workshop I held yesterday. b. What is the buyers journey? It's the research process a prospect goes through in the lead up to a purchase decision, namely the stages are awareness (where they have realised and expressed symptoms of a potential problem or opportunity), consideration (where they now have clearly defined the problem and are researching their options and decision, they've found a solution c. Great 1-pager pdf on the buyers journey from hubspot https://cdn2.hubspot.net/hub/137828/file-347140697-pdf/docs/the-buyers-journey/hubspot_buyers_journey.pdf d. Attendee question: Should I put prices on my website? My buyers are price sensitive and they always ask so I am a little cautious. e. Answer is yes! Listen to the episode for more on why. It's great for SEO and the way we are all conditioned to purchasing. f. Also catch episode 5 where I discuss pricing as part of the big 5 of content. Buzz 2. What should you put on your homepage? a. 55% of visitors will spend less than 15 seconds on your site: https://sumome.com/stories/how-heat-maps-work 1. What you do: You should ask yourself is the first or second most important thing above the fold? Highly recommend using hotjar which has an integration with hubspot and see where people are actually clicking. Are the popular CTA's above the fold? a. CTAs. TOFU, MOFU & BOFU 2. How you do it (but how do it differently) i. Slider banners suck: http://conversionxl.com/dont-use-automatic-image-sliders-or-carousels-ignore-the-fad/ 3. Cues about your Why or USPs a. You need to talk about what makes you different. Your USPs. This could be processes, it could be tech, it could be people or even just a philosophy to make b. 55% of global online consumers across 60 countries say they are willing to pay more for products and services provided by companies that are committed to positive social and environmental impact, according to a new study by Nielsen. http://www.nielsen.com/us/en/press-room/2014/global-consumers-are-willing-to-put-their-money-where-their-heart-is.html 4. Social proof: People want to see that it has been done before i. The best thing you could do it video. Work towards it if you can't get one right away. Something is better than nothing ii. Get quite creative. TSL has an embedded tweet about someone talking about how good Marcus Sheridan's keynotes are. This is next level because it's from another medium https://www.thesaleslion.com/ 5. Dynamic and updating content like a blog 6. Lead Capture tools Buzz 3. Live chat a. Live chat is an easier path to answer a question in a very short period of time. b. On average if you were to get people to fill out a form, only 1-2% of people will do that. But with live chat, you can get roughly anywhere from 5-18% of visitors leaving their details via live chat! c. Customer satisfaction levels for customer service for live chat are reported as being 73% which the highest for any channel, beating email at 63%. https://www.marketingtechblog.com/live-chat-statistics-infographic/ d. Lead chat: Pay-per-lead and manned by their team e. http://www.leadchat.com?afmc=25  f. When you sign up you give them a FAQs list, you fill out a questionnaire about what you do, any pricing info you want to share, location info etc. g. To see how the LeadChat widget will look on your site, simply type into your browser: http://demo.leadchat.com/[yourwebsiteurl] h. Affiliate link: http://www.leadchat.com?afmc=25  i. Pure chat j. Free trial, great product, aesthetically looks amazing k. Best feature is the analytics. See how many people are on your site, and you can selectively chat with someone based on how long they've spent, what page they are on, you know how many visits they made and what the source of traffic is

011 - How to Create Personas

Buzz 1: Google Analytics Metrics that Matter a. The Competitor Benchmarking Report compares your website against those in your industry, in your country and with the same daily sessions so it's a fair apples and applies comparison. b. You can benchmark against almost every industry you can think of retail, bakeries, photography, childcare and even something as industrial as fluid management c. The industrial channels report tells you is how sources of traffic are performing compared to essentially your industry and competition for instance organic, direct, paid, referral, social, display and email d. Action item: Check it out yourself and find the channels you need to improve on. e. In Sydney? Join us for a free meetup on Google Analytics Metrics that matter. It's on 24th May 2016 @ 7pm in Surry Hills (Sydney). f. Visit www.aeona.com.au for to reserve your spot + check out the amazing things they do including industry events, have amazing co-working facilities and run a cool digital magazine. Buzz 2: Personas Done Right a. Not worth doing a content calendar, a social strategy or any type of digital strategy if I haven't gone through the exercise of defining a client's personas. b. Personas are fictional, generalised representations of your ideal customers. Segments with a personality. c. STEP 1: Write down all your personas. Don't worry about how you define a person group. At this stage, just dot down all the groups you can think of. Include what we call the 'negative personas' d. STEP 2: Now start looking to group common groups together and come up with 3-5. e. STEP 3: Build your persona's. f. Recommended template: http://offers.hubspot.com/free-template-creating-buyer-personas g. Listen to show for detailed examples of how to use the template. h. STEP 4: Assign a value of 1-5 in terms of importance to your business for each of the shortlisted personas relative to one another. i. Once you've defined you're personas now as a marketer you can make educated decisions about your Content Marketing Strategy, you know what will interest them on social media and you know what to talk about on your website. Buzz 3: Voila Norbet a. What it does, is it helps you find the email address of any one online. All you need is their name and company domain. b. https://www.voilanorbert.com/