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How I Learned HubSpot From Scratch in 30 Days

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The first day at any new job is nerve wracking to say the least, but on my first day at HubSpot I knew it was about to be an entirely different ball game.

There I was, my first professional role in the tech industry and I had the entire tool to learn from the ground up. Scary? Not quite. Intimidating? Absolutely. 

Everyone kept telling me that I would learn a lot. «It’s a steep learning curve,» they said «but you’ll learn things you never thought you could learn.”

While I had worked in media and had scattered previous experience with marketing, I was brand new to HubSpot — at the time a soon-to-be full platform — and to the inbound methodology. My trainings would teach me a lot but I knew I was going to have to put in a good amount of outside work just to get up to speed on terminology. As someone keen on the «learn by doing» strategy, I knew there would be no shortage of mistakes to learn from, (yes, many Workflow branches were accidentally deleted during this educational period), but I was ready to hit the ground running. 

So here I was, an extensive tool in front of me, but how to use it and use it effectively? To my delight though, the training program for HubSpot is no joke and the resources are aplenty.  

During training, HubSpot new hires are tasked with creating a hypothetical business and build its website. This website is built to encapsulate all things inbound and the business must have a way to generate revenue.

Through this process, new hires generate buyer personas, create content offers, develop a conversion path to generate leads, publish blog posts, use social posting tools to grow a following, leverage the Workflows tool to nurture evolving relationships leads and automate marketing efforts, then present this project to the training leaders. 

And guess what? Everyone was right, I learned a lot and I learned things I never thought I could. 

After 30 days, I not only had I built out a business from scratch, but I saw its potential grow as I racked up page views and generated leads that were downloading my content at each phase of their buyer journey. I was truly able to put the scope of these tools into perspective and understand how they all fit into the inbound marketing strategy.

Thrilled that I was able to evolve from being a HubSpot amateur to a growing business owner in 30 days, I wanted to share my method in a series of phases for those who are just getting started with HubSpot. Below are observations, tips, anecdotes, user guides, blog posts, and HubSpot Academy Lessons that will aid in your HubSpot climb.  

Phase One: Learning the Framework 

Inbound is all about getting found by and attracting customers through relevant and helpful content and adding value at every stage of your customers journey.

By creating and sharing helpful content that your customers love, you will attract more qualified prospects to your business and build loyalty from their first interaction with your company.

Takeaway #1: The Inbound Methodology (your GPS)

The Inbound Methodology is considered the best way to turn strangers into customers and it helps to guide our actions as marketers. There are three actions an inbound marketer must take in order to continuously generate visitors, leads, customers, and promoters: attract, engage, and delight.

In 2018 HubSpot shifted from the oft-used funnel to the flywheel model, realizing that customers can be a driving force in helping your business grow. Check out the simple graphic below:

Inbound Method

 

In short, HubSpot is built on and provides the tools companies use to accomplish these actions. Look here for a complete understanding of the inbound methodology.

Before you can create the content to attract, engage, and delight — we need to think about who we’re making the content for. Who is the buyer?  

Takeaway #2: The Buyer Persona is your building block 

As marketers, we are creating and gifting content to our customers on a daily basis. But how do we ensure that what we’re giving them is something they want rather than what we think they want. 

This is a key lesson to learn early on with inbound marketing. Every decision you make needs to be focused on your buyer persona. Just because you like a certain marketing technique does not mean your buyer persona will like the same technique. This resonated particularly well with me when I realized my subscription-based business that was geared toward early twenty-something female professionals would likely generate more leads through social than through email marketing.

So when you’re creating content, take a step back and be honest — is that blog post appealing to you or for your buyer persona? 

Try out these resources when developing your Buyer Personas. Remember, these are the people you want to attract to your business. 

Buyer Persona Resources:

Buyer Personas and The Inbound Methodology make up the foundation, but there is a plethora of tools that get the flywheel spinning. 

Takeaway #3: Content and conversion are an exchange 

Inbound marketing is the definition of a trade-off. For example, blogs offer readers solutions to their challenges, provide a niche education, and give advice. In exchange, marketers get the opportunity to kick off the conversion path; deliver educational content; and convert visitors into leads.

HubSpot’s in-person training is the best and fastest way to learn how to build an effective conversion path. If you’re eager to get going, click below for the practice you need to serve your content best. Access the Content Marketing Certification Course in Your HubSpot Account

 

Content & Conversion Path Resources:

Once you have a conversion path for your Buyer Persona, it’s time to promote your offer. Search engine optimization (SEO), here we come!

Phase Two: Make Yourself Known 

Takeaway #1: If you’re not in the top 10, you’re invisible

Let’s be honest here: how many times have you abandoned a Google search when the answer you’re looking for is not on the first page? I’d be willing to bet the answer is «every time.» Needless to say, the second page results are not getting much love, and over the years search has changed.

We now search the way we talk, instead of punching in keywords we punch in queries. Because of this, it’s important to focus on the topics that are relevant to your business and create comprehensive content around them to be found online. 

It all starts with topic clusters, which are comprised of three key ingredients: pillar content, cluster content, and hyperlinks, which are described in greater depth in this blog post.

To boil it down, your topic cluster is a series of content connected by one topic. By organizing content within topic clusters instead of individual posts, we’re able to capture a large amount of search traffic across an ever-increasing pool of relevant keywords and help to better build your authority. Start with these resources when approaching SEO:

SEO Resources:

You should consider how people speak when optimizing for keywords, especially as natural language optimization is becoming the new normal in our search engines. Get ahead of this by considering all of the variations of your long-tail keyword.

Want a tool that will form the questions for you? Look no further, this one is a crowd favorite: www.answerthepublic.com.

Takeaway #2: There’s more to social strategy than Publishing

If content is King, then in 2019, social is the Queen. And if we’re talking strategy, it’s so much more than posting, it’s monitoring, engaging and analysis. Don’t neglect your social monitoring streams and don’t post without some thought.

An image might speak a thousand words, but it also can get scrolled by instantly. A well thought out caption with your buyer persona in mind could be the difference in a scroll or a thumb-stop.

We, as people, have developed a skill to spot mass communication – and we hate it. Let your brand be the reason to stop the endless scrolling. Luckily HubSpot can help streamline your social publishing and make communication with your prospects, leads and customers that much easier.

Social Media Resources:

Phase Three: Expediting your Workday 

Takeaway #1: Earn your time back with Active Lists

Need a straight forward way to gather a specific group of contacts in one place based on fixed criteria? Active lists should be your go-to tool when thinking of new ways to get more people to subscribe to your blog or convert on your landing page. You can create lists in HubSpot to segment and manage your database more effectively by targeting a range of criteria.

Do you want everyone who visited your landing page but didn’t fill out a form to be segmented into a list? You can do that. Check out these training resources that helped improve the quality of your communication.

Active Lists Resources:

Takeaway #2: Workflows allow you to work smarter, not harder.

I was floored when I first realized not just the efficiency of the Workflow tool, but also the simplicity of it. A true dream for marketers. Workflows can be complex, but if you have no understanding of building list criteria, think of workflows as the next best thing.

From executing lead nurturing campaigns to automated task generation for internal teams, to copying data from one object to another, workflows can do it all in the background so you can spend more time focusing on your goals. 

Are you looking for a way to parse out the people who submitted on your subscription form but haven’t clicked on any of your email campaign offers since from those who have? Workflows can do that so that you can go take your lunch.    

I do recommend starting off with simple workflows and building upon them — remember what I mentioned about accidentally removing all of the if/then branches. Check out these projects and resources to jump start your efforts. 

Workflows Resources:

Please note Workflows are only available for Professional and Enterprise customers.

Phase Four: Reporting Basics 

Takeaway #1: Reporting does not have to be a daily activity

Remember how I called myself a HubSpot amateur a few moments back? Well, everything I learned about reporting, I learned in HubSpot — there is a difference between monitoring performance to measure success and actually building, executing and speaking to a formal report.

For now, I will share the basics, but depending on what you’re aiming to know, you will want to look at different analytics in HubSpot.

Driving Traffic: Check your Sources Report, social media, and Page Performance.

Generating Leads: Leverage landing page performance, list performance, lead scoring and the marketing dashboard for information.

Closing Customers: Look at your workflow performance, email performance, CTA dashboard and list performance.

Creating Promoters: Measure delight through social monitoring and email performance. Try integrating Survey Monkey or utilize HubSpot’s Customer Satisfaction surveys to ask your customers for their opinions and experience. Learn how to integrate Survey Monkey here. 

Please note: Customer Satisfactions surveys are only available for Service Hub Professional and Enterprise customers. 

It’s important to look at your data; analyze everything. Without it, you can’t make good marketing decisions for the future.

Reporting Resources:

Please note: All HubSpot accounts come with standard dashboards for your tools. Professional and Enterprise users of all tools and Reporting Add-on users can build and manage custom reports. 

Congratulations, you’ve made it it this far. Now, you’re ready to dive in!

This has been my approach learning HubSpot from the get go. A few tips and tricks, but mostly just some hard work and a desire to put your nose to the grindstone. I hope this will help you to tackle this beautiful beast known as HubSpot.

Best of Luck! You will sharpen your skills over time. However, this should help you achieve «lift-off» with HubSpot. 

Want to connect with others on HubSpot tips, tricks, and updates? Head over to the HubSpot Community to join a conversation or start one of your own.


 

If you want to ramp up faster join us for a HubSpot in-person course in your city!

Hubspot classroom training

 



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Macros (Scripting). Self Botting. ( Probably the most lucrative post you'll see in a while)

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As a kid I loved Dragonball z. One day I found a 2d gaming site, full of anime games. One game I played people had the power level of 1000000 (You had to sit there and Press «P» to press the punching bag. Where my powerlevel was only 300. No matter what I did.

One day I found out that these guys were cheating. They were using a software called Ez Macros/ Macro Express (More complicated but i recommend it) to train for them while they were sleeping.

If you cant beat em, join em. I cheated. Made my 300 -> 1000000. Many, many times even after i got banned. So many times i was known as the Ez King. lol.

10 years later…

I thought to myself…If I could make 1 digit into 1000000. Why cant I make $1 in my bank account into $1000000. In the end All we are dealing with are numerical digits.

I used used Ez Macros / Macro Express. And created numerous databases. This is a freebie and a spoon feed to you guys. It will take you some time to master the art of recording -> scripting.
I wouldn’t be surprised if they moved this thread to VIP section. Im teaching you how to hire 10 men for free. AI and Robots are the future. This is how you use a «Computer». Make it move for you. Bring this to an interview and you’ll get hired (worked for me).

Dont be a fool and give out your niche. Just know the wealthiest members have been here for YEARS and might have 2 or 3 posts. I am giving back because i’m tired of being a piece of shit.

HulioG

 



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Brands Should Work With Influencers, But Only If They’re Smart About It

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If you Google the phrase “influencers are,” you get these descriptors: dead, stupid, annoying, gross, losing their influence. And those are some of the more diplomatic responses to that popular open-ended search.

So why should brand marketers continue working with self-styled digital tastemakers and trendsetters?

“Consumer sentiment has never been so negative,” said Amber Atherton, founder and CEO of Zyper, a company that helps connect brands to their die-hard fans. “The market is saturated, and trust is being eroded.”

The key is choosing the right influencers, sometimes those with sway over a relatively small number of people in their immediate social circles, since 83% of consumers trust recommendations from family and friends more than any other form of advertising, according to Nielsen stats.

That insight came during Adweek’s Elevate: Influencers conference Oct. 17 in Los Angeles as Atherton discussed the value of super fans with Akash Mehta, Christian Dior’s global digital manager of parfums.

In the past three years, Mehta has zeroed in on “the bottom of the pyramid,” meaning those budding online mavens with 1,000 to 10,000 followers, where he’s found “more conversion and potentially more credibility” for the Dior beauty brand. (The top 1%—celebrities and other famous faces—still play a role, he said, but mainly in building awareness.)

The execs wanted to dispel the notion that working with everyday folks can’t move the needle.

“When you activate an influencer, it shouldn’t just be image driving—it should be business driving,” Mehta said, who also noted that he’s using gifts, free product and other rewards as incentives to get quality user-generated content. “We’ve seen ROI improve as we’ve gone further down that pyramid.”

The afternoon thought leadership event, held at Deutsch’s Steelhead production studio, included sessions with Kalen Allen, a video novice turned viral star (and Ellen DeGeneres protégé) and Drew McGowan, communications lead at Clif brand and Luna Bar, whose partnerships with members of the U.S. Women’s National Soccer Team highlighted the battle for equal pay for the World Cup-winning athletes. Helixa CEO Florian Kahlert told attendees to drill down further into influencers’ audiences (beyond demographics to psychographics) to find the best brand match.

Other insights from panelists included words of wisdom from Aimee Song, an “OG” blogger who’s built the fashion brand Song of Style with online retail giant Revolve, who has always listened to her “inner voice” about working with marketing partners. “I won’t promote diet tea because I don’t believe in it, for instance,” she said. “There’s quick cash to be made” from such one-off deals, “but I’d rather have longevity.”

Execs at Revolve, an early adopter in the space, have built a stable of some 3,500 millennial and Gen Z influencers “in over a decade of making smart, strategic bets,” Raissa Gerona, chief brand officer, said.

“We’ve always looked at influencers as entrepreneurs,” she said. “A lot of companies don’t understand the power and complexity of influencers.”

Revolve, amping up the experiential marketing that it’s pioneered with its influencers, has toyed with the idea of opening a branded hotel or restaurant (there’s already a members-only Revolve Social Club in L.A. for loyalists) as part of realizing its “lifestyle brand” status.

L.A. Brand Stars winner Russell Barnett, CMO of My/Mo Mochi, spends “an inordinate amount of time” vetting and educating a highly curated group of influencers for the sweet treat brand, knowing that sometimes they may toss the script.

“If they go rogue, we love that and we don’t love it,” he said during a session with fellow L.A. Brand Stars from Beyond Meat and FabFitFun. “Sometimes it’s a happy accident because that’s where the real passion is. If it goes bad, you can ride that out.” 



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Direct-to-consumer brands that have tested Snapchat's latest ad format say it's helping drive returns while bringing their cost-per-purchase down

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  • Snapchat’s Dynamic Ads format is already working well for some e-commerce and direct-to-consumer brands.
  • Snapchat is rolling out the new format today. Business Insider reported first that it was testing the dynamic ads format this summer.
  • Brands including Princess Polly Clothing and Vitaly Design said the Dynamic Ads are helping cut the cost of ads and are increasing return on spend for them.
  • Click here for more BI Prime stories.

Snapchat is rolling out a new ad format it’s been testing for months, and some e-commerce and direct-to-consumer brands said it was already paying off for them.

Dynamic Ads let advertisers automatically create ads from their product catalogs and serve them to people on Snapchat in real-time, based on interest people have shown in the brand online. Business Insider broke the story about Snapchat testing the dynamic ads format this summer.

Read More: Snap is secretly testing dynamic product ads that retarget consumers as it races to compete with Facebook and Pinterest for e-commerce dollars

Such ads already exist on Facebook, Twitter, and Pinterest, and the new format is a way for Snapchat to make a bigger effort to grow retail, e-commerce and performance marketing dollars, sources previously told Business Insider. Advertisers can bid for Dynamic Ads on Snapchat’s self-serve platform Ad Manager. The ads will be available to brands everywhere, but campaigns will only reach its US audience to start.

Advertisers say Dynamic Ads are working for them

Some DTC advertisers that have tested Dynamic Ads include Princess Polly Clothing, Vitaly Design, Shady Rays Polarized Sunglasses, and The Ridge Wallet, said Dynamic Ads are helping bring their cost-per-purchase down while increasing their return-on-ad-spend (ROAS) compared to other  ad formats on Snapchat.

Snapchat has given brands discounts to get them to new formats, but didn’t do so with Dynamic Ads, a company spokesman said.

Online retailer Princess Polly Clothing has been testing Dynamic Ads over the past month to retarget people. Dynamic Ads let it easily personalize the ad creative depending on the user and drive purchases, said Kim Zorn, its digital marketing manager. The retailer said its cost-per-purchase decreased by 60% while its return on ad spend is 171% higher than compared to other, similar product-focused campaigns.

For accessory maker Vitaly Design, Dynamic Ads let it easily reuse its product feeds to create ads, saving time and money, said Joe Cornfield, director of marketing at Vitaly Design. The company said it saw a 21% decrease in cost-per-purchase and a 29% increase in ROAS compared to other cross-platform e-commerce ads.

Retailers could import their product-catalog feeds on Snapchat to create other ads such as Story Ads, Snap Ads, and Shoppable Snap Ads since September, but until now, the ads had to be targeted manually. Dynamic Ads’ automatic nature means the company doesn’t have to create a new ad for every item, said Chris Ratterman, founder and CEO at sunglasses maker Shady Rays.

«Although it’s early, we’re seeing very promising results,» he said, adding that Dynamic Ads campaigns resulted in a 66% decrease in cost-per-purchase and a 286% increase in ROAS compared to its other retargeting initiatives.

Snap is making a bigger play for e-commerce dollars

In recent years, Snapchat has been catering to performance-driven advertisers with initiatives like its self-serve ad platform, Snap Pixel, Product Ads, and Reach and Frequency-based buying. More recently, it launched the Snap Select program, tools for video marketers and updates to its non-skippable, six-second video ad format Commercials. 

Snapchat has also been working to appeal to DTC advertisers outside of products. The company recently reorganized its sales team under its new chief business officer Jeremi Gorman, with a sales team dedicated to «emerging brands» or DTC brands. These reps frequently offer tips and credit to try out new formats, DTC brands like Curology have told Business Insider.

Read More: Popular direct-to-consumer brands like Brooklinen, Curology, and MeUndies are flocking to Story Ads on Snapchat Discover as Instagram gets crowded and pricier

Snapchat’s move comes as many DTC companies are shifting spending beyond the channels that helped propel their businesses, especially Facebook and Instagram to marketing channels like long-form video. 



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