Inbound Marketing | HubSpot TV

Episode #216 - September 7, 2012 Goodbye Summer, It's the Final Andrew & Ellie Show! Welcome How to interact on Twitter: include #MktgUp in your tweet! On the show today is Ellie Mirman (@ellieeille) and Andrew Quinn (@andrewtquinn) As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review! Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday Headlines INBOUND 2012: The largest gathering of inbound marketers http://www.inboundconference.com 2800 marketers descended on Boston for INBOUND 2012 There were fantastic keynote speakers: David Meerman Scott, Rand Fishkin, Susan Cain, Gary Vaynerchuk, Dharmesh Shah & Brian Halligan There we also rock stars: Cyndi Lauper and Wildside! 5 different categories of break out sessions over the three days featuring thought leaders from inside HubSpot, our partners and customers. Fantastic event that was aimed at helping everyone in attendance become better marketers in the spirit of making marketing people love. Marketing Takeaway: Now it’s time to plan for INBOUND 2013. Get your tickets now. HubSpot introduces the future of marketing software: HubSpot 3 http://blog.hubspot.com/blog/tabid/6307/bid/33539/Announcing-HubSpot-3-The-Future-of-Marketing-Software.aspx Watch the keynote video with Brian Halligan and Dharmesh Shah: http://blog.hubspot.com/blog/tabid/6307/bid/33558/Founders-Launch-HubSpot-3-During-INBOUND-2012-Keynote-FULL-VIDEO.aspx Learn more about HubSpot 3: http://www.hubspot.com/3 HubSpot announced its biggest product release: HubSpot 3, the only easy, integrated, and powerful marketing platform This latest release includes centralized tools so you don’t have to cobble together multiple fragmented systems, including a centralized contacts database that gives you a 360 degree view of your relationship with your contacts and powers segmentation and personalization in all of your marketing Also included are tools to help you deliver the right content to the right person at the right time and through the right medium, from smart CTAs to smart form fields and workflows that help you build your database and deliver the right offer to the right person All this plus a continuing education program and community to increase your marketing knowledge, and a mobile app to take HubSpot analytics and contacts with you on the go HubSpot 3 is a remarkable release that makes the difficult easy and the impossible possible Marketing Takeaway: If you’re a HubSpot customer or you’re interested in learning more about HubSpot 3, check out www.hubspot.com/3 to learn how you can use HubSpot 3 to make marketing people love! Facebook rolls out ad targeting by email addresses and mobile phone numbers http://techcrunch.com/2012/08/30/facebook-ads-email-phone-numbers/ Facebook continues to roll out innovations for marketers. The latest is ad targeting based on information a marketer already has. Here’s how it works: As a marketer, you probably have some type of prospect/customer list. And you mostly likely have email addresses, phone numbers or customer IDs. You upload that list into Facebook and it gets synced up with Facebook accounts. Once that done you have the ability to target Facebook ads just to the people that are on your list. You can segment your list within Facebook to target subgroups from that list. You might wondering about the privacy implications. Facebook has set this up so that they don’t have direct access to the marketers data and the marketer doesn’t have direct access to the facebook accounts that match the list. Marketing Takeaway: Segmentation is HOT. Your marketing database is an extremely valuable asset. Use new and innovative way to use that database and segment it to send the right message to the right person is getting easier all the time. Segment your way to success. Social media grows up http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/ Pingdom reported on age distribution across social media sites. Over 50% of social media users are in the 25-45 age range, and another 19% are in the 45-55 age range. LinkedIn, Yelp, Facebook, and Flickr have the oldest audiences. Facebook, for example, has 65% of their users 35 or older. Reddit, Tumblr, MySpace are among those with the youngest audiences. Overall the social media userbase is older than you might expect - the average age is 37 years. Most sites are slightly dominated by women. Marketing Takeaway: Social media has an older userbase than you might expect and is definitely frequented by a wide range of age groups. If you think your audience isn’t on social media, think again. Can you buy a Facebook Like? http://www.marketingpilgrim.com/2012/09/majority-of-consumers-would-trade-a-facebook-like-for-a-discount.html Marketing Pilgrim pulled together some interesting data discount shoppers. You might not realize it’s National Coupon Month! Red Plum, a major coupon producer, released their annual purse string study. The key finding: It has now become 2nd nature for people to look for discounts and coupons. They expect it. To save 25% survey respondents said the following: 75% said they would sign up for an email newsletter for 25% off 67% said they would like a page on Facebook Only 17% said they would retweet a deal Marketing Takeaway: Discounting can be an interesting way to build your subscriber database or develop a bigger base of fans. Beware, you get what you pay for. Make sure you track the effectiveness of a discounting program to ensure you getting a good return. LinkedIn company pages get a makeover http://blog.hubspot.com/blog/tabid/6307/bid/33567/LinkedIn-Launches-New-Company-Page-Design-See-What-s-Changing.aspx LinkedIn announced it’s making changes to the layout of company pages and has already rolled it out to select companies, including HP, Dell, and HubSpot! The change will go out to everyone later this year. Products & Services section is now more prominent, being featured in the right sidebar rather than a tab. More prominent option to post targeted company updates to reach certain segments of your audience. On the new Products & Services page, recommendations by people in your network are more prominently displayed. Unfortunately, all the “about” sections are buried in the new layout. Overall, LinkedIn is following the format of company pages on other social media sites like Facebook and Google+, focusing less on biographies and more on content and the social graph. Marketing Takeaway: Make sure you’re adding content to your LinkedIn company page, especially info on your products & services and recommendations of them as well. All social media sites are favoring this type of content over the boilerplate “about us” sections that we’re used to. Marketing Tip of the Week You can have a lot of fun talking about marketing on a Friday afternoon while enjoying an adult beverage. It’s been a great summer; we’ve enjoyed bringing you our perspective on marketing news and we enjoyed meeting some of our viewers at INBOUND 2012. If you weren’t there you really missed out. Be there for INBOUND 2013.