Marketing

How to Create a Webinar Landing Page in HubSpot

To create a simple registraton webinar landing page, I suggest going to HubSpot’s Market Place. Where you can download themes, modules, and templates for the landing page without having to create one from scratch. They range from many different price points.

I perfer the Drive | Drag-And-Drop Website Theme – Lite Version by Drive Web Studio. You can use whichever you want, and download it to your asset downloads/library.

Once it finishes downloading you can access them by selecting the market place icon in the top left corner and then choose “Marketplace downloads”.

Click create a page from the list.

Of course, create a form and start inputting the visuals and details.

I also recommend downloading the Countdown Time Module. It gives a sense of urgency to your prospects.

Hope that helps and as always happy creating!

Types of Content Ideas for Business

Creating content is always a huge undertaking. Here’s are some ideas to help!

Blog Posts

  • Awards
  • Company news
  • Employee Spotlights
  • Explainers
  • History
  • Ideas
  • Top benefits of X
  • Top Lists (Podcasts, products, etc)
  • Types of X
  • Year in review

Videos

  • Ads
  • Employee Spotlight
  • Explainers
  • Facility
  • Interviews
  • Short Videos
  • Webinars Clips

Social Media

  • Answer FAQ
  • Bite-Size Video Clips/Gifs
  • Company accomplishments
  • Company culture
  • Company milestones
  • Contests
  • Correct a common misconception that relates to your industry
  • Cross-promote our social media platforms
  • Curated Content
  • Event/Tradeshow Promotion
  • How-to videos
  • Image Scrabble Guess what this image is
  • Industry News
  • Inspiration Quotes? (Motivational Monday) for contractors
  • Links to free resources
  • Live Video (Instagram)
  • Newsletter and product knowledge
  • On this day in History
  • Product/Company Videos
  • Promote your partners
  • Question Posts/Polls
  • Quick Tips and Plans
  • Recommended Podcasts
  • Reference pop culture / topical items
  • Share infographics
  • Share something funny
  • Share statistics
  • Thank customers for their support

Infographics

  • Generational impacts or vice versa
  • How-to tutorials
  • Pain points and solution
  • Types of X
  • X amount of benefits

Happy creating!

MSP Business School – Enabling Sales Success by Driving Action (Guest Feature)

I had a great time at MSP Business School. In episode 68, Paul Schroeder and I share excellent suggestions on incentivizing your sales team to increase revenue and how ChannelAssist Inc helps companies create these programs.

Listen at the Website or Listen Below!


Follow MSP Business School Podcast at:

A podcast geared to Technology Service Providers where we bring you strategies and tactics to grow your business and build a winning culture. I love their podcast and the dynamic between the hosts is great!

Follow the Hosts at their LinkedIn:

Additional Resources at:

Make Wistia’s Play Button Appear In A HubSpot Email

If you are running into the issue of the Wistia’s Play button not showing up in your HubSpot email using the Email widget underneath Content, here’s how to fix it.

  1. Build a custom coded template in Hubspot. Here’s the link or it should be in common module.
  2. Once you are done, it should be in the “more” of the content section.

3. Drag the “HTML-Email” module onto your email as usual.

4. Go to Wistia and click on the “Embed & Share” button.

5. Copy the code in the Email Merge Tag

6. Paste it into the Hubspot HTML Module, you can change the width and height to fit your email.

You’re done, and you should see the play button now in your email.

If you are still experiencing problems. Contact Wistia’s support team. They are amazing!

Is Your A/B Test Significant?

You’ve done your A/B test and have the final question. Is it significant? If your application does not have A/B testing built-in, there are plenty of third-party applications you can use. You need two numbers, the visitors and conversion rate.

Website Planet

The simplest one. You need to plug in the two numbers.

Survey Monkey

They have more options for your test. Such as hypothesis and confidence.

AB Test Guide

It is a more robust A/B significance calculator. It has extra details in the result.

Common A/B Tests

  • Lead Generation – Vistors/Email Sent & Form Submissons
  • Email – Number Sent & Open Rate
  • Sales – Vistors & Sales

It’s tough doing A/B Tests. Sometimes you don’t know why certain variables give that number. Sometimes the tests aren’t significant. There is a sort of art to doing this, a lot of guesswork, but it is ultimately a good practice.

The Freemium Pricing Model

Freemium is a mash-up of the words “free” and “premium.” The gist of freemium is that consumers receive the basic features for free at no cost. The ‘premium’ features and add-ons cost money (Kumar, 2014). Freemium is a reasonably new pricing model that started in the 1980s (Seufert, 2013) and has quickly grown since. Over 80% of the top mobile applications use the freemium model (Lee, 2013). It is a pricing model that is becoming commonplace, especially in the software, social media, gaming, and mobile application industry (Kumar, 2014). It is a radical idea and bucks against the common notion that companies should not give away anything for free. Freemium has turned the idea on its head, partly due to today’s increasing online market. There are benefits for companies using this model. It makes it easier for consumers to recommend to their networks, which have facilitated the growth of many software companies (Lee et al., 2013). There are three challenges with the model. First, is how much value of the product should be free, relative to the premium product? Second, how do companies incentivize consumers to upgrade to premium or buy add-ons? Finally, what is the right incentive to offer to influence consumers to share? Future and current business professionals will have to learn how to navigate the freemium model, considering its pervasiveness, especially with the booming digital industry.

The freemium model has many variants. Product Sampling is one (Pujol, 2010). Companies restrict digital product sampling by time limitation or limited use, which is possible with the Internet (Pujol, 2010). For example, Harvard Business Review allows four free articles per month, with unlimited articles with a premium subscription. The last type is the product with the basic features (unlimited) and an upgrade to access premium features. (Punjol, 201). Often found in online games. The challenge here is which type of freemium to choose and how much value should be accessible while reducing the risk of cannibalization?

To mitigate this, companies should look at the metrics. The purpose of freemium is to attract new users (Kumar, 2014). If the data shows traffic is low, the free offerings are not enough and need more features. If there is a lot of traffic but not enough conversions, the free features are too much (Kumar, 2014). The company should first ensure customers understand what the premium offer entails (Kumar, 2014). It should be straightforward. Second, listen to consumers. Freemium is unique because there are two groups of customers that are dependent on each other. One is the free users, and the second is the premium users. For example, the first premium users act like beta users (Punjol, 2010). They test the premium product and give feedback. They are allowing the company to tweak the free product and the premium product even better.

Finally, what is the incentive to offer to influence consumers to share? Referrals effectively convert consumers to premium at 40% of the time due to the viral nature of referrals due to social media (Lee, 2013). To increase referrals, ensuring a steady conversion rate is critical. Naturally, a higher conversion rate seems better(Kumar, 2014). Studies have shown that a 2-5 percent conversion rate with high traffic is better (Kumar, 2014). If it is a niche market, then a higher rate is recommended. To consistently retain customers, companies should be committed to ongoing innovation. Users who are late joiners are harder to convert and are typically swayed by upgrades of the premium service (Kumar, 2014).

Freemium pricing is an intrinsic part of the online world and digital marketing. With many products now shifting to bits instead of bricks, it’s become a default standard. It is also a practical model for many startups. For example, Linkedin offered their service for free but has a premium version for the upgrade (Linkedin, 2016). The Freemium model can make a company successful, but again, it must be emphasized, it’s suited to industries where the product can be digital. It is a delicate balancing act. Knowing how much to offer for free, incentives, and continue innovation needed to succeed with the freemium model. One must understand how freemium works within digital marketing. As business continually shifts and change, we must change with it.

Work Cited

  • Lee, Clarence, Vineet Kumar, and Sunil Gupta. “Designing freemium: a model of consumer usage, upgrade, and referral dynamics.” Mimeo Leung, Michael (2013), Two-step estimation of network formation models with incomplete information (2013).
  • Liu, Charles Z., Yoris A. Au, and Hoon Seok Choi. “An empirical study of the freemium strategy for mobile apps: Evidence from the google play market.” (2012).
  • Pujol, Nicolas. “Freemium: attributes of an emerging business model.”Available at SSRN 1718663 (2010).
  • Seufert, Eric Benjamin. Freemium economics: Leveraging analytics and user segmentation to drive revenue. Elsevier, 2013.
  • Wang, Hao, and Alvin Chin. “Social influence on being a pay user in freemium-based social networks.” 2011 IEEE International Conference on Advanced Information Networking and Applications. IEEE, 2011.

Say NO to Spec Work

Spec Work is short for speculative work. Defined by AIGA (The Professional Association for Design) as “work done before engagement with a client in anticipation of being paid.” Most common in the design industry, such as website, graphics, and so on, but it does happen in other sectors such as software design. Spec work means the designer does not get paid. There are five types of unpaid work common:

  1. Speculative Work
  2. Competitions
  3. Volunteer Work
  4. Internships
  5. Pro bono

How it hurts the designer

Often designers who are usually starting are lured into doing speculative work, with the usual spiel of “gain recognition and exposure” or “Increase your portfolio” or “I just want to get a feel, and we can work on refining it” (Cass, 2009). What happens is that spec work very rarely leads to more work, profit or referrals. The “client” will get the complete job for free, won’t pay, and then cut all contact. Designers are often left in the dust holding nothing. Their rights to their work are gone, and the experience will leave a bitter taste, especially since designers pour time into creating the work. If the company wants to see the quality of one’s work, a portfolio, references, and experience should be enough.

How it hurts the company

The best work is done through collaboration and developing an agency-client relationship (Oetting, 2015). This allows trust and understanding to be built. Spec work does not create his kind of relationship. Often companies who are using spec work are looking to reduce cost and gain variation. This may be the case but in the long run, what you receive is low-quality work, the chance of plagiarism, no revisions, unethical, and no relationship is built (Cass, 2009).

Why it persists 

It has mainly been standard practice in the past few decades. There has only been a recent push back against spec work (AIGA, 2016). It has also been perpetrated due to the boom of the internet, which has allowed for forms of crowdsourcing, ease of finding new targets, and a large pool of desperate workers (Owyang, 2008).

Designers deserve to get paid, and they deserve to be able to make a living, just like any other job. Say NO to spec work.

References

Videos to Watch:

Here are two videos that really hit the points on the unethical nature of Spec Work.

Zulu Alpha Kilo – Spec | #saynotospec

The viral video by Zulu Alpha Kilo – a person goes around asking other people in non design occupations to provide spec work.

Mike Monteiro: F*ck You, Pay Me

A half hour lecture that highlights personal experience and give practical advice in being in the design industry.

A primer on A/B Testing

What is A/B Testing?

abimage

When comparing two versions of something to see which one performs better (VMO, 2016), the one that performs better is the one chosen. It can be anything from TV ads to websites. It is used often in the world of business. 

The purpose of A/B Testing

The purpose is to optimize the choice of media, to get more bang for your buck. The investment into A/B Testing has been correlated with positive revenue, sales, and leads. This is further supported by the wealth of information and tools available to us (Fung, 2014). The most significant benefit is that it answers the question, why? Or what if? (Jenkins, 2014).  

How does it work?

  1.   Study the data to see if there is an issue: A high bounce rate on the landing page.
  2.   Construct a hypothesis: Using the data, build a theory to achieve a goal. It can be one element or a complete redesign, but the less, the better (Optimizely, 2016).
  3.   Test the hypothesis using A/B Testing: Use control and a variation to better track and understand the true impact of the variation.
  4.   Analyze the data and draw conclusions: There is either a clear winner or no change. Either way, that does not mean A/B Testing is useless. 80-90 percent of A/B tests are counted as ‘failures’ (Fung, 2014). And are considered not statistically significant. The feedback drawn from the Testing will show if the company is on the right track and avoid wasting money and time (Fung, 2014).
  5.   Implement the choice and evaluate: Word of caution, the subsequent rollout is to the untreated half of the customer base, there expect the aggregate improvement of 2.5% if the test showed an increase of 5% (Fung, 2014).

Safeguards

Some people may see A/B Testing as a form of “manipulating emotions” (Constine, 2014). If one is to employ A/B Testing, ensure that there is an opt-out option for users. Companies should educate employees in ethical research methods (Constine, 2014).

References