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HubSpot has grown into one of the most credible names in the marketing and sales game in the last few years and we are lucky enough to have Kieran Flanagan, their VP of Marketing on the show today! If you listen to this podcast it is more than likely you know a lot about HubSpot already as we often refer to them, as happy customers of the company and having had a few of their team on the show already. The focus of today’s conversation is Kieran’s work on the freemium project at HubSpot and the impact that this initiative had on the company and their progress going forward. We speak about freemium and who it might work for; Kieran believes it is not a surefire way to success for every kind of company and links its usefulness to HubSpot to their product-led model. We also get some great insight into the company and how they approach tasks and challenges and Kieran breaks down their pod method for creating teams. Tune in to get it all!


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Matthew Woodward

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Hey everyone! Today, I share the mic with Matthew Woodward, SEO expert and owner of a successful SEO blog.

Tune in to hear Matthew analyze Google’s algorithm, how his blog gets 60,000 visits a month and how he was able to more than double his click-through rate using his Google search ranking strategy.

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Bill Widmer

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Hey everyone! Today, I share the mic with Bill Widmer, an SEO expert and a serial entrepreneur.

Tune in to hear how Bill has turned his casual blog for family and friends into a 6-figure blog site, how his site is able to get 300,000 visits a month and what current SEO trends are working.

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Rand Fishkin SparkToro

Hey everyone! In today’s episode, I share the mic with Rand Fishkin, the Co-Founder of SparkToro, a service that helps you find all the proper outlets through which to reach your target demographic. This is his second time being a guest on Growth Everywhere! Check out the first episode with him here!

Tune in to hear Rand talk about why the “Wizard of Moz” decided to leave Moz, how he helped grow the company 50% YoY, how he started his own software company a month later, and why the venture model may not work for every company.

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David Henzel

Hey everyone, in today’s episode I share the mic with David Henzel, previous owner of MaxCDN, founder of CDN Advisor LLC, and podcast host of Managing Happiness.

Tune in to hear David share about his passion for applying business principles to one’s personal life and relationships, the principles that will help you achieve continual success, how he sold his e-commerce business for $300K just so he could move to the U.S., and how defining the company’s mission statement made growing the business much easier.

Download podcast transcript [PDF] here: Why David Henzel Sold His Business for $10M+ and Started a Podcast Called ‘Managing Happiness’ TRANSCRIPT

Time-Stamped Show Notes:

3 Key Points:

  1. Apply business principles to your relationships to ensure that they are in a continuous phase of GROWTH.
  2. Lead your life with LOVE, not FEAR.
  3. Develop emotional strength which will help you act in the most difficult of situations.

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Vasil Azarov

Hey everyone, in today’s episode I share the mic with Vasil Azarov, CEO of the Growth Marketing Conference, a must-attend for startup founders and marketing execs.

Tune is to hear Vasil discuss how the Growth Marketing Conference gets a 30% attendance rate from their 100K community of entrepreneurs and marketers, why events are essential for generating attraction if you already have a product, why he believes that events are the future of marketing and sales, and the best way to build an audience fast.

Download podcast transcript [PDF] here: How the Growth Marketing Conference Brought in $2M in 2 Years in Such a Competitive Space TRANSCRIPT

Time-Stamped Show Notes:

3 Key Points:

  1. If you don’t have passion in what you’re doing, you won’t make it.
  2. It’s never about just the one event, it’s about having that next step or level of engagement with your following.
  3. The key to a successful event? Make sure your event structure and progression of topics make sense AND plan for high-level engagement/actionable workshops.

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Sol Orwell

Hey everyone, in today’s episode, I share the mic with Sol Orwell, the founder of

Listen as Sol shares how going from fat to fit led him to create a 7-figure nutrition business, how he built that business off of his Reddit followers, how generates 100% of their revenue with just 3 products and why his quest for independence is the guiding principle to how he runs his companies.

Download podcast transcript [PDF] here: Sol Orwell Shares the Secret to Getting 2M Visitors Every Month On a Nutrition and Supplements Site TRANSCRIPT

Time-Stamped Show Notes:

3 Key Points:

  1. It’s important to invest in a community—being plugged in jumpstarts your potential for growth.
  2. Finding the right people for your team and trusting IN them is crucial for the growth of your business.
  3. Doors will open if you focus more on building relationships rather than just thinking of ways you can monetize these connections.

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André Siqueira cofounder RD Station in Brazil

Hey everyone, in today’s episode, I share the mic with André Siqueira, co-founder of RD Station, a digital marketing software company based in Brazil.

Listen as André discusses how they were able to secure significant investments (the largest amount in Latin America) despite the political state of Brazil, their struggle with customer retention and their bold decision to do event marketing—something that is not very common in Brazil—and the fact that their biggest competitors in Brazil are businesses who don’t understand inbound marketing.

Download podcast transcript [PDF] here: How RD Station Continues to Double Its Growth Rate Each Year (After Raising $19M) TRANSCRIPT

Time-Stamped Show Notes:

3 Key Points:

  1. Providing value to your audience can be the gateway to acquiring customers.
  2. You don’t have to do BIG the first time you try – start small.
  3. Do not go after every person – know the kind of customers that you’d like to target.

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This post originally appeared on Single Grain, a growth marketing agency focused on scaling customer acquisition. 5 Ways to Track Your Revenue with Google Analytics Consider this: every 30 seconds, online businesses make just over $1.2 million: e-commerce in real time It’s a small reminder that there’s a massive amount of money to be made on the Internet. If you’re already receiving even a small piece of that 30-second money, congratulations. But once you start making money, something’s going to happen: you’ll start thinking about where your money is coming from and how you can get more of it. Then you begin calculating your ROI and you realize something: you don’t know exactly where your money is coming from. The truth of the matter is that ROI is a lot more complicated than most people make it out to be. That’s not to say that the average person can’t understand the basics of Google Analytics, but measuring marketing ROI is a lot more complicated. It’s determined by all the unique channels that drive traffic to what you’re selling. So how do you track your website’s revenue accurately? By asking better questions. Yes, you’re accruing money from your website, but why? (And if you’re not curious enough to ask “why?” then you’re not thinking like an entrepreneur.) Which part of your website is drawing the most attention? What part are people skipping over? Can you place a dollar amount on any random visitor who happens to come across your site? Once you start to ask these questions, your business will grow and you can start looking at your online presence through a more objective lens, which will allow you to:

In this post, we’ll go over the different methods for tracking your website’s revenue with Google Analytics.

1) Track Revenue from E-commerce Transactions

If you’re selling a product (whether physical or digital), you’ll want to track it and the best way to do that is through the use of custom code embedded in your shopping cart. This type of tracking will allow you to determine a few things:

In essence, you’ll discover which parts of your website are most effective for your sales funnel – and which ones aren’t doing you much good. You might find, for instance, that one of your landing pages is leading to a 20% conversion rate while another is underperforming at 5%, in which case you might want to reconsider how you built that landing page. Knowing the proper steps to building – and testing – a dynamite landing page can be transformational for your conversion rates. Learn more: 5 Important Landing Page Elements You Should Be A/B Testing But before you can play with the data, you’ll first need to enable e-commerce analytics by logging into Google Analytics and switching the “E-Commerce set-up” radio button in the Main Website Profile Information from “Off” to “On.” How to Track Your Website’s Revenue with Google Analytics The next step is a little more complicated. You’ll need to add a customized tracking code to your shopping cart system that reports when and how purchases occurred. Depending on your hosting and shopping cart providers, this may be done through a server-side inclusion, a separate module through your content system, or through hand-coded HTML. For more details on how to finish this integration, check out Google’s E-commerce Tracking documentation.

2) Track Revenue from Non-E-commerce Sites

Now, suppose you don’t sell any products on your site, but instead use your page to generate leads for an offline business. In this case, every visitor to your site has a monetary value, although this isn’t determined by the number of sales that result from a traditional shopping cart system. Ideally, the revenue generated from the time and effort you invest into promoting your website should increase over time. To track whether or not this is the case, you’ll want to make use of “Goals” within Google Analytics. To do so, log into your Analytics account and navigate to “Conversions” > “Goals” where you’ll have the option of setting up new Goals. How to Track Your Website’s Revenue with Google Analytics Although you have several different Goal types you can play around with, Event Goals (goals that aren’t tied to arrival on a specific site URL) make the most sense for tracking revenue from non-e-commerce sites, as they allow you to set a custom event value for each circumstance you define. On a basic level, your Goals will evaluate every visitor that comes to your site by using a simple equation. Take the amount of money you’ve made and divide it by how many new (unique) visitors have come to your site. That will tell you how much each new visitor is worth. But that’s just scratching the surface. If you want to truly understand your sales funnel, Goals can help you track much more specific data. For example, say you generate leads using a free white paper on your site. You’ve already determined that the average value of a visitor who contacts your company in this manner is worth $20. Now, you can set up an Event Goal accordingly. This lets you track how potential leads move through your site so you can optimize your site structure for maximum conversions.

3) Integrate Analytics with AdWords

Tying your Google Analytics account to your AdWords accounts can give you some very valuable information about the efficacy of your PPC campaigns, including which keywords result in conversions, what AdWords visitors do once they land on your site, and much more. Google AdWords Read more: 13 Quick Tricks to Increase Conversion Rates that You Can Do Right Now The best part is that setting up this integration is incredibly simple. If you use the same e-mail address to log into both your Analytics and AdWords accounts, all you have to do is open up your AdWords account, navigate to the “Reporting” tab, and click on “Google Analytics.” Select “I already have a Google Analytics account,” then choose the correct account profile from the list. In the next section, you’ll have the opportunity to select and deselect a number of checkboxes – including one that gives you the option of turning off auto-tagging. For most beginners, we recommend leaving auto-tagging on. This is an easy way to tie your keywords to your campaign links (otherwise you have to manually add tracking variables to every link in your account). You’ll also want to take the time to import your cost data from AdWords, as this will allow you to analyze the ROI of all conversions and sales on a per-keyword basis. To do this, follow these steps, as laid out by Google Support:

  1. Log in to your AdWords
  2. Select the Reporting tab and click ‘Google Analytics.’
  3. Click ‘Edit’ next to the profile that you would like to edit.
  4. Click ‘Edit’ in the upper right corner of the ‘Main Website Profile Information’ box.
  5. Check the ‘Apply Cost Data’ checkbox.
  6. Click on the ‘Save Changes’ button.

For those who are more visual, here’s a short how-to video:

4) Integrate Analytics with AdSense

As with the Google AdWords/Google Analytics integration described above, pairing Google’s website statistics manager with your AdSense account can result in several types of useful data, including the ability to view earnings based on user visits (rather than just page impressions). For instance, if you’re blogging (and you should be), this is a fantastic way to analyze the trends in your blogs to see what’s working for you. You can view:

Finding out this information allows you to open up channels for additional revenue or see what is actually helping your website to convert. And those are just some of the things you can discover. You’ll also be able to view click data based on user location, browser type, and referral source – all of which can help you refine your content-based ad monetization strategy. It can even help you discover which areas require growth. If, for example, you see that the majority of your web traffic comes from New York but the majority of your sales come from Los Angeles, you can rethink your strategy to compensate for a specific region. How to Track Your Website’s Revenue with Google Analytics To connect your Analytics and AdSense accounts, look for a link inviting you to do so in the Overview or Advanced Reports pages of your AdSense account. If you aren’t yet eligible, keep checking back to take advantage of this feature in the future.

5) Use Google Analytics to Measure the ROI of Different Traffic Types

One final way you can use Google Analytics to track website ROI is to break out revenue stream by traffic type. Most webmasters advertise their sites in a number of different ways, including PPC ads, content marketing, social networking, forum marketing, etc. However, since it’s likely that not all of these activities result in the same ROI, it’s a good idea to break them apart to see which traffic source results in the most income. This will help you determine how to best allocate future promotional efforts. To do this, you’ll need to set up Advanced Traffic segments, which allow you to break out visitors based on referral sites to see which types of traffic are converting best for you. Start by clicking on the “Advanced Segments” tab under the “Standard Reporting” tab of your Google Dashboard. You’ll see that some default segments have been included, but you can also use the button in the lower right-hand corner to create your own segments based on specific sites or types of sites. How to Track Your Website’s Revenue with Google Analytics A few potential traffic segments you could create include:

Once these segments are set up, filter your Goal conversions by segment to compare which traffic streams are most profitable for your site.

Transforming Your Revenue Streams

If this is your first time attempting to track your revenue through Google Analytics, it might seem daunting. Whenever you feel overwhelmed, just remember that these techniques can and will contribute to your bottom line:

Even if you aren’t actively tracking your website ROI, keep in mind that your competition sure as heck is. These tools are helping them acquire new clients that you could be getting! That’s why knowing how to properly measure revenue and conversion rates can help you stay ahead of the curve. Remember: online businesses make $1.2 million per 30 seconds, or about $3.5 billion per day. How much of that are you taking home? Need help tracking your revenue with Google Analytics? While other agencies love to talk about “ad spend,” at Single Grain we’re all about the ROI.  [sg_alert type=”success”]Get a free consultation right now to see how we can help grow your business![/sg_alert]

This post originally appeared on Single Grain, a growth marketing agency focused on scaling customer acquisition.

Heres How Targeting Cold Warm & Hot Traffic Builds Success RelationshipsVisitors. Traffic. Sessions.

It’s all the same, isn’t it? As long as potential customers visit your site, it hardly matters how you refer to them, right?

But here’s the catch: no two web visitors are alike.

Your traffic consists of people with different needs and knowledge levels of your brand or products. Heck, some of them might not even realize they have a problem that your product solves. Yet.

Therefore, to get the biggest bang for your advertising dollar, you need to launch campaigns that target all key traffic types: cold, warm, and hot traffic.

Instead of aiming just to sell, you should build relationships with people that are relevant to their stage of the buying cycle:

  1. Introduce your business to those at the early stages.
  2. Convert those who are deeper in the process into leads.
  3. And, finally, monetize those who are ready to buy.

Luckily, it’s not that hard to achieve.

And in this post, I’ll show you how to split your paid traffic between cold, warm, and hot visitors to achieve the greatest success.

But first …

Why You Should Not Go Straight for the Sale

You know, I think heading straight for the sale is the most common advertising mistake.

In my career in marketing so far, I have seen all kinds of businesses—from hotel chains to e-commerce stores and countless others in between—making this mistake.

They consider every visitor a potential sale, without any regard for the visitor’s current situation and need for information. Many of these companies don’t even optimize campaigns for any objective other than the sale.

But in reality, to build a solid strategy you need to target campaigns to different customers and their needs. You should use ads to slowly build relationships with them until they’re finally ready to buy. And to achieve this, you first need to learn about what types of audiences you need to target and how.

Learn More: The Turkish Rug Funnel (How A Rug Store Got Me To Shell Out A Few Thousand Dollars with ZERO Initial Interest)

Understanding Different Traffic Types

In marketing, we recognize three web traffic types:

Each of them has its distinct characteristics and offers different opportunities for converting into customers.

Note: if you work in sales, you might find these three traffic types similar to lead types that salespeople recognize: cold, warm, and hot leads. That is no coincidence. Both traffic and leads share similar characteristics and offer similar opportunities for conversion.

So let’s go through them in turn.

Free Bonus Download: Get a list of 10 rules for effective email marketing management that will convert your leads into sales! Click here to download it free.

1. Cold Traffic

Fact: not everyone clicking on your ads has heard of your brand before.

Many users click on your ads purely on the promise that you’ve made in the copy. Most likely they’ve searched for generic head or body keywords and are interested in learning more about the problem rather than available solutions.

Their decision to visit your site, therefore, wasn’t rooted in any prior knowledge or experience with your brand.

That’s cold traffic.

Cold traffic consists of people who have never heard of your business.

Think of them as casual browsers who are researching potential solutions or looking for information online. These people might have the problem your product or service aims to overcome, but since they know nothing about you, it’s highly unlikely that they would buy from you. As a result, they are the least likely to be susceptible to any sales message.

However, that doesn’t mean that you have no opportunities to convert them at a later date.

Marketing to these users gives you the ability to connect with them and start building a business relationship that might result in a sale at some point in the future.

You should target cold traffic to:

What content should you drive cold traffic to?

Since your goal is to establish a connection and introduce the brand, driving these visitors to a sales or landing page might only scare them away.

No worries, though, because there are plenty of other content types to which you could attract cold traffic, such as:

Success Template

Success Template

How do you “warm up” cold traffic?

Fact: it’s darn hard to sell to cold traffic.

But that doesn’t mean that you can’t “warm them up” (i.e. convert) to become customers later.

The most effective way to warm up cold traffic is to attract those visitors to a page offering a lead magnet or any other free resource they perceive as valuable enough to submit their personal details in return for it.

Learn More: LeadPages CEO Clay Collins Talks About How To Ramp Up Your Conversion Rates (Up To 75%!)

Success Template

Success Template

Once you’ve got their e-mail address, send them relevant information, either as a drip campaign or traditional newsletter to offer value, build trust, and confirm your authority. This will allow you to nurture the person until they’re ready to become a client.

Free Bonus Download: Get a list of 10 rules for effective email marketing management that will convert your leads into sales! Click here to download it free.

2. Warm Traffic

Warm traffic consists of people who already know about you, your brand, products or services.

They may have visited your site before. They’ve read your content. They’ve followed you on Facebook, Twitter or any other social media platform.

Perhaps they’ve even signed up for your mailing list, downloaded a lead magnet or engaged with you in some other way.

But so far, they have indicated no interest in buying from you.

In spite of the fact that they like your content, site or offer, so far they haven’t purchased whatever it is that you’ve offered them.

Your goal, therefore, is to run ads that will encourage warm traffic to make a purchase.

To what content should you drive warm traffic?

As your goal is to convert someone who already knows who you are, you need to drive them to pages or assets that deliver value but also remind them of their interest in your product or services.

For example, someone signing up for a product demo or a free trial immediately indicates their interest in your product. Similarly, when someone downloads a highly technical white paper that deals with an advanced aspect of a problem that your product targets, this signals their desire to overcome it.

So you should drive warm traffic to such content types as:

For example, Infusionsoft runs AdWords ads to promote product demo videos that users can watch in order to learn how to generate leads with the company’s product:

Success Template

Veeam Software promotes a highly technical webinar:

Success Template

Jason O’Neil offers a free class for anyone wishing to learn how to sell products on Amazon:

Success Template

Free Bonus Download: Get a list of 10 rules for effective email marketing management that will convert your leads into sales! Click here to download it free.

3. Hot Traffic

Finally, hot traffic is made up of people who have already bought something from you or trusted you with their business (and didn’t ask for their money back).

In other words, they know you, your products or services quite well. And there’s a good chance that they’ll buy more—they could purchase additional products, upgrade their service or send more projects your way.

And you can use PPC ads to follow up with them to see if they’re interested in doing more business with you.

Therefore, your goals for targeting hot traffic should be:

  1. To upsell – You should try to get them to buy from you again (and, ideally, to purchase a more expensive item or service than before).
  2. To re-engage with you – You should also aim to reactivate customers who haven’t bought from you for a long time and get them to do business with you again.

To what content should you drive hot traffic?

Remember, these people know you and most likely have bought from you already. Your goal, therefore, isn’t to convince them of your worth but rather remind them about your brand or products so they keep buying from you again.

Hot traffic is all about sales.

So when setting up PPC ads for this traffic, send them to:

When planning advertising campaigns to reactivate hot traffic, consider using retargeting to remind them of their previous interest in your brand.

For example, you could send retargeting traffic to pages that are relevant to the person’s prior interest in your products. If they viewed a specific product, send them to that page. If they added products to the cart, send them to the cart with their order, and so on.


Not all digital marketers understand the difference between cold, warm, and hot traffic and how to best target each group. If you’re unclear on this and sending traffic to the wrong landing page, you’re missing out on valuable opportunities to build successful customer relationships! 

So remember, your traffic consists of people with different needs and knowledge levels of your brand or products, and to really make use of your advertising dollar, you must warm up your potential customers for better conversions.

What tips have you learned when it comes to marketing to cold, warm, and hot traffic? Share what you’ve learned in the comments below!

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