optimizing your site for maximum lead flow

Optimize Your Website for

Maximum Lead Flow

Mike Volpe

VP Marketing at HubSpot

Twitter.com / mvolpe

mvolpe@hubspot.com

Tim Ash

CEO of SiteTuners.com

Twitter.com / @tim_ash

tim@sitetuners.com

http://www.guardian.co.uk/media/2010/aug/24/tv-advertising

86% of People Skip TV Ads

http://en.wikipedia.org/wiki/Advertising_mail

44% of Direct Mail is

Never Even Looked At

We All Have an Addiction

Lazy Marketers Rely

on Advertising Buys

Renting / Outbound Building / Inbound

Advertising Blogging

Conferences / Events SEO

Paid Search / PPC Free Tools

Email List Rentals Social Media

Cold Calling Opt-In Email Lists

Your competition is NOT

who you think it is.

Bring All the Pieces Together

Social Media

Marketing

Search Engine

MarketingContent

Marketing

Conversion Marketing

Lead Nurturing

Sales Support

Website Tips Based on Real Data

Lessons from 3,674,029 websites

www.WebsiteGrader.com

Tip #1:

Buyer

Persona

Drives

Content

• Title: “Director/VP of Marketing”

• Company has 50-500 employees

• Expert at “outbound marketing”, 15+ years experience

• Worries about “brand presence” (colors, logo, fonts)

• Website built for $25K with firm, uses Salesforce.com

• Uses the web for:

• Photo sharing of kids with friends (Shutterfly, NOT Flickr)

• Email (Outlook for work, web based for home)

• Research / news (web, email subscriptions, NOT RSS)

• LinkedIn (~100 connections, a couple groups), Facebook (personal only)

• Personal:

• 42 years old, married, 2 kids (10 and 6)

• A little scared of “technology”

• Enjoys travel, drives an SUV, likes her iPod Nano (300 songs)

• Worried kids are meeting bad people on MySpace and in chat rooms

• Wears “appropriate business casual” from Banana Republic and Ann Taylor

• HubSpot:

• Wants to learn “inbound marketing”, needs easy to use tools, need integrated

tools, needs reports to show CEO, wants life to be easier, doesn’t like to tinker

Meet “Marketing Mary”

Have You Met Your Personas?

Tips for Buyer Personas

• Use data, but don’t be a slave to it

• Get personal and specific

• The perfect is the enemy of the good

• Socialize it company wide

Tip #2:

Publish,

Don’t

Advertise

Publish vs. Advertise

People ignore ads.

0.2% Click Through Rate

Be the content, not the

ads around the content.

Publish Everything

• Blog

• Podcast

• Videos

• Photos

• Presentations

• eBooks

• News Releases

55% more

website visitorsfor companies that blog.

Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

79% more

followers for companies

that also have a blog

Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

Content Makes You Interesting

Tips for Publishing (Blogging)

• Title should be keyword rich

• Image in every article

• Use both email and RSS subscription

• CTA in every article

Tips for Publishing (Blogging)

• Want more comments?

• Ask a question

• Be controversial

• Leave part of the issue untouched

• Need article ideas?

• Check email sent items

• Customer service inquiries

• FAQs salespeople receive

• Ask your readers

Tips for Publishing (Blogging)

• Engage the whole company

• Contests and public praise

• Support from executives

• Build into employee goals

• Get everyone addicted

Tip #3:

Make

Google

Happy

SEO from 2000 to 2011

Ranking Algorithm:f(n): Context + Authority

Keyword Selection

“Cosmetic Dentist”

vs

“Prosthodontist”

https://adwords.google.com/select/KeywordToolExternal

On-Page SEO Essentials

• Page Title

• Clean URL

• Headers & Content

• Description

Attractive to Humans and Crawlers

www.seo-browser.com

Authority is Determined by Links

97% more links

(for better rankings)

for companies

that have a blog

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

A Few Links Go a Long Way

Source: SEOMoz.org

85% of web pages

have less than 7

inbound links

Where is Search Going?

Coming to SEO: Likes = Links

= =

Tips for SEO

• Use keywords and language your

buyer persona uses

• Focus on great content more than

technical tweaks

• Train all content creators on SEO

Advice for the road ahead…

Stop thinking like a

marketer or advertiser.

Start thinking like a

publisher and socializer.

Tim Ash – CEO

About SiteTuners

• Conversion reviews & consulting projects

• Landing page test plans & guaranteed-improvement tests

• More than 750 clients since 2002

Need & Value

Hassle & Cost

Before

After

+ 17%

Before

After

+ 51%+ $48,000,000

Express Review - Special Offer

• 45min interactive review of client landing page or site

• Video transcript recorded via GoToMeeting

• Includes AttentionWizard.com “attention heatmap” of page

http://Express-Review.com - Only $699

First 3 reviews will be personally conducted by Tim Ash

Tim

Ash

Tom

Davenport

Michael

Summers

Bryan

Eisenberg

Patrick

Bultema

Jakob

Nielsen

San Francisco - New York City - San Jose - Washington DC - Hamburg – London

Promo Code CCW920

Next step:

Talk to an expert.

No cost. No obligation.

Get a free, custom

assessment of your website.

www.HubSpot.com/IMA

Thank You

Mike Volpe

VP Marketing at HubSpot

Twitter.com / mvolpe

mvolpe@hubspot.com

Tim Ash

CEO of SiteTuners.com

Twitter.com / @tim_ash

tim@sitetuners.com