optimizing your site for maximum lead flow
TRANSCRIPT
Optimize Your Website for
Maximum Lead Flow
Mike Volpe
VP Marketing at HubSpot
Twitter.com / mvolpe
Tim Ash
CEO of SiteTuners.com
Twitter.com / @tim_ash
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
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
Tim Ash
CEO of SiteTuners.com
Twitter.com / @tim_ash