website optimization tips - cdn1.hubspot.net · website optimization tips mike volpe cmo @ hubspot...
TRANSCRIPT
Website Optimization Tips
Mike Volpe CMO @ HubSpot #OptimizeWS
I’m Mike Volpe. Nice to meet you. @mvolpe #OptimizeWS
700,000 Inbound Leads
120,000 Twitter
Followers
Top 10 Blog
5,000 Customers
3.7 million Free
Users 1,500,000 Slideshare
Views CMO @ HubSpot
IT’S TIME TO RETHINK MARKETING
Inbound
marketing is a fundamental shift in how we relate to
potential customers
RECYCLE/TRASH
SAY ‘DO NOT CALL’
SKIP ADS
UNSUBSCRIBE
STOP PUSHING advertising messages in the hopes that one will get through.
START ATTRACTING leads through relevant, useful, easy-to-find
content when they need it.
STOP FORCING leads through your decision process.
START RESPONDING to how they make
decisions.
Readiness to buy…
PUSH PAID RENT
INTERRUPT INVENTORY
VS.
9
PULL EARNED
OWN ATTRACT ASSET
Make
marketing people love
$ $
Inbound Marketing
11
Social Media Marketing
Search Engine Marketing
Content Marketing
Conversion Marketing
Lead Nurturing
Sales Support
Lessons from 3,706,342
companies
Content
Search
Social
Mobile
1 2 3 4
CONTENT 1
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 visitors for companies that blog.
Tips for Content
Talk about the industry NOT
YOURSELF
Use lots of
DIFFERENT MEDIA
SEARCH 2
Context Authority +
Prostho-dontist
Cosmetic Dentist
3
2
On-Page SEO Essentials Page Title 1
Headings & Content
Description
Authority is determined
by links
Source: SEOMoz.org
7 Links =
Top 15% of all web pages
FACT
97% Blogs attract
more links.
#OptimizeWS
Most Linked-To
Words
Where is Search Going?
Where is search going?
Context Link Authority +
Social Proof +
FACT The is
replacing the link.
#OptimizeWS
3
Use keywords your buyers use
2 Focus on great content more than technical tweaks
3 Train all content creators on SEO basics
Help Me Help You 4
1 Tips for Search
SOCIAL 3
% of Companies Acquiring Customers via Social Channels
57% 48% 57% 42%
Content Makes You Interesting
Image credit: netzkobold
Good content gets shared Remarkable
MORE!
3
Build reach using all your assets
2 Content is what makes you interesting in social media
3 Make it easy for users to share your content
Push the limits to get remarkable content 4
1 Tips for Social
MOBILE 4
86% of C-level execs have a smartphone
The majority say it is their
primary communication
tool
Is your website mobile optimized?
Is your email mobile optimized?
Is your email mobile optimized?
3
Avoid images, tables, columns
2 Formatted text is your friend
3 Use text (not images) for links
Test yours at Website.Grader.com and Email.Grader.com 4
1 Tips for Mobile
Content
Search
Social
Mobile
Summary
Mike Volpe
Twitter.com/mvolpe Facebook.com/mvolpe
Linkedin.com/in/mikevolpe [email protected]
www.HubSpot.com
THANK YOU