Optimizing Your Site for Maximum Lead Flow
 

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A solid website is crucial for any business looking to establish a strong web presence and get found by prospects online. Once you've attracted visitors to come to your site, take advantage of this ...

A solid website is crucial for any business looking to establish a strong web presence and get found by prospects online. Once you've attracted visitors to come to your site, take advantage of this opportunity as best you can in order to turn those visitors into leads and eventually customers. Learn how in the presentation by Mike Volpe and Tim Ash!

Check out the video presentation here: http://www.hubspot.com/marketing-webinar/optimizing-your-website-for-maximum-lead-flow/

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Optimizing Your Site for Maximum Lead Flow Presentation Transcript

  • 1. Optimize Your Website for Maximum Lead FlowTim Ash Mike VolpeCEO of SiteTuners.com VP Marketing at HubSpotTwitter.com / @tim_ash Twitter.com / mvolpetim@sitetuners.com mvolpe@hubspot.com
  • 2. 86% of People Skip TV Adshttp://www.guardian.co.uk/media/2010/aug/24/tv-advertising
  • 3. 44% of Direct Mail is Never Even Looked Athttp://en.wikipedia.org/wiki/Advertising_mail
  • 4. We All Have an Addiction
  • 5. Lazy Marketers Relyon Advertising Buys
  • 6. Renting / Outbound Building / Inbound Advertising BloggingConferences / Events SEO Paid Search / PPC Free Tools Email List Rentals Social Media Cold Calling Opt-In Email Lists
  • 7. Your competition is NOT who you think it is.
  • 8. Bring All the Pieces Together Social Media Search Engine Marketing Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support
  • 9. Website Tips Based on Real Data Lessons from 3,674,029 websites www.WebsiteGrader.com
  • 10. Tip #1: BuyerPersona DrivesContent
  • 11. Meet “Marketing Mary”• 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
  • 12. Have You Met Your Personas?
  • 13. 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
  • 14. Tip #2:Publish, Don’tAdvertise
  • 15. Publish vs. Advertise People ignore ads. 0.2% Click Through Rate Be the content, not the ads around the content.
  • 16. Publish Everything• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
  • 17. 55% morewebsite visitors for companies that blog. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • 18. 79% morefollowers for companies that also have a blog Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  • 19. Content Makes You Interesting
  • 20. Tips for Publishing (Blogging) • Title should be keyword rich • Image in every article • Use both email and RSS subscription • CTA in every article
  • 21. 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
  • 22. Tips for Publishing (Blogging) • Engage the whole company • Contests and public praise • Support from executives • Build into employee goals • Get everyone addicted
  • 23. Tip #3: MakeGoogleHappy
  • 24. SEO from 2000 to 2011 Ranking Algorithm: f(n): Context + Authority
  • 25. Keyword Selection “Cosmetic Dentist” vs “Prosthodontist” https://adwords.google.com/select/KeywordToolExternal
  • 26. On-Page SEO Essentials• Page Title• Clean URL• Headers & Content• Description
  • 27. Attractive to Humans and Crawlers www.seo-browser.com
  • 28. Authority is Determined by Links
  • 29. 97% more links (for better rankings) for companies that have a blog Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 30. A Few Links Go a Long Way 85% of web pages have less than 7 inbound linksSource: SEOMoz.org
  • 31. Where is Search Going?
  • 32. Coming to SEO: Likes = Links = =
  • 33. 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
  • 34. Advice for the road ahead…
  • 35. Stop thinking like amarketer or advertiser.
  • 36. Start thinking like apublisher and socializer.
  • 37. Tim Ash – CEO
  • 38. About SiteTuners • Conversion reviews & consulting projects • Landing page test plans & guaranteed-improvement tests • More than 750 clients since 2002
  • 39. Hassle & CostNeed & Value
  • 40. Before
  • 41. After+ 17%
  • 42. Before
  • 43. After+ 51%+ $48,000,000
  • 44. 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
  • 45. San Francisco - New York City - San Jose - Washington DC - Hamburg – London Bryan Michael Tom Tim Patrick Jakob Eisenberg Summers Davenport Ash Bultema Nielsen Promo Code CCW920
  • 46. Next step: Talk to an expert. No cost. No obligation. Get a free, custom assessment of your website. www.HubSpot.com/IMA
  • 47. Thank YouTim Ash Mike VolpeCEO of SiteTuners.com VP Marketing at HubSpotTwitter.com / @tim_ash Twitter.com / mvolpetim@sitetuners.com mvolpe@hubspot.com