Optimizing Your Site for Maximum Lead Flow

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

86% of People Skip TV Adshttp://www.guardian.co.uk/media/2010/aug/24/tv-advertising

44% of Direct Mail is Never Even Looked Athttp://en.wikipedia.org/wiki/Advertising_mail

We All Have an Addiction

Lazy Marketers Relyon Advertising Buys

Renting / Outbound Building / Inbound Advertising BloggingConferences / 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 Search Engine Marketing Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support

Website Tips Based on Real Data Lessons from 3,674,029 websites www.WebsiteGrader.com

Tip #1: BuyerPersona DrivesContent

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

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’tAdvertise

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% morewebsite visitors for companies that blog. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

79% morefollowers 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: MakeGoogleHappy

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 85% of web pages have less than 7 inbound linksSource: SEOMoz.org

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 amarketer or advertiser.

Start thinking like apublisher and socializer.

Tim Ash – CEO

About SiteTuners • Conversion reviews & consulting projects • Landing page test plans & guaranteed-improvement tests • More than 750 clients since 2002

Hassle & CostNeed & Value

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

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

Next step: Talk to an expert. No cost. No obligation. Get a free, custom assessment of your website. www.HubSpot.com/IMA

Thank YouTim Ash Mike VolpeCEO of SiteTuners.com VP Marketing at HubSpotTwitter.com / @tim_ash Twitter.com / mvolpetim@sitetuners.com mvolpe@hubspot.com

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Optimizing Your Site for Maximum Lead Flow

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