Doit marketing doitmarketing-webrd

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doit marketing, doitmarketing Web Redesign for Marketing Results by HubSpot. More free resources at http://www.doitmarketing.com

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Doit marketing doitmarketing-webrd

  1. 1. Website Redesign for Marketing ResultsMike Volpe gVP MarketingHubSpot
  2. 2. Agenda• Importance of Yo r Website Your• Right and Wrong Reasons• Seven Website Redesign Tips
  3. 3. Marketers Doing Marketing
  4. 4. People Blocking MarketingCan Spam Act Signed into Law
  5. 5. People Don’t Need Marketing
  6. 6. Rethinking MarketingOutbound Marketing Inbound Marketing• Telemarketing • SEO / SEM• Trade shows • Blogging• Direct mail • Social Media• Email blasts • RSS• Print ads • Free tools/trials• TV/radio ads • Viral videos Interruption Permission
  7. 7. Your website is themost important marketing tool p g that you have.
  8. 8. Agenda• Importance of Yo r Website Your• Right and Wrong Reasons• Seven Website Redesign Tips
  9. 9. Which is better?
  10. 10. The Wrong Reasons• “We have a new corporate look and feel.”• “I’m tired of the old website.”• “It’s been 12 months since the last redesign.”• “The design department wants to do it.”• “The CEO wants to do it ” The it.
  11. 11. Website Design Half LifeHappiness Your Company Your Prospects Time Launch 6 Months 12 Months
  12. 12. What do you want?
  13. 13. The Right Reasons• “Get found by more prospects.”• “Convert more prospects into leads and customers.”• “Branding” might be a good reason… if it will drive the d i th goals above. l b
  14. 14. The Right Reasons• “Get found by more prospects.” • Better content • More content • O ti i d content Optimized t t• “Convert more prospects into leads and customers.” t ” • Better offers & calls to action • More offers & calls to action • Optimized landing pages / forms
  15. 15. Agenda• Importance of your Website o r• Right and Wrong Reasons• Seven Website Redesign Tips
  16. 16. Seven Website Redesign Tips1. Goal: More visitors and leads.
  17. 17. Which is better?• Website traffic has doubled• Lead flow has doubled‐‐ Noel Huelsenbeck, CEO, Vocio
  18. 18. Website Redesign Summary Tips1. Goal: More visitors and leads.2. Avoid pitfalls In entor o r assets2 A oid pitfalls. Inventory your assets, then protect them.
  19. 19. Website Redesign Pitfalls• Removing valuable content• Losing value of inbound links• Losing keyword rankings• Changing good conversion tools• Destroy your assets and you’ll get a drop in traffic and leads.• You’ll also have wasted time, effort and money.
  20. 20. Avoid Website Redesign Pitfalls1.1 Take an in entor of your website assets. inventory o r ebsite assets 1. Content 2. Links 3. Keyword rank 4. Conversion tools2. Protect your assets during the redesign.
  21. 21. Website Assets = Content• How many pages do you have?• How many ill Ho man will be killed?• Will pages move to a new URL?• How many new pages will you create?• What is your most popular content?• What is your most powerful content?
  22. 22. Understanding Content Assets Page Grader • Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked k k d keywords, li k ) d links) • Automatically recommend improvements to optimize each page of your site f it
  23. 23. Understanding Content Assets
  24. 24. Website Assets = Links• How many inbound links do I have?• What interior web pages have links? eb ha e• Where are my links coming from?• What are my most powerful links?
  25. 25. Understanding Link Assets Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
  26. 26. Website Assets = Keyword Rank• What keywords do I rank for today?• What ke ords do m competitors rank for? keywords my• What keywords should I want to rank for?• How has my keyword rank changed?
  27. 27. Understanding Keyword Assets Keyword Grader • Determine what k D i h keywords tod optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on y your site that is ranking for each g keyword(phrase) and how to make further improvements
  28. 28. Website Assets = Conversion Tools• What generates most of my leads?• What are my best con ersion tools? m conversion• How can I increase conversions?
  29. 29. Understanding Conversion Assets Analytics • Integrated reports in HubSpot software allow you to understand the effects of all your marketing activities so you can optimize ti iti ti i your efforts and allocate your time and money towards the programs that generate the most leads and sales for your business
  30. 30. Protecting Your Assets• If you change domains, use 301 redirect for each individual page. Not all pages globally.• Have a permanent redirect (check at www.WebsiteGrader.com) www WebsiteGrader com)• Identify all URLs with assets (content keyword (content, rank, links, conversions) and: • Keep this content on the new website • 301 Redirect old URL to the new URL for that page • Maintain SEO / content characteristics
  31. 31. Website Redesign Summary Tips1. Goal: More visitors and leads.2. Avoid pitfalls In entor o r assets2 A oid pitfalls. Inventory your assets, then protect them.3. Spend resources on remarkable content that attracts and converts. Not unique design.
  32. 32. Seth Godin on Website Redesign “Im going to go out on a limb and beg you not to create an original design. There are more than a billion pages on the web Surely theres one that you web. there s can start with?” “Your car isnt unique, and your house might not be e t e g t ot either…” http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html
  33. 33. Ugly? Template? Who cares! Results: l • 30,000 inbound links • 3,700 Del.icio.us bookmarks • 385,000 websites graded • 10,000’s of opt‐in email addresses
  34. 34. Website Redesign Summary Tips1. Goal: More visitors and leads.2. Avoid pitfalls In entor o r assets2 A oid pitfalls. Inventory your assets, then protect them.3. Spend resources on remarkable content that attracts and converts. Not unique design.4. Create an ongoing content building strategy.
  35. 35. Content Drives Visitors• Search engines like fresh content• People like fresh content• More tickets in the SEO lottery• More chances to build something remarkable• More is always better
  36. 36. More Content Drives More Visitors & Power Average Website Pages by Alexa Traffic Rank 1,000,000  bpages 100,000  , ge # of Web Averag 10,000  1,000  > 10,000,000  5,000,001 to  1,000,001 to  500,001 to  100,001 to  < 100,000 (Very  (Extremely Low  10,000,000  5,000,000 (Low  1,000,000  500,000 (High  High Traffic) Traffic) (Very Low  Traffic) (Medium  Traffic) Traffic) Traffic) Alexa Traffic Rank
  37. 37. More Content Drives More Visitors & Power Average Website Pages by Page Rank 10,000,000 pages 1,000,000 Average # of Webp 100,000 10,000 1,000 1 2 3 4 5 6 7 8 9 10 Page Rank (10 is best)
  38. 38. Website Redesign Summary Tips1. Goal: More visitors and leads.2. Avoid pitfalls In entor o r assets2 A oid pitfalls. Inventory your assets, then protect them.3. Spend resources on remarkable content that attracts and converts. Not unique design.4. Create an ongoing content building strategy.5. Enable conversion experiments.
  39. 39. Conversion Experiments 32% 53% Conversion Conversion
  40. 40. Marketing Owns Landing Pages HubSpot Software • Build and edit landing pages and forms with no programming • No IT staff required • Launch a landing p g in g page minutes • Test to improve results
  41. 41. Website Redesign Summary Tips1. Goal: More visitors and leads.2. Avoid pitfalls In entor o r assets2 A oid pitfalls. Inventory your assets, then protect them.3. Spend resources on remarkable content that attracts and converts. Not unique design.4. Create an ongoing content building strategy.5. Enable conversion experiments.6. Include a blog, RSS, landing pages, SEO.
  42. 42. All Websites Should Have a Blog• Blogging helps with SEO gg g p• Blogging helps with Social News Si N Sites• Bl Blogging helps with S i l i h l ith Social Networking Sites• Blogging is Permission Centric
  43. 43. All Websites Should Have RSS• RSS = “really simple syndication”• Publish your content for others to consume when, how and where , they want• RSS helps with Social Media Marketing• RSS is Permission Centric
  44. 44. All Websites Should Have Landing Pages Target M k t T t MarketConversion is where we takewhat we have spent time Website Visitorsand money t get (visitors) d to t ( i it )and change it intosomething valuable to Leadsmarketing (leads). a et g ( eads)A cost becomes a benefit. Opportunities Customers
  45. 45. All Websites Should Have Landing Pages• Limited na igation navigation• Clear and simple• Form above the fold
  46. 46. All Websites Should Have On-Page SEO• Page Title• Clean URL• Headers & Content• Description
  47. 47. Website Redesign Summary Tips1. Goal: More visitors and leads.2.2 Avoid pitfalls. Inventory your assets then pitfalls assets, protect them.3.3 Spend resources on remarkable content that attracts and converts. Not unique design.4.4 Create an ongoing content building strategy strategy.5. Enable conversion experiments.6.6 Include a blog RSS landing pages SEO blog, RSS, pages, SEO.7. Metrics: Visitors and leads.
  48. 48. Metrics: Traffic, Leads and Customers
  49. 49. Inbound Marketing Summit • September 8, 2008 8 • Cambridge, MA • David Meerman Scott • Seth Godin • Lots more… more “If you lik d th webinar, liked the bi you’ll LOVE the Inbound Marketing Summit” Summit
  50. 50. HubSpot Demo?• H bSpot starts at $3500 / year. HubSpot ear• We have amazing tools to help with the website redesign process, and beyond.• www HubSpot com/demo www.HubSpot.com/demo
  51. 51. Thank You! Let’s continue the discussion!www.HubSpot.com/Website-Redesign H bS t /W b it R d iLeave a comment on the blog article. Get a Demo of HubSpot: www.HubSpot.com/demo Mike Volpe VP Marketing HubSpot mvolpe@hubspot.com
  52. 52. HubSpotInbound Marketing System
  53. 53. Inbound Marketing System Content SEO Management Blogs Landing Social Pages Media Lead Intelligence CRM
  54. 54. Getting Found: On-Page SEO Keyword Grader • Determine what k D i h keywords tod optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on y your site that is ranking for each g keyword(phrase) and how to make further improvements
  55. 55. Getting Found: Off-Page SEO Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
  56. 56. Getting Found: SEO for Your Whole Site Page Grader • Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked k k d keywords, li k ) d links) • Automatically recommend improvements to optimize each page of your site f it
  57. 57. Getting Found: Blogosphere Blogging • Enable E bl easy, natural process to l consistently update content on your site, achieve more frequent search engine crawls, and improve authority i th it • Develop an audience of email and RSS subscribers • Attract more inbound links (“link ( link bait”) • Write keyword rich content to attract more high conversion rate traffic
  58. 58. Getting Found: Social Mediasphere
  59. 59. Track Your Competitors
  60. 60. Lead Intelligence • Track the full path of all of your leads through your web site • Automatically develop more intelligence around each lead (number of visits, time on site, pages visited, comments written on blog, documents downloaded, g information submitted via web forms created) • Increase close rate through improved l d quality i d lead lit
  61. 61. Making Better Marketing Decisions Analytics • Integrated reports in HubSpot software allow you to understand the effects of all your marketing activities so you can optimize ti iti ti i your efforts and allocate your time and money towards the programs that generate the most leads and sales for your business
  62. 62. Actionable Marketing Insights HubFeed • HubFeed “watches” your Internet marketing efforts and delivers highlights and actionable insights based on your d t b d data
  63. 63. HubSpot Methodology and Consulting • Our Internet Marketing Consultants are experienced in all aspects of online marketing and specifically trained on HubSpots products and HubSpot s methodologies • Consulting sessions focus on these topics based on the specific needs of the client
  64. 64. HubSpot Training Materials and Resources
  65. 65. HubSpot Demo?• H bSpot starts at $3500 / year. HubSpot ear• We have awesome tools to help with the website redesign process.• www HubSpot com/demo www.HubSpot.com/demo Pricing is as of July 2008 and is subject to change.

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