Building a Modern B2B Website - Tricks and Tips from the Trenches
•Download as PPTX, PDF•
0 likes•246 views
Greenville HUG 2018-06-28 Lots of examples of websites built on HubSpot COS
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Building a Modern B2B Website - Tricks and Tips from the Trenches
Similar to Building a Modern B2B Website - Tricks and Tips from the Trenches (20)
More from Kyle James
More from Kyle James (20)
Recently uploaded
Recently uploaded (20)
Building a Modern B2B Website - Tricks and Tips from the Trenches
- 1. Building a Modern B2B Website Tricks and Tips from the Trenches Greenville HUG - June 28, 2018 Kyle James Digital Project Manager SmartBug Media
- 2. Agenda Start with Why It’s all about Personas Best Practices & Examples HubDB Examples (If Time) QA 2 1 2 3 4 5
- 4. 4 Simon Sinek - Start With Why - TED Talk Short Edited https://www.youtube.com/watch?v=IPYeCltXpxw
- 5. 5 It’s all about Personas02
- 6. 6 Nobody cares what you do! They only care about solving their own problems. --Kyle James
- 7. 7 A buyer persona is a representation of your target customer. It’s a picture you paint based on research and interviews with actual customers. It goes beyond basic demographics to include the intangible elements that make a person tick. What is a Buyer Persona? If you can understand who your buyers are and what makes them tick, this tells you what to build.
- 8. Knowing Personas Help Understand Buyer Problems → How to present your product as the solution How they like to consume content → So you can communicate in their desired channel What info they need to make decisions → So you can create material that gives them this How they make sales decisions → So you can engage them properly 8
- 9. 9 ■ Pillar page of content ■ Downloadable Guide ■ Persona Template https://www.smartbugmedia.com/inb ound-marketing-personas Free Guide on Personas
- 11. Sticky Nav 11 https://www.rutter-net.com/ Improves User Experience by ■ Makes Navigation always available ■ Always have a CTA viewable ■ Reduces importance of footer ■ Looks/Feels modern
- 12. Hero Background Videos 12 https://www.discmdgroup.com/ Improves User Experience by ■ Helps tell a story ■ Improves Interactive Feel ■ Personally I don‘t like them (slows load times and is distracting)
- 13. Social Proof 13 https://www.smartbugmedia.com/ Includes ■ Client logos ■ Testimonials ■ Case Studies ■ Reviews https://www.tempo.io/
- 14. Why / How / What 14 https://www.keystonetechnologies.com/ Improves User Experience by ■ Speaks in visitor language ■ Streamlined
- 15. Resource Centers 15 https://www.topia.com/relocation-resources Improves User Experience by ■ Help buyers trust you expertise ■ Helps them make decisions ■ “Customers are already 57% through the purchase process before they approach a supplier.” source
- 16. CTAs on Pages 16 https://www.projectpals.com/ Improves User Experience by ■ Breaks up sections on a page ■ Improves page flow ■ Offering visitors next steps ■ Creates ACTION
- 17. Gated vs Ungated Content 17 https://www.smartbugmedia.com/inbound-marketing-personas The Pillar Page Concept ■ Generating leads vs creating trust and thought leadership ■ KNOW YOUR PERSONA ■ What is a pillar page - https://blog.hubspot.com/marke ting/what-is-a-pillar-page http://www.wildwewander.com/diy-truck-camper
- 18. 18 1. Always be testing. Run analytic reports on a schedule (Monthly) and test hypothesis 2. How much information do you ask on a form to complete a conversion? Know your persona and value of the offer. 3. Digital “conversation marketing” is getting a lot of buzz. Are you staffed for this and does it make sense for your persona? Additional Thoughts Some additional things to tinker with
- 19. 19 HubDB04
- 20. HubDB has bridged the gap to allow HubSpot hosted websites to close the gap on 95% of the functionality you can do in other CMS systems like WordPress. 20
- 21. HubDB Overview 21 HubDB is a flat table architecture that allows for database type content to be dynamically pulled and displayed on pages hosted on HubSpot’s CMS. HubDB is NOT a relational database schema. Think more spreadsheet. ■ HubDB Help Documentation ■ HubDB API ■ HubDB Design Documentation
- 28. 28 Questions05
- 29. Thank you.