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Your Web site shapes how prospects and customers view your business and can be an outstanding lead-generation machine. This session offers hard-hitting best practices on Web page layout, button creation and placement, Web traffic tracking, and landing page layout. Learn how to integrate your Web site with Salesforce to deliver thousands of qualified leads every single day. No cold calling required!
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Optimizing Your Website for
Maximum Lead Flow
Marketing Professionals
Mike Volpe, Hubspot
Tim Ash, SiteTuners
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Don’t make me do marketing!
Just up our AdWords limit...
Renting / Outbound Building / Inbound
Advertising Blogging
Conferences / Events SEO
Paid Search / PPC Free Tools
Email List Rentals Social Media
Cold Calling Opt-In Email Lists
Website Tips Based on Real Data
Lessons from 3,074,020 websites
www.WebsiteGrader.com
Tip #1:
Buyer
Persona
Drives
Content
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’t
Advertise
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
Blogging Attracts More Visitors
79% more
followers for companies
that also have a blog
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
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:
Make
Happy
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
Source: SEOMoz.org
85% of web pages
have less than 7
inbound links
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 a
marketer or advertiser.
Start thinking like a
publisher and socializer.
More: Details, Tips, Case Studies
Inbound Marketing:Get Found using Google,
Social Media and Blogs
Top 20
Web Marketing
Book on Amazon
InboundBook.com
Tim Ash – CEO
@tim_ash
DreamForce, San Francisco December 8, 2010
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
First 5 reviews will be personally conducted by Tim Ash
Contact Info
(619) 990-9062 mobile
(619) 223-8020 work PST
@tim_ash
timash
tim.ash1
tim_ash1
Mike Volpe
VP Marketing
Tim Ash
CEO
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