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Optimizing Your Site for Maximum Lead Flow

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Optimize Your Website for
  Maximum Lead Flow

Tim Ash                  Mike Volpe
CEO of SiteTuners.com    VP Marketing a...

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86% of People Skip TV Ads




http://www.guardian.co.uk/media/2010/aug/24/tv-advertising

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44% of Direct Mail is
                   Never Even Looked At




http://en.wikipedia.org/wiki/Advertising_mail

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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 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/

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

  1. 1. Optimize Your Website for Maximum Lead Flow Tim Ash Mike Volpe CEO of SiteTuners.com VP Marketing at HubSpot Twitter.com / @tim_ash Twitter.com / mvolpe tim@sitetuners.com mvolpe@hubspot.com
  2. 2. 86% of People Skip TV Ads http://www.guardian.co.uk/media/2010/aug/24/tv-advertising
  3. 3. 44% of Direct Mail is Never Even Looked At http://en.wikipedia.org/wiki/Advertising_mail
  4. 4. We All Have an Addiction
  5. 5. Lazy Marketers Rely on Advertising Buys
  6. 6. 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
  7. 7. Your competition is NOT who you think it is.
  8. 8. Bring All the Pieces Together Social Media Search Engine Marketing Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support
  9. 9. Website Tips Based on Real Data Lessons from 3,674,029 websites www.WebsiteGrader.com
  10. 10. Tip #1: Buyer Persona Drives Content
  11. 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. 12. Have You Met Your Personas?
  13. 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. 14. Tip #2: Publish, Don’t Advertise
  15. 15. Publish vs. Advertise People ignore ads. 0.2% Click Through Rate Be the content, not the ads around the content.
  16. 16. Publish Everything • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  17. 17. 55% more website visitors for companies that blog. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  18. 18. 79% more followers for companies that also have a blog Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  19. 19. Content Makes You Interesting
  20. 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. 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. 22. Tips for Publishing (Blogging) • Engage the whole company • Contests and public praise • Support from executives • Build into employee goals • Get everyone addicted
  23. 23. Tip #3: Make Google Happy
  24. 24. SEO from 2000 to 2011 Ranking Algorithm: f(n): Context + Authority
  25. 25. Keyword Selection “Cosmetic Dentist” vs “Prosthodontist” https://adwords.google.com/select/KeywordToolExternal
  26. 26. On-Page SEO Essentials • Page Title • Clean URL • Headers & Content • Description
  27. 27. Attractive to Humans and Crawlers www.seo-browser.com
  28. 28. Authority is Determined by Links
  29. 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. 30. A Few Links Go a Long Way 85% of web pages have less than 7 inbound links Source: SEOMoz.org
  31. 31. Where is Search Going?
  32. 32. Coming to SEO: Likes = Links = =
  33. 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. 34. Advice for the road ahead…
  35. 35. Stop thinking like a marketer or advertiser.
  36. 36. Start thinking like a publisher and socializer.
  37. 37. Tim Ash – CEO
  38. 38. About SiteTuners • Conversion reviews & consulting projects • Landing page test plans & guaranteed-improvement tests • More than 750 clients since 2002
  39. 39. Hassle & Cost Need & Value
  40. 40. Before
  41. 41. After + 17%
  42. 42. Before
  43. 43. After + 51% + $48,000,000
  44. 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. 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. 46. Next step: Talk to an expert. No cost. No obligation. Get a free, custom assessment of your website. www.HubSpot.com/IMA
  47. 47. Thank You Tim Ash Mike Volpe CEO of SiteTuners.com VP Marketing at HubSpot Twitter.com / @tim_ash Twitter.com / mvolpe tim@sitetuners.com mvolpe@hubspot.com

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