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Website Optimization Tips

Mike Volpe CMO @ HubSpot #OptimizeWS

I’m Mike Volpe. Nice to meet you. @mvolpe #OptimizeWS

700,000 Inbound Leads

120,000 Twitter

Followers

Top 10 Blog

5,000 Customers

3.7 million Free

Users 1,500,000 Slideshare

Views CMO @ HubSpot

IT’S TIME TO RETHINK MARKETING

  Inbound

marketing is a fundamental shift in how we relate to

potential customers

RECYCLE/TRASH

SAY ‘DO NOT CALL’

SKIP ADS

UNSUBSCRIBE

  STOP PUSHING advertising messages in the hopes that one will get through.

START ATTRACTING leads through relevant, useful, easy-to-find

content when they need it.

STOP FORCING leads through your decision process.

START RESPONDING to how they make

decisions.

Readiness to buy…

PUSH PAID RENT

INTERRUPT INVENTORY

Email

VS.

9

PULL EARNED

OWN ATTRACT ASSET

  Make

marketing people love

$ $

Inbound Marketing

11

Social Media Marketing

Search Engine Marketing

Content Marketing

Conversion Marketing

Lead Nurturing

Sales Support

Lessons from 3,706,342

companies

Content

Search

Social

Mobile

1 2 3 4

CONTENT 1

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% more website visitors for companies that blog.

Tips for Content

Talk about the industry NOT

YOURSELF

Use lots of

DIFFERENT MEDIA

SEARCH 2

Context Authority +

Prostho-dontist

Cosmetic Dentist

3

2

On-Page SEO Essentials Page Title 1

Headings & Content

Description

Authority is determined

by links

Source: SEOMoz.org

7 Links =

Top 15% of all web pages

FACT

97% Blogs attract

more links.

#OptimizeWS

Most Linked-To

Words

Where is Search Going?

Where is search going?

Context Link Authority +

Social Proof +

FACT The is

replacing the link.

#OptimizeWS

3

Use keywords your buyers use

2 Focus on great content more than technical tweaks

3 Train all content creators on SEO basics

Help Me Help You 4

1 Tips for Search

SOCIAL 3

% of Companies Acquiring Customers via Social Channels

57% 48% 57% 42%

Content Makes You Interesting

Image credit: netzkobold

Good content gets shared Remarkable

MORE!

3

Build reach using all your assets

2 Content is what makes you interesting in social media

3 Make it easy for users to share your content

Push the limits to get remarkable content 4

1 Tips for Social

MOBILE 4

86% of C-level execs have a smartphone

The majority say it is their

primary communication

tool

Is your website mobile optimized?

Is your email mobile optimized?

Is your email mobile optimized?

3

Avoid images, tables, columns

2 Formatted text is your friend

3 Use text (not images) for links

Test yours at Website.Grader.com and Email.Grader.com 4

1 Tips for Mobile

Content

Search

Social

Mobile

Summary

Mike Volpe

Twitter.com/mvolpe Facebook.com/mvolpe

Linkedin.com/in/mikevolpe mvolpe@HubSpot.com

www.HubSpot.com

THANK YOU