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WebsiteOptimizationTipsMike VolpeCMO @ HubSpot#OptimizeWS
I’m Mike Volpe.Nice to meet you.700,000InboundLeads@mvolpe#OptimizeWS5,000Top 10Blog120,000TwitterFollowersCustomersCMO @HubSpot3.7 millionFree1,500,000UsersSlideshareViews
IT’S TIMETO RETHINKMARKETING
Inboundmarketing is afundamental shiftin how we relate topotentialcustomers
STOP PUSHING advertising messagesin the hopes that one will get through.SKIP ADSRECYCLE/TRASHSAY‘DO NOT CALL’UNSUBSCRIBE
START ATTRACTING leads throughrelevant, useful, easy-to-findcontent when they need it.
STOP FORCING leads throughyour decision process.
Readinessto buy START RESPONDINGto how they makedecisions.
NVENTORYEmail9
Makemarketingpeople love
Inbound MarketingSocial MediaMarketingSearch EngineMarketingContentMarketing Conversion MarketingLead Nurturing Sales Support11
1234ContentSearchSocialMobileLessons from3,706,342companies
1CONTENT
Publish vs. AdvertisePeople ignore ads.0.2% Click Through RateBe the content, not theads around the content.
Publish ksNews Releases
55% more website visitorsfor companies that blog.
Tips for ContentTalk aboutthe industryNOTYOURSELFUselots ofDIFFERENTMEDIA
2SEARCH
Context Authority
ProsthodontistCosmeticDentist
On-Page SEO Essentials1Page Title23Headings& ContentDescription
Authority isdeterminedby links
7 Links Top 15%of all web pagesSource: SEOMoz.org
FACTBlogsattract97%morelinks.#OptimizeWS
MostLinked-ToWords
Where is Search Going?Where issearchgoing?
Context LinkAuthority SocialProof
FACTTheisreplacingthe link.#OptimizeWS
1Tips for SearchUse keywords yourbuyers use23Focus on great content morethan technical tweaksTrain all content creatorson SEO basics4Help Me Help You
3SOCIAL
% of Companies AcquiringCustomers via Social Channels57%48%57%42%
Content Makes You Interesting
Image credit: netzkobold
RemarkableGood content gets shared MORE!
1Tips for SocialBuild reach using allyour assets23Content is what makes youinteresting in social mediaMake it easy for users toshare your content4Push the limits to getremarkable content
4MOBILE
86% of C-levelexecs have asmartphoneThe majoritysay it is theirprimarycommunicationtool
Is your website mobile optimized?
Is your email mobile optimized?
Is your email mobile optimized?
1Tips for MobileAvoid images, tables,columns23Formatted text is your friendUse text (not images) forlinks4Test yours atWebsite.Grader.comand Email.Grader.com
SummarySocialContentMobileSearch
THANKYOUMike .com/in/mikevolpemvolpe@HubSpot.comwww.HubSpot.com
I’m Mike Volpe. Nice to meet you. @mvolpe #OptimizeWS 700,000 Inbound Leads 120,000
