5 tips to turn your website into a marketing machine hubspot
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5 Tips to Turn Your Websiteinto a Marketing Machine
Mike Volpe
VP Marketing
HubSpot
1-800-482-0382 x2
Old Marketing• Inside Sales• Telemarketing• Tradeshows• Seminars• Print Advertising• Direct mail/email
Old = Outbound
Salesis in
Control
New = Inbound
New Marketing• SEO• Pay per click• Blogging• Buzz Marketing• “Smart” Content Mgmt• Landing Pages• Conversion Tools• Sophisticated Analytics
Customeris in
Control
CustomerSharesControl
B2B Buyers Start in Google
Source: Marketing Sherpa
• Try a search for:
• “City” “Your Industry”
•“Your Industry” in “City”
• “Your Industry” in “City, State”
• What shows up?
98% Search in Google
Organic Search is Best
• Free
• More traffic
• Smarter people
• Longer lasting
Organic Results
75% of clicks
Pay Per Click – 25% of Clicks
Source: Marketing Sherpa and Enquiro Research
Tip #1:
On Page SEO
Visible On Page SEO
• Page Title
• URL
• H1,H2,H3 tags
• Page Text• Bold
“Invisible” On Page SEO
• Description
• Keywords
Tip #2:
Off Page SEO
Vocabulary
• Page Rank• How important Google thinks your site is• 0 to 10• Exponential scale
• Inbound Links• Web pages that link to you
• Link Anchor Text• The text that is in the link to you
Off Page SEO
• Page Rank = Links
• Links• Anchor text is very important• HubSpot vs. Internet Marketing
• Quality counts• Leverage partners• Be wary of directories
Tip #3:
Start a Blog
Tip #3: Start a Blog
• Fresh content
• Link likelihood
• Conversational
• Social bookmarks
• blogger.com vs.
www.xyz.com/blog
Blog SEO Example
• Wrote article: “Free Advertising on Google: A How to Guide” in June
• Within days we were on the first page of Google search results for “Free advertising on Google”
– Dozens of new web visitors per month
Tip #4:
Optimize Forms
Tip #4: Optimize Forms
• Raising your conversion rate from 5% to 10% doubles your leads
• Experiment, experiment, experiment
Ideas to Try on Forms
• Shorten your form
–But use cookies to get more info
• Very clear call to action
–And only ONE
• Remove navigation
• Add a short testimonial quote / photo
• Stronger offer
• Link to privacy policy
Tip #5:
Measure Everything
Tip #5: Measure Everything
Ideas of What to Measure
• Web visitors
• Website conversion rate
–# leads / # visitors
• Lead conversion rate
–# sales from leads / # leads
• Cost per lead
• Cost per sale
• All of the above by source / program
Want more marketing tips?
1. Evaluate your website for FREE using www.websitegrader.com
2. Subscribe to our blog by email or RSS at: www.smallbusinesshub.com
3. Email or call Mike with questions
Thank You!
Mike Volpe
VP Marketing
HubSpot
1-800-482-0382 x2
Advertisement:HubSpot makes everything that
we just talked about a lot easier to do,so check out www.hubspot.com.