Inbound Marketing Convert Get Found Publish Promote Optimize Convert Test Target Nurture ProcessTools Get Found Content Mgmt Blogging Social Media SEO Analytics Convert Offers / CTAs Landing Pages Email Lead Intelligence Lead Mgmt Analytics
Marketing Workshop Agenda SEO Blogging Social Media Landing Pages www.MikeVolpe.com/ANPI
SEO Workshop Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe ANPI Solutions Annual Conference May 5, 2009
Search Engine Optimization 3,000 searches per second Publish more content Optimize your content Promote your content
On-Page SEO Everyone has work to do 18 www.seo-browser.com Page TitlePage Description
WWHD (What would HubSpot do?) Page Title “Arizona Phone Cable Internet Service - CompanyName” Page Description “Arizona phone & Internet service with personalized local service from your neighbors, not an overseas call center. 30 Days Free!” Page Content Text that describes your business Links to pages for different geographies and services Ongoing content development strategy (see blog workshop) 19 Hands On
SEO Idea for Local Marketing Areas we serve page Direct link from homepage List of towns/areas with links to each detailed page Tucson, Scottsdale, Phoenix Detailed page for each geography Page Title: “Tucson AZ Phone Internet Service – Co.Name” Page text should be localized as well Try to have somewhat different content 20
SEO = Off-Page SEO Recommendations from friends 1. “I know HubSpot” 2. “HubSpot is a marketing expert” 3. You trust the person saying this Links are online recommendations 1.A link: www.HubSpot.comwww.HubSpot.com 2.Anchor text: Internet MarketingInternet Marketing 3.Link is from a trusted website Hands On
Summary: SEO Ground Rules 1. Page 1 is all that matters 2. Never-ending long term process 3. Every page should be different 4. Don’t obsess over individual ranks 5. Leverage the long tail 6. Measure traffic and leads/sales 23
Comparative SEO Data Company Website Grade Home Page Title Web Pages Inbound Links www.adams.net74Pass2422,046 www.actaccess.net67Fail143449 www.alpine-communications.com46Fail12718 www.blomand.net46Fail1,070457 www.casscomm.com54Fail276590 www.cccomm.net22Fail69567 www.cheqtel.com71Fail467662 www.ctcis.net38Fail17486 www.cobank.com54Fail5631,106 www.dtccom.net86Fail1714,032 www.ftmojave.com39Fail3215 www.hctc.net59Fail125106 www.hometel.com33Pass142161 www.netins.net79Pass55121,624 www.ktis.net26Pass1531,642 www.madisontelco.com32Fail13647 www.nemont.net37Fail182238 www.slic.com71Pass531,246 www.nrtc.org53Fail2701,489 www.plateautel.com20Fail186333 www.stcg.net13Fail489 www.seidata.com65Fail3,09079,729 www.sctcweb.com51Fail40845 www.uscarrier.com45Fail54244 www.wk.net30Fail144172 www.wktelecom.coop8Fail5076 25 Data from http://website.grader.com, Home Page Title is my opinion based on best practiceshttp://website.grader.com Hands On
Biggest Blogging Mistake A “free” URL from Blogspot or Typepad HubSpot.blogspot.com – NO! HubSpot.typepad.com – NO! Blog.HubSpot.com – Yes HubSpot.com/Blog – Yes SmallBusinessHub.com – Yes
Blog Article Titles Funny: “GoDaddy's 16-Step Checkout: Brainless Marketing At Its Finest?” Enticing: “12 Quick Tips To Search Google Like An Expert” SEO: “Free Advertising on Google” 6 th Most Popular HubSpot Blog Article
Blog Frequency Steady readership? At least weekly, more is better. SEO focused? Frequency is less important.
Blog Topic Ideas List of 5 ideas, trends or thoughts Publish a list of links Take a recent experience and share it Answer questions you received recently Comment on other blog articles Turn a press release into a blog article Check your email outbox
Blog Promotion Email customers, friends and family Replace email newsletter with blog Trade articles w/similar blogger Social media Digg, Reddit, StumbleUpon Facebook & LinkedIn Twitter - Automatic with Twitterfeed Twitter - Tweet It button on each article
Social Media = Cocktail Party Become a real member of the community Add value to the community Ask and answer questions More effective than live cocktail parties No boundaries of time or space Other people can listen in easily
Twitter for Customer Service http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm
Social Media is Personal 55 Are you going to let Comcast provide more personal service than you ?
Traffic, Leads and Customers VisitorsLeadsCustomers SEO5,28975412 Blogging834723 Social Media511281 Visitors from Twitter Hands On
Conversion Workshop Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe ANPI Solutions Annual Conference May 5, 2009
Lead Conversion is Critical Step Target Market Website Visitors Leads Opportunities Customers Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads). A cost becomes a benefit.
The Mindset of the Visitor Why are they there? What do they want? Does it make sense? Does it look easy? Do they trust you?
Conversion Takes Place… Website Homepage PPC Ads Email Blast Blog Articles Inside Software Direct Mail Anywhere that you want someone to do something…
Examples to Discuss http://www.seidata.com/ Main image not clickable http://www.slic.com/ Good CTA and link Maybe landing page is too complex? http://www.wktelecom.coop/ Where’s the form? http://www.dtccom.net/ Good CTA, no landing page - just more choices? http://www.hometel.com/ Freedom Bundle not linked SafeSpace link is broken? PC Repair service not linked 85 Hands On