optimizing your web site for maximum lead flow
DESCRIPTION
Your Web site shapes how prospects and customers view your business and can be an outstanding lead-generation machine. This session offers hard-hitting best practices on Web page layout, button creation and placement, Web traffic tracking, and landing page layout. Learn how to integrate your Web site with Salesforce to deliver thousands of qualified leads every single day. No cold calling required!TRANSCRIPT
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Optimizing Your Website for
Maximum Lead Flow
Marketing Professionals
Mike Volpe, Hubspot
Tim Ash, SiteTuners
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Safe HarborSafe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking
statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions
proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-
looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any
projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of
management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology
developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new
functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate
of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other
litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited
operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and
successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger
enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included
in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This documents and others are available
on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may
not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that
are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
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Don’t make me do marketing!
Just up our AdWords limit...
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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
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Website Tips Based on Real Data
Lessons from 3,074,020 websites
www.WebsiteGrader.com
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Tip #1:
Buyer
Persona
Drives
Content
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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
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Have You Met Your Personas?
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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
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Tip #2:
Publish,
Don’t
Advertise
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Publish vs. Advertise
People ignore ads.
0.2% Click Through Rate
Be the content, not the
ads around the content.
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Publish Everything
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
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Blogging Attracts More Visitors
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79% more
followers for companies
that also have a blog
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
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Tips for Publishing (Blogging)
• Title should be keyword rich
• Image in every article
• Use both email and RSS subscription
• CTA in every article
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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
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Tips for Publishing (Blogging)
• Engage the whole company
• Contests and public praise
• Support from executives
• Build into employee goals
• Get everyone addicted
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Tip #3:
Make
Happy
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SEO from 2000 to 2011
Ranking Algorithm:f(n): Context + Authority
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Keyword Selection
“Cosmetic Dentist”
vs
“Prosthodontist”
https://adwords.google.com/select/KeywordToolExternal
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On-Page SEO Essentials
• Page Title
• Clean URL
• Headers & Content
• Description
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Attractive to Humans and Crawlers
www.seo-browser.com
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Authority is Determined by Links
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97% more links
(for better rankings)
for companies
that have a blog
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
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A Few Links Go a Long Way
Source: SEOMoz.org
85% of web pages
have less than 7
inbound links
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Where is Search Going?
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Coming to SEO: Likes = Links
= =
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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
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Advice for the road ahead…
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Stop thinking like a
marketer or advertiser.
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Start thinking like a
publisher and socializer.
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More: Details, Tips, Case Studies
Inbound Marketing:Get Found using Google,
Social Media and Blogs
Top 20
Web Marketing
Book on Amazon
InboundBook.com
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Tim Ash – CEO
@tim_ash
DreamForce, San Francisco December 8, 2010
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Before
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After
+ 17%
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Before
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After
+ 51%+ $48,000,000
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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
First 5 reviews will be personally conducted by Tim Ash
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Contact Info
(619) 990-9062 mobile
(619) 223-8020 work PST
@tim_ash
timash
tim.ash1
tim_ash1
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Mike Volpe
VP Marketing
Tim Ash
CEO
Question & Answer
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