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Website Redesign for Marketing Results Mike Volpe VP Marketing HubSpot

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Page 1: Doit marketing doitmarketing-webrd

Website Redesign for Marketing Results

Mike VolpeVP MarketinggHubSpot

Page 2: Doit marketing doitmarketing-webrd

Agenda

Importance of Yo r Website• Importance of Your Website• Right and Wrong Reasons• Seven Website Redesign Tips

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Marketers Doing Marketing

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People Blocking Marketing

Can Spam Act Signed into Law

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People Don’t Need Marketing

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Rethinking MarketingOutbound Marketing• Telemarketing

Inbound Marketing• SEO / SEM

• Trade shows• Direct mail• Email blasts

• Blogging• Social Media• RSS• Email blasts

• Print ads• TV/radio ads

• RSS• Free tools/trials• Viral videos

Interruption Permission

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Your website is theYour website is themost important marketing toolp g

that you have.

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Agenda

Importance of Yo r Website• Importance of Your Website• Right and Wrong Reasons• Seven Website Redesign Tips

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Page 10: Doit marketing doitmarketing-webrd

Which is better?

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The Wrong Reasons

• “We have a new corporate look and feel.”

• “I’m tired of the old website.”

• “It’s been 12 months since the last redesign.”

• “The design department wants to do it.”

• “The CEO wants to do it ”• The CEO wants to do it.

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Website Design Half Life

Your CompanyHappiness

Your Prospects

Launch 6 Months 12 Months

Time

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What do you want?

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The Right Reasons

• “Get found by more prospects.”

• “Convert more prospects into leads and customers.”

• “Branding” might be a good reason… if it will d i th l bdrive the goals above.

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The Right Reasons

• “Get found by more prospects.”• Better content• Better content• More content

O ti i d t t• Optimized content• “Convert more prospects into leads and

t ”customers.”• Better offers & calls to action• More offers & calls to action• Optimized landing pages / forms

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Agenda

Importance of o r Website• Importance of your Website• Right and Wrong Reasons• Seven Website Redesign Tips

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Seven Website Redesign Tips

1. Goal: More visitors and leads.

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Which is better?

• Website traffic has doubled• Lead flow has doubled

‐‐ Noel Huelsenbeck, CEO, Vocio

Page 19: Doit marketing doitmarketing-webrd

Website Redesign Summary Tips

1. Goal: More visitors and leads.2 A oid pitfalls In entor o r assets then2. Avoid pitfalls. Inventory your assets, then

protect them.

Page 20: Doit marketing doitmarketing-webrd

Website Redesign Pitfalls

• Removing valuable content• Losing value of inbound links• Losing value of inbound links• Losing keyword rankings

Changing good conversion tools• Changing good conversion tools

• Destroy your assets and you’ll get a drop in traffic and leads.

• You’ll also have wasted time, effort and money.

Page 21: Doit marketing doitmarketing-webrd

Avoid Website Redesign Pitfalls

1 Take an in entor of o r ebsite assets1. Take an inventory of your website assets.1. Content2. Links3. Keyword rank4. Conversion tools

2. Protect your assets during the redesign.

Page 22: Doit marketing doitmarketing-webrd

Website Assets = Content

• How many pages do you have?Ho man ill be killed?• How many will be killed?

• Will pages move to a new URL?• How many new pages will you create?• What is your most popular content?What is your most popular content?• What is your most powerful content?

Page 23: Doit marketing doitmarketing-webrd

Understanding Content Assets

Page Grader• Analyze each page of your site to

see which produce the most value for you (traffic, leads,

k d k d li k )ranked keywords, links)• Automatically recommend

improvements to optimize each f itpage of your site

Page 24: Doit marketing doitmarketing-webrd

Understanding Content Assets

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Website Assets = Links

• How many inbound links do I have?What interior eb pages ha e links?• What interior web pages have links?

• Where are my links coming from?• What are my most powerful links?

Page 26: Doit marketing doitmarketing-webrd

Understanding Link Assets

Link Grader• Identify opportunities to generate

more return from your existing links

• Monitor your live inbound links• Monitor your live inbound links and which inbound links are producing the most value for you

• Aggregate your competitorsAggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of

Page 27: Doit marketing doitmarketing-webrd

Website Assets = Keyword Rank

• What keywords do I rank for today?What ke ords do m competitors rank for?• What keywords do my competitors rank for?

• What keywords should I want to rank for?• How has my keyword rank changed?

Page 28: Doit marketing doitmarketing-webrd

Understanding Keyword Assets

Keyword GraderD i h k d• Determine what keywords to optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Googlefirst page of Google

• Identify critical long tail words (high conversion rates, low competition)

• Monitor your rank against competitors for each keyword/phrase

• Determine the specific page on your site that is ranking for each y gkeyword(phrase) and how to make further improvements

Page 29: Doit marketing doitmarketing-webrd

Website Assets = Conversion Tools

• What generates most of my leads?What are m best con ersion tools?• What are my best conversion tools?

• How can I increase conversions?

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Understanding Conversion Assets

Analytics• Integrated reports in HubSpot

software allow you to understand the effects of all your marketing

ti iti ti iactivities so you can optimize your efforts and allocate your time and money towards the programs that generate the most leads andthat generate the most leads and sales for your business

Page 31: Doit marketing doitmarketing-webrd

Protecting Your Assets• If you change domains, use 301 redirect for each

individual page. Not all pages globally.

• Have a permanent redirect (check at www WebsiteGrader com)www.WebsiteGrader.com)

• Identify all URLs with assets (content keyword• Identify all URLs with assets (content, keyword rank, links, conversions) and:• Keep this content on the new website• 301 Redirect old URL to the new URL for that page• Maintain SEO / content characteristics

Page 32: Doit marketing doitmarketing-webrd

Website Redesign Summary Tips

1. Goal: More visitors and leads.2 A oid pitfalls In entor o r assets then2. Avoid pitfalls. Inventory your assets, then

protect them.3. Spend resources on remarkable content that

attracts and converts. Not unique design.

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Seth Godin on Website Redesign

“I'm going to go out on a limb and beg you not to create an original design. There are more than a billion pages on the web Surely there's one that youthe web. Surely there s one that you can start with?”

“Your car isn't unique, and your house might not be either…”g t ot be e t e

http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html

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Ugly? Template? Who cares!

lResults:• 30,000 inbound links• 3,700 Del.icio.us bookmarks• 385,000 websites graded• 10,000’s of opt‐in email addresses

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Website Redesign Summary Tips

1. Goal: More visitors and leads.2 A oid pitfalls In entor o r assets then2. Avoid pitfalls. Inventory your assets, then

protect them.3. Spend resources on remarkable content that

attracts and converts. Not unique design.4. Create an ongoing content building strategy.

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Content Drives Visitors

• Search engines like fresh contentcontent

• People like fresh content• More tickets in the SEO

lottery• More chances to build

something remarkable• More is always better

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More Content Drives More Visitors & Power

1,000,000 

Average Website Pages by Alexa Traffic Rank

100,000 bpages

,

ge # of W

eb

10,000 

Averag

1,000 > 10,000,000 (Extremely Low 

Traffic)

5,000,001 to 10,000,000 (Very Low 

1,000,001 to 5,000,000 (Low 

Traffic)

500,001 to 1,000,000 (Medium 

100,001 to 500,000 (High 

Traffic)

< 100,000 (Very High Traffic)

Traffic) Traffic)

Alexa Traffic Rank

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More Content Drives More Visitors & Power

10,000,000

Average Website Pages by Page Rank

1,000,000

pages

100,000

# of W

ebp

10,000Average 

1,000

1 2 3 4 5 6 7 8 9 10

Page Rank (10 is best)

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Website Redesign Summary Tips

1. Goal: More visitors and leads.2 A oid pitfalls In entor o r assets then2. Avoid pitfalls. Inventory your assets, then

protect them.3. Spend resources on remarkable content that

attracts and converts. Not unique design.4. Create an ongoing content building strategy.5. Enable conversion experiments.5. Enable conversion experiments.

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Conversion Experiments

32% Conversion

53% ConversionConversion Conversion

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Marketing Owns Landing Pages

HubSpot Software• Build and edit landing

pages and forms with no programmingprogramming

• No IT staff required• Launch a landing page in g p g

minutes• Test to improve results

Page 42: Doit marketing doitmarketing-webrd

Website Redesign Summary Tips

1. Goal: More visitors and leads.2 A oid pitfalls In entor o r assets then2. Avoid pitfalls. Inventory your assets, then

protect them.3. Spend resources on remarkable content that

attracts and converts. Not unique design.4. Create an ongoing content building strategy.5. Enable conversion experiments.5. Enable conversion experiments.6. Include a blog, RSS, landing pages, SEO.

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All Websites Should Have a Blog

• Blogging helps with SEOgg g p

• Blogging helps with Social N SiNews Sites

Bl i h l ith S i l• Blogging helps with Social Networking Sites

• Blogging is Permission Centric

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All Websites Should Have RSS

• RSS = “really simple syndication”

• Publish your content for others to consume when, how and where ,they want

• RSS helps with Social Media Marketing

• RSS is Permission Centric

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All Websites Should Have Landing Pages

T t M k tTarget Market

Website VisitorsConversion is where we take what we have spent time

d t t ( i it )

Leads

and money to get (visitors) and change it into something valuable to marketing (leads).

Opportunities

a et g ( eads)

A cost becomes a benefit.

Customers

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All Websites Should Have Landing Pages

Limited na igation• Limited navigation

• Clear and simple

• Form above the fold

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All Websites Should Have On-Page SEO

• Page Title

• Clean URL

• Headers & Content

• Description

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Website Redesign Summary Tips

1. Goal: More visitors and leads.2 Avoid pitfalls Inventory your assets then2. Avoid pitfalls. Inventory your assets, then

protect them.3 Spend resources on remarkable content that3. Spend resources on remarkable content that

attracts and converts. Not unique design.4 Create an ongoing content building strategy4. Create an ongoing content building strategy.5. Enable conversion experiments.6 Include a blog RSS landing pages SEO6. Include a blog, RSS, landing pages, SEO.7. Metrics: Visitors and leads.

Page 49: Doit marketing doitmarketing-webrd

Metrics: Traffic, Leads and Customers

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Inbound Marketing Summit

• September 8 2008• September 8, 2008• Cambridge, MA• David Meerman Scott• David Meerman Scott• Seth Godin

Lots more• Lots more…

“If lik d th bi“If you liked the webinar, you’ll LOVE the Inbound Marketing Summit”Marketing Summit

Page 51: Doit marketing doitmarketing-webrd

HubSpot Demo?

H bSpot starts at $3500 / ear• HubSpot starts at $3500 / year.

• We have amazing tools to help with the website redesign process, and beyond.

• www HubSpot com/demo• www.HubSpot.com/demo

Page 52: Doit marketing doitmarketing-webrd

Thank You!

Let’s continue the discussion!H bS t /W b it R d iwww.HubSpot.com/Website-Redesign

Leave a comment on the blog article.

Get a Demo of HubSpot:

Mike Volpe

www.HubSpot.com/demo

Mike VolpeVP [email protected]

Page 53: Doit marketing doitmarketing-webrd

HubSpot

Inbound Marketing System

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Inbound Marketing System

SEOContent

BlogsSEO Management Blogs

SocialLandingMedia

LeadIntelligence

Pages

Intelligence

CRMCRM

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Getting Found: On-Page SEO

Keyword GraderD i h k d• Determine what keywords to optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Googlefirst page of Google

• Identify critical long tail words (high conversion rates, low competition)

• Monitor your rank against competitors for each keyword/phrase

• Determine the specific page on your site that is ranking for each y gkeyword(phrase) and how to make further improvements

Page 56: Doit marketing doitmarketing-webrd

Getting Found: Off-Page SEO

Link Grader• Identify opportunities to generate

more return from your existing links

• Monitor your live inbound links• Monitor your live inbound links and which inbound links are producing the most value for you

• Aggregate your competitorsAggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of

Page 57: Doit marketing doitmarketing-webrd

Getting Found: SEO for Your Whole Site

Page Grader• Analyze each page of your site to

see which produce the most value for you (traffic, leads,

k d k d li k )ranked keywords, links)• Automatically recommend

improvements to optimize each f itpage of your site

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Getting Found: Blogosphere

BloggingE bl l• Enable easy, natural process to consistently update content on your site, achieve more frequent search engine crawls, and i th itimprove authority

• Develop an audience of email and RSS subscribers

• Attract more inbound links (“linkAttract more inbound links ( link bait”)

• Write keyword rich content to attract more high conversion rate traffictraffic

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Getting Found: Social Mediasphere

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Track Your Competitors

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Lead Intelligence

• Track the full path of all of your leads through your web site

• Automatically develop more intelligence around each leadintelligence around each lead (number of visits, time on site, pages visited, comments written on blog, documents downloaded, ginformation submitted via web forms created)

• Increase close rate through i d l d litimproved lead quality

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Making Better Marketing Decisions

Analytics• Integrated reports in HubSpot

software allow you to understand the effects of all your marketing

ti iti ti iactivities so you can optimize your efforts and allocate your time and money towards the programs that generate the most leads andthat generate the most leads and sales for your business

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Actionable Marketing Insights

HubFeed• HubFeed “watches” your Internet

marketing efforts and delivers highlights and actionable insights b d d tbased on your data

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HubSpot Methodology and Consulting

• Our Internet Marketing Consultants are experienced in all aspects of online marketing and specifically trained on HubSpot's products andtrained on HubSpot s products and methodologies

• Consulting sessions focus on these topics based on the specific needstopics based on the specific needs of the client

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HubSpot Training Materials and Resources

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HubSpot Demo?

H bSpot starts at $3500 / ear• HubSpot starts at $3500 / year.

• We have awesome tools to help with the website redesign process.

• www HubSpot com/demo• www.HubSpot.com/demo

Pricing is as of July 2008 and is subject to change.