(http://www.hubspot.com/company/management/dharmesh-shah/)

Dharmesh started his presentation by saying he will tell us how to multiply our web traffic by 6.He gave few tips and tricks and recommendation:

The first point is to capitalize on Google organic (for free), but you need to understand how Google organic work. And a good ranking with organic in function of “context” and “authority” (the later is the trust from Google on the website)

In this respect, Keywords relevance is extremely important, but is is important “not to fight a Ninja unless you are a Ninja”. In other words, you cannot win the 1rst keywords, unless you have  lots of authority, so fight for the second or third, until you gain more.

Use www.grader.com to measure the quality of your site. The page title is extremely important and most of people do not know it (put “home” in their title instead of what their company do!)

Get powerful link

Build a blog – that was the theme of the conference. It was all about building powerful blogs – and measure it .

- Visitors (a bit poor)

- Subscribers (a bit better)

- How many people link to it (better)

- Track comments (even better)

The problem is to decide what to blog about… What is interesting to share?

The “meh” are:                                         The “wow”

-          Product info                                       - New market data (à make/share a survey)

-          Free trials                                          - Educational content

-          Soft doc                                             - Top match blog post

                                                           - free interactive tool

                                                           - cartoon

And in general, it is important to stay POLARIZED!

Another interesting point is that you can make market research on Facebook (figure about number of people with a given profile) [It probably worth looking at sys admins info: if they are not in professional network, they might be in social ones]

Of course, Twitter was mentioned as well. It spreads content very well – there is a twitter grader.com too.

Subscribe to RSS feed on Linked in, and if there is n’t a group in your area yet, create it.

Some tips about sales:

-          Charge very early: so that feedback is more valuable

-          Start with SIMPLE pricing (price do not matter – so you can review it later)

-          Charge often: so that you get feedback on when they will quit (and possibly revert their decision)

-          Do not scale sales too early

-          Determine what is your Cost of Customer Acquisition

-          Life time value of a customer is function of the revenue and retention

-          Monitor the “customer Happiness Index” (CHI) It can be used for

o   Predict who is going to cancel

o   Perdict LTV for new deals

o   Calculate commission for sales rep

o   Determine product roadmap

-          Figure out the why and the Who of churns

-          Understand discretionary churns

-          Hire a journalist is better value than a paper ad.

Summary:

See Dharmesh book: “Inbound Marketing: Get Found Using Google, Social Media, and Blogs”

 http://books.google.co.uk/books?id=GsaXR5ECoM4C&sitesec=reviews&source=gbs_navlinks_s