This document provides tips for turning a website into a marketing machine. It discusses how the internet has transformed business by changing how people shop online. It outlines that businesses must drive traffic to their sites, capture leads, convert leads to customers, and analyze site activity. It also contrasts old outbound marketing techniques with new inbound marketing techniques that are more targeted and controlled by customers. It emphasizes the importance of search engine optimization to be found by the 98% of B2B buyers who start their searches on Google.
Personalization: The Ultimate Tool for Creating a Competitive AdvantageChris Risner
Personalization and customization of the customer experience at every touchpoint is critical to creating a lasting and successful relationship. Customers and website visitors are continuing to demand relevant customer experiences in every part of the buyer's journey...and beyond. For example, nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g. offers, ads, promotions) appear that have nothing to do with their interests (Janrain & Harris Interactive, 2015).
This webinar will explore why personalization is important, how personalization works, what it can do for your organization, and provide examples of how it can be used including the types of technologies that enable it to work. Join us for a webinar on Thursday, November 17th, at 1PM CT.
What you will learn:
- Background and research on why personalization matters and is important
- How personalization works
- What personalization can do for an organization including increasing revenue and improving the customer experience
- Relevant examples of how personalization can be used
- The technologies that can be employed to effectively make personalization happen
Social media marketing presentation at #fusionmex by Olivier Blanchard - @the...i-SCOOP
Keynote covering intelligent use, planning and integration of social media marketing in the enteprise, given by Olivier Blanchard (@thebrandbuilder) at Fusion Marketing Experience (#fusionmex) Brussels on March 23, 2011.
Personalization: The Ultimate Tool for Creating a Competitive AdvantageChris Risner
Personalization and customization of the customer experience at every touchpoint is critical to creating a lasting and successful relationship. Customers and website visitors are continuing to demand relevant customer experiences in every part of the buyer's journey...and beyond. For example, nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g. offers, ads, promotions) appear that have nothing to do with their interests (Janrain & Harris Interactive, 2015).
This webinar will explore why personalization is important, how personalization works, what it can do for your organization, and provide examples of how it can be used including the types of technologies that enable it to work. Join us for a webinar on Thursday, November 17th, at 1PM CT.
What you will learn:
- Background and research on why personalization matters and is important
- How personalization works
- What personalization can do for an organization including increasing revenue and improving the customer experience
- Relevant examples of how personalization can be used
- The technologies that can be employed to effectively make personalization happen
Social media marketing presentation at #fusionmex by Olivier Blanchard - @the...i-SCOOP
Keynote covering intelligent use, planning and integration of social media marketing in the enteprise, given by Olivier Blanchard (@thebrandbuilder) at Fusion Marketing Experience (#fusionmex) Brussels on March 23, 2011.
Creating Exceptional Customer Experiences with Social CRM [IBM, SugarCRM and ...Highland Solutions
Creating Exceptional Customer Experiences with Social CRM.
Delivering exceptional experiences for your clients is essential to your business' growth. Empower your entire organization—from customer-facing employees to senior management—to create relevant communications, dependable expectations and deeper relationships. Companies on the leading edge of social business understand that the role of the customer is not only critical but also changing.
In this webcast, business leaders from IBM, SugarCRM and Highland Solutions will discuss the rise of informed Customer 2.0, the client experience imperative and the evolution of customer-focused, social CRM technologies. Woven into the fabric of the client experience, these technologies provide organizations with the capabilities to access and synthesize valuable external research and internal information, leading to consistent client conversations and ultimately expanded engagements and brand loyalty.
Highlights
-Scott Taback, Vice President of Business Development at Highland Solutions, will discuss the changing customer profile (Customer 2.0) and the benefits of being a customer-centric organization. Additionally, he will talk about the importance of creating a consistent client experience from administration to sales, enabled by integrated social business technologies.
-Clint Oram, co-founder and CTO of SugarCRM, will discuss how SugarCRM enables every customer-facing professional--every seller, every customer service rep--with the tools to effectively build customer relationships. He will also speak to why CRM is the cornerstone of a client-focused organization, enabling them to provide a unique and differentiated customer experience from every phone call to every visit to the store.
-Christopher Crummey, Worldwide Director of Sales for Social Business and Exceptional Digital Experience at IBM, will talk about how IBM sellers use social CRM to delight their customers. He will also discuss the latest in SugarCRM integrations to IBM Connections, IBM Notes and IBM SmartCloud for Social Business.
-Laurence Leong, Senior Director of Strategic Partner Marketing at SugarCRM, will discuss new SugarCRM integrations for IBM Connections, IBM Notes and IBM SmartCloud for Social Business.
Key Takeaways
In this webinar, we will discuss:
-Engaging Customer 2.0 and the benefits of being customer-centric
-Creating a consistent client experience from administration to sales
-Empowering employees with integrated social business technology
-Putting the "i" in CRM (hint: it's about the individual)
-A Day in the Life of the Digital IBMer using Social CRM
-IBM’s initiatives to meet customer needs in the social business space
-New SugarCRM integrations for IBM Connections, Notes and SmartCloud for Social Business
-How IBM, SugarCRM and Highland Solutions can create value for your clients leveraging social business technologies
Thought Leadership: Aligning with...The Buyer Cycle RevolutionThe Thought Net, LLC
Buyers are revolting against traditional sales methods, and it’s going to take more than just social media to engage & sell to them.
It’s going to take a new way of selling, a new way of engaging with buyers…It’s going to take the creation of an integrated B2B or B2C Buyer Cycle Selling Strategy using Thought Leadership and more. Let us show you how to connect-the-dots and create your own Strategic Roadmap to Buyer Cycle Selling.
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
Interactive Metrics, What You Really Need to Knowharrisonm10
In this informative presentation, Maria Harrison will take you through the good, the bad and the ugly of interactive metrics. Interactive marketing is a double-edged sword when it comes to metrics.
Just because everything can be counted, doesn’t mean it’s important in making business decisions that will help you have a positive impact on your interactive marketing initiatives.
Ms. Harrison will show you how simplistic interactive metrics can really be, how to set benchmarks, and develop meaningful executive dashboards that will help you make the right decisions to improve your interactive marketing efforts. She will define some basic interactive metric terms and teach you how to immediately apply those metrics to your business.
Learn Adwords secrets from Google experts! This presentation, created by Google and National Positions, provides advanced Google Shopping strategies that will help you boost sales within 30 days. To learn more, visit http://www.nationalpositions.com/ or call 877.610.4760!
What is social media and why is it important for marketing and advertising?
In this presentation, I will explain to a class at West Chester University why social media is an important tool in the arsenal for marketers to reach customers.
Steal this economic development marketing idea GIS Planning
“Steal This Idea: The Marketing Experts Tell All” was presented at the IEDC 2012 Annual Conference in Houston, Texas. The panel featured an A-list of economic development marketers that included GIS Planning CEO Anatalio Ubalde, Y Factor President/CEO Anya Codack and DCI President/Chief Creative Officer Andy Levine. Topics include:
The Rise of the Digital Ambassadors (Andy)
Write Once, Spin Often (Anya)
Data Marketing (Anatalio)
An Infographic is Worth a Thousand Data Points (Andy)
Unmask Your Website Visitors (Anya)
The Best Idea is Yours (Anatalio)
How to measure the ROI of social media is a highly contested topic in the marketing world. In this paper we examine how you can start to apply metrics to your campaign, giving you a solid indication of your social media ROI.
Get 150+ pages of actionable insights for smarketing - smart & aligned sales & marketing.
Mike Tyson once said that everybody has a plan until they get punched in the mouth.
The coronavirus has punched us all – humans and businesses.
We need a new plan.
The old sales & marketing techniques are not going to survive 2020.
Welcome to the world of Smarketing – smart aligned sales & marketing.
6 Steps to boost your prospect funnel and sales conversion rate with truly in...Helen McInnes
How to come up with a "big idea" for a PR campaign, ensure you have the right content kit to drive traffic to your website and landing page that drives conversions
Presentation by Bob Boucher, Cole Creative, Boston, at the annual meeting of the Digital Solutions Cooperative (Dscoop), February 21, 2009, Orlando, FL
Consumer demand for personalized experiences makes information the most valuable currency. Data is a hot topic - and for good reason. Gus Murray, our Chief Strategy and Insights Officer will talk through the fundamentals of how to approach data driven marketing, how any organization can use data to improve results, uncover insights, promote customer loyalty, and be used in the creative process.
Michael Vorel, CEO of Vastplanet.com on leading Ecommerce Trends, Online Merchants, Conversion Strategies and features high volume affiliate marketing sites. Presentation includes takeaway affiliate marketing strategies and industry trends.
Inbound Digital Marketing – The Facts on Why You Need it NOW!Marketing Essentials
Inbound digital marketing is both an art and a science. Using data, an inbound digital strategy is developed to create the right type of content, delivered in the right channel at the right time—just the way your audience likes it by using an automated marketing system, like Hubspot (Yes! Marketing Essentials is one of the elite Certified Hubspot Agencies).
Digital marketing! the word that enterprises Love today. Well, too much of something is not good. Also, is this word not abused? In terms of Jargons? in the name of Analytics? In the name of getting responsive? Well, Probe in for details!
Creating Exceptional Customer Experiences with Social CRM [IBM, SugarCRM and ...Highland Solutions
Creating Exceptional Customer Experiences with Social CRM.
Delivering exceptional experiences for your clients is essential to your business' growth. Empower your entire organization—from customer-facing employees to senior management—to create relevant communications, dependable expectations and deeper relationships. Companies on the leading edge of social business understand that the role of the customer is not only critical but also changing.
In this webcast, business leaders from IBM, SugarCRM and Highland Solutions will discuss the rise of informed Customer 2.0, the client experience imperative and the evolution of customer-focused, social CRM technologies. Woven into the fabric of the client experience, these technologies provide organizations with the capabilities to access and synthesize valuable external research and internal information, leading to consistent client conversations and ultimately expanded engagements and brand loyalty.
Highlights
-Scott Taback, Vice President of Business Development at Highland Solutions, will discuss the changing customer profile (Customer 2.0) and the benefits of being a customer-centric organization. Additionally, he will talk about the importance of creating a consistent client experience from administration to sales, enabled by integrated social business technologies.
-Clint Oram, co-founder and CTO of SugarCRM, will discuss how SugarCRM enables every customer-facing professional--every seller, every customer service rep--with the tools to effectively build customer relationships. He will also speak to why CRM is the cornerstone of a client-focused organization, enabling them to provide a unique and differentiated customer experience from every phone call to every visit to the store.
-Christopher Crummey, Worldwide Director of Sales for Social Business and Exceptional Digital Experience at IBM, will talk about how IBM sellers use social CRM to delight their customers. He will also discuss the latest in SugarCRM integrations to IBM Connections, IBM Notes and IBM SmartCloud for Social Business.
-Laurence Leong, Senior Director of Strategic Partner Marketing at SugarCRM, will discuss new SugarCRM integrations for IBM Connections, IBM Notes and IBM SmartCloud for Social Business.
Key Takeaways
In this webinar, we will discuss:
-Engaging Customer 2.0 and the benefits of being customer-centric
-Creating a consistent client experience from administration to sales
-Empowering employees with integrated social business technology
-Putting the "i" in CRM (hint: it's about the individual)
-A Day in the Life of the Digital IBMer using Social CRM
-IBM’s initiatives to meet customer needs in the social business space
-New SugarCRM integrations for IBM Connections, Notes and SmartCloud for Social Business
-How IBM, SugarCRM and Highland Solutions can create value for your clients leveraging social business technologies
Thought Leadership: Aligning with...The Buyer Cycle RevolutionThe Thought Net, LLC
Buyers are revolting against traditional sales methods, and it’s going to take more than just social media to engage & sell to them.
It’s going to take a new way of selling, a new way of engaging with buyers…It’s going to take the creation of an integrated B2B or B2C Buyer Cycle Selling Strategy using Thought Leadership and more. Let us show you how to connect-the-dots and create your own Strategic Roadmap to Buyer Cycle Selling.
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
Interactive Metrics, What You Really Need to Knowharrisonm10
In this informative presentation, Maria Harrison will take you through the good, the bad and the ugly of interactive metrics. Interactive marketing is a double-edged sword when it comes to metrics.
Just because everything can be counted, doesn’t mean it’s important in making business decisions that will help you have a positive impact on your interactive marketing initiatives.
Ms. Harrison will show you how simplistic interactive metrics can really be, how to set benchmarks, and develop meaningful executive dashboards that will help you make the right decisions to improve your interactive marketing efforts. She will define some basic interactive metric terms and teach you how to immediately apply those metrics to your business.
Learn Adwords secrets from Google experts! This presentation, created by Google and National Positions, provides advanced Google Shopping strategies that will help you boost sales within 30 days. To learn more, visit http://www.nationalpositions.com/ or call 877.610.4760!
What is social media and why is it important for marketing and advertising?
In this presentation, I will explain to a class at West Chester University why social media is an important tool in the arsenal for marketers to reach customers.
Steal this economic development marketing idea GIS Planning
“Steal This Idea: The Marketing Experts Tell All” was presented at the IEDC 2012 Annual Conference in Houston, Texas. The panel featured an A-list of economic development marketers that included GIS Planning CEO Anatalio Ubalde, Y Factor President/CEO Anya Codack and DCI President/Chief Creative Officer Andy Levine. Topics include:
The Rise of the Digital Ambassadors (Andy)
Write Once, Spin Often (Anya)
Data Marketing (Anatalio)
An Infographic is Worth a Thousand Data Points (Andy)
Unmask Your Website Visitors (Anya)
The Best Idea is Yours (Anatalio)
How to measure the ROI of social media is a highly contested topic in the marketing world. In this paper we examine how you can start to apply metrics to your campaign, giving you a solid indication of your social media ROI.
Get 150+ pages of actionable insights for smarketing - smart & aligned sales & marketing.
Mike Tyson once said that everybody has a plan until they get punched in the mouth.
The coronavirus has punched us all – humans and businesses.
We need a new plan.
The old sales & marketing techniques are not going to survive 2020.
Welcome to the world of Smarketing – smart aligned sales & marketing.
6 Steps to boost your prospect funnel and sales conversion rate with truly in...Helen McInnes
How to come up with a "big idea" for a PR campaign, ensure you have the right content kit to drive traffic to your website and landing page that drives conversions
Presentation by Bob Boucher, Cole Creative, Boston, at the annual meeting of the Digital Solutions Cooperative (Dscoop), February 21, 2009, Orlando, FL
Consumer demand for personalized experiences makes information the most valuable currency. Data is a hot topic - and for good reason. Gus Murray, our Chief Strategy and Insights Officer will talk through the fundamentals of how to approach data driven marketing, how any organization can use data to improve results, uncover insights, promote customer loyalty, and be used in the creative process.
Michael Vorel, CEO of Vastplanet.com on leading Ecommerce Trends, Online Merchants, Conversion Strategies and features high volume affiliate marketing sites. Presentation includes takeaway affiliate marketing strategies and industry trends.
Inbound Digital Marketing – The Facts on Why You Need it NOW!Marketing Essentials
Inbound digital marketing is both an art and a science. Using data, an inbound digital strategy is developed to create the right type of content, delivered in the right channel at the right time—just the way your audience likes it by using an automated marketing system, like Hubspot (Yes! Marketing Essentials is one of the elite Certified Hubspot Agencies).
Digital marketing! the word that enterprises Love today. Well, too much of something is not good. Also, is this word not abused? In terms of Jargons? in the name of Analytics? In the name of getting responsive? Well, Probe in for details!
HubSpot surveyed 167 professionals on where they spend their marketing dollars, unveiling that companies that spend more money and effort on inbound marketing experience a lower cost per lead.
Your Guide to Pay Per Click (WSI Cyprus)WSI (Cyprus)
Paid Search or Pay‐Per‐Click (PPC) advertising is an effective and powerful marketing tool that allows
your company to create online brand exposure to your target markets. Additionally, PPC gives you
ultimate control over your marketing dollars while allowing you to capture the attention of the booming
number of online consumers who are ready to spend money on your products and services. You just
need to be there. It’s like having an ad in your local newspaper and only paying for the prospects that
read it! How can it get any better than this in advertising?
How to Get Better at B2B Lead Generation in 2016Devyani Rao
This is a whitepaper detailing the merits of integrated lead generation with its focus on outbound marketing. Lead generation in 2016 cannot rely solely on inbound marketing. Its efforts need to be supplemented with email marketing and even telemarketing. Customers now want a better experience. Especially in the case of B2B clients, a personal or human touch right at the beginning of the sales pipeline can help build a better relationship with the prospect. This document will help show how to integrate the 2 marketing efforts so as to have the best outcome and generate more leads that are not only qualified but nurtured. And as all statistics have shown, nurtured leads are more easily converted into sales.
The State of Inbound Marketing - HubSpot Report - January 2009Steven Duque
The State of Inbound Marketing offers readers three key findings:
#1 Inbound marketing channels deliver a dramatically lower cost-per-sales lead than outbound channels.
Respondents that spent more than 50% of their marketing budget on inbound marketing consistently reported a lower cost-per-sales lead than those that spent 50% or more on outbound marketing. In fact, inbound marketing-dominated organizations experience a 61% lower cost-per-lead than outbound marketing-dominated organizations.
Businesses are responding by allocating a greater portion of their budget to inbound marketing. Currently, 37% of business’ lead-generation budget is dedicated to inbound marketing, whereas 30% is dedicated to outbound marketing efforts. We expect this gap to widen significantly over time.
#2 Blogs lead other social media categories in terms of importance to business.
Blogs are frequently cited as the most useful type of social media marketing, with 75% of those familiar with their business’ blogging efforts saying they are ‘useful,’ ‘important,’ or ‘critical’ to their business. MySpace finished last in terms of importance of those that use the service for business purposes.
#3 Small businesses are most aggressively allocating lead generation budgets to blogging, social media and search engine optimization.
Realizing that inbound marketing techniques ‘level the playing field’ with the bigger budgets of larger competitors, small businesses are spending a 180% greater portion of their budgets on blogging/social media and 36% greater portion of their budgets on search engine optimization than businesses with 50 employees or more.
Diapositivas presentadas por Lorna Diwa, Program Manager Customer Experience Google Express, en el eCommerce Day Asunción 2015 en la plenaria "TRENDS PITCH ECOMMERCE I: eSHOPPING EXPERIENCE: ¿CUÁLES SON LAS MEJORES
ESTRATEGIAS PARA APROVECHAR EL CANAL ONLINE EN LA VENTA DE PRODUCTOS A
CONSUMIDORES FINALES?".
Creating a social media strategy for a tourism business | Block 1: Basics of ...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 1: Basics of online marketing
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
Why should your business bother using Google+ Local at all? Small and mid-sized businesses typically have few extra resources, so they are very protective over them. What’s more, people have become cynical (justifiably) about over-hyped, fly-by-night marketing gimmicks.
This is a short presentation on Digital Marketing which gives an overview of Digital Evolution, Traditional Marketing, the advantages and disadvantages of Digital Marketing, Search Engine Optimization SEO, Google Analytics, Social Media Marketing.
For Insurance Agents: Choosing the right objectives and tactics for 2015 dig...Confluency Solutions
Slideset from October 2 Confluency Solutions presentation and webinar:
Time and money are finite resources, so you want to be sure that the marketing tactics and program you choose are targeted to your objectives - and you want to be sure you are getting the most return on your marketing budget. Webinar attendees will be provided a link to a Gap Analysis worksheet do they can develop their own top-down, bottom-up objectives.
How far have we come from the ‘yellow page paradigm’?
Top-down, bottom-up gap analysis
Matching the communication channel to your target
Who are you selling to?
Low hanging fruit - customer value
Low hanging fruit - green growth
Other options and ROI considerations
Mixing digital and analog
Managing your content distribution - the editorial schedule
Организация финансирования капитального ремонта в многоквартирных домахkhibinite
Семинар «Создание региональной системы капитального ремонта общего имущества в многоквартирных домах в Мурманской области». Организация финансирования капитального ремонта в многоквартирных домах. Региональный оператор, функции и задачи. Минимальный размер взноса
Семинар «Создание региональной системы капитального ремонта общего имущества в многоквартирных домах в Мурманской области». Как провести собрание собственников. Сроки и особенности оформления протоколов.Различия в формировании фонда капремонта на счете регионального оператора и на специальном счете
3. “New Marketing” = Inbound Marketing
The way people shop has changed drastically – people “New Marketing” methods include:
are much more in control of what information they • Search engine optimization (SEO)
receive and how they receive it. The Internet and the • Pay per click (PPC) advertising
emergence of sites like Google, Yahoo, MSN, digg, and • Blogging and leveraging the
del.icio.us has changed the dynamic of how people blogosphere
purchase products. People are now much more able to • Buzz marketing
get information about different vendors, products, and • Targeted landing pages
industries themselves without interacting with your • Conversion tools
company directly. By the time they reach you, they are • Sophisticated analytics
much farther along in the sales process but you know
much less about them.
The Modern Sales Funnel:
Customer is in control
Customer and sales share control
Page 3 of 12
4. B2B Buyers Start in Google
98% of B2B buyers search in Google
Make sure you get found on the
web so you can reach the people
looking for your product or service.
Source: Marketing Sherpa
The Google Search Golden Triangle
This Google results page shows an eye‐tracking heat
map that shows where on the page people look and
click on the page of search results.
What you see here is the phenomenon called the
Google Search Golden Triangle – people focus on the
top organic results that fall into a triangle at the top
left corner of the screen.
You want to get as close to this Golden Triangle as
possible – top organic results translates into more
web traffic.
For more on what you can learn from heat map analyses, check out 3 Hot Marketing Tips from Heat Map
Analysis (Images) (http://del.icio.us/HubSpot/article2).
Page 4 of 12
6. Paid (Pay Per Click) Results
(25% of Clicks)
Organic Results (75% of Clicks)
• Free
• More traffic
• Smarter people
• Longer lasting
Source: Marketing Sherpa & Enquiro Research
HubSpot Tip Understand Google
If you understand how Google works, you will better be able to utilize it to your advantage.
• The Importance of Google PageRank: A Guide For Small Business Executives
(http://del.icio.us/HubSpot/article6)
• Free Advertising on Google – A How To Guide (http://del.icio.us/HubSpot/article7)
• Stopping The Google AdWords Morphine Drip: How We Saved $183 Last Week
(http://del.icio.us/HubSpot/article8)
Page 6 of 12
7. Part 2: 5 Tips to Turn Your Website into a Marketing Machine
Using modern marketing techniques is essential to helping any business grow today – by helping you
generate more website visitors, convert more visitors to leads, turn more leads into customers, and
analyze every step of the process.
After talking to hundreds of people about this topic, five common themes emerged as the keys to
turning their website into a marketing machine.
Tip #1 – On Page SEO
Even if your website looks good to a human, search engines rule the Internet. You need to give search
engines the right clues to help them understand what your website is about and what types of people
should find your website. You need to make sure you use the right keywords in the page content. Your
page title needs to be short and use the right keywords. You need to use the same keywords in the H1,
H2 and H3 tags on the page as well, and if you can put the keywords into the URL, even better.
“Visible” On Page SEO – parts of your site to optimize that you can see
Page Title
(in the top bar of your URL
browser) is very or website address
important in telling can contain
search engines what keywords that will
your site is about be picked up by
search engines
Headings
with H1, H2, H3 HTML
tags are seen by search Page text
engines as more is also somewhat
important than other important,
text on your site especially bold text
Page 7 of 12
8. “Invisible” On Page SEO – parts of your site to optimize that you can’t see, but search engines can
Description – a brief description of what your site is about when you are listed in search engine
results, for the reader’s (not search engine’s) benefit
Keywords – designated in your site’s HTML code, keywords give search engines a general idea
about the content of your site
Things to consider for on page SEO
• People don’t like surprises – make sure your titles, headings, keywords, description, and URL
reflect the actual content on each web page
• The web is all about unique content – duplicating titles, keywords, and content on multiple
pages may be interpreted as spam by search engines, so make each page of your site unique
• The early bird gets the fatter worm – words used earlier in the title, URL, heading, and page
content are given more weight than later words
• Keep it short and sweet – the more words you add, the more diffused your power will be for
each word, so use fewer and more focused words
• Sell your page to the reader – your page title and description will show up when you are listed in
search engine results, so optimize them for click‐through appeal by making them sell the
content on the page
HubSpot Tip Strategic keyword placement
For more SEO strategies for editing your metadata, domain names, or web page titles, check out:
• SEO For Small Business Executives: Understanding The Magic Of Meta‐Data
(http://del.icio.us/HubSpot/article9)
• A Domain By Any Other Name Would Not Rank As Well (http://del.icio.us/HubSpot/article10)
• A Web Page By Any Other Title Would Not Rank As Well (http://del.icio.us/HubSpot/article11)
Page 8 of 12
10. Blogging allows you
to engage in a
conversation with
your customers
while improving your
search engine rank.
HubSpot Tip Optimize your site with a blog
For more on why and how you should be blogging, see:
• 6 Reasons Every Small Business Should Be Blogging… Are You Missing the Boat?
(http://del.icio.us/HubSpot/article15)
• 7 Beginner Blogger Blunders and How to Avoid Them (http://del.icio.us/HubSpot/article16)
• Why Your Business Blog Shouldn’t Be on Blogspot.com (http://del.icio.us/HubSpot/article17)
• Social Bookmarking Marketing (http://del.icio.us/HubSpot/article18)
Tip #4 – Convert Visitors to Leads with Forms
Once you are generating more traffic through SEO and blogging, you need to
capture more of this traffic through lead capture forms. By doing a lot of
testing on your forms, you can typically increase your conversion rate
significantly, capturing more leads from the same overall amount of traffic.
Some of the things you might want to test are the length of the form, putting
a link to your privacy policy next to the email field, adding a customer
testimonial with a picture, and removing the main navigation from the page
Capture more leads by adding
forms to your website.
Page 10 of 12
12. Part 3: Marketing Resources
Website Grader (www.websitegrader.com) – Useful tool for measuring the marketing effectiveness
of your website, get a free custom report in seconds with advice for your website
Marketing Sherpa (www.marketingsherpa.com) – A great resource for case studies and insights
into marketing tactics
Internet Marketing Blog (blog.hubspot.com) – Articles about business strategy and Internet
marketing
Web ink now (www.webinknow.com) – Online thought leadership and viral marketing strategies
from award‐winning author David Meerman Scott
HubSpot (www.hubspot.com) – Internet marketing software that helps you get more website
visitors, convert more visitors to leads, turn more leads into customers, and analyze every step of
the process
Part 4: Contact Us
HubSpot
One Broadway, 14th Floor
Cambridge, MA 02142
1‐800‐482‐0382
www.hubspot.com
Page 12 of 12