Here is a synopsis of HubSpot's in-dept guide to Internet marketing. There are many excellent tips in this guide. http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/the_essential_guide_to_internet_marketing.pdf

1. Synopsis
prepared by
Dr. Joel R.
Evans, Zarb
School of
Business,
Hofstra
University

2. The Guide to Internet Marketing (1)
Key Points:
1. Create a Keyword Strategy
• What are keywords? How many should a site have?
• Attributes: difficult (unique and specific) and relevant
• Keyword tools
• Why to use Google AdWords even if not paying for words
2. Optimize Your Web Site to Get Found
• Aim to be on first page of search (for what words; only
works if people use those words in search)
• On-page SEO – nine elements covered, including meta data
and headings
• Off-page SEO – inbound links

3. The Guide to Internet Marketing (2)
Key Points:
3. Create a Blog and Have Marketing Offers
• Blog vs. Web site
• Platforms for blogging and hosting
• Topics featured (track to see which are most popular)
• Components of posts
• E-marketing vs. E-commerce?
• Lead generation = followers
• Show passion and enthusiasm
• CTA on blog and/or other social media
• Offer cycle – download content follow on social
media subscribe to blog join newsletter
• Create long-form content

4. The Guide to Internet Marketing (3)
Key Points:
4. Promote Content Through Social Media
• Which ones and how many
• Monitoring tools – Google Alerts, HubSpot, Hootsuite,
Tweetdeck
• Twitter for Business
• Facebook for Business
• LinkedIn for Business – Groups, LinkedIn Answers
5. Convert Web Site Traffic into Leads
• Getting traffic  getting conversions
 Select offers (content downloads, Webinars, demos)
 Create CTAs (buttons or links)
 Create landing pages
 Test, measure , amplify

5. The Guide to Internet Marketing (4)
Key Points:
6. Nurture Leads with Targeted Messages
• Develop relationships/continuing conversations
• Automated, targeted, personalized E-mails
• Use opt-in marketing to build lists
• Have a goals for each message and CTAs to achieve them
• Measure click-through rates (CTRs), unsubscribe rates,
continuing responses
7. Optimize Your Marketing for Mobile Viewing
• Mobile media = a key emerging trend for marketers
• Set up mobile redirect
• Use mobile CSS
• Key elements to optimize – E-mail, CTA landing pages,
downloads, video

6. The Guide to Internet Marketing (5)
Key Points:
8. Analyze & Refine Strategies
• Use analytics software
• Determine what metrics to use and how well these metrics
have been reached – success= ?
• Determine what needs improving – many tips given
• Acquisition costs
• New vs. repeat traffic
• Refine
9. Additional Resources
• Free marketing assessment: www.hubspot.com/ima
• What’s the catch?

7. The Guide to Internet Marketing (6)
http://marketing.grader.com
A great tool for checking out the performance of any type of
URL – Web sites, blogs, etc.