Tài liệu 30 Online Marketing Tips for Driving Lead Generation potx

101 B2B Marketing and Sales Tips from The B2B Lead Driving Leads to your website through paid search advertising, search engine optimization, blogging and more Online Marketing VOLUME ONE PRESENTED BY 30 Online Marketing Tips for Driving Lead Generation Today, online marketing is vital to any integrated marketing program. With so many new avenues for reaching prospective buyers, we as B2B Marketers have to think outside of the box to stand out in the crowd. From significant improvements in marketing program metrics to greater efficiencies in your sales funnel, employing new online marketing tactics can create immediate benefits, if done right. In this collection of 30 online marketing tips from The B2B Lead, you will find information on the basics of SEO, optimizing your video for the web, boosting your blog using twitter, how to measure your online successes and much more. Here’s a few of the included tips in this eBook: • UsingPressReleasestoDriveWebTrafcandLeads • BoostYourGoogleJuicewithLinkBait • InvestintheRightToolstoTracktheMetricsThatMatter • DiveinandJumpstartSEOWithaQuickStartPlan • PracticeMetrics-BasedCopywriting • TwittertoAttractReaderstoYourBlog If you like what your see here, be sure to check out http://www.theb2blead.com for more B2B Marketing and Sales tips. Contentcontributedby: ScottDaughtry,SEOSpecialist Kyle Flaherty of www.engageinpr.com AmyHawthorne,DirectorofMarketingatReachForce PamO’NealMickelson,VPofMarketingatBreakingPoint LeighAnneWallace,MarketingCoordinatoratReachForce 101 B2B Marketing and Sales Tips from The B2B Lead PRESENTED BY VOLUME ONE • Online Marketing 2 101 B2B Marketing and Sales Tips from The B2B Lead PRESENTED BY VOLUME ONE • Online Marketing 3 Table of Contents Search Engine Optimization and Paid Search Advertising 1. DiveinandJumpstartSEOWithaQuickStartPlan 2. BoostYourGoogleJuicewithLinkBait 3. 2008istheYearofDigitalOmnipresence 4. OptimizeYourVideoforSEOResults 5. SearchEngineOptimization(SEO)Checklist:Step1-StartwithSEM(alaGoogleAdwords)? 6. PracticeMetrics-BasedCopywriting 7. SproutWidgets,MashupsandOtherGreatContentThatDrivesSEO Blogging 8. Blog Basics 9. PageTitlesareImportant 10. KeepYourBlogonTracktoSupportSEOandOtherBusinessObjectives 11. MeasuringtheEffectivenessofYourCorporateBlog 12. WantBloggerstoWriteAboutYou?MakeSureYourWebsiteisBlogger-Friendly 13. TwittertoAttractReaderstoYourBlog 14. Blogging to the Beat 15. EverythingIKnowAboutB2BBloggingILearnedfromPerez 16. Re-thinkBlogROI Social Media 17. WhenitComestoSocialMedia:PlayBytheRules 18. ACaseStudyinViralVideoMarketing-TheB2BLeadVidcast 19. PutThese20IdeasintoActionforB2BViralMarketingSuccess 20. Building a Following on Twitter 21. LearnFromthe6CsofSocialInuenceMarketing Other 22. UsingPressReleasestoDriveWebTrafcandLeads 23. TagCloudingYourLeads 24. WebAnalyticsforB2BMarketers 25. MakeSomeImaginaryFriendsAKAaPersona 26. WhenInvestinginNewMediaProgramsTracktheMetricsThatMatter 27. InvestintheRightToolstoTracktheMetricsThatMatter 28. CreatingFormsforContent-HowMuchistooMuch? 29. 10SignsYouPickedtheWrongWebDesignAgency 30. KeywordOptimizationforPressReleases 101 B2B Marketing and Sales Tips from The B2B Lead PRESENTED BY VOLUME ONE • Online Marketing 4 Dive in and Jumpstart SEO With a Quick Start Plan Attention Conservation Notice: The following post provides quick tips for Search Engine Optimization (SEO) and six-step plan for getting started. Youmightcallmeafast-followerwhenitcomestoSearch Engine Optimization. I resisted for some time because the prospect of researching and sorting through hundreds of keywordsandapplyingtechniquestooutwitGoogle’sever-changingalgorithmsseemedsodaunting.Icanbarelyspellalgorithm,afterall.Thenaslewofindustrysurveysshowed thatanywherefrom80to90percentormoreofB2BtechbuyersstarttheirresearchandbuyingprocessonGoogle. Well,thatwasawake-upcall.So,lastyearImadeSEOahigherpriority.IshiftedthefundsfromonlineadvertisingintoSEMandaReachForcerole-based database build. (That way,IcouldcoverbothmyInboundandOutboundbases.)IalsomaintainedmyinvestmentsinPRandsomekeysponsorshipstocoverthebrandawarenessanddriveInbound trafc.Then,Ipulledresourcesandfundsthathadbeenspenttryingtokeepupwithendlesscampaigndesignanddevelopment,andre-focusedthemonsocialmediaandSEO. It’strulyamazinghowquicklyyoucangetresultslikePage1Googlerankingswhenyoufocusresourcesonboostingaparticularpageranking.Hereareafewtipstohelpyoudo the same: Investintherighttools:Thereareliterallydozensoffreeandlow-costSEOtoolsthatyoucanusetogetalayofthelandandassessyourbestSEOprospects.Ofcourse,Google• providesseverallikeGoogleSuggestandGoogleTrends.AnotheroneofmyfavoritesisWordTracker.And,anewtoolIamusingrightnowisHubSpot.HubSpot’sVPofMarket- ing,MikeVolpemakesagreatcaseforSEOintheHubSpot Inbound Marketing blog. More about that another time. Don’tjustgoforthehighlycompetitivepopularterms.Considernicheorlongtailkeywordsterms.Therearedozensofkeywordswithsignicantsearchtrafcthathavelittle• competition. Optimize for all of them and the numbers add up. IntegrateyourPRandSEOeffortstoensureinboundlinksfrompressreleasessupportyourstrategy.• Makesureyour“anchortext”onin-boundlinksisoptimizedtoprovidethegreatestSEOvalue.• Optimize with a conversion strategy in mind.• Leverageyour“educational”assetsforlandingpagesandsocialmediasiteslikehubpages.com,scribd.com,ickr.comandothers.• Here’s a quick plan for getting started: InformationGatheringSession:Justlike• data cleansing,itcanbedifculttoknowwheretostartwhenitcomestoSEO.Pulltogetherateamtodiscussandprioritizeobjectives andscopeyourinitialproject. Research:Reviewyourmarketingobjectives,competition,andyourwebsiteandblogtogetalayofthelandandidentifylow-hangingfruit.• Produceaplanandguidelinesforoptimizingyourtopveweborblogpages.ThisshouldincluderecommendationsforURLs,internallinkbuilding,metatags,pagecontent• updates,blogcross-linkingandaconversionstrategyforeachofthosepages. Thenbegintobuildyourinboundlinkstothosepagesbyleveragingothersites,partners,blogs,socialmediasites,portals,andotherhigh-value(notspam)paidlinkdirecto-• rieslikeYahoo. ReviewandRevamp:AfterthepageshavehadsufcienttimeforGoogleIndexingreviewtheprojectandresults,andadjustthecomponentsoftheprogramifnecessary.• IrealizethispostpresentsafairlysimplisticviewofSEO.Itis,inreality,averycomplexandoverwhelmingdiscipline.Butthisisaquickplanforhoppingonthemovingtrain.You will, of course, learn more through trial and error and there are numerous online tutorials that will help you hone your skills. 101 B2B Marketing and Sales Tips from The B2B Lead PRESENTED BY VOLUME ONE • Online Marketing 5 Boost Your Google Juice with Link Bait Attention Conservation Notice: The following post provides a list of different types of link bait and key considerations for making sure the link bait is effective. Encouraginginboundlinkstoyourwebsiteisasure-rewaytoimproveyourSEOperformance,inotherwords,toboostyourGooglejuice.Oneofthebestwaystobuildthosehigh- value inbound links is to produce “link bait” by delivering valuable content that encourages others to link to you. NickWilson,acontributingwriterforSearch Engine Land, recently wrote about the various forms of link bait that web marketers use to drive inbound links to their web site content. Here’s a summary of the three types of link bait according to Wilson: Textual Linkbait:• … any kind of page content that takes no more technical skill than being able to type. This kind of link bait is very accessible as the only real cost is time. With good imagination and research, you can quickly devise a series of posts designed to attract links. Site Based Tools & Software:• …functionalscriptsthatrunonawebsite.Thesevarywidelyinnaturedependingonthesite.Agoodexampleinthesearchmarketingworldis theNetQoSnetwork latency calculator. Widgetbait: • The holy grail of link baiting in 2007 will be the widget. In late 2005 and early 2006, I came up with a linkbaiting concept to put my previous company, Perfor- mancing, on the social media map. That idea was the Performancing Blog Editor Firefox extension that has achieved nearly half a million downloads on Mozilla alone. Iwouldalsoaddtothis:visualorgraphicslinkbait.Bloggersandjournalistslovevisualsanddiagramsthathelpcommunicateapoint.ApopularexampleofthisistheSocialMedia fatigue visualAndrewShuttleworthcreatedusingMind Managerowchartingsoftware. Here are a few tips on making sure your link bait is effective: 1. Make it relevant and useful to your target audience to drive the right types of links and web traffic. 2. Make sure it supports your brand. 3. Don’trequireregistrationtouseit,butdoembedoffersformore(thisrequiresaconversionstrategy). Whilelinkbaitingcanbecontroversial,itseemstomethatithasresultedinsomanynewfreetoolsavailabletousers.Howcanthatbeabadthing? 101 B2B Marketing and Sales Tips from The B2B Lead PRESENTED BY VOLUME ONE • Online Marketing 6 2008 is the Year of Digital Omnipresence Attention Conservation Notice: The following post contains ideas for helping B2B marketers secure multiple page one listings on Google and Yahoo. More tidbits from SMX West have been posted to Web Pro News byJasonLeeMiller.Apparently,digitalomnipresencewasthehottopicattheevent.AccordingtoMiller,“the discussionsurroundingsearchisnolongerjustaboutsecuringyourplaceinasame-for-everybodytop-tenlistofsearchresults.Thediscussionisaboutbeingeverywhere;it’sabout establishing a case for digital omnipresence.” Now,Iwasn’tthere(unfortunately),soIdon’tknowthefullstoryondigitalomnipresence,butitsoundsverysimilartotheconceptspromotedbythefolksatStomperNet.AsaB2B Marketer and a follower of StomperNetstrategies,Ihaveexperiencedtheresultsrsthandandamhooked.Today,it’snotenoughtohaveonelistingonpageoneofGoogle.I’m driventosecuremultiplepageonelistings.Andthatismadefareasierbypostingvaluable,actionablecontentinamultitudeofformats–webpages,blogposts,video,podcast, etc. WhenyoulookattheresearchonB2Btechbuyerbehavior,it’seasytoseewhy.Researchfromnumeroussources,includingMarketingSherpa,indicatebetween85to98%of B2BtechnicalbuyersinNorthAmericausetheGooglesearchengine.Yahoodominatesinotherareasoftheworld.And,reportspublishedbyStomperNet,Enquiro and others showthatadoublelistingatthetopofGooglenotonlyboostsbrandafnitybutgeneratesmorethan2Xtheleadsofasinglelisting.Difculttoarguewiththoseodds. And,it’snotenoughtosecureorganiclistings.EnquiroResearchsuggeststhatB2BtechnicalbuyersstarttheirresearchintheorganicorSearchEngineOptimization(SEO)listings ofsearchenginesandtheirpurchaseprocessintheSearchEngineMarketing(SEM)orpay-per-click(PPC)ads.What’smore,MarketingSherpareportsthatorganiclistingsdraw 75%oftheclickthroughtrafc,whileSEMdraw25%.Clearly,whentargetingthetechbuyer,itisvitaltobeinbothplaces. To succeed online, B2B marketers are going to have to learn how to present their brand and their corporate and thought leadership messages everywhere, in many different for- mats. We will have to drive demand, build brand awareness, establish thought leadership and a community of interest using social media, traditional media and Search Marketing techniques. One way to do this is to optimize a variety of different types of content for broadly searched/highly competitive terms. However, securing a top listing for competitive terms requires a significant time and resource investment so it is not an option for many B2B marketers. Even with the longterm commitment required for success here, I’m not advocating that B2B marketersavoidthesekeywords.Justtheopposite.Goaheadandoptimizeforthoseterms,butuseSEMprogramssuchasGoogleAdWordsandcontextualPPCadvertisingtollin gaps and “be there” when both researchers and buyers are searching. Then, leverage new media program elements including your blog and social media/Web 2.0 sites to secure highvalueinboundlinks.Asteadyinvestmentintheseprogramswillhelpmovetheselistingsclosertothetopofthesearchengines. Afarfasterapproachtotoplistings,istargeting“long tail” terms—keywords that have moderate search volumes and are relatively easy to dominate quickly. TargetingthesetermsshouldenableyoutosecureadoubleortriplelistingatthetopofpageoneofGoogle orYahoo.AtleastuntilGooglechangesitsalgorithmagain!Onceagain,itisimportanttousesocialmedia programelementssuchasablog,socialmedia,socialbookmarking,PR,andhighvaluelink-buildingto secure the best results. 101 B2B Marketing and Sales Tips from The B2B Lead PRESENTED BY VOLUME ONE • Online Marketing 7 Optimize Your Video for SEO Results WhilepreppingformyupcomingpresentationonViralMarketingfortheMarketing Sherpa B2B Summit, I ran across this excellent posting on http://seo-space.blogspot. com/2007/09/14-best-practices-and-tips-for-video.html. Here are three of the 14 best practices listed in the article: 1. Make sure that your video clips are relevant and informative-Forstarters,ensurethatyourvideoprovidesusefulandinformativeinformation.Videosthatdemonstratestep bystepproceduresaregreat,videosthatexpressanopinionaboutaspecictopiccanbeusefultoo.Videosthathavenothingtodowithyourbrandorserviceofferingorare generalorvagueinnaturewilljustconfuseyouraudience. 2. SEO Video Optimization Fundamental Tip #1:GiveyourvideoaCatchyTitle-Videocanbeusedtobringvisitorstoyoursite.Onewaytogetuserstoviewyourvideoistogive it a catchy title that contains a related key phrase that is relevant to your product, service or brand. 3. Use Video as a Portal to other Content on Your Site -UploadacoupleofvideostoportalslikeYouTubeandprovidelinksbacktorelatedcontentandothervideosonyour site. AccordingtoB2BMagazine,currentlyonly1%ofthevideosonYouTubearepostedbybusinesses.ButIcantellyoufromexperiencethatviralvideoisagreattoolforB2BMarket- ers for both brand awareness and demand generation. Marketing WTF? - This Marketing Geekout Moment Brought to You By StomperNet Quick–howcanunderstandingthescienceofvisionandcognitivepsychologyhelpyouboostB2BMarketingleadsandrevenue? TheClickFuMastersatStomperNetjustpostedthisintriguingvideo tutorialtohelpB2CandB2BMarketersboosttheir“ClickFu.”Theteamexplainsthat understanding the function of the human eye and brain can help you improve marketing results and drive more revenue. First,theeyes:StomperNetadvisesMarketerstounderstandthefunctionoftheeyeandvisitorblindspotstoimprovelandingpagedesign.Well,that’sano- brainer.But,theygofurtherexplainingthatprimalman’seyesweredesignedfortwopurposes:toeatandavoidbeingeaten.TheFOVEA,designedfornding foodtoeat,issensitivetonedetailsandcolor.ThePeriphery,designedtoavoidbeingeaten,istunedtomotionandcontrast.Understandinghowtomake appropriate use of color, organization, and design details while employing the right structure to the page can help Marketers boost conversions by more than 25 percent. Now,thebrain:StomperNetadvisesyoutounderstandthelinkbetweenvisionandbehaviorsothatyouunderstandwhya#10resultonGooglewillgetyou moreclicksthana#6or7position.Basically,theircognitivepsychologistadvisesthat:EasywinsoutoverGoodorBetter.Makeuserfeelitwillbeeasytoget whattheywantandthey’llstaylongerandlearnmore.Understandyourvisitors’goalandwhattheyneedtoachievethegoal. Butthat’sjustthebeginning.Thisisdenitelyavideothatisworthwatching. 101 B2B Marketing and Sales Tips from The B2B Lead PRESENTED BY VOLUME ONE • Online Marketing 8 Search Engine Optimization (SEO) Checklist: Step 1 - Start with SEM (ala Google Adwords)? Most website owners eventually come to the conclusion that to have any success getting traffic to their site, they need to do one of three things: optimize the pages of their website (SEO),startapay-per-clickcampaign(SEM),ordoboth.Inanefforttosavemoney,mostpeoplewilltellyoutogothefreerouterst–thatis,worktooptimizeyourwebsiteand hopethatyourpagesgetindexedhighinthesearchengines.I’mheretotellyouacoupleofreasonsyoumaywanttoconsidershellingoutsomemoneyonapay-per-click(PPC) campaign first. Forthoseofyouwithlimitedbudgets,youmaybeaskingyourself–whyspendmoneyonaPPCenginelikeGoogleAdwordsbeforetakingadvantageofeverypossibleopportunity togetfreelistings?Mybestanswertothisquestionisthatdoingsowillsaveyouweeksorpossiblymonthsoffrustration.How?Whenyoubeginoptimizingyourwebsite,youhave no idea what will drive potential customers to your site, let alone what will prompt them to buy. Sure, you hopefully will do some keyword research ahead of time, but you still won’t knowwhichkeywordswillultimatelybringyouthetargeted,motivatedtrafcyouarelookingfor.Asidefromthat,youhavenoideaifGoogleorothersearchengineswillevenlist your pages anywhere near the top (check out the chart below to see why being above the fold on page 1 is essential in a competitive b2b environment). In the end you may end up spendingalotoftimeandeffortwaitingtogainthatrstpageresultonlytobedisappointedbecauseyoushowuponpage10.Alternatelyyoumayshowuponpage1,butendup getting the wrong type of traffic resulting in few or no leads/sales. Eyetrackingstudy:Areasofthepagesearchersfocuson Nowlet’sconsiderthatyoudothesamekeywordresearch,butsetupaGoogleAdwordsaccountrstandwaitto optimizeyoursite.WithAdwordsyoucanbeupandrunningadsinminutesinsteadofwaitingdaysorweekstoget indexedbyGoogleintheorganic(free)listings.Youcanalsoguaranteevisibilitywithintheeyetrackingsweetspot fromthechartabove.Nowyoucanbegintesting.Youcantestwhichkeywordsaregettingthemostconversions, which ad copy resonates best with your target market, and which landing page copy convinces people to fill out their information. Once you begin gathering this data, you can begin transitioning the things that work to your web- site;youcannowbecondentthatyouroptimizationeffortswillnotbeawasteoftime.It’slikehavingtheultimate focusgroup;peoplefromalloveraretellingyouwhichkeywordstheyareinterestedinwhenlookingforproductsor servicesyousell.Youwillnowknowexactlywhichwebcopytoaddtoyourpagestogetthemostconversions-itis nolongeraguessinggame.AuthorsandpublishingcompaniestestbooktitleswithAdwordsbeforegoingtoprint. Entrepreneursuseadwordstotestproductideasbeforemanufacturingtheproduct.Adwordsistheultimatemarket researchtool;ifyoulookatitthisway,itiswellworththemoneyspent.Ofcoursethisalldependsonwhetheryou useAdwordstoitsfullpotentialandtestingcapabilities.Mynextarticlewilldiscusstherststeptocreatingasuc- cessfulGoogleAdwordscampaign–KeywordResearch. 101 B2B Marketing and Sales Tips from The B2B Lead PRESENTED BY VOLUME ONE • Online Marketing 9 Practice Metrics-Based Copywriting TheB2BLeadfeaturesanumberofhelpfularticlesoncopywriting,soIthoughtI’dshareoneofmyfavoritetipsforensuringB2Bmarketingcopyisrelevant.Asmarketerswe constantlytrytowritecompellingcopythatmotivatespeopletotakesomesortofaction.Thetrickistowriteinthevoiceofourtargetaudience;speakingtothemusinglanguage theyrespondto.SometimesweusefocusgroupsorA/Btestingtohelpwiththis;gettingoutintheeldandtalkingtoprospects/customersalsohelps.Intheendthough,thewords we choose often amount to best guesses. KeywordresearchtoolslikeWordtracker,GoogleTrends,andtheGoogleKeywordToolprovideawealthofinsightintothevoiceofouraudience.Usingsearchdataandtrendscan giveexcellentcluestothewordspeopleusetodescribethings.Talkingtoyouraudience,usingthesamewordstheysearchforthemselves,putsyouatamajoradvantage.For example,theotherdayIwascraftinganemailtopromoteanewwebcast.Problemwas,somepeoplewerecallingitawebcastandotherswerecallingitawebinar–whichwas it?Whatwouldmorepeoplerespondto;awebcastofferorawebinaroffer?IdecidedtouseGoogleTrendstocomparethesearchvolumeofbothwords.Iguredthetermthatis searchedmoreoftenwillalsobethetermusedmorecommonlyinconversation.Thistermshouldalsosparkahigherinterestifusedinmyemail.SoIquicklypulledupGoogle Trends and here is what I found. This obviously made my decision easy. Split testing my email offers confirmed that using “webcast” got the better response. Now,thisisjustsearch-drivencopywritinginitssimplestform.Ifyouwanttotakethisfurther,youcanuse theGoogleKeywordToolorWordtrackeralmostlikeyouwouldaThesaurus.Forexample,maybeyouare promotinga“golfstrategies”guide.IfyouploppedthiskeywordintotheGoogleKeywordTool,itwouldoffer you numerous suggestions for related terms people are searching for. In this example (shown below) maybe you would be better off promoting it as a “golf tips” guide since that term is searched more frequently. Hopefullybynow,youarestartingtogettheidea.Thisstuffreallyworks–Ihavepersonallyseenhigher conversion rates on landing pages and emails by using this strategy. If you are interested in reading more aboutsimilarideas,AaronWallhasaveryinterestingarticleonkeywordresearchthatisdenitelywortha read. http://learn.wordtracker.com/articles/keyword-inspiration-aaron-wall-of-seobookcom-shares-his-secrets/ http://www.wordtracker.com http://www.google.com/trends https://adwords.google.com/select/KeywordToolExternal 101 B2B Marketing and Sales Tips from The B2B Lead PRESENTED BY VOLUME ONE • Online Marketing 10 Sprout Widgets, Mashups and Other Great Content That Drives SEO One of the best ways to increase your SEO rankings is to attract inbound links to your blog or website. Traditional link building efforts involve asking for links, link swapping, or link buying. This process is extremely time consuming and can get expensive if you are buying high quality links.Really,inthisinstance,isthereanysuchthingasaqualitylink?Afterall,Googlehasmadenosecretthatitisactivelyseekingwaystoweedoutthispractice. Incontrast,youcansaveyourselfalotoftimeandmoneybyleveragingsocialmediatoconvinceotherstolinktoyourcontent.Thechallengeiscomingupwithlink-worthymaterial andthenspreadingthewordviaTwitterandothersocialmediatools.Fortunatelyforthoseofuswithlittletimeandfewerresources,theprocessofbuildingthiscontentjustgota loteasier.Younolongerneedtoembarkuponalengthyresearchprojectorwritea10pagewhitepaper.Thesedays,successfullinkbaitistakingtheformofwidgetsormashups or other forms of rich media content. The prerequisite is that the content should be helpful, clever, funny, or remarkable enough that others want to write about it or include it in their roundup of free tools. The process of building a widget or mashup used to require Web development skills or enough budget to farm out the work. I’ve been reading about a number of free tools that allowjustaboutanyonetocreatetheirownwidgetsbuthavenotfoundthecondencetotrythem.Proddedbya“tweet”fromoneofthemoreinuentialTwitterati(didIreallyjust writethat?),Idecidedtocheckout,Sprout,anextremelycoolandeasytousesitetohelpyoubuildwidgetsorotherinformationaltoolsthatcanbeembeddedinyourblogorweb site. http://sproutbuilder.com/whataresprouts. SproutlookseasyenoughtouseandI’mreadytocheckitout.Now,Ijusthavetocomeupwiththe“killerapp”forourblogreaders.Togetideas,therststepwillbetoreachout tothecommunityreadingtheBreakingPointblogathttp://www.breakingpointsystems.com/community/ and then do a bit of brainstorming. [...]... the next B2B Lead post I’ll enumerate the 20 ideas that made the NetQoS campaign a success leading to a Marketing Sherpa Viral Marketing Hall of Fame inclusion I’ll also present some of the visuals that might have been difficult to see on this video VOLUME ONE • Online Marketing 22 101 B2B Marketing and Sales Tips from The B2B Lead PRESENTED BY Put These 20 Ideas into Action for B2B Viral Marketing Success... Analytics for web traffic Google Alerts for media and blog coverage Salesforce.com for leads and evaluation requests as well as revenue opportunities Eloqua for clickstream analysis to determine if people were using the right path from the blog story to the video to the microsite and finally to product pages and offers VOLUME ONE • Online Marketing 24 101 B2B Marketing and Sales Tips from The B2B Lead PRESENTED... their value for the small and medium size business B2B marketer VOLUME ONE • Online Marketing 34 101 B2B Marketing and Sales Tips from The B2B Lead PRESENTED BY Creating Forms for Content - How Much is too Much? Marketing Sherpa says the average abandonment rate on forms is 95% Is this because we as Marketers are asking too much of our visitors? Sherpa also tells us that only 40% of the forms that are... answers you are hoping for Here’s a few more tips from Kevin Gold - Evaluating Lead Forms for Greater Conversion, Less User Frustration (use this link here http://www.searchmarketingstandard.com/articles/2008/03/evaluating -lead- forms -for- greater-conversion-less-user-frustration.html ) I’m not sure on what the exact right answer is here but we are running programs with content behind forms and some without... expedite lead processing When viral goes big, it really goes big And, studies show that B2B Marketers and Sales reps need to follow-up on Web-generated leads within 30 minutes of a registration or the chances for conversion are poor If you don’t have a great program for automatically scoring and qualifying leads so that you can route quality leads to your salesforce instantly, you could be asking for big... For us, the results show it was: As the charts below show, there was a spike in web traffic for all product pages and a large 4X increase in Web-based leads We also showed a 26% increase in product demo requests Our cost per qualified lead was $16 Other techniques range from $60 per qualified lead for Google AdWords to $250 or more from a seminar or online advertising campaign VOLUME ONE • Online Marketing. .. leads Just remember you may not be saying what you think you’re saying VOLUME ONE • Online Marketing 30 101 B2B Marketing and Sales Tips from The B2B Lead PRESENTED BY Web Analytics for B2B Marketers In today’s world of new media, search engine marketing is perceived as a necessary tactic in the B2B world The challenge with online advertising is that we, as B2B marketers, take a B2C approach We build PPC... target keywords and your exposure for both search engine marketing (SEM) and SEO That’s probably enough to get started In my next post on The B2B Lead, I’ll share insight on a few of the tools I use to track these metrics and assess the value of search engine marketing and new media programs VOLUME ONE • Online Marketing 33 101 B2B Marketing and Sales Tips from The B2B Lead PRESENTED BY Invest in the... in achieving the coveted Google double listing? VOLUME ONE • Online Marketing 13 101 B2B Marketing and Sales Tips from The B2B Lead PRESENTED BY Measuring the Effectiveness of Your Corporate Blog Companies create blogs for different reasons Some use it as a tool to communicate with their customers Others try to leverage their blog for lead generation Some use it to supplement their PR strategy Whatever... easy for them to contact you when they need your product or service The results of the NetQoS viral video campaign show that it works VOLUME ONE • Online Marketing 20 101 B2B Marketing and Sales Tips from The B2B Lead PRESENTED BY A Case Study in Viral Video Marketing - The B2B Lead Vidcast Attention Conservation Notice: The following post contains a long post on controversy in the field of viral marketing . more Online Marketing VOLUME ONE PRESENTED BY 30 Online Marketing Tips for Driving Lead Generation Today, online marketing is vital to any integrated marketing. Sales Tips from The B2B Lead PRESENTED BY VOLUME ONE • Online Marketing 2 101 B2B Marketing and Sales Tips from The B2B Lead PRESENTED BY VOLUME ONE • Online