White Paper: 5 Tips to Turn Your Website into a Marketing Machine

Internet Marketing Whitepaper:
5 Tips to Turn Your Website
into a Marketing Machine








Brought to you by

www.hubspot.com
Part 1: How the Internet has transformed businesses The Internet has profoundly transformed the way people communicate and interact with each other. This change has also dramatically affected the business world by altering the way people shop for products, both B2B and B2C. Ten years ago, companies reached their consumers through trade shows, print advertising, and other traditional marketing methods. Today, people start their shopping experience by looking on the Internet and, more specifically, search engines, especially Google. In order to remain competitive, businesses' websites need to be found on the web and in search engines. Businesses have the opportunity to leverage the Internet to reach out to customers effectively and inexpensively with targeted messages that customers seek out, not ignore. Businesses must: . Drive more quality traffic to their sites . Capture visitors as leads . Convert leads into customers . Analyze the activity on their site to optimize online marketing efforts For more on how the Internet is affecting small businesses, read Four Ways the Internet Is Transforming Small Business (http://del.icio.us/HubSpot/article1). The Internet has changed the dynamics of the business world, necessitating a change from "old marketing" techniques to "new marketing" techniques.
"Old Marketing" = Outbound Marketing
With "old marketing" techniques, you are The Traditional Sales Funn el: trying to reach a broad audience and hope for some small percentage (usually 1-3%) to Prospects respond. Looking at this another way, 97% of your marketing is wasted! "Old Marketing" methods include: . Inside sales Sales is in control . Telemarketing . Tradeshows . Seminars . Print Advertising . Direct mail/email Customers
Page 2 of 12 "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 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
Organic vs. Paid Search
There are two kinds of search results: paid results and organic (or natural) results.
Paid results are those listings that require a fee for the search engine to list their link for particular keywords. The most widely used form of paid listing is Pay Per Click (PPC), where you pay each time someone clicks on the link in your advertisement. The price increases with the competitiveness of the keyword. Google AdWords is one popular form of pa... [download for more]