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Internet Marketing Tip – Use Inbound Marketing Techniques

Part of the 999 Internet Marketing Tips Series

By Dave Ingalls
February 14, 2011

Internet Marketing Tip #6: Concentrate your Internet Marketing efforts on INBOUND INTERNET MARKETING Techniques.

As you begin your Internet Marketing adventure, I strongly urge you to focus your Internet Marketing efforts on what has become known as INBOUND (INTERNET) MARKETING.

What is inbound marketing and why emphasize it?

Inbound Internet Marketing is focused on:

1) Creating quality, useful content that addresses the needs of your audience and then “distributing” that content both on your Web site and on other Web properties that link back to your Web site,

2) Search engine optimization of that content so it can be easily found by those prospects actively looking for it via search engines like Google, and

3) Participating in the online “conversation” about your products or services via the use of online social media (for most B2B Marketers, this last point will be focused on blogging).

Why these techniques? Because the average sales prospect, whether B2B or B2C, is inundated with “Outbound Marketing” every waking hour of every day.

These outbound marketing techniques include trade shows, seminar series, email blasts to purchased lists, internal cold calling, outsourced telemarketing, and traditional advertising (TV, radio, printed media, etc.).

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Inbound Internet Marketing – How To Allocate Your Time

By Dave Ingalls
B2B Internet Marketing Consultant
October 20, 2010

Great post by HubSpoter Emily Haahr!

You’re a small business owner who loves the concept of Inbound Internet Marketing, but only have a few hours each week to dedicate to it – how should you allocate your time?

The answer, in percent of time per Inbound Internet Marketing technique:

Blogging/Content Creation: 40%
Calls-to-Action/Landing Pages: 30%
Link Building: 20%
Social Media: 10%

To learn WHY you should split up your time in this manner, you need to read the full (but quite short) HubSpot blog post by clicking on the following link:

Breaking Down the Inbound Marketing Mix

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Video SEO

By Dave Ingalls
B2B Internet Marketing Consultant
September 1, 2010

Hey gang, check out one of the latest innovations in Search Engine Optimization, VIDEO SEO!

I recently had the opportunity to sit down with Jay Spencer and Andy Galeshahi, President and Sales and Marketing VP respectively, of SearchPro Systems, an SEO firm with a VERY interesting twist on SEO.

Jay and Andy started SearchPro Systems, located in the greater Boston, MA (USA) area, for the specific purpose of making VIDEO SEO the centerpiece of their SEO practice. SearchPro Systems offers a full array of Search Engine Marketing (SEM) services, but VIDEO SEO is almost always at the heart of their overall SEO strategy.

What the heck is VIDEO SEO? It’s basically the optimization of video content to be found and highly ranked in Google and other search engines for particular search phrases. But it’s a lot more complicated than that to do it right!

Why bother creating video content and then optimizing it for search engines? With the advent of Google’s Universal Search strategy, VIDEO SEO has become one of the hottest SEO activities! How hot? Check out this brief video where Andy discusses the effects of Universal Search and VIDEO SEO on Google search engine results with none other than Bruce Clay, considered by many to be the Father of SEO:

Bruce’s read on Google Universal Search and VIDEO SEO is simple and straightforward: “companies either need to embrace both or perish!”

While their requirement that ALL videos be produced by SearchPro is a key component of their success, what I liked MOST about the way Jay and Andy have approached VIDEO SEO is the focus of these videos – every video they showed me was basically a 2-4 minute informational/educational video about a product or service that their client wanted to be found for in Google, Yahoo, Bing, etc. Brilliant!

You can check out SearchPro Systems and VIDEO SEO at www.searchprosystems.com

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Inbound Marketing “Bible”

“Inbound Marketing – Get Found Using Google, Social Media and Blogs”

By Dave Ingalls
B2B Internet Marketing Consultant
April 21, 2010

“Inbound Marketing – Get Found Using Google, Social Media and Blogs”, by HubSpot founders Brian Halligan and Dharmesh Shah is THE seminal book on how to use the new concept of “inbound marketing” instead of the classic outbound or “interruption” marketing model to succeed in your online marketing efforts.

In fact, as far as I can tell, Halligan and Shah basically invented the term “Inbound Marketing” when they opened the doors at HubSpot, a marketing software company that helps businesses “get found”, and have now formalized the concept with the release of this book.

Even though the book is a quick read (a little over 200 pages), you’ll find yourself re-reading and “dog-earing” many of the pages!  It’s stuffed with incredible insights and useful tips on how to put those insights to work in your online marketing program today.

I won’t bore you with a section-by-section review of this very useful book. I’ll just leave you with this thought: the next time you buy something, anything really, think about the trusted sources you used to help you make that buying decision, and where YOU found those trusted sources. I’ll bet most if not all of those sources had some online aspect to them, and here’s the KEY point, I’ll bet YOU found them and not the other way around.

My advice – Buy this book Now! Here’s a link to the book on Amazon:

Inbound Marketing – Get Found Using Google, Social Media and Blogs

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Technorati Tags:Business, Internet Marketing, Marketing, Search Engine Marketing, Web Marketing

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Why I REALLY Like SocialMediaB2B.com

By Dave Ingalls
B2B Internet Marketing Consultant
March 30, 2010

I recently “discovered” the site SocialMediaB2B.com and now I’m more or less addicted to it!

What is “SocialMediaB2B.com”? Here’s how they describe themselves:

“SocialMediaB2B.com’s goal is to become the foremost news and discussion site on the topic social media’s impact on B2B companies, help drive social media adoption within B2B companies, and become a repository for advice and commentary from experts in the social media and B2B industries. The site is a group blog with editors and regular and guest contributors publishing articles on a variety of subjects related to social media’s impact on B2B companies.”

What I love about this site is the way the articles are so well crafted to the specific needs of B2B Internet Marketers.

Here’s an example of a recent article on pitching B2B stories to B2B bloggers:

“4 Things to Know When Pitching B2B Bloggers” by Karlie Justus

First, Karlie gave a nice overview of pitching stories to bloggers versus traditional newspaper, technical journal editors:

“Some points to consider:

  • Actually read the blog. Whether you subscribe to it in a news reader or do a quick scan once a month, get a handle for the blogger’s tone, writing and opinions.
  • Search for the term “pitch” and “pitching” among the blog posts. This may yield a post that details exactly how that blogger would like to be approached with ideas for content. Check the about page or other pages on the blog.
  • Establish a baseline relationship by following the blogger on Twitter and commenting on his or her blog.
  • Make sure the blogger has access to images, screenshots, link, etc. that will help him or her directly drop those into a post.
  • Personalize, personalize, personalize. Put yourself in the blogger’s shoes – if you received this e-mail, would you immediately drag, drop and delete?
  • Don’t attach a news release. If you can’t relate how your information is important to a blog’s readers in a paragraph or two, reconsider your angle.”

And then the article gets REALLY interesting for B2B Internet Marketers:

“What are some things that are different when you pitch a B2B blogger? When you have a story, product, person or example you think could provide great content for a B2B blog, here are some things to think about:”

Read the entire article by clicking on the following link:

4 Things to Know When Pitching B2B Bloggers

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