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Introduction to Email Marketing

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Introduction to Web Content Providers
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How to Develop and Interactive PR Plan
How to Develop a Comprehensive Web Marketing Plan
Guide to Web-Based B2B Lead Generation Programs
Best Practices in Search Engine Marketing SEM
Overview of Webcasting and Podcasting
Selecting a Web Content Provider



Guide to Web-Based B2B Lead Generation Programs

Related pages

The most common types of Internet advertising and online B2B lead generation programs include:

  • Search engine marketing

  • Internet ad networks

  • White paper syndication services

  • Email marketing

  • Webcasts and podcasts

The goal in all cases is to make it easy for your prospects to find you when they are looking for a solution to a problem that your product or service provides, then guide them through the process from information-gathering to purchase. Research shows that 75-80% of B2B buyers and influencers use the Internet to find information about vendors rather than responding to outbound efforts.

Search Engine Marketing

Two programs dominate search engine marketing (SEM)Google AdWords and Yahoo Sponsored Search. Also known as pay-per-click (PPC) advertising, both programs work similarly. See Best Practices in Search Engine Marketing to discover how to get the best ROI and B2B lead generation results from search marketing campaigns.

Internet Advertising Networks

These networks serve ads through networks of popular content partner sites. At the simplest level, if you’re already running a search engine marketing campaign with Google AdWords, you can extend your ads to their content network in your campaign settings.

There are also dozens of more sophisticated options available. These networks serve ads in basic text and rich media formats across networks of highly-trafficked partner sites.

White Paper Syndication Services

White papers remain the leading form of thought-leadership content distribution, and among the most productive forms of B2B lead generation. Syndication services make your white papers available on their own highly optimized sites as well as across leading technology publisher websites, and also promote your content by email to their large opt-in registration lists.

Email Marketing

Despite their best efforts (“worst efforts” may be more appropriate), spammers, phishers and virus-producers haven’t completely obliterated the effectiveness of email as a legitimate marketing toolbut they have made responsible email marketing efforts more difficult. For example, many corporate email systems now routinely block HTML images, so it’s critical to send messages that are effective in both plain text and HTML formats. They also frequently block attachments from unfamiliar sources, so avoid the use of attached files unless the recipient is expecting these.

There are several ways to use email for marketing, including:

  • Sending periodic messages or an internal email newsletter to your house list

  • Sending promotional email blasts to rented lists

  • Advertising in popular industry trade publication email newsletters

Consider searching a database for b2b lead generation. Get the contact information of corporate decision makers.

Webcasts and Podcasts

Webcastsalso referred to as webinarsand podcasts are alternative vehicles for delivering thought leadership content. Use a webcast to present long pieces of information with an important visual component. Podcasts are a better format for interviews, short content items, or white paper promotion. For more about producing and using webcasts and podcasts, see the Overview of Webcasting and Podcasting.

Related pages:

Higher level:

How to Develop a Web Marketing Plan

Peer pages:

How to Create an Effective Business Blog

Best Practices in Blog Marketing

Search Engine Optimization Basics

How to Write Effective Email Newsletters

Interactive PR

Lower level:

Best Practices in Search Engine Marketing

Overview of Webcasting and Podcasting

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