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by John Bonini John Bonini on November 27, 2012

The Essentials for Small Business Marketing Success

November 27, 2012

small business marketing

The following is an excerpt from IMPACT's popular ebook "Small Business Marketing Made Simple." For more expert tips on transforming your marketing campaign, be sure to check out the full ebook.

Inbound marketing is proven as having methods for more effectively marketing the products of your small business. Lower costs per lead and sale, long term benefits and more authenticity are some of the basic things that attract more people to tend to inbound marketing.

Thanks to the enormous influence of the internet, marketers are now paying more heed to internet marketing because it is an easier way of generating visitors and increase sales. According to, inbound marketing costs 62% less money to generate each lead comparing to other traditional marketing strategies. So, whether yours is a giant corporation or a small business, inbound marketing has its own place in your marketing strategy.

Businesses are also clearly starting to see the benefits of inbound marketing over out- bound marketing too. A recent survey has shown that businesses feel that methods like blogging, social media, and SEO are far more valuable than outbound marketing

Realizing the value that inbound marketing plays on their return on investment, businesses are beginning to spend more and more money each year on inbound marketing and less on their outbound marketing strategies. This is particularly true for small businesses.

The following are just some of the essentials successful small businesses are using to generate more traffic, leads, and sales from their website.

Check out the full ebook here


Lead generation reports from Wharton Marketing suggests that companies that have blogging platforms get 434% more indexed pages on search engines compared to the ones that do not blog. In addition, blogging offers significant impacts on search engine results as well. Another important benefit of blogging is that it allows more buyer interaction that any other component.

If you’re still pondering the idea of a blog and aren’t sure if it’s worth your time, then consider the savings you’ll see in your marketing costs. Most businesses are reporting that their blog leads are far less expensive than any other lead channel, including social media and SEO.

Search Engine Optimization

In order to get found, every page and piece of content on your website needs to be optimized for the search engines. Google, for instance, frequently changes its algorithm to value fresh, original content when ranking websites.

So it's important to stay in line with what search engines like Google consider valuable when ranking sites. Is every page of your website optimized with a focus keyword? Are all of your blogs optimized for keywords that you can realistically rank for?

Once you've optimized the content on your website, you'll find it'll be much easier for prospects to find your website, and you'll also see your traffic numbers spike as a result.

Email Marketing

Email marketing has become the most effective channel for pushing your current leads further down the sales funnel. It's critical to establish a communication with leads and customers in order to keep them happy, and also to direct them to even more resourceful content that helps to promote the value of your brand and hopefully result in a sale.

Social Media Marketing

Social Media Marketing (SMM) will have more control on business expansion in 2012 than the current levels. It is clearly understandable that hundreds of thousands of people are tending to open social media accounts every single day.

This rate is rising even more.

This will surely influence the marketers to pay more attention to social media marketing. However, it is easy to pretend that using social media websites will still remain out of cost which will boost up the sector.

It seems as if everyone is on a social media site these days, including people’s pets. This is why social media is incredibly important to take advantage of.

For example, Facebook alone grants you free access to over 300 million users worldwide.

No way would you be able to potentially reach that many people with any other tool, never mind have it be completely free!

Measuring just how successful your social media marketing endeavors are is easy to do with the new HubSpot Marketing tool, though there are other tools too (especially for Twitter, like Hootsuite) that will help you keep track of your social media stats, your followers, your different accounts, etc.

Lead Generation

With more and more consumers taking to the Internet for product research and purchases, it's become critical to feature calls-to-action and landing pages that direct visitors to your offers and effectively promote your offers.

The first step is developing attractive offers. Next, you need to promote them through CTAs throughout your entire website, pushing them to your landing pages that convey the value and benefits of each offer.

Continue reading the full ebook...

The Marketers Buyer Persona Kit
John Bonini

John Bonini

John is the Marketing Director at IMPACT, responsible for the overall marketing and branding strategy. He also writes for the HubSpot Blog, Social Media Examiner, and Convince & Convert among others. He enjoys playing guitar, high-fives, and anything with marinara sauce.

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