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2 The irresistible smell of internet marketing is creeping into noses across the globe, and everyone is running to find the cook. With our recipe, it ll be your kitchen they re running to. Set your company above the competition with our comprehensive 10- step recipe book. We ve been perfecting this recipe for over 20 years, and this one is an all-around success. Our strong business model is based on these 10 ingredients: 1. Hunger 2. Video Marketing 3. Marketing 4. Marketing Automation 5. Usability 6. Traffic 7. Social Media 8. Conversion 9. Testing & Analytics 10. Integration Need help finding these ingredients? Your local grocery won t carry them. But you re in luck: WSI B2B Marketing has a refrigerator full of these ingredients.

3 INGREDIENT #1 Hunger to grow your company THE SINGLE MOST IMPORTANT CRITERIA to successfully employ Internet Marketing is a burning desire to grow your company. You can t enjoy this tasty recipe you re about to cook up if you lack hunger. Websites are common today, but only 1 in 5 companies integrate a full Internet Marketing campaign into their business plan. Recognizing that your company s site is not delivering the leads or sales that it should is half the battle, the other is going out and actively putting together an online marketing plan to move ahead of your industry competitors. Why it s crucial to the recipe: Without hunger you re not going to have the drive to be aggressive in your campaign. It s the difference between modest growth goals and making yourself a threat to competitors. Invest in marketing and expect a measurable Return On Investment

4 INGREDIENT #2 Video When you taste something delicious, you immediately want to share it with others. Sharing something good is a way of bonding. The same applies for video. We share a powerful video that motivated us, or a hysterical video that made us laugh until we cried. What if your company s video reached your entire target audience and then some? From company overviews, to client testimonials, to product spotlights, to training modules, every business is an excellent candidate for video. With intentional scripting, composed music to fit the mood, sleek motion graphics, crisp & high quality images, and professional talent, a corporate video has the ability to act as the voice of your company.

5 Why video will increase your ROI: 1. Conversion Improvement. A video on a landing page increases conversion from 50% to over 200%. 2. Stand out from the competition as engaged, helpful, and modern. With the increasing popularity in video, your viewers will appreciate your dedication to staying progressive. 3. Videos are rewarded on the web as premium content. Google puts them in search results, YouTube videos are great for SEO, and people love to share them. 4. Show your company s personality. People buy from people, so getting you and your personality in front of new prospects early is critical. 5. Video is less expensive than traditional advertising. Why it s crucial to the recipe: Video can capture the essence of your company more than any other outlet. It is an extremely successful creative outlet to engage viewers and share your ideas. 60% of potential customers would more willingly watch a video on your company s website than read text Source: Businessweek.com

6 INGREDIENT #3 Marketing Existing customers and warm leads are the lifeblood of your business. Marketing is extremely flexible and can be acutely targeted in order to maximize deliverability and improve communication with your audience. Staying in touch with them is critical to your growth for almost all businesses. Standing out with an marketing campaign, in the midst of hundreds we receive each week, takes a lot of work and expertise. The keys to success include: Providing value with every Finding the right frequency and content that allows you to create anticipation and a good open rate Growing your list with contacts that want to hear from you Handle this ingredient with care: There is more to a great campaign than a fancy creative look. Our top 4 winning tools: 1. Start with a compelling subject line, which can instantly generate interest and trust. Test your subject lines, layouts, and calls to actions. 2. Have ONE clear action you want out of each Conversion rates dramatically improve when you have a landing page to send people to when they click on your action. 4. Segment your customers. Do this by their interests, buying habits, gender and any other way you can use to communicate with them more one-on-one.

7 Why it s crucial to the recipe: is still thriving in the midst of social media and mobile Internet usage. It is interactive, inexpensive and the results are measurable. Despite concerns about spam, is still one of your customers preferred medium for receiving information and news about products, services, and events.

8 INGREDIENT #4 Marketing Automation The next major evolution of online marketing is the automation of marketing s lead generation into the sales process. Marketing automation is achieved by expertly leveraging software tools to perform these basic functions in your lead generation and sales system: Manage multi-channel campaigns Integrate with your CRM system Easy to use business rules for your lead follow-up Lead nurturing Scoring of leads Anonymous website visitor data mining, and more.

9 More prospects are moving through the funnel because you are capturing them in the previously invisible research phase. This means more visibility in your end-to-end sales pipeline and marketing automation also nurtures your leads until they are ready to be handed off to sales. Why it s crucial to the recipe: Marketing automation can provide these key benefits : Improved conversion rate for leads to sales Reduced sales cycle by decreasing the prospect s research time frame and reaching trust in your solution sooner Increased productivity of your marketing staff (generating and nurturing leads) and your sales staff (closing deals) Reduced costs by taking the manual effort out of lead follow-up for over 90% of the tasks in a manual campaign Real time insight into which marketing efforts are providing ROI and creating sales Flexibility to make your team more responsive to market changes and new communication tools

10 INGREDIENT #5 Website Usability There s nothing more frustrating than knowing what you want to eat but not being able to find it on the menu. If your website is more flash than substance, you could be hindering potential leads from coming back to your site or even reaching out to your team for help. Our Top 8 Professional B2B Website Design Tips: 1. Make the Website easy to scan. At every step, let your visitor easily find what they are looking for. 2. Be clear and concise and refrain from mystery clicks. Particular in B2B, make it clear what the user can expect with each click. 3. Utilize standards and conventions and the time they might give you. On average, a person will give you 23 seconds on a home page. They start in the upper left, then move to the middle of the page, which is where your most important information should be, and lastly check out the left column for expert navigation. 4. Create trust with professional, relevant images, a modern look, testimonials, and trust icons. 5. Incorporate social media 6. Your site should have at least one video. Studies show that people retain information better if they hear it in a short 3-minute video versus scanning through paragraphs of text with the same message. 7. Have a mobile site. At a minimum have a micro-mobile website with 5 to 7 pages to deliver the basic information your customers are looking for on their mobile devices. The number one rule for mobile sites is, Your mobile site should not be a shrunken version of your computer website! 8. Make your forms easy to use

11 Why it s crucial to the recipe: Your professional website is the engine that provides the ACTION in your Internet Marketing campaign. Your Website has to create trust, say what you do and invite visitors inside to find what they re looking for, as well as generate the action to sell to or generate leads.

12 INGREDIENT #6 Website Traffic You have the best food, but nobody in your restaurant to eat it. Once you ve made your website irresistible to visitors, you will start to notice an increase in traffic to your site. But how do you go from an increase in visitors to full on traffic? 4 Ways to bring this ingredient to the kitchen: 1. Search Engine Optimization: for high (first page) rankings in Google, Yahoo, MSN and the rest 2. Pay-per-Click advertising: to deliver incredibly targeted visitors 3. Local Search Optimization: to get listed in the Google Local and Maps section of search results for local businesses. This is becoming even more crucial as mobile devices have made Yellow Pages obsolete. 4. Social media: This is where the conversation occurs, so make sure you re joining in. Being part of social platforms allows you to draw in traffic and transfer the attention between the website and social media site. Flip to the 7th ingredient to learn how to properly interchange between the two. Why it s crucial to the recipe: Without a lot of visitors your Website cannot generate leads. This is a cooking basic, like having butter. You can have a great looking website that thousands of people visit but there is no action. To be successful, you need traffic to the website, conversations on your social media platforms, and you want them to go back and forth. The two work together to bring you business.

13 INGREDIENT #7 Social Media Whether you want to share your cooking tips (blog), ask baking questions (Facebook), or promote your skills (Twitter), social media is a great outlet to engage with the world. With many social outlets, the success comes with strategically choosing which ones are right for your company. Each platform serves a unique purpose, so you must always keep in mind what you want from the campaign and who your audience is. Making a difference is hard to perfect

14 Here are our top 4 steps to help you get there: you about a product? Why it s crucial to the recipe: 1. Listen: Follow people who follow you, monitor your competitors, read similar industry blogs and know who is commenting and where. The more you read the more you know and the more you know the more valuable your input and insights will be. 2. Participate: Know your target audience and get involved. Have an editorial calendar so you know what you will be posting on your blog, LinkedIN, Facebook, and Twitter. 3. Engage: Once the traffic flow comes in, make sure you stay on top of your posting to not lose your edge. Have a conversation, receive feedback, offer support for products and software, spread brand awareness and share news in your industry. 4. Influence: When people trust you, you see a switch from simple engagement to action. How many of those 3,000 new followers you got on Twitter went from there to your website and asked Your company can experience these benefits of social media marketing: Attract traffic to your Website Build relationships and get genuine feedback Hear what your customers have to say; it will make you a better company Once you are trusted, you have a group who wants to hear what s new from your company Your marketing ROI is significantly higher by talking to customers who want to hear from you

15 INGREDIENT #8 Conversion You want people to actually eat your food, don t you? Most Websites today are still having issues delivering because there is no clear objective for the site other than being a brochure. To generate leads, you have to set clear ACTIONS you want visitors to take, depending on their stage in their buying cycle. Conversion Architecture is the secret formula of Internet Marketing that gives your campaign traction by making action happen on your site or landing pages. Here are some examples of desired Website actions from visitors: Purchasing a product online Submitting a contact/lead Generating form Call your business for more information Opt-in to a newsletter Download whitepapers/resources Start a live-chat session

16 The three keys to making this ingredient successful: 1. Truly understanding your Website visitors, who they are, what they are looking for and how to sell to them. 2. Sales paths to talk to visitors one-on-one and present your message in a unique way that exactly fits their needs. 3. Clear calls-to-action on every page. Why it s crucial to the recipe: In the end, a winning Website will convert traffic to action at a high rate. Most companies focus on a pretty Website and maybe drive traffic to the site. You are guaranteed a higher ROI by doubling your site conversion rate which is usually much cheaper and more reliable than doubling your traffic. Most companies spend, spend, and spend on Pay-per-Click and SEO without ever getting traction and increasing the conversion rate on their site.

17 INGREDIENT #9 Business Insight Analytics and Testing To ensure your customer s expectations are exceeded, always taste your product until it s just right. Before anything goes live, make sure you have prepared to your fullest because only your customers (the key deciders) can determine if your food tastes great. The major advantage to your business marketing on the Internet versus other methods is the ability to rapidly test new ideas, new copy, creative layouts and calls-to-action. Google kicked off the testing revolution several years ago with free software to facilitate complex testing of web pages. A flood of userfriendly testing tools followed from other companies, allowing web page testing without requiring technical web design knowledge or even help from IT staff.

18 Why it s crucial to the recipe: Testing is critical to building Lead Generation. There is no magic bullet from a company executive or marketing guru to guarantee success, but systematic testing and analysis lets you intelligently isolate and build on the success of your winning ideas. If you do not test you will be stuck with a static site and miss out on opportunities to attract new visitors, double response rate and develop your brand. Doubling your response rate could be as simple as changing a headline, rewording your guarantee, or even the color of the button on your form. Expert analysis of data will simplify your website testing. You can expect 20% of your changes to yield 80% of your improvements.

19 INGREDIENT #10 Integration Carefully choose which spices work and blend together to make the perfect taste. Integration for your team means having multi-talented people who communicate well and have the same goals for company growth. IT personnel, social media gurus and the sales team all need to work together in order to have a unified message to transmit to prospective leads. Gone are the days when having one really good IT professional who made the job easy (that option has been sitting in the cupboard for way too long, and it s time to toss it). You need people who specialize in different areas. The options are: 1. Do-it-yourself - buy the services (a-la-carte) from the best value provider. (Low cost, low value) 2. Hire an advertising agency or marketing communications/pr firm to integrate both your Internet Marketing and all your other marketing, advertising and public relations campaigns. (High cost, high value) 3. Hire a full-service Internet Marketing company with an inhouse technical team and experienced project managers to run your online campaign and have them coordinate with your other marketing activities. (Best investment balance)

20 Why it s crucial to the recipe: Internet marketing is brilliantly complex, and it s growing rapidly. The expectations of all customers is that all of this is presented to them and integrated in an easy to understand way. Everything must be seamless. With a team of qualified people working together it is easier to make sure your website, Twitter page, blog and videos weave together seamlessly and establish a point of connection and a call of action to your customers. We ve seen proven examples of integrated programs that deliver 3 or 4 times more ROI than a single program.

21 People are hungry; you re ready to start cooking Internet marketing is a tough recipe to perfect, but with dedication and knowledge, you can become the frontrunner in your field. To begin, simply mix our top 10 ingredients together and start cooking. The final product will not only bring you new business, but keep your competition asking, what s your recipe? We re Expert Chefs, We Can Help With years of experience, learning, and growing - we are constantly working on perfecting our 10 ingredients for success. WSI B2B Marketing offers the ingredients every business not only needs but also can thrive from. Our customers say it best, WSI transformed how we do business. Contact us ( ) today to see how our solid business plan can help you transition from a cook, to a gourmet chef.