When you recognize that well over ninety percent of product and service searches done by business people start on the Web and 98% of those start with Google, the importance of web marketing in the BtB world is beyond obvious. Add to these now old facts about business peoples’ behavior, the increasing role of the social web and you have a mix that calls for new and more disciplined approaches to web marketing.

For startups and small business there are two interrelated tough issues; (1) how to formulate a productive web marketing strategy that reaches my target customers with the right balance of methods, content, and accessibility; and (2) how do I support, sustain, and improve the strategy and tactics over the long haul. Small organizations have a lot of difficulty sorting out the meaningful and effective from the blizzard of action in the web world. And, small organizations can not afford high-priced solutions.

Recently, I became reacquainted with HubSpot, Inc. an internet marketing software company (opens new window). HubSpot provides tools and guidance for how to optimize the chances that your website will pop up in the first page of Google searches for words approrpriate to your business. They do not take the hard work out of achieving this, but they do provide a really quite thorough suite of tools and the metrics to help drive you forward.

To get a flavor of their approach to the web marketing world take advantage of a webinar offerings:

Five Tips to Turn Your Website into a Marketing Machine

Let me know what you think of HubSpot and their approach. It seems very much a high-powered solution to a critical web marketing problem in a very accessible package.

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This entry was posted on Wednesday, January 23rd, 2008 at 3:46 pm and is filed under Marketing, Web/Internet. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.