Online Marketing Heroes

Tuesday, March 4, 2008 by Mistlee

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Online Marketing Heroes

By Rene LeMerle

Online Marketing Tips from experienced marketers can be gold and it's great when someone collates them into one handy resource.

Lee Odden, down at Top Rank Blog, just published a great post where he has sought insights from the people he knew that were interviewed in the new " Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus" book.

Now, rather than just replicating the insights that he's collated at this blog (for the complete run-down, visit his post), but here are some of the key points that resonated with me and I felt were worth highlighting for our small business readers.

Ron Belanger - VP Agency Development Yahoo

• Search marketing isn't just for national advertisers; local businesses can use search marketing to target down to the individual market level.
• Search advertising is a low-barrier, low-risk medium. It costs you very little to get started, and the potential results are huge. So dip your toe in the water and start advertising!

Greg Hartnett - President BOTW

• Strive for a mix of pay-per-click and organic search engine results.
• Hire the best possible individuals - and don't be afraid to outsource nonessential activities.

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Paul O'Brien - VP Marketing Zvents

• Optimize your site for local search - make sure you include locality information as part of your keyword set.
• Focus on local directories as much as you do the big search engines.

Heather Lloyd-Martin - CEO SuccessWorks

• Keyphrase research is the foundation of any SEO campaign (and the first step before writing a page.)
• The search engine results page (SERP) is your first opportunity for conversion. Create Titles that, yes, include keyphrases - but also (when possible) include a benefit or call-to-action. Check out for a good example of this. Zappos promotes their free shipping in almost every Title. That's smart SEO copywriting!

Lee Odden - TopRank® and Online Marketing Blog

• All media are valuable, but none so much so as text, because of its importance to search engines.
• To succeed with social networking, you have to be transparent and honest. You must provide value in order to receive value.

While lots of these points will seem like commonsense to many of you, it's some of these basics that need to be reinforced regularly - and nothing works better that an expert telling you.

There are lots more essential ideas and insights, so spare a moment to visit Lee's original post.


About the Author:
Rene is the marketing manager of - a leading small business search marketing firm with over 10 years of experience. Rene has over 8 years of marketing experience with much of that time spent helping businesses embrace the best of the internet.

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