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Web Marketing For Dummies

Get the latest tools and trends in web marketing with this new edition of a bestsellerThe rapidly changing landscape of web marketing requires those in the field to quickly adopt new technologies as they emerge. This… (More)

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Sections

Introduction
About This Book
Conventions Used in This Book
What You Don’t Have to Read
Foolish Assumptions
How This Book Is Organized
Part I: Getting Going with Online Marketing
Part II: Building Websites for Marketing Success
Part III: Maximizing Your Online Success
Part IV: Spending Online Marketing Dollars
Part V: Making the Most of Social Media Channels
Part VI: The Part of Tens
Icons Used in This Book
Where to Go from Here
Chapter 1
Rearranging Your Marketing Mix
Reaching your current audience online
Incorporating social media
Finding new customers
Understanding Web Marketing Essentials
Understanding What Your Web Presence Must Accomplish
Catching the visitor’s attention
Getting visitors to stick around
Bringing ’em back for more
Gearing the Site to Your Visitors’ Interests
Deciding Who Will Design Your Site
Understanding why it isn’t practical to do it all yourself
Using a professionally designed template to create your site
Using blog templates to create your site
Opting for professional web design services
Planning to Fit Your Business Goals
Setting Goals for Your Online Presence
Providing customer service through information
Branding your company or product
Generating leads or qualifying prospects
Generating revenue through sales
Generating revenue through advertising
Achieving internal needs or building relationships
Improving business processes
Specifying Objectives for Your Online Marketing
Defining Your Target Market
Writing Your Online Marketing Plan
Examining the four Ps of marketing
Fishing where the fish are
Finding your fish in the social media pond
Marketing online is part of overall marketing
Finding the Right Domain Name for Your Site
Thinking About the Structure of Your Website
Assessing Your Website and Others
Creating a Concept
Developing Content
Writing effective marketing copy
Telling stories with pictures
Using rich media
Choosing how to update your content
Ensuring Easy Navigation: A Human-Friendly Site
Mastering usability issues
Taking human factors into consideration
Decorating Your Site
Incorporating decorative graphics, fonts, and icons
Using gadgets, widgets, and apps
Improving Marketing Efficacy
The conversion funnel
Calls to action
The four-letter word that starts with F
Examining the Key Components of an Online Store
Selling B2B (Business-to-Business) with an Online Store
Merchandising Your Online Store
Selecting and pricing products
Displaying products
Informing users of product options
Enhancing revenue with upsells, impulse buys, and more
Including product detail
Making It Easy for Your Customers to Buy
Providing a product search engine
Implementing two clicks to buy
Offering multiple payment options
Supporting customers
Fulfilling orders
Shipping Is a Marketing Issue
Deciding what to charge for shipping
Communicating your shipping policies
Specifying Storefront Requirements
Selecting the right type of storefront
Narrowing the options
Deciding Which Onsite Marketing Techniques to Use
Freshening Your Content
Establishing an update schedule
Determining what content to update
Using content that updates automatically
Using Onsite Blogs and Wikis
Building Communities
Traditional community building
Creating your own social network onsite
Tooting Your Own Horn
Displaying internal banners
Collecting testimonials and validations
Incorporating Freebies and Fun
Coupons and discounts
Free offers
Games and contests
Letting Others Do the Talking
Providing share options
Soliciting product reviews
Reaching out to your customers
Preparing Financial Reports to Track Web Results
Tracking Website Activity
Identifying Which Parameters to Measure
Which statistics to fret over
Which statistics to scan casually
Special statistical needs
Interpreting Sales Statistics
Measuring Social Media
Getting Going with Google Analytics
Diagnosing Conversion Rate Troubles
A conversion problem with the wrong audience
A conversion problem with the website itself
A conversion problem with business fundamentals
Recognizing the Value of Search Optimization
Determining Who Uses Search Engines
Figuring Out Which Search Engines You Need
Building a Search-Engine- Friendly Site
Understanding site structure
Avoiding splash pages
Using search-engine-friendly URLs
Taking advantage of footers
Creating a site index
Creating a site map
Dealing with delays
Improving your Google PageRank
Finding Google-qualified inbound links
Making adjustments for Google dances
Optimizing for Yahoo!, Bing, and Other Engines with Meta Tags
Using meta tags
Choosing good keywords
Optimizing pages
Submitting to Specialty Search Engines and Directories
Maintaining Your Ranking
Checking your ranking
Resubmitting your site
Optimizing Social Media for Search
Incubating the Influencers
Promoting with Press Releases
Writing an effective release
Distributing releases through social media
Distributing your release
Connecting with Inbound Link Campaigns
Evaluating link popularity
Implementing a link campaign
Differentiating between nice links and naughty ones
Following external and reciprocal link protocol
Qualifying Leads with Webcasts, Web Conferences, and Webinars
Comparing options
Planning a webcast, webinar, or web conference
Using What You Already Have: Free E-Mail Tools
Branding with signature blocks
Letting autoresponders do the work
Speeding response time with packaged blurbs
Getting the Most Out of E-Mail Messages
E-mailing like a pro
Sending bulk or group e-mail
Rolling Out E-Mail Newsletters
Improving the efficacy of your newsletter
Creating an effective newsletter
Selecting a method of distribution
Choosing HTML or text
Following best practices
Deciding on timing and frequency
Finding Subscribers for Your Newsletter
Mailing to customers and prospects
Keeping your address list up-to-date
Collecting new names
Renting e-mail subscribers
Working with a list rental house
Integrating E-Mail with Social Media
Gaining more subscribers
Adding more followers and connections
Finding and sharing content
Decoding Mobile Jargon
Harvesting Leads and Sales from Mobile Phones
Multiplying the effect of mobile marketing
Measuring mobile phone use by the numbers
Reaching People on the Move
Texting As a Marketing Technique
Implementing a text-messaging campaign
Accessing mobile e-mail
Advertising on mobile media
Benefitting from the click-to-call capability
Marketing with mobile social media
Developing Mobile Websites
Measuring Your Mobile Marketing Success
Reading QR Codes
Taking Payments on the Fly
Counting on Tablets
Making good marketing use of the iPad
Developing marketing-friendly iPad websites
Paying for Presence
Devising a Pay Per Click (PPC) Strategy
Comparing PPC to other online advertising
Using content ad partners
Planning your PPC campaign
Carrying Out Your PPC Plan
Bidding within your budget
Selecting search terms
Writing a good PPC ad
Bing/Yahoo! Search Marketing Specifics
Google AdWords Specifics
Assessing PPC on Social Media
Working with Shopping Search Engines
Understanding Banner Advertising
Making Decisions about Banner Ads
Choosing a banner type, size, and position
Estimating costs
Doing it yourself versus using an agency or ad network
Retargeting ads
Considering multimedia and engagement banners
Deciding where to advertise
Benefitting from Display Advertising on Social Media
Using Group Coupons and Daily Special Sites
Everyone loves a deal
Make them an offer they can’t refuse
Sponsoring Newsletters, Sites, Blogs, and Feeds
Advertising with Online Classifieds
Evaluating Results
Making the Business Case for Social Media
Dividing Social Media into Channels
Understanding the Benefits of Social Media
Understanding the Cons of Social Media
Integrating Social Media into Your Overall Marketing Effort
Developing a Strategic Social Marketing Plan
Figuring Social Media ROI
Shooting the Breeze in the Blogosphere
Blogging demographics and usage
Deciding what to blog about
Optimizing blog postings for SEO
Viewing Video As a Marketing Tool
Video-sharing demographics and usage
Optimizing video-sharing sites for SEO
Marketing and measuring your video success
Featuring Photos and Slides
Photo-sharing demographics and usage
Optimizing images for SEO
Generating Leads with Podcasts
Podcast demographics and usage
Getting the best results from podcasts
Optimizing podcasts
Deciding Whether Facebook Fits Your Needs
Audience adoption
Facebook demographics
Putting Facebook to Work
Building a business page
Creating a fan page
Becoming well “Liked” on Facebook
Advertising on Facebook
Optimizing Facebook for Search
Participating in Other Social Networks
Understanding a Twitter Feed
Deciding Whether Twitter Fits Your Needs
Audience size
Twitter demographics
Implementing Twitter
Advertising on Twitter
Optimizing for search on Twitter
Assessing Your Twitter Success
Deciding Whether LinkedIn Is a Good Fit
Implementing LinkedIn Basics
Getting the Most Out of LinkedIn
Participating in LinkedIn groups
Providing answers on LinkedIn
Collecting recommendations
Advertising on LinkedIn
Reading LinkedIn Today
Assessing Your LinkedIn Success
Comparing the Benefits of Other Social Media
Going Geosocial or Staying Put
Considering your decision
Having geosocial fun
Building a Community of Your Own
Slicing and Dicing Social Media
Getting Famous with Social News Services
Bookmarking Your Way to Fame
Keeping Up Appearances with Social Monitoring
Going Viral with Follow Us and Social Sharing Buttons
Managing Your Social Life with Online Tools
Distributing your content
Scheduling with a social calendar
Setting up a dashboard
Put Your Domain Name on All Stationery and Packaging
Include Your URL in Your E-Mail Signature Block
Use Calls to Action in Your Text
Collect Customer Testimonials
Submit to Three Main Search Engines
Conduct a Link Campaign
Use Social Sharing and Follow Us Buttons
Exploit Google Places and Yahoo! Local
Submit Your Shopping Site to Google Product Search
List Your Site on Social Bookmarking Services
Diagnose the Problem Correctly
Check Traffic Statistics for User Appeal
Review Your Design for User Appeal
Make Site Operation Easy for Users
Check Page Statistics
Use Multiple Techniques to Build Traffic
Check Statistics for Leads, Sales, and Conversions
Optimize Your Site for Sales
Embrace the Worms
Never Stop Working on Your Site
Index

Info and Rating

Category:	E-commerce > Internet Marketing
Rating:
Upload Date:	12/05/2011
ISBN	9781118199404
Publisher	Wiley
Copyright:	Traditional Copyright: All rights reserved
Tags:	No tags

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