Web Marketing All-in-One for Dummies
by UnknownEdition: 2nd
Format: Paperback
Pub. Date: 2012-08-07
Publisher(s): For Dummies
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Summary
Web Marketing All-in-One For Dummies potentially replaces 10 other books on a marketer's shelf by covering all the niches needed to market online successfully. Updated to cover the latest trends and technologies in Web marketing, the book clocks in at over 900 pages of content. Minibooks cover: Establishing a Web presence - claiming an online 'home' for a business to serve as a destination and hub for all other activity Search Engine Optimization - insight on getting yourself found by search engines and, in turn, by consumers Web Analytics - steps for examining, interpreting, and reacting to the results of your Web marketing activities. Online Advertising - getting your message out to other sites, including display and pay-per-click ads E-Mail Marketing - instruction on how to use e-mail as a way to communicate to consumers Blogging and Podcasting - establishing an online voice that appeals to readers and informs about your business Social Media Marketing - a walkthrough of using sites like Facebook, Twitter, and Google+ to connect with customers Mobile Marketing - the ins and outs of getting your message onto mobile platforms.
Author Biography
John Arnold is the author of E-Mail Marketing For Dummies and coauthor of Mobile Marketing For Dummies.
Ian Lurie is President of Portent, Inc.
Marty Dickinson is President of HereNextYear.
Elizabeth Marsten is Director of Search Marketing at Portent, Inc.
Michael Becker is the Managing Director of North America at the Mobile Marketing Association.
Table of Contents
Introduction 1
Book I: Web Presence 7
Chapter 1: Internet Business Basics 9
Chapter 2: Making Money Online 23
Chapter 3: Designing to Sell 51
Chapter 4: Creating and Connecting Multiple Websites 75
Chapter 5: Creating Exceptional Copy That Sells 95
Chapter 6: Lead-Generation for Business Growth 119
Chapter 7: Getting Help with Your Web Presence 129
Book II: Search Engine Optimization 147
Chapter 1: Getting Ready for SEO 149
Chapter 2: Choosing the Right Keywords 165
Chapter 3: Eliminating Search Engine Roadblocks 179
Chapter 4: Making Search Engines Love Your Site 195
Chapter 5: Understanding Blended Search 209
Chapter 6: Writing Great Copy for Search Engines 219
Chapter 7: Building Link Love 233
Chapter 8: Analyzing Your Results 251
Chapter 9: Hiring an SEO Professional 261
Book III: Web Analytics 267
Chapter 1: Getting Started with Analytics 269
Chapter 2: Tracking Traffic Volumes 287
Chapter 3: Measuring Your Best Referrers 299
Chapter 4: Measuring Visit Quality 311
Chapter 5: Using Conversion Goals 321
Chapter 6: Using Goal Funnels 337
Book IV: Online Advertising and Pay Per Click 345
Chapter 1: Grasping PPC Methods 347
Chapter 2: Combining PPC and Search Engines 353
Chapter 3: Making Keyword Lists That Sell 381
Chapter 4: Writing Ads That Earn Clicks and Pay You Back 397
Chapter 5: Budgeting and Bidding on Keywords 409
Chapter 6: Legally Speaking: PPC and the Law 425
Chapter 7: Using Tools, Tips, and Tricks of the Trade 433
Book V: E-Mail Marketing 453
Chapter 1: Adding E-Mail to a Web Marketing Strategy 455
Chapter 2: Becoming a Trusted Sender 463
Chapter 3: Building a Quality E-Mail List 479
Chapter 4: Constructing an Effective Marketing E-Mail 497
Chapter 5: Making Your E-Mail Content Valuable 529
Chapter 6: Tracking Your E-Mail Campaign Results 543
Chapter 7: Maximizing E-Mail Deliverability 557
Book VI: Blogging and Podcasting 571
Chapter 1: Picking Your Blog Topic 573
Chapter 2: Getting Yer Blog On 581
Chapter 3: Writing Like a Blogger 595
Chapter 4: Tracking Other Blogs 603
Chapter 5: Getting Involved on Other Blogs 615
Chapter 6: Promoting Your Posts 621
Chapter 7: Introducing Podcasting 627
Book VII: Social Media Marketing 639
Chapter 1: Understanding Social Media 641
Chapter 2: Creating Your Social Media Desktop 657
Chapter 3: Creating Your Social Media Plan 671
Chapter 4: Navigating Top Social Media Sites 687
Chapter 5: Building Your Network 713
Chapter 6: Creating a Winning Social Media Campaign 721
Book VIII: Mobile Marketing 731
Chapter 1: Getting Started with Mobile Marketing 733
Chapter 2: Planning a Mobile Marketing Campaign 755
Chapter 3: Running Mobile Communication Campaigns 771
Chapter 4: Displaying Your Advertising on Mobile Devices 789
Chapter 5: Delivering Valuable Mobile Content 811
Chapter 6: Getting Paid for Your Mobile Marketing Efforts 827
Chapter 7: Tracking a Mobile Marketing Campaign 839
Index 859
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