Web marketing that works confessions from the marketing trenches
Practical tips on using the web to boost your business, no matter what business you're in Everyone in business knows they need to embrace the web, but not everyone knows how to do it or where to start. No matter what industry you're in, the web offers efficiencies and solutions for sales,...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
Milton, Qld
John Wiley & Sons
2014
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| Subjects: | |
| Online Access: | |
| Collection: | O'Reilly - Collection details see MPG.ReNa |
Table of Contents:
- ""Building your buyer personas""""Chapter 3: Flagship content: the cornerstone of your web marketing""; ""Finding our flagship content: the birth of the template""; ""Content so valuable people would pay for it""; ""Conduct a content audit""; ""Creating more: premium content""; ""Chapter 4: Content marketing: know, like and trust""; ""Relationships take time""; ""What do you have to offer?""; ""The art of repurposing""; ""A final note on etiquette""; ""Part III: Building home base""; ""Chapter 5: Web marketing metrics and reporting ROI""; ""The purpose of metrics""
- ""Web Marketing Health Check""""Google Analytics""; ""Chapter 6: Building your own website""; ""Setting up our own website""; ""Five pitfalls of website projects""; ""Chapter 7: Landing pages: design, psychology and leads""; ""Nurturing your leads""; ""What is a landing page?""; ""Two approaches to growing your community""; ""Anatomy of a successful landing page""; ""Get traffic direct to your landing page""; ""Part IV: Content creation""; ""Chapter 8: Email marketing: the ultimate tool for web marketers""; ""Everyone uses email""; ""Why email over social media?""
- ""Content people gravitate towards""""Email type 1: regular email newsletters""; ""Email type 2: lead-nurturing autoresponder emails""; ""Email type 3: text only (your secret sales weapon)""; ""Pruning your list""; ""More email marketing experiments""; ""Chapter 9: From blogging to content marketing: attracting leads, not just readers""; ""Why were we missing the mark?""; ""You need readers""; ""Guest blogging""; ""How to write great headlines""; ""The anatomy of a good blog post""; ""A blog post shared with 47 000 CEOs""; ""Promotion""; ""Are you a content marketer or a blogger?""
- ""Series""; ""Title Page""; ""Copyright""; ""Dedication""; ""Foreword by David Meerman Scott""; ""About the authors""; ""Acknowledgements and thanks""; ""First and foremost: our story and why you need this book""; ""Bonus 33 free templates""; ""Part I: How it all works""; ""Chapter 1: Your web universe: content, web and inbound marketing""; ""Building a web marketing asset""; ""One block at a time""; ""Your web universe from 20 000 feet""; ""Elements of the web universe""; ""Part II: Strategy""; ""Chapter 2: Web strategy: defining your buyer personas""; ""Setting your strategy""
- ""Chapter 10: Video, audio and image publishing: YouTube, webinars, infographics and podcasts""""YouTube â€" a no-brainer""; ""Webinars""; ""Infographics""; ""Podcasting is here!""; ""Chapter 11: Publishing content and finding your editorial rhythm""; ""Build around your flagship content""; ""Picture your buyer personas""; ""Writing and creating content""; ""How to generate content""; ""Part V: Getting found""; ""Chapter 12: Search and keywords: search engine optimisation""; ""How Google works (for a non-techie marketer)""; ""Determining what people are searching for""