Web Marketing All-In-One for Dummies

Informationen zum Autor 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. Klappentext Kick off your online presence to build a following and achieve your marketing goalsReady to advertise on the web, create buzz about your product, and start online conversations? From optimizing your site and analyzing traffic to blasting targeted e-mails and writing blogs, this collection of minibooks has you covered. You'll quickly be on your way to increased traffic, more followers, and an engaged audience ready to listen!* Go organic -- follow steps to optimize your site for search engines to build up your organic keyword rankings* Click it -- enter the competitive world of online advertising and pay-per-click to ensure that your message reaches the right people* Stay connected -- initiate time-tested marketing strategies to develop and deliver professional-looking e-mails that increase the open and click-through rates* The write tool -- get up to speed on how to set up a blog, write engaging posts, and reach out to others to drive traffic* Spread the word -- dig into social media so you can reach out to customers, find new audiences, and build relationships like never before* Get mobile -- learn how to leverage the mobile channel by implementing best practices that will grow your audienceOpen the book and find:* Tips for making your website search engine friendly* The essentials to monitor and improve your site* The rules for setting up pay-per-click campaigns* Ways to send targeted e-mails that avoid complaints* How to write blog posts that keep readers coming back for more* Strategies for creating an effective social media plan* Techniques for getting started with mobile advertising8 books in 1* Establishing a Web Presence* Search Engine Optimization* Web Analytics* Online Advertising* E-Mail Marketing* Blogging and Podcasting* Social Media Marketing* Mobile Marketing Zusammenfassung Build an online presence for your business with web marketingWhy buy several books on web marketing when you can buy just one? With this must-have resource, five marketing professionals team up to share their expertise in the field of web marketing so that you can benefit from their know-how. Covering everything from site building, search engine optimization, and web analytics to online advertising, e-mail marketing, and harnessing the potential of social media, this team of web marketing gurus brings their insight and experience to the table and it's yours for the taking.* Provides invaluable advice for establishing a web presence and getting your message out with online advertising* Zeroes in on search engine optimization so that your site can be discovered by search engines and, ultimately, consumers* Explains how web analytics can offer you a better understanding of your web marketing efforts* Details ways to establish an online voice with blogging and podcasting* Walks you through the potential of social media marketing with Facebook, Twitter, and Google+* Looks at various options for getting your message onto mobile platformsWeb Marketing All in One For Dummies, 2nd Edition shows you how to get your online name out there so that customers can find you easily. Inhaltsverzeichnis Introduction 1Book I: Web Presence 7Chapter 1: Internet Business Basics 9Chapter 2: Making Money Online 23Chapter 3: Designing to Sell 51Chapter 4: Creating and Connecting Multiple Websites 75Chapter 5: Creating Exceptional Copy That Sells 95Chapter 6: Lead-Generation for Business Growth 119Chapter 7: Getting Help with Your Web Presence 129Book II: Search Engine Optimization 147Chapt...

List of contents

Introduction 1Book I: Web Presence 7Chapter 1: Internet Business Basics 9Chapter 2: Making Money Online 23Chapter 3: Designing to Sell 51Chapter 4: Creating and Connecting Multiple Websites 75Chapter 5: Creating Exceptional Copy That Sells 95Chapter 6: Lead-Generation for Business Growth 119Chapter 7: Getting Help with Your Web Presence 129Book II: Search Engine Optimization 147Chapter 1: Getting Ready for SEO 149Chapter 2: Choosing the Right Keywords 165Chapter 3: Eliminating Search Engine Roadblocks 179Chapter 4: Making Search Engines Love Your Site 195Chapter 5: Understanding Blended Search 209Chapter 6: Writing Great Copy for Search Engines 219Chapter 7: Building Link Love 233Chapter 8: Analyzing Your Results 251Chapter 9: Hiring an SEO Professional 261Book III: Web Analytics 267Chapter 1: Getting Started with Analytics 269Chapter 2: Tracking Traffic Volumes 287Chapter 3: Measuring Your Best Referrers 299Chapter 4: Measuring Visit Quality 311Chapter 5: Using Conversion Goals 321Chapter 6: Using Goal Funnels 337Book IV: Online Advertising and Pay Per Click 345Chapter 1: Grasping PPC Methods 347Chapter 2: Combining PPC and Search Engines 353Chapter 3: Making Keyword Lists That Sell 381Chapter 4: Writing Ads That Earn Clicks and Pay You Back 397Chapter 5: Budgeting and Bidding on Keywords 409Chapter 6: Legally Speaking: PPC and the Law 425Chapter 7: Using Tools, Tips, and Tricks of the Trade 433Book V: E-Mail Marketing 453Chapter 1: Adding E-Mail to a Web Marketing Strategy 455Chapter 2: Becoming a Trusted Sender 463Chapter 3: Building a Quality E-Mail List 479Chapter 4: Constructing an Effective Marketing E-Mail 497Chapter 5: Making Your E-Mail Content Valuable 529Chapter 6: Tracking Your E-Mail Campaign Results 543Chapter 7: Maximizing E-Mail Deliverability 557Book VI: Blogging and Podcasting 571Chapter 1: Picking Your Blog Topic 573Chapter 2: Getting Yer Blog On 581Chapter 3: Writing Like a Blogger 595Chapter 4: Tracking Other Blogs 603Chapter 5: Getting Involved on Other Blogs 615Chapter 6: Promoting Your Posts 621Chapter 7: Introducing Podcasting 627Book VII: Social Media Marketing 639Chapter 1: Understanding Social Media 641Chapter 2: Creating Your Social Media Desktop 657Chapter 3: Creating Your Social Media Plan 671Chapter 4: Navigating Top Social Media Sites 687Chapter 5: Building Your Network 713Chapter 6: Creating a Winning Social Media Campaign 721Book VIII: Mobile Marketing 731Chapter 1: Getting Started with Mobile Marketing 733Chapter 2: Planning a Mobile Marketing Campaign 755Chapter 3: Running Mobile Communication Campaigns 771Chapter 4: Displaying Your Advertising on Mobile Devices 789Chapter 5: Delivering Valuable Mobile Content 811Chapter 6: Getting Paid for Your Mobile Marketing Efforts 827Chapter 7: Tracking a Mobile Marketing Campaign 839Index 859

Product details

• Authors: Arnold, Joh Arnold, John Arnold, John Becker Arnold, John Lurie Arnold, Michae Becker, Michael Becker, Marty Dickinson, Marty et a Dickinson, Ian Lurie, Elizabeth Marsten
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 20.07.2012
• EAN: 9781118243770
• ISBN: 978-1-118-24377-0
• No. of pages: 944
• Series: For Dummies
• Subjects: Non-fiction book > Politics, society, business > Business administration, companies; Social sciences, law, business > Business > Advertising, marketing