Web Marketing All-in-One Desk Reference For Dummies^®

by John Arnold; Ian Lurie; Marty Dickinson; Elizabeth Marsten; Michael Becker

• ISBN13: 9780470413982
• ISBN10: 0470413980
• Format: Paperback
• Copyright: 2009-03-01
• Publisher: For Dummies

Summary

Offering how-to information on a variety of topics that the modern marketer needs to know, this encyclopedic reference features eight minibooks that cover building an online presence, e-mail marketing, blogging and podcasting, social media marketing, online advertising and pay-per-click, mobile marketing, search engine optimization, and Web analytics The team of authors taps into its vast experiences in marketing to share how-to information on accomplishing key Web marketing tasks Expands on the bestselling Web Marketing For Dummies by providing a complete reference on all aspects of Web marketing, as well as real-world advice

Author Biography

John Arnold is the author of E-Mail Marketing For Dummies and director of Constant Contact University. Ian Lurie is President of Portent Interactive. Marty Dickinson is an independent Web entrepreneur. Elizabeth Marsten is a Pay Per Click expert with Portent Interactive. Michael Becker is Executive Vice President of iLoop Mobile.

Table of Contents

Introduction

Web Presence.

Internet Business Basics

Making Money Online

Designing to Sell

Creating and Connecting Multiple Web Sites

Creating Exceptional Copy That Sells

Encouraging Communication

Getting Help with Your Web Presence

Search Engine Optimization.

Getting Ready for SEO

Choosing the Right Keywords

Eliminating Search Engine Roadblocks

Making Search Engines Love Your Site

Understanding Blended Search

Writing Great Copy for Search Engines (And Readers!)

Building Link Love

Analyzing Your Results

Hiring an SEO Professional

Web Analytics.

Setting Your Conversion Goals

Tracking Traffi c Volumes

Measuring Your Best Referrers

Measuring Visit Quality

Using Conversion Goals

Using Goal Funnels

Online Advertising and Pay Per Click.

Grasping PPC Methods

Combining PPC and Search Engines

Making Keyword Lists That Sell

Writing Ads That Earn Clicks and Pay You Back

Budgeting and Bidding on Keywords

Legally Speaking: PPC and the Law

Using Tools, Tips, and Tricks of the Trade

E-Mail Marketing.

Adding E-Mail to a Web Marketing Strategy

Becoming a Trusted Sender

Building a Quality E-Mail List

Constructing an Effective Marketing E-Mail

Making Your E-Mail Content Valuable

Tracking Your E-Mail Campaign Results

Maximizing E-Mail Deliverability

Blogging and Podcasting.

Picking Your Blog Topic

Getting Yer Blog On

Writing Like a Blogger

Tracking Other Blogs

Getting Involved on Other Blogs

Promoting Your Posts

Introducing Podcasting

Social Media Marketing.

Understanding Social Media

Creating Your Social Media Desktop

Creating Your Social Media Plan

Navigating Top Social Media Sites

Building Your Network

Creating a Winning Social Media Campaign

Mobile Marketing.

Getting Started with Mobile Marketing

Planning a Mobile Marketing Campaign

Running Mobile Communication Campaigns

Launching a Mobile Advertising Campaign

Delivering Valuable Mobile Content

Getting Paid for Your Mobile Marketing Efforts

Tracking a Mobile Marketing Campaign

Index

Table of Contents provided by Publisher. All Rights Reserved.