Web Marketing All-in-One For Dummies

Web Marketing All-in-One For Dummies

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Build an online presence for your business with web marketing
Why 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 advertisingZeroes in on search engine optimization so that your site can be discovered by search engines and, ultimately, consumersExplains how web analytics can offer you a better understanding of your web marketing effortsDetails ways to establish an online voice with blogging and podcastingWalks you through the potential of social media marketing with Facebook, Twitter, and Google+Looks at various options for getting your message onto mobile platforms
Web 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.
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Product details

  • Paperback | 936 pages
  • 180.34 x 231.14 x 55.88mm | 1,678.28g
  • John Wiley & Sons Inc
  • New York, United States
  • English
  • 2nd Edition
  • 1118243773
  • 9781118243770
  • 388,319

About John Arnold

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.
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Back cover copy

Kick off your online presence to build a following and achieve your marketing goals Ready 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 audience Open 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 advertising 8 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
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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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Rating details

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