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 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 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.show more

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
  • Revised
  • 2nd Revised edition
  • 1118243773
  • 9781118243770
  • 331,547

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 Marketingshow more

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.show more

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 859show more

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