Internet Marketing Start to Finish: Drive measurable, repeatable online sales with search marketing, usability, CRM, and analytics

Overview

Internet Marketing Start to Finish

A breakthrough system for attracting more customers on the Internet

Internet marketing is the fastest, most efficient way to attract profitable new customers—if you run it strategically and systematically. This book shows you how. You’ll discover how to integrate marketing, sales, and operations functions to work together far more effectively, capture the right real-time data for decision-making, and apply it ...

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Internet Marketing Start to Finish: Drive measurable, repeatable online sales with search marketing, usability, CRM, and analytics

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Overview

Internet Marketing Start to Finish

A breakthrough system for attracting more customers on the Internet

Internet marketing is the fastest, most efficient way to attract profitable new customers—if you run it strategically and systematically. This book shows you how. You’ll discover how to integrate marketing, sales, and operations functions to work together far more effectively, capture the right real-time data for decision-making, and apply it to drive dramatic improvements in performance. Drawing on extensive in-the-trenches experience, the authors help you implement a more iterative, measurable, and repeatable approach to Internet marketing, deliver better-qualified leads, build an online sales engine to track and improve every customer relationship…and, above all, grow profits!

You’ll Learn How To:

• Craft flexible strategies that can quickly learn from experience

• Eliminate "silos" that prevent effective measurement and execution

• Overcome obstacles ranging from culture to processes to individual behavior

• Build a powerful online sales engine to track customers through the entire relationship

• Avoid dangerous data and weed out junk leads

• Integrate web KPIs into business decision-making

• Link web to lead to CRM analysis

• Redefine messages to respond to your key audiences’ personas

• Architect and design sites to improve user experience and conversion

• Write highly findable content, and then make it even more visible

• Start a feedback loop for continually optimizing both tactics and strategy

• Globalize Internet marketing for diverse languages and cultures

• Translate your performance into boardroom-ready reports

CATHERINE JUON, Co-Founder & Catalyst of Pure Visibility, has worked in the Internet space for nearly 20 years. She has extensive experience helping companies develop integrated online marketing strategies that leverage online advertising, search engine marketing, and social media.

DUNRIE ALLISON GREILING, Director of Happiness at Pure Visibility, works with analysts to derive actionable recommendations from complex web data and develop strategic Internet marketing plans. She has more than a decade of web content and project-management experience.

CATHERINE BUERKLE has 18+ years of experience in usability design, web-based media, technical communication, project management, and marketing. She founded ArborComm, Inc., and co-founded the Digital Design Institute of Michigan.

ISBN-13: 978-0-7897-4789-1

ISBN-10: 0-7897-4789-8

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Product Details

  • ISBN-13: 9780789747891
  • Publisher: Que
  • Publication date: 8/24/2011
  • Series: Que Biz-Tech Series
  • Edition number: 1
  • Pages: 350
  • Sales rank: 1,459,115
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.90 (d)

Meet the Author

Catherine Juon is co-founder and Catalyst of Pure Visibility, passionately leading the charge for companies to grow via the Internet. Catherine traces her love of the Internet back to Poland, where in 1991 she began teaching at the University of Warsaw. There, she experienced the power of the Internet to transform international communication, from weeks to seconds, in a way we now take for granted. Catherine believes a similar transformation is taking place in commerce–and dubbed the system of harnessing the power of the Internet for commerce Your Online Sales Engine. Based on the experience of helping companies from the corner store to global enterprises, Catherine and her company teach companies how to benefit from the web by sharing the foundations you’ll learn in this book.

Dunrie Greiling is Pure Visibility’s Director of Happiness and its lead Relationship Manager, responsible for national and global online sales engine engagements for Pure Visibility clients. Dunrie often draws on the hypothesis testing and data analysis skills she learned during her doctoral dissertation in Ecology and Evolutionary Biology at the University of Michigan and her undergraduate degree in that field from Princeton University. She left academics in 2000 and has since managed software design, web design and development, and search marketing projects. She supplemented her lessons learned with training and certification as a Project Management Professional by the Project Management Institute.

Catherine Buerkle is an independent User Experience and Technical Communication Consultant currently living in Germany. She has extensive experience defining and writing interactive content for a broad array of industries and applications (both web based and offline).

Before moving to Germany and under her maiden name of Titta, Catherine founded and ran a technical communication and user-experience consulting practice that won several international and best-of-show awards. Based on both the wide variety of her consulting experiences and her extensive time spent in the IT world, she has become a strong user advocate and an evangelist for applying practical and sound methodologies.

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Table of Contents

1 Why Online Sales Matter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

First Things First . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2

Internet Research Equals Internet Sales . . . . . . . . . . . . . . . . . . . . .2

Advantages of Internet Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . .3

The Bird’s Eye View . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

Standard Practice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

Your Online Sales Engine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

Back to Basics: Business Strategy 101 . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

The Customer Is King . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

Understanding the Buying Process . . . . . . . . . . . . . . . . . . . . . . . . . . .7

Remove Organizational Silos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

Get the Most Bang for Your Buck . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

Find Out What’s Working . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

Lessons We’ve Learned . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

Keywords, Keywords, Keywords . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

Paid Search Mismatches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Get the Fundamentals Right First . . . . . . . . . . . . . . . . . . . . . . . . . .11

Bigger Is Better . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

Content and Inlinks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Websites Are for Spiders and People . . . . . . . . . . . . . . . . . . . . . . .12

Small Business Safety . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Budget for Marketing the Website Itself . . . . . . . . . . . . . . . . . . . .13

Learn by Example . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

B2C Example: Happy Puppy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

B2B Example: TropiCo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15

Online Sales Engine Success Stories . . . . . . . . . . . . . . . . . . . . . . . . . . . .15

Case Study: Moving into New Global Markets . . . . . . . . . . . .16

Case Study: Manufacturing Company Improves Sales . . . .16

Case Study: Large Childcare Provider Increases Web Conversions . . . . . . . .17

Case Study: Major Software Company Grows Sales . . . . . . .17

Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19

2 What an Online Sales Engine Can Do . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

What Is an Online Sales Engine? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22

Why Adopt the Online Sales Engine? . . . . . . . . . . . . . . . . . . . . . . . . . .22

The Online Sales Engine Components . . . . . . . . . . . . . . . . . . . . .23

The Components Form a Process . . . . . . . . . . . . . . . . . . . . . . . . . .25

Avoid “Dangerous Data” Nightmares . . . . . . . . . . . . . . . . . . . . . . . . . .25

Case Study: Identifying Junk Leads . . . . . . . . . . . . . . . . . . . . . . . . . . . .26

The Customer-Driven Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26

1. Define Your Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27

2. Configure Tracking and Set Goals for Metrics . . . . . . . . . .28

3. Conduct Research and Improve the User Experience . .30

4. Sell Online . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32

5. Manage Your Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34

6. Increase Visibility with SEO and Paid Search . . . . . . . . . . .34

7. Revisit the Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38

Close the Loop with Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38

Maintain Your Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39

The ROI-Driven Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39

Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40

3 Building a Metrics-Driven Practice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43

The New Era of Website Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .44

Which Metrics Matter Most? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .44

Influencing Leads and Revenue . . . . . . . . . . . . . . . . . . . . . . . . . . . . .44

The Conversion Funnel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .45

Lead-Generation Businesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .46

E-Commerce Businesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47

Choosing a Contact Method . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47

What to Measure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49

SEO Key Performance Indicators . . . . . . . . . . . . . . . . . . . . . . . . . . .50

Paid Search KPIs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53

Use Business Analysis to Define Your KPI Benchmarks and Goals . . . . . . . . . . . . . . . . . . . .55

When to Measure Matters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .56

Integrating Web KPIs into Business Decision Making . . . . . . . . .58

Case Study: Landing Pages with Custom 800 Numbers . . .59

Web to Lead to CRM Analysis: Close That Loop! . . . . . . . . . . . . .60

The Impact of Internet Marketing on Sales . . . . . . . . . . . . . . . .60

Case Study: Reviewing Customer Conversion Data in Salesforce . . . . . . . . . .. . . . . . . . . .62

Moving Data into Salesforce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .63

KPI Reporting on Leads and Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . .64

Quantity Versus Quality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .64

Projections for Future Gain Based onPast Performance . . . . . .65

Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67

4 Breaking Down Silos to Get the Metrics You Need. . . . . . . . . . . 69

Do More Than Gather Data: Build a Team . . . . . . . . . . . . . . . . . . . .70

Web Analytics: Types, Purpose, Popular Tools for Each . . . . . .70

Logfile Versus Script-Based Analytics Tracking . . . . . . . . . . .71

Click Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .81

Call Tracking: Why It’s Essential and How to Select Granularity Needed . . . . . . . . . . . . . . . . . . . . . .82

Measuring If the Phone Rings (Memory Doesn’t Count) .82

Selecting the Granularity Needed . . . . . . . . . . . . . . . . . . . . . . . . . . .83

Lead Management: SFA/CRM Integration . . . . . . . . . . . . . . . . . . . . .84

CRM Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .84

CRM Basics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .85

Next Steps for Follow-Up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .86

Next Steps for Analysis: Quantifying “Assists” Through Lead Attribution . . . . . . . . . . .. . . . . .88

A Case Study in Lead Management . . . . . . . . . . . . . . . . . . . . . . . . . . . .90

Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .91

5 The Audience Is Listening (What Will You Say?). . . . . . . . . . . . . 93

Where Do You Start? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .94

Start with the Tasks and Goals of Your Potential Audiences . . . .94

Other Important Audiences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .95

Listen to and Watch Your Audience . . . . . . . . . . . . . . . . . . . . . . . .97

Develop Website Personas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100

Persona and Scenario Development Process . . . . . . . . . . . . .101

Sample Personas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .102

Adapt Your Website to Your Personas’ Needs . . . . . . . . . . . . . . . .105

Next Steps: Gather More Feedback . . . . . . . . . . . . . . . . . . . . . . . .105

Consider Their Path to Your Content . . . . . . . . . . . . . . . . . . . . .105

Case Study: Persona-Driven Redesign . . . . . . . . . . . . . . . . . . . . . . . .107

Speak Your Audience’s Language: The Real SEO . . . . . . . . . . . . .109

Do Your Keyword Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .109

Evaluate Your Keyphrases in the Context of the Entire Word Market . . . . . . . . . . . . . . . . . . . . .110

Case Study: Word Market Focuses Tutor Time on the Right Descriptors . . . . . . . . . . . . . . . . . . . . . .113

Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .114

6 Putting It All Together and Selling Online . . . . . . . . . . . . . . . . . . . . 117

Designing Your Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .118

Incorporating Information Architecture Techniques . . . .118

Experiment with an Unconventional User-Driven Architecture: McKinley.com . . . . . . . . .. . . . . . .119

The Information Architecture Process . . . . . . . . . . . . . . . . . . . .120

Investigate and Inform Your Information Architecture . .122

Develop a Website Skeleton or Wireframe . . . . . . . . . . . . . . . .122

Test the Information Architecture . . . . . . . . . . . . . . . . . . . . . . . . .126

Graphic Design Comes Later . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .127

A Process Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .127

Information Architecture Case Study . . . . . . . . . . . . . . . . . . . . . . . . .128

User Personas and Keyword Analysis . . . . . . . . . . . . . . . . . . . . .128

High-Level Information Architecture . . . . . . . . . . . . . . . . . . . . .128

Page Templates with Content Specified . . . . . . . . . . . . . . . . . . .131

How the Website Mission Can Affect Information Architecture . . . . . . . . . . . . . . . . . . . . . .133

Designing Your Landing Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .133

Landing Page Basics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .134

The Design Cycle . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .138

Getting More Granular: When Do You Need a New Landing Page? . . . . . . . . .. . . . . . . . . . . . .138

Long-Term Maintenance Is Critical . . . . . . . . . . . . . . . . . . . . . . .139

Optimizing Your Landing Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .140

When to Optimize . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .141

Use Your User Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .142

How to Measure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .143

You Have Data. Now What? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .145

Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .145

7 Making Websites That Work. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 147

Improving User Experience and Conversion Rates . . . . . . . . . .148

The Basics: What to Fix Before Testing . . . . . . . . . . . . . . . . . . . . . . .149

Follow Web Conventions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .149

On Key Pages: Form Optimization Basics . . . . . . . . . . . . . . . .150

Template-Level: Automated Attention Analysis . . . . . . . . . .151

On Every Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .152

Beyond Best Practices: User Research . . . . . . . . . . . . . . . . . . . . . . . .155

Where Do Surveys Fit In? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .155

Quantitative User Research: Form Analytics, and A/B Testing . . . . . . . . . . . . . . . . . . . . . .156

Qualitative User Analysis: Observations, Usability Tests . . . . . . . . . . . . . . . . . . . . . .158

UX Checklist . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .161

Website Planning and Maintenance . . . . . . . . . . . . . . . . . . . . . . . . . . .162

Plan for Graceful Failure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .162

Website Maintenance Tasks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .165

Planning a Website Refresh or Relaunch . . . . . . . . . . . . . . . . . .168

Case Study: Poor SEO Execution Hurts . . . . . . . . . . . . . . . . . . . . . .173

Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .175

8 It’s All About Visibility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 177

Who Sees What and How . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .178

What Search Engine Spiders See . . . . . . . . . . . . . . . . . . . . . . . . . .178

What Search Engine Visitors See . . . . . . . . . . . . . . . . . . . . . . . . . .179

Writing Web Content for Users and Spiders: On-Site Optimization . . . . . . . . . . . . . . . . . . .181

Page-Level SEO Best Practices . . . . . . . . . . . . . . . . . . . . . . . . . . . . .181

Page-Level SEO Guide: An Example . . . . . . . . . . . . . . . . . . . . . .183

Case Study: Call It What It Is to Increase Findability . . . . . . . .185

Special Considerations: Blogging for SEO Benefit . . . . . . . . . . .185

Blogging Best Practices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .186

Get Out of Your Own Way: Make Sure Your Content Is Findable . . . . . . . . . . . . . . . . . . . .187

A Digression into the Guts of Web Code . . . . . . . . . . . . . . . . .188

Watch Your Web Technologies . . . . . . . . . . . . . . . . . . . . . . . . . . . .190

Take Advantage of Universal Search: Tag Your Media

Files with Target Keywords . . . . . . . . . . . . . . . . . . . . . . . . . . . . .190

Have Fun with Widgets, but Avoid Putting Interesting and Relevant Content Inside Frames . . . . . . . . . . . . . . . . . .192

Don’t Spread Yourself Too Thin: Consolidate Your Content Power on Your Main Domain . . . . . . . . . . . . . . . .194

Crawler Control: Speak to Your Spiders . . . . . . . . . . . . . . . . . .194

Increase Your Findability via Link Building . . . . . . . . . . . . . . . . . .200

How to Approach Website Owners for Links . . . . . . . . . . . . .201

Increase Your Findability: Claim and Maintain Your Local Business Listings . . . . . . . . . . . . . . . . . . . . . . . .202

Monitoring, Responding to, and Encouraging Reviews Online . . . . . . . . . . . . . . . . . .203

Advanced Visibility Strategies: Going Social . . . . . . . . . . . . . . . . .204

Extending Your Reach with Paid Search Advertising . . . . . . . .205

Search Engines as Paid Search Vendors . . . . . . . . . . . . . . . . . . .206

Effective Paid Search Management . . . . . . . . . . . . . . . . . . . . . . . .206

Define Your Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .208

Qualify Your Market with Specific Ad Copy . . . . . . . . . . . . .209

Convert Your Visitors into Customers . . . . . . . . . . . . . . . . . . . .211

Revisit, Refine, and Refresh Your Campaigns . . . . . . . . . . . .211

Advanced Visibility Strategies: Display Advertising . . . . . . . . .212

The Best Ways to Target Display Ads . . . . . . . . . . . . . . . . . . . . .214

Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .215

9 Running the Feedback Loop . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 217

Revisiting the Project Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .218

Your Goals Will Change as Your Process Matures . . . . . . .218

Analyzing Across the Online Sales Engine . . . . . . . . . . . . . . . . . . .220

Pulling Data from Various Silos . . . . . . . . . . . . . . . . . . . . . . . . . . .221

Common Data Analysis Pitfalls . . . . . . . . . . . . . . . . . . . . . . . . . . .223

Proving ROI . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .226

What to Consider When Calculating ROI . . . . . . . . . . . . . . . .226

When ROI Doesn’t Matter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .228

How to Set Projections for Future Performance . . . . . . . . . .229

How to Set Projections for Future Performance . . . . . . . . . .229

Boardroom-Ready Reporting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .234

Provide Context for the Numbers . . . . . . . . . . . . . . . . . . . . . . . . .234

Boardroom Reporting Best Practices . . . . . . . . . . . . . . . . . . . . .236

Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .237

10 Special Considerations for International Organizations . . . 239

Going Global in the New World Order . . . . . . . . . . . . . . . . . . . . . . .240

The Return of the Silo Problem . . . . . . . . . . . . . . . . . . . . . . . . . . .240

Triage for International Disorientation . . . . . . . . . . . . . . . . . . .240

The Impact of Language, Culture, and Transparency . . . . . . . .241

Working with Translators and Localization Experts . . . . .241

Case Study: Spidering to Keep All Localized Websites Up-to-Date . . . . . . . . . . . . . . . . . . . . .246

Basic Mechanics for a Global Metrics-Driven Practice . .246

Use a Single Website Analytics Program Globally . . . . . . .247

Set Your Web Analytics to Track Across Top-Level Domains . . . . . . . . . . . . . . . . . . . . . . .247

Unify Your CRM or SFA Process . . . . . . . . . . . . . . . . . . . . . . . . . .248

Talk to Each Other! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .248

Basic Mechanics for Global Organic Search Visibility . . . . . . .250

Focus on the Correct Search Engine . . . . . . . . . . . . . . . . . . . . . .250

Tune Your Social Strategy to the Right Channel . . . . . . . . .252

Mind Your Website Top-Level Domains . . . . . . . . . . . . . . . . . .252

Basic Mechanics for Global Paid Search Configuration . . . . .253

Create Regional Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .253

Set Geographic Targets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .254

Use the Right Language . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .254

Working with Time Zones . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .256

Basic Mechanics for Global Usability . . . . . . . . . . . . . . . . . . . . . . . . .258

Before You Translate: Character Set Issues . . . . . . . . . . . . . . .258

Working with Forms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .258

Working with Other Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .259

A Note for E-Commerce Websites . . . . . . . . . . . . . . . . . . . . . . . .259

Making It Usable . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .260

Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .262

Appendix: TropiCo’s State of the Web Report. . . . . . . . . . . . . . . . . . . . . . . . 263

Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .264

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .264

About Part I . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .264

About Part II . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .265

About Part III . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .265

Part I. The Year in Review: The Data . . . . . . . . . . . . . . . . . . . . . . . . .265

General Traffic Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .265

Geographic Distribution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .266

Traffic Sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .267

Quarterly Leads Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .268

Part II. How It Happened . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .269

Paid Search (Setup, Management, and Expansion) . . . . . .270

Search Engine Optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .274

Usability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .275

Strategy, Analysis, and Reporting . . . . . . . . . . . . . . . . . . . . . . . . .276

Local Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .278

Referral Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .279

Part III. Looking Forward to 2012 . . . . . . . . . . . . . . . . . . . . . . . . . . . .280

Localize the Online User Experience . . . . . . . . . . . . . . . . . . . . . .280

Engagement: Move Online Strategy Toward

Interactive Brand Experience . . . . . . . . . . . . . . . . . . . . . . . . . . .281

Maintain Momentum from FY 2011 . . . . . . . . . . . . . . . . . . . . . .281

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  • Posted January 17, 2012

    A must read - highly recommended

    After reading Internet Marketing Start to Finish I’m ready to rule the world! This is an awesome must read for anyone with an interest in making their website work smarter and not harder. Catherine Juon and Dunrie Greiling, take a topic that can be extremely convoluted and make it so simple and easy to understand. I highly recommend this book to a beginner or seasoned professional - very valuable information from beginning to end!

    Heather Harding, Competitive Expert, GlobalHue

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