Overview

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 ...

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Web Marketing All-in-One For Dummies

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Overview

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.

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Product Details

  • ISBN-13: 9781118281673
  • Publisher: Wiley
  • Publication date: 7/12/2012
  • Series: For Dummies Series
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition description: 2nd Edition
  • Edition number: 2
  • Pages: 936
  • Sales rank: 475,980
  • File size: 32 MB
  • Note: This product may take a few minutes to download.

Meet the Author

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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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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