You've gone through all the steps of developing a powerful business presence on the Web-but that's only the beginning. Now, you have to make sure your visitors hit the purchase button ... before they start clicking to your competitor's site.
From Duane Forrester, a leading expert in search engine optimization, comes a highly practical guide for using all the online tools available for turning curious visitors into paying customers. Turn Clicks into Customers reveals proven techniques not only for standing out in a crowded market-place but also for reaching customers who are most eager to buy your products or services.
Forrester explains what works and what doesn't for multiple online marketing strategies, including:
You'll learn best practices for each strategy at both the local and global levels to reach more paying customers than ever before. Plus, you'll get interviews with experts who reveal the proven tactics they've used to successfully Turn Clicks into Customers!
|Publisher:||McGraw-Hill Companies, The|
|Product dimensions:||7.30(w) x 9.10(h) x 0.70(d)|
Table of Contents
Chapter 1 Search Marketing Overview: The Essentials 1
Chapter 2 Performing Organic Search Marketing: Driving Low-Cost Traffic 9
Chapter 3 Converting Organic Search Marketing: The Five Pillars of Trust 29
Chapter 4 Paid Search Marketing: Driving Customers to Your Web Site 41
Chapter 5 Local Search Marketing: Narrowing Your Scope 51
Chapter 6 Videos and Webinars: Profit from Sharing Your Knowledge 59
Chapter 7 Internet Advertising Banners: A Tried and True Method 73
Chapter 8 Social Networking and Blogging: The New Way to Get Conversions 89
Chapter 9 Blogs and Communities: The Predecessors of Social Media 103
Chapter 10 E-mail Marketing: Tread Carefully to Reap Great Rewards 115
Chapter 11 Shopping Carts: Optimizing the Checkout Process 125
Chapter 12 Analytics: Running the Numbers 157
Chapter 13 Industry Expert Interviews: Direct Advice and Insights from Successful People 163
Chapter 14 Case Studies 185
Appendix 1 195
Appendix 2 205