Оглавление
Lola Bailey. The Small Business Guide to Online Marketing
Publishing details
About the Author
Acknowledgments
A Call to Action
Chapter 1: Introduction to Internet Marketing
What is internet marketing?
Characteristics of online consumers
Why should you seek to grow your own business online?
Successful online marketing
1. Content analysis
2. Search analysis
3. Performance measurement
Chapter 2: The Importance of Superior Content
A simple framework for writing your website content. Give your content a unique voice
Make sure your content is useful
Write content that will be memorable
How to generate content for any business
Using Google Keywords to generate content
Narrow Your Search
Implement What You’ve Learned
Beyond the Blog. Blogging and its benefits
Creating a blog home page
Creating a blog post
1. Title
2. Publication date
3. Introduction
4. Body
5. Links and Trackbacks
6. Blog comments
Plug-ins
Benefits your business can gain from blogging
Writing tips
Blogging expert interview: Thoroughly Modern Milly. Milly Kenny-Ryder
Blogging expert interview: Rock N’ Roll Bride
Quick summary
Chapter 3: Understanding Online Performance Metrics
Why you should be using Google Analytics
1. Your visitors and their browsers
2. Which content is drawing your visitors in?
3. Which keywords are important in drawing people in?
4. How many people are simply not interested?
5. Whether your pages are ‘attractive’ enough to visitors
6. What your visitors are buying
7. Whether visitors are ‘mobile’
8. When you’ve hit a milestone
How to set up Google Analytics
What should you be monitoring?
Visitors
Traffic sources overview report
1. Organic (search) traffic
2. Referral traffic
How to place social-sharing buttons on your site
3. Direct Traffic
Landing pages
Conversions
Quick summary
Chapter 4: How to Get Found Online Through Search Engine Optimisation (SEO)
Keywords
How to implement your keyword strategy
Title tags
Using the free Google Keyword tool
Number of searches
Match types
How many searches?
Useful resources
Making your site visible – SEO, tags, metadata, and links. SEO (Search Engine Optimisation)
Structure
HTML tags
Header tags
Image tags and ALT attributes
Metadata and Tags
Title Tags
Keyword ‘Stuffed’ Title Tags
Some Title Tag Writing Examples
Links
1. Links within your site
2. Incoming links
Getting links pointing to your site
3. Outgoing links
Submitting an XML sitemap
Creating a sitemap
Optimising for local search and ranking high in your local market
Why employ local search?
How to localise your web pages
Registering your site for local search
SEO expert interview: Red Evolution. David Robinson
How to get your products listed in product directories
Product indexes
Other search engines to list products:
Ecommerce sites
Why should you do this when you have a store on your own website?
Classified ad sites
Quick summary
Chapter 5: Paid Search – Introducing Pay Per Click (PPC), Step By Step
Paid search vs. Organic search: what is the difference?
How to set up an AdWords campaign
Step 1: The first thing you need to do is set up your AdWords account
Step 2: Select your search options
Step 3: Manage your advert rotation
Step 4: Manage your campaign settings
Creating adverts and Ad Groups. What is an Ad Group?
How does the bidding process work?
Tips for writing adverts
Creating your adverts
The role of landing pages
Running and monitoring your AdWords campaign
What’s a cookie?
Competitor analysis
Quick summary
Chapter 6: Permission Based Internet Marketing
Customer relationship management and how cross-sell and up-sell can be used to boost your sales
Seven best practice activities for a healthy CRM model
The cross-sell and up-sell
How you can use the cross-sell and up-sell
Ideas for accommodating cross-selling and up-selling in your marketing
Permission marketing and its relevance today
Principles of permission marketing
Using auto responders in your permission based marketing
How to succeed with email marketing
Welcome email
Reorder or order reminder emails
Birthday or special-occasion emails
Abandoned cart emails
Transactional emails
Nye’s five keys to transactional emailing success
Emailing best practices. Your database
Your subject line
Your “from” field
Personalise your emails
Message body
Footer section
Optimise your emails for social media
Emailing X-factors
Why brand advocates are good for business
How to recognise brand advocates
What is the best way to reach, engage and cultivate brand advocates?
Measure the success of your email campaign
Case Study: How to write emails that give you no choice but to read on
Credibility factors that encourage people to buy
Online security
Accreditation
Email
Social proof
Quick summary
Chapter 7: Social Media
What is social media?
What is social media marketing?
How to market on Facebook, Twitter and LinkedIn. Facebook (www.facebook.com)
SEO Title: Your Page Name | Facebook
Meta Description: Your Page Name + Your About Description | Facebook
Optimising your fan page updates to promote good search engine rankings
1: Develop a game plan and strategy
2. Use a custom tab application
3. Increase engagement
4. Make sales
Twitter
The basics
Profile image
How to get the most from Twitter. Find customers for products
Build your brand’s credibility
Customer service
Build a following
Top tips for Twitter
Useful resources
LinkedIn
Why use LinkedIn?
LinkedIn can help you find business partners, clients and service providers
LinkedIn is a good blog promotion tool
LinkedIn for recommendations
LinkedIn to improve your search engine results rankings
Profile image: the filename of the image and your name as the ALT tag
Job titles: H3 tags
Resources
Best practice for online PR
Contacting and interacting with journalists on Twitter
The Dos and Don’ts of Twitter PR
How to track your social media progress with a WordPress blog
Social media case studies. Activia
Blendtec
Quick summary
Chapter 8: Building For Long-term Success – Affiliate Marketing
What is affiliate marketing?
How to set up an affiliate marketing programme
Do it yourself
Finding affiliates to sell your products
Tips
How does the reader gain the initial contact with the affiliates if they are opting for the DIY approach?
Joining a network
The cost of using networks
Questions to ask before joining an affiliate network as a merchant
Treat your affiliates well
How to successfully implement your affiliate marketing programme
Useful affiliate marketing resources
Chapter 9: Planning for the Future – Optimising for Mobile
Why take mobile seriously? Five important statistics for mobile
Benefits of mobile technology:
Using mobile phones as marketing tools. Optimise your website for mobile
Identify and understand your mobile audience
Take advantage of precise targeting to make the best use of your mobile channel
Leverage SMS (text messaging)
Location based services
Influence your mobile customer’s pre-purchase decisions
Applications (apps)
How to be successful in mobile marketing
Quick summary
Conclusion
Useful Resources. Blogging resources
Plug-ins to help you boost your blog traffic
Making money from your blog – plug-ins to help you do this
Shopping cart resources
Self-publishing resources
Resources to interact with others
Resources to produce a film
Resources to produce a podcast
Resources to develop an app
Resources to form groups
Guest blog
Resources to enable social sharing of your content
Resources for images
Internet Marketing Jargon Buster
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