Web Marketing That Works : Confessions from the Marketing Trenches
By: Franklin, Adam.
Contributor(s): Jenkins, Toby.Material type: TextSeries: eBooks on Demand.Publisher: Hoboken : Wiley, 2014Description: 1 online resource (266 p.).ISBN: 9780730309291.Subject(s): Electronic commerce | Internet advertising | Internet marketing | Online social networks -- Economic aspectsGenre/Form: Electronic books.Additional physical formats: Print version:: Web Marketing That Works : Confessions from the Marketing TrenchesDDC classification: 658.8002854678 LOC classification: HF5415.1265 .F384 2014Online resources: Click here to view this ebook.
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Web Marketing that Works; Contents; Foreword; About the authors; Acknowledgements and thanks; Bonus 33 free templates; Part I How it all works; Chapter 1 Your web universe: content, web and inbound marketing; Building a web marketing asset; One block at a time; Your web universe from 20 000 feet; Elements of the web universe; Trust; Your website; Search; Backlinks; Social media and content marketing; Blog; Part II Strategy; Chapter 2 Web strategy: defining your buyer personas; Setting your strategy; So who are you talking to?; What are you going to say?; Where are you going to say it?
Building your buyer personasWho; What; Why; Where; How; When; Scorecard; Chapter 3 Flagship content: the cornerstone of your web marketing; Finding our flagship content: the birth of the template; Content so valuable people would pay for it; Conduct a content audit; Why would I give away my intellectual property (IP)?; Can I give away too much?; Creating more: premium content; Chapter 4 Content marketing: know, like and trust; Relationships take time; What do you have to offer?; No-risk offers; Low-risk offers; Comparison; Commercial offers; The art of repurposing; A final note on etiquette
Part III Building home baseChapter 5 Web marketing metrics and reporting ROI; The purpose of metrics; Web Marketing Health Check; Google Analytics; Chapter 6 Building your own website; Setting up our own website; Five pitfalls of website projects; Pain #1: Lack of planning; Pain #2: The content bottleneck; Pain #3: Design disasters; Pain #4: The build goes over time and over budget; Pain #5: Failure to communicate; Chapter 7 Landing pages: design, psychology and leads; Nurturing your leads; What is a landing page?; Two approaches to growing your community; Anatomy of a successful landing page
Landing page basicsMore social proof; Get traffic direct to your landing page; How to optimise for search; Buttons; Part IV Content creation; Chapter 8 Email marketing: the ultimate tool for web marketers; Everyone uses email; Why email over social media?; But who wants more email?; We always open emails from friends; First lesson learned; Content people gravitate towards; Email type 1: regular email newsletters; Marketing experiment 1: monthly vs weekly emails; Marketing experiment 2: text-only vs HTML emails; Marketing experiment 3: Sending a follow-up email
Marketing experiment 4: content that gets clickedEmail type 2: lead-nurturing autoresponder emails; Email type 3: text only (your secret sales weapon); The personal touch; One call-to-action, one sender; Pruning your list; More email marketing experiments; 'From Name' experiments; 'Subject line' experiments; Email body-copy experiment: long copy vs short copy; Chapter 9 From blogging to content marketing: attracting leads, not just readers; Why were we missing the mark?; You need readers; What? 100 tweets?; Social proof; Guest blogging; Getting your first 1000 subscribers
Guest blogging increases your visibility
Practical tips on using the web to boost your business, no matter what business you're in Everyone in business knows they need to embrace the web, but not everyone knows how to do it or where to start. No matter what industry you're in, the web offers efficiencies and solutions for sales, marketing and customer service, and many other business functions. For businesspeople, small business owners, and marketers, Web Marketing That Works offers proven tactics, road-tested by the authors, and easy-to-use templates for boosting your Google search rankings, using social media to build relationships
Description based upon print version of record.