Web Marketing That Works
Confessions from the Marketing Trenches
Paperback Engels 2014 9780730309277Samenvatting
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, developing an effective online marketing strategy, mastering the art of inbound marketing, and much more.
Features insider advice and proven tactics for small business owners and marketers who want to tap into the power of the web
Covers web strategy, execution, content marketing, and social media
Includes 33 free, downloadable templates
Written by the founders of Bluewire Media, one of Australia′s top web marketing firms
Every business, large or small, can benefit from the web. If you′re not already using the web to boost your business, you′re falling behind the competition. Web Marketing That Works shows you how to get ahead starting right now.
Specificaties
Lezersrecensies
Inhoudsopgave
<p>About the authors xix</p>
<p>Acknowledgements and thanks xxi</p>
<p>First and foremost xxv</p>
<p>Our story and why you need this book xxv</p>
<p>Bonus 33 free templates xxxiii</p>
<p>Part I: How it all works 1</p>
<p>1 Your web universe: content, web and inbound marketing 3</p>
<p>Part II: Strategy 13</p>
<p>2 Web strategy: defining your buyer personas 15</p>
<p>3 Flagship content: the cornerstone of your web marketing 23</p>
<p>4 Content marketing: know, like and trust 31</p>
<p>Part III: Building home base 37</p>
<p>5 Web marketing metrics and reporting ROI 39</p>
<p>6 Building your own website 45</p>
<p>7 Landing pages: design, psychology and leads 63</p>
<p>Part IV: Content creation 75</p>
<p>8 Email marketing: the ultimate tool for web marketers 77</p>
<p>9 From blogging to content marketing: attracting leads, not just readers 89</p>
<p>10 Video, audio and image publishing: YouTube, webinars, infographics and podcasts 103</p>
<p>11 Publishing content and finding your editorial rhythm 113</p>
<p>Part V: Getting found 123</p>
<p>12 Search and keywords: search engine optimisation 125</p>
<p>13 PR on the web: influencer outreach 137</p>
<p>14 The secret to online is offline: events and speaking 149</p>
<p>15 How to sell online while keeping your integrity 161</p>
<p>Part VI: Social media 171</p>
<p>16 Social media in action: strategy and guidelines 173</p>
<p>17 LinkedIn: the essential social network for business 187</p>
<p>18 Facebook: a gold mine for marketers 197</p>
<p>19 Twitter: a communication revolution 207</p>
<p>Part VII: The future 221</p>
<p>20 The road ahead 223</p>
<p>Index 225</p>
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Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan