Internet Marketing - Matt Bailey [11]
Who Should Read This Book
I am making certain assumptions regarding the reader:
You have a website or are getting ready to build a website.
You are responsible for marketing that website.
You “wear a lot of hats” in your company, or you run the entire business and do not have the time to dedicate to running a site full-time.
You are familiar with basic analytics and website terminology.
You want to make more money with your website.
This book is intended for the business owner or a marketing manager who needs a comprehensive overview of how everything works together in the marketing, design, development, content development, link building, and analytics strategy.
Somehow it all has to make sense, and priorities need to be placed on these activities, but how does you know what to make a priority and when? This book will cover how to make everything come together into a simplified, strategic plan to improve your Internet marketing campaigns, your website, and your marketing skills.
What’s Inside
Here is a glance at what’s in each chapter:
Part I: Understand Today’s Internet Marketing
Chapter 1: A Holistic Approach sets the stage for how the book will unfold and introduces some of the concepts for the following chapters. All parts of Internet marketing are related and affect one another.
Chapter 2: How Search Engines Work provides an overview of the technical requirements of search engines. Myths are also dispelled so you understand what you can do to improve your rankings.
Chapter 3: Rankings or Profit? Establishing Your Business Goals starts with the most foundational part of marketing, creating the goals for your campaign. Without goals, there is no measurement and no ROI.
Part II: Month 1: Evaluate and Research
Chapter 4: Week 1: Evaluate Your Situation helps you perform a self-diagnostic on your website. Get familiar with tools that can help you identify problems on your website and test search engine friendliness.
Chapter 5: Week 2: Understand Basic SEO introduces you to how you can increase your search engine rakings, which increases the number of visitors you can attract. This week’s discussion breaks down the structure and elements of website pages and how to develop consistent information.
Chapter 6: Week 3: Jump into Keyword Research is the foundation of nearly every Internet marketing venture. Keyword research helps you find relevant search terms, find the voice of the customer, uncover market trends, and gain an advantage over your competitors.
Chapter 7: Week 4: Leverage Principles of Sales and Marketing presents important techniques to implement into the content development of your site. You can increase your sales and leads by implementing a few simple writing techniques that will lead your visitors to action.
Part III: Month 2: Develop Content That Converts
Chapter 8: Week 5: Understand That Content Comes First continues with the development of active content that engages visitors. Case studies and examples show how any type of business can find effective ways to communicate benefits, tell a unique story, and improve their marketing.
Chapter 9: Week 6: Connect Your Content to Users and Search Engines ties together the importance of effective content and search engine visibility. Well-developed and structured content can appease both the needs of the search engines and the visitors. This week you’ll learn how to increase sales and rankings with an understanding of human factors.
Chapter 10: Week 7: Master the Science of Online Persuasion offers the classic persuasion techniques of logic, emotion, and credibility. Implementing these techniques online results in a convincing approach to change your visitors into customers and clients.
Chapter 11: Week 8: Improve Conversions goes to the bottom line of improving Internet marketing performance. Sometimes simple changes—making clear calls to action