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Web marketing for dummies:

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Bibliographische Detailangaben
1. Verfasser:	Zimmerman, Jan (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Hoboken, NJ [u.a.] Wiley 2012
Ausgabe:	3. ed.
Schriftenreihe:	... for Dummies
Schlagworte:	Internet marketing Marketing World Wide Web Online-Marketing Einführung
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XVI, 412 S. Ill.
ISBN:	9781118065167

Internformat

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Datensatz im Suchindex

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adam_text	Titel: Web marketing for dummies Autor: Zimmerman, Jan Jahr: 2012 Table of Contents Introduction................................................................. 7 About This Book..............................................................................................1 Conventions Used in This Book.....................................................................2 What You Don t Have to Read........................................................................2 Foolish Assumptions.......................................................................................3 How This Book Is Organized..........................................................................3 Part I: Getting Going with Online Marketing.......................................4 Part II: Building Websites for Marketing Success..............................4 Part III: Maximizing Your Online Success...........................................4 Part IV: Spending Online Marketing Dollars.......................................5 Part V: Making the Most of Social Media Channels...........................5 Part VI: The Part of Tens.......................................................................5 Icons Used in This Book.................................................................................5 Where to Go from Here...................................................................................6 Parti: Getting Going With Online Marketing..................7 Chapter 1: Taking Your Marketing to the Web.....................9 Rearranging Your Marketing Mix.................................................................10 Reaching your current audience online............................................11 Incorporating social media.................................................................11 Finding new customers.......................................................................11 Understanding Web Marketing Essentials..................................................12 Understanding What Your Web Presence Must Accomplish..................13 Catching the visitor s attention.........................................................13 Getting visitors to stick around.........................................................14 Bringing em back for more................................................................15 Gearing the Site to Your Visitors Interests...............................................19 Deciding Who Will Design Your Site...........................................................20 Understanding why it isn t practical to do it all yourself...............21 Using a professionally designed template to create your site.......22 Using blog templates to create your site..........................................23 Opting for professional web design services...................................24 Chapter 2: Planning for Web Marketing.........................27 Planning to Fit Your Business Goals...........................................................27 Setting Goals for Your Online Presence.....................................................28 Providing customer service through information...........................31 Branding your company or product..................................................31 Generating leads or qualifying prospects.........................................31 Generating revenue through sales.....................................................32 Generating revenue through advertising..........................................32 Achieving internal needs or building relationships........................32 Improving business processes...........................................................32 Specifying Objectives for Your Online Marketing.....................................33 Defining Your Target Market........................................................................34 Writing Your Online Marketing Plan...........................................................36 Examining the four Ps of marketing..................................................38 Fishing where the fish are...................................................................40 Finding your fish in the social media pond......................................40 Marketing online is part of overall marketing..................................43 Part II: Budding Websites for Marketing Success..........45 Chapter 3: Producing a Successful Business Website.............47 Finding the Right Domain Name for Your Site...........................................48 Thinking About the Structure of Your Website.........................................50 Assessing Your Website and Others...........................................................53 Creating a Concept........................................................................................55 Developing Content.......................................................................................56 Writing effective marketing copy.......................................................56 Telling stories with pictures...............................................................59 Using rich media..................................................................................60 Choosing how to update your content.............................................62 Ensuring Easy Navigation: A Human-Friendly Site....................................65 Mastering usability issues..................................................................66 Taking human factors into consideration........................................67 Decorating Your Site.....................................................................................68 Incorporating decorative graphics, fonts, and icons......................68 Using gadgets, widgets, and apps......................................................69 Improving Marketing Efficacy......................................................................69 The conversion funnel........................................................................70 Calls to action.......................................................................................71 The four-letter word that starts with F.............................................71 Chapter 4: Creating a Profitable Online Store.....................75 Examining the Key Components of an Online Store.................................76 Selling B2B (Business-to-Business) with an Online Store.........................77 Merchandising Your Online Store...............................................................79 Selecting and pricing products..........................................................79 Displaying products............................................................................81 Informing users of product options..................................................82 Enhancing revenue with upsells, impulse buys, and more............83 Including product detail......................................................................84 Making It Easy for Your Customers to Buy................................................86 Providing a product search engine...................................................86 Implementing two clicks to buy.........................................................87 Offering multiple payment options....................................................88 Supporting customers.........................................................................90 Fulfilling orders....................................................................................92 Shipping Is a Marketing Issue.......................................................................93 Deciding what to charge for shipping...............................................93 Communicating your shipping policies............................................94 Specifying Storefront Requirements...........................................................94 Selecting the right type of storefront................................................95 Narrowing the options........................................................................98 Chapter 5: Marketing with Features on Your Own Website........99 Deciding Which Onsite Marketing Techniques to Use...........................100 Freshening Your Content............................................................................101 Establishing an update schedule.....................................................101 Determining what content to update..............................................102 Using content that updates automatically.....................................104 Using Onsite Blogs and Wikis.....................................................................105 Building Communities.................................................................................107 Traditional community building......................................................108 Creating your own social network onsite.......................................109 Tooting Your Own Horn.............................................................................110 Displaying internal banners..............................................................110 Collecting testimonials and validations..........................................110 Incorporating Freebies and Fun.................................................................112 Coupons and discounts....................................................................112 Free offers...........................................................................................113 Games and contests..........................................................................113 Letting Others Do the Talking....................................................................114 Providing share options....................................................................114 Soliciting product reviews................................................................115 Reaching out to your customers......................................................117 Chapter 6: Improving Results with Analytics....................119 Preparing Financial Reports to Track Web Results................................119 Tracking Website Activity..........................................................................120 Identifying Which Parameters to Measure...............................................122 Which statistics to fret over.............................................................122 Which statistics to scan casually.....................................................124 Special statistical needs....................................................................126 Interpreting Sales Statistics........................................................................127 Measuring Social Media..............................................................................129 Getting Going with Google Analytics........................................................129 Diagnosing Conversion Rate Troubles.....................................................131 A conversion problem with the wrong audience...........................131 A conversion problem with the website itself...............................133 A conversion problem with business fundamentals.....................134 Part III: Maximizing Your Online Success................... 135 Chapter 7: Mastering the Secrets of Search Engines.............137 Recognizing the Value of Search Optimization........................................138 Determining Who Uses Search Engines....................................................139 Figuring Out Which Search Engines You Need........................................141 Building a Search-Engine-Friendly Site.....................................................143 Understanding site structure...........................................................145 Avoiding splash pages.......................................................................145 Using search-engine-friendly URLs..................................................146 Taking advantage of footers.............................................................147 Creating a site index..........................................................................148 Creating a site map............................................................................149 Dealing with delays............................................................................150 Improving your Google PageRank...................................................151 Finding Google-qualified inbound links...........................................154 Making adjustments for Google dances..........................................155 Optimizing for Yahoo!, Bing, and Other Engines with Meta Tags.........155 Using meta tags..................................................................................156 Choosing good keywords..................................................................160 Optimizing pages...............................................................................162 Submitting to Specialty Search Engines and Directories.......................164 Maintaining Your Ranking..........................................................................165 Checking your ranking......................................................................165 Resubmitting your site......................................................................167 Optimizing Social Media for Search..........................................................167 Chapter 8: Marketing with Online Building Blocks...............171 Incubating the Influencers..........................................................................172 Promoting with Press Releases.................................................................173 Writing an effective release..............................................................175 Distributing releases through social media...................................176 Distributing your release..................................................................178 Connecting with Inbound Link Campaigns...............................................180 Evaluating link popularity.................................................................181 Implementing a link campaign.........................................................182 Differentiating between nice links and naughty ones...................184 Following external and reciprocal link protocol............................185 Qualifying Leads with Webcasts, Web Conferences, and Webinars.....186 Comparing options............................................................................187 Planning a webcast, webinar, or web conference.........................188 Chapter 9: The Art of E-Mail Marketing.........................193 Using What You Already Have: Free E-Mail Tools...................................194 Branding with signature blocks.......................................................194 Letting autoresponders do the work...............................................195 Speeding response time with packaged blurbs.............................196 Getting the Most Out of E-Mail Messages.................................................197 E-mailing like a pro............................................................................198 Sending bulk or group e-mail............................................................199 Rolling Out E-Mail Newsletters..................................................................200 Improving the efficacy of your newsletter......................................201 Creating an effective newsletter......................................................205 Selecting a method of distribution..................................................207 Choosing HTML or text.....................................................................208 Following best practices...................................................................208 Deciding on timing and frequency...................................................210 Finding Subscribers for Your Newsletter.................................................212 Mailing to customers and prospects...............................................212 Keeping your address list up-to-date..............................................213 Collecting new names........................................................................213 Renting e-mail subscribers...............................................................214 Working with a list rental house......................................................215 Integrating E-Mail with Social Media.........................................................218 Gaining more subscribers.................................................................219 Adding more followers and connections........................................219 Finding and sharing content.............................................................219 Chapter 10: Figuring Out Mobile Marketing.....................221 Decoding Mobile Jargon.............................................................................221 Harvesting Leads and Sales from Mobile Phones...................................222 Multiplying the effect of mobile marketing....................................223 Measuring mobile phone use by the numbers...............................224 Reaching People on the Move....................................................................227 Texting As a Marketing Technique............................................................230 Implementing a text-messaging campaign......................................231 Accessing mobile e-mail....................................................................231 Advertising on mobile media...........................................................232 Benefitting from the click-to-call capability....................................233 Marketing with mobile social media...............................................233 Developing Mobile Websites......................................................................233 Measuring Your Mobile Marketing Success.............................................235 Reading QR Codes.......................................................................................235 Taking Payments on the Fly.......................................................................236 Counting on Tablets....................................................................................237 Making good marketing use of the iPad..........................................238 Developing marketing-friendly iPad websites................................239 Part IV: Spending On tine Marketing Dollars...............247 Chapter 11: Marketing with Pay Per Click Ads..................243 Paying for Presence.....................................................................................243 Devising a Pay Per Click (PPC) Strategy...................................................245 Comparing PPC to other online advertising...................................247 Using content ad partners................................................................247 Planning your PPC campaign...........................................................249 Carrying Out Your PPC Plan.......................................................................250 Bidding within your budget..............................................................251 Selecting search terms......................................................................253 Writing a good PPC ad.......................................................................255 Reviewing reports..............................................................................257 Bing/Yahoo! Search Marketing Specifics..................................................259 Google AdWords Specifics.........................................................................260 Assessing PPC on Social Media..................................................................263 Working with Shopping Search Engines...................................................264 Chapter 12: Marketing with Paid Online Advertising.............269 Understanding Banner Advertising...........................................................270 Making Decisions about Banner Ads........................................................275 Choosing a banner type, size, and position...................................275 Estimating costs.................................................................................276 Doing it yourself versus using an agency or ad network..............277 Retargeting ads..................................................................................279 Considering multimedia and engagement banners.......................279 Deciding where to advertise.............................................................280 Benefitting from Display Advertising on Social Media...........................282 Using Group Coupons and Daily Special Sites.........................................284 Everyone loves a deal........................................................................285 Make them an offer they can t refuse..............................................286 Sponsoring Newsletters, Sites, Blogs, and Feeds....................................288 Advertising with Online Classifieds..........................................................290 Evaluating Results.......................................................................................292 Part V: Making the Most of Social Media Channels..... 293 Chapter 13: Reaching Customers Using Social Media............295 Making the Business Case for Social Media.............................................296 Dividing Social Media into Channels.........................................................299 Understanding the Benefits of Social Media............................................303 Understanding the Cons of Social Media..................................................307 Integrating Social Media into Your Overall Marketing Effort.................308 Developing a Strategic Social Marketing Plan..........................................309 Figuring Social Media ROI...........................................................................311 Chapter 14: Capturing Customers with Content Sharing...........313 Shooting the Breeze in the Blogosphere..................................................313 Blogging demographics and usage..................................................314 Deciding what to blog about............................................................315 Optimizing blog postings for SEO....................................................315 Viewing Video As a Marketing Tool..........................................................316 Video-sharing demographics and usage.........................................318 Optimizing video-sharing sites for SEO...........................................320 Marketing and measuring your video success...............................321 Featuring Photos and Slides.......................................................................321 Photo-sharing demographics and usage.........................................324 Optimizing images for SEO...............................................................324 Generating Leads with Podcasts...............................................................326 Podcast demographics and usage...................................................326 Getting the best results from podcasts...........................................327 Optimizing podcasts..........................................................................328 Chapter 15: Facing the Future with Facebook....................329 Deciding Whether Facebook Fits Your Needs.........................................330 Audience adoption.............................................................................330 Facebook demographics...................................................................331 Putting Facebook to Work..........................................................................332 Building a business page...................................................................334 Creating a fan page............................................................................335 Becoming well Liked on Facebook...............................................338 Advertising on Facebook............................................................................338 Optimizing Facebook for Search................................................................339 Participating in Other Social Networks....................................................340 Chapter 16: Feathering Your Business Nest with Twitter.........341 Understanding a Twitter Feed...................................................................341 Deciding Whether Twitter Fits Your Needs.............................................343 Audience size......................................................................................345 Twitter demographics.......................................................................346 Implementing Twitter..................................................................................347 Advertising on Twitter......................................................................348 Optimizing for search on Twitter....................................................348 Assessing Your Twitter Success................................................................349 Chapter 17: Linking Up with Linkedln...........................351 Deciding Whether Linkedln Is a Good Fit.................................................352 Implementing Linkedln Basics...................................................................354 Getting the Most Out of Linkedln..............................................................355 Participating in Linkedln groups......................................................355 Providing answers on Linkedln........................................................355 Collecting recommendations...........................................................356 Advertising on Linkedln....................................................................356 Reading Linkedln Today...................................................................356 Assessing Your Linkedln Success..............................................................357 Chapter 18: Reaching Customers with Other Social Media Services.......................................361 Comparing the Benefits of Other Social Media........................................361 Going Geosocial or Staying Put..................................................................362 Considering your decision................................................................363 Having geosocial fun..........................................................................365 Organizing Social Meetups.........................................................................366 Building a Community of Your Own..........................................................369 Slicing and Dicing Social Media.................................................................370 Chapter 19: Using Social Media Tools..........................371 Getting Famous with Social News Services..............................................371 Bookmarking Your Way to Fame...............................................................372 Keeping Up Appearances with Social Monitoring...................................373 Going Viral with Follow Us and Social Sharing Buttons.........................375 Managing Your Social Life with Online Tools..........................................375 Distributing your content.................................................................376 Scheduling with a social calendar...................................................377 Setting up a dashboard.....................................................................379 Part VI: The Part of Tens...........................................381 Chapter 20: Ten Free Ways to Market Your Website..............383 Put Your Domain Name on All Stationery and Packaging......................383 Include Your URL in Your E-Mail Signature Block...................................384 Use Calls to Action in Your Text................................................................384 Collect Customer Testimonials..................................................................384 Submit to Three Main Search Engines......................................................384 Conduct a Link Campaign...........................................................................385 Use Social Sharing and Follow Us Buttons...............................................385 Exploit Google Places and Yahoo! Local...................................................386 Submit Your Shopping Site to Google Product Search...........................386 List Your Site on Social Bookmarking Services.......................................386 Chapter 21: Ten Tips for Tired Sites............................387 Diagnose the Problem Correctly...............................................................387 Check Traffic Statistics for User Appeal...................................................388 Review Your Design for User Appeal........................................................388 Make Site Operation Easy for Users..........................................................389 Check Page Statistics..................................................................................389 Use Multiple Techniques to Build Traffic.................................................390 Check Statistics for Leads, Sales, and Conversions................................391 Optimize Your Site for Sales.......................................................................391 Embrace the Worms....................................................................................392 Never Stop Working on Your Site..............................................................392 Index.......................................................................393
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spelling	Zimmerman, Jan Verfasser aut Web marketing for dummies by Jan Zimmerman 3. ed. Hoboken, NJ [u.a.] Wiley 2012 XVI, 412 S. Ill. txt rdacontent n rdamedia nc rdacarrier ... for Dummies Internet marketing Marketing (DE-588)4037589-4 gnd rswk-swf World Wide Web (DE-588)4363898-3 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Marketing World Wide Web Einführung Online-Marketing (DE-588)7706419-7 s DE-604 Marketing (DE-588)4037589-4 s World Wide Web (DE-588)4363898-3 s 1\p DE-604 Erscheint auch als Online-Ausgabe 978-1-118-05096-5 Erscheint auch als Online-Ausgabe 978-1-118-19939-8 Erscheint auch als Online-Ausgabe 978-1-118-19940-4 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024726011&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk
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title	Web marketing for dummies
title_auth	Web marketing for dummies
title_exact_search	Web marketing for dummies
title_full	Web marketing for dummies by Jan Zimmerman
title_fullStr	Web marketing for dummies by Jan Zimmerman
title_full_unstemmed	Web marketing for dummies by Jan Zimmerman
title_short	Web marketing for dummies
title_sort	web marketing for dummies
topic	Internet marketing Marketing (DE-588)4037589-4 gnd World Wide Web (DE-588)4363898-3 gnd Online-Marketing (DE-588)7706419-7 gnd
topic_facet	Internet marketing Marketing World Wide Web Online-Marketing
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024726011&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT zimmermanjan webmarketingfordummies

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