Details

Web Marketing That Works

Confessions from the Marketing Trenches
1. Aufl.

von: Adam Franklin, Toby Jenkins
13,99 €
Verlag:	Wiley
Format:	EPUB
Veröffentl.:	17.03.2014
ISBN/EAN:	9780730309307
Sprache:	englisch
Anzahl Seiten:	264

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Beschreibungen

Titelbeschreibung

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. <ul> <li>Features insider advice and proven tactics for small business owners and marketers who want to tap into the power of the web</li> <li>Covers web strategy, execution, content marketing, and social media</li> <li>Includes 33 free, downloadable templates</li> <li>Written by the founders of Bluewire Media, one of Australia's top web marketing firms</li> </ul> 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.

Inhaltsverzeichnis

Foreword by David Meerman Scott xv About the authors xix Acknowledgements and thanks xxi First and foremost xxv Our story and why you need this book xxv Bonus 33 free templates xxxiii Part I: How it all works 1 1 Your web universe: content, web and inbound marketing 3 Part II: Strategy 13 2 Web strategy: defining your buyer personas 15 3 Flagship content: the cornerstone of your web marketing 23 4 Content marketing: know, like and trust 31 Part III: Building home base 37 5 Web marketing metrics and reporting ROI 39 6 Building your own website 45 7 Landing pages: design, psychology and leads 63 Part IV: Content creation 75 8 Email marketing: the ultimate tool for web marketers 77 9 From blogging to content marketing: attracting leads, not just readers 89 10 Video, audio and image publishing: YouTube, webinars, infographics and podcasts 103 11 Publishing content and finding your editorial rhythm 113 Part V: Getting found 123 12 Search and keywords: search engine optimisation 125 13 PR on the web: influencer outreach 137 14 The secret to online is offline: events and speaking 149 15 How to sell online while keeping your integrity 161 Part VI: Social media 171 16 Social media in action: strategy and guidelines 173 17 LinkedIn: the essential social network for business 187 18 Facebook: a gold mine for marketers 197 19 Twitter: a communication revolution 207 Part VII: The future 221 20 The road ahead 223 Index 225

Autorenportrait

Adam Franklin and Toby Jenkins (SYDNEY, AUSTRALIA) run one of Australia’s top web marketing firms Bluewire Media and have spent more than 10 thousand hours each working on online marketing strategies for themselves and their clients. Having met that brief time and time again the Bluewire boys developed a toolkit of templates that helps clients do exactly that. These templates have been downloaded over 10,000 times and they are continually downloaded by hundreds of people every single week, which highlights that there is a significant demand for the ‘how-to’ skills and tools to actually execute on the web.