Author(s): J. Arnold
Offering how-to information on a variety of topics that the modern marketer needs to know, this encyclopedic reference features eight minibooks that cover building an online presence, e-mail marketing, blogging and podcasting, social media marketing, online advertising and pay-per-click, mobile marketing, search engine optimization, and Web analytics. The team of authors taps into its vast experiences in marketing to share how-to information on accomplishing key Web marketing tasks. It also expands on the bestselling "Web Marketing For Dummies" by providing a complete reference on all aspects of Web marketing, as well as real-world advice.
John Arnold is the author of E-Mail Marketing For Dummies and director of Constant Contact University. Ian Lurie is President of Portent Interactive. Marty Dickinson is an independent Web entrepreneur. Elizabeth Marsten is a Pay Per Click expert with Portent Interactive. Michael Becker is Executive Vice President of iLoop Mobile.
Introduction. Book I: Web Presence. Chapter 1: Internet Business Basics. Chapter 2: Making Money Online. Chapter 3: Designing to Sell. Chapter 4: Creating and Connecting Multiple Web Sites. Chapter 5: Creating Exceptional Copy That Sells. Chapter 6: Encouraging Communication. Chapter 7: Getting Help with Your Web Presence. Book II: Search Engine Optimization. Chapter 1: Getting Ready for SEO. Chapter 2: Choosing the Right Keywords. Chapter 3: Eliminating Search Engine Roadblocks. Chapter 4: Making Search Engines Love Your Site. Chapter 5: Understanding Blended Search. Chapter 6: Writing Great Copy for Search Engines (And Readers!) Chapter 7: Building Link Love. Chapter 8: Analyzing Your Results. Chapter 9: Hiring an SEO Professional. Book III: Web Analytics. Chapter 1: Setting Your Conversion Goals. Chapter 2: Tracking Traffi c Volumes. Chapter 3: Measuring Your Best Referrers. Chapter 4: Measuring Visit Quality. Chapter 5: Using Conversion Goals. Chapter 6: Using Goal Funnels. Book IV: Online Advertising and Pay Per Click. Chapter 1: Grasping PPC Methods. Chapter 2: Combining PPC and Search Engines. Chapter 3: Making Keyword Lists That Sell. Chapter 4: Writing Ads That Earn Clicks and Pay You Back. Chapter 5: Budgeting and Bidding on Keywords. Chapter 6: Legally Speaking: PPC and the Law. Chapter 7: Using Tools, Tips, and Tricks of the Trade. Book V: E-Mail Marketing. Chapter 1: Adding E-Mail to a Web Marketing Strategy. Chapter 2: Becoming a Trusted Sender. Chapter 3: Building a Quality E-Mail List. Chapter 4: Constructing an Effective Marketing E-Mail. Chapter 5: Making Your E-Mail Content Valuable. Chapter 6: Tracking Your E-Mail Campaign Results. Chapter 7: Maximizing E-Mail Deliverability. Book VI: Blogging and Podcasting. Chapter 1: Picking Your Blog Topic. Chapter 2: Getting Yer Blog On. Chapter 3: Writing Like a Blogger. Chapter 4:Tracking Other Blogs. Chapter 5: Getting Involved on Other Blogs. Chapter 6: Promoting Your Posts. Chapter 7: Introducing Podcasting. Book VII: Social Media Marketing. Chapter 1: Understanding Social Media. Chapter 2: Creating Your Social Media Desktop. Chapter 3: Creating Your Social Media Plan. Chapter 4: Navigating Top Social Media Sites. Chapter 5: Building Your Network. Chapter 6: Creating a Winning Social Media Campaign. Book VIII: Mobile Marketing. Chapter 1: Getting Started with Mobile Marketing. Chapter 2: Planning a Mobile Marketing Campaign. Chapter 3: Running Mobile Communication Campaigns. Chapter 4: Launching a Mobile Advertising Campaign. Chapter 5: Delivering Valuable Mobile Content. Chapter 6: Getting Paid for Your Mobile Marketing Efforts. Chapter 7: Tracking a Mobile Marketing Campaign. Index.