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With the support of illustrations, examples, case studies and downloadable resources and tools, learn how to zero in on your online marketing goals, choose the best marketing tactics, and integrate timeless and new media techniques and more-- and how to immediately implement them. From developing compelling content and discovering where to reach prospects on the web to leveraging social media and turning potential clients into paying customers, this action-packed guide covers it all.

Leavy also takes you beyond your online efforts, and discloses the top business and marketing components that should be tracked and identifies common issues and solutions that most businesses face while implementing their online marketing plans.

Tabla de contenidos provista por Syndetics

• Foreword(p. viii)
• Preface(p. x)
• Introduction(p. xiv)
• Part I Build a Strong Web Presence
• Chapter 1 The Structural Elements of a Strong Web Presence(p. 3)
• Chapter 2 Compelling Content Will Make or Break the Site(p. 17)
• Chapter 3 The Job Is Not Over Even If You Hear the Fat Lady Warming Up(p. 29)
• Chapter 4 New Rules for Website Marketing(p. 37)
• Chapter 5 Introduce Your Clients and Prospects to Another Side of the Organization(p. 39)
• Chapter 6 New Rules for Blogging(p. 59)
• Part II Be Found in All the Right Places
• Chapter 7 Knowing Your Ideal Prospects and Their Gathering Spots on the Web(p. 67)
• Chapter 8 Being Found Takes Time, Talent, and Tenacity(p. 77)
• Chapter 9 Paying Your Way to the Top(p. 105)
• Chapter 10 Making Learning Easier on a Budget(p. 117)
• Chapter 11 Putting the Word on the Street(p. 129)
• Chapter 12 Which Companies Are Being Talked About, Trashed, or Touted?(p. 155)
• Part III Be Social on the Web
• Chapter 13 Fundamentals of Social Networking(p. 165)
• Chapter 14 Social Networking Parts and Pieces(p. 181)
• Chapter 15 Social Media Netiquette(p. 185)
• Chapter 16 Planning Your Business' Social Networking Presence(p. 193)
• Chapter 17 Social Networking Best Practices(p. 207)
• Chapter 18 Social Networking and the Website(p. 219)
• Chapter 19 Letting People Know You're Out There(p. 221)
• Chapter 20 Gaining Notoriety in the Social Networking Communities(p. 225)
• Chapter 21 New Rules for Social Networking(p. 229)
• Part IV Generate Closable Opportunities
• Chapter 22 Harmony Makes All the Difference(p. 241)
• Chapter 23 Keeping Your Eye on the Prize(p. 249)
• Chapter 24 The Importance of Conversion Streams(p. 263)
• Chapter 25 Metrics and Analytics: Are You There Yet?(p. 271)
• Chapter 26 Closing the Loop Between Marketing and Sales(p. 279)
• Chapter 27 What to Do with the Other 97 Percent?(p. 283)
• Chapter 28 Only Superman Can Leap Tall Buildings in a Single Bound(p. 291)
• Chapter 29 Miscellaneous Marketing Matters(p. 299)
• Chapter 30 Some Assembly Required(p. 315)
• Glossary(p. 320)
• Acknowledgments(p. 330)
• About the Author(p. 332)
• Index(p. 333)

Notas de autor provistas por Syndetics

John D. Leavy is the founder of InPlainSite Marketing, www.inplainsitemarketing.com, a leading internet presence management firm, where he specializes in developing strategies related to strategic marketing, pay-per-click advertising, social media, web design, and search engine optimization. Learn more about John D. Leavy at johnleavy.com.