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Web Marketing For Dummies, 3rd Edition

Web Marketing For Dummies, 3rd Edition

Jan Zimmerman

ISBN: 978-1-118-06516-7

Dec 2011

432 pages

Select type: Paperback

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Get the latest tools and trends in web marketing with this new edition of a bestseller

The rapidly changing landscape of web marketing requires those in the field to quickly adopt new technologies as they emerge. This updated edition provides the basics that every web marketer needs to know, including how to create web properties, exploit search engine optimization (SEO), and create effective e-mail campaigns. This new edition offers a broad revision in order for the content to catch up to the latest tools and trends in web marketing.

This fun-but-straightforward guide explores trends in search engine, mobile, location-based, and consumer site marketing and examines ways to maximize success by analyzing results, avoiding legal issues, and keeping everything fresh and exciting.

  • Reflects current marketing trends
  • Explores social media and mobile marketing and offers insight into creating an effective landing page and retaining customers
  • Guides you through creating a marketing plan, adjusting already-existing marketing materials for the web, and building an online presence
  • Details ways to maximize the potential of SEO, e-mail campaigns, online advertising, blogging, e-commerce tools, and more
  • Provides valuable advice for avoiding common mistakes and ways to liven up web marketing plans

Web Marketing For Dummies, 3rd Edition has expanded its coverage so you can expand your web marketing reach.

Introduction 1

Part I: Getting Going with Online Marketing 7

Chapter 1: Taking Your Marketing to the Web 9

Chapter 2: Planning for Web Marketing 27

Part II: Building Websites for Marketing Success 45

Chapter 3: Producing a Successful Business Website 47

Chapter 4: Creating a Profitable Online Store 75

Chapter 5: Marketing with Features on Your Own Website 99

Chapter 6: Improving Results with Analytics 119

Part III: Maximizing Your Online Success 135

Chapter 7: Mastering the Secrets of Search Engines 137

Chapter 8: Marketing with Online Building Blocks 171

Chapter 9: The Art of E-Mail Marketing 193

Chapter 10: Figuring Out Mobile Marketing 221

Part IV: Spending Online Marketing Dollars 241

Chapter 11: Marketing with Pay Per Click Ads 243

Chapter 12: Marketing with Paid Online Advertising 269

Part V: Making the Most of Social Media Channels 293

Chapter 13: Reaching Customers Using Social Media 295

Chapter 14: Capturing Customers with Content Sharing 313

Chapter 15: Facing the Future with Facebook 329

Chapter 16: Feathering Your Business Nest with Twitter 341

Chapter 17: Linking Up with LinkedIn 351

Chapter 18: Reaching Customers with Other Social Media Services 361

Chapter 19: Using Social Media Tools 371

Part VI: The Part of Tens 381

Chapter 20: Ten Free Ways to Market Your Website 383

Chapter 21: Ten Tips for Tired Sites 387

Index 393

Social Media Marketing Plan
Web Marketing Methods Checklist
Website Assessment Form
Website Planning Form
Web Developer Capability Questionnaire
Web Developer Reference Questionnaire
Web Marketing Information Summary
Storefront Checklist
Marketing your online business offline
Bonus Chapter 1
Bonus Chapter 2
Bonus Chapter 3
Bonus Chapter 4
Bonus Chapter 5