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Web Marketing For Dummies

Web Marketing For Dummies

Jan Zimmerman

ISBN: 978-0-470-13456-6

Jan 2007

408 pages

Select type: E-Book

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Just because you’re launching a Web site for your product or service doesn’t automatically mean you’ll rake in big money. Billions of Web sites are competing for consumers’ attention, and if you’re new to online sales, it may be a little daunting.

Web Marketing for Dummies provides the know-how for creating a solid Web marketing plan, from building a user-friendly site that draws attention to closing a sale on your site. This easily accessible guide leverages your offline knowledge of marketing into mastery of the Web. It shows you a number of strategies that you can apply to your business and how to put your site to work for you. The items you’ll draw from this book will enable you to:

  • Understand online marketing essentials
  • Prepare an online business plan
  • Design the look and feel of your site
  • Create a concept, develop content, and make it accessible
  • Know the key components of an online store
  • Use buzzing, e-mailing, and other advertising tactics
  • Make your site search engine friendly
  • Handle Web transactions with ease
  • Stay out of legal trouble
  • Wow customers with new technology

This guide also features free ways to market your site, as well as ways to revamp tired sites. In addition, there is also a list of common mistakes that are easy to make, but also easy to avoid. With Web Marketing for Dummies, you’ll be claiming your space in the online marketplace and maximizing your marketing dollars in no time!


Part I: Getting Going with Online Marketing.

Chapter 1: Taking Your Marketing to the Web.

Chapter 2: Planning for Web Marketing.

Chapter 3: Taking the First Steps to Your Online Presence.

Part II: Building a Marketing-Effective Web Site.

Chapter 4: Producing a Successful Business Web Site.

Chapter 5: Creating a Marketing-Effective Storefront.

Chapter 6: Pulling Repeat Visitors with Onsite Marketing Techniques.

Part III: Exploring Online Marketing Basics.

Chapter 7: Marketing with Online Buzz.

Chapter 8: The Art of E-Mail Marketing.

Chapter 9: Staying Ahead of the Online Marketing Wave.

Chapter 10: Mastering the Secrets of Search Engines.

Part IV: Spending Online Marketing Dollars.

Chapter 11: Marketing with Pay Per Click Ads.

Chapter 12: Marketing with Paid Online Advertising.

Chapter 13: Capturing Customers with New Technology.

Part V: Maximizing Your Web Success.

Chapter 14: Improving Results with Web Analytics.

Chapter 15: Staying Out of Legal Trouble.

Chapter 16: The Keys to Maintaining Your Web Presence.

Part VI: The Part of Tens.

Chapter 17: Ten Free Ways to Market Your Web Site.

Chapter 18: Ten Most Common Mistakes of Web Marketing.

Chapter 19: Ten Tips for Tired Sites.


Figure 2-1 Web Site Planning Form

Download and print out any of the PDF or Excel files below, especially Figure 2-5. Fill in these forms, which appear in the book, with data for your own business. PDF files require Adobe Reader, which you can download by clicking on the link below.

Figure 2-5 Web Marketing Methods Checklist
Figure 2-6 Web Planning Spreadsheet
Figure 4-1 Web Site Assessment Form
Marketing Summary Information
Web Developer Questionnaire
Web Developer Reference Check Form
Storefront Checklist

Quick Links to Valuable Resource Sites

Market Research Resources

ClickZ Network
Marketing stats, resources, articles, news, and more for marketers
Online news, statistics and lists of resource providers

Marketing techniques, tools, and tips for and by marketing professionals

Practical news and case studies on Internet advertising, marketing and PR

University of Delaware Online Learning Program
E-commerce and marketing dictionary of terms

Wayback Machine
Archive of the Internet over time

Web Marketing Today
E-commerce, e-mail and web marketing information for small businesses, newsletter

Web Content & Design Resources

Jakob Nielsen's
Principles of Web usability and design

Microsoft Usability Guidelines
Improving Web site usability and appeal

Web Pages That Suck
Learn usability and good Web design by looking at bad Web design

Web Style Guide, 2nd edition
Basic design principles for creating Web sites

free online service tests single Web pages for quality, accessibility, and privacy

Worst of the Web
Laugh and learn from the mistakes of others

Writing for the Web (Jakob Nielsen)
Research on how users read online and how to write Web pages

Yahoo! Directory
Directory of articles on Web design and usability

Retailing Resources

Statistics about online retailing

c|Net Download
E-commerce software reviews and downloads

Direct Marketing Association
Guidelines for setting shipping and handling charges

eCommerce Times
E-commerce news and trends

e-tailing group
Research on e-tailing trends and merchant surveys

Internet Retailer
Strategies and news for multi-channel retailers
What Web developers can learn from retailers

PC Magazine
E-commerce software reviews and ratings

Practical eCommerce
Shopping cart checklist, e-zine and print magazine (fee) for e-commerce
Association for retailers online, part of the National Retail Federation

Shopping Cart Index
Shopping cart software reviews and selection

Top Ten Reviews
E-commerce software reviews

Top Ten Reviews
Shopping cart reviews

Award Site Resources

Future Marketing Awards
Celebrates wide range of non-traditional marketing and advertising techniques

Interactive Media Awards
Outstanding achievement in Web design and development

Internet Advertising Competition
Honors excellence in online advertising

Web Marketing Association's Web Award
Recognizes best Web sites in 96 industries

Webby Awards
Honors Web sites, interactive advertising, online film & video, and mobile content

Word of Mouth Marketing Association
Best viral and buzz advertising from around the world

Inbound Link Resources

Link checker, list of related sites, and traffic assessment

Link finding and management software (fee)

ClickZ Network
Tips on link campaigns

Link Popularity
Link checker for Google, MSN and Yahoo

Link checker for multiple engines

List of meta-indexes

Webmaster Toolkit
Link checker for multiple engines

Tips on link campaigns

Newsletter Resources
Articles about e-mail marketing techniques and resources

Direct Marketing Association
E-mail news and resources

E-mail marketing resources

Trend analysis, e-mail resources

Federal Trade Commission
The CAN-SPAM Act requirements for commercial e-mailers
Reference guide to e-mail newsletters and discussion lists

International Resources

American Translators Association
Online directory of translation and interpreting services

Free translation site

Direct Marketing Association
Directory of international marketing resources

Global Reach
Statistics on international use by language

Multilingual Search
Forum and news on multilingual search engines

SEO Chat
SEO for multilingual sites

Small Business Administration Office of International Trade
Export assistance for small businesses

U.S. Department of Commerce/U.S. Commercial Service
Government resources for international sales and exports

Affiliate & Loyalty Program Resources
Articles on affiliate marketing
Choosing the right loyalty program

Affiliate program directory and blogs

Affiliate Programs Directory
Affiliate program announcement, newsletter list, and resources

CIO Insight
Article on trends in loyalty programs

Best practices for eBay affiliates, useful for other affiliate programs as well

Article explaining affiliate program operations and options

Internet Retailer
Affiliate marketing survey

Search Engine Resources
Web search, traffic rankings and Web directory
Search engine directory

Overture (now Yahoo! Search Marketing)
Keyword selector tool

Pandia Search Central
Directory of specialized search engines, newsletters, and optimization tips
Search engine directory by type and service

Search Engine Guide
Search engine articles, blog

SearchEngineWatch (ClickZ)
Articles, tutorials, forums, blogs, SEO articles and tips

SEO Company
156 SEO tools for site optimization

Essential tools for online marketers

Search engine tips, software for submission and results reports (fee)

Keyword suggestion tool

Pay-Per-Click Resources

Miva Small Business Resources
Multiple articles on paid search advertising

Pandia Online Shopping Directory
List of shopping search engines and online malls

Pay Per Click Search Engines
Directory and reviews of PPC engines, newsletter, e-course

Pay Per Click Universe
Review of top 10 PPC search engines

Pay-per-click ROI calculator, statistics, resources
Directory of shopping search engines

Search Engine Guide
Article about PPC advertising management
Article on advanced PPC strategies

Statistics on PPC

Online Advertising Resources

Rating of ad networks

Best practices for optimizing online advertising effectiveness (download)

iMedia Connection
Articles, resources for online advertising

Internet Advertising Bureau
Industry trade association, resources, standards for ad sizes

Online Advertising Discussion list
Online advertising discussion group

Web Marketing Association
Association to improve Internet advertising and marketing, contests, resources

Web Marketing Today
Articles about online classified advertising, links to classified directories
List of advertising networks

Web Analytics Resources

ClickZ Network
Articles about analyzing customer data
Articles, conferences, and resources on e-metrics

Google Analytics
Web analytics tips from Google Analytics' companion site

Resources on analytics

Web Analytics Association
Association of Web analytics professionals

Web Analytics Demystified
Resources, links and worksheets

Library of Web analytics and marketing performance research, newsletter

Legal & Privacy Resources

Electronic Frontier Foundation
Not-for-profit organization defending free speech, privacy, and consumer rights online

Electronic Privacy Information Center
Public interest research center, newsletter

Federal Trade Commission
Federal requirements for privacy protection online

Legal and business information for doing business online, includes checklists
Daily news, information, and initiatives on privacy

W3C Platform for Privacy Preferences Project
Standardized international privacy practices

Other Online Business News Resources

B2B Marketing Trends
B2B marketing trends for professionals

B2B Online
Magazine, webcasts, newsletter, daily news, RSS feed for B2B marketing strategies

Wired Magazine
Technology news magazine, blogs