This is the ultimate comprehensive guide to do-it-yourself internet marketing. It clearly explains important internet marketing concepts, trends, and best practices before laying out a day-by-day plan for developing, managing, and measuring a successful plan. The task-based, hour-a-day approach empowers readers to accomplish what at the outset can feel like overwhelming burden perfect for overworked marketers, small-business owners, and other professionals throughout an organization tasked with creating and implementing successful online marketing initiatives. While other books talk about the importance of a holistic strategy that includes everything from SEO techniques to website usability and analytics, this book offers an empowering, day-by-day plan for achieving results. The book begins with an overview of today's internet marketing trends and search engine functionality before having readers dive in and thoroughly evaluate their existing site and business and visitor goals before determining a strategy. Expert internet marketer Matt Bailey then guides readers through the crucial components of SEO and how to apply proven offline and online marketing tenets to their website. Readers then dive into crucial SEO tasks of keyword and competitive research to further tailor their strategy. The next portion of the book looks at crucial but often overlooked website usability considerations and shows people how to create contenttext, images, videos, and morethat attracts and converts site visitors. Readers are also shown how to develop a solid site architecture, one that works for both site visitors and search engines as well as meets accessibility requirements. Successful techniques for raising visibility is covered next, and readers are shown step-by-step how to leverage everything from links and directories to press releases and PR to drive site traffic. Readers then learn the strategic, technical, and contextual aspects of incorporating a blog into the mix before delving into how social mediaFacebook, Twitter, MySpacecan complement a marketer's efforts. Finally, readers are shown how the judicious use of pay-per-click ad campaigns can pay produce great results. The final portion of the book guides readers through how to analyze and adjust their efforts using web analytics. It covers crucial analytics concepts, shows readers how to segment data to glean insights and points them to crucial reports so people understand what they should be measuring and then how to interpret the data. Full of practical, proven advice, useful checklists, compelling case studies, and written in the popular An Hour a Day format, this book is sure to be a popular addition to every marketer and small business owner's bookshelf.
Description:
This is the ultimate comprehensive guide to do-it-yourself internet marketing. It clearly explains important internet marketing concepts, trends, and best practices before laying out a day-by-day plan for developing, managing, and measuring a successful plan. The task-based, hour-a-day approach empowers readers to accomplish what at the outset can feel like overwhelming burden perfect for overworked marketers, small-business owners, and other professionals throughout an organization tasked with creating and implementing successful online marketing initiatives. While other books talk about the importance of a holistic strategy that includes everything from SEO techniques to website usability and analytics, this book offers an empowering, day-by-day plan for achieving results. The book begins with an overview of today's internet marketing trends and search engine functionality before having readers dive in and thoroughly evaluate their existing site and business and visitor goals before determining a strategy. Expert internet marketer Matt Bailey then guides readers through the crucial components of SEO and how to apply proven offline and online marketing tenets to their website. Readers then dive into crucial SEO tasks of keyword and competitive research to further tailor their strategy. The next portion of the book looks at crucial but often overlooked website usability considerations and shows people how to create contenttext, images, videos, and morethat attracts and converts site visitors. Readers are also shown how to develop a solid site architecture, one that works for both site visitors and search engines as well as meets accessibility requirements. Successful techniques for raising visibility is covered next, and readers are shown step-by-step how to leverage everything from links and directories to press releases and PR to drive site traffic. Readers then learn the strategic, technical, and contextual aspects of incorporating a blog into the mix before delving into how social mediaFacebook, Twitter, MySpacecan complement a marketer's efforts. Finally, readers are shown how the judicious use of pay-per-click ad campaigns can pay produce great results. The final portion of the book guides readers through how to analyze and adjust their efforts using web analytics. It covers crucial analytics concepts, shows readers how to segment data to glean insights and points them to crucial reports so people understand what they should be measuring and then how to interpret the data. Full of practical, proven advice, useful checklists, compelling case studies, and written in the popular An Hour a Day format, this book is sure to be a popular addition to every marketer and small business owner's bookshelf.