Synopses & Reviews
Practical tips on using the web to boost your business, no matter what business you're inEveryone in business knows they need to embrace the web, but not everyone knows how to do it or where to start. No matter what industry you're in, the web offers efficiencies and solutions for sales, marketing and customer service, and many other business functions. For businesspeople, small business owners, and marketers, Web Marketing That Works offers proven tactics, road-tested by the authors, and easy-to-use templates for boosting your Google search rankings, using social media to build relationships, developing an effective online marketing strategy, mastering the art of inbound marketing, and much more.
- Features insider advice and proven tactics for small business owners and marketers who want to tap into the power of the web
- Covers web strategy, execution, content marketing, and social media
- Includes 33 free, downloadable templates
- Written by the founders of Bluewire Media, one of Australia's top web marketing firms
Every business, large or small, can benefit from the web. If you're not already using the web to boost your business, you're falling behind the competition. Web Marketing That Works shows you how to get ahead—starting right now.
Table of Contents
Foreword by David Meerman Scott
About the authors
Acknowledgements
First and foremost: our story and why you need this book
Part I: How it all works
1 Your web universe: content, web and inbound marketing
Part II: Strategy
2 Web strategy: defining your buyer personas
3 Flagship content: the cornerstone of your web marketing
4 Content marketing: know, like and trust
Part III: Building home base and implementation
5 Web marketing metrics and reporting ROI
6 Building your own website
7 Landing pages: design, psychology and leads
Part IV: Content creation
8 Email marketing: the ultimate tool for web marketers
9 From blogging to content marketing: attracting leads, not just readers
10 Video, audio and image publishing: YouTube, webinars, infographics and podcasts
11 Publishing content and finding your editorial rhythm
Part V: Getting found
12 Search and keywords: search engine optimisation
13 PR on the web: influencer outreach
14 The secret to online is offline: events and speaking
15 How to sell online while keeping your integrity
Part VI: Social media
16 Understanding social media: policy and practice
17 LinkedIn: the essential social network for business
18 Facebook: a gold mine for marketers
19 Twitter: a communication revolution
Part VII: The future
20 The road ahead
Appendix
Index