Practical tips on using the web to boost your business, no
matter what business you're in
Everyone 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.
Autorentext
Adam Franklin and Toby Jenkins (SYDNEY, AUSTRALIA) run one of Australia's top web marketing firms Bluewire Media and have spent more than 10 thousand hours each working on online marketing strategies for themselves and their clients.Having met that brief time and time again the Bluewire boys developed a toolkit of templates that helps clients do exactly that. These templates have been downloaded over 10,000 times and they are continually downloaded by hundreds of people every single week, which highlights that there is a significant demand for the 'how-to' skills and tools to actually execute on the web.
Zusammenfassung
Practical tips on using the web to boost your business, nomatter what business you're inEveryone in business knows they need to embrace the web, but noteveryone knows how to do it or where to start. No matter whatindustry you're in, the web offers efficiencies and solutions forsales, marketing and customer service, and many other businessfunctions. For businesspeople, small business owners, andmarketers, Web Marketing That Works offers proven tactics,road-tested by the authors, and easy-to-use templates for boostingyour Google search rankings, using social media to buildrelationships, developing an effective online marketing strategy,mastering the art of inbound marketing, and much more.* Features insider advice and proven tactics for small businessowners and marketers who want to tap into the power of the web* Covers web strategy, execution, content marketing, and socialmedia* Includes 33 free, downloadable templates* Written by the founders of Bluewire Media, one of Australia'stop web marketing firmsEvery business, large or small, can benefit from the web. Ifyou're not already using the web to boost your business, you'refalling behind the competition. Web Marketing That Worksshows you how to get ahead--starting right now.
Inhalt
Foreword by David Meerman Scott xvAbout the authors xixAcknowledgements and thanks xxiFirst and foremost xxvOur story and why you need this book xxvBonus 33 free templates xxxiiiPart I: How it all works 11 Your web universe: content, web and inbound marketing 3Part II: Strategy 132 Web strategy: defining your buyer personas 153 Flagship content: the cornerstone of your web marketing 234 Content marketing: know, like and trust 31Part III: Building home base 375 Web marketing metrics and reporting ROI 396 Building your own website 457 Landing pages: design, psychology and leads 63Part IV: Content creation 758 Email marketing: the ultimate tool for web marketers 779 From blogging to content marketing: attracting leads, not just readers 8910 Video, audio and image publishing: YouTube, webinars, infographics and podcasts 10311 Publishing content and finding your editorial rhythm 113Part V: Getting found 12312 Search and keywords: search engine optimisation 12513 PR on the web: influencer outreach 13714 The secret to online is offline: events and speaking 14915 How to sell online while keeping your integrity 161Part VI: Social media 17116 Social media in action: strategy and guidelines 17317 LinkedIn: the essential social network for business 18718 Facebook: a gold mine for marketers 19719 Twitter: a communication revolution 207Part VII: The future 22120 The road ahead 223Index 225