Web marketing for dummies® (paperback)

Can your business benefit from online marketing? Build your plan with help from a pro!

The web is a bundle of wonderful destinations. Add an online strategy to your marketing plan and take advantage of all it offers! This book covers defining your market and working out your plan, building an effective website, maximizing search engine marketing, going mobile, reaching customers through Facebook and Twitter, and more.

• Plan, plan, plan * understand web marketing essentials, explore how the web can support your business goals, and define your plan

• Site of the action * create a website that"s user-friendly, packed with effective content, and designed to convert visitors into buyers

• Keep "em coming back * with regular updates, reviews, testimonials, and webinars

• Use analytics * to see what"s working and what isn"t

• Google and more * optimize your site for Google, Yahoo!, Bing, and specialty search directories

• Wave your banner * learn about online banner ads, pay per click, sponsorships, and daily deal sites

• Get going * explore mobile marketing options such as SMS, mobile e-mail, and coupon distribution

• Be socially successful * see how to use Facebook, Twitter, and LinkedIn

Open the book and find:

• Tips on designing your business website

• Steps for adding e-commerce to your site

• Hints on getting found bysearch engines

• How e-mail adds to your marketing plan

• Why social media is a big deal in web marketing

• When paid advertising is a good choice

• How to analyze the results of your efforts

Learn to:

• Use e-mail marketing, pay per click, and banner ads

• Maximize social media to build brand loyalty

• Select the best tools to market an e-commerce site

• Stay ahead with mobile marketing

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