Product Overview

Online Marketing Inside Out

- Here’s a look at the table of contents:

Preface
- Who Should Read This Book?
- What’s Covered in This Book?
  - Chapter 1: The Changing Face of Marketing
  - Chapter 2: 21st Century Public Relations and Media
  - Chapter 3: Turn Page Views into Profit
  - Chapter 4: Search Engine Optimization
  - Chapter 5: Social Media
  - Chapter 6: Email Marketing
  - Chapter 7: Affiliate Marketing
  - Chapter 8: Online Advertising
  - Chapter 9: Tying It All Together
- The SitePoint Forums
- This Book’s Web Site
- The SitePoint Newsletters
- Your Feedback
- Conventions Used in This Book
  - Tips, Notes, and Warnings
- Acknowledgements
  - Brandon Eley
  - Shayne Tilley
The Changing Face of Marketing
- Why is Online Marketing So Important?
- It’s All About the People
- Technical, Fast, and Complex
- Beyond the Web Geeks
- Starting Your Online Journey
  - Starting a New Business
  - Expanding an Existing Business
- Easy as 1, 2, 3
  - Attract
  - Engage
  - Transact
- Why You’ll Love Online Marketing
  - Results Are Instantaneous
  - New Levels of Customer Interaction
  - A Team Player
  - Instant Global Market
  - Opportunities Are Everywhere
- Start Me Up!
21st Century Public Relations and Media
- What is Public Relations?
- Press Releases
  - Press Releases in the 21st Century
  - When to Write a Press Release
  - Anatomy of a Press Release
  - Stand Out from the Crowd
  - Distribute Press Releases
- Use Blogs to Spread the Word
  - Find Influential Blogs and Web Sites
  - Comment on Influential Blogs
  - Send Your Press Releases Directly to Influential Bloggers
  - Smaller Blogs Copy Bigger Blogs
- Non-traditional Marketing
  - Non-traditional Marketing Offline
  - Non-traditional Marketing Online
  - Words of Wisdom
  - Selling the Owner on Online Marketing
- Modern Monitoring of Press Coverage
  - What Should You Track?
  - Social Media Monitoring Services
  - Someone Wrote about Me! What Now?
- Summary
Turn Page Views into Profit
- Usability
  - Improving Usability: Test Early, Test Often
  - Conducting a Test
  - Interpreting and Acting
  - Employing Usability Experts
- Accessibility
  - Why care about accessibility?
  - How to Check Your Web Site’s Accessibility
- Performance and Scalability
  - Scalability
- Battle of the Browsers
  - Screen Resolutions and Monitor Sizes
  - Varying Browsers and Versions
  - Test Your Site
- Your Homepage
  - Clearly Explain Who You Are
  - Include a Search
  - Provide Fresh Web Site Content
  - Keep Your Corporate Information Together
  - Design that Enhances
- Lovely Landing Pages
  - Focus on One Objective
  - Use Visuals to Drive Focus
  - Above the Fold
  - Page Layout
  - What’s your value proposition?
  - Building Customer Confidence
- Testing Conversions
  - A/B testing
  - Multivariate Testing
- An Evolving Entity
Search Engine Optimization
- Understanding Search Engines
  - The Role of a Search Engine
  - Search Engine Results Pages
  - How Search Engines Collect Information
  - How a Search Engine Determines Rank
  - The Big Three
- The Different Hats of SEO
- Creating Your Own SEO Strategy
- Keywords
  - Identify Generic Keywords
  - Add More Focused Terms
  - Phrases and Modifiers
  - Singular and Plural
  - Use Variations and Misspellings
  - Watch Out for Common Words
  - Identifying Your Ideal Keywords
  - Localization
  - Using Brand Names
  - Deciding Which Terms to Target
  - Relevance
  - Return on Investment
- Site Design
  - Page Design Elements
  - Heading Elements
  - Paragraphs
  - Page Title
  - Hyperlinks
  - Meta Elements
  - Web Site Design Issues and SEO
- Content
  - Integrating Keywords into Your Content
  - Duplicate Copy
  - Tips for Spider-friendly Sites
- Popularity
  - Build Incoming Links
  - Great Content Means Great Links
  - Opportunity Knocks
- Welcome, Spiders!
- Measuring and Tracking Success
- More on SEO
  - Engaging the Services of an SEO Expert
- The Future of SEO
- The Start of a Beautiful Friendship
Social Media
- What is Social Networking?
  - What is Social Media?
- Social Content Goes Mainstream
- The End of Interruption Marketing
- Word of Mouth: Far Reaching and Fast
- Grab the Opportunity
- Types of Social Media
  - Social Networking Sites
  - Blogging
  - Microblogging
  - Photo and Video Sharing
  - Bookmarks
  - Social News
  - Podcasts
  - Online Forums
- The Social Media Mind-set
  - Being Human
- Starting Off with Social Media
  - Step 1: Listen
  - Step 2: Join
  - Step 3: Participate
  - Step 4: Create
- Problems and Pitfalls
  - Privacy
  - Transparency’s Double-edged Sword
  - Establish a Clear Social Media Policy
  - Trademarks and Copyright
- Let’s Start Socializing!
Email Marketing
- Email’s Undeserved Bad Rap
- Different Types of Email Communication
  - Educational Communication
  - News and Updates
  - Direct Sales Messages
  - Housekeeping
- Permission
- Building Your Email List
  - News and Updates
  - Ask Your Customers
  - Giveaways
  - Perks
  - A Positive Call to Action
  - Offline Lead Generation
- The Technical Side of Email
  - Managing Your Email Lists
- Designing Your Emails
  - Sender’s Details
  - Message Subject
  - Message Body
  - Avoiding Spam Filters
  - Your Landing Page
  - HTML versus Plain Text
  - Before You Send
  - Let’s Take a Breather
- Planning Your Email Marketing Campaigns
  - Best Times to Send
  - Segmentation: Targeting Your Emails
  - Sequencing
  - Frequency and Scheduling
- Measure, Test, Optimize, and Refine
- Where to Find More Information
Affiliate Marketing
- What is affiliate marketing?
  - What are the benefits of affiliate marketing?
  - The Risks and Pitfalls of Affiliate Marketing
  - Types of Affiliate Web Sites
  - Ingredients for a Great Affiliate Program
  - Under the Hood
  - Choosing an Affiliate System
- Your Commission Model
  - Bonuses and Incentives
  - Prompt Payment and Outstanding Accuracy
  - The Affiliate Agreement
- Recruiting Affiliates
  - Working with Your Affiliates for Shared Success
  - Research Your Competitors
- Summing Up
Online Advertising
- What's up with traditional advertising?
  - The Good and the Bad
  - Supplement Your Online Campaigns
  - Split Up Your Marketing Budget
- How Online Ads Are Better
  - Measurability
  - Highly Targeted
  - Permission Marketing
  - Interaction
- Standard Advertising Attributes
  - Types of Ads
  - Ways to Purchase
- Targeting for Better Results
  - The Importance of Targeting
  - Keyword Targeting
  - Demographic Targeting
  - Behavioral Targeting
  - Identifying Past Visitors
  - Geotargeting
  - Determining What to Target
- Advertising on Search Engines
  - Where to Advertise
  - Organizational Structure
  - Campaigns and Ad Groups
  - Selecting Keywords
  - Writing an Effective Ad
  - Designing Display Ads
  - Limiting Yourself with a Budget
  - Launch Your Ads
  - Reviewing Your Campaign
- Online Advertising Metrics
  - Determining Success
  - Optimizing Based on Metrics
- Advertising on Social Networks
  - You’ve Never Seen Targeting Like This
  - The Price is Right (Now)
  - Like an Old Friend
  - Tracking
  - Seize the Day!
- Using an Agency
  - Should You Hire an Agency?
  - What to Look For When Choosing an Agency
  - Look for Personality
  - Smaller Budgets
- Advertising on Your Own Web Site
  - The Homepage
  - Up-sell
- Summary
Tying It All Together
- What have you learned so far?
  - Achieving the Best Possible Reach
  - The Wonderful World of Search
  - The New Frontier of Social Media
  - Engaging Email Marketing
  - Affiliate Marketing
  - Online Advertising
  - Pick and Choose, or All of the Above?
- Creating Your Online Marketing Strategy
  - The Idea
  - Your Value Proposition
  - Visualizing Your Journey
  - Finding Dependencies and Synergies
  - Creating a Customer Contact Model
  - Defining Customer Life Cycle Models
  - Creating a Testing and Evaluation Plan
  - Customer Research
- Setting Goals
  - Establishing Goals That Are Measurable and Achievable
  - Identifying Your Revenue Generators
  - Identifying Your Key Performance Indicators
  - Milestones
  - Seasonal Variation
  - The Stages of Marketing Planning
- Writing a Detailed Campaign Plan
  - A Campaign Approach
  - A Channel Approach
  - Your Marketing Plan
- Ready to Roll
Index

Download FREE Preview! Order this Book NOW!

By Brandon Eley & Shayne Tilley

Product Information

Features

Published: May 2009

Entire contents of book in f u l l c o l o r throughout!
Smart new glossy cover design (6 color print)
Includes FREE bonus eBook "31 Days To Building a Better Blog"

Customer Reviews

Live, unmoderated reviews from our customers, typos and all.

Great read! Thorough, up to date, spot on, thanks!

Beth Cole, USA

Finally, a book that is interesting, to-the-point and understandable. I'm excited to implement all of the great strategies outlined in the book and watch my business grow!

Kelly Lenihan, USA

Thanks Shayne and Brandon! Your "Online Marketing Inside Out" is the most useful and practical guide I have found about Online Marketing! This a must have for anyone who plans to succeed at marketing their business online.

Ben Bickford, USA

HI
I really enjoyed your book, I thought it was well written and I learnt a lot (and I refer to it often). It is a great foundation, however I would've liked a little bit more detail and depth with possibly some more examples in some areas of the book, but overall it was comprehensive. I would highly recommend this book. Thanks, it's helped me a lot.

Jenette McCarthy, USA

Brandon and Shayne have really gone all out on this book. They cover all the basics of modern internet marketing, without getting into the one hit wonder marketing ideas. They techniques can be replicated on any site, and most likely throughout the coming years. This book is great for any site owner looking to drive more traffic to there site!
Buy it, keep it on your shelf, and reread it every time you create a new site!