INTERNET MARKETING START TO FINISH - JUON, CATHERINE; GREILING, DUNRIE (PEARSON)
Keywords: Building a Formula For Success Why Online Sales Matter First Things First Internet Research Equals Internet Sales Advantages of Internet Marketing The Bird's Eye View Standard Practice Your Online Sales Engine Back to Basics: Business Strategy 101 The Customer Is King Understanding the Buying Process Remove Organizational Silos Get the Nlost Bang for Your Buck Find Out What's Working Lessons We've Learned Keywords, Keywords, Keywords Paid Search Mismatches Get the Fundamentals Right First Bigger Is Better Content and Inlinks Websites Are for Spiders and People Small Business Safety Budget for Marketing the Website Itself Learn by Example B2C Example: Happy Puppy B2B Example: TropiCo Online Sales Engine Success Stories Case Study: Moving into New Global Markets Case Study: Manufacturing Company Improves Sales Case Study: Large Childcare Provider Increases Web Conversions Case Study: Major Software Company Grows Sales , What an Online Sales Engine Can Do What Is an Online Sales Engine? Why Adopt the Online Sales Engine? The Online Sales Engine Components The Components Form a Process Avoid "Dangerous Data" Nightmares Case Study: Identifying Junk Leads The Customer-Driven Process I. Define Your Goals ,. Configure Tracking and Set Goals for Metrics,. Conduct Research and Improve the User Experience , Sell Online ,. Manage Your Website ,. Increase Visibility with SEO and Paid Search ,. Revisit the Metrics Close the Loop with Metrics Maintain Your Analytics The ROI-Driven Process Summary Building a Metrics-Driven Practice The New Era of Website Metrics Which Metrics Matter Most? Influencing Leads and Revenue The Conversion Funnel Lead-Generation Businesses E-Commerce Businesses Choosing a Contact Method What to Measure SEO Key Performance Indicators Paid Search KPIs Use Business Analysis to Define Your KPI Benchmarks and Goals When to Measure Matters Integrating Web KPIs into Business Decision Making Case Study: Landing Web to Lead to CRM Analysis: Close That Loop! The Impact of Internet Marketing on Sales Case Study: Reviewing Customer Conversion Data in Salesforce Moving Data into Salesforce KPI Reporting on Leads and Sales Quantity Versus Quality Projections for Future Cain Based onPast Performance Summary Breaking Down Silos to Get the Metrics You Need More Than Gather Data: Build a Team Web Analytics: Types, Purpose, Popular Tools for Each Logfile Versus Script-Based Analytics Tracking Click Analytics Call Tracking: Why It's Essential and I low to Select Granularity Needed Measuring If the Phone Rings (Memory Doesn't Count) Selecting the Granularity Needed Lead Management: SFA/CR\t Integration CRM Products CRM Basics Next Steps for Follow-Up Next Steps for Analysis: Quantifying "Assists" Through Lead Attribution A Case Study in Lead Management Summary The Audience Is Listening (What Will You Say?) Where Do You Start? Start with the Tasks and Goals of Your Potential Audiences Other Important Audiences Listen to and Watch Your Audience Develop Website Personas Persona and Scenario Development Process Sample Personas. Adapt Your Website to Your Personas' Needs Next Steps: Gather More Feedback Consider Their Path to Your Content Case Study: Persona-Driven Redesign Speak Your Audience's Language: The Real SEO Do Your Keyword Research Evaluate Your Keyphrases in the Context of the Entire Word Market Case Study: Word Market Focuses Tutor 'rime on the Right Descriptors Summary 6 Putting It All Together and Selling Online Designing Your Website Incorporating Information Architecture 'Techniques Experiment with an Unconventional User-Driven Architecture: McKinley.com 'The Information Architecture Process Investigate and Inform Your Information Architecture Develop a Website Skeleton or Wireframe Test the Information Architecture Graphic Design Comes Later A Process Overview Information Architecture Case Study User Personas and Keyword Analysis High-Level Information Architecture Page Templates with Content Specified How the Website Mission Can Affect Information Architecture Designing Your Landing Pages Landing Page Basics The Design Cycle Getting More Granular: When Do You Need a New Landing Page? Long-Term Maintenance Is Critical Optimizing Your Landing Pages When to Optimize Use Your User Research. How to Measure You Have Data. Now What? Summary Making Websites That Work Improving User Experience and Conversion Rates The Basics: What to Fix Before Testing Follow Web Conventions On Key Pages: Form Optimization Basics Template-Level: Automated Attention Analysis On Every Page Beyond Best Practices: User Research Where Do Surveys Fit In? Quantitative User Research: Form Analytics, and A/B Testing Qualitative User Analysis: Observations, Usability Tests UX Checklist Website Planning and Maintenance Plan for Graceful Failure Website Maintenance Tasks Planning a Website Refresh or Relaunch Case Study: Poor SEO Execution Hurts Summary It's All About Visibility Who Sees What and How What Search Engine Spiders See What Search Engine Visitors See Writing Web Content for Users and Spiders: On-Site Optimization Page-Level SEO Best Practices Page-Level SEO Guide: An Example Case Study: Call It What It Is to Increase Findability Special Considerations: Blogging for SEO Benefit Blogging Best Practices. Get Out of Your Own Way: Make Sure Your Content Is Findable A Digression into the Guts of Web Code Watch Your Web Technologies Take Advantage of Universal Search: Tag Your Media Files with Target Keywords Have Fun with Widgets, but Avoid Putting Interesting and Relevant Content Inside Frames Don't Spread Yourself Too Thin: Consolidate Your Content Power on Your Main Domain Crawler Control: Speak to Your Spiders Increase Your Findability via Link Building How to Approach Website Owners for Links Increase Your Findability: Claim and Maintain Your Local Business Listings Monitoring, Responding to, and Encouraging Reviews Online Advanced Visibility Strategies: Going Social Extending Your Reach with Paid Search Advertising Search Engines as Paid Search Vendors Effective Paid Search Management Define Your Market Qualify Your Market with Specific Ad Copy Convert Your Visitors into Customers Revisit, Refine, and Refresh Your Campaigns Advanced Visibility Strategies: Display Advertising The Best Ways to Target Display Ads Summary Running the Feedback Loop 2 Revisiting the Project Goals Your Goals Will Change as Your Process Matures Analyzing Across the Online Sales Engine Pulling Data from Various Silos Common Data Analysis Pitfalls Proving ROI What to Consider When Calculating ROI When ROI Doesn't Matter. How to Set Projections for Future Performance How to Set Projections for Future Performance Boardroom-Ready Reporting Provide Context for the Numbers Boardroom Reporting Best Practices Summary Special Considerations for International Organizations Going Global in the New World Order The Return of the Silo Problem Triage for International Disorientation The Impact of Language, Culture, and Transparency Working with Translators and Localization Experts Case Study: Spidering to Keep All Localized Websites Up-to-Date Basic Mechanics for a Global Metrics-Driven Practice Use a Single Website Analytics Program Globally Set Your Web Analytics to Track Across Top-Level Domains Unify Your CRM or SFA Process Talk to Each Other! Basic Mechanics for Global Organic Search Visibility Focus on the Correct Search Engine Tune Your Social Strategy to the Right Channel Mind Your Website Top-Level Domains Basic Mechanics for Global Paid Search Configuration Create Regional Campaigns Set Geographic Targets Use the Right Language Working with Time Zones Basic Mechanics for Global Usability Before You Translate: Character Set Issues Working with Forms Working with Other Data A Note for E-Commerce Websites Making It Usable