Book description
Learn to take full advantage of search and social media for B2B marketing
Business-to-business marketers have been slow to enter the online marketing arena, but now that the impact of search and social media marketing in the consumer marketplace is clearly documented, B2B marketers are ready for a complete guide to making the most of the medium. Written by experts with first-hand knowledge of the field, this book clearly explains how to leverage today's search engine marketing and social media technologies to get, nurture, and convert leads. Topics include strategy, branding, monitoring, resource allocation, and much more.
B2B marketers need detailed, practical guidelines and strategies for how best to gain, nurture, and convert leads using today's Internet technologies and strategies
This ultimate how-to guide examines strategic and branding considerations, search engine optimization techniques, and how to maximize the impact of banner ads and landing pages
Explains how to use social media listening and monitoring tools, how to engage visitors, and how to allocate resources to ensure success
Covers measuring results, improving web site usability, using metrics, and nurturing leads
Skilled B2B marketers who are ready to take advantage of all that online marketing has to offer will find this guide provides exactly the know-how they need.
Table of contents
- Cover
- Contents
- Advance Praise for Complete B2B Online Marketing
- Acknowledgments
- About the Authors
- Introduction
- Chapter 1: Understanding B2B Online Marketing
- Chapter 2: Building a B2B Brand Online
- Chapter 3: Search Engine Optimization: Outranking Your Competitors
- Chapter 4: Using Paid Online Media in the B2B Marketplace
- Chapter 5: Search and Social Media for Online PR
- Chapter 6: Social Media
- Chapter 7: Optimizing with Metrics
- Chapter 8: Conversion Rate Optimization and Usability
- Chapter 9: Integrating Online with Offline Marketing
- Chapter 10: Managing Your Leads: Automation and Nurturing
- Chapter 11: Integrating Marketing with CRM
- Chapter 12: The Overall Marketing Mix
- Glossary
- Index
Product information
- Title: Complete B2B Online Marketing
- Author(s):
- Release date: August 2012
- Publisher(s): Sybex
- ISBN: 9781118239186
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