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Web Marketing That Works: Confessions from the Marketing Trenches

Book Description

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.

    Table of Contents

    1. Cover
    2. Series
    3. Title Page
    4. Copyright
    5. Dedication
    6. Foreword by David Meerman Scott
    7. About the authors
    8. Acknowledgements and thanks
    9. First and foremost: our story and why you need this book
    10. Bonus 33 free templates
    11. Part I: How it all works
      1. Chapter 1: Your web universe: content, web and inbound marketing
        1. Building a web marketing asset
        2. One block at a time
        3. Your web universe from 20 000 feet
        4. Elements of the web universe
    12. Part II: Strategy
      1. Chapter 2: Web strategy: defining your buyer personas
        1. Setting your strategy
        2. Building your buyer personas
      2. Chapter 3: Flagship content: the cornerstone of your web marketing
        1. Finding our flagship content: the birth of the template
        2. Content so valuable people would pay for it
        3. Conduct a content audit
        4. Creating more: premium content
      3. Chapter 4: Content marketing: know, like and trust
        1. Relationships take time
        2. What do you have to offer?
        3. The art of repurposing
        4. A final note on etiquette
    13. Part III: Building home base
      1. Chapter 5: Web marketing metrics and reporting ROI
        1. The purpose of metrics
        2. Web Marketing Health Check
        3. Google Analytics
      2. Chapter 6: Building your own website
        1. Setting up our own website
        2. Five pitfalls of website projects
      3. Chapter 7: Landing pages: design, psychology and leads
        1. Nurturing your leads
        2. What is a landing page?
        3. Two approaches to growing your community
        4. Anatomy of a successful landing page
        5. Get traffic direct to your landing page
    14. Part IV: Content creation
      1. Chapter 8: Email marketing: the ultimate tool for web marketers
        1. Everyone uses email
        2. Why email over social media?
        3. Content people gravitate towards
        4. Email type 1: regular email newsletters
        5. Email type 2: lead-nurturing autoresponder emails
        6. Email type 3: text only (your secret sales weapon)
        7. Pruning your list
        8. More email marketing experiments
      2. Chapter 9: From blogging to content marketing: attracting leads, not just readers
        1. Why were we missing the mark?
        2. You need readers
        3. Guest blogging
        4. How to write great headlines
        5. The anatomy of a good blog post
        6. A blog post shared with 47 000 CEOs
        7. Promotion
        8. Are you a content marketer or a blogger?
      3. Chapter 10: Video, audio and image publishing: YouTube, webinars, infographics and podcasts
        1. YouTube — a no-brainer
        2. Webinars
        3. Infographics
        4. Podcasting is here!
      4. Chapter 11: Publishing content and finding your editorial rhythm
        1. Build around your flagship content
        2. Picture your buyer personas
        3. Writing and creating content
        4. How to generate content
    15. Part V: Getting found
      1. Chapter 12: Search and keywords: search engine optimisation
        1. How Google works (for a non-techie marketer)
        2. Determining what people are searching for
        3. Optimising your site: basic on-page SEO
        4. Getting good backlinks: basic off-page SEO
        5. How to gauge domain authority
        6. Link building is really relationship building
      2. Chapter 13: PR on the web: influencer outreach
        1. About PR
        2. Getting PR in the social pages
        3. Getting lucky
        4. People end up in all sorts of interesting places
        5. Reaching out
        6. Grow with your media contacts
        7. Owning the ink
        8. Blogger Outreach Email Template
      3. Chapter 14: The secret to online is offline: events and speaking
        1. Inbound12: making the most of the opportunity
        2. Attend events to meet people
        3. Organising live events
        4. Public speaking
      4. Chapter 15: How to sell online while keeping your integrity
        1. Charging a fee is often in your customer's best interest
        2. Overcoming our fear of selling online
        3. What to sell?
        4. How to sell online without selling your soul
        5. How to write a sales email
        6. Anatomy of an effective sales page
    16. Part VI: Social media
      1. Chapter 16: Social media in action: strategy and guidelines
        1. The pub and the dinner party of the internet
        2. The final pillar in your web marketing strategy
        3. The power of ‘trust' over ‘sell'
        4. With so many options, where should you start?
        5. Great. Next step — which platform is for me?
        6. What is the ROI of social media?
        7. Your social media strategy
        8. Establishing a risk management plan
        9. The green light
        10. Getting active on social media
        11. Social media guidelines
      2. Chapter 17: LinkedIn: the essential social network for business
        1. LinkedIn for beginners
        2. LinkedIn for intermediates
        3. LinkedIn for advanced users
        4. LinkedIn for genuine influencers
      3. Chapter 18: Facebook: a gold mine for marketers
        1. Facebook business page
        2. Getting more fans
        3. Our best Facebook updates
        4. Closing the gap on content promotion
        5. Selling on Facebook
        6. A note on privacy
      4. Chapter 19: Twitter: a communication revolution
        1. Digital immigration: learning from the natives
        2. Twitter explained: for beginners
        3. Intermediate Twitter
        4. Advanced Twitter
    17. Part VII: The future
      1. Chapter 20: The road ahead
    18. Index
    19. Learn more with practical advice from our experts