| Description |
1 online resource (344 pages) : illustrations |
| Contents |
1. Get Into the Web Owner's Mindset -- 2. Find the Right Web Design Partner -- 3. Plan and Build Your Website -- 4. Discover the 7 Principles of Internet Marketing -- 5. Get Instant Traffic to Your Website -- 6. Build Lasting Relationships with Your Customers -- 7. Turn Visitors into Customers -- 8. Get Lasting Traffic to Your Website -- 9. Analyse and Grow -- 10. Lights, Camera, Action! |
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Introduction -- 1. Get Into the Web Owner's Mindset -- Owning the Internet -- Thinking Like an Online Entrepreneur -- Time: Friend of the Website -- Delays: Enemy of the Website -- Confidence -- Running a Website in Bad Times -- Lessons From History -- Getting Your Website's Priorities Right -- The Strategy -- 2. Find the Right Web Design Partner -- Introduction -- DIY or Professionally Developed? -- A Brief History of Web Designers -- Where to Begin Your Search -- Getting to Know Them -- Getting to Know Their Technical Prowess -- Getting to Know Their Business Sense -- Location, Location, Location (Or, Does Geography Really Matter?) -- Working with Freelancers: The Low-Cost Solution -- How Much Should Your Website Cost? -- Writing a Brief -- The Strategy -- 3. Plan and Build Your Website -- Introduction -- Legal Nasties -- Planning and Time Scales -- The Specification Phase -- The Design Phase -- The Site Build -- Testing -- Usability Study -- Going Live -- Project Management -- The Strategy -- Entering Content -- 4. Discover the 7 Principles of Internet Marketing -- Introduction -- Principle 1: Customer Profiling -- Principle 2: The Many Pillars of Marketing -- Principle 3: Testing -- Principle 4: The Doubling Mindset -- Principle 5: The Internet Equation -- Principle 6: The Success Pyramid -- Principle 7: The Real Customer Value -- The Strategy -- 5. Get Instant Traffic to Your Website -- Introduction -- How Does Google AdWords Work? -- Setting Up Your Account -- Selecting Profitable Keywords -- Writing Compelling Adverts -- Conversions and Analysing Results -- Tracking Offline Conversions -- The Ultimate Google Strategy -- Why You Should Use AdWords Before SEO -- The Strategy -- Landing Pages -- 6. Build Lasting Relationships with Your Customers -- Introduction -- Your Email Strategy -- Knowing Your List -- Building a List -- Building an Online Relationship: Getting Started -- Building an Online Relationship: Crafting Powerful Emails -- The Strategy -- 7. Turn Visitors into Customers -- Introduction -- Writing Winning Copy -- Conversion Tactics -- Ecommerce Sites -- Action Thinking -- The Strategy -- Organising Your Content -- Split-testing Your Landing Pages -- Which Webpages Should You Focus On? -- 8. Get Lasting Traffic to Your Website -- Introduction -- What is Search Engine Optimisation (SEO)? -- How are Your Website's Rankings Calculated? -- Picking the Perfect Keywords for SEO -- Onsite and Offsite SEO -- Onsite SEO Techniques -- Offsite SEO Techniques -- The Strategy -- The Target Page -- 9. Analyse and Grow -- Introduction -- Getting the Most Out Of Your Analytics -- Setting Up Google Analytics -- The Anatomy of Reports -- Visitor Reports -- Traffic Sources Reports -- Goals Reports -- Ecommerce Reports -- The Strategy -- Content Reports -- 10. Lights, Camera, Action! |
| Summary |
Statistics amply demonstrate that most web owners don't understand the fundamental principles of running and marketing a website. But at a time when your website is rapidly becoming a fundamental sales channel, no business (large or small) can afford to get this wrong for much longer |
| Notes |
English |
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Print version record |
| Subject |
Internet marketing.
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Web site development.
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Web sites -- Marketing
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Web sites -- Management
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BUSINESS & ECONOMICS -- E-Commerce -- Internet Marketing.
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BUSINESS & ECONOMICS -- Mail Order.
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BUSINESS & ECONOMICS -- Marketing -- Direct.
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BUSINESS & ECONOMICS -- Marketing -- Multilevel.
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BUSINESS & ECONOMICS -- Marketing -- Telemarketing.
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Internet marketing
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Web site development
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Web sites -- Management
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Web sites -- Marketing
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| Form |
Electronic book
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| ISBN |
9789814382601 |
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9814382604 |
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