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Internet marketing: start-to-finish / Catherine Juon, Dunrie Greiling & Catherine Buerkle.
Indianapolis, Ind. : Que, 2012
xxii, 293 p. : ill. ; 23 cm.
Building a formula for success -- 1. Why online sales matter: -- First things first: Internet research equals internet sales; Advantage 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 most 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 links; 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 conversion; Case study: major software company grows sales; -- Summary.
2. 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: 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.
3. Building a metrics-driven practice: -- The new era if 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 pages with custom 800 numbers; -- 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 gain based on past performance -- Summary.
4. Breaking down silos to get the metrics you need: -- Do more than gather data: build a team -- Web analytics: types, purpose, popular tools for each: Logfile versus script-based analytics tracking; Click analysis; -- Call tracking: why it's essential and how to select granularity needed; Measuring if the phone rings (memory doesn't count); Selecting the granularity needed; -- Lead management: SFA/CRM 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.
5. 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 persona's needs: Next steps: gather more feedback; Consider their path to your content; -- Cast 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 time 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.
7. Making websites that work: -- Improving user experience and conversion rates -- The basics: what to fix before testing: Follow web conversions; 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.
8. 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: claims 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.
9. Running the feedback loop: -- 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; -- Boardroom-ready reporting: Provide context for the numbers; Boardroom reporting best practices; -- Summary.
10. 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; -- Summary.
Appendix: TropiCo's state of the web report: -- Table of contents -- Executive summary -- The year in Review: the data -- How it happened -- Looking forward to 2012.
HF5415.1265 .J86 2012
St. Clair County Community College
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