A Comprehensive Step-By-Step Guide to Internet Marketing: The Building Blocks for succeeding with Marketing on the Web

By Ryan Yung

If you’re reading this eBook, chances are you’re either a marketing professional or a business owner who understands the relevance of Internet Marketing in today’s competitive business landscape. You understand that traditional marketing methods are now becoming obsolete and expensive, and you know that by neglecting to market your business on the web, you’re totally missing out on powerful results that an effective Internet Marketing strategy can afford.

Regardless of your business’ size and industry, this eBook can serve as your go-to guide for setting up and implementing a successful Internet Marketing strategy. From establishing your SEO keyword to leveraging your social media, this eBook will guide you to every aspect of Internet Marketing.

• Language: English
• Publisher: BookBaby
• Release date: Aug 31, 2013
• ISBN: 9781483506838

Book preview

ISBN: 9781483506838

Acknowledgements

This book wouldn’t exist without the proper guidance and generous support from professionals and as well as friends.

First and foremost: Karleen, for being such a creative individual and supporting colleague.

Secondly, Charisse for her remarkable design and visual interpretation in making this book awesome!

INTRODUCTION

If you’re reading this eBook, chances are you’re either a marketing professional or a business owner who understands the relevance of Internet Marketing in today’s competitive business landscape. You understand that traditional marketing methods are now becoming obsolete and expensive, and you know that by neglecting to market your business on the web, you’re totally missing out on powerful results that an effective Internet Marketing strategy can afford.

Regardless of your business’ size and industry, this eBook can serve as your go-to guide for setting up and implementing a successful Internet Marketing strategy. From establishing your SEO keyword to leveraging your social media, this eBook will guide you to every aspect of Internet Marketing.

EDITOR’S NOTE

Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or any of the authors.

CONTENTS

INTRODUCTION

CHAPTER 1 : INTRODUCTION TO INTERNET MARKETING

WHAT IS INTERNET MARKETING?

INTERNET MARKETING TODAY

GLOBAL TRENDS IN INTERNET MARKETING

THE FUTURE OF INTERNET MARKETING

FUTURE TRENDS IN INTERNET MARKETING

ONLINE EQUIVALENTS OF TRADITIONAL MARKETING TECHNIQUES

LINKING ALL THE STRATEGIES TOGETHER

ADDITIONALRESOURCES AND REFERENCES

CHAPTER 2: WEBSITE DESIGN AND DEVELOPMENT

IMPORTANCE OF HAVING A BUSINESS WEBSITE

WHO IS YOUR TARGET MARKET?

THE DESIGN AND DEVELOPMENT SCOPING SHEET

PROGRAMMING LANGUAGES

WEBSITE DESIGN

Planning

Visual aspects of your website

Content aspects of your website

The user interface and user experience

WEB DEVELOPMENT

Questions to ask before hiring a web development company

How to communicate your needs and expectations to your web developer

HOSTING AND DOMAIN NAME OPTIONS

ADDITIONAL RESOURCES AND REFERENCES

CHAPTER 3: ONLINE COPYWRITING AND WEB PR

WHAT IS ONLINE COPYWRITING?

WRITING FOR THE WEB

General Principles of Good Writing

Principles of writing for the web

Writing for your website

Writing for your email newsletter

Writing for your blog

WEB PR

The difference of web PR from traditional PR

IMPORTANT ASPECTS OF WEB PR

Engaging with the audience

ONLINE DISTRIBUTION CHANNELS

ONLINE REPUTATION MANAGEMENT

ADDITIONAL RESOURCES AND REFERENCES

CHAPTER 4: EMAIL MARKETING

WHAT IS EMAIL MARKETING?

Why use email as a marketing technique?

PLAN, CREATE AND DISTRIBUTE A CAMPAIGN

Plan

Build a database

Design or choose a template

Distribute

Track and measure success

TIPS FOR ACHIEVING SUCCESS ON YOUR EMAIL MARKETING CAMPAIGN

DRAWBACKS OF EMAIL MARKETING

SUGGESTED EMAIL APPLICATIONS

ADDITIONAL RESOURCES AND REFERENCES

CHAPTER 5: ONLINE ADVERTISING AND PPC

INTRODUCTION

Advantages of Online Advertising

ONLINE ADVERTISING TECHNIQUES

Free Advertising Techniques

Paid Advertising Techniques

BANNER ADVERTISEMENTS

ADDITIONAL RESOURCES AND REFERENCES

CHAPTER 6: SEARCH ENGINE OPTIMIZATION

WHAT ARE SEARCH ENGINES?

Benefits of SEO

KEYWORD RESEARCH

ON- PAGE OPTIMIZATION

OFF- PAGE OPTIMIZATION

ADDITIONAL RESOURCES AND REFERENCES

CHAPTER 7: SOCIAL MEDIA AND VIRAL MARKETING

TYPES OF SOCIAL MEDIA

Social Networks

Forums

Blogs

Social Sharing

WHAT IS SOCIAL NETWORKING?

Why do people use social networking websites?

How can it be used as a marketing tool?

SOCIAL MEDIA STRATEGY

What is appropriate for your business?

What resources are available to you?

Benefits and risks of social media marketing

Five risks of social media marketing.

Social media in a nutshell

COMMUNICATING ON SOCIAL MEDIA

Rules for social media communication

Building your community

Maintaining your community

5 steps of building your community

VIRAL MARKETING

Creating a viral campaign

Steps of a viral campaign.

Benefits.

Risks and challenges.

ADDITIONAL RESOURCES AND REFERENCES

CHAPTER 8: WEB ANALYTICS AND CONVERSION OPTIMIZATION

BENEFITS OF WEB ANALYTICS

Track, analyze, report

What parameters to measure

Traffic Sources

Content

Conversion goals

SOCIAL MEDIA AND SEMANTIC MONITORING

ADDITIONAL RESOURCES AND REFERENCES

ABOUT THE AUTHOR

CHAPTER 1: INTRODUCTION TO INTERNET MARKETING

It’s about the right tools, with the right triggers, within a proper marketing framework.

-Vishen Lakhiani

WHAT IS INTERNET MARKETING?

Internet Marketing or Online Marketing is any marketing activity that is conducted online through the use of the internet. It is not only comprised of Advertising that is shown on websites, but also other types of online activities such as email and social networking. There are three cornerstone principles of Internet Marketing and these are the following:

Immediacy. The web changes rapidly and your online audiences, whose attention spans are short, expect on-the-minute updates and information. To keep your online audiences interested, it is but imperative to respond to online messages and interact with communities as quickly as possible.

Personalization. Your online customers are no longer faceless individuals who belong in a broad target audience. At this time and age, they want to be addressed personally. The key to succeed in this aspect is to use the information available online to your benefit by targeting the specific people personally.

Relevance. If you don’t want to be ignored, you should keep your communication online interesting and relevant. You must also find a way to stand out from the cats, clutter and competition. You must find a way to keep your online audience interested by engaging them – giving them exactly what they want and when they want it.

INTERNET MARKETING TODAY

Internet Marketing or Online Marketing is any marketing activity that is conducted online through the use of the internet. It is not only comprised of Advertising that is shown on websites, but also other types of online activities such as email and social networking. There are three cornerstone principles of Internet Marketing and these are the following: Throughout its history, the internet has reinvented itself so many times and the changes are far from over. At present, the internet is dominated by socializing, cooperation, sharing and personal entertainment. The internet is now a space for both work and leisure. With over 2 billion people online, the internet transformed the way we live, search and share information. People would usually turn to the internet to search for better services, convenience, and life- enhancing tools. Nowadays, many people use the internet for shopping, banking, web communities, instant news and updates, chat, social network, and other dozen things that the web makes possible .

According to a study, 2010 was the year when online advertising overtook the amount of money spent on newspaper advertising. It was the same year when online readership overtook traditional newspaper readership. This only shows how much impact the internet has had on the marketing and advertising industry .

GLOBAL TRENDS IN INTERNET MARKETING

Social Media Marketing. Social media has obviously left a mark on the web landscape and marketing tactics. Social Media Marketing involves using peer recommendations, sharing, and brand personality. It simply encourages individuals to create content and buzz around themselves.

Viral Marketing. This form of marketing involves the spread of a marketing message by online word of mouth. This is sometimes referred to as word of mouse. A major component of viral marketing is the meme – a message that spreads virally and embeds itself in the

Collective Consciousness. Viral marketing is closely linked to social media, since platforms used in social media and their sharing functionality are the main way that a message is able to go viral online. With all this, keep in mind that viral marketing does not make a holistic online marketing campaign and should be just one of the many tools used to create awareness and encourage interaction.

Advertisement Fatigue. The online readers have become very familiar with online advertising and have learned to tune it out – by installing applications that will block all online advertisements. As business owners and marketers, it is important to thinks of innovative ways and strategies to entice your wary audiences.

THE FUTURE OF INTERNET MARKETING

It is impossible to predict what the future of internet marketing will hold. But these 2 things are certain:

1) The internet marketing field is growing and it will later on become the largest and most important sector.

2) The growth of

Reviews for A Comprehensive Step-By-Step Guide to Internet Marketing

[Luis Calderon · Rating: 4 out of 5 stars]

Excellent and insightful introduction to the world of media marketing