Web Marketing That Works: Confessions from the Marketing Trenches

[Racio]

Practical tips on using the web to boost your business, no matter what business you're inEveryone

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



Foreword by David Meerman Scott xv


About the authors xix


Acknowledgements and thanks xxi


First and foremost xxv


Our story and why you need this book xxv


Bonus 33 free templates xxxiii


Part I: How it all works 1


1 Your web universe: content, web and inbound marketing 3


Part II: Strategy 13


2 Web strategy: defining your buyer personas 15


3 Flagship content: the cornerstone of your web marketing 23


4 Content marketing: know, like and trust 31


Part III: Building home base 37


5 Web marketing metrics and reporting ROI 39


6 Building your own website 45


7 Landing pages: design, psychology and leads 63


Part IV: Content creation 75


8 Email marketing: the ultimate tool for web marketers 77


9 From blogging to content marketing: attracting leads, not just readers 89


10 Video, audio and image publishing: YouTube, webinars, infographics and podcasts 103


11 Publishing content and finding your editorial rhythm 113


Part V: Getting found 123


12 Search and keywords: search engine optimisation 125


13 PR on the web: influencer outreach 137


14 The secret to online is offline: events and speaking 149


15 How to sell online while keeping your integrity 161


Part VI: Social media 171


16 Social media in action: strategy and guidelines 173


17 LinkedIn: the essential social network for business 187


18 Facebook: a gold mine for marketers 197


19 Twitter: a communication revolution 207


Part VII: The future 221


20 The road ahead 223


Index 225



The Book plus the Bonus Templates:

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