The Small Business Guide to Online Marketing

About the author Acknowledgements 1. Introduction to Internet Marketing - What Internet Marketing really is and how to use it to drive sales, not just traffic - The three most important secrets of Internet Marketing success: Content, Search and Performance Measurement 2. The importance of superior web content - A simple framework for writing your website content - How to generate content for any business - Blogging and its benefits 3. Understanding online performance metrics - Using Google Analytics - Mastering the basics : what to measure, why and how 4. How to get found online through Search - The importance of keywords and how to implement a keyword strategy - Making your website visible: Metadata and links (for technophobes) - How to rank high in your local market - Local SEO - How to get your products listed in product directories - How to make your website compliant for search 5. Paid search - introducing Pay-Per-Click - Contrasting Paid search with Organic search - Setting up an AdWords campaign - step by step - Creating Ad Groups - step by step - Gearing for success - the role of Landing pages and turning leads into sales - Monitoring your AdWords campaign - step by step - Fine tuning with split testing - Competitor analysis - Permission based marketing and its relevance today - How to succeed with email marketing - Credibility factors that help people buy 7. Beyond paid: connecting through social media - Marketing through Facebook - Marketing through Twitter - Making connections through LinkedIn - Online PR 8. Building for long-term success - Affiliate Marketing - How to design an Affiliate Marketing program - The key factors for successful implementation - Useful Affiliate Marketing resources 9. Planning for the future - optimising for Mobile - Why Mobile matters - 6 ways to use mobile phones as a marketing tool - Top tips for being successful in mobile marketing Conclusions Internet Marketing Jargon Buster Useful resources