Make Your Website Work for You How to Convert Your Online Content into Profits

Name: Make Your Website Work for You How to Convert Your Online Content into Profits
Availability: OutOfStock
ISBN: 9780071365666

ISBN-10: 0071365664

ISBN-13: 9780071365666

Edition: N/A

Authors: Jeff Cannon

List price: $19.95

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Book details

List price: $19.95
Publisher: McGraw-Hill Professional Publishing
Binding: E-Book
Language: English

Local historian Jeff Cannon traces his Florida heritage to the 1840s and is a fifth-generation Pasco resident. In Then & Now: New Port Richey, he provides a window into our city's vibrant past, still evident today through the numerous landmark buildings that remain.

Foreword	p. xiii
Preface: A Letter from Leo Burnett	p. xvii
Introduction	p. xxi
Acknowledgments	p. xxvii
The Basics
The Sales Cycle	p. 1
Need Realization	p. 2
Product Research	p. 3
Purchase Decision	p. 4
Purchase	p. 5
Product Use/Customer Service	p. 6
Repurchase Decision	p. 7
The Eight Rules of Effective Online Selling	p. 8
Relationships Sell Products	p. 8
Selling Starts Before a Customer Walks into a Store	p. 9
The Marketing Conversation Is Salesmanship Multiplied	p. 10
Profiting Through Targeting	p. 12
One Product, One Message	p. 13
Two-Way Communication Builds Relationships	p. 13
Consumers, Not Web Sites, Own the Internet	p. 14
On the Internet, Content Is King	p. 15
Why the Web?	p. 16
Traditional Advertising--An Inefficient Way to Close a Sale	p. 17
An Attractive Audience in a Growing Mass Medium	p. 18
Brand and Tactical Marketing with Sales Capabilities	p. 18
Advantages of Web Marketing Throughout the Sales Cycle	p. 19
Going Online in Brief	p. 23
Conclusion	p. 25
The First Step to Going Online: Developing a Brand
Defining the Product and the Audience to Sell	p. 28
Building a Consumer Relationship by Building a Brand	p. 29
Creating a Brand-Driven Campaign by Defining the Product	p. 30
Strategy	p. 31
Start with the Prospect, Not the Product	p. 31
Researching Your Competition Online	p. 32
How Good Is Your Competition?	p. 33
Is Your Audience on the Net? If so, Who Are They?	p. 34
Identify and Compare Consumer Benefits	p. 36
Building a Brand that Sells Your Audience, Not Your Product	p. 37
Developing the Brand--The First Step in Building a Relationship	p. 39
Focus, Focus, Focus	p. 42
Setting Goals and Objectives	p. 43
Conclusion	p. 44
Building Online Content to Drive Your Business
Why Branded Content Delivers a Better Message	p. 46
Consumers Respond to Content	p. 46
Branded Content Is Not Advertising	p. 47
Creating Branded Content to Which Your Customers Will Respond	p. 48
Identify Competitive Weaknesses and Find Partners to Exploit Them	p. 48
Quality Over Quantity	p. 50
Where to Build Branded Content	p. 51
Email/Newsletters	p. 53
Micro-site	p. 55
Sponsoring Content	p. 57
Web Site	p. 59
Factors in Developing Online Content	p. 62
Design and Graphics	p. 62
Navigation and Content Hierarchies	p. 64
Developing Content that Works	p. 69
How to Create the Content You Need	p. 70
Assessing Your Resources	p. 74
Choosing and Working with a Design Shop	p. 75
Creating a Community	p. 76
Starting a Community Pre-Launch	p. 77
Building a Community Post Launch	p. 81
Conclusion	p. 88
Driving Traffic and Keeping It in Your Online Store
Thinking Outside the Web Site Box	p. 90
Brand Driven, Results Oriented	p. 90
Extending the URL	p. 91
Reflect the Brand	p. 91
The Initial Steps in Marketing a Web Site	p. 92
Search Engine/Directory Placement	p. 92
Basic Rules to Announcing Your Site	p. 93
Metatags and Tricks	p. 95
Announcing Your Site in Newsgroups	p. 97
Email and Newsletter Lists	p. 98
Issuing a Press Release	p. 99
The Ongoing Marketing of a Site	p. 101
Basics of an Online Campaign	p. 101
General Rules to Online Advertising	p. 103
Places to Advertise	p. 105
Elements of an Online Advertising Campaign	p. 108
Advertisus Interuptus--Banner Advertising and Interstitials	p. 109
Content-Based Advertising	p. 110
Building Stickiness	p. 112
Enticements	p. 112
Linking	p. 117
Integrating the Elements into an Online Campaign	p. 118
Benchmarking and Goal Setting	p. 119
Tracking Advertising	p. 119
Combining Tools to Create a Campaign	p. 120
Building a Campaign	p. 121
Campaign Calendar	p. 122
Conclusion	p. 123
Preparing Your Site to Profit
Selling Advertising	p. 126
Banner Advertising	p. 126
Content-Based Advertising	p. 128
Successful Selling	p. 130
Preparing Your Site and Yourself for Advertising	p. 132
Finding Your Advertisers	p. 134
Ecommerce	p. 136
Creating a Sales Experience	p. 136
A Short Path to Purchase	p. 137
High Quality vs. Low Prices	p. 138
Building Trust Through Guarantees	p. 138
The Post Purchase Opportunity	p. 139
Subscriptions	p. 139
Conclusion	p. 140
Research and Customer Service to Enhance Communications
The How and Why of Research	p. 141
The Power of Databases	p. 142
What to Ask and How to Ask It	p. 143
A Pop-Up Solution	p. 145
An Ever-Changing Customer	p. 146
Building Research into the Content Development Process	p. 146
Research Tools	p. 147
Surveys and Questionnaires	p. 148
Contests and Sweepstakes	p. 148
Registration	p. 149
Feedback	p. 149
Email	p. 150
Cookies	p. 150
Focus Groups	p. 151
Customer Service to Enhance Communications	p. 152
Integrating Service into the Content	p. 152
Outbound/Inbound Customer Service	p. 153
Conclusion	p. 154
Case Studies
Bikini.com--Developing a Brand in a Heavily Competitive Market	p. 155
Bluefly--Growth Through Strategic Parnerships	p. 158
FultonStreet.com--Service, Service, Service Beats Location, Location, Location	p. 161
TeranRealty.com--Expanding a Business by Building New Walls	p. 164
PaintingsDirect.com--Building Relationships to Sell Art	p. 166
Web Sites to List	p. 169
Online Information Resources	p. 171
Third Party Services	p. 177
Summary Overview of Web Ad Rates	p. 179
Online Audience Lifestyle and Consumer Behavior Summary	p. 181
Sample Barter Agreement	p. 183
Sweepstakes Official Rules	p. 185
Sponsorship Proposal Outline	p. 191
Co-Branded One-Sheet	p. 195
Index	p. 199
Table of Contents provided by Syndetics. All Rights Reserved.