Complete B2B Online Marketing

ISBN-10: 1118147847
ISBN-13: 9781118147849
Edition: 2012
List price: $26.99 Buy it from $19.63
30 day, 100% satisfaction guarantee

If an item you ordered from TextbookRush does not meet your expectations due to an error on our part, simply fill out a return request and then return it by mail within 30 days of ordering it for a full refund of item cost.

Learn more about our returns policy

Description: Learn to take full advantage of search and social media for B2B marketing Business-to-business marketers have been slow to enter the online marketing arena, but now that the impact of search and social media marketing in the consumer marketplace is  More...

Used Starting from $19.63
New Starting from $30.04
what's this?
Rush Rewards U
Members Receive:
coins
coins
You have reached 400 XP and carrot coins. That is the daily max!

Study Briefs

Limited time offer: Get the first one free! (?)

All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.

Add to cart
Study Briefs
Periodic Table Online content $4.95 $1.99
Add to cart
Study Briefs
Medical Terminology Online content $4.95 $1.99
Add to cart
Study Briefs
SQL Online content $4.95 $1.99

Customers also bought

Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading

Book details

List price: $26.99
Copyright year: 2012
Publisher: John Wiley & Sons, Limited
Publication date: 8/3/2012
Binding: Paperback
Pages: 288
Size: 7.25" wide x 9.50" long x 0.75" tall
Weight: 0.946
Language: English

Learn to take full advantage of search and social media for B2B marketing Business-to-business marketers have been slow to enter the online marketing arena, but now that the impact of search and social media marketing in the consumer marketplace is clearly documented, B2B marketers are ready for a complete guide to making the most of the medium. Written by experts with first-hand knowledge of the field, this book clearly explains how to leverage today's search engine marketing and social media technologies to get, nurture, and convert leads. Topics include strategy, branding, monitoring, resource allocation, and much more. B2B marketers need detailed, practical guidelines and strategies for how best to gain, nurture, and convert leads using today's Internet technologies and strategies This ultimate how-to guide examines strategic and branding considerations, search engine optimization techniques, and how to maximize the impact of banner ads and landing pages Explains how to use social media listening and monitoring tools, how to engage visitors, and how to allocate resources to ensure success Covers measuring results, improving web site usability, using metrics, and nurturing leads Skilled B2B marketers who are ready to take advantage of all that online marketing has to offer will find this guide provides exactly the know-how they need.

Introduction
Understanding B2B Online Marketing
Why Online?
Your Current Marketing Mix
Assessing the Value Proposition of Online
B2B Is Different
Building B2B Confidence
Developing Individual Relationships with Decision Makers
Mitigating the Decline of Brand Loyalty
Developing Your Strategy
How Online Marketing Can Solve Your Organization's Pain Points
Supercharging Content and Messaging with Online
How Online Reflects the Funnel: Objectives and Measurement
Building a B2B Brand Online
Understanding Online and Using Digital to Build a Brand
Business-to-Business Brand Building vs. Business-to-Consumer Brand Building
Using Online to Build Trust
Tactical Guide to B2B Branding Online
Online Impact on the Marketing and Sales Funnel
Who Are Your Customers and Why Do They Buy?
Building a Website Based on Your Brand
Using Search, Display, Social, and Retargeting to Build Your Brand
Go Identify Your Audience
Defining Audience Segments
Identifying and Solving the B2B Pain Points for Each Segment
Setting Up Objectives and Measurement
Determining Your Content Strategy
Mapping Your Audience
When to Create and When to Kill Content
Choosing the Most Helpful Distribution Channels
Search Engine Optimization: Outranking Your Competitors
What Is SEO?
Trends in Algorithms
Making Search Personal
The Wagging Tail of Keywords
Researching Keywords
Writing with Keywords
Keywords Where You Almost Forgot to Put Them
Monitoring Keyword Performance
Squeezing the Juice Out of Links
Developing Links for Better Ranking
Designing for Optimal Results
Getting Rich Media to Work for You
Mapping Your Site
Using Paid Online Media in the B2B Marketplace
Search Engine Marketing
The Basics of Paid Search Marketing
B2B Strategies for Paid Search
Paid Search as Awareness
Building a Paid Search Strategy to Generate Demand
Display Advertising for B2B
Display Advertising to Drive Awareness
Display Awareness Metrics
Display Advertising for Demand Generation
The ROI of Display
Social Media Advertising
Promoting with Twitter
Facebook Advertising
Search and Social Media for Online PR
Overview of Traditional B2B PR
The Traditional Press Kit
News Clipping Service
Tracking Analyst Relations
How Online PR Is Different
Understanding the SEO Press Release
Reaching Out to Bloggers
Social Media Influence
Three B2B Online PR Case Studies
Rutgers Center for Management Development
SES Conference & Expo
Piper Aircraft
Social Media
Social Media Listening
Look Who's Talking
Where Your Customers Talk
Setting Up Listening
Feedback Loops: Product, Marketing, and Strategy
Exploiting Your Resources
Capacity Planning
Organization and Ownership
Training and References
Social Engagement
When to Let Comments Go
Keeping Pace with Velocity
The Value of Social Brand
Fortifying Your Customer Advocates
Optimizing with Metrics
Aligning Analytics with the Goals of Your Site
The Basics of Analyzing Metrics
Distinguishing the Right Measures
Understanding Your Traffic
Key Performance Indicators and Other Meaningful Reports
Wash, Rinse, and Repeat to Improve Your Site
Checking the Numbers
Identifying Traffic Problems
Conversion Problems
Testing for Ongoing Optimization
Should It Stay or Should It Go?
When to Overhaul and When to Kill
Social Media Metrics
Creating Strong Paid Ads for Social
Growing Social Through Earned, Organic Search
Conversion Rate Optimization and Usability
Web Usability and CRO: Similarities and Differences
Where to Start: Stages for Usability and CRO
Balancing the Call to Action
Business Maturity: The Litmus Test for Usability or CRO as a Starting Point
CRO Basics: Assessing Opportunity
Key B2B Conversions
Early Stage: Engagement
Midstage: Microconversions
Late Stage: Form and Trial Conversions
Knowing When Not to Test
Getting Started with Usability Practices
Understanding and Developing Personas
Alerts to Usability Problems
Building Blocks for Usability
Orienting with Cues and Copy
Scanning: Or, What's at Stake
Integrating Online with Offline Marketing
Can Events and Online Marketing Ever Join Forces?
Using Online Marketing to Drive Event Registration
Getting the Most Out of Event Participation
Using Online Marketing to Track, Measure, and Understand Traditional Marketing
Direct Mail
Print and Traditional Advertising
Managing Your Leads: Automation and Nurturing
Basics of Marketing Automation
Effectively Using Segmentation
Lead Nurturing
The Who: Finding the Right Audience Through Lead Scoring
The What: Creating the Right Content
When It's 1:1 and When It's 1:Many
Basics of B2B Email Marketing
Email Best Practices
Getting the Most Out of Your Emails
Cleaning Your Lists to Ensure Quality Leads
Segmenting Email for Better Response
Integrating Marketing with CRM
Understanding Your CRM
What Is a CRM Integration, and Why Is It Important?
Types of Data Integration
Integrating CRM with Search
Marketing Automation and CRM
Clean Data Integration
Integrating Social Media with CRM
Integrating Web Analytics with CRM
Call Tracking and Data Integration
Must-Have CRM Metrics
Web Lead to Closed Deal
Social Impact
The Overall Marketing Mix
Marketing Mix Framework
The State of the (Marketing) Union
Digital vs. Traditional Investments
What Mix Is Most Effective?
Analyzing Returns
Forecasting
Correcting
Sometimes You Can't Predict the Future
Integrating New Forms of Marketing into the Mix
Glossary
Index

×
Free shipping on orders over $35*

*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

Learn more about the TextbookRush Marketplace.

×