Book 6

Online Marketing Basics

Contents at a Glance

1. Chapter 1: Jump-Starting Traffic and Driving Sales
   1. Defining Key Elements for Digital Marketing Success
   2. Getting to Know Your Buyers — Really Well
   3. Calculating Your Site’s Conversion Rate
   4. Figuring Out When You Get the Most Traffic
   5. Getting Customers to Notice Your Website
   6. Getting Customers to Buy
2. Chapter 2: Your Own Public Relations for the Web
   1. Writing Reviews
   2. Becoming a Community Leader
   3. Writing Articles
3. Chapter 3: Web Marketing at Work
   1. Developing a Marketing Strategy
   2. Gaining a Following with Social Media
   3. Reeling in Customers with Newsletters
   4. Automating Routine Tasks
   5. Searching for Traffic with Search Engine Advertising
   6. Marketing Your Company Offline
4. Chapter 4: Converting Browsers to Buyers
   1. Giving Customers a Reason to Stay on Your Site
   2. Anticipating Customer Needs
   3. Organizing a Buyer-Friendly Site
   4. Keeping Your Shopping Cart Simple
   5. Avoiding Assumptions about Your Customers
   6. Encouraging Viewers to Buy
5. Chapter 5: Analyzing and Monitoring Your Customers
   1. Tracking Trends
   2. Measuring Website Traffic
   3. Analyzing Your Traffic Analysis Software
   4. Collecting the Correct Information
   5. Getting to Know Your Customer
   6. Using Your Data to Understand Your Business
6. Chapter 6: Mastering Search Engines, Optimization, and Rankings
   1. Navigating the Ins and Outs of Major Search Engines
   2. Getting Your Website Noticed by Search Engines
   3. Placing Keywords in Key Spots on Your Website
   4. Arranging Your Pages Strategically
   5. Submitting Your Site to Search Engines
   6. Watching Your Rankings
   7. Moving Up in the Rankings