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Web Marketing for Small & Home-Based Businesses: How to Advertise and Sell Your Products Online
By: Learn2succeed.com Incorporated
This book shows you how to advertise and sell your products or services on the Web. Learn the basics of Web marketing and some of the challenges facing online merchants. Find out how to use the Web for your market research and how to prepare your Web marketing plan. Learn about the importance of selecting a suitable domain name and what's involved with Web hosting. Take a look at Web authoring software and then find out how to make your site user-friendly. Read about some of the software that is available for conducting e-commerce. Find out about search engines and how to improve your ranking with them in the chapter on search engine optimization. Take a look at the effectiveness of banner ads, pop-up ads, Web rings and the importance of links to other sites. Learn how to keep the name of your business in front of your customers with permission-based e-mail and e-newsletters. Find out the significance of viral marketing and the importance of referrals and affiliate programs. Look at ways to use traditional marketing to drive traffic to your site. Then, take a look into the future and new marketing strategies using Internet telephony, streaming audio and video. Web marketing is a great way to expand your business. This book will provide you with all the information you need to get started.
CONTENTS
INTRODUCTION The Importance of the Web from a Marketing Viewpoint Why Bandwidth is so Important The Telco's "Pipe" The Cableco's "Pipe" Fibre Optic Cable The "Pipe" from Space: Broad Bandwidth from Low Orbit Satellites The Wireless "Pipe" of Broadband Radio The "Pipe" of Electric Utility Companies Which Pipe Will Become the Preferred Pipe for Internet Access? The Importance of Broadband from a Marketing Viewpoint Broadband as a Global Marketing Medium
Chapter 1 - What do We Mean by Web Marketing? The Basic Elements of Web Marketing The Marketing of Product
Chapter 2 - Using the Web for Market Research and Product Pricing The Internet as a Source of Information Search Engines Narrowing Down the Search An Example of a Search Web Sources of Marketing Information The Use of Copernic The Web Advantage Pricing A Word of Caution About Pricing on the Web
Chapter 3 - Planning for Web Marketing Get to Know the Competition! The Marketing Strategy Methods of Distribution Non-Web Based Marketing Packaging and Merchandising Image Advertising and Lead Generation Premiums and Incentives The Marketing Plan
Chapter 4 - Domain Names and Web Hosting Selecting a Domain Name Domain Name Extensions Web Hosting
Chapter 5 - Web Authoring Software Creating Your Own Web Site Static vs. Dynamic Microsoft FrontPage® Macromedia Dreamweaver® UltraDev™ & Studio MX Adobe GoLive™
Chapter 6 - E-Commerce What Do We Mean by E-Commerce? Methods of Payment International Currencies Security of Transaction Privacy Fulfilment Main Types of E-Commerce Software The Shopping Cart The Checkout
Chapter 7 - Make Your Web Site User-Friendly Browser Compatibility & Screen Resolution Home & Tagline Load Times Copy, Copyright, Spelling, Layout & Colour Multimedia & Splash Pages The "3-Click Rule" Where am I? Site Map and Site Search Tools Bookmarks, Get Them to Return - "Sticky Sites" Referrals & Testimonials Incorporate a Survey Contact Info Frequently Asked Questions (FAQ) Check for Broken Internal Links Frames
Chapter 8 - Search Engine Optimization (SEO) Search Engines Search Engine Ranking Spiders & Crawlers, Meta Tags, Title Tags & Key Words Key Word Ranking Organic Search, Paid Submissions and Paid Inclusions Sponsored Search & Paid Placement Pay-per-Click (PPC) Advertising plus Auction Networks Cost-per-Order (CPO) & Return on Advertising Spending (ROAS) Submissions to Search Engines Definition of Search Engine Optimization (SEO) The Future for Search Engines
Chapter 9 - Banner Ads, Pop-Up Ads, Web Rings & Links to Other Sites Links to Other Sites Promote your Site with Web Rings Banner Ads Pop-Up Ads
Chapter 10 - E-Mail and E-Newsletters E-Mail as a Direct Marketing Tool Spam vs. Opt-in-Mailing with Clickable Links to Your Site E-Newsletters The List, Database Marketing & the Issues of Customer Privacy Apply Some of the Same Principles Used in Direct Snail Mail Marketing Testing & Tracking Your Results
Chapter 11 - Viral Marketing & Affiliate Programs What is Viral Marketing? What is an Affiliate Program?
Chapter 12 - Offline Advertising & Promotion Integrate Your Online & Offline Advertising and Promotion
Chapter 13 - The Future of Web Marketing The Web as a Powerful Marketing Tool
ORDER NOW FROM THE PUBLISHER: PRODUCTIVE PUBLICATIONS Web Marketing for Small & Home-Based Businesses: How to Advertise and Sell Your Products Online by: Learn2succeed.com Incorporated; 132 pages, ISBN 978-1-55270-119-5 softcover, published in 2002; $24.95.
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