Details
Complete B2B Online Marketing
1. Aufl.
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25,99 € |
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| Verlag: | Wiley |
| Format: | EPUB |
| Veröffentl.: | 24.07.2012 |
| ISBN/EAN: | 9781118239186 |
| Sprache: | englisch |
| Anzahl Seiten: | 288 |
DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.
Beschreibungen
<b>Learn to take full advantage of search and social media for B2B marketing</b> <p>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.</p> <ul> <li>B2B marketers need detailed, practical guidelines and strategies for how best to gain, nurture, and convert leads using today's Internet technologies and strategies</li> <li>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</li> <li>Explains how to use social media listening and monitoring tools, how to engage visitors, and how to allocate resources to ensure success</li> <li>Covers measuring results, improving web site usability, using metrics, and nurturing leads</li> </ul> <p>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.</p>
<p>Introduction xxi</p> <p><b>Chapter 1 Understanding B2B Online Marketing 1</b></p> <p>Why Online? 2</p> <p>B2B Is Different 5</p> <p>Developing Your Strategy 11</p> <p>and Measurement 13</p> <p><b>Chapter 2 Building a B2B Brand Online 17</b></p> <p>Understanding Online and Using Digital to Build a Brand 18</p> <p>Tactical Guide to B2B Branding Online 21</p> <p>Go Identify Your Audience 29</p> <p>Determining Your Content Strategy 32</p> <p><b>Chapter 3 Search Engine Optimization: Outranking Your Competitors 37</b></p> <p>What Is SEO? 38</p> <p>The Wagging Tail of Keywords 41</p> <p>Squeezing the Juice Out of Links 48</p> <p>Designing for Optimal Results 52</p> <p><b>Chapter 4 Using Paid Online Media in the B2B Marketplace 57</b></p> <p>Search Engine Marketing 58</p> <p>B2B Strategies for Paid Search 62</p> <p>Display Advertising for B2B 69</p> <p>Social Media Advertising 74</p> <p><b>Chapter 5 Search and Social Media for Online PR 81</b></p> <p>Overview of Traditional B2B PR 82</p> <p>How Online PR Is Different 84</p> <p>Three B2B Online PR Case Studies 90</p> <p><b>Chapter 6 Social Media 101</b></p> <p>Social Media Listening 102</p> <p>Exploiting Your Resources 108</p> <p>Social Engagement 115</p> <p><b>Chapter 7 Optimizing with Metrics 121</b></p> <p>Aligning Analytics with the Goals of Your Site 122</p> <p>The Basics of Analyzing Metrics 122</p> <p>Key Performance Indicators and Other Meaningful Reports .125</p> <p>Wash, Rinse, and Repeat to Improve Your Site 126</p> <p>Testing for Ongoing Optimization 133</p> <p>Should It Stay or Should It Go? 135</p> <p>Social Media Metrics 136</p> <p><b>Chapter 8 Conversion Rate Optimization and Usability 141</b></p> <p>Web Usability and CRO: Similarities and Differences 142</p> <p>Where to Start: Stages for Usability and CRO 142</p> <p>Key B2B Conversions 149</p> <p>Getting Started with Usability Practices 152</p> <p>Building Blocks for Usability 156</p> <p><b>Chapter 9 Integrating Online with Offl ine Marketing 159</b></p> <p>Can Events and Online Marketing Ever Join Forces? 160</p> <p>Using Online Marketing to Track, Measure, and Understand Traditional Marketing 174</p> <p><b>Chapter 10 Managing Your Leads: Automation and Nurturing 181</b></p> <p>Basics of Marketing Automation 182</p> <p>Lead Nurturing 183</p> <p>Basics of B2B Email Marketing 198</p> <p><b>Chapter 11 Integrating Marketing with CRM 203</b></p> <p>Understanding Your CRM 204</p> <p>Types of Data Integration 205</p> <p>Marketing Automation and CRM 208</p> <p>Must-Have CRM Metrics 215</p> <p><b>Chapter 12 The Overall Marketing Mix 217</b></p> <p>Marketing Mix Framework 218</p> <p>Digital vs Traditional Investments 220</p> <p>What Mix Is Most Effective? 221</p> <p>Sometimes You Can't Predict the Future 227</p> <p>Integrating New Forms of Marketing into the Mix 232</p> <p>Glossary 241</p> <p>Index 247</p>
<p><b>Maura Ginty</b> is a digital-era word geek with deep expertise in search, content strategy, and social media programs at Fortune 500 companies as well as small businesses. Lauren Vaccarello is the Senior Director of Online Marketing at Salesforce.com, where she focuses on developing cross-channel strategies that bridge the gap between awareness and demand-generation. William Leake is CEO and founder of the Apogee-branded marketing companies Search, Results, and Campaigns. Bill has guided them all from inception to success, with Apogee Search becoming one of the 20 largest independent search engine marketing firms in North America. All three authors are frequent speakers at leading industry events such as Search Engine Strategies, SMX, eMetrics, and others.</p>
<p><b>Master Today's B2B Online Marketing</b></p> <p>This practical guide is for B2B marketers who want to leverage today's search engine marketing and social media technologies to attract, nurture, convert, and generate leads. It's the perfect B2B online crash course—you'll quickly learn how to engage in social media and attract visitors to your site, apply social media listening and monitoring tools, and maximize the impact of banner ads and landing pages. By book's end, you'll better understand important strategic and branding issues, the best ways to track results, the secrets of sound SEO, and more. Packed with instructive case studies and hands-on tutorials, this is the ultimate how-to on successful B2B online marketing.</p> <ul> <li> <p>Identify your product value and establish an online brand</p> </li> <li> <p>Drive quality leads to your site with paid search, display, and social ads</p> </li> <li> <p>Nurture those leads with good content—emails, webinars, and more</p> </li> <li> <p>Create websites and landing pages that make visitors want to stick around</p> </li> <li> <p>Apply the very latest search engine optimization techniques</p> </li> <li> <p>Chat up visitors and engage your customers with social media</p> </li> <li> <p>Allocate your resources for success outcomes</p> </li> <li> <p>Track and measure your efforts with top listening and monitoring tools</p> </li> <li> <p>Generate reports that are targeted—and actually helpful</p> </li> <li> <p>Integrate your marketing with CRM and complex sales cycles</p> </li> </ul> <p>If you were looking for yet another boring B2B marketing book, keep looking. If you were looking for an absorbing, practical guide to sexy B2B marketing, then you've found it! From targeting to relevant messaging to nurturing to acquisition, let the authors show you how to truly rock it."—Avinash Kaushik, Digital Marketing Evangelist at Google and author of Web Analytics 2.0</p> <p>Business-to-business online marketing is hard. Luckily, these experts are veteran B2B online marketers and excellent communicators—you want them on your side!"—Tim Ash, CEO of SiteTuners, author of Landing Page Optimization, Chair of Conversion Conference</p> <p>If you run a B2B company or are involved in marketing, this book is a must-read. Those that learn these tactics and concepts have significant market share to gain, and those that do not will feel the consequences."—Aaron Kahlow, CEO of Online Marketing Institute</p>
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