Table of Contents
About This Book What’s in This Book Book I: Web Presence Book II: Search Engine Optimization Book III: Web Analytics Book IV: Online Advertising and Pay Per Click Book V: E-Mail Marketing Book VI: Blogging and Podcasting Book VII: Social Media Marketing Book VIII: Mobile Marketing Icons Used in This Book Where to Go from Here
Book I: Web Presence Book II: Search Engine Optimization Book III: Web Analytics Book IV: Online Advertising and Pay Per Click Book V: E-Mail Marketing Book VI: Blogging and Podcasting Book VII: Social Media Marketing Book VIII: Mobile Marketing
Book I: Chapter 1: Internet Business Basics Understanding the Internet Marketing Process Step 1: Get in control Step 2: Establish your products and services for sale Step 3: Communicate your solution Step 4: Build traffic to your website Step 5: Become the recognized expert in your field Step 6: Create a virtual sales force Step 7: Power-partner with others for exponential sales growth Moving ahead with the process Planning Your Website Strategy Placing importance on your website Defining your target customers and competition Developing your website goals and budget Knowing your limits Book I: Chapter 2: Making Money Online Discovering the Ways to Make Money on the Internet Promoting affiliate products Monetizing traffic Selling your own products and services Assembling an Internet-Based Buying Process That Converts Defining the components of an online transaction Shopping cart setup secrets Answering important questions Doubling or Tripling Your New Customer Revenue Upselling Cross-selling Back-end selling Generating Traffic Creating Your Own Affiliate Program Setting up affiliate tracking Attracting affiliates Training affiliates Joint Venturing for Exponential Sales Growth Getting your facts straight Finding a joint-venture host Presenting your plan Book I: Chapter 3: Designing to Sell Branding Your Look Creating taglines and slogans Developing a branded logo Creating a consistent look with CSS Styling Text on the Web Using the Right Colors for Your Website Considering what colors convey Using web-safe colors Combining colors for your website Adding High-Impact Photos Laying Out Content on Your Web Pages Evaluating layouts with a heat map application Using the upper-right quadrant (URQ) Inspiring action with the horizontal navigation bar Choosing scrolling over clicking Attracting attention with arrows, buttons, and more Completing the Website Preflight Checklist Designing for Optimum Usability Incorporating usability standards Testing live for usability Book I: Chapter 4: Creating and Connecting Multiple Websites Planning Your Core Company Website Choosing WordPress Setting up a WordPress website Pushing your website content Securing your WordPress website Using Free Blog Platforms to Supplement Your Website Reaching for Traffic with Content Sites Using Joomla! and Drupal Justifying Joomla! Deciding on Drupal Considering an alternative CMS Managing a Membership Website Defining a true membership website Evaluating membership site types Calculating your revenue potential Book I: Chapter 5: Creating Exceptional Copy That Sells Understanding the Elements of Effective Website Copy Writing headlines with a hook Proving that you’re a real human being Proving your solution does what you say it will do Providing clear and easy calls to action Driving Sales with Landing Pages Creating educational content pages Building your opt-in e-mail list with squeeze pages Providing all the facts through sales pages Writing Copy That Sells, Using the C.O.N.V.E.R.T. M.E. Formula Captivate visitors with a headline that hooks Offer reinforcement of your headline Now address your visitors personally Validate some facts Expose your solution Recapture visitors’ attention Test for action Motivate by adding value and urgency Energize visitors to buy Book I: Chapter 6: Lead-Generation for Business Growth Perfecting Your Form Choosing the right contact form Creating an opt-in offer form Considering Online Chat Using Audio and Video on Your Website Mining Social Networks for Targeted Website Traffic Book I: Chapter 7: Getting Help with Your Web Presence Recognizing the Skills You Need Help With Choosing an Internet Service Provider Finding good ISP candidates Interviewing and selecting the right ISPs Attracting the best ISP Deciding whether to outsource Setting ISP expectations and measuring results Nurturing a good ISP partnership
Understanding the Internet Marketing Process Step 1: Get in control Step 2: Establish your products and services for sale Step 3: Communicate your solution Step 4: Build traffic to your website Step 5: Become the recognized expert in your field Step 6: Create a virtual sales force Step 7: Power-partner with others for exponential sales growth Moving ahead with the process Planning Your Website Strategy Placing importance on your website Defining your target customers and competition Developing your website goals and budget Knowing your limits
Step 1: Get in control Step 2: Establish your products and services for sale Step 3: Communicate your solution Step 4: Build traffic to your website Step 5: Become the recognized expert in your field Step 6: Create a virtual sales force Step 7: Power-partner with others for exponential sales growth Moving ahead with the process
Placing importance on your website Defining your target customers and competition Developing your website goals and budget Knowing your limits
Discovering the Ways to Make Money on the Internet Promoting affiliate products Monetizing traffic Selling your own products and services Assembling an Internet-Based Buying Process That Converts Defining the components of an online transaction Shopping cart setup secrets Answering important questions Doubling or Tripling Your New Customer Revenue Upselling Cross-selling Back-end selling Generating Traffic Creating Your Own Affiliate Program Setting up affiliate tracking Attracting affiliates Training affiliates Joint Venturing for Exponential Sales Growth Getting your facts straight Finding a joint-venture host Presenting your plan
Promoting affiliate products Monetizing traffic Selling your own products and services
Defining the components of an online transaction Shopping cart setup secrets Answering important questions
Upselling Cross-selling Back-end selling
Setting up affiliate tracking Attracting affiliates Training affiliates
Getting your facts straight Finding a joint-venture host Presenting your plan
Branding Your Look Creating taglines and slogans Developing a branded logo Creating a consistent look with CSS Styling Text on the Web Using the Right Colors for Your Website Considering what colors convey Using web-safe colors Combining colors for your website Adding High-Impact Photos Laying Out Content on Your Web Pages Evaluating layouts with a heat map application Using the upper-right quadrant (URQ) Inspiring action with the horizontal navigation bar Choosing scrolling over clicking Attracting attention with arrows, buttons, and more Completing the Website Preflight Checklist Designing for Optimum Usability Incorporating usability standards Testing live for usability
Creating taglines and slogans Developing a branded logo Creating a consistent look with CSS
Considering what colors convey Using web-safe colors Combining colors for your website
Evaluating layouts with a heat map application Using the upper-right quadrant (URQ) Inspiring action with the horizontal navigation bar Choosing scrolling over clicking Attracting attention with arrows, buttons, and more
Incorporating usability standards Testing live for usability
Planning Your Core Company Website Choosing WordPress Setting up a WordPress website Pushing your website content Securing your WordPress website Using Free Blog Platforms to Supplement Your Website Reaching for Traffic with Content Sites Using Joomla! and Drupal Justifying Joomla! Deciding on Drupal Considering an alternative CMS Managing a Membership Website Defining a true membership website Evaluating membership site types Calculating your revenue potential
Choosing WordPress Setting up a WordPress website Pushing your website content Securing your WordPress website
Justifying Joomla! Deciding on Drupal Considering an alternative CMS
Defining a true membership website Evaluating membership site types Calculating your revenue potential
Understanding the Elements of Effective Website Copy Writing headlines with a hook Proving that you’re a real human being Proving your solution does what you say it will do Providing clear and easy calls to action Driving Sales with Landing Pages Creating educational content pages Building your opt-in e-mail list with squeeze pages Providing all the facts through sales pages Writing Copy That Sells, Using the C.O.N.V.E.R.T. M.E. Formula Captivate visitors with a headline that hooks Offer reinforcement of your headline Now address your visitors personally Validate some facts Expose your solution Recapture visitors’ attention Test for action Motivate by adding value and urgency Energize visitors to buy
Writing headlines with a hook Proving that you’re a real human being Proving your solution does what you say it will do Providing clear and easy calls to action
Creating educational content pages Building your opt-in e-mail list with squeeze pages Providing all the facts through sales pages
Captivate visitors with a headline that hooks Offer reinforcement of your headline Now address your visitors personally Validate some facts Expose your solution Recapture visitors’ attention Test for action Motivate by adding value and urgency Energize visitors to buy
Perfecting Your Form Choosing the right contact form Creating an opt-in offer form Considering Online Chat Using Audio and Video on Your Website Mining Social Networks for Targeted Website Traffic
Choosing the right contact form Creating an opt-in offer form
Recognizing the Skills You Need Help With Choosing an Internet Service Provider Finding good ISP candidates Interviewing and selecting the right ISPs Attracting the best ISP Deciding whether to outsource Setting ISP expectations and measuring results Nurturing a good ISP partnership
Finding good ISP candidates Interviewing and selecting the right ISPs Attracting the best ISP Deciding whether to outsource Setting ISP expectations and measuring results Nurturing a good ISP partnership
Book II: Chapter 1: Getting Ready for SEO Understanding Why Search Engines Exist Knowing What Helps a Site Rank Avoiding Penalties Setting Up Your Toolbox Add-ons from Firefox Using Google Page Speed Using webmaster tools Installing Xenu Link Sleuth Creating Your SEO Worksheet Book II: Chapter 2: Choosing the Right Keywords Thinking Like Your Visitors Understanding the Long Tail Finding the Right Tools Using keyword services Working with the Google AdWords keyword research tool Using Google Trends Watching the news Using your brain Picking Great Keywords Looking for opportunity Judging keyword relevance Comparing competition and search volume Checking your industry with Google Insights Testing with pay per click Building Your Keyword List Sizing Up the Competition Finding your keyword competitors Discovering your competitors’ weaknesses Ignoring your competition Book II: Chapter 3: Eliminating Search Engine Roadblocks Ensuring Search Engine Visibility Checking your robots.txt file Checking for meta robots tags Eliminating registration forms Eliminating login forms Providing a Way to Browse Using Ajax and DHTML Avoiding All-Flash Pages Avoiding Client-Side Redirects Checking Your Site Using the Web Developer Toolbar Avoiding Duplicate Content Finding duplicate content using Google Linking to your homepage the right way Using consistent URLs Dealing with Broken Links Finding broken links Using a 301 redirect Removing Code Bloat Coding using standards Removing inline JavaScript and CSS Book II: Chapter 4: Making Search Engines Love Your Site Structuring Your Site for Search Engines and People Creating content clusters Deep linking for special cases Keeping the Structure Clean and Clear Keeping content in one place Writing great link text Using keyword-rich URLs Stepping away from the site map Building a Semantic Outline Optimizing for Trust Measuring Your Website with Panda Book II: Chapter 5: Understanding Blended Search Optimizing Products Optimizing News Optimizing Images Optimizing Video Optimizing for Local Search Optimizing your local search listings Getting citations Optimizing your site for local search Book II: Chapter 6: Writing Great Copy for Search Engines (And Readers!) Writing Online Copy Avoiding stop and filter words Keeping it simple Using active voice Getting to the point Writing scannable copy Finding the right keyword density Writing a Great Title Tag Getting past your brand Avoiding keyword stuffing Telling your story Making it readable Writing a Great Description Tag Connecting Headlines to Copy Avoiding a Verbal Meltdown Setting a Writing Routine Book II: Chapter 7: Building Link Love Understanding Link Votes Links that don’t count as much Understanding nofollow Writing Link-Worthy Content Encouraging Links Using absolute URLs Saying thanks Getting Easy Links Submitting to directories Submitting to design galleries Commenting on blogs Leveraging Your Partners for Links Asking for Links Building a contact list Being polite Building a Widget Creating Quality Links Including keywords Varying link text Getting relevant links Staying Out of Trouble Link buying and selling Link exchanges Link networks Creating Great Link Bait Brainstorming link bait Using images in link bait Using video in link bait Managing expectations Researching Your Competitors’ Links Understanding the New Value of Links Book II: Chapter 8: Analyzing Your Results Using Your Tracking Worksheet Setting up the links page Entering your keyword list Watching for Plagiarism Finding “Dead” Pages Measuring the Long Tail Knowing What to Do If Your Numbers Fall Book II: Chapter 9: Hiring an SEO Professional Finding an SEO Professional Checking Qualifications Knowing What to Ask an SEO Professional Knowing What to Expect
Understanding Why Search Engines Exist Knowing What Helps a Site Rank Avoiding Penalties Setting Up Your Toolbox Add-ons from Firefox Using Google Page Speed Using webmaster tools Installing Xenu Link Sleuth Creating Your SEO Worksheet
Add-ons from Firefox Using Google Page Speed Using webmaster tools Installing Xenu Link Sleuth
Thinking Like Your Visitors Understanding the Long Tail Finding the Right Tools Using keyword services Working with the Google AdWords keyword research tool Using Google Trends Watching the news Using your brain Picking Great Keywords Looking for opportunity Judging keyword relevance Comparing competition and search volume Checking your industry with Google Insights Testing with pay per click Building Your Keyword List Sizing Up the Competition Finding your keyword competitors Discovering your competitors’ weaknesses Ignoring your competition
Using keyword services Working with the Google AdWords keyword research tool Using Google Trends Watching the news Using your brain
Looking for opportunity Judging keyword relevance Comparing competition and search volume Checking your industry with Google Insights Testing with pay per click
Finding your keyword competitors Discovering your competitors’ weaknesses Ignoring your competition
Ensuring Search Engine Visibility Checking your robots.txt file Checking for meta robots tags Eliminating registration forms Eliminating login forms Providing a Way to Browse Using Ajax and DHTML Avoiding All-Flash Pages Avoiding Client-Side Redirects Checking Your Site Using the Web Developer Toolbar Avoiding Duplicate Content Finding duplicate content using Google Linking to your homepage the right way Using consistent URLs Dealing with Broken Links Finding broken links Using a 301 redirect Removing Code Bloat Coding using standards Removing inline JavaScript and CSS
Checking your robots.txt file Checking for meta robots tags Eliminating registration forms Eliminating login forms
Finding duplicate content using Google Linking to your homepage the right way Using consistent URLs
Finding broken links Using a 301 redirect
Coding using standards Removing inline JavaScript and CSS
Structuring Your Site for Search Engines and People Creating content clusters Deep linking for special cases Keeping the Structure Clean and Clear Keeping content in one place Writing great link text Using keyword-rich URLs Stepping away from the site map Building a Semantic Outline Optimizing for Trust Measuring Your Website with Panda
Creating content clusters Deep linking for special cases
Keeping content in one place Writing great link text Using keyword-rich URLs Stepping away from the site map
Optimizing Products Optimizing News Optimizing Images Optimizing Video Optimizing for Local Search Optimizing your local search listings Getting citations Optimizing your site for local search
Optimizing your local search listings Getting citations Optimizing your site for local search
Writing Online Copy Avoiding stop and filter words Keeping it simple Using active voice Getting to the point Writing scannable copy Finding the right keyword density Writing a Great Title Tag Getting past your brand Avoiding keyword stuffing Telling your story Making it readable Writing a Great Description Tag Connecting Headlines to Copy Avoiding a Verbal Meltdown Setting a Writing Routine
Avoiding stop and filter words Keeping it simple Using active voice Getting to the point Writing scannable copy Finding the right keyword density
Getting past your brand Avoiding keyword stuffing Telling your story Making it readable
Understanding Link Votes Links that don’t count as much Understanding nofollow Writing Link-Worthy Content Encouraging Links Using absolute URLs Saying thanks Getting Easy Links Submitting to directories Submitting to design galleries Commenting on blogs Leveraging Your Partners for Links Asking for Links Building a contact list Being polite Building a Widget Creating Quality Links Including keywords Varying link text Getting relevant links Staying Out of Trouble Link buying and selling Link exchanges Link networks Creating Great Link Bait Brainstorming link bait Using images in link bait Using video in link bait Managing expectations Researching Your Competitors’ Links Understanding the New Value of Links
Links that don’t count as much Understanding nofollow
Using absolute URLs Saying thanks
Submitting to directories Submitting to design galleries Commenting on blogs
Building a contact list Being polite
Including keywords Varying link text Getting relevant links
Link buying and selling Link exchanges Link networks
Brainstorming link bait Using images in link bait Using video in link bait Managing expectations
Using Your Tracking Worksheet Setting up the links page Entering your keyword list Watching for Plagiarism Finding “Dead” Pages Measuring the Long Tail Knowing What to Do If Your Numbers Fall
Setting up the links page Entering your keyword list
Finding an SEO Professional Checking Qualifications Knowing What to Ask an SEO Professional Knowing What to Expect
Book III: Chapter 1: Getting Started with Analytics Knowing What’s Possible (Or Not) Collecting data and what it can tell you Understanding the limits of reporting Minding visitors’ privacy Knowing How Reporting Tools Work Log file reporting Web bugs and JavaScript Choosing Your Reporting Tool Deciding what you need Surveying your options Making Sure Your Server Is Set Up Setting Up Google Analytics Create your account Installing the tracking code Tracking site search Excluding your office Book III: Chapter 2: Tracking Traffic Volumes Seeing Why Hits Are a Lousy Metric Understanding the Five Basic Traffic Metrics Tracking sessions (visits) Tracking unique visitors Tracking page views Tracking time on site Tracking Referrers Book III: Chapter 3: Measuring Your Best Referrers Understanding Referrers Checking Out the Referring Site Data in a Traffic Report Analyzing the Referring Sites Data Tracking Referring Keywords Book III: Chapter 4: Measuring Visit Quality Setting Quality Targets Setting benchmarks for page views per visit and time on site Calculating your loyalty benchmark Applying Those Targets Checking your top content against your targets Drawing conclusions based on multiple targets Learning More with Bounce Rate Analyzing your homepage Spotting bottlenecks and missed opportunities Book III: Chapter 5: Using Conversion Goals Determining Key Performance Indicators Defining Conversion Goals Maintaining consistent goals Checking out conversion goal pages Figuring out your conversion goals Finding hidden goals Attaching Monetary Value to Goals Valuing e-commerce conversions Valuing leads Valuing soft goals Valuing the immeasurable Setting Up Goal Tracking Setting up e-commerce tracking Tracking goals manually Interpreting Conversion Data The costly keywords The hidden gold mine The great landing page Book III: Chapter 6: Using Goal Funnels Finding a Funnel Setting Up Goal Funnel Tracking Interpreting Goal Funnel Data
Knowing What’s Possible (Or Not) Collecting data and what it can tell you Understanding the limits of reporting Minding visitors’ privacy Knowing How Reporting Tools Work Log file reporting Web bugs and JavaScript Choosing Your Reporting Tool Deciding what you need Surveying your options Making Sure Your Server Is Set Up Setting Up Google Analytics Create your account Installing the tracking code Tracking site search Excluding your office
Collecting data and what it can tell you Understanding the limits of reporting Minding visitors’ privacy
Log file reporting Web bugs and JavaScript
Deciding what you need Surveying your options
Create your account Installing the tracking code Tracking site search Excluding your office
Seeing Why Hits Are a Lousy Metric Understanding the Five Basic Traffic Metrics Tracking sessions (visits) Tracking unique visitors Tracking page views Tracking time on site Tracking Referrers
Tracking sessions (visits) Tracking unique visitors Tracking page views Tracking time on site
Understanding Referrers Checking Out the Referring Site Data in a Traffic Report Analyzing the Referring Sites Data Tracking Referring Keywords
Setting Quality Targets Setting benchmarks for page views per visit and time on site Calculating your loyalty benchmark Applying Those Targets Checking your top content against your targets Drawing conclusions based on multiple targets Learning More with Bounce Rate Analyzing your homepage Spotting bottlenecks and missed opportunities
Setting benchmarks for page views per visit and time on site Calculating your loyalty benchmark
Checking your top content against your targets Drawing conclusions based on multiple targets
Analyzing your homepage Spotting bottlenecks and missed opportunities
Determining Key Performance Indicators Defining Conversion Goals Maintaining consistent goals Checking out conversion goal pages Figuring out your conversion goals Finding hidden goals Attaching Monetary Value to Goals Valuing e-commerce conversions Valuing leads Valuing soft goals Valuing the immeasurable Setting Up Goal Tracking Setting up e-commerce tracking Tracking goals manually Interpreting Conversion Data The costly keywords The hidden gold mine The great landing page
Maintaining consistent goals Checking out conversion goal pages Figuring out your conversion goals Finding hidden goals
Valuing e-commerce conversions Valuing leads Valuing soft goals Valuing the immeasurable
Setting up e-commerce tracking Tracking goals manually
The costly keywords The hidden gold mine The great landing page
Finding a Funnel Setting Up Goal Funnel Tracking Interpreting Goal Funnel Data
Book IV: Chapter 1: Grasping PPC Methods Seeing How Pay Per Click Works Knowing How Search Engines Determine Relevancy Figuring Out Whether You Need PPC Benefits of using PPC Possible drawbacks of PPC Book IV: Chapter 2: Combining PPC and Search Engines Selecting a PPC Search Engine Researching search engines Comparing the top three search engines Using Google AdWords Creating an account Setting up your first campaign Setting daily budgets and bids Setting up billing in AdWords Expanding Google AdWords Using MSN adCenter Creating an account and a campaign Adding billing information Editing settings Setting ad schedules Adjusting keyword lists Setting incremental bidding Expanding MSN adCenter Book IV: Chapter 3: Making Keyword Lists That Sell Choosing Keywords Organizing Keywords in Ad Groups Working with Match Types Knowing the match types Choosing the right match type Implicit and explicit bidding by match type in MSN adCenter Segmenting Keyword Lists by Destination URLs Using Advanced Keyword Targeting in MSN adCenter Expanding Keyword Lists Adding keywords in Google Adding keywords in MSN Understanding Quality Score Google’s Quality Score MSN’s Quality Score Contracting Keyword Lists Analyzing underperforming keywords Deciding when a keyword should be deleted Book IV: Chapter 4: Writing Ads That Earn Clicks and Pay You Back Working with PPC Ads Creating the headline Crafting the body Planning the display URL Choosing the best destination URL Writing PPC Ad Copy Follow the benefits/features model Craft the call to action Focus on goals, grammar, and guidelines Avoid common mistakes Testing for Successful Ads Conducting A/B tests Using dynamic keyword insertion Determining When to Change an Ad Using goals to make changes Using click-through rate to make changes Using conversion tracking to make changes Book IV: Chapter 5: Budgeting and Bidding on Keywords Determining Your PPC Budget Researching your assets Deciding the reach of your budget Considering ad schedules Setting and sticking to your budget Entering Your Budget in the Top Two Search Engines Setting a budget in Google AdWords Setting a budget in MSN adCenter Budgeting by Campaign Estimating traffic Setting an example campaign budget Bidding on Keywords Knowing how CPC is determined Deciding what to bid Bidding by Day and Time Scheduling options in Google AdWords Scheduling options in MSN adCenter Tailoring Your Spending Spending by industry Spending by niche Book IV: Chapter 6: Legally Speaking: PPC and the Law Understanding Editorial Guidelines Ad editorial guidelines Keyword list guidelines Display and destination URL guidelines Trademark and copyright guidelines Dealing with Click Fraud Recognizing click fraud Detecting click fraud Reporting click fraud Book IV: Chapter 7: Using Tools, Tips, and Tricks of the Trade Using Offline Editors Google AdWords Editor The MSN adCenter editor Using Keyword Traffic Tools Estimating traffic in Google Estimating traffic in MSN Employing Geotargeting Understanding Demographic Bidding Managing a Display/Content Network Campaign Google’s display network Remarketing on the Google display network MSN’s content and partner networks Using Extension Ads
Seeing How Pay Per Click Works Knowing How Search Engines Determine Relevancy Figuring Out Whether You Need PPC Benefits of using PPC Possible drawbacks of PPC
Benefits of using PPC Possible drawbacks of PPC
Selecting a PPC Search Engine Researching search engines Comparing the top three search engines Using Google AdWords Creating an account Setting up your first campaign Setting daily budgets and bids Setting up billing in AdWords Expanding Google AdWords Using MSN adCenter Creating an account and a campaign Adding billing information Editing settings Setting ad schedules Adjusting keyword lists Setting incremental bidding Expanding MSN adCenter
Researching search engines Comparing the top three search engines
Creating an account Setting up your first campaign Setting daily budgets and bids Setting up billing in AdWords Expanding Google AdWords
Creating an account and a campaign Adding billing information Editing settings Setting ad schedules Adjusting keyword lists Setting incremental bidding Expanding MSN adCenter
Choosing Keywords Organizing Keywords in Ad Groups Working with Match Types Knowing the match types Choosing the right match type Implicit and explicit bidding by match type in MSN adCenter Segmenting Keyword Lists by Destination URLs Using Advanced Keyword Targeting in MSN adCenter Expanding Keyword Lists Adding keywords in Google Adding keywords in MSN Understanding Quality Score Google’s Quality Score MSN’s Quality Score Contracting Keyword Lists Analyzing underperforming keywords Deciding when a keyword should be deleted
Knowing the match types Choosing the right match type Implicit and explicit bidding by match type in MSN adCenter
Adding keywords in Google Adding keywords in MSN Understanding Quality Score Google’s Quality Score MSN’s Quality Score
Analyzing underperforming keywords Deciding when a keyword should be deleted
Working with PPC Ads Creating the headline Crafting the body Planning the display URL Choosing the best destination URL Writing PPC Ad Copy Follow the benefits/features model Craft the call to action Focus on goals, grammar, and guidelines Avoid common mistakes Testing for Successful Ads Conducting A/B tests Using dynamic keyword insertion Determining When to Change an Ad Using goals to make changes Using click-through rate to make changes Using conversion tracking to make changes
Creating the headline Crafting the body Planning the display URL Choosing the best destination URL
Follow the benefits/features model Craft the call to action Focus on goals, grammar, and guidelines Avoid common mistakes
Conducting A/B tests Using dynamic keyword insertion
Using goals to make changes Using click-through rate to make changes Using conversion tracking to make changes
Determining Your PPC Budget Researching your assets Deciding the reach of your budget Considering ad schedules Setting and sticking to your budget Entering Your Budget in the Top Two Search Engines Setting a budget in Google AdWords Setting a budget in MSN adCenter Budgeting by Campaign Estimating traffic Setting an example campaign budget Bidding on Keywords Knowing how CPC is determined Deciding what to bid Bidding by Day and Time Scheduling options in Google AdWords Scheduling options in MSN adCenter Tailoring Your Spending Spending by industry Spending by niche
Researching your assets Deciding the reach of your budget Considering ad schedules Setting and sticking to your budget
Setting a budget in Google AdWords Setting a budget in MSN adCenter
Estimating traffic Setting an example campaign budget
Knowing how CPC is determined Deciding what to bid
Scheduling options in Google AdWords Scheduling options in MSN adCenter
Spending by industry Spending by niche
Understanding Editorial Guidelines Ad editorial guidelines Keyword list guidelines Display and destination URL guidelines Trademark and copyright guidelines Dealing with Click Fraud Recognizing click fraud Detecting click fraud Reporting click fraud
Ad editorial guidelines Keyword list guidelines Display and destination URL guidelines Trademark and copyright guidelines
Recognizing click fraud Detecting click fraud Reporting click fraud
Using Offline Editors Google AdWords Editor The MSN adCenter editor Using Keyword Traffic Tools Estimating traffic in Google Estimating traffic in MSN Employing Geotargeting Understanding Demographic Bidding Managing a Display/Content Network Campaign Google’s display network Remarketing on the Google display network MSN’s content and partner networks Using Extension Ads
Google AdWords Editor The MSN adCenter editor
Estimating traffic in Google Estimating traffic in MSN
Google’s display network Remarketing on the Google display network MSN’s content and partner networks
Book V: Chapter 1: Adding E-Mail to a Web Marketing Strategy Understanding the Benefits of E-Mail Marketing Asking for immediate action Gathering feedback Generating awareness Staying top-of-mind Combining E-Mail with Other Media Taking Advantage of E-Mail Marketing Providers Exploring provider benefits Book V: Chapter 2: Becoming a Trusted Sender Complying with Spam Laws Determining which e-mails have to comply Collecting e-mail addresses legally Including required content in your e-mails Asking for Permission Deciding on a permission level Inheriting a list: Getting permission after the fact Minimizing Spam Complaints Allowing your audience to unsubscribe from receiving e-mails Keeping your e-mails from looking like spam Book V: Chapter 3: Building a Quality E-Mail List Preparing Your E-Mail Database Collecting Contact Information Deciding what information to collect Getting to know your list members better Posting sign-up links online Collecting information through mobile devices Collecting information in person Collecting information through print Offering Incentives to Increase Sign-ups Giving subscribers immediate incentives Giving subscribers future incentives Building a List with List Brokers Sticking to quality Renting to own Book V: Chapter 4: Constructing an Effective Marketing E-Mail Creating From and Subject Lines That Get Noticed Filling out the From line Writing a Subject line Branding Your E-Mails to Enhance Your Image Matching your e-mails to your brand Maintaining brand consistency with multiple e-mail formats The ABCs of E-Mail Layout Including Images in Your E-Mails Choosing a file format for your images Don’t embed: Referencing your images Including Text in Your E-Mails Including Links in Your E-Mails Using text links Making your images into links Adding navigation links Including a table of contents in your e-mails Linking to files in your e-mails Book V: Chapter 5: Making Your E-Mail Content Valuable Sending Valuable Offers Creating content to promote something Cashing in on coupons Including incentives Using giveaways Making gains with loss leaders Extending urgent offers Writing an Effective Call to Action Giving Your E-Mail Content Inherent Value Creating content to inform your audience Adding tips and advice Providing instructions and directions Putting in entertaining content Including facts and research Finding Help with Content Creation Book V: Chapter 6: Tracking Your E-Mail Campaign Results Understanding Basic E-Mail Tracking Data Calculating your bounce rate Calculating your nonbounce total Calculating your open rate Calculating your click-through rate Tracking Nonclick Responses Tracking in-store purchases Tracking phone calls Tracking event attendance Tracking e-mail replies Evaluating E-Mail Click-Through Data Using click-through data to target your e-mail offers Using click-through data for intelligent follow-up Using click-through data for testing your offers and calls to action Book V: Chapter 7: Maximizing E-Mail Deliverability Managing Bounced and Blocked E-Mail Taking action on bounced e-mail Reducing blocked e-mails Reducing Filtered E-Mail Establish your sender reputation Understand automatic content filtering Understand user-controlled content filtering Understanding E-Mail Authentication
Understanding the Benefits of E-Mail Marketing Asking for immediate action Gathering feedback Generating awareness Staying top-of-mind Combining E-Mail with Other Media Taking Advantage of E-Mail Marketing Providers Exploring provider benefits
Asking for immediate action Gathering feedback Generating awareness Staying top-of-mind
Exploring provider benefits
Complying with Spam Laws Determining which e-mails have to comply Collecting e-mail addresses legally Including required content in your e-mails Asking for Permission Deciding on a permission level Inheriting a list: Getting permission after the fact Minimizing Spam Complaints Allowing your audience to unsubscribe from receiving e-mails Keeping your e-mails from looking like spam
Determining which e-mails have to comply Collecting e-mail addresses legally Including required content in your e-mails
Deciding on a permission level Inheriting a list: Getting permission after the fact
Allowing your audience to unsubscribe from receiving e-mails Keeping your e-mails from looking like spam
Preparing Your E-Mail Database Collecting Contact Information Deciding what information to collect Getting to know your list members better Posting sign-up links online Collecting information through mobile devices Collecting information in person Collecting information through print Offering Incentives to Increase Sign-ups Giving subscribers immediate incentives Giving subscribers future incentives Building a List with List Brokers Sticking to quality Renting to own
Deciding what information to collect Getting to know your list members better Posting sign-up links online Collecting information through mobile devices Collecting information in person Collecting information through print
Giving subscribers immediate incentives Giving subscribers future incentives
Sticking to quality Renting to own
Creating From and Subject Lines That Get Noticed Filling out the From line Writing a Subject line Branding Your E-Mails to Enhance Your Image Matching your e-mails to your brand Maintaining brand consistency with multiple e-mail formats The ABCs of E-Mail Layout Including Images in Your E-Mails Choosing a file format for your images Don’t embed: Referencing your images Including Text in Your E-Mails Including Links in Your E-Mails Using text links Making your images into links Adding navigation links Including a table of contents in your e-mails Linking to files in your e-mails
Filling out the From line Writing a Subject line
Matching your e-mails to your brand Maintaining brand consistency with multiple e-mail formats
Choosing a file format for your images Don’t embed: Referencing your images
Using text links Making your images into links Adding navigation links Including a table of contents in your e-mails Linking to files in your e-mails
Sending Valuable Offers Creating content to promote something Cashing in on coupons Including incentives Using giveaways Making gains with loss leaders Extending urgent offers Writing an Effective Call to Action Giving Your E-Mail Content Inherent Value Creating content to inform your audience Adding tips and advice Providing instructions and directions Putting in entertaining content Including facts and research Finding Help with Content Creation
Creating content to promote something Cashing in on coupons Including incentives Using giveaways Making gains with loss leaders Extending urgent offers
Creating content to inform your audience Adding tips and advice Providing instructions and directions Putting in entertaining content Including facts and research
Understanding Basic E-Mail Tracking Data Calculating your bounce rate Calculating your nonbounce total Calculating your open rate Calculating your click-through rate Tracking Nonclick Responses Tracking in-store purchases Tracking phone calls Tracking event attendance Tracking e-mail replies Evaluating E-Mail Click-Through Data Using click-through data to target your e-mail offers Using click-through data for intelligent follow-up Using click-through data for testing your offers and calls to action
Calculating your bounce rate Calculating your nonbounce total Calculating your open rate Calculating your click-through rate
Tracking in-store purchases Tracking phone calls Tracking event attendance Tracking e-mail replies
Using click-through data to target your e-mail offers Using click-through data for intelligent follow-up Using click-through data for testing your offers and calls to action
Managing Bounced and Blocked E-Mail Taking action on bounced e-mail Reducing blocked e-mails Reducing Filtered E-Mail Establish your sender reputation Understand automatic content filtering Understand user-controlled content filtering Understanding E-Mail Authentication
Taking action on bounced e-mail Reducing blocked e-mails
Establish your sender reputation Understand automatic content filtering Understand user-controlled content filtering
Book VI: Chapter 1: Picking Your Blog Topic Choosing a Blog Topic Thinking about Your Blog Goals Sizing Up Your Space Using Technorati Using Google Trends Using search engines Book VI: Chapter 2: Getting Yer Blog On Choosing Your Blog Platform Blogger and WordPress.org: Easy and free WordPress installed: A sports car Other blog options Getting Your Blog Set Up Blog account setup Picking your blog look Configuring comments Setting up pinging Creating your RSS feed Writing Your First Post Book VI: Chapter 3: Writing Like a Blogger Following the Three Blog S’s Writing for simplicity Writing for scannability Writing sharp Clearing Bloggage Setting your editorial calendar Keeping an idea list Writing ahead Finding guest bloggers Book VI: Chapter 4: Tracking Other Blogs Understanding Feeds and Feed Readers Setting Up Google Reader Using Folders and Tags to Organize Your Feeds Using folders to organize feeds Using tags to organize feeds Reviewing Feeds Fast with Hot Keys Sharing with a Bundle Avoiding Information Insanity Book VI: Chapter 5: Getting Involved on Other Blogs Connecting with Other Bloggers Leaving Great Comments Avoiding foot-in-mouth syndrome Sharing Other Blog Posts Linking to Other Blog Posts Giving Credit Where Credit Is Due Writing a Guest Post The Art of Asking Nicely Book VI: Chapter 6: Promoting Your Posts Publishing Your Post Letting the World Know: Using Pinging Submitting Your Post to StumbleUpon Submitting Your Post on reddit (Once in a While) The submadness of reddit Knowing when you’re reddit-worthy Other social voting sites Submitting Your Post to Bookmarking Sites Sending a Polite E-Mail Participating in Online Communities Book VI: Chapter 7: Introducing Podcasting Podcasting 101 Setting Up Your Podcasting Studio Getting the right recording software Getting a good microphone Setting Up Your Studio Testing Your Setup Supporting Podcasting on Your Blog Preparing Your Podcast Script Making Your First Podcast Encoding and Uploading Your Podcast Promoting Your Podcast
Choosing a Blog Topic Thinking about Your Blog Goals Sizing Up Your Space Using Technorati Using Google Trends Using search engines
Using Technorati Using Google Trends Using search engines
Choosing Your Blog Platform Blogger and WordPress.org: Easy and free WordPress installed: A sports car Other blog options Getting Your Blog Set Up Blog account setup Picking your blog look Configuring comments Setting up pinging Creating your RSS feed Writing Your First Post
Blogger and WordPress.org: Easy and free WordPress installed: A sports car Other blog options
Blog account setup Picking your blog look Configuring comments Setting up pinging Creating your RSS feed
Following the Three Blog S’s Writing for simplicity Writing for scannability Writing sharp Clearing Bloggage Setting your editorial calendar Keeping an idea list Writing ahead Finding guest bloggers
Writing for simplicity Writing for scannability Writing sharp
Setting your editorial calendar Keeping an idea list Writing ahead Finding guest bloggers
Understanding Feeds and Feed Readers Setting Up Google Reader Using Folders and Tags to Organize Your Feeds Using folders to organize feeds Using tags to organize feeds Reviewing Feeds Fast with Hot Keys Sharing with a Bundle Avoiding Information Insanity
Using folders to organize feeds Using tags to organize feeds
Connecting with Other Bloggers Leaving Great Comments Avoiding foot-in-mouth syndrome Sharing Other Blog Posts Linking to Other Blog Posts Giving Credit Where Credit Is Due Writing a Guest Post The Art of Asking Nicely
Avoiding foot-in-mouth syndrome
Publishing Your Post Letting the World Know: Using Pinging Submitting Your Post to StumbleUpon Submitting Your Post on reddit (Once in a While) The submadness of reddit Knowing when you’re reddit-worthy Other social voting sites Submitting Your Post to Bookmarking Sites Sending a Polite E-Mail Participating in Online Communities
The submadness of reddit Knowing when you’re reddit-worthy Other social voting sites
Podcasting 101 Setting Up Your Podcasting Studio Getting the right recording software Getting a good microphone Setting Up Your Studio Testing Your Setup Supporting Podcasting on Your Blog Preparing Your Podcast Script Making Your First Podcast Encoding and Uploading Your Podcast Promoting Your Podcast
Getting the right recording software Getting a good microphone
Book VII: Chapter 1: Understanding Social Media Marketing, Social Media Style Exploring Social Media Posting and commenting on blogs Connecting via social networks Bookmarking sites Microblogging Media sharing sites Social voting sites Q and A sites Book VII: Chapter 2: Creating Your Social Media Desktop Setting Up Your Social Media Desktop with RSS Setting Up Your Social Media Desktop in iGoogle Setting up an iGoogle homepage Adding a website or blog feed to iGoogle Adding a blog search result to iGoogle Adding feeds to iGoogle manually Creating Your Social Media Desktop on Netvibes Setting up a Netvibes homepage Adding content to a Netvibes homepage Deciding What to Track Book VII: Chapter 3: Creating Your Social Media Plan Researching Your Audience Starting with online communities Researching with Facebook Getting more data with Quantcast Getting fancy with paid data services Crafting Your Social Media Message Setting Your Social Media Style Preparing Your Social Media Profile Choosing Your Target Social Media Sites Reviewing Your Site for Social Skills Creating great bait Using RSS subscriptions Make sharing easy Setting Your Social Media Marketing Routine Planning for the Long Social Media Marketing Haul Book VII: Chapter 4: Navigating Top Social Media Sites Starting with Facebook Building your Facebook Page Creating your own audience with Facebook applications Promoting yourself with Facebook Advertising Using Google+ to Rate and Rank Circling friends on Google+ Watching your Google+ stream Posting content to Google+ Networking for Business on LinkedIn Playing the Social News Game Getting “reddited” Behaving yourself Growing Your Business with Media Sharing Spreading the word on YouTube Sharing content on presentation-sharing services Talking in Discussion Forums Using Microblogs as a Launchpad Building a microblog following Avoiding microblogging overload Building a Good Reputation on Social Q and A Sites Unleashing the Power of Niche Sites Book VII: Chapter 5: Building Your Network Finding Friends Keeping Friends Expanding Your Network with Questions and Answers Finding questions Make great answers Obeying the (Unspoken) Rules Knowing When to Stop Book VII: Chapter 6: Creating a Winning Social Media Campaign The Importance of Creating a Winning Social Media Campaign Marketing by Providing Tools Social Media Marketing with Content The hallmarks of a successful content campaign Providing entertainment with a content campaign Leveraging Networks to Create a Winning Social Media Campaign Addressing Harm to Your Reputation Applying These Lessons Everywhere
Marketing, Social Media Style Exploring Social Media Posting and commenting on blogs Connecting via social networks Bookmarking sites Microblogging Media sharing sites Social voting sites Q and A sites
Posting and commenting on blogs Connecting via social networks Bookmarking sites Microblogging Media sharing sites Social voting sites Q and A sites
Setting Up Your Social Media Desktop with RSS Setting Up Your Social Media Desktop in iGoogle Setting up an iGoogle homepage Adding a website or blog feed to iGoogle Adding a blog search result to iGoogle Adding feeds to iGoogle manually Creating Your Social Media Desktop on Netvibes Setting up a Netvibes homepage Adding content to a Netvibes homepage Deciding What to Track
Setting up an iGoogle homepage Adding a website or blog feed to iGoogle Adding a blog search result to iGoogle Adding feeds to iGoogle manually
Setting up a Netvibes homepage Adding content to a Netvibes homepage
Researching Your Audience Starting with online communities Researching with Facebook Getting more data with Quantcast Getting fancy with paid data services Crafting Your Social Media Message Setting Your Social Media Style Preparing Your Social Media Profile Choosing Your Target Social Media Sites Reviewing Your Site for Social Skills Creating great bait Using RSS subscriptions Make sharing easy Setting Your Social Media Marketing Routine Planning for the Long Social Media Marketing Haul
Starting with online communities Researching with Facebook Getting more data with Quantcast Getting fancy with paid data services
Creating great bait Using RSS subscriptions Make sharing easy
Starting with Facebook Building your Facebook Page Creating your own audience with Facebook applications Promoting yourself with Facebook Advertising Using Google+ to Rate and Rank Circling friends on Google+ Watching your Google+ stream Posting content to Google+ Networking for Business on LinkedIn Playing the Social News Game Getting “reddited” Behaving yourself Growing Your Business with Media Sharing Spreading the word on YouTube Sharing content on presentation-sharing services Talking in Discussion Forums Using Microblogs as a Launchpad Building a microblog following Avoiding microblogging overload Building a Good Reputation on Social Q and A Sites Unleashing the Power of Niche Sites
Building your Facebook Page Creating your own audience with Facebook applications Promoting yourself with Facebook Advertising
Circling friends on Google+ Watching your Google+ stream Posting content to Google+
Getting “reddited” Behaving yourself
Spreading the word on YouTube Sharing content on presentation-sharing services
Building a microblog following Avoiding microblogging overload
Finding Friends Keeping Friends Expanding Your Network with Questions and Answers Finding questions Make great answers Obeying the (Unspoken) Rules Knowing When to Stop
Finding questions Make great answers
The Importance of Creating a Winning Social Media Campaign Marketing by Providing Tools Social Media Marketing with Content The hallmarks of a successful content campaign Providing entertainment with a content campaign Leveraging Networks to Create a Winning Social Media Campaign Addressing Harm to Your Reputation Applying These Lessons Everywhere
The hallmarks of a successful content campaign Providing entertainment with a content campaign
Book VIII: Chapter 1: Getting Started with Mobile Marketing Understanding Mobile Marketing The Two Approaches to Mobile Marketing Direct mobile marketing Mobile-enabled traditional and digital media mobile marketing Adding Mobile to Your Marketing Strategy Exploring Mobile Devices Getting to Know Mobile Networks Understanding the Many Paths within the Mobile Channel Creating Your Company’s Mobile Marketing Policy Adopting a code of conduct Publishing your privacy policy Stating your permission practices Securing and managing consumer data Creating policies for special programs Complying with Trade Association Guidelines Getting to know the influencers Complying with U.S. Government Regulations Steering clear of mobile spam Book VIII: Chapter 2: Planning a Mobile Marketing Campaign Understanding the Costs of Mobile Marketing Calculating up-front costs and estimated timelines Accounting for variable costs Estimating your timeline Working with Common Short Codes Acquiring a Common Short Code Deciding what type of CSC to use Going dedicated or shared Managing Opt-Ins Placing an opt-in call to action in media Handling Opt-Outs Book VIII: Chapter 3: Running Mobile Communication Campaigns Planning Your Communication Flow Creating a user-flow diagram Step 1: Paint a positive picture Step 2: Map your opt-in flow Step 3: Map your opt-out flow Step 4: Map your help user flow Step 5: Map your error response Step 6: Map your final message Considering optional user flows Providing Text Promotions Using quizzes to gather information and entertain Gathering input with open-ended survey questions Calling People to Action: Polling Choosing a poll type Setting poll options Offering Incentives: Gifts, Freebies, Samples, and Coupons Managing prize promos, contests, and giveaways Offering mobile coupons Applying User-Generated Content Mobile posting and social networking Text-to-screen and experiential campaigns Tell-a-friend (word-of-mouth) programs Book VIII: Chapter 4: Displaying Your Advertising on Mobile Devices Squeezing the Advantages Out of Mobile Advertising Leveraging Different Types of Mobile Advertising Using multiple ad units and placements Placing ads in mobile search Grasping the Basics of Buying and Selling Mobile Advertisements Partnering with media agencies Working with mobile advertising enablers Buying ads directly from publishers Advertising with mobile carriers Paying publishers and billing buyers for mobile ads Getting a Return on Your Mobile Ad Buying Choosing targets and formats for your mobile ads Creating banner ads for mobile properties Inviting action on your mobile ads Placing Ads in Your Own Mobile Properties Placing ads on your own mobile site Placing ads in your messaging Advertising in applications and downloadable content Book VIII: Chapter 5: Delivering Valuable Mobile Content Sourcing Your Mobile Content Sending Content via Messaging Sending messaging alerts Sending personalized text alerts E-mailing informative messages Providing Mobile Enhancements and Applications Providing branded wallpapers and screen savers Delivering ringtones and other system sounds Making Mobile Games and Applications Deciding whether a mobile app is the best choice Distributing mobile apps Serving Up Mobile Websites Considering the purpose of your mobile site Designing and building your mobile site Choosing tools to build your mobile site Book VIII: Chapter 6: Getting Paid for Your Mobile Marketing Efforts Methods of Monetizing the Mobile Channel Understanding mobile payments Offering Your Content through a Carrier’s Portal Developing a direct relationship Entering into a channel relationship Contracting with an intermediate company Making Money through Premium Text Messaging Putting PSMS to work: An example campaign Setting up a premium messaging program Determining how much you’ll get paid and when Selling Your Content and Services via Mobile Using mobile Internet link billing Internet-based billing solutions Using a mobile wallet Book VIII: Chapter 7: Tracking a Mobile Marketing Campaign Determining What to Track and Analyze Preparing Your Database to Collect Information Outlining demographic data Organizing psychographic data Planning for preferences data Planning for behavioral data Looking out for location data Mining syndicated data Populating a Mobile Database Collecting data through SMS Collecting through the mobile Internet and installed applications Integrating CRM with mobile campaigns Tracking Interactions: Clicks, Calls, Votes, and More Using third-party tracking tools Obtaining metrics from partners and service providers Understanding analytics reports Calculating Your Return on Mobile Marketing Investment Calculating expected ROMMI for direct revenue programs Calculating expected ROMMI for indirect revenue programs
Understanding Mobile Marketing The Two Approaches to Mobile Marketing Direct mobile marketing Mobile-enabled traditional and digital media mobile marketing Adding Mobile to Your Marketing Strategy Exploring Mobile Devices Getting to Know Mobile Networks Understanding the Many Paths within the Mobile Channel Creating Your Company’s Mobile Marketing Policy Adopting a code of conduct Publishing your privacy policy Stating your permission practices Securing and managing consumer data Creating policies for special programs Complying with Trade Association Guidelines Getting to know the influencers Complying with U.S. Government Regulations Steering clear of mobile spam
Direct mobile marketing Mobile-enabled traditional and digital media mobile marketing
Adopting a code of conduct Publishing your privacy policy Stating your permission practices Securing and managing consumer data Creating policies for special programs
Getting to know the influencers
Steering clear of mobile spam
Understanding the Costs of Mobile Marketing Calculating up-front costs and estimated timelines Accounting for variable costs Estimating your timeline Working with Common Short Codes Acquiring a Common Short Code Deciding what type of CSC to use Going dedicated or shared Managing Opt-Ins Placing an opt-in call to action in media Handling Opt-Outs
Calculating up-front costs and estimated timelines Accounting for variable costs Estimating your timeline
Acquiring a Common Short Code Deciding what type of CSC to use Going dedicated or shared
Placing an opt-in call to action in media
Planning Your Communication Flow Creating a user-flow diagram Step 1: Paint a positive picture Step 2: Map your opt-in flow Step 3: Map your opt-out flow Step 4: Map your help user flow Step 5: Map your error response Step 6: Map your final message Considering optional user flows Providing Text Promotions Using quizzes to gather information and entertain Gathering input with open-ended survey questions Calling People to Action: Polling Choosing a poll type Setting poll options Offering Incentives: Gifts, Freebies, Samples, and Coupons Managing prize promos, contests, and giveaways Offering mobile coupons Applying User-Generated Content Mobile posting and social networking Text-to-screen and experiential campaigns Tell-a-friend (word-of-mouth) programs
Creating a user-flow diagram Step 1: Paint a positive picture Step 2: Map your opt-in flow Step 3: Map your opt-out flow Step 4: Map your help user flow Step 5: Map your error response Step 6: Map your final message Considering optional user flows
Using quizzes to gather information and entertain Gathering input with open-ended survey questions
Choosing a poll type Setting poll options
Managing prize promos, contests, and giveaways Offering mobile coupons
Mobile posting and social networking Text-to-screen and experiential campaigns Tell-a-friend (word-of-mouth) programs
Squeezing the Advantages Out of Mobile Advertising Leveraging Different Types of Mobile Advertising Using multiple ad units and placements Placing ads in mobile search Grasping the Basics of Buying and Selling Mobile Advertisements Partnering with media agencies Working with mobile advertising enablers Buying ads directly from publishers Advertising with mobile carriers Paying publishers and billing buyers for mobile ads Getting a Return on Your Mobile Ad Buying Choosing targets and formats for your mobile ads Creating banner ads for mobile properties Inviting action on your mobile ads Placing Ads in Your Own Mobile Properties Placing ads on your own mobile site Placing ads in your messaging Advertising in applications and downloadable content
Using multiple ad units and placements Placing ads in mobile search
Partnering with media agencies Working with mobile advertising enablers Buying ads directly from publishers Advertising with mobile carriers Paying publishers and billing buyers for mobile ads
Choosing targets and formats for your mobile ads Creating banner ads for mobile properties Inviting action on your mobile ads
Placing ads on your own mobile site Placing ads in your messaging Advertising in applications and downloadable content
Sourcing Your Mobile Content Sending Content via Messaging Sending messaging alerts Sending personalized text alerts E-mailing informative messages Providing Mobile Enhancements and Applications Providing branded wallpapers and screen savers Delivering ringtones and other system sounds Making Mobile Games and Applications Deciding whether a mobile app is the best choice Distributing mobile apps Serving Up Mobile Websites Considering the purpose of your mobile site Designing and building your mobile site Choosing tools to build your mobile site
Sending messaging alerts Sending personalized text alerts E-mailing informative messages
Providing branded wallpapers and screen savers Delivering ringtones and other system sounds
Deciding whether a mobile app is the best choice Distributing mobile apps
Considering the purpose of your mobile site Designing and building your mobile site Choosing tools to build your mobile site
Methods of Monetizing the Mobile Channel Understanding mobile payments Offering Your Content through a Carrier’s Portal Developing a direct relationship Entering into a channel relationship Contracting with an intermediate company Making Money through Premium Text Messaging Putting PSMS to work: An example campaign Setting up a premium messaging program Determining how much you’ll get paid and when Selling Your Content and Services via Mobile Using mobile Internet link billing Internet-based billing solutions Using a mobile wallet
Understanding mobile payments
Developing a direct relationship Entering into a channel relationship Contracting with an intermediate company
Putting PSMS to work: An example campaign Setting up a premium messaging program Determining how much you’ll get paid and when
Using mobile Internet link billing Internet-based billing solutions Using a mobile wallet
Determining What to Track and Analyze Preparing Your Database to Collect Information Outlining demographic data Organizing psychographic data Planning for preferences data Planning for behavioral data Looking out for location data Mining syndicated data Populating a Mobile Database Collecting data through SMS Collecting through the mobile Internet and installed applications Integrating CRM with mobile campaigns Tracking Interactions: Clicks, Calls, Votes, and More Using third-party tracking tools Obtaining metrics from partners and service providers Understanding analytics reports Calculating Your Return on Mobile Marketing Investment Calculating expected ROMMI for direct revenue programs Calculating expected ROMMI for indirect revenue programs
Outlining demographic data Organizing psychographic data Planning for preferences data Planning for behavioral data Looking out for location data Mining syndicated data
Collecting data through SMS Collecting through the mobile Internet and installed applications Integrating CRM with mobile campaigns
Using third-party tracking tools Obtaining metrics from partners and service providers Understanding analytics reports
Calculating expected ROMMI for direct revenue programs Calculating expected ROMMI for indirect revenue programs