Optimize

How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing

Author: Lee Odden

Publisher: John Wiley & Sons

ISBN: 1118167775

Category: Business & Economics

Page: 243

View: 4243

Outlines an approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement, covering such topics as determining creative tactics and measuring value.

Optimize

How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing

Author: Lee Odden

Publisher: John Wiley & Sons

ISBN: 1118239571

Category: Business & Economics

Page: 256

View: 6897

Attract, engage, and inspire your customers with an "Optimize and Socialize" content marketing strategy Optimize is designed to give readers a practical approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement. Companies, large and small, will benefit from the practical planning and creative content marketing tactics in this book that have been proven to increase online performance across marketing, public relations, and customer service. Learn to incorporate essential content optimization and social media engagement principles thereby increasing their ability to acquire and engage relevant customers online. Optimize provides insights from Lee Odden, one of the leading authorities on Content and Online Marketing. This book explains how to: Create a blueprint for integrated search, social media and content marketing strategy Determine which creative tactics will provide the best results for your company Implement search and social optimization holistically in the organization Measure the business value of optimized and socialized content marketing Develop guidelines, processes and training to scale online marketing success Optimize offers a tested approach for a customer-centric and adaptive online marketing strategy that incorporates the best of content, social media marketing, and search engine optimization tactics.

Optimize

How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing

Author: Lee Odden

Publisher: John Wiley & Sons

ISBN: 1118226380

Category: Business & Economics

Page: 256

View: 2752


Influence Marketing

How to Create, Manage, and Measure Brand Influencers in Social Media Marketing

Author: Danny Brown,Sam Fiorella

Publisher: Que Publishing

ISBN: 0133391647

Category: Business & Economics

Page: 240

View: 3559

Identify and Manage the Influence Paths That Convert Brand Awareness to Customer Acquisition! Today, you face a brutally tough, maddeningly elusive new competitor: the “wisdom of crowds.” Social media gives consumers 24x7 access to the attitudes and recommendations of their most engaged peers. These are the views that shape buying decisions. These are the views you must shape and use. Influence Marketing won’t just help you identify and enlist key influencers: it will help you manage the influence paths that lead consumers to buy. By sharing empirical evidence of hard-won lessons from pioneering influence marketers, Danny Brown and Sam Fiorella provide a blueprint that moves influence marketing beyond simple brand awareness and into sales acquisition and customer life time value measurement. They integrate new tools and techniques into a complete methodology for generating more and better leads—and converting them faster, at higher margins. • Put the customer—not the influencer—at the center, and plan influence marketing accordingly • Recognize where each prospect stands in the purchase life cycle right now • Clarify how your consumers move from brand preference to purchase • Identify key micro-influencers who impact decisions at every stage • Gain indispensable insights into the context of online relationships • Recognize situational factors that derail social media brand recommendations • Understand social influence scoring models and overcome their limitations • Re-engineer and predict influence paths to generate measurable action • Master the “4 Ms” of influence marketing: make, manage, monitor, measure • Transform influence marketing from a “nice-to-have” exercise into a powerful strategy Additional online resources can be found at www.influencemarketingbook.com

Search and Social

The Definitive Guide to Real-Time Content Marketing

Author: Rob Garner

Publisher: John Wiley & Sons

ISBN: 111826438X

Category: Business & Economics

Page: 380

View: 8371

Provides a plan for creating and implementing a strategy to promote a company's search engine marketing, social media engagement, and content publishing.

Content Marketing

Think Like a Publisher - How to Use Content to Market Online and in Social Media

Author: Rebecca Lieb

Publisher: Que Publishing

ISBN: 0789748371

Category: Business & Economics

Page: 217

View: 1842

Anyone with any kind of digital presence is a publisher. That includes web sites, but also businesses that blog, are present on social media sites such as Facebook, YouTube or Twitter, and even companies that publish and disseminate content digitally, such as white papers, e-books, podcasts, etc. The reason for this shift is clear: it's easier and cheaper than ever to have a digital presence - and to use your digital profile to market to your customers and prospects. Doing so reduces, and in some cases, eliminates, the need for advertising. Why buy media when you ARE the media? But as we all know, with great power comes great responsibility. What kind of content should you publish? In what forms, and on what platforms? How do you ensure that you'll keep having things to say, and how will you say them effectively, in a consistent "voice" unique to your organization? How will you know if your content strategy is working?

The B2B Social Media Book

Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More

Author: Kipp Bodnar,Jeffrey L. Cohen

Publisher: John Wiley & Sons

ISBN: 1118214307

Category: Business & Economics

Page: 240

View: 5851

Advance your B2B marketing plans with proven social media strategies Learn social media's specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. The B2B Social Media Book provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives that serve as the backbone of effective B2B social media strategies. This book serves as the definitive reference for B2B marketers looking to master social media and take their career to the next level. Describes a methodology for generating leads using social media Details how to create content offers that increase conversion rates and drive leads from social media Offers practical advice for incorporating mobile strategies into the marketing mix Provides a step-by-step process for measuring the return on investment of B2B social media strategies The B2B Social Media Book will help readers establish a strong social media marketing strategy to generate more leads, become a marketing superstar in the eye of company leaders, and most importantly, contribute to business growth.

Managing Content Marketing

The Real-World Guide for Creating Passionate Subscribers to Your Brand

Author: Robert Rose,Joe Pulizzi

Publisher: BookBaby

ISBN: 0983330700

Category: Business & Economics

Page: 180

View: 6563

Let’s face it...content marketing is all the rage. Brands around the world are spending (on average) over 25% of their total marketing budget on content marketing. There have been countless books and resources that have covered all aspects of content marketing ...from the why to the what to the where...but oddly enough, rarely the how. Not until now that is. Managing Content Marketing shows you, in detail, how to manage content marketing within your organization. Whether you come from a small company or multi-billion dollar brand, this book will give you the ammunition and the ideas to develop a storytelling process that will create passionate subscribers to your brand. World-renowned content marketing experts Robert Rose and Joe Pulizzi have teamed up to help marketing pros and business owners develop a content marketing plan that goes beyond theories, and explains it in a way that can actually be implemented. You’ll Learn How To: - Build the Business Case for Content Marketing - Develop a Content Marketing Strategy that Works for Your Business - Tell a Consistent Story that Engages Your Customers - Determine the Right Marketing Channels to Implement - Create an Internal and External Workfl ow for Content Marketing - Measure Content Marketing and Communicate Results to Internal Stakeholders

Precision Marketing

Maximizing Revenue Through Relevance

Author: Sandra Zoratti,Lee Gallagher

Publisher: Kogan Page Publishers

ISBN: 0749465360

Category: Business & Economics

Page: 224

View: 1804

Marketers around the globe are recognising that increasing customization and precision is critical to their commercial success. Rather than devoting marketing budgets to mass campaigns, precision marketers are mining customer data for predispositions and propensities to spend in order to target buyers in sophisticated ways, with all communications targeted and relevant to each and every individual recipient. Precision Marketing will help you to develop the perspectives, capabilities and skills necessary to deliver more powerful marketing results. Drawing on case studies from companies such as Fiat, Amazon, Tesco and ING, Precision Marketing shows how today's leading performers are beginning to recognize, identify and capitalize on many of the concepts of precision marketing to set themselves apart and reach a whole new level of growth.

Outrank Your Competition

Author: Marc Menninger

Publisher: N.A

ISBN: 9780983670209

Category: Business & Economics

Page: 184

View: 7121

Menninger, an online marketing expert, reveals his top 50 insider tips that will help the reader outrank his or her competition. The quick, actionable tips will address everything needed for an online marketing strategy.

Marketing in the Round

How to Develop an Integrated Marketing Campaign in the Digital Era

Author: Gini Dietrich,Geoff Livingston

Publisher: Que Publishing

ISBN: 0132939541

Category: Business & Economics

Page: 224

View: 7675

Drive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker. It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter. You’re thinking: Oh, that’s all I need to do? “Just” integrate my whole organization? Are you nuts? No. We’re not. It can be done. This book’s authors have done it. They’ve shown others how to do it. And now they’re going to show you. Step by step. Strategy. Tactics. Research. Metrics. Culture. Social. Mobile. Direct. Broadcast. Print. All of it. With you, the marketing/communications decision-maker, right at the center...right where you belong! Even now, organizational silos prevent most companies from conversing coherently with customers, delivering the right targeted messages, and building real synergies across all their marketing and communications programs. Now, Gini Dietrich and Geoff Livingston show how to finally break down those silos, bridging traditional and newer disciplines to drive more value from all of them. You’ll learn how to create a flexible marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Then, you’ll learn how to use your hub to speak cohesively with each customer through the tools and platforms that deliver the best results at the lowest cost. Dietrich and Livingston guide you through hands-on strategic planning, illustrating key points with real case studies and offering practical exercises for applying their principles. You’ll learn how to perform baseline analyses of media from iPad apps to radio, optimize resource allocation, change culture to overcome siloed behavior, use measurement to clear away obstacles, and gain more value from every marketing investment you make. Pull it all together--finally! How to successfully integrate your tactics, tools, messages, and teams Better goals, better results: beyond “SMART” to “SMARTER” Specific, measurable, attainable, relevant, time-bound, evaluate, and reevaluate Better listening: stakeholders, customers, and research that works How to make sure you hear what really matters Four powerful ways to market in the round When to go direct, come from above, use the groundswell, or execute flanking maneuvers

Content Rules

How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business

Author: Ann Handley,C.C. Chapman

Publisher: John Wiley & Sons

ISBN: 9780470948729

Category: Business & Economics

Page: 192

View: 7468


Audience, Relevance, and Search

Targeting Web Audiences with Relevant Content

Author: James Mathewson,Frank Donatone,Cynthia Fishel

Publisher: Pearson Education

ISBN: 013704822X

Category: Business & Economics

Page: 208

View: 5131

Real solutions to the Internet search challenges that Web marketers and content professionals struggle with every day! Take search optimization to the next level by providing the right content to the right user at the right time Up-to-the-minute guidance on "writing for Google" that reflects the latest changes to Google's algorithms New techniques for defining keywords more effectively Authored by IBM web pioneers with 45+ years of content and search optimization experience

The Invisible Sale

How to Build a Digitally Powered Marketing and Sales System to Better Prospect, Qualify and Close Leads

Author: Tom Martin

Publisher: Que Publishing

ISBN: 0133431274

Category: Business & Economics

Page: 250

View: 6023

Build a High-Impact, Low-Hassle Digital Sales Prospecting System That Works! Hate cold calling? Stop doing it! Build a supercharged, highly automated digital sales prospecting system that attracts more qualified leads, shortens sales cycles, and increases conversion rates—painlessly! In The Invisible Sale , Tom Martin reveals techniques he’s used to drive consistent double-digit growth through good times and bad, with no cold calling. Martin’s simple, repeatable process helps you laser-target all your marketing activities, sales messages, and sales calls based on what your prospects are actually telling you. Martin boils complex ideas down to simple, straightforward language…real-life case studies…easy-to-understand templates…and actionable solutions! • Discover the “invisible funnel,” where self-educated buyers are making decisions before you know they exist • Leverage Funnel Optimized website design to identify your prospects’ key challenges before you ever speak to them • Integrate social media, content, and email to optimize the entire prospecting process • Make every sales call count with behaviorally targeted email prospecting • Leverage Twitter, Facebook, and LinkedIn to efficiently “prospect at scale” • Use the science of propinquity to choose “outposts,” strategize social networking, and drive offline campaigns • Save money by rightsizing production quality to each marketing requirement • Rapidly create keyword-rich text content, and use it widely to promote self-qualification • Create webinars and tutorials more easily and painlessly than you ever thought possible • Choose low-cost devices, apps, software, and accessories for quickly creating high-quality DIY media content • Learn how to apply Aikido Selling Techniques to close self-educated buyers

The Most Powerful Brand on Earth

How to Transform Teams, Empower Employees, Integrate Partners, and Mobilize Customers to Beat the Competition in Digital and Social Media

Author: Chris Boudreaux,Susan F. Emerick

Publisher: Pearson Education

ISBN: 0133115399

Category: Business & Economics

Page: 215

View: 5580

Brands that thrive and profit from employee and customer empowerment generate significantly greater awareness and revenues, while also decreasing the costs of marketing, selling, and customer service. However, employees must engage in public, real-time conversations. And most people are not professional communicators. Achieving those outcomes requires new skills, business processes, governance, measurement, and infrastructure. In addition, leaders must learn new ways of managing risk, while helping employees build and manage external relationships in real time. Now, in The Most Powerful Brand on Earth, social business pioneers Chris Boudreaux and Susan Emerick help you successfully manage all these changes. Drawing on their experience leading social media transformations at IBM and other top companies, they present frameworks and case studies from key innovators that show how to -Leverage the surprising dynamics of online influence -Plan, execute, and manage the development of key relationships -Measure outcomes and performance in effective and useful ways -Resolve crucial security, privacy, and regulatory issues that arise when others represent you online -Gain crucial support from leaders, participants, and other stakeholders -Empower the people and teams you attract, hire, and support -Navigate cultural and process changes that will make or break your program -Preview trends that will shape your social empowerment programs in coming years

The Complete E-Commerce Book

Design, Build & Maintain a Successful Web-based Business

Author: Janice Reynolds

Publisher: Elsevier

ISBN: 1578203120

Category: Computers

Page: 374

View: 3795

Although the dot-com bubble has burst, that doesn't mean e-commerce is dead. This books shows how to build a successful e-commerce operation, incorporating careful planning of the customer experience, effective design, cutting-edge programming, and robust server configuration, as well as marketing, customer service, order processing, warehousing, and shipping. Hardware and software options are also discussed.

Your Brand, The Next Media Company

How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships

Author: Michael Brito

Publisher: Que Publishing

ISBN: 0133480135

Category: Business & Economics

Page: 272

View: 4609

Content is still king–and if you’re a brand marketer, you need to start thinking like a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational frameworks, and practical approaches for transforming your brand into a highly successful media company. There is a content and media surplus in the marketplace, and there is an attention deficit in the minds of consumers today. Their lives are dynamic and completely unpredictable. They are highly influential and aid their peers down the purchase funnel using organic conversations about the products they care about and the ones they don’t. In order to reach these consumers, brands must create recent, relevant, and game changing content to break through the clutter and successfully change their behavior. Social business pioneer Michael Brito covers every step of the process, including: Understanding the unpredictable nature and dynamic behaviors of the social customer Deploying social business strategies that will help facilitate the change from brand to media company Building a content organization and setting the stage for transformation Creating a real-time command center that will help facilitate reactive and proactive content marketing Creating a centralized editorial team that will drive content strategy, governance, and cross-team collaboration Building the content supply chain (workflows for content ideation, creation, approval, distribution, and integration) Enabling customers and employees (brand journalists) to feed the content engine Developing your content strategy that can be executed across paid, earned, and owned media content Transitioning from “brand messaging” to a highly relevant content narrative Evaluating the content marketing vendors and software platforms vying for your business Along the way, Brito presents multiple case studies from brand leaders worldwide, including RedBull, Oreo, Tesla Motors, Burberry, Sharpie, and Pepsi—delivering specific, actionable, powerfully relevant insights you can act on to begin the transformation from brand to media company.

WordPress SEO Success

Search Engine Optimization for Your WordPress Website or Blog

Author: Jacob Aull

Publisher: Que Publishing

ISBN: 0133804771

Category: Computers

Page: 368

View: 8066

WordPress® SEO Success Search Engine Optimization for Your WordPress Website or Blog Hands-on, up-to-the-minute SEO techniques specifically for WordPress users! WordPress gives you amazingly powerful SEO tools: this hands-on guide will help you make the most of them! Written specifically for WordPress users, this guide covers all you need: built-in WordPress capabilities, third-party plugins, well-integrated web resources, and more. Whether you manage a large-scale site or a personal blog, Jacob Aull will help you integrate SEO into all you do, from strategy through optimization of existing content. New to SEO? Already do it for a living? Either way, WordPress SEO Success will help you drive the traffic you want--and the value you need! Build a complete SEO strategy--and a content plan that aligns with it Choose the best WordPress SEO tools and plugins for your needs Uncover quick, powerful ways to improve your site Identify and research keywords far more effectively Reflect SEO in architecture via site mapping and marketing funnels Sensibly manage the inevitable tradeoffs of optimization Improve SEO even if you’re running a free WordPress.com blog Leverage content themes and keyword-driven blogging techniques Optimize “blog-meets-website” and “multiple blogs+sites” deployments Strengthen your rankings by intelligently using social media Optimize your sites for smartphones and tablets Measure performance via free analytics--including mobile analytics Integrate organic SEO with paid advertising Avoid today’s worst SEO blunders Jacob Aull, principal of Zen Fires Digital Marketing, has been in Internet marketing since the label existed. He began doing web design and branding in the late ‘90s as an agency partner. While transitioning deeper into online and search marketing, he earned an M.S. in marketing from Georgia State’s Robinson College of Business in 2009. There he customized his own degree program, executing an independent capstone thesis on social media marketing. In 2010, the university asked him to write and teach its first course on social media marketing, which he continues today. Aull edited Prentice Hall’s first social media marketing textbook, and wrote its accompanying instructor’s manual. He co-founded and chaired the Atlanta Interactive Marketing Association Social Media SIG, and speaks widely on social and search marketing.

The Marketing Agency Blueprint

The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms

Author: Paul Roetzer

Publisher: John Wiley & Sons

ISBN: 111817688X

Category: Business & Economics

Page: 256

View: 8689

Build a disruptive marketing agency for the modern age The marketing services industry is on the cusp of a truly transformational period. The old guard, rooted in tradition and resistant to change, will fall and new leaders will emerge. Hybrid marketing agencies that are more nimble, tech savvy, and collaborative will redefine the industry. Digital services will be engrained into the DNA and blended with traditional methods for integrated campaigns. The depth, versatility, and drive of their talent will be the cornerstones of organizations that pursue a higher purpose. The Marketing Agency Blueprint is a practical and candid guide that presents ten rules for building such a hybrid agency. The new marketing agency model will create and nurture diverse recurring revenue streams through a mix of services, consulting, training, education, publishing, and software sales. It will use efficiency and productivity, not billable hours, as the essential drivers of profitability. Its value and success will be measured by outcomes, not outputs. Its strength and stability will depend on a willingness to be in a perpetual state of change, and an ability to execute and adapt faster than competitors. The Marketing Agency Blueprint demonstrates how to: Generate more qualified leads, win clients with set pricing and service packages, and secure more long-term retainers Develop highly efficient management systems and more effective account teams Deliver greater results and value to clients This is the future of the marketing services industry. A future defined and led by underdogs and innovators. You have the opportunity to be at the forefront of the transformation.

What You Need to Know About Marketing

Author: Simon Middleton

Publisher: John Wiley & Sons

ISBN: 0857081705

Category: Business & Economics

Page: 224

View: 3123

Marketing is shrouded in arcane mystery and buzzwords. It frightens many and bewilders others. Yet every business, from the hand-car-wash by the side of the road, to the world's most famous brands, engage in marketing every single day. This is an essential, reliable, speedy and up to date guide to the most robust and important concepts in marketing. This book shows you how to understand and do marketing without having to study a degree or a diploma in it. Along the way it shows you what has been learned about marketing over the centuries, what experts can teach us that we can use ourselves, how marketing has changed in our new ‘digital' world, and how to avoid classic mistakes. In short, this is all you need to know about marketing. Introduction - Marketing: the world's second oldest business activity Chapter 1 - The Product. Chapter 2 - The Marketing Strategy and the Marketing Plan Chapter 3 - Your Customers. Chapter 4 - Pricing and Promotion Chapter 5 - Placement or Distribution. Chapter 6 - Customer Engagement Chapter 7 - Branding Chapter 8 - Social Media and Digital Marketing