Complete B2B Online Marketing

William Leake 지음

Sybex 2012년 07월 24일 출간

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Learn to take full advantage of search and social media for B2B marketingBusiness-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.B2B marketers need detailed, practical guidelines and strategies for how best to gain, nurture, and convert leads using today's Internet technologies and strategiesThis ultimate how-to guide examines strategic and branding considerations, search engine optimization techniques, and how to maximize the impact of banner ads and landing pagesExplains how to use social media listening and monitoring tools, how to engage visitors, and how to allocate resources to ensure successCovers measuring results, improving web site usability, using metrics, and nurturing leadsSkilled 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.

목차

Introduction xxiChapter 1 Understanding B2B Online Marketing 1Why Online? 2B2B Is Different 5Developing Your Strategy 11and Measurement 13Chapter 2 Building a B2B Brand Online 17Understanding Online and Using Digital to Build a Brand 18Tactical Guide to B2B Branding Online 21Go Identify Your Audience 29Determining Your Content Strategy 32Chapter 3 Search Engine Optimization: Outranking Your Competitors 37What Is SEO? 38The Wagging Tail of Keywords 41Squeezing the Juice Out of Links 48Designing for Optimal Results 52Chapter 4 Using Paid Online Media in the B2B Marketplace 57Search Engine Marketing 58B2B Strategies for Paid Search 62Display Advertising for B2B 69Social Media Advertising 74Chapter 5 Search and Social Media for Online PR 81Overview of Traditional B2B PR 82How Online PR Is Different 84Three B2B Online PR Case Studies 90Chapter 6 Social Media 101Social Media Listening 102Exploiting Your Resources 108Social Engagement 115Chapter 7 Optimizing with Metrics 121Aligning Analytics with the Goals of Your Site 122The Basics of Analyzing Metrics 122Key Performance Indicators and Other Meaningful Reports .125Wash, Rinse, and Repeat to Improve Your Site 126Testing for Ongoing Optimization 133Should It Stay or Should It Go? 135Social Media Metrics 136Chapter 8 Conversion Rate Optimization and Usability 141Web Usability and CRO: Similarities and Differences 142Where to Start: Stages for Usability and CRO 142Key B2B Conversions 149Getting Started with Usability Practices 152Building Blocks for Usability 156Chapter 9 Integrating Online with Offl ine Marketing 159Can Events and Online Marketing Ever Join

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저자(글) William Leake

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Maura Ginty 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.