30-Minute Website Marketing: A Step by Step Guide
- Length: 200 pages
- Edition: 1
- Language: English
- Publisher: Emerald Publishing
- Publication Date: 2019-10-18
- ISBN-10: 1838670815
- ISBN-13: 9781838670818
- Sales Rank: #11252357 (See Top 100 Books)
Everyday businesses of all sizes are generating a fraction of the potential website return on investment (ROI) and broader marketing value for their business. The largest part of this opportunity wastage comes from overlooked marketing potential, plus an inability to take immediate action based on competing time demands and budget restraints.
30-Minute Website Marketing: A Step By Step Guide utilizes over 15 years of website marketing experience and digital expertise to empower businesses to identify and act on untapped website success. With all actions taking 30 minutes or less, companies can work towards improving the results gained from their website marketing efforts, and by adhering to the practical steps in this book, businesses can be confident that those 30 minutes provide the returns on resource investment needed.
Through this guide, Lee Wilson delivers impactful, instant value to the broader marketing and targeted website marketing field, with practical help, direction, and expert step-by-step advice for marketing professionals, business owners, entrepreneurs, and start-up organisations.
Front Cover 30-Minute Website Marketing: A Step By Step Guide Copyright Page Contents List of Figures List of Tables About the Author Foreword Acknowledgements Chapter 1. An Introduction to the Website Marketing Ecosystem 1.1. An Introduction to the Website Marketing Ecosystem 1.2. Demystifying the Website Marketing Ecosystem 1.3. Creating a Collaborative Marketing Culture 1.4. Tips for Integrating Marketing Specialisms 1.5. An Overview of Online Marketing Channels 1.6. The Role of Integration in Digital Marketing 1.7. Integrating Offline and Online 1.8. Example One 1.9. Example Two 1.10. Example Three 1.11. Chapter Summary 1.12. Definitions Chapter 2. Website Marketing Pain Points and Fundamentals 2.1. The Main Challenges Facing Online Marketing 2.2. Understanding How Search Marketing Works 2.2.1. The Component Parts of Search Marketing 2.3. Benchmarking and Measuring Website Success (Setting Website Goals and Objectives) 2.3.1. Benchmark, Goals and Objective Setting 2.4. Benchmark Setting 2.5. Chapter Summary 2.6. Definitions Chapter 3. The Role of Websites in Today’s Marketing 3.1. The Impact and Opportunity of Voice Search 3.2. Winning in a Mobile-first Website World 3.3. Technological Advancements and Impact 3.3.1. Smartphones 3.3.2. WiFi 3.3.3. Big Data 3.3.4. Digital Personal Assistants/Smart Home Speakers 3.4. Announcing the Changing Global Markets 3.5. Allegro as an Amazon Alternative and Challenger 3.6. Country-orientated Marketplaces 3.7. Industry Niche Marketing Platforms 3.8. Etsy as the New eBay 3.9. Free Advertising Platforms including Flubit 3.10. Chapter Summary 3.11. Definitions Chapter 4. 30-Minute Actions Methodology 4.1. Introduction to a 30-minute Mindset 4.2. Protecting Your Time and Preparing to Take Action 4.3. Repeat and Revisit What Works and Continuously Experiment 4.4. Challenge Your Assumptions 4.5. Create a Sense of Urgency 4.6. Keeping Momentum Going 4.7. Chapter Summary Chapter 5. 30-Minute Social Media Marketing (SMM) Actions 5.1. Overview of Social Media Marketing for Business 5.2. 30-Minute Social Media Marketing Actions 5.2.1. Creating Social Media Accounts for Future Use and Baseline Visibility 5.2.2. Completing Social Media Listening 5.2.3. Setting up Scheduling of Posts 5.2.4. Putting in Place an SMM Strategy 5.2.5. Running Competitions 5.2.6. Building Social Media Calendars 5.2.7. Fully Completing and Optimising Profiles and Business Pages 5.2.8. Digesting and Using Your Social Analytics 5.2.9. Being Creative and Having Fun 5.2.10. Sharing Best of Breed Non-competing Content 5.2.11. Promoting Your Highest Performing Content 5.2.12. Repurposing Existing Content for Social Media Marketing (SMM) 5.2.13. Growing Brand Advocates and Evangelists 5.2.14. Direct Messaging Your Audience 5.2.15. Participating in User-generated Content (UGC) 5.3. Further Reading, Tips and Advice 5.4. References for This Chapter 5.5. Extra 30-Minute Social Media Marketing Tips and Advice 5.6. Chapter Summary 5.7. Definitions Chapter 6. 30-Minute Search Engine Optimisation (SEO) Actions 6.1. Overview of Search Engine Optimisation for Business 6.2. 30-Minute Search Engine Optimisation Actions 6.2.1. Updating Title Tags and Metadescriptions 6.2.2. Setting up Bing Places, Google My Business and Optimising Other Location Factors 6.2.3. Technical SEO Updates 6.2.4. Content Actions 6.3. Improving Your Existing Content for SEO 6.4. Creating New Content That Works for SEO 6.5. Website Content Types 6.6. Further Reading, Tips and Advice 6.7. References for This Chapter 6.8. Extra Search Engine Optimisation Tips and Advice 6.9. Chapter Summary 6.10. Definitions Chapter 7. 30-Minute Content Creation Actions 7.1. Overview of Content Creation for Business 7.2. 30-Minute Content Creation Actions 7.3. Creating 30-Minute Content for e-Commerce Sites 7.4. e-Commerce 30-Minute Content Marketing Website Checklist 7.5. Further Reading, Tips and Advice 7.6. References for This Chapter 7.7. Extra Content Creation Tips and Advice 7.8. Chapter Summary 7.9. Definitions Chapter 8. 30-Minute Content Marketing Actions 8.1. Overview of Content Marketing for Business 8.2. 30-Minute Content Marketing Actions 8.3. 30-Minute Content Marketing Awareness and Discovery Actions 8.4. 30-Minute Content Marketing Consideration and Comparison Actions 8.5. 30-Minute Content Marketing Decision-making Actions 8.6. Further Reading, Tips and Advice 8.7. Extra Content Marketing Actions Tips and Advice 8.8. Chapter Summary 8.9. Definitions Chapter 9. 30-Minute Pay-per-click Advertising Actions 9.1. Overview of Pay-per-click for Business 9.2. 30-Minute Pay-per-click Actions 9.3. Further Reading, Tips and Advice 9.4. Extra PPC Actions, Tips and Advice 9.5. Chapter Summary 9.6. Definitions Chapter 10. 30-Minute Conversion Rate Optimisation Actions 10.1. Overview of Conversion Rate Optimisation for Business 10.2. 30-Minute Conversion Rate Optimisation Actions 10.3. Further Reading, Tips and Advice 10.4. Extra CRO Actions Tips and Advice 10.5. Chapter Summary 10.6. Definitions Chapter 11. 30-Minute Tips For the Wider Website 11.1. 30-Minute Data Actions 11.2. 30-Minute Website Management Actions 11.3. 30-Minute Trend Awareness Activities 11.4. Further Reading, Tips and Advice 11.5. Chapter Summary 11.6. Definitions Chapter 12. Strategic Thinking in 30 Minutes 12.1. Website Planning 12.2. Aligning Objectives 12.3. Integrating Teams 12.4. Further Reading, Tips and Advice 12.5. Chapter Summary 12.6. Textbook Summary References Index
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