Web Marketing For Dummies

**About This Book**

This book is a reference guide to Web marketing. It’s written like good Web
copy: short sentences, short paragraphs, short chapters, with lots of bullets
and tables so you can find information quickly.
Please look at the pretty pictures. Not only do they save you 1,000 words
of reading, they’re good examples of what you’re trying to accomplish.
Dip into a chapter when you confront a particular problem with Web marketing
to find the information you need right then and there. The rest will wait.
This book is intended for business people, not techies. Where there is technical
information, I suggest you share that tip with your Web developer. Let him
or her worry about Apache Mod Rewrites for search-engine-friendly URLs.
You worry about your business.

**Contents at a Glance**

Introduction .................................................................1
Part I: Getting Going with Online Marketing...................7
Chapter 1: Taking Your Marketing to the Web................................................................9
Chapter 2: Planning for Web Marketing.........................................................................17
Chapter 3: Taking the First Steps to Your Online Presence ........................................41
Part II: Building a Marketing-Effective Web Site ..........61
Chapter 4: Producing a Successful Business Web Site ................................................63
Chapter 5: Creating a Marketing-Effective Storefront ..................................................91
Chapter 6: Pulling Repeat Visitors with Onsite Marketing Techniques ..................121
Part III: Exploring Online Marketing Basics ................149
Chapter 7: Marketing with Online Buzz.......................................................................151
Chapter 8: The Art of E-Mail Marketing .......................................................................177
Chapter 9: Staying Ahead of the Online Marketing Wave..........................................203
Chapter 10: Mastering the Secrets of Search Engines ...............................................223
Part IV: Spending Online Marketing Dollars................253
Chapter 11: Marketing with Pay Per Click Ads ...........................................................255
Chapter 12: Marketing with Paid Online Advertising ................................................281
Chapter 13: Capturing Customers with New Technology .........................................297
Part V: Maximizing Your Web Success ........................317
Chapter 14: Improving Results with Web Analytics...................................................319
Chapter 15: Staying Out of Legal Trouble ...................................................................335
Chapter 16: The Keys to Maintaining Your Web Presence........................................349
Part VI: The Part of Tens ...........................................357
Chapter 17: Ten Free Ways to Market Your Web Site.................................................359
Chapter 18: Ten Most Common Mistakes of Web Marketing ....................................363
Chapter 19: Ten Tips for Tired Sites ............................................................................367
Index .......................................................................373