| Description |
1 online resource (1 volume) : illustrations |
| Series |
Sybex serious skills |
|
Serious skills.
|
| Contents |
Complete B2B Online Marketing; Acknowledgments; About the Authors; Contents; Introduction; Chapter 1: Understanding B2B Online Marketing; Why Online?; B2B Is Different; Developing Your Strategy; How Online Reflects the Funnel: Objectives and Measurement; Chapter 2: Building a B2B Brand Online; Understanding Online and Using Digital Strategies to Build a Brand; Tactical Guide to B2B Branding Online; Go Identify Your Audience; Determining Your Content Strategy; Chapter 3: Search Engine Optimization: Outranking Your Competitors; What Is SEO?; The Wagging Tail of Keywords |
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Squeezing the Juice Out of LinksDesigning for Optimal Results; Chapter 4: Using Paid Online Media in the B2B Marketplace; Search Engine Marketing; B2B Strategies for Paid Search; Display Advertising for B2B; Social Media Advertising; Chapter 5: Search and Social Media for Online PR; Overview of Traditional B2B PR; How Online PR Is Different; Three B2B Online PR Case Studies; Chapter 6: Social Media; Social Media Listening; Exploiting Your Resources; Social Engagement; Chapter 7: Optimizing with Metrics; Aligning Analytics with the Goals of Your Site; The Basics of Analyzing Metrics |
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Key Performance Indicators and Other Meaningful ReportsWash, Rinse, and Repeat to Improve Your Site; Testing for Ongoing Optimization; Should It Stay or Should It Go?; Social Media Metrics; Chapter 8: Conversion Rate Optimization and Usability; Web Usability and CRO: Similarities and Differences; Where to Start: Stages for Usability and CRO; Key B2B Conversions; Getting Started with Usability Practices; Building Blocks for Usability; Chapter 9: Integrating Online with Offline Marketing; Can Events and Online Marketing Ever Join Forces? |
| Summary |
Learn to take full advantage of search and social media for B2B marketing Business-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, resou |
| Notes |
Includes index |
|
Print version record |
| Subject |
Industrial marketing.
|
|
Internet marketing.
|
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Digital media.
|
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BUSINESS & ECONOMICS -- E-Commerce -- Internet Marketing.
|
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BUSINESS & ECONOMICS -- Mail Order.
|
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BUSINESS & ECONOMICS -- Marketing -- Direct.
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BUSINESS & ECONOMICS -- Marketing -- Multilevel.
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BUSINESS & ECONOMICS -- Marketing -- Telemarketing.
|
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Digital media
|
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Industrial marketing
|
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Internet marketing
|
| Form |
Electronic book
|
| Author |
Vaccarello, Lauren
|
|
Leake, William
|
| LC no. |
2012934965 |
| ISBN |
9781118225875 |
|
1118225872 |
|
1280879815 |
|
9781280879814 |
|
9781118239186 |
|
1118239180 |
|
