Make your web site work for you : how to convert your online content into profits /
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| Author / Creator: | Cannon, Jeff. |
|---|---|
| Imprint: | New York : McGraw-Hill, c2000. |
| Description: | xxviii, 208 p. : ill. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/4240243 |
Table of Contents:
- Foreword
- Preface: A Letter from Leo Burnett
- Introduction
- Acknowledgments
- 1. The Basics
- The Sales Cycle
- Need Realization
- Product Research
- Purchase Decision
- Purchase
- Product Use/Customer Service
- Repurchase Decision
- The Eight Rules of Effective Online Selling
- Rule 1. Relationships Sell Products
- Rule 2. Selling Starts Before a Customer Walks into a Store
- Rule 3. The Marketing Conversation Is Salesmanship Multiplied
- Rule 4. Profiting Through Targeting
- Rule 5. One Product, One Message
- Rule 6. Two-Way Communication Builds Relationships
- Rule 7. Consumers, Not Web Sites, Own the Internet
- Rule 8. On the Internet, Content Is King
- Why the Web?
- Traditional Advertising--An Inefficient Way to Close a Sale
- An Attractive Audience in a Growing Mass Medium
- Brand and Tactical Marketing with Sales Capabilities
- Advantages of Web Marketing Throughout the Sales Cycle
- Going Online in Brief
- Conclusion
- 2. The First Step to Going Online: Developing a Brand
- Defining the Product and the Audience to Sell
- Building a Consumer Relationship by Building a Brand
- Creating a Brand-Driven Campaign by Defining the Product
- Strategy
- Start with the Prospect, Not the Product
- Researching Your Competition Online
- How Good Is Your Competition?
- Is Your Audience on the Net? If so, Who Are They?
- Identify and Compare Consumer Benefits
- Building a Brand that Sells Your Audience, Not Your Product
- Developing the Brand--The First Step in Building a Relationship
- Focus, Focus, Focus
- Setting Goals and Objectives
- Conclusion
- 3. Building Online Content to Drive Your Business
- Why Branded Content Delivers a Better Message
- Consumers Respond to Content
- Branded Content Is Not Advertising
- Creating Branded Content to Which Your Customers Will Respond
- Identify Competitive Weaknesses and Find Partners to Exploit Them
- Quality Over Quantity
- Where to Build Branded Content
- Email/Newsletters
- Micro-site
- Sponsoring Content
- Web Site
- Factors in Developing Online Content
- Design and Graphics
- Navigation and Content Hierarchies
- Developing Content that Works
- How to Create the Content You Need
- Assessing Your Resources
- Choosing and Working with a Design Shop
- Creating a Community
- Starting a Community Pre-Launch
- Building a Community Post Launch
- Conclusion
- 4. Driving Traffic and Keeping It in Your Online Store
- Thinking Outside the Web Site Box
- Brand Driven, Results Oriented
- Extending the URL
- Reflect the Brand
- The Initial Steps in Marketing a Web Site
- Search Engine/Directory Placement
- Basic Rules to Announcing Your Site
- Metatags and Tricks
- Announcing Your Site in Newsgroups
- Email and Newsletter Lists
- Issuing a Press Release
- The Ongoing Marketing of a Site
- Basics of an Online Campaign
- General Rules to Online Advertising
- Places to Advertise
- Elements of an Online Advertising Campaign
- Advertisus Interuptus--Banner Advertising and Interstitials
- Content-Based Advertising
- Building Stickiness
- Enticements
- Linking
- Integrating the Elements into an Online Campaign
- Benchmarking and Goal Setting
- Tracking Advertising
- Combining Tools to Create a Campaign
- Building a Campaign
- Campaign Calendar
- Conclusion
- 5. Preparing Your Site to Profit
- Selling Advertising
- Banner Advertising
- Content-Based Advertising
- Successful Selling
- Preparing Your Site and Yourself for Advertising
- Finding Your Advertisers
- Ecommerce
- Creating a Sales Experience
- A Short Path to Purchase
- High Quality vs. Low Prices
- Building Trust Through Guarantees
- The Post Purchase Opportunity
- Subscriptions
- Conclusion
- 6. Research and Customer Service to Enhance Communications
- The How and Why of Research
- The Power of Databases
- What to Ask and How to Ask It
- A Pop-Up Solution
- An Ever-Changing Customer
- Building Research into the Content Development Process
- Research Tools
- Surveys and Questionnaires
- Contests and Sweepstakes
- Registration
- Feedback
- Cookies
- Focus Groups
- Customer Service to Enhance Communications
- Integrating Service into the Content
- Outbound/Inbound Customer Service
- Conclusion
- 7. Case Studies
- Case 1. Bikini.com--Developing a Brand in a Heavily Competitive Market
- Case 2. Bluefly--Growth Through Strategic Parnerships
- Case 3. FultonStreet.com--Service, Service, Service Beats Location, Location, Location
- Case 4. TeranRealty.com--Expanding a Business by Building New Walls
- Case 5. PaintingsDirect.com--Building Relationships to Sell Art
- Appendix 1. Web Sites to List
- Appendix 2. Online Information Resources
- Appendix 3. Third Party Services
- Appendix 4. Summary Overview of Web Ad Rates
- Appendix 5. Online Audience Lifestyle and Consumer Behavior Summary
- Appendix 6. Sample Barter Agreement
- Appendix 7. Sweepstakes Official Rules
- Appendix 8. Sponsorship Proposal Outline
- Appendix 9. Co-Branded One-Sheet
- Index