Internet Marketing Start to Finish: Drive measurable, repeatable online sales with search marketing, usability, CRM, and analytics (Que Biz-Tech)

Internet Marketing Start to Finish

A breakthrough system for attracting more customers on the Internet

Internet marketing is the fastest, most efficient way to attract profitable new customers―if you run it strategically and systematically. This book shows you how. You’ll discover how to integrate marketing, sales, and operations functions to work together far more effectively, capture the right real-time data for decision-making, and apply it to drive dramatic improvements in performance. Drawing on extensive in-the-trenches experience, the authors help you implement a more iterative, measurable, and repeatable approach to Internet marketing, deliver better-qualified leads, build an online sales engine to track and improve every customer relationship…and, above all, grow profits!

You’ll Learn How To:

• Craft flexible strategies that can quickly learn from experience

• Eliminate "silos" that prevent effective measurement and execution

• Overcome obstacles ranging from culture to processes to individual behavior

• Build a powerful online sales engine to track customers through the entire relationship

• Avoid dangerous data and weed out junk leads

• Integrate web KPIs into business decision-making

• Link web to lead to CRM analysis

• Redefine messages to respond to your key audiences’ personas

• Architect and design sites to improve user experience and conversion

• Write highly findable content, and then make it even more visible

• Start a feedback loop for continually optimizing both tactics and strategy

• Globalize Internet marketing for diverse languages and cultures

• Translate your performance into boardroom-ready reports

CATHERINE JUON, Co-Founder & Catalyst of Pure Visibility, has worked in the Internet space for nearly 20 years. She has extensive experience helping companies develop integrated online marketing strategies that leverage online advertising, search engine marketing, and social media.

DUNRIE ALLISON GREILING,

Director of Happiness at Pure Visibility, works with analysts to derive actionable recommendations from complex web data and develop strategic Internet marketing plans. She has more than a decade of web content and project-management experience.

CATHERINE BUERKLE has 18+ years of experience in usability design, web-based media, technical communication, project management, and marketing. She founded ArborComm, Inc., and co-founded the Digital Design Institute of Michigan.

ISBN-13: 978-0-7897-4789-1

ISBN-10: 0-7897-4789-8

Catherine Juon

is co-founder and Catalyst of Pure Visibility, passionately leading the charge for companies to grow via the Internet. Catherine traces her love of the Internet back to Poland, where in 1991 she began teaching at the University of Warsaw. There, she experienced the power of the Internet to transform international communication, from weeks to seconds, in a way we now take for granted. Catherine believes a similar transformation is taking place in commerce–and dubbed the system of harnessing the power of the Internet for commerce Your Online Sales Engine. Based on the experience of helping companies from the corner store to global enterprises, Catherine and her company teach companies how to benefit from the web by sharing the foundations you’ll learn in this book.

Dunrie Greiling is Pure Visibility’s Director of Happiness and its lead Relationship Manager, responsible for national and global online sales engine engagements for Pure Visibility clients. Dunrie often draws on the hypothesis testing and data analysis skills she learned during her doctoral dissertation in Ecology and Evolutionary Biology at the University of Michigan and her undergraduate degree in that field from Princeton University. She left academics in 2000 and has since managed software design, web design and development, and search marketing projects. She supplemented her lessons learned with training and certification as a Project Management Professional by the Project Management Institute.

Catherine Buerkle is an independent User Experience and Technical Communication Consultant currently living in Germany. She has extensive experience defining and writing interactive content for a broad array of industries and applications (both web based and offline).

Before moving to Germany and under her maiden name of Titta, Catherine founded and ran a technical communication and user-experience consulting practice that won several international and best-of-show awards. Based on both the wide variety of her consulting experiences and her extensive time spent in the IT world, she has become a strong user advocate and an evangelist for applying practical and sound methodologies.