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Complete B2B online marketi...
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
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monografia Rebiun33050133 https://catalogo.rebiun.org/rebiun/record/Rebiun33050133 m o d cr unu|||||||| 130114s2012 njua o 001 0 eng d 2012934965 798534384 808345467 808670010 817096201 961569203 962680254 1228599651 1302292162 9781118225875 e-book) 1118225872 e-book) 1280879815 9781280879814 9781118239186 electronic bk.) 1118239180 electronic bk.) 9781118147849 1118147847 pbk. alk. paper) AU@ 000049683584 AU@ 000052899077 AU@ 000053012354 DEBBG BV040784021 DEBBG BV041906234 DEBBG BV042744196 DEBBG BV044188053 DEBSZ 397178697 DKDLA 820120-katalog:000586986 DKDLA 820120-katalog:000599798 NLGGC 382514165 NZ1 14976531 NZ1 15412312 DKDLA 820120-katalog:999938805105765 CL0500000179 Safari Books Online UMI eng pn UMI E7B OCLCO IDEBK B24X7 MEAUC DKDLA UKDOC OCLCQ EBLCP YDXCP N$T TEFOD OCLCF DEBSZ OCLCQ S9I DEBBG TEFOD OCLCQ AZK Z5A OCLCQ MERUC OCLCQ ZCU U3W UUM ICG INT OCLCQ WYU XC$ OCLCQ CNNOR DKC AU@ OCLCQ EYM UKAHL LVT VT2 OCLCO OCLCQ BUS 090010 bisacsh BUS 040000 bisacsh BUS 043010 bisacsh BUS 043040 bisacsh BUS 043050 bisacsh Ginty, Maura Complete B2B online marketing Maura Ginty and Lauren Vaccarello with William Leake Complete business-to-business online marketing Hoboken, N.J. J. Wiley & Sons 2012 Hoboken, N.J. Hoboken, N.J. J. Wiley & Sons 1 online resource (1 volume) illustrations 1 online resource (1 volume) Text txt rdacontent computer c rdamedia online resource cr rdacarrier data file rda Sybex serious skills Includes index 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 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 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? 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 Industrial marketing Internet marketing Digital media Marketing industriel Marketing sur Internet Médias numériques BUSINESS & ECONOMICS- E-Commerce- Internet Marketing BUSINESS & ECONOMICS- Mail Order BUSINESS & ECONOMICS- Marketing- Direct BUSINESS & ECONOMICS- Marketing- Multilevel BUSINESS & ECONOMICS- Marketing- Telemarketing Digital media Industrial marketing Internet marketing Vaccarello, Lauren Leake, William Print version Ginty, Maura. Complete B2B online marketing. [Hoboken, NJ] : Wiley, 2012 9781118147849 (OCoLC)805288683 Serious skills