Table of Contents

About the Author Acknowledgments A Call to Action 1. Introduction to Internet Marketing What is internet marketing? Why should you seek to grow your own business online? Successful online marketing 2. The Importance of Superior Content A simple framework for writing your website content How to generate content for any business Blogging and its benefits Blogging expert interview: Thoroughly Modern Milly Blogging expert interview: Rock N' Roll Bride Quick summary 3. Understanding Online Performance Metrics Why you should be using Google Analytics How to set up Google Analytics What should you be monitoring? Quick summary 4. How to Get Found Online Through Search Engine Optimisation (SEO) Keywords Making your site visible - SEO, tags, metadata, and links Submitting an XML sitemap Optimising for local search and ranking high in your local market SEO expert interview: Red Evolution (search company) How to get your products listed in product directories Quick summary 5. Paid Search - Introducing Pay Per Click (PPC), Step By Step Paid search vs. Organic search: what is the difference? How to set up an AdWords campaign Creating adverts and Ad Groups The role of landing pages Running and monitoring your AdWords campaign Competitor analysis Quick summary 6. Permission Based Internet Marketing Customer relationship management and how cross-sell and up-sell can be used to boost your sales Permission marketing and its relevance today How to succeed with email marketing Credibility factors that encourage people buy Quick summary 7. Social Media What is social media? What is social media marketing? How to market on Facebook, Twitter and LinkedIn Best practice for online PR How to track your social media progress with a WordPress blog Social media case studies Quick summary 8. Building For Long-term Success - Affiliate Marketing How to set up an affiliate marketing programme How to successfully implement your affiliate marketing programme Useful affiliate marketing resources 9. Planning for the Future - Optimising for Mobile Why take mobile seriously? Five important statistics for mobile Benefits of mobile technology Using mobile phones as marketing tools How to be successful in mobile marketing Quick summary Conclusion Useful Resources Internet Marketing Jargon Buster

About the Author

Lola Bailey MA (HRM) has over 20 years' blue-chip experience in coaching, sales and market development and is an Affiliate Member of the Institute of Digital Marketing. Lola is also a freelance writer who has successfully published and edited a small business magazine, and has been featured in local newspapers, as well as Enterprise Nation's 'bible' for small businesses, Working 5 to 9. She is an enthusiastic champion of start-ups, supporting their endeavours both offline and online. Her online business hub, where small businesses and start-ups can learn internet marketing strategies, can be found at www.ihubbusiness.co.uk. The site and its social media counterparts have been built using most of the techniques found in this book. Lola lives in London and is married with two children.