Guerrilla marketing on the Internet : the definitive guide from the father of guerrilla marketing / Jay Conrad Levinson, Mitch Meyerson, and Mary Eule Scarborough.

• ch. 1. The Internet : the most powerful guerrilla marketing tool ever created -- Guerrilla marketing principles at a glance -- Guerrilla investment : time, energy, imagination, and knowledge -- Guerrilla intentionality : marketing includes every contact with the public -- Guerrilla commitment : building successful businesses one step at a time -- Guerrilla partnerships : working together to make things happen -- Guerrilla psychology : tapping into their target audiences' minds -- Guerrilla assortments -- Guerrilla measurement -- Guerrilla action -- Guerrilla fieldwork -- ch. 2. The 12 biggest Internet marketing mistakes--and how to avoid them -- Mistake 1 : putting up a Website with no planning -- Mistake 2 : failing to research competitors and the marketplace -- Mistake 3 : developing poorly designed Websites that are difficult to navigate -- Mistake 4 : failing to write effective direct response copy -- Mistake 5 : failing to build permission-based e-mail marketing lists -- Mistake 6 : no traffic generation strategy -- Mistake 7 : not using Web 2.0 social media and technology -- Mistake 8 : not using online and offline marketing combinations -- Mistake 9 : failing to track marketing campaigns -- Mistake 10 : neglecting to build virtual teams and partnerships -- Mistake 11: failing to follow up with prospects and customers -- Mistake 12 : failing to ensure that computer equipment is up to the task -- Hardware -- Software -- Security-- Disaster recovery --Maintenance -- Mobility -- Guerrilla fieldwork --. 
• ch. 3. Guerrilla Websites : high impact at a low cost -- Site design strategy -- Immediate online sales -- Lead generation for future online sales -- Lead generation for future offline sales -- Hybrid -- Types of Websites -- Squeeze page -- Sales page/letter -- Blogs -- Continuity Websites (membership/subscription) -- Informational or brochure Websites -- Choosing your domain name and hosting company -- Selecting your domain name -- Selecting your hosting company -- Developing your Website -- Structure first -- Organizing content for multiple page Websites -- Navigation and usability guidelines -- Use clear, simple, logical words and phrases for labeling menus -- Categorize your content logically -- Make speed a priority -- Adjust your browser settings -- Use no-surprise navigation devices -- Outsourcing your web development -- Check out lots of Websites -- Survey current and past customers -- Finalize your requirements -- Determine how your Website will be maintained -- Professional Website design on a guerrilla budget -- Use easy-to-read typefaces and formatting -- Use color carefully -- Place key content above the fold -- When it comes to design, less is more -- Use artwork and graphics to your best advantage -- Guerrilla fieldwork --. 
• ch. 4. Direct response marketing : turning visitors into customers -- What do consumers really buy? -- Direct response communication -- How to turn Website visitors into customers--guerrilla style -- Talk naturally -- Grab hold of their hearts and don't let go -- Personalize -- Provide just enough information to help them make a decision -- Don't mumble -- Paint a picture -- Sales page outline -- Identify your visitors' most urgent problem -- Create an attention-grabbing headline (and subheadings) -- State their problem -- Offer the solution -- Resolve their concerns -- Use bullets that resonate -- Offer something irresistible -- Justify the cost and build value -- Reverse the risk -- Call 'em to action -- Remind, repeat, recap, and reassure -- Guerrilla simplicity : the squeeze page -- Tactics for increasing conversions -- Opt-in conversions -- Sales conversions -- Models for moving from opt-ins to sales -- What will you measure? -- The ultimate guerrilla Web measurement tool -- Guerrilla fieldwork -- ch. 5. Guerrilla communications : e-mail, podcasts, and feeds -- Promotional e-mails -- Getting your e-mails opened -- Subject lines -- Getting your-emails read -- Getting your readers to take action -- Advanced techniques for making your e-mails memorable -- Moving from text to video e-mails -- Audio postcards -- Really simple syndication (RSS) feeds -- Ways to use RSS feeds -- Gathering RSS feeds -- Adding RSS feeds to your Website -- Podcasting -- What are podcasts? -- Why guerrillas use podcasts -- Equipment you'll need to publish your own podcast -- Steps for creating podcasts -- More tips for effective podcasting -- Nanocasts -- The new language of mobile devices -- Guerrilla fieldwork --. 
• ch. 6. Guerrilla traffic : driving visitors to your Website -- Search engine traffic : where it all begins -- Search engine optimization : a primer -- Powerful keywords and phrases : the heart of search engine optimization -- Guerrillas make their sites easy to view and use -- Guerrillas link with others -- Inbound links -- Outbound and reciprocal links -- Guerrillas add relevant content -- Guerrillas participate -- Find out where they gather -- Become part of the community -- Position yourself as an industry expert -- Guerrillas partner using affiliate programs -- How are affiliate programs managed? -- Choosing affiliate programs -- Make a list and check it twice -- Research and click -- Assess, compare and sign-up -- Building an affiliate program -- 1. Take a page out of your own book -- 2. Take care of first things first -- 3. Affix, invite, promote -- 4. Continue to deliver--even after the sale -- Guerrillas publish -- Guerrillas write articles -- Guerrillas stay in touch with newsletters -- Guerrillas use world-of-mouth marketing -- Guerrillas go viral -- Guerrillas use tell-a-friend programs -- Guerrillas generate online publicity -- Guerrillas set up e-mail signatures -- Guerrilla fieldwork -- ch. 7. Guerrilla automation : online systems for effortless follow-up -- Processing online payments -- Merchant accounts -- PayPal and other third-party processors -- One-stop shopping carts -- Sequential autoresponders : guerrillas' automated workforce -- Using autoresponders to create sublists and "scratch your niches!" -- Offline automation for easy follow-up -- Tracking and measuring -- What does the future look like for automation technology? -- Guerrilla fieldwork --. 
• ch. 8. Guerrilla multimedia : using audio and video for maximum impact -- Guerrilla audios -- Audio equipment and software supply list -- Guerrilla videos -- Ten best guerrilla online video strategies -- Video equipment and software supply list -- Telephone and Web-based seminars and conferences -- Guerrilla fieldwork -- ch. 9. Guerrilla Internet weapons -- Choosing your marketing weapons -- Guerrilla fieldwork -- ch. 10. The Web 2.0 guerrilla -- Web 2.0 simplified -- The Web 2.0 culture and mindset shift -- Demystifying Web 2.0 technology, tools, and strategies -- Blogosphere -- Bookmarking, social bookmarking -- Social media -- Social/business networking Websites -- Bookmarklets -- Content management system (CMS) -- Long tail strategy -- Mashups -- Membership sites -- Open source -- Syndication feeds : RSS and ATOM -- Tags -- User-generated content (UGC) -- Widgets -- Wikis -- How guerrillas use the best-of-the-best Web 2.0 Websites -- Social video Websites : YouTube -- Picture sharing Websites : Flickr.com and Facebook.com -- Social networking Websites : MySpace.com and Squidoo.com -- Social bookmarking Websites : Del.icio.us and Technorati.com -- Community-based user generated Websites -- Guerrilla fieldwork --. 
• ch. 11. Guerrilla Internet marketing in action : four innovative campaigns -- Russell Brunson -- Creating large streams of income with your dream team -- Creating the dream team -- Leveraging my contacts -- Multiple income streams -- Rick Raddatz -- The creation and launch of audio generator -- Guerrilla planning -- Instant audio : breaking the silence on the Web -- The teleseminar affiliate and customer dance -- Bo Bennett -- Guerrilla Web 2.0 membership sites -- Guerrillas stay on top of the latest trends -- Trend or fad? -- Never fear technology -- Following the leader is for kids, not for guerrillas -- Viral marketing : get them talkin' -- Mitch Meyerson -- Creating the guerrilla marketing coach certification program -- Guerrillas take action -- Approaching a fusion marketing partner -- Growing the brand -- ch. 12. Guerrilla momentum and people power -- Commitment -- Fusion marketing -- Joint venture partnerships -- Strategic alliances -- Outsourcing : building a virtual team the smart way -- Putting together your virtual team -- Guerrilla fieldwork -- Wrapping up -- Glossary -- About the authors -- Index.

Ämnesord

Internet marketing.  (LCSH)

Internet advertising.  (LCSH)

Marknadsföring via Internet  (sao)

Internetreklam  (sao)

Internet marketing  (LCSH)

Internet advertising  (LCSH)

Klassifikation

HF5415.1265 (LCC)

658.8/72 (DDC)

Qblb (kssb/8)

Qbm (kssb/8)