Ultimate Web Marketing Guide
Marketing isn’t as simple as it used to be. A decade or so ago all you had to
do was put together an advertising plan, do a few direct mail pieces, and have
your publicist put out a regular series of press releases. Piece of cake, that.
Today, it’s a lot more complex. In addition to those traditional marketing
activities, you have to do whatever it takes to market your company or your
products online. In fact, for many businesses web marketing drives more busi-
ness than does traditional marketing; it’s certainly a different (and in some
ways, more effective) way of communicating with current and potential cus-
For a traditional marketer, the whole online thing can be a little daunting. I
mean, there’s just so many things to deal with—search engines, email, blogs,
social networks, you name it. And that’s before you get into the whole mobile
marketing thing, which adds another layer of complexity.
It’s not just the number of activities, either. Web marketing is…well, it’s
different from traditional marketing. Marketing in print and over the air is
pretty much a mass market, broadcast way of talking to your customers.
Online, there’s a lot of narrowcasting, focused communication to distinct cus-
tomer groups. In some instances, it’s not even a one-way communication;
when you’re talking Facebook and MySpace and the like, your customers get
to talk back to you. That may be nice in theory, but it’s way different from
what you’re used to out there in the physical world.
What do you need to know to market online? How do you develop an effec-
tive web marketing strategy? Which activities do you need to focus on, and
how do you do what you need to do? And what about Twitter and Facebook
and the iPhone and all the new media that keep popping up?
Whether you’re new to this web marketing thing or just trying to keep your
head above water, you need a little help. In fact, you might need a lot of help.
Don’t be ashamed of that.
Not to worry—help is at hand, in the form of the book you hold in your
hands. The Ultimate Web Marketing Guide is your ultimate guide to anything
and everything there is to know about web marketing. Whether you don’t
know a keyword from a tweet or if you’re not sure how to optimize your
mobile site for local search, this book will help. I promise. There’s a lot to
learn, but if you approach it logically, it’ll make sense.
So what can you expect to find in this book? Well, the title rather immodestly
describes what’s inside.
This is The Ultimate Web Marketing Guide, after all, which means I cover every-
thing you need to know about web marketing. It doesn’t matter how inexperi-
enced you are, I’ll get you up to speed—and help you move on through the
newest and most advanced activities.
I start with research and planning and budgets (that includes writing a mar-
keting plan, no surprise) and work through all the possible components of a
web marketing strategy. That includes website development, search engine
marketing, online advertising, email marketing, blog marketing, social media
marketing, online PR, multimedia marketing (podcasts and videos), and the
newest big thing, mobile marketing.
For each activity, I present a basic overview of what’s involved, get down into
key operational details, show you how to implement that activity in your own
plan, and describe how to track your performance. It’s kind of Web Marketing
101—you learn a little bit about a lot of stuff, with an emphasis on mastering
And here’s the deal: Everything I talk about, I do so in plain English. No con-
voluted techno-speak here—nor, for that matter, are there many (if any) over-
used marketing clichés. I try to present things in a conversational manner,
that an average person can understand. No insider knowledge necessary.