Web Marketing FOR DUMmIES ‰ 2 ND EDITION by Jan Zimmerman 0011__337711881177--ffffiirrss..iinndddd ii 1111//55//0088 1100::1144::5544 PPMM 0011__337711881177--ffffiirrss..iinndddd iivv 1111//55//0088 1100::1144::5566 PPMM Web Marketing FOR DUMmIES ‰ 2 ND EDITION by Jan Zimmerman 0011__337711881177--ffffiirrss..iinndddd ii 1111//55//0088 1100::1144::5544 PPMM Web Marketing For Dummies®, 2nd Edition Published by Wiley Publishing, Inc. 111 River Street Hoboken, NJ 07030-5774 www.wiley.com Copyright © 2009 by Wiley Publishing, Inc., Indianapolis, Indiana Published by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permit- ted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. 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Library of Congress Control Number: 2008940369 ISBN: 978-0-470-37181-7 Manufactured in the United States of America 10 9 8 7 6 5 4 3 2 1 0011__337711881177--ffffiirrss..iinndddd iiii 1111//55//0088 1100::1144::5555 PPMM About the Author Jan Zimmerman has found marketing to be the most creative challenge of owning a business for the nearly 30 years she has spent as an entrepreneur. Since 1994, she has owned Sandia Consulting Group and Watermelon Mountain Web Marketing in Albuquerque, New Mexico. (Sandia is Spanish for watermelon.) Her previous companies provided a range of services including video production, grant writing, and linguistic engineering R&D. Jan’s Web marketing clients at Watermelon Mountain are a living laboratory for experimenting with the best techniques for Web success in site design, content development, word-of-Web marketing, search engine optimization, and offl ine integration. Ranging from hospitality and tourism to retail stores, B2B suppliers, trade associations, and service companies, her clients have unique marketing needs but share similar business concerns and online challenges. Her consulting practice keeps Jan aware of the real-world issues facing small-business owners and provides the basis for her pragmatic marketing advice. Throughout her business career, Jan has been a prolifi c writer. She has writ- ten four editions of another book about marketing on the Internet, as well as the books Doing Business with Government Using EDI and Mainstreaming Sustainable Architecture. Her concern about the impact of technological development on women’s needs led to her book Once Upon the Future and an anthology, The Technological Woman. The writer of numerous articles and a frequent speaker on Web marketing topics, Jan has long been fascinated by the intersection of business, technol- ogy, and human beings. In her spare time, she crews for a hot air balloon called Levity to get her feet off the ground and her head in the clouds. Jan can be reached at [email protected] or www.watermelonweb.com. Dedication In Loving Memory Thea LaFleur who always brought the sunshine 0011__337711881177--ffffiirrss..iinndddd iiiiii 1111//55//0088 1100::1144::5555 PPMM 0011__337711881177--ffffiirrss..iinndddd iivv 1111//55//0088 1100::1144::5566 PPMM Author’s Acknowledgments The idea of a writer, locked in a cell alone with her computer and literary agony, is a myth — at least for nonfi ction. This book could not have been written without a cast of dozens, especially with senior researcher Diane Duncan Martin, who did her usual fi ne job of organizing information and taking screenshots. She and Darlene Fraher both provided background research, compiled sites for the many tables in this book, and rooted out arcane online facts. Working on my truly crazy schedule, they checked thousands of links and reviewed hundreds of sites for screen shots. Not many people are asked to search the Web for a good favicon. Diane and Darlene interviewed companies for the Real World stories with genuine interest and skill. Finding those companies — and clearing copyrights for them — required endless calls and e-mails. The staff at Watermelon Mountain Web Marketing supplemented their efforts, drawing on their extensive knowledge of the Internet to suggest sites or ways to locate information. My particular thanks to Shawna Araiza and Chris Knowles for helping with research and Photoshop, and to Tenley Zumwalt, who returned to handle seemingly endless copyright clearances. I owe my staff a great debt for giving me the time to write — not to mention their patience and computer support and ignoring my frustration with PCs. I prom- ise to buy myself a new Mac, guys — for real this time. As always, my family, friends, and cat earn extra hugs for their constant sup- port and encouragement. I’m lucky to have friends who accept that I could not always be there for them. The garden and the cat, alas, are not so forgiving. Special thanks to all my clients, who have taught me so much and have given me the opportunity to put into practice what I preach. I’d also like to thank Blair Pottenger, project editor at Wiley, for his fl exibility and patience with a schedule that changed daily, and copy editor Becky Whitney. Together, they have made this book much better than it started out. My thanks also to technical editor Dr. Debra Zahay at Northern Illinois University College of Business for her encyclopedic knowledge of interactive marketing, and to all the other staff at Wiley — from the graphics department to marketing — who have provided support. If errors remain, I am certain they are all mine. My apprecia- tion goes to senior acquisitions editor Steve Hayes, for making this project pos- sible, and to my agent, Margot Hutchison of Waterside. I don’t know how this superwoman has worked through the past few years as her young son struggles with cancer. Margot and her extraordinary family teach us all a lesson about what’s important in life. If you enjoyed this book, please join me in donating to The Magic Water Project in honor of Sam Hutchison at www.magicwater.org/donate. Thank you in advance, dear readers. 0011__337711881177--ffffiirrss..iinndddd vv 1111//55//0088 1100::1144::5566 PPMM Publisher’s Acknowledgments We’re proud of this book; please send us your comments through our online registration form located at www.dummies.com/register/. Some of the people who helped bring this book to market include the following: Acquisitions and Editorial Composition Services Project Editor: Blair J. Pottenger Project Coordinator: Lynsey Stanford Senior Acquisitions Editor: Steve Hayes Layout and Graphics: Stacie Brooks, Carl Byers, Sarah Philippart, Copy Editor: Becky Whitney Christine Williams Technical Editor: Debra Zahay Proofreaders: Linda Seifert, Amanda Steiner, Editorial Manager: Kevin Kirschner Evelyn W. Still Editorial Assistant: Amanda Foxworth Indexer: Steve Rath Sr. Editorial Assistant: Cherie Case Cartoons: Rich Tennant (www.the5thwave.com) Publishing and Editorial for Technology Dummies Richard Swadley, Vice President and Executive Group Publisher Andy Cummings, Vice President and Publisher Mary Bednarek, Executive Acquisitions Director Mary C. Corder, Editorial Director Publishing for Consumer Dummies Diane Graves Steele, Vice President and Publisher Joyce Pepple, Acquisitions Director Composition Services Gerry Fahey, Vice President of Production Services Debbie Stailey, Director of Composition Services 0011__337711881177--ffffiirrss..iinndddd vvii 1111//55//0088 1100::1144::5566 PPMM Contents at a Glance Introduction ................................................................ 1 Part I: Getting Going with Online Marketing ................. 7 Chapter 1: Taking Your Marketing to the Web ..............................................................9 Chapter 2: Planning for Web Marketing ........................................................................17 Chapter 3: Taking the First Steps to Your Online Presence .......................................41 Part II: Building a Marketing-Effective Web Site ......... 63 Chapter 4: Producing a Successful Business Web Site ...............................................65 Chapter 5: Creating a Marketing-Effective Storefront .................................................97 Chapter 6: Pulling Repeat Visitors with Onsite Marketing Techniques ..................127 Part III: Exploring Online Marketing Basics ............... 157 Chapter 7: Mastering the Secrets of Search Engines .................................................159 Chapter 8: Marketing with Online Buzz ......................................................................191 Chapter 9: The Art of E-Mail Marketing.......................................................................219 Chapter 10: Expanding Your Web Presence ...............................................................245 Part IV: Spending Online Marketing Dollars ............... 267 Chapter 11: Marketing with Pay Per Click Ads ...........................................................269 Chapter 12: Marketing with Paid Online Advertising ................................................297 Chapter 13: Capturing Customers with New Technology ........................................315 Part V: Maximizing Your Web Success ....................... 333 Chapter 14: Improving Results with Web Analytics ..................................................335 Chapter 15: Staying Out of Legal Trouble ...................................................................353 Chapter 16: The Keys to Maintaining Your Web Presence .......................................369 Part VI: The Part of Tens .......................................... 379 Chapter 17: Ten Free Ways to Market Your Web Site ...............................................381 Chapter 18: The Ten Most Common Mistakes of Web Marketing ...........................385 Chapter 19: Ten Tips for Tired Sites ...........................................................................389 Index ...................................................................... 395 0022__337711881177--ffttoocc..iinndddd vviiii 1111//55//0088 1100::1155::0088 PPMM 0022__337711881177--ffttoocc..iinndddd vviiiiii 1111//55//0088 1100::1155::0088 PPMM