Every high priority website marketing action can be distilled into a 30 minute time-frame. This practical guide provides step-by-step actions ready to implement, distilled from over 15 years of experience leading digital marketing departments.

lgli/Lee Wilson - 30-Minute Website Marketing: A Step by Step Guide (2019, Emerald Publishing).pdf

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30 Minute Website Marketing: A Step by Step Guide

Wilson, Lee;

United Kingdom and Ireland, United Kingdom

First edition, Bingley, UK, 2019

1st ed, Bingley, cop. 2019

producers:
Acrobat Distiller 10.0.0 (Windows)

Front Cover 1
30-Minute Website Marketing: A Step By Step Guide 4
Copyright Page 5
Contents 6
List of Figures 10
List of Tables 12
About the Author 14
Foreword 16
Acknowledgements 18
Chapter 1. An Introduction to the Website Marketing Ecosystem 20
1.1. An Introduction to the Website Marketing Ecosystem 21
1.2. Demystifying the Website Marketing Ecosystem 21
1.3. Creating a Collaborative Marketing Culture 23
1.4. Tips for Integrating Marketing Specialisms 23
1.5. An Overview of Online Marketing Channels 27
1.6. The Role of Integration in Digital Marketing 27
1.7. Integrating Offline and Online 27
1.8. Example One 27
1.9. Example Two 32
1.10. Example Three 33
1.11. Chapter Summary 34
1.12. Definitions 35
Chapter 2. Website Marketing Pain Points and Fundamentals 38
2.1. The Main Challenges Facing Online Marketing 39
2.2. Understanding How Search Marketing Works 44
2.2.1. The Component Parts of Search Marketing 46
2.3. Benchmarking and Measuring Website Success (Setting Website Goals and Objectives) 49
2.3.1. Benchmark, Goals and Objective Setting 49
2.4. Benchmark Setting 50
2.5. Chapter Summary 54
2.6. Definitions 54
Chapter 3. The Role of Websites in Today’s Marketing 56
3.1. The Impact and Opportunity of Voice Search 57
3.2. Winning in a Mobile-first Website World 62
3.3. Technological Advancements and Impact 63
3.3.1. Smartphones 63
3.3.2. WiFi 64
3.3.3. Big Data 64
3.3.4. Digital Personal Assistants/Smart Home Speakers 64
3.4. Announcing the Changing Global Markets 64
3.5. Allegro as an Amazon Alternative and Challenger 65
3.6. Country-orientated Marketplaces 65
3.7. Industry Niche Marketing Platforms 66
3.8. Etsy as the New eBay 67
3.9. Free Advertising Platforms including Flubit 67
3.10. Chapter Summary 67
3.11. Definitions 68
Chapter 4. 30-Minute Actions Methodology 70
4.1. Introduction to a 30-minute Mindset 70
4.2. Protecting Your Time and Preparing to Take Action 71
4.3. Repeat and Revisit What Works and Continuously Experiment 72
4.4. Challenge Your Assumptions 72
4.5. Create a Sense of Urgency 73
4.6. Keeping Momentum Going 73
4.7. Chapter Summary 73
Chapter 5. 30-Minute Social Media Marketing (SMM) Actions 76
5.1. Overview of Social Media Marketing for Business 76
5.2. 30-Minute Social Media Marketing Actions 78
5.2.1. Creating Social Media Accounts for Future Use and Baseline Visibility 78
5.2.2. Completing Social Media Listening 79
5.2.3. Setting up Scheduling of Posts 80
5.2.4. Putting in Place an SMM Strategy 81
5.2.5. Running Competitions 81
5.2.6. Building Social Media Calendars 82
5.2.7. Fully Completing and Optimising Profiles and Business Pages 83
5.2.8. Digesting and Using Your Social Analytics 84
5.2.9. Being Creative and Having Fun 84
5.2.10. Sharing Best of Breed Non-competing Content 84
5.2.11. Promoting Your Highest Performing Content 84
5.2.12. Repurposing Existing Content for Social Media Marketing (SMM) 85
5.2.13. Growing Brand Advocates and Evangelists 86
5.2.14. Direct Messaging Your Audience 86
5.2.15. Participating in User-generated Content (UGC) 86
5.3. Further Reading, Tips and Advice 87
5.4. References for This Chapter 87
5.5. Extra 30-Minute Social Media Marketing Tips and Advice 88
5.6. Chapter Summary 89
5.7. Definitions 89
Chapter 6. 30-Minute Search Engine Optimisation (SEO) Actions 92
6.1. Overview of Search Engine Optimisation for Business 93
6.2. 30-Minute Search Engine Optimisation Actions 94
6.2.1. Updating Title Tags and Metadescriptions 95
6.2.2. Setting up Bing Places, Google My Business and Optimising Other Location Factors 96
6.2.3. Technical SEO Updates 98
6.2.4. Content Actions 99
6.3. Improving Your Existing Content for SEO 99
6.4. Creating New Content That Works for SEO 101
6.5. Website Content Types 103
6.6. Further Reading, Tips and Advice 105
6.7. References for This Chapter 105
6.8. Extra Search Engine Optimisation Tips and Advice 105
6.9. Chapter Summary 106
6.10. Definitions 106
Chapter 7. 30-Minute Content Creation Actions 108
7.1. Overview of Content Creation for Business 108
7.2. 30-Minute Content Creation Actions 108
7.3. Creating 30-Minute Content for e-Commerce Sites 113
7.4. e-Commerce 30-Minute Content Marketing Website Checklist 114
7.5. Further Reading, Tips and Advice 118
7.6. References for This Chapter 118
7.7. Extra Content Creation Tips and Advice 118
7.8. Chapter Summary 120
7.9. Definitions 120
Chapter 8. 30-Minute Content Marketing Actions 122
8.1. Overview of Content Marketing for Business 124
8.2. 30-Minute Content Marketing Actions 124
8.3. 30-Minute Content Marketing Awareness and Discovery Actions 125
8.4. 30-Minute Content Marketing Consideration and Comparison Actions 129
8.5. 30-Minute Content Marketing Decision-making Actions 131
8.6. Further Reading, Tips and Advice 134
8.7. Extra Content Marketing Actions Tips and Advice 135
8.8. Chapter Summary 135
8.9. Definitions 136
Chapter 9. 30-Minute Pay-per-click Advertising Actions 138
9.1. Overview of Pay-per-click for Business 138
9.2. 30-Minute Pay-per-click Actions 139
9.3. Further Reading, Tips and Advice 147
9.4. Extra PPC Actions, Tips and Advice 148
9.5. Chapter Summary 148
9.6. Definitions 149
Chapter 10. 30-Minute Conversion Rate Optimisation Actions 150
10.1. Overview of Conversion Rate Optimisation for Business 151
10.2. 30-Minute Conversion Rate Optimisation Actions 152
10.3. Further Reading, Tips and Advice 158
10.4. Extra CRO Actions Tips and Advice 159
10.5. Chapter Summary 159
10.6. Definitions 160
Chapter 11. 30-Minute Tips For the Wider Website 162
11.1. 30-Minute Data Actions 162
11.2. 30-Minute Website Management Actions 164
11.3. 30-Minute Trend Awareness Activities 169
11.4. Further Reading, Tips and Advice 172
11.5. Chapter Summary 173
11.6. Definitions 173
Chapter 12. Strategic Thinking in 30 Minutes 174
12.1. Website Planning 176
12.2. Aligning Objectives 178
12.3. Integrating Teams 181
12.4. Further Reading, Tips and Advice 184
12.5. Chapter Summary 184
12.6. Textbook Summary 185
References 186
Index 190

Everyday businesses of all sizes are generating a fraction of the potential website return on investment (ROI) and broader marketing value for their business. The largest part of this opportunity wastage comes from overlooked marketing potential, plus an inability to take immediate action based on competing time demands and budget restraints. 30-Minute Website Marketing: A Step By Step Guide utilizes over 15 years of website marketing experience and digital expertise to empower businesses to identify and act on untapped website success. With all actions taking 30 minutes or less, companies can work towards improving the results gained from their website marketing efforts, and by adhering to the practical steps in this book, businesses can be confident that those 30 minutes provide the returns on resource investment needed. Through this guide, Lee Wilson delivers impactful, instant value to the broader marketing and targeted website marketing field, with practical help, direction, and expert step-by-step advice for marketing professionals, business owners, entrepreneurs, and start-up organisations.

2021-12-23