Table of contents for How to use the Internet to advertise, promote and market your business or Web site-- with little or no money / Bruce C. Brown.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


Counter
Introduction	5
Chapter 1	10
E-commerce & Web Sites	10
Digital certificates	13
Web hosting	15
Shopping Cart	16
Premium Shopping Cart Features	17
_	Affiliates	17
_	Cross Selling	18
_	Quantity Discounts	18
_	Auto-responders	18
_	Other Features You May Wish to Consider:	18
What kind of shopping cart does my hosting service support?	22
What is our budget?	22
What delivery methods will I be using?	22
Where will my business be in a year?	23
Is the cart software compatible with my credit card/merchant payment gateway?	23
What kind of payments are allowed by the shopping cart?	23
Can I easily back up and restore my data?	23
How is the product support?	23
Ten Steps Toward Profitable E-commerce	24
Chapter 2	30
Starting Your Business	30
Starting an online business	31
Chapter 3	46
Importance of Internet Advertising	46
Advertorials	49
Advertainments	50
Customer loyalty and the Ladder of Loyalty	51
Chapter 4	53
Generating More Web Traffic to Your Web Site	53
Media Exposure	54
Online Success	55
Gaining the trust of your clients	58
Increasing your public profile	58
Increasing your public profile both online and offline	58
FIVE WAYS TO IMPROVE YOUR ONLINE MARKETING	63
Techniques for improving Web site traffic	65
Web Site Promotion	67
Chapter 5	78
Branding	78
What is branding	78
Developing a Company Image	80
How to determine who is your target market	81
The importance of the name of your business	81
How to choose your company logo	83
Branding summarized	85
Case Study in Branding	87
Chapter 6	89
Automation of Your Web Site	89
Methods of automation	89
Using auto-responders	89
Methods of payment	90
Managing your e-mail names	90
Managing and Using E-zines	91
Use a system for ad tracking	92
How to Automate Your Web site	92
Ways to Automate Your Web Site	94
Using software for automation	98
Outsourcing your Web site automation	99
Database Marketing	101
Chapter 7	115
E-zines & Newsletters	115
Building Your Customer Base/Capturing E-mail Names	115
Permission-based opt-in and spam	116
Capturing e-mail addresses	118
Newsletter and e-zine creation	119
Building Relationships	122
Communicating frequently and automatically	123
Chapter 8	135
Using a Successful Auto-responder	135
Benefits of Automating Your Business	136
The CAN-SPAM Act: Requirements for Commercial E-mailers	138
Securing Your Server: Shut the Door on Spam	141
How E-mail Works	141
The Current Problem-Open Proxies	142
Consequences for Your Business	142
Securing Your Servers	143
"Remove Me" Responses and Responsibilities: E-mail Marketers Must Honor "Unsubscribe" Claims	143
Chapter 9	147
Search Engine Optimization	147
Successful Search Engine Optimization	149
Meta Tag Definition and Implementation	149
Web site optimization tips, hints, and secrets	159
More Web design and optimization suggestions	162
How Do Search Engines Work?	165
How long until my Web site is listed?	166
Using a Search Engine Optimization Company	167
Search Engine Registration	170
Search Engine Optimization Checklist	172
Free Web Site Search Engine Submission Sites	173
Free Web Site Optimization Tools	174
Web Page Speed Report	174
Diagnosis	174
Analysis and Recommendations	176
Search Engine Ranking Report by Mikes-Marketing-Tools.com	178
Web Site Design & Optimization Tools (Free, Trial, or for Purchase)	179
Chapter 10	181
Banner Advertising	181
How do banner ads work?	182
Different Types of Banner Ads	184
Reasons for Using Banner Ads	185
How to Make Banner Ads	187
Successful banner ads	188
Advertising and banners	190
Banner Exchange Programs	191
How to Buy Advertising	193
How to Sell Advertising	197
Advertising Specifications	200
Chapter 11	203
Business Directories	203
Chapter 12 Business to Business Web Communities & Portals
Business to Business Web Community Defined	206
Chapter 13	212
Google, Yahoo!, Overture, & Froogle Advertising	212
Google	212
Google Adsense	212
Google Adwords	213
Froogle	217
Yahoo! Search Marketing & Overture Advertising	218
Yahoo! Directory Submit	219
Yahoo! Product Submit	220
Yahoo! Search Submit	220
Yahoo! Sponsored Search	221
Chapter 14	222
Affiliate Programs	222
Definition of Affiliate Programs	223
Who uses affiliate programs?	224
Affiliate Payment Process	224
How Affiliate Programs Work	226
Affiliate Program Networks	227
Becoming Part of an Affiliate Program	227
How Affiliates Link to Your Web site	230
The Success of Affiliate Programs	232
Affiliate Marketing Definitions and Terms	235
Chapter 15	237
Promoting Your Business Offline	237
Increasing your public exposure and profile both offline and online	239
Brand recognition and how you achieve it	239
Be an expert about your products and services	240
Publish your market knowledge	241
Chapter 16	242
eBay Storefront & Unlocking the Secrets of eBay	242
Benefits of an eBay Storefront	243
eBay Storefront promotion	244
How to get started with eBay sales	244
eBay tips, tricks, and secrets to generate sales	245
Chapter 17
Summary	249
Top Ten Reasons to Follow the Guidelines in this Book	250
Glossary	253
Linking Strategy:	263
Internet Advertising Definitions and Terms	254
Search Engine Marketing:	264
Search Engines and Web Directories:	265
Web Design and Marketing	267
Additional Case Studies	268
Case Study for Advertising on the Internet - Banners	268
Case Study for Advertising on the Internet-Generate More Traffic	277
Case Study for Advertising on the Internet-Putting it All Together	281
Resources	285

Library of Congress Subject Headings for this publication:

Internet marketing -- Handbooks, manuals, etc.
Internet advertising -- Handbooks, manuals, etc.
Web sites -- Design -- Handbooks, manuals, etc.
Electronic commerce -- Handbooks, manuals, etc.