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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.