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1 Developing a Marketing Strategy for Your Online Business 19 Building a Successful Marketing Strategy in Four Steps 19 Step #1: Who Are Your Customers Going to Be? 26 Step #2: Why Are These People Going to Buy from You? 32 Step #3:What Should You Be Selling on eBay? 41 Step #4: How Will You Get Your Message Across to Your Customers? 48 2 Building a Market-Friendly eBay Presence 53 Creating an Experience for Your Buyers 53 Your eBay User ID and Store ID 58 Your About Me and My World Pages 64 Elements of an Attention-Getting Listing 73 Building Your Brand in Five Easy Steps 83 eBay Listing Upgrades 95 Using Your eBay Store Custom Pages to Generate Search Engine Traffic 98 Do You Need More Than One Store? 104 3 Using eBay to Market Your Products 111 eBay's Policies and How They Affect Your Online Marketing Activities 111 What People Look For When They Surf the Web 117 Marketing Tools Inside the eBay Store 122 Creating Buzz in the eBay Community 127 Marketing by Doing Good 133 Keys to Scoring That Online Sale 135 Small Details That Build Loyalty 140 Marketing Doesn't Stop Once You Make the Sale 143 4 Online Marketing Strategies and Tools 151 Two Fundamental Marketing Rules to Remember at All Times 151 What Internet Marketing Is (and Isn't) All About 154 Search Engine Optimization 158 E-Mail Newsletters 168 Blogs 181 How to Squidoo 188 Podcasts 192 Videocasts 196 Social Networking 201 Making the Most of Web 2.0 210 Should You Be on the Cutting Edge of Web Commerce? 214 Track What's Working and What Isn't 216 5 Offline Marketing Strategies and Tools 221 When the Best Way to Market an Online Business Is Offline 221 Press Releases 223 Newspaper, Magazine, and Print Advertising 231 Radio, Television, and Billboards 234 The Marketing Power of Adult Education 239 Guerrilla Marketing 245 Everything Your Customer Sees Is a Marketing Opportunity 249 6 Developing an E-Commerce Empire 265 Building Synergy Among Multiple Marketing Channels 265 Make YourWebsite the Center of It All 268 Reaching Out with Yahoo!, Amazon, and Other E-Commerce Platforms 276 Tips on Linking It All Together 284 Ubiquity Is the Ultimate Marketing Goal 289