Table of Contents
Chapter 1

CHOOSING YOUR ONLINE BUSINESS MODEL

  • Central vs. Hub-and-Spoke Model
  • Single-Topic Content-Rich Site for Enthusiasts
  • The Agora Model
  • Needs Assessment Model
  • Funnels
  • Launches
  • Membership Sites
Chapter 2

PROFITS EQUAL SALES MINUS EXPENSES

  • The Web Helps Level the Playing Field
  • Corporate Status and Health Insurance
  • Download Speed
  • Online Payments
  • Avoiding Shopping Cart Abandonment
  • Don't Overspend
  • Constantly Be Learning
Chapter 3

MARKETING FUNNELS FOR CONSUMER PRODUCTS

  • The AIDA Funnel
  • Amazon's Funnel
  • A Veterinarian's Funnel
  • 1-800-Flowers Funnel.
  • Groupon Funnel
  • Netflix Funnel
  • Burberry Funnel
  • Theme-Based Content
  • Conversion Content Timing
  • AIB Testing the Funnel Content
  • Customer vs. Product Focus
Chapter 4

MARKETING FUNNELS FOR B2B PRODUCTS

  • Innovative Information Solutions
  • D&B Hoovers
  • Grainger
  • Ferguson
  • HubSpot
  • GKIC
  • MarketingProfs
  • Agencies, Freelancers, and Consultants
Chapter 5

WEBSITES AND MARKETING FUNNELS FOR SERVICE FIRMS

  • The Anatomy of a Service Business Website
  • Content Marketing
  • Video Marketing for Service Businesses
  • Constantly Promote Your Service Business
  • Repurpose and Test Your Content
  • Email Marketing for Service Businesses
Chapter 6

DRIVING TRAFFIC TO YOUR WEBSITE WITH ONLINE MARKETING

  • The Seven Basic Types of Traffic Drivers
  • Affiliate Marketing
  • Banner Ads
  • Content Marketing
  • Co-Registration
  • Email
  • Enewsletters
  • Google and Bing Pay-per-Click Advertising
  • Influencer Marketing Campaigns
  • Infographics
  • IP-Specific Online Advertising with Geo- Targeting
  • Lead Magnets
  • Podcasts
  • QR Codes
  • Search Engine Optimization
  • Social Media
  • Text Ads
  • Webinars
  • YouTube Videos and In-Stream Ads
Chapter 7

DRIVING TRAFFIC TO YOUR WEBSITE WITH OFFLINE MARKETING

  • Linking Print and the Internet with QR Codes
  • Direct-Mail Packages
  • Postcards
  • Brochures
  • Catalogs
  • Print Newsletters
  • Article Writing
  • Public Relations
  • Print Ads
  • TV and Radio Commercials
  • Public Speaking
Chapter 8

WINNING WITH BLOGGING AND SOCIAL MEDIA MARKETING

  • Hosting Company
  • Blogging Platforms
  • Integration with CRMs and Shopping Carts
  • Writing Blog Posts
  • Useful Blog Additions
  • Social Media Marketing
Chapter 9

BUILDING YOUR OPT-IN LlST

  • Picking an Email Service Provider
  • Seven Things to Consider When Choosing an ESP
  • Email List-Building Best Practices
  • E- List Maintenance
  • Affiliate Marketing and Joint Venture Deals
  • Enewsletter Subscription Offers
  • Facebook Ads and Boosted Posts
  • Giveaways
  • In-Mail
  • Lead Magnets
  • Leverage Social Proof
  • List Swaps
  • Offline List Building
  • PPC Ads on Bing and Google
  • Referral Incentives
  • Reinvigorate Stale Lists
  • Surveys and Quizzes
  • Webinars, Teleseminars, and Virtual Summits
The Digital Marketing Handbook
Chapter 10

HUB SITES. LANDING PAGES. AND SQUEEZE PAGES

  • Hub Sites
  • Website Security
  • The Psychology of Websites
  • Sales-Generating Landing Pages
  • Lead-Generating Landing Pages
  • Squeeze Pages
  • Search Engine Optimization (SEO)
  • Mobile-Only Index
  • Keyword Research
Chapter 11

PUBLISHING AN ONLINE NEWSLETIER

  • Opt-in E-lists Are Permission Marketing
  • How Much Is Your Opt-in E-list Worth?
  • Use a Free-on-Free Subscription Offer
  • Choosing a Name for Your E-newsletter
  • Your Enewsletter Publishing Schedule
  • Designing Your E-newsletter
  • Ideal Word Length for Your E-newsletter
  • Answering Questions and Queries from Your Subscribers
  • 14 Things You Can Put in Your E-newsletter
  • 31 More Topics for Your E-newsletter
  • Six Tips for Writing E-newsletters
  • When to Email Your Subscribers
  • How to Get Subscribers
  • Build Your List with Swaps
  • Stop People from Unsubscribing
Chapter 12

GENERATING LEADS AND SALES WITH EMAIL MARKETING

  • Six Important Email Metrics
  • Content vs. Sales
  • Email Frequency
  • Ideal Word Length for Email Marketing Messages
  • Which Email Format Is Best?
  • Designing Emails for Mobile Devices
  • What Offers Work Best in Email Marketing?
  • From Lines and Subject Lines that Boost Results
  • Writing the Email Body Copy
  • Hyperlinks and Calls to Action (CTAs)
  • Should You Personalize Your Email Messages?
  • How to Handle Subscriber Questions and Complaints
  • How to Handle Refund Requests
  • Sample Sales Email
Chapter 13

GENERATING LEADS AND SALES WITH EMAIL MARKETING

  • Autoresponder Fundamentals
  • Autoresponder Benefits
  • Types of Autoresponder Emails
  • Upsells
  • Upsell vs. Cross-Sell
Chapter 14

JOINT VENTURES, AFFILIATE MARKETING, AND LICENSING

  • Joint Ventures
  • The Five Main Types of Joint Ventures
  • Three Big Goals for Your Joint Ventures
  • Three Types of Joint Venture Partners
  • Three Criteria for a Joint Venture Partner
  • Four Questions to Ask About a Potential Joint Venture Partner
  • How to Find Joint Venture Partners
  • Ranking Joint Venture Candidates
  • First Contact
  • Affiliate Marketing
  • Open and Closed Affiliate Arrangements
  • Three Criteria for Choosing the Right Niche
  • Increasing Affiliate Revenues
  • Super Affiliates
  • Affiliate Commissions
  • Licensing
  • License Pricing
  • How to Make More Money with Licensing
Chapter 15

MEMBERSHIP SITES

  • Membership Site Pros and Cons
  • Membership Site Structure and Functionality
  • Membership Site Software
  • Hiring a Programmer to Create Your Membership Site
  • Don't Forget the Updates
  • Membership Levels
  • Pricing the Memberships
  • Recruiting New Members to Your Site
  • Membership Retention
  • Ancillary Services for Members
Appendix A

RECOMMENDED VENDORS

Appendix B

SOFTWARE AND SERVICES

  • Ad Trackers
  • Affiliate Marketing
  • Analytics
  • Anti-Virus
  • Auto-Responders
  • Content Management
  • Database
  • Integrated Ecommerce Package
  • Merchant Accounts and Online Payment Processing
  • Membership Website Software
  • Online Surveys
  • Sales Reports
  • Slide-Making
  • Security Verification Services
  • Spreadsheets
  • Video Software
Appendix C

SAMPLE INFOGRAPHIC

Appendix D

SCHEDULE FOR PRODUCING A DIRECT MAIL PROMOTION

ABOUT THE AUTHOR

Bob Bly Official Image
BOB BLY

Bob Bly is an independent copywriter, marketing consultant, and internet marketer with nearly 4 decades of experience.

Bob has written copy and consulted for over 100 companies including IBM, AT&T, Medical Economics, Praxair, Ingersoll-Rand, and Agora Publishing.

He is the author of 95 books including The Digital Marketing Handbook and The Marketing Plan Handbook, both from Entrepreneur Press.

His articles have appeared in many publications including Cosmopolitan, Writer’s Digest, City Paper, and Successful Meetings.

Awards include a Gold Echo from the Direct Marketing Association and AWAI Copywriter of the Year. Bob has been interviewed on many radio and TV shows including CBS Hard Copy and CNBC, as well as featured in major media ranging from the New York Post to Nation’s Business.

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