COIN72 - Reading

Your Textbook

Web marketing for Dummies was chosen primarily from our experience with previous editions of Dummies books, and especially as this 'all-in 'one' book comprises smaller 'booklets' which serve as easily read references for the course, and for your immediate knowledge. You can begin the book at the beginning, and then step to any of the following seven topics after that. We'll also post links at the bottom of this page to online references that can help you quickly explore new topics with the latest real-world insights.

Table of Contents

• Book I: Web Presence
  • Chapter 1: Internet Business Basics
  • Chapter 2: Making Money Online
  • Chapter 3: Designing to Sell
  • Chapter 4: Creating and Connecting Multiple Web Sites
  • Chapter 5: Creating Exceptional Copy That Sells
  • Chapter 6: Encouraging Communication
  • Chapter 7: Getting Help with Your Web Presence
• Book II: Search Engine Optimization
  • Chapter 1: Getting Ready for SEO
  • Chapter 2: Choosing the Right Keywords
  • Chapter 3: Eliminating Search Engine Roadblocks
  • Chapter 4: Making Search Engines Love Your Site
  • Chapter 5: Understanding Blended Search
  • Chapter 6: Writing Great Copy for Search Engines (And Readers!)
  • Chapter 7: Building Link Love
  • Chapter 8: Analyzing Your Results
  • Chapter 9: Hiring an SEO Professional.
• Book III: Web Analytics
  • Chapter 1: Setting Your Conversion Goals
  • Chapter 2: Tracking Traffic Volumes
  • Chapter 3: Measuring Your Best Referrers
  • Chapter 4: Measuring Visit Quality
  • Chapter 5: Using Conversion Goals. Chapter 6: Using Goal Funnels.
• Book IV: Online Advertising and Pay Per Click
  • Chapter 1: Grasping PPC Methods
  • Chapter 2: Combining PPC and Search Engines
  • Chapter 3: Making Keyword Lists That Sell
  • Chapter 4: Writing Ads That Earn Clicks and Pay You Back
  • Chapter 5: Budgeting and Bidding on Keywords
  • Chapter 6: Legally Speaking: PPC and the Law
  • Chapter 7: Using Tools, Tips, and Tricks of the Trade.
• Book V: E-Mail Marketing
  • Chapter 1: Adding E-Mail to a Web Marketing Strategy
  • Chapter 2: Becoming a Trusted Sender
  • Chapter 3: Building a Quality E-Mail List
  • Chapter 4: Constructing an Effective Marketing E-Mail
  • Chapter 5: Making Your E-Mail Content Valuable
  • Chapter 6: Tracking Your E-Mail Campaign Results
  • Chapter 7: Maximizing E-Mail Deliverability.
• Book VI: Blogging and Podcasting
  • Chapter 1: Picking Your Blog Topic
  • Chapter 2: Getting Yer Blog On
  • Chapter 3: Writing Like a Blogger
  • Chapter 4:Tracking Other Blogs
  • Chapter 5: Getting Involved on Other Blogs
  • Chapter 6: Promoting Your Posts
  • Chapter 7: Introducing Podcasting.
• Book VII: Social Media Marketing
  • Chapter 1: Understanding Social Media
  • Chapter 2: Creating Your Social Media Desktop
  • Chapter 3: Creating Your Social Media Plan
  • Chapter 4: Navigating Top Social Media Sites
  • Chapter 5: Building Your Network
  • Chapter 6: Creating a Winning Social Media Campaign.
• Book VIII: Mobile Marketing
  • Chapter 1: Getting Started with Mobile Marketing
  • Chapter 2: Planning a Mobile Marketing Campaign
  • Chapter 3: Running Mobile Communication Campaigns
  • Chapter 4: Launching a Mobile Advertising Campaign
  • Chapter 5: Delivering Valuable Mobile Content
  • Chapter 6: Getting Paid for Your Mobile Marketing Efforts
  • Chapter 7: Tracking a Mobile Marketing Campaign
• Index
• Read more: http://www.dummies.com/store/product/Web-Marketing-All-in-One-Desk-Reference-For-Dummies.productCd-0470413980,navId-322447,descCd-tableOfContents.html
• Web Marketing for Dummies all in One Cheat Sheet - http://www.dummies.com/how-to/content/web-marketing-for-dummies-allinone-cheat-sheet.html

Mapping Reading to Lessons

The recommended textbook for the course serves as an all-in-one guide of small 'booklets' related to the top level content. Each book can be read at any time, and I recommend you explore the book in any order that fits your interest. The course has a logical flow that integrates formal marketing concepts, and then moves into Internet marketing, Web presence, SEO and Analytics, and Social Media Optimization (SMO). The latter part of the course reflect on how to put a campaign together that meets organization, sales, branding, or other goals, with the final week reflecting on technology driven marketing evolution.

• Web Presence and Internet Business Basics - read this chapter first in weeks 1-3 of the course
• Search Engine Optimization - we will cover this topic after Analytics around weeks 6-8
• Web Analytics - we start this topic in week 6
• Online Advertising and Pay Per Click - we cover this topic beginning in week 10
• E-Mail Marketing - we begin a discussion of email marketing in week 4
• Blogging and Podcasting - a formal discussion of blogging begins in week 9
• Social Media Marketing - this topic also begins in week 9
• Mobile Marketing - is one of the final topics

I recommend that you skim the book cover to cover in week 1, and begin reading book one on Web presence and Internet business (e-commerce) almost immediately, then to email marketing, followed by Web analytics and SEO. You can start Social Media Marketing, Blogging, and Podcasting at any time, or wait until the second half of the course. And of course dive into any topic that interest you at any time!

Other

We'll post Web Marketing, SEO, Analytics and Social Media links as we expand the reading references.

Copyright © 2010 - 2011 Robert D. Cormia - April 30, 2011