TITLE : MAKE YOUR WEBSITE WORK FOR YOU: HOW TO CONVERT YOUR ONLINE CONTENT INTO PROFITS.

 
 
      Foreword  xiii
 
      Preface: A Letter from Leo Burnett    xvii
 
      Introduction    xxi
 
      Acknowledgments  xxvii
 
 
1 The Basics
      The Sales Cycle  1
        Need Realization     2
        Product Research     3
        Purchase Decision    4
        Purchase  5
        Product Use/Customer Service    6
       Repurchase Decision      7
       The Eight Rules of Effective Online Selling     8
       Rule 1-Relationships Sell Products   8
       Rule 2-Selling Starts Before a Customer Walks into a Store
       Rule 3-The Marketing Conversation Is Salesmanship
         Multiplied                10
       Rule 4-Profiting Through Targeting       12
       Rule 5--One Product, One Message         13
       Rule 6-Two-Way Communication Builds Relationships   13
       Rule 7-Consumers, Not Web Sites, Own the Internet   14
       Rule 8--On the Internet, Content Is King  15
      Why the Web?       16
        Traditional Advertising-An Inefficient Way to Close
         a Sale 17
        An Attractive Audience in a Growing Mass Medium    18
        Brand and Tactical Marketing with Sales Capabilities    18
        Advantages of Web Marketing Throughout the
         Sales Cycle     19
        Going Online in Brief           23
      Conclusion    25
 
 
2 The First Step to Going bnline: Developing a Brand
      Defining the Product and the Audience to Sell   28
        Building a Consumer Relationship by Building a Brand
29
        Creating a Brand-Driven Campaign by Defining
         the Product     30
        Strategy    31
      Start with the Prospect, Not the Product   31
        Researching Your Competition Online 32
        How Good Is Your Competition? 33
        Is Your Audience on the Net? If so, Who Are They?  34
        Identify and Compare Consumer Benefits  36
        Building a Brand that Sells Your Audience, Not
         Your Product 37
        Developing the Brand-The First Step in Building
         a Relationship       39
        Focus,Focus,Focus          42
        Setting Goals and Objectives      43
      Conclusion     44
 
 
3 Building Online Content to Drive Your Business
      Why Branded Content Delivers a Better Message   46
        Consumers Respond to Content            46
        Branded Content Is Not Advertising      47
      Creating Branded Content to Which Your Customers Will
      Respond  48
        Identify Competitive Weaknesses and Find Partners to
         Exploit Them 48
       Quality Over Quantity 50
      Where to Build Branded Content   51
        Email /Newsletters 53
        Micro-site 55
        Sponsoring Content 57
        Web Site 59
      Factors in Developing Online Content       62
        Design and Graphics 62
        Navigation and Content Hierarchies  64
        Developing Content that Works  69
        How to Create the Content You Need       70
        Assessing Your4Resources   74
        Choosing and Working with a Design Shop  75
      Creating a Community        76
        Starting a Community Pre-Launch 77
        Building a Community Post Launch         81
      Conclusion         88
 
 
4 Driving Traffic and Keeping It in Your Online 5tore
 
      Thinking Outside the Web Site Box     go
      Brand Driven, Results Oriented   90
        Extending the URL            91
        Reflect the Brand          91
      The Initial Steps in Marketing a Web Site       92
        Search Engine /Directory Placement  92
        Basic Rules to Announcing Your Site 93
        Metatags and Tricks  95
        Announcing Your Site in Newsgroups       97
        Email and Newsletter Lists 98
        Issuing a Press Release     99
      The Ongoing Marketing of a Site       101
        Basics of an Online Campaign        101
        General Rules to Online Advertising 103
        Places to Advertise  105
       Elements of an Online Advertising Campaign    108
        Advertisus Interuptus-Banner Advertising and
         Interstitials       109
        Content-Based Advertising        110
       Building Stickiness 112
       Enticements    112
        Linking 117
     Integrating the Elements into an Online Campaign     118
        Benchmarking and Goal Setting   119
        Tracking Advertising            119
        Combining Tools to Create a Campaign     120
        Building a Campaign          121
        Campaign Calendar            122
      Conclusion 123
 
 
5 Preparing Your Site to Profit
      Selling Advertising       126
        Banner Advertising           126
        Content-Based Advertising 128
        Successful Selling   130
        Preparing Your Site and Yourself for Advertising   132
        Finding Your Advertisers134
      Ecommerce  136
        Creating a Sales Experience         136
        A Short Path to Purchase137
        High Quality vs. Low Prices         138
        Building Trust Through Guarantees        138
        The Post Purchase Opportunity  139
      Subscriptions                139
      Conclusion  140
 
6 Research and Customer 5ervice to Enhance Communications
 
      The How and Why of Research   141
        The Power of Databases  142
        What to Ask and How to Ask It       143
        A Pop-Up Solution  145
        An Ever-Changing Customer   146
        Building Research into the Content Development Process  146
      Research Tools                             147
        Surveys and Questionnaires          148
        Contests and Sweepstakes  148
        Registration        149
        Feedback 149
        Email  150
        Cookies    150
        Focus Groups               151
        Customer Service to Enhance Communications    152
        Integrating Service into the Content   152
        Outbound/ Inbound Customer Service     153
        Conclusion  154
 
7   Case Studies
 
Case 1 Bikini.com-Developing a Brand in a Heavily Competitive Market
            155
 
Case 2 Bluefly-Growth Through Strategic Parnerships 158
 
Case 3 FultonStreet.com-Service, Service, Service Beats Location,
            Location, Location 161
 
Case 4 TeranRealtycom-Expanding a Business by Building New
            Walls 164
 
Case 5 PaintingsDirect.com-Building Relationships to Sell Art
            166
 
    Appendix 1 Web Sites to List 169
 
    Appendix 2 Online Information Resources 171
 
    Appendix 3 Third Party Services 177
 
    Appendix 4 Summary Overview of Web Ad Rates  179
 
    Appendix 5 Online Audience Lifestyle and Consumer Behavior
               Summary 181
 
    Appendix 6 Sample Barter Agreement 183
 
    Appendix 7 Sweepstakes Official Rules 185
 
    Appendix 8 Sponsorship Proposal Outline 191
 
    Appendix 9 Co-Branded One-Sheet 195
 
    Index 199