A modern web-marketing book that outlines a multi-modal system for growing a website with SEO, Google AdWords/Facebook Ads, Conversion Optimisation, Copywriting/Classic Persuasion/Behavioural Psychology, Google Analytics, Statistical Significance, Email Marketing, and Remarketing. When I launched my first web application it started off with zero traffic. This obviously was not satisfactory so I started a private Berlin-based marketing group with local marketing consultants and tech company owners. During these sessions, I was privy to tactics from marketers working with companies like Goldman Sachs, Amazon Audible, Delivery Hero, ResearchGate, etc. To balance things out, I also conferred with people active in the darker side of internet marketing, like guys running shady coupon sites or selling fitness ebooks. This book is the product of what I learned from these sessions and my own experiments.
The approach outlined in this book is one possible answer to this question. In a nutshell, the strategy is as follows: You will take out online advertisements and invest in SEO so as to inform relevant members of the public that you exist. Thanks to the potency of these measures, a steady stream of promising leads will arrive to your website. Here, you will apply the psychological tactics of conversion optimisation and copywriting to convince these leads to place orders, download your music, or whatever it is you want them to do. Following their conversion, you will send these past customers automated emails and display remarketing ads so as to keep them coming back to you again and again. Meanwhile, throughout every stage of this process, you will study reports in Google Analytics to discover which particular marketing measures brought you the highest profits. So as not to be fooled by randomness, you will apply statistical significance testing, thereby ensuring that any confidence you have in your marketing conclusions is justified.
This open book is licensed under a Creative Commons License (CC BY). You can download Entreprenerd: Marketing Programmers ebook for free in PDF format (5.0 MB).
Table of Contents
Intro to SEO
SEO: First Steps
SEO on Each Individual Page
SEO at the Whole-Website Level
SEO by Mitigating Duplicate Content Issues
SEO in Image Search
SEO Through Backlinks
SEO Vis-à-Vis Social Media
SEO and Internationalisation
Introduction to Paid Advertising
Paid Advertising: First Steps
Paid Advertising: Staying Organised
Paid Advertising: Targeting
Paid Advertising: Ad Creatives
Paid Advertising: Strategic Principles
Paid Advertising: Debugging and Optimisation