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    Home Run Internet Marketing: A Nuts and Bolts Playbook to Higher Profits Through Social Media and Search Engine Optimization
    Home Run Internet Marketing: A Nuts and Bolts Playbook to Higher Profits Through Social Media and Search Engine Optimization
    Home Run Internet Marketing: A Nuts and Bolts Playbook to Higher Profits Through Social Media and Search Engine Optimization
    Ebook146 pages1 hour

    Home Run Internet Marketing: A Nuts and Bolts Playbook to Higher Profits Through Social Media and Search Engine Optimization

    By Paul Kaufman

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    About this ebook

    Wouldn't it be great if Internet marketing was as easy as playing baseball? Now it can be! Using baseball as a metaphor, this book details real world tactics that Paul Kaufman has learned over his two decades helping companies and non-profits succeed online. You’ll learn why your website must be in tip top shape so arriving visitors will buy your products or services. You’ll see what common mistakes to avoid as you set up and maintain your social media presence.

    Many people are wary of using search engine optimization (SEO) to enhance their rankings, but here you will find a step-by-step plan that easy to implement and maintain. Free of jargon and geek-speak, Home Run Internet Marketing is your playbook to better exposure on the web.

    As you red this entertaining, yet highly informative and practical book, you’ll learn how to:

    - Engage with people using social media, earn their trust and lead them back to your website.

    - Use search engine optimization (SEO) to rank higher in the search engines for your targeted keywords.

    - Improve the design and functionality of your website so visitors become customers.

    - Use profit-generating hints and tips for the FaceBook, Twitter, LinkedIn and YouTube.

    LanguageEnglish
    PublisherLiberty Publishing Group/Prosperity Publishing House
    Release dateFeb 16, 2013
    ISBN9781893095809
    Home Run Internet Marketing: A Nuts and Bolts Playbook to Higher Profits Through Social Media and Search Engine Optimization
    Author

    Paul Kaufman

    Paul Kaufman is a successful entrepreneur, published author and industry leader in Internet marketing. He has helped countless companies and organizations reach a wider audience and succeed online. Paul is a dynamic public speaker and trainer who brings an accessible and powerful message to his audiences around the globe.

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      Book preview

      Home Run Internet Marketing - Paul Kaufman

      Home Run Internet Marketing

      A Nuts and Bolts Playbook to Higher Profits

      through Social Media and Search Engine Optimization

      Paul Kaufman

      Published by Liberty Publishing Group, Durham, NC

      at Smashwords.com

      Copyright 2013 Paul Kaufman

      ISBN - eBook: 978-1-893095-80-9

      This book is available in print at most online retailers.

      This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.

      To my wife Shawna

      Table of Contents

      Introduction

      The Rules Have Changed

      How Internet Marketing Works

      Chapter 1: First Base —Your Website

      Looks Count

      Content is King

      Step Right up and Get Your Content

      To CMS or not to CMS

      Time to Grab Your Wallet

      Test, Test, Test

      Lead Them to Action: CTA’s

      Top 10 Website Design Mistakes

      Chapter 2: Second Base — Search Engine Optimization (SEO)

      SEO in a Nutshell

      So How Do Search Engines Rank Websites?

      Your Foundation: Keyword Analysis

      Crafting Awesome Content

      Key Words ... Meet Content

      Sculpting Keyword-Rich Text

      Nerd Time: Working the HTML

      Helpful SEO Tools

      Caught! The Top 3 SEO Scandals of the Past Decade

      Chapter 3: Third Base — Social Media

      Conversations Instead of Shouting

      Think Transparency

      Rules of the Road

      On Your Mark ... Get Set ... Nurture!

      A Whole New Ballgame

      Audience as Think Tank?

      Happy Customers Gone Viral

      David and Goliath

      The Top Three Misconceptions about Social Media

      All Aboard the Social Media Train

      Social Media as Boogieman

      Putting Your Plan into Action

      The Engagement Game

      Tracking Your Social Media Efforts

      Filling the Roster: Building Your Social Media Team

      The Pinch Hitter: Getting Help with Your Social Media

      The Game Plan: Creating Social Media Policies

      Spring Training Scenario: A Fictional Social Media Incident

      Social Media Slip Ups—Three Incidents

      Social Media for Social Good

      Tactics for the Big Four

      Facebook

      Twitter

      LinkedIn

      YouTube

      Chapter 4: Home Plate — Analyze & Refine

      Start Tracking

      An Eye over Your Shoulder

      Set Goals

      Tweak Your SEO

      It’s About Helping People

      Appendix

      About the Author

      Introduction

      If a woman has to choose between catching a fly ball and saving an infant's life, she will choose to save the infant's life without even considering if there are men on base. (Dave Barry)

      For the longest time, getting your message out was done through traditional methods like radio ads, billboards, television commercials, and bulk mail. Everything is different now that the web and social media are here. Technologies and strategies seem to be evolving so fast that it can be overwhelming trying to understand Internet Marketing. This book was written to calm your fears by showing you the way, step by step, in plain English.

      The Rules Have Changed

      I’ve lost count of the times clients have asked me How do I get the top spot in Google? Or How can Facebook help me get more customers? There is an immense desire out there to understand and master the techniques that will drive people to your online spaces. The good news is it’s not rocket science. The way you solve these problems is through step-by-step techniques that are straightforward to learn and relatively easy to implement. However, you have to keep it up over the long haul, or your success won't last.

      This book covers the three main components of Internet Marketing. The first is your website; making it look its best and filling it with valuable content. The second is search engine optimization, or SEO. This is the process of sculpting and adjusting your site so it ranks well for the terms searched on by your target audience. SEO also involves getting as many other sites as possible to link to your site. The third is social media. Websites like Twitter, Facebook, YouTube, Google+ and LinkedIn all have tremendous potential to drive an enthusiastic audience to your site. Internet Marketing is always evolving, but I focus on these three areas since, throughout my career, they have shown to be the fundamental building blocks for gaining a larger audience and making your business more successful.

      So what gives me the gumption to pen a book on Internet Marketing? Well, for many years I wouldn't have thought about taking on such an endeavor, but having met so many people who struggle with this topic, I decided to share the knowledge I've gained over the last two decades in the industry. In the early 1990s, when I started designing websites, the internet felt brand new. My career moved from web designer to multimedia developer and then to information architect. Throughout the 90s, I created websites for a variety of private companies and the government. But while most of my fellow web geeks were focused on how sites looked and how they operated, I kept having the nagging feeling that it didn't matter how well a website worked or how beautiful the design was if people couldn't find it on the internet. So in 1997, I started my own company, Kaufman Web Design, and began helping companies and organizations develop professional, high-ranking websites.

      Fast forward to present day. The internet and social media have exploded into the primary tools that people use to find and share information in their daily lives. From grabbing a recipe for lasagna, to finding out how to fix your Volkswagen Beetle carburetor, the web has provided an ever-expanding wealth of information. And now social media sites like Facebook and Twitter let people share stories, images, and videos with anyone they choose around the globe.

      I have seen companies divert an increasing percentage of their marketing budgets away from traditional outreach methods and into SEO and social media. And time after time, it paid off. These tactics work. My career has taken tangents through graphic design, video, copywriting, and even programming, but my goal has always been to help companies and organizations reach their audience and succeed online. In my current company, Pitch-Perfect-Marketing.com, I work as a trainer, and speak at events around the United States, focusing my message on how people can master Internet Marketing. It just takes a clear road map. This book is that road map.

      For those of you who aren't very computer or web savvy, don't worry. This book is written for people who aren't nerds; people who seek the information and then need to get on with their lives. You won't find endless acronyms or hard to understand geek speak. I have been on the other side of that table where people talk over your head, and I didn't like it either. In plain English, this book will take you around the bases of internet marketing so you can put your strategy together and get cracking on your own success story.

      How Internet Marketing Works

      As we've all heard, the only constant is change. This is especially true in marketing since there has been a revolutionary shift during the last decade. You and I and our parents and grandparents, all had to put up with the daily onslaught of advertising. The time-tested ways that companies would reach out to customers have been TV commercials, print advertisements, radio spots, door-to-door salesmen, billboards, telemarketers, and junk mail. There was no other way to get your message out to your audience except through these methods. It was the only game in town.

      Then along came the internet.

      Boy, how marketing has changed. Companies both large and small have begun scaling back their budgets for traditional marketing due to the simple fact that those tactics were becoming less and less effective. The reason is that the old ways don't reach people like they used to. Here's the skinny. Traditional marketing is built on the premise that if you shout at enough people, a small percentage of them will come and buy your stuff. Think of a TV commercial for a soft drink as an example. If 10,000 people see the commercial, and 89 people like it and buy the soda, then the advertisement has brought in customers and profit (to the annoyance of the other 9,911 people). But in the last 10 years or so, the public has adopted technologies that block out the traditional marketing interruptions into their lives. Consider caller ID on your phone. In the 1970s, when the phone rang at your house, you picked it up and said hello. You had no idea who was calling, and many times it would be a person selling some thingamabob (thingamabobs were very popular in the 70s). You would roll your eyes, and politely try to get off the phone as quickly as possible. In a way, they had you trapped.

      Now we have the ability

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