Calgary Public Library

Guerrilla marketing on the Internet, the definitive guide from the father of guerrilla marketing, Jay Conrad Levinson, Mitch Meyerson, and Mary Eule Scarborough

eng

illustrations

index present

non fiction

Guerrilla marketing on the Internet

dictionaries

759837478

Jay Conrad Levinson, Mitch Meyerson, and Mary Eule Scarborough

Guerrilla Marketing

the definitive guide from the father of guerrilla marketing

The Father of Guerrilla Marketing conquers the newest marketing frontier Levinson offers you a step-by-step system on how to apply the proven acirc;euro;oelig;Guerrillaacirc;euro;yen; strategies to the ultimate marketing weapon, the Internet. Its enormous appeal is the focus on how to achieve greater visibility and increased profits through energy, time and imagination rather than big marketing dollars. You learn how to level the playing field by gaining traffic to your website, convert visitors into paying customers, and ultimately take your business to new levels of profitability and efficiency

ch. 1. The Internet : the most powerful guerrilla marketing tool ever created -- Guerrilla marketing principles at a glance -- Guerrilla investment : time, energy, imagination, and knowledge -- Guerrilla intentionality : marketing includes every contact with the public -- Guerrilla commitment : building successful businesses one step at a time -- Guerrilla partnerships : working together to make things happen -- Guerrilla psychology : tapping into their target audiences' minds -- Guerrilla assortments -- Guerrilla measurement -- Guerrilla action -- Guerrilla fieldwork -- ch. 2. The 12 biggest Internet marketing mistakes--and how to avoid them -- Mistake 1 : putting up a Website with no planning -- Mistake 2 : failing to research competitors and the marketplace -- Mistake 3 : developing poorly designed Websites that are difficult to navigate -- Mistake 4 : failing to write effective direct response copy -- Mistake 5 : failing to build permission-based e-mail marketing lists -- Mistake 6 : no traffic generation strategy -- Mistake 7 : not using Web 2.0 social media and technology -- Mistake 8 : not using online and offline marketing combinations -- Mistake 9 : failing to track marketing campaigns -- Mistake 10 : neglecting to build virtual teams and partnerships -- Mistake 11: failing to follow up with prospects and customers -- Mistake 12 : failing to ensure that computer equipment is up to the task -- Hardware -- Software -- Security-- Disaster recovery --Maintenance -- Mobility -- Guerrilla fieldworkch. 3. Guerrilla Websites : high impact at a low cost -- Site design strategy -- Immediate online sales -- Lead generation for future online sales -- Lead generation for future offline sales -- Hybrid -- Types of Websites -- Squeeze page -- Sales page/letter -- Blogs -- Continuity Websites (membership/subscription) -- Informational or brochure Websites -- Choosing your domain name and hosting company -- Selecting your domain name -- Selecting your hosting company -- Developing your Website -- Structure first -- Organizing content for multiple page Websites -- Navigation and usability guidelines -- Use clear, simple, logical words and phrases for labeling menus -- Categorize your content logically -- Make speed a priority -- Adjust your browser settings -- Use no-surprise navigation devices -- Outsourcing your web development -- Check out lots of Websites -- Survey current and past customers -- Finalize your requirements -- Determine how your Website will be maintained -- Professional Website design on a guerrilla budget -- Use easy-to-read typefaces and formatting -- Use color carefully -- Place key content above the fold -- When it comes to design, less is more -- Use artwork and graphics to your best advantage -- Guerrilla fieldworkch. 4. Direct response marketing : turning visitors into customers -- What do consumers really buy? -- Direct response communication -- How to turn Website visitors into customers--guerrilla style -- Talk naturally -- Grab hold of their hearts and don't let go -- Personalize -- Provide just enough information to help them make a decision -- Don't mumble -- Paint a picture -- Sales page outline -- Identify your visitors' most urgent problem -- Create an attention-grabbing headline (and subheadings) -- State their problem -- Offer the solution -- Resolve their concerns -- Use bullets that resonate -- Offer something irresistible -- Justify the cost and build value -- Reverse the risk -- Call 'em to action -- Remind, repeat, recap, and reassure -- Guerrilla simplicity : the squeeze page -- Tactics for increasing conversions -- Opt-in conversions -- Sales conversions -- Models for moving from opt-ins to sales -- What will you measure? -- The ultimate guerrilla Web measurement tool -- Guerrilla fieldwork -- ch. 5. Guerrilla communications : e-mail, podcasts, and feeds -- Promotional e-mails -- Getting your e-mails opened -- Subject lines -- Getting your-emails read -- Getting your readers to take action -- Advanced techniques for making your e-mails memorable -- Moving from text to video e-mails -- Audio postcards -- Really simple syndication (RSS) feeds -- Ways to use RSS feeds -- Gathering RSS feeds -- Adding RSS feeds to your Website -- Podcasting -- What are podcasts? -- Why guerrillas use podcasts -- Equipment you'll need to publish your own podcast -- Steps for creating podcasts -- More tips for effective podcasting -- Nanocasts -- The new language of mobile devices -- Guerrilla fieldworkch. 6. Guerrilla traffic : driving visitors to your Website -- Search engine traffic : where it all begins -- Search engine optimization : a primer -- Powerful keywords and phrases : the heart of search engine optimization -- Guerrillas make their sites easy to view and use -- Guerrillas link with others -- Inbound links -- Outbound and reciprocal links -- Guerrillas add relevant content -- Guerrillas participate -- Find out where they gather -- Become part of the community -- Position yourself as an industry expert -- Guerrillas partner using affiliate programs -- How are affiliate programs managed? -- Choosing affiliate programs -- Make a list and check it twice -- Research and click -- Assess, compare and sign-up -- Building an affiliate program -- 1. Take a page out of your own book -- 2. Take care of first things first -- 3. Affix, invite, promote -- 4. Continue to deliver--even after the sale -- Guerrillas publish -- Guerrillas write articles -- Guerrillas stay in touch with newsletters -- Guerrillas use world-of-mouth marketing -- Guerrillas go viral -- Guerrillas use tell-a-friend programs -- Guerrillas generate online publicity -- Guerrillas set up e-mail signatures -- Guerrilla fieldwork -- ch. 7. Guerrilla automation : online systems for effortless follow-up -- Processing online payments -- Merchant accounts -- PayPal and other third-party processors -- One-stop shopping carts -- Sequential autoresponders : guerrillas' automated workforce -- Using autoresponders to create sublists and "scratch your niches!" -- Offline automation for easy follow-up -- Tracking and measuring -- What does the future look like for automation technology? -- Guerrilla fieldworkch. 8. Guerrilla multimedia : using audio and video for maximum impact -- Guerrilla audios -- Audio equipment and software supply list -- Guerrilla videos -- Ten best guerrilla online video strategies -- Video equipment and software supply list -- Telephone and Web-based seminars and conferences -- Guerrilla fieldwork -- ch. 9. Guerrilla Internet weapons -- Choosing your marketing weapons -- Guerrilla fieldwork -- ch. 10. The Web 2.0 guerrilla -- Web 2.0 simplified -- The Web 2.0 culture and mindset shift -- Demystifying Web 2.0 technology, tools, and strategies -- Blogosphere -- Bookmarking, social bookmarking -- Social media -- Social/business networking Websites -- Bookmarklets -- Content management system (CMS) -- Long tail strategy -- Mashups -- Membership sites -- Open source -- Syndication feeds : RSS and ATOM -- Tags -- User-generated content (UGC) -- Widgets -- Wikis -- How guerrillas use the best-of-the-best Web 2.0 Websites -- Social video Websites : YouTube -- Picture sharing Websites : Flickr.com and Facebook.com -- Social networking Websites : MySpace.com and Squidoo.com -- Social bookmarking Websites : Del.icio.us and Technorati.com -- Community-based user generated Websites -- Guerrilla fieldworkch. 11. Guerrilla Internet marketing in action : four innovative campaigns -- Russell Brunson -- Creating large streams of income with your dream team -- Creating the dream team -- Leveraging my contacts -- Multiple income streams -- Rick Raddatz -- The creation and launch of audio generator -- Guerrilla planning -- Instant audio : breaking the silence on the Web -- The teleseminar affiliate and customer dance -- Bo Bennett -- Guerrilla Web 2.0 membership sites -- Guerrillas stay on top of the latest trends -- Trend or fad? -- Never fear technology -- Following the leader is for kids, not for guerrillas -- Viral marketing : get them talkin' -- Mitch Meyerson -- Creating the guerrilla marketing coach certification program -- Guerrillas take action -- Approaching a fusion marketing partner -- Growing the brand -- ch. 12. Guerrilla momentum and people power -- Commitment -- Fusion marketing -- Joint venture partnerships -- Strategic alliances -- Outsourcing : building a virtual team the smart way -- Putting together your virtual team -- Guerrilla fieldwork -- Wrapping up -- Glossary -- About the authors -- Index