Poor Richard's Internet marketing and promotions : how to promote yourself, your business, your ideas online
TITLE_DISPLAY:
Poor Richard's Internet marketing and promotions : how to promote yourself, your business, your ideas online
个人著者:
出版信息:
Lakewood, CO : Top Floor Pub., c1999.
格式:
图书
物理描述:
xviii, 404 p. : ill. ; 26 cm.
附加著者:
ISBN:
9780966103274
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摘要
摘要
The Internet provides a tremendous opportunity for reaching people around the world, for getting the word out about your products, services, ideas, and beliefs ... if you know what you're doing. Otherwise you'll flounder around spending lots of time and money on the Internet without realizing any benefit. Book jacket.
目录
Introduction | p. 1 |
Part 1 Preparation | |
Chapter 1 What Are You Promoting and Who Are You Targeting? | p. 5 |
Why Promote? | p. 6 |
What are Promotion and Marketing? | p. 7 |
Promotion and Marketing Require Steady Work | p. 8 |
Your Web Site as a Marketing and Promotions Center | p. 9 |
Promoting Your Web Site, Products, and Services | p. 10 |
The Bad Stuff | p. 10 |
Your Web Site as a Brochure | p. 10 |
Ancient Web Sites | p. 11 |
Minor Details | p. 12 |
Vaporware | p. 12 |
Lousy Products | p. 12 |
The Good Stuff | p. 13 |
Consistently Updated Resources | p. 13 |
Free Training and Support | p. 13 |
Samples and Demonstrations | p. 14 |
Communities and Discussions | p. 14 |
Good Products | p. 14 |
What Do you Want to Happen? | p. 15 |
I want people to buy my product (join my cause, use my service, sample my new brand of cheese dip, etc.) | p. 15 |
I want to build recognition for my company, product, or service | p. 16 |
I want to build credibility for my company, product, or service | p. 16 |
I want to diffuse a rival's efforts | p. 16 |
Who are you Aiming at? | p. 17 |
About the URLS | p. 19 |
Chapter 2 What You Need Before You Start | p. 21 |
Your Computer | p. 22 |
Connecting Your Computer to the Internet | p. 23 |
Modems | p. 23 |
Cable Systems | p. 24 |
ISDN | p. 25 |
DSL | p. 26 |
Satellite Systems | p. 26 |
T1s and Other Stuff | p. 27 |
Which Do You Pick? | p. 27 |
Internet Access | p. 28 |
A pop e-mail account | p. 30 |
Somewhere to put your Web Site | p. 32 |
How it all Hooks Together | p. 32 |
Basic Internet-Access Software | p. 34 |
Basic Knowledge | p. 35 |
Advanced Research and Marketing Software | p. 38 |
Where Will You Get the Software? | p. 39 |
Text Automation Tools | p. 40 |
Clipboard Utilities | p. 41 |
Text-Replacement Tools | p. 43 |
Programmable Keyboards | p. 44 |
Grabbing E-Mail Addresses | p. 45 |
Offline Browsers | p. 46 |
Web Page Archives | p. 48 |
Contact Management Software | p. 49 |
Standard Contact Managers | p. 50 |
Sidekick | p. 50 |
ACT! | p. 51 |
GoldMine | p. 52 |
Free-Form Personal Information Managers | p. 53 |
AskSam | p. 53 |
InfoSelect | p. 54 |
Full-Blown Databases | p. 56 |
Chapter 3 Web Site Basics | p. 57 |
Where to put your Web Site | p. 58 |
Getting your own Domain Name | p. 59 |
Picking a Domain Name | p. 61 |
Clarifying Your Domain Name | p. 62 |
Choosing a Hosting Company | p. 64 |
What to Ask a Hosting Company | p. 65 |
Creating your Web Pages | p. 70 |
Setting up a Shopping Cart | p. 74 |
Install Software on Your Hosting Company's Server | p. 76 |
Use a Hosting Company with Shopping-Cart Software Available | p. 77 |
Use a Shopping-Cart Service | p. 77 |
Picking a Shopping-Cart | p. 77 |
A Quick Word about Transaction Processing | p. 79 |
Finding Shopping-Cart Systems | p. 79 |
Simple Online Transactions | p. 80 |
Step 1 The Shopping-Cart | p. 80 |
Step 2 Download the Data from the Web Server | p. 80 |
Step 3 Import Into Access | p. 81 |
Step 4 Export to PC Authorize | p. 81 |
Step 5 Process the Credit Cards | p. 81 |
Step 6 Print Labels | p. 82 |
How Much? | p. 82 |
Fulfillment Services | p. 83 |
Web Design--It's Software, Not Graphic Design | p. 84 |
Chapter 4 Finding Your Targets | p. 87 |
Planning your Search | p. 87 |
Finding the Sites you Need: Some Hints | p. 88 |
Special Search Syntax | p. 89 |
domain: | p. 89 |
host: | p. 90 |
title: | p. 90 |
Natural-Language Searching | p. 91 |
Mixing the Two Search Types | p. 92 |
Meta-Search Engines Online | p. 93 |
SavvySearch | p. 94 |
MetaCrawler | p. 94 |
Inference Find | p. 94 |
Search Software | p. 95 |
BullsEye Pro | p. 97 |
WebFerret | p. 97 |
Promotion Resources | p. 98 |
All Types of Media | p. 99 |
News365 | p. 99 |
AJR NewsLink | p. 99 |
NewsDirectory.com | p. 99 |
Gebbie Press | p. 100 |
NeWo News | p. 100 |
MedialINFO Links | p. 101 |
Newspapers | p. 101 |
NewspaperLinks.com | p. 101 |
College Newspapers Online | p. 101 |
Magazines | p. 102 |
PubList | p. 102 |
LinxNet Magazine Index | p. 102 |
Computer and Software WWW Magazines and Journals | p. 102 |
ZineVine | p. 102 |
Radio Stations | p. 103 |
Radio Directory | p. 103 |
'Zines and Newsletters | p. 103 |
Part II Web site Registrations | |
Chapter 5 Web Site Checkup--Preparing for Indexing | p. 109 |
Get your own Domain Name | p. 109 |
Is What You've Got Worth Promoting? | p. 110 |
It's More Than One Page | p. 110 |
It's More Than Just a Brochure and an Order Form | p. 110 |
It's Been Updated Sometime in the Recent Past | p. 110 |
It's Useful! | p. 111 |
Seven Steps to Web-Site Readiness | p. 112 |
Online Diagnostics | p. 115 |
Getting Friendly with the Search Engines | p. 116 |
META Tags | p. 117 |
Different META Tags | p. 117 |
Description | p. 117 |
Keywords | p. 118 |
The Content of the Page | p. 119 |
ALT Text in Images | p. 120 |
If You're Using Frames | p. 120 |
Robots | p. 120 |
Meta-Tag Tools | p. 122 |
Title Tags | p. 123 |
How to be a Search Engine Jerk (SEJ) | p. 123 |
Creating "Doorway" Pages | p. 125 |
Much More Information | p. 126 |
Get Professional Help | p. 127 |
Is it Worth it? | p. 128 |
Chapter 6 Registering with the Search Sites | p. 131 |
A Great Description | p. 131 |
Good Descriptions Are Not Dated | p. 133 |
Good Descriptions Are Catchy | p. 134 |
Good Descriptions Are Not Mere Puffery | p. 134 |
Search Sites: The Big 'UNS | p. 135 |
Yahoo! | p. 135 |
AltaVista | p. 137 |
Excite | p. 138 |
HotBot | p. 138 |
InfoSeek | p. 138 |
Lycos | p. 139 |
Northern Light | p. 140 |
WebCrawler | p. 140 |
A Few Interesting Small Ones | p. 141 |
Dig | p. 141 |
eBLAST | p. 141 |
LookSmart | p. 142 |
Finding Specialty Search Sites | p. 142 |
Beaucoup | p. 143 |
Argus Clearinghouse | p. 143 |
iSleuth | p. 144 |
FinderSeeker | p. 144 |
Automated Submissions | p. 144 |
Submission Services | p. 145 |
Submit It! | p. 145 |
!Register-It! | p. 146 |
Shotgun | p. 146 |
Software | p. 147 |
AddSoft | p. 148 |
AddWeb | p. 148 |
SubmitWolf | p. 149 |
Check Your Search Site Position | p. 151 |
Chapter 7 Getting Certified--Assurances, Awards, and Alliances | p. 153 |
Assurances | p. 154 |
AnyBrowser | p. 155 |
Bobby | p. 155 |
BBBOnLine Privacy Program | p. 156 |
TRUSTe | p. 157 |
RSACi | p. 158 |
SafeSurf Rating System | p. 160 |
Web Interoperability Pledge | p. 160 |
Awards | p. 161 |
Submitting Your Site | p. 161 |
Really Good Awards | p. 162 |
Project Cool | p. 162 |
USA Today Hot Sites | p. 163 |
Yahoo! What's New | p. 163 |
NetGuide's Internet Sites of the Day | p. 164 |
Lesser-Known Awards | p. 164 |
Awards Cave | p. 164 |
Awards Sites! | p. 164 |
The Awards Connection | p. 165 |
Awards Jungle | p. 165 |
Giving Awards | p. 166 |
Alliances | p. 167 |
EFF Blue Ribbon Campaign | p. 168 |
Golden Key Campaign | p. 169 |
Chapter 8 Other Places to Register Your Site | p. 171 |
Announcement Services | p. 172 |
Free-For-All Link Pages | p. 175 |
Finding Free-For-All Link Lists | p. 175 |
AccuSubmit Free Links Submit Station | p. 175 |
Stealth Promotions Free-For-All Links (FFA) Page | p. 175 |
Jill Studholme's Free-For-All Links Pages Directory | p. 176 |
Link-O-Matic | p. 176 |
Beginner's Column: Announce Your Site Here | p. 178 |
Web Rings | p. 180 |
Create Your Own Web Ring | p. 182 |
Finding "Like-Minded" Links | p. 183 |
Awards | p. 184 |
Backlink Checking | p. 184 |
Contacting the Webmaster | p. 186 |
To Reciprocate or Not to Reciprocate? | p. 187 |
Part III Getting the Word Out | |
Chapter 9 Promoting in the Newsgroups and Mailing Lists | p. 191 |
Finding the Discussion Groups | p. 192 |
Finding Newsgroups | p. 193 |
Finding Mailing-List Discussion Groups | p. 194 |
The Online Services | p. 195 |
Working in the Discussion Groups | p. 195 |
Get a Feel for What's Going On | p. 196 |
Creating a Signature | p. 196 |
How to Write Messages | p. 198 |
Not Sure about a Group? | p. 199 |
But That's Not an Effective Ad | p. 200 |
How Often Can You Post? | p. 201 |
Provide Information At Your Web Site | p. 202 |
Become an Advisor | p. 202 |
Get to Know the Advisors | p. 203 |
Announcement Newsgroups | p. 204 |
Chapter 10 Grass Roots Marketing | p. 207 |
Total Personal Marketing | p. 207 |
Giveaways | p. 209 |
Essay Contests Don't Work | p. 210 |
Is It Legal? | p. 211 |
Watch for Newsletter Opportunities | p. 211 |
Look for Openings | p. 212 |
Chapter 11 Creating Newsletters and Discussion Groups | p. 213 |
Newsletters | p. 214 |
Newsletter Content | p. 214 |
Laying out the Newsletter | p. 216 |
Resources for Creating a Great Newsletter | p. 2210 |
Inkspot | p. 220 |
Church Street Publishing | p. 220 |
The Newsletter Editors' Resource List | p. 220 |
InfoBot.Net | p. 220 |
E-ZineZ | p. 221 |
Distributing the Newsletter | p. 221 |
Doing It Yourself | p. 221 |
Sending Out Your Messages | p. 223 |
Using a Freebie | p. 224 |
eGroups | p. 224 |
ListBot | p. 224 |
OneList | p. 225 |
Web Site Post Office (WSPO) | p. 226 |
Pay Service Newsletters | p. 228 |
Lyris | p. 228 |
SparkLIST | p. 230 |
L-Soft EASE | p. 230 |
OakNet Publishing | p. 231 |
Publicizing Your Newsletter | p. 232 |
Finding Readers | p. 233 |
Keeping the Momentum Going | p. 235 |
Selling Advertising | p. 236 |
Discussion Groups | p. 237 |
Web Forums | p. 239 |
Inside the Web | p. 241 |
Netbabbler | p. 241 |
YourBBS.com | p. 242 |
Chapter 12 Advertising Your Site | p. 243 |
What's CPM? | p. 243 |
Banner Swaps | p. 245 |
Paying for your Banner ADS | p. 247 |
How Much Does It Cost? | p. 247 |
Banner Advertising May Not Work | p. 249 |
E-Mail Advertising | p. 250 |
What Works, What Doesn't | p. 252 |
PostMaster Direct | p. 252 |
Joke of the Day | p. 253 |
Not All E-mail Advertising Works | p. 253 |
Classified Ads | p. 254 |
Exorbitantly Expensive Ads | p. 254 |
Real Numbers? | p. 254 |
A Few things to Remember | p. 255 |
Other forms of Advertising | p. 256 |
More Advertising Advice | p. 257 |
Ad-Guide.com | p. 257 |
ClickZ Network | p. 257 |
Internet Advertising Resource Guide: Management | p. 257 |
Mark Welch's Web Site Banner Advertising | p. 257 |
Chapter 13 Affiliate Programs | p. 259 |
Good News and Bad | p. 260 |
Affiliate Directories | p. 260 |
The Types of Programs | p. 262 |
Per Sale | p. 262 |
Per Inquiry | p. 262 |
Pay-Per-Click Programs | p. 263 |
Creating Your Own Affiliate Program | p. 263 |
Affiliate Software | p. 264 |
Affiliate Shop | p. 264 |
AffiliateZone.com | p. 264 |
Your Own Associate Program | p. 264 |
Commission Junction | p. 264 |
LinkShare | p. 265 |
ClickTrade | p. 265 |
Be Free! | p. 265 |
Shopping-Cart Systems | p. 266 |
Yahoo! Store | p. 266 |
Merchandizer | p. 266 |
A Cruder Method | p. 267 |
Making the Most of Your Plan | p. 268 |
Chapter 14 Tracking Results and Responding | p. 271 |
What are Hits? | p. 271 |
Access or "Hit" Logs | p. 273 |
Getting to your Access Logs | p. 275 |
Manipulating Access Reports | p. 277 |
You Want E-Mail Addresses, Right? | p. 279 |
Not Just Hits | p. 280 |
The Referrer Report | p. 282 |
Creating a Doorway Page | p. 283 |
Backlink Checking | p. 285 |
What are they Saying About you? | p. 285 |
Using Search Engines | p. 286 |
Free Automated Search Utilities | p. 287 |
TracerLock | p. 287 |
The Informant | p. 288 |
URL-Minder | p. 288 |
Web Clipping Services | p. 289 |
CyberAlert | p. 289 |
CyberCheck Internet Monitoring | p. 290 |
CyberScan Internet Clipping Service | p. 290 |
Newsgroups and Mailing Lists | p. 291 |
Searching Newsgroups | p. 291 |
DejaNews | p. 291 |
remarQ | p. 292 |
Reference.COM | p. 292 |
Searching Mailing Lists | p. 292 |
Checking Offline Publications | p. 293 |
Free Tools | p. 293 |
Excite's NewsTracker | p. 293 |
Northern Light Current News | p. 293 |
Pay Services | p. 294 |
The Dow Jones Publications Library | p. 294 |
Electric Library | p. 295 |
Northern Light | p. 295 |
Computer Magazine Archive | p. 296 |
Luce Online | p. 297 |
The Real Results | p. 297 |
Many Hits, Few Sales | p. 298 |
Catalogs, Not Stores | p. 299 |
Part IV E-mail PR | |
Chapter 15 E-mail Basics | p. 303 |
E-mail Applications | p. 303 |
Eudora Pro | p. 304 |
Pegasus | p. 304 |
Microsoft Outlook | p. 305 |
Netscape Messenger | p. 306 |
Other E-mail Programs | p. 307 |
The Basics of Good E-mail | p. 307 |
Address Lines | p. 307 |
Subject Line | p. 309 |
The Body of Your E-mail | p. 310 |
E-mail Problems | p. 312 |
Spamming | p. 312 |
The Spam Overreaction | p. 314 |
Chain Letters | p. 316 |
Handling E-mail--Filters, Boilerplate, and Autoresponders | p. 317 |
Filtering | p. 317 |
Using Stationery or Boilerplate | p. 319 |
Auto-Responders | p. 320 |
Chapter 16 Reaching Journalists Online | p. 323 |
What are your Goals? | p. 323 |
Finding the Journalist | p. 325 |
Track Media by Specialty | p. 326 |
The More the Merrier | p. 328 |
PressAccess | p. 329 |
MediaMap | p. 329 |
More Affordable Resources! | p. 329 |
Build Your Own Contact List | p. 330 |
Buy a List | p. 331 |
Contacting the Journalist | p. 332 |
Contacting Radio and TV Media | p. 333 |
The Care and Feeding of the Press | p. 337 |
Tips and Tricks for the Public Relations Clueless | p. 337 |
Press Release Tips for PR People | p. 337 |
Hallahan Course Resources: Publicity Primer | p. 337 |
Internet News Bureau: Tips on Writing and Media Relations | p. 337 |
DernWeb: The Well-Tempered Press Release | p. 337 |
How to Get the Press on Your Side | p. 338 |
Copywriting Profit Center | p. 338 |
Mass Mailings | p. 339 |
The Long-Term View: Staying in Touch | p. 341 |
Read | p. 341 |
Help Them | p. 341 |
Assume Nothing | p. 342 |
Special Bonus Tip: Getting Journalists to Come to you | p. 343 |
Online Expert and Guest Resources | p. 344 |
The Expertise Center | p. 344 |
Experts Directory | p. 344 |
GuestFinder | p. 344 |
NPC Directory of News Sources | p. 346 |
ProfNet | p. 346 |
YearbookNews.Com | p. 346 |
Other Sources for Experts and Guests | p. 346 |
Chapter 17 Electronic Press Releases | p. 349 |
Why a Press Release? | p. 349 |
Anatomy of a Great Press Release | p. 351 |
Headlines | p. 351 |
The Body of the Release | p. 354 |
First Paragraph--Overview | p. 354 |
Second Paragraph--A Few Details | p. 354 |
Third Paragraph--A Quote | p. 354 |
The Rest--Information From Most to Least Important | p. 355 |
Other Body Elements | p. 355 |
Distributing Press Releases | p. 358 |
Press-Release Distribution Services | p. 359 |
The Big Services | p. 359 |
BusinessWire | p. 359 |
PR Newswire | p. 361 |
M2 PressWIRE | p. 362 |
"Handmade" Press-Release Distribution | p. 363 |
Xpress Press | p. 363 |
URLWire | p. 364 |
NetPOST | p. 364 |
Internet Media Fax | p. 364 |
Targeted Press Releases | p. 365 |
Part V Outside the Internet | |
Chapter 18 Real-World Promotions | p. 369 |
Don't Forget your Print Ads | p. 370 |
Web Cards | p. 371 |
Plain Old Business Cards | p. 372 |
Mail and Fax Press Releases | p. 372 |
Are Follow-Ups Essential? | p. 373 |
Another Form of Cyberspace--Radio | p. 374 |
Advertorials | p. 375 |
More than we can Cover | p. 376 |
Chapter 19 Sales Basics--Not All the Rules Have Changed | p. 377 |
It's a Numbers Game | p. 378 |
Believe in your Product | p. 378 |
Learn to Handle Rejection | p. 379 |
Tell Prospects what you want them to do | p. 379 |
Give a Guarantee | p. 380 |
The Sales Message--It's an Art | p. 381 |
Benefits, Not Features | p. 381 |
Forget Your Own Concerns--Consider the Client's | p. 381 |
Cut the Jargon--Write Simply | p. 382 |
Bring Objections into the Open | p. 382 |
Everything's a Sales Piece | p. 383 |
Find a Way to Stay in Touch | p. 383 |
Read a Few Sales Books | p. 383 |
Index | p. 385 |
Top Floor Pub.,
图书
Kent, Peter, 1957-
Kent, Peter, 1957-
Calishain, Tara.
1999
9780966103274
Lakewood, CO : Top Floor Pub., c1999.
SD_ILS:737217
SBDC 658.84 KENT (WELLS FARGO BLDG)
Poor Richard's Internet marketing and promotions : how to promote yourself, your business, your ideas online
Poor Richard's Internet marketing and promotions : how to promote yourself, your business, your ideas online
Poor Richard's Internet marketing and promotions : how to promote yourself, your business, your ideas online
Internet marketing and promotions
Poor Richard's Internet marketing and promotions :
Kent, Peter, 1957-
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