Cost Per Acquisition (CPA)<\/a>
\n6.2.5. Cost per influence<\/p>\n6.3. How to promote my website with traditional offline tools?
\n6.4. Internet marketing tools<\/p>\n
6.4.1. Internet marketing tools to boost branding
\n6.4.2. Online tools to increase qualified visitor traffic
\n6.4.3. Tools to increase conversion of qualified traffic into customers
\n6.4.4. Tools to increase loyalty: Repeat visitors
\n6.4.5. Tools to turn my website into a market study
\n6.4.6. Tools to turn loyal customers into brand advocates<\/p>\n
6.5. A single tool or a mix of tools<\/p>\n
Chapter 7. Organic Search Engine Positioning (SEO)<\/h3>\n
7.1. Insights on organic search engine positioning
\n7.2. What is organic search engine positioning?
\n7.3. How does a search engine work?<\/p>\n
7.3.1. Parts of a search engine<\/p>\n
The spider or robot
\nThe index or catalog
\nThe search interface<\/p>\n
7.3.2. How do we seduce search engines?
\n7.3.3. On-page relevance factors
\n7.3.4. Off-page relevance factors<\/p>\n
PageRank<\/p>\n
7.3.5. Relevance and popularity, a guarantee of good search engine positioning<\/p>\n
7.4. Phases of a search engine positioning campaign<\/p>\n
7.4.1. Keyword selection
\n7.4.2. Search engine selection
\n7.4.3. Solving indexability issues
\n7.4.4. Web page optimization to improve relevance
\n7.4.5. Improving popularity levels
\n7.4.6. Measuring results<\/p>\n
7.5. The keyword list<\/p>\n
7.5.1. What are keywords?
\n7.5.2. How do search engine users search?
\n7.5.3. The initial keyword list: Sources and tools
\n7.5.4. Search engine keyword suggestion tools<\/p>\n
Google AdWords Keyword Tool
\nGoogle Insights: Keyword trends<\/p>\n
7.5.5. Choosing keywords
\n7.5.6. Keyword distribution strategy on your website<\/p>\n
7.6. Search engine selection
\n7.7. Solving indexability issues<\/p>\n
7.7.1. Your website, as seen by search engines<\/p>\n
How to access Google cache<\/p>\n
7.7.2. Every content needs a unique URL address<\/p>\n
Indexed pages and saturation<\/p>\n
7.7.3. Crawlable links
\n7.7.4. Beware of jumping content: Pop-up windows
\n7.7.5. Information architecture: The flatter, the better
\n7.7.6. Flash content
\n7.7.7. Programming with frames and iframes
\n7.7.8. Pages hidden behind search forms
\n7.7.9. Keep your file sizes small
\n7.7.10. How to structure your website: Domains, subdomains, and subdirectories
\n7.7.11. Using redirects correctly
\n7.7.12. How to design an effective 404 page
\n7.7.13. The sitemap
\n7.7.14. How to prevent private content from being indexed:<\/p>\n
The robots.txt file<\/p>\n
7.7.15. The sitemap file
\n7.7.16. Domain in Google Webmaster Tools<\/p>\n
7.8. Web page optimization to improve relevance<\/p>\n
7.8.1. Page title: The Title tag<\/p>\n
How to write the Title tag for search engines?<\/p>\n
7.8.2. Write meta descriptions and keywords<\/p>\n
How to write the meta description tag to improve relevance?<\/p>\n
7.8.3. Optimize page code and content<\/p>\n
7.9. Improve popularity levels<\/p>\n
7.9.1. How do search engines see links?
\n7.9.2. A web page’s popularity, according to Google: PageRank
\n7.9.3. Link quality
\n7.9.4. Anchor text: What did you say your name was?
\n7.9.5. Active link building: Linkbuilding
\n7.9.6. Passive link building: Linkbaiting
\n7.9.7. Gradual building of popularity<\/p>\n
7.10. Measuring results
\n7.11. Sources and resources on organic search engine positioning<\/p>\n
Chapter 8. Pay-Per-Click Tools<\/h3>\n
8.1. Insights on pay-per-click tools
\n8.2. Pay-per-click: Search traffic under control
\n8.3. Pay-per-click definition
\n8.4. Benefits of pay-per-click
\n8.5. Sponsored ads in search engines (SEM)
\n8.6. Google Adwords
\n8.7. How to successfully manage a Google AdWords campaign<\/p>\n
8.7.1. Defining objectives, targeting, and budgets
\n8.7.2. Keyword management in Google AdWords<\/p>\n
Step 1. Create a broad keyword list
\nStep 2. Clean or filter the keyword list with keyword match tools
\nStep 3. Using specific keywords for targeted ad groups<\/p>\n
8.7.3. Design and copywriting of sponsored ads<\/p>\n
Insert keywords potential customers would use within the sponsored ad
\nSegment your ads as much as possible by keyword
\nHighlight your competitive advantage in ad copy
\n“Call to Action” in your ads
\nDirect each ad to a different and relevant page on your website
\nApply A\/B tests on sponsored ads<\/p>\n
8.7.4. Landing page management in sponsored ad campaigns
\n8.7.5. Monitoring and managing results<\/p>\n
Check your campaign indicators frequently to detect budget reduction opportunities without compromising ad position
\nOptimize your budget: Do not fall into the temptation of obtaining the number one position at all costs
\nAnalyze web traffic data from sponsored link campaigns
\nTarget your campaigns by country or language
\nCost per click of generic words versus long-tail words<\/p>\n
8.8. Pay-Per-Click Contextual Ads
\n8.9. Measuring results in Pay-Per-Click<\/p>\n
8.9.1. Pay-per-click performance indicators
\n8.9.2. How to measure the results of a pay-per-click campaign?
\n8.9.3. Tracking pay-per-click ROI (Return on Investment)<\/p>\n
8.10. Click fraud
\n8.11. Profitability in pay-per-click
\n8.12. Sources and resources on Pay-Per-Click Tools<\/p>\n
Chapter 9. Advertising Banners<\/h3>\n
9.1. Insights on Advertising Banner tools
\n9.2. History and definition of the Internet Advertising Banner
\n9.3. Banner elements
\n9.4. Banner types and formats
\n9.4.1. Which Banner formats are seen most?
\n9.5. Banner design: Points to consider
\n9.6. Banner placement pricing
\n9.7. Portals where to publish our Banner
\n9.8. Landing Page in a Banner campaign
\n9.9. Measuring results in a Banner campaign
\n9.10. Banner Blindness: How to reduce it
\n9.11. Rich Media Banners: The new face of banners
\n9.12. Profitability in a Banner campaign
\n9.13. Sources and resources on Advertising Banners<\/p>\n
Chapter 10. User Loyalty: E-mail Marketing<\/h3>\n
10.1. Insights on E-Mail Marketing
\n10.2. Becoming visible in potential customers’ inboxes
\n10.3. E-Mail Marketing definition
\n10.4. Benefits of E-Mail Marketing
\n10.5. Types of E-Mail Marketing campaigns<\/p>\n
10.5.1. Advertising or promotional E-Mail
\n10.5.2. Electronic bulletin or newsletter: Loyalty E-mails<\/p>\n
10.6. What is necessary to conduct an emailing campaign?
\n10.7. Target and objectives in an email marketing campaign
\n10.8. The Database in email Marketing<\/p>\n
10.8.1. External distribution lists
\n10.8.2. Owned distribution lists
\n10.8.3. Legal aspects of the database in email marketing
\n10.8.4. Permission Marketing vs. Spam<\/p>\n
10.9. Content or message in an email marketing campaign<\/p>\n
10.9.1. The subject line of an email: The cover letter of your campaign
\n10.9.2. Newsletter layout
\n10.9.3. How to design a persuasive promotional email and\/or newsletter?<\/p>\n
10.10. Landing Page in email marketing
\n10.11. Sending. How to send our email marketing campaign?<\/p>\n
10.11.1. Sending the email on our own
\n10.11.2. Sending the email using specialized email marketing software
\n10.11.3. Sending the email through companies that manage campaigns
\n10.11.4. When to send an advertising email or newsletter?
\n10.11.5. Scheduling an advertising email<\/p>\n
10.12. Measuring results in email marketing<\/p>\n
10.12.1. Metrics in E-mail Marketing campaigns
\n10.12.2. Tests to improve email marketing campaigns<\/p>\n
10.13. Measuring profitability in E-mail Marketing
\n10.14. Sources and resources on E-Mail Marketing<\/p>\n
Chapter 11. Content Syndication<\/h3>\n
11.1. What is content syndication?
\n11.2. Glossary of terms related to content syndication
\n11.3. Benefits of content syndication
\n11.4. How to promote RSS content<\/p>\n
11.4.1. Analyze information we wish to syndicate
\n11.4.2. Create a specific page with information in RSS
\n11.4.3. Place instructions on your page on how to subscribe via RSS
\n11.4.4. Measuring content syndication results<\/p>\n
11.5. Sources and resources on Content Syndication<\/p>\n
Chapter 12. Blog Marketing<\/h3>\n
12.1. Insights on Blog Marketing
\n12.2. What is a blog?
\n12.3. Types of blogs<\/p>\n
12.3.1. Corporate blog
\n12.3.2. Personal blog
\n12.3.3. Thematic and professional blogs<\/p>\n
12.4. Benefits of blogs over other web portal publication formats
\n12.5. How to make money with blogs? Blog-based business models<\/p>\n
12.5.1. Advertising-generating blogs
\n12.5.2. Blog consulting
\n12.5.3. Blogs to boost your personal brand
\n12.5.4. Donations<\/p>\n
12.6. How to get more visits for your blog? 25 tips to follow<\/p>\n
What brings more visits through search engines
\nWhat brings more visits from other portals and blogs
\nWhat improves your blog’s usability
\nWhat makes a first-time visitor repeat the visit
\nContent that builds loyalty<\/p>\n
12.7. Eight errors that can kill blogs<\/p>\n
12.7.1. Content creation in comments: The most profitable opportunity to position the blog<\/p>\n
Letting readers know we have read their comments
\nSearching and hunting commenters on other blogs
\nIdentifying and effectively managing “trolls”
\nNot fighting in the comments
\nAvoiding excessive moderation or complete lack of moderation in comments
\nUpdating features
\nBeware of excessive advertising<\/p>\n
12.7.2. Improving your blog’s popularity<\/p>\n
12.8. How to position a Blog in search engines<\/p>\n
12.8.1. Blog code and content optimization<\/p>\n
Blog URL optimization
\nBlog Title tag optimization
\nH hierarchy tags optimization
\nDescription meta tag optimization in blogs
\nInterlinking blog posts
\nUsing Tags to group content
\nAvoiding duplicate content in the blog
\nWeb map with Sitemaps
\nRecommended plugins for WordPress<\/p>\n
12.9. Sources and resources on Blog Marketing<\/p>\n
Chapter 13. Social Networks<\/h3>\n
13.1. Insights on Web 2.0 and social networks
\n13.2. What is Web 2.0?<\/p>\n
13.2.1. Wikipedia: Maximum example of Web 2.0
\n13.2.2. Consequences of Web 2.0
\n13.2.3. Web 2.0 and e-commerce: The new competitive advantage
\n13.2.4. Transparency and utility, most demanded values
\n13.2.5. From virtual showcase to prosumers
\n13.2.6. Moving to the Web 2.0 model
\n13.2.7. Online corporate reputation
\n13.2.8. 2.0 Attitude<\/p>\n
13.3. How to promote yourself on social networks?<\/p>\n
13.3.1. Benefits of promoting yourself on social networks
\n13.3.2. Steps to follow for promotion on social networks<\/p>\n
Create a blog with information you want to promote
\nCreate a profile or account on the main social networks most suitable for promoting products and services
\nPersonalize the profile or account
\nFrequently update your account
\nCommunicate existence of social network accounts
\nMeasure results<\/p>\n
13.4. How to promote yourself on Facebook?<\/p>\n
13.4.1. Why promote yourself on Facebook?
\n13.4.2. Creating Facebook Fan Pages
\n13.4.3. Creating Facebook Groups
\n13.4.4. Facebook Social Applications
\n13.4.5. Sponsored Ads on Facebook<\/p>\n
13.5. How to promote yourself on Twitter?<\/p>\n
13.5.1. Listening strategy on Twitter
\n13.5.2. Conversational strategy on Twitter<\/p>\n
a) Content publication strategy
\nb) Hunting for recommendations and questions<\/p>\n
13.6. LinkedIn and other professional networks<\/p>\n
13.6.1. Company Profiles on LinkedIn
\n13.6.2. Groups on LinkedIn
\n13.6.3. Q&A on LinkedIn
\n13.6.4. Sponsored Ads on LinkedIn<\/p>\n
13.7. YouTube and other video publication social networks<\/p>\n
13.7.1. Positioning videos on YouTube
\n13.7.2. YouTube videos within Google search results
\n13.7.3. YouTube Channels
\n13.7.4. Sponsored Ads on YouTube
\n13.7.5. How to optimize a YouTube video for better positioning<\/p>\n
13.8. The Community Manager
\n13.9. Measuring results on social networks
\n13.10. Sources and resources on Social Networks<\/p>\n
Chapter 14. Online Corporate Reputation Management<\/h3>\n
14.1. Insights on online corporate reputation
\n14.2. What is online corporate reputation?<\/p>\n
14.2.1. Google as an online reputation manager<\/p>\n
14.3. Stage 1: Listening through online reputation research and monitoring<\/p>\n
14.3.1. Steps to research and monitor our online reputation
\n14.3.2. Some online reputation monitoring tools – Google Alerts<\/p>\n
RSS Content Syndication readers
\nSocial network internal search engines
\nGeneral search engine results (Google, Yahoo!, Bing)
\nBlog search engines
\nTwitter monitoring tools
\nSpecialized monitoring tools, free and paid<\/p>\n
14.3.3. What words to monitor in online reputation tracking tools?<\/p>\n
14.4. Stage 2: Assessing opinions<\/p>\n
14.4.1. What is being said? Positive, negative, or neutral
\n14.4.2. Who and where is it being said? Weighting opinions
\n14.4.3. Monitor and assess competitor’s online reputation<\/p>\n
14.5. Stage 3: Participating<\/p>\n
14.5.1. Reactive attitude
\n14.5.2. Proactive attitude<\/p>\n
14.6. Sources and resources on online corporate reputation management<\/p>\n
Chapter 15. Viral Marketing<\/h3>\n
15.1. Insights on viral marketing
\n15.2. What is viral marketing?
\n15.3. Steps for a Viral Marketing campaign
\n15.4. Ease of sharing and distribution: Most important in a viral marketing campaign
\n15.5. Why do users retransmit viral messages?
\n15.6. What formats are best for a viral marketing campaign?<\/p>\n
15.6.1. Tests or surveys: The itch to measure knowledge competitively
\n15.6.2. Tools or applications: Making life easier for our users
\n15.6.3. Viral articles and news<\/p>\n
1. A top 5 or top 10 list with an adjective related to fatality
\n2. A secret everyone wants to know
\n3. A question with its answer
\n4. An irresistible benefit
\n5. A manual, guide, tip, or simply starting with “How to”
\n6. Numbers inviting information in lists<\/p>\n
15.6.4. Viral videos: The king format of viral marketing
\nStrategy to turn a video viral
\n15.6.5. Ebooks and Whitepapers
\n15.6.6. Online games: The five minutes a day we need to disconnect
\n15.6.7. Widgets<\/p>\n
Types of widgets
\nHow can I make money with Widgets?<\/p>\n
15.6.8. Incentivized viral<\/p>\n
15.7. Influencers or spreaders in viral marketing
\n15.8. Ease of transmission of a viral message
\n15.9. Measuring viral marketing results on the Internet
\n15.10. Viral Marketing Success Stories<\/p>\n
15.10.1. The iJam video
\n15.10.2. Levi’s “Guys backflip into jeans” viral video
\n15.10.3. “Puncture Hamilton’s wheel” game contest
\n15.10.4. Online Christmas game: Elf Yourself
\n15.10.5. Accenture Advergaming “Test your limits”
\n15.10.6. Blendtec, an Internet viral marketing success story<\/p>\n
15.11. Viral Marketing sources and resources<\/p>\n
Chapter 16. Web Traffic Analysis<\/h3>\n
16.1. Insights on web traffic analysis
\n16.2. What is web traffic analysis?
\n16.3. Elements for web traffic analysis<\/p>\n
16.3.1. People (web traffic analysts)
\n16.3.2. Tools<\/p>\n
16.4. Setting goals and KPIs: First step in web analytics
\n16.5. Web traffic metrics<\/p>\n
Visitors, Unique Visitors or Unique Users
\nVisits or Sessions
\nPage Views
\nVisits from search engines
\nVisits from each search engine
\nVisits from organic results versus sponsored links
\nAverage time on site or visit duration
\nMost visited pages ranking
\nSearch terms that originated the visit
\nBounce or abandonment rate
\nReferring websites
\nPercentage of new visits
\nLanding pages
\nConversion rate
\nDirect traffic
\nThe slow death of page views<\/p>\n
16.6. Web analytics example in a sector: How to turn a real estate web into market research<\/p>\n
16.6.1. Visitor origin
\n16.6.2. Internal search engine usage
\n16.6.3. Conversion analysis
\n16.7. Web traffic analysis: Server-side analysis or real-time statistics?
\n16.7.1. Server activity analysis
\n16.7.2. Real-time statistics<\/p>\n
Counting method
\nUnique visitor identification
\nReporting method
\nReferrer information
\nSpiders and robots
\nProxy-cache servers
\nNon-HTML files
\nPage errors<\/p>\n
16.8. Google Analytics<\/p>\n
16.8.1. Google Analytics Tutorial<\/p>\n
How to compare time intervals in Google Analytics reports
\nHow to analyze visits by organic search engine results
\nHow to analyze visits by sponsored ad campaigns (Google AdWords)
\nHow to analyze users and their site path
\nHow to analyze visits by different traffic sources
\nUser acquisition and retention analysis
\nUser location map
\nUser language tool
\nHow to identify the most visited pages on your site
\nUsing the site overlay tool
\nHow to analyze website quality: Session duration ratio analysis
\nMaking comparisons with similar-sized sites and different sectors
\nUsing the “Browser Usage” tool
\nUsing the screen resolution tool
\nHow to use Goals in Google Analytics<\/p>\n
16.9. Sources and resources on Web Analytics<\/p>\n
Chapter 17. Recommended Bibliography<\/h3>\nAlphabetical Index<\/h3>\nIntroduction<\/h2>\n
Since the World Wide Web ecosystem began to develop and expand in the mid-90s, we have witnessed a gradual adoption of Internet’s new possibilities by both companies and the general public. As with any emerging technology, this process has not been linear but has recorded different development speeds, with pioneering companies immediately launching into the creation of new business models and others, more traditional, resisting Internet’s opening and seeing the new medium as a threat to their market dominance status. Users also integrated the new medium into their lives and consumption habits irregularly: the cost of Network access first, the progressive though unequal geographic expansion of access through broadband networks, and the learning curve of Web’s various functionalities for different population segments in age and education all contributed to drawing a very heterogeneous and changing Internet user profile.<\/p>\n
In many cases, both pioneering companies that moved too far ahead of general public habits and those that resisted change paid dearly for their error. The great dot-com<\/em> crisis in the year 2000 demonstrated that this market was not yet mature and that not all virtual businesses had guaranteed success. Especially if, as occurred frequently, short-term shareholder profit was prioritized over value creation for the customer. The stock market fall of values associated with online<\/em> businesses acted, however, as a catalyst: large investment funds, business angels<\/em>, and venture capital began to study virtual business proposals presented to them more closely, applying the same viability analysis criteria applied to offline<\/em> business proposals: market size, competition analysis, break-even point, profit margin… Despite being a new medium, the Internet economy was, at the end of the day, subject to the same laws and principles as the real world.<\/p>\nTen years have passed since then, but only a few companies have learned the lesson well. Today we know that a company’s presence on the Internet is much more than an online<\/em> showcase open 24 hours a day and accessible to everyone: it is a business unit in which numerous resources must be invested, to which certain objectives must be entrusted, and from which a certain degree of return on investment (ROI) should be expected.<\/p>\nAnd yet, many companies still believe “being on the Internet” is limited to having a website hosted on their own domain and exchanging emails with customers and suppliers. They invest in a new site design every two or three years neglecting aspects such as search engine positioning, usability, persuasibility, traffic analysis, or customer retention (not to mention any approximation to an ROI calculation). They do not realize that, in reality, when the consultancy in charge of developing a website concludes its work and communicates that the new design is published, it is equivalent, in the offline<\/em> world, to the moment builders conclude renovating the premises where we will install our store and hand over the keys. From that moment on, obviously, real work begins: you must stock the store, decide what goes in the showcase, which products are specially offered, promote the store in the neighborhood through direct mail and radio spots, handle claims and product exchanges, change the showcase for sales, provide kindness and personalized attention to build loyalty, change the showcase for the new season…<\/p>\nAll of this, which seems so clear and assumed for any non-virtual business, and which any experienced merchant does almost intuitively without needing a formal marketing plan, often does not translate to the online<\/em> world. There is a gap that hinders expert companies in a specific sector from properly leveraging that experience and translating it to their Network presence.<\/p>\nThe primary objective of this book is to bridge, or at least reduce, that gap and help companies, professionals, and entrepreneurs understand the Web’s peculiarities as a medium, so they can chart their own online<\/em> marketing plan to find, identify, and seize Internet’s possibilities for their business. Opportunities like opening new sales channels, probing alternative markets, and exploring different business paths in an environment where recession has not yet had as devastating an effect as in the traditional economy. Indeed, the entire ICT sector (Information and Communication Technologies) emerges as the alternative to take over from an economy heavily dependent on construction, manufacturing, and low-value-added services, acting as a motor for a new expansion cycle.<\/p>\nUndoubtedly, the Internet represents an enormous opportunity today. Companies that have learned to leverage its multiple possibilities already see the impact on competitiveness, reaching new markets, establishing partnerships<\/em> and joint-ventures<\/em>, and seizing endless synergies affecting all value chain elements. We want your company to be one of them. This starts even before having a website, at the development’s beginning, and includes all aspects of design, publication, promotion, operation, and continuous improvement.<\/p>\nWhat will you find in this book?<\/h3>\n
First, it addresses aspects to consider in the process of creating a high-performance website<\/strong>: identifying potential customer profiles, functionality and content selection, information architecture and usability, accessibility<\/a> and compatibility, persuasibility…<\/p>\nNext, it presents different website promotion tactics after publication<\/strong>: how to attract quality traffic<\/strong> through organic positioning or sponsored links; how to measure and improve conversion<\/strong> into profitable customers; loyalty strategies<\/strong> via email marketing or content syndication; and how to leverage social networks<\/strong> for a lasting and profitable relationship.<\/p>\nIt also covers Web analytics and market analysis<\/strong>, and how to leverage these indicators to make decisions that continuously improve your online investment performance.<\/p>\nWho is this book for?<\/h3>\n
Based on a methodology most businesspeople and professionals master\u2014the marketing plan\u2014the book traverses various online marketing strategies to clarify goal setting, problem diagnosis, and the appropriate strategy based on pursued ends<\/strong>. It will be of interest to:<\/p>\n\n- Marketing managers<\/li>\n
- Advertising managers<\/li>\n
- Website owners and managers<\/li>\n
- Advertising and marketing agencies<\/li>\n
- Entrepreneurs<\/li>\n
- Website programmers and developers<\/li>\n
- Online product managers<\/li>\n<\/ul>\n
We trust this book will be a starting point<\/strong> for any reader, serving as a first contact with subjects like organic positioning, usability, or web analytics<\/strong>. Within that broad palette of strategies and tools, it aims to play a backbone role, facilitating the translation of traditional marketing concepts to the Internet sphere<\/strong> naturally, educationally, and intuitively.<\/p>\n","protected":false},"featured_media":87154,"template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-87153","libros","type-libros","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nBook: Marketing Online \u2013 Estrategias para ganar clientes | Human Level<\/title>\n<meta name=\"description\" content=\"A journey through the different strategies that make up online marketing: how to set objectives, diagnose problems, and choose the right approach.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.humanlevel.com\/en\/about-us\/books\/marketing-online-estrategias-para-ganar-clientes-en-internet\" 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