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Produktbild: The B2B Social Media Book

The B2B Social Media Book Become a Marketing Superstar by Generating Leads with Blogging, Linkedin, Twitter, Facebook, Email, and More

23,99 €

inkl. gesetzl. MwSt., Versandkostenfrei

Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

24.01.2012

Verlag

John Wiley & Sons Inc

Seitenzahl

240

Maße (L/B/H)

23,5/15,7/1,8 cm

Gewicht

509 g

Auflage

1. Auflage

Sprache

Englisch

ISBN

978-1-118-16776-2

Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

24.01.2012

Verlag

John Wiley & Sons Inc

Seitenzahl

240

Maße (L/B/H)

23,5/15,7/1,8 cm

Gewicht

509 g

Auflage

1. Auflage

Sprache

Englisch

ISBN

978-1-118-16776-2

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: GPSR Kontakt

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  • Produktbild: The B2B Social Media Book
  • Foreword ANN HANDLEY xi
     
    Introduction We Didn't Wake Up One Day and Write This Book xv
     
    How We Got Here xvi
     
    This Book Is an Offer xvii
     
    You Want More Examples? xvii
     
    What Did We Miss? xviii
     
    Are You Ready to Go? xviii
     
    I The Fundamentals of Social Media Lead Generation 1
     
    1 Why B2B Is Better at Social Media Than B2C 3
     
    The Marketing Status Quo 3
     
    What Your Marketing Could Be 4
     
    Five Reasons B2B Companies Are a Better Fit for Social 4
     
    Media Marketing Than B2C Companies
     
    When Social Media Isn't Right for B2B 6
     
    B2B Social Media as an Annuity 8
     
    Results Independent of Effort 8
     
    Annuities Facilitate Scale 9
     
    Social Media Is Only One Piece 9
     
    Building a Next-Generation B2B Marketing Team 10
     
    Storytelling + Data Analysis = Great Social Media Marketer 10
     
    The Perfect B2B Marketing Leader 11
     
    Three B2B Social Media Steps to Superstardom 11
     
    2 Five-Step Social Media Lead Generation Process 13
     
    Step 1: Getting the Basics Right 14
     
    Step 2: Maximize Content Discovery 17
     
    Step 3: Create Conversion Ubiquity 21
     
    Step 4: Test and Fail Fast 22
     
    Step 5: Optimize for Maximum Lead Flow 25
     
    Three B2B Social Media Lead Generation Steps to Superstardom 27
     
    3 Yes, Chapter 3 in a Social Media Book Is about Search (It's That Important!) 29
     
    Evolution of Search 29
     
    Context as the Foundation of Search 29
     
    Four On-Page Optimization Opportunities 30
     
    Authority Drives Ranking 32
     
    Three Strategies for Link Building Success 33
     
    Changing Authority 34
     
    Social Search and B2B 35
     
    Unifi ed Keyword Strategy 35
     
    Rank Is Dead 37
     
    Search Isn't Just Google 38
     
    Three B2B Search Engine Optimization Steps to Superstardom 39
     
    4 How to Close the Loop of Social Media ROI 41
     
    The Math of ROI 42
     
    Calculating COCA 42
     
    Understanding Total Lifetime Value 43
     
    Social Media Is Good for COCA and TLV 46
     
    Intent Is Attribution 47
     
    First- versus Last-Action Attribution 48
     
    Gathering the Data 49
     
    Measuring to Superstardom 50
     
    Integrating Marketing and Sales Databases 50
     
    It Is Math, Not Hugs 51
     
    Three B2B Social Media ROI Steps to Superstardom 52
     
    5 Reach: More Is Always Better 55
     
    Being Targeted Isn't Enough 55
     
    Be Able to Sell Anything 56
     
    Six Time-Tested Methods for Building Reach 57
     
    Remarkable and Frequent Content Fuels Reach 58
     
    Paying for Reach Is Okay 59
     
    Nearsightedness Kills Great Marketing 61
     
    Three B2B Social Media Reach Building Steps to Superstardom 61
     
    II Social Media Lead Generation in Action 63
     
    6 Creating Ebooks and Webinars That Prospects Love 65
     
    Create Ebooks Everyone Wants 66
     
    The 10-Step Blueprint to Ebook Awesomeness 67
     
    Webinars Are Low-Cost Trade Shows 69
     
    Five Steps for an Engaging Webinar 70
     
    Marketing with Existing Sales Tools 71
     
    Storytelling with Video 71
     
    Three Commandments of B2B Video 72
     
    To YouTube or Not to YouTube, That Is the Question 73
     
    Being Interesting Is the New Black 74
     
    Three B2B Social Media Content Offer Steps to Superstardom 74
     
    7 Why You Are Already a Business Blogging Expert 77
     
    The Origins of Corporate Blogging 78
     
    The Thinking Part of Setting Up Your Business Blog 79
     
    The Content Part of Setting Up Your Blog 80
     
    The Nuts and Bol