Catherine Juon - Internet Marketing Start to Finish: Drive Measurable, Repeatable Online Sales with Search Marketing, Usability, CRM, and Analytics

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Internet Marketing Start to Finish

Copyright 2012 by Que Publishing

All rights reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission from the publisher. No patent liability is assumed with respect to the use of the information contained herein. Although every precaution has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions. Nor is any liability assumed for damages resulting from the use of the information contained herein.

ISBN-13: 978-0-7897-4789-1
ISBN-10: 0-7897-4789-8

Printed in the United States of America

First Printing: August 2011

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Mark Taub
Acquisitions Editor
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I dedicate this book to my family. To my husband, Dave Zerweck, and our children, Christian and Phillip, and the blessings you bring to my life. And to my parents, Jim and Pat; and in-laws, Herman and Sue, who taught me a great deal about entrepreneurship and so much more. Your faith in me and in the business is invaluable. Thank you.

Catherine Juon

I dedicate this book to my mentor, Beverly Rathcke, 19452011. Your logical and scientific rigor and your editing prowess encouraged my growth as a thinker and a writer. Your friendship and the community of Ann Arbor gourmet potluck enthusiasts you fostered continue to enrich my life. Thank you.

Dunrie Greiling

I dedicate this book to my family. First, to my very supportive husband, Martin, and our young children, Nicholas and Stephanie (who try to understand why Mommy has meetings and deadlines in different time zones instead of traditional work like other moms). And last but not least to my parents, Peter and Judy, who have always supported me with love, no matter what unusual turn my life has taken. Thank you.

Catherine Buerkle

Catherine Juon is co-founder and Catalyst of Pure Visibility, passionately leading the charge for companies to grow via the Internet. Catherine traces her love of the Internet back to Poland, where in 1991 she began teaching at the University of Warsaw. There, she experienced the power of the Internet to transform international communication, from weeks to seconds, in a way we now take for granted.

Catherine believes a similar transformation is taking place in commerceand dubbed the system of harnessing the power of the Internet for commerce Your Online Sales Engine. Based on the experience of helping companies from the corner store to global enterprises, Catherine and her company teach companies how to benefit from the web by sharing the foundations youll learn in this book.

Dunrie Greiling is Pure Visibilitys Director of Happiness and its lead Relationship Manager, responsible for national and global online sales engine engagements for Pure Visibility clients. Dunrie often draws on the hypothesis testing and data analysis skills she learned during her doctoral dissertation in Ecology and Evolutionary Biology at the University of Michigan and her undergraduate degree in that field from Princeton University.

She left academics in 2000 and has since managed software design, web design and development, and search marketing projects. She supplemented her lessons learned with training and certification as a Project Management Professional by the Project Management Institute.

Catherine Buerkle is an independent User Experience and Technical Communication Consultant currently living in Germany. She has extensive experience defining and writing interactive content for a broad array of industries and applications (both web based and offline).

Before moving to Germany and under her maiden name of Titta, Catherine founded and ran a technical communication and user-experience consulting practice that won several international and best-of-show awards. Based on both the wide variety of her consulting experiences and her extensive time spent in the IT world, she has become a strong user advocate and an evangelist for applying practical and sound methodologies.

It is with deep gratitude that we thank the contributors to this book. In particular, we thank our clients and the Pure Visibility team, who have worked diligently together to test and prove what works (and sometimes, what didnt). Together, your collective questions and business challenges led us to develop Your Online Sales Engine to help guide businesses through the sometimes mystifying process of getting visible in the search enginesand turning that visibility into new business!

Special gratitude to the following people who helped this book come to life:

Bo Burlingham of Inc. magazine, whose infectious enthusiasm for writing and for business inspired the sharing of our lessons learned in Internet marketing and online sales. Your encouragement was priceless, thank you!

Bill Wagner of SRT Solutions for your more-than-just-an-introduction to our publisher. We were warmly welcomed by the Pearson team on our very first call. Thank you.

The fabulous technical editors and crew at Pearson: Trina MacDonald, Olivia Basegio, and Sheri Cainespecially Trina! A crew of first-time book authors couldnt have asked for a more helpful and supportive team! We are amazed at the speed at which things came together on so many levels and appreciate all of your efforts.