John Arnold - Web Marketing All-In-One for Dummies

Web Marketing All-in-One For Dummies, 2nd Edition

by John Arnold, Ian Lurie, Marty Dickinson, Elizabeth Marsten, and Michael Becker

Web Marketing All-in-One For Dummies, 2nd Edition

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Copyright 2012 by John Wiley & Sons, Inc., Hoboken, New Jersey

Published by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

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Library of Congress Control Number: 2012941789

ISBN: 978-1-118-24377-0 (pbk); ISBN 978-1-118-28425-4 (ebk); ISBN 978-1-118-28167-3 (ebk); ISBN 978-1-118-28476-6 (ebk)

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About the Authors

John Arnold is the author of E-Mail Marketing For Dummies and the co-author of Mobile Marketing For Dummies. He is an engaging conference speaker, media contributor, and marketing consultant. He also spent 2 years writing about marketing and answering reader-submitted marketing questions for Entrepreneur Magazine.

Ian Lurie is CEO of Portent, a digital agency he started in 1995. He is a long-time Internet marketing geek, with a blog, a book, and occasional speaking gigs on the subject. If you care about this kind of stuff, Ians been interviewed and/or written for The Seattle Times, the Puget Sound Business Journal, Direct Magazine, DMNews, and Visibility Magazine.

Ian believes strongly that great marketing, online and off, relies on clarity and helps customers make good decisions about products, services, and people. His diverse background includes degrees in history and law; experience as an information designer, graphic designer, marketing copywriter, and programmer; two years working in a bicycle shop; and a brief stint as a political hack. As a child he used a TRS-80 Model One to print fliers advertising his lawn mowing business. The rest is history.

Ian has spoken at SMX Stockholm, SMX West, SEMpdx SearchFest, and the WSA, and he contributed to the most excellent book you have in your hands right now. Ians blog, Conversation Marketing, is on Advertising Ages list of the top 150 marketing blogs. You can visit it at www.conversationmarketing.com. You can visit his company at www.portent.com.

Marty Dickinson launched his first website MusicMates.com in 1996 as a hobby. Today, Music Mates is one of the largest musician referral sites in the country. Marty soon began helping other business owners with their Internet strategies through services, writing, and workshop-style training.

Someone once asked him, Wed like to hire you, but how do we know you will be around in six months? So, Marty formalized his Internet marketingservices company by calling it HereNextYear, Inc. (www.HereNextYear.com). Since then, he has produced and managed nearly 100 of his own websites and has assisted with more than 200 client projects.

One of Martys greatest enjoyments is to share his strategies through public speaking and writing. In particular, nontechnical business owners appreciate his ability to present complex subjects in an easy-to-understand language.

Elizabeth Marsten is the Director of Search Marketing at Portent Inc., a full-service Internet marketing agency based in Seattle, WA. She oversees the pay per click (PPC), search engine optimization (SEO), social media, link building, and copy staff and has spoken around the U.S., including SMX Advanced, Miva Merchant, PPC Hero, SMX East, SMX West, and Wappow! She is a regular contributor of PPC best practices on the Portent Inc. blog and the author of a PPC best practices ebook series.

Her PPC marketing experience started with an interview for office manager, which she didnt get but was instead offered the position of PPC specialist (which she initially thought was pay per clip marketing until she Googled it. Google asked her whether she meant pay per click marketing; she did. From there on, she has lived PPC every day, all day, and still pretty much does. Her detail-oriented skills and obsessive need for order and structure have served her and her clients well in their campaigns, which have ranged broadly from office furniture and wedding invitations to glue guns and salt.