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Mastering Online Marketing: 12 World Class Strategies That Cut Through the Hype and Make Real Money on the Internet: 12 Keys to Transform Your Website into a Sales Powerhouse Paperback – 17 Jan 2008
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This book offers a proven 12-step program for e-commerce success. Learn to avoid the number 1 problem that plagues most online businesses - an under-performing website. Forgoing get-rich-quick hype for best practices and solid marketing principles, two worldclass online marketers offer an unbeatable 12-step system that creates a profitable and sustainable online business. Featuring current technology - including Web 2.0 innovations, web automation strategies to generate passive income, web conferencing, podcasts, blogging and more - this comprehensive manual puts website owners on the road to profitability.
About the Author
Mitch Meyerson has been a visionary and bestselling author and consultant for more than 20 years. He created the much acclaimed Guerrilla Marketing Coaching Program as well as other landmark internet programs including the Product Factory and Online Web Traffic School.
Mary Eule Scarborough is a former Fortune 500 marketing executive and independent marketing consultant. As the founder of two successful small businesses, she holds unique insight into the marketing challenges entrepreneurs face.
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In other words, it's not a practical read if you owned a restaurant, had a retail business with no online shopping cart, or offered services such as construction.
The good news about this book is that it offers a variety of starting tips to anyone that is totally new to web marketing. The author provides basics on establishing a web presence, and how to get the most from selling products such as e-books.
But overall, the book doesn't deliver on it's suggestion that you can "master" online marketing, even if you were to strictly sell e-books through an automated system.
Because the book was written in 2007, it obviously makes no references to social network marketing through Facebook and Twitter. Which would make the book up to date in 2007, but reading it today means you would miss out on some of the most effective methods of internet marketing.
The book is also outdated with respect to suggestions for ranking better on search engines. The author stresses the importance of the keywords meta tag for your website, but Google completely ignored that tag two years after the book was published.
But even as a 2007 primer for web marketing, the book is still incredibly weak on the topic of Search Engine Optimization. The author barely scratches the surface on proper SEO, and only dedicates about four pages to discussing the subject.
The book does offer some decent tips for newbies on the marketing efforts that range from sending newsletters, to participating in message board discussions. But much of this information, as well as better tips on writing copy, can be found in more recently published all-in-one web marketing books.
Over the last 10 years, I've developed over 300 websites, and have marketed them online for my clients. Even if a web marketing book brings little to the table for me, I often give five-star reviews if I think it will be helpful to others.
I purchased this book from Amazon without the understanding that it's targeted towards people who want to sell information online. It's a somewhat practical purchase for anyone selling e-books, but I wouldn't recommend it anyone not specifically in that industry.
If you are interested in online marketing, I would recommend the following books (in no particular order):
"The Ultimate Web Marketing Guide" by Michael Miller
"Likeable Social Media" by Dave Kerpen
"Ca$hvertising" by Drew Eric Whitman
"The Copywriting Sourcebook" by Andy Maslen
"Content Rules" by C.C. Chapman
"The Copywriter's Handbook" by Robert Bly
Most books on entrepreneurship and on-line marketing are long on philosophy, and very short on telling you how to actually drive people to your site and turn them into long term customer relationships. This book gets into gory detail on how to estimate potential traffic, get people to find you on-line, and engage them once they respond - complete with web links, resources, and tools.
Mitch is a former psychotherapist, and it shows - he and his co-author Mary do a great job of unwinding the psychology of how people become attracted to you and ultimately buy from you. They do a great job of getting into *your* head as well, in terms of teaching you the mindset and practicalities of being an on-line entrepreneur. And bravo to the author for tastefully presenting his own services primarily as examples, not relentless upselling (he practices his own "dating" approach to getting new clients). This book is well written, easy to read, and extremely high-content.
Having people find me on the Internet was a key to turning my passion for writing and teaching communications skills into a full-time living - now, after reading this book, I am hungry to develop resources, products, and marketing strategies to take what I am doing to the next level. Trust me, this will be the best $14.93 you can spend on your business. -Rich Gallagher, Point of Contact Group, author of Great Customer Connections (AMACOM, 2006) and the forthcoming How to Tell Anyone Anything.
The online world is so cluttered that you either need a huge budget or a very clear focus to succeed in the - both help!
Read this book and Mitch helps you get your mindset right so you can clear your blocks and get on with the job you need to do. He also clearly sets out the information needed for online and internet marketing, blogging, social media, web analytics etc. To me, the big thing is the clear mindset.
Thank you Mitch!