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A Holistic Approach:

eProfitability professes a philosophical, conceptual, and practical foundation that will enable any decision-maker to seize and control the new opportunities offered online. The book illuminates common pitfalls, crucial best practices, and arms the reader with step-by-step implementation instructions on how to build a powerful and all-encompassing online marketing strategy.

The Focus:

Profitability. Novel, eh? If we had a dime for every dollar we’ve witnessed pitched out the window by companies who should have known better had their “digital experts” approached interactive marketing in the appropriate way… well, we’d have been rich by now.

The Core Topics:

Chapter 1: The Basics of Applied eProfitability

  • The eProfitability Wheel
  • Marketing & Traffic
  • Website ContentLead Capture (Traffic Conversion)
  • Lead Conversion (Sales) CRM
  • The Importance of Asking the Right Question
  • The Importance of Analytics – The Hub
  • The Importance of Defining Success
  • The Importance of Continual Improvement

Chapter 2: Lead Maximization Theory - Find the original lead optimization primer which inspired theeProfitability book.

  • The Mechanics of Lead Maximization Theory
  • Lead Max & Your Web ROI – Lead Maximization Applied

Chapter 3: Online Strategic Marketing and Traffic

  • Banner Advertising
  • Backlinks, a k a  Textlinks
  • Online Directories
  • Multimedia Distribution
  • Article Distribution
  • Affiliate Marketing
  • Offline Marketing Integration
  • Search Engine Marketing
  • Keyword Analysis
  • Keyword Analysis Tools
  • Search Engine Optimization
  • Pay Per Click (PPC) Advertising
  • Local versus National Search
  • SEM Strategy
  • SEO vs PPC & PPC vs SEO
  • Tools of the SEM Trade

Chapter 4: Strategic Content Development

  • Defining the Layout – Information Architecture (IA)
  • IA OverviewStructure & Design with a Purpose
  • User Path Optimization (UPO)
  • Strategic Content Development Constraints
  • Constraints of the Template – Standardized Layouts
  • Constraints of the Users – Learned Conventions
  • Strategic Content Development
  • Create the Content for your Target Audience
  • Content Layering

Chapter 5: Lead CaptureLead Capture Optimization (LCO)

  • Lead Capture and The GoalVarious Types of Forms
  • Forms Optimization – Converting Traffic
  • Enticement Works

Chapter 6: Lead Conversion

  • Defining Your Current Lead Conversion Process
  • eLead Conversion Strategy Musts

Chapter 7: Client Relationship Management (CRM)

Chapter 8: Defining the NEW Sell

  • Starting from Scratch
  • Constraints of Competing Interests
  • Why the Online Market Requires a Unique Approach
  • Defining Your Product
  • Keyword Research
  • The Competitive Marketplace Evaluation
  • Build a ranking evaluation – to score competitors on a scale
  • How to Build a Competitive Market Evaluation

Appendix:

  • Content Management Systems
  • Content Management System (Platform) Matrix
  • SEM – Strategic Comparison Matrix
  • Content and Keyword Layering Pyramid
  • The Benefits of Web AnalyticsLinks – Inbound & Outbound
  • Optimized Backlink Pyramid
  • Pay-Per-Click Methodology
  • Maximizing ROI and Conversion Rates from PPC
  • High-Quality Traffic and Exposure Through SEM

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