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Ebook marketing digital

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Pancho Goldaracena
Pancho Goldaracena
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                                       
         APRESENTAÇÃO ................................................................... 7 PREFÁCIO .............................................................................10 INTERNET: A NOVA ERA DO MARKETING Web 2.0 para as empresas....................................................18 Ferramentas da Web 2.0 para fazer marketing.....................23 O que é marketing digital?.....................................................34 Por que o marketing digital?..................................................36 Segredos do marketing digital ...............................................41 Vantagens sobre o marketing tradicional ..............................46 Quais são as principais barreiras para começar? .................50 Ferramentas de marketing digital..........................................59 
   DAR UM PASSO: COMEÇAR Passo 1: clientes online.........................................................72 Identificar nossos clientes online...........................................74 Converter usuário em cliente.................................................76 Pontos chave para um negócio na internet...........................83 Geração de leads um fator de sucesso.................................88 TER UM BLOG PARA CONVERSAR COM OS CLIENTES Blog corporativo em detalhes ..............................................100 Que características tem um blog?.......................................102 Tipos de blogs corporativos.................................................106 Recomendações antes de entrar na blogosfera..................109 Como criar conteúdo para o blog da empresa ....................116 POSICIONAMENTO EM BUSCADORES Posicionamento online.........................................................125 É importante aparecer no Google?......................................128 Marketing em buscadores: SEO..........................................130 Chaves para um bom posicionamento SEO .......................132 Marketing em buscadores (SEM) ........................................142 Reputação online (ORM) .....................................................148
  MARKETING DE CONTEÚDO Por que investir em marketing de conteúdo?......................158 Segredos do marketing de conteúdo...................................168 Estratégia para publicação de conteúdo .............................175 E-MAIL MARKETING: MARKETING DE PERMISSÃO O usuário é quem manda ....................................................185 Como conseguir permissão dos usuários? .........................188 Como criar campanhas bem-sucedidas ..............................194 MARKETING VIRAL O que é marketing viral?......................................................203 Princípios do marketing viral................................................206 O MARKETING INFLUÊNCIA O SOCIAL Duas palavras: Mídia + Social .............................................214 A decisão de estar em mídias sociais .................................217 Por que conectar minha empresa a mídias sociais?...........222 Criar perfis da empresa em redes sociais ...........................228 Como medir ações em mídias sociais.................................254 
                                                             
                                                                                             
                                                                       
                                                                             
                                                                                                             
                                                                                                 
                                                                                                  
                                                                                                       
                                                                   
    
    
                                                                      
                                                                                                                                               
                                                                              
                                                                                       
                                                                                                              
                                                                                                               
                                                                                                                               
                                                                                                      
                                                            
                                                                                
                       •               •          •                                                    
                                                                                         
                                                                                            
                                                                                                        
                                                                                               
                                                                     
                                                                                                                           
                                                                                    
                                                                                        
                                                                                     
    •         •         •   •            •   •   •   •         
   •    •   •           •   •                                                       
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Ebook marketing digital

  • 3.                                        
  • 4.          APRESENTAÇÃO ................................................................... 7 PREFÁCIO .............................................................................10 INTERNET: A NOVA ERA DO MARKETING Web 2.0 para as empresas....................................................18 Ferramentas da Web 2.0 para fazer marketing.....................23 O que ĂŠ marketing digital?.....................................................34 Por que o marketing digital?..................................................36 Segredos do marketing digital ...............................................41 Vantagens sobre o marketing tradicional ..............................46 Quais sĂŁo as principais barreiras para começar? .................50 Ferramentas de marketing digital..........................................59 
  • 5.    DAR UM PASSO: COMEÇAR Passo 1: clientes online.........................................................72 Identificar nossos clientes online...........................................74 Converter usuĂĄrio em cliente.................................................76 Pontos chave para um negĂłcio na internet...........................83 Geração de leads um fator de sucesso.................................88 TER UM BLOG PARA CONVERSAR COM OS CLIENTES Blog corporativo em detalhes ..............................................100 Que caracterĂ­sticas tem um blog?.......................................102 Tipos de blogs corporativos.................................................106 Recomendaçþes antes de entrar na blogosfera..................109 Como criar conteĂşdo para o blog da empresa ....................116 POSICIONAMENTO EM BUSCADORES Posicionamento online.........................................................125 É importante aparecer no Google?......................................128 Marketing em buscadores: SEO..........................................130 Chaves para um bom posicionamento SEO .......................132 Marketing em buscadores (SEM) ........................................142 Reputação online (ORM) .....................................................148
  • 6.   MARKETING DE CONTEÚDO Por que investir em marketing de conteĂşdo?......................158 Segredos do marketing de conteĂşdo...................................168 EstratĂŠgia para publicação de conteĂşdo .............................175 E-MAIL MARKETING: MARKETING DE PERMISSÃO O usuĂĄrio ĂŠ quem manda ....................................................185 Como conseguir permissĂŁo dos usuĂĄrios? .........................188 Como criar campanhas bem-sucedidas ..............................194 MARKETING VIRAL O que ĂŠ marketing viral?......................................................203 PrincĂ­pios do marketing viral................................................206 O MARKETING INFLUÊNCIA O SOCIAL Duas palavras: MĂ­dia + Social .............................................214 A decisĂŁo de estar em mĂ­dias sociais .................................217 Por que conectar minha empresa a mĂ­dias sociais?...........222 Criar perfis da empresa em redes sociais ...........................228 Como medir açþes em mĂ­dias sociais.................................254 
  • 7.                                                              
  • 8.                                                                                              
  • 9.                                                                        
  • 10.                                                                              
  • 11.                                                                                                              
  • 12.                                                                                                  
  • 13.                                                                                                   
  • 14.                                                                                                        
  • 15.                                                                    
  • 18.                                                                       
  • 19.                                                                                                                                                
  • 20.                                                                               
  • 21.                                                                                        
  • 22.                                                                                                               
  • 23.                                                                                                                
  • 24.                                                                                                                                
  • 25.                                                                                                       
  • 26.                                                             
  • 27.                                                                                 
  • 28.                        •               •          •                                                    
  • 29.                                                                                          
  • 30.                                                                                             
  • 31.                                                                                                         
  • 32.                                                                                                
  • 33.                                                                      
  • 34.                                                                                                                            
  • 35.                                                                                     
  • 36.                                                                                         
  • 37.                                                                                      
  • 38.     •         •         •   •            •   •   •   •         
  • 39.    •    •   •           •   •                                                       