Stand Out FINAL pdf

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CONTENTS ACKNOWLEDGMENTS INTRODUCTION VII XI PART 1: THE STAND OUT MARKETING FOUNDATION 1 Use the “5M’s” of Marketing to Build a Solid Foundation Understand the Basic Online Marketing Funnel PART 2: THE STAND OUT WEB DESIGN STRATEGY 29 Choose the Right Domain Name, CMS, and Hosting Provider Design an Engaging Website That Builds Trust with Your Audience Generate More Leads Using Website Conversion Triggers PART 3: THE STAND OUT SEO STRATEGY 93 Google 101: How Search Engines Work Optimize Your Website with SEO Basics Reach Your Audience Across the Web Measure Your Online Marketing Funnel PART 4: THE STAND OUT CONTENT STRATEGY 199 <strong>Out</strong>publish Your Competition with a Content Marketing Plan Write Your Way to the Top with Blogging Basics Be Seen Everywhere Using Online Videos
x Contents PART 5: NEXT STEPS FOR STAND OUT MARKETERS 289 Get More Referrals, Reviews, and Renewals with Nurture Campaigns Become a Digital Citizen and Join the Discussion CONCLUSION 323 NOTES 327 INDEX 337
Page 2: STAND OUT
Page 5 and 6: Stand Out: A Simple and Effective O
Page 8 and 9: ACKNOWLEDGMENTS
Page 12 and 13: INTRODUCTION
Page 14 and 15: STAND OUT xiii HOW HUGE AN OPPORT
Page 16 and 17: STAND OUT xv
Page 18 and 19: STAND OUT xvii
Page 20: PART ONE T H E S T A N D O U T MARK
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Page 25 and 26: 6 Aaron N. Fletcher You
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Page 37 and 38: 18 Aaron N. Fletcher Measure your
Page 40 and 41: TWO UNDERSTAND THE BASIC ONLINE MAR
Page 42 and 43: STAND OUT 23 Cost Savings:
Page 44 and 45: STAND OUT 25 ENGAGEMENT
Page 46 and 47: STAND OUT 27 1. How many leads
Page 48: PART ONE: PART T H E S T A N D O U
Page 51 and 52: 32 Aaron N. Fletcher The history
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42 Aaron N. Fletcher r ecommended h
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44 Aaron N. Fletcher
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46 Aaron N. Fletcher hoW To
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48 Aaron N. Fletcher Elance
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50 Aaron N. Fletcher WARNING: Be
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52 Aaron N. Fletcher La
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54 Aaron N. Fletcher F IVE S
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58 Aaron N. Fletcher Always
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60 Aaron N. Fletcher RESOURCE: Webs
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62 Aaron N. Fletcher Figure 3: Sakk
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64 Aaron N. Fletcher 3. Expert Endo
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66 Aaron N. Fletcher KEY CONCEPT:
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68 Aaron N. Fletcher Top video h
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70 Aaron N. Fletcher books Don’t
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FIVE GENERATE MORE LEADS USING WEBS
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1. Use Landing Page Best Practices
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STAND OUT 77 Include conversion el
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STAND OUT 79
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STAND OUT 81 Measurabilit
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STAND OUT 83
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STAND OUT 85 Place the number i
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STAND OUT 87 Viper Bar
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STAND OUT 89 Figure 7: Example of o
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CONV ERSI ON TOOLS AND RESOURCES ST
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six GOOGLE 101: HOW SEARCH ENGINES
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STAND OUT 97 SEARCH ENGI N E F A C
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STAND OUT 99 Figure 9: Anatomy of a
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STAND OUT 101
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STAND OUT 103 4 Categories of
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STAND OUT 107
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SEVEN OPTIMIZE YOUR WEBSITE WITH SE
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STAND OUT 111 ). 3. Use
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SEO I S ALL AB OUT KEY WORDS STAND
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STAND OUT 115 KEY CONCEPT: Un
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STAND OUT 117 SEV EN SI MPLE STEPS
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STAND OUT 119
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STAND OUT 121 KEY CONCEPT:
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STAND OUT 123 Figure 16: Using Goog
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STAND OUT 125 later). 4.
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STAND OUT 127 On-Page Keyword Deplo
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STAND OUT 129
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STAND OUT 131 1.
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STAND OUT 133 4. E
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STAND OUT 135 )
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STAND OUT 137 Get more reviews.
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STAND OUT 139 1. Your photo will sh
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STAND OUT 141 Step 4: Install Goog
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144 Aaron N. Fletcher T H E FOUR
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148 Aaron N. Fletcher Obtain
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150 Aaron N. Fletcher TOP TEN SOURC
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154 Aaron N. Fletcher Social Bookma
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158 Aaron N. Fletcher 10. Press
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NINE MEASURE YOUR ONLINE MARKETING
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STAND OUT 165 1. Where does your si
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Step 1: MEASURE YOUR ORGANIC SEARCH
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STAND OUT 169 Best Practices:
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STAND OUT 171 m easuring your Websi
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STAND OUT 173 Demographics:
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STAND OUT 175 Best Practices:
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STAND OUT 177 Benchmarks: Bes
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STAND OUT 179
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STAND OUT 181 Bounce Rate:
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STAND OUT 183 Step 4: MEA
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STAND OUT 185 Figure 33: Using goal
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STAND OUT 187
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STAND OUT 189 S t e p 5
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STAND OUT 191 New sales:
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STAND OUT 193 Visitor va
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STAND OUT 195 MARKETING METRICS AND
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STAND OUT 197 Step 4: Measure
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TEN OUTPUBLISH YOUR COMPETITION WIT
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STAND OUT 203
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STAND OUT 205 Video:
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STAND OUT 207 Figure 39: The Seven-
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STAND OUT 209 KE
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STAND OUT 211 T
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STAND OUT 213
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STAND OUT 215 CONV ERSI ON: K
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STAND OUT 217 KEY CONCEPT: The V
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STAND OUT 219 Your email lis
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STAND OUT 221 OneLoad
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STAND OUT 223 hoW To r ecycle your
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STAND OUT 225 Figure 47: Your “Co
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STAND OUT 227
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STAND OUT 229 Step
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234 Aaron N. Fletcher Step 2: ORGAN
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242 Aaron N. Fletcher m ake your co
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244 Aaron N. Fletcher besT pracTice
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246 Aaron N. Fletcher {Takeaway}:
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248 Aaron N. Fletcher KEY CONCEPT:
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250 Aaron N. Fletcher Figure 51: Se
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252 Aaron N. Fletcher 7. Leveraging
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254 Aaron N. Fletcher BLOGGI
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TWELVE BE SEEN EVERYWHERE USING ONL
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STAND OUT 259 Increased Engagement
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STAND OUT 261 Video Camera Web
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STAND OUT 263 Figure 54: The Kodak
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STAND OUT 265
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STAND OUT 267 RESOURCE: The Cheap
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STAND OUT 269 RESOURCE: Fotodiox 5x
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STAND OUT 271 Create good composit
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STAND OUT 273
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STAND OUT 275 1. Trim intro and o
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STAND OUT 277 4. Encoding:
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STAND OUT 279 hoW To upload your vi
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STAND OUT 281 Figure 65: Don’t fo
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STAND OUT 283 1. want th
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STAND OUT 285 RESOURC
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STAND OUT 287 V I DEO RESOU
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PART ONE: PART FIVE N E X T S T E P
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294 Aaron N. Fletcher 1. Implement
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Develop a script for inbound leads.
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298 Aaron N. Fletcher Seasonal up
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300 Aaron N. Fletcher Referrals
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302 Aaron N. Fletcher Launch a ref
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308 Aaron N. Fletcher EMAIL MARK
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FOURTEEN BECOME A DIGITAL CITIZEN A
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STAND OUT 313 Great Sources f
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STAND OUT 315 LEARN MORE— RSS Rea
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STAND OUT 317 Podcasts
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STAND OUT 319 Figure 74: The I Love
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STAND OUT 321 Figure 75: If
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CONCLUSION
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STAND OUT 325 .
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328 Aaron N. Fletcher The Art o
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INDEX AdWeek Copywriting Handbook
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INDEX 339 See also
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INDEX 341 The 4-Hour
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INDEX 343 How to Attract and Enga
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INDEX 345 Ready, Fire, Aim
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INDEX 347
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INDEX 349 See
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INDEX 351 See al
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Beat Your Competition - Increase Sa
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