{"appState":{"pageLoadApiCallsStatus":true},"categoryState":{"relatedCategories":{"headers":{"timestamp":"2022-08-15T12:31:18+00:00"},"categoryId":34243,"data":{"title":"Marketing","slug":"marketing","image":{"src":null,"width":0,"height":0},"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"parentCategory":{"categoryId":34225,"title":"Business","slug":"business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"}},"childCategories":[],"description":"We've got all sorts of info on how to make sure the buying public knows about—and loves—your new product or service.","relatedArticles":{"self":"https://dummies-api.dummies.com/v2/articles?category=34243&offset=0&size=5"},"hasArticle":true,"hasBook":true},"_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"relatedCategoriesLoadedStatus":"success"},"listState":{"list":{"count":10,"total":805,"items":[{"headers":{"creationTime":"2016-03-26T14:44:44+00:00","modifiedTime":"2022-08-03T16:40:41+00:00","timestamp":"2022-08-03T18:01:32+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"10 Tips for Designing a White Paper","strippedTitle":"10 tips for designing a white paper","slug":"10-tips-on-designing-a-white-paper","canonicalUrl":"","seo":{"metaDescription":"Check out these tips for designing a white paper that will enhance your content and keep the attention of your audience.","noIndex":0,"noFollow":0},"content":"Nothing undermines a good white paper faster than poor design. No matter how compelling and persuasive the text may be, if people can’t read it because of a poor design, they’ll quickly move on. Then all your effort and expense are for nothing.\r\n\r\nHere are ten down-to-earth tips for anyone designing a white paper. If you’re not sure how to design a white paper or you’ve never done one before, read on. If you’re a marketing manager who needs to direct a designer to format your white paper, this is for you. If you’re a white paper writer stuck trying to use Word to turn out respectable-looking pages, you’ve just hit pay dirt.\r\n<h2 id=\"tab1\" >Design to enhance the content</h2>\r\nA white paper isn’t a brochure, so it shouldn’t be as slick and colorful as one. But it needs to be more appealing than your father’s business report. Think of a page from a magazine, like <i>Scientific American</i> or <i>Vanity Fair,</i> or the front part of an annual report, before all the numbers. That kind of crisp, elegant editorial design is what to shoot for with your white paper.\r\n\r\nEffective design enhances the content of the white paper instead of drawing attention to itself. Your design must add value and clarity to that content instead of adding distractions or hurdles to legibility. Let the white paper’s message shine out from your pages.\r\n<h2 id=\"tab2\" >Consider your readers' eyesight</h2>\r\nMost people’s eyes begin to change in their 40s, and they start to need larger type to read comfortably. By coincidence, most B2B white papers are aimed at business decision makers, most of whom are in their 40s and older. And many people this age prefer to read on paper, so they likely print out a white paper rather than read it on-screen.\r\n\r\nYounger designers, take note: You’re not designing white papers for yourself and your peers; you’re designing for older people.\r\n\r\nThat means forget gray text and color backgrounds. Black text on a white background has been the standard for legibility for hundreds of years; why change it? Bump up the body size type to 10 or 11 points; it’s free.\r\n<h2 id=\"tab3\" >Realize that text isn't a graphic</h2>\r\nThe text <i>is</i> the content of a white paper. Look at your pages as text-driven content, where your challenge is to make the text as inviting and easy to read or scan as in any magazine you pick up — any magazine, mind you, aimed at people in their 40s and older.\r\n<h2 id=\"tab4\" >Make every page count</h2>\r\nSure, every white paper needs a little front and back matter, but when the front and back matter add up to nearly two-thirds of a white paper, something is terribly wrong.\r\n\r\nSome misguided software templates lay out a white paper like a two-sided book, with a blank page on the back of the front cover and a back cover to tie it all together. Forget it! Most B2B buyers either look at your white paper on-screen or print it out single sided. Those other pages are just a waste of time and money.\r\n\r\nBe sure to compress the front and back matter, cut the worthless blank pages, and make every page count.\r\n<h2 id=\"tab5\" >Control page breaks</h2>\r\nAvoid starting a major section at the very bottom of a page, with only a line or two of text after it or cramming a new section beginning near a footnote or footer.\r\n\r\nThere’s nothing wrong with leaving a little white space at the end of a major section. Just start the new section on a new page. White space gives readers a momentary visual and mental break and helps them understand the structure of the document.\r\n<h2 id=\"tab6\" >Avoid a wall of gray</h2>\r\nSome designers have the idea that a white paper is supposed to be serious, and by that, they think “a wall of gray.” They think all they have to do is just pour the text into the pages and be done with it. Any white paper with text formatted as a wall of gray may look serious, but it won’t invite anyone to read it.\r\n<h2 id=\"tab7\" >Leave lots of white space</h2>\r\nAnother symptom of the wall-of-gray approach is teensy-tiny, itsy-bitsy, little margins around the text. Long horizontal lines of type are hard for readers’ eyes to scan and tough for their brains to process. If you format a white paper with minimal white space, you’ll lose most of your readers. Again, white space is free.\r\n\r\nSo what if your final document is eight or ten pages long? If the content is compelling and the design is inviting, your readers won’t mind.\r\n<h2 id=\"tab8\" >Avoid smug shots</h2>\r\nSo you’re looking for a stock shot for a white paper. That’s a fine way to break up the wall of gray. But by all means, skip the shots of the beautiful people wearing impeccable suits hunched over a pristine PC or shaking hands in some foyer drenched in sunlight. Everyone knows those are fake, posed shots.\r\n\r\nPick photos that show average-looking people wearing typical clothes, doing something a little more interesting than shaking hands or peering at computer screens.\r\n<h2 id=\"tab9\" >Control hyphenation</h2>\r\nMost software does a terrible job of hyphenating English. Traditional typography called for at least four letters before any hyphen and at least three letters carried to the second line. Most typographers wouldn’t hyphenate a word with fewer than six letters.\r\n\r\nSo don’t rely on automated hyphenation, and leave your text ragged right. Then scan your right margins, and if you see a major white space that you absolutely must eliminate, take two seconds to insert a manual hyphen.\r\n<h2 id=\"tab10\" >Refine a corporate template</h2>\r\nSome companies have a corporate template that they expect all designers to follow. These layouts may be perfect for a press release, an internal business report, or a data sheet, but they’re not always ideal for a white paper.\r\n<p class=\"Tip\">If you feel strongly that the corporate template detracts from the readability and undermines the white paper content, make your views known. If you have the scope, make up two versions of the white paper: one following the existing template and another with your recommended changes. Circulate both versions to your team, your customer advisory board, and your manager. Get a second opinion from an experienced designer or a white paper expert.</p>","description":"Nothing undermines a good white paper faster than poor design. No matter how compelling and persuasive the text may be, if people can’t read it because of a poor design, they’ll quickly move on. Then all your effort and expense are for nothing.\r\n\r\nHere are ten down-to-earth tips for anyone designing a white paper. If you’re not sure how to design a white paper or you’ve never done one before, read on. If you’re a marketing manager who needs to direct a designer to format your white paper, this is for you. If you’re a white paper writer stuck trying to use Word to turn out respectable-looking pages, you’ve just hit pay dirt.\r\n<h2 id=\"tab1\" >Design to enhance the content</h2>\r\nA white paper isn’t a brochure, so it shouldn’t be as slick and colorful as one. But it needs to be more appealing than your father’s business report. Think of a page from a magazine, like <i>Scientific American</i> or <i>Vanity Fair,</i> or the front part of an annual report, before all the numbers. That kind of crisp, elegant editorial design is what to shoot for with your white paper.\r\n\r\nEffective design enhances the content of the white paper instead of drawing attention to itself. Your design must add value and clarity to that content instead of adding distractions or hurdles to legibility. Let the white paper’s message shine out from your pages.\r\n<h2 id=\"tab2\" >Consider your readers' eyesight</h2>\r\nMost people’s eyes begin to change in their 40s, and they start to need larger type to read comfortably. By coincidence, most B2B white papers are aimed at business decision makers, most of whom are in their 40s and older. And many people this age prefer to read on paper, so they likely print out a white paper rather than read it on-screen.\r\n\r\nYounger designers, take note: You’re not designing white papers for yourself and your peers; you’re designing for older people.\r\n\r\nThat means forget gray text and color backgrounds. Black text on a white background has been the standard for legibility for hundreds of years; why change it? Bump up the body size type to 10 or 11 points; it’s free.\r\n<h2 id=\"tab3\" >Realize that text isn't a graphic</h2>\r\nThe text <i>is</i> the content of a white paper. Look at your pages as text-driven content, where your challenge is to make the text as inviting and easy to read or scan as in any magazine you pick up — any magazine, mind you, aimed at people in their 40s and older.\r\n<h2 id=\"tab4\" >Make every page count</h2>\r\nSure, every white paper needs a little front and back matter, but when the front and back matter add up to nearly two-thirds of a white paper, something is terribly wrong.\r\n\r\nSome misguided software templates lay out a white paper like a two-sided book, with a blank page on the back of the front cover and a back cover to tie it all together. Forget it! Most B2B buyers either look at your white paper on-screen or print it out single sided. Those other pages are just a waste of time and money.\r\n\r\nBe sure to compress the front and back matter, cut the worthless blank pages, and make every page count.\r\n<h2 id=\"tab5\" >Control page breaks</h2>\r\nAvoid starting a major section at the very bottom of a page, with only a line or two of text after it or cramming a new section beginning near a footnote or footer.\r\n\r\nThere’s nothing wrong with leaving a little white space at the end of a major section. Just start the new section on a new page. White space gives readers a momentary visual and mental break and helps them understand the structure of the document.\r\n<h2 id=\"tab6\" >Avoid a wall of gray</h2>\r\nSome designers have the idea that a white paper is supposed to be serious, and by that, they think “a wall of gray.” They think all they have to do is just pour the text into the pages and be done with it. Any white paper with text formatted as a wall of gray may look serious, but it won’t invite anyone to read it.\r\n<h2 id=\"tab7\" >Leave lots of white space</h2>\r\nAnother symptom of the wall-of-gray approach is teensy-tiny, itsy-bitsy, little margins around the text. Long horizontal lines of type are hard for readers’ eyes to scan and tough for their brains to process. If you format a white paper with minimal white space, you’ll lose most of your readers. Again, white space is free.\r\n\r\nSo what if your final document is eight or ten pages long? If the content is compelling and the design is inviting, your readers won’t mind.\r\n<h2 id=\"tab8\" >Avoid smug shots</h2>\r\nSo you’re looking for a stock shot for a white paper. That’s a fine way to break up the wall of gray. But by all means, skip the shots of the beautiful people wearing impeccable suits hunched over a pristine PC or shaking hands in some foyer drenched in sunlight. Everyone knows those are fake, posed shots.\r\n\r\nPick photos that show average-looking people wearing typical clothes, doing something a little more interesting than shaking hands or peering at computer screens.\r\n<h2 id=\"tab9\" >Control hyphenation</h2>\r\nMost software does a terrible job of hyphenating English. Traditional typography called for at least four letters before any hyphen and at least three letters carried to the second line. Most typographers wouldn’t hyphenate a word with fewer than six letters.\r\n\r\nSo don’t rely on automated hyphenation, and leave your text ragged right. Then scan your right margins, and if you see a major white space that you absolutely must eliminate, take two seconds to insert a manual hyphen.\r\n<h2 id=\"tab10\" >Refine a corporate template</h2>\r\nSome companies have a corporate template that they expect all designers to follow. These layouts may be perfect for a press release, an internal business report, or a data sheet, but they’re not always ideal for a white paper.\r\n<p class=\"Tip\">If you feel strongly that the corporate template detracts from the readability and undermines the white paper content, make your views known. If you have the scope, make up two versions of the white paper: one following the existing template and another with your recommended changes. Circulate both versions to your team, your customer advisory board, and your manager. Get a second opinion from an experienced designer or a white paper expert.</p>","blurb":"","authors":[{"authorId":9689,"name":"Gordon Graham","slug":"gordon-graham","description":" <p><b>Gordon Graham</b> &#8212; also known as That White Paper Guy &#8212; is an award-winning writer who has created more than 200 B2B white papers for clients from New York to Australia. Gordon has written white papers on everything from choosing enterprise software to designing virtual worlds for kids, and for everyone from tiny start-ups to Google.</p>","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9689"}}],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[{"label":"Design to enhance the content","target":"#tab1"},{"label":"Consider your readers' eyesight","target":"#tab2"},{"label":"Realize that text isn't a graphic","target":"#tab3"},{"label":"Make every page count","target":"#tab4"},{"label":"Control page breaks","target":"#tab5"},{"label":"Avoid a wall of gray","target":"#tab6"},{"label":"Leave lots of white space","target":"#tab7"},{"label":"Avoid smug shots","target":"#tab8"},{"label":"Control hyphenation","target":"#tab9"},{"label":"Refine a corporate template","target":"#tab10"}],"relatedArticles":{"fromBook":[{"articleId":208042,"title":"White Papers For Dummies Cheat Sheet","slug":"white-papers-for-dummies-cheat-sheet","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/208042"}},{"articleId":169900,"title":"How to Work with a Researcher when Writing a White Paper","slug":"how-to-work-with-a-researcher-when-writing-a-white-paper","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/169900"}},{"articleId":169867,"title":"Using Innovative Software to Enhance the Writing Process","slug":"using-innovative-software-to-enhance-the-writing-process","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/169867"}},{"articleId":169868,"title":"Managing Your Computer Documents during the Writing Process","slug":"managing-your-computer-documents-during-the-writing-process","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/169868"}},{"articleId":169869,"title":"Incorporate New Media into White Papers","slug":"incorporate-new-media-into-white-papers","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/169869"}}],"fromCategory":[{"articleId":274041,"title":"How to Build Seasonal Gamification Marketing Campaigns","slug":"how-to-build-seasonal-gamification-marketing-campaigns","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274041"}},{"articleId":274036,"title":"Build Loyalty Rewards into Your Gamification Model","slug":"build-loyalty-rewards-into-your-gamification-model","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274036"}},{"articleId":274031,"title":"Gamification Models","slug":"gamification-models","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274031"}},{"articleId":274024,"title":"Gamification Marketing: Use a Unique Hashtag","slug":"gamification-marketing-use-a-unique-hashtag","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274024"}},{"articleId":274018,"title":"Gamification Marketing: User Rewards and Achievements","slug":"gamification-marketing-user-rewards-and-achievements","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274018"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":282670,"slug":"white-papers-for-dummies","isbn":"9781118496923","categoryList":["business-careers-money","business","marketing"],"amazon":{"default":"https://www.amazon.com/gp/product/1118496922/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/1118496922/ref=as_li_tl?ie=UTF8&tag=wiley01-20","indigo_ca":"http://www.tkqlhce.com/click-9208661-13710633?url=https://www.chapters.indigo.ca/en-ca/books/product/1118496922-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/1118496922/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/1118496922/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/white-papers-for-dummies-cover-9781118496923-202x255.jpg","width":202,"height":255},"title":"White Papers For Dummies","testBankPinActivationLink":"","bookOutOfPrint":false,"authorsInfo":"<p><b data-author-id=\"9689\">Gordon Graham</b> — also known as That White Paper Guy — is an award-winning writer who has created more than 200 B2B white papers for clients from New York to Australia. Gordon has written white papers on everything from choosing enterprise software to designing virtual worlds for kids, and for everyone from tiny start-ups to Google.</p>","authors":[{"authorId":9689,"name":"Gordon Graham","slug":"gordon-graham","description":" <p><b>Gordon Graham</b> &#8212; also known as That White Paper Guy &#8212; is an award-winning writer who has created more than 200 B2B white papers for clients from New York to Australia. Gordon has written white papers on everything from choosing enterprise software to designing virtual worlds for kids, and for everyone from tiny start-ups to Google.</p>","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9689"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781118496923&quot;]}]\" id=\"du-slot-62eab7fcc76d0\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781118496923&quot;]}]\" id=\"du-slot-62eab7fcc7f46\"></div></div>"},"articleType":{"articleType":"Articles","articleList":null,"content":null,"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0},"sponsorAd":"","sponsorEbookTitle":"","sponsorEbookLink":"","sponsorEbookImage":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Two years","lifeExpectancySetFrom":"2022-08-03T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":164945},{"headers":{"creationTime":"2020-02-07T16:30:21+00:00","modifiedTime":"2022-07-18T17:19:46+00:00","timestamp":"2022-07-18T18:01:13+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"What is Niche Marketing?","strippedTitle":"what is niche marketing?","slug":"what-is-niche-marketing","canonicalUrl":"","seo":{"metaDescription":"What is niche marketing? Check out this quick article to discover the definition of niche marketing and find out how it could benefit affiliate marketers.","noIndex":0,"noFollow":0},"content":"Defining niche marketing is a little difficult. Niche marketing is actually the conjoined Siamese triplets of niche market, niche product, and niche audience.\r\n<p class=\"article-tips tip\">Think about niche marketing in this context. You can’t really choose the products you’re going to market until you know the niche you’re going to address. You can’t really choose the niche market unless you know there are niche products that you can promote profitably. Of course, you can’t choose either the niche products you’re going to promote or the niche market you’re going to address without knowing that a smaller, well-defined niche audience of buyers ready, willing, and able to buy exists.</p>\r\nWhat is meant by this? Niche marketing is going after a smaller, specific, defined area of the market. You’re interested in serving the subset of customers who are interested in this smaller, specific market area. So the first benefit of niche marketing is that you can more closely customize your approach to meet the customers’ needs and desires.\r\n\r\nThe second benefit of niche marketing is you’re able to avoid being crushed by either well-funded corporations or experienced marketers fighting for top position in areas where the potential payday is much higher because of the higher number of searches. Do you want to be going head-to-head with the NFL, BBC, ESPN, and other well-funded corporate giants?\r\n\r\nNiche marketing is crucial to the beginning affiliate marketer. It’s even more important to the beginner than a more experienced affiliate marketer who has built up some credibility and a reputation. Why is that? Two words: competition and position.\r\n\r\nToday many <a href=\"https://www.dummies.com/business/marketing/what-is-affiliate-marketing-and-how-does-it-work/\">affiliate marketers</a> are looking for affiliate profits. Many of those affiliate marketers may be competing against you. They may be more experienced than you; their domain may be older and more established, which gives them more credibility.\r\n\r\nThe products and niches that pay the best and have the most searches — which mean the biggest paychecks — have the fiercest competition. Do you want to go up against these affiliate marketing gladiators, who are often major corporations armed with million-dollar budgets? You could try, but getting in on this subsection of niche marketing would be like pounding on a brick wall.\r\n<p class=\"article-tips remember\">Rather than being a small fish (you) in a big pond (a high-competition area), you have a much higher chance of success being a big fish in a low-competition area (your niche).</p>\r\nBeginning affiliate marketers are often seduced by the dancing dollars of high-competition markets. They start calculating in their heads — “Well, if Google says football gets 7.5 million searches a month and I target football, I’ll be rolling in dough even if I get just a tiny, tiny fraction of those web visitors visiting my site and making a purchase.”\r\n\r\nThe Google search also shows there are 4.3 billion results (competitors) for this niche. But Google tells a different tale than the one the dancing dollars are telling you. In your Google search for football, you can see the top listings are the National Football League, ESPN, Wikipedia, BBC Sport, and CNN.\r\n\r\nAs you can see, the first page of results consists of all major corporations or news organizations that have multimillion-dollar budgets, are well established on the internet, and surely have staffs of hundreds if not thousands of people to run their websites. If you were trying to get on the first page, you’d have some formidable competition.\r\n\r\nEnter niche marketing. A niche is a small, specialized area that may not get many searches. Since the imagined income is so much less, it attracts fewer affiliate marketers, which means less competition. Less competition means you have a reasonable chance, as a new affiliate marketer, to build a website or <a href=\"https://www.dummies.com/business/marketing/social-media-marketing/4-rules-for-a-successful-social-media-marketing-campaign/\">develop a social media campaign</a> that will rank reasonably high, and you will make money.\r\n\r\nYou’re also looking to cultivate a small, specific group of potential customers who are looking for the product you’re offering. For comparison, take the niche “football snack helmet.” It has a very low search volume, which means a much lower potential income, but it also has less competition.\r\n\r\nGoogle tells a much different story when you type “football snack helmet” into the browser. The top listing on the page is an affiliate marketer’s site selling Amazon football snack helmets and making a profit.\r\n\r\nSo you, too, can find your own specialized niche, build your website to address the needs of your specialized market, and start to build your affiliate business around this niche by answering the needs of this specialize audience. How do you do this? By writing informative articles that answer the needs and questions this group may have or provide information they may find helpful.\r\n<p class=\"article-tips remember\">Niche marketing can help you from drowning in the competitive pools and let you find that specialized audience.</p>","description":"Defining niche marketing is a little difficult. Niche marketing is actually the conjoined Siamese triplets of niche market, niche product, and niche audience.\r\n<p class=\"article-tips tip\">Think about niche marketing in this context. You can’t really choose the products you’re going to market until you know the niche you’re going to address. You can’t really choose the niche market unless you know there are niche products that you can promote profitably. Of course, you can’t choose either the niche products you’re going to promote or the niche market you’re going to address without knowing that a smaller, well-defined niche audience of buyers ready, willing, and able to buy exists.</p>\r\nWhat is meant by this? Niche marketing is going after a smaller, specific, defined area of the market. You’re interested in serving the subset of customers who are interested in this smaller, specific market area. So the first benefit of niche marketing is that you can more closely customize your approach to meet the customers’ needs and desires.\r\n\r\nThe second benefit of niche marketing is you’re able to avoid being crushed by either well-funded corporations or experienced marketers fighting for top position in areas where the potential payday is much higher because of the higher number of searches. Do you want to be going head-to-head with the NFL, BBC, ESPN, and other well-funded corporate giants?\r\n\r\nNiche marketing is crucial to the beginning affiliate marketer. It’s even more important to the beginner than a more experienced affiliate marketer who has built up some credibility and a reputation. Why is that? Two words: competition and position.\r\n\r\nToday many <a href=\"https://www.dummies.com/business/marketing/what-is-affiliate-marketing-and-how-does-it-work/\">affiliate marketers</a> are looking for affiliate profits. Many of those affiliate marketers may be competing against you. They may be more experienced than you; their domain may be older and more established, which gives them more credibility.\r\n\r\nThe products and niches that pay the best and have the most searches — which mean the biggest paychecks — have the fiercest competition. Do you want to go up against these affiliate marketing gladiators, who are often major corporations armed with million-dollar budgets? You could try, but getting in on this subsection of niche marketing would be like pounding on a brick wall.\r\n<p class=\"article-tips remember\">Rather than being a small fish (you) in a big pond (a high-competition area), you have a much higher chance of success being a big fish in a low-competition area (your niche).</p>\r\nBeginning affiliate marketers are often seduced by the dancing dollars of high-competition markets. They start calculating in their heads — “Well, if Google says football gets 7.5 million searches a month and I target football, I’ll be rolling in dough even if I get just a tiny, tiny fraction of those web visitors visiting my site and making a purchase.”\r\n\r\nThe Google search also shows there are 4.3 billion results (competitors) for this niche. But Google tells a different tale than the one the dancing dollars are telling you. In your Google search for football, you can see the top listings are the National Football League, ESPN, Wikipedia, BBC Sport, and CNN.\r\n\r\nAs you can see, the first page of results consists of all major corporations or news organizations that have multimillion-dollar budgets, are well established on the internet, and surely have staffs of hundreds if not thousands of people to run their websites. If you were trying to get on the first page, you’d have some formidable competition.\r\n\r\nEnter niche marketing. A niche is a small, specialized area that may not get many searches. Since the imagined income is so much less, it attracts fewer affiliate marketers, which means less competition. Less competition means you have a reasonable chance, as a new affiliate marketer, to build a website or <a href=\"https://www.dummies.com/business/marketing/social-media-marketing/4-rules-for-a-successful-social-media-marketing-campaign/\">develop a social media campaign</a> that will rank reasonably high, and you will make money.\r\n\r\nYou’re also looking to cultivate a small, specific group of potential customers who are looking for the product you’re offering. For comparison, take the niche “football snack helmet.” It has a very low search volume, which means a much lower potential income, but it also has less competition.\r\n\r\nGoogle tells a much different story when you type “football snack helmet” into the browser. The top listing on the page is an affiliate marketer’s site selling Amazon football snack helmets and making a profit.\r\n\r\nSo you, too, can find your own specialized niche, build your website to address the needs of your specialized market, and start to build your affiliate business around this niche by answering the needs of this specialize audience. How do you do this? By writing informative articles that answer the needs and questions this group may have or provide information they may find helpful.\r\n<p class=\"article-tips remember\">Niche marketing can help you from drowning in the competitive pools and let you find that specialized audience.</p>","blurb":"","authors":[{"authorId":33260,"name":"Ted Sudol","slug":"ted-sudol","description":" <p><b>Ted Sudol </b>is a longtime affiliate marketer who has developed and sold several affiliate marketing websites over the years. His current sites focus on affiliate marketing and precious metals investing.</p><p><b>Paul Mladjenovic</b> is the bestselling author of <i>Stock</i> <i>Investing For Dummies</i>. He&#8217;s a Certified Financial Planner as well as a national speaker and home business specialist.</p> ","_links":{"self":"https://dummies-api.dummies.com/v2/authors/33260"}},{"authorId":9001,"name":"Paul Mladjenovic","slug":"paul-mladjenovic","description":" <p><b>Paul Mladjenovic</b> is a renowned certified financial planner and investing consultant. He has authored six editions of the bestselling <i>Stock Investing For Dummies</i> and is frequently interviewed by media outlets including MarketWatch, Kitco, OANN, and more. ","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9001"}}],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[],"relatedArticles":{"fromBook":[{"articleId":273837,"title":"Affiliate Marketing For Dummies","slug":"affiliate-marketing-for-dummies","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/273837"}},{"articleId":268124,"title":"The 10 Best Marketing Strategies for Affiliates","slug":"the-10-best-marketing-strategies-for-affiliates","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/268124"}},{"articleId":268116,"title":"The 10 Best Paid Tools for Affiliate Marketers","slug":"the-10-best-paid-tools-for-affiliate-marketers","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/268116"}},{"articleId":268103,"title":"Looking at Affiliate Networks: What Affiliate Marketers Need to Know","slug":"looking-at-affiliate-networks-what-affiliate-marketers-need-to-know","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/268103"}},{"articleId":268100,"title":"Digging into Affiliate Programs: What Affiliate Marketers Need to Know","slug":"digging-into-affiliate-programs-what-affiliate-marketers-need-to-know","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/268100"}}],"fromCategory":[{"articleId":274041,"title":"How to Build Seasonal Gamification Marketing Campaigns","slug":"how-to-build-seasonal-gamification-marketing-campaigns","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274041"}},{"articleId":274036,"title":"Build Loyalty Rewards into Your Gamification Model","slug":"build-loyalty-rewards-into-your-gamification-model","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274036"}},{"articleId":274031,"title":"Gamification Models","slug":"gamification-models","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274031"}},{"articleId":274024,"title":"Gamification Marketing: Use a Unique Hashtag","slug":"gamification-marketing-use-a-unique-hashtag","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274024"}},{"articleId":274018,"title":"Gamification Marketing: User Rewards and Achievements","slug":"gamification-marketing-user-rewards-and-achievements","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274018"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":281934,"slug":"affiliate-marketing-for-dummies-2","isbn":"9781119628248","categoryList":["business-careers-money","business","marketing"],"amazon":{"default":"https://www.amazon.com/gp/product/1119628245/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/1119628245/ref=as_li_tl?ie=UTF8&tag=wiley01-20","indigo_ca":"http://www.tkqlhce.com/click-9208661-13710633?url=https://www.chapters.indigo.ca/en-ca/books/product/1119628245-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/1119628245/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/1119628245/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/affiliate-marketing-for-dummies-cover-9781119628248-203x255.jpg","width":203,"height":255},"title":"Affiliate Marketing For Dummies","testBankPinActivationLink":"","bookOutOfPrint":true,"authorsInfo":"<p><p><b><b data-author-id=\"33260\">Ted Sudol</b> </b>is a longtime affiliate marketer who has developed and sold several affiliate marketing websites over the years. His current sites focus on affiliate marketing and precious metals investing.</p><p><b>Paul Mladjenovic</b> is the bestselling author of <i>Stock</i> <i>Investing For Dummies</i>. He&#8217;s a Certified Financial Planner as well as a national speaker and home business specialist.</p> <p><b><b data-author-id=\"9001\">Paul Mladjenovic</b></b> is a renowned certified financial planner and investing consultant. He has authored six editions of the bestselling <i>Stock Investing For Dummies</i> and is frequently interviewed by media outlets including MarketWatch, Kitco, OANN, and more.</p>","authors":[{"authorId":33260,"name":"Ted Sudol","slug":"ted-sudol","description":" <p><b>Ted Sudol </b>is a longtime affiliate marketer who has developed and sold several affiliate marketing websites over the years. His current sites focus on affiliate marketing and precious metals investing.</p><p><b>Paul Mladjenovic</b> is the bestselling author of <i>Stock</i> <i>Investing For Dummies</i>. He&#8217;s a Certified Financial Planner as well as a national speaker and home business specialist.</p> ","_links":{"self":"https://dummies-api.dummies.com/v2/authors/33260"}},{"authorId":9001,"name":"Paul Mladjenovic","slug":"paul-mladjenovic","description":" <p><b>Paul Mladjenovic</b> is a renowned certified financial planner and investing consultant. He has authored six editions of the bestselling <i>Stock Investing For Dummies</i> and is frequently interviewed by media outlets including MarketWatch, Kitco, OANN, and more. ","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9001"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119628248&quot;]}]\" id=\"du-slot-62d59fe90ef7a\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119628248&quot;]}]\" id=\"du-slot-62d59fe90f7f6\"></div></div>"},"articleType":{"articleType":"Articles","articleList":null,"content":null,"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0},"sponsorAd":"","sponsorEbookTitle":"","sponsorEbookLink":"","sponsorEbookImage":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Two years","lifeExpectancySetFrom":"2022-07-18T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":268112},{"headers":{"creationTime":"2017-06-15T17:06:08+00:00","modifiedTime":"2022-07-18T17:16:03+00:00","timestamp":"2022-07-18T18:01:12+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"How to Use Snapchat’s Lenses, Filters, and Geofilters for your Social Media Marketing Strategy","strippedTitle":"how to use snapchat’s lenses, filters, and geofilters for your social media marketing strategy","slug":"use-snapchats-lenses-filters-geofilters-social-media-marketing-strategy","canonicalUrl":"","seo":{"metaDescription":"Snapchat allows snappers to use different lenses and filters to add whimsy and personality to snaps. Lenses can illustrate a mood, show holiday spirit, or add l","noIndex":0,"noFollow":0},"content":"Snapchat allows snappers to use different lenses and filters to add whimsy and personality to snaps. Lenses can illustrate a mood, show holiday spirit, or add life and color to an image. Filters can display causes, show attendance at events, and promote a business.\r\n<h2 id=\"tab1\" >Lenses</h2>\r\nA lens adds special effects to your face, such as cat ears or a Santa hat. You set the lens in place before taking your selfie snap:\r\n<ol>\r\n \t<li>In the main Snap screen, just before taking your selfie snap, press the middle of the screen (not the camera button).You’ll see a series of bubbles containing pictures. Each bubble contains a lens.</li>\r\n \t<li>Select the lens you’d like to use.</li>\r\n \t<li>You may have to drag the image around to position the filter to fit a face or head.For example, you might need to raise your eyebrows — or in the case of the vomiting rainbow, open your mouth. Follow instructions and adjust your position as needed.</li>\r\n \t<li>Take your snap and share as you normally would.</li>\r\n</ol>\r\n<h2 id=\"tab2\" >Filters</h2>\r\nUnlike lenses, filters are added after you take your snap. For example, you can add the temperature, or a holiday garland to frame your snaps, or use a special geofilter to add your location.\r\n<p class=\"article-tips remember\">Many filters are available for a limited amount of time. If you love a certain filter, make sure to snap a screenshot or save it to your Memories. You might not be able to find it again later!</p>\r\nTo use a filter, do the following:\r\n<ol>\r\n \t<li>Make sure location services is enabled on your smartphone.You can’t use filters without it.</li>\r\n \t<li>Take your snap as usual.</li>\r\n \t<li>Swipe right or left to see the different filters.</li>\r\n \t<li>Select the filter you’d like to use.</li>\r\n \t<li>Tap Send To to share as usual.</li>\r\n</ol>\r\n<p class=\"article-tips tip\">To jazz up your snaps, try using both a lens and a filter. But be careful about over embellishing. You don’t want your snap to look so busy that it loses its essence.</p>\r\n\r\n<h2 id=\"tab3\" >Geofilters</h2>\r\nIn the past, people could create on demand geofilters for special events, such as weddings and milestone parties, with the caveat that no business-related logos or branding could be used. However, Snapchat now offers brands the capability to create their own branded on-demand geofilters. Unlike the geofilters used for weddings and parties, businesses must disclose that they are behind the on-demand geofilter they created.\r\n\r\nThe benefit of an on-demand geofilter is that everyone in your community can use them to commemorate an event. For example, if 1,000 people use your geofilter during your event, your branding might be seen by tens of thousands of people, if not more. Geofilters are a form of advertising that will reach Snapchat’s demographic.\r\n\r\nBusinesses must follow Terms of Use when creating geofilters. For example, brands can use logos or other branded content but can't use emails, phone numbers, personal information, or images of people. Also, it should go without saying that brands can’t use illegal drugs or illegal activities in geofilters.\r\n<p class=\"article-tips tip\">Take some time to familiarize yourself with Snapchat's rules regarding on-demand geofilters at its S<a href=\"https://geofilters.snapchat.com/submission-guidelines\">ubmissions Guidelines page</a>.</p>\r\nTo create an on-demand geofilter for your brand, you have to use <a href=\"http://snapchat.com\">Snapchat’s website</a> — not the app.\r\n\r\nYou have to pay to create an on-demand geofilter. Filters start at $5 but prices can go much, much higher (think $400+), depending on how much space your geofilter will encompass and how much time you want it to be available.\r\n\r\nTake these steps to upload an on-demand geofilter:\r\n<ol>\r\n \t<li>Go to <a href=\"http://snapchat.com/on-demand\">Snapchat’s on-demand link</a> and click Create Now.</li>\r\n \t<li>Log into your Snapchat account.</li>\r\n \t<li>Download a template.Your design team much create the geofilter according to Snapchat’s specifications. Images should be 1080 px by 1920 px and saved as a PNG file.</li>\r\n \t<li>To upload your geofilter to Snapchat, click Choose File.</li>\r\n \t<li>Select the date range in which people can use your on-demand geofilter.For example, if you are marketing for a convention, you want to select dates coinciding with that event.</li>\r\n \t<li>Select the location in which your geofilter will be used.</li>\r\n \t<li>Confirm your geofilter, and select whether it’s for personal or business use.</li>\r\n \t<li>Add payment information.</li>\r\n</ol>\r\n[caption id=\"attachment_240556\" align=\"aligncenter\" width=\"535\"]<a href=\"https://www.dummies.com/wp-content/uploads/social-media-marketing-aio-4e-on-demand-geofilter-snapchat.jpg\"><img class=\"wp-image-240556 size-full\" src=\"https://www.dummies.com/wp-content/uploads/social-media-marketing-aio-4e-on-demand-geofilter-snapchat.jpg\" alt=\"Snapchat's on-demand geofilter\" width=\"535\" height=\"273\" /></a> Click Create Now to get started creating your on-demand geofilter.[/caption]\r\n\r\nSnapchat will review your on-demand geofilter to ensure that it follows their submission guidelines. You can check on orders at the Snapchat website’s My Orders page. Snapchat will also send you an email confirmation.","description":"Snapchat allows snappers to use different lenses and filters to add whimsy and personality to snaps. Lenses can illustrate a mood, show holiday spirit, or add life and color to an image. Filters can display causes, show attendance at events, and promote a business.\r\n<h2 id=\"tab1\" >Lenses</h2>\r\nA lens adds special effects to your face, such as cat ears or a Santa hat. You set the lens in place before taking your selfie snap:\r\n<ol>\r\n \t<li>In the main Snap screen, just before taking your selfie snap, press the middle of the screen (not the camera button).You’ll see a series of bubbles containing pictures. Each bubble contains a lens.</li>\r\n \t<li>Select the lens you’d like to use.</li>\r\n \t<li>You may have to drag the image around to position the filter to fit a face or head.For example, you might need to raise your eyebrows — or in the case of the vomiting rainbow, open your mouth. Follow instructions and adjust your position as needed.</li>\r\n \t<li>Take your snap and share as you normally would.</li>\r\n</ol>\r\n<h2 id=\"tab2\" >Filters</h2>\r\nUnlike lenses, filters are added after you take your snap. For example, you can add the temperature, or a holiday garland to frame your snaps, or use a special geofilter to add your location.\r\n<p class=\"article-tips remember\">Many filters are available for a limited amount of time. If you love a certain filter, make sure to snap a screenshot or save it to your Memories. You might not be able to find it again later!</p>\r\nTo use a filter, do the following:\r\n<ol>\r\n \t<li>Make sure location services is enabled on your smartphone.You can’t use filters without it.</li>\r\n \t<li>Take your snap as usual.</li>\r\n \t<li>Swipe right or left to see the different filters.</li>\r\n \t<li>Select the filter you’d like to use.</li>\r\n \t<li>Tap Send To to share as usual.</li>\r\n</ol>\r\n<p class=\"article-tips tip\">To jazz up your snaps, try using both a lens and a filter. But be careful about over embellishing. You don’t want your snap to look so busy that it loses its essence.</p>\r\n\r\n<h2 id=\"tab3\" >Geofilters</h2>\r\nIn the past, people could create on demand geofilters for special events, such as weddings and milestone parties, with the caveat that no business-related logos or branding could be used. However, Snapchat now offers brands the capability to create their own branded on-demand geofilters. Unlike the geofilters used for weddings and parties, businesses must disclose that they are behind the on-demand geofilter they created.\r\n\r\nThe benefit of an on-demand geofilter is that everyone in your community can use them to commemorate an event. For example, if 1,000 people use your geofilter during your event, your branding might be seen by tens of thousands of people, if not more. Geofilters are a form of advertising that will reach Snapchat’s demographic.\r\n\r\nBusinesses must follow Terms of Use when creating geofilters. For example, brands can use logos or other branded content but can't use emails, phone numbers, personal information, or images of people. Also, it should go without saying that brands can’t use illegal drugs or illegal activities in geofilters.\r\n<p class=\"article-tips tip\">Take some time to familiarize yourself with Snapchat's rules regarding on-demand geofilters at its S<a href=\"https://geofilters.snapchat.com/submission-guidelines\">ubmissions Guidelines page</a>.</p>\r\nTo create an on-demand geofilter for your brand, you have to use <a href=\"http://snapchat.com\">Snapchat’s website</a> — not the app.\r\n\r\nYou have to pay to create an on-demand geofilter. Filters start at $5 but prices can go much, much higher (think $400+), depending on how much space your geofilter will encompass and how much time you want it to be available.\r\n\r\nTake these steps to upload an on-demand geofilter:\r\n<ol>\r\n \t<li>Go to <a href=\"http://snapchat.com/on-demand\">Snapchat’s on-demand link</a> and click Create Now.</li>\r\n \t<li>Log into your Snapchat account.</li>\r\n \t<li>Download a template.Your design team much create the geofilter according to Snapchat’s specifications. Images should be 1080 px by 1920 px and saved as a PNG file.</li>\r\n \t<li>To upload your geofilter to Snapchat, click Choose File.</li>\r\n \t<li>Select the date range in which people can use your on-demand geofilter.For example, if you are marketing for a convention, you want to select dates coinciding with that event.</li>\r\n \t<li>Select the location in which your geofilter will be used.</li>\r\n \t<li>Confirm your geofilter, and select whether it’s for personal or business use.</li>\r\n \t<li>Add payment information.</li>\r\n</ol>\r\n[caption id=\"attachment_240556\" align=\"aligncenter\" width=\"535\"]<a href=\"https://www.dummies.com/wp-content/uploads/social-media-marketing-aio-4e-on-demand-geofilter-snapchat.jpg\"><img class=\"wp-image-240556 size-full\" src=\"https://www.dummies.com/wp-content/uploads/social-media-marketing-aio-4e-on-demand-geofilter-snapchat.jpg\" alt=\"Snapchat's on-demand geofilter\" width=\"535\" height=\"273\" /></a> Click Create Now to get started creating your on-demand geofilter.[/caption]\r\n\r\nSnapchat will review your on-demand geofilter to ensure that it follows their submission guidelines. You can check on orders at the Snapchat website’s My Orders page. Snapchat will also send you an email confirmation.","blurb":"","authors":[{"authorId":9176,"name":"Jan Zimmerman","slug":"jan-zimmerman","description":" <p><b>Michelle Krasniak</b> helps clients all over the world develop and execute successful content and social media marketing strategies. With over 20 years of experience as a content creator, she brings to the table a unique combination of creativity and business acumen.</p><p> <b>Jan Zimmerman</b> is the owner of Watermelon Mountain Web Marketing and has helped businesses of all sizes use online marketing and social media tools for more than 15 years. </p><p><b>Deborah Ng</b> is a professional blogger and social media enthusiast who grew her writing blog into the number one online community for freelance writers before selling in 2010.</p> ","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9176"}},{"authorId":9177,"name":"Deborah Ng","slug":"deborah-ng","description":" <p><b>Michelle Krasniak</b> helps clients all over the world develop and execute successful content and social media marketing strategies. With over 20 years of experience as a content creator, she brings to the table a unique combination of creativity and business acumen.</p><p> <b>Jan Zimmerman</b> is the owner of Watermelon Mountain Web Marketing and has helped businesses of all sizes use online marketing and social media tools for more than 15 years. </p><p><b>Deborah Ng</b> is a professional blogger and social media enthusiast who grew her writing blog into the number one online community for freelance writers before selling in 2010.</p> ","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9177"}}],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":33617,"title":"General Social 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Here is a brief look at how to formulate goals. Uncoveri","noIndex":0,"noFollow":0},"content":"After you’ve established your content marketing mission statement, you can focus on your company goals. Here is a brief look at how to formulate goals.\r\n<h2 id=\"tab1\" >Uncovering your content marketing goals</h2>\r\nWhen looking at formulating your own goals, it can be useful to see what other marketers set as their top goals for B2B content marketing. According to the “2015 Benchmarks, Budgets and Trends — North America” report by the Content Marketing Institute/Marketing Profs, (see the following figure), the top organizational goals for B2B content marketing are the following:\r\n<ul class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\">Brand awareness: 84 percent</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Lead generation: 83 percent</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Engagement: 81 percent</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Sales: 75 percent</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Lead nurturing: 74 percent</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Customer Retention/Loyalty: 69 percent</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Customer Evangelism: 57 percent</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Upsell/Cross-sell: 52 percent</p>\r\n\r\n<div class=\"imageBlock\" style=\"width: 533px;\">\r\n\r\n<img src=\"https://www.dummies.com/wp-content/uploads/503181.image0.jpg\" alt=\"2015 Benchmarks, Budgets, and Trends — North America Survey.\" width=\"533\" height=\"400\" />\r\n<div class=\"imageCaption\">2015 Benchmarks, Budgets, and Trends — North America Survey.</div>\r\n</div></li>\r\n</ul>\r\nThe report indicates that 2015 was the fifth year that brand awareness came in at the top spot and that customer evangelism shows up on the list.\r\n<h2 id=\"tab2\" >Picking KPIs</h2>\r\nAfter you establish your goals, you need to develop Key Performance Indicators (KPIs). KPIs are the measures you choose to help you determine whether you’re reaching your business goals. You need them to keep your strategy on track. If you don’t measure yourself against your business goals, you won’t know whether your content marketing strategy is working and supporting your larger business goals.\r\n\r\nTo help you think about how to craft your KPIs in relation to your marketing goals, check out the table. You can apply the table to your marketing plan as well. List your goals and then choose some metrics. Then refer back to this list when you check your progress.\r\n<table><caption>Choosing KPIs</caption>\r\n<tbody>\r\n<tr>\r\n<th>CMI/Marketing Profs B2B Top Goals</th>\r\n<th>Suggested Metrics</th>\r\n</tr>\r\n<tr>\r\n<td>Increase brand awareness</td>\r\n<td>Social media shares, social media likes, email forwards,\r\nreferral links</td>\r\n</tr>\r\n<tr>\r\n<td>Lead generation\r\nLead nurturing</td>\r\n<td>Blog signups, blog comments, conversion rate, form\r\ncompletions</td>\r\n</tr>\r\n<tr>\r\n<td>Increase engagement</td>\r\n<td>Comments, page depth (how many pages consumed), downloads, page\r\nviews, back links, time on site, click through rate</td>\r\n</tr>\r\n<tr>\r\n<td>Grow sales revenue by X percent</td>\r\n<td>Revenue influenced by content (which content was consumed\r\nbefore sale), offline sales</td>\r\n</tr>\r\n<tr>\r\n<td>Improve customer retention/loyalty</td>\r\n<td>Bounce rate, followers, retention rate</td>\r\n</tr>\r\n<tr>\r\n<td>Encourage customer evangelism</td>\r\n<td>Social media shares, comments, follower count, word of\r\nmouth</td>\r\n</tr>\r\n<tr>\r\n<td>Increase upsells/cross-sells</td>\r\n<td>Measure conversions in shopping cart and on landing pages,\r\nnumber of conversions</td>\r\n</tr>\r\n</tbody>\r\n</table>","description":"After you’ve established your content marketing mission statement, you can focus on your company goals. Here is a brief look at how to formulate goals.\r\n<h2 id=\"tab1\" >Uncovering your content marketing goals</h2>\r\nWhen looking at formulating your own goals, it can be useful to see what other marketers set as their top goals for B2B content marketing. According to the “2015 Benchmarks, Budgets and Trends — North America” report by the Content Marketing Institute/Marketing Profs, (see the following figure), the top organizational goals for B2B content marketing are the following:\r\n<ul class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\">Brand awareness: 84 percent</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Lead generation: 83 percent</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Engagement: 81 percent</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Sales: 75 percent</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Lead nurturing: 74 percent</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Customer Retention/Loyalty: 69 percent</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Customer Evangelism: 57 percent</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Upsell/Cross-sell: 52 percent</p>\r\n\r\n<div class=\"imageBlock\" style=\"width: 533px;\">\r\n\r\n<img src=\"https://www.dummies.com/wp-content/uploads/503181.image0.jpg\" alt=\"2015 Benchmarks, Budgets, and Trends — North America Survey.\" width=\"533\" height=\"400\" />\r\n<div class=\"imageCaption\">2015 Benchmarks, Budgets, and Trends — North America Survey.</div>\r\n</div></li>\r\n</ul>\r\nThe report indicates that 2015 was the fifth year that brand awareness came in at the top spot and that customer evangelism shows up on the list.\r\n<h2 id=\"tab2\" >Picking KPIs</h2>\r\nAfter you establish your goals, you need to develop Key Performance Indicators (KPIs). KPIs are the measures you choose to help you determine whether you’re reaching your business goals. You need them to keep your strategy on track. If you don’t measure yourself against your business goals, you won’t know whether your content marketing strategy is working and supporting your larger business goals.\r\n\r\nTo help you think about how to craft your KPIs in relation to your marketing goals, check out the table. You can apply the table to your marketing plan as well. List your goals and then choose some metrics. Then refer back to this list when you check your progress.\r\n<table><caption>Choosing KPIs</caption>\r\n<tbody>\r\n<tr>\r\n<th>CMI/Marketing Profs B2B Top Goals</th>\r\n<th>Suggested Metrics</th>\r\n</tr>\r\n<tr>\r\n<td>Increase brand awareness</td>\r\n<td>Social media shares, social media likes, email forwards,\r\nreferral links</td>\r\n</tr>\r\n<tr>\r\n<td>Lead generation\r\nLead nurturing</td>\r\n<td>Blog signups, blog comments, conversion rate, form\r\ncompletions</td>\r\n</tr>\r\n<tr>\r\n<td>Increase engagement</td>\r\n<td>Comments, page depth (how many pages consumed), downloads, page\r\nviews, back links, time on site, click through rate</td>\r\n</tr>\r\n<tr>\r\n<td>Grow sales revenue by X percent</td>\r\n<td>Revenue influenced by content (which content was consumed\r\nbefore sale), offline sales</td>\r\n</tr>\r\n<tr>\r\n<td>Improve customer retention/loyalty</td>\r\n<td>Bounce rate, followers, retention rate</td>\r\n</tr>\r\n<tr>\r\n<td>Encourage customer evangelism</td>\r\n<td>Social media shares, comments, follower count, word of\r\nmouth</td>\r\n</tr>\r\n<tr>\r\n<td>Increase upsells/cross-sells</td>\r\n<td>Measure conversions in shopping cart and on landing pages,\r\nnumber of conversions</td>\r\n</tr>\r\n</tbody>\r\n</table>","blurb":"","authors":[{"authorId":8966,"name":"Stephanie Diamond","slug":"stephanie-diamond","description":" <p><b>Stephanie Diamond</b> is a marketing professional with more than 20 years of experience building profits in over 75 different industries. A strategic thinker, she has worked with solopreneurs, small business owners, and multibillion&#45;dollar corporations. Follow her blog at Contentmarketingtoolbox.com&#47;blog. ","_links":{"self":"https://dummies-api.dummies.com/v2/authors/8966"}}],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[{"label":"Uncovering your content marketing goals","target":"#tab1"},{"label":"Picking KPIs","target":"#tab2"}],"relatedArticles":{"fromBook":[{"articleId":207391,"title":"Content Marketing Strategies For Dummies Cheat Sheet","slug":"content-marketing-strategies-for-dummies-cheat-sheet","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/207391"}},{"articleId":203160,"title":"Design Elements and Typography in Content Marketing","slug":"design-elements-and-typography-in-content-marketing","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/203160"}},{"articleId":203159,"title":"How to Recognize Reading Patterns in Content Marketing","slug":"how-to-recognize-reading-patterns-in-content-marketing","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/203159"}},{"articleId":203158,"title":"4 Tools to Help Content Marketers Track Trends","slug":"4-tools-to-help-content-marketers-track-trends","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/203158"}},{"articleId":203157,"title":"3 Reasons to Consider the Freemium Business Model for Content Marketing","slug":"3-reasons-to-consider-the-freemium-business-model-for-content-marketing","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/203157"}}],"fromCategory":[{"articleId":274041,"title":"How to Build Seasonal Gamification Marketing Campaigns","slug":"how-to-build-seasonal-gamification-marketing-campaigns","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274041"}},{"articleId":274036,"title":"Build Loyalty Rewards into Your Gamification Model","slug":"build-loyalty-rewards-into-your-gamification-model","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274036"}},{"articleId":274031,"title":"Gamification Models","slug":"gamification-models","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274031"}},{"articleId":274024,"title":"Gamification Marketing: Use a Unique Hashtag","slug":"gamification-marketing-use-a-unique-hashtag","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274024"}},{"articleId":274018,"title":"Gamification Marketing: User Rewards and Achievements","slug":"gamification-marketing-user-rewards-and-achievements","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274018"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":281672,"slug":"content-marketing-strategies-for-dummies","isbn":"9781119154549","categoryList":["business-careers-money","business","marketing"],"amazon":{"default":"https://www.amazon.com/gp/product/1119154545/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/1119154545/ref=as_li_tl?ie=UTF8&tag=wiley01-20","indigo_ca":"http://www.tkqlhce.com/click-9208661-13710633?url=https://www.chapters.indigo.ca/en-ca/books/product/1119154545-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/1119154545/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/1119154545/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/content-marketing-strategies-for-dummies-cover-9781119154549-203x255.jpg","width":203,"height":255},"title":"Content Marketing Strategies For Dummies","testBankPinActivationLink":"","bookOutOfPrint":false,"authorsInfo":"<p><b data-author-id=\"8966\">Stephanie Diamond</b> is a marketing professional with more than 20 years of experience building profits in over 75 different industries. A strategic thinker, she has worked with solopreneurs, small business owners, and multibillion-dollar corporations. Follow her blog at Contentmarketingtoolbox.com/blog. </p>","authors":[{"authorId":8966,"name":"Stephanie Diamond","slug":"stephanie-diamond","description":" <p><b>Stephanie Diamond</b> is a marketing professional with more than 20 years of experience building profits in over 75 different industries. A strategic thinker, she has worked with solopreneurs, small business owners, and multibillion&#45;dollar corporations. Follow her blog at Contentmarketingtoolbox.com&#47;blog. ","_links":{"self":"https://dummies-api.dummies.com/v2/authors/8966"}},{"authorId":35037,"name":"Paul D. Clifford","slug":"paul-d-clifford","description":" <p><b>Stephanie Diamond</b> is a marketing professional with more than 20 years of experience building profits in over 75 different industries. A strategic thinker, she has worked with solopreneurs, small business owners, and multibillion&#45;dollar corporations. Follow her blog at Contentmarketingtoolbox.com&#47;blog. ","_links":{"self":"https://dummies-api.dummies.com/v2/authors/35037"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119154549&quot;]}]\" id=\"du-slot-62d59fe8ecacc\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119154549&quot;]}]\" id=\"du-slot-62d59fe8ed36e\"></div></div>"},"articleType":{"articleType":"Articles","articleList":null,"content":null,"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0},"sponsorAd":"","sponsorEbookTitle":"","sponsorEbookLink":"","sponsorEbookImage":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Two years","lifeExpectancySetFrom":"2022-07-18T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":138485},{"headers":{"creationTime":"2016-03-26T08:12:18+00:00","modifiedTime":"2022-07-18T17:06:17+00:00","timestamp":"2022-07-18T18:01:12+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"How to Establish Your Brand Name Online","strippedTitle":"how to establish your brand name online","slug":"how-to-establish-your-brand-name-online","canonicalUrl":"","seo":{"metaDescription":"In the same way that your brand name is the key that unlocks your brand image in the mind of consumers, your domain name (the string of characters web users typ","noIndex":0,"noFollow":0},"content":"In the same way that your brand name is the key that unlocks your brand image in the mind of consumers, your <i>domain name</i> (the string of characters web users type into a browser to reach your site, such as <span class=\"code\">www.yourbrandname.com</span>), and your social-media handles or monikers are the keys that unlock your brand online.\r\n<p class=\"Tip\">Ideally, your domain name is comprised of your brand name plus <span class=\"code\">.com</span> or <span class=\"code\">.org</span>, depending on whether your brand represents a commercial business or a nonprofit organization. The Internet is populated with millions of websites accessed by domain names that tie up most of the words in the English language.</p>\r\nBeyond that, cyber-squatters camp on attractive unclaimed domain names, registering and tying them up until someone pays what can feel like a ransom to free them for use.\r\n<h2 id=\"tab1\" >Landing on your website’s domain name</h2>\r\nBy a mile, making your brand name the centerpiece of your domain name is the quickest route to establishing your online identity, and here’s why: A good portion of web traffic takes the form of <i>type-in traffic,</i> a term that describes users who bypass search engines and simply type the name of the company they’re looking for, followed by <span class=\"code\">.com</span>, in the address bar of the web browser.\r\n<ul class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\"><b>If you’re developing a new brand,</b> don’t settle on a brand name until you’ve checked it out at a domain name registry to confirm it’s available as a domain name. Research availability on registry sites like <a href=\"http://GoDaddy.com\" target=\"_blank\" rel=\"noopener\">GoDaddy.com</a>, <a href=\"http://namecheap.com\" target=\"_blank\" rel=\"noopener\">NameCheap.com</a>, or <a href=\"http://www.NetworkSolutions.com\">NetworkSolutions.com</a>.</p>\r\n<p class=\"child-para Warning\">To shortcut the process, avoid choosing a brand name that’s straight out of the dictionary. You can preempt a ton of frustration by coining a word that you can use in both your brand and domain names. Microsoft, DreamWorks, Netflix, and Firefox are just a few examples.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>If your brand name isn’t available as a domain name,</b> try these Plan B approaches:</p>\r\n\r\n<ul class=\"level-two\">\r\n \t<li>\r\n<p class=\"first-para\">Come up with a tagline or slogan that becomes a major part of your brand identity and the basis for your domain name. For example, type in <span class=\"code\">www.justdoit.com</span> and you land on the Nike site.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Look into purchasing your top-choice domain name from its current owner. This process can be costly and time-consuming, but if you plan to build a valuable brand, it can be worth the investment.</p>\r\n</li>\r\n</ul>\r\n</li>\r\n</ul>\r\n<h2 id=\"tab2\" >Domain name advice</h2>\r\nAs you plan your domain name, consider the following points:\r\n<ul class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\"><b>Keep your domain name short and easy to remember.</b> Some of the best-known web addresses provide good examples: <span class=\"code\">www.ebay.com</span>, <span class=\"code\">www.google.com</span>, <span class=\"code\">www.yahoo.com</span>.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>If your brand name plus </b><span class=\"code\"><b>.com </b></span><b>or </b><span class=\"code\"><b>.org </b></span><b>is taken, don’t try to end-run the system by using your brand name plus </b><span class=\"code\"><b>.net</b></span><b>.</b> If web users instinctively type <span class=\"code\">.com</span>, they’ll go straight to someone else’s site.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>Don’t get clever by adding hyphens or making unusual alterations to your brand name.</b> For instance, a domain name like <span class=\"code\">www.cookeezncream.com</span> may be available, but the chances that most users will remember and instinctively type it correctly are slim.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>Don’t invent an abbreviation for a long brand name unless you’re sure it will be easy to memorize and recall.</b> For example, the Hawaii Visitors and Convention Bureau can be reached by typing <span class=\"code\">www.hvcb.org</span>, but they don’t ask you to remember the lineup of initials. Instead, they market the domain name <span class=\"code\">www.gohawaii.com</span>, which offers an easy-to-recall address.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>Think globally.</b> If your business plan calls for international presence, register your name with international codes to specify your global offices.</p>\r\n</li>\r\n</ul>\r\n<h2 id=\"tab3\" >Registering your domain name</h2>\r\nWhen you find the domain name you want, register it immediately. Most registration services charge somewhere between $25 and $75 for a three-year period of domain name ownership.\r\n<p class=\"Tip\">When registering your name, consider this advice:</p>\r\n\r\n<ul class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\">The first domain name you need to register is your site name, as in <span class=\"code\">www.yourbrandname.com</span>.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Consider also registering your site with various extensions, such as <span class=\"code\">.net</span>, <span class=\"code\">.org</span>, <span class=\"code\">.info</span>, or <span class=\"code\">.biz</span> so others can’t later grab the alternative addresses. You can redirect the traffic to your main address.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Consider registering versions of your domain name that people are likely to type when trying to find your brand online. For example:</p>\r\n\r\n<ul class=\"level-two\">\r\n \t<li>\r\n<p class=\"first-para\">Register your tagline as a domain name so people who forget your brand name but remember your slogan can reach your site.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Register your brand name with misspellings. For instance, if you type <span class=\"code\">www.googel.com</span>, you’re redirected to <span class=\"code\">www.google.com</span>.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Register additional domain names as you discover new user-error tendencies. After your website is up and running, regularly check error logs to see what kinds of mistakes people are making when trying to reach your site.</p>\r\n</li>\r\n</ul>\r\n<p class=\"child-para\">Creating a multiple-domain-name strategy costs very little. You can use a process called <i>URL redirection</i> to point all traffic to the website that carries your primary domain name, incurring no additional site building or hosting fees.</p>\r\n</li>\r\n</ul>\r\n<h2 id=\"tab4\" >Registering your social-media name</h2>\r\nWhile you’re choosing and registering your domain name, register your name across social-media networks as well.\r\n\r\nWhen deciding how to present your name, follow this advice:\r\n<ul class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\"><b>Decide on a social-media moniker that’s short and memorable.</b></p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>If your brand name is available, use it as both your domain name and your social-media handle.</b> Sites such as <a href=\"http://knowem.com\">knowem.com</a>, <a href=\"http://checkusernames.com\">checkusernames.com</a>, or <a href=\"http://namechk.com\">namechk.com</a> will tell you on-the-spot whether the name you want is taken on various networks. If it’s available, click to claim and protect it.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>If your brand name isn’t available on the social-media networks you want to use, consider this advice:</b></p>\r\n\r\n<ul class=\"level-two\">\r\n \t<li>\r\n<p class=\"first-para\"><b>Avoid adding odd hyphenation or characters</b> that people are apt to forget or mistype.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>Invent a version of your name</b> by combining your name with a word that describes or reflects your brand promise, business arena, or niche.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>Use one name on all networks to build brand awareness.</b> Reserve your name on the networks you plan to use immediately.</p>\r\n</li>\r\n</ul>\r\n</li>\r\n</ul>","description":"In the same way that your brand name is the key that unlocks your brand image in the mind of consumers, your <i>domain name</i> (the string of characters web users type into a browser to reach your site, such as <span class=\"code\">www.yourbrandname.com</span>), and your social-media handles or monikers are the keys that unlock your brand online.\r\n<p class=\"Tip\">Ideally, your domain name is comprised of your brand name plus <span class=\"code\">.com</span> or <span class=\"code\">.org</span>, depending on whether your brand represents a commercial business or a nonprofit organization. The Internet is populated with millions of websites accessed by domain names that tie up most of the words in the English language.</p>\r\nBeyond that, cyber-squatters camp on attractive unclaimed domain names, registering and tying them up until someone pays what can feel like a ransom to free them for use.\r\n<h2 id=\"tab1\" >Landing on your website’s domain name</h2>\r\nBy a mile, making your brand name the centerpiece of your domain name is the quickest route to establishing your online identity, and here’s why: A good portion of web traffic takes the form of <i>type-in traffic,</i> a term that describes users who bypass search engines and simply type the name of the company they’re looking for, followed by <span class=\"code\">.com</span>, in the address bar of the web browser.\r\n<ul class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\"><b>If you’re developing a new brand,</b> don’t settle on a brand name until you’ve checked it out at a domain name registry to confirm it’s available as a domain name. Research availability on registry sites like <a href=\"http://GoDaddy.com\" target=\"_blank\" rel=\"noopener\">GoDaddy.com</a>, <a href=\"http://namecheap.com\" target=\"_blank\" rel=\"noopener\">NameCheap.com</a>, or <a href=\"http://www.NetworkSolutions.com\">NetworkSolutions.com</a>.</p>\r\n<p class=\"child-para Warning\">To shortcut the process, avoid choosing a brand name that’s straight out of the dictionary. You can preempt a ton of frustration by coining a word that you can use in both your brand and domain names. Microsoft, DreamWorks, Netflix, and Firefox are just a few examples.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>If your brand name isn’t available as a domain name,</b> try these Plan B approaches:</p>\r\n\r\n<ul class=\"level-two\">\r\n \t<li>\r\n<p class=\"first-para\">Come up with a tagline or slogan that becomes a major part of your brand identity and the basis for your domain name. For example, type in <span class=\"code\">www.justdoit.com</span> and you land on the Nike site.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Look into purchasing your top-choice domain name from its current owner. This process can be costly and time-consuming, but if you plan to build a valuable brand, it can be worth the investment.</p>\r\n</li>\r\n</ul>\r\n</li>\r\n</ul>\r\n<h2 id=\"tab2\" >Domain name advice</h2>\r\nAs you plan your domain name, consider the following points:\r\n<ul class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\"><b>Keep your domain name short and easy to remember.</b> Some of the best-known web addresses provide good examples: <span class=\"code\">www.ebay.com</span>, <span class=\"code\">www.google.com</span>, <span class=\"code\">www.yahoo.com</span>.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>If your brand name plus </b><span class=\"code\"><b>.com </b></span><b>or </b><span class=\"code\"><b>.org </b></span><b>is taken, don’t try to end-run the system by using your brand name plus </b><span class=\"code\"><b>.net</b></span><b>.</b> If web users instinctively type <span class=\"code\">.com</span>, they’ll go straight to someone else’s site.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>Don’t get clever by adding hyphens or making unusual alterations to your brand name.</b> For instance, a domain name like <span class=\"code\">www.cookeezncream.com</span> may be available, but the chances that most users will remember and instinctively type it correctly are slim.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>Don’t invent an abbreviation for a long brand name unless you’re sure it will be easy to memorize and recall.</b> For example, the Hawaii Visitors and Convention Bureau can be reached by typing <span class=\"code\">www.hvcb.org</span>, but they don’t ask you to remember the lineup of initials. Instead, they market the domain name <span class=\"code\">www.gohawaii.com</span>, which offers an easy-to-recall address.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>Think globally.</b> If your business plan calls for international presence, register your name with international codes to specify your global offices.</p>\r\n</li>\r\n</ul>\r\n<h2 id=\"tab3\" >Registering your domain name</h2>\r\nWhen you find the domain name you want, register it immediately. Most registration services charge somewhere between $25 and $75 for a three-year period of domain name ownership.\r\n<p class=\"Tip\">When registering your name, consider this advice:</p>\r\n\r\n<ul class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\">The first domain name you need to register is your site name, as in <span class=\"code\">www.yourbrandname.com</span>.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Consider also registering your site with various extensions, such as <span class=\"code\">.net</span>, <span class=\"code\">.org</span>, <span class=\"code\">.info</span>, or <span class=\"code\">.biz</span> so others can’t later grab the alternative addresses. You can redirect the traffic to your main address.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Consider registering versions of your domain name that people are likely to type when trying to find your brand online. For example:</p>\r\n\r\n<ul class=\"level-two\">\r\n \t<li>\r\n<p class=\"first-para\">Register your tagline as a domain name so people who forget your brand name but remember your slogan can reach your site.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Register your brand name with misspellings. For instance, if you type <span class=\"code\">www.googel.com</span>, you’re redirected to <span class=\"code\">www.google.com</span>.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Register additional domain names as you discover new user-error tendencies. After your website is up and running, regularly check error logs to see what kinds of mistakes people are making when trying to reach your site.</p>\r\n</li>\r\n</ul>\r\n<p class=\"child-para\">Creating a multiple-domain-name strategy costs very little. You can use a process called <i>URL redirection</i> to point all traffic to the website that carries your primary domain name, incurring no additional site building or hosting fees.</p>\r\n</li>\r\n</ul>\r\n<h2 id=\"tab4\" >Registering your social-media name</h2>\r\nWhile you’re choosing and registering your domain name, register your name across social-media networks as well.\r\n\r\nWhen deciding how to present your name, follow this advice:\r\n<ul class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\"><b>Decide on a social-media moniker that’s short and memorable.</b></p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>If your brand name is available, use it as both your domain name and your social-media handle.</b> Sites such as <a href=\"http://knowem.com\">knowem.com</a>, <a href=\"http://checkusernames.com\">checkusernames.com</a>, or <a href=\"http://namechk.com\">namechk.com</a> will tell you on-the-spot whether the name you want is taken on various networks. If it’s available, click to claim and protect it.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>If your brand name isn’t available on the social-media networks you want to use, consider this advice:</b></p>\r\n\r\n<ul class=\"level-two\">\r\n \t<li>\r\n<p class=\"first-para\"><b>Avoid adding odd hyphenation or characters</b> that people are apt to forget or mistype.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>Invent a version of your name</b> by combining your name with a word that describes or reflects your brand promise, business arena, or niche.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\"><b>Use one name on all networks to build brand awareness.</b> Reserve your name on the networks you plan to use immediately.</p>\r\n</li>\r\n</ul>\r\n</li>\r\n</ul>","blurb":"","authors":[{"authorId":9302,"name":"Bill Chiaravalle","slug":"bill-chiaravalle","description":" <p><b>Bill Chiaravalle</b> served as Creative Director with world-renowned brand strategy and design firm Landor Associates before founding Brand Navigation, which has been honored with numerous branding, design, and industry awards. <b>Barbara Findlay Schenck</b> is a nationally recognized marketing specialist and the author of several books, including <i>Small Business Marketing Kit For Dummies</i>.</p>","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9302"}},{"authorId":9303,"name":"Barbara Findlay Schenck","slug":"barbara-findlay-schenck","description":" <p><b>Barbara Findlay</b> Schenck has been a marketing consultant for more than 20 years, with clients ranging from small businesses to Fortune 500 companies. In addition to her experience as a small business strategist, she's also a bestselling author and nationally syndicated columnist. Visit her website at www.bizstrong.com.</p>","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9303"}}],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":34252,"title":"Start-Ups","slug":"start-ups","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34252"}},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[{"label":"Landing on your website’s domain name","target":"#tab1"},{"label":"Domain name advice","target":"#tab2"},{"label":"Registering your domain name","target":"#tab3"},{"label":"Registering your social-media name","target":"#tab4"}],"relatedArticles":{"fromBook":[{"articleId":207602,"title":"Branding For Dummies Cheat Sheet","slug":"branding-for-dummies-cheat-sheet","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/207602"}},{"articleId":146614,"title":"7 Signs That Your Brand May Need an Update","slug":"7-signs-that-your-brand-may-need-an-update","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/146614"}},{"articleId":146613,"title":"Attributes of a Good Brand Name","slug":"attributes-of-a-good-brand-name","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/146613"}},{"articleId":146615,"title":"3 Rules of Branding","slug":"3-rules-of-branding","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/146615"}},{"articleId":146611,"title":"Economic Benefits of a Strong Brand","slug":"economic-benefits-of-a-strong-brand","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/146611"}}],"fromCategory":[{"articleId":274041,"title":"How to Build Seasonal Gamification Marketing Campaigns","slug":"how-to-build-seasonal-gamification-marketing-campaigns","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274041"}},{"articleId":274036,"title":"Build Loyalty Rewards into Your Gamification Model","slug":"build-loyalty-rewards-into-your-gamification-model","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274036"}},{"articleId":274031,"title":"Gamification Models","slug":"gamification-models","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274031"}},{"articleId":274024,"title":"Gamification Marketing: Use a Unique Hashtag","slug":"gamification-marketing-use-a-unique-hashtag","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274024"}},{"articleId":274018,"title":"Gamification Marketing: User Rewards and Achievements","slug":"gamification-marketing-user-rewards-and-achievements","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274018"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":282018,"slug":"branding-for-dummies-2nd-edition","isbn":"9781118958087","categoryList":["business-careers-money","business","marketing"],"amazon":{"default":"https://www.amazon.com/gp/product/111895808X/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/111895808X/ref=as_li_tl?ie=UTF8&tag=wiley01-20","indigo_ca":"http://www.tkqlhce.com/click-9208661-13710633?url=https://www.chapters.indigo.ca/en-ca/books/product/111895808X-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/111895808X/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/111895808X/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/branding-for-dummies-cover-9781118958087-203x255.jpg","width":203,"height":255},"title":"Branding For Dummies","testBankPinActivationLink":"","bookOutOfPrint":false,"authorsInfo":"<p><b data-author-id=\"9302\">Bill Chiaravalle</b> served as Creative Director with world-renowned brand strategy and design firm Landor Associates before founding Brand Navigation, which has been honored with numerous branding, design, and industry awards. <b data-author-id=\"9303\">Barbara Findlay Schenck</b> is a nationally recognized marketing specialist and the author of several books, including <i>Small Business Marketing Kit For Dummies</i>.</p>","authors":[{"authorId":9302,"name":"Bill Chiaravalle","slug":"bill-chiaravalle","description":" <p><b>Bill Chiaravalle</b> served as Creative Director with world-renowned brand strategy and design firm Landor Associates before founding Brand Navigation, which has been honored with numerous branding, design, and industry awards. <b>Barbara Findlay Schenck</b> is a nationally recognized marketing specialist and the author of several books, including <i>Small Business Marketing Kit For Dummies</i>.</p>","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9302"}},{"authorId":9303,"name":"Barbara Findlay Schenck","slug":"barbara-findlay-schenck","description":" <p><b>Barbara Findlay</b> Schenck has been a marketing consultant for more than 20 years, with clients ranging from small businesses to Fortune 500 companies. In addition to her experience as a small business strategist, she's also a bestselling author and nationally syndicated columnist. Visit her website at www.bizstrong.com.</p>","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9303"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781118958087&quot;]}]\" id=\"du-slot-62d59fe8a10fa\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781118958087&quot;]}]\" id=\"du-slot-62d59fe8a1946\"></div></div>"},"articleType":{"articleType":"Articles","articleList":null,"content":null,"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0},"sponsorAd":"","sponsorEbookTitle":"","sponsorEbookLink":"","sponsorEbookImage":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Two years","lifeExpectancySetFrom":"2022-07-18T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":145770},{"headers":{"creationTime":"2016-03-26T12:51:30+00:00","modifiedTime":"2022-07-18T16:55:09+00:00","timestamp":"2022-07-18T18:01:12+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Basics of How to Test a Lead-Generation Campaign","strippedTitle":"basics of how to test a lead-generation campaign","slug":"basics-of-how-to-test-a-lead-generation-campaign","canonicalUrl":"","seo":{"metaDescription":"All lead-generation campaigns need to be tested to make your campaigns better over time. By testing, you also gain insight into your programs — you'll know what","noIndex":0,"noFollow":0},"content":"All lead-generation campaigns need to be tested to make your campaigns better over time. By testing, you also gain insight into your programs — you'll know what's working and what isn't.\r\n<p class=\"Remember\">A marketing team that doesn't test often is a marketing team that is blind to what their leads are doing. So what do you do? Build testing into your campaign creation and measurement process, and make sure testing is ingrained in each and every team member's minds. Each of your marketers should test his campaigns on a regular basis, or you can even have someone on staff who specializes in (or who highly enjoys) testing.</p>\r\nTesting in lead generation and marketing is akin to the scientific method:\r\n<ol class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\">Communicate a question.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Hypothesize the answer.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Formulate your predictions.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Test those predictions.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Analyze the results.</p>\r\n</li>\r\n</ol>\r\nMarketers typically use a few standard testing types to test their campaigns. You can test just about any aspect of a campaign — from channel used, to copy created, to subject line, time of day sent, and more. So get creative with what you're trying to find out. The more you know, the more you grow!\r\n<p class=\"Tip\">Depending on what you want to test, you can use</p>\r\n\r\n<ul class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\">Your marketing automation platform</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">A solution that specializes in testing, such as Optimizely</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Google Analytics to track changes you have made</p>\r\n</li>\r\n</ul>\r\nIn some cases, you may not even need additional testing help. For instance, if you post two messages on a social channel, you can track yourself which post has more shares and engagement.","description":"All lead-generation campaigns need to be tested to make your campaigns better over time. By testing, you also gain insight into your programs — you'll know what's working and what isn't.\r\n<p class=\"Remember\">A marketing team that doesn't test often is a marketing team that is blind to what their leads are doing. So what do you do? Build testing into your campaign creation and measurement process, and make sure testing is ingrained in each and every team member's minds. Each of your marketers should test his campaigns on a regular basis, or you can even have someone on staff who specializes in (or who highly enjoys) testing.</p>\r\nTesting in lead generation and marketing is akin to the scientific method:\r\n<ol class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\">Communicate a question.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Hypothesize the answer.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Formulate your predictions.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Test those predictions.</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Analyze the results.</p>\r\n</li>\r\n</ol>\r\nMarketers typically use a few standard testing types to test their campaigns. You can test just about any aspect of a campaign — from channel used, to copy created, to subject line, time of day sent, and more. So get creative with what you're trying to find out. The more you know, the more you grow!\r\n<p class=\"Tip\">Depending on what you want to test, you can use</p>\r\n\r\n<ul class=\"level-one\">\r\n \t<li>\r\n<p class=\"first-para\">Your marketing automation platform</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">A solution that specializes in testing, such as Optimizely</p>\r\n</li>\r\n \t<li>\r\n<p class=\"first-para\">Google Analytics to track changes you have made</p>\r\n</li>\r\n</ul>\r\nIn some cases, you may not even need additional testing help. For instance, if you post two messages on a social channel, you can track yourself which post has more shares and engagement.","blurb":"","authors":[{"authorId":9375,"name":"Dayna Rothman","slug":"dayna-rothman","description":" <p><b>Dayna Rothman</b> is the senior content marketing manager at Marketo, a leader in the marketing automation space. Dayna leads content creation and strategy at Marketo and is the managing editor for the Marketo blog, which receives more than 400,000 unique visitors per year. Dayna has also been featured as one of the top 25 content marketers to watch according to Kapost, and one of the top 50 content marketing influencers according to Onalytica.</p>","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9375"}}],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[],"relatedArticles":{"fromBook":[{"articleId":207628,"title":"Lead Generation For Dummies Cheat Sheet","slug":"lead-generation-for-dummies-cheat-sheet","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/207628"}},{"articleId":155271,"title":"How to Make Your E-Mails Hit the Inbox: Deliverability Lessons","slug":"how-to-make-your-e-mails-hit-the-inbox-deliverability-lessons","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155271"}},{"articleId":155270,"title":"Top 10 Lead-Generation Blogs","slug":"top-10-lead-generation-blogs","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155270"}},{"articleId":155272,"title":"Best Practices for Enabling Your Sales Teams","slug":"best-practices-for-enabling-your-sales-teams","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155272"}},{"articleId":155240,"title":"Top Social Media Metrics to Watch","slug":"top-social-media-metrics-to-watch","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155240"}}],"fromCategory":[{"articleId":274041,"title":"How to Build Seasonal Gamification Marketing Campaigns","slug":"how-to-build-seasonal-gamification-marketing-campaigns","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274041"}},{"articleId":274036,"title":"Build Loyalty Rewards into Your Gamification Model","slug":"build-loyalty-rewards-into-your-gamification-model","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274036"}},{"articleId":274031,"title":"Gamification Models","slug":"gamification-models","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274031"}},{"articleId":274024,"title":"Gamification Marketing: Use a Unique Hashtag","slug":"gamification-marketing-use-a-unique-hashtag","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274024"}},{"articleId":274018,"title":"Gamification Marketing: User Rewards and Achievements","slug":"gamification-marketing-user-rewards-and-achievements","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274018"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":281753,"slug":"lead-generation-for-dummies","isbn":"9781118816172","categoryList":["business-careers-money","business","marketing"],"amazon":{"default":"https://www.amazon.com/gp/product/111881617X/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/111881617X/ref=as_li_tl?ie=UTF8&tag=wiley01-20","indigo_ca":"http://www.tkqlhce.com/click-9208661-13710633?url=https://www.chapters.indigo.ca/en-ca/books/product/111881617X-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/111881617X/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/111881617X/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/lead-generation-for-dummies-cover-9781118816172-203x255.jpg","width":203,"height":255},"title":"Lead Generation For Dummies","testBankPinActivationLink":"","bookOutOfPrint":false,"authorsInfo":"<p><b data-author-id=\"9375\">Dayna Rothman</b> is the senior content marketing manager at Marketo, a leader in the marketing automation space. Dayna leads content creation and strategy at Marketo and is the managing editor for the Marketo blog, which receives more than 400,000 unique visitors per year. Dayna has also been featured as one of the top 25 content marketers to watch according to Kapost, and one of the top 50 content marketing influencers according to Onalytica.</p>","authors":[{"authorId":9375,"name":"Dayna Rothman","slug":"dayna-rothman","description":" <p><b>Dayna Rothman</b> is the senior content marketing manager at Marketo, a leader in the marketing automation space. Dayna leads content creation and strategy at Marketo and is the managing editor for the Marketo blog, which receives more than 400,000 unique visitors per year. Dayna has also been featured as one of the top 25 content marketers to watch according to Kapost, and one of the top 50 content marketing influencers according to Onalytica.</p>","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9375"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781118816172&quot;]}]\" id=\"du-slot-62d59fe895f8d\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781118816172&quot;]}]\" id=\"du-slot-62d59fe8967fe\"></div></div>"},"articleType":{"articleType":"Articles","articleList":null,"content":null,"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0},"sponsorAd":"","sponsorEbookTitle":"","sponsorEbookLink":"","sponsorEbookImage":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Two years","lifeExpectancySetFrom":"2022-07-18T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":153981},{"headers":{"creationTime":"2016-03-26T16:13:15+00:00","modifiedTime":"2022-07-07T13:18:52+00:00","timestamp":"2022-07-07T18:01:10+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Web Marketing: How to Manage Search Engine Robots","strippedTitle":"web marketing: how to manage search engine robots","slug":"web-marketing-how-to-manage-search-engine-robots","canonicalUrl":"","seo":{"metaDescription":"In web marketing, it’s important to make sure your site is visible. Checking your robots.txt file and meta robots tags is a good place to start. Errors with the","noIndex":0,"noFollow":0},"content":"In web marketing, it’s important to make sure your site is visible. Checking your robots.txt file and meta robots tags is a good place to start. Errors with these can make your site invisible to visitors.\r\n<h2 id=\"tab1\" >Check your robots.txt file</h2>\r\nGo to\r\n<pre class=\"code\">www.<i>yoursiteaddress</i>.com/robots.txt</pre>\r\n.\r\nYou might get a\r\n<pre class=\"code\">Page Not Found</pre>\r\nerror. That’s okay for your purposes: A no\r\n<pre class=\"code\">robots.txt</pre>\r\nfile means you’re not placing any broad limits on what search engines can and can’t index on your site. You might also see something like this:\r\n<pre class=\"code\">User-agent: *\r\nDisallow: /blog.htm</pre>\r\nThis file is called the\r\n<pre class=\"code\">robots.txt</pre>\r\nfile. It tells search engine crawlers, also known as <i>robots,</i> what to do when they visit your website. In this example, it’s telling all search engines to ignore the blog.htm page. All other pages are searchable.\r\n<p class=\"Tip\">If you want to become a</p>\r\n\r\n<pre class=\"code\">robots.txt</pre>\r\ngeek, visit the <a href=\"http://www.robotstxt.org\">Web Robots Page</a>. You can find out everything you ever wanted to know about guiding robots around your site.\r\n\r\nWhat you <i>don’t</i> want to see in your\r\n<pre class=\"code\">robots.txt</pre>\r\nfile is this:\r\n<pre class=\"code\">Disallow: /</pre>\r\nThis line tells a visiting search engine crawler to ignore <i>every page</i> on your website. A developer may add this line when he is building the site to prevent search engines from crawling it while it’s under construction. If it is left there by accident, your site is invisible to search engines.\r\n\r\nIf your\r\n<pre class=\"code\">robots.txt</pre>\r\nfile has any\r\n<pre class=\"code\">Disallow</pre>\r\ncommands in it, check with your webmaster or developer to make sure that a reason exists.\r\n<pre class=\"code\">Disallow</pre>\r\ncan be used to hide pages that change a lot, hide duplicate content, or keep search engines out of stuff you just don’t want them crawling. Just make sure that you’re not accidentally hiding content they <i>should</i> see.\r\n<h2 id=\"tab2\" >Check for meta robots tags</h2>\r\nUsing the meta\r\n<pre class=\"code\">robots</pre>\r\ntag is another way to hide pages from search engines. Go to any page on your website and view the source code. You don’t want to see\r\n<pre class=\"code\"><meta name=\"robots\" content=\"noindex,nofollow\"></pre>\r\nIf the meta\r\n<pre class=\"code\">robots</pre>\r\ntag is there, and it contains\r\n<pre class=\"code\">noindex</pre>\r\n,\r\n<pre class=\"code\">nofollow</pre>\r\n, or both, remove it. You have valid reasons to use this tag: You might want a search engine to ignore this page because it’s a duplicate; you might feel the information on the page is inappropriate for search results; or the developer might have hidden the page during development. If you don’t know the reason, delete the tag.\r\n<p class=\"Warning\">Do not trust your developer to remove the meta</p>\r\n\r\n<pre class=\"code\">robots</pre>\r\ntag. When he builds your site, he’s working hard, writing code so fast that his fingers smoke. Forgetting to remove that one little line of code is easy when you’re facing a tough deadline and still have 4,000 lines of code to write. Remind your developer!","description":"In web marketing, it’s important to make sure your site is visible. Checking your robots.txt file and meta robots tags is a good place to start. Errors with these can make your site invisible to visitors.\r\n<h2 id=\"tab1\" >Check your robots.txt file</h2>\r\nGo to\r\n<pre class=\"code\">www.<i>yoursiteaddress</i>.com/robots.txt</pre>\r\n.\r\nYou might get a\r\n<pre class=\"code\">Page Not Found</pre>\r\nerror. That’s okay for your purposes: A no\r\n<pre class=\"code\">robots.txt</pre>\r\nfile means you’re not placing any broad limits on what search engines can and can’t index on your site. You might also see something like this:\r\n<pre class=\"code\">User-agent: *\r\nDisallow: /blog.htm</pre>\r\nThis file is called the\r\n<pre class=\"code\">robots.txt</pre>\r\nfile. It tells search engine crawlers, also known as <i>robots,</i> what to do when they visit your website. In this example, it’s telling all search engines to ignore the blog.htm page. All other pages are searchable.\r\n<p class=\"Tip\">If you want to become a</p>\r\n\r\n<pre class=\"code\">robots.txt</pre>\r\ngeek, visit the <a href=\"http://www.robotstxt.org\">Web Robots Page</a>. You can find out everything you ever wanted to know about guiding robots around your site.\r\n\r\nWhat you <i>don’t</i> want to see in your\r\n<pre class=\"code\">robots.txt</pre>\r\nfile is this:\r\n<pre class=\"code\">Disallow: /</pre>\r\nThis line tells a visiting search engine crawler to ignore <i>every page</i> on your website. A developer may add this line when he is building the site to prevent search engines from crawling it while it’s under construction. If it is left there by accident, your site is invisible to search engines.\r\n\r\nIf your\r\n<pre class=\"code\">robots.txt</pre>\r\nfile has any\r\n<pre class=\"code\">Disallow</pre>\r\ncommands in it, check with your webmaster or developer to make sure that a reason exists.\r\n<pre class=\"code\">Disallow</pre>\r\ncan be used to hide pages that change a lot, hide duplicate content, or keep search engines out of stuff you just don’t want them crawling. Just make sure that you’re not accidentally hiding content they <i>should</i> see.\r\n<h2 id=\"tab2\" >Check for meta robots tags</h2>\r\nUsing the meta\r\n<pre class=\"code\">robots</pre>\r\ntag is another way to hide pages from search engines. Go to any page on your website and view the source code. You don’t want to see\r\n<pre class=\"code\"><meta name=\"robots\" content=\"noindex,nofollow\"></pre>\r\nIf the meta\r\n<pre class=\"code\">robots</pre>\r\ntag is there, and it contains\r\n<pre class=\"code\">noindex</pre>\r\n,\r\n<pre class=\"code\">nofollow</pre>\r\n, or both, remove it. You have valid reasons to use this tag: You might want a search engine to ignore this page because it’s a duplicate; you might feel the information on the page is inappropriate for search results; or the developer might have hidden the page during development. If you don’t know the reason, delete the tag.\r\n<p class=\"Warning\">Do not trust your developer to remove the meta</p>\r\n\r\n<pre class=\"code\">robots</pre>\r\ntag. When he builds your site, he’s working hard, writing code so fast that his fingers smoke. Forgetting to remove that one little line of code is easy when you’re facing a tough deadline and still have 4,000 lines of code to write. Remind your developer!","blurb":"","authors":[{"authorId":9866,"name":"John Arnold","slug":"john-arnold","description":"John Arnold is a renowned marketing trainer and speaker as well as an entrepreneur and small business advisor. Arnold continues to train and advise small business owners as a Constant Contact regional development director.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9866"}},{"authorId":9867,"name":"Michael Becker","slug":"michael-becker","description":"Michael Becker is the managing director of North America at the Mobile Marketing Association. 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","_links":{"self":"https://dummies-api.dummies.com/v2/authors/10793"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119224853&quot;]}]\" id=\"du-slot-62b36f84de8cb\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119224853&quot;]}]\" id=\"du-slot-62b36f84defdf\"></div></div>"},"articleType":{"articleType":"Cheat Sheet","articleList":[{"articleId":218762,"title":"Building Your Account-Based Marketing Technology Stack","slug":"building-your-account-based-marketing-technology-stack","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/218762"}},{"articleId":218764,"title":"Creating Account-Based Marketing Campaigns","slug":"creating-account-based-marketing-campaigns","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/218764"}}],"content":[{"title":"Building your account-based marketing technology stack","thumb":null,"image":null,"content":"<div class=\"series-article\">\n<div class=\"article-body p402_premium\">\n<p>Account-based marketing is possible thanks to innovations in marketing technology (MarTech). Since the rise of marketing automation platforms, thousands of new MarTech software vendors have entered the product category.</p>\n<p>There are dozens of subcategories of MarTech, such as email marketing, interactive content, advertising, video marketing, events, search (SEM and SEO), content marketing, social media marketing, and many more. The list is ever-evolving.</p>\n<p>But to successfully execute your account-based marketing campaigns, a few essential pieces of software are required. These platforms will enable your B2B marketing and sales team to do account-based marketing at scale.</p>\n<p>Here is what should be included in your account-based MarTech stack:</p>\n<ul>\n<li><b>Customer relationship management (CRM):</b> Your company needs a centralized place to store and manage all of your customers&#8217; contact information. This includes both your current clients and prospects. A CRM is the best place to store all of this information. The Salesforce CRM system integrates with almost every type of MarTech software in the marketplace. Salesforce is the 800-lb. gorilla. More than 100,000 companies are using it, as there are options for small, mid-market, and enterprise level organizations.</li>\n<li><b>Marketing automation:</b> A marketing automation platform (MAP) is used for tracking engagement with contacts in your CRM. A MAP gives you the tools to create activities, then monitors the level of activity each contact is engaged in. Marketing automation is used for scoring the contacts created in your CRM. The platform has a direct interface with your CRM through an application programming interface (API). Whenever you add a new contact record to your CRM, the data is pulled into your marketing automation system. Using a marketing automation tool, you can identify your customers, build your lists, and send content.</li>\n<li><b>Contact management system (CMS):</b> The platform on which you host your company&#8217;s website. The most popular CMS on the market today is WordPress because of its easy-to-use functionality. All of the pages for your company&#8217;s website are created and uploaded. The CMS also gives you a platform for posting blog content.</li>\n<li><b>Social media:</b> Every successful, modern brand has a presence on social media. Facebook, Twitter, and LinkedIn are the essential platforms on which you need to have a company page. From here, you can update your followers with company news, sponsor posts, and drive your targeted audience to learn more about your organization. Social media works to establish new connections and further engage your potential sales opportunities and customers.</li>\n<li><b>Advertising:</b> A critical part of account-based marketing is to surround your targeted accounts, and the contacts within those accounts, with your message. This is accomplished through advertising. Google Ads helps, but it doesn&#8217;t give you account-level attribution. Consider account-based marketing platforms, such as <a href=\"https://www.demandbase.com/\" target=\"_blank\" rel=\"noopener\">DemandBase</a>, <a href=\"https://www.ignitium.com/engagio\" target=\"_blank\" rel=\"noopener\">Engagio</a>, <a href=\"https://www.leandata.com/\" target=\"_blank\" rel=\"noopener\">LeanData</a>, and <a href=\"https://terminus.com/\" target=\"_blank\" rel=\"noopener\">Terminus</a>, to assist with launching advertising and measuring the effects.</li>\n</ul>\n</div>\n</div>\n<p>&nbsp;</p>\n"},{"title":"Creating account-based marketing campaigns","thumb":null,"image":null,"content":"<p>With account-based marketing, think about going beyond the typical B2B buyer&#8217;s journey to an <i>account</i><i>&#8216;</i><i>s</i> journey. The account&#8217;s journey goes beyond the purchase decision (whether to buy or not from your company) to the customer experience. Follow these rules for creating account-based marketing campaigns that go from the buyer&#8217;s journey to a customer experience:</p>\n<ul>\n<li><b>Find your ideal customer:</b> An ideal customer profile (ICP) is the type of company you want to do business with. The ICP includes knowing which company size (either employees or revenue) and industry is a best fit for your product or service. The marketing and sales teams should work together to define this ICP, then identify the types of people in these companies who will be the users (or &#8220;champions&#8221;) of your offering. These people are called <i>personas.</i> When defining your personas, include job title, role, responsibilities, and use cases for how each individual will work with your company.</li>\n<li><b>Think about the key takeaways:</b> What&#8217;s the message people in an account will take away from each marketing campaign? Depending on the industry and persona, you want your message to be tailored to the audience. If you&#8217;re target is a CMO of a large software-as-a-service (SaaS) company, the message will be different than if you were targeting an IT manager at a small bank. Your message should not be how your solution works. For example, &#8220;How (same title) like you are succeeding with account-based marketing.&#8221;</li>\n<li><b>Time your message:</b> The message in your account-based marketing campaign should be based on the stage of the buyer&#8217;s journey. What you tell your contacts and the content offered must be different for each stage. An account-based marketing platform syncs with your CRM system to advertise based on these stages. The stages are:\n<ul>\n<li><b>New:</b> A brand new account where the contacts need to be educated about your service or product offering. The message should serve up informative content, such as an infographic, blog post, or video explaining your company&#8217;s solution.</li>\n<li><b>Prospect:</b> An inbound or outbound account that has been designated a marketing qualified account (MQA) and deemed to be a good fit for your business. After the MQA is passed on to sales, it becomes a sales qualified account (SQA). More educational content explaining how people with similar ICPs or personas have been successful with your company is required, such as case studies or customer testimonial videos.</li>\n<li><b>Opportunity:</b> The SQA has become a revenue opportunity, as they are ready to make a decision whether to purchase from your company. In the opportunity stage, the content offered should demonstrate a return on investment (ROI), competitive analysis of what your solution offers, and a smooth implementation and on-boarding process.</li>\n<li><b>Customer:</b> After the purchase decision has been made, marketing&#8217;s job continues. With account-based marketing, customers become advocates for the brand to increase organic, authentic, word-of-mouth marketing. The content here needs to include video tutorials, checklists, and guides to help make it easy for customers to adopt the product or service.</li>\n<li><b>Land and expand:</b> After landing a deal with one contact in the account, there will be opportunities to grow your business inside the account with additional revenue opportunities. Here, you want to develop a &#8220;power user&#8221; or &#8220;champion&#8221; to have as a use case demonstrating success with your company.</li>\n<li><b>Cross-sell/upsell:</b> An upsell is selling an upgraded version of your product or service to the same contact in the account. Training content, such as an ongoing webinar series just for your customers, assists with cross-sell and upsell potential.</li>\n<li><b>&#8220;Always on&#8221; air cover:</b> Nurturing never stops with your customers. In order to create customer advocates, marketing must consistently provide content purposely built for your company&#8217;s clients. This type of content includes advertising, quarterly reports, &#8220;town hall&#8221; webinars with your company&#8217;s leadership, and holding an annual user conference (an event just for your customers and partners).</li>\n</ul>\n</li>\n<li><b>Be where your accounts are:</b> Your prospect, opportunity, and customer accounts engage with a variety of marketing channels. The channels include digital media such as mobile sites, social media, videos, emails, and much more. Offline channels include events, direct mail, and phone calls. By knowing your ICP and personas, you can determine which channels might be the best-fit to engage your accounts. For example, an engaging video personalized for an IT manager would go a long way compared to calling him on the phone.</li>\n<li><b>Serve instead of sell:</b> With account-based marketing, it&#8217;s all about thought leadership. You want to serve up educational content instead of trying to sell your product or service. This all comes back to nurturing your accounts so when they are ready to buy, your company will be top of mind.</li>\n<li><b>Measure the results:</b> You have to know if each campaign is working; to do this, you need success metrics. The success metrics for your account-based marketing campaigns should include:\n<ul>\n<li>Contacts in the account: Did we reach the right people who will use our product or service? How many of these people did we connect with during the campaign?</li>\n<li>Stage progression: Did the account move to the next stage in the account&#8217;s journey? For example, did the account move from prospect to opportunity, or from customer to upsell?</li>\n</ul>\n</li>\n<li>\n<p class=\"child-para\"><b>Follow up with your contacts:</b> The account&#8217;s journey is a continuous cycle. Even if the company you&#8217;re targeting goes out of business, the contacts you reach with your marketing message are still out there. In the marketplace, sharing what they know about your company. As you think about your ABM campaign, think about what the follow-up action will be from your efforts.</p>\n</li>\n</ul>\n<p>In this account-based marketing framework, we examined each stage of the buyer&#8217;s journey. Here is where you can see associated content and success metrics for each stage. Use this framework to measure progression of the account.</p>\n"}],"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0},"sponsorAd":null,"sponsorEbookTitle":null,"sponsorEbookLink":null,"sponsorEbookImage":null},"primaryLearningPath":"Advance","lifeExpectancy":"Two years","lifeExpectancySetFrom":"2022-05-09T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":218767},{"headers":{"creationTime":"2016-03-27T16:47:48+00:00","modifiedTime":"2022-04-25T20:41:34+00:00","timestamp":"2022-06-22T19:37:38+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Lead Generation For Dummies Cheat Sheet","strippedTitle":"lead generation for dummies cheat sheet","slug":"lead-generation-for-dummies-cheat-sheet","canonicalUrl":"","seo":{"metaDescription":"This Cheat Sheet includes a handy list of commonly used jargon in marketing and lead generation, and a list of eight useful apps.","noIndex":0,"noFollow":0},"content":"The world of marketing, sales, and lead generation has plenty of jargon, so here's a glossary of terms to help you know what's what. Also, here is a round-up of eight incredibly useful free apps that help you with everything from evaluating your website for broken links and good search engine optimization (SEO) to determining how engaging your marketing emails are.","description":"The world of marketing, sales, and lead generation has plenty of jargon, so here's a glossary of terms to help you know what's what. Also, here is a round-up of eight incredibly useful free apps that help you with everything from evaluating your website for broken links and good search engine optimization (SEO) to determining how engaging your marketing emails are.","blurb":"","authors":[{"authorId":9375,"name":"Dayna Rothman","slug":"dayna-rothman","description":" <p><b>Dayna Rothman</b> is the senior content marketing manager at Marketo, a leader in the marketing automation space. Dayna leads content creation and strategy at Marketo and is the managing editor for the Marketo blog, which receives more than 400,000 unique visitors per year. Dayna has also been featured as one of the top 25 content marketers to watch according to Kapost, and one of the top 50 content marketing influencers according to Onalytica.</p>","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9375"}}],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[],"relatedArticles":{"fromBook":[{"articleId":155272,"title":"Best Practices for Enabling Your Sales Teams","slug":"best-practices-for-enabling-your-sales-teams","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155272"}},{"articleId":155270,"title":"Top 10 Lead-Generation Blogs","slug":"top-10-lead-generation-blogs","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155270"}},{"articleId":155271,"title":"How to Make Your E-Mails Hit the Inbox: Deliverability Lessons","slug":"how-to-make-your-e-mails-hit-the-inbox-deliverability-lessons","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155271"}},{"articleId":155240,"title":"Top Social Media Metrics to Watch","slug":"top-social-media-metrics-to-watch","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155240"}},{"articleId":155239,"title":"8 Useful — and Free — Lead-Generation Applications","slug":"8-useful-and-free-lead-generation-applications","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155239"}}],"fromCategory":[{"articleId":274041,"title":"How to Build Seasonal Gamification Marketing Campaigns","slug":"how-to-build-seasonal-gamification-marketing-campaigns","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274041"}},{"articleId":274036,"title":"Build Loyalty Rewards into Your Gamification Model","slug":"build-loyalty-rewards-into-your-gamification-model","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274036"}},{"articleId":274031,"title":"Gamification Models","slug":"gamification-models","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274031"}},{"articleId":274024,"title":"Gamification Marketing: Use a Unique Hashtag","slug":"gamification-marketing-use-a-unique-hashtag","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274024"}},{"articleId":274018,"title":"Gamification Marketing: User Rewards and Achievements","slug":"gamification-marketing-user-rewards-and-achievements","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274018"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":281753,"slug":"lead-generation-for-dummies","isbn":"9781118816172","categoryList":["business-careers-money","business","marketing"],"amazon":{"default":"https://www.amazon.com/gp/product/111881617X/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/111881617X/ref=as_li_tl?ie=UTF8&tag=wiley01-20","indigo_ca":"http://www.tkqlhce.com/click-9208661-13710633?url=https://www.chapters.indigo.ca/en-ca/books/product/111881617X-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/111881617X/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/111881617X/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/lead-generation-for-dummies-cover-9781118816172-203x255.jpg","width":203,"height":255},"title":"Lead Generation For Dummies","testBankPinActivationLink":"","bookOutOfPrint":false,"authorsInfo":"<p><b data-author-id=\"9375\">Dayna Rothman</b> is the senior content marketing manager at Marketo, a leader in the marketing automation space. Dayna leads content creation and strategy at Marketo and is the managing editor for the Marketo blog, which receives more than 400,000 unique visitors per year. Dayna has also been featured as one of the top 25 content marketers to watch according to Kapost, and one of the top 50 content marketing influencers according to Onalytica.</p>","authors":[{"authorId":9375,"name":"Dayna Rothman","slug":"dayna-rothman","description":" <p><b>Dayna Rothman</b> is the senior content marketing manager at Marketo, a leader in the marketing automation space. Dayna leads content creation and strategy at Marketo and is the managing editor for the Marketo blog, which receives more than 400,000 unique visitors per year. Dayna has also been featured as one of the top 25 content marketers to watch according to Kapost, and one of the top 50 content marketing influencers according to Onalytica.</p>","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9375"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781118816172&quot;]}]\" id=\"du-slot-62b36f82a7346\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781118816172&quot;]}]\" id=\"du-slot-62b36f82a7a71\"></div></div>"},"articleType":{"articleType":"Cheat Sheet","articleList":[{"articleId":155213,"title":"Familiarize Yourself with Lead Generation Terms","slug":"familiarize-yourself-with-lead-generation-terms","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155213"}},{"articleId":155239,"title":"8 Useful — and Free — Lead-Generation Applications","slug":"8-useful-and-free-lead-generation-applications","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155239"}}],"content":[{"title":"Familiarize yourself with lead generation terms","thumb":null,"image":null,"content":"<p>When you&#8217;re getting started with lead generation, you should familiarize yourself with a variety of basic terms. Here&#8217;s a glossary of some basic lead generation and sales terms and definitions for your reference:</p>\n<ul class=\"level-one\">\n<li>\n<p class=\"first-para\"><b>Bottom-of-funnel (BOFU):</b> Prospects that are at the bottom of the sales funnel and nearing a purchase.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Budget, authority, need, and time (BANT):</b> A method for qualifying likely sales prospects. You want to talk to people who have the budget, authority, need, and time for your product or service.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>B2B:</b> Business-to-business.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>B2C:</b> Business-to-consumer.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Call-to-action (CTA): </b>Asking a lead to take an action. A CTA often takes the form of a digital image that encourages a lead to move closer towards making a purchase.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Click-through rate (CTR): </b>A percentage of how many users actually click a link; a way of measuring the success of online or email sales campaigns.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>CMS</b> <b>(content management system): </b>A computer system that allows users to publish and edit content from a single interface.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Inbound marketing: </b>A marketing strategy that earns the attention of customers, drawing them in to attract new business through content marketing, search engine optimization, social media, and more.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Lead generation: </b>The marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Lead nurturing: </b>The process of building relationships with qualified prospects, regardless of their readiness to buy.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Lead scoring: </b>The technique of assigning leads a score based on points given to a lead&#8217;s demographic attributes, behaviors, and web activity for the purpose of sending warm leads to sales.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Middle-of-funnel (MOFU):</b> Prospects in the middle stages of the sales funnel.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Outbound marketing: </b>The process of pushing your message out to customers through general advertising and other paid programs.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Pay-per-click (PPC):</b> An Internet advertising model where advertisers pay every time their ad is clicked by a user.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Return on investment (ROI): </b>The results gained for your dollars spent.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Sales and marketing alignment: </b>Collaboration between the sales and marketing team for common definitions of what constitutes a good lead and closed-loop lead lifecycles.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Sales funnel: </b>The progression that your company tracks while generating, qualifying, and closing leads throughout the sales and marketing lifecycle.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Service-level agreement:</b> A part of a contract where a service is defined.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Top-of-funnel (TOFU):</b> Prospects in the top or beginning stages of the sales funnel.</p>\n</li>\n</ul>\n"},{"title":"8 useful, and free, lead generation apps","thumb":null,"image":null,"content":"<p>Many applications and websites are available to test your lead generation techniques and strategies. From determining how to test a landing page, to seeing how your emails look on various devices, to seeing how well your website is optimized for keywords, free tools can help you do lots of things.</p>\n<p>Take a look at this list to learn about eight useful and free lead-generation applications:</p>\n<ul class=\"level-one\">\n<li>\n<p class=\"first-para\"><a href=\"https://www.marketo.com/\" target=\"_blank\" rel=\"noopener\"><b>Marketo&#8217;s Landing Page Split Calculator</b></a><b>:</b> Determine how many versions of a landing page you should create for your A/B test and how long the test should take to execute.</p>\n</li>\n<li>\n<p class=\"first-para\"><a href=\"http://litmus.com/email-testing\" target=\"_blank\" rel=\"noopener\"><b>Litmus Email Testing</b></a><b>:</b> Input your email HTML for a report on how your email looks on various devices and email clients.</p>\n</li>\n<li>\n<p class=\"first-para\"><a href=\"http://marketing.grader.com/\" target=\"_blank\" rel=\"noopener\"><b>HubSpot&#8217;s Marketing Grader</b></a><b>:</b> This gives you a free report on how you are currently doing with your online marketing strategy.</p>\n</li>\n<li>\n<p class=\"first-para\"><a href=\"https://chrome.google.com/webstore/detail/check-my-links/ojkcdipcgfaekbeaelaapakgnjflfglf?hl=en-GB\" target=\"_blank\" rel=\"noopener\"><b>Check My Links</b></a><b>: </b>Check your website for broken links.</p>\n</li>\n<li>\n<p class=\"first-para\"><a href=\"http://www.myseograder.com/\" target=\"_blank\" rel=\"noopener\"><b>My SEO Grader</b></a><b>: </b>Check your website to determine how well it is optimized for a specific keyword.</p>\n</li>\n<li>\n<p class=\"first-para\"><a href=\"http://visualwebsiteoptimizer.com/ab-split-significance-calculator/\" target=\"_blank\" rel=\"noopener\"><b>A/B Split Test Significance Calculator</b></a><b>: </b>Check your A/B tests to determine if the results you get are statistically significant.</p>\n</li>\n<li>\n<p class=\"first-para\"><a href=\"https://www.marketo.com/solutions/marketing-automation/\" target=\"_blank\" rel=\"noopener\"><b>Marketo&#8217;s Marketing Automation ROI Calculator</b></a><b>:</b> Calculate how to optimize your revenue cycle and evaluate your sales funnel.</p>\n</li>\n<li>\n<p class=\"first-para\"><a href=\"http://clicktotweet.com/\" target=\"_blank\" rel=\"noopener\"><b>Click to Tweet</b></a><b>:</b> Add a Tweet This link into any of your blog posts or website content. Simply create the tweet you want your visitors to use and generate a link for easy social sharing.</p>\n</li>\n</ul>\n"}],"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0},"sponsorAd":null,"sponsorEbookTitle":null,"sponsorEbookLink":null,"sponsorEbookImage":null},"primaryLearningPath":"Advance","lifeExpectancy":"Two years","lifeExpectancySetFrom":"2022-04-25T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":207628},{"headers":{"creationTime":"2016-03-27T16:46:58+00:00","modifiedTime":"2022-04-25T15:35:58+00:00","timestamp":"2022-06-22T19:37:38+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Search Engine Optimization All-In-One For Dummies Cheat Sheet","strippedTitle":"search engine optimization all-in-one for dummies cheat sheet","slug":"search-engine-optimization-all-in-one-for-dummies-cheat-sheet","canonicalUrl":"","seo":{"metaDescription":"This handy guide includes the key components a website should possess to boost its rankings and keep people's attention.","noIndex":0,"noFollow":0},"content":"Effective SEO (search engine optimization) is critical for any business that has a website. You want your business’s website to show up on that first page when people search for what you’re selling, and that’s where SEO comes into play. Here you’ll find the key components of a website that should be crafted with care to help a web page rank, the server status codes that help or hinder SEO, and advanced search operators that will have you searching the web like a pro.","description":"Effective SEO (search engine optimization) is critical for any business that has a website. You want your business’s website to show up on that first page when people search for what you’re selling, and that’s where SEO comes into play. Here you’ll find the key components of a website that should be crafted with care to help a web page rank, the server status codes that help or hinder SEO, and advanced search operators that will have you searching the web like a pro.","blurb":"","authors":[{"authorId":9066,"name":"Bruce Clay","slug":"bruce-clay","description":" <p><b>Bruce Clay</b> has been a search engine optimization consultant since before there was Google. He has been cited as an expert by <i>USA Today</i> and his website, www.bruceclay.com, is referenced in the User&#39;s Guide to the Internet at The National Archives as a resource for website promotion tactics and tools. 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He has been cited as an expert by <i>USA Today</i> and his website, www.bruceclay.com, is referenced in the User&#39;s Guide to the Internet at The National Archives as a resource for website promotion tactics and tools. <p><B>Bruce Clay</b> is considered by many to be the father of search engine optimization, or SEO. He has over 25 years&#8217; experience coaching companies to improve their online presence and search results and increase their audience.</p> <p><b> <b data-author-id=\"34915\">Kristopher B. Jones</b></b> is the founder and former CEO of digital marketing agency and affiliate network Pepperjam, which he sold to eBay in 2009. He most recently founded three-time SEO agency of the year finalist LSEO.com and DIY Software company DoItYourselfSEO.com.</p>","authors":[{"authorId":9066,"name":"Bruce Clay","slug":"bruce-clay","description":" <p><b>Bruce Clay</b> has been a search engine optimization consultant since before there was Google. 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Focus on ensuring that your content, server setup, and internal links communicate expertise and professionalism to search engines and visitors. Strive to make your website equal to your competitors first, and then focus on surpassing them. As you work to improve your website, stay organized by using this checklist to coordinate your SEO campaign:</p>\n<ul>\n<li>Do keyword research.</li>\n<li>Create a title tag.</li>\n<li>Create a meta description tag.</li>\n<li>Create heading tag(s) in hierarchical order, headline style.</li>\n<li>Have a minimum of 400 words of textual content.</li>\n<li>Include descriptive alt attributes on all images.</li>\n<li>Consistently use strong and bold tags ( and ).</li>\n<li>Use fully qualified links (begin all links with <em>https://</em>).</li>\n<li>Use a sitemap to outline silos.</li>\n<li>Never exceed 99 links on a page.</li>\n<li>Use text navigation, rather than image maps or JavaScript-based navigation.</li>\n<li>Externalize JavaScript/CSS code.</li>\n<li>Have a robots.txt file.</li>\n<li>Use web analytics tools to monitor traffic and ROI (return on investment).</li>\n<li>Create a privacy statement.</li>\n<li>Include contact information.</li>\n<li>Check server logs or webmaster tools for server errors.</li>\n<li>Use 301 redirects over 302 redirects.</li>\n<li>Test mobile usability of your site (with tools like Google’s Mobile-Friendly Test).</li>\n<li>Check Google Search Console for reported manual action penalties.</li>\n<li>Improve site speed and page experience using tools like Google PageSpeed Insights.</li>\n</ul>\n"},{"title":"Advanced search engine operators for power searching","thumb":null,"image":null,"content":"<p>Search engine optimization (SEO) requires some technical knowledge about how search engines work and how to research what makes sites rank and find out how your competitor sites are successful. The advanced search operators in this table show you how to filter search engine results to find just the information you’re looking for, including limiting your results to just a single site or getting back results where your keyword is used in a page title or URL.</p>\n<table width=\"672\">\n<tbody>\n<tr>\n<td>Google</td>\n<td>Bing</td>\n<td>Result</td>\n</tr>\n<tr>\n<td>cache:</td>\n<td></td>\n<td>Shows the version of the web page from Google’s cache.</td>\n</tr>\n<tr>\n<td></td>\n<td>contains:</td>\n<td>Finds web pages that contain links to a particular type of file (such as pdf, mp3). This function is unique to Bing.</td>\n</tr>\n<tr>\n<td>ext:</td>\n<td>ext:</td>\n<td>Returns only web pages with the file extension you specify (such as htm). Note: Bing includes this operator in its current list, but our tests could not produce reliable results.</td>\n</tr>\n<tr>\n<td>filetype:</td>\n<td>filetype:</td>\n<td>Finds results of a single type only (such as pdf).</td>\n</tr>\n<tr>\n<td></td>\n<td>info:</td>\n<td>Presents some information that Bing has about a web page such as related pages from the site, external pages talking about the page, and related results. This operator is not listed on the current Bing documentation, but our tests show that it continues to work.</td>\n</tr>\n<tr>\n<td>intext:</td>\n<td></td>\n<td>Shows pages that contain a specific word in their body text.</td>\n</tr>\n<tr>\n<td>intitle:</td>\n<td>intitle:</td>\n<td>Finds pages that include a specific word as part of the indexed title tag.</td>\n</tr>\n<tr>\n<td>allintitle:</td>\n<td></td>\n<td>Finds pages that include all query words as part of the indexed title tag.</td>\n</tr>\n<tr>\n<td>inurl:</td>\n<td></td>\n<td>Finds pages that include a specific keyword in their indexed URLs.</td>\n</tr>\n<tr>\n<td>allinurl:</td>\n<td></td>\n<td>Finds a specific URL in the search engine’s index. Also can be used to find pages whose URLs contain all the specified words.</td>\n</tr>\n<tr>\n<td></td>\n<td>inanchor:</td>\n<td>Finds web pages that use a specified keyword as anchor text in a link from the page.</td>\n</tr>\n<tr>\n<td></td>\n<td>inbody:</td>\n<td>Finds web pages that use a specified keyword in the body section of the page.</td>\n</tr>\n<tr>\n<td>related:</td>\n<td>related:</td>\n<td>Finds web pages that are similar to the specified web page.</td>\n</tr>\n<tr>\n<td>site:</td>\n<td>site:</td>\n<td>Restricts the search to pages within a particular domain and all its subdomains.</td>\n</tr>\n<tr>\n<td>*</td>\n<td>*</td>\n<td>Acts like a wildcard that can take the place of any word or phrase. Example: tallest * in the world</td>\n</tr>\n<tr>\n<td>–</td>\n<td>–</td>\n<td>Excludes results that contain the word following the minus sign. Place this operation at the end of your search query.</td>\n</tr>\n<tr>\n<td>“ ”</td>\n<td>“ ”</td>\n<td>Finds instances of the exact text within the quotation marks everywhere it appears in the search engine’s index.</td>\n</tr>\n</tbody>\n</table>\n"},{"title":"Must-know server status codes for SEO","thumb":null,"image":null,"content":"<p>Your hard work on search engine optimization (SEO) won’t matter if your server isn’t set up to properly deliver pages and codes to search engines and your customers. You have to keep your server happy and healthy. Use this table to diagnose server problems, sort out redirects, and ensure that everything is working as it should, and you’ll minimize SEO problems.</p>\n<table width=\"582\">\n<tbody>\n<tr>\n<td width=\"81\">Code</td>\n<td width=\"129\">Description</td>\n<td width=\"180\">Definition</td>\n<td width=\"192\">What It Means</td>\n</tr>\n<tr>\n<td width=\"81\">200</td>\n<td width=\"129\">OK</td>\n<td width=\"180\">The web page appears as expected.</td>\n<td width=\"192\">You want to see this status. Your server and web page have the welcome mat out for search engine spiders (and users, too).</td>\n</tr>\n<tr>\n<td width=\"81\">301</td>\n<td width=\"129\">Moved Permanently</td>\n<td width=\"180\">The web page has been redirected permanently to another web-page URL.</td>\n<td width=\"192\">When a search engine spider sees this status code, it moves easily to the appropriate new page. A 301 Redirect status doesn’t cause a problem for search engine optimization.</td>\n</tr>\n<tr>\n<td width=\"81\">302</td>\n<td width=\"129\">Found (Moved Temporarily)</td>\n<td width=\"180\">The web page has been moved temporarily to a different URL.</td>\n<td width=\"192\">This status should raise a red flag if you find it on your web server. Even though people claim legitimate uses for a 302 Redirect code, this code can cause serious problems for your optimization efforts. Spammers frequently use 302 Redirects maliciously, so if you don’t want a search engine mistaking your site for a spam site, avoid them.</td>\n</tr>\n<tr>\n<td width=\"81\">400</td>\n<td width=\"129\">Bad Request</td>\n<td width=\"180\">The server couldn’t understand the request because of bad syntax.</td>\n<td width=\"192\">A typo in the URL could cause this status. Whatever the cause, you don’t want to block a search engine spider from reaching your content pages, so investigate what’s causing this status code on your site.</td>\n</tr>\n<tr>\n<td width=\"81\">401</td>\n<td width=\"129\">Unauthorized</td>\n<td width=\"180\">The request requires user authentication.</td>\n<td width=\"192\">Usually, this status means that you need to log in before you can view the page content. Not a good error for spiders to hit.</td>\n</tr>\n<tr>\n<td width=\"81\">403</td>\n<td width=\"129\">Forbidden</td>\n<td width=\"180\">The server understood the request but refuses to fulfill it.</td>\n<td width=\"192\">If you find this status code on your website, find out why. If you want to block the spiders from entering, have a good reason.</td>\n</tr>\n<tr>\n<td width=\"81\">404</td>\n<td width=\"129\">Not Found</td>\n<td width=\"180\">The web page isn’t available.</td>\n<td width=\"192\">You see this error code as the Page Cannot Be Displayed page that appears when a web site is down or nonexistent. You definitely don’t want a spider following a link to your web site only to be greeted by a 404 error! That’s like visiting a house and finding the lights off and the doors locked. If your server check shows that you have a 404 error for one of your landing pages, fix it ASAP.</td>\n</tr>\n<tr>\n<td width=\"81\">500 and up</td>\n<td width=\"129\">Miscellaneous server errors</td>\n<td width=\"180\">The 500–505 status codes indicate that something’s wrong with your server. 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We've got all sorts of info on how to make sure the buying public knows about—and loves—your new product or service.

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Marketing 10 Tips for Designing a White Paper

Article / Updated 08-03-2022

Nothing undermines a good white paper faster than poor design. No matter how compelling and persuasive the text may be, if people can’t read it because of a poor design, they’ll quickly move on. Then all your effort and expense are for nothing. Here are ten down-to-earth tips for anyone designing a white paper. If you’re not sure how to design a white paper or you’ve never done one before, read on. If you’re a marketing manager who needs to direct a designer to format your white paper, this is for you. If you’re a white paper writer stuck trying to use Word to turn out respectable-looking pages, you’ve just hit pay dirt. Design to enhance the content A white paper isn’t a brochure, so it shouldn’t be as slick and colorful as one. But it needs to be more appealing than your father’s business report. Think of a page from a magazine, like Scientific American or Vanity Fair, or the front part of an annual report, before all the numbers. That kind of crisp, elegant editorial design is what to shoot for with your white paper. Effective design enhances the content of the white paper instead of drawing attention to itself. Your design must add value and clarity to that content instead of adding distractions or hurdles to legibility. Let the white paper’s message shine out from your pages. Consider your readers' eyesight Most people’s eyes begin to change in their 40s, and they start to need larger type to read comfortably. By coincidence, most B2B white papers are aimed at business decision makers, most of whom are in their 40s and older. And many people this age prefer to read on paper, so they likely print out a white paper rather than read it on-screen. Younger designers, take note: You’re not designing white papers for yourself and your peers; you’re designing for older people. That means forget gray text and color backgrounds. Black text on a white background has been the standard for legibility for hundreds of years; why change it? Bump up the body size type to 10 or 11 points; it’s free. Realize that text isn't a graphic The text is the content of a white paper. Look at your pages as text-driven content, where your challenge is to make the text as inviting and easy to read or scan as in any magazine you pick up — any magazine, mind you, aimed at people in their 40s and older. Make every page count Sure, every white paper needs a little front and back matter, but when the front and back matter add up to nearly two-thirds of a white paper, something is terribly wrong. Some misguided software templates lay out a white paper like a two-sided book, with a blank page on the back of the front cover and a back cover to tie it all together. Forget it! Most B2B buyers either look at your white paper on-screen or print it out single sided. Those other pages are just a waste of time and money. Be sure to compress the front and back matter, cut the worthless blank pages, and make every page count. Control page breaks Avoid starting a major section at the very bottom of a page, with only a line or two of text after it or cramming a new section beginning near a footnote or footer. There’s nothing wrong with leaving a little white space at the end of a major section. Just start the new section on a new page. White space gives readers a momentary visual and mental break and helps them understand the structure of the document. Avoid a wall of gray Some designers have the idea that a white paper is supposed to be serious, and by that, they think “a wall of gray.” They think all they have to do is just pour the text into the pages and be done with it. Any white paper with text formatted as a wall of gray may look serious, but it won’t invite anyone to read it. Leave lots of white space Another symptom of the wall-of-gray approach is teensy-tiny, itsy-bitsy, little margins around the text. Long horizontal lines of type are hard for readers’ eyes to scan and tough for their brains to process. If you format a white paper with minimal white space, you’ll lose most of your readers. Again, white space is free. So what if your final document is eight or ten pages long? If the content is compelling and the design is inviting, your readers won’t mind. Avoid smug shots So you’re looking for a stock shot for a white paper. That’s a fine way to break up the wall of gray. But by all means, skip the shots of the beautiful people wearing impeccable suits hunched over a pristine PC or shaking hands in some foyer drenched in sunlight. Everyone knows those are fake, posed shots. Pick photos that show average-looking people wearing typical clothes, doing something a little more interesting than shaking hands or peering at computer screens. Control hyphenation Most software does a terrible job of hyphenating English. Traditional typography called for at least four letters before any hyphen and at least three letters carried to the second line. Most typographers wouldn’t hyphenate a word with fewer than six letters. So don’t rely on automated hyphenation, and leave your text ragged right. Then scan your right margins, and if you see a major white space that you absolutely must eliminate, take two seconds to insert a manual hyphen. Refine a corporate template Some companies have a corporate template that they expect all designers to follow. These layouts may be perfect for a press release, an internal business report, or a data sheet, but they’re not always ideal for a white paper. If you feel strongly that the corporate template detracts from the readability and undermines the white paper content, make your views known. If you have the scope, make up two versions of the white paper: one following the existing template and another with your recommended changes. Circulate both versions to your team, your customer advisory board, and your manager. Get a second opinion from an experienced designer or a white paper expert.

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Marketing What is Niche Marketing?

Article / Updated 07-18-2022

Defining niche marketing is a little difficult. Niche marketing is actually the conjoined Siamese triplets of niche market, niche product, and niche audience. Think about niche marketing in this context. You can’t really choose the products you’re going to market until you know the niche you’re going to address. You can’t really choose the niche market unless you know there are niche products that you can promote profitably. Of course, you can’t choose either the niche products you’re going to promote or the niche market you’re going to address without knowing that a smaller, well-defined niche audience of buyers ready, willing, and able to buy exists. What is meant by this? Niche marketing is going after a smaller, specific, defined area of the market. You’re interested in serving the subset of customers who are interested in this smaller, specific market area. So the first benefit of niche marketing is that you can more closely customize your approach to meet the customers’ needs and desires. The second benefit of niche marketing is you’re able to avoid being crushed by either well-funded corporations or experienced marketers fighting for top position in areas where the potential payday is much higher because of the higher number of searches. Do you want to be going head-to-head with the NFL, BBC, ESPN, and other well-funded corporate giants? Niche marketing is crucial to the beginning affiliate marketer. It’s even more important to the beginner than a more experienced affiliate marketer who has built up some credibility and a reputation. Why is that? Two words: competition and position. Today many affiliate marketers are looking for affiliate profits. Many of those affiliate marketers may be competing against you. They may be more experienced than you; their domain may be older and more established, which gives them more credibility. The products and niches that pay the best and have the most searches — which mean the biggest paychecks — have the fiercest competition. Do you want to go up against these affiliate marketing gladiators, who are often major corporations armed with million-dollar budgets? You could try, but getting in on this subsection of niche marketing would be like pounding on a brick wall. Rather than being a small fish (you) in a big pond (a high-competition area), you have a much higher chance of success being a big fish in a low-competition area (your niche). Beginning affiliate marketers are often seduced by the dancing dollars of high-competition markets. They start calculating in their heads — “Well, if Google says football gets 7.5 million searches a month and I target football, I’ll be rolling in dough even if I get just a tiny, tiny fraction of those web visitors visiting my site and making a purchase.” The Google search also shows there are 4.3 billion results (competitors) for this niche. But Google tells a different tale than the one the dancing dollars are telling you. In your Google search for football, you can see the top listings are the National Football League, ESPN, Wikipedia, BBC Sport, and CNN. As you can see, the first page of results consists of all major corporations or news organizations that have multimillion-dollar budgets, are well established on the internet, and surely have staffs of hundreds if not thousands of people to run their websites. If you were trying to get on the first page, you’d have some formidable competition. Enter niche marketing. A niche is a small, specialized area that may not get many searches. Since the imagined income is so much less, it attracts fewer affiliate marketers, which means less competition. Less competition means you have a reasonable chance, as a new affiliate marketer, to build a website or develop a social media campaign that will rank reasonably high, and you will make money. You’re also looking to cultivate a small, specific group of potential customers who are looking for the product you’re offering. For comparison, take the niche “football snack helmet.” It has a very low search volume, which means a much lower potential income, but it also has less competition. Google tells a much different story when you type “football snack helmet” into the browser. The top listing on the page is an affiliate marketer’s site selling Amazon football snack helmets and making a profit. So you, too, can find your own specialized niche, build your website to address the needs of your specialized market, and start to build your affiliate business around this niche by answering the needs of this specialize audience. How do you do this? By writing informative articles that answer the needs and questions this group may have or provide information they may find helpful. Niche marketing can help you from drowning in the competitive pools and let you find that specialized audience.

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Marketing How to Use Snapchat’s Lenses, Filters, and Geofilters for your Social Media Marketing Strategy

Article / Updated 07-18-2022

Snapchat allows snappers to use different lenses and filters to add whimsy and personality to snaps. Lenses can illustrate a mood, show holiday spirit, or add life and color to an image. Filters can display causes, show attendance at events, and promote a business. Lenses A lens adds special effects to your face, such as cat ears or a Santa hat. You set the lens in place before taking your selfie snap: In the main Snap screen, just before taking your selfie snap, press the middle of the screen (not the camera button).You’ll see a series of bubbles containing pictures. Each bubble contains a lens. Select the lens you’d like to use. You may have to drag the image around to position the filter to fit a face or head.For example, you might need to raise your eyebrows — or in the case of the vomiting rainbow, open your mouth. Follow instructions and adjust your position as needed. Take your snap and share as you normally would. Filters Unlike lenses, filters are added after you take your snap. For example, you can add the temperature, or a holiday garland to frame your snaps, or use a special geofilter to add your location. Many filters are available for a limited amount of time. If you love a certain filter, make sure to snap a screenshot or save it to your Memories. You might not be able to find it again later! To use a filter, do the following: Make sure location services is enabled on your smartphone.You can’t use filters without it. Take your snap as usual. Swipe right or left to see the different filters. Select the filter you’d like to use. Tap Send To to share as usual. To jazz up your snaps, try using both a lens and a filter. But be careful about over embellishing. You don’t want your snap to look so busy that it loses its essence. Geofilters In the past, people could create on demand geofilters for special events, such as weddings and milestone parties, with the caveat that no business-related logos or branding could be used. However, Snapchat now offers brands the capability to create their own branded on-demand geofilters. Unlike the geofilters used for weddings and parties, businesses must disclose that they are behind the on-demand geofilter they created. The benefit of an on-demand geofilter is that everyone in your community can use them to commemorate an event. For example, if 1,000 people use your geofilter during your event, your branding might be seen by tens of thousands of people, if not more. Geofilters are a form of advertising that will reach Snapchat’s demographic. Businesses must follow Terms of Use when creating geofilters. For example, brands can use logos or other branded content but can't use emails, phone numbers, personal information, or images of people. Also, it should go without saying that brands can’t use illegal drugs or illegal activities in geofilters. Take some time to familiarize yourself with Snapchat's rules regarding on-demand geofilters at its Submissions Guidelines page. To create an on-demand geofilter for your brand, you have to use Snapchat’s website — not the app. You have to pay to create an on-demand geofilter. Filters start at $5 but prices can go much, much higher (think $400+), depending on how much space your geofilter will encompass and how much time you want it to be available. Take these steps to upload an on-demand geofilter: Go to Snapchat’s on-demand link and click Create Now. Log into your Snapchat account. Download a template.Your design team much create the geofilter according to Snapchat’s specifications. Images should be 1080 px by 1920 px and saved as a PNG file. To upload your geofilter to Snapchat, click Choose File. Select the date range in which people can use your on-demand geofilter.For example, if you are marketing for a convention, you want to select dates coinciding with that event. Select the location in which your geofilter will be used. Confirm your geofilter, and select whether it’s for personal or business use. Add payment information. Snapchat will review your on-demand geofilter to ensure that it follows their submission guidelines. You can check on orders at the Snapchat website’s My Orders page. Snapchat will also send you an email confirmation.

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Marketing How to Establish Your Content Marketing Goals

Article / Updated 07-18-2022

After you’ve established your content marketing mission statement, you can focus on your company goals. Here is a brief look at how to formulate goals. Uncovering your content marketing goals When looking at formulating your own goals, it can be useful to see what other marketers set as their top goals for B2B content marketing. According to the “2015 Benchmarks, Budgets and Trends — North America” report by the Content Marketing Institute/Marketing Profs, (see the following figure), the top organizational goals for B2B content marketing are the following: Brand awareness: 84 percent Lead generation: 83 percent Engagement: 81 percent Sales: 75 percent Lead nurturing: 74 percent Customer Retention/Loyalty: 69 percent Customer Evangelism: 57 percent Upsell/Cross-sell: 52 percent 2015 Benchmarks, Budgets, and Trends — North America Survey. The report indicates that 2015 was the fifth year that brand awareness came in at the top spot and that customer evangelism shows up on the list. Picking KPIs After you establish your goals, you need to develop Key Performance Indicators (KPIs). KPIs are the measures you choose to help you determine whether you’re reaching your business goals. You need them to keep your strategy on track. If you don’t measure yourself against your business goals, you won’t know whether your content marketing strategy is working and supporting your larger business goals. To help you think about how to craft your KPIs in relation to your marketing goals, check out the table. You can apply the table to your marketing plan as well. List your goals and then choose some metrics. Then refer back to this list when you check your progress. Choosing KPIs CMI/Marketing Profs B2B Top Goals Suggested Metrics Increase brand awareness Social media shares, social media likes, email forwards, referral links Lead generation Lead nurturing Blog signups, blog comments, conversion rate, form completions Increase engagement Comments, page depth (how many pages consumed), downloads, page views, back links, time on site, click through rate Grow sales revenue by X percent Revenue influenced by content (which content was consumed before sale), offline sales Improve customer retention/loyalty Bounce rate, followers, retention rate Encourage customer evangelism Social media shares, comments, follower count, word of mouth Increase upsells/cross-sells Measure conversions in shopping cart and on landing pages, number of conversions

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Marketing How to Establish Your Brand Name Online

Article / Updated 07-18-2022

In the same way that your brand name is the key that unlocks your brand image in the mind of consumers, your domain name (the string of characters web users type into a browser to reach your site, such as www.yourbrandname.com), and your social-media handles or monikers are the keys that unlock your brand online. Ideally, your domain name is comprised of your brand name plus .com or .org, depending on whether your brand represents a commercial business or a nonprofit organization. The Internet is populated with millions of websites accessed by domain names that tie up most of the words in the English language. Beyond that, cyber-squatters camp on attractive unclaimed domain names, registering and tying them up until someone pays what can feel like a ransom to free them for use. Landing on your website’s domain name By a mile, making your brand name the centerpiece of your domain name is the quickest route to establishing your online identity, and here’s why: A good portion of web traffic takes the form of type-in traffic, a term that describes users who bypass search engines and simply type the name of the company they’re looking for, followed by .com, in the address bar of the web browser. If you’re developing a new brand, don’t settle on a brand name until you’ve checked it out at a domain name registry to confirm it’s available as a domain name. Research availability on registry sites like GoDaddy.com, NameCheap.com, or NetworkSolutions.com. To shortcut the process, avoid choosing a brand name that’s straight out of the dictionary. You can preempt a ton of frustration by coining a word that you can use in both your brand and domain names. Microsoft, DreamWorks, Netflix, and Firefox are just a few examples. If your brand name isn’t available as a domain name, try these Plan B approaches: Come up with a tagline or slogan that becomes a major part of your brand identity and the basis for your domain name. For example, type in www.justdoit.com and you land on the Nike site. Look into purchasing your top-choice domain name from its current owner. This process can be costly and time-consuming, but if you plan to build a valuable brand, it can be worth the investment. Domain name advice As you plan your domain name, consider the following points: Keep your domain name short and easy to remember. Some of the best-known web addresses provide good examples: www.ebay.com, www.google.com, www.yahoo.com. If your brand name plus .com or .org is taken, don’t try to end-run the system by using your brand name plus .net. If web users instinctively type .com, they’ll go straight to someone else’s site. Don’t get clever by adding hyphens or making unusual alterations to your brand name. For instance, a domain name like www.cookeezncream.com may be available, but the chances that most users will remember and instinctively type it correctly are slim. Don’t invent an abbreviation for a long brand name unless you’re sure it will be easy to memorize and recall. For example, the Hawaii Visitors and Convention Bureau can be reached by typing www.hvcb.org, but they don’t ask you to remember the lineup of initials. Instead, they market the domain name www.gohawaii.com, which offers an easy-to-recall address. Think globally. If your business plan calls for international presence, register your name with international codes to specify your global offices. Registering your domain name When you find the domain name you want, register it immediately. Most registration services charge somewhere between $25 and $75 for a three-year period of domain name ownership. When registering your name, consider this advice: The first domain name you need to register is your site name, as in www.yourbrandname.com. Consider also registering your site with various extensions, such as .net, .org, .info, or .biz so others can’t later grab the alternative addresses. You can redirect the traffic to your main address. Consider registering versions of your domain name that people are likely to type when trying to find your brand online. For example: Register your tagline as a domain name so people who forget your brand name but remember your slogan can reach your site. Register your brand name with misspellings. For instance, if you type www.googel.com, you’re redirected to www.google.com. Register additional domain names as you discover new user-error tendencies. After your website is up and running, regularly check error logs to see what kinds of mistakes people are making when trying to reach your site. Creating a multiple-domain-name strategy costs very little. You can use a process called URL redirection to point all traffic to the website that carries your primary domain name, incurring no additional site building or hosting fees. Registering your social-media name While you’re choosing and registering your domain name, register your name across social-media networks as well. When deciding how to present your name, follow this advice: Decide on a social-media moniker that’s short and memorable. If your brand name is available, use it as both your domain name and your social-media handle. Sites such as knowem.com, checkusernames.com, or namechk.com will tell you on-the-spot whether the name you want is taken on various networks. If it’s available, click to claim and protect it. If your brand name isn’t available on the social-media networks you want to use, consider this advice: Avoid adding odd hyphenation or characters that people are apt to forget or mistype. Invent a version of your name by combining your name with a word that describes or reflects your brand promise, business arena, or niche. Use one name on all networks to build brand awareness. Reserve your name on the networks you plan to use immediately.

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Marketing Basics of How to Test a Lead-Generation Campaign

Article / Updated 07-18-2022

All lead-generation campaigns need to be tested to make your campaigns better over time. By testing, you also gain insight into your programs — you'll know what's working and what isn't. A marketing team that doesn't test often is a marketing team that is blind to what their leads are doing. So what do you do? Build testing into your campaign creation and measurement process, and make sure testing is ingrained in each and every team member's minds. Each of your marketers should test his campaigns on a regular basis, or you can even have someone on staff who specializes in (or who highly enjoys) testing. Testing in lead generation and marketing is akin to the scientific method: Communicate a question. Hypothesize the answer. Formulate your predictions. Test those predictions. Analyze the results. Marketers typically use a few standard testing types to test their campaigns. You can test just about any aspect of a campaign — from channel used, to copy created, to subject line, time of day sent, and more. So get creative with what you're trying to find out. The more you know, the more you grow! Depending on what you want to test, you can use Your marketing automation platform A solution that specializes in testing, such as Optimizely Google Analytics to track changes you have made In some cases, you may not even need additional testing help. For instance, if you post two messages on a social channel, you can track yourself which post has more shares and engagement.

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Marketing Web Marketing: How to Manage Search Engine Robots

Article / Updated 07-07-2022

In web marketing, it’s important to make sure your site is visible. Checking your robots.txt file and meta robots tags is a good place to start. Errors with these can make your site invisible to visitors. Check your robots.txt file Go to www.yoursiteaddress.com/robots.txt . You might get a Page Not Found error. That’s okay for your purposes: A no robots.txt file means you’re not placing any broad limits on what search engines can and can’t index on your site. You might also see something like this: User-agent: * Disallow: /blog.htm This file is called the robots.txt file. It tells search engine crawlers, also known as robots, what to do when they visit your website. In this example, it’s telling all search engines to ignore the blog.htm page. All other pages are searchable. If you want to become a robots.txt geek, visit the Web Robots Page. You can find out everything you ever wanted to know about guiding robots around your site. What you don’t want to see in your robots.txt file is this: Disallow: / This line tells a visiting search engine crawler to ignore every page on your website. A developer may add this line when he is building the site to prevent search engines from crawling it while it’s under construction. If it is left there by accident, your site is invisible to search engines. If your robots.txt file has any Disallow commands in it, check with your webmaster or developer to make sure that a reason exists. Disallow can be used to hide pages that change a lot, hide duplicate content, or keep search engines out of stuff you just don’t want them crawling. Just make sure that you’re not accidentally hiding content they should see. Check for meta robots tags Using the meta robots tag is another way to hide pages from search engines. Go to any page on your website and view the source code. You don’t want to see If the meta robots tag is there, and it contains noindex , nofollow , or both, remove it. You have valid reasons to use this tag: You might want a search engine to ignore this page because it’s a duplicate; you might feel the information on the page is inappropriate for search results; or the developer might have hidden the page during development. If you don’t know the reason, delete the tag. Do not trust your developer to remove the meta robots tag. When he builds your site, he’s working hard, writing code so fast that his fingers smoke. Forgetting to remove that one little line of code is easy when you’re facing a tough deadline and still have 4,000 lines of code to write. Remind your developer!

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Marketing Account-Based Marketing For Dummies Cheat Sheet

Cheat Sheet / Updated 05-09-2022

Account-based marketing flips the marketing funnel on its head. You start with your best-fit prospects and turn them into resources for both long-term business and new prospects.

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Marketing Lead Generation For Dummies Cheat Sheet

Cheat Sheet / Updated 04-25-2022

The world of marketing, sales, and lead generation has plenty of jargon, so here's a glossary of terms to help you know what's what. Also, here is a round-up of eight incredibly useful free apps that help you with everything from evaluating your website for broken links and good search engine optimization (SEO) to determining how engaging your marketing emails are.

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Marketing Search Engine Optimization All-In-One For Dummies Cheat Sheet

Cheat Sheet / Updated 04-25-2022

Effective SEO (search engine optimization) is critical for any business that has a website. You want your business’s website to show up on that first page when people search for what you’re selling, and that’s where SEO comes into play. Here you’ll find the key components of a website that should be crafted with care to help a web page rank, the server status codes that help or hinder SEO, and advanced search operators that will have you searching the web like a pro.

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