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(More customer reviews)John is one of the most savvy marketers I know. His sage advice is field focused and road tested. He's been in the trenches of both technical marketing as well as years of helping small business find the on-ramp to using the Internet to gain visibility for their brand and products.
The approach of this book is comprehensive yet modular -- you don't have to read through the whole book to begin to get value from what you've learned from each section. John breaks it out into easy-to-consume "chunks" that teach you not only the concepts of Internet marketing, but also the principles of why you do these things. Then he takes you through the how of implementing. The book is particularly well arranged with helpful navigational tools to let you know where you are and summary comments at the end of each section to reinforce what you've learned.
Starting with strategic thinking, he outlines the tactical action items necessary to reach the goals that a company has set. He addresses the different roles in an organization, and how each one manages or contributes to the marketing effort.
But the big payoff is how John explains the use of the major social platforms. He discusses the "rules of the road" for each of them -- LinkedIn, Facebook, Twitter... even Foursquare -- how each is unique, addressing different user populations, use cases, and target audiences. He separates the fact from the fad. And he keeps you out of trouble by explaining the special "Netiquette" of each.
John's particular expertise is SEO, Search Engine Optimization, and I know of no one who is better at doing it. He's been helping companies for years raise their visibility on the Internet, and getting them the most bang for the buck from their web advertising dollar.
This is a uniquely valuable book for any company to either start their online marketing efforts, or to a help a company that is already "on line" to step up their game to leverage latest social networks and platforms to expand their web presence.
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Outcome-Based Marketing New Rules for Marketing on the WebMarket. Succeed. Repeat.
Can you measure the progress of your online campaigns in finite numbers? What percentage of your website traffic is converted into sales? What is your cost-per-conversion rate? If you don't already know the answers to these questions, don't worry—you will.
Internet strategist John D. Leavy challenges you to take a new approach to your online marketing—shifting from doing more, to doing more of what works. Using Leavy's outcome-based strategies, learn how to create dynamic marketing campaigns integrating metrics and milestones for continuous success. Leavy invites you to uncover the absolutes behind building massive online awareness, attracting your target audience, and capturing online sales.
"John Leavy's masterful Outcome-Based Marketing is the most complete and accurate guide I'veever read about succeeding on the Internet without making silly and common errors.I simply cannot imagine finding the pot of gold offered online without John's superb information serving as your compass and guide."—Jay Conrad Levinson, The Father of Guerrilla Marketing, Author, Guerrilla Marketing series
"By the time you get down to chapters 20-ish through 25 or so, you'll have to cancel your cable subscription. Leavy has you doing a ton of stuff that is going to blow your business up, whether you're still working for The Man, or whether you're going to do this for yourself."—Chris Brogan, President of Human Business Works and co-author of New York Times bestseller Trust Agents
"Outcome-Based Marketing is the breakthrough book on how to sell more, faster and easier, on the internet, against any competition." —Brian Tracy, Author, The Psychology Of Selling
"It's not often you read a book that is focused on results. Too often, marketing, communication, and everything in between is seen as an expense. But John Leavy's tools help you take your effortsfrom the expense line on your P&L to the investment line on your balance sheet. It's a must-read for anyone using the web to grow their business."—Gini Dietrich, Chief Executive Officer of Arment Dietrich, Inc., and author, Spin Sucks
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