Ebook marketing digital

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

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