20 Free Marketing eBooks You Need to Download Right Now

Sssshhh!I don’t know about you, but I’m a bit of a sucker for free downloadable PDF eBooks and White Papers. Because they are usually organized into chapter form, they tend to be meatier and contain more valuable content than blog posts and articles. I’ve obtained an impressive collection of eBooks over the years and will often whip one out to share with a client or a Search Engine College student who might be struggling to understand a particular marketing or SEO concept.

So I thought I’d share with you my favorite free eBooks and White Papers, categorized by theme. Where possible, I’ve linked to the jump page from where you can access the PDF file, rather than linking to the PDF itself.

Top 5 Free Marketing Related eBooks

1) Definitive Guide to Marketing, Metrics and Analytics by Marketo – This chunky, 70 page eBook is a methodical guide for how to implement effective marketing measurement practices across your organization – big or small. It deals with that tricky subject of determining how your various marketing programs impact your revenue and profit so that you can decide which ones to focus on going forward.

2) The Email Marketing Showcase by Pollen Marketing – A recent discovery, this ROI-Driven email marketing guide by Natalie Giddings includes 50 published email examples compiled by experienced Internet marketers. It showcases stunning newsletter design elements, clever use of graphics and color and highly converting calls-to-action so you can learn from and implement them in your own email marketing programs. I read this in one sitting and then spent the weekend completely re-writing my follow up email series. I was so impressed, I contacted Natalie and offered her a tutor role at Search Engine College! (more about that soon).

3) A Guide to Marketing in 2014 by Vocus – How will you make the right choices for your 2014 digital marketing mix? This comprehensive guide will light the way for you. Written with a team of digital marketing’s foremost technologists and innovators, the guide explains 2014’s key marketing trends, what they will mean for you, and how to make them work with your brand’s strategy.

4) Take Your Business Online in 5 Hours for $26 by AWeber – You might be aware that I use AWeber for nearly all my online marketing activities. This includes email marketing campaigns, newsletter distribution and subscriber management needs. They just make it SO easy. So it makes sense for a company serving small and medium sized businesses to create a PDF guide to getting a biz online, fast. As they say in this guide, you can take your business online with just a basic website, an email series and some social network profiles. This step-by-step guide shows how to create an online presence for your business in only five hours for just $26.

5) The Essential Step-by-Step Guide to Internet Marketing by HubSpot – I just love Hubspot. They are very clever marketers and always seem to come up with a relevant eBook, right when I’m researching a particular marketing topic. This was one of the first eBooks I ever downloaded from Hubspot and I refer to it all the time. Whether you’re just getting started with internet marketing or you want to brush up on the basics, this ebook can serve as your essential guide to setting up and implementing a successful internet marketing strategy, step by step. Be sure to check out their free MS Excel-based Editorial Calendar as well.

Top 5 Free SEO Related eBooks

1) SEO Starter Guide by Google – First published in 2008, Google has recently updated their SEO Starter Guide and translated it into 40 different languages. The Guide was written in response to Google staff being inundated with the same question in various formats over many years: “What are some simple ways that I can improve my website’s performance in Google?” The result is a compact guide that lists best practices that webmasters can follow to improve their sites’ crawlability and indexing. The Google Search Engine Optimization Starter Guide covers a range of common site design and coding aspects that webmasters need to optimize, such as improving title and description meta tags, URL structure, site navigation, content creation, anchor text, and more. If you want to improve your rank in Google, downloading this eBook is a no-brainer.

2) Beginner’s Guide to SEO by Moz – Following on from Google’s SEO Guide, this Beginner’s Guide from Moz will fill in any gaps you may have in your SEO knowledge. Beautifully designed and divided into clear, logical sections, this Guide is an ideal starting point for webmasters who want to educate themselves about what makes a search compatible site. It’s viewable online or via downloadable PDF and because it is written in such an approachable format and regularly updated by the Moz team, I recommend this eBook to all my SEO students.

3) 17 SEO Myths You Should Leave Behind by Hubspot – You’ll see Hubspot mentioned a few times in this article, for good reason. Their content is always timely and intuitive. Hubspot produced this eBook shortly after Google rolled out their confusing Panda algorithm update and webmasters were clambouring for some kind of guidance about how it would impact their SEO strategy. In the eBook, Hubspot debunk some of the most common SEO myths that still persist. After Google let loose their shiny new Hummingbird algorithm update, Hubspot cleverly updated this eBook to keep the advice fresh and relevant for the latest SEO methodologies.

4) The Web Developer’s SEO Cheat Sheet by Moz – When I first started optimizing web sites for clients back in 1996, I actually wrote a similar Cheat Sheet of my own to give to web development staff to ensure they wouldn’t make any major SEO blunders and undo all my hard work. But Moz have taken the SEO Cheat Sheet concept to a whole new, beautiful level. Recently updated, all the geektastic SEO tips and shortcuts you’ll ever need while coding are in here, including metadata, sitemaps, pagination, authorship, user agents, robot syntax, canonicalization and much more. This one is permanently pinned to my office wall.

5) Microsoft Excel for SEOs by Distilled – This Guide is so much more than an eBook. Produced by London-based digital creative agency Distilled, Microsoft Excel for SEOs started life as a White Paper written up to help SEO professionals retrieve meaningful information from mountains of data, using MS Excel. It is now less of a White Paper and more of an extremely comprehensive mini course in how to use Microsoft Excel to revolutionize traditionally time-consuming Search Engine Optimization tasks. If your job involves data analysis of the marketing kind, give this Guide a look. It’s viewable online or via downloadable PDF and comes with an XLS Example Workbook to help cement your knowledge with practical examples.

Top 5 Free Social Media Related eBooks

1) The Marketer’s Guide to Social Media by Vocus – This guide is written for marketers to help them come to terms with where they should invest their time and money and what social media tactics will help them achieve the greatest ROI. The guide includes insights from social media butterflies Ekaterina Walter, Jason Falls and Michael Stelzner that will take you through the most pivotal social media marketing trends and show you how to leverage them to deploy winning campaigns.

2) The Definitive Guide to Social Marketing by Marketo – If you are looking for a comprehensive understanding of Social Media for business in under 100 pages, this visually splendid eBook won’t disappoint. Written from a strong business ROI perspective, this guide is the one eBook I recommend most often to all my Social Media Marketing workshop attendees.

3) How to Get 1000+ Followers on Twitter by Hubspot – If you’re a Twitter junkie like me, this snappy eBook will make light work of the problem of not having enough Twitter followers. The advice includes how to optimize your Twitter profile, how and when to follow people, how to use hash tags and what to retweet.

4) Do It Yourself Social Media Audit by JanetFous.com – Did you know that you should conduct a social media audit quarterly? Well apparently you should. According to Social Media expert Janet Fouts, it’s a good idea to conduct a social media audit every so often to step back and take a benchmark of your performance. This allows you to see yourself as others might see you and judge if you are delivering the message you think you’re sending. It’s also a good way to evaluate what networks are working for you, which aren’t and if you are using social media efficiently. This eBook shows you what you need to do in order to audit your own Social Media activities and set a benchmark for the future.

5) Building a Killer Content Strategy by Hubspot – Everyone knows that great content is the foundation of highly trafficked sites. But how do you define *great*? How should you implement a content creation and publication strategy? This guide will teach you how to do all these things by giving you actionable advice, including how to understand your audience, map content to the buying cycle and build an editorial calendar.

Top 5 Free Advertising Related eBooks

1) AdWords Step by Step by Google – It’s amazing the number of marketers who abandon AdWords as a channel following a string of failed campaigns. The truth is that AdWords is a complex and tricky beast and you really need to educate yourself in campaign set up and planning before any of your ads go live. This free eBook by Google is a great starting point for both new advertisers and experienced marketers.

2) Google AdWords: A Brave New World by Google – Andrew Goodman wrote the first eBook on AdWords, over 10 years ago now. As Andrew states in his book, the world of AdWords changes frequently, even though many of the fundamental principles do not. Andrew’s original eBook eventually morphed into a 400 page published book that quickly became everyone’s favorite AdWords reference and has been updated several times. This pocket guide is a 40-page mini version of Andrew’s book, that offers a faster read for marketers in a hurry to understand the complexity lurking in Google’s advertising system.

3) Open the Black Box – Maximizing Success in Bid Automation by OptiMine – Bid automation software is essential for companies with complex paid-search programs. However, when using bid automation software it’s hard to determine the “why” behind their paid-search performance. This whitepaper looks at why companies need to use bid automation software that gives them transparency and control of their paid-search programs.

4) Conversion Secrets of a Million Dollar Landing Page by Conversion Rate Experts – This case study really put Conversation Rate Experts on the map. During the process of building a highly converting landing page for SEOMoz.com (now re-branded as Moz.com), CRE obtained such phenomenal results, that they set a new conversion benchmark for the industry. This online case study (downloadable as a PDF) is another resource I refer my students to frequently. It contains invaluable advice on boosting your ad and landing page response rates and highlights all the key features of high-converting content.

and finally…

5) From Abandon to Conversion: Why Shoppers Abandon Carts and What Merchants Can Do About It by Bronto – Shopping cart abandonment is a major problem for online retailers, with rates averaging between 60-70 percent. Departing shoppers represent a significant amount of lost revenue and to reverse that trend, you need to understand customer motivations and reasons for abandonment. For this white paper, Bronto staff examined the carting experience and follow-up email strategies of 100 retailers to discover the reasons for abandonment and the top strategies for bringing those shoppers back.

Happy reading!

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Fast Five in Search – Week 23, 2014

fast-five

 

I don’t know about you, but I’m a bit of a sucker for free downloadable PDF eBooks and White Papers.  Because they are usually organized into chapter form, they tend to be meatier and contain more valuable content than blog posts and articles. I’ve obtained an impressive collection of eBooks over the years and will often whip one out to share with a client or a Search Engine College student who might be struggling to understand a particular marketing or SEO concept.

So for the next couple of weeks, I’m going to dedicate Fast Five posts to the joys of free eBooks. Starting with my Top 5 Free Marketing Related eBooks.

Here’s this week’s Fast Five:

1) Definitive Guide to Marketing, Metrics and Analytics by Marketo – This chunky, 70 page eBook is a methodical guide for how to implement effective marketing measurement practices across your organization – big or small. It deals with that tricky subject of determining how your various marketing programs impact your revenue and profit so that you can decide which ones to focus on going forward.

2) The Email Marketing Showcase by Pollen Marketing – A recent discovery, this ROI-Driven email marketing guide by Natalie Giddings includes 50 published email examples compiled by experienced Internet marketers. It showcases stunning newsletter design elements, clever use of graphics and color and highly converting calls-to-action so you can learn from and implement them in your own email marketing programs. I read this in one sitting and then spent the weekend completely re-writing my follow up email series. I was so impressed, I contacted Natalie and offered her a tutor role at Search Engine College! (more about that soon).

3) 2014 Creative and Marketing Salary Guide by The Creative Group – If you’re in a creative or marketing role within the tech industry, you’ll want to know how your salary stacks up against others in the same industry and/or city right? Look no further than this annual Salary Guide, which highlights hiring trends, job descriptions and salary ranges for creative and marketing roles in 2014. Although the guide concentrates on the US and Canada, the content is still applicable on a global scale.

4) Take Your Business Online in 5 Hours for $26 by AWeber – You might be aware that I use AWeber for nearly all my online marketing activities. This includes email marketing campaigns, newsletter distribution and subscriber management needs. They just make it SO easy. So it makes sense for a company serving small and medium sized businesses to create a PDF guide to getting a biz online, fast. As they say in this guide, you can take your business online with just a basic website, an email series and some social network profiles. This step-by-step guide shows how to create an online presence for your business in only five hours for just $26.

and finally…

5) The Essential Step-by-Step Guide to Internet Marketing by HubSpot – I just love Hubspot. They are very clever marketers and always seem to come up with a relevant eBook, right when I’m researching a particular marketing topic. This was one of the first eBooks I ever downloaded from Hubspot and I refer to it all the time. Whether you’re just getting started with internet marketing or you want to brush up on the basics, this ebook can serve as your essential guide to setting up and implementing a successful internet marketing strategy, step by step. Be sure to check out their free MS Excel-based Editorial Calendar as well.

Happy reading!

*Image courtesy of Threadless.

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Fast Five in Search – Week 21, 2014

fast-five

 

Did you know that staff with tech skills – particularly search engine marketing skills – are in increasingly high demand globally? In some cases, the demand is so high that there aren’t enough employees to fill the number of positions available and salaries have sky-rocketed.

Don’t believe me? Check out the 2014 IT Salary Guide from Robert Half and then go check out the Creative Group’s 2014 Salary Guide for those of you looking for gigs that combine tech prowess with creative flair.

See what I mean? So just where do you look to find the latest gigs in tech and search? That’s what this week’s Fast Five is all about! May I present my Top Five Sites for Finding Jobs in Tech:

Here’s this week’s Fast Five:

1) Internet Marketing Jobs by Marketing Pilgrim – This job board serves job seekers with Internet marketing skills, particular those specializing in search marketing, social media marketing, affiliate marketing, email marketing, web design and development. You can sign up for their RSS feed of jobs to keep up with the latest postings daily.

2) Jobs in Search – This site advertises a large variety of search engine related career vacancies on behalf of the following types of search engine marketing firms, search engine optimization companies, new media and digital media agencies, major search engines, software companies and corporate employers recruiting for in-house search engine related jobs. They have a RSS feed for subscription as well as a email service that can email you positions vacant within your ideal search criteria.

3) Mashable Jobs Board by Mashable – A much under-utlized resource, the Mashable Jobs Board is a hiring hub for more than 3,000 employers. If you are looking for a social media or marketing job in the digital space, you might want to check it out regularly.

4) Search Marketing Jobs by Indeed - This job search portal is unique in that it aggregates job vacancies from across a wide range of job sites, newspapers, associations and company career pages. You can narrow down your search to specific job categories and this particular link is for Search Marketing vacancies.

and finally…

5) Google Careers –  As the largest search engine in the world with a prolific number of offices opening globally, Google has hundreds of jobs and internships up for grabs annually. If you’ve got your eye on working for the big G, this site should be your starting point.

Happy job hunting!

*Image courtesy of Threadless.

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Fast Five in Search – Week 11, 2014

fast-five

 

I’ve got a bit of a mixed bag for you today. The following is a handful of recent marketing-related posts that caught my eye or that I found interesting. Let’s get straight into it:

Here’s this week’s Fast Five:

1) Twitter is Bringing Promoted Accounts to Search Results by Anthony Ha of TechCrunch. If you’re a Twitter user, you’re probably already familiar with promoted tweets and promoted accounts – Twitter accounts that businesses use to advertise to users. Last week, Twitter announced that as well as seeing promoted tweets from these businesses in your timeline and search results, you may now also see account profiles as a new kind of ad unit. TechCrunch has the low-down on the changes.

2) Skip to the End: 5 Great Ways to Make Your Readers Care by Mike Sowden on ProBlogger. Here Mike tackles the age-old blogging problem of how to keep your audience interested and engaged. There are some clever suggestions in here for ways to hook your readers in to reading your current and future blog posts without resorting to gimmicks or give-aways.

3) 4 Surprising SEM Stats that Every e-Commerce Marketer Should Know by Jordan Elkind on Search Engine Land. With plenty of paid search advertising accounts to keep track of for clients, I like to keep an eye on large brush e-commerce statistics, particularly usage increases. In this post, Jordan shares the latest online shopping trends and e-commerce statistics from the 2013 holiday period.

4) An Introduction to PR Strategy for SEOs by Samuel Scott on the Moz Blog. Following some intense discussions at Moz.com regarding the death of guest blogging, Scott offers this interesting perspective that SEO and inbound marketing are just PR by another name.

and finally…

5) The Mashable Jobs Board by Emily Chow of Mashable. I’m not sure how I missed this, but apparently Mashable has been managing a Jobs Board for some years – a hiring hub for more than 3,000 employers, no less. If you are looking for a social media or marketing job in the digital space, you might want to check it out regularly.

Enjoy!

*Image courtesy of Threadless.

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Yahoo! Tops Google for Web Traffic

Yahoo beats GoogleWow. I’d never thought I’d get to type this in 2013: Yahoo! has ousted Google to become the number 1 source of US web traffic.

The comScore Top 50 US Web Properties report for July 2013 reveals that Yahoo! owned sites attracted more unique visitors than any other networks, including Google. The numbers are pretty close – Yahoo! traffic only beat Google traffic by less than 300,000 visits, but this win is a significant one for Yahoo!, given they haven’t been at the number #1 spot since 2008, according to Greg Sterling.

You might think these numbers were influenced by Yahoo!’s recent purchase of Tumblr, however Tumblr is ranked separately in the report, way down at position #28. Which makes me think that the hard work put in by Marissa Mayer and her new management team over the past 12 months is finally starting to gain traction.

It must be a sweet victory for ex-Google executive Mayer, who took over the top job when Yahoo! was in crisis – struggling from years of poor leadership and financial mismanagement. Despite an overall revenue dip of 7 percent compared with this time last year, Yahoo!’s latest financial figures reveal solid income growth for the past quarter – up 150 percent on the previous year.

The upshot of this for webmasters is: you simply CANNOT continue to put all your eggs in the Google basket. I say this until I’m blue in the face: Google is NOT the Internet. Both Yahoo! and Bing are major players in the search industry with the potential to provide as much – or in Yahoo!’s case, more – traffic than Google.

If traffic from Google dominates your site stats, take action now:

  • Optimize your sites with ALL the search engines in mind. Learn what content / tag structure ranks well on Yahoo! and Bing. Optimize your pages accordingly.
  • Study your analytics and learn what keywords convert better on Yahoo! and Bing. Better optimize your content for those keywords.
  • Observe how much traffic you get from Yahoo! and Yahoo! partner sites. Compare conversion rates for this traffic with the traffic you get from Google and other sources.
  • If you haven’t already established a Bing Ads account, create one and start experimenting with paid advertising on the Bing and Yahoo! networks.
  • Verify your web site/s via Bing Webmaster Tools and start observing your site performance via that account.
  • To encourage indexing, upload your XML sitemap to Bing and Yahoo! via Webmaster Tools and keep it up to date.
  • Monitor your performance in all search engines to reduce your reliance on Google traffic.

Taking action now will mean that you’ll be one step ahead of your competitors and more importantly, if your Google rankings suddenly plummet – *cough* Panda, Penguin *cough* – you’ll have traffic from other sources to catch your fall.

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