Outcome-Based Marketing: New Rules for Marketing on the Web [Paperback]

John D. Leavy (Author)

Book Description

Publication Date: June 1, 2011

With the support of illustrations, examples, case studies and downloadable resources and tools, learn how to zero in on your online marketing goals, choose the best marketing tactics, and integrate timeless and new media techniques and more— and how to immediately implement them. From developing compelling content and discovering where to reach prospects on the web to leveraging social media and turning potential clients into paying customers, this action-packed guide covers it all.

Leavy also takes you beyond your online efforts, and discloses the top business and marketing components that should be tracked and identifies common issues and solutions that most businesses face while implementing their online marketing plans.

Editorial Reviews

Review

“John Leavy’s masterful Outcome-Based Marketing is the most complete and accurate guide I’ve
ever read about succeeding on the Internet without making silly and common errors.
I simply cannot imagine finding the pot of gold offered online without John’s superb information serving as your compass and guide.”
—Jay Conrad Levinson, The Father of Guerrilla Marketing, Author, Guerrilla Marketing series

“By the time you get down to chapters 20-ish through 25 or so, you’ll have to cancel your cable subscription. Leavy has you doing a ton of stuff that is going to blow your business up, whether you’re still working for The Man, or whether you’re going to do this for yourself.”
—Chris Brogan, President of Human Business Works and co-author of New York Times bestseller Trust Agents

“Outcome-Based Marketing is the breakthrough book on how to sell more, faster and easier, on the internet, against any competition.”
—Brian Tracy, Author, The Psychology Of Selling

“It’s not often you read a book that is focused on results. Too often, marketing, communication, and everything in between is seen as an expense. But John Leavy’s tools help you take your efforts
from the expense line on your P&L to the investment line on your balance sheet. It’s a must-read for anyone using the web to grow their business.”
—Gini Dietrich, Chief Executive Officer of Arment Dietrich, Inc., and author, Spin Sucks

From the Back Cover

Market. Succeed. Repeat.

Can you measure the progress of your online campaigns in finite numbers? What percentage of your website traffic is converted into sales? What is your cost-per-conversion rate? If you don’t already know the answers to these questions, don’t worry—you will.

Internet strategist John D. Leavy challenges you to take a new approach to your online marketing—shifting from doing more, to doing more of what works. Using Leavy’s outcome-based strategies, learn how to create dynamic marketing campaigns integrating metrics and milestones for continuous success. Leavy invites you to uncover the absolutes behind building massive online awareness, attracting your target audience, and capturing online sales.

See all Editorial Reviews

Product Details

• Paperback: 360 pages
• Publisher: Entrepreneur Press; 1 edition (June 1, 2011)
• Language: English
• ISBN-10: 1599184184
• ISBN-13: 978-1599184180
• Product Dimensions: 5.9 x 0.8 x 8.9 inches
• Shipping Weight: 1.1 pounds
• Average Customer Review: 4.7 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #1,055,379 in Books (See Top 100 in Books)

Most Helpful Customer Reviews

3 of 3 people found the following review helpful

5.0 out of 5 stars The most bang-for-the-buck for your Internet marketing dollar September 10, 2011

By William R. Petro

Format:Paperback|Amazon Verified Purchase

John is one of the most savvy marketers I know. His sage advice is field focused and road tested. He's been in the trenches of both technical marketing as well as years of helping small business find the on-ramp to using the Internet to gain visibility for their brand and products.

The approach of this book is comprehensive yet modular -- you don't have to read through the whole book to begin to get value from what you've learned from each section. John breaks it out into easy-to-consume "chunks" that teach you not only the concepts of Internet marketing, but also the principles of why you do these things. Then he takes you through the how of implementing. The book is particularly well arranged with helpful navigational tools to let you know where you are and summary comments at the end of each section to reinforce what you've learned.

Starting with strategic thinking, he outlines the tactical action items necessary to reach the goals that a company has set. He addresses the different roles in an organization, and how each one manages or contributes to the marketing effort.

But the big payoff is how John explains the use of the major social platforms. He discusses the "rules of the road" for each of them -- LinkedIn, Facebook, Twitter... even Foursquare -- how each is unique, addressing different user populations, use cases, and target audiences. He separates the fact from the fad. And he keeps you out of trouble by explaining the special "Netiquette" of each.

John's particular expertise is SEO, Search Engine Optimization, and I know of no one who is better at doing it. He's been helping companies for years raise their visibility on the Internet, and getting them the most bang for the buck from their web advertising dollar....

This is a uniquely valuable book for any company to either start their online marketing efforts, or to a help a company that is already "on line" to step up their game to leverage latest social networks and platforms to expand their web presence. Read more ›

3 of 3 people found the following review helpful

5.0 out of 5 stars A Very Solid Mix of Effective Strategy and Tactics August 29, 2011

By MyronB

Format:Paperback

Outcome-Based Marketing is a great mix of strategy and practical, actionable tactics for marketing on the web. This book does a great job of presenting the high level strategies necessary to create "closable opportunities" to drive revenue by applying highly effective marketing tactics via the web.

Many web marketing books talk about the latest trend, an innovative idea, or deep dive into a few tactics as if they will be a panacea for better web marketing. However this book takes a practical approach, presenting a given strategy, why it's important, and then offering numerous sensible resources and tactics to achieve results. I continue use it as a reference for its checklists, online tools, and other resources.

It's a good read and a great reference for business owners and marketing staff.

2 of 2 people found the following review helpful

4.0 out of 5 stars Measure Your Marketing Efforts December 14, 2011

By Arment Dietrich

Format:Paperback

The web, from a social perspective, is the wild, wild west. Everyone is an expert, guru, wizard, or ninja because they have a Twitter account and a keyboard. It's rare you find someone who has web experience and can marry it with business expertise.

John Leavy has both and, in Outcome-Based Marketing, he teaches you what is important to measure, why it's important, and how to execute in order to succeed. Fortunately, success means higher revenue and higher profits, two things most web gurus don't understand.

If you need a roadmap for creating your marketing strategy that includes the web, this book is all you'll need.

2 of 2 people found the following review helpful

4.0 out of 5 stars Practical and Powerful - John Leavy hits a home run... August 26, 2011

By Jeff McLinden

Format:Paperback

"Outcome Based Marketing: New Rules for Marketing on the Web" isn't your "sit back with a book" kind of fare. Rather, John Leavy takes the reader on an intense, inside look at the strategies NEEDED to succeed in marketing any business on the web. Filled with practical insights and ideas, Leavy also provides many powerful tools for organizing and implementing a complete marketing plan designed to increase exposure to, and profits from, your desired target audiences. A solid and worthwhile read for business owners or marketing staff.

1 of 1 people found the following review helpful

5.0 out of 5 stars I keep coming back... November 8, 2011

By Dr. Joey Faucette

Format:Paperback

Every now and again, I invest in a book that I read, put on my shelf...and then return to time and again. This book is one of them.

I keep coming back to John Leavy's OUTCOME-BASED MARKETING for one more tip...or one more tool...or one more technique.

Like Chris Brogan says in the foreword, John makes me tired. This book has more to-do lists for marketing my business than I can possibly remember or do in a first read. It's like a Marketing Wikipedia...only every page is true! It works! I know because I'm doing what John says...and I'm tired...but so much more effective than when I started.

Want to build a stronger web presence? It's in there.

Got something to say in a blog or pod/video cast? It's in there.

Going social? Yup, it's in there.

And just in case you want to make more money from your business than you spend marketing it, it's in there.

That's why the title is so apt--your marketing is directly correlated to your preferred outcome, i.e., making money using the most efficient marketing pathways possible.

Thank you John Leavy for writing a book on marketing that I can understand and use with integrity.

My copy of OUTCOME-BASED MARKETING is already dog-eared and the spine is broken from constant usage.

Guess it's time for another one...but first let me get my strength back before I order another one...