Bobette Kyle's exhaustively researched book, How Much for Just
the Spider? Strategic Web Site Marketing for Small-Budget
Businesses is not for dabblers. It's for people who mean serious
marketing business. Reading this book, one feels as if one has
been placed in the hands of an expert supreme. One actually
trembles at the wealth of information.
The strategies are many but they share a common denominator: they
are marketing strategies that use the old tried and true
marketing knowledge for the cyber-age. Arranged in self-contained
information-packed chapters, these strategies show the reader the
important aspects of websites, how to develop and implement them,
how to deal with customer and company data, promotion and
targeting, advertisements, search engines and newsletters. She
even writes about offline tactics.
Each chapter is further divided into categories and sub-categories, and each chapter has a list of resources and websites
-- arranged by cost -- that correspond to the strategy discussed in
that chapter. For instance, the Public Relations chapter has the
following categories: Message Boards, Press Releases, Leveraging
Expertise. And these categories are also helpfully divided.
Message Boards is further divided into rules for message boards.
One of the sub-categories of Press Releases shows the reader how
to make a press release.
How Much for Just the Spider? Strategic Web Site Marketing for
Small-Budget Businesses is a whopping 232 pages tour-de-force.
The strategies inside it will turn a non-performing website into
a true marketing tool. Kyle is not a motivator; she does not
attempt to prove the importance of web-advertising. Nor is this
book like those humor-filled "Dummies" books. Kyle means business
and her marketing insights will enlighten readers who know little
about either marketing or websites. Small business who cannot
afford expensive internet consultants would do well to buy this
book. And certainly, the average consultant doesn't know or
wouldn't share-- half of what Kyle does in this excellent
Strategic marketing books are often challenging. The reader can
commit to all the knowledge printed before them. Or they can
pick and choose and work on different aspects of the strategy.
The website designer and small business company would do well to
follow the guidance Kyle pours forth. This author has done her
homework -and everyone else's. But the picker and chooser will
also find the book useful. This excellent book, which also comes
in PDF Ebook format, is highly recommended. One of the year's
best business books.