There’s no substitute for hands-on
experience when it comes to online marketing but if you want to really rise
above the competition, you’ll devote some time to reading insights from the
I often tweet and share blog posts that have inspired or informed me, and now I want to highlight some of the books I think are most helpful and accessible.
So here they are, the 12 top books I
think every online marketer should take the time to read:
50 Ways to Make Google Love
Your Website (by Steve Johnston and Liam McGee)
This accessible book sets out practical and achievable steps that every website
can take in order to boost its traffic by earning Google love.
It’s not overly simplified or overly
complicated, but instead looks at the important SEO strategy issues, helping you understand Google works and how to optimise a site in order to achieve great results.
The New Community Rules:
Marketing On The Social Web (Tamar Weinberg)
Marketing through social media is hard
to get right and all too easy to get wrong, but this book shows you the best
ways to connect
with potential customers through blogs, forums and networking sites –
while outlining the pitfalls and how to avoid them.
result is an insightful and useful guide to the tricky world of social
Getting Things Done: How to
Achieve Stress-free Productivity (David Allen)
Online marketers have many different
threads to keep track of and it can be overwhelming, which is why I recommend
this GTD book for
boosting productivity. It’s far removed from a tacky self-help book, in fact,
it’s a fun and practical guide to setting priorities and keeping on top of the
minutiae of modern life.
written about this in
more detail in the past, but it really is a great way to ensure you
focus on the important tasks and bigger picture.
Winning Results with Google
AdWords (Andrew Goodman)
Anyone can advertise on Google, but if
you want to advertise well and achieve the best returns possible,
then this guide to running a profitable AdWords
campaign is a must-read.
It’s far more than a guide to the
basics, it takes the reader through some of the really advanced tactics for
paid search success.
Trust Agents: Using the Web
to Build Influence, Improve Reputation, and Earn Trust (Julien Smith and Chris Brogan)
Every internet marketer wants to win the
trust of the online audience in order to build brand influence, whatever
they’re trying to sell, from footballs to political reform. This book gives an excellent account of how
you can tap into the power of social networks to enhance your business success.
Importantly, it highlights case studies
too, so that you can see where other businesses have successfully used the
techniques it outlines, making it a really valuable addition to any marketer’s
The Art of SEO (Jessie Stricchiola, Rand Fishkin, Stephan Spencer and Eric Enge)
If you want a practical guide to some
of the more technical
fundamentals of search engine optimisation then this is a very good place
to start. Rather than just laying out instructions, this book also explains the
theory behind the tactics, meaning you get a rounded industry education.
There are even tips on building a
competent SEO team, so it’s also a handy guide for a business owner looking to
understand the area before hiring an in-house team.
Web Analytics 2.0: The Art of
Online Accountability and Science of Customer Centricity (Avinash Kaushik)
This book will give you practical recommendations
for analysing your data and then using it to measure the
success of multi-channel campaigns or social media activity.
It also outlines ways you can use your
data to experiment and rapidly upgrade your online marketing.
Landing Page Optimization:
The Definitive Guide to Testing and Tuning for Conversions (Tim Ash)
It’s all too easy to neglect the basics
but this book will make you sit up and recognise the power
of your landing pages when it comes to converting – or losing –
You’ll find it helps you uncover
problems with your pages you didn’t realise were costing you money.
ProBlogger: Secrets for
Blogging Your Way to a Six-Figure Income (Darren Rowse and Chris Garrett)
Although it’s predominantly aimed at
would-be professional bloggers, this is also a valuable resource for anyone
aiming to build a successful blog on their corporate site.
It’s a beginner’s guide, but there is
so much information in this book that most bloggers and marketers will have something
The Dip: The Extraordinary
Benefits of Knowing When to Quit (and When to Stick) (Seth Godin)
I wish I’d had this when I was first
starting out as an entrepreneur. It’s only a short book
but it makes you recognise when an idea is going nowhere and when you’re
struggling to achieve something that is genuinely worthwhile.
Motivational but pragmatic, this will
help anyone trying to succeed in the challenging online world.
The Longer Long Tail: How
Endless Choice is Creating Unlimited Demand (Chris Anderson)
People seem to love or hate this book,
but I personally think it’s a really useful guide to a challenging area of search
engine marketing – targeting the long tail
efficiently and effectively.
The way consumers behave is changing
and this is a useful guide to staying ahead of the game.
The Presentation Secrets of
Steve Jobs: How to Be Insanely Great in Front of Any Audience (Carmine Gallo)
Whether you’re a successful online
marketer being called upon to speak at industry conferences or a new search
exec having to present your strategy to your bosses, you will take something
from this book.
Steve Jobs is legendary but this guide
will show you the public
speaking theory behind his success and equip you with the skills you
need to give some memorable performances of your own.