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Full Description
Does your digital marketing pack a punch? Written with the marketer's best interests in mind, this friendly, down-to-earth guide shows you how to use proven digital marketing strategies and tactics to expand the reach of your brand, increase audience engagement, and acquire and monetize customers. From current best practices in SEO and SEM to the latest ways to effectively use content marketing and influencer marketing and everything in between Digital Marketing For Dummies helps you get the most out of all your digital marketing efforts. What worked in digital marketing just a few years ago is quickly losing relevance as electronic platforms and the people who use them continue to evolve. So how do you keep afloat in this fast-paced and ultra-competitive environment? Don't sweat it! Digital Marketing For Dummies takes the guesswork out of marketing in the digital age, offering the latest tips and techniques for utilizing technology to get your product or services out to the masses. Whether you're looking to craft a killer campaign from scratch or just want to beef up your social media presence, you'll find everything you need to meet your business goals and boost your bottom line.* Develop an individually tailored digital marketing campaign * Offer an effective lead magnet to convert visitors * Keep your audience invested in your brand, products, and services * Create a return path with frequent and strategic communication with your customers If you're ready to benefit from the latest and greatest digital marketing has to offer, this no-nonsense guide sets you up for success.
Contents
Introduction 1About This Book 1Foolish Assumptions 2Icons Used in This Book 2Beyond the Book 3Where to Go from Here 4Part 1: Getting Started with Digital Marketing 5Chapter 1: Understanding the Customer Journey 7Creating a Customer Avatar 8What to include in your customer avatar 9Introducing Agency Eric: A customer avatar example 10Getting clear on goals and values 11Finding sources of information and entertainment 12Honing in on demographics 12Adding challenges and pain points 13Preparing for objections 14Getting Clear on the Value You Provide 14Knowing the Stages of the Customer Journey 16Step 1: Generating awareness 16Step 2: Driving engagement 17Step 3: Building subscribers 18Step 4: Increasing conversions 19Step 5: Building excitement 20Step 6: Making the core offer sale and more 21Step 7: Developing brand advocates 22Step 8: Growing brand promoters 22Preparing Your Customer Journey Road Map 23Chapter 2: Choosing the Right Marketing Campaign 25Establishing Marketing Objectives 26Defining a Digital Marketing Campaign 27Understanding the Three Major Types of Campaigns 30Campaigns that generate new leads and customers 30Campaigns that monetize existing leads and customers 32Campaigns that build engagement 33Balancing Your Marketing Campaign Calendar 35Choosing the Campaign You Need Now 35Viewing Your Digital Marketing through the Campaign Lens 36Chapter 3: Crafting Winning Offers 37Offering Value in Advance 38Designing an Ungated Offer 39Designing a Gated Offer 40Zeroing in on what matters 41Making a specific promise 42Giving a specific example 42Offering a specific shortcut 43Answering a specific question 43Delivering a specific discount 43Generating leads with educational content 43Generating leads with tools 46Filling out the gated offer checklist 47Designing Deep-Discount Offers 50Using physical premiums 50Employing a book 51Leveraging the webinar 51Selling software 52Splintering a service 52Brainstorming "little victories" to offer your leads 53Filling out the deep-discount offer checklist 53Discovering your deep-discount offer 55Maximizing Profit 55Making an upsell or cross-sell offer 56Building bundles and kits 57Tacking on a slack adjuster 57Recurring billing 58Part 2: Using Content to Generate Fans, Followers, and Customers 59Chapter 4: Pursuing Content Marketing Perfection 61Knowing the Dynamics of Content Marketing 62Finding Your Path to Perfect Content Marketing 63Understanding the marketing funnel 64Exploring the prospect's intent 72Providing a path to the next step 73Segmenting your marketing with content 74Appearing everywhere your customer expects 75Customizing your content 76Executing Perfect Content Marketing 76Step 1: Choosing avatars 77Step 2: Brainstorming content assets 77Step 3: Choosing the vehicle and channel 78Step 4: Planning for ascension 78Distributing Content to Attract an Audience 78Marketing through email 79Capturing leads through search marketing 79Using social media to drive traffic to your site 79Paying for traffic 80Chapter 5: Blogging for Business 83Establishing a Blog Publishing Process 84Brainstorming blog post ideas 84Establishing content segments 87Working with content creators 88Editing the first draft 92Copyediting the post 92Applying Blog Headline Formulas 93Tapping into self-interest 93Piquing curiosity 93Employing urgency and scarcity 94Issuing a warning 94Borrowing authority 95Revealing the new 95Auditing a Blog Post 95Presents an exceptional headline 96Includes a strong introduction 97Offers easy-to-consume content 97Satisfies your goal 99Includes quality media 99Provides a compelling close 100Uses search engine optimization 100Categorizes your topics 101Completely delivers on the promise 101Keeps professional consistency 102Chapter 6: Taking Stock of 57 Blog Post Ideas 103Defeating Writer's Block 103Writing useful content 104Being generous 108Entertaining the masses 111Capitalizing on the timely 113Showing your humanity 113Getting promotional 115Stirring the pot 117Engaging the audience 118Multiplying your blog ideas 119Creating Stellar Content without All the Fuss 120Curating and aggregating content 120Reacting to popular content 122Crowdsourcing content 124Part 3: Generating Website Traffic 127Chapter 7: Building High-Converting Landing Pages 129Exploring the Types of Landing Pages 130Creating a Lead Capture Page 132Creating a Sales Page 132Writing a sales letter 135Understanding the elements of a product detail page 141Grading a Landing Page 144Chapter 8: Capturing Traffic with Search Marketing 147Knowing the Three Key Players in Search Marketing 148Understanding searchers' needs 148Knowing what search engines want 148Targeting Search Queries 150Defining a search query 151Choosing the right queries to target 153Satisfying searchers 155Optimizing Your Assets for Specific Channels 157Optimizing for Google 157Optimizing for YouTube 160Optimizing for Pinterest 162Optimizing for Amazon 164Optimizing for iTunes 165Optimizing for review sites 166Optimizing for search engine robots 167Earning Links 168Step 1: Cross-link your own content 168Step 2: Study your competitors' links 169Step 3: Create generous content 169Step 4: Create content worthy of a link 169Step 5: Publish primary research 169Step 6: Keep up with the news 170Chapter 9: Leveraging the Social Web 171The Social Success Cycle 172Listening to the Social Web 174Choosing a social listening tool 175Planning to listen 176Listening without paid tools 177Utilizing the feedback loop 178Handling customer service issues 180Influencing and Building Brand Authority 182Growing your social following 183Bouncing followers 183Keeping your content interesting 184Socializing blog content 184Networking That Moves the Needle 188Tapping into niche media 189Reaching niche media 189Networking by topic 190Creating a social media "short list" 190Flipping the script on media outreach 191Staying compliant with the law 192Selling on Social Channels 192Leading with value 192Designing "value first" offers 192Avoiding Social Media Mistakes 193Knowing When to Automate 194Chapter 10: Tapping into Paid Traffic 195Visiting the Traffic Store 196Understanding Traffic Temperature 196Choosing the Right Traffic Platform 198Introducing the Big Six traffic platforms 198Setting up Boomerang Traffic 213Defining ad retargeting 213Setting cookies and pixels 214Segmenting with content 214Troubleshooting Paid Traffic Campaigns 215Strengthening your offer 216Tweaking your targeting 216Scrutinizing your ad copy and creative 217Checking the congruency of your campaign 218Chapter 11: Following Up with Email Marketing 219Understanding Marketing Emails 220Promotional emails 220Relational emails 221Transactional emails 221Sending Broadcast and Triggered Emails 222Broadcast emails 222Triggered emails 223Building a Promotional Calendar 224Cataloging your products and services 224Creating an annual promotional plan 225Developing a marketing plan 226Creating a 30-day calendar 228Creating a 90-day rolling calendar 229Creating Email Campaigns 229Indoctrination campaigns 230Engagement campaigns 231Ascension campaigns 232Segmentation campaigns 232Reengagement campaigns 233Writing and Designing Effective Emails 234Harvesting proven email copy 234Answering four questions 235Knowing why people buy 235Writing effective email subject lines 236Writing body copy 237Cuing the Click 238Getting More Clicks and Opens 238Ensuring Email Deliverability 241Monitoring your reputation 242Proving subscriber engagement 242Part 4: Measuring, Analyzing, and Optimizing Campaigns 245Chapter 12: Crunching Numbers: Running a Data-Driven Business 247Leveraging the Five Google Analytics Report Suites 248Understanding Where Your Traffic Is Coming From 249Tracking the Origins of Site Visitors 250Campaign source (utm_source) 251Campaign medium (utm_medium) 251Campaign content (utm_content) 252Campaign name (utm_campaign) 252Dissecting a UTM 252Creating UTM parameters for your URLs 253Creating Goals to See Who's Taking Action 253Segmenting Your Audience with Google Analytics 256Creating audience segments 256Honing In on Your Audience 259Drilling into demographics 260Drilling into psychographics 262Putting It All Together 266Chapter 13: Optimizing Your Campaigns for Maximum ROI 267Understanding Split Testing 268Obtaining the tools you need to run split tests 268Following the split test guidelines 270Selecting Page Elements to Optimize 272Considering qualitative data 273Using qualitative tools 274Getting Ready to Test 274Developing an optimization hypothesis 275Choosing the metrics to track 275Calculating your test timeline 276Preparing to Launch 276Defining goals in Google Analytics 276Checking that your page renders correctly in all browsers 277Ensuring that you have no testing conflicts 277Checking links 277Keeping variation load times similar or identical 277Calling a Test 278Knowing How a Test Performed 278Analyzing the Test 279Part 5: The Part of Tens 281Chapter 14: The Ten Most Common Digital Marketing Mistakes 283Focusing on Eyeballs Instead of Offers 284Failing to Talk about Your Customers (and Their Problems) 284Asking Prospects for Too Much, Too Soon 285Being Unwilling to Pay for Traffic 285Being Product Centric 286Tracking the Wrong Metrics 286Building Assets on Other People's Land 287Focusing on Your Content's Quantity Instead of Quality 287Not Aligning Marketing Goals with Sales Goals 288Allowing "Shiny Objects" to Distract You 288Chapter 15: Ten Trending Digital Marketing Skills to Add to Your Resume 289Content Marketing 290Brand journalist 290Managing editor 291Content marketing manager 291Media Buying and Traffic Acquisition 291Search Marketing 292Social Media Marketing 293Community Management 294Video Marketing and Production 295Video production specialist 295Video marketing manager 296Web Design and Development 296Front-end developer 296Back-end developer 297Email Marketing 297Direct-response copywriter 298Email marketing analyst 298Data Analysis 298Data analyst 299Data engineer 299Data scientist 299Testing and Optimization 300Chapter 16: Ten Essential Tools for Digital Marketing Success 301Building a Website 301WordPress.org 302Shopify 302Hosting a Website 303WP Engine 303Rackspace 304Choosing Email Marketing Software 304Maropost 304AWeber 305Klaviyo 305Considering Customer Relationship Management (CRM) Software 305Infusionsoft 306Salesforce 306Adding a Payment Solution 306Stripe 307Square 307Using Landing Page Software 307Instapage 308Unbounce 308Sourcing and Editing Images 308Canva 309SnagIt 309Pixlr Express 309Managing Social Media 309Hootsuite Pro 310Edgar 310Mention 310Measuring Your Performance: Data and Analytics 310Google Analytics 311Google Data Studio 311Google Tag Manager 311Optimizing Your Marketing 311Visual Website Optimizer 312TruConversion 312Index 313
