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Full Description
Develop and refine your comprehensive online marketing plan
With more than 800 content-packed pages, Digital Marketing All-in-One For Dummies is the most comprehensive tool for marketers looking to beef up their online presence. In this edition, you'll learn the latest trends in digital marketing strategies, including brand new insight on how to incorporate artificial intelligence into your marketing plans. You'll also get the latest information on how to manage your customers' experiences, create exceptional marketing content, get help from influencers, and leverage social accounts for more followers and greater profits. With the help of this friendly Dummies guide, you'll accelerate your journey from traditional to digital marketing processes, uncover tips to prove ROI of marketing activities, and increase audience engagement.
Build and implement a winning digital plan for your brand
Learn how to establish an online presence with social media
Turn online prospects into loyal customers
Target consumers in any market segment and age bracket
Dig into the latest marketing advice as you provide your potential and existing customers the kind of personal experience you look for as a customer.
Contents
Introduction 1
Book 1: Creating Your Digital Marketing Strategy 5
Chapter 1: Developing Your Overall Digital Strategy 7
Chapter 2: Grabbing Your Customer's Attention 25
Chapter 3: Discovering Your Business Model and Brand 39
Chapter 4: Deciding which Marketing Campaign to Create 67
Chapter 5: Crafting Offers That Sell 81
Chapter 6: Planning B2B Campaign Success 103
Book 2: Understanding the Importance of the Customer Experience 119
Chapter 1: Interacting with Customer Data 121
Chapter 2: Uncovering Buyer Personas 131
Chapter 3: Structuring the Buyer's Journey 147
Chapter 4: Embracing Sales Enablement 165
Book 3: Marketing Using Artificial Intelligence (AI) 175
Chapter 1: Transforming Digital Marketing Using Artificial Intelligence 177
Chapter 2: Using AI Tools to Maximize Customer Reach and Service 195
Book 4: Dipping into Content Creation 221
Chapter 1: Creating Your Content Plan 223
Chapter 2: Reviewing Content Types 237
Chapter 3: Understanding the Customer's Intent 255
Chapter 4: Creating Content That Tells a Story 275
Chapter 5: Defining Your Content Framework Using Processes and Systems 285
Chapter 6: Targeting Content for Your B2B Audience 299
Book 5: Implementing Channel Promotions 323
Chapter 1: Identifying Paid, Earned, Shared, and Owned Media 325
Chapter 2: Using Search Marketing 339
Chapter 3: Using Social Bookmarks, News, and Share Buttons 363
Chapter 4: Considering Email Marketing 385
Book 6: Targeting Your Work with Influencers 411
Chapter 1: Communicating with Influencers 413
Chapter 2: Collaborating to Win 431
Chapter 3: Engaging Influencers Using the "Three Cs" 449
Chapter 4: Succeeding with Influencer Marketing 463
Chapter 5: Getting Creative 473
Chapter 6: Working with an Influencer Agency 481
Book 7: Meta/Facebook/Instagram Marketing 487
Chapter 1: Delving into Facebook Marketing 489
Chapter 2: Creating a Facebook Marketing Plan 511
Chapter 3: Advertising and Selling on Facebook 529
Chapter 4: Uniting Facebook with Other Social Media 541
Chapter 5: Getting into Instagram for Business Marketing 555
Chapter 6: Looking at Facebook Live 579
Book 8: Deploying Other Social Media 591
Chapter 1: Leveraging Social Media 593
Chapter 2: Working with Twitter 609
Chapter 3: Looking at YouTube 623
Chapter 4: Reviewing Pinterest 633
Chapter 5: Growing Your Business with TikTok 657
Chapter 6: Using Marketing Techniques on LinkedIn 681
Book 9: Analyzing Data for Success 697
Chapter 1: Looking Back at Your Business Model and Scaling your Brand 699
Chapter 2: Reassessing Your Strategy 715
Chapter 3: Reviewing Ongoing Improvement for B2B Marketing 723
Chapter 4: Achieving Maximum ROI 733
Index 743
