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Digital Marketing For Dummies

Ryan Deiss, Russ Henneberry

ISBN: 9788126567010

368 pages

INR 699

Description

Discover how to expand the reach of your brand, acquire and monetize customers, and increase audience engagement with the proven digital marketing strategy and tactics found in this comprehensive guide. Learn how to determine the best product and market fit for your business, measure what your traffic is worth from any source, and offer an effective lead magnet to convert visitors. Use these tools, and more, to change the relationship from prospect to loyal customer.

Introduction

About This Book  

Foolish Assumptions  

Icons Used in This Book  

Beyond the Book  

Where to Go from Here

 

Part 1: Getting Started with Digital Marketing

Chapter 1: Understanding the Customer Journey

  • Creating a Customer Avatar
  • What to include in your customer avatar
  • Introducing Agency Eric: A customer avatar example
  • Getting clear on goals and values
  • Finding sources of information and entertainment
  • Honing in on demographics
  • Adding challenges and pain points
  • Preparing for objections
  • Getting Clear on the Value You Provide
  • Knowing the Stages of the Customer Journey
  • Step 1: Generating awareness
  • Step 2: Driving engagement
  • Step 3: Building subscribers
  • Step 4: Increasing conversions
  • Step 5: Building excitement
  • Step 6: Making the core offer sale and more
  • Step 7: Developing brand advocates
  • Step 8: Growing brand promoters
  • Preparing Your Customer Journey Road Map

 

Chapter 2: Choosing the Right Marketing Campaign

  • Establishing Marketing Objectives
  • Defining a Digital Marketing Campaign
  • Understanding the Three Major Types of Campaigns
  • Campaigns that generate new leads and customers
  • Campaigns that monetize existing leads and customers
  • Campaigns that build engagement
  • Balancing Your Marketing Campaign Calendar
  • Choosing the Campaign You Need Now
  • Viewing Your Digital Marketing through the Campaign Lens

 

Chapter 3: Crafting Winning Offers

  • Offering Value in Advance
  • Designing an Ungated Offer
  • Designing a Gated Offer
  • Zeroing in on what matters
  • Making a specific promise
  • Giving a specific example
  • Offering a specific shortcut
  • Answering a specific question
  • Delivering a specific discount
  • Generating leads with educational content
  • Generating leads with tools
  • Filling out the gated offer checklist
  • Designing Deep-Discount Offers
  • Using physical premiums
  • Employing a book
  • Leveraging the webinar
  • Selling software
  • Splintering a service
  • Brainstorming "little victories" to offer your leads
  • Filling out the deep-discount offer checklist
  • Discovering your deep-discount offer
  • Maximizing Profit
  • Making an upsell or cross-sell offer
  • Building bundles and kits
  • Tacking on a slack adjuster
  • Recurring billing

 

Part 2: Using Content to Generate Fans, Followers, and Customers

Chapter 4: Pursuing Content Marketing Perfection

  • Knowing the Dynamics of Content Marketing
  • Finding Your Path to Perfect Content Marketing
  • Understanding the marketing funnel
  • Exploring the prospect's intent
  • Providing a path to the next step
  • Segmenting your marketing with content
  • Appearing everywhere your customer expects
  • Customizing your content
  • Executing Perfect Content Marketing
  • Step 1: Choosing avatars
  • Step 2: Brainstorming content assets
  • Step 3: Choosing the vehicle and channel
  • Step 4: Planning for ascension
  • Distributing Content to Attract an Audience
  • Marketing through email
  • Capturing leads through search marketing
  • Using social media to drive traffic to your site
  • Paying for traffic

 

Chapter 5: Blogging for Business

  • Establishing a Blog Publishing Process
  • Brainstorming blog post ideas
  • Establishing content segments
  • Working with content creators
  • Editing the first draft
  • Copyediting the post
  • Applying Blog Headline Formulas
  • Tapping into self-interest
  • Piquing curiosity
  • Employing urgency and scarcity
  • Issuing a warning
  • Borrowing authority
  • Revealing the new
  • Auditing a Blog Post
  • Presents an exceptional headline
  • Includes a strong introduction
  • Offers easy-to-consume content
  • Satisfies your goal
  • Includes quality media
  • Provides a compelling close
  • Uses search engine optimization
  • Categorizes your topics
  • Completely delivers on the promise
  • Keeps professional consistency

 

Chapter 6: Taking Stock of 57 Blog Post Ideas

  • Defeating Writer's Block
  • Writing useful content
  • Being generous
  • Entertaining the masses
  • Capitalizing on the timely
  • Showing your humanity
  • Getting promotional
  • Stirring the pot
  • Engaging the audience
  • Multiplying your blog ideas
  • Creating Stellar Content without All the Fuss
  • Curating and aggregating content
  • Reacting to popular content
  • Crowdsourcing content

 

Part 3: Generating Website Traffic

Chapter 7: Building High-Converting Landing Pages

  • Exploring the Types of Landing Pages
  • Creating a Lead Capture Page
  • Creating a Sales Page
  • Writing a sales letter
  • Understanding the elements of a product detail page
  • Grading a Landing Page

 

Chapter 8: Capturing Traffic with Search Marketing

  • Knowing the Three Key Players in Search Marketing
  • Understanding searchers' needs
  • Knowing what search engines want
  • Targeting Search Queries
  • Defining a search query
  • Choosing the right queries to target
  • Satisfying searchers
  • Optimizing Your Assets for Specific Channels
  • Optimizing for Google
  • Optimizing for YouTube
  • Optimizing for Pinterest
  • Optimizing for Amazon
  • Optimizing for iTunes
  • Optimizing for review sites
  • Optimizing for search engine robots
  • Earning Links
  • Step 1: Cross-link your own content
  • Step 2: Study your competitors' links
  • Step 3: Create generous content
  • Step 4: Create content worthy of a link
  • Step 5: Publish primary research
  • Step 6: Keep up with the news

 

Chapter 9: Leveraging the Social Web

  • The Social Success Cycle
  • Listening to the Social Web
  • Choosing a social listening tool
  • Planning to listen
  • Listening without paid tools
  • Utilizing the feedback loop
  • Handling customer service issues
  • Influencing and Building Brand Authority
  • Growing your social following
  • Bouncing followers
  • Keeping your content interesting
  • Socializing blog content
  • Networking That Moves the Needle
  • Tapping into niche media
  • Reaching niche media
  • Networking by topic
  • Creating a social media "short list"
  • Flipping the script on media outreach
  • Staying compliant with the law
  • Selling on Social Channels
  • Leading with value
  • Designing "value first" offers
  • Avoiding Social Media Mistakes
  • Knowing When to Automate

 

Chapter 10: Tapping into Paid Traffic

  • Visiting the Traffic Store
  • Understanding Traffic Temperature
  • Choosing the Right Traffic Platform
  • Introducing the Big Six traffic platforms
  • Setting up Boomerang Traffic
  • Defining ad retargeting
  • Setting cookies and pixels
  • Segmenting with content
  • Troubleshooting Paid Traffic Campaigns
  • Strengthening your offer
  • Tweaking your targeting
  • Scrutinizing your ad copy and creative
  • Checking the congruency of your campaign

 

Chapter 11: Following Up with Email Marketing

  • Understanding Marketing Emails
  • Promotional emails
  • Relational emails
  • Transactional emails
  • Sending Broadcast and Triggered Emails
  • Broadcast emails
  • Triggered emails
  • Building a Promotional Calendar
  • Cataloging your products and services
  • Creating an annual promotional plan
  • Developing a marketing plan
  • Creating a 30-day calendar
  • Creating a 90-day rolling calendar
  • Creating Email Campaigns
  • Indoctrination campaigns
  • Engagement campaigns
  • Ascension campaigns
  • Segmentation campaigns
  • Reengagement campaigns
  • Writing and Designing Effective Emails
  • Harvesting proven email copy
  • Answering four questions
  • Knowing why people buy
  • Writing effective email subject lines
  • Writing body copy
  • Cuing the Click
  • Getting More Clicks and Opens
  • Ensuring Email Deliverability
  • Monitoring your reputation
  • Proving subscriber engagement

 

Part 4: Measuring, Analyzing, and Optimizing Campaigns

Chapter 12: Crunching Numbers: Running a Data-Driven Business

  • Leveraging the Five Google Analytics Report Suites
  • Understanding Where Your Traffic Is Coming From
  • Tracking the Origins of Site Visitors
  • Campaign source (utm_source)
  • Campaign medium (utm_medium)
  • Campaign content (utm_content)
  • Campaign name (utm_campaign)
  • Dissecting a UTM
  • Creating UTM parameters for your URLs
  • Creating Goals to See Who's Taking Action
  • Segmenting Your Audience with Google Analytics
  • Creating audience segments
  • Honing In on Your Audience
  • Drilling into demographics
  • Drilling into psychographics
  • Putting It All Together

 

Chapter 13: Optimizing Your Campaigns for Maximum ROI

  • Understanding Split Testing
  • Obtaining the tools you need to run split tests
  • Following the split test guidelines
  • Selecting Page Elements to Optimize
  • Considering qualitative data
  • Using qualitative tools
  • Getting Ready to Test
  • Developing an optimization hypothesis
  • Choosing the metrics to track
  • Calculating your test timeline
  • Preparing to Launch
  • Defining goals in Google Analytics
  • Checking that your page renders correctly in all browsers
  • Ensuring that you have no testing conflicts
  • Checking links
  • Keeping variation load times similar or identical
  • Calling a Test
  • Knowing How a Test Performed
  • Analyzing the Test

 

Part 5: The Part of Tens

Chapter 14: The Ten Most Common Digital Marketing Mistakes

  • Focusing on Eyeballs Instead of Offers
  • Failing to Talk about Your Customers (and Their Problems)
  • Asking Prospects for Too Much, Too Soon
  • Being Unwilling to Pay for Traffic
  • Being Product Centric
  • Tracking the Wrong Metrics
  • Building Assets on Other People's Land
  • Focusing on Your Content's Quantity Instead of Quality
  • Not Aligning Marketing Goals with Sales Goals
  • Allowing "Shiny Objects" to Distract You

 

Chapter 15: Ten Trending Digital Marketing Skills to Add to Your Resume

  • Content Marketing
  • Brand journalist
  • Managing editor
  • Content marketing manager
  • Media Buying and Traffic Acquisition
  • Search Marketing
  • Social Media Marketing
  • Community Management
  • Video Marketing and Production
  • Video production specialist
  • Video marketing manager
  • Web Design and Development
  • Front-end developer
  • Back-end developer
  • Email Marketing
  • Direct-response copywriter
  • Email marketing analyst 298
  • Data Analysis
  • Data analyst
  • Data engineer
  • Data scientist
  • Testing and Optimization

 

Chapter 16: Ten Essential Tools for Digital Marketing Success

  • Building a Website
  • WordPress.org
  • Shopify
  • Hosting a Website
  • WP Engine
  • Rackspace
  • Choosing Email Marketing Software
  • Maropost
  • AWeber
  • Klaviyo
  • Considering Customer Relationship Management (CRM) Software
  • Infusionsoft
  • Salesforce
  • Adding a Payment Solution
  • Stripe
  • Square
  • Using Landing Page Software
  • Instapage
  • Unbounce
  • Sourcing and Editing Images
  • Canva
  • SnagIt
  • Pixlr Express
  • Managing Social Media
  • Hootsuite Pro
  • Edgar
  • Mention
  • Measuring Your Performance: Data and Analytics
  • Google Analytics
  • Google Data Studio
  • Index