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Digital Marketing for Dummies
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Table of Contents

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

About the Author

Ryan Deiss is Founder/CEO of DigitalMarketer.com. His pioneering digital marketing strategies have been directly responsible for hundreds of millions of dollars in online sales. Russ Henneberry is Director of Editorial at DigitalMarketer.com. His team generates thousands of leads and sales per month by executing "full funnel" content strategies.

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