Digital Marketing For Dummies, 2nd Edition

Title Page
Copyright Page
Table of Contents
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
		Optimizing the Customer Journey
		Avoiding an Optimization Mistake
	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
			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
			Developing a style guide
			Determine grammar and punctuation rules
			Document editorial process
			Document brand voice
			Determine additional sections
			Create formal documentation
			Distribute style guide
	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 65 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
		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
		Social Channels
		Facebook
		Instagram
		LinkedIn
		Twitter
		The Social Success Cycle
		Listening to the Social Web
			Listening by channel
			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
			Influencing by channel
			Growing your social following
			Increasing frequency
			Keeping your content interesting
			Socializing blog content
		Networking That Moves the Needle
			Networking by channel
			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
			Selling by channel
			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 Follow-Up Emails
			Broadcast emails
			Follow-up 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
		List Hygiene
			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 Positions
			Brand journalist
			Managing editor
			Content marketing manager
		Paid Media Manager
		Search Engine Optimization (SEO) Manager
		Social Media Marketing
		Community Management
		Video Marketing and Production Positions
			Video production specialist
			Video marketing manager
		Web Design and Development Positions
			Front-end developer
			Back-end developer
			Direct-response copywriter
			Email marketing analyst
		Data Analysis Positions
			Data analyst
			Testing and optimization specialist
	Chapter 16 Ten Essential Tools for Digital Marketing Success
		Building a Website
			WordPress.org
			Joomla
			Drupal
			BigCommerce
			Shopify
		Hosting a Website
			WP Engine
			HostGator
			A2 Hosting
			Rackspace
		Choosing Email Marketing Software
			Constant Contact
			AWeber
			Mailchimp
		Considering Customer Relationship Management (CRM) Software
			Keap
			Salesforce
			HubSpot
			Zoho CRM
		Adding a Payment Solution
			Stripe
			Square
			PayPal
			Adyen
		Using Landing Page Software
			Instapage
			Leadpages
			Unbounce
			HubSpot
		Sourcing and Editing Images
			Canva
			SnagIt
		Managing Social Media
			Hootsuite
			Meet Edgar
			Mention
		Measuring Your Performance: Data and Analytics
			Google Analytics
			Google Data Studio
			Google Tag Manager
		Optimizing Your Marketing
			Visual Website Optimizer
			Optimizely
			TruConversion
Index
EULA