The Digital Marketing Handbook: Deliver Powerful Digital Campaigns

Cover
Contents
About the author
01 How this book works
	Top tips
	Case studies
	Platform recommendations
	What to watch
	Step by step
02 Building a high-converting, beautiful website
	Step one: Before you begin
	Step two: Design
	Step three: Information architecture
	Step four: Build
	Summary
	Platform recommendations
03 Optimizing your website to deliver top SEO results
	What you need to know
	SEO research and planning
	Technical SEO
	Content SEO
	Link strategy
	Reporting
	Platform recommendations
04 Managing paid search for cost-effective results
	Quality score
	Account structure
	Keywords
	Match types
	Bidding strategy
	Audiences
	Landing pages
	Ads
	Linked accounts
	Reporting
05 Running display advertising that delivers brand value
	Step one: Before you start
	Step two: Create amazing ads
	Step three: Keywords and targeting
	Step four: Track, evaluate and optimize
	References
	Bibliography
06 Managing affiliates and partnerships to deliver highly targeted leads
	Step one: Set objectives
	Step two: Select network
	Step three: Determine structure and payment terms
	Step four: Determine programme rules
	Step five: Collate marketing assets
	Step six: Track, manage and optimize
	References
07 Creating content that excites, informs and converts
	Why invest in content marketing?
	Step one: Set multiple goals
	Step two: Determine your KPIs
	Step three: Define your personas or avatars
	Step four: Understand content types and what they can achieve
	Step five: Choose your content channels
	Step six: Keyword research and topic selection
	Step seven: Set up your content marketing calendar
	Step eight: Create and post the content
	Step nine: Analyse and measure results
	References
	Bibliography
08 Delivering organic and paid social media that grows your brand
	Organic and paid marketing
	Social media best practices
	Strategy and analytics
	Content creative guidelines
	Influencer marketing
	Facebook
	Instagram
	WhatsApp, Snapchat and Messenger
	TikTok
	Twitter
	YouTube
	Pinterest
	LinkedIn
	Reddit and Quora
	Chinese social media networks
	References
	Bibliography
09 Using analytics to interpret and optimize your results to maximize performance
	Step one: Before you start
	Step two: Get to grips with your dashboards
	Step three: Turn insights into action
	References
	Bibliography
10 Automating your email and CRM plans to deliver compelling digital communications
	Advantages of CRM and marketing automation
	Step one: Data migration
	Step two: CRM automation
	Step three: Automated marketing and email
	Step four: Tracking and analysis
	References
	Bibliography
11 Using e-commerce and retail partners to scale your merchandizing
	Benefits of e-commerce
	Retail partnerships
	Step one: Selecting the right product
	Step two: Setting up an e-commerce store
	Step three: Manufacturing, packaging and shipping
	Step four: E-commerce customer service
	Step five: Launching an e-commerce store
	Step six: Scaling your business
	Step seven: Retail partnerships
	References
12 Providing customer service that delivers high review scores and builds loyalty
	Introduction
	Step one: Understanding customer expectations
	Step two: Identify customer service challenges
	Step three: Identify and set up customer service channels
	Step four: Plan corrective actions
	References
Index