Description
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- Cover
- 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
- Getting Clear on the Value You Provide
- Knowing the Stages of the Customer Journey
- 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
- 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
- Designing Deep-Discount Offers
- Maximizing Profit
- 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
- Executing Perfect Content Marketing
- Distributing Content to Attract an Audience
- Chapter 5: Blogging for Business
- Establishing a Blog Publishing Process
- Applying Blog Headline Formulas
- Auditing a Blog Post
- Chapter 6: Taking Stock of 65 Blog Post Ideas
- Defeating Writer’s Block
- Creating Stellar Content without All the Fuss
- 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
- Grading a Landing Page
- Chapter 8: Capturing Traffic with Search Marketing
- Knowing the Three Key Players in Search Marketing
- Targeting Search Queries
- Optimizing Your Assets for Specific Channels
- Earning Links
- Chapter 9: Leveraging the Social Web
- Social Channels
- The Social Success Cycle
- Listening to the Social Web
- Influencing and Building Brand Authority
- Networking That Moves the Needle
- Selling on Social Channels
- 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
- Setting up Boomerang Traffic
- Troubleshooting Paid Traffic Campaigns
- Chapter 11: Following Up with Email Marketing
- Understanding Marketing Emails
- Sending Broadcast and Follow-Up Emails
- Building a Promotional Calendar
- Creating Email Campaigns
- Writing and Designing Effective Emails
- Cuing the Click
- Getting More Clicks and Opens
- Ensuring Email Deliverability
- List Hygiene
- 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
- Creating Goals to See Who’s Taking Action
- Segmenting Your Audience with Google Analytics
- Honing In on Your Audience
- Putting It All Together
- Chapter 13: Optimizing Your Campaigns for Maximum ROI
- Understanding Split Testing
- Selecting Page Elements to Optimize
- Getting Ready to Test
- Preparing to Launch
- 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
- Paid Media Manager
- Search Engine Optimization (SEO) Manager
- Social Media Marketing
- Community Management
- Video Marketing and Production Positions
- Web Design and Development Positions
- Data Analysis Positions
- Chapter 16: Ten Essential Tools for Digital Marketing Success
- Building a Website
- Hosting a Website
- Choosing Email Marketing Software
- Considering Customer Relationship Management (CRM) Software
- Adding a Payment Solution
- Using Landing Page Software
- Sourcing and Editing Images
- Managing Social Media
- Measuring Your Performance: Data and Analytics
- Optimizing Your Marketing
- Index
- About the Authors
- Connect with Dummies
- End User License Agreement
