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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
• Facebook
• Instagram
• LinkedIn
• Twitter
• 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