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by Ryan Deiss, Russ Henneberry
Digital Marketing For Dummies, 2nd Edition
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
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