دانلود کتاب Digital marketing for dummies

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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 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 Generating leads with tools 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 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 57 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 Multiplying your blog ideas 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 The Social Success Cycle Listening to the Social Web 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 Growing your social following Bouncing followers Keeping your content interesting Socializing blog content Networking That Moves the Needle 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 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 Triggered Emails Broadcast emails Triggered 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 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 Brand journalist Managing editor Content marketing manager Media Buying and Traffic Acquisition Search Marketing Social Media Marketing Community Management Video Marketing and Production Video production specialist Video marketing manager Web Design and Development Front-end developer Back-end developer Email Marketing Direct-response copywriter Email marketing analyst Data Analysis Data analyst Data engineer Data scientist Testing and Optimization Chapter 16 Ten Essential Tools for Digital Marketing Success Building a Website WordPress.org Shopify Hosting a Website WP Engine Rackspace Choosing Email Marketing Software Maropost AWeber Klaviyo Considering Customer Relationship Management (CRM) Software Infusionsoft Salesforce Adding a Payment Solution Stripe Square Using Landing Page Software Instapage Unbounce Sourcing and Editing Images Canva SnagIt Pixlr Express Managing Social Media Hootsuite Pro Edgar Mention Measuring Your Performance: Data and Analytics Google Analytics Google Data Studio Google Tag Manager Optimizing Your Marketing Visual Website Optimizer TruConversion Index EULA