Digital Marketing For Dummies, 2nd Edition

Table of contents

1. Cover
2. Introduction
   1. About This Book
   2. Foolish Assumptions
   3. Icons Used in This Book
   4. Beyond the Book
   5. Where to Go from Here
3. Part 1: Getting Started with Digital Marketing
   1. Chapter 1: Understanding the Customer Journey
      1. Creating a Customer Avatar
      2. Getting Clear on the Value You Provide
      3. Knowing the Stages of the Customer Journey
      4. Preparing Your Customer Journey Road Map
      5. Optimizing the Customer Journey
      6. Avoiding an Optimization Mistake
   2. Chapter 2: Choosing the Right Marketing Campaign
      1. Establishing Marketing Objectives
      2. Defining a Digital Marketing Campaign
      3. Understanding the Three Major Types of Campaigns
      4. Balancing Your Marketing Campaign Calendar
      5. Choosing the Campaign You Need Now
      6. Viewing Your Digital Marketing through the Campaign Lens
   3. Chapter 3: Crafting Winning Offers
      1. Offering Value in Advance
      2. Designing an Ungated Offer
      3. Designing a Gated Offer
      4. Designing Deep-Discount Offers
      5. Maximizing Profit
4. Part 2: Using Content to Generate Fans, Followers, and Customers
   1. Chapter 4: Pursuing Content Marketing Perfection
      1. Knowing the Dynamics of Content Marketing
      2. Finding Your Path to Perfect Content Marketing
      3. Executing Perfect Content Marketing
      4. Distributing Content to Attract an Audience
   2. Chapter 5: Blogging for Business
      1. Establishing a Blog Publishing Process
      2. Applying Blog Headline Formulas
      3. Auditing a Blog Post
   3. Chapter 6: Taking Stock of 65 Blog Post Ideas
      1. Defeating Writer’s Block
      2. Creating Stellar Content without All the Fuss
5. Part 3: Generating Website Traffic
   1. Chapter 7: Building High-Converting Landing Pages
      1. Exploring the Types of Landing Pages
      2. Creating a Lead Capture Page
      3. Creating a Sales Page
      4. Grading a Landing Page
   2. Chapter 8: Capturing Traffic with Search Marketing
      1. Knowing the Three Key Players in Search Marketing
      2. Targeting Search Queries
      3. Optimizing Your Assets for Specific Channels
      4. Earning Links
   3. Chapter 9: Leveraging the Social Web
      1. Social Channels
      2. Facebook
      3. Instagram
      4. LinkedIn
      5. Twitter
      6. The Social Success Cycle
      7. Listening to the Social Web
      8. Influencing and Building Brand Authority
      9. Networking That Moves the Needle
      10. Selling on Social Channels
      11. Avoiding Social Media Mistakes
      12. Knowing When to Automate
   4. Chapter 10: Tapping into Paid Traffic
      1. Visiting the Traffic Store
      2. Understanding Traffic Temperature
      3. Choosing the Right Traffic Platform
      4. Setting up Boomerang Traffic
      5. Troubleshooting Paid Traffic Campaigns
   5. Chapter 11: Following Up with Email Marketing
      1. Understanding Marketing Emails
      2. Sending Broadcast and Follow-Up Emails
      3. Building a Promotional Calendar
      4. Creating Email Campaigns
      5. Writing and Designing Effective Emails
      6. Cuing the Click
      7. Getting More Clicks and Opens
      8. Ensuring Email Deliverability
      9. List Hygiene
6. Part 4: Measuring, Analyzing, and Optimizing Campaigns
   1. Chapter 12: Crunching Numbers: Running a Data-Driven Business
      1. Leveraging the Five Google Analytics Report Suites
      2. Understanding Where Your Traffic Is Coming From
      3. Tracking the Origins of Site Visitors
      4. Creating Goals to See Who’s Taking Action
      5. Segmenting Your Audience with Google Analytics
      6. Honing In on Your Audience
      7. Putting It All Together
   2. Chapter 13: Optimizing Your Campaigns for Maximum ROI
      1. Understanding Split Testing
      2. Selecting Page Elements to Optimize
      3. Getting Ready to Test
      4. Preparing to Launch
      5. Calling a Test
      6. Knowing How a Test Performed
      7. Analyzing the Test
7. Part 5: The Part of Tens
   1. Chapter 14: The Ten Most Common Digital Marketing Mistakes
      1. Focusing on Eyeballs Instead of Offers
      2. Failing to Talk about Your Customers (and Their Problems)
      3. Asking Prospects for Too Much, Too Soon
      4. Being Unwilling to Pay for Traffic
      5. Being Product Centric
      6. Tracking the Wrong Metrics
      7. Building Assets on Other People’s Land
      8. Focusing on Your Content’s Quantity Instead of Quality
      9. Not Aligning Marketing Goals with Sales Goals
      10. Allowing “Shiny Objects” to Distract You
   2. Chapter 15: Ten Trending Digital Marketing Skills to Add to Your Resume
      1. Content Marketing Positions
      2. Paid Media Manager
      3. Search Engine Optimization (SEO) Manager
      4. Social Media Marketing
      5. Community Management
      6. Video Marketing and Production Positions
      7. Web Design and Development Positions
      8. Data Analysis Positions
   3. Chapter 16: Ten Essential Tools for Digital Marketing Success
      1. Building a Website
      2. Hosting a Website
      3. Choosing Email Marketing Software
      4. Considering Customer Relationship Management (CRM) Software
      5. Adding a Payment Solution
      6. Using Landing Page Software
      7. Sourcing and Editing Images
      8. Managing Social Media
      9. Measuring Your Performance: Data and Analytics
      10. Optimizing Your Marketing
8. Index
9. About the Authors
10. Connect with Dummies
11. End User License Agreement