Dynamic Digital Marketing

Dynamic Digital Marketing

by Dawn McGruer
Released January 2020
Publisher(s): Wiley
ISBN: 9781119635888

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Book description

8 powerful ways to market your business online to consistently generate an abundance of leads that convert into profitable customers.

Dynamic Digital Marketing teaches any business or individual how to increase online visibility and presence, attract their target audience, generate leads, and convert them into profitable customers. Author Dawn McGruer is an expert at making businesses and brands shine online. She is passionate about helping entrepreneurs and businesses maximise their digital marketing profits by developing digital skills which scale and grow their businesses and accelerate their success.

Most entrepreneurs and businesses fully understand the importance of digital marketing, yet many do not know where to start or, worse, continue to spend time, money, and effort on strategies that fail to provide the best results for their investment. To remedy this situation, Dawn developed her multi-award-winning digital marketing framework, Dynamic Digital Marketing Model. Offering step-by-step guidance, this book shows you how to use this model to market your business online whilst transforming yourself into a proficient digital marketer. This must-read book will help you:

  • Gain invaluable insights on what works – and what doesn’t – based on the author’s 20 years’ experience in digital marketing
  • Avoid pitfalls and missteps by implementing the same proven success strategies used by key influencers
  • Harness the power of search engine optimisation (SEO), social media, content marketing, online video, and more
  • Amplify your brand, cultivate customers, and increase profits
  • Incorporate e-mail marketing, customer analytics, strategic web design, and influencer partnerships in your overall digital marketing strategy

Dynamic Digital Marketing: Master the world of online and social media marketing to grow your business is an indispensable resource for business leaders, business owners, marketing and sales professionals, digital strategists and consultants, entrepreneurs, and students in business and marketing programmes. 

Table of contents

  1. COVER
  2. ACKNOWLEDGEMENTS
    1. Note
  3. INTRODUCTION
    1. Who I am and why you should read this book
    2. The 90-day plan
    3. Summary: maximise digital marketing
  4. Part I: Getting started
    1. Chapter 1: Create your customer avatar
      1. Your conversion success
    2. Chapter 2: Map your customer journey
    3. Chapter 3: Carry out market and competitor analysis
      1. Competitor analysis and benchmarking success factors
    4. Chapter 4: Developing your proposition
      1. So how does a business achieve these goals?
      2. Proposition
      3. Presence
      4. Process
    5. Chapter 5: Decide on key digital channels
      1. Artificial intelligence
      2. Behavioural marketing
      3. Messenger marketing
      4. Email campaigns
      5. Customer experience marketing
      6. The 3Ts
    6. Chapter 6: Review internal processes
    7. Chapter 7: Calculate your ideal sales revenue
      1. What's a good profit margin for a business?
      2. Marketing as a revenue generator – the maths of selling
      3. Return on investment (ROI)
    8. Chapter 8: Review your skills bridge
      1. So why invest in digital?
      2. And why invest in digital training?
      3. Train or recruit in new skilled staff?
      4. Note
    9. Chapter 9: Implement time-management strategies
      1. 1. Making time
      2. 2. Time savvy NOT time waster
      3. 3. Focus and digital distraction
      4. 4. Organise your work environment
      5. 5. Reduce your personal stress
      6. 6. Motivation
      7. 7. Create goals for key areas in your life
      8. 8. Get creative and think BIG
      9. Other life resources you may find useful
    10. Chapter 10: Safeguard against digital pitfalls
      1. Why does digital fail?
      2. So how can you succeed in digital marketing?
      3. Note
  5. Part II: The Dynamic Digital Marketing Model
    1. Chapter 11: Search – The R.A.P.I.D Traffic Generator
      1. Introduction
      2. Google Search
      3. How does Google Search work?
      4. What actually happens when you search on Google?
      5. SEARCH or search marketing
      6. SEARCH Step 1: The R.A.P.I.D. Traffic Generator – Reach
      7. SEARCH Step 2: The R.A.P.I.D. Traffic Generator – Audit
      8. SEARCH Step 3: The R.A.P.I.D. Traffic Generator – Paid
      9. SEARCH Step 4: The R.A.P.I.D. Traffic Generator – Invite
      10. SEARCH Step 5: The R.A.P.I.D. Traffic Generator – Dominate
      11. Notes
    2. Chapter 12: Social – The Proven Positioning Process
      1. Introduction
      2. Social media strategy
      3. So why invest in SOCIAL?
      4. What not to do on social media
      5. Social communities
      6. Posting strategy
      7. Targeting your audience for free using social media
      8. Basic posting strategies
      9. SOCIAL Step 1: The Proven Positioning Process – Increase
      10. SOCIAL Step 2: The Proven Positioning Process – Interact
      11. SOCIAL Step 3: The Proven Positioning Process – Influence
      12. Notes
    3. Chapter 13: Send – The C.L.E.A.N. Customer Cultivator
      1. Benefits of email marketing
      2. Simplifying the law and best practice for data
      3. SEND Step 1: The C.L.E.A.N. Customer Cultivator – Capture
      4. SEND Step 2: The C.L.E.A.N. Customer Cultivator – Leads
      5. SEND Step 3: The C.L.E.A.N. Customer Cultivator – Entice
      6. SEND Step 4: The C.L.E.A.N. Customer Cultivator – Automate
      7. SEND Step 5: The C.L.E.A.N. Customer Cultivator – Nurture
      8. Notes
    4. Chapter 14: Substance – The C.R.E.A.T.I.V.E. Content Communicator
      1. Marketing is impossible without great content!
      2. The content marketing process
      3. Content marketing techniques
      4. The customer's buying journey
      5. YouTube
      6. Substance Step 1: The C.R.E.A.T.I.V.E. Content Communicator – Conversation
      7. Substance Step 2: The C.R.E.A.T.I.V.E. Content Communicator – React
      8. Substance Step 3: The C.R.E.A.T.I.V.E. Content Communicator – Educate
      9. Substance Step 4: The C.R.E.A.T.I.V.E. Content Communicator – Awareness
      10. Substance Step 5: The C.R.E.A.T.I.V.E. Content Communicator – Tips
      11. Substance Step 6: The C.R.E.A.T.I.V.E. Content Communicator – Inspire
      12. Substance Step 7: The C.R.E.A.T.I.V.E. Content Communicator – Visibility
      13. Substance Step 8: The C.R.E.A.T.I.V.E. Content Communicator – Entertain
      14. Notes
    5. Chapter 15: Sell – The Ultimate Reach and Retention Radar
      1. The new marketing age
      2. Sell Step 1: The Ultimate Reach and Retention Radar – Rapport
      3. Sell Step 2: The Ultimate Reach and Retention Radar – Relationship
      4. Sell Step 3: The Ultimate Reach and Retention Radar – Repeat
      5. Sell Step 4: The Ultimate Reach and Retention Radar – Referral
      6. Sell Step 5: The Ultimate Reach and Retention Radar – Reward
      7. Notes
    6. Chapter 16: Sponsor – The Brilliant Brand Booster
      1. Brand boosting
      2. Paid sponsorship and advertising
      3. Sponsor Step 1: The Brilliant Brand Booster – Adverts
      4. Sponsor Step 2: The Brilliant Brand Booster – Affiliates
      5. Sponsor Step 3: The Brilliant Brand Booster – Alliances
    7. Chapter 17: Strategy – The D.I.R.E.C.T. Digital Dynamo
      1. Strategy Step 1: The D.I.R.E.C.T. Digital Dynamo – Delve
      2. Strategy Step 2: The D.I.R.E.C.T. Digital Dynamo – Insights
      3. Strategy Step 3: The D.I.R.E.C.T. Digital Dynamo – Research
      4. Strategy Step 4: The D.I.R.E.C.T. Digital Dynamo – Evaluate
      5. Strategy Step 5: The D.I.R.E.C.T. Digital Dynamo – Create
      6. Strategy Step 6: The D.I.R.E.C.T. Digital Dynamo – Tools
    8. Chapter 18: Score – The Radical Results Reaper
      1. Score Step 1: The Radical Results Reaper – Metrics
      2. Score Step 2: The Radical Results Reaper – Measure
      3. Score Step 3: The Radical Results Reaper – Monitor
      4. Score Step 4: The Radical Results Reaper – Meaning
      5. Score Step 5: The Radical Results Reaper – Manipulate
      6. Score Step 6: The Radical Results Reaper – Money
    9. Chapter 19: The Digital Challenge
      1. Case Study: How Business Consort got an 11% increase in customer base in just 30 days
      2. Results: proven campaign tactics
    10. Chapter 20: Digital marketing success stories
  6. FURTHER RESOURCES
    1. YOUR TURN – TAKE ACTION NOW
    2. You don't have to do it alone
  7. INDEX
  8. END USER LICENSE AGREEMENT

Product information

  • Title: Dynamic Digital Marketing
  • Author(s): Dawn McGruer
  • Release date: January 2020
  • Publisher(s): Wiley
  • ISBN: 9781119635888