Digital Marketing for Dummies.

Intro -- 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 -- 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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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.