Digital Marketing All-in-one for Dummies

Unlock the value in online marketing

A well-executed digital marketing plan is a proven component of success in business, and Digital Marketing All-In-One For Dummies covers everything you need to build and implement a winning plan. Whether you’re a novice in the online space or an expert marketer looking to improve your digital ROI, this book has easy-to-absorb tips and insights that will turn online prospects into loyal customers.

This book compresses the essential information on 8 topics, so you have all the information you need and none of what you don’t. You’ll learn social media marketing, marketing to millennials, account-based marketing, influencer marketing, content marketing strategies, and more!

• Use targeted, measurable marketing strategies to promote brands and products
• Increase brand awareness, customer acquisitions, and audience engagement
• Measure what your online traffic is worth and improve ROI on digital marketing
• Develop a solid digital marketing plan and put it to work for your brand

From SEO and SEM to brand awareness and why you need it, Digital Marketing All-In-One For Dummies will help you level up your digital marketing game and avoid the common mistakes that might be holding your business back.

Stephanie Diamond founded Digital Media Works, Inc., an online marketing company. She has more than 20 years of experience building profits for both small businesses and multibillion-dollar corporations in over 75 different industries.

Introduction 1

About This Book 1

Icons Used in This Book 2

Where to Go from Here 2

Book 1: Creating Your Digital Marketing Strategy 5

Chapter 1: Developing Your Overall Digital Strategy 7

Understanding the Components of a Digital Marketing Strategy 7

Communicating Your Mission 11

Establishing Your Goals 16

Expanding Your Corporate Mindset 18

Dipping into User Design and Habits 25

Chapter 2: Grabbing the Attention of Your Customer 29

Focusing on Attention 30

Making Your Content Easy to Consume 36

Deploying Interactive Content 42

Chapter 3: Discovering Your Business Model and Brand 45

Separating Your Business Model from Your Brand 46

Analyzing Your Business Model 56

Discovering Your Brand 57

Solidifying the Look of the Brand 60

Developing Success Measures for Your Brand 64

Producing Engaging Branded Content 65

Chapter 4: Deciding which Marketing Campaign to Create 67

Establishing Marketing Objectives 68

Defining a Digital Marketing Campaign 69

Understanding the Three Major Types of Campaigns 71

Balancing Your Marketing Campaign Calendar 76

Choosing the Campaign You Need Now 77

Viewing Your Digital Marketing through the Campaign Lens 78

Chapter 5: Crafting Offers That Sell 79

Offering Value in Advance 80

Designing an Ungated Offer 81

Designing a Gated Offer 82

Designing Deep-Discount Offers 92

Maximizing Profit 96

Chapter 6: Planning B2B Campaign Success 101

Setting Key Performance Indicators 102

Testing Your Campaigns 111

Knowing You Aren’t Wasting Money 113

Book 2: Uncovering the Customer Experience 117

Chapter 1: Interacting with Customer Data 119

Understanding Big Data 119

Uncovering the Role Big Data Plays in Content Marketing 122

Discovering the Internet of Things 124

Visualizing Big Data 129

Chapter 2: Uncovering Buyer Personas 131

Reviewing Persona Development 131

Collecting Information 136

Avoiding Common Mistakes 142

Looking at How Generations Differ 143

Identifying a Prospect’s Emotions 146

Keeping Up with Trends 147

Chapter 3: Structuring the Buyer Journey 151

Harnessing the Customer Experience 152

Uncovering Commercial Intent 156

Defending Against Competitors 159

Identifying the Stages of the Buyer Journey 164

Personalizing Your Content 169

Chapter 4: Embracing Sales Enablement 171

Discovering Sales Enablement 172

Understanding the new role of sales reps 176

Training Your Salesforce 177

Coaching Your Reps to Become Winners 178

Checking Out Sales Enablement Blogs 179

Book 3: Dipping Into Content Creation 181

Chapter 1: Creating Your Content Plan 183

Evaluating Your Content 183

Assessing Your Content 187

Visualizing Your Sites 190

Focusing on Specialized Content 194

Chapter 2: Reviewing Content Types 197

Dipping into Content Categories 197

Working with Original Short- and Long-Form Content 199

Using Curation 201

Making Use of User-Generated Content 204

Repurposing Content to Add Value 205

Viewing Aggregated Visual Content 207

Dealing with Live Video Content 208

Extending Business News 209

Offering Online Courses 210

Managing Content Formats 212

Chapter 3: Understanding the Customer’s Intent 219

Knowing the Dynamics of Content Marketing 220

Finding Your Path to Perfect Content Marketing 221

Executing Perfect Content Marketing 234

Distributing Content to Attract an Audience 236

Chapter 4: Creating Content That Tells a Story 241

Storytelling to Engage Your Audience 241

Structuring Your Content Using Stories 249

Chapter 5: Defining Your Content Framework Using Processes and Systems 253

Organizing the Content Process 253

Determining Roles and Responsibilities 257

Managing the Workflow 258

Documenting Your Policies and Procedures 264

Chapter 6: Targeting Content for Your B2B Audience 269

Creating a Content Library 270

Humanizing Content 282

Reaching Through Technology 286

Book 4: Reaching Your Millennial Audience 293

Chapter 1: Figuring Out Millennials 295

Discovering Why Millennials Matter 295

Leveraging Millennial Influence 300

Meeting Millennials Where They are 302

Chapter 2: Looking at the Influence of Millennials 307

Understanding the Marketer’s Perception of Millennials 307

The Millennial Mindset 314

Chapter 3: Pursuing a Data Strategy 317

Recognizing the Value of Data 317

Pinpointing Key Indicators in Your Data 325

Using Your Data as the Foundation of Your Strategy 328

Identifying Data Sources 329

Analyzing Your Data on a Regular Basis 335

Chapter 4: Finding Millennials on Traditional Media 337

Taking Advantage of Television (with or without the Budget) 338

Targeting Millennials with Print Media 341

Incorporating Email into Your Strategy 344

Chapter 5: Experimenting with the Share Economy 349

Positioning Your Brand Around Sharing 349

Establishing a Voice 351

Running a Niche Campaign for the Share Economy 355

Encouraging Audience Participation 356

Measuring Results 357

Chapter 6: Developing the Brand Experience 361

Creating a Brand Experience Strategy 361

Identifying Touchpoints for Your Audience 365

Checking Off Elements for Each Touchpoint 366

Developing a Customer Relationship 367

Segmenting Your Content 369

Integrating the Experience for an Omni-Channel Strategy 373

Tracking the Brand Experience Across Different Media 375

Running Brand Experience Campaigns 377

Book 5: Implementing Channel Promotions 383

Chapter 1: Identifying Paid, Earned, Shared, and Owned Media 385

Understanding Types of Media 386

Utilizing Paid Media 388

Championing Earned Media 391

Enhancing Shared Media 393

Amplifying Owned Media 394

Creating a Framework for Achieving the Right Mix 396

Chapter 2: Using Search Marketing 401

Knowing the Three Key Players in Search Marketing 402

Targeting Search Queries 404

Optimizing Your Assets for Specific Channels 411

Earning Links 422

Chapter 3: Making Content Shareable 425

Embracing Shareability as a Strategy 425

Uncovering the Five Ws and One H of Online Sharing 429

Adding Social Bookmarking 435

Making SEO a Priority 436

Deploying Hashtags to Encourage Sharing 438

Chapter 4: Considering Email Marketing 443

Understanding Marketing Emails 444

Sending Broadcast and Triggered Emails 447

Building a Promotional Calendar 448

Creating Email Campaigns 453

Writing and Designing Effective Emails 459

Getting More Clicks and Opens 463

Ensuring Email Deliverability 466

Book 6: Connecting with Influencers 469

Chapter 1: Communicating with Influencers 471

Defining Influencer Marketing 472

Identifying the Primary Influencer Platforms 473

Engaging Stellar Influencers 477

Making Influencer Marketing Work for You 482

Chapter 2: Collaborating to Win 489

Discovering the Evolving Role of Influencers 489

Recognizing Influencer Types 494

Finding the Right Influencers 496

Uncovering New Influencers 501

Influencing with Customer Advocacy 501

Enhancing Word of Mouth (WOM) with Advertising 504

Paid Influencer Programs 505

Chapter 3: Engaging Influencers Using the “Three Cs” 509

Communicating Like a Pro 510

Upping Your Game: Creating an Influencer Contract 514

Compensating Influencers Fairly 517

Chapter 4: Succeeding with Influencer Marketing 523

Secret #1: Set Realistic Campaign Goals 523

Secret #2: Know Your Audience 527

Secret #3: Stay on Message 528

Secret #4: Be Agile 529

Secret #5: Recognize the Power of Emotional Stories 530

Secret #6: You Get What You Measure 531

Chapter 5: Getting Creative 533

Getting Creative and Letting Go 533

What If It All Goes Wrong? 538

Chapter 6: Working with an Agency 543

So, You Want to Hire an Influencer Marketing Agency 543

Deciding Which Type of Agency is Right for You 547

One-Off Events versus Continuity Campaigns 547

Book 7: Facebook Marketing 549

Chapter 1: Delving into Facebook Marketing 551

What is Facebook, and Why is It So Popular? 552

Understanding the Marketing Potential of Facebook 553

Understanding Why Your Business Needs a Facebook Page 557

Chapter 2: Creating a Facebook Marketing Plan 561

Understanding the Power of Word of Mouth on Facebook 562

Understanding Your Facebook Audience 563

Defining Your Marketing Goals 565

Developing Your Content Strategy 570

Encouraging Audience Engagement 572

Monitoring and Reporting Page Activity 575

Integrating Your Online and Offline Campaigns 579

Chapter 3: Selling Products and Services Using Facebook Offers 583

Understanding Facebook Offers 584

Creating an Offer for Your Page 585

Getting the Most from Your Offer 587

Promoting Your Offer 588

Chapter 4: Uniting Facebook with Other Social Media 591

Making Facebook Part of Your Marketing Mix 592

Promoting Your Facebook Presence Offline 597

Optimizing Your Page for Search Results 598

Integrating Instagram into Your Other Marketing Channels 601

Getting Inside Your Customers’ Heads 604

Chapter 5: Getting into Instagram 607

Promoting Your Brand on Instagram 608

Using Your Instagram Account 609

Determining What is Photo-Worthy for Your Brand 612

Using Hashtags in Your Instagram Posts 613

Finding Friends and Fans on Instagram 614

Using Instastories 615

Chapter 6: Promoting Advanced Customer Engagement 617

Using Facebook Messenger to Communicate with Customers 617

Developing a Better Customer Experience 619

Getting Started with Facebook Live 630

Book 8: Deploying Other Social Media 641

Chapter 1: Leveraging Social Media 643

Thinking Strategically about Social Media Integration 643

Integrating Social Media with E-Newsletters 644

Integrating Social Media with Press Releases 649

Integrating Social Media with Your Website 655

Chapter 2: Working with Twitter 659

Finding the Right People to Follow 659

Finding Out Who is Talking about You on Twitter 660

Responding to Tweets 661

Searching on Twitter 662

Tweeting Like a Pro 663

Sharing on Twitter 665

Following the Twitter Rules of Etiquette 670

Hosting a Tweet-Up 671

Chapter 3: Looking at YouTube 673

Looking at YouTube Basics 674

Promoting on YouTube 676

Seeding a Viral Campaign 680

Advertising on YouTube 683

Chapter 4: Reviewing Pinterest 685

Understanding Pinterest 686

Getting Started 687

Getting on Board 692

Pinning on Pinterest 695

Following on Pinterest 699

Sharing on Pinterest 700

Driving Traffic with Pinterest 702

Building Your Pinterest Community 706

Book 9: Analyzing Data for Success 711

Chapter 1: Looking Back at Your Business Model 713

Validating Business Models 714

Reviewing Your Brand Status 717

Chapter 2: Reassessing Your Strategy 723

Allowing for Failed Experiments 723

Looking Back at Your Digital Marketing Strategy 725

Chapter 3: Reviewing Ongoing Improvement for B2B Marketing 731

Ongoing Account Maintenance 732

Gauging Potential Opportunities 736

Providing Added Value 738

Chapter 4: Achieving Maximum ROI 741

Understanding Split Testing 742

Selecting Page Elements to Optimize 746

Getting Ready to Test 748

Preparing to Launch 750

Calling a Test 751

Knowing How a Test Performed 752

Analyzing the Test 752

Index 755

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