Digital Marketing All-In-One For Dummies

Develop and refine your comprehensive online marketing plan

With more than 800 content-packed pages, Digital Marketing All-in-One For Dummies is the most comprehensive tool for marketers looking to beef up their online presence. In this edition, you’ll learn the latest trends in digital marketing strategies, including brand new insight on how to incorporate artificial intelligence into your marketing plans. You’ll also get the latest information on how to manage your customers’ experiences, create exceptional marketing content, get help from influencers, and leverage social accounts for more followers and greater profits. With the help of this friendly Dummies guide, you’ll accelerate your journey from traditional to digital marketing processes, uncover tips to prove ROI of marketing activities, and increase audience engagement.

• Build and implement a winning digital plan for your brand
• Learn how to establish an online presence with social media
• Turn online prospects into loyal customers
• Target consumers in any market segment and age bracket

Dig into the latest marketing advice as you provide your potential and existing customers the kind of personal experience you look for as a customer.

Stephanie Diamond is a marketing thought leader with 20+ years of experience. She is the founder of Digital Media Works, Inc., an online marketing company. She is the coauthor of Facebook Mar­keting For Dummies, Social Media Marketing For Dummies, and Content Marketing Strategies For Dummies.

Introduction 1

Book 1: Creating Your Digital Marketing Strategy 5

Chapter 1: Developing Your Overall Digital Strategy 7

Chapter 2: Grabbing Your Customer’s Attention 25

Chapter 3: Discovering Your Business Model and Brand 39

Chapter 4: Deciding which Marketing Campaign to Create 67

Chapter 5: Crafting Offers That Sell 81

Chapter 6: Planning B2B Campaign Success 103

Book 2: Understanding the Importance of the Customer Experience 119

Chapter 1: Interacting with Customer Data 121

Chapter 2: Uncovering Buyer Personas 131

Chapter 3: Structuring the Buyer’s Journey 147

Chapter 4: Embracing Sales Enablement 165

Book 3: Marketing Using Artificial Intelligence (AI) 175

Chapter 1: Transforming Digital Marketing Using Artificial Intelligence 177

Chapter 2: Using AI Tools to Maximize Customer Reach and Service 195

Book 4: Dipping into Content Creation 221

Chapter 1: Creating Your Content Plan 223

Chapter 2: Reviewing Content Types 237

Chapter 3: Understanding the Customer’s Intent 255

Chapter 4: Creating Content That Tells a Story 275

Chapter 5: Defining Your Content Framework Using Processes and Systems 285

Chapter 6: Targeting Content for Your B2B Audience 299

Book 5: Implementing Channel Promotions 323

Chapter 1: Identifying Paid, Earned, Shared, and Owned Media 325

Chapter 2: Using Search Marketing 339

Chapter 3: Using Social Bookmarks, News, and Share Buttons 363

Chapter 4: Considering Email Marketing 385

Book 6: Targeting Your Work with Influencers 411

Chapter 1: Communicating with Influencers 413

Chapter 2: Collaborating to Win 431

Chapter 3: Engaging Influencers Using the “Three Cs” 449

Chapter 4: Succeeding with Influencer Marketing 463

Chapter 5: Getting Creative 473

Chapter 6: Working with an Influencer Agency 481

Book 7: Meta/Facebook/Instagram Marketing 487

Chapter 1: Delving into Facebook Marketing 489

Chapter 2: Creating a Facebook Marketing Plan 511

Chapter 3: Advertising and Selling on Facebook 529

Chapter 4: Uniting Facebook with Other Social Media 541

Chapter 5: Getting into Instagram for Business Marketing 555

Chapter 6: Looking at Facebook Live 579

Book 8: Deploying Other Social Media 591

Chapter 1: Leveraging Social Media 593

Chapter 2: Working with Twitter 609

Chapter 3: Looking at YouTube 623

Chapter 4: Reviewing Pinterest 633

Chapter 5: Growing Your Business with TikTok 657

Chapter 6: Using Marketing Techniques on LinkedIn 681

Book 9: Analyzing Data for Success 697

Chapter 1: Looking Back at Your Business Model and Scaling your Brand 699

Chapter 2: Reassessing Your Strategy 715

Chapter 3: Reviewing Ongoing Improvement for B2B Marketing 723

Chapter 4: Achieving Maximum ROI 733

Index 743

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.