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.

Table of Contents:
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

About the Author :
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.