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Digital Marketing For Dummies

Digital Marketing For Dummies
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Digital Marketing For Dummies
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Introduction _x000D_ About This Book _x000D_ Foolish Assumptions _x000D_ Icons Used in This Book _x000D_ Beyond the Book _x000D_ Where to Go from Here _x000D_ _x000D_ Part 1: Getting Started with Digital Marketing _x000D_ Chapter 1: Understanding the Customer Journey _x000D_ ·Creating a Customer Avatar _x000D_ ·What to include in your customer avatar _x000D_ ·Introducing Agency Eric: A customer avatar example _x000D_ ·Getting clear on goals and values _x000D_ ·Finding sources of information and entertainment _x000D_ ·Honing in on demographics _x000D_ ·Adding challenges and pain points _x000D_ ·Preparing for objections _x000D_ ·Getting Clear on the Value You Provide _x000D_ ·Knowing the Stages of the Customer Journey _x000D_ ·Step 1: Generating awareness _x000D_ ·Step 2: Driving engag..

Book Details

Pustak Details
Sold ByWiley
AuthorRyan Deiss; Russ Henneberry
ISBN-139788126567010
FormatPaperback
LanguageEnglish
Pages368
Categorydigital marketing books,digital marketing for dummies,digital marketing books best seller,digital marketing books in hindi,digital marketing agency,digital marketing all in one,digital marketing analytics kevin,digital marketing analytics in theory and in practice,digital marketing course,digital marketing course book,digital marketing course online,digital marketing course hindi,digital marketing courses,digital marketing dummies,digital marketing dave chaffey,digital marketing dummies books

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Book Description

Introduction _x000D_ About This Book _x000D_ Foolish Assumptions _x000D_ Icons Used in This Book _x000D_ Beyond the Book _x000D_ Where to Go from Here _x000D_ _x000D_ Part 1: Getting Started with Digital Marketing _x000D_ Chapter 1: Understanding the Customer Journey _x000D_ ·Creating a Customer Avatar _x000D_ ·What to include in your customer avatar _x000D_ ·Introducing Agency Eric: A customer avatar example _x000D_ ·Getting clear on goals and values _x000D_ ·Finding sources of information and entertainment _x000D_ ·Honing in on demographics _x000D_ ·Adding challenges and pain points _x000D_ ·Preparing for objections _x000D_ ·Getting Clear on the Value You Provide _x000D_ ·Knowing the Stages of the Customer Journey _x000D_ ·Step 1: Generating awareness _x000D_ ·Step 2: Driving engagement _x000D_ ·Step 3: Building subscribers _x000D_ ·Step 4: Increasing conversions _x000D_ ·Step 5: Building excitement _x000D_ ·Step 6: Making the core offer sale and more _x000D_ ·Step 7: Developing brand advocates _x000D_ ·Step 8: Growing brand promoters _x000D_ ·Preparing Your Customer Journey Road Map _x000D_ _x000D_ Chapter 2: Choosing the Right Marketing Campaign _x000D_ ·Establishing Marketing Objectives _x000D_ ·Defining a Digital Marketing Campaign _x000D_ ·Understanding the Three Major Types of Campaigns _x000D_ ·Campaigns that generate new leads and customers _x000D_ ·Campaigns that monetize existing leads and customers _x000D_ ·Campaigns that build engagement _x000D_ ·Balancing Your Marketing Campaign Calendar _x000D_ ·Choosing the Campaign You Need Now _x000D_ ·Viewing Your Digital Marketing through the Campaign Lens _x000D_ _x000D_ Chapter 3: Crafting Winning Offers _x000D_ ·Offering Value in Advance _x000D_ ·Designing an Ungated Offer _x000D_ ·Designing a Gated Offer _x000D_ ·Zeroing in on what matters _x000D_ ·Making a specific promise _x000D_ ·Giving a specific example _x000D_ ·Offering a specific shortcut _x000D_ ·Answering a specific question _x000D_ ·Delivering a specific discount _x000D_ ·Generating leads with educational content _x000D_ ·Generating leads with tools _x000D_ ·Filling out the gated offer checklist _x000D_ ·Designing Deep-Discount Offers _x000D_ ·Using physical premiums _x000D_ ·Employing a book _x000D_ ·Leveraging the webinar _x000D_ ·Selling software _x000D_ ·Splintering a service _x000D_ ·Brainstorming "little victories" to offer your leads _x000D_ ·Filling out the deep-discount offer checklist _x000D_ ·Discovering your deep-discount offer _x000D_ ·Maximizing Profit _x000D_ ·Making an upsell or cross-sell offer _x000D_ ·Building bundles and kits _x000D_ ·Tacking on a slack adjuster _x000D_ ·Recurring billing _x000D_ _x000D_ Part 2: Using Content to Generate Fans, Followers, and Customers _x000D_ Chapter 4: Pursuing Content Marketing Perfection _x000D_ ·Knowing the Dynamics of Content Marketing _x000D_ ·Finding Your Path to Perfect Content Marketing _x000D_ ·Understanding the marketing funnel _x000D_ ·Exploring the prospect's intent _x000D_ ·Providing a path to the next step _x000D_ ·Segmenting your marketing with content _x000D_ ·Appearing everywhere your customer expects _x000D_ ·Customizing your content _x000D_ ·Executing Perfect Content Marketing _x000D_ ·Step 1: Choosing avatars _x000D_ ·Step 2: Brainstorming content assets _x000D_ ·Step 3: Choosing the vehicle and channel _x000D_ ·Step 4: Planning for ascension _x000D_ ·Distributing Content to Attract an Audience _x000D_ ·Marketing through email _x000D_ ·Capturing leads through search marketing _x000D_ ·Using social media to drive traffic to your site _x000D_ ·Paying for traffic _x000D_ _x000D_ Chapter 5: Blogging for Business _x000D_ ·Establishing a Blog Publishing Process _x000D_ ·Brainstorming blog post ideas _x000D_ ·Establishing content segments _x000D_ ·Working with content creators _x000D_ ·Editing the first draft _x000D_ ·Copyediting the post _x000D_ ·Applying Blog Headline Formulas _x000D_ ·Tapping into self-interest _x000D_ ·Piquing curiosity _x000D_ ·Employing urgency and scarcity _x000D_ ·Issuing a warning _x000D_ ·Borrowing authority _x000D_ ·Revealing the new _x000D_ ·Auditing a Blog Post _x000D_ ·Presents an exceptional headline _x000D_ ·Includes a strong introduction _x000D_ ·Offers easy-to-consume content _x000D_ ·Satisfies your goal _x000D_ ·Includes quality media _x000D_ ·Provides a compelling close _x000D_ ·Uses search engine optimization _x000D_ ·Categorizes your topics _x000D_ ·Completely delivers on the promise _x000D_ ·Keeps professional consistency _x000D_ _x000D_ Chapter 6: Taking Stock of 57 Blog Post Ideas _x000D_ ·Defeating Writer's Block _x000D_ ·Writing useful content _x000D_ ·Being generous _x000D_ ·Entertaining the masses _x000D_ ·Capitalizing on the timely _x000D_ ·Showing your humanity _x000D_ ·Getting promotional _x000D_ ·Stirring the pot _x000D_ ·Engaging the audience _x000D_ ·Multiplying your blog ideas _x000D_ ·Creating Stellar Content without All the Fuss _x000D_ ·Curating and aggregating content _x000D_ ·Reacting to popular content _x000D_ ·Crowdsourcing content _x000D_ _x000D_ Part 3: Generating Website Traffic _x000D_ Chapter 7: Building High-Converting Landing Pages _x000D_ ·Exploring the Types of Landing Pages _x000D_ ·Creating a Lead Capture Page _x000D_ ·Creating a Sales Page _x000D_ ·Writing a sales letter _x000D_ ·Understanding the elements of a product detail page _x000D_ ·Grading a Landing Page _x000D_ _x000D_ Chapter 8: Capturing Traffic with Search Marketing _x000D_ ·Knowing the Three Key Players in Search Marketing _x000D_ ·Understanding searchers' needs _x000D_ ·Knowing what search engines want _x000D_ ·Targeting Search Queries _x000D_ ·Defining a search query _x000D_ ·Choosing the right queries to target _x000D_ ·Satisfying searchers _x000D_ ·Optimizing Your Assets for Specific Channels _x000D_ ·Optimizing for Google _x000D_ ·Optimizing for YouTube _x000D_ ·Optimizing for Pinterest _x000D_ ·Optimizing for Amazon _x000D_ ·Optimizing for iTunes _x000D_ ·Optimizing for review sites _x000D_ ·Optimizing for search engine robots _x000D_ ·Earning Links _x000D_ ·Step 1: Cross-link your own content _x000D_ ·Step 2: Study your competitors' links _x000D_ ·Step 3: Create generous content _x000D_ ·Step 4: Create content worthy of a link _x000D_ ·Step 5: Publish primary research _x000D_ ·Step 6: Keep up with the news _x000D_ _x000D_ Chapter 9: Leveraging the Social Web _x000D_ ·The Social Success Cycle _x000D_ ·Listening to the Social Web _x000D_ ·Choosing a social listening tool _x000D_ ·Planning to listen _x000D_ ·Listening without paid tools _x000D_ ·Utilizing the feedback loop _x000D_ ·Handling customer service issues _x000D_ ·Influencing and Building Brand Authority _x000D_ ·Growing your social following _x000D_ ·Bouncing followers _x000D_ ·Keeping your content interesting _x000D_ ·Socializing blog content _x000D_ ·Networking That Moves the Needle _x000D_ ·Tapping into niche media _x000D_ ·Reaching niche media _x000D_ ·Networking by topic _x000D_ ·Creating a social media "short list" _x000D_ ·Flipping the script on media outreach _x000D_ ·Staying compliant with the law _x000D_ ·Selling on Social Channels _x000D_ ·Leading with value _x000D_ ·Designing "value first" offers _x000D_ ·Avoiding Social Media Mistakes _x000D_ ·Knowing When to Automate _x000D_ _x000D_ Chapter 10: Tapping into Paid Traffic _x000D_ ·Visiting the Traffic Store _x000D_ ·Understanding Traffic Temperature _x000D_ ·Choosing the Right Traffic Platform _x000D_ ·Introducing the Big Six traffic platforms _x000D_ ·Setting up Boomerang Traffic _x000D_ ·Defining ad retargeting _x000D_ ·Setting cookies and pixels _x000D_ ·Segmenting with content _x000D_ ·Troubleshooting Paid Traffic Campaigns _x000D_ ·Strengthening your offer _x000D_ ·Tweaking your targeting _x000D_ ·Scrutinizing your ad copy and creative _x000D_ ·Checking the congruency of your campaign _x000D_ _x000D_ Chapter 11: Following Up with Email Marketing _x000D_ ·Understanding Marketing Emails _x000D_ ·Promotional emails _x000D_ ·Relational emails _x000D_ ·Transactional emails _x000D_ ·Sending Broadcast and Triggered Emails _x000D_ ·Broadcast emails _x000D_ ·Triggered emails _x000D_ ·Building a Promotional Calendar _x000D_ ·Cataloging your products and services _x000D_ ·Creating an annual promotional plan _x000D_ ·Developing a marketing plan _x000D_ ·Creating a 30-day calendar _x000D_ ·Creating a 90-day rolling calendar _x000D_ ·Creating Email Campaigns _x000D_ ·Indoctrination campaigns _x000D_ ·Engagement campaigns _x000D_ ·Ascension campaigns _x000D_ ·Segmentation campaigns _x000D_ ·Reengagement campaigns _x000D_ ·Writing and Designing Effective Emails _x000D_ ·Harvesting proven email copy _x000D_ ·Answering four questions _x000D_ ·Knowing why people buy _x000D_ ·Writing effective email subject lines _x000D_ ·Writing body copy _x000D_ ·Cuing the Click _x000D_ ·Getting More Clicks and Opens _x000D_ ·Ensuring Email Deliverability _x000D_ ·Monitoring your reputation _x000D_ ·Proving subscriber engagement _x000D_ _x000D_ Part 4: Measuring, Analyzing, and Optimizing Campaigns _x000D_ Chapter 12: Crunching Numbers: Running a Data-Driven Business _x000D_ ·Leveraging the Five Google Analytics Report Suites _x000D_ ·Understanding Where Your Traffic Is Coming From _x000D_ ·Tracking the Origins of Site Visitors _x000D_ ·Campaign source (utm_source) _x000D_ ·Campaign medium (utm_medium) _x000D_ ·Campaign content (utm_content) _x000D_ ·Campaign name (utm_campaign) _x000D_ ·Dissecting a UTM _x000D_ ·Creating UTM parameters for your URLs _x000D_ ·Creating Goals to See Who's Taking Action _x000D_ ·Segmenting Your Audience with Google Analytics _x000D_ ·Creating audience segments _x000D_ ·Honing In on Your Audience _x000D_ ·Drilling into demographics _x000D_ ·Drilling into psychographics _x000D_ ·Putting It All Together _x000D_ _x000D_ Chapter 13: Optimizing Your Campaigns for Maximum ROI _x000D_ ·Understanding Split Testing _x000D_ ·Obtaining the tools you need to run split tests _x000D_ ·Following the split test guidelines _x000D_ ·Selecting Page Elements to Optimize _x000D_ ·Considering qualitative data _x000D_ ·Using qualitative tools _x000D_ ·Getting Ready to Test _x000D_ ·Developing an optimization hypothesis _x000D_ ·Choosing the metrics to track _x000D_ ·Calculating your test timeline _x000D_ ·Preparing to Launch _x000D_ ·Defining goals in Google Analytics _x000D_ ·Checking that your page renders correctly in all browsers _x000D_ ·Ensuring that you have no testing conflicts _x000D_ ·Checking links _x000D_ ·Keeping variation load times similar or identical _x000D_ ·Calling a Test _x000D_ ·Knowing How a Test Performed _x000D_ ·Analyzing the Test _x000D_ _x000D_ Part 5: The Part of Tens _x000D_ Chapter 14: The Ten Most Common Digital Marketing Mistakes _x000D_ ·Focusing on Eyeballs Instead of Offers _x000D_ ·Failing to Talk about Your Customers (and Their Problems) _x000D_ ·Asking Prospects for Too Much, Too Soon _x000D_ ·Being Unwilling to Pay for Traffic _x000D_ ·Being Product Centric _x000D_ ·Tracking the Wrong Metrics _x000D_ ·Building Assets on Other People's Land _x000D_ ·Focusing on Your Content's Quantity Instead of Quality _x000D_ ·Not Aligning Marketing Goals with Sales Goals _x000D_ ·Allowing "Shiny Objects" to Distract You _x000D_ _x000D_ Chapter 15: Ten Trending Digital Marketing Skills to Add to Your Resume _x000D_ ·Content Marketing _x000D_ ·Brand journalist _x000D_ ·Managing editor _x000D_ ·Content marketing manager _x000D_ ·Media Buying and Traffic Acquisition _x000D_ ·Search Marketing _x000D_ ·Social Media Marketing _x000D_ ·Community Management _x000D_ ·Video Marketing and Production _x000D_ ·Video production specialist _x000D_ ·Video marketing manager _x000D_ ·Web Design and Development _x000D_ ·Front-end developer _x000D_ ·Back-end developer _x000D_ ·Email Marketing _x000D_ ·Direct-response copywriter _x000D_ ·Email marketing analyst 298 _x000D_ ·Data Analysis _x000D_ ·Data analyst _x000D_ ·Data engineer _x000D_ ·Data scientist _x000D_ ·Testing and Optimization _x000D_ _x000D_ Chapter 16: Ten Essential Tools for Digital Marketing Success _x000D_ ·Building a Website _x000D_ ·WordPress.org _x000D_ ·Shopify _x000D_ ·Hosting a Website _x000D_ ·WP Engine _x000D_ ·Rackspace _x000D_ ·Choosing Email Marketing Software _x000D_ ·Maropost _x000D_ ·AWeber _x000D_ ·Klaviyo _x000D_ ·Considering Customer Relationship Management (CRM) Software _x000D_ ·Infusionsoft _x000D_ ·Salesforce _x000D_ ·Adding a Payment Solution _x000D_ ·Stripe _x000D_ ·Square _x000D_ ·Using Landing Page Software _x000D_ ·Instapage _x000D_ ·Unbounce _x000D_ ·Sourcing and Editing Images _x000D_ ·Canva _x000D_ ·SnagIt _x000D_ ·Pixlr Express _x000D_ ·Managing Social Media _x000D_ ·Hootsuite Pro _x000D_ ·Edgar _x000D_ ·Mention _x000D_ ·Measuring Your Performance: Data and Analytics _x000D_ ·Google Analytics _x000D_ ·Google Data Studio _x000D_ ·Index

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