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Ryan Deiss. Digital Marketing For Dummies
Digital Marketing For Dummies® To view this book's Cheat Sheet, simply go to www.dummies.com and search for “Digital Marketing For Dummies Cheat Sheet” in the Search box. Table of Contents
List of Illustrations
Guide
Pages
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond the Book
Where to Go from Here
Getting Started with Digital Marketing
Understanding the Customer Journey
Creating a Customer Avatar
What to include in your customer avatar
Introducing Agency Eric: A customer avatar example
Getting clear on goals and values
Finding sources of information and entertainment
Honing in on demographics
Adding challenges and pain points
Preparing for objections
Getting Clear on the Value You Provide
Knowing the Stages of the Customer Journey
Step 1: Generating awareness
Step 2: Driving engagement
Step 3: Building subscribers
Step 4: Increasing conversions
Step 5: Building excitement
Step 6: Making the core offer sale and more
Step 7: Developing brand advocates
Step 8: Growing brand promoters
Preparing Your Customer Journey Road Map
Optimizing the Customer Journey
Avoiding an Optimization Mistake
Choosing the Right Marketing Campaign
Establishing Marketing Objectives
Defining a Digital Marketing Campaign
PUTTING TOGETHER A GOOD-LOOKING DIGITAL MARKETING CAMPAIGN
Understanding the Three Major Types of Campaigns
Campaigns that generate new leads and customers
Campaigns that monetize existing leads and customers
Campaigns that build engagement
Balancing Your Marketing Campaign Calendar
Choosing the Campaign You Need Now
Viewing Your Digital Marketing through the Campaign Lens
Crafting Winning Offers
Offering Value in Advance
Designing an Ungated Offer
Designing a Gated Offer
Zeroing in on what matters
Making a specific promise
Giving a specific example
Offering a specific shortcut
Answering a specific question
Delivering a specific discount
Generating leads with educational content
Free reports
White papers
Primary research
Webinar training
Sales material
Generating leads with tools
Handout or cheat sheet
Resource list
Template
Software
Discount and coupon clubs
Quizzes and surveys
Assessment
Filling out the gated offer checklist
Point 1: Is your offer ultraspecific?
Point 2: Are you offering too much?
Point 3: Does the offer speak to a desired end result?
Point 4: Does the offer deliver immediate gratification?
Point 5: Does the offer shift the relationship?
Point 6: Does the offer have a high perceived value?
Point 7: Does the offer have a high actual value?
Point 8: Does the offer allow for rapid consumption?
Designing Deep-Discount Offers
Using physical premiums
Employing a book
Leveraging the webinar
Selling software
Splintering a service
Brainstorming “little victories” to offer your leads
Filling out the deep-discount offer checklist
Point 1: Does it lower the barrier to entry?
Point 2: Is the value clear?
Point 3: Is it useful but incomplete?
Point 4: Does it have a high perceived value?
Point 5: Does it have a high actual value?
Discovering your deep-discount offer
Maximizing Profit
Making an upsell or cross-sell offer
Building bundles and kits
Tacking on a slack adjuster
Recurring billing
Using Content to Generate Fans, Followers, and Customers
Pursuing Content Marketing Perfection
Knowing the Dynamics of Content Marketing
Finding Your Path to Perfect Content Marketing
Understanding the marketing funnel
Top of funnel (TOFU) content marketing
Middle of funnel (MOFU) content marketing
Bottom of funnel (BOFU) content marketing
Exploring the prospect’s intent
Providing a path to the next step
Segmenting your marketing with content
Appearing everywhere your customer expects
Customizing your content
Executing Perfect Content Marketing
Step 1: Choosing avatars
Step 2: Brainstorming content assets
Step 3: Choosing the vehicle and channel
Step 4: Planning for ascension
Distributing Content to Attract an Audience
Marketing through email
Capturing leads through search marketing
Using social media to drive traffic to your site
Paying for traffic
Developing a style guide
Determine grammar and punctuation rules
Document editorial process
Document brand voice
Determine additional sections
Create formal documentation
Distribute style guide
Blogging for Business
Establishing a Blog Publishing Process
Brainstorming blog post ideas
Get inspiration from your customer avatar
Monitor your own data
Establishing content segments
Working with content creators
Finding content creators
Acquiring content creators
Ensuring success with content creators
Editing the first draft
Copyediting the post
Applying Blog Headline Formulas
Tapping into self-interest
Piquing curiosity
Employing urgency and scarcity
Issuing a warning
Borrowing authority
Revealing the new
Auditing a Blog Post
Presents an exceptional headline
Includes a strong introduction
Offers easy-to-consume content
Satisfies your goal
Includes quality media
Provides a compelling close
Uses search engine optimization
Categorizes your topics
Completely delivers on the promise
Keeps professional consistency
Taking Stock of 65 Blog Post Ideas
Defeating Writer’s Block
Writing useful content
List post
Case study post
Frequently asked questions (FAQ) post
Should ask question (SAQ) post
Checklist post
Problem/solution post
How-to post
Research post
Stats post
Ultimate guide post
Series post
Definition post
Video review post
Tips post
Tools post
Pillar post
Being generous
Profile post
Crowdsourced post
Interview post
Link roundup post
Quote post
Best-of-the-web post
Pick-of-the-week post
People-to-follow post
Content-aggregator post
Entertaining the masses
Story post
Satire post
Cartoon post
Meme post
Parody post
Capitalizing on the timely
Review post
Survey post
News post
Trend post
Issue post
Takeaways post
Showing your humanity
Inspirational post
Guard-down post
Behind-the-scenes post
Off-topic post
Rant post
Home runs post
Bloopers/mess-ups post
Holiday post
Getting promotional
Comparison post
Project showcase post
Income report post
Company update post
Product update post
Products tip post
Presentation post
Best-of post
Year-in-review post
Stirring the pot
What-if post
Debate post
Attack post
Predict post
Reaction post
Embed reactor post
Engaging the audience
Question post
Answer post
Challenge post
Customer showcase post
Freebie post
Contest post
Creating Stellar Content without All the Fuss
Curating and aggregating content
Pique interest with your headline
Introduce your topic
Write the body
Reacting to popular content
Create an engaging headline
Write the introduction
Embed your content
Write your reaction
Crowdsourcing content
Write the headline
Write the introduction
Provide the answer to the question you asked
Generating Website Traffic
Building High-Converting Landing Pages
Exploring the Types of Landing Pages
SHOULD YOU USE A LANDING PAGE BUILDER?
Creating a Lead Capture Page
Creating a Sales Page
Writing a sales letter
Step 1: Craft the headline
Step 2: Write the subheadline
Step 3: Write the opening
Step 4: Show ease of use
Step 5: Forecast the future
Step 6: Establish credibility
Step 7: Write bullets that sell
Step 8: Show proof
Step 9: Make the offer
Step 10: Sweeten the deal
Step 11: Communicate urgency
Step 12: Reverse risk
Step 13: Make the call to action
Understanding the elements of a product detail page
Product images
Image zoom
Product description
Product sales video
Third-party pitch video
Call to action
Reviews
Cross-sells
Grading a Landing Page
Capturing Traffic with Search Marketing
Knowing the Three Key Players in Search Marketing
Understanding searchers’ needs
Knowing what search engines want
BLACK HATS AND WHITE HATS
Targeting Search Queries
Defining a search query
Choosing the right queries to target
Coming up with keywords the “old-fashioned” way
Using keyword research tools
Satisfying searchers
CONVERTING PROSPECTS TO CUSTOMERS
Optimizing Your Assets for Specific Channels
Optimizing for Google
Step 1: Write the <title> tag
Step 2: Write a meta description
Step 3: Optimize the URL
Step 4: Write body copy
Step 5: Optimize the <alt> tag
Optimizing for YouTube
Step 1: Create engaging thumbnails
Step 2: Ask for engagement
Step 3: Optimize content for keywords
Step 4: Look at retention
Optimizing for Pinterest
Step 1: Enhance your images
Step 2: Optimize board covers
Step 3: Target keywords
Optimizing for Amazon
Step 1: Build sales with promotions and launches
Step 2: Increase reviews
Step 3: Create a compelling product name
Step 4: Create keyword-targeted product pages
Optimizing for iTunes
Step 1: Solicit reviews
Step 2: Create a clear title and a clean cover design
Step 3: Grow downloads
Optimizing for review sites
Step 1: Gain legitimate reviews
Step 2: Claim your profile
Optimizing for search engine robots
Earning Links
Step 1: Cross-link your own content
Step 2: Study your competitors’ links
Step 3: Create generous content
Step 4: Create content worthy of a link
Step 5: Publish primary research
Step 6: Keep up with the news
BUILDING LINKS IN A POST-PENGUIN WORLD
Leveraging the Social Web
Social Channels
Facebook
Instagram
LinkedIn
Twitter
The Social Success Cycle
Listening to the Social Web
Listening by channel
Choosing a social listening tool
Planning to listen
Listening without paid tools
Utilizing the feedback loop
Handling customer service issues
Influencing and Building Brand Authority
Influencing by channel
Growing your social following
Increasing frequency
Keeping your content interesting
Socializing blog content
Splinter
Visualize
Broadcast
Tag
Monitor
Schedule
Networking That Moves the Needle
Networking by channel
Tapping into niche media
Reaching niche media
Networking by topic
Creating a social media “short list”
Flipping the script on media outreach
Staying compliant with the law
Selling on Social Channels
Selling by channel
Leading with value
Designing “value first” offers
Avoiding Social Media Mistakes
Knowing When to Automate
Tapping into Paid Traffic
Visiting the Traffic Store
Understanding Traffic Temperature
Choosing the Right Traffic Platform
Introducing the Big Six traffic platforms
Facebook
Twitter
Google
YouTube
Pinterest
LinkedIn
Choosing the right traffic platform
Setting up Boomerang Traffic
Defining ad retargeting
Setting cookies and pixels
Segmenting with content
Troubleshooting Paid Traffic Campaigns
Strengthening your offer
Tweaking your targeting
Scrutinizing your ad copy and creative
Checking the congruency of your campaign
Following Up with Email Marketing
Understanding Marketing Emails
Promotional emails
Relational emails
Transactional emails
THE CHEMISTRY OF TRANSACTIONAL EMAILS
TURNING NEGATIVES TO POSITIVES
Sending Broadcast and Follow-Up Emails
Broadcast emails
Follow-up emails
Building a Promotional Calendar
Cataloging your products and services
Creating an annual promotional plan
Developing a marketing plan
Creating a 30-day calendar
Creating a 90-day rolling calendar
Creating Email Campaigns
Indoctrination campaigns
Engagement campaigns
Ascension campaigns
Segmentation campaigns
Reengagement campaigns
Writing and Designing Effective Emails
Harvesting proven email copy
Answering four questions
Knowing why people buy
Writing effective email subject lines
Curiosity subject lines
Benefit subject lines
Scarcity subject lines
Writing body copy
Cuing the Click
Getting More Clicks and Opens
Ensuring Email Deliverability
List Hygiene
Monitoring your reputation
Proving subscriber engagement
TOOLS THAT ENSURE EMAIL DELIVERABILITY
Measuring, Analyzing, and Optimizing Campaigns
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
Campaign source (utm:source)
Campaign medium (utm:medium)
Campaign content (utm:content)
Campaign name (utm:campaign)
Dissecting a UTM
Creating UTM parameters for your URLs
Creating Goals to See Who’s Taking Action
Segmenting Your Audience with Google Analytics
Creating audience segments
Honing In on Your Audience
Drilling into demographics
Age
Gender
Location
Device
Drilling into psychographics
Affinity Category report
In-Market report
Putting It All Together
Optimizing Your Campaigns for Maximum ROI
Understanding Split Testing
Obtaining the tools you need to run split tests
An analytics suite
Testing tech
Test duration calculator
Following the split test guidelines
Selecting Page Elements to Optimize
Considering qualitative data
Using qualitative tools
Getting Ready to Test
Developing an optimization hypothesis
Choosing the metrics to track
Calculating your test timeline
Preparing to Launch
Defining goals in Google Analytics
Checking that your page renders correctly in all browsers
Ensuring that you have no testing conflicts
Checking links
Keeping variation load times similar or identical
Calling a Test
Knowing How a Test Performed
Analyzing the Test
The Part of Tens
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
Ten Trending Digital Marketing Skills to Add to Your Resume
Content Marketing Positions
Brand journalist
Managing editor
Content marketing manager
Paid Media Manager
Search Engine Optimization (SEO) Manager
Social Media Marketing
Community Management
Video Marketing and Production Positions
Video production specialist
Video marketing manager
Web Design and Development Positions
Front-end developer
Back-end developer
Direct-response copywriter
Email marketing analyst
Data Analysis Positions
Data analyst
Testing and optimization specialist
Ten Essential Tools for Digital Marketing Success
Building a Website
WordPress.org
Joomla
Drupal
BigCommerce
Shopify
Hosting a Website
WP Engine
HostGator
A2 Hosting
Rackspace
Choosing Email Marketing Software
Constant Contact
AWeber
Mailchimp
Considering Customer Relationship Management (CRM) Software
Keap
Salesforce
HubSpot
Zoho CRM
Adding a Payment Solution
Stripe
Square
PayPal
Adyen
Using Landing Page Software
Instapage
Leadpages
Unbounce
HubSpot
Sourcing and Editing Images
Canva
SnagIt
Managing Social Media
Hootsuite
Meet Edgar
Mention
Measuring Your Performance: Data and Analytics
Google Analytics
Google Data Studio
Google Tag Manager
Optimizing Your Marketing
Visual Website Optimizer
Optimizely
TruConversion
Index. A
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N
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P
Q
R
S
T
U
V
W
Y
Z
About the Authors
Dedication
Authors’ Acknowledgments
WILEY END USER LICENSE AGREEMENT
