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Ryan Deiss
Digital Marketing For Dummies
Читать книгу Digital Marketing For Dummies - Ryan Deiss - Страница 1
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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
Страница 7
Страница 8
Страница 9
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
Страница 32
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
Страница 44
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
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