Digital Marketing for Dummies - Russ Henneberry

. .

Résumé :

Introduction 1

About This Book 1

Foolish Assumptions 2

Icons Used in This Book 3

Beyond the Book 3

Where to Go from Here 4

Part 1: Getting Started with Digital Marketing?5

Chapter 1: Understanding the Customer Journey 7

Creating a Customer Avatar 8

What to include in your customer avatar 9

Introducing Agency Eric: A customer avatar example 10

Getting clear on goals and values 11

Finding sources of information and entertainment 12

Honing in on demographics 12

Adding challenges and pain points 13

Preparing for objections 14

Getting Clear on the Value You Provide 15

Knowing the Stages of the Customer Journey 16

Step 1: Generating awareness 17

Step 2: Driving engagement 18

Step 3: Building subscribers 19

Step 4: Increasing conversions 20

Step 5: Building excitement 20

Step 6: Making the core offer sale and more 21

Step 7: Developing brand advocates 22

Step 8: Growing brand promoters 23

Preparing Your Customer Journey Road Map 23

Optimizing the Customer Journey 24

Avoiding an Optimization Mistake 25

Chapter 2: Choosing the Right Marketing Campaign 27

Establishing Marketing Objectives 28

Defining a Digital Marketing Campaign 29

Understanding the Three Major Types of Campaigns 32

Campaigns that generate new leads and customers 32

Campaigns that monetize existing leads and customers 34

Campaigns that build engagement 35

Balancing Your Marketing Campaign Calendar 37

Choosing the Campaign You Need Now 37

Viewing Your Digital Marketing through the Campaign Lens 38

Chapter 3: Crafting Winning Offers 39

Offering Value in Advance 40

Designing an Ungated Offer 41

Designing a Gated Offer 42

Zeroing in on what matters 43

Making a specific promise 44

Giving a specific example 44

Offering a specific shortcut 45

Answering a specific question 45

Delivering a specific discount 45

Generating leads with educational content 45

Generating leads with tools 47

Filling out the gated offer checklist 50

Designing Deep-Discount Offers 52

Using physical premiums 52

Employing a book 53

Leveraging the webinar 53

Selling software 54

Splintering a service 54

Brainstorming little victories to offer your leads 55

Filling out the deep-discount offer checklist 55

Discovering your deep-discount offer 57

Maximizing Profit 57

Making an upsell or cross-sell offer 58

Building bundles and kits 59

Tacking on a slack adjuster 59

Recurring billing 60

Part 2: Using Content to Generate Fans, Followers, and Customers?61

Chapter 4: Pursuing Content Marketing Perfection 63

Knowing the Dynamics of Content Marketing 64

Finding Your Path to Perfect Content Marketing 65

Understanding the marketing funnel 66

Exploring the prospect's intent 74

Providing a path to the next step 75

Segmenting your marketing with content 76

Appearing everywhere your customer expects 77

Customizing your content 78

Executing Perfect Content Marketing 78

Step 1: Choosing avatars 79

Step 2: Brainstorming content assets 80

Step 3: Choosing the vehicle and channel 80

Step 4: Planning for ascension 80

Distributing Content to Attract an Audience 81

Marketing through email 81

Capturing leads through search marketing 82

Using social media to drive traffic to...

Biographie:

Ryan Deiss is founder and CEO of Idea Incubator and creator of Traffic & Conversion Summit. He has consulted with more than 200,000 businesses in 68 countries. Russ Henneberry is founder of theCLIKK.com, a free daily email newsletter about digital business. He has trained and certified thousands of professionals in SEO, social media marketing and content marketing through his coaching, courses, and stage presentations....

Sommaire:

Get digital with your brand today!

Digital Marketing for Dummies has the tools you need to step into the digital world and bring your marketing process up to date. In this book, you'll discover how digital tools can expand your brand's reach and help you acquire new customers. Digital marketing is all about increasing audience engagement, and the proven strategy and tactics in this guide can get your audience up and moving!

You'll learn how to identify the digital markets and media that work best for your business-no wasting your time or money! Discover how much internet traffic is really worth to you and manage your online leads to convert web visitors into paying clients. From anonymous digital prospect to loyal customer-this book will take you through the whole process!

• Learn targeted digital strategies for increasing brand awareness
• Determine the best-fit online markets for your unique brand
• Access downloadable tools to put ideas into action
• Meet your business goals with proven digital tactics

Digital marketing is the wave of the business future, and you can get digital with the updated tips and techniques inside this book!