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Contents

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 your site 82 Paying for traffic 82 Developing a style guide 83 Determine grammar and punctuation rules 84 Document editorial process 85 Document brand voice 85 Determine additional sections 86 Create formal documentation 86 Distribute style guide 86 Chapter 5: Blogging for Business 87 Establishing a Blog Publishing Process 88 Brainstorming blog post ideas 88 Establishing content segments 90 Working with content creators 91 Editing the first draft 95 Copyediting the post 96 Applying Blog Headline Formulas 96 Tapping into self-interest 96 Piquing curiosity 97 Employing urgency and scarcity 97 Issuing a warning 98 Borrowing authority 98 Revealing the new 98 Auditing a Blog Post 99 Presents an exceptional headline 99 Includes a strong introduction 100 Offers easy-to-consume content 101 Satisfies your goal 102 Includes quality media 103 Provides a compelling close 104 Uses search engine optimization 104 Categorizes your topics 105 Completely delivers on the promise 105 Keeps professional consistency 106 Chapter 6: Taking Stock of 65 Blog Post Ideas 107 Defeating Writer's Block 107 Writing useful content 108 Being generous 114 Entertaining the masses 118 Capitalizing on the timely 119 Showing your humanity 120 Getting promotional 123 Stirring the pot 125 Engaging the audience 127 Creating Stellar Content without All the Fuss 128 Curating and aggregating content 129 Reacting to popular content 130 Crowdsourcing content 132 Part 3: Generating Website Traffic 135 Chapter 7: Building High-Converting Landing Pages 137 Exploring the Types of Landing Pages 138 Creating a Lead Capture Page 140 Creating a Sales Page 140 Writing a sales letter 143 Understanding the elements of a product detail page 149 Grading a Landing Page 152 Chapter 8: Capturing Traffic with Search Marketing 155 Knowing the Three Key Players in Search Marketing 156 Understanding searchers' needs 156 Knowing what search engines want 156 Targeting Search Queries 158 Defining a search query 159 Choosing the right queries to target 161 Satisfying searchers 163 Optimizing Your Assets for Specific Channels 165 Optimizing for Google 165 Optimizing for YouTube 168 Optimizing for Pinterest 170 Optimizing for Amazon 172 Optimizing for iTunes 174 Optimizing for review sites 175 Optimizing for search engine robots 176 Earning Links 177 Step 1: Cross-link your own content 177 Step 2: Study your competitors' links 178 Step 3: Create generous content 178 Step 4: Create content worthy of a link 178 Step 5: Publish primary research 178 Step 6: Keep up with the news 179 Chapter 9: Leveraging the Social Web 181 Social Channels 182 Facebook 182 Instagram 184 LinkedIn 185 Twitter 185 The Social Success Cycle 187 Listening to the Social Web 189 Listening by channel 190 Choosing a social listening tool 191 Planning to listen 192 Listening without paid tools 193 Utilizing the feedback loop 194 Handling customer service issues 196 Influencing and Building Brand Authority 197 Influencing by channel 198 Growing your social following 199 Increasing frequency 200 Keeping your content interesting 200 Socializing blog content 201 Networking That Moves the Needle 204 Networking by channel 205 Tapping into niche media 205 Reaching niche media 206 Networking by topic 206 Creating a social media short list 207 Flipping the script on media outreach 207 Staying compliant with the law 208 Selling on Social Channels 208 Selling by channel 209 Leading with value 209 Designing value first offers 210 Avoiding Social Media Mistakes 212 Knowing When to Automate 212 Chapter 10: Tapping into Paid Traffic 213 Visiting the Traffic Store 214 Understanding Traffic Temperature 214 Choosing the Right Traffic Platform 216 Introducing the Big Six traffic platforms 216 Setting up Boomerang Traffic 232 Defining ad retargeting 232 Setting cookies and pixels 232 Segmenting with content 233 Troubleshooting Paid Traffic Campaigns 233 Strengthening your offer 234 Tweaking your targeting 235 Scrutinizing your ad copy and creative 235 Checking the congruency of your campaign 236 Chapter 11: Following Up with Email Marketing 237 Understanding Marketing Emails 238 Promotional emails 238 Relational emails 239 Transactional emails 239 Sending Broadcast and Follow-Up Emails 241 Broadcast emails 241 Follow-up emails 241 Building a Promotional Calendar 242 Cataloging your products and services 242 Creating an annual promotional plan 244 Developing a marketing plan 245 Creating a 30-day calendar 246 Creating a 90-day rolling calendar 247 Creating Email Campaigns 247 Indoctrination campaigns 248 Engagement campaigns 250 Ascension campaigns 250 Segmentation campaigns 251 Reengagement campaigns 252 Writing and Designing Effective Emails 253 Harvesting proven email copy 253 Answering four questions 254 Knowing why people buy 254 Writing effective email subject lines 255 Writing body copy 256 Cuing the Click 257 Getting More Clicks and Opens 257 Ensuring Email Deliverability 260 List Hygiene 260 Monitoring your reputation 261 Proving subscriber engagement 261 Part 4: Measuring, Analyzing, and Optimizing Campaigns 263 Chapter 12: Crunching Numbers: Running a Data-Driven Business 265 Leveraging the Five Google Analytics Report Suites 266 Understanding Where Your Traffic is Coming From 267 Tracking the Origins of Site Visitors 269 Campaign source (utm_source) 269 Campaign medium (utm_medium) 270 Campaign content (utm_content) 270 Campaign name (utm_campaign) 270 Dissecting a UTM 271 Creating UTM parameters for your URLs 271 Creating Goals to See Who's Taking Action 272 Segmenting Your Audience with Google Analytics 274 Creating audience segments 275 Honing In on Your Audience 278 Drilling into demographics 279 Drilling into psychographics 281 Putting It All Together 285 Chapter 13: Optimizing Your Campaigns for Maximum ROI 287 Understanding Split Testing 288 Obtaining the tools you need to run split tests 288 Following the split test guidelines 290 Selecting Page Elements to Optimize 293 Considering qualitative data 293 Using qualitative tools 294 Getting Ready to Test 295 Developing an optimization hypothesis 295 Choosing the metrics to track 295 Calculating your test timeline 296 Preparing to Launch 296 Defining goals in Google Analytics 297 Checking that your page renders correctly in all browsers 297 Ensuring that you have no testing conflicts 297 Checking links 297 Keeping variation load times similar or identical 298 Calling a Test 298 Knowing How a Test Performed 298 Analyzing the Test 299 Part 5: The Part of Tens 301 Chapter 14: The Ten Most Common Digital Marketing Mistakes 303 Focusing on Eyeballs Instead of Offers 304 Failing to Talk about Your Customers (and Their Problems) 304 Asking Prospects for Too Much, Too Soon 305 Being Unwilling to Pay for Traffic 305 Being Product Centric 305 Tracking the Wrong Metrics 306 Building Assets on Other People's Land 307 Focusing on Your Content's Quantity Instead of Quality 307 Not Aligning Marketing Goals with Sales Goals 307 Allowing Shiny Objects to Distract You 308 Chapter 15: Ten Trending Digital Marketing Skills to Add to Your Resume 309 Content Marketing Positions 310 Brand journalist 310 Managing editor 311 Content marketing manager 311 Paid Media Manager 312 Search Engine Optimization (SEO) Manager 313 Social Media Marketing 313 Community Management 314 Video Marketing and Production Positions 315 Video production specialist 316 Video marketing manager 316 Web Design and Development Positions 317 Front-end developer 317 Back-end developer 317 Direct-response copywriter 318 Email marketing analyst 318 Data Analysis Positions 318 Data analyst 319 Testing and optimization specialist 319 Chapter 16: Ten Essential Tools for Digital Marketing Success 321 Building a Website 321 WordPress.org 322 Joomla 322 Drupal 323 BigCommerce 323 Shopify 323 Hosting a Website 323 WP Engine 324 HostGator 324 A2 Hosting 325 Rackspace 325 Choosing Email Marketing Software 325 Constant Contact 326 AWeber 326 Mailchimp 326 Considering Customer Relationship Management (CRM) Software 326 Keap 327 Salesforce 327 HubSpot 327 Zoho CRM 328 Adding a Payment Solution 328 Stripe 328 Square 329 PayPal 329 Adyen 329 Using Landing Page Software 329 Instapage 330 Leadpages 330 Unbounce 330 HubSpot 330 Sourcing and Editing Images 331 Canva 331 SnagIt 332 Managing Social Media 332 Hootsuite 332 Meet Edgar 333 Mention 333 Measuring Your Performance: Data and Analytics 333 Google Analytics 334 Google Data Studio 334 Google Tag Manager 334 Optimizing Your Marketing 334 Visual Website Optimizer 335 Optimizely 335 TruConversion 335 Index 337

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