Digital Marketing All-In-One For Dummies

Digital Marketing All-In-One For Dummies

by Stephanie Diamond
Released May 2019
Publisher(s): For Dummies
ISBN: 9781119560234

Read it now on the O’Reilly learning platform with a 10-day free trial.

O’Reilly members get unlimited access to books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial

Book description

Unlock the value in online marketing

A well-executed digital marketing plan is a proven component of success in business, and Digital Marketing All-In-One For Dummies covers everything you need to build and implement a winning plan. Whether you’re a novice in the online space or an expert marketer looking to improve your digital ROI, this book has easy-to-absorb tips and insights that will turn online prospects into loyal customers.

This book compresses the essential information on 8 topics, so you have all the information you need and none of what you don’t. You’ll learn social media marketing, marketing to millennials, account-based marketing, influencer marketing, content marketing strategies, and more!

  • Use targeted, measurable marketing strategies to promote brands and products
  • Increase brand awareness, customer acquisitions, and audience engagement
  • Measure what your online traffic is worth and improve ROI on digital marketing
  • Develop a solid digital marketing plan and put it to work for your brand

From SEO and SEM to brand awareness and why you need it, Digital Marketing All-In-One For Dummies will help you level up your digital marketing game and avoid the common mistakes that might be holding your business back.

Table of contents

  1. Cover
  2. Introduction
    1. About This Book
    2. Icons Used in This Book
    3. Where to Go from Here
  3. Book 1: Creating Your Digital Marketing Strategy
    1. Chapter 1: Developing Your Overall Digital Strategy
      1. Understanding the Components of a Digital Marketing Strategy
      2. Communicating Your Mission
      3. Establishing Your Goals
      4. Expanding Your Corporate Mindset
      5. Dipping into User Design and Habits
    2. Chapter 2: Grabbing the Attention of Your Customer
      1. Focusing on Attention
      2. Making Your Content Easy to Consume
      3. Deploying Interactive Content
    3. Chapter 3: Discovering Your Business Model and Brand
      1. Separating Your Business Model from Your Brand
      2. Analyzing Your Business Model
      3. Discovering Your Brand
      4. Solidifying the Look of the Brand
      5. Developing Success Measures for Your Brand
      6. Producing Engaging Branded Content
    4. Chapter 4: Deciding which Marketing Campaign to Create
      1. Establishing Marketing Objectives
      2. Defining a Digital Marketing Campaign
      3. Understanding the Three Major Types of Campaigns
      4. Balancing Your Marketing Campaign Calendar
      5. Choosing the Campaign You Need Now
      6. Viewing Your Digital Marketing through the Campaign Lens
    5. Chapter 5: Crafting Offers That Sell
      1. Offering Value in Advance
      2. Designing an Ungated Offer
      3. Designing a Gated Offer
      4. Designing Deep-Discount Offers
      5. Maximizing Profit
    6. Chapter 6: Planning B2B Campaign Success
      1. Setting Key Performance Indicators
      2. Testing Your Campaigns
      3. Knowing You Aren't Wasting Money
  4. Book 2: Uncovering the Customer Experience
    1. Chapter 1: Interacting with Customer Data
      1. Understanding Big Data
      2. Uncovering the Role Big Data Plays in Content Marketing
      3. Discovering the Internet of Things
      4. Visualizing Big Data
    2. Chapter 2: Uncovering Buyer Personas
      1. Reviewing Persona Development
      2. Collecting Information
      3. Avoiding Common Mistakes
      4. Looking at How Generations Differ
      5. Identifying a Prospect’s Emotions
      6. Keeping Up with Trends
    3. Chapter 3: Structuring the Buyer Journey
      1. Harnessing the Customer Experience
      2. Uncovering Commercial Intent
      3. Defending Against Competitors
      4. Identifying the Stages of the Buyer Journey
      5. Personalizing Your Content
    4. Chapter 4: Embracing Sales Enablement
      1. Discovering Sales Enablement
      2. Training Your Salesforce
      3. Coaching Your Reps to Become Winners
      4. Checking Out Sales Enablement Blogs
  5. Book 3: Dipping into Content Creation
    1. Chapter 1: Creating Your Content Plan
      1. Evaluating Your Content
      2. Assessing Your Content
      3. Visualizing Your Sites
      4. Creating Your Plan
      5. Focusing on Specialized Content
    2. Chapter 2: Reviewing Content Types
      1. Dipping into Content Categories
      2. Working with Original Short- and Long-Form Content
      3. Using Curation
      4. Making Use of User-Generated Content
      5. Repurposing Content to Add Value
      6. Viewing Aggregated Visual Content
      7. Dealing with Live Video Content
      8. Extending Business News
      9. Offering Online Courses
      10. Managing Content Formats
    3. Chapter 3: Understanding the Customer’s Intent
      1. Knowing the Dynamics of Content Marketing
      2. Finding Your Path to Perfect Content Marketing
      3. Executing Perfect Content Marketing
      4. Distributing Content to Attract an Audience
    4. Chapter 4: Creating Content That Tells a Story
      1. Storytelling to Engage Your Audience
      2. Structuring Your Content Using Stories
    5. Chapter 5: Defining Your Content Framework Using Processes and Systems
      1. Organizing the Content Process
      2. Determining Roles and Responsibilities
      3. Managing the Workflow
      4. Documenting Your Policies and Procedures
    6. Chapter 6: Targeting Content for Your B2B Audience
      1. Creating a Content Library
      2. Humanizing Content
      3. Reaching Through Technology
  6. Book 4: Reaching Your Millennial Audience
    1. Chapter 1: Figuring Out Millennials
      1. Discovering Why Millennials Matter
      2. Leveraging Millennial Influence
      3. Meeting Millennials Where They Are
    2. Chapter 2: Looking at the Influence of Millennials
      1. Understanding the Marketer’s Perception of Millennials
      2. The Millennial Mindset
    3. Chapter 3: Pursuing a Data Strategy
      1. Recognizing the Value of Data
      2. Pinpointing Key Indicators in Your Data
      3. Using Your Data as the Foundation of Your Strategy
      4. Identifying Data Sources
      5. Analyzing Your Data on a Regular Basis
    4. Chapter 4: Finding Millennials on Traditional Media
      1. Taking Advantage of Television (With or Without the Budget)
      2. Targeting Millennials with Print Media
      3. Incorporating Email into Your Strategy
    5. Chapter 5: Experimenting with the Share Economy
      1. Positioning Your Brand Around Sharing
      2. Establishing a Voice
      3. Running a Niche Campaign for the Share Economy
      4. Encouraging Audience Participation
      5. Measuring Results
    6. Chapter 6: Developing the Brand Experience
      1. Creating a Brand Experience Strategy
      2. Identifying Touchpoints for Your Audience
      3. Checking Off Elements for Each Touchpoint
      4. Developing a Customer Relationship
      5. Segmenting Your Content
      6. Integrating the Experience for an Omni-Channel Strategy
      7. Tracking the Brand Experience Across Different Media
      8. Running Brand Experience Campaigns
  7. Book 5: Implementing Channel Promotions
    1. Chapter 1: Identifying Paid, Earned, Shared, and Owned Media
      1. Understanding Types of Media
      2. Utilizing Paid Media
      3. Championing Earned Media
      4. Enhancing Shared Media
      5. Amplifying Owned Media
      6. Creating a Framework for Achieving the Right Mix
    2. Chapter 2: Using Search Marketing
      1. Knowing the Three Key Players in Search Marketing
      2. Targeting Search Queries
      3. Optimizing Your Assets for Specific Channels
      4. Earning Links
    3. Chapter 3: Making Content Shareable
      1. Embracing Shareability as a Strategy
      2. Uncovering the Five Ws and One H of Online Sharing
      3. Adding Social Bookmarking
      4. Making SEO a Priority
      5. Deploying Hashtags to Encourage Sharing
    4. Chapter 4: Considering Email Marketing
      1. Understanding Marketing Emails
      2. Sending Broadcast and Triggered Emails
      3. Building a Promotional Calendar
      4. Creating Email Campaigns
      5. Writing and Designing Effective Emails
      6. Getting More Clicks and Opens
      7. Ensuring Email Deliverability
  8. Book 6: Connecting with Influencers
    1. Chapter 1: Communicating with Influencers
      1. Defining Influencer Marketing
      2. Identifying the Primary Influencer Platforms
      3. Engaging Stellar Influencers
      4. Making Influencer Marketing Work for You
    2. Chapter 2: Collaborating to Win
      1. Discovering the Evolving Role of Influencers
      2. Recognizing Influencer Types
      3. Finding the Right Influencers
      4. Uncovering New Influencers
      5. Influencing with Customer Advocacy
      6. Enhancing Word of Mouth (WOM) with Advertising
      7. Paid Influencer Programs
    3. Chapter 3: Engaging Influencers Using the “Three Cs”
      1. Communicating Like a Pro
      2. Upping Your Game: Creating an Influencer Contract
      3. Compensating Influencers Fairly
    4. Chapter 4: Succeeding with Influencer Marketing
      1. Secret #1: Set Realistic Campaign Goals
      2. Secret #2: Know Your Audience
      3. Secret #3: Stay on Message
      4. Secret #4: Be Agile
      5. Secret #5: Recognize the Power of Emotional Stories
      6. Secret #6: You Get What You Measure
    5. Chapter 5: Getting Creative
      1. Getting Creative and Letting Go
      2. What If It All Goes Wrong?
    6. Chapter 6: Working with an Agency
      1. So, You Want to Hire an Influencer Marketing Agency
      2. Deciding Which Type of Agency Is Right for You
      3. One-Off Events versus Continuity Campaigns
  9. Book 7: Facebook Marketing
    1. Chapter 1: Delving into Facebook Marketing
      1. What Is Facebook, and Why Is It So Popular?
      2. Understanding the Marketing Potential of Facebook
      3. Understanding Why Your Business Needs a Facebook Page
    2. Chapter 2: Creating a Facebook Marketing Plan
      1. Understanding the Power of Word of Mouth on Facebook
      2. Understanding Your Facebook Audience
      3. Defining Your Marketing Goals
      4. Developing Your Content Strategy
      5. Encouraging Audience Engagement
      6. Monitoring and Reporting Page Activity
      7. Integrating Your Online and Offline Campaigns
    3. Chapter 3: Selling Products and Services Using Facebook Offers
      1. Understanding Facebook Offers
      2. Creating an Offer for Your Page
      3. Getting the Most from Your Offer
      4. Promoting Your Offer
    4. Chapter 4: Uniting Facebook with Other Social Media
      1. Making Facebook Part of Your Marketing Mix
      2. Promoting Your Facebook Presence Offline
      3. Optimizing Your Page for Search Results
      4. Integrating Instagram into Your Other Marketing Channels
      5. Getting Inside Your Customers’ Heads
    5. Chapter 5: Getting into Instagram
      1. Promoting Your Brand on Instagram
      2. Using Your Instagram Account
      3. Determining What Is Photo-Worthy for Your Brand
      4. Using Hashtags in Your Instagram Posts
      5. Finding Friends and Fans on Instagram
      6. Using Instastories
    6. Chapter 6: Promoting Advanced Customer Engagement
      1. Using Facebook Messenger to Communicate with Customers
      2. Developing a Better Customer Experience
      3. Getting Started with Facebook Live
  10. Book 8: Deploying Other Social Media
    1. Chapter 1: Leveraging Social Media
      1. Thinking Strategically about Social Media Integration
      2. Integrating Social Media with E-Newsletters
      3. Integrating Social Media with Press Releases
      4. Integrating Social Media with Your Website
    2. Chapter 2: Working with Twitter
      1. Finding the Right People to Follow
      2. Finding Out Who Is Talking about You on Twitter
      3. Responding to Tweets
      4. Searching on Twitter
      5. Tweeting Like a Pro
      6. Sharing on Twitter
      7. Following the Twitter Rules of Etiquette
      8. Hosting a Tweet-Up
    3. Chapter 3: Looking at YouTube
      1. Looking at YouTube Basics
      2. Promoting on YouTube
      3. Seeding a Viral Campaign
      4. Advertising on YouTube
    4. Chapter 4: Reviewing Pinterest
      1. Understanding Pinterest
      2. Getting Started
      3. Getting on Board
      4. Pinning on Pinterest
      5. Following on Pinterest
      6. Sharing on Pinterest
      7. Driving Traffic with Pinterest
      8. Building Your Pinterest Community
  11. Book 9: Analyzing Data for Success
    1. Chapter 1: Looking Back at Your Business Model
      1. Validating Business Models
      2. Reviewing Your Brand Status
    2. Chapter 2: Reassessing Your Strategy
      1. Allowing for Failed Experiments
      2. Looking Back at Your Digital Marketing Strategy
    3. Chapter 3: Reviewing Ongoing Improvement for B2B Marketing
      1. Ongoing Account Maintenance
      2. Gauging Potential Opportunities
      3. Providing Added Value
    4. Chapter 4: Achieving Maximum ROI
      1. Understanding Split Testing
      2. Selecting Page Elements to Optimize
      3. Getting Ready to Test
      4. Preparing to Launch
      5. Calling a Test
      6. Knowing How a Test Performed
      7. Analyzing the Test
  12. Index
  13. About the Authors
  14. Advertisement Page
  15. Connect with Dummies
  16. End User License Agreement

Product information

  • Title: Digital Marketing All-In-One For Dummies
  • Author(s): Stephanie Diamond
  • Release date: May 2019
  • Publisher(s): For Dummies
  • ISBN: 9781119560234