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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
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.
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Veröffentlichungsjahr: 2019
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Contributing Authors
Ryan Deiss
Stephanie Diamond
Russ Henneberry
John Haydon
Cat Lincoln
Corey Padveen
Stefania Pomponi
Deborah Ng
Kristy Sammis
Shiv Singh
Sangram Vajre
Jan Zimmerman
Digital Marketing All-in-One For Dummies®
Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com
Copyright © 2019 by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
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Library of Congress Control Number: 2019935455
ISBN 978-1-119-56023-4 (pbk); ISBN 978-1-119-56025-8 (ebk); ISBN 978-1-119-56024-1 (ebk)
Digital Marketing All-in-One For Dummies®
To view this book's Cheat Sheet, simply go to www.dummies.com and search for “Digital Marketing All-in-One For Dummies Cheat Sheet” in the Search box.
Table of Contents
Cover
Introduction
About This Book
Icons Used in This Book
Where to Go from Here
Book 1: Creating Your Digital Marketing Strategy
Chapter 1: Developing Your Overall Digital Strategy
Understanding the Components of a Digital Marketing Strategy
Communicating Your Mission
Establishing Your Goals
Expanding Your Corporate Mindset
Dipping into User Design and Habits
Chapter 2: Grabbing the Attention of Your Customer
Focusing on Attention
Making Your Content Easy to Consume
Deploying Interactive Content
Chapter 3: Discovering Your Business Model and Brand
Separating Your Business Model from Your Brand
Analyzing Your Business Model
Discovering Your Brand
Solidifying the Look of the Brand
Developing Success Measures for Your Brand
Producing Engaging Branded Content
Chapter 4: Deciding which Marketing Campaign to Create
Establishing Marketing Objectives
Defining a Digital Marketing Campaign
Understanding the Three Major Types of Campaigns
Balancing Your Marketing Campaign Calendar
Choosing the Campaign You Need Now
Viewing Your Digital Marketing through the Campaign Lens
Chapter 5: Crafting Offers That Sell
Offering Value in Advance
Designing an Ungated Offer
Designing a Gated Offer
Designing Deep-Discount Offers
Maximizing Profit
Chapter 6: Planning B2B Campaign Success
Setting Key Performance Indicators
Testing Your Campaigns
Knowing You Aren't Wasting Money
Book 2: Uncovering the Customer Experience
Chapter 1: Interacting with Customer Data
Understanding Big Data
Uncovering the Role Big Data Plays in Content Marketing
Discovering the Internet of Things
Visualizing Big Data
Chapter 2: Uncovering Buyer Personas
Reviewing Persona Development
Collecting Information
Avoiding Common Mistakes
Looking at How Generations Differ
Identifying a Prospect’s Emotions
Keeping Up with Trends
Chapter 3: Structuring the Buyer Journey
Harnessing the Customer Experience
Uncovering Commercial Intent
Defending Against Competitors
Identifying the Stages of the Buyer Journey
Personalizing Your Content
Chapter 4: Embracing Sales Enablement
Discovering Sales Enablement
Training Your Salesforce
Coaching Your Reps to Become Winners
Checking Out Sales Enablement Blogs
Book 3: Dipping into Content Creation
Chapter 1: Creating Your Content Plan
Evaluating Your Content
Assessing Your Content
Visualizing Your Sites
Creating Your Plan
Focusing on Specialized Content
Chapter 2: Reviewing Content Types
Dipping into Content Categories
Working with Original Short- and Long-Form Content
Using Curation
Making Use of User-Generated Content
Repurposing Content to Add Value
Viewing Aggregated Visual Content
Dealing with Live Video Content
Extending Business News
Offering Online Courses
Managing Content Formats
Chapter 3: Understanding the Customer’s Intent
Knowing the Dynamics of Content Marketing
Finding Your Path to Perfect Content Marketing
Executing Perfect Content Marketing
Distributing Content to Attract an Audience
Chapter 4: Creating Content That Tells a Story
Storytelling to Engage Your Audience
Structuring Your Content Using Stories
Chapter 5: Defining Your Content Framework Using Processes and Systems
Organizing the Content Process
Determining Roles and Responsibilities
Managing the Workflow
Documenting Your Policies and Procedures
Chapter 6: Targeting Content for Your B2B Audience
Creating a Content Library
Humanizing Content
Reaching Through Technology
Book 4: Reaching Your Millennial Audience
Chapter 1: Figuring Out Millennials
Discovering Why Millennials Matter
Leveraging Millennial Influence
Meeting Millennials Where They Are
Chapter 2: Looking at the Influence of Millennials
Understanding the Marketer’s Perception of Millennials
The Millennial Mindset
Chapter 3: Pursuing a Data Strategy
Recognizing the Value of Data
Pinpointing Key Indicators in Your Data
Using Your Data as the Foundation of Your Strategy
Identifying Data Sources
Analyzing Your Data on a Regular Basis
Chapter 4: Finding Millennials on Traditional Media
Taking Advantage of Television (With or Without the Budget)
Targeting Millennials with Print Media
Incorporating Email into Your Strategy
Chapter 5: Experimenting with the Share Economy
Positioning Your Brand Around Sharing
Establishing a Voice
Running a Niche Campaign for the Share Economy
Encouraging Audience Participation
Measuring Results
Chapter 6: Developing the Brand Experience
Creating a Brand Experience Strategy
Identifying Touchpoints for Your Audience
Checking Off Elements for Each Touchpoint
Developing a Customer Relationship
Segmenting Your Content
Integrating the Experience for an Omni-Channel Strategy
Tracking the Brand Experience Across Different Media
Running Brand Experience Campaigns
Book 5: Implementing Channel Promotions
Chapter 1: Identifying Paid, Earned, Shared, and Owned Media
Understanding Types of Media
Utilizing Paid Media
Championing Earned Media
Enhancing Shared Media
Amplifying Owned Media
Creating a Framework for Achieving the Right Mix
Chapter 2: Using Search Marketing
Knowing the Three Key Players in Search Marketing
Targeting Search Queries
Optimizing Your Assets for Specific Channels
Earning Links
Chapter 3: Making Content Shareable
Embracing Shareability as a Strategy
Uncovering the Five Ws and One H of Online Sharing
Adding Social Bookmarking
Making SEO a Priority
Deploying Hashtags to Encourage Sharing
Chapter 4: Considering Email Marketing
Understanding Marketing Emails
Sending Broadcast and Triggered Emails
Building a Promotional Calendar
Creating Email Campaigns
Writing and Designing Effective Emails
Getting More Clicks and Opens
Ensuring Email Deliverability
Book 6: Connecting with Influencers
Chapter 1: Communicating with Influencers
Defining Influencer Marketing
Identifying the Primary Influencer Platforms
Engaging Stellar Influencers
Making Influencer Marketing Work for You
Chapter 2: Collaborating to Win
Discovering the Evolving Role of Influencers
Recognizing Influencer Types
Finding the Right Influencers
Uncovering New Influencers
Influencing with Customer Advocacy
Enhancing Word of Mouth (WOM) with Advertising
Paid Influencer Programs
Chapter 3: Engaging Influencers Using the “Three Cs”
Communicating Like a Pro
Upping Your Game: Creating an Influencer Contract
Compensating Influencers Fairly
Chapter 4: Succeeding with Influencer Marketing
Secret #1: Set Realistic Campaign Goals
Secret #2: Know Your Audience
Secret #3: Stay on Message
Secret #4: Be Agile
Secret #5: Recognize the Power of Emotional Stories
Secret #6: You Get What You Measure
Chapter 5: Getting Creative
Getting Creative and Letting Go
What If It All Goes Wrong?
Chapter 6: Working with an Agency
So, You Want to Hire an Influencer Marketing Agency
Deciding Which Type of Agency Is Right for You
One-Off Events versus Continuity Campaigns
Book 7: Facebook Marketing
Chapter 1: Delving into Facebook Marketing
What Is Facebook, and Why Is It So Popular?
Understanding the Marketing Potential of Facebook
Understanding Why Your Business Needs a Facebook Page
Chapter 2: Creating a Facebook Marketing Plan
Understanding the Power of Word of Mouth on Facebook
Understanding Your Facebook Audience
Defining Your Marketing Goals
Developing Your Content Strategy
Encouraging Audience Engagement
Monitoring and Reporting Page Activity
Integrating Your Online and Offline Campaigns
Chapter 3: Selling Products and Services Using Facebook Offers
Understanding Facebook Offers
Creating an Offer for Your Page
Getting the Most from Your Offer
Promoting Your Offer
Chapter 4: Uniting Facebook with Other Social Media
Making Facebook Part of Your Marketing Mix
Promoting Your Facebook Presence Offline
Optimizing Your Page for Search Results
Integrating Instagram into Your Other Marketing Channels
Getting Inside Your Customers’ Heads
Chapter 5: Getting into Instagram
Promoting Your Brand on Instagram
Using Your Instagram Account
Determining What Is Photo-Worthy for Your Brand
Using Hashtags in Your Instagram Posts
Finding Friends and Fans on Instagram
Using Instastories
Chapter 6: Promoting Advanced Customer Engagement
Using Facebook Messenger to Communicate with Customers
Developing a Better Customer Experience
Getting Started with Facebook Live
Book 8: Deploying Other Social Media
Chapter 1: Leveraging Social Media
Thinking Strategically about Social Media Integration
Integrating Social Media with E-Newsletters
Integrating Social Media with Press Releases
Integrating Social Media with Your Website
Chapter 2: Working with Twitter
Finding the Right People to Follow
Finding Out Who Is Talking about You on Twitter
Responding to Tweets
Searching on Twitter
Tweeting Like a Pro
Sharing on Twitter
Following the Twitter Rules of Etiquette
Hosting a Tweet-Up
Chapter 3: Looking at YouTube
Looking at YouTube Basics
Promoting on YouTube
Seeding a Viral Campaign
Advertising on YouTube
Chapter 4: Reviewing Pinterest
Understanding Pinterest
Getting Started
Getting on Board
Pinning on Pinterest
Following on Pinterest
Sharing on Pinterest
Driving Traffic with Pinterest
Building Your Pinterest Community
Book 9: Analyzing Data for Success
Chapter 1: Looking Back at Your Business Model
Validating Business Models
Reviewing Your Brand Status
Chapter 2: Reassessing Your Strategy
Allowing for Failed Experiments
Looking Back at Your Digital Marketing Strategy
Chapter 3: Reviewing Ongoing Improvement for B2B Marketing
Ongoing Account Maintenance
Gauging Potential Opportunities
Providing Added Value
Chapter 4: Achieving Maximum ROI
Understanding Split Testing
Selecting Page Elements to Optimize
Getting Ready to Test
Preparing to Launch
Calling a Test
Knowing How a Test Performed
Analyzing the Test
Index
About the Authors
Advertisement Page
Connect with Dummies
End User License Agreement
List of Tables
Book 1 Chapter 1
TABLE 1-1 Choosing KPIs
Book 1 Chapter 2
TABLE 2-1 Parr’s Captivology Triggers
Book 1 Chapter 6
TABLE 6-1 Example Report of Inbound Marketing Activity for Account Progression
Book 2 Chapter 1
TABLE 1-1 Types of Data
Book 2 Chapter 2
TABLE 2-1 Data for Persona Development
Book 2 Chapter 3
TABLE 3-1 Content for the Buyer Journey
Book 2 Chapter 4
TABLE 4-1 The Stages of Maturity in Sales Enablement Strategy
Book 3 Chapter 1
TABLE 1-1 Components of Content Strategy
Book 3 Chapter 2
TABLE 2-1 Content Categories
TABLE 2-2 Content Formats
Book 3 Chapter 5
TABLE 5-1 Roles Needed for a Content System
TABLE 5-2 Documentation Needed for a Content System
Book 5 Chapter 1
TABLE 1-1 Attributes of Paid, Earned, Shared, and Owned Media
Book 5 Chapter 3
TABLE 3-1 Key Insights from the “Psychology of Sharing” Study
Book 6 Chapter 2
TABLE 2-1
Three Critical Factors that Trigger WOM
Book 6 Chapter 6
TABLE 6-1 When to Use a Self-Service Agency versus a Full-Service Agency
Book 8 Chapter 1
TABLE 1-1 Publicity and PR Resources
Book 9 Chapter 2
TABLE 2-1 Paid Media Evaluation
List of Illustrations
Book 1 Chapter 1
FIGURE 1-1: Content Marketing Institute.
FIGURE 1-2: HubSpot blog.
FIGURE 1-3: Patagonia.
FIGURE 1-4: Warby Parker.
FIGURE 1-5: 2019 Benchmarks, Budgets, and Trends — North America Survey.
FIGURE 1-6: Rebecca Lieb.
FIGURE 1-7: Column Five Media.
FIGURE 1-8: IC Media Direct.
FIGURE 1-9: I-Scoop.
FIGURE 1-10: Monetate’s Infographic showing what it means to be customer centric...
Book 1 Chapter 2
FIGURE 2-1: Time.com.
FIGURE 2-2: An Infographic World article about short attention spans.
FIGURE 2-3: Impactana.
FIGURE 2-4: Marketing Land.
FIGURE 2-5: Matrix of Christoph C. Cemper explaining buzz vs. impact.
FIGURE 2-6: The F and Z patterns.
FIGURE 2-7: The F pattern on a heat map from the Nielsen Norman Group.
FIGURE 2-8: Numbered list example on the HubSpot blog.
FIGURE 2-9: Type size and font color on the Influence & Co. blog.
FIGURE 2-10: Visuals on the BarkBox blog.
FIGURE 2-11: White space on the Contently blog.
FIGURE 2-12: Ceros.
FIGURE 2-13: SnapApp.
FIGURE 2-14: Ion Interactive.
Book 1 Chapter 3
FIGURE 3-1: ClickBank offers affiliate products.
FIGURE 3-2: Lynda.com supplies course content under the membership model.
FIGURE 3-3: Etsy is a thriving example of the peer-to-peer e-commerce site model...
FIGURE 3-4: The online retailer 1-800-FLOWERS.COM.
FIGURE 3-5: Seamless provides a food-delivery service.
FIGURE 3-6: You pay a monthly fee to access all the content on Netflix.
FIGURE 3-7: Dropbox offers a freemium service for storing and sharing files.
FIGURE 3-8: LinkedIn offers free and paid services.
FIGURE 3-9: Be sure to add value to customers’ lives with your free services, as...
FIGURE 3-10: The Business Model Canvas from Strategyzer.
FIGURE 3-11: The IBM logo is simple but classic.
FIGURE 3-12: The iconic Disney font.
FIGURE 3-13: WebDAM.
FIGURE 3-14: IntelligenceBank.
FIGURE 3-15: Find Guidelines on the Web.
Book 1 Chapter 4
FIGURE 4-1: Acquisition campaigns move prospects from the Aware to Converted sta...
FIGURE 4-2: Monetization campaigns create excitement and cause existing leads an...
FIGURE 4-3: Engagement campaigns create brand advocates and brand promoters.
FIGURE 4-4: Use Acquisition, Monetization, and Engagement campaigns to move peop...
Book 1 Chapter 5
FIGURE 5-1: OpenMarket asks for contact information in exchange for this white p...
FIGURE 5-2: Copyblogger's gated offer clearly states what people can expect when...
FIGURE 5-3: IKEA’s sales catalog is an ideal example of a sales material gated o...
FIGURE 5-4: A handout is a prime example of useful content that can be gated.
FIGURE 5-5: HubSpot generates leads with its gated offer of its “Website Grader”...
FIGURE 5-6: Through Fiverr, larger services can be splintered into smaller, sing...
FIGURE 5-7: Amazon expertly uses upsells and cross-sells to increase the basket ...
Book 1 Chapter 6
FIGURE 6-1: Report of impressions from a campaign.
FIGURE 6-2: Example of A/B testing your advertising creatives.
Book 2 Chapter 1
FIGURE 1-1: Recode.
FIGURE 1-2: IoT sales projections from Priceonomics.
FIGURE 1-3: The Intel infographic on IoT.
FIGURE 1-4: Altimeter’s Customer Experience Report.
Book 2 Chapter 2
FIGURE 2-1: Onalytica.
FIGURE 2-2: MarketingCharts data from KoMarketing, Huff Industrial Marketing, an...
FIGURE 2-3: Social Mention.
FIGURE 2-4: Google Alerts.
FIGURE 2-5: TweetReach.
FIGURE 2-6: Quora.
FIGURE 2-7: HubSpot’s Make My Persona tool.
FIGURE 2-8: Pew Research Center study.
FIGURE 2-9: The NewsCred Millennial study.
FIGURE 2-10: Google Trends for content marketing.
FIGURE 2-11: Trendspottr.
FIGURE 2-12: Trend Hunter.
FIGURE 2-13: BuzzSumo Trends for content marketing.
Book 2 Chapter 3
FIGURE 3-1: Google results for “how do I create content.”
FIGURE 3-2: RazorSocial.
FIGURE 3-3: Google results for “buy organic baby food online.”
FIGURE 3-4: SimilarWeb.
FIGURE 3-5: Ahrefs.
FIGURE 3-6: Rob Wormley’s blog.
FIGURE 3-7: MozBar.
FIGURE 3-8: SEMrush.
Book 2 Chapter 4
FIGURE 4-1: The Sales Enablement Maturity Model by Demand Metric.
FIGURE 4-2: Tamara Schenk’s blog.
FIGURE 4-3: The Forrester blog.
FIGURE 4-4: The Sales Enablement blog of the Association for Talent Development.
Book 3 Chapter 1
FIGURE 1-1: Demand Metric Infographic.
FIGURE 1-2: CMS Wire.
FIGURE 1-3: The Kapost Content Operation Maturity Model.
FIGURE 1-4: Suggested mind map for documenting your ecosystem.
FIGURE 1-5: Model of a website map.
Book 3 Chapter 2
FIGURE 2-1: Robin Good’s “Ultimate Guide.”
FIGURE 2-2: Lynda.com.
FIGURE 2-3: Udemy.
FIGURE 2-4: Camtasia.
FIGURE 2-5: SlideShare.
FIGURE 2-6: Canva.
FIGURE 2-7: GoToWebinar.
FIGURE 2-8: iTunes podcast directory.
FIGURE 2-9: iMindMap.
FIGURE 2-10: Biggerplate.
FIGURE 2-11: Prezi.
Book 3 Chapter 3
FIGURE 3-1: This content on Freshbooks is designed to meet a prospective custome...
FIGURE 3-2: The three-step marketing funnel.
FIGURE 3-3: You need different content types at each stage of the marketing funn...
FIGURE 3-4: Whole Foods raises awareness of products it sells while providing va...
FIGURE 3-5: Rideshare company Lyft uses a landing page to start its driver appli...
FIGURE 3-6: Salesforce creates content that converts at the BOFU by telling cust...
FIGURE 3-7: Freshbooks uses a comparison sheet to move a prospect closer to conv...
FIGURE 3-8: Freshbooks anticipates the next logical intent of a visitor who need...
FIGURE 3-9: The Content Campaign Plan organizes your content strategy for each i...
FIGURE 3-10: On Facebook, Lowe's establishes the benefit of the content and give...
Book 3 Chapter 4
FIGURE 4-1: Harvard Business Review.
FIGURE 4-2: PsyBlog.
FIGURE 4-3: Jennifer Aaker.
FIGURE 4-4: Roojoom.
Book 3 Chapter 5
FIGURE 5-1: WriterAccess.
FIGURE 5-2: Brafton.
FIGURE 5-3: WordPress Calendar.
FIGURE 5-4: HubSpot content style template.
Book 3 Chapter 6
FIGURE 6-1: Example of an ebook.
FIGURE 6-2: Example of a table of contents.
FIGURE 6-3: Example of an infographic.
FIGURE 6-4: Example of a webinar replay.
FIGURE 6-5: Example of a case study for one industry.
Book 4 Chapter 1
FIGURE 1-1: Yelp allows consumers to provide reviews.
Book 4 Chapter 2
FIGURE 2-1: Terms Millennials use to describe themselves.
Book 4 Chapter 3
FIGURE 3-1: An example of raw data in Microsoft Excel.
FIGURE 3-2: Cooked data is the result of some manipulation of raw information.
FIGURE 3-3: You can find free social user data using Facebook Insights.
FIGURE 3-4: Amazon recommends a series of tailored products to its customers bas...
FIGURE 3-5: Tableau helps users visualize their data.
FIGURE 3-6: Alexa.
FIGURE 3-7: BuzzSumo.
FIGURE 3-8: TrackMaven.
FIGURE 3-9: Crimson Hexagon is an advanced, enterprise-grade industry analysis t...
FIGURE 3-10: An example of an outlier in a data set.
FIGURE 3-11: Plotly is a powerful free tool that makes data analysis simple.
FIGURE 3-12: The Google Analytics audience dashboard.
FIGURE 3-13: Create a new segment from your audience dashboard.
FIGURE 3-14: Select the age range filter.
FIGURE 3-15: Access free Page insights on Facebook.
FIGURE 3-16: Twitter provides some good insight into both content and audiences.
FIGURE 3-17: User viewing habits data in YouTube.
Book 4 Chapter 4
FIGURE 4-1: Millennial viewing habits have decreased.
FIGURE 4-2: Different types of campaigns available in Constant Contact.
Book 4 Chapter 5
FIGURE 5-1: Begin by choosing a broad audience of Millennial users on Facebook.
FIGURE 5-2: Initially narrow your user selection by targeting general share econ...
FIGURE 5-3: Attribution models can weigh each touchpoint in Google Analytics.
Book 4 Chapter 6
FIGURE 6-1: Cadbury built a giant chocolate thumbs-up to show its thanks for one...
FIGURE 6-2: Google Tag Manager can help you more precisely track data.
FIGURE 6-3: Google offers a free service where you can add customized parameters...
FIGURE 6-4: Bitly allows users to shorten and track custom links to content.
Book 5 Chapter 1
FIGURE 1-1: The PESO model.
FIGURE 1-2: A retargeted ad.
FIGURE 1-3: Marketo’s Big Marketing Activity Coloring Book.
FIGURE 1-4: Diagram of a framework for finding the right balance.
Book 5 Chapter 2
FIGURE 2-1: Google displays ads at the top and in the top-right corners of searc...
FIGURE 2-2: A discoverable search query for local bed-and-breakfast inns.
FIGURE 2-3: A branded search query for Austin’s Inn at Pearl Street.
FIGURE 2-4: Planning keywords with Google AdWords Keyword Planner.
FIGURE 2-5: Allrecipes.com satisfies a searcher’s intent for a mojito recipe.
FIGURE 2-6: A search query in Amazon satisfies a search for the Canon EOS 70D.
FIGURE 2-7: Examples of <title> tags.
FIGURE 2-8: Examples of meta descriptions.
FIGURE 2-9: Each video image is a thumbnail.
FIGURE 2-10: Examining video retention in YouTube.
FIGURE 2-11: An example of prompts Pinterest gives when searching the platform.
Book 5 Chapter 3
FIGURE 3-1: ShareThis.
FIGURE 3-2: Canva Design School.
FIGURE 3-3: Health Catalyst Knowledge Center.
FIGURE 3-4: A MarketingSherpa chart of the most and least shared social content.
FIGURE 3-5: Chartbeat.
FIGURE 3-6: A Google site test.
FIGURE 3-7: TweetChat.
FIGURE 3-8: RiteTag.
FIGURE 3-9: Twubs.
Book 5 Chapter 4
FIGURE 4-1: The primary goals of each email type.
FIGURE 4-2: A promotional asset sheet.
FIGURE 4-3: An annual promotional planning worksheet.
FIGURE 4-4: A 30-day promotional planning worksheet.
FIGURE 4-5: A sample campaign storyboard.
FIGURE 4-6: An example indoctrination email that welcomes a new subscriber.
FIGURE 4-7: Example of a segmentation campaign email.
FIGURE 4-8: An example reengagement campaign.
FIGURE 4-9: An example of a “Your Thoughts?” email that engages the audience.
Book 6 Chapter 2
FIGURE 2-1: Influence at Work.
FIGURE 2-2: Filters on BuzzSumo for influencer types.
FIGURE 2-3: Results of pet food search on BuzzSumo.
FIGURE 2-4: The FollowerWonk homepage.
FIGURE 2-5: Topics to search at the top of the Alltop home page.
FIGURE 2-6: Example of Evernote listing for an ambassador.
FIGURE 2-7: Jamie Todd Rubin’s website.
FIGURE 2-8 GroupHigh.
FIGURE 2-9 RhythmOne.
FIGURE 2-10 Tapinfluence.
Book 7 Chapter 1
FIGURE 1-1: The Best Friends Animal Society benefits from the word-of-mouth mark...
FIGURE 1-2: Facebook Ads like these are an extremely cost-effective way to targe...
FIGURE 1-3: Facebook Pages include various views and apps that users can explore...
FIGURE 1-4: Facebook users can like your Page from your hovercard by hovering th...
Book 7 Chapter 1
FIGURE 2-1: The advent of social networks influenced how people connect with bra...
FIGURE 2-2: Tom’s of Maine knows that its customers care about making positive c...
FIGURE 2-3: Facebook allows you to create a Page to market your business.
FIGURE 2-4: Use the Invite link to send a notification about your Page.
FIGURE 2-5: The Facebook Page of 1-800-Flowers.com displays special offers that ...
FIGURE 2-6: Klondike created a video app for Facebook fans.
FIGURE 2-7: StarKist gives fans the opportunity to get free merchandise and spec...
FIGURE 2-8: The Hallmark Channel has
Kitten Bowl
.
FIGURE 2-9: Facebook Insights provides metrics on how your fans interact with yo...
FIGURE 2-10: Facebook Insights also offers geographic and demographic data on yo...
Book 7 Chapter 3
FIGURE 3-1: Facebook Offers increases sales and gets customers to tell their fri...
FIGURE 3-2: Beginning to create an offer.
FIGURE 3-3: A view of the offer details.
FIGURE 3-4: When people claim your offer, stories are generated in their friends...
Book 7 Chapter 4
FIGURE 4-1: Kim Garst integrates her many social channels on her Facebook Page.
FIGURE 4-2: Creating a username.
FIGURE 4-3: Entering a username for your Page.
FIGURE 4-4: Instastories display at the top of the screen.
FIGURE 4-5: Have2Have.it lets you link your account to an Instagram marketplace.
Book 7 Chapter 5
FIGURE 5-1: Instagram comes with a variety of filters you can use to enhance you...
FIGURE 5-2: You can upload photos to Facebook and Twitter from Instagram.
FIGURE 5-3: Use the magnifying glass icon to view random photos or search for ot...
Book 7 Chapter 6
FIGURE 6-1: Enabling Messenger.
FIGURE 6-2: Food Network’s Messenger chatbot provides recipes and fun facts.
FIGURE 6-3: Ordering with Messenger on 1-800 Flowers.
FIGURE 6-4: Messenger Platform settings.
FIGURE 6-5: The Messaging link.
FIGURE 6-6: Editing your Instant Replies message and choosing Add Personalizatio...
FIGURE 6-7: Creating settings for the Response Assistant.
FIGURE 6-8: Editing your Away response and scheduling when it will appear.
FIGURE 6-9: Your greeting message pops up when the visitor comes in.
FIGURE 6-10: Setting Up your Greeting.
FIGURE 6-11: Scheduling your Follow Up message.
FIGURE 6-12: News Feed Ad objectives that involve using Messenger.
FIGURE 6-13: Choosing to create a Sponsored Message with Messenger.
FIGURE 6-14: Choosing Messenger as an ad placement for an ad.
FIGURE 6-15: Accessing the Facebook Live screen.
FIGURE 6-16: Settings for Facebook Live stream from your Page.
FIGURE 6-17: Choices for who can see your broadcast Timeline.
FIGURE 6-18: Adding a description, title, and icons for your broadcast.
FIGURE 6-19: Scheduling options for your Facebook Live broadcast.
FIGURE 6-20: A Facebook Live broadcast viewed on a mobile phone.
FIGURE 6-21: After the live stream, you see the replay on her Page.
Book 8 Chapter 1
FIGURE 1-1: A newsletter service such as MailChimp gives you the tools you need ...
Book 8 Chapter 2
FIGURE 2-1: To get someone’s attention on Twitter, use an @reply.
FIGURE 2-2: Put a period in front of an @reply if you want everyone who follows ...
Book 8 Chapter 3
FIGURE 3-1: Khan Academy is a customized YouTube channel.
FIGURE 3-2: Tagging displayed on a video clip.
FIGURE 3-3: The Old Spice guy video.
FIGURE 3-4: The Dove Portraits video.
FIGURE 3-5: A home-page ad on YouTube.
Book 8 Chapter 4
FIGURE 4-1: Each pin includes buttons for sharing or repining, and commenting.
FIGURE 4-2: Type the name of the brand you’re searching for in Pinterest’s searc...
FIGURE 4-3: The five ways to sort your search results.
FIGURE 4-4: Your Pinterest profile page.
FIGURE 4-5: The Notifications button is located at the top right of the page.
FIGURE 4-6: Click the … icon to set up your profile page.
FIGURE 4-7: Pins are organized into topics called boards.
Book 9 Chapter 1
FIGURE 1-1: Zappos.
FIGURE 1-2: Tropicana’s iconic orange juice label.
FIGURE 1-3: SurveyMonkey.
FIGURE 1-4: Zoho.
Book 9 Chapter 2
FIGURE 2-1: Content Marketing Institute.
Book 9 Chapter 4
FIGURE 4-1: A test duration calculator from Visual Website Optimizer.
FIGURE 4-2: 404 pages, like Amazon's, should offer users a next step but they do...
FIGURE 4-3: A heat map shows user interaction with your page.
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Introduction
According to Statista, in 2018, 4.2 billion people were active Internet users and 3.4 billion were social media users. That means that no matter what business you’re in, it's pretty likely that you can reach your audience online. You can move slowly and add digital marketing tactics and social media platforms as you go, or you can jump in and make digital marketing priority one. Either way, you can’t avoid the journey. You need to have a digital marketing plan. Your competitors have one.
So where do you start? Well, first you have to create a strategy and then determine the tactics that will support it. With Digital Marketing All-in-One For Dummies, you can sort out all the “should dos” and “nice to dos” from the “must dos.” You need a clear path that will prevent you from spending too much time on the things that don’t matter. The most beautiful website is a great ideal, but if you don’t do essential tasks such as create great content, effectively target your audience, and collect key data, you’re not going to be successful.
About This Book
To make sure you have all the information you need, this book includes 9 books that cover the following major topics:
Book 1
: Creating Your Digital Marketing Strategy:
Examine your overall goals and determine the strategy that will help you reach them.
Book 2
: Uncovering the Customer Experience:
Look at the impact that the right customer experience can have on converting prospects to loyal customers.
Book 3
: Dipping into Content Creation:
Great content gives you a competitive advantage, so you look at the keys to making your brand memorable.
Book 4
: Reaching Your Millennial Audience:
Millennials now make up the largest block of consumers. Find out what they want and how to deliver it in a way that gets their attention.
Book 5
: Implementing Channel Promotions:
See what type of promotions suits your audience and how to use search and email marketing to reach them.
Book 6
: Connecting with Influencers:
Working with influencers is gaining in popularity as digital marketers find that it’s a fast way to break through the noise. See what you need to do to work with the right influencers.
Book 7
: Facebook Marketing:
You can’t ignore Facebook. See how you can use its marketing capabilities to the fullest.
Book 8
: Deploying Other Social Media:
Find out which other social platforms your audience uses. Is it Instagram, Pinterest, Twitter, YouTube? See what you need to do to find and engage.
Book 9
: Analyzing Data for Success:
The right data makes the difference between a good campaign and a failure. See what metrics you should be tracking.
Icons Used in This Book
Throughout this book, you see different icons. Here's what they mean:
The Tip icon showcases information that can make doing things easier or faster.
The Remember icon points out things you need to remember when searching your memory bank.
The Warning icon alerts you to things that can be harmful to you or your company.
Where to Go from Here
Like all For Dummies books, you can read the chapters in any order you prefer. Start anywhere you like. However, if you're new to digital marketing you'll probably want to start with Book 1 to learn how to lay the foundation for your overall strategy. Then consider reading Book 2 that shows you why and how your customer's experience is crucial to your success.
If you want to focus on specific audiences, go to Books 4 and 6 to find out more information about targeting millennials and influencers respectively.
The rest of the books (3, 5, and 7-9) focus on the mechanics of content creation, the use of social media, channel promotions, and data analytics.
There's also an online cheat sheet. Go to dummies.com and type Digital Marketing All-in-One For Dummies in the Search box to find it. On the cheat sheet you will find information about resources to monitor your brand reputation, reasons to work with influences, how to track your content performance, and other useful information.
Book 1
Creating Your Digital Marketing Strategy
Contents at a Glance
Chapter 1: Developing Your Overall Digital Strategy
Understanding the Components of a Digital Marketing Strategy
Communicating Your Mission
Establishing Your Goals
Expanding Your Corporate Mindset
Dipping into User Design and Habits
Chapter 2: Grabbing the Attention of Your Customer
Focusing on Attention
Making Your Content Easy to Consume
Deploying Interactive Content
Chapter 3: Discovering Your Business Model and Brand
Separating Your Business Model from Your Brand
Analyzing Your Business Model
Discovering Your Brand
Solidifying the Look of the Brand
Developing Success Measures for Your Brand
Producing Engaging Branded Content
Chapter 4: Deciding which Marketing Campaign to Create
Establishing Marketing Objectives
Defining a Digital Marketing Campaign
Understanding the Three Major Types of Campaigns
Balancing Your Marketing Campaign Calendar
Choosing the Campaign You Need Now
Viewing Your Digital Marketing through the Campaign Lens
Chapter 5: Crafting Offers That Sell
Offering Value in Advance
Designing an Ungated Offer
Designing a Gated Offer
Designing Deep-Discount Offers
Maximizing Profit
Chapter 6: Planning B2B Campaign Success
Setting Key Performance Indicators
Testing Your Campaigns
Knowing You Aren't Wasting Money
Chapter 1
Developing Your Overall Digital Strategy
IN THIS CHAPTER
Formulating your business goals
Picking your key performance indicators (KPIs)
Catching customers with the Five Cs
Serving your customers using content
Building product habits
Companies have finally recognized what their customers have always known. If they can’t find the content that makes your product easy to use and enjoy, they are off to seek out your competitor. You’ve missed the opportunity to impress them or, in some cases, even get on their radar screen.
This chapter covers what goes into creating a digital marketing strategy. Without it, you can’t get the traction you need to beat the competition. You also discover each of the “Five Cs” that must be included to make your strategy complete.
Understanding the Components of a Digital Marketing Strategy
To understand how the pieces of a digital marketing strategy fit together, the components are organized into a framework called the Five Cs. They are (1) company strategy; (2) customer experience; (3); content creation (4), channel promotions, and (5) check-back analysis.
Working with the Five Cs framework helps you cover all the bases as you create your digital marketing strategy and implement your plan
Determining the company strategy
The first C is company strategy. To create a digital marketing strategy, you need to begin by looking at your company’s business goals. The question to ask yourself and your team is, “What do we want the company to achieve and how do we make it happen?”
You should direct your attention to your goals and business case for undertaking this effort. To that end, Book 1 covers the following topics:
Create a digital marketing strategy.
Several components go into a successful marketing strategy. Keep reading this chapter to find out more as well as the subsequent chapters in this book.
Get your customers’ attention.
Marketers are fiercely competing for your customers’ attention. Find out how to capture it in Book 1,
Chapter 2
.
Understand your business model and your brand.
Learn about a variety of business models and how to determine what “job” your product does. You look at brand components in Book 1,
Chapter 3
.
Decide which marketing campaign to create.
After you understand your goals, you can choose the right marketing campaign. See what to consider in Book 1,
Chapter 4
.
Develop the strongest offers.
You look at how to turn leads into customers by crafting winning offers in Book 1,
Chapter 5
.
Uncovering the customer experience
The second of the Five Cs is customer experience covered in Book 2. You need to learn what your prospects will think, feel, and do when interacting with your brand. The question for your marketing team to ask is, “Who are our prospects and how will we serve them as customers?”
You must define your audience and analyze the customer experience. You do this with the following:
Collect and analyze customer data.
Before you define your audience, you need to evaluate the kind of data you will use. In Book 2,
Chapter 1
, you look at the benefits and challenges you may face when dealing with big data to analyze your audience.
Create personas.
You define the characteristics of your perfect audience by investigating several different types of information. Find out what actions you need to takein Book 2,
Chapter 2
.
Develop the buyer journey.
You want to understand the journey your prospect takes from being interested in your product to sold on it. Book 2,
Chapter 3
looks at the buyer’s mindset and gives you a model to help you document your customer’s touchpoints.
Assist with sales enablement.
Your sales team is facing an empowered customer. Find out in Book 2,
Chapter 4
how your content can assist in making the job easier and more powerful. You can also determine where your company falls on the content maturity scale.
Creating quality content
The third C is content creation, which is covered in Book 3. You need to focus on creating quality content (based on your story) that you know your customers want and need. The question to ask is, “How will we create quality content, who will do it, and what will that content be?”
You need to develop a strategy for content, define your messaging, and establish your systems and governance rules. The chapters in tBook 3 take you through:
Create a content strategy.
You should have both a content plan and a content marketing strategy. In Book 3,
Chapter 1
, you see how to take an audit of your content to determine what you have and how you can leverage it to develop a true corporate asset.
Develop content types.
You want to ensure that you take full advantage of all the types of content available to you. Book 3,
Chapter 2
covers various types including long- and short-form original content, curated content, and visual content.
Know what your customers want.
You learn how marketing funnels help you reach your entire audience. See how in Book 3,
Chapter 3
.
Write and storytell.
You have a story to tell that will connect with your audience. How do you incorporate it into your content? See Book 3,
Chapter 4
to get a feel for the science behind why stories work and how to develop your own powerful corporate stories.
Create processes and systems.
You know that without a documented workflow and procedures, your content marketing efforts fail. Book 3,
Chapter 5
spells out the roles and responsibilities of your content team and shows you the benefits of using an editorial calendar.
Target content for each audience.
Your company needs to build a resource library that customers can access without contacting you. Find out what you should put in that library in Book 3,
Chapter 6
.
Developing channel promotions
The fourth C is channel promotion, which you find in Book 5. To have your content make the greatest impact, you want to decide where and by whom your content will be distributed. The question to ask is, “How will our prospects and customers find our content so that they can choose us?”
You want to make your content easy to find and share. You need to know how to promote your content so that prospects can find it.
Use paid, earned, shared, and owned media for maximum reach.
Making the most of all types of media is the only way to ensure that your brand voice will be heard. Look to Book 5,
Chapter 1
to learn about the value of these types of media and why earned media is gaining in importance.
Use search marketing.
Although search marketing is constantly changing, you can’t ignore its value. See Book 5,
Chapter 2
to see what you need to know.
Create sharable content.
Sharing is key to any content plan. Book 5,
Chapter 3
looks at why you should embrace shareability as a strategy and borrow from journalism’s five
W
s and one
H
(who, what, why, where, when, how) as applied to sharing.
Add an email marketing campaign.
Everyone loves and hates email. But it’s still a very important tactic to use to reach customers. See what you need to do to use it effectively in Book 5,
Chapter 4
.
Deploying check-back analysis
The fifth C is check-back analysis, which is covered in Book 9. The focus here is on the metrics you choose to determine successes or failure. The question to ask is, “Have we met our goals?”
You want to reevaluate your plans and make revisions as necessary:
Reassess your business model and brand value.
You know that it’s important to frequently assess how things are working. Find out how you can determine whether business model changes are warranted and whether you need to revise brand plans in Book 9,
Chapter 1
.
Reexamine your content marketing strategy.
Obviously, a determination of how well your content marketing strategy is working is essential. See why even failing is a springboard to success in Book 9,
Chapter 2
.
Measure success.
If you’re tracking key accounts you need to reassess your goals for each one. See what you need to do in Book 9,
Chapter 3
.
Track metrics.
It’s helpful to gauge potential new opportunities as you track your metrics. See what’s involved with that in Book 9,
Chapter 4
.
Optimize campaigns for return on investment (ROI).
Using split testing and analyzing the speed of your pages is key to optimizing your campaigns. Find out how how do this in Book 9, Chapter 5.
So that’s an overview of the Five Cs. Each of the books encompassing them includes far more information and working plans than listed here. If you do the hard work required to create and implement your plans, you can expect to be on the road to content marketing success.
DON’T BE LEFT OUT
When creating your strategy, knowing what other companies with high growth do is helpful. According to a study done by Accenture called “CMOs: Time for digital transformation or risk being left on the sidelines” a large percentage of high-growth companies:
Use data and analytics to improve the impact of their marketing (86 percent)Know that digital channels are of strategic importance (84 percent)Make sure that customers get a similar experience across all channels (80 percent)Communicating Your Mission
When you hear the term mission statement, you probably want to skip to the next section in this chapter. Completely understandable. At some point while you were in school, you were taught about mission statements and you found it boring. But the good news is that now, when you look at communicating the reason your company exists, a mission statement becomes important and personal.
Crafting your statement
In his book Epic Content: How to How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less (McGraw-Hill Education, 2013), Joe Pulizzi, “the godfather of content marketing” and founder of the Content Marketing Institute (see Figure 1-1), offers an easy way to craft a content marketing mission statement.
FIGURE 1-1: Content Marketing Institute.
Pulizzi says to break down the statement into three parts:
Whom you will serve:
The core audience you’re targeting
What solution you will offer:
What you will deliver to that audience
The outcome:
How it will make them better
Here’s a breakdown of what goes into each of these sections:
The target audience: Before you determine the characteristics of your personas (Book 2, Chapter 2 covers personas in detail), you have to identify the niche(s) that work best for you. Aside from doing market research, you need to pick a very narrow group to target. When defining their niche, some companies are afraid to rule out anyone. They think that they may eliminate an important customer segment. But narrowing down the target is exactly what makes this tactic so powerful. By defining your niche carefully, you know that you’re speaking to the people who are interested in hearing your message.
You can always add segments later, but remember this: When you target everyone, you don’t connect with anyone.
Your solution:
This may seem like the simple part of the formula, but it’s only deceptively simple. You know what your product does. But in your mission statement, you want to communicate the solution as a promise to meet your customer’s needs.
Your desired effect:
In this section, you want to spell out what need your product satisfies. Clearly identifying this need is key to determining whether customers believe you fulfilled your promise to them.
As you look at your company’s goals, you want them to align with your content marketing strategy. If those goals don’t align with your strategy, you need to determine what revisions to make.
Reviewing real mission statements
Now that you’ve looked at what goes into creating a mission statement, you can see how it plays out in real life. In her article “12 Truly Inspiring Company Vision and Mission Statement Examples,” as shown in Figure 1-2, Lindsay Kolowich gives some examples to work with (http://blog.hubspot.com/marketing/inspiring-company-mission-statements).
FIGURE 1-2: HubSpot blog.
You can deconstruct a few that hit the mark by looking at their mission statements and seeing how the formula fits.
Patagonia mission statement: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis” (http://Patagonia.com; see Figure 1-3).
Who the company serves:
People who love outdoor activities
What the solution is:
High quality clothing to fight the elements
What the outcome is:
Deliver excellent clothing under superior working conditions that do not damage the environment
This is an effective one-sentence mission statement that is clear and defines Patagonia’s commitment to its customers and the environment.
Warby Parker mission statement: “Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially-conscious businesses” (http://warbyparker.com; see Figure 1-4).
Who the company serves:
Fashion-forward eyeglass wearers
What the solution is:
Designer eyewear at a revolutionary price
What the outcome is:
Fairly priced eyewear to customers and a program that teaches people in underdeveloped countries to prescribe free eyewear to those in need.
This is another one-sentence mission statement that succinctly communicates Warby Parker’s desire to provide well-priced designer eyewear and a commitment to help fund socially-conscious businesses.
Ikea mission statement: “At Ikea our vision is to create a better everyday life for the many people. Our business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”
Who the company serves:
People who want well designed products but can’t afford expensive items.
What the solution is:
Functional home products at low prices
What the outcome is:
Create a better everyday life for as many people as possible.
With this statement Ikea clearly communicates its desire to help people afford well-designed products.
FIGURE 1-3: Patagonia.
FIGURE 1-4: Warby Parker.
These companies make crafting mission statements look easy. But they probably spent a lot of time and effort to get them just right. A mission statement can help employees serve their customers and feel pride in their organization. So for both your employees and your customers, consider adding your mission statement to your website.
In her article, Kolowich quotes Simon Sinek, author of the book, Start With Why, as saying, “Customers will never love a company until the employees love it first.”
Establishing Your Goals
After you’ve established your mission statement, you can focus on your company goals. In Book 1, Chapter 3, you take a close look at your business model and create a business model canvas. Doing the exercises in that chapter should prepare you to articulate your goals. The following sections give you a brief look at how to formulate goals.
Uncovering your goals
When looking at formulating your own goals, it can be useful to see what other marketers report were their top goals achieved for B2B content marketing. According to the 2019 report by the Content Marketing Institute/Marketing Profs, (https://www.slideshare.net/CMI/b2b-content-marketing-2019-benchmarks-budgets-and-trendsnorth-america) (see Figure 1-5), the top organizational goals achieved by B2B content marketing are the following:
Brand awareness:
81 percent
Educate audiences:
73 percent
Build credibility/trust
68 percent
Generate demand/leads:
68 percent
Nurture subscribers/audiences/leads:
58 percent
FIGURE 1-5: 2019 Benchmarks, Budgets, and Trends — North America Survey.
