Efnisyfirlit

• Cover
• Introduction
  • About This Book
  • Foolish Assumptions
  • Icons Used in This Book
  • Beyond the Book
  • Where to Go from Here
• Part 1: Getting Started with Digital Marketing
  • Chapter 1: Understanding the Customer Journey
    • Creating a Customer Avatar
    • Getting Clear on the Value You Provide
    • Knowing the Stages of the Customer Journey
    • Preparing Your Customer Journey Road Map
    • Optimizing the Customer Journey
    • Avoiding an Optimization Mistake
  • Chapter 2: Choosing the Right Marketing Campaign
    • 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 3: Crafting Winning Offers
    • Offering Value in Advance
    • Designing an Ungated Offer
    • Designing a Gated Offer
    • Designing Deep-Discount Offers
    • Maximizing Profit
• Part 2: Using Content to Generate Fans, Followers, and Customers
  • Chapter 4: Pursuing Content Marketing Perfection
    • Knowing the Dynamics of Content Marketing
    • Finding Your Path to Perfect Content Marketing
    • Executing Perfect Content Marketing
    • Distributing Content to Attract an Audience
  • Chapter 5: Blogging for Business
    • Establishing a Blog Publishing Process
    • Applying Blog Headline Formulas
    • Auditing a Blog Post
  • Chapter 6: Taking Stock of 65 Blog Post Ideas
    • Defeating Writer’s Block
    • Creating Stellar Content without All the Fuss
• Part 3: Generating Website Traffic
  • Chapter 7: Building High-Converting Landing Pages
    • Exploring the Types of Landing Pages
    • Creating a Lead Capture Page
    • Creating a Sales Page
    • Grading a Landing Page
  • Chapter 8: Capturing Traffic with Search Marketing
    • Knowing the Three Key Players in Search Marketing
    • Targeting Search Queries
    • Optimizing Your Assets for Specific Channels
    • Earning Links
  • Chapter 9: Leveraging the Social Web
    • Social Channels
    • Facebook
    • Instagram
    • LinkedIn
    • Twitter
    • The Social Success Cycle
    • Listening to the Social Web
    • Influencing and Building Brand Authority
    • Networking That Moves the Needle
    • Selling on Social Channels
    • Avoiding Social Media Mistakes
    • Knowing When to Automate
  • Chapter 10: Tapping into Paid Traffic
    • Visiting the Traffic Store
    • Understanding Traffic Temperature
    • Choosing the Right Traffic Platform
    • Setting up Boomerang Traffic
    • Troubleshooting Paid Traffic Campaigns
  • Chapter 11: Following Up with Email Marketing
    • Understanding Marketing Emails
    • Sending Broadcast and Follow-Up Emails
    • Building a Promotional Calendar
    • Creating Email Campaigns
    • Writing and Designing Effective Emails
    • Cuing the Click
    • Getting More Clicks and Opens
    • Ensuring Email Deliverability
    • List Hygiene
• Part 4: Measuring, Analyzing, and Optimizing Campaigns
  • Chapter 12: Crunching Numbers: Running a Data-Driven Business
    • Leveraging the Five Google Analytics Report Suites
    • Understanding Where Your Traffic Is Coming From
    • Tracking the Origins of Site Visitors
    • Creating Goals to See Who’s Taking Action
    • Segmenting Your Audience with Google Analytics
    • Honing In on Your Audience
    • Putting It All Together
  • Chapter 13: Optimizing Your Campaigns for 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
• Part 5: The Part of Tens
  • Chapter 14: The Ten Most Common Digital Marketing Mistakes
    • Focusing on Eyeballs Instead of Offers
    • Failing to Talk about Your Customers (and Their Problems)
    • Asking Prospects for Too Much, Too Soon
    • Being Unwilling to Pay for Traffic
    • Being Product Centric
    • Tracking the Wrong Metrics
    • Building Assets on Other People’s Land
    • Focusing on Your Content’s Quantity Instead of Quality
    • Not Aligning Marketing Goals with Sales Goals
    • Allowing “Shiny Objects” to Distract You
  • Chapter 15: Ten Trending Digital Marketing Skills to Add to Your Resume
    • Content Marketing Positions
    • Paid Media Manager
    • Search Engine Optimization (SEO) Manager
    • Social Media Marketing
    • Community Management
    • Video Marketing and Production Positions
    • Web Design and Development Positions
    • Data Analysis Positions
  • Chapter 16: Ten Essential Tools for Digital Marketing Success
    • Building a Website
    • Hosting a Website
    • Choosing Email Marketing Software
    • Considering Customer Relationship Management (CRM) Software
    • Adding a Payment Solution
    • Using Landing Page Software
    • Sourcing and Editing Images
    • Managing Social Media
    • Measuring Your Performance: Data and Analytics
    • Optimizing Your Marketing
• Index
• About the Authors
• Connect with Dummies
• End User License Agreement

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