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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!
Autorentext
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.
Klappentext
Access downloadable tools to put ideas into action Become a master of digital marketing! Pretty much every business lives online these days, and a knowledge of digital marketing techniques is essential for building your business and boosting your brand. This book is loaded with proven digital marketing strategies and tactics that can benefit organizations large or small. Learn how to gain more information about your customers, gather followers with targeted content, turn fans into customers, build website traffic with search marketing, maximize social media, and analyze your results. Then watch your business boom! Inside...
Zusammenfassung
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 businessno 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 customerthis book will take you through the whole process!
Inhalt
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 Payi...