Ryan Deiss - Digital Marketing For Dummies

3 Part 1: Getting Started with Digital Marketing Part 1 Chapter 1: Understanding the Customer Journey Chapter 1 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

4 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

5 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

6 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

7 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

8 Index

9 About the Authors

10 Connect with Dummies

11 End User License Agreement

1 Chapter 1FIGURE 1-1: Agency Eric is a customer avatar who purchases the certification pr...FIGURE 1-2: Understanding the goals and values of your avatar is important.FIGURE 1-3: Demographics bring the customer avatar to life.FIGURE 1-4: Understanding the challenges and pain points of your customer infor...FIGURE 1-5: Businesses provide value by moving prospects from a “Before” state ...FIGURE 1-6: Fill in the blanks on your Statement of Value. FIGURE 1-7: A Facebook advertisement focused on the goal of awareness. FIGURE 1-8: An engaging blog post from the Whole Foods blog. FIGURE 1-9: An email subscription offer from furniture retailer IKEA. FIGURE 1-10: A low-dollar offer from domain registration company GoDaddy. FIGURE 1-11: This onboarding packet builds excitement and teaches the customer ...FIGURE 1-12: Create a customer journey road map for at least one of your core o...