Digital Marketing For Dummies
ISBN: 9788126567010
368 pages
For more information write to us at: acadmktg@wiley.com
Description
Discover how to expand the reach of your brand, acquire and monetize customers, and increase audience engagement with the proven digital marketing strategy and tactics found in this comprehensive guide. Learn how to determine the best product and market fit for your business, measure what your traffic is worth from any source, and offer an effective lead magnet to convert visitors. Use these tools, and more, to change the relationship from prospect to loyal customer.
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
- What to include in your customer avatar
- Introducing Agency Eric: A customer avatar example
- Getting clear on goals and values
- Finding sources of information and entertainment
- Honing in on demographics
- Adding challenges and pain points
- Preparing for objections
- Getting Clear on the Value You Provide
- Knowing the Stages of the Customer Journey
- Step 1: Generating awareness
- Step 2: Driving engagement
- Step 3: Building subscribers
- Step 4: Increasing conversions
- Step 5: Building excitement
- Step 6: Making the core offer sale and more
- Step 7: Developing brand advocates
- Step 8: Growing brand promoters
- Preparing Your Customer Journey Road Map
Chapter 2: Choosing the Right Marketing Campaign
- Establishing Marketing Objectives
- Defining a Digital Marketing Campaign
- Understanding the Three Major Types of Campaigns
- Campaigns that generate new leads and customers
- Campaigns that monetize existing leads and customers
- Campaigns that build engagement
- 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
- Zeroing in on what matters
- Making a specific promise
- Giving a specific example
- Offering a specific shortcut
- Answering a specific question
- Delivering a specific discount
- Generating leads with educational content
- Generating leads with tools
- Filling out the gated offer checklist
- Designing Deep-Discount Offers
- Using physical premiums
- Employing a book
- Leveraging the webinar
- Selling software
- Splintering a service
- Brainstorming "little victories" to offer your leads
- Filling out the deep-discount offer checklist
- Discovering your deep-discount offer
- Maximizing Profit
- Making an upsell or cross-sell offer
- Building bundles and kits
- Tacking on a slack adjuster
- Recurring billing
Part 2: Using Content to Generate Fans, Followers