Digital Marketing For Dummies

Ryan Deiss is Founder/CEO of DigitalMarketer.com. His pioneering digital marketing strategies have been directly responsible for hundreds of millions of dollars in online sales. Russ Henneberry is Director of Editorial at DigitalMarketer.com. His team generates thousands of leads and sales per month by executing "full funnel" content strategies.

Introduction 1 About This Book 1 Foolish Assumptions 2 Icons Used in This Book 2 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 14 Knowing the Stages of the Customer Journey 16 Step 1: Generating awareness 16 Step 2: Driving engagement 17 Step 3: Building subscribers 18 Step 4: Increasing conversions 19 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 22 Preparing Your Customer Journey Road Map 23 Chapter 2: Choosing the Right Marketing Campaign 25 Establishing Marketing Objectives 26 Defining a Digital Marketing Campaign 27 Understanding the Three Major Types of Campaigns 30 Campaigns that generate new leads and customers 30 Campaigns that monetize existing leads and customers 32 Campaigns that build engagement 33 Balancing Your Marketing Campaign Calendar 35 Choosing the Campaign You Need Now 35 Viewing Your Digital Marketing through the Campaign Lens 36 Chapter 3: Crafting Winning Offers 37 Offering Value in Advance 38 Designing an Ungated Offer 39 Designing a Gated Offer 40 Zeroing in on what matters 41 Making a specific promise 42 Giving a specific example 42 Offering a specific shortcut 43 Answering a specific question 43 Delivering a specific discount 43 Generating leads with educational content 43 Generating leads with tools 46 Filling out the gated offer checklist 47 Designing Deep-Discount Offers 50 Using physical premiums 50 Employing a book 51 Leveraging the webinar 51 Selling software 52 Splintering a service 52 Brainstorming "little victories" to offer your leads 53 Filling out the deep-discount offer checklist 53 Discovering your deep-discount offer 55 Maximizing Profit 55 Making an upsell or cross-sell offer 56 Building bundles and kits 57 Tacking on a slack adjuster 57 Recurring billing 58 Part 2: Using Content to Generate Fans, Followers, and Customers 59 Chapter 4: Pursuing Content Marketing Perfection 61 Knowing the Dynamics of Content Marketing 62 Finding Your Path to Perfect Content Marketing 63 Understanding the marketing funnel 64 Exploring the prospect's intent 72 Providing a path to the next step 73 Segmenting your marketing with content 74 Appearing everywhere your customer expects 75 Customizing your content 76 Executing Perfect Content Marketing 76 Step 1: Choosing avatars 77 Step 2: Brainstorming content assets 77 Step 3: Choosing the vehicle and channel 78 Step 4: Planning for ascension 78 Distributing Content to Attract an Audience 78 Marketing through email 79 Capturing leads through search marketing 79 Using social media to drive traffic to your site 79 Paying for traffic 80 Chapter 5: Blogging for Business 83 Establishing a Blog Publishing Process 84 Brainstorming blog post ideas 84 Establishing content segments 87 Working with content creators 88 Editing the first draft 92 Copyediting the post 92 Applying Blog Headline Formulas 93 Tapping into self-interest 93 Piquing curiosity 93 Employing urgency and scarcity 94 Issuing a warning 94 Borrowing authority 95 Revealing the new 95 Auditing a Blog Post 95 Presents an exceptional headline 96 Includes a strong introduction 97 Offers easy-to-consume content 97 Satisfies your goal 99 Includes quality media 99 Provides a compelling close 100 Uses search engine optimization 100 Categorizes your topics 101