{"product_id":"digital-marketing-for-dummies-isbn-9781119660484","title":"Digital Marketing For Dummies","description":"\u003cp\u003e\u003cb\u003eGet digital with your brand today!\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eDigital Marketing for Dummies\u003c\/i\u003e 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!\u003c\/p\u003e \u003cp\u003eYou’ll learn how to identify the digital markets and media that work best for \u003ci\u003eyour\u003c\/i\u003e 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!\u003c\/p\u003e \u003cul\u003e \u003cli\u003eLearn targeted digital strategies for increasing brand awareness\u003c\/li\u003e \u003cli\u003eDetermine the best-fit online markets for your unique brand\u003c\/li\u003e \u003cli\u003eAccess downloadable tools to put ideas into action\u003c\/li\u003e \u003cli\u003eMeet your business goals with proven digital tactics\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eDigital marketing is the wave of the business future, and you can get digital with the updated tips and techniques inside this book!\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction\u003c\/b\u003e\u003cb\u003e 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAbout This Book 1\u003c\/p\u003e \u003cp\u003eFoolish Assumptions 2\u003c\/p\u003e \u003cp\u003eIcons Used in This Book 3\u003c\/p\u003e \u003cp\u003eBeyond the Book 3\u003c\/p\u003e \u003cp\u003eWhere to Go from Here 4\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1: Getting Started with Digital Marketing 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: Understanding the Customer Journey\u003c\/b\u003e\u003cb\u003e 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating a Customer Avatar 8\u003c\/p\u003e \u003cp\u003eWhat to include in your customer avatar 9\u003c\/p\u003e \u003cp\u003eIntroducing Agency Eric: A customer avatar example 10\u003c\/p\u003e \u003cp\u003eGetting clear on goals and values 11\u003c\/p\u003e \u003cp\u003eFinding sources of information and entertainment 12\u003c\/p\u003e \u003cp\u003eHoning in on demographics 12\u003c\/p\u003e \u003cp\u003eAdding challenges and pain points 13\u003c\/p\u003e \u003cp\u003ePreparing for objections 14\u003c\/p\u003e \u003cp\u003eGetting Clear on the Value You Provide 15\u003c\/p\u003e \u003cp\u003eKnowing the Stages of the Customer Journey 16\u003c\/p\u003e \u003cp\u003eStep 1: Generating awareness 17\u003c\/p\u003e \u003cp\u003eStep 2: Driving engagement 18\u003c\/p\u003e \u003cp\u003eStep 3: Building subscribers 19\u003c\/p\u003e \u003cp\u003eStep 4: Increasing conversions 20\u003c\/p\u003e \u003cp\u003eStep 5: Building excitement 20\u003c\/p\u003e \u003cp\u003eStep 6: Making the core offer sale and more 21\u003c\/p\u003e \u003cp\u003eStep 7: Developing brand advocates 22\u003c\/p\u003e \u003cp\u003eStep 8: Growing brand promoters 23\u003c\/p\u003e \u003cp\u003ePreparing Your Customer Journey Road Map 23\u003c\/p\u003e \u003cp\u003eOptimizing the Customer Journey 24\u003c\/p\u003e \u003cp\u003eAvoiding an Optimization Mistake 25\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: Choosing the Right Marketing Campaign\u003c\/b\u003e\u003cb\u003e 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEstablishing Marketing Objectives 28\u003c\/p\u003e \u003cp\u003eDefining a Digital Marketing Campaign 29\u003c\/p\u003e \u003cp\u003eUnderstanding the Three Major Types of Campaigns 32\u003c\/p\u003e \u003cp\u003eCampaigns that generate new leads and customers 32\u003c\/p\u003e \u003cp\u003eCampaigns that monetize existing leads and customers 34\u003c\/p\u003e \u003cp\u003eCampaigns that build engagement 35\u003c\/p\u003e \u003cp\u003eBalancing Your Marketing Campaign Calendar 37\u003c\/p\u003e \u003cp\u003eChoosing the Campaign You Need Now 37\u003c\/p\u003e \u003cp\u003eViewing Your Digital Marketing through the Campaign Lens 38\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: Crafting Winning Offers\u003c\/b\u003e\u003cb\u003e 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOffering Value in Advance 40\u003c\/p\u003e \u003cp\u003eDesigning an Ungated Offer 41\u003c\/p\u003e \u003cp\u003eDesigning a Gated Offer 42\u003c\/p\u003e \u003cp\u003eZeroing in on what matters 43\u003c\/p\u003e \u003cp\u003eMaking a specific promise 44\u003c\/p\u003e \u003cp\u003eGiving a specific example 44\u003c\/p\u003e \u003cp\u003eOffering a specific shortcut 45\u003c\/p\u003e \u003cp\u003eAnswering a specific question 45\u003c\/p\u003e \u003cp\u003eDelivering a specific discount 45\u003c\/p\u003e \u003cp\u003eGenerating leads with educational content 45\u003c\/p\u003e \u003cp\u003eGenerating leads with tools 47\u003c\/p\u003e \u003cp\u003eFilling out the gated offer checklist 50\u003c\/p\u003e \u003cp\u003eDesigning Deep-Discount Offers 52\u003c\/p\u003e \u003cp\u003eUsing physical premiums 52\u003c\/p\u003e \u003cp\u003eEmploying a book 53\u003c\/p\u003e \u003cp\u003eLeveraging the webinar 53\u003c\/p\u003e \u003cp\u003eSelling software 54\u003c\/p\u003e \u003cp\u003eSplintering a service 54\u003c\/p\u003e \u003cp\u003eBrainstorming “little victories” to offer your leads 55\u003c\/p\u003e \u003cp\u003eFilling out the deep-discount offer checklist 55\u003c\/p\u003e \u003cp\u003eDiscovering your deep-discount offer 57\u003c\/p\u003e \u003cp\u003eMaximizing Profit 57\u003c\/p\u003e \u003cp\u003eMaking an upsell or cross-sell offer 58\u003c\/p\u003e \u003cp\u003eBuilding bundles and kits 59\u003c\/p\u003e \u003cp\u003eTacking on a slack adjuster 59\u003c\/p\u003e \u003cp\u003eRecurring billing 60\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2: Using Content to Generate Fans, Followers, and Customers 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Pursuing Content Marketing Perfection\u003c\/b\u003e\u003cb\u003e 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKnowing the Dynamics of Content Marketing 64\u003c\/p\u003e \u003cp\u003eFinding Your Path to Perfect Content Marketing 65\u003c\/p\u003e \u003cp\u003eUnderstanding the marketing funnel 66\u003c\/p\u003e \u003cp\u003eExploring the prospect’s intent 74\u003c\/p\u003e \u003cp\u003eProviding a path to the next step 75\u003c\/p\u003e \u003cp\u003eSegmenting your marketing with content 76\u003c\/p\u003e \u003cp\u003eAppearing everywhere your customer expects 77\u003c\/p\u003e \u003cp\u003eCustomizing your content 78\u003c\/p\u003e \u003cp\u003eExecuting Perfect Content Marketing 78\u003c\/p\u003e \u003cp\u003eStep 1: Choosing avatars 79\u003c\/p\u003e \u003cp\u003eStep 2: Brainstorming content assets 80\u003c\/p\u003e \u003cp\u003eStep 3: Choosing the vehicle and channel 80\u003c\/p\u003e \u003cp\u003eStep 4: Planning for ascension 80\u003c\/p\u003e \u003cp\u003eDistributing Content to Attract an Audience 81\u003c\/p\u003e \u003cp\u003eMarketing through email 81\u003c\/p\u003e \u003cp\u003eCapturing leads through search marketing 82\u003c\/p\u003e \u003cp\u003eUsing social media to drive traffic to your site 82\u003c\/p\u003e \u003cp\u003ePaying for traffic 82\u003c\/p\u003e \u003cp\u003eDeveloping a style guide 83\u003c\/p\u003e \u003cp\u003eDetermine grammar and punctuation rules 84\u003c\/p\u003e \u003cp\u003eDocument editorial process 85\u003c\/p\u003e \u003cp\u003eDocument brand voice 85\u003c\/p\u003e \u003cp\u003eDetermine additional sections 86\u003c\/p\u003e \u003cp\u003eCreate formal documentation 86\u003c\/p\u003e \u003cp\u003eDistribute style guide 86\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Blogging for Business\u003c\/b\u003e\u003cb\u003e 87\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEstablishing a Blog Publishing Process 88\u003c\/p\u003e \u003cp\u003eBrainstorming blog post ideas 88\u003c\/p\u003e \u003cp\u003eEstablishing content segments 90\u003c\/p\u003e \u003cp\u003eWorking with content creators 91\u003c\/p\u003e \u003cp\u003eEditing the first draft 95\u003c\/p\u003e \u003cp\u003eCopyediting the post 96\u003c\/p\u003e \u003cp\u003eApplying Blog Headline Formulas 96\u003c\/p\u003e \u003cp\u003eTapping into self-interest 96\u003c\/p\u003e \u003cp\u003ePiquing curiosity 97\u003c\/p\u003e \u003cp\u003eEmploying urgency and scarcity 97\u003c\/p\u003e \u003cp\u003eIssuing a warning 98\u003c\/p\u003e \u003cp\u003eBorrowing authority 98\u003c\/p\u003e \u003cp\u003eRevealing the new 98\u003c\/p\u003e \u003cp\u003eAuditing a Blog Post 99\u003c\/p\u003e \u003cp\u003ePresents an exceptional headline 99\u003c\/p\u003e \u003cp\u003eIncludes a strong introduction 100\u003c\/p\u003e \u003cp\u003eOffers easy-to-consume content 101\u003c\/p\u003e \u003cp\u003eSatisfies your goal 102\u003c\/p\u003e \u003cp\u003eIncludes quality media 103\u003c\/p\u003e \u003cp\u003eProvides a compelling close 104\u003c\/p\u003e \u003cp\u003eUses search engine optimization 104\u003c\/p\u003e \u003cp\u003eCategorizes your topics 105\u003c\/p\u003e \u003cp\u003eCompletely delivers on the promise 105\u003c\/p\u003e \u003cp\u003eKeeps professional consistency 106\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Taking Stock of 65 Blog Post Ideas\u003c\/b\u003e\u003cb\u003e 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefeating Writer’s Block 107\u003c\/p\u003e \u003cp\u003eWriting useful content 108\u003c\/p\u003e \u003cp\u003eBeing generous 114\u003c\/p\u003e \u003cp\u003eEntertaining the masses 118\u003c\/p\u003e \u003cp\u003eCapitalizing on the timely 119\u003c\/p\u003e \u003cp\u003eShowing your humanity 120\u003c\/p\u003e \u003cp\u003eGetting promotional 123\u003c\/p\u003e \u003cp\u003eStirring the pot 125\u003c\/p\u003e \u003cp\u003eEngaging the audience 127\u003c\/p\u003e \u003cp\u003eCreating Stellar Content without All the Fuss 128\u003c\/p\u003e \u003cp\u003eCurating and aggregating content 129\u003c\/p\u003e \u003cp\u003eReacting to popular content 130\u003c\/p\u003e \u003cp\u003eCrowdsourcing content 132\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3: Generating Website Traffic 135\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: Building High-Converting Landing Pages\u003c\/b\u003e\u003cb\u003e 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eExploring the Types of Landing Pages 138\u003c\/p\u003e \u003cp\u003eCreating a Lead Capture Page 140\u003c\/p\u003e \u003cp\u003eCreating a Sales Page 140\u003c\/p\u003e \u003cp\u003eWriting a sales letter 143\u003c\/p\u003e \u003cp\u003eUnderstanding the elements of a product detail page 149\u003c\/p\u003e \u003cp\u003eGrading a Landing Page 152\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Capturing Traffic with Search Marketing\u003c\/b\u003e\u003cb\u003e 155\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKnowing the Three Key Players in Search Marketing 156\u003c\/p\u003e \u003cp\u003eUnderstanding searchers’ needs 156\u003c\/p\u003e \u003cp\u003eKnowing what search engines want 156\u003c\/p\u003e \u003cp\u003eTargeting Search Queries 158\u003c\/p\u003e \u003cp\u003eDefining a search query 159\u003c\/p\u003e \u003cp\u003eChoosing the right queries to target 161\u003c\/p\u003e \u003cp\u003eSatisfying searchers 163\u003c\/p\u003e \u003cp\u003eOptimizing Your Assets for Specific Channels 165\u003c\/p\u003e \u003cp\u003eOptimizing for Google 165\u003c\/p\u003e \u003cp\u003eOptimizing for YouTube 168\u003c\/p\u003e \u003cp\u003eOptimizing for Pinterest 170\u003c\/p\u003e \u003cp\u003eOptimizing for Amazon 172\u003c\/p\u003e \u003cp\u003eOptimizing for iTunes 174\u003c\/p\u003e \u003cp\u003eOptimizing for review sites 175\u003c\/p\u003e \u003cp\u003eOptimizing for search engine robots 176\u003c\/p\u003e \u003cp\u003eEarning Links 177\u003c\/p\u003e \u003cp\u003eStep 1: Cross-link your own content 177\u003c\/p\u003e \u003cp\u003eStep 2: Study your competitors’ links 178\u003c\/p\u003e \u003cp\u003eStep 3: Create generous content 178\u003c\/p\u003e \u003cp\u003eStep 4: Create content worthy of a link 178\u003c\/p\u003e \u003cp\u003eStep 5: Publish primary research 178\u003c\/p\u003e \u003cp\u003eStep 6: Keep up with the news 179\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Leveraging the Social Web\u003c\/b\u003e\u003cb\u003e 181\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSocial Channels 182\u003c\/p\u003e \u003cp\u003eFacebook 182\u003c\/p\u003e \u003cp\u003eInstagram 184\u003c\/p\u003e \u003cp\u003eLinkedIn 185\u003c\/p\u003e \u003cp\u003eTwitter 185\u003c\/p\u003e \u003cp\u003eThe Social Success Cycle 187\u003c\/p\u003e \u003cp\u003eListening to the Social Web 189\u003c\/p\u003e \u003cp\u003eListening by channel 190\u003c\/p\u003e \u003cp\u003eChoosing a social listening tool 191\u003c\/p\u003e \u003cp\u003ePlanning to listen 192\u003c\/p\u003e \u003cp\u003eListening without paid tools 193\u003c\/p\u003e \u003cp\u003eUtilizing the feedback loop 194\u003c\/p\u003e \u003cp\u003eHandling customer service issues 196\u003c\/p\u003e \u003cp\u003eInfluencing and Building Brand Authority 197\u003c\/p\u003e \u003cp\u003eInfluencing by channel 198\u003c\/p\u003e \u003cp\u003eGrowing your social following 199\u003c\/p\u003e \u003cp\u003eIncreasing frequency 200\u003c\/p\u003e \u003cp\u003eKeeping your content interesting 200\u003c\/p\u003e \u003cp\u003eSocializing blog content 201\u003c\/p\u003e \u003cp\u003eNetworking That Moves the Needle 204\u003c\/p\u003e \u003cp\u003eNetworking by channel 205\u003c\/p\u003e \u003cp\u003eTapping into niche media 205\u003c\/p\u003e \u003cp\u003eReaching niche media 206\u003c\/p\u003e \u003cp\u003eNetworking by topic 206\u003c\/p\u003e \u003cp\u003eCreating a social media “short list” 207\u003c\/p\u003e \u003cp\u003eFlipping the script on media outreach 207\u003c\/p\u003e \u003cp\u003eStaying compliant with the law 208\u003c\/p\u003e \u003cp\u003eSelling on Social Channels 208\u003c\/p\u003e \u003cp\u003eSelling by channel 209\u003c\/p\u003e \u003cp\u003eLeading with value 209\u003c\/p\u003e \u003cp\u003eDesigning “value first” offers 210\u003c\/p\u003e \u003cp\u003eAvoiding Social Media Mistakes 212\u003c\/p\u003e \u003cp\u003eKnowing When to Automate 212\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Tapping into Paid Traffic\u003c\/b\u003e\u003cb\u003e 213\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eVisiting the Traffic Store 214\u003c\/p\u003e \u003cp\u003eUnderstanding Traffic Temperature 214\u003c\/p\u003e \u003cp\u003eChoosing the Right Traffic Platform 216\u003c\/p\u003e \u003cp\u003eIntroducing the Big Six traffic platforms 216\u003c\/p\u003e \u003cp\u003eSetting up Boomerang Traffic 232\u003c\/p\u003e \u003cp\u003eDefining ad retargeting 232\u003c\/p\u003e \u003cp\u003eSetting cookies and pixels 232\u003c\/p\u003e \u003cp\u003eSegmenting with content 233\u003c\/p\u003e \u003cp\u003eTroubleshooting Paid Traffic Campaigns 233\u003c\/p\u003e \u003cp\u003eStrengthening your offer 234\u003c\/p\u003e \u003cp\u003eTweaking your targeting 235\u003c\/p\u003e \u003cp\u003eScrutinizing your ad copy and creative 235\u003c\/p\u003e \u003cp\u003eChecking the congruency of your campaign 236\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: Following Up with Email Marketing\u003c\/b\u003e\u003cb\u003e 237\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Marketing Emails 238\u003c\/p\u003e \u003cp\u003ePromotional emails 238\u003c\/p\u003e \u003cp\u003eRelational emails 239\u003c\/p\u003e \u003cp\u003eTransactional emails 239\u003c\/p\u003e \u003cp\u003eSending Broadcast and Follow-Up Emails 241\u003c\/p\u003e \u003cp\u003eBroadcast emails 241\u003c\/p\u003e \u003cp\u003eFollow-up emails 241\u003c\/p\u003e \u003cp\u003eBuilding a Promotional Calendar 242\u003c\/p\u003e \u003cp\u003eCataloging your products and services 242\u003c\/p\u003e \u003cp\u003eCreating an annual promotional plan 244\u003c\/p\u003e \u003cp\u003eDeveloping a marketing plan 245\u003c\/p\u003e \u003cp\u003eCreating a 30-day calendar 246\u003c\/p\u003e \u003cp\u003eCreating a 90-day rolling calendar 247\u003c\/p\u003e \u003cp\u003eCreating Email Campaigns 247\u003c\/p\u003e \u003cp\u003eIndoctrination campaigns 248\u003c\/p\u003e \u003cp\u003eEngagement campaigns 250\u003c\/p\u003e \u003cp\u003eAscension campaigns 250\u003c\/p\u003e \u003cp\u003eSegmentation campaigns 251\u003c\/p\u003e \u003cp\u003eReengagement campaigns 252\u003c\/p\u003e \u003cp\u003eWriting and Designing Effective Emails 253\u003c\/p\u003e \u003cp\u003eHarvesting proven email copy 253\u003c\/p\u003e \u003cp\u003eAnswering four questions 254\u003c\/p\u003e \u003cp\u003eKnowing why people buy 254\u003c\/p\u003e \u003cp\u003eWriting effective email subject lines 255\u003c\/p\u003e \u003cp\u003eWriting body copy 256\u003c\/p\u003e \u003cp\u003eCuing the Click 257\u003c\/p\u003e \u003cp\u003eGetting More Clicks and Opens 257\u003c\/p\u003e \u003cp\u003eEnsuring Email Deliverability 260\u003c\/p\u003e \u003cp\u003eList Hygiene 260\u003c\/p\u003e \u003cp\u003eMonitoring your reputation 261\u003c\/p\u003e \u003cp\u003eProving subscriber engagement 261\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 4: Measuring, Analyzing, and Optimizing Campaigns 263\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12: Crunching Numbers: Running a Data-Driven Business 265\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLeveraging the Five Google Analytics Report Suites 266\u003c\/p\u003e \u003cp\u003eUnderstanding Where Your Traffic is Coming From 267\u003c\/p\u003e \u003cp\u003eTracking the Origins of Site Visitors 269\u003c\/p\u003e \u003cp\u003eCampaign source (utm_source) 269\u003c\/p\u003e \u003cp\u003eCampaign medium (utm_medium) 270\u003c\/p\u003e \u003cp\u003eCampaign content (utm_content) 270\u003c\/p\u003e \u003cp\u003eCampaign name (utm_campaign) 270\u003c\/p\u003e \u003cp\u003eDissecting a UTM 271\u003c\/p\u003e \u003cp\u003eCreating UTM parameters for your URLs 271\u003c\/p\u003e \u003cp\u003eCreating Goals to See Who’s Taking Action 272\u003c\/p\u003e \u003cp\u003eSegmenting Your Audience with Google Analytics 274\u003c\/p\u003e \u003cp\u003eCreating audience segments 275\u003c\/p\u003e \u003cp\u003eHoning In on Your Audience 278\u003c\/p\u003e \u003cp\u003eDrilling into demographics 279\u003c\/p\u003e \u003cp\u003eDrilling into psychographics 281\u003c\/p\u003e \u003cp\u003ePutting It All Together 285\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: Optimizing Your Campaigns for Maximum ROI\u003c\/b\u003e \u003cb\u003e287\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Split Testing 288\u003c\/p\u003e \u003cp\u003eObtaining the tools you need to run split tests 288\u003c\/p\u003e \u003cp\u003eFollowing the split test guidelines 290\u003c\/p\u003e \u003cp\u003eSelecting Page Elements to Optimize 293\u003c\/p\u003e \u003cp\u003eConsidering qualitative data 293\u003c\/p\u003e \u003cp\u003eUsing qualitative tools 294\u003c\/p\u003e \u003cp\u003eGetting Ready to Test 295\u003c\/p\u003e \u003cp\u003eDeveloping an optimization hypothesis 295\u003c\/p\u003e \u003cp\u003eChoosing the metrics to track 295\u003c\/p\u003e \u003cp\u003eCalculating your test timeline 296\u003c\/p\u003e \u003cp\u003ePreparing to Launch 296\u003c\/p\u003e \u003cp\u003eDefining goals in Google Analytics 297\u003c\/p\u003e \u003cp\u003eChecking that your page renders correctly in all browsers 297\u003c\/p\u003e \u003cp\u003eEnsuring that you have no testing conflicts 297\u003c\/p\u003e \u003cp\u003eChecking links 297\u003c\/p\u003e \u003cp\u003eKeeping variation load times similar or identical 298\u003c\/p\u003e \u003cp\u003eCalling a Test 298\u003c\/p\u003e \u003cp\u003eKnowing How a Test Performed 298\u003c\/p\u003e \u003cp\u003eAnalyzing the Test 299\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 5: The Part of Tens 301\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: The Ten Most Common Digital Marketing Mistakes\u003c\/b\u003e\u003cb\u003e 303\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFocusing on Eyeballs Instead of Offers 304\u003c\/p\u003e \u003cp\u003eFailing to Talk about Your Customers (and Their Problems) 304\u003c\/p\u003e \u003cp\u003eAsking Prospects for Too Much, Too Soon 305\u003c\/p\u003e \u003cp\u003eBeing Unwilling to Pay for Traffic 305\u003c\/p\u003e \u003cp\u003eBeing Product Centric 305\u003c\/p\u003e \u003cp\u003eTracking the Wrong Metrics 306\u003c\/p\u003e \u003cp\u003eBuilding Assets on Other People’s Land 307\u003c\/p\u003e \u003cp\u003eFocusing on Your Content’s Quantity Instead of Quality 307\u003c\/p\u003e \u003cp\u003eNot Aligning Marketing Goals with Sales Goals 307\u003c\/p\u003e \u003cp\u003eAllowing “Shiny Objects” to Distract You 308\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15: Ten Trending Digital Marketing Skills to Add to Your Resume\u003c\/b\u003e\u003cb\u003e 309\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eContent Marketing Positions 310\u003c\/p\u003e \u003cp\u003eBrand journalist 310\u003c\/p\u003e \u003cp\u003eManaging editor 311\u003c\/p\u003e \u003cp\u003eContent marketing manager 311\u003c\/p\u003e \u003cp\u003ePaid Media Manager 312\u003c\/p\u003e \u003cp\u003eSearch Engine Optimization (SEO) Manager 313\u003c\/p\u003e \u003cp\u003eSocial Media Marketing 313\u003c\/p\u003e \u003cp\u003eCommunity Management 314\u003c\/p\u003e \u003cp\u003eVideo Marketing and Production Positions 315\u003c\/p\u003e \u003cp\u003eVideo production specialist 316\u003c\/p\u003e \u003cp\u003eVideo marketing manager 316\u003c\/p\u003e \u003cp\u003eWeb Design and Development Positions 317\u003c\/p\u003e \u003cp\u003eFront-end developer 317\u003c\/p\u003e \u003cp\u003eBack-end developer 317\u003c\/p\u003e \u003cp\u003eDirect-response copywriter 318\u003c\/p\u003e \u003cp\u003eEmail marketing analyst 318\u003c\/p\u003e \u003cp\u003eData Analysis Positions 318\u003c\/p\u003e \u003cp\u003eData analyst 319\u003c\/p\u003e \u003cp\u003eTesting and optimization specialist 319\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16: Ten Essential Tools for Digital Marketing Success\u003c\/b\u003e\u003cb\u003e 321\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding a Website 321\u003c\/p\u003e \u003cp\u003eWordPress.org 322\u003c\/p\u003e \u003cp\u003eJoomla 322\u003c\/p\u003e \u003cp\u003eDrupal 323\u003c\/p\u003e \u003cp\u003eBigCommerce 323\u003c\/p\u003e \u003cp\u003eShopify 323\u003c\/p\u003e \u003cp\u003eHosting a Website 323\u003c\/p\u003e \u003cp\u003eWP Engine 324\u003c\/p\u003e \u003cp\u003eHostGator 324\u003c\/p\u003e \u003cp\u003eA2 Hosting 325\u003c\/p\u003e \u003cp\u003eRackspace 325\u003c\/p\u003e \u003cp\u003eChoosing Email Marketing Software 325\u003c\/p\u003e \u003cp\u003eConstant Contact 326\u003c\/p\u003e \u003cp\u003eAWeber 326\u003c\/p\u003e \u003cp\u003eMailchimp 326\u003c\/p\u003e \u003cp\u003eConsidering Customer Relationship Management (CRM) Software 326\u003c\/p\u003e \u003cp\u003eKeap 327\u003c\/p\u003e \u003cp\u003eSalesforce 327\u003c\/p\u003e \u003cp\u003eHubSpot 327\u003c\/p\u003e \u003cp\u003eZoho CRM 328\u003c\/p\u003e \u003cp\u003eAdding a Payment Solution 328\u003c\/p\u003e \u003cp\u003eStripe 328\u003c\/p\u003e \u003cp\u003eSquare 329\u003c\/p\u003e \u003cp\u003ePayPal 329\u003c\/p\u003e \u003cp\u003eAdyen 329\u003c\/p\u003e \u003cp\u003eUsing Landing Page Software 329\u003c\/p\u003e \u003cp\u003eInstapage 330\u003c\/p\u003e \u003cp\u003eLeadpages 330\u003c\/p\u003e \u003cp\u003eUnbounce 330\u003c\/p\u003e \u003cp\u003eHubSpot 330\u003c\/p\u003e \u003cp\u003eSourcing and Editing Images 331\u003c\/p\u003e \u003cp\u003eCanva 331\u003c\/p\u003e \u003cp\u003eSnagIt 332\u003c\/p\u003e \u003cp\u003eManaging Social Media 332\u003c\/p\u003e \u003cp\u003eHootsuite 332\u003c\/p\u003e \u003cp\u003eMeet Edgar 333\u003c\/p\u003e \u003cp\u003eMention 333\u003c\/p\u003e \u003cp\u003eMeasuring Your Performance: Data and Analytics 333\u003c\/p\u003e \u003cp\u003eGoogle Analytics 334\u003c\/p\u003e \u003cp\u003eGoogle Data Studio 334\u003c\/p\u003e \u003cp\u003eGoogle Tag Manager 334\u003c\/p\u003e \u003cp\u003eOptimizing Your Marketing 334\u003c\/p\u003e \u003cp\u003eVisual Website Optimizer 335\u003c\/p\u003e \u003cp\u003eOptimizely 335\u003c\/p\u003e \u003cp\u003eTruConversion 335\u003c\/p\u003e \u003cp\u003eIndex 337\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eRyan Deiss\u003c\/b\u003e is founder and CEO of Idea Incubator and creator of Traffic \u0026amp; Conversion Summit. He has consulted with more than 200,000 businesses in 68 countries. \u003cb\u003eRuss Henneberry\u003c\/b\u003e 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.   \u003c\/p\u003e\u003cul\u003e \u003cli\u003eUse targeted strategies to raise brand awareness\u003c\/li\u003e \u003cli\u003eDetermine the best market and fit for your brand\u003c\/li\u003e \u003cli\u003eAccess downloadable tools to put ideas into action\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cb\u003eBecome a master of digital marketing!\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003ePretty 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! \u003c\/p\u003e\u003cp\u003e\u003cb\u003eInside...\u003c\/b\u003e \u003c\/p\u003e\u003cul\u003e \u003cli\u003eMaximize interactive strategies\u003c\/li\u003e \u003cli\u003eUse SEO, SEM, and   mobile marketing\u003c\/li\u003e \u003cli\u003eGet your audience involved\u003c\/li\u003e \u003cli\u003eCreate irresistible offers\u003c\/li\u003e \u003cli\u003eUtilize your email list to grow   your business\u003c\/li\u003e \u003cli\u003eLeverage social media to connect  with customers\u003c\/li\u003e \u003cli\u003eOptimize your campaigns\u003c\/li\u003e \u003c\/ul\u003e","brand":"For Dummies","offers":[{"title":"Default Title","offer_id":47989066957029,"sku":"NP9781119660484","price":34.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119660484.jpg?v=1761782657","url":"https:\/\/k12savings.com\/es\/products\/digital-marketing-for-dummies-isbn-9781119660484","provider":"K12savings","version":"1.0","type":"link"}