Digital Marketing For Dummies (For Dummies (Business & Personal Finance)) Digital Edition
by Ryan Deiss (Author), Russ Henneberry (Author)
Does your digital marketing pack a punch?
Written with the marketer’s best interests in mind, this friendly, down-to-earth guide shows you how to use proven digital marketing strategies and tactics to expand the reach of your brand, increase audience engagement, and acquire and monetize customers. From current best practices in SEO and SEM to the latest ways to effectively use content marketing and influencer marketing—and everything in between—Digital Marketing For Dummies helps you get the most out of all your digital marketing efforts.
What worked in digital marketing just a few years ago is quickly losing relevance as electronic platforms—and the people who use them—continue to evolve. So how do you keep afloat in this fast-paced and ultra-competitive environment? Don’t sweat it! Digital Marketing For Dummies takes the guesswork out of marketing in the digital age, offering the latest tips and techniques for utilizing technology to get your product or services out to the masses. Whether you’re looking to craft a killer campaign from scratch or just want to beef up your social media presence, you’ll find everything you need to meet your business goals—and boost your bottom line.
- Develop an individually tailored digital marketing campaign
- Offer an effective lead magnet to convert visitors
- Keep your audience invested in your brand, products, and services
- Create a return path with frequent and strategic communication with your customers
If you’re ready to benefit from the latest and greatest digital marketing has to offer, this no-nonsense guide sets you up for success.
Establishing content segments
Your blog should not be reinventing itself from week to week and month to month.
You and your audience can derive more value from your blog if you create a predictable structure to the types of content you publish. To offer a predictable structure, you create content segments. A content segment is a blog post format that
repeats on a set schedule and follows a similar style and template.
You’re likely already familiar with content segments whether you’re aware of it or
not. The radio, television, and print mediums have used segments for decades. For
example, the Letters to the Editor segment is a staple of the newspaper industry that
appears day after day. Buzzfeed, an online social news and entertainment website,
runs a daily post called “Here’s What People Are Buying on Amazon Right Now.”
Figure 5-3 shows Moz, a company that creates SEO software and resources for digital marketers, featuring a weekly video blog post called “Whiteboard Friday.”
» Digital magazines and books: Digital magazines and books are popular, and
are another way to distribute content and raise brand awareness. E-books
and e-magazines are similar to the blog strategies discussed in Chapters 5
and 6. Therefore, you can look to your blog to inspire your content for your
e-book or e-magazine.
» Audio and video podcasts: Another form of content that you can use at the
top of the funnel is a podcast. With a podcast, you package and distribute
your content differently from textual content. A podcast delivers consumable
content on the go. Subscribers can listen to the podcast on their commute to
work or during their workout, or any other time they choose. They have a
more flexible way to consume the content, in contrast to a blog post or a
social media update that is less conducive to multitasking. Also, you can use
podcasts to effectively promote your product or service while providing value
to your prospects. If you sell outdoor equipment, for example, each episode
of your podcast can give tips and tricks about hunting, fishing, camping, and
other outdoor activities while also subtly reminding your listener of the
outdoor equipment available at your store.
» Microsites: A microsite is essentially an auxiliary blog about a specific topic
that is put on a different site with its own links and address; a microsite is
accessed mainly from a larger site. For instance, DadsDivorce.com is a
separate domain of the men’s family law firm Cordell & Cordell. DadsDivorce.
com provides free content for divorcing fathers and is designed to raise
awareness about the services and solutions Cordell & Cordell can provide.
» Print magazines and newsletters: This type of content can require a bigger
budget than digital content, but if going this route falls within your budget,
print magazines and newsletters are still a great way to raise awareness. For
example, the Lego Club Magazine contains plenty of entertaining comic book
style content for Lego’s target customer. Magazines and newsletters help
sales by inspiring shoppers based on what they see in print.
» Primary research: This is research you go out and collect yourself, such as
surveys, interviews, and observations. Although this data can be difficult and
time consuming to gather, primary research is powerful because only a finite
amount of primary research exists. Specifically, when you take the time to
create research, you’re providing a service and saving people from having to
do their own primary research. For this reason, primary research can stir a
good deal of awareness among your prospects.
Product description
From the Back Cover
- Leverage Google(R) and Facebook(R) to grow your brand
- Automate your lead generation, sales and follow-up activities
- Access downloadable tools that put ideas into action
Marketing has gone digital. Have you?
Businesses used to rely on Yellow Pages, newspaper, and radio ads to drive new leads and customers through their doors. Those days are long gone. Companies today must navigate constantly-changing digital search and social channels such as Google, Facebook, YouTube, and even email and mobile to both acquire and communicate with customers. How can you keep up? Written for marketers and business owners, this book is sure to give you the competitive advantage you need.
Inside…
- Generate free, organic traffic
- Acquire new leads and customers
- Craft landing pages that convert
- Build and monetize your email list
- Get “social” with your customers
- Buy online ads like a pro
- Master search marketing
- Track and measure key metrics
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