Digital Marketing QuickStart Guide

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THE ULTIMATE BEGINNER'S GUIDE TO DIGITAL MARKETING IN 2022 – INCLUDES A COMPREHENSIVE ONLINE LIBRARY OF DIGITAL MARKETING TOOLS! The future of business growth is digital. Are you prepared? Digital marketers tap into an unprecedented ability to discover and reach motivated customers at scale. Now more than ever, digital marketing strategies are the key for emerging brands, new and veteran entrepreneurs, and businesses of all sizes to convert customers in digital spaces. With the availability of cost-effective advertising, content marketing, social media marketing, email marketing and more, there has never been a better time to connect with your customers and grow your business. In Digital Marketing QuickStart Guide, author and veteran marketer Benjamin Sweeney distills a decade's worth of marketing experience into a crash course that covers everything from marketing fundamentals to sophisticated digital strategies. Infused with marketing wisdom that is as invaluable on day one as on day one thousand, Digital Marketing QuickStart Guide equips readers with the skills and strategies they need to reach customers and grow their businesses. Whether you are a freelancer selling your services to businesses, an entrepreneur who needs more customers, a student who needs to get up to speed fast, or an online creator, artist, or influencer you will find value in these pages. It doesn't matter if you have never run a Facebook Ad before or are a successful entrepreneur who just can't make your digital marketing efforts click—anyone can become a savvy digital marketer by using the tools and tactics presented in this book! Digital Marketing QuickStart Guide Is Perfect For • Entrepreneurs who want to take control of their digital marketing and grow their business • Freelancers and members of the gig economy looking to diversify their service offerings • In-house or agency marketers who want to brush up on digital marketing fundamentals • Business and marketing students who need a digital marketing edge • Influencers, artists, creators, and anyone who needs to sell or connect with more people in digital spaces! Digital Marketing QuickStart Guide Explains • How to use digital marketing channels to connect with more people and win more customers • How to nail down exactly who your customer is and how to create a marketing strategy that reaches those people where they spend time online • How to boost your search rankings and get your business seen by the millions of people using search engines every day • How to use social media marketing to increase engagement and round out an effective marketing strategy You Will Learn • Modern Marketing Fundamentals – How Timeless Marketing Basics Can Be Repurposed for Digital Spaces • Building Your Own Digital Marketing Toolkit – Exactly How Digital Marketing Tools Work and How to Use Them • Digital Marketing in Action – How to Organize and Implement Campaigns that Reach and Convert at Scale • Digital Strategy Design – How to Structure Your Digital Marketing Strategy to Save Money and Get Results • Digital Marketing Core Concepts – Using Social, Email, Cost-Effective Advertising, Mastering SEO, and More!

Author(s): Benjamin Sweeney
Year: 2022

Language: English
Commentary: Digital Marketing QuickStart Guide
Pages: 335
Tags: Digital Marketing QuickStart Guide

Table of Contents

INTRODUCTION

Why Digital Marketing?

Why I Wrote This Book

Who This Book Is For

How This Book Is Organized

Chapter by Chapter

PART I - Digital Marketing 101

| 1 | A CRASH COURSE IN MARKETING CONCEPTS

What Is Marketing?

Why Is Marketing Important?

Different Marketing Perspectives

The Marketing Mix

Alternative Interpretations of the Marketing Mix

Brand Positioning

Tying It All Together

Traditional Marketing vs. Digital Marketing

| 2 | CORE DIGITAL MARKETING CONCEPTS

Customer Lifetime Value (CLV)

Calculating CLV

CLV and Average Order Value

Key Digital Marketing Concepts

A Review of the Media Mix

Using the Media Mix to Best Effect

| 3 | WHO ARE YOU SELLING TO?

Your Market

The Customer Avatar

Narrowing Your Market through Segmentation

The Customer Journey

| 4 | WHAT ARE YOU SELLING?

The Value Ladder

Crafting an Offer

Crafting a Hyper-Compelling Offer

| 5 | WHAT ARE YOUR OBJECTIVES?

What Do You Want to Achieve?

SMART Goals

Digital Marketing SERVEs

SERVE and Effective Goal Setting in Action

Potential Obstacles

On Budgeting

PART II - TOOLS OF THE TRADE

| 6 | COMING IN FOR A LANDING

Thinking about Your Website as a Tool

Exploring the Role of Landing Pages

Opt-In Pages

Sales Pages

Webinar Registration Landing Pages

Best Practices

Metrics to Measure

Compliance

| 7 | CAPTURING TRAFFIC

Attracting Traffic through Earned Media

Search Engine Optimization (SEO)

SEO for Two Sets of Readers

Optimizing for Human Readers

Keywords

Content Is King

What Is Content?

The Strategic Role of Content

Content and Audience Temperature

Social Content

Associated Metrics

| 8 | DIRECTING TRAFFIC

Paid Search

Display Advertising

Video

Shopping

Selecting Keywords

Associated Metrics

| 9 | SOCIAL

The Evolving Nature of Social Media

Social Media Marketing and Campaigns

Advertising on Social Media

Chat and Messenger

Damage Control at the Speed of Social

Associated Metrics

| 10 | FOLLOWING UP WITH EMAIL

The Money Is in the List

Getting Subscribers

The Anatomy of an Email

Converting Subscribers

Intimacy Equals Extreme Personalization

An Email Sequence Crash Course

Associated Metrics

PART III - EXECUTION

| 11 | BUILDING A SOUND MARKETING STRATEGY

The Digital Marketing Funnel

Tying It All Together – Lifecycle Marketing

Building a Funnel

A Final Thought on Digital Marketing Funnels

| 12 | DIGITAL MARKETING EFFICIENCY

Behavior-Based Automation

Optimizing Campaigns

Troubleshooting Poor Performance

The Larger Role of Digital Marketing

CONCLUSION

Privacy Concerns Will Continue to Grow

Consumer Expectations Will Be More Stringent

Gen Z Is Coming, and They Grew Up on Social

APPENDIX

RECOMMENDED READING