Marketing For Dummies

Title Page
Copyright Page
Table of Contents
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond the Book
Where to Go from Here
Part 1 Marketing in a Thriving Consumer Culture
Chapter 1 Understanding Consumer Values and Mind-sets
Assessing the New Consumer Culture
Understanding the current marketing environment
Addressing a complex consumer mind-set
Bridging Generational Gaps
Creating Trust Equity in a Low-Trust Society
Building trust in a less-trusting world
Building relationships around a common purpose
Improving Customer Journeys for Sustainability
Making It Real and Keeping It Fun
Chapter 2 Triggering the Psychology of Choice for Lifetime Value
Connecting with Customers in Times of Fear and Uncertainty
Address feelings — don’t avoid them
Show consumers how you’ll protect them
Reward your customers
Be transparent and truthful to a fault
The Universal Influencers of Human Behavior
Triggers of the unconscious mind: The real driver of choice
The influence of schemas and the unconscious mind
The conscious and unconscious minds often disagree
Psychological triggers that drive sales
Neurotransmitters and how they affect choice
Moving from USPs to ESPs
Reward versus loss
Survival instincts
Understanding the Basics of Human Psychology
Freud’s personality theory
Jung’s personality theory
Tapping into Social Influencers
Authority
Social proof
Reciprocity
Scarcity
Appealing to Consumers’ Happiness and Purpose
Putting It All Together
Chapter 3 Engaging Experiences and Journeys That Drive Sales and Loyalty
Moving from Reactive Customer Service to Proactive Customer Experiences
Creating Experiences Around Personal Relevance
Applying Technology for Memorable Customer Experiences
Using artificial intelligence
Succeeding without expensive apps and systems
Taking Customer Experience Beyond Service
Powering results with personalization
Aligning with customers’ values
Providing options to round out experience
Updating your toolbox
Digital shopping
Live chat
Mobile texts
Apps
Creating Customer Experiences Around Brand Communities
Start a forum and invite the right people
Spark meaningful conversations and creative opportunities
Mapping Out a Touchpoint Journey from Introduction to Lifetime Value
Part 2 Building a Strategy for LTV and ROI
Chapter 4 Laying a Foundation for Growth
Measuring the Growth Rate of Your Market
Monitoring market and economic indicators
Market indicators
Economic indicators
Responding to a flat or shrinking market
Finding Your Best Growth Strategies
Develop innovative GTM strategies
Building a presence
Crowdfunding
Beta testing
Grow what you have for higher profitability
Offering more products
Riding a best seller to the top
Making a hot product even hotter
Building on a Market Segmentation Strategy
Developing a Market Share Strategy
Define your metrics
Establish a benchmark
Do the math
Enhancing Your Positioning Strategy
Defining your position
Aligning your positioning strategy with growth initiatives
Changing Your Mind-set
Chapter 5 Researching Your Customers, Competitors, and Industry
Conducting Research That Delivers Actionable Insights
Monitoring social chatter to better understand your customers
Following relevant blogs
Gathering Information about Market and Consumer Trends
Paying attention to information resources
Uncovering what really drives your customers
Preparing Effective Surveys to Ensure You Get Accurate Insights
Determining the right format for the metrics you need
Defining your objectives
Using clear, concise wording
Understanding Some of the Technical Stuff
Net Promoter Score
Level of confidence
Paying Wisely for Market Research
Getting feedback from prospects without purchasing expensive lists
Using low-cost and free ways to build knowledge
Observing your customers
Doing competitive research
Harnessing the power of one-question surveys
Establishing a trend report
Probing data files
Testing your marketing materials
Interviewing lost customers
Monitoring your web analytics
Staying on Top of Social Trends
Chapter 6 Creating a Winning Marketing Plan
Getting Started on a Launch or Growth Plan
Defining your business
Starting with product
Defining your goals
Considering customers
Monitoring the market
Configuring channels
Planning your pricing
Mapping out your action plans
Going to market
Finding funding
Promoting your product or business
Setting a budget
Determining cost per lead
Comparing launch budgets and growth budgets
Calculating percentage of revenue
Considering Pricing Strategies
Pricing opportunities and obstacles
Avoiding the dangers of deep discounting
Mastering the Psychology of Pricing
Pricing to address perceptions
Odd-even pricing
Price lining, or price anchoring
Framing prices
Descriptive pricing
Competitive pricing
Creating Your Controls or KPIs
Conducting a SWOT Analysis
Finding your strengths
Addressing your weaknesses
Looking for opportunities
Focusing on functional alternatives, or threats
Mapping out your SWOT grid
Winning with Collaboration and Corporate Social Responsibility
Sharing is caring (and good for business)
Teaming up on CSR
Leveling Up in More Ways Than One
Monitoring and reacting to trends
Developing the customer experience
Mapping Out Your Action Steps
Step 1: Complete a situational analysis/summary
Step 2: Establish your benchmark
Step 3: Define your goals
Step 4: Take note of lessons learned
Step 5: Outline your strategy
Step 6: Commit to action items
Step 7: Build learning plans
Projecting Expenses and Revenues
Preparing for economic influences
Coming up with a reasonable budget
Buildup forecasts
Indicator forecasts
Time-period forecasts
Chapter 7 Content Marketing and Marketing Content
Getting the Gist of Content Marketing
Separating content marketing from marketing content
Creating content that engages
Channeling your content
Leveraging influencer sites
Creating a Credible Content Marketing Plan
Performing a communications audit
Getting your content read
Producing Compelling Marketing Content
Essential elements of content
Writing tips for better results
Follow the inverted pyramid approach
Create curiosity
Ask leading questions
Use stats and facts
Collect testimonials
Sparking interest with user-generated content
Giving Ad Content Greater Stopping Power
Be consistent
Be as persuasive as possible
Be professional
Part 3 Executing Across Channels
Chapter 8 Creative That Engages the Mind
Assessing Your Current Creative
Conducting a creativity audit
Questioning (almost) everything
Defining Your Creative Strategy
Building your creative elements
Coloring your creative psychologically
Impacting moods and perceptions
Setting your brand’s (color) tone
Consumers’ perceptions of colors and value
Using brand iconology
Writing words that work
Crafting a Sustainable Brand Identity
Writing a Creative Brief
Goals
Offers and promises
Supporting statements
Tone or persona
Emotional drivers
Wannabe profiles
Color palette
Golden triangle pattern
Constraints
Execution
Applying Creativity to Branding and Much More
Creativity and product development
Simple ways to spark new ideas
Seek ways to simplify
Apply a celebrity’s persona
Make fun of yourself
Go big, then small
Be your own customer
Engage in wishful thinking
Think in analogies and metaphors
Play pass-along with your team
Chapter 9 Optimizing Digital and Social Tools and Tactics
Getting Familiar with the Channels Customers Use Most
Using Facebook for engagement that builds sales
Developing a successful marketing plan
Determining your metrics
Using your page to understand your customers
Building relationships
Creating content that generates responses, dialogue, and leads
Building your Twitter presence
Igniting your social media presence with Instagram
Expanding your network through LinkedIn
Groups
Engagement
Promoting your brand with Pinterest
Developing Digital Tools That Drive Brands
Podcasts
Webinars
Online courses
Videos
Creating effective videos
Looking at B2C and B2B considerations
Online review sites
Giving to get more
Using Automated Customization to Work Smarter and Faster
Chapter 10 Embracing the New Age of Advertising
Advertising on Social Media
Harnessing the Power of Facebook, Instagram, and Messenger Ads
Getting started
Crafting your objective
Defining your audience
Choosing your placements
Setting your budget
Choosing your format
Setting up on the YouTube stage
Advertising on LinkedIn
Choosing a format on LinkedIn
Writing posts that engage, not repel
Advertising with Mobile Apps
In-app advertising
App advertising platforms
Winning with Sponsored Content
Editorializing your content page placements
Using e-newsletter placements
Sponsoring third-party content
Exploring Digital Banner Advertising
Getting attention with banner and pop-up ads
Retargeting consumers with banner ads
Retargeting platform subscriptions
DIY retargeting
Elements of successful retargeting
Making the Most of Print Advertising in a Digital World
Community channels for print advertising
Industry publications
Elevating Your Brand with Broadcast Advertising
Television advertising
Linear TV advertising
Connected TV advertising
Radio advertising
Tips for producing TV and radio spots
Know the brand image you want to convey
Set a purpose for your campaign
Figure out the best way to communicate your message
Integrate your key messaging
Know the audience reach you can expect
Work with professionals
Investing in the Basics behind Successful Advertising
Part 4 Powerful Ways to Build Sales through Email, Websites, and SEO
Chapter 11 Building Individual Value with Mass Personalization
Grasping the Basics of Direct Marketing
Understanding the Elements of Successful Direct Marketing
Data matters
CRM matters
CRM systems
Messaging matters
Creating Direct Campaigns for Direct Profitability
Encouraging customers to take action
Building effective email lists
Prepping Your Email Campaigns for Success
Setting up triggered emails
Implementing personalized emails
Improving Print Open Rates
Testing Your Direct Marketing
Telemarketing: To Call or Not
Chapter 12 Building an Engaging and Winning Website
Building Out the Elements of a Successful Website
Clearly defined goals and calls to action
Goals
Calls to action
Easy-to-follow navigation
Clean and inviting design
Meaningful content that adds value
Give consumers what they want up front
Vary your formats to add greater appeal
Interaction that pulls visitors into your brand story
Direct relevance
Creating and Managing a Web Identity
Aligning with what customers expect to see
Expanding your web imprint
Crafting a Website That Drives Engagement and Sales
Integrating key design elements
Designing around the golden triangle
Defining a style that fits your brand persona
Minding your KPIs
Bounce rate
Navigation patterns
Session duration
Pages per session
Driving Traffic and Conversion with Content
Keeping content fresh and timely
Making claims verifiable
Asking engaging questions
Maintaining critical content categories
Putting It All Together for the Perfect Website
Using website builders
Finding quality imagery
Chapter 13 Succeeding with Affordable SEO Strategies and Tactics
Understanding the Basics of SEO
Figuring out how Google searches the internet
Growing organic and paid SEO
Curating keywords
Making links
Playing tag
Landing pages and blogs
Creating secondary landing pages
Blogging for SEO
Optimizing SEO with Google Ads
Setting up your Google Ads account
Creating your first Google Ads campaign
Setting up a campaign
Establishing your bidding and cost per click (CPC) parameters
Setting your location
Choosing your audience segments
Writing your ad copy
Driving Traffic and Sales with Google My Business
Setting up your Google Business Profile
Creating a profile that stands out
Managing your results
Remaining Relevant and Current in SEO Rankings
Online resources with updated insights
Additional tactics for more SEO results
Part 5 Setting Your Brand Up for Sustainable Sales
Chapter 14 Leveraging Networks and Events
Harnessing the Power of Social Hives
Growing your network with customer referrals
Hosting customer events that inspire engagement, loyalty, and referrals
Online events
Off-line events
Trade shows
Customer appreciation events
Community fundraisers
Fun family events
Educational workshops
Expanding your imprint with client advisory boards
Launching Your Own Public Event
Hosting events with meaning
Funding and monetizing your event
Getting help managing your event
Supporting Third-Party Events
Getting behind cause-related campaigns and events
Sponsoring fundraising events
Finding a good fit
Maximizing Trade Show ROI
Locating trade shows
Building the foundation for a good booth
Selecting space on the expo floor
Getting people to your booth
Chapter 15 Tuning In to the Right Sales Channel
Setting Up a Successful E-commerce Program
Rising above the competition
Fulfilling orders and delighting customers
Curating customer experiences online
Converting online traffic to sales
Upping your SEO rankings
Increasing shopping cart fulfillment rates
Understanding Your Options
Building your own e-commerce store
Paying someone else to do it for you
Setting Up Third-Party Digital Storefronts
Selling with eBay
Selling with Amazon
Considering Off-line Distribution Strategies
Understanding Channel Structure
Preparing for Successful In-Store Selling
Creating an inviting store vibe
Stimulating sales at point of purchase
Chapter 16 Prospecting and Selling for ROI
Exploring Proven Prospecting Tactics and Tools
Prospecting tactics that work
Prospecting tools that generate leads
Website visitor identification software
Sales intelligence software
LinkedIn
Prospect lists
Selling for a Lifetime
Calculating lifetime value
Simple
Complex
Scientific
Understanding the importance of customer loyalty
Consumer loyalty programs
B2B loyalty programs
Customer attrition rate
Getting to Yes via Emotional Selling Propositions
Defining your process
Establishing SME status to bolster sales
Prioritizing Your Pipeline
Categorizing each opportunity
Sorting by emotional triggers
Consultative Selling and Account-Based Marketing
Tactics for consulting with consumers
Tips on consultative selling
Relying on account-based marketing
Creating Sales Presentations with ESP Power
Inform, involve, inspire
Tell your brand story
Respond to problems
Organizing and Managing Your Sales Force
Determining how many salespeople you need
Hiring your own salespeople or using sales reps
Finding good sales reps
Managing sales reps effectively
Compensating your sales force
Part 6 The Part of Tens
Chapter 17 Ten Common Marketing Mistakes (And How to Avoid Them)
Making Assumptions
Ignoring Customer Complaints
Faking Popularity
Using Dirty Data
Competing on Price
Ignoring the Emotional Drivers of Choice
Forgetting to Edit
Offering What You Can’t Deliver
Treating Customers Impersonally
Blaming the Customer
Chapter 18 Ten Ways to Measure Results (Beyond ROI)
Establish Clear Objectives
Tie Your Metrics to Your Objectives
Set Learning Priorities
Establish a Target ROI
Know Your Customer Lifetime Value
Know Your Allowable Customer Acquisition Cost
Establish Benchmarks
Turn the Funnel Upside Down
Adjust Your Funnel Benchmark Assumptions When You Have Real Data
Avoid the Dashboard Trap
Index
EULA