Digital Marketing All In One for Dummies 2nd Edition by Stephanie Diamond ISBN 9781119932369 111993236X

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ISBN 10: 111993236X
ISBN 13: 9781119932369
Author: Stephanie Diamond

With more than 800 content-packed pages, Digital Marketing All-in-One For Dummies is the most comprehensive tool for marketers looking to beef up their online presence. In this edition, you’ll learn the latest trends in digital marketing strategies, including brand new insight on how to incorporate artificial intelligence into your marketing plans. You’ll also get the latest information on how to manage your customers’ experiences, create exceptional marketing content, get help from influencers, and leverage social accounts for more followers and greater profits. With the help of this friendly Dummies guide, you’ll accelerate your journey from traditional to digital marketing processes, uncover tips to prove ROI of marketing activities, and increase audience engagement.

• Build and implement a winning digital plan for your brand
• Learn how to establish an online presence with social media
• Turn online prospects into loyal customers
• Target consumers in any market segment and age bracket

Dig into the latest marketing advice as you provide your potential and existing customers the kind of personal experience you look for as a customer.

Digital Marketing All In One for Dummies 2nd Edition Table of contents:

Book 1: Creating Your Digital Marketing Strategy

Chapter 1: Developing Your Overall Digital Strategy

Understanding the Components of a Digital Marketing Strategy

Communicating Your Mission

Establishing Your Goals

Expanding Your Corporate Mindset

Dipping into User Design and Habits

Chapter 2: Grabbing Your Customer’s Attention

Focusing on Attention

Making Your Content Easy to Consume

Deploying Interactive Content

Chapter 3: Discovering Your Business Model and Brand

Separating Your Business Model from Your Brand

Analyzing Your Business Model

Discovering Your Brand

Positioning Your Brand

Solidifying the Look of the Brand

Developing Success Measures for Your Brand

Producing Engaging Branded Content

Chapter 4: Deciding which Marketing Campaign to Create

Establishing Marketing Objectives

Defining a Digital Marketing Campaign

Understanding the Three Major Types of Campaigns

Balancing Your Marketing Campaign Calendar

Choosing the Campaign You Need Now

Viewing Your Digital Marketing through the Campaign Lens

Chapter 5: Crafting Offers That Sell

Offering Value in Advance

Designing an Ungated Offer

Designing a Gated Offer

Designing Deep-Discount Offers

Maximizing Profit

Chapter 6: Planning B2B Campaign Success

Setting Key Performance Indicators

Testing Your Campaigns

Knowing You Aren’t Wasting Money

Book 2: Understanding the Importance of the Customer Experience

Chapter 1: Interacting with Customer Data

Understanding Big Data

Uncovering the Role Big Data Plays in Content Marketing

Discovering the Internet of Things

Visualizing Big Data

Chapter 2: Uncovering Buyer Personas

Reviewing Persona Development

Collecting Information

Avoiding Common Mistakes

Identifying a Prospect’s Emotions

Keeping Up with Trends

Chapter 3: Structuring the Buyer’s Journey

Harnessing the Customer Experience

Uncovering Commercial Intent

Defending Against Competitors

Identifying the Stages of the Buyer’s Journey

Personalizing Your Content

Chapter 4: Embracing Sales Enablement

Discovering Sales Enablement

Training Your Salesforce

Coaching Your Reps to Become Winners

Checking Out Sales Enablement Blogs

Book 3: Marketing Using Artificial Intelligence (AI)

Chapter 1: Transforming Digital Marketing Using Artificial Intelligence

Understanding Why AI Matters Now

Examining AI Concepts

Considering How AI Is Transforming Digital Marketing

Discovering Seven Common AI Patterns

Looking at Ways to Use AI in Digital Marketing

Considering the Metaverse

Marketing in the Metaverse

Getting Started with AI Advertising

Benefitting from AI in Advertising

Reviewing Advertising Using AI

Chapter 2: Using AI Tools to Maximize Customer Reach and Service

Looking at Conversational AI and Chatbots

Benefitting from the Use of Chatbots

Focusing on Customer Service with Chatbots

Taking an Internal Focus

Delivering a Successful Chatbot

Creating Chatbots

Powering Up Content Marketing with Artificial Intelligence

Producing the Right Content for Customers

Getting Started Using AI for Content Marketing

Using AI Personalization to Reimagine the Customer Experience

Understanding Why Personalization Matters

Benefitting from AI Personalization

Focusing on the Importance of Data

Seeing How Brands Put AI Tools to Good Use

Getting Started with Using AI-Driven Personalization

Looking at Personalization Tools

Book 4: Dipping into Content Creation

Chapter 1: Creating Your Content Plan

Evaluating Your Content

Assessing Your Content

Visualizing Your Sites

Creating Your Plan

Focusing on Specialized Content

Chapter 2: Reviewing Content Types

Dipping into Content Categories

Working with Original Short- and Long-Form Content

Using Curation

Making Use of User-Generated Content

Repurposing Content to Add Value

Viewing Aggregated Visual Content

Dealing with Live Video Content

Extending Business News

Offering Online Courses

Managing Content Formats

Chapter 3: Understanding the Customer’s Intent

Knowing the Dynamics of Content Marketing

Finding Your Path to Perfect Content Marketing

Executing Perfect Content Marketing

Distributing Content to Attract an Audience

Chapter 4: Creating Content That Tells a Story

Storytelling to Engage Your Audience

Structuring Your Content Using Stories

Chapter 5: Defining Your Content Framework Using Processes and Systems

Organizing the Content Process

Determining Roles and Responsibilities

Managing the Workflow

Documenting Your Policies and Procedures

Chapter 6: Targeting Content for Your B2B Audience

Creating a Content Library

Humanizing Content

Reaching through Technology

Book 5: Implementing Channel Promotions

Chapter 1: Identifying Paid, Earned, Shared, and Owned Media

Understanding Types of Media

Utilizing Paid Media

Championing Earned Media

Enhancing Shared Media

Amplifying Owned Media

Creating a Framework for Achieving the Right Mix

Chapter 2: Using Search Marketing

Knowing the Three Key Players in Search Marketing

Targeting Search Queries

Optimizing Your Assets for Specific Channels

Earning Links

Chapter 3: Using Social Bookmarks, News, and Share Buttons

Bookmarking Your Way to Traffic

Sharing the News

Benefiting from Social Bookmarks and News Services

Researching a Social Bookmark and Social News Campaign

Submitting to Bookmarking Services

Submitting to Social News Services

Using Application-Specific Bookmarks

Timing Your Submissions

Encouraging Others to Bookmark or Rate Your Site

Using Social Media Buttons

Chapter 4: Considering Email Marketing

Understanding Marketing Emails

Sending Broadcast and Follow-Up Emails

Building a Promotional Calendar

Creating Email Campaigns

Writing and Designing Effective Emails

Getting More Clicks and Opens

Ensuring Email Deliverability

Book 6: Targeting Your Work with Influencers

Chapter 1: Communicating with Influencers

Defining Influencer Marketing

Identifying the Primary Influencer Platforms

Engaging Stellar Influencers

Making Influencer Marketing Work for You

Chapter 2: Collaborating to Win

Discovering the Evolving Role of Influencers

Recognizing Influencer Types

Drilling Down to Influencer Categories

Finding the Right Influencers

Uncovering New Influencers

Influencing with Customer Advocacy

Enhancing Word of Mouth (WOM) with Advertising

Exploring Paid Influencer Programs

Chapter 3: Engaging Influencers Using the “Three Cs”

Communicating Like a Pro

Upping Your Game: Creating an Influencer Contract

Compensating Influencers Fairly

Chapter 4: Succeeding with Influencer Marketing

Secret #1: Set Realistic Campaign Goals

Secret #2: Know Your Audience

Secret #3: Stay on Message

Secret #4: Be Agile

Secret #5: Recognize the Power of Emotional Stories

Secret #6: You Get What You Measure

Chapter 5: Getting Creative

Getting Creative and Letting Go

What If It All Goes Wrong?

Chapter 6: Working with an Influencer Agency

So You Want to Hire an Influencer Marketing Agency

Deciding Which Type of Agency Is Right for You

One-Off Events versus Continuity Campaigns

Book 7: Meta/Facebook/Instagram Marketing

Chapter 1: Delving into Facebook Marketing

Understanding the Appeal of Brands on Facebook

Branding with Facebook Pages

Examining the Components of a Facebook Page

Making the Most of Your Facebook Page

Understanding Your Facebook Administrative Functions

Filling Out What You’re About

Using a Custom Username for Your Page

Inviting People to Join Your Community

Liking Other Brands

Creating Facebook Events

Chapter 2: Creating a Facebook Marketing Plan

Creating a Facebook Content Strategy

Sharing Your Brand’s Story

Creating Content That Sings

Sharing and Being Shared

Bringing Your Community into the Mix

Making Connections with Facebook Groups

Learning through Insights

Chapter 3: Advertising and Selling on Facebook

Reaching More Fans with Ads

Measuring Your Ad’s ROI

Selling on Facebook

Chapter 4: Uniting Facebook with Other Social Media

Making Facebook Part of Your Marketing Mix

Promoting Your Facebook Presence Offline

Optimizing Your Page for Search Results

Integrating Instagram into Your Other Marketing Channels

Getting Inside Your Customers’ Heads

Chapter 5: Getting into Instagram for Business Marketing

Promoting Your Brand on Instagram

Using Your Instagram Account from your mobile

Determining What Is Photo-Worthy for Your Brand

Using Hashtags in Your Instagram Posts

Finding Friends and Fans on Instagram

Checking Out Instagram Stories

Getting Started

Adding a Text Post

Saving Your Story

Using Direct Messages to Send a Story

Determining the Best Content to Share

Advertising Your Story

Chapter 6: Looking at Facebook Live

Understanding the Benefits of Live Streaming

Setting Up Your Live Stream

Engaging with Your Community via Facebook Live

Brainstorming Ideas for Live Videos

Book 8: Deploying Other Social Media

Chapter 1: Leveraging Social Media

Thinking Strategically about Social Media Integration

Integrating Social Media with E-Newsletters

Integrating Social Media with Press Releases

Integrating Social Media with Your Website

Chapter 2: Working with Twitter

Finding the Right People to Follow

Finding Out Who Is Talking about You on Twitter

Responding to Tweets

Searching on Twitter

Tweeting Like a Pro

Sharing on Twitter

Following the Twitter Rules of Etiquette

Hosting a Tweet-Up

Chapter 3: Looking at YouTube

Looking at YouTube Basics

Promoting on YouTube

Seeding a Viral Campaign

Advertising on YouTube

Chapter 4: Reviewing Pinterest

Understanding Pinterest

Getting Started

Joining Pinterest

Getting on Board

Pinning on Pinterest

Following on Pinterest

Sharing on Pinterest

Driving Traffic with Pinterest

Chapter 5: Growing Your Business with TikTok

Looking at TikTok’s Audience

Creating and Personalizing Your TikTok Account

Determining What Videos You Should Create

Understanding How Your Business Fits with TikTok

Knowing Your Audience and Competition

Integrating TikTok into Your Funnel

Creating Content That Sells

Discovering Data That Your Business Can Use

Chapter 6: Using Marketing Techniques on LinkedIn

Marketing Yourself through LinkedIn

Marketing Your Business through LinkedIn

Mining for Clients

Closing the Deal

Book 9: Analyzing Data for Success

Chapter 1: Looking Back at Your Business Model and Scaling your Brand

Validating Business Models

Reviewing Your Brand Status

Surveying Different Approaches to Scaling a Brand

Conducting a Brand Audit

Creating a Scaling Plan

Outsourcing Responsibilities to Lighten Your Load

Chapter 2: Reassessing Your Strategy

Allowing for Failed Experiments

Looking Back at Your Digital Marketing Strategy

Chapter 3: Reviewing Ongoing Improvement for B2B Marketing

Ongoing Account Maintenance

Gauging Potential Opportunities

Providing Added Value

Chapter 4: Achieving Maximum ROI

Understanding Split Testing

Selecting Page Elements to Optimize

Getting Ready to Test

Index

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