Digital Marketing For Dummies (2nd Edition)

DescriptionLearn the fundamentals and foundations of modern organic chemistry with this comprehensive guideFoundations of Organic Chemistry: Unity and Diversity of Structures, Pathways, and Reactions, 2nd Edition, is a substantive guide for students beginning their study of organic chemistry and instructors, as well as senior undergraduates and graduate students seeking to further their understanding of the subject.Foundations of Organic Chemistry is a serious attempt to show students who want to learn organic chemistry how we know what we know about the subject and to guide them to learn.In this work, the emphasis of the discussion of structures, pathways, and reactions is placed on the original literature and the fundamentals and use of spectroscopic and kinetic tools. Application of the resulting working knowledge of the substance of organic chemistry will lead the serious student to ask additional questions and, ultimately, to solve problems we face.The book also includes solutions guides for instructors and lecturers, as well as access to a companion website for furthering the reader’s knowledge of organic chemistry.Table of Contents CoverIntroductionAbout This BookFoolish AssumptionsIcons Used in This BookBeyond the BookWhere to Go from HerePart 1: Getting Started with Digital MarketingChapter 1: Understanding the Customer JourneyCreating a Customer AvatarGetting Clear on the Value You ProvideKnowing the Stages of the Customer JourneyPreparing Your Customer Journey Road MapOptimizing the Customer JourneyAvoiding an Optimization MistakeChapter 2: Choosing the Right Marketing CampaignEstablishing Marketing ObjectivesDefining a Digital Marketing CampaignUnderstanding the Three Major Types of CampaignsBalancing Your Marketing Campaign CalendarChoosing the Campaign You Need NowViewing Your Digital Marketing through the Campaign LensChapter 3: Crafting Winning OffersOffering Value in AdvanceDesigning an Ungated OfferDesigning a Gated OfferDesigning Deep-Discount OffersMaximizing ProfitPart 2: Using Content to Generate Fans, Followers, and CustomersChapter 4: Pursuing Content Marketing PerfectionKnowing the Dynamics of Content MarketingFinding Your Path to Perfect Content MarketingExecuting Perfect Content MarketingDistributing Content to Attract an AudienceChapter 5: Blogging for BusinessEstablishing a Blog Publishing ProcessApplying Blog Headline FormulasAuditing a Blog PostChapter 6: Taking Stock of 65 Blog Post IdeasDefeating Writer’s BlockCreating Stellar Content without All the FussPart 3: Generating Website TrafficChapter 7: Building High-Converting Landing PagesExploring the Types of Landing PagesCreating a Lead Capture PageCreating a Sales PageGrading a Landing PageChapter 8: Capturing Traffic with Search MarketingKnowing the Three Key Players in Search MarketingTargeting Search QueriesOptimizing Your Assets for Specific ChannelsEarning LinksChapter 9: Leveraging the Social WebSocial ChannelsFacebookInstagramLinkedInTwitterThe Social Success CycleListening to the Social WebInfluencing and Building Brand AuthorityNetworking That Moves the NeedleSelling on Social ChannelsAvoiding Social Media MistakesKnowing When to AutomateChapter 10: Tapping into Paid TrafficVisiting the Traffic StoreUnderstanding Traffic TemperatureChoosing the Right Traffic PlatformSetting up Boomerang TrafficTroubleshooting Paid Traffic CampaignsChapter 11: Following Up with Email MarketingUnderstanding Marketing EmailsSending Broadcast and Follow-Up EmailsBuilding a Promotional CalendarCreating Email CampaignsWriting and Designing Effective EmailsCuing the ClickGetting More Clicks and OpensEnsuring Email DeliverabilityList HygienePart 4: Measuring, Analyzing, and Optimizing CampaignsChapter 12: Crunching Numbers: Running a Data-Driven BusinessLeveraging the Five Google Analytics Report SuitesUnderstanding Where Your Traffic Is Coming FromTracking the Origins of Site VisitorsCreating Goals to See Who’s Taking ActionSegmenting Your Audience with Google AnalyticsHoning In on Your AudiencePutting It All TogetherChapter 13: Optimizing Your Campaigns for Maximum ROIUnderstanding Split TestingSelecting Page Elements to OptimizeGetting Ready to TestPreparing to LaunchCalling a TestKnowing How a Test PerformedAnalyzing the TestPart 5: The Part of TensChapter 14: The Ten Most Common Digital Marketing MistakesFocusing on Eyeballs Instead of OffersFailing to Talk about Your Customers (and Their Problems)Asking Prospects for Too Much, Too SoonBeing Unwilling to Pay for TrafficBeing Product CentricTracking the Wrong MetricsBuilding Assets on Other People’s LandFocusing on Your Content’s Quantity Instead of QualityNot Aligning Marketing Goals with Sales GoalsAllowing “Shiny Objects” to Distract YouChapter 15: Ten Trending Digital Marketing Skills to Add to Your ResumeContent Marketing PositionsPaid Media ManagerSearch Engine Optimization (SEO) ManagerSocial Media MarketingCommunity ManagementVideo Marketing and Production PositionsWeb Design and Development PositionsData Analysis PositionsChapter 16: Ten Essential Tools for Digital Marketing SuccessBuilding a WebsiteHosting a WebsiteChoosing Email Marketing SoftwareConsidering Customer Relationship Management (CRM) SoftwareAdding a Payment SolutionUsing Landing Page SoftwareSourcing and Editing ImagesManaging Social MediaMeasuring Your Performance: Data and AnalyticsOptimizing Your MarketingIndexAbout the AuthorsConnect with DummiesEnd User License AgreementAuthors BiographyRyan Deiss is founder and CEO of Idea Incubator and creator of Traffic & Conversion Summit. He has consulted with more than 200,000 businesses in 68 countries.Russ Henneberry 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.