Digital Marketing Digital Marketing by Ryan Deiss and Russ Henneberry Digital Marketing For Dummies® Published by John Wiley Sons, Inc , 111 River Street, Hoboken, NJ 07030 5774, www wiley com Copyright © 2017 by John Wiley Sons, Inc , Hoboken, New Jersey Media and software compilation copyright © 2016 by John Wiley Sons, Inc All rights reserved Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by an.
Digital Marketing Digital Marketing by Ryan Deiss and Russ Henneberry Digital Marketing For Dummies® Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com Copyright © 2017 by John Wiley & Sons, Inc., Hoboken, New Jersey Media and software compilation copyright © 2016 by John Wiley & Sons, Inc All rights reserved Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the Publisher Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions Trademarks: Wiley, For Dummies, the Dummies Man logo, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc and may not be used without written permission All other trademarks are the property of their respective owners John Wiley & Sons, Inc is not associated with any product or vendor mentioned in this book LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. 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Manufactured in the United States of America 10 Contents at a Glance Introduction Part 1: Getting Started with Digital Marketing CHAPTER 1: Understanding the Customer Journey CHAPTER 2: Choosing the Right Marketing Campaign 25 CHAPTER 3: Crafting Winning Offers 37 Part 2: Using Content to Generate Fans, Followers, and Customers 59 CHAPTER 4: Pursuing Content Marketing Perfection 61 Blogging for Business 83 CHAPTER 6: Taking Stock of 57 Blog Post Ideas 103 CHAPTER 5: Part 3: Generating Website Traffic CHAPTER 7: 127 Building High-Converting Landing Pages CHAPTER 8: Capturing Traffic with Search Marketing CHAPTER 9: Leveraging the Social Web CHAPTER 10: Tapping into Paid Traffic CHAPTER 11: Following Up with Email Marketing 129 147 171 195 219 Part 4: Measuring, Analyzing, and Optimizing Campaigns 245 CHAPTER 12: Crunching Numbers: Running a Data-Driven Business 247 Your Campaigns for Maximum ROI 267 CHAPTER 13: Optimizing Part 5: The Part of Tens 281 CHAPTER 14: The Ten Most Common Digital Marketing Mistakes 283 CHAPTER 15: Ten Trending Digital Marketing Skills to Add to Your Resume 289 CHAPTER 16: Ten Essential Tools for Digital Marketing Success 301 Index 313 Table of Contents INTRODUCTION About This Book Foolish Assumptions Icons Used in This Book Beyond the Book Where to Go from Here 2 PART 1: GETTING STARTED WITH DIGITAL MARKETING CHAPTER 1: Understanding the Customer Journey Creating a Customer Avatar What to include in your customer avatar Introducing Agency Eric: A customer avatar example 10 Getting clear on goals and values 11 Finding sources of information and entertainment 12 Honing in on demographics 12 Adding challenges and pain points 13 Preparing for objections 14 Getting Clear on the Value You Provide 14 Knowing the Stages of the Customer Journey .16 Step 1: Generating awareness 16 Step 2: Driving engagement 17 Step 3: Building subscribers 18 Step 4: Increasing conversions 19 Step 5: Building excitement 20 Step 6: Making the core offer sale and more 21 Step 7: Developing brand advocates 22 Step 8: Growing brand promoters 22 Preparing Your Customer Journey Road Map 23 CHAPTER 2: Choosing the Right Marketing Campaign 25 Establishing Marketing Objectives Defining a Digital Marketing Campaign Understanding the Three Major Types of Campaigns Campaigns that generate new leads and customers Campaigns that monetize existing leads and customers Campaigns that build engagement Balancing Your Marketing Campaign Calendar Choosing the Campaign You Need Now Viewing Your Digital Marketing through the Campaign Lens Table of Contents 26 27 30 30 32 33 35 35 36 vii CHAPTER 3: Crafting Winning Offers 37 Offering Value in Advance Designing an Ungated Offer Designing a Gated Offer Zeroing in on what matters Making a specific promise Giving a specific example Offering a specific shortcut Answering a specific question Delivering a specific discount Generating leads with educational content Generating leads with tools Filling out the gated offer checklist Designing Deep-Discount Offers Using physical premiums Employing a book Leveraging the webinar Selling software Splintering a service Brainstorming “little victories” to offer your leads Filling out the deep-discount offer checklist Discovering your deep-discount offer Maximizing Profit Making an upsell or cross-sell offer Building bundles and kits Tacking on a slack adjuster Recurring billing 38 39 40 41 42 42 43 43 43 43 46 47 50 50 51 51 52 52 53 53 55 55 56 57 57 58 PART 2: USING CONTENT TO GENERATE FANS, FOLLOWERS, AND CUSTOMERS 59 CHAPTER 4: Pursuing Content Marketing Perfection 61 Knowing the Dynamics of Content Marketing Finding Your Path to Perfect Content Marketing Understanding the marketing funnel Exploring the prospect’s intent Providing a path to the next step Segmenting your marketing with content Appearing everywhere your customer expects Customizing your content Executing Perfect Content Marketing Step 1: Choosing avatars Step 2: Brainstorming content assets Step 3: Choosing the vehicle and channel Step 4: Planning for ascension Distributing Content to Attract an Audience viii Digital Marketing For Dummies 62 63 64 72 73 74 75 76 76 77 77 78 78 78 visual content, 185 visual cues, evaluating in landing pages, 146 Visual Website Optimizer, 269, 270, 311 visualization, evaluating in landing pages, 145 Visual.ly, 117 Vogue (magazine), 286 W warm traffic, 197 warning headlines, for blog posts, 94 Warning icon, web design/development, trending skills in, 296–297 webinar training generating leads with, 44 Google AdWords Keyword Planner, 154 webinars for bottom of funnel (BOFU) content marketing, 72 as a deep-discount offer, 51 websites AWeber, 304 book updates, BriteVerify, 243 building, 301–302 Canva, 160, 185, 201, 308 Cheat Sheet, Content Campaign Plan template, 76 Crazy Egg, 274 DigitalMarketer customer avatar, 14 DigitalMarketer customer journey road map, 23 DigitalMarketer UTM, 252 Edgar, 188, 309 EmailReach, 243 Facebook Blueprint, 202 Facebook TOS, 213 Federal Trade Commission (FTC), 192 Fiverr, 201 Google AdWords Keyword Planner, 153 Google Alerts, 175 Google Analytics, 269, 310 Google Data Studio, 310 Google Keyword Planner, 205 Google Search Console, 167 Google Tag Manager, 311 Hootsuite, 177 Hootsuite Pro, 309 hosting, 303 Infusionsoft, 305 Instapage, 307 iSpionage, 206 Klaviyo, 305 Klout, 191 Kred, 191 Mail Monitor, 243 Maropost, 304 Mention, 176, 309 Open Site Explorer, 169 Optimizely, 269 PageSpeed, 277 Pixlr Express, 308 Rackspace, 303 Radian6, 176 Return Path, 243 Salesforce, 306 SEMrush, 206 Shopify, 302 SnagIt, 308 Spamcop, 242 Spamhaus, 242 SpyFu, 206 Square, 306 Stripe, 306 TruConversion, 273, 274, 311 12-Month Promotional Planning Worksheet, 225–226 Index 333 websites (continued) Unbounce, 269, 307 Upwork, 201 UsabilityHub, 274 vidIQ, 161 Visual Website Optimizer, 269, 311 WordPress, 302 WP Engine, 303 what-if post, 117 white papers, generating leads with, 44 white-hat search marketing strategies, 149 Whole Foods, 18, 68 Wikipedia, 40 wish list, on product detail page, 134 WordPress, 86, 183, 302 working title, of blog posts, 91 worksheets, WP Engine, 303 Write for Us page, 89 writing 334 Digital Marketing For Dummies body copy, 159–160, 237–238 emails, 234–238 headlines for sales letters, 135–136 meta descriptions, 158–159 opening for sales letters, 137 sales letters, 135–141 subheadlines for sales letters, 136 title tag, 158 Y YouTube optimizing for, 160–162 search bar, 172 traffic platform, 208–209, 213 YouTube cut-up post, 108 Z Zappos, 153–154 Zillow, 233–234 About the Authors Ryan Deiss (pronounced “Dice”) is cofounder and CEO of DigitalMarketer.com, the leading provider of digital marketing training and certifications to small and midsized businesses Ryan is also the founder and host of the Traffic & Conversion Summit, the largest digital marketing conversion conference in North America, and the creator of the “Customer Value Optimization” methodology Ryan’s online business endeavors began at age 19, when he launched his first website from his freshman dorm room so that he could make some extra money to buy an engagement ring for his college sweetheart It worked! Not only did the girl say “Yes,” but this one, little website ballooned into more than 500 sites, and a hobby had grown into a real business Today, his digital media and e-commerce group, NativeCommerce.com, owns and operates hundreds of properties including DIYReady.com, MakeupTutorials.com, DIYProjects.com, SurvivalLife.com, and Sewing.com (just to name a few), and according to Shark Tank star Daymond John, “His companies practically own the Internet.” He is also a bestselling author, and is considered one of the most dynamic speakers on modern digital marketing today Most important, Ryan is a proud dad of four wonderful kids, Jonathan, Joyce, Ruth, and Timothy, and husband to Emily . the girl who said “Yes” and inspired it all Russ Henneberry is the Editorial Director for DigitalMarketer Prior to joining DigitalMarketer, Russ was on the content marketing team for Salesforce.com; he also helped to launch a blog for a well-known marketing SaaS, growing it from zero to 120,000 unique visitors per month in less than a year Russ got his start in search engine optimization and pay-per-click marketing, managing 20 developers and over 600 digital marketing projects for small to midsized businesses It was at Salesforce that Russ began to master the art of content marketing at all stages of the sales and marketing funnel to create value for a company In his time at DigitalMarketer, front-end traffic to DigitalMarketer content has increased by 1,125 percent The content marketing team, under Russ’s management, generates thousands of leads and front-end sales per month by developing and executing a truly “full funnel” content marketing strategy Connect with Russ on Twitter: @RussHenneberry Russ lives in St Louis, Missouri, with his wonderful wife Sarah, his two amazing children, Thomas and Mary Grace, and an extremely enthusiastic dog named Buck Dedication From Ryan: First, to the amazing team at DigitalMarketer Thank you for letting me take credit for all your great ideas This is truly your book And also to Emily: Thank you for being my inspiration, both then and now From Russ: To my amazing wife, Sarah, who has always unquestionably loved, supported, and believed in me Acknowledgments We are deeply grateful first and foremost to the entire DigitalMarketer team This book is an aggregation of the incredible talent and expertise of Richard Lindner, Molly Pittman, Justin Rondeau, John Grimshaw, Lindsay Marder, Suzi Nelson, and Ezra Firestone The graphics and images that help to illustrate the information in this book are the work of the very talented Britney Arkin and Taylor Nelson And to our editor, Susan Christophersen, for ensuring clarity in this book and sculpting the rough edges of our writing into something even the most persnickety composition teacher would be proud of Last, but certainly not least, to Matt Douglas, whose sheer will and determination brought this project across the finish line This book simply would not exist without you Publisher’s Acknowledgments Acquisitions Editor: Amy Fandrei Production Editor: Siddique Shaik Project Manager: Susan Christophersen Cover Image: Courtesy of Ryan Deiss Copy Editors: Susan Christophersen, Kathy Simpson Technical Editor: Michelle Krasniak Editorial Assistant: Serena Novosel Sr Editorial Assistant: Cherie Case WILEY END USER LICENSE AGREEMENT Go to www.wiley.com/go/eula to access Wiley’s ebook EULA ... Digital Marketing Digital Marketing by Ryan Deiss and Russ Henneberry Digital Marketing For Dummies® Published by: John Wiley & Sons, Inc., 111 River Street,... Here’s to your digital marketing success! Digital Marketing For Dummies Getting Started with Digital Marketing IN THIS PART . Become familiar with the role of digital marketing and get clear... contrast to print, television, and radio marketing, digital marketing can go from idea to execution in a matter of minutes And because your marketing campaigns live in a digital format, you can change