Digital Marketing ALL-IN-ONE Contributing Authors Ryan Deiss Stephanie Diamond Russ Henneberry John Haydon Cat Lincoln Corey Padveen Stefania Pomponi Deborah Ng Kristy Sammis Shiv Singh Sangram Vajre Jan Zimmerman Digital Marketing ALL-IN-ONE by Stephanie Diamond Digital Marketing All-in-One For Dummies® Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com Copyright © 2019 by John Wiley & Sons, Inc., Hoboken, New Jersey 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 Book 1: Creating Your Digital Marketing Strategy CHAPTER 1: CHAPTER 2: CHAPTER 3: CHAPTER 4: CHAPTER 5: CHAPTER 6: Developing Your Overall Digital Strategy Grabbing the Attention of Your Customer 29 Discovering Your Business Model and Brand 45 Deciding which Marketing Campaign to Create 67 Crafting Offers That Sell 79 Planning B2B Campaign Success 101 Book 2: Uncovering the Customer Experience CHAPTER 1: Interacting with Customer Data Uncovering Buyer Personas CHAPTER 3: Structuring the Buyer Journey CHAPTER 4: Embracing Sales Enablement CHAPTER 2: Book 3: Dipping into Content Creation CHAPTER 1: CHAPTER 2: CHAPTER 3: CHAPTER 4: CHAPTER 5: CHAPTER 6: Creating Your Content Plan Reviewing Content Types Understanding the Customer’s Intent Creating Content That Tells a Story Defining Your Content Framework Using Processes and Systems 119 131 151 171 181 183 197 219 241 253 Targeting Content for Your B2B Audience 269 Book 4: Reaching Your Millennial Audience CHAPTER 1: 117 293 Figuring Out Millennials Looking at the Influence of Millennials Pursuing a Data Strategy Finding Millennials on Traditional Media Experimenting with the Share Economy Developing the Brand Experience 295 307 317 337 349 361 Book 5: Implementing Channel Promotions 383 CHAPTER 2: CHAPTER 3: CHAPTER 4: CHAPTER 5: CHAPTER 6: CHAPTER 1: Identifying Paid, Earned, Shared, and Owned Media Using Search Marketing CHAPTER 3: Making Content Shareable CHAPTER 4: Considering Email Marketing CHAPTER 2: 385 401 425 443 Book 6: Connecting with Influencers 469 CHAPTER 1: Communicating with Influencers Collaborating to Win Engaging Influencers Using the “Three Cs” Succeeding with Influencer Marketing Getting Creative Working with an Agency 471 489 509 523 533 543 Book 7: Facebook Marketing 549 CHAPTER 2: CHAPTER 3: CHAPTER 4: CHAPTER 5: CHAPTER 6: CHAPTER 1: Delving into Facebook Marketing Creating a Facebook Marketing Plan Selling Products and Services Using Facebook Offers Uniting Facebook with Other Social Media Getting into Instagram Promoting Advanced Customer Engagement 551 561 583 591 607 617 Book 8: Deploying Other Social Media 641 CHAPTER 2: CHAPTER 3: CHAPTER 4: CHAPTER 5: CHAPTER 6: CHAPTER 1: Leveraging Social Media Working with Twitter CHAPTER 3: Looking at YouTube CHAPTER 4: Reviewing Pinterest 643 659 673 685 Book 9: Analyzing Data for Success 711 CHAPTER 2: CHAPTER 1: Looking Back at Your Business Model CHAPTER 2: Reassessing Your Strategy CHAPTER 3: Reviewing Ongoing Improvement for B2B Marketing CHAPTER 4: Achieving Maximum ROI 713 723 731 741 Index 755 Table of Contents INTRODUCTION About This Book Icons Used in This Book Where to Go from Here BOOK 1: CREATING YOUR DIGITAL MARKETING STRATEGY CHAPTER 1: Developing Your Overall Digital Strategy Understanding the Components of a Digital Marketing Strategy Determining the company strategy Uncovering the customer experience Creating quality content Developing channel promotions 10 Deploying check-back analysis 10 Communicating Your Mission 11 Crafting your statement 12 Reviewing real mission statements 13 Establishing Your Goals 16 Uncovering your goals 16 Picking KPIs 17 Expanding Your Corporate Mindset 18 Creating a culture of content 19 Thinking about reputation 21 Using content to serve customers 23 Dipping into User Design and Habits 25 Recognizing the importance of UX design in your strategy 26 Observing product habits 26 CHAPTER 2: Grabbing the Attention of Your Customer 29 Focusing on Attention Seeking the “attention web” Looking at attention triggers Making Your Content Easy to Consume Reading in patterns Considering design elements and typography Deploying Interactive Content Table of Contents 30 30 35 36 36 38 42 vii CHAPTER 3: Discovering Your Business Model and Brand 45 Separating Your Business Model from Your Brand 46 Understanding the business you’re in 47 Looking at some popular online business models 48 Considering the freemium model 53 Analyzing Your Business Model .56 Discovering Your Brand 57 Benefitting from attention to your brand 58 Knowing your current brand reality 59 Solidifying the Look of the Brand 60 Considering design components .61 Using a digital asset management tool 62 Developing Success Measures for Your Brand 64 Producing Engaging Branded Content 65 CHAPTER 4: Deciding which Marketing Campaign to Create 67 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 CHAPTER 5: Crafting Offers That Sell 79 Offering Value in Advance Designing an Ungated Offer Designing a Gated Offer Zeroing in on what matters 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 viii 68 69 71 72 74 75 76 77 78 Digital Marketing All-in-One For Dummies 80 81 82 83 85 87 89 92 92 92 93 93 93 93 95 96 TweetChat, 439, 440 Unbounce, 743 tweeting, 663–665 Undefined maturity level, in Sales Enablement Strategy, 174 TweetReach, 138, 139 tweets responding to on Twitter, 661–662 using keywords in, 669 ungated offers, 80, 81–82 uniform resource locator (URL), 413 unique assets, 373 tweet-ups, hosting, 671 unstructured data, 121 “12 Truly Inspiring Company Vision and Mission Statement Examples” (Kolowich), 13, 16 unsubscriptions, 446 upsells, 18, 97–98 12-Month Promotional Planning Worksheet (website), 451 Upworthy (website), 435 24-7 Press Release, 651 URL errors, 422 Twitter about, 124, 648, 659 as a data source, 333 finding people to follow, 659–660 hosting tweet-ups, 671 as influencer platform, 475 observing conversations on, 660–661 responding to tweets, 661–662 rules of etiquette, 670–671 searching on, 662–663 sharing on, 665–669 tweeting, 663–665 “2017 Influencer Marketing Benchmarks” report, 505 URL (uniform resource locator), 413 UsabilityHub, 748 user experience (UX), 25, 26 user-generated content (UGC), 198, 204, 205 username (Facebook), 593 UX (user experience), 25, 26 V validating business model, 714–717 valleys, as data indicators, 326–327 value of data, 317–325 providing added, 738–740 value propositions, on Business Model Canvas, 56 “2018 Social Media Marketing Industry Report,” 644 vanity retweet, 667 Twubs, 440, 441 vehicle, choosing, 236 type size, considerations for, 40 typography, considerations for, 38–41 U Uber, 48, 304 Uberflip, 287 Ubersuggest, 438 Udemy, 211 UGC (user-generated content), 198, 204, 205 “The Ultimate Guide to Editorial Content Types and Formats” (Good), 207 variety, of data, 122 velocity, of data, 122 vendors, acquiring stories from, 246 veracity, of data, 122 vertical, creating content by industry, 278 videos demonstrating thought leadership through, 283 format, for content, 212 as influencer platform, 476–477 leaving responses on YouTube, 679 VidIQ (website), 416 views (Facebook Pages), 558, 578 Index 779 viral campaigns, seeding, 680–683 viral content, 196 viral seeding, 682 website integration, standing out on Facebook with, 573 websites See also specific websites business to business (B2B) content marketing, 16–17 visual branding, 718 Visual Website Optimizer, 742 cheat sheet, visualized data, 320 clicks, 108 VisualizeROI, 281 Content Campaign Plan template, 234 visuals culture of content (CoC), 19 considerations for, 40 eye-tracking studies, 37 using, 196 how a Pinterest habit is formed, 27 voice, establishing a, 351–354 integrating social media with, 655–658 volume, of data, 122 leveraging Facebook presence via, 596 native advertising (NA), 390 W omni-channel approach, 155 Walker, Corey (author), 604 online marketing budget calculator, 580 walking documentation, 264 traits of Millennials, 297 Wanamaker, John (advertising legend), 113 using for brand experience strategy, 365 web copywriters, 581 wants, addressing with content, 283–284 Warby Parker mission statement, 14, 15, 16 Wells, Tonya (author), 31–32 Warning icon, “What Makes Online Content Viral?” (Berger and Milkman), 196 waste, as data indicators, 328 Watts, Dechay (cofounder of SPROUT Content), 263 weak ties, 555 Web administrators, 258, 264, 266 web copywriters, 581 WebDAM, 62, 63 webinars as BOFU content, 230 for content, 212 in content library, 273 creating content for, 24 as deep-discount offers, 93 demonstrating thought leadership through, 283 replays, cross-promoting content using, 290 training, as gated offers, 86 website content “The Big Marketing Activity Coloring Book,” 395 picturing, 191–192 780 “What You Think You Know About the Web Is Wrong” (Haile), 30 white hats, 403 white space, considerations for, 40, 41 whitepapers, 82, 86, 270–271 Whole Foods, 226 “Why PR is Embracing the PESO Model,” 386 “Why You Need to Start Creating Long, Evergreen Content Today” (McCoy), 195 “Why Your Brain Loves Good Storytelling” (Zak), 242 Wikipedia, 81 Williams, Debbie (cofounder of SPROUT Content), 263 Williams, John Moore (author), 26 Winter, Doug (writer), 172 WiseStamp, 596 WOMA (Word of Mouth Advertising), 504–505 women, engaging as influencers, 478 Digital Marketing All-in-One For Dummies Word of Mouth (WOM), enhancing with advertising, 504–505 creating custom content, 677 Word of Mouth Advertising (WOMA), 504–505 as a data source, 333–334 word-of-mouth marketing, 554–556, 562–563 WordPress Social Sharing Optimization (WPSSO SSB) tool (website), 439 workflow, managing, 258–263 World Class level, in Sales Enablement Strategy, 174 Wormley, Rob (author), 161–162 writer, 264, 265 WriterAccess (website), 259 writers, 258–260 writing effective emails, 459–463 Y YouGovProfiles, 137 YouTube about, 673–674 advertising on, 683–684 attracting subscribers, 675–676 benefits of social media marketing on, 674–675 categorizing clips, 677–678 creating customized channels, 676 humor in posts, 680 including call to action, 680 leaving video responses, 679 optimizing for, 414–416 promoting on, 676–680 promoting videos with email and bulletins, 678–679 seeding viral campaigns, 680–683 tagging clips, 677–678 YouTube Live, 124 Z Z pattern, of reading, 36 Zak, Paul J (author), 242 Zappos, 23 Zerys (website), 259 Zoho, 721, 722 Zoho Show, 213 Zuckerberg, Mark (Facebook founder), 561, 617 Index 781 About the Authors Ryan Deiss, author of Digital Marketing For Dummies, is cofounder and CEO of DigitalMarketer.com, the leading provider of digital marketing training and certifications to small and midsized businesses Stephanie Diamond, author of Content Marketing Strategies For Dummies, is a thought leader and management marketing professional with 20+ years of experience building profits in more than 75 different industries She has worked with solopreneurs, small-business owners, and multibillion-dollar corporations Russ Henneberry, author of Digital Marketing For Dummies, is the Editorial Director for DigitalMarketer Prior to joining DigitalMarketer, Russ was on the content marketing team for Salesforce.com John Haydon, author of Facebook Marketing For Dummies, owns Inbound Zombie, a consultancy that provides nonprofits with strategic training on Facebook and other social media Cat Lincoln, author of Influencer Marketing For Dummies, is Founder and CEO of Clever Girls, an esteemed content marketing and native advertising agency specializing in connecting top brands with influential women online Corey Padveen, author of Marketing to Millennials For Dummies, is an industryleading marketing data expert with extensive experience building strategies and working with brands in a variety of industries to execute measurable growth campaigns Stefania Pomponi, author of Influencer Marketing For Dummies, is Founder, President, and Chief Evangelist of Clever Girls Deborah Ng, author of Social Media Marketing All-in-One For Dummies, is a freelance writer, published author, and social media consultant specializing in online community development Kristy Sammis, author of Influencer Marketing For Dummies, is Founder and Chief Innovation Officer of Clever Girls Kristy co-founded the company in 2009 because she is passionate about the ways in which friends, strangers, and organizations intersect online Shiv Singh, author of Social Media Marketing For Dummies, helps brands transform with the rise of digital and has worked in executive level positions on both the agency side and with Fortune 50 companies Sangram Vajre, author of Account-Based Marketing For Dummies, is the CMO and co-founder of Terminus, an account-based marketing platform Before launching Terminus, Sangram was Head of Marketing at Pardot, a marketing automation platform that was acquired by ExactTarget, and subsequently Salesforce in 2013 Jan Zimmerman, author of Social Media Marketing All-in-One For Dummies, has found marketing to be the most creative challenge of owning a business for the more than 35 years she has spent as an entrepreneur Since 1994, she has owned Sandia Consulting Group and Watermelon Mountain Web Marketing (www.watermelonweb.com) in Albuquerque, New Mexico Publisher’s Acknowledgments Acquisition Editor: Ashley Coffey Production Editor: Mohammed Zafar Ali Project Editor: Rebecca Senninger Cover Image: © Pasko Maksim/Shutterstock Take dummies with you everywhere you go! 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Singh Sangram Vajre Jan Zimmerman Digital Marketing ALL- IN- ONE by Stephanie Diamond Digital Marketing All- in- One For Dummies Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken,... 427 xvi Digital Marketing All- in- One For Dummies CHAPTER 4: Uncovering the Five Ws and One H of Online Sharing Knowing who shares content, and why Considering what... analytics There’s also an online cheat sheet Go to dummies. com and type Digital M arketing All- in- One For Dummies in the Search box to find it On the cheat sheet you will find information about resources