Digital marketing all in one for dummies

1 Book 1: Creating Your Digital Marketing Strategy.. 551 CHAPTER 2: Creating a Facebook Marketing Plan.. .2 BOOK 1: CREATING YOUR DIGITAL MARKETING STRATEGY.. xii Digital Marketing All-

Digital

Marketing

A L L - I N - O N E

Contributing Authors

Ryan DeissStephanie DiamondRuss HenneberryJohn HaydonCat LincolnCorey PadveenStefania PomponiDeborah NgKristy SammisShiv SinghSangram VajreJan Zimmerman

Digital

Marketing

A L L - I N - O N E

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.  NO WARRANTY MAY BE CREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED

IN RENDERING LEGAL, ACCOUNTING, OR OTHER PROFESSIONAL SERVICES.  IF PROFESSIONAL ASSISTANCE

IS REQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM.  THE FACT THAT AN ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF FURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ.

For general information on our other products and services, please contact our Customer Care Department within the U.S at 877-762-2974, outside the U.S at 317-572-3993, or fax 317-572-4002 For technical support, please visit

https://hub.wiley.com/community/support/dummies.

Wiley publishes in a variety of print and electronic formats and by print-on-demand Some material included with standard print versions of this book may not be included in e-books or in print-on-demand If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at

http://booksupport.wiley.com For more information about Wiley products, visit www.wiley.com.

Library of Congress Control Number: 2019935455

ISBN 978-1-119-56023-4 (pbk); ISBN 978-1-119-56025-8 (ebk); ISBN 978-1-119-56024-1 (ebk)

Manufactured in the United States of America

10 9 8 7 6 5 4 3 2 1

Contents at a Glance

Introduction 1

Book 1: Creating Your Digital Marketing Strategy 5

CHAPTER 1: Developing Your Overall Digital Strategy 7

CHAPTER 2: Grabbing the Attention of Your Customer 29

CHAPTER 3: Discovering Your Business Model and Brand 45

CHAPTER 4: Deciding which Marketing Campaign to Create 67

CHAPTER 5: Crafting Offers That Sell 79

CHAPTER 6: Planning B2B Campaign Success 101

Book 2: Uncovering the Customer Experience 117

CHAPTER 1: Interacting with Customer Data 119

CHAPTER 2: Uncovering Buyer Personas 131

CHAPTER 3: Structuring the Buyer Journey 151

CHAPTER 4: Embracing Sales Enablement 171

Book 3: Dipping into Content Creation 181

CHAPTER 1: Creating Your Content Plan 183

CHAPTER 2: Reviewing Content Types 197

CHAPTER 3: Understanding the Customer’s Intent 219

CHAPTER 4: Creating Content That Tells a Story 241

CHAPTER 5: Defining Your Content Framework Using Processes and Systems 253

CHAPTER 6: Targeting Content for Your B2B Audience 269

Book 4: Reaching Your Millennial Audience 293

CHAPTER 1: Figuring Out Millennials 295

CHAPTER 2: Looking at the Influence of Millennials 307

CHAPTER 3: Pursuing a Data Strategy 317

CHAPTER 4: Finding Millennials on Traditional Media 337

CHAPTER 5: Experimenting with the Share Economy 349

CHAPTER 6: Developing the Brand Experience 361

Book 5: Implementing Channel Promotions 383

CHAPTER 1: Identifying Paid, Earned, Shared, and Owned Media 385

CHAPTER 2: Using Search Marketing 401

CHAPTER 3: Making Content Shareable 425

CHAPTER 4: Considering Email Marketing 443

Book 6: Connecting with Influencers 469

CHAPTER 1: Communicating with Influencers 471

CHAPTER 2: Collaborating to Win 489

CHAPTER 3: Engaging Influencers Using the “Three Cs” 509

CHAPTER 4: Succeeding with Influencer Marketing 523

CHAPTER 5: Getting Creative 533

CHAPTER 6: Working with an Agency 543

Book 7: Facebook Marketing 549

CHAPTER 1: Delving into Facebook Marketing 551

CHAPTER 2: Creating a Facebook Marketing Plan 561

CHAPTER 3: Selling Products and Services Using Facebook Offers 583

CHAPTER 4: Uniting Facebook with Other Social Media 591

CHAPTER 5: Getting into Instagram 607

CHAPTER 6: Promoting Advanced Customer Engagement 617

Book 8: Deploying Other Social Media 641

CHAPTER 1: Leveraging Social Media 643

CHAPTER 2: Working with Twitter 659

CHAPTER 3: Looking at YouTube 673

CHAPTER 4: Reviewing Pinterest 685

Book 9: Analyzing Data for Success 711

CHAPTER 1: Looking Back at Your Business Model 713

CHAPTER 2: Reassessing Your Strategy 723

CHAPTER 3: Reviewing Ongoing Improvement for B2B Marketing 731

CHAPTER 4: Achieving Maximum ROI 741

Index 755

Table of Contents vii

Table of Contents INTRODUCTION 1

About This Book 1

Icons Used in This Book .2

Where to Go from Here .2

BOOK 1: CREATING YOUR DIGITAL MARKETING STRATEGY 5

CHAPTER 1: Developing Your Overall Digital Strategy 7

Understanding the Components of a Digital Marketing Strategy .7

Determining the company strategy .8

Uncovering the customer experience .8

Creating quality content .9

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 30

Seeking the “attention web” 30

Looking at attention triggers .35

Making Your Content Easy to Consume 36

Reading in patterns .36

Considering design elements and typography .38

Deploying Interactive Content 42

viii Digital Marketing All-in-One For Dummies

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 .68

Defining a Digital Marketing Campaign .69

Understanding the Three Major Types of Campaigns .71

Campaigns that generate new leads and customers 72

Campaigns that monetize existing leads and customers .74

Campaigns that build engagement 75

Balancing Your Marketing Campaign Calendar .76

Choosing the Campaign You Need Now .77

Viewing Your Digital Marketing through the Campaign Lens .78

CHAPTER 5: Crafting Offers That Sell 79

Offering Value in Advance .80

Designing an Ungated Offer .81

Designing a Gated Offer .82

Zeroing in on what matters .83

Generating leads with educational content 85

Generating leads with tools .87

Filling out the gated offer checklist 89

Designing Deep-Discount Offers 92

Using physical premiums .92

Employing a book .92

Leveraging the webinar .93

Selling software .93

Splintering a service .93

Brainstorming “little victories” to offer your leads .93

Filling out the deep-discount offer checklist .95

Discovering your deep-discount offer .96

Table of Contents ix

Maximizing Profit 96

Making an upsell or cross-sell offer .97

Building bundles and kits .98

Tacking on a slack adjuster .98

Recurring billing 99

CHAPTER 6: Planning B2B Campaign Success 101

Setting Key Performance Indicators .102

Attributing metrics at the account level .102

Comparing cost per click .107

Showing impressions .108

Expanding your audience 109

Engaging accounts 110

Testing Your Campaigns 111

A/B creative testing .111

Trying new content .112

Combining your offers .113

Knowing You Aren’t Wasting Money 113

Budgeting the right amounts 114

Attributing advertising spend to revenue .114

Showing engagement in the buyer journey .115

BOOK 2: UNCOVERING THE CUSTOMER EXPERIENCE 117

CHAPTER 1: Interacting with Customer Data 119

Understanding Big Data .119

Looking at different kinds of big data 120

Looking at problems with big data .121

Uncovering the Role Big Data Plays in Content Marketing .122

Improving your content marketing 123

Using real-time content .123

Discovering the Internet of Things .124

Reviewing IoT market size .125

Impacting content marketing .127

Visualizing Big Data .129

CHAPTER 2: Uncovering Buyer Personas 131

Reviewing Persona Development .131

Understanding how persona creation improves content .132

Taking action to understand your customers .134

Collecting Information .136

Finding different data types 136

Deploying listening tools .137

Conducting one-on-one interviews 140

Documenting your personas .141

x Digital Marketing All-in-One For Dummies

Avoiding Common Mistakes .142

Looking at How Generations Differ .143

Understanding Millennials .143

Meeting Gen C .146

Identifying a Prospect’s Emotions 146

Keeping Up with Trends .147

CHAPTER 3: Structuring the Buyer Journey 151

Harnessing the Customer Experience .152

Looking at the customer experience from both sides .152

Benefitting from an omni-channel approach .154

Uncovering Commercial Intent .156

Defending Against Competitors .159

Researching competitors .159

Analyzing your competitor’s content .161

Identifying the Stages of the Buyer Journey .164

Understanding the buying process and journey map .164

Benefitting from the journey map .166

Focusing on content for each part of the journey .167

Personalizing Your Content .169

CHAPTER 4: Embracing Sales Enablement 171

Discovering Sales Enablement .172

Gaining a competitive advantage .172

Evaluating your current status .173

Understanding the new role of sales reps 176

Training Your Salesforce 177

Coaching Your Reps to Become Winners 178

Checking Out Sales Enablement Blogs 179

BOOK 3: DIPPING INTO CONTENT CREATION 181

CHAPTER 1: Creating Your Content Plan 183

Evaluating Your Content 183

Benefitting from a content plan .184

Determining content maturity 186

Assessing Your Content .187

Interviewing your stakeholders 188

Conducting a content audit .188

Visualizing Your Sites .190

Mapping your content ecosystem 190

Picturing website content 191

Table of Contents xi

Creating Your Plan 192

Focusing on Specialized Content 194

Creating pillar content .194

Utilizing evergreen content .194

Using graphics and other visuals .196

Going viral 196

CHAPTER 2: Reviewing Content Types 197

Dipping into Content Categories 197

Working with Original Short- and Long-Form Content .199

Using Curation .201

Examining five curation models .202

Understanding how to curate .202

Making Use of User-Generated Content .204

Understanding the positives .204

Dealing with the negatives 205

Repurposing Content to Add Value .205

Benefitting from repurposing .206

Planning goals and picking content .206

Viewing Aggregated Visual Content .207

Dealing with Live Video Content .208

Extending Business News .209

Offering Online Courses 210

Managing Content Formats .212

CHAPTER 3: Understanding the Customer’s Intent 219

Knowing the Dynamics of Content Marketing .220

Finding Your Path to Perfect Content Marketing .221

Understanding the marketing funnel 222

Exploring the prospect’s intent .230

Providing a path to the next step .231

Segmenting your marketing with content .232

Appearing everywhere your customerexpects .233

Customizing your content .234

Executing Perfect Content Marketing 234

Step 1: Choosing personas 235

Step 2: Brainstorming content assets 235

Step 3: Choosing the vehicle and channel .236

Step 4: Planning for ascension .236

Distributing Content to Attract an Audience .236

Marketing through email .237

Capturing leads through search marketing 237

Using social media to drive traffic to your site .238

Paying for traffic .239

xii Digital Marketing All-in-One For Dummies

CHAPTER 4: Creating Content That Tells a Story 241

Storytelling to Engage Your Audience .241

Seeking the science behind stories 241

Finding your product stories .244

Structuring Your Content Using Stories .249

Crafting the story 249

Incorporating copywriting .250

CHAPTER 5: Defining Your Content Framework Using Processes and Systems 253

Organizing the Content Process .253

Benefiting from a defined framework .254

Examining the systems needed 255

Determining Roles and Responsibilities 257

Managing the Workflow .258

Finding and assigning writers .258

Using an editorial calendar .260

Documenting Your Policies and Procedures .264

Content managers 265

Editors .265

Writers 265

Designers .265

Content system administrator 266

Web administrator .266

CHAPTER 6: Targeting Content for Your B2B Audience 269

Creating a Content Library 270

Storytelling and its importance .275

Taking a BtoB lens to your content 276

Producing content by industry vertical .278

Basing content on personas .278

Humanizing Content .282

Demonstrating thought leadership .282

Addressing wants, needs, and pain points .283

Personalizing your message .284

Developing a brand identity 284

Reaching Through Technology .286

Employing a content strategy .286

Delivering content on the right channel 289

Cross-promoting your content .289

Measuring your content’s effectiveness 290

Table of Contents xiii

BOOK 4: REACHING YOUR MILLENNIAL AUDIENCE 293

CHAPTER 1: Figuring Out Millennials 295

Discovering Why Millennials Matter .295

There is power in numbers .296

Millennials influence the economy .297

They’re a connected generation .299

Leveraging Millennial Influence 300

Identifying key influencers .300

Nurturing relationships .301

Meeting Millennials Where They Are .302

Communication .303

Sharing .304

Decision-making .305

CHAPTER 2: Looking at the Influence of Millennials 307

Understanding the Marketer’s Perception of Millennials .307

Examining standard definitions that marketers use .308

Reviewing what marketers get right .311

Looking at what marketers get wrong .312

Recognizing common flaws in marketing campaigns .312

Finding the roots of the most common mistakes 313

The Millennial Mindset .314

Defining the Millennial .314

Identifying preferred Millennial media 314

Grasping the importance of relationships 315

CHAPTER 3: Pursuing a Data Strategy 317

Recognizing the Value of Data 317

Raw data .318

Cooked data .318

Social media user data .318

Customer lifetime engagement data .319

Brand profile data .319

Visualized data .320

Big data .320

Small data .321

Competitive data .322

Transactional data 324

Pinpointing Key Indicators in Your Data .325

Outliers .325

Peaks and valleys 326

Correlations .327

Industry trends .327

Waste 328

xiv Digital Marketing All-in-One For Dummies

Using Your Data as the Foundation of Your Strategy .328

Identifying Data Sources .329

Data from your owned media .329

Data from social media 332

Data from public channels .334

Analyzing Your Data on a Regular Basis 335

CHAPTER 4: Finding Millennials on Traditional Media 337

Taking Advantage of Television (With or Without the Budget) .338

Looking at Millennial TV viewing habits .338

Reaching viewers with the second screen .339

Targeting Millennials with Print Media 341

Reaching Millennials in magazines .342

Connecting with Millennials through the use of newspapers .343

The case for investing in print media .344

The case for abandoning print media .344

Incorporating Email into Your Strategy .344

Creating messages specifically for email .345

Tying email into your traditional and new media strategies 345

Building subject lines and headings that generate opens 346

CHAPTER 5: Experimenting with the Share Economy 349

Positioning Your Brand Around Sharing .349

You have an active community forum .350

You have a peer-to-peer opportunity 350

You can afford short-term opportunity costs .351

Your product or service has an online component .351

Establishing a Voice 351

Mapping your target audience .352

Creating a content strategy .352

Running a Niche Campaign for the Share Economy .355

Encouraging Audience Participation 356

Reaching out to your existing database 356

Leveraging native video ads 357

Targeting ads to the share economy audience 357

Developing incentivized adoption schemes .357

Measuring Results 357

Is the goal to build a new community? 358

Are there secondary goals that extend beyond the share economy? .358

Should you place a timeline on secondary goals? .359

Table of Contents xv

CHAPTER 6: Developing the Brand Experience 361

Creating a Brand Experience Strategy .361

What is the ideal medium for a first interaction? .362

Where will your efforts to educate switch to efforts to sell? 363

Will you invest in establishing multiple entry points? .363

How does the experience differ from prospects to customers? 364

An example road map .364

Identifying Touchpoints for Your Audience 365

Checking Off Elements for Each Touchpoint 366

Developing a Customer Relationship .367

Engaging users with conversational content 367

Sharing useful information that highlights your expertise .368

Offering first-time customers specials, freebies, or deals 368

Building trust by sharing third-party content that mentions your brand .368

Segmenting Your Content .369

Creating experience-specific content .370

Unifying your content across every channel .372

Integrating the Experience for an Omni-Channel Strategy .373

Creating an identifiable theme .374

Using a tracking mechanism .374

Repeating the campaign title or slogan on all media 374

Facilitating movement in any direction .374

Ensuring that all assets are easily discoverable .375

Tracking the Brand Experience Across Different Media .375

A tag management system .376

Trackable links .376

Segmentation of data .376

Running Brand Experience Campaigns .377

Increasing brand engagement 378

Driving brand awareness .379

Building a new, segmented audience 379

Selling more product 379

Garnering customer loyalty .380

Fostering relationships .380

Launching a well-rounded campaign .380

BOOK 5: IMPLEMENTING CHANNEL PROMOTIONS 383

CHAPTER 1: Identifying Paid, Earned, Shared, and Owned Media 385

Understanding Types of Media .386

Reviewing each media type .387

Determining your needs 388

xvi Digital Marketing All-in-One For Dummies

Utilizing Paid Media 388

Discovering retargeting .388

Dealing with native advertising .390

Considering programmatic buying .390

Finding out what you need to know from advertisers 391

Championing Earned Media .391

Enhancing Shared Media .393

Amplifying Owned Media .394

Looking at the role of press releases .394

Spreading the message .395

Creating a Framework for Achieving the Right Mix .396

Section 1: Owned channels .397

Section 2: Shared media 398

Section 3: Paid ads 398

Section 4: Earned media 399

Section 5: Evaluate and revise .399

CHAPTER 2: Using Search Marketing 401

Knowing the Three Key Players in Search Marketing 402

Understanding searchers’ needs 402

Knowing what search engines want .402

Targeting Search Queries 404

Defining a search query .406

Choosing the right queries to target 407

Satisfying searchers .409

Optimizing Your Assets for Specific Channels 411

Optimizing for Google 412

Optimizing for YouTube .414

Optimizing for Pinterest .417

Optimizing for Amazon 418

Optimizing for iTunes .419

Optimizing for review sites 420

Optimizing for search engine robots .421

Earning Links .422

Step 1: Cross-link your own content 422

Step 2: Study your competitors’ links .423

Step 3: Create generous content 423

Step 4: Create content worthy of a link .423

Step 5: Publish primary research .424

Step 6: Keep up with the news .424

CHAPTER 3: Making Content Shareable 425

Embracing Shareability as a Strategy .425

Understanding sharing patterns 426

Sharing as a bottom-line issue .427

Table of Contents xvii

Uncovering the Five Ws and One H of Online Sharing 429

Knowing who shares content, and why .430

Considering what they share 431

Discovering when they share 433

Observing where they share .433

Looking at how people share content .434

Adding Social Bookmarking .435

Making SEO a Priority .436

Deploying Hashtags to Encourage Sharing .438

Understanding hashtags .438

Using hashtag tools 439

CHAPTER 4: Considering Email Marketing 443

Understanding Marketing Emails .444

Promotional emails .444

Relational emails .445

Transactional emails .445

Sending Broadcast and Triggered Emails .447

Broadcast emails .447

Triggered emails .447

Building a Promotional Calendar .448

Cataloging your products and services .448

Creating an annual promotional plan .450

Developing a marketing plan 451

Creating a 30-day calendar .452

Creating a 90-day rolling calendar .453

Creating Email Campaigns .453

Indoctrination campaigns .454

Engagement campaigns .456

Ascension campaigns .456

Segmentation campaigns 457

Reengagement campaigns 458

Writing and Designing Effective Emails .459

Harvesting proven email copy 459

Answering four questions .460

Knowing why people buy .460

Writing effective email subject lines .461

Writing body copy .462

Cuing the click .463

Getting More Clicks and Opens 463

Ensuring Email Deliverability .466

Monitoring your reputation .466

Proving subscriber engagement .467

xviii Digital Marketing All-in-One For Dummies

BOOK 6: CONNECTING WITH INFLUENCERS 469

CHAPTER 1: Communicating with Influencers 471

Defining Influencer Marketing 472

Identifying the Primary Influencer Platforms .473

Blogs .473

Instagram .474

Twitter .475

Facebook 475

Pinterest .476

Video .476

Engaging Stellar Influencers 477

Starting with women 478

Finding people who create great content .478

Perfecting your pickup .479

Signing a contract .479

Paying influencers for their time and effort .480

Measuring the right stuff .481

Making Influencer Marketing Work for You .482

If you’re an established consumer brand .482

If you’re a small to midsize consumer brand .485

If you’re a startup brand 487

CHAPTER 2: Collaborating to Win 489

Discovering the Evolving Role of Influencers .489

Understanding the six principles of persuasion .490

Understanding why influencers matter more now .492

Understanding how to measure expert influencers .494

Recognizing Influencer Types .494

Finding the Right Influencers 496

Discovering the influencers you need to target .496

Developing a system 499

Uncovering New Influencers .501

Influencing with Customer Advocacy .501

Enhancing Word of Mouth (WOM) with Advertising 504

Connecting with your audience 504

Identifying factors for WOM 505

Paid Influencer Programs 505

CHAPTER 3: Engaging Influencers Using the “Three Cs” 509

Communicating Like a Pro .510

Making your communication personal .510

Making your offer compelling .511

Keeping it real: Do’s and don’ts .513

Table of Contents xix

Upping Your Game: Creating an Influencer Contract .514

Setting expectations .515

Controlling what you need to control 515

Protecting yourself and your brand .516

Compensating Influencers Fairly 517

Understanding why you need to pay influencers 518

Avoiding compensation pitfalls .519

Looking at the going rates for influencers 521

CHAPTER 4: Succeeding with Influencer Marketing 523

Secret #1: Set Realistic Campaign Goals .523

What are you trying to achieve? .524

How will you assess your achievements? .524

How will you achieve your goals? .525

When will the campaign run? 526

Secret #2: Know Your Audience .527

Who’s talking about you? .527

Where are they talking about you? .528

Secret #3: Stay on Message .528

Marketing plan = Rocket ship .529

Messaging = Flight plan .529

Social media = Rocket fuel .529

Secret #4: Be Agile 529

Secret #5: Recognize the Power of Emotional Stories .530

Secret #6: You Get What You Measure .531

CHAPTER 5: Getting Creative 533

Getting Creative and Letting Go .533

Walking the walk .534

Are you having fun yet? .535

Go for it! .537

What If It All Goes Wrong? .538

Preventing a crisis .538

Managing a crisis (if it happens anyway) .540

CHAPTER 6: Working with an Agency 543

So, You Want to Hire an Influencer Marketing Agency .543

May I borrow your relationships? .544

How it works: Self-service versus full-service .545

Deciding Which Type of Agency Is Right for You 547

One-Off Events versus Continuity Campaigns .547

Making a big splash for maximum effect 548

Putting in the hours for a long-term relationship 548

xx Digital Marketing All-in-One For Dummies

BOOK 7: FACEBOOK MARKETING 549

What Is Facebook, and Why Is It So Popular? .552Understanding the Marketing Potential of Facebook .553Leveraging the power of word-of-mouth marketing .554Using marketing tools for all kinds of businesses .556Understanding Why Your Business Needs a Facebook Page .557Attracting new fans who are friends of customers .559Changing first-time customers into repeat customers .559

Understanding the Power of Word of Mouth on Facebook .562Understanding Your Facebook Audience .563Defining Your Marketing Goals .565Building awareness of your brand .566Driving sales .567Forming a community with a Facebook Group 568Listening to feedback .569Developing Your Content Strategy .570Encouraging Audience Engagement 572Creating a rich, customer-centric experience .572Appreciating your fans and growing your base .573Monitoring and Reporting Page Activity 575Using Insights for Pages .576Creating benchmarks and setting goals 577Keeping an eye on key metrics .578Integrating Your Online and Offline Campaigns 579Deciding on a media budget .580Hiring an online writer .581

Facebook Offers 583Understanding Facebook Offers .584Creating an Offer for Your Page .585Getting the Most from Your Offer 587Promoting Your Offer .588Promoting your offer on your Facebook Page .588Promoting your offer with Facebook Ads .589Promoting your offer through other marketing channels .589

Making Facebook Part of Your Marketing Mix .592Posting content new fans can engage with .593Choosing a custom Facebook username 593

Table of Contents xxi

Cross-promoting your Page .595Leveraging your Facebook presence via email,

website, and blog 596Promoting Your Facebook Presence Offline .597Networking offline 597Placing the Facebook logo on signs and in store windows .598Referencing your Page in ads and product literature .598Optimizing Your Page for Search Results .598Using search engine optimization to drive traffic 599Driving more Likes to your Page .600Integrating Instagram into Your Other Marketing Channels .601Making a plan for Instagram .601Utilizing Instastories .602Getting Inside Your Customers’ Heads 604

Promoting Your Brand on Instagram .608Using Your Instagram Account .609Sharing photos 609Controlling notifications .611Determining What Is Photo-Worthy for Your Brand .612Using Hashtags in Your Instagram Posts .613Finding Friends and Fans on Instagram 614Using Instastories .615

Using Facebook Messenger to Communicate with Customers .617Benefitting from Messenger .618Understanding guidelines for Messenger .618Enabling Messenger .619Developing a Better Customer Experience .619Providing customer service with chatbots 620Using Messenger chatbots 620Developing chatbots .628Advertising with Messenger 628Getting Started with Facebook Live .630Looking at the benefits of live streaming 631Understanding the guidelines .631Setting up Facebook Live .632Creating broadcasts that connect with customers 638

xxii Digital Marketing All-in-One For Dummies

BOOK 8: DEPLOYING OTHER SOCIAL MEDIA 641

Thinking Strategically about Social Media Integration 643Integrating Social Media with E-Newsletters 644Gaining more subscribers .646Finding more followers and connections 647Finding and sharing content .647Integrating Social Media with Press Releases .649Setting up an online newsroom .650Cultivating influencers .650Distributing your news .651Emphasizing content 653Pressing for attention .654Measuring results .654Integrating Social Media with Your Website .655Coupons, discounts, and freebies 656Contests and games .657Microsites .657Private membership sites 658

Finding the Right People to Follow .659Finding Out Who Is Talking about You on Twitter .660Responding to Tweets .661Searching on Twitter .662Tweeting Like a Pro .663Articulating in 280 characters .664Sharing on Twitter .665Knowing when to @reply and direct message .665Retweeting and being retweeted .666Blocking people .667Creating a successful Twitter campaign 668Using keywords in your tweets .669Following the Twitter Rules of Etiquette .670Hosting a Tweet-Up 671

Looking at YouTube Basics 674Benefitting from social media marketing on YouTube .674Attracting subscribers 675Promoting on YouTube 676Always create a customized channel .676Create custom content for YouTube .677Tag and categorize all your clips .677Promote your video with YouTube Email and Bulletins .678

Table of Contents xxiii

Leave video responses .679Include a call to action .680Have some fun, too .680Seeding a Viral Campaign 680Advertising on YouTube .683

Understanding Pinterest .686Getting Started 687Navigating Pinterest .689Setting up your Pinterest profile .690Getting on Board .692Planning your initial boards 693Creating your first board .694Pinning on Pinterest .695Pinning an image .695Tagging .699Following on Pinterest .699Following friends .699Following folks you don’t know .700Sharing on Pinterest .700Sharing other people’s pins .700Using share buttons .701Driving Traffic with Pinterest .702Being descriptive but brief .704Using keywords .705Building Your Pinterest Community .706Collaborating with group boards .706Commenting on pins 707Playing nice 708

BOOK 9: ANALYZING DATA FOR SUCCESS 711

Validating Business Models .714Looking at change .714Revising your business model canvas .715Reexamining your brand .716Enhancing your business models .716Reviewing Your Brand Status 717Refreshing Visual Branding .718Understanding what your branding means .718Surveying about brand awareness .720Locating a survey company .721

xxiv Digital Marketing All-in-One For Dummies

Allowing for Failed Experiments .723Looking Back at Your Digital Marketing Strategy .725Reviewing goals and KPIs .726Assessing content maturity .726Reevaluating your ecosystem .727

for B2B Marketing 731Ongoing Account Maintenance .732Delivering reports and results .732Creating a review process .734Executing on tasks 735Gauging Potential Opportunities .736Limiting the margin for error 736Anticipating future needs 737Building an engagement report .737Providing Added Value .738Living up to expectations .738Continuing to improve .739

Understanding Split Testing 742Following the split test guidelines 744Selecting Page Elements to Optimize .746Considering qualitative data .746Using qualitative tools .747Getting Ready to Test .748Developing an optimization hypothesis 748Choosing the metrics to track .749Calculating your test timeline .749Preparing to Launch .750Defining goals in Google Analytics .750Checking that your page renders correctly in all browsers 750Ensuring that you have no testing conflicts 750Checking links .751Keeping variation load times similar or identical .751Calling a Test .751Knowing How a Test Performed .752Analyzing the Test .752

INDEX 755

Introduction 1

Introduction

According to Statista, in 2018, 4.2 billion people were active Internet users

and 3.4 billion were social media users That means that no matter what business you’re in, it’s pretty likely that you can reach your audience online You can move slowly and add digital marketing tactics and social media platforms as you go, or you can jump in and make digital marketing priority one Either way, you can’t avoid the journey You need to have a digital marketing plan Your competitors have one

So where do you start? Well, first you have to create a strategy and then determine the tactics that will support it With Digital Marketing All-in-One For Dummies, you can sort out all the “should dos” and “nice to dos” from the “must dos.” You need a clear path that will prevent you from spending too much time on the things that don’t matter The most beautiful website is a great ideal, but if you don’t do essential tasks such as create great content, effectively target your audience, and collect key data, you’re not going to be successful

About This Book

To make sure you have all the information you need, this book includes 9 books that cover the following major topics:

» Book 1: Creating Your Digital Marketing Strategy: Examine your overall

goals and determine the strategy that will help you reach them

» Book 2: Uncovering the Customer Experience: Look at the impact that the

right customer experience can have on converting prospects to loyal customers

» Book 3: Dipping into Content Creation: Great content gives you a

competi-tive advantage, so you look at the keys to making your brand memorable

» Book 4: Reaching Your Millennial Audience: Millennials now make up the

largest block of consumers Find out what they want and how to deliver it in a way that gets their attention

2 Digital Marketing All-in-One For Dummies

» Book 5: Implementing Channel Promotions: See what type of promotions

suits your audience and how to use search and email marketing to reach them

» Book 6: Connecting with Influencers: Working with influencers is gaining in

popularity as digital marketers find that it’s a fast way to break through the noise See what you need to do to work with the right influencers

» Book 7: Facebook Marketing: You can’t ignore Facebook See how you can

use its marketing capabilities to the fullest

» Book 8: Deploying Other Social Media: Find out which other social platforms

your audience uses Is it Instagram, Pinterest, Twitter, YouTube? See what you need to do to find and engage

» Book 9: Analyzing Data for Success: The right data makes the difference

between a good campaign and a failure See what metrics you should be tracking

Icons Used in This Book

Throughout this book, you see different icons Here’s what they mean:

The Tip icon showcases information that can make doing things easier or faster

The Remember icon points out things you need to remember when searching your memory bank

The Warning icon alerts you to things that can be harmful to you or your company

Where to Go from Here

Like all For Dummies books, you can read the chapters in any order you prefer Start

anywhere you like However, if you’re new to digital marketing you’ll probably want to start with Book 1 to learn how to lay the foundation for your overall strategy Then consider reading Book 2 that shows you why and how your customer’s experience is crucial to your success

1 Creating

Your Digital Marketing Strategy

Contents at a Glance

Understanding the Components of a Digital Marketing Strategy 7Communicating Your Mission 11Establishing Your Goals 16Expanding Your Corporate Mindset 18Dipping into User Design and Habits 25

Focusing on Attention 30Making Your Content Easy to Consume 36Deploying Interactive Content 42

Separating Your Business Model from Your Brand 46Analyzing Your Business Model 56Discovering Your Brand 57Solidifying the Look of the Brand 60Developing Success Measures for Your Brand 64Producing Engaging Branded Content 65

to Create 67Establishing Marketing Objectives 68Defining a Digital Marketing Campaign 69Understanding the Three Major Types of Campaigns 71Balancing Your Marketing Campaign Calendar 76Choosing the Campaign You Need Now 77Viewing Your Digital Marketing through the Campaign Lens 78

Offering Value in Advance 80Designing an Ungated Offer 81Designing a Gated Offer 82Designing Deep-Discount Offers 92Maximizing Profit 96

Setting Key Performance Indicators 102Testing Your Campaigns 111Knowing You Aren’t Wasting Money 113

CHAPTER 1 Developing Your Overall Digital Strategy 7

Developing Your Overall Digital Strategy

Companies have finally recognized what their customers have always known

If they can’t find the content that makes your product easy to use and enjoy, they are off to seek out your competitor You’ve missed the opportunity to impress them or, in some cases, even get on their radar screen

This chapter covers what goes into creating a digital marketing strategy Without

it, you can’t get the traction you need to beat the competition You also discover

each of the “Five Cs” that must be included to make your strategy complete.

Understanding the Components

of a Digital Marketing Strategy

To understand how the pieces of a digital marketing strategy fit together, the

com-ponents are organized into a framework called the Five Cs They are (1) company

strategy; (2) customer experience; (3); content creation (4), channel promotions, and (5) check-back analysis

IN THIS CHAPTER

» Formulating your business goals

» Picking your key performance indicators (KPIs)

» Catching customers with the Five Cs

» Serving your customers using content

» Building product habits

8 BOOK 1 Creating Your Digital Marketing Strategy

Working with the Five Cs framework helps you cover all the bases as you create

your digital marketing strategy and implement your plan

Determining the company strategy

The first C is company strategy To create a digital marketing strategy, you need

to begin by looking at your company’s business goals The question to ask self and your team is, “What do we want the company to achieve and how do we make it happen?”

your-You should direct your attention to your goals and business case for undertaking this effort To that end, Book 1 covers the following topics:

» Create a digital marketing strategy Several components go into a

success-ful marketing strategy Keep reading this chapter to find out more as well as the subsequent chapters in this book

» Get your customers’ attention Marketers are fiercely competing for your

customers’ attention Find out how to capture it in Book1, Chapter 2

» Understand your business model and your brand Learn about a variety of

business models and how to determine what “job” your product does You look at brand components in Book 1, Chapter 3

» Decide which marketing campaign to create After you understand your

goals, you can choose the right marketing campaign See what to consider in Book 1, Chapter 4

» Develop the strongest offers You look at how to turn leads into customers

by crafting winning offers in Book 1, Chapter 5

Uncovering the customer experience

The second of the Five Cs is customer experience covered in Book 2 You need

to learn what your prospects will think, feel, and do when interacting with your brand The question for your marketing team to ask is, “Who are our prospects and how will we serve them as customers?”

You must define your audience and analyze the customer experience You do this with the following:

» Collect and analyze customer data Before you define your audience, you

need to evaluate the kind of data you will use In Book 2, Chapter 1, you look

Developing Your Overall Digital Strategy

CHAPTER 1 Developing Your Overall Digital Strategy 9

at the benefits and challenges you may face when dealing with big data to

analyze your audience

» Create personas You define the characteristics of your perfect audience by

investigating several different types of information Find out what actions you

need to takein Book 2, Chapter 2

» Develop the buyer journey You want to understand the journey your

prospect takes from being interested in your product to sold on it Book 2,

Chapter 3 looks at the buyer’s mindset and gives you a model to help you

document your customer’s touchpoints

» Assist with sales enablement Your sales team is facing an empowered

customer Find out in Book 2, Chapter 4 how your content can assist in

making the job easier and more powerful You can also determine where

your company falls on the content maturity scale

Creating quality content

The third C is content creation, which is covered in Book 3 You need to focus on

creating quality content (based on your story) that you know your customers want

and need The question to ask is, “How will we create quality content, who will do

it, and what will that content be?”

You need to develop a strategy for content, define your messaging, and establish

your systems and governance rules The chapters in tBook 3 take you through:

» Create a content strategy You should have both a content plan and a

content marketing strategy In Book 3, Chapter 1, you see how to take an audit

of your content to determine what you have and how you can leverage it to

develop a true corporate asset

» Develop content types You want to ensure that you take full advantage of

all the types of content available to you Book 3, Chapter 2 covers various

types including long- and short-form original content, curated content, and

visual content

» Know what your customers want You learn how marketing funnels help

you reach your entire audience See how in Book 3, Chapter 3

» Write and storytell You have a story to tell that will connect with your

audience How do you incorporate it into your content? See Book 3, Chapter 4

to get a feel for the science behind why stories work and how to develop your

own powerful corporate stories

10 BOOK 1 Creating Your Digital Marketing Strategy

» Create processes and systems You know that without a documented

workflow and procedures, your content marketing efforts fail Book 3, Chapter 5 spells out the roles and responsibilities of your content team and shows you the benefits of using an editorial calendar

» Target content for each audience Your company needs to build a resource

library that customers can access without contacting you Find out what you should put in that library in Book 3, Chapter 6

Developing channel promotions

The fourth C is channel promotion, which you find in Book 5 To have your content

make the greatest impact, you want to decide where and by whom your content will be distributed The question to ask is, “How will our prospects and customers find our content so that they can choose us?”

You want to make your content easy to find and share You need to know how to promote your content so that prospects can find it

» Use paid, earned, shared, and owned media for maximum reach Making

the most of all types of media is the only way to ensure that your brand voice will be heard Look to Book 5, Chapter 1 to learn about the value of these types of media and why earned media is gaining in importance

» Use search marketing Although search marketing is constantly changing,

you can’t ignore its value See Book 5, Chapter 2 to see what you need to know

» Create sharable content Sharing is key to any content plan Book 5,

Chapter 3 looks at why you should embrace shareability as a strategy and

borrow from journalism’s five Ws and one H (who, what, why, where, when,

how) as applied to sharing

» Add an email marketing campaign Everyone loves and hates email But it’s

still a very important tactic to use to reach customers See what you need to

do to use it effectively in Book 5, Chapter 4

Deploying check-back analysis

The fifth C is check-back analysis, which is covered in Book 9 The focus here is

on the metrics you choose to determine successes or failure The question to ask

is, “Have we met our goals?”

Developing Your Overall Digital Strategy

CHAPTER 1 Developing Your Overall Digital Strategy 11

You want to reevaluate your plans and make revisions as necessary:

» Reassess your business model and brand value You know that it’s

impor-tant to frequently assess how things are working Find out how you can determine whether business model changes are warranted and whether you need to revise brand plans in Book 9, Chapter 1

» Reexamine your content marketing strategy Obviously, a determination

of how well your content marketing strategy is working is essential See why even failing is a springboard to success in Book 9, Chapter 2

» Measure success If you’re tracking key accounts you need to reassess your

goals for each one See what you need to do in Book 9, Chapter 3

» Track metrics It’s helpful to gauge potential new opportunities as you track

your metrics See what’s involved with that in Book 9, Chapter 4

» Optimize campaigns for return on investment (ROI) Using split testing

and analyzing the speed of your pages is key to optimizing your campaigns

Find out how how do this in Book 9, Chapter 5

So that’s an overview of the Five Cs Each of the books encompassing them includes

far more information and working plans than listed here If you do the hard work required to create and implement your plans, you can expect to be on the road to content marketing success

Communicating Your Mission

When you hear the term mission statement, you probably want to skip to the next

section in this chapter Completely understandable At some point while you were

in school, you were taught about mission statements and you found it boring

DON’T BE LEFT OUT

When creating your strategy, knowing what other companies with high growth do is helpful According to a study done by Accenture called “CMOs: Time for digital transfor-mation or risk being left on the sidelines” a large percentage of high-growth companies:

• Use data and analytics to improve the impact of their marketing (86 percent)

• Know that digital channels are of strategic importance (84 percent)

• Make sure that customers get a similar experience across all channels (80 percent)

12 BOOK 1 Creating Your Digital Marketing Strategy

But the good news is that now, when you look at communicating the reason your company exists, a mission statement becomes important and personal

Crafting your statement

In his book Epic Content: How to How to Tell a Different Story, Break through the

Clutter, and Win More Customers by Marketing Less (McGraw-Hill Education, 2013),

Joe Pulizzi, “the godfather of content marketing” and founder of the Content Marketing Institute (see Figure 1-1), offers an easy way to craft a content market-ing mission statement

Pulizzi says to break down the statement into three parts:

» Whom you will serve: The core audience you’re targeting

» What solution you will offer: What you will deliver to that audience

» The outcome: How it will make them better

FIGURE 1-1: 

Content

Marketing

Institute

Developing Your Overall Digital Strategy

CHAPTER 1 Developing Your Overall Digital Strategy 13

Here’s a breakdown of what goes into each of these sections:

» The target audience: Before you determine the characteristics of your

personas (Book 2, Chapter 2 covers personas in detail), you have to identify

the niche(s) that work best for you Aside from doing market research, you

need to pick a very narrow group to target When defining their niche, some

companies are afraid to rule out anyone They think that they may eliminate

an important customer segment But narrowing down the target is exactly

what makes this tactic so powerful By defining your niche carefully, you

know that you’re speaking to the people who are interested in hearing

your message

You can always add segments later, but remember this: When you target

everyone, you don’t connect with anyone

» Your solution: This may seem like the simple part of the formula, but it’s only

deceptively simple You know what your product does But in your mission

statement, you want to communicate the solution as a promise to meet your

customer’s needs

» Your desired effect: In this section, you want to spell out what need your

product satisfies Clearly identifying this need is key to determining whether

customers believe you fulfilled your promise to them

As you look at your company’s goals, you want them to align with your content

marketing strategy If those goals don’t align with your strategy, you need to

determine what revisions to make

Reviewing real mission statements

Now that you’ve looked at what goes into creating a mission statement, you can

see how it plays out in real life In her article “12 Truly Inspiring Company Vision

and Mission Statement Examples,” as shown in Figure  1-2, Lindsay Kolowich

gives some examples to work with (http://blog.hubspot.com/marketing/

inspiring-company-mission-statements)

You can deconstruct a few that hit the mark by looking at their mission

state-ments and seeing how the formula fits

14 BOOK 1 Creating Your Digital Marketing Strategy

» Patagonia mission statement: “Build the best product, cause no

unneces-sary harm, use business to inspire and implement solutions to the mental crisis” (http://Patagonia.com; see Figure 1-3)

conditions that do not damage the environmentThis is an effective one-sentence mission statement that is clear and defines Patagonia’s commitment to its customers and the environment

» Warby Parker mission statement: “Warby Parker was founded with a

rebellious spirit and a lofty objective: to offer designer eyewear at a tionary price, while leading the way for socially-conscious businesses” (http://warbyparker.com; see Figure 1-4)

that teaches people in underdeveloped countries to prescribe free eyewear to those in need

FIGURE 1-2: 

HubSpot blog