Digital Marketing All-in-One For Dummies PDF

 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 Va...

 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. 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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 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 Table of Contents 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.............................. 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 viii Digital Marketing All-in-One For Dummies  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 Table of Contents ix  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 x Digital Marketing All-in-One For Dummies  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 Table of Contents xi  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 xii Digital Marketing All-in-One For Dummies 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 Table of Contents xiii  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 xiv Digital Marketing All-in-One For Dummies 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 Table of Contents xv  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 xvi Digital Marketing All-in-One For Dummies  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 Table of Contents xvii  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 xviii Digital Marketing All-in-One For Dummies  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 Table of Contents xix  BOOK 7: FACEBOOK MARKETING............................ 549 CHAPTER 1: Delving into Facebook Marketing................... 551 What Is Facebook, and Why Is It So Popular?.................... 552 Understanding the Marketing Potential of Facebook............. 553 Leveraging the power of word-of-mouth marketing........... 554 Using marketing tools for all kinds of businesses............. 556 Understanding Why Your Business Needs a Facebook Page....... 557 Attracting new fans who are friends of customers............ 559 Changing first-time customers into repeat customers......... 559 CHAPTER 2: Creating a Facebook Marketing Plan............... 561 Understanding the Power of Word of Mouth on Facebook........ 562 Understanding Your Facebook Audience....................... 563 Defining Your Marketing Goals................................ 565 Building awareness of your brand.......................... 566 Driving sales............................................. 567 Forming a community with a Facebook Group................ 568 Listening to feedback..................................... 569 Developing Your Content Strategy............................. 570 Encouraging Audience Engagement............................ 572 Creating a rich, customer-centric experience................. 572 Appreciating your fans and growing your base............... 573 Monitoring and Reporting Page Activity.........................575 Using Insights for Pages................................... 576 Creating benchmarks and setting goals...................... 577 Keeping an eye on key metrics............................. 578 Integrating Your Online and Offline Campaigns.................. 579 Deciding on a media budget............................... 580 Hiring an online writer.................................... 581 CHAPTER 3: Selling Products and Services Using Facebook Offers........................................ 583 Understanding Facebook Offers............................... 584 Creating an Offer for Your Page............................... 585 Getting the Most from Your Offer.............................. 587 Promoting Your Offer........................................ 588 Promoting your offer on your Facebook Page................ 588 Promoting your offer with Facebook Ads.................... 589 Promoting your offer through other marketing channels...... 589 CHAPTER 4: Uniting Facebook with Other Social Media........ 591 Making Facebook Part of Your Marketing Mix................... 592 Posting content new fans can engage with................... 593 Choosing a custom Facebook username..................... 593 xx Digital Marketing All-in-One For Dummies  Cross-promoting your Page................................ 595 Leveraging your Facebook presence via email, website, and blog......................................... 596 Promoting Your Facebook Presence Offline..................... 597 Networking offline........................................ 597 Placing the Facebook logo on signs and in store windows...... 598 Referencing your Page in ads and product literature.......... 598 Optimizing Your Page for Search Results....................... 598 Using search engine optimization to drive traffic.............. 599 Driving more Likes to your Page............................ 600 Integrating Instagram into Your Other Marketing Channels....... 601 Making a plan for Instagram............................... 601 Utilizing Instastories...................................... 602 Getting Inside Your Customers’ Heads.......................... 604 CHAPTER 5: Getting into Instagram................................ 607 Promoting Your Brand on Instagram........................... 608 Using Your Instagram Account................................ 609 Sharing photos........................................... 609 Controlling notifications................................... 611 Determining What Is Photo-Worthy for Your Brand.............. 612 Using Hashtags in Your Instagram Posts........................ 613 Finding Friends and Fans on Instagram......................... 614 Using Instastories........................................... 615 CHAPTER 6: Promoting Advanced Customer Engagement..... 617 Using Facebook Messenger to Communicate with Customers..... 617 Benefitting from Messenger............................... 618 Understanding guidelines for Messenger.................... 618 Enabling Messenger...................................... 619 Developing a Better Customer Experience...................... 619 Providing customer service with chatbots.................... 620 Using Messenger chatbots................................. 620 Developing chatbots...................................... 628 Advertising with Messenger................................ 628 Getting Started with Facebook Live............................ 630 Looking at the benefits of live streaming..................... 631 Understanding the guidelines.............................. 631 Setting up Facebook Live.................................. 632 Creating broadcasts that connect with customers............. 638 Table of Contents xxi  BOOK 8: DEPLOYING OTHER SOCIAL MEDIA............... 641 CHAPTER 1: Leveraging Social Media............................... 643 Thinking Strategically about Social Media Integration............. 643 Integrating Social Media with E-Newsletters..................... 644 Gaining more subscribers................................. 646 Finding more followers and connections..................... 647 Finding and sharing content............................... 647 Integrating Social Media with Press Releases.................... 649 Setting up an online newsroom............................ 650 Cultivating influencers.................................... 650 Distributing your news.................................... 651 Emphasizing content...................................... 653 Pressing for attention..................................... 654 Measuring results........................................ 654 Integrating Social Media with Your Website..................... 655 Coupons, discounts, and freebies........................... 656 Contests and games...................................... 657 Microsites............................................... 657 Private membership sites.................................. 658 CHAPTER 2: Working with Twitter.................................. 659 Finding the Right People to Follow............................. 659 Finding Out Who Is Talking about You on Twitter................ 660 Responding to Tweets....................................... 661 Searching on Twitter......................................... 662 Tweeting Like a Pro.......................................... 663 Articulating in 280 characters.............................. 664 Sharing on Twitter........................................... 665 Knowing when to @reply and direct message................ 665 Retweeting and being retweeted........................... 666 Blocking people.......................................... 667 Creating a successful Twitter campaign...................... 668 Using keywords in your tweets............................. 669 Following the Twitter Rules of Etiquette........................ 670 Hosting a Tweet-Up.......................................... 671 CHAPTER 3: Looking at YouTube.................................... 673 Looking at YouTube Basics....................................674 Benefitting from social media marketing on YouTube......... 674 Attracting subscribers..................................... 675 Promoting on YouTube....................................... 676 Always create a customized channel........................ 676 Create custom content for YouTube........................ 677 Tag and categorize all your clips............................ 677 Promote your video with YouTube Email and Bulletins........ 678 xxii Digital Marketing All-in-One For Dummies  Leave video responses.................................... 679 Include a call to action.................................... 680 Have some fun, too....................................... 680 Seeding a Viral Campaign..................................... 680 Advertising on YouTube...................................... 683 CHAPTER 4: Reviewing Pinterest.................................... 685 Understanding Pinterest..................................... 686 Getting Started.............................................. 687 Navigating Pinterest...................................... 689 Setting up your Pinterest profile............................ 690 Getting on Board............................................ 692 Planning your initial boards................................ 693 Creating your first board.................................. 694 Pinning on Pinterest......................................... 695 Pinning an image......................................... 695 Tagging................................................. 699 Following on Pinterest....................................... 699 Following friends......................................... 699 Following folks you don’t know............................. 700 Sharing on Pinterest......................................... 700 Sharing other people’s pins................................ 700 Using share buttons...................................... 701 Driving Traffic with Pinterest.................................. 702 Being descriptive but brief................................. 704 Using keywords.......................................... 705 Building Your Pinterest Community............................ 706 Collaborating with group boards........................... 706 Commenting on pins...................................... 707 Playing nice.............................................. 708 BOOK 9: ANALYZING DATA FOR SUCCESS.................. 711 CHAPTER 1: Looking Back at Your Business Model.............. 713 Validating Business Models................................... 714 Looking at change........................................ 714 Revising your business model canvas....................... 715 Reexamining your brand.................................. 716 Enhancing your business models........................... 716 Reviewing Your Brand Status.................................. 717 Refreshing Visual Branding................................ 718 Understanding what your branding means.................. 718 Surveying about brand awareness.......................... 720 Locating a survey company................................ 721 Table of Contents xxiii  CHAPTER 2: Reassessing Your Strategy............................ 723 Allowing for Failed Experiments............................... 723 Looking Back at Your Digital Marketing Strategy................. 725 Reviewing goals and KPIs.................................. 726 Assessing content maturity................................ 726 Reevaluating your ecosystem.............................. 727 CHAPTER 3: Reviewing Ongoing Improvement for B2B Marketing...................................... 731 Ongoing Account Maintenance................................ 732 Delivering reports and results.............................. 732 Creating a review process................................. 734 Executing on tasks........................................ 735 Gauging Potential Opportunities.............................. 736 Limiting the margin for error............................... 736 Anticipating future needs.................................. 737 Building an engagement report............................ 737 Providing Added Value....................................... 738 Living up to expectations.................................. 738 Continuing to improve.................................... 739 CHAPTER 4: Achieving Maximum ROI.............................. 741 Understanding Split Testing................................... 742 Following the split test guidelines........................... 744 Selecting Page Elements to Optimize........................... 746 Considering qualitative data............................... 746 Using qualitative tools.................................... 747 Getting Ready to Test........................................ 748 Developing an optimization hypothesis...................... 748 Choosing the metrics to track.............................. 749 Calculating your test timeline.............................. 749 Preparing to Launch......................................... 750 Defining goals in Google Analytics.......................... 750 Checking that your page renders correctly in all browsers...... 750 Ensuring that you have no testing conflicts................... 750 Checking links........................................... 751 Keeping variation load times similar or identical.............. 751 Calling a Test............................................... 751 Knowing How a Test Performed............................... 752 Analyzing the Test........................................... 752 INDEX............................................................. 755 xxiv Digital Marketing All-in-One For Dummies Introduction A ccording 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. Introduction 1  »» 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. 2 Digital Marketing All-in-One For Dummies If you want to focus on specific audiences, go to Books 4 and 6 to find out more information about targeting millennials and influencers respectively. The rest of the books (3, 5, and 7-9) focus on the mechanics of content creation, the use of social media, channel promotions, and data 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 to monitor your brand re