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Overview
Here’s the complete overview of Digital Marketing For Dummies PDF:
Digital Marketing for Dummies has the tools you need to step into the digital world and bring your marketing process up to date. In this book, you’ll discover how digital tools can expand your brand’s reach and help you acquire new customers. Digital marketing is all about increasing audience engagement, and the proven strategy and tactics in this guide can get your audience up and moving!
Features of Digital Marketing For Dummies PDF
Here’s a quick overview of the essential features of this book:
You’ll learn how to identify the digital markets and media that work best for your business―no wasting your time or money! Discover how much internet traffic is really worth to you and manage your online leads to convert web visitors into paying clients. From anonymous digital prospect to loyal customer―this book will take you through the whole process!
- Learn targeted digital strategies for increasing brand awareness
- Determine the best-fit online markets for your unique brand
- Access downloadable tools to put ideas into action
- Meet your business goals with proven digital tactics
Table of Contents
Below is the complete table of contents offered inside Digital Marketing For Dummies PDF:
Introduction 1
About This Book 1
Foolish Assumptions 2
Icons Used in This Book 2
Beyond the Book 3
Where to Go from Here 4
Part 1: Getting Started with Digital Marketing 5
Chapter 1: Understanding the Customer Journey 7
Creating a Customer Avatar 8
What to include in your customer avatar 9
Introducing Agency Eric: A customer avatar example 10
Getting clear on goals and values 11
Finding sources of information and entertainment 12
Honing in on demographics 12
Adding challenges and pain points 13
Preparing for objections 14
Getting Clear on the Value You Provide 14
Knowing the Stages of the Customer Journey 16
Step 1: Generating awareness 16
Step 2: Driving engagement 17
Step 3: Building subscribers 18
Step 4: Increasing conversions 19
Step 5: Building excitement 20
Step 6: Making the core offer sale and more 21
Step 7: Developing brand advocates 22
Step 8: Growing brand promoters 22
Preparing Your Customer Journey Road Map 23
Chapter 2: Choosing the Right Marketing Campaign 25
Establishing Marketing Objectives 26
Defining a Digital Marketing Campaign 27
Understanding the Three Major Types of Campaigns 30
Campaigns that generate new leads and customers 30
Campaigns that monetize existing leads and customers 32
Campaigns that build engagement 33
Balancing Your Marketing Campaign Calendar 35
Choosing the Campaign You Need Now 35
Viewing Your Digital Marketing through the Campaign Lens 36
Chapter 3: Crafting Winning Offers 37
Offering Value in Advance 38
Designing an Ungated Offer 39
Designing a Gated Offer 40
Zeroing in on what matters 41
Making a specific promise 42
Giving a specific example 42
Offering a specific shortcut 43
Answering a specific question 43
Delivering a specific discount 43
Generating leads with educational content 43
Generating leads with tools 46
Filling out the gated offer checklist 47
Designing Deep-Discount Offers 50
Using physical premiums 50
Employing a book 51
Leveraging the webinar 51
Selling software 52
Splintering a service 52
Brainstorming “little victories” to offer your leads 53
Filling out the deep-discount offer checklist 53
Discovering your deep-discount offer 55
Maximizing Profit 55
Making an upsell or cross-sell offer 56
Building bundles and kits 57
Tacking on a slack adjuster 57
Recurring billing 58
Part 2: Using Content to Generate Fans, Followers, and Customers 59
Chapter 4: Pursuing Content Marketing Perfection 61
Knowing the Dynamics of Content Marketing 62
Finding Your Path to Perfect Content Marketing 63
Understanding the marketing funnel 64
Exploring the prospect’s intent 72
Providing a path to the next step 73
Segmenting your marketing with content 74
Appearing everywhere your customer expects 75
Customizing your content 76
Executing Perfect Content Marketing 76
Step 1: Choosing avatars 77
Step 2: Brainstorming content assets 77
Step 3: Choosing the vehicle and channel 78
Step 4: Planning for ascension 78
Distributing Content to Attract an Audience 78
Marketing through email 79
Capturing leads through search marketing 79
Using social media to drive traffic to your site 79
Paying for traffic 80
Chapter 5: Blogging for Business 83
Establishing a Blog Publishing Process 84
Brainstorming blog post ideas 84
Establishing content segments 87
Working with content creators 88
Editing the first draft 92
Copyediting the post 92
Applying Blog Headline Formulas 93
Tapping into self-interest 93
Piquing curiosity 93
Employing urgency and scarcity 94
Issuing a warning 94
Borrowing authority 95
Revealing the new 95
Auditing a Blog Post 95
Presents an exceptional headline 96
Includes a strong introduction 97
Offers easy-to-consume content 97
Satisfies your goal 99
Includes quality media 99
Provides a compelling close 100
Uses search engine optimization 100
Categorizes your topics 101
Completely delivers on the promise 101
Keeps professional consistency 102
Chapter 6: Taking Stock of 57 Blog Post Ideas 103
Defeating Writer’s Block 103
Writing useful content 104
Being generous 108
Entertaining the masses 111
Capitalizing on the timely 113
Showing your humanity 113
Getting promotional 115
Stirring the pot 117
Engaging the audience 118
Multiplying your blog ideas 119
Creating Stellar Content without All the Fuss 120
Curating and aggregating content 120
Reacting to popular content 122
Crowdsourcing content 124
Part 3: Generating Website Traffic 127
Chapter 7: Building High-Converting Landing Pages 129
Exploring the Types of Landing Pages 130
Creating a Lead Capture Page 132
Creating a Sales Page 132
Writing a sales letter 135
Understanding the elements of a product detail page 141
Grading a Landing Page 144
Chapter 8: Capturing Traffic with Search Marketing 147
Knowing the Three Key Players in Search Marketing 148
Understanding searchers’ needs 148
Knowing what search engines want 148
Targeting Search Queries 150
Defining a search query 151
Choosing the right queries to target 153
Satisfying searchers 155
Optimizing Your Assets for Specific Channels 157
Optimizing for Google 157
Optimizing for YouTube 160
Optimizing for Pinterest 162
Optimizing for Amazon 164
Optimizing for iTunes 165
Optimizing for review sites 166
Optimizing for search engine robots 167
Earning Links 168
Step 1: Cross-link your own content 168
Step 2: Study your competitors’ links 169
Step 3: Create generous content 169
Step 4: Create content worthy of a link 169
Step 5: Publish primary research 169
Step 6: Keep up with the news 170
Chapter 9: Leveraging the Social Web 171
The Social Success Cycle 172
Listening to the Social Web 174
Choosing a social listening tool 175
Planning to listen 176
Listening without paid tools 177
Utilizing the feedback loop 178
Handling customer service issues 180
Influencing and Building Brand Authority 182
Growing your social following 183
Bouncing followers 183
Keeping your content interesting 184
Socializing blog content 184
Networking That Moves the Needle 188
Tapping into niche media 189
Reaching niche media 189
Networking by topic 190
Creating a social media “short list” 190
Flipping the script on media outreach 191
Staying compliant with the law 192
Selling on Social Channels 192
Leading with value 192
Designing “value first” offers 192
Avoiding Social Media Mistakes 193
Knowing When to Automate 194
Chapter 10: Tapping into Paid Traffic 195
Visiting the Traffic Store 196
Understanding Traffic Temperature 196
Choosing the Right Traffic Platform 198
Introducing the Big Six traffic platforms 198
Setting up Boomerang Traffic 213
Defining ad retargeting 213
Setting cookies and pixels 214
Segmenting with content 214
Troubleshooting Paid Traffic Campaigns 215
Strengthening your offer 216
Tweaking your targeting 216
Scrutinizing your ad copy and creative 217
Checking the congruency of your campaign 218
Chapter 11: Following Up with Email Marketing 219
Understanding Marketing Emails 220
Promotional emails 220
Relational emails 221
Transactional emails 221
Sending Broadcast and Triggered Emails 222
Broadcast emails 222
Triggered emails 223
Building a Promotional Calendar 224
Cataloging your products and services 224
Creating an annual promotional plan 225
Developing a marketing plan 226
Creating a 30-day calendar 228
Creating a 90-day rolling calendar 229
Creating Email Campaigns 229
Indoctrination campaigns 230
Engagement campaigns 231
Ascension campaigns 232
Segmentation campaigns 232
Reengagement campaigns 233
Writing and Designing Effective Emails 234
Harvesting proven email copy 234
Answering four questions 235
Knowing why people buy 235
Writing effective email subject lines 236
Writing body copy 237
Cuing the Click 238
Getting More Clicks and Opens 238
Ensuring Email Deliverability 241
Monitoring your reputation 242
Proving subscriber engagement 242
Part 4: Measuring, Analyzing, and Optimizing Campaigns 245
Chapter 12: Crunching Numbers: Running a Data-Driven Business 247
Leveraging the Five Google Analytics Report Suites 248
Understanding Where Your Traffic Is Coming From 249
Tracking the Origins of Site Visitors 250
Campaign source (utm_source) 251
Campaign medium (utm_medium) 251
Campaign content (utm_content) 252
Campaign name (utm_campaign) 252
Dissecting a UTM 252
Creating UTM parameters for your URLs 253
Creating Goals to See Who’s Taking Action 253
Segmenting Your Audience with Google Analytics 256
Creating audience segments 256
Honing In on Your Audience 259
Drilling into demographics 260
Drilling into psychographics 262
Putting It All Together 266
Chapter 13: Optimizing Your Campaigns for Maximum ROI 267
Understanding Split Testing 268
Obtaining the tools you need to run split tests 268
Following the split test guidelines 270
Selecting Page Elements to Optimize 272
Considering qualitative data 273
Using qualitative tools 274
Getting Ready to Test 274
Developing an optimization hypothesis 275
Choosing the metrics to track 275
Calculating your test timeline 276
Preparing to Launch 276
Defining goals in Google Analytics 276
Checking that your page renders correctly in all browsers 277
Ensuring that you have no testing conflicts 277
Checking links 277
Keeping variation load times similar or identical 277
Calling a Test 278
Knowing How a Test Performed 278
Analyzing the Test 279
Part 5: The Part of Tens 281
Chapter 14: The Ten Most Common Digital Marketing Mistakes 283
Focusing on Eyeballs Instead of Offers 284
Failing to Talk about Your Customers (and Their Problems) 284
Asking Prospects for Too Much, Too Soon 285
Being Unwilling to Pay for Traffic 285
Being Product Centric 286
Tracking the Wrong Metrics 286
Building Assets on Other People’s Land 287
Focusing on Your Content’s Quantity Instead of Quality 287
Not Aligning Marketing Goals with Sales Goals 288
Allowing “Shiny Objects” to Distract You 288
Chapter 15: Ten Trending Digital Marketing Skills to Add to Your Resume 289
Content Marketing 290
Brand journalist 290
Managing editor 291
Content marketing manager 291
Media Buying and Traffic Acquisition 291
Search Marketing 292
Social Media Marketing 293
Community Management 294
Video Marketing and Production 295
Video production specialist 295
Video marketing manager 296
Web Design and Development 296
Front-end developer 296
Back-end developer 297
Email Marketing 297
Direct-response copywriter 298
Email marketing analyst 298
Data Analysis 298
Data analyst 299
Data engineer 299
Data scientist 299
Testing and Optimization 300
Chapter 16: Ten Essential Tools for Digital Marketing Success 301
Building a Website 301
WordPress.org 302
Shopify 302
Hosting a Website 303
WP Engine 303
Rackspace 304
Choosing Email Marketing Software 304
Maropost 304
AWeber 305
Klaviyo 305
Considering Customer Relationship Management (CRM) Software 305
Infusionsoft 306
Salesforce 306
Adding a Payment Solution 306
Stripe 307
Square 307
Using Landing Page Software 307
Instapage 308
Unbounce 308
Sourcing and Editing Images 308
Canva 309
SnagIt 309
Pixlr Express 309
Managing Social Media 309
Hootsuite Pro 310
Edgar 310
Mention 310
Measuring Your Performance: Data and Analytics 310
Google Analytics 311
Google Data Studio 311
Google Tag Manager 311
Optimizing Your Marketing 311
Visual Website Optimizer 312
TruConversion 312
Index 313
Digital Marketing For Dummies PDF Free Download
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