Digital Marketing All-in-One For Dummies book cover

Digital Marketing All-in-One For Dummies

Author:
Stephanie Diamond
Published: May 7, 2019

Overview

Unlock the value in online marketing

A well-executed digital marketing plan is a proven component of success in business, and Digital Marketing All-In-One For Dummies covers everything you need to build and implement a winning plan. Whether you’re a novice in the online space or an expert marketer looking to improve your digital ROI, this book has easy-to-absorb tips and insights that will turn online prospects into loyal customers.

This book compresses the essential information on 8 topics, so you have all the information you need and none of what you don’t. You’ll learn social media marketing, marketing to millennials, account-based marketing, influencer marketing, content marketing strategies, and more!

  • Use targeted, measurable marketing strategies to promote brands and products
  • Increase brand awareness, customer acquisitions, and audience engagement
  • Measure what your online traffic is worth and improve ROI on digital marketing
  • Develop a solid digital marketing plan and put it to work for your brand

From SEO and SEM to brand awareness and why you need it, Digital Marketing All-In-One For Dummies will help you level up your digital marketing game and avoid the common mistakes that might be holding your business back.

Unlock the value in online marketing

A well-executed digital marketing plan is a proven component of success in business, and Digital Marketing All-In-One For Dummies covers everything you need to build and implement a winning plan. Whether you’re a novice in the online space or an expert marketer looking to improve your digital ROI, this book has easy-to-absorb tips and insights that will turn online prospects into loyal customers.

This book compresses the essential information on 8 topics, so you have all the information you need and none of what you don’t. You’ll learn social media marketing, marketing to millennials,

account-based marketing, influencer marketing, content marketing strategies, and more!

  • Use targeted, measurable marketing strategies to promote brands and products
  • Increase brand awareness, customer acquisitions, and audience engagement
  • Measure what your online traffic is worth and improve ROI on digital marketing
  • Develop a solid digital marketing plan and put it to work for your brand

From SEO and SEM to brand awareness and why you need it, Digital Marketing All-In-One For Dummies will help you level up your digital marketing game and avoid the common mistakes that might be holding your business back.

Digital Marketing All-in-One For Dummies Cheat Sheet

Digital marketing is continually evolving. New technologies enhance your ability to collect information about your customers and how they view you. This cheat sheet provides you with advice you can immediately put into practice to engage your customers and track their opinions of you.

Articles From The Book

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Marketing Articles

Valuable Data Sources for Digital Marketing

Data is everywhere, and as such, it’s extremely important. While the data may be overwhelming at times, when used correctly, it’s a valuable source of information that you can use in your digital marketing efforts.

Keep in mind that data can often be industry and audience agnostic. By agnostic, it’s meant that raw data can apply to any or all situations and demographics and isn’t necessarily limited by a particular group or scenario.

In the following article, you read about several different types of data that you can use in your marketing efforts.

Raw data in digital marketing

Raw data is information in its purest form. Raw data is data extracted at the source but not yet processed. While raw data can be daunting when you first come across it, it’s completely malleable, which makes it one of the most valuable data types. An example of raw data sorted in a Microsoft Excel spreadsheet is shown below.

Digital marketing and cooked data

The industry reference to cooked data relates directly to raw data. Cooked data is what marketers get when raw data has been manipulated in some way to highlight a particular segment, finding, or aspect of the unadulterated information.

Social media user data

When it comes to social media, you can leverage a treasure trove of user information to create your marketing strategy. For example, Millennials may share answers to questions on their social feed that you never thought to ask. Analyzing your social audience user data can be as simple as reviewing your Facebook Insights data. This data can lead to some significant breakthroughs.

Customer lifetime engagement data can drive digital marketing campaigns

When a customer engages with your brand across multiple channels, a story is being told. At every touchpoint, or chapter of the story, data is collected, and you can analyze it to improve your marketing efforts. Some groups have a preference for a single sign-in, where they have the ability to use a Facebook or Google profile to sign into all accounts, tools, websites, or online stores. With that single sign-in, information about the customer journey is collected at every step of the way, and that data is hugely valuable for improving the customer experience.

Brand profile data shines light on digital marketing efforts

You can usually find the jackpot of user data in the brand profile. This user data relates specifically to your organization. Every bit of information you extract directly informs how you might shift your marketing efforts, your sales tactics, or even some of your internal operations to improve efficiency. The image below shows you an example of Amazon’s recommendations. Tracking user profiles and searches and using advanced algorithms that learn about user tastes and preferences, Amazon can make customized recommendations to its customers. Over time, this robust profile data provides a company like Amazon with the ability to build a well-rounded view of each customer at every stage of the buying process.

Visualized data, a helpful digital marketing tool

Just as with cooked data, visualized information is a representation of some sort of manipulated data in a visual framework. Plenty of tools exist to help users analyze and manipulate data to depict it in visual form. Tableau is one such tool.

Big data in digital marketing

Big data means exactly what you might think it does. It’s a large amount of data collected from a variety of sources. You can analyze big data to make predictions, identify trends, improve pricing, optimize customer buying paths, and optimize products. While you can find plenty of other areas where big data may be of use, these are some of the most popular cases.

Showcasing only big data is a disservice to small and medium business marketing teams. The real value for marketers rests on how you can segment and use this data on a smaller scale.

Small data in digital marketing

Small data results when you conduct an in-depth analysis of smaller segments of your complete data sets. When your data is condensed into smaller groups, it becomes significantly easier to analyze and more opportunities can be discovered. Diving into your small data can help improve your digital marketing efforts with such things as
  • Message targeting: Creating tailored messages for small groups leads to much higher engagement and conversion. Small data presents opportunities for improved targeting.
  • Content and creative split testing and optimization: When you dive into your small data, you can identify minute details that allow you to optimize your campaign. This again can lead to some pretty dramatic improvements in your results.
  • Rolling ad budget optimization: Improving the performance of your budget means making your ad dollars go further. When you analyze your small data, you can identify new information that leads you to change small details. These details include such things as maximum bids or placements of your ads, and they impact the performance of your campaign as a whole.
The opportunities with small data extend even further when you consider the fact that data is always full of surprises. Keep an open mind and analyze every possible angle of your small data subsets. Doing so can lead to major improvements in your digital marketing campaigns.

If you have a strategy, a target audience, content, and a series of objectives, the small data you analyze may present findings that would have otherwise gone unnoticed. This can lead to a significant expansion and improvement of your strategies and the overall growth of your business both on and offline.

Competitive data offers digital marketing insight

You can learn quite a bit when you analyze publicly available competitive data. Your competitors are most likely trying to achieve the same objectives you are. Taking cues and learning lessons from both their successes and missteps will serve you well. What you learn from this process will help you achieve your digital marketing digital objectives in a shorter time frame and avoid some pitfalls that were costly for your competitors. Several tools exist for the purposes of competitive data analysis and tracking. The following three are easy to use:
  • Alexa (an Amazon company): Alexa pulls data from a competitor’s website and digital presence when using the Pro version. The product provides users with insights into the online performance of sites across the web.
  • BuzzSumo: When it comes to tracking your competitors’ social presence, you have dozens of additional options. BuzzSumo provides insights into the performance of content on social media and assists with the development of effective content strategies.
  • TrackMaven: TrackMaven has some great features like content optimization capabilities, integrated social networks including paid ad optimization, and some pretty extensive insights into the performance of your marketing efforts.

Other good products are Similarweb, Rival IQ, and SEM Rush.

All of the preceding tools can help you
  • Identify responsive audiences: Identify audiences that have been most responsive to your competitors’ content on both websites and social channels.
  • Create effective content strategies: Craft content strategies that have a higher likelihood of driving engagement from your intended audience based on content that has succeeded in your competitors’ campaigns.
  • Discover pain points: Pinpoint missteps and pitfalls that your competitors have suffered or are currently dealing with so that you can avoid facing the same issues.
  • Uncover industry insights: You can use several tools to discover industry insights. Another, more advanced example of a product that highlights industry insights is Crimson Hexagon. (In 2018, Brandwatch.com merged with Crimson Hexagon. At the time of this writing, they’re continuing to operate as separate brands.)
You can also achieve the following objectives with the strategic use of industry insights:
  • Development of a new or expanded content strategy
  • Expansion into new media and new platforms based on engagement from your target audiences
  • Development of new short- and long-term objectives
  • Identification of trends that indicate how an additional investment may be beneficial

Digital marketing and transactional data

Transactional data are the insights gleaned from your customer transactions. If your organization has digitized its client records or if you sell products via an e-commerce platform, then transactional data will be very useful to you. Perhaps the most notable reason why you’ll want to leverage transactional data is for the purpose of improving the buyer journey, thereby shortening the path to conversion and decreasing your internal costs that go into the customer experience and marketing timeline.

Transactional data can also be extremely useful to you when allocating your marketing budget. Within a transaction, assuming that your tracking has been properly developed and implemented, you can monitor each touchpoint reached by your customer. Identifying the most valuable touchpoints across hundreds or even thousands of transactions will allow you to optimize the resources to which your budgets are allocated.

Marketing Articles

What Is Influencer Marketing and Which Platforms Do Influencers Use?

So, what is influencer marketing exactly, and why are marketers so darn excited about it? Influencer marketing is the art and science of engaging people who are influential online to share brand messaging with their audiences in the form of sponsored content. Advertisers have always used celebrity endorsements as a way to increase awareness and improve perception of a brand, because people tend to trust celebrities they admire, and sometimes aspire to be like them. Influencer marketing is similar in concept, but it has ushered in a new way to define celebrity. In addition to TV and movie stars, pro athletes, and musicians, celebrities of the social media world exist now, too. People can build big, engaged audiences on social media, such as through blogs or Instagram. And those social media influencers wield influence over their audiences, akin to celebrity influence. Brands then work with these social media influencers to create a new kind of celebrity endorsement. For example, maybe a new energy drink has just come out, and they want to market themselves as a “perfect boost for busy women.” They decide that — in addition to email blasts, online display ads, and in-person events — they’re going to reach out to influential female bloggers who write about their busy lives (and include information about the new energy drink). To engage these influencers, the energy drink’s marketing team will

  • Find bloggers who meet their target demographic.
  • Reach out to the bloggers in an effective and professional way so that both parties are happy with and clear about their upcoming partnership.
  • Send the bloggers samples of the drink.
  • Enjoy the results of a fantastic social media campaign! The bloggers’ readers are thrilled to have learned about their favorite online friend’s good experiences with this energy drink, and they comment that they’re going to try it themselves.
Of course, influencer marketing is not quite that simple, and these are actually quite time-consuming and involved, but the idea is sound.

Use this guide to discover how to make influencer marketing work for you, regardless of the size of your business.

So why influencer marketing? What makes it so impossible to have done before and so hot right now? Social media today gives access to anyone to become an influencer; anyone who builds an audience can influence that audience. This means there’s a huge pool of influencers available for brands to work with.
  • More tools than ever before exist to help brands find and engage with influencers. There are resources for turnkey influencer programs now that simply didn’t exist.
  • Influencers exist on any channel or platform; they aren’t limited to one format or another.
  • Consumers have little trust in advertising. No one clicks banner ads anymore! But consumers do trust their friends and family when it comes to product recommendations and purchasing decisions — and consumers consider social media acquaintances to be friends.
  • When executed well, influencer marketing programs have proven to be one of the most cost-effective and powerful tools in a marketer’s arsenal.

The primary influencer platforms

A slew of social media platforms are out there, but most influencers focus on the six big ones:
  • The most established: Programs on these platforms are replicable and scalable based on years of data and case studies.
  • The most marketing-friendly: Marketers know they can expect good results from programs on these platforms. The Snapchats of the world are fun, but they haven’t yet proven to yield demonstrable results for most businesses.
Regardless of how many new tools emerge, when you’ve mastered the basics of these six platforms, you can manage influencers anywhere.

Blogs

Blogs were arguably the first form of user-generated content that attracted advertisers. When the web evolved from top-down editorial content (content that was published on websites, much like magazines and newspapers were published, without any way for audiences to interact or respond to that content), bloggers were the first people to attract true, measurable, engaged audiences. Blogs allowed for commenters, which meant bloggers (publishers) were interacting with their audiences. This two-way communication was revolutionary, and entire communities formed around blogs. Advertisers followed. Since 2000, blogs have evolved from being primarily text-heavy outlets for sharing opinion and personal stories, to a dizzying world of highly visual, readily shared content. Blogs are still a mainstay of influencer programs. Here’s why:
  • There are popular blogs for every topic under the sun.
  • Traffic and activity from blogs (page views, visits, time on site, and so on) are easy to measure.
  • Influential bloggers can create gorgeous content and tell beautiful, true stories in a way that brands simply can’t.
  • The evergreen nature of blog content means sponsored posts will be discovered long after programs have been completed.

Instagram

No other social media tool has enjoyed Instagram’s meteoric rise to prominence. People of all ages (especially under the age of 34) love perusing and sharing snapshots and short videos called Instastories of people’s lives, whether they know them IRL (in real life) or not. Instagram is fun and easy to use, and though marketers were once hesitant to believe that fleeting photos on Instagram could do much for brands, nearly 95 percent of retailers are now on Instagram! Working with influencers on Instagram is fabulous because
  • Users want visual content that’s easy to digest, which is why Instagram is so popular. Engaging Instagram influencers to ensure that brand content is prominent on Instagram is a no-brainer!
  • Simple photos and videos are a great way to bring your product to life, for others to see it in action. A picture really is worth a thousand words.
  • Many tools are available to track Instagram programs simply by using a unique hashtag, so measuring program success is easy (and some of these tools are even free!).
  • Instagram’s audience is broad, and often different from the audiences who are reading story-based blogs. Instagram offers a fantastic additional channel to get sponsored content in front of as many people as possible.

Twitter

Twitter has changed the news cycle, and the way social media-savvy users consume news. Any event will be discussed and shared as it unfolds in real time on Twitter. Twitter is the platform for the world’s social commentary, whether it’s serving as a political megaphone for citizens reporting live from the trenches, or a humorous collection of ongoing reactions to this season’s Bachelor finale. Facebook is where social media users check in and check up on family and friends (mostly people they know in real life). Twitter is where users go to find out — or share — what’s happening in the world at large with thousands of users they (mostly) don’t know. Therefore, Twitter is great for
  • Hosting chats or “parties” with a wide cross-section of people who have a common interest.
  • Disseminating information about a new product launch or anything newsworthy.
  • Brands that are interested in actively engaging with users. Facebook is more passive — comments may go unanswered for long periods of time, for example. Twitter users expect responses quickly. As a brand, if you can’t engage in near real-time conversations with followers, working with influencers who can do it on your behalf is a fantastic option.

Facebook

Although Facebook isn’t quite as popular as it once was among the under-25 crowd, millions of Americans check Facebook daily. Marketers have to be there! But being there can be tricky. Facebook changes its algorithms, policies, and ad serving regularly — what worked today may not work tomorrow. It’s tough — but critical — to keep up. For that reason, when it comes to Facebook, working with influencers is fantastic. Here’s why:
  • People who are popular on Facebook know how to navigate the tool to ensure that their posts are seen as widely as possible. Working with influencers means working with experts.
  • If you’ve already created branded content and you just want to disseminate it, engaging Facebook influencers is your perfect solution. Facebook is incredibly powerful for sharing brief, to-the-point messages, such as coupons, in-store sale info, or branded images or videos.

Running a company Facebook Page is completely different from engaging influencers to post sponsored content to Facebook.

Pinterest

After soaring onto the scene, fueled by users who couldn’t get enough of the beautiful, educational, and aspirational tool, Pinterest has established itself as an absolute must for any product-based brand. Pinterest drives more traffic to online retailers than any other site. Here’s why Pinterest is great for influencer marketing:
  • Influencers love to create beautiful content and post it to Pinterest. The more beautiful the content, the more extensive the pin’s reach will be.
  • Working Pinterest into an influencer marketing program means thinking about the brand in a visual way, which ultimately makes the program more successful. For example, how do you make a child’s plastic bucket visually beautiful and pinworthy? By adjusting the program content to work for Pinterest — for example, images of sand castles that influencers made with the plastic bucket or by posting a list of 13 outdoor activities for kids under 5 (and all you need is a bucket!).
  • Unlike other platforms, pins tend to live on and on and on, because they’re pinned and repinned in perpetuity.

Video

Video influencers are, in some ways, the holy grail of social media influencers. In some cases, their videos reach millions of adoring viewers who can’t wait for the next installment — and to be told what products to try. A popular beauty expert who makes a video about the perfect bronzer will directly affect sales of that bronzer. In the influencer marketing world, video is its own special entity. The most popular video influencers are often quickly scooped up by agents or agencies, which makes it difficult for brands to work directly with them. Popular video influencers can also command much higher compensation than other types of influencers, especially if they have six- and seven-figure followings. The good news is, as video production tools continue to become more ubiquitous, more affordable, and easier to use, there are more up-and-coming video influencers than ever before. Now that you can film nearly theater-quality movies with your camera, more and more people are entering the video influencer world and amassing thousands of viewers who aren’t necessarily reading blogs, checking Pinterest, or using Twitter or Facebook. And when done well, a sponsored video can be as beautiful as a TV ad, while being more authentic and compelling to viewers. To make the most of video influencer programs,
  • Don’t focus too narrowly on YouTube stars. There is video talent everywhere! For example, there are thousands of Snapchat users, who have tremendous followings even though their videos are only seconds long.
  • Keep your eyes open for new talent. When a video talent is discovered by the masses, she’s less likely to work one-on-one with brands or marketers.
  • Allow influencers great creative freedom. Building a video audience isn’t easy to do, and the influencer knows her audience best. If you want her to incorporate brand product or messaging into her work, you have to be willing to allow her the flexibility to do it her way.
If you’re working with highly inexperienced and less popular video influencers, be willing to offer help — from editing resources to script ideas — and expect more back-and-forth communication throughout the process.

Before deciding which influencer platform is right for you, try to match your align your target audience with a platform and your selected influencer. It would be frustrating to select a social media platform only to have your influencer strategy fail because you didn’t research your influencer’s following.

Marketing Articles

The 4 Types of Specialized Content in Digital Marketing

As a digital marketer, you should know about several kinds of content. These include pillar content, evergreen content, visual content, and viral content. When developing your content plan and overall digital marketing strategy, you should keep these in mind.

Pillar content

Do you know what pillar content is? You’re probably using it even if you don’t know the term. Pillar content is quality foundational content that you create to represent your brand. This content can be ebooks, tutorials, or other substantial content pieces that provide value. From this content, you create a variety of other pieces of content that function as a pillar “supporting” a topic. This means that you can take the tutorial you created and turn it into a
  • Video
  • Podcast
  • Mind map
  • Google Hangout
  • Guest post
  • Webinar
You really have no limit to the amount of pillar content you can create.

Evergreen content

Evergreen is an important concept that you should consider when developing your content marketing strategy. Evergreen content is content that can be enjoyed without regard to when it was created. For example, a blog post about “how to be a productive entrepreneur” can be read any time of the year in any recent year. It’s timeless and can keep readers interested whenever they come upon it. Some examples of evergreen content include:
  • Tutorials
  • Support content and FAQs
  • Ebooks
  • Online tools lists
  • Favorite resources
  • Company stories
So what should you keep in mind when creating this type of content? You should
  • Make it easy to consume: Visitors appreciate content that doesn’t take a long time to read and isn’t overly complex. Read this article for tips on creating evergreen infographics.
  • Create only high-quality assets: If the content is going to be around for a while and represent your brand, you want to ensure that it can delight and engage customers.
  • Include visuals: Visuals are key to creating great content. Make sure that all evergreen content has graphics, photos, and so on.
  • Create a series: It’s helpful to create evergreen content that is in series form. Readers look for the other articles in a series after they find one of them.
An interesting article by Julia McCoy, CEO of Express Writers called “Why You Need to Start Creating Long, Evergreen Content Today” was published in the Search Engine Journal. In the article, she discusses why small business owners specifically benefit from long evergreen content. She lists several reasons that could also apply to any size business:
  • Google rewards more in-depth content, and places you higher in search results.
  • Your visitors appreciate content that is not overly complex but is instructive and useful.
  • You can get leads over a sustained period of time with less effort.
  • Evergreen content keeps you relevant and provides quality content whenever visitors find it.

Graphics and other visuals

Throughout this book, you see how visuals enhance your content marketing efforts. To emphasize that point, here are just a few stats that show how using visuals powers up your content:
  • When you include an image with a tweet, you get 18 percent more clicks than those without images, and you get 150 percent more retweets (Buffer).
  • ighty-six percent of buyers want interactive/visual content on demand (Demand Gen Report).
Your customers respond to visuals, and taking advantage of this responsiveness is imperative for digital marketing. A wide variety of choices are available to you, such as infographics, memes, comics, doodles, sketches, photos, wireframes, custom graphics, and more.

Viral content

What about viral content? Everybody wants to create it, but do you really know how? Some research done by Jonah Berger and Katherine L. Milkman suggests some of the components that make up viral content. Berger and Milkman published an article in the Journal of Marketing Research called, “What Makes Online Content Viral?” They analyzed New York Times articles and determined that emotion played a large part in creating sharing behavior. Specifically, they found that:
  • Positive content is more likely to go viral than negative content.
  • High psychological arousal fuels viral content. Content that evoked such strong emotions as awe, anger, anxiety, and sadness was more likely to go viral than weaker emotions.
This research can help you when you’re creating content with an eye toward going viral, but it can’t ensure your success. One sure-fire way to get some power from viral content is not to write it, but to curate it.

Make sure you are providing some content from each category. A well-rounded digital marketing strategy https://www.dummies.com/business/marketing/the-5-components-of-a-digital-marketing-strategy/has the most likelihood of success.