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Since the rise of marketing automation platforms, thousands of new MarTech software vendors have entered the product category.</p>\n<p>There are dozens of subcategories of MarTech, such as email marketing, interactive content, advertising, video marketing, events, search (SEM and SEO), content marketing, social media marketing, and many more. The list is ever-evolving.</p>\n<p>But to successfully execute your account-based marketing campaigns, a few essential pieces of software are required. These platforms will enable your B2B marketing and sales team to do account-based marketing at scale.</p>\n<p>Here is what should be included in your account-based MarTech stack:</p>\n<ul>\n<li><b>Customer relationship management (CRM):</b> Your company needs a centralized place to store and manage all of your customers&#8217; contact information. This includes both your current clients and prospects. A CRM is the best place to store all of this information. The Salesforce CRM system integrates with almost every type of MarTech software in the marketplace. Salesforce is the 800-lb. gorilla. More than 100,000 companies are using it, as there are options for small, mid-market, and enterprise level organizations.</li>\n<li><b>Marketing automation:</b> A marketing automation platform (MAP) is used for tracking engagement with contacts in your CRM. A MAP gives you the tools to create activities, then monitors the level of activity each contact is engaged in. Marketing automation is used for scoring the contacts created in your CRM. The platform has a direct interface with your CRM through an application programming interface (API). Whenever you add a new contact record to your CRM, the data is pulled into your marketing automation system. Using a marketing automation tool, you can identify your customers, build your lists, and send content.</li>\n<li><b>Contact management system (CMS):</b> The platform on which you host your company&#8217;s website. The most popular CMS on the market today is WordPress because of its easy-to-use functionality. All of the pages for your company&#8217;s website are created and uploaded. The CMS also gives you a platform for posting blog content.</li>\n<li><b>Social media:</b> Every successful, modern brand has a presence on social media. Facebook, Twitter, and LinkedIn are the essential platforms on which you need to have a company page. From here, you can update your followers with company news, sponsor posts, and drive your targeted audience to learn more about your organization. Social media works to establish new connections and further engage your potential sales opportunities and customers.</li>\n<li><b>Advertising:</b> A critical part of account-based marketing is to surround your targeted accounts, and the contacts within those accounts, with your message. This is accomplished through advertising. Google Ads helps, but it doesn&#8217;t give you account-level attribution. Consider account-based marketing platforms, such as <a href=\"https://www.demandbase.com/\" target=\"_blank\" rel=\"noopener\">DemandBase</a>, <a href=\"https://www.ignitium.com/engagio\" target=\"_blank\" rel=\"noopener\">Engagio</a>, <a href=\"https://www.leandata.com/\" target=\"_blank\" rel=\"noopener\">LeanData</a>, and <a href=\"https://terminus.com/\" target=\"_blank\" rel=\"noopener\">Terminus</a>, to assist with launching advertising and measuring the effects.</li>\n</ul>\n</div>\n</div>\n<p>&nbsp;</p>\n"},{"title":"Creating account-based marketing campaigns","thumb":null,"image":null,"content":"<p>With account-based marketing, think about going beyond the typical B2B buyer&#8217;s journey to an <i>account</i><i>&#8216;</i><i>s</i> journey. The account&#8217;s journey goes beyond the purchase decision (whether to buy or not from your company) to the customer experience. Follow these rules for creating account-based marketing campaigns that go from the buyer&#8217;s journey to a customer experience:</p>\n<ul>\n<li><b>Find your ideal customer:</b> An ideal customer profile (ICP) is the type of company you want to do business with. The ICP includes knowing which company size (either employees or revenue) and industry is a best fit for your product or service. The marketing and sales teams should work together to define this ICP, then identify the types of people in these companies who will be the users (or &#8220;champions&#8221;) of your offering. These people are called <i>personas.</i> When defining your personas, include job title, role, responsibilities, and use cases for how each individual will work with your company.</li>\n<li><b>Think about the key takeaways:</b> What&#8217;s the message people in an account will take away from each marketing campaign? Depending on the industry and persona, you want your message to be tailored to the audience. If you&#8217;re target is a CMO of a large software-as-a-service (SaaS) company, the message will be different than if you were targeting an IT manager at a small bank. Your message should not be how your solution works. For example, &#8220;How (same title) like you are succeeding with account-based marketing.&#8221;</li>\n<li><b>Time your message:</b> The message in your account-based marketing campaign should be based on the stage of the buyer&#8217;s journey. What you tell your contacts and the content offered must be different for each stage. An account-based marketing platform syncs with your CRM system to advertise based on these stages. The stages are:\n<ul>\n<li><b>New:</b> A brand new account where the contacts need to be educated about your service or product offering. The message should serve up informative content, such as an infographic, blog post, or video explaining your company&#8217;s solution.</li>\n<li><b>Prospect:</b> An inbound or outbound account that has been designated a marketing qualified account (MQA) and deemed to be a good fit for your business. After the MQA is passed on to sales, it becomes a sales qualified account (SQA). More educational content explaining how people with similar ICPs or personas have been successful with your company is required, such as case studies or customer testimonial videos.</li>\n<li><b>Opportunity:</b> The SQA has become a revenue opportunity, as they are ready to make a decision whether to purchase from your company. In the opportunity stage, the content offered should demonstrate a return on investment (ROI), competitive analysis of what your solution offers, and a smooth implementation and on-boarding process.</li>\n<li><b>Customer:</b> After the purchase decision has been made, marketing&#8217;s job continues. With account-based marketing, customers become advocates for the brand to increase organic, authentic, word-of-mouth marketing. The content here needs to include video tutorials, checklists, and guides to help make it easy for customers to adopt the product or service.</li>\n<li><b>Land and expand:</b> After landing a deal with one contact in the account, there will be opportunities to grow your business inside the account with additional revenue opportunities. Here, you want to develop a &#8220;power user&#8221; or &#8220;champion&#8221; to have as a use case demonstrating success with your company.</li>\n<li><b>Cross-sell/upsell:</b> An upsell is selling an upgraded version of your product or service to the same contact in the account. Training content, such as an ongoing webinar series just for your customers, assists with cross-sell and upsell potential.</li>\n<li><b>&#8220;Always on&#8221; air cover:</b> Nurturing never stops with your customers. In order to create customer advocates, marketing must consistently provide content purposely built for your company&#8217;s clients. This type of content includes advertising, quarterly reports, &#8220;town hall&#8221; webinars with your company&#8217;s leadership, and holding an annual user conference (an event just for your customers and partners).</li>\n</ul>\n</li>\n<li><b>Be where your accounts are:</b> Your prospect, opportunity, and customer accounts engage with a variety of marketing channels. The channels include digital media such as mobile sites, social media, videos, emails, and much more. Offline channels include events, direct mail, and phone calls. By knowing your ICP and personas, you can determine which channels might be the best-fit to engage your accounts. For example, an engaging video personalized for an IT manager would go a long way compared to calling him on the phone.</li>\n<li><b>Serve instead of sell:</b> With account-based marketing, it&#8217;s all about thought leadership. You want to serve up educational content instead of trying to sell your product or service. This all comes back to nurturing your accounts so when they are ready to buy, your company will be top of mind.</li>\n<li><b>Measure the results:</b> You have to know if each campaign is working; to do this, you need success metrics. The success metrics for your account-based marketing campaigns should include:\n<ul>\n<li>Contacts in the account: Did we reach the right people who will use our product or service? How many of these people did we connect with during the campaign?</li>\n<li>Stage progression: Did the account move to the next stage in the account&#8217;s journey? For example, did the account move from prospect to opportunity, or from customer to upsell?</li>\n</ul>\n</li>\n<li>\n<p class=\"child-para\"><b>Follow up with your contacts:</b> The account&#8217;s journey is a continuous cycle. Even if the company you&#8217;re targeting goes out of business, the contacts you reach with your marketing message are still out there. In the marketplace, sharing what they know about your company. As you think about your ABM campaign, think about what the follow-up action will be from your efforts.</p>\n</li>\n</ul>\n<p>In this account-based marketing framework, we examined each stage of the buyer&#8217;s journey. Here is where you can see associated content and success metrics for each stage. 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Also, here is a round-up of eight incredibly useful free apps that help you with everything from evaluating your website for broken links and good search engine optimization (SEO) to determining how engaging your marketing emails are.","blurb":"","authors":[{"authorId":9375,"name":"Dayna Rothman","slug":"dayna-rothman","description":"Dayna Rothman is chief marketing officer for OneLogin, with expertise in content marketing, social marketing, and SEO optimization.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9375"}}],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[],"relatedArticles":{"fromBook":[{"articleId":155272,"title":"Best Practices for Enabling Your Sales Teams","slug":"best-practices-for-enabling-your-sales-teams","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155272"}},{"articleId":155270,"title":"Top 10 Lead-Generation Blogs","slug":"top-10-lead-generation-blogs","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155270"}},{"articleId":155271,"title":"How to Make Your E-Mails Hit the Inbox: Deliverability Lessons","slug":"how-to-make-your-e-mails-hit-the-inbox-deliverability-lessons","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155271"}},{"articleId":155240,"title":"Top Social Media Metrics to Watch","slug":"top-social-media-metrics-to-watch","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155240"}},{"articleId":155239,"title":"8 Useful — and Free — Lead-Generation Applications","slug":"8-useful-and-free-lead-generation-applications","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155239"}}],"fromCategory":[{"articleId":274041,"title":"How to Build Seasonal Gamification Marketing Campaigns","slug":"how-to-build-seasonal-gamification-marketing-campaigns","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274041"}},{"articleId":274036,"title":"Build Loyalty Rewards into Your Gamification Model","slug":"build-loyalty-rewards-into-your-gamification-model","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274036"}},{"articleId":274031,"title":"Gamification Models","slug":"gamification-models","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274031"}},{"articleId":274024,"title":"Gamification Marketing: Use a Unique Hashtag","slug":"gamification-marketing-use-a-unique-hashtag","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274024"}},{"articleId":274018,"title":"Gamification Marketing: User Rewards and Achievements","slug":"gamification-marketing-user-rewards-and-achievements","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274018"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":281753,"slug":"lead-generation-for-dummies","isbn":"9781118816172","categoryList":["business-careers-money","business","marketing"],"amazon":{"default":"https://www.amazon.com/gp/product/111881617X/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/111881617X/ref=as_li_tl?ie=UTF8&tag=wiley01-20","indigo_ca":"http://www.tkqlhce.com/click-9208661-13710633?url=https://www.chapters.indigo.ca/en-ca/books/product/111881617X-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/111881617X/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/111881617X/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/lead-generation-for-dummies-cover-9781118816172-203x255.jpg","width":203,"height":255},"title":"Lead Generation For Dummies","testBankPinActivationLink":"","bookOutOfPrint":false,"authorsInfo":"\n <p><b data-author-id=\"9375\">Dayna Rothman</b> is the senior content marketing manager at Marketo, a leader in the marketing automation space. Dayna leads content creation and strategy at Marketo and is the managing editor for the Marketo blog, which receives more than 400,000 unique visitors per year. Dayna has also been featured as one of the top 25 content marketers to watch according to Kapost, and one of the top 50 content marketing influencers according to Onalytica.</p> ","authors":[{"authorId":9375,"name":"Dayna Rothman","slug":"dayna-rothman","description":"Dayna Rothman is chief marketing officer for OneLogin, with expertise in content marketing, social marketing, and SEO optimization.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9375"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781118816172&quot;]}]\" id=\"du-slot-626736472cf0a\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781118816172&quot;]}]\" id=\"du-slot-626736472d8ab\"></div></div>"},"articleType":{"articleType":"Cheat Sheet","articleList":[{"articleId":155213,"title":"Familiarize Yourself with Lead Generation Terms","slug":"familiarize-yourself-with-lead-generation-terms","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155213"}},{"articleId":155239,"title":"8 Useful — and Free — Lead-Generation Applications","slug":"8-useful-and-free-lead-generation-applications","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/155239"}}],"content":[{"title":"Familiarize yourself with lead generation terms","thumb":null,"image":null,"content":"<p>When you&#8217;re getting started with lead generation, you should familiarize yourself with a variety of basic terms. Here&#8217;s a glossary of some basic lead generation and sales terms and definitions for your reference:</p>\n<ul class=\"level-one\">\n<li>\n<p class=\"first-para\"><b>Bottom-of-funnel (BOFU):</b> Prospects that are at the bottom of the sales funnel and nearing a purchase.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Budget, authority, need, and time (BANT):</b> A method for qualifying likely sales prospects. You want to talk to people who have the budget, authority, need, and time for your product or service.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>B2B:</b> Business-to-business.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>B2C:</b> Business-to-consumer.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Call-to-action (CTA): </b>Asking a lead to take an action. A CTA often takes the form of a digital image that encourages a lead to move closer towards making a purchase.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Click-through rate (CTR): </b>A percentage of how many users actually click a link; a way of measuring the success of online or email sales campaigns.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>CMS</b> <b>(content management system): </b>A computer system that allows users to publish and edit content from a single interface.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Inbound marketing: </b>A marketing strategy that earns the attention of customers, drawing them in to attract new business through content marketing, search engine optimization, social media, and more.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Lead generation: </b>The marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Lead nurturing: </b>The process of building relationships with qualified prospects, regardless of their readiness to buy.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Lead scoring: </b>The technique of assigning leads a score based on points given to a lead&#8217;s demographic attributes, behaviors, and web activity for the purpose of sending warm leads to sales.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Middle-of-funnel (MOFU):</b> Prospects in the middle stages of the sales funnel.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Outbound marketing: </b>The process of pushing your message out to customers through general advertising and other paid programs.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Pay-per-click (PPC):</b> An Internet advertising model where advertisers pay every time their ad is clicked by a user.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Return on investment (ROI): </b>The results gained for your dollars spent.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Sales and marketing alignment: </b>Collaboration between the sales and marketing team for common definitions of what constitutes a good lead and closed-loop lead lifecycles.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Sales funnel: </b>The progression that your company tracks while generating, qualifying, and closing leads throughout the sales and marketing lifecycle.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Service-level agreement:</b> A part of a contract where a service is defined.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Top-of-funnel (TOFU):</b> Prospects in the top or beginning stages of the sales funnel.</p>\n</li>\n</ul>\n"},{"title":"8 useful, and free, lead generation apps","thumb":null,"image":null,"content":"<p>Many applications and websites are available to test your lead generation techniques and strategies. From determining how to test a landing page, to seeing how your emails look on various devices, to seeing how well your website is optimized for keywords, free tools can help you do lots of things.</p>\n<p>Take a look at this list to learn about eight useful and free lead-generation applications:</p>\n<ul class=\"level-one\">\n<li>\n<p class=\"first-para\"><a href=\"https://www.marketo.com/\" target=\"_blank\" rel=\"noopener\"><b>Marketo&#8217;s Landing Page Split Calculator</b></a><b>:</b> Determine how many versions of a landing page you should create for your A/B test and how long the test should take to execute.</p>\n</li>\n<li>\n<p class=\"first-para\"><a href=\"http://litmus.com/email-testing\" target=\"_blank\" rel=\"noopener\"><b>Litmus Email Testing</b></a><b>:</b> Input your email HTML for a report on how your email looks on various devices and email clients.</p>\n</li>\n<li>\n<p class=\"first-para\"><a href=\"http://marketing.grader.com/\" target=\"_blank\" rel=\"noopener\"><b>HubSpot&#8217;s Marketing Grader</b></a><b>:</b> This gives you a free report on how you are currently doing with your online marketing strategy.</p>\n</li>\n<li>\n<p class=\"first-para\"><a href=\"https://chrome.google.com/webstore/detail/check-my-links/ojkcdipcgfaekbeaelaapakgnjflfglf?hl=en-GB\" target=\"_blank\" rel=\"noopener\"><b>Check My Links</b></a><b>: </b>Check your website for broken links.</p>\n</li>\n<li>\n<p class=\"first-para\"><a href=\"http://www.myseograder.com/\" target=\"_blank\" rel=\"noopener\"><b>My SEO Grader</b></a><b>: </b>Check your website to determine how well it is optimized for a specific keyword.</p>\n</li>\n<li>\n<p class=\"first-para\"><a href=\"http://visualwebsiteoptimizer.com/ab-split-significance-calculator/\" target=\"_blank\" rel=\"noopener\"><b>A/B Split Test Significance Calculator</b></a><b>: </b>Check your A/B tests to determine if the results you get are statistically significant.</p>\n</li>\n<li>\n<p class=\"first-para\"><a href=\"https://www.marketo.com/solutions/marketing-automation/\" target=\"_blank\" rel=\"noopener\"><b>Marketo&#8217;s Marketing Automation ROI Calculator</b></a><b>:</b> Calculate how to optimize your revenue cycle and evaluate your sales funnel.</p>\n</li>\n<li>\n<p class=\"first-para\"><a href=\"http://clicktotweet.com/\" target=\"_blank\" rel=\"noopener\"><b>Click to Tweet</b></a><b>:</b> Add a Tweet This link into any of your blog posts or website content. Simply create the tweet you want your visitors to use and generate a link for easy social sharing.</p>\n</li>\n</ul>\n"}],"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Two years","lifeExpectancySetFrom":"2022-04-25T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":207628},{"headers":{"creationTime":"2016-03-27T16:46:58+00:00","modifiedTime":"2022-04-25T15:35:58+00:00","timestamp":"2022-04-25T18:01:12+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Search Engine Optimization All-In-One For Dummies Cheat Sheet","strippedTitle":"search engine optimization all-in-one for dummies cheat sheet","slug":"search-engine-optimization-all-in-one-for-dummies-cheat-sheet","canonicalUrl":"","seo":{"metaDescription":"This handy guide includes the key components a website should possess to boost its rankings and keep people's attention.","noIndex":0,"noFollow":0},"content":"Effective SEO (search engine optimization) is critical for any business that has a website. You want your business’s website to show up on that first page when people search for what you’re selling, and that’s where SEO comes into play. Here you’ll find the key components of a website that should be crafted with care to help a web page rank, the server status codes that help or hinder SEO, and advanced search operators that will have you searching the web like a pro.","description":"Effective SEO (search engine optimization) is critical for any business that has a website. You want your business’s website to show up on that first page when people search for what you’re selling, and that’s where SEO comes into play. 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Learn more at bruceclay.com.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9066"}}],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[],"relatedArticles":{"fromBook":[{"articleId":141131,"title":"Must-Know Server Status Codes for SEO","slug":"must-know-server-status-codes-for-seo","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/141131"}},{"articleId":141129,"title":"Exploring New Options for Top-Level Domains: Could .guru or .me Be Right for You?","slug":"exploring-new-options-for-top-level-domains-could-guru-or-me-be-right-for-you","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/141129"}},{"articleId":141130,"title":"SEO Checklist for On-Page Optimization","slug":"seo-checklist-for-on-page-optimization","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/141130"}},{"articleId":141132,"title":"Advanced Search Engine Operators for Power Searching","slug":"advanced-search-engine-operators-for-power-searching","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/141132"}},{"articleId":141127,"title":"How to Set and Track Your SEO Goals by Using Google Analytics","slug":"how-to-set-and-track-your-seo-goals-by-using-google-analytics","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/141127"}}],"fromCategory":[{"articleId":274041,"title":"How to Build Seasonal Gamification Marketing Campaigns","slug":"how-to-build-seasonal-gamification-marketing-campaigns","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274041"}},{"articleId":274036,"title":"Build Loyalty Rewards into Your Gamification Model","slug":"build-loyalty-rewards-into-your-gamification-model","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274036"}},{"articleId":274031,"title":"Gamification Models","slug":"gamification-models","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274031"}},{"articleId":274024,"title":"Gamification Marketing: Use a Unique Hashtag","slug":"gamification-marketing-use-a-unique-hashtag","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274024"}},{"articleId":274018,"title":"Gamification Marketing: User Rewards and Achievements","slug":"gamification-marketing-user-rewards-and-achievements","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274018"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":281859,"slug":"search-engine-optimization-all-in-one-for-dummies","isbn":"9781119837497 ","categoryList":["business-careers-money","business","marketing"],"amazon":{"default":"https://www.amazon.com/gp/product/1119837499/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/1119837499/ref=as_li_tl?ie=UTF8&tag=wiley01-20","indigo_ca":"http://www.tkqlhce.com/click-9208661-13710633?url=https://www.chapters.indigo.ca/en-ca/books/product/1119837499-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/1119837499/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/1119837499/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/search-engine-optimization-aio-fd-4e-203x255.jpg","width":203,"height":255},"title":"Search Engine Optimization All-in-One For Dummies, 4th Edition","testBankPinActivationLink":"","bookOutOfPrint":true,"authorsInfo":"\n <p><b data-author-id=\"9066\">Bruce Clay</b> has been a search engine optimization consultant since before there was Google. Today, <b data-author-id=\"9066\">Bruce Clay</b>, Inc., is a leading search marketing company providing SEO services and consulting, pay-per-click advertising management, content development, and social media marketing services. Learn more at bruceclay.com. <b data-author-id=\"34678\">Kristopher B. Jones</b> is the founder and former CEO of digital marketing agency and affiliate network Pepperjam, which he sold to eBay in 2009. He most recently founded three-time SEO agency of the year finalist LSEO.com and DIY Software company DoItYourselfSEO.com.</p>","authors":[{"authorId":9066,"name":"Bruce Clay","slug":"bruce-clay","description":"Bruce Clay has been a search engine optimization consultant since before there was Google. Today, Bruce Clay, Inc., is a leading search marketing company providing SEO services and consulting, pay-per-click advertising management, content development, and social media marketing services. Learn more at bruceclay.com.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9066"}},{"authorId":34678,"name":"Kristopher B. Jones","slug":"kristopher-b-jones","description":"Kristopher B. Jones is the founder and former CEO of digital marketing agency and affiliate network Pepperjam, which he sold to eBay in 2009. He most recently founded three-time SEO agency of the year finalist LSEO.com and DIY Software company DoItYourselfSEO.com.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/34678"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119837497 &quot;]}]\" id=\"du-slot-6266e1e8e8024\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119837497 &quot;]}]\" id=\"du-slot-6266e1e8e89d5\"></div></div>"},"articleType":{"articleType":"Cheat Sheet","articleList":[{"articleId":141130,"title":"SEO Checklist for On-Page Optimization","slug":"seo-checklist-for-on-page-optimization","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/141130"}},{"articleId":141132,"title":"Advanced Search Engine Operators for Power Searching","slug":"advanced-search-engine-operators-for-power-searching","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/141132"}},{"articleId":141131,"title":"Must-Know Server Status Codes for SEO","slug":"must-know-server-status-codes-for-seo","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/141131"}}],"content":[{"title":"SEO checklist for on-page optimization","thumb":null,"image":null,"content":"<p>Search engine optimization starts on your own website. Focus on ensuring that your content, server setup, and internal links communicate expertise and professionalism to search engines and visitors. Strive to make your website equal to your competitors first, and then focus on surpassing them. As you work to improve your website, stay organized by using this checklist to coordinate your SEO campaign:</p>\n<ul>\n<li>Do keyword research.</li>\n<li>Create a title tag.</li>\n<li>Create a meta description tag.</li>\n<li>Create heading tag(s) in hierarchical order, headline style.</li>\n<li>Have a minimum of 400 words of textual content.</li>\n<li>Include descriptive alt attributes on all images.</li>\n<li>Consistently use strong and bold tags ( and ).</li>\n<li>Use fully qualified links (begin all links with <em>https://</em>).</li>\n<li>Use a sitemap to outline silos.</li>\n<li>Never exceed 99 links on a page.</li>\n<li>Use text navigation, rather than image maps or JavaScript-based navigation.</li>\n<li>Externalize JavaScript/CSS code.</li>\n<li>Have a robots.txt file.</li>\n<li>Use web analytics tools to monitor traffic and ROI (return on investment).</li>\n<li>Create a privacy statement.</li>\n<li>Include contact information.</li>\n<li>Check server logs or webmaster tools for server errors.</li>\n<li>Use 301 redirects over 302 redirects.</li>\n<li>Test mobile usability of your site (with tools like Google’s Mobile-Friendly Test).</li>\n<li>Check Google Search Console for reported manual action penalties.</li>\n<li>Improve site speed and page experience using tools like Google PageSpeed Insights.</li>\n</ul>\n"},{"title":"Advanced search engine operators for power searching","thumb":null,"image":null,"content":"<p>Search engine optimization (SEO) requires some technical knowledge about how search engines work and how to research what makes sites rank and find out how your competitor sites are successful. The advanced search operators in this table show you how to filter search engine results to find just the information you’re looking for, including limiting your results to just a single site or getting back results where your keyword is used in a page title or URL.</p>\n<table width=\"672\">\n<tbody>\n<tr>\n<td>Google</td>\n<td>Bing</td>\n<td>Result</td>\n</tr>\n<tr>\n<td>cache:</td>\n<td></td>\n<td>Shows the version of the web page from Google’s cache.</td>\n</tr>\n<tr>\n<td></td>\n<td>contains:</td>\n<td>Finds web pages that contain links to a particular type of file (such as pdf, mp3). This function is unique to Bing.</td>\n</tr>\n<tr>\n<td>ext:</td>\n<td>ext:</td>\n<td>Returns only web pages with the file extension you specify (such as htm). Note: Bing includes this operator in its current list, but our tests could not produce reliable results.</td>\n</tr>\n<tr>\n<td>filetype:</td>\n<td>filetype:</td>\n<td>Finds results of a single type only (such as pdf).</td>\n</tr>\n<tr>\n<td></td>\n<td>info:</td>\n<td>Presents some information that Bing has about a web page such as related pages from the site, external pages talking about the page, and related results. This operator is not listed on the current Bing documentation, but our tests show that it continues to work.</td>\n</tr>\n<tr>\n<td>intext:</td>\n<td></td>\n<td>Shows pages that contain a specific word in their body text.</td>\n</tr>\n<tr>\n<td>intitle:</td>\n<td>intitle:</td>\n<td>Finds pages that include a specific word as part of the indexed title tag.</td>\n</tr>\n<tr>\n<td>allintitle:</td>\n<td></td>\n<td>Finds pages that include all query words as part of the indexed title tag.</td>\n</tr>\n<tr>\n<td>inurl:</td>\n<td></td>\n<td>Finds pages that include a specific keyword in their indexed URLs.</td>\n</tr>\n<tr>\n<td>allinurl:</td>\n<td></td>\n<td>Finds a specific URL in the search engine’s index. Also can be used to find pages whose URLs contain all the specified words.</td>\n</tr>\n<tr>\n<td></td>\n<td>inanchor:</td>\n<td>Finds web pages that use a specified keyword as anchor text in a link from the page.</td>\n</tr>\n<tr>\n<td></td>\n<td>inbody:</td>\n<td>Finds web pages that use a specified keyword in the body section of the page.</td>\n</tr>\n<tr>\n<td>related:</td>\n<td>related:</td>\n<td>Finds web pages that are similar to the specified web page.</td>\n</tr>\n<tr>\n<td>site:</td>\n<td>site:</td>\n<td>Restricts the search to pages within a particular domain and all its subdomains.</td>\n</tr>\n<tr>\n<td>*</td>\n<td>*</td>\n<td>Acts like a wildcard that can take the place of any word or phrase. Example: tallest * in the world</td>\n</tr>\n<tr>\n<td>–</td>\n<td>–</td>\n<td>Excludes results that contain the word following the minus sign. Place this operation at the end of your search query.</td>\n</tr>\n<tr>\n<td>“ ”</td>\n<td>“ ”</td>\n<td>Finds instances of the exact text within the quotation marks everywhere it appears in the search engine’s index.</td>\n</tr>\n</tbody>\n</table>\n"},{"title":"Must-know server status codes for SEO","thumb":null,"image":null,"content":"<p>Your hard work on search engine optimization (SEO) won’t matter if your server isn’t set up to properly deliver pages and codes to search engines and your customers. You have to keep your server happy and healthy. Use this table to diagnose server problems, sort out redirects, and ensure that everything is working as it should, and you’ll minimize SEO problems.</p>\n<table width=\"582\">\n<tbody>\n<tr>\n<td width=\"81\">Code</td>\n<td width=\"129\">Description</td>\n<td width=\"180\">Definition</td>\n<td width=\"192\">What It Means</td>\n</tr>\n<tr>\n<td width=\"81\">200</td>\n<td width=\"129\">OK</td>\n<td width=\"180\">The web page appears as expected.</td>\n<td width=\"192\">You want to see this status. Your server and web page have the welcome mat out for search engine spiders (and users, too).</td>\n</tr>\n<tr>\n<td width=\"81\">301</td>\n<td width=\"129\">Moved Permanently</td>\n<td width=\"180\">The web page has been redirected permanently to another web-page URL.</td>\n<td width=\"192\">When a search engine spider sees this status code, it moves easily to the appropriate new page. A 301 Redirect status doesn’t cause a problem for search engine optimization.</td>\n</tr>\n<tr>\n<td width=\"81\">302</td>\n<td width=\"129\">Found (Moved Temporarily)</td>\n<td width=\"180\">The web page has been moved temporarily to a different URL.</td>\n<td width=\"192\">This status should raise a red flag if you find it on your web server. Even though people claim legitimate uses for a 302 Redirect code, this code can cause serious problems for your optimization efforts. Spammers frequently use 302 Redirects maliciously, so if you don’t want a search engine mistaking your site for a spam site, avoid them.</td>\n</tr>\n<tr>\n<td width=\"81\">400</td>\n<td width=\"129\">Bad Request</td>\n<td width=\"180\">The server couldn’t understand the request because of bad syntax.</td>\n<td width=\"192\">A typo in the URL could cause this status. Whatever the cause, you don’t want to block a search engine spider from reaching your content pages, so investigate what’s causing this status code on your site.</td>\n</tr>\n<tr>\n<td width=\"81\">401</td>\n<td width=\"129\">Unauthorized</td>\n<td width=\"180\">The request requires user authentication.</td>\n<td width=\"192\">Usually, this status means that you need to log in before you can view the page content. Not a good error for spiders to hit.</td>\n</tr>\n<tr>\n<td width=\"81\">403</td>\n<td width=\"129\">Forbidden</td>\n<td width=\"180\">The server understood the request but refuses to fulfill it.</td>\n<td width=\"192\">If you find this status code on your website, find out why. If you want to block the spiders from entering, have a good reason.</td>\n</tr>\n<tr>\n<td width=\"81\">404</td>\n<td width=\"129\">Not Found</td>\n<td width=\"180\">The web page isn’t available.</td>\n<td width=\"192\">You see this error code as the Page Cannot Be Displayed page that appears when a web site is down or nonexistent. You definitely don’t want a spider following a link to your web site only to be greeted by a 404 error! That’s like visiting a house and finding the lights off and the doors locked. If your server check shows that you have a 404 error for one of your landing pages, fix it ASAP.</td>\n</tr>\n<tr>\n<td width=\"81\">500 and up</td>\n<td width=\"129\">Miscellaneous server errors</td>\n<td width=\"180\">The 500–505 status codes indicate that something’s wrong with your server. Check them out.</td>\n<td width=\"192\"></td>\n</tr>\n</tbody>\n</table>\n<p>&nbsp;</p>\n"}],"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"One year","lifeExpectancySetFrom":"2022-01-07T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":207458},{"headers":{"creationTime":"2018-12-19T20:55:53+00:00","modifiedTime":"2022-04-13T19:42:51+00:00","timestamp":"2022-04-14T00:01:04+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"YouTube Marketing For Dummies Cheat Sheet","strippedTitle":"youtube marketing for dummies cheat sheet","slug":"youtube-marketing-for-dummies-cheat-sheet","canonicalUrl":"","seo":{"metaDescription":"Like and subscribe are important, but what about SEO and managing comments? Learn how to have a successful YouTube marketing plan here.","noIndex":0,"noFollow":0},"content":"YouTube has a lot of options to offer a marketer — so much so, it can feel overwhelming, making it hard to know where to start. The top questions from marketers at companies big and small come up time and again. This cheat sheet aims to answer some of your common queries about YouTube marketing and give you a few easy jumping off points to reach your target audience.","description":"YouTube has a lot of options to offer a marketer — so much so, it can feel overwhelming, making it hard to know where to start. The top questions from marketers at companies big and small come up time and again. This cheat sheet aims to answer some of your common queries about YouTube marketing and give you a few easy jumping off points to reach your target audience.","blurb":"","authors":[{"authorId":19131,"name":"Will Eagle","slug":"will-eagle","description":"Will Eagle has made a career out of digital marketing. He was a business strategist for Google and Pinterest, specifically assisting large clients in creating and executing YouTube marketing plans. Eagle has also worked for leading marketing firms and has been a guest lecturer at several universities. He is currently the vice president of strategy and marketing at Collab.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/19131"}}],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":33616,"title":"YouTube","slug":"youtube","_links":{"self":"https://dummies-api.dummies.com/v2/categories/33616"}},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[],"relatedArticles":{"fromBook":[{"articleId":258541,"title":"How to Use YouTube as a Marketing Channel","slug":"how-to-use-youtube-as-a-marketing-channel","categoryList":["technology","social-media","youtube"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/258541"}}],"fromCategory":[{"articleId":274041,"title":"How to Build Seasonal Gamification Marketing Campaigns","slug":"how-to-build-seasonal-gamification-marketing-campaigns","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274041"}},{"articleId":274036,"title":"Build Loyalty Rewards into Your Gamification Model","slug":"build-loyalty-rewards-into-your-gamification-model","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274036"}},{"articleId":274031,"title":"Gamification Models","slug":"gamification-models","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274031"}},{"articleId":274024,"title":"Gamification Marketing: Use a Unique Hashtag","slug":"gamification-marketing-use-a-unique-hashtag","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274024"}},{"articleId":274018,"title":"Gamification Marketing: User Rewards and Achievements","slug":"gamification-marketing-user-rewards-and-achievements","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274018"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":281907,"slug":"youtube-marketing-for-dummies","isbn":"9781119541349","categoryList":["technology","social-media","youtube"],"amazon":{"default":"https://www.amazon.com/gp/product/1119541344/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/1119541344/ref=as_li_tl?ie=UTF8&tag=wiley01-20","indigo_ca":"http://www.tkqlhce.com/click-9208661-13710633?url=https://www.chapters.indigo.ca/en-ca/books/product/1119541344-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/1119541344/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/1119541344/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/youtube-marketing-for-dummies-cover-9781119541349-203x255.jpg","width":203,"height":255},"title":"YouTube Marketing For Dummies","testBankPinActivationLink":"","bookOutOfPrint":false,"authorsInfo":"\n <p><b data-author-id=\"19131\">Will Eagle</b> spent four years at Google creating brand and marketing strategies that leverage YouTube. He assisted <i>Fortune</i> 500 clients in developing and executing their plans. He has lent his talents to several leading marketing firms and has been a guest lecturer at various universities. \t </p>","authors":[{"authorId":19131,"name":"Will Eagle","slug":"will-eagle","description":"Will Eagle has made a career out of digital marketing. He was a business strategist for Google and Pinterest, specifically assisting large clients in creating and executing YouTube marketing plans. Eagle has also worked for leading marketing firms and has been a guest lecturer at several universities. He is currently the vice president of strategy and marketing at Collab.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/19131"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119541349&quot;]}]\" id=\"du-slot-62576440de724\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119541349&quot;]}]\" id=\"du-slot-62576440dec63\"></div></div>"},"articleType":{"articleType":"Cheat Sheet","articleList":[{"articleId":258532,"title":"How to Positively Participate in YouTube Comments","slug":"","categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/258532"}},{"articleId":258535,"title":"How to Optimize Your YouTube SEO","slug":"","categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/258535"}},{"articleId":258538,"title":"How to Get More YouTube Clicks with Thumbnails and Titles","slug":"","categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/258538"}},{"articleId":258541,"title":"How to Use YouTube as a Marketing Channel","slug":"how-to-use-youtube-as-a-marketing-channel","categoryList":["technology","social-media","youtube"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/258541"}},{"articleId":258544,"title":"How to Manage Negative YouTube Video Comments","slug":"","categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/258544"}},{"articleId":258547,"title":"How to Create Viral YouTube Videos","slug":"","categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/258547"}}],"content":[{"title":"How to positively participate in YouTube comments","thumb":null,"image":null,"content":"<p>Many people think of YouTube as a video site or a search engine, but YouTube is also a social media channel and community site, with an active and engaged base of people liking, sharing, and commenting on videos. Scroll down to the area beneath almost any video on YouTube, and you see a list of comments and the ability to add your own comment.</p>\n<p>Popular YouTubers often encourage their fans to comment on their videos, asking them to tell them what they liked about their video, what they didn’t like, what they want to see next. YouTubers also answer questions to encourage fan engagement. Similarly, marketers can make use of comments, sourcing input from your audience.</p>\n<p>Set aside some time each day to look through new comments on your videos and respond as required. When participating in comments, you should</p>\n<ul>\n<li><strong>Aim to create a rapport with your audience by being personable and approachable.</strong> You can thumbs-up comments you like or add a heart to your favorite comments.</li>\n<li><strong>Pin a comment to the top.</strong> You can pin a comment so it appears at the top of the comments section. It can be your own or a fan’s, and can be a helpful way to ensure an important comment is seen first.</li>\n<li><strong>Address questions clearly and comprehensively.</strong> You can point people to other resources outside of YouTube if that helps.</li>\n<li><strong>Keep it fun and light.</strong> Trying using things like emojis in your comments but don’t overdo it.</li>\n<li><strong>Keep it professional.</strong> Even though you’re aiming for a casual and fun style of engagement, keep the balance of professionalism in check.</li>\n<li><strong>Respond in a timely manner.</strong> Whenever you can, respond promptly, even if it’s to let the commenter know that you’ll get back to them later with more information, such as when you need to research a response to a customer service query.</li>\n<li><strong>Don’t ignore any comments that ask a question.</strong> If you get the same questions over and over, you can make videos or resources that address those questions.</li>\n</ul>\n"},{"title":"How to optimize your YouTube SEO","thumb":null,"image":null,"content":"<p>A common question is how you, as a YouTube marketer, can maximize the search engine optimization (SEO) for your videos and YouTube channel. YouTube marketers are keen to know the secrets of SEO because the promise is lots of video views without needing to pay for media. In addition, the reality of YouTube is that most people will be finding your videos by having searched for them, so ensuring that you’ve done everything to increase your chances of being found is crucial.</p>\n<p>A lot of YouTube marketers may have experience with SEO for Google’s search engine, but YouTube and its algorithm work differently. With Google, to move up in the ranks, your website needs to be technically crafted in the most search engine-friendly and accessible way, contain great quality content, and have links from lots of third-party websites pointing to it. With YouTube, you aren’t creating a website, and you aren’t necessarily linking people to your videos from lots of other websites. It’s more of a self-contained experience, and all you’re doing is making great content. So, how do you maximize your video SEO?</p>\n<p>You need to remember three key dimensions for YouTube SEO.</p>\n<h2>Fullness of features</h2>\n<p>When you create a channel and upload your videos, YouTube offers you all of the clues you need in order to maximize your video SEO. Every piece of functionality is there for a reason, so ensure you complete every input box, check every option, use every tool and feature available.</p>\n<p>It’s easy to be lazy when uploading a video, ignoring some of the optional fields, but this is a mistake. YouTube wants your help in understanding how to categorize and understand your video, and how you’d like it presented to possible viewers. So, use every single feature every single time.</p>\n<h2>Quality of content</h2>\n<p>YouTube is only ever concerned with one thing: great videos that people want to watch lots of. That’s why the metric of <em>watch time</em> is the most important metric for success. If someone abandons your video early on, it likely won’t be surfaced in the search results. If people watch most of your video, it’ll have a greater chance of being shown to more people. Look at your watch time report in your channel’s analytics and especially look at your Audience Retention report to see where people stop watching your videos.</p>\n<p>If you always focus on making better performing videos against these metrics, your videos will be discovered more in search results.</p>\n<p>Try this now: Search for a how-to video on any topic. You’ll see a list of results, some of which have more views than others, and yet videos with fewer views may be listed first or higher on the search results page. Those videos have more watch time and better audience retention. It’s not all about the views; it’s about the quality of the content.</p>\n<h2>Consistency of growth</h2>\n<p>YouTube wants to reward channels that have more than just one good video, so consistently uploading videos and growing your core metrics, such as watch time and subscribers, can help your videos appear more in the search results pages.</p>\n<p>Subscribers are a great indicator of consistency of your channel’s growth. For example, YouTube shows your videos on the homepage of your subscribers, and the SEO benefit may be that your videos surface in the search results more to those who have subscribed and to people who are similar to your subscribers. YouTube is always running experiments to determine “If you liked this video, you might like this video.”</p>\n<p>So, give people more content so they subscribe to you and demonstrate to YouTube’s algorithm that your channel is consistently growing and delivering a great experience. It’s likely you’ll be rewarded by being served up in the search results more.</p>\n"},{"title":"How to get more YouTube clicks with thumbnails and titles","thumb":null,"image":null,"content":"<p>The single most important thing beyond making a great YouTube video is to make sure that you have the best possible thumbnail and title. Think of how you use YouTube. Whether you’re on your computer or your phone, you’re scanning YouTube’s homepage or the search results for what you think will be the best video for what you’re interested in at that moment. The thumbnail and the title are the two most important pieces of information helping you in making that decision to click.</p>\n<p>What works for your videos when it comes to thumbnails and titles depends entirely on what your video is about and who you want to attract, but, you can quickly start to figure out what works well by testing different options.</p>\n<p>For your thumbnails, choose a visual that is a clear representation of what your video is about. The visual should be easily visible when it’s small, such as when it’s being viewed on a mobile device. Thumbnails that feature people’s faces, animals, and bright contrasting colors tend to stand out.</p>\n<p>The easiest way to decide what your thumbnail should be is to search for a video similar to yours. Look at all of the thumbnails that YouTube displays and see which ones you are most enticed to click on. Ask yourself why you were drawn to that thumbnail. You can also look for patterns and trends in people’s thumbnails and borrow from their conventions. A popular approach is to include some text within the thumbnail to give some extra information that encourages the click.</p>\n<p>Titles are equally important. People are often searching YouTube by entering text, so having a title that more closely matches what they searched for may increase a thumbnail’s chances of being clicked. A common mistake is that marketers don’t spend enough time thinking about what someone may search for — specifically, what words they may use.</p>\n<p>Matching your title to what people are searching for is a great signal that you’re the best answer to their need. An easy way to determine the best possible title is to search for similar videos and see how other people have titled theirs. If you can borrow from their approach but also improve it, your title can win the clicks, beating out other videos.</p>\n"},{"title":"How to use YouTube as a marketing channel","thumb":null,"image":null,"content":"<p>You have a lot of choices with YouTube, and to use the channel effectively as a marketing tool, you do not need to do everything. All you need to do is make a choice about how you want to use YouTube. If anyone else in any other department asks you why you aren’t doing something else on YouTube, you can explain the rationale behind your choice. After all, only so many hours, so much budget, and so many resources are available. The goal is never simply to have a YouTube strategy or even a video strategy; the goal is to determine whether YouTube videos are efficient options to help you deliver to your business goals. With that in mind, understanding how to use YouTube as a marketing channel boils down into four streams.</p>\n<h2>Just run some ads</h2>\n<p>You don’t need a full content strategy where you upload videos every week to your YouTube channel if you don’t think that will help deliver your business goals or if you don’t have the resources. Instead, you can create simple video ads and use the Google Ads tool to run them on YouTube. You have lots of great options when you set up your campaign to make sure that it’s efficient, and you’ll get tons of great insights from looking at your results. It’s as simple as that. Just run some ads on YouTube. Don’t worry about the rest if you don’t have to.</p>\n<h2>Benefit from association</h2>\n<p>There are two ideas as to how you can benefit from association.</p>\n<p>The first is if you like to control where your ads run because context is important to you, you can run your video ads on YouTube with a detailed level of sophistication to control your placement. You can get specific with the context of where and when your ads will run.</p>\n<p>The second is that if you’re the kind of marketer who cares about sponsorships, affiliations with celebrities, or other brands because you want to benefit from the association, you can work with YouTubers and channels with established audiences.</p>\n<p>In both of these cases, YouTube offers you more control and opportunities than just running ads, so if you’re a more advanced marketer, use YouTube as a channel where you maximize the benefits of association.</p>\n<h2>Become your own content creator</h2>\n<p>If you have the budget and resources available, and if you are confident that creating content can help drive your marketing and business goals, then you can start to create your own content. Most businesses should start by making help videos, those how-to videos that people will find when they search YouTube.</p>\n<p>If you need to provide customer service, video is a great tool to use because it answers the same question many times without requiring more effort from your customer service team.</p>\n<p>If you are an authority on something with a credible brand, you have every right to make content on the topic at hand.</p>\n<p>If you’re doing something special, if you have a unique story to tell, if you want to be a cultural contributor, or any other motivation of creating content, you can use YouTube as a content marketing channel, so become your own content creator.</p>\n<h2>Go all out and make it your focus</h2>\n<p>YouTube can be a business opportunity in itself. You can create content, grow your audience of fans and subscribers, and start to make money from sharing in the ads YouTube runs against your channel. YouTubers have made millions each year from this model, and there is no real barrier to entry. All you need to do is start creating content, so, go all out and make creating videos and YouTube your focus.</p>\n"},{"title":"How to manage negative YouTube video comments","thumb":null,"image":null,"content":"<p>Sometimes negative comments appear against your YouTube videos. One of the unfortunate realities of comments on YouTube, and indeed comments on any social media sites, is that people feel a sense of freedom to say unpleasant things that they may not normally say in real life. People can be unnecessarily critical, offensive, and worst of all, they can express sentiment that could be considered hate speech. You can address negative comments on your YouTube videos in several ways.</p>\n<h2>Don’t feed the trolls</h2>\n<p>A <em>troll,</em> and the act of trolling, is when someone is commenting to provoke or annoy you or other people commenting, and a popular adage on the Internet is “Don’t feed the trolls.” The idea here is that you simply don’t respond, because responding gives the troll attention, and attention is the fuel for them to continue trolling even more. Don’t take the bait, and the troll will go away. It may be tempting to delete the comment, but that’s just another way you can feed the trolls. Essentially, you’d be censoring someone, and that’s just as bad as trolling.</p>\n<h2>Respond to valid but unpleasant criticism</h2>\n<p>Some comments on your YouTube videos, while critical and perhaps presented in an aggressive way, are worthy of response. Unlike a troll, who is looking to goad you at all costs, you may find criticism that, once you strip away the unpleasantness of its delivery, has at the heart of it a question or comment you’d like or need to address. In this scenario:</p>\n<ul>\n<li><strong>Don’t respond immediately, especially if you’re feeling affected by the comment.</strong> Instead, return to it later when you’ve had a chance to cool down.</li>\n<li><strong>Keep your answer short but address the points raised as best you can</strong>. Stick to the facts.</li>\n<li><strong>Take the high ground and don’t respond in kind with criticism. </strong>“Kill them with kindness” is another adage that works well here.</li>\n<li><strong>Retain your professionalism.</strong> If you’re representing your company, be polite and professional at all times.</li>\n</ul>\n<h2>Report inappropriate comments</h2>\n<p>Some comments cross the border of acceptability, and YouTube has a comprehensive policy detailing what they consider against community guidelines. If you think a comment is inappropriate, you can use the flagging feature to submit the content for review by YouTube staff. When you flag something, it won’t be removed immediately, as it must be reviewed by a YouTube team member first who will determine whether it violates their policies.</p>\n"},{"title":"How to create viral YouTube videos","thumb":null,"image":null,"content":"<p>Viral videos, those videos that take the world by storm being spread far and wide such that they are seen by millions of people, are something of a myth.</p>\n<p>The science of viral marketing doesn’t work the way most marketers think it works. Creating a video, posting it online, sharing it with a few friends, and asking them to pass it on in the hopes it’ll go viral rarely, if ever, works in reality.</p>\n<p>Indeed, it’s questionable whether marketers should be concerned with creating viral content in the first place. If millions see your video, but you don’t sell any more of your product, then what will you have achieved? Nothing important.</p>\n<p>Viral videos aren’t an advisable focus for any marketer when it comes to YouTube, but having said that, if you want to maximize the shareability of a video, there are some things to keep in mind:</p>\n<ul>\n<li><strong>The story:</strong> Research studies consistently find that the most shareable and viral videos tend to be stories where you create a deep emotional response in the audience. For example, videos that tell stories of personal triumph in the face of adversity. People are more likely to share these types of videos when they make them feel something that is a part of the universal human experience. This makes sense, because viral videos are shared beyond their country of origin, going beyond just your local culture, and instead tapping into something everyone on planet Earth can relate to. If you’re going to make a viral video, make sure you tug on the emotional heart strings. If you can do so without using dialogue, it’s even better, because telling a story with just visuals will increase its chances of being enjoyed by everyone regardless of the language they speak.</li>\n<li><strong>Seed money:</strong> If you want your viral video to have a chance at successfully taking off, you will need to use some paid advertising budget to seed the video with people. When you post your video on YouTube, there’s no guarantee anyone will see it, so using paid media helps get your video in front of people. It also gives you early results as to whether people watch it, where they drop off, whether they share it, and their general reaction in the comments. You may find you’ve created something exceptional, with your paid media enabling the video to start to get traction under its own steam.</li>\n<li><strong>The ten-word test for shareability:</strong> A viral video is a video that many people share to many more people, so a great test is the ten-word test. When you’re creating the idea for your video, or even if you’ve already made it, ask yourself, “What are the ten words I’d use to describe this video when sharing it with a friend?” If those ten words are compelling enough that you think the person receiving the video is likely to watch it, then you’ve done a good job of creating something that has viral potential. If you can’t convince someone with those ten words to watch your video, then it’s likely the video won’t be a big hit. Take a look at the YouTube Trending page for some inspiration. It’s not quite the same as a list of viral videos, but it does show what people are interested in watching at that moment in time, which can be helpful to consider when you’re asking yourself if people will share the video you’ve made.</li>\n</ul>\n"}],"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"One year","lifeExpectancySetFrom":"2022-04-13T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":258550},{"headers":{"creationTime":"2020-03-20T22:13:31+00:00","modifiedTime":"2022-04-12T20:25:53+00:00","timestamp":"2022-04-13T00:01:05+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Growth Hacking For Dummies Cheat Sheet","strippedTitle":"growth hacking for dummies cheat sheet","slug":"growth-hacking-for-dummies-cheat-sheet","canonicalUrl":"","seo":{"metaDescription":"Use the information in this Cheat Sheet to help you find scalable, repeatable, and sustainable ways to grow your business.","noIndex":0,"noFollow":0},"content":"<em><a href=\"https://www.dummies.com/business/marketing/what-is-growth-hacking/\" target=\"_blank\" rel=\"noopener\">Growth hacking</a></em> is the process of continually and rapidly testing, across the customer journey, to learn about activities that can be systemized as processes to grow the value that a business provides its customers.\r\n\r\nA <em>growth hacker is</em> a person whose true north is growth. Everything they do is scrutinized by its potential impact on scalable growth. It is this person’s job to find scalable, repeatable, and sustainable ways to grow the business. This cheat sheet can help.","description":"<em><a href=\"https://www.dummies.com/business/marketing/what-is-growth-hacking/\" target=\"_blank\" rel=\"noopener\">Growth hacking</a></em> is the process of continually and rapidly testing, across the customer journey, to learn about activities that can be systemized as processes to grow the value that a business provides its customers.\r\n\r\nA <em>growth hacker is</em> a person whose true north is growth. Everything they do is scrutinized by its potential impact on scalable growth. It is this person’s job to find scalable, repeatable, and sustainable ways to grow the business. This cheat sheet can help.","blurb":"","authors":[{"authorId":33348,"name":"Anuj Adhiya","slug":"anuj-adhiya","description":"Anuj Adhiya learned growth hacking as a community moderator and then director of engagement and analytics at GrowthHackers (founded by Sean Ellis, who coined \"growth hacking\"). He's mentored and coached a number of startups on the growth methodology at Harvard Innovation Labs & Seedstars. He's the VP of growth at Jamber.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/33348"}}],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[],"relatedArticles":{"fromBook":[{"articleId":269657,"title":"Growth Hacking: Conducting a Growth Audit","slug":"growth-hacking-conducting-a-growth-audit","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/269657"}},{"articleId":269649,"title":"Understanding Customer Journey Frameworks in the Context of Growth Hacking","slug":"understanding-customer-journey-frameworks-in-the-context-of-growth-hacking","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/269649"}},{"articleId":269642,"title":"Growth Hacking versus Other Marketing Strategies","slug":"growth-hacking-versus-other-marketing-strategies","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/269642"}},{"articleId":269639,"title":"22 Resources Where You Can Learn More about Growth Hacking","slug":"22-resources-where-you-can-learn-more-about-growth-hacking","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/269639"}},{"articleId":269635,"title":"10 Things to Watch Out For During the Growth Hacking Process","slug":"10-things-to-watch-out-for-during-the-growth-hacking-process","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/269635"}}],"fromCategory":[{"articleId":274041,"title":"How to Build Seasonal Gamification Marketing Campaigns","slug":"how-to-build-seasonal-gamification-marketing-campaigns","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274041"}},{"articleId":274036,"title":"Build Loyalty Rewards into Your Gamification Model","slug":"build-loyalty-rewards-into-your-gamification-model","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274036"}},{"articleId":274031,"title":"Gamification Models","slug":"gamification-models","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274031"}},{"articleId":274024,"title":"Gamification Marketing: Use a Unique Hashtag","slug":"gamification-marketing-use-a-unique-hashtag","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274024"}},{"articleId":274018,"title":"Gamification Marketing: User Rewards and Achievements","slug":"gamification-marketing-user-rewards-and-achievements","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274018"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":282256,"slug":"growth-hacking-for-dummies","isbn":"9781119612131","categoryList":["business-careers-money","business","marketing"],"amazon":{"default":"https://www.amazon.com/gp/product/1119612136/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/1119612136/ref=as_li_tl?ie=UTF8&tag=wiley01-20","indigo_ca":"http://www.tkqlhce.com/click-9208661-13710633?url=https://www.chapters.indigo.ca/en-ca/books/product/1119612136-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/1119612136/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/1119612136/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/growth-hacking-for-dummies-cover-9781119612131-203x255.jpg","width":203,"height":255},"title":"Growth Hacking For Dummies","testBankPinActivationLink":"","bookOutOfPrint":true,"authorsInfo":"\n <p><b data-author-id=\"33348\">Anuj Adhiya</b> learned growth hacking as a community moderator and then director of engagement and analytics at GrowthHackers (founded by Sean Ellis, who coined \"growth hacking\"). He's mentored and coached a number of startups on the growth methodology at Harvard Innovation Labs & Seedstars. He's the VP of growth at Jamber.</p>","authors":[{"authorId":33348,"name":"Anuj Adhiya","slug":"anuj-adhiya","description":"Anuj Adhiya learned growth hacking as a community moderator and then director of engagement and analytics at GrowthHackers (founded by Sean Ellis, who coined \"growth hacking\"). He's mentored and coached a number of startups on the growth methodology at Harvard Innovation Labs & Seedstars. He's the VP of growth at Jamber.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/33348"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119612131&quot;]}]\" id=\"du-slot-625612c13e17a\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119612131&quot;]}]\" id=\"du-slot-625612c13e703\"></div></div>"},"articleType":{"articleType":"Cheat Sheet","articleList":[{"articleId":0,"title":"","slug":null,"categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/"}}],"content":[{"title":"The basic growth hacking process","thumb":null,"image":null,"content":"<p>Before you think about growing anything, you must have a product that is growable. In other words, you must have validated the need for your product first (popularly known as <em>product-market fit</em>). You have no business (literally and figuratively) growing something that you have not confirmed, through testing and learning, that it’s something people want.</p>\n<p class=\"article-tips tip\">Check out this <a href=\"https://pmfsurvey.com/\" target=\"_blank\" rel=\"noopener\">survey</a> to help you qualitatively ascertain how close to product-market fit you might be.</p>\n<p>Even before you get to product-market fit, you must know — or at least have a hypothesis for — the value your product provides. This starting point for all growth hacking activities serves as the first part of the growth hacking process. The process can be summarized as follows:</p>\n<p><strong>1. Identify your North Star Metric (NSM)</strong></p>\n<p style=\"padding-left: 40px;\">The NSM is the number that quantifies the value your product provides to your users or customers. Every product will have its own NSM because every product provides value differently. (Google provides value through search results, for example, whereas Lyft provides value with rides on demand).</p>\n<p><strong>  2. Analyze your growth model.</strong></p>\n<p style=\"padding-left: 40px;\">If every product provides value differently, then the way to grow every product also cannot be the same. Too many different variables are at play. So, you must understand what the customer journey looks like to be able to identify all the points within it that contribute to growth. (The <em>customer journey,</em> put simply, is the collection of interactions between your company and a customer over the duration of your relationship.) This analysis is based on quantitative and qualitative data to help you understand key points within the customer journey that represent the biggest opportunity you could exploit or the problem that, if you were to tackle it, could potentially lead to greater growth.</p>\n<p><strong>  3. Set objectives.</strong></p>\n<p style=\"padding-left: 40px;\">After you know what part of the customer journey you’ll focus on, set an objective on which to focus tests. Set a time frame of 30 to 90 days in which to test so that you can better understand the impact of your tests on your NSM. If NSMs are your long-term goal, then your objectives are your short-term goals. The quantification of any objective becomes your One Metric That Matters (OMTM).</p>\n<p> <strong> 4. Build a backlog of ideas to test.</strong></p>\n<p style=\"padding-left: 40px;\">After you know what your objectives are, you need to come up with ideas — hypotheses, really — to test. Hopefully, coming up with new ideas is an ongoing process on your team, but every new objective presents opportunities to think anew about what options might be tried. Everybody on the team (and in the broader company) should be encouraged to contribute ideas to test.</p>\n<p> <strong> 5. Prioritize ideas to test.</strong></p>\n<p style=\"padding-left: 40px;\">After you have a list of things you can try; you need to identify which ones might have the greatest potential. You can use any number of prioritization frameworks from the simple ICE (Impact, Confidence, Ease) score or others that require more data inputs that will help you pick the ideas with the best potential.</p>\n<p>  <strong>6. Test your ideas.</strong></p>\n<p style=\"padding-left: 40px;\">More than anything else, growth hacking is about learning quickly what works and doesn’t work. So, when you test ideas, you perform a minimum viable test to learn whether it’s worth your while to continue testing in that area. This means constructing your test correctly with respect to hypotheses, any design, copy, engineering, and measurement specifications as appropriate and then launching the test effectively.</p>\n<p style=\"padding-left: 40px;\">There are two types of tests: one where you find out what works, and another where you do more of what’s working to make it even better. Your first test where you’re trying to learn where to focus will be where you make big changes and gauge the impact. If you see promise in the results, you then make smaller changes around the area you made a big change to home in on specifics, that if you changed will be responsible for the positive results becoming even greater.</p>\n<p style=\"padding-left: 40px;\">When anyone talks about testing, it’s always in the context of making a change to something, putting both versions in front of similar populations, and then observing the results of that change. That new version that includes the change is called a variant. Such tests are commonly referred to a A/B tests or split tests.</p>\n<p style=\"padding-left: 40px;\">Popular testing tools, like Google Optimize or Optimizely make running tests easy.</p>\n<p> <strong> 7. Analyze your tests.</strong></p>\n<p style=\"padding-left: 40px;\">Tests that you don’t learn from are useless. As soon as you have enough data, analyze your tests to glean the insights those tests have provided. You generally have three possible results:</p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>Won: </strong>At least one tested variant showed a statistically significant positive improvement for the primary goal (and other goals, as applicable) over the original.</li>\n<li><strong>Lost: </strong>All tested variants showed statistically significant negative differences for the primary goal (and other goals, as applicable) compared to the original.</li>\n<li><strong>Inconclusive: </strong>All tested variants showed about the same performance — no statistically significant positive or negative improvement for the primary goal (and other goals, as applicable) over the original, in other words.</li>\n</ul>\n</li>\n</ul>\n<p style=\"padding-left: 40px;\">You’re trying to understand why a test worked or didn’t work or was inconclusive. What can you take away from the insights gained that you can apply to the next set of tests, irrespective of whether the answer is to double down on something that seems to work or move in a different direction?</p>\n<p>  <strong>8. Systemize what works.</strong></p>\n<p style=\"padding-left: 40px;\">To capitalize on tests that have worked, you need to make them part of how you operate moving forward. Depending on the kind of test, you can do this in one of two ways: Make the change you tested part of your product by coordinating with the product development team or, if the test was a result of multiple steps — like generating content — create a process that represents a playbook that anyone can repeat in order to achieve similar results.</p>\n<p>Since growth never ends, growth hacking is a continual process. As you continue testing against an objective and understand more about whether you’ve extracted the most gain from that opportunity, you’ll make decisions on whether to continue testing where you have been or to evaluate your growth model for new areas of opportunity and repeat the process over again,</p>\n<p class=\"article-tips remember\">The greatest growth hack you’ll find is building a culture of testing and learning. Creating such a culture is incredibly hard, and if you can pull it off, you’ll have put yourself in a position to provide even greater value to your customers than your competition can.</p>\n"},{"title":"Key responsibilities of a growth lead","thumb":null,"image":null,"content":"<ul>\n<li>Understanding your NSM and building out a model for your product to grow.</li>\n<li>Choosing which part of the growth model the company should focus on.</li>\n<li>Not only managing the regular work of the testing process but also engaging cross-functional teams to participate in the program and creating a culture of learning companywide.</li>\n</ul>\n<p>When you’re first getting a growth team off the ground — especially when you&#8217;re doing that at a start-up in its very early stages — the “head of growth” is likely to be the CEO or a founder. At other times, it’s a product leader or even the first marketer. But as the company grows, they will need other people dedicated to growth that may include a growth engineer, a growth designer, a marketing specialist, and a data analyst. Likely the growth engineer will be the first person that may be needed to implement impactful tests more quickly.</p>\n"},{"title":"Who do growth teams answer to?","thumb":null,"image":null,"content":"<p>Research has shown that two major reporting structures exist for growth teams:</p>\n<ul>\n<li>Independent-led model (Facebook, Uber) where the growth team is its own department and reports to a senior executive, who reports directly to the CEO.</li>\n<li>Functional model (LinkedIn, Dropbox): where the growth team reports to the senior executive in charge, often, of product management</li>\n</ul>\n<p>There is no significant difference between the impact of picking between the two models. Essentially, the model you pick is more a function of your company culture than anything else.</p>\n<h3>The customer journey</h3>\n<p>The customer journey is the path that someone who knows nothing about your product takes in order to find — and then use — your product. Visualizing the this for your product lays the foundation for you to collect data and audit the current state of your product’s growth. The two customer journey frameworks I’ve found to be most useful when getting started are the Pirate Metrics and Marketing Hourglass frameworks. They’re both slightly different but allow you to ask the same questions.</p>\n<ul>\n<li>How are your prospective customers finding out about your product?</li>\n</ul>\n<p style=\"padding-left: 40px;\">Will people finding out be a function of paid marketing that raises awareness or more organic means based on their needs or a combination of the two? What channels work best?</p>\n<ul>\n<li>What convinces your prospective customer of the value of your product?</li>\n</ul>\n<p style=\"padding-left: 40px;\">What is the sequence of steps or actions that makes the lightbulb go off in your future customer’s head that your product is the one they need to achieve their goals? What is that “aha moment”?</p>\n<ul>\n<li>How do your customers continue experiencing the value of your product?</li>\n</ul>\n<p style=\"padding-left: 40px;\">What is the mechanism by which you build the habit for your product with more people so that they cannot live without your product? Cohort analysis, where you break up users into groups based on similar characteristics like when they signed up or what marketing channel they came from and look at how they behave to understand if certain characteristics correlate better to being retained as a user or not.</p>\n<ul>\n<li>What gets your customers to talk about your product with others?<br />\nPeople trust recommendations now more than ever. How do you convert your fans into a marketing channel that will attract more people that will find value in your product? How do you make it easy for them to talk about you?</li>\n<li>What gets your customers to pay for your product?</li>\n</ul>\n<p style=\"padding-left: 40px;\">Here you draw correlations between feature usage and the value those features deliver with hypothesis for pricing and test that quantitatively and qualitatively to find out the sweet spot at which paying for your product becomes a no-brainer.</p>\n<p>Analytics tools that allow you to get an aggregate picture of the customer journey (e.g., Google Analytics) and at an individual user level (e.g. Amplitude) will be critical to understanding your customer journey and steps within it that hold the greatest promise for growth, or what may be blocking it. Understanding this allows you to run tests to understand how to capitalize on this information to move users towards experiencing the value of your product more often.</p>\n<h3>Manage the growth process</h3>\n<ul>\n<li><strong>Weekly Routine:</strong></li>\n</ul>\n<p style=\"padding-left: 40px;\">When you&#8217;re just starting out and you’re trying to build the habit of weekly (or bi-weekly) testing, don’t make the effort too difficult for yourself. Start with the goal of getting a single test launched every week. It may help to start with “easy” tests that you can do on your own — changes in website copy, for example, or email subject lines — to learn how to construct a test properly with the right hypotheses and to analyze them correctly.</p>\n<p style=\"padding-left: 40px;\">As you become more comfortable running one test every week, add more tests, understand what prevents you from launching more and address those issues, sometimes with assistance from senior management (see the next section for more on this), until you can establish a testing routine of 3+ test per week.</p>\n<p style=\"padding-left: 40px;\">Host a growth meeting every week (or bi-weekly) attended by the growth team and all major stakeholders or department leads. Its purpose is to look at the company’s North Star Metric trend, objective metrics, tests launched since the last meeting and learnings from completed tests to understand why the numbers are the way they are and what needs to be done next. Every meeting has a set agenda and format focused on learning to keep everyone on track and make the most of the meeting. Use a central, shared space that can host the backlog of ideas, key metrics, status of tests and learnings and create the expectation that everyone attending the meeting should be familiar with these items before attending growth meetings for them to be as productive as possible.</p>\n<ul>\n<li><strong>Monthly Routine:</strong></li>\n</ul>\n<p style=\"padding-left: 40px;\">The 30-day mark is a great point at which to reevaluate whether there’s a meaningful movement in your objective metrics and your NSM to continue the current testing focus. If you see a positive sign, continue testing for another 30 days and re-evaluate. Repeat this until you get to the 90-day mark. In most cases, you will have squeezed out the majority of the big gains from your area of focus by this time and will have to make a call on whether it&#8217;s worth continuing testing for small gains or move to another focus area that may hold larger gains.</p>\n<ul>\n<li><strong>Quarterly Routine:</strong></li>\n</ul>\n<p style=\"padding-left: 40px;\">The health of your growth process is a function of how many tests you launch week after week, your learning rate, your win rate, and how well you enable your team for success.</p>\n<p style=\"padding-left: 40px;\">You should be able to tell is whether you’ve been able to run more tests over time. If you’ve been able to do this, it also means that you’ve been able to generate more ideas as a team.</p>\n<p style=\"padding-left: 40px;\">As you run more tests, you’ll gain more insights and collect more data. As your learning rate increases, your hypotheses for follow-on tests should become more accurate.</p>\n<p style=\"padding-left: 40px;\">As you grow comfortable with testing, you may find that people on the team need to develop newer skills, or that you need someone else to join the team to become even more efficient. Similarly, you’ll find that you need more tools and technology to develop better insights and reporting as you run more tests and discover new opportunities. So, part of this exercise is also being open to optimizing your team’s capabilities on an ongoing basis.</p>\n<h3>Get Everyone in the Company to Participate</h3>\n<p>It’s not an understatement to say that if your growth team is going to gain acceptance and succeed at what it does, it’s because your team excels at sharing the insights it gains with the rest of the company. The trick to getting everyone in the company excited about this lies in making sure the CEO and the executive team are excited about the growth team’s work.</p>\n<p>As you test and learn, share weekly, monthly and quarterly updates on the most impactful learnings with the company. This allows everyone to understand the impact of testing and provides fodder for the broader organization to suggest more ideas to test, turning growth into the team sport it is meant to be.</p>\n<p>Fostering a culture of growth is an ongoing process that takes a lot of work. By design, it makes some people in the company uncomfortable, and it certainly forces people out of their comfort zones. And, of course, you’ll fail. A lot. But if you want to achieve cross-functional collaboration around growth, happier customers, and more value delivered to them, you have no choice but to go down this path. Building this culture takes time, but it’s the way to unlock growth.</p>\n"}],"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"One year","lifeExpectancySetFrom":"2022-04-12T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":269485},{"headers":{"creationTime":"2016-03-27T16:49:49+00:00","modifiedTime":"2022-03-25T18:10:59+00:00","timestamp":"2022-03-26T00:01:03+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"White Papers For Dummies Cheat Sheet","strippedTitle":"white papers for dummies cheat sheet","slug":"white-papers-for-dummies-cheat-sheet","canonicalUrl":"","seo":{"metaDescription":"Learn the three types of white papers, how to jazz them up, and promote them to drive the greatest impact.","noIndex":0,"noFollow":0},"content":"White papers are the “king of content” that can help any B2B company build mindshare, generate leads, engage prospects, and undercut competitors. But to get powerful results, you need to use white papers effectively. Make sure to provide useful information that can help a business person understand an issue, solve a problem, or make a decision.","description":"White papers are the “king of content” that can help any B2B company build mindshare, generate leads, engage prospects, and undercut competitors. But to get powerful results, you need to use white papers effectively. Make sure to provide useful information that can help a business person understand an issue, solve a problem, or make a decision.","blurb":"","authors":[{"authorId":9689,"name":"Gordon Graham","slug":"gordon-graham","description":"Gordon Graham (also known as That White Paper Guy) is an award-winning writer who has created more than 200 B2B white papers for clients from New York to Australia. 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Gordon has written white papers on everything from choosing enterprise software to designing virtual worlds for kids, and for everyone from tiny start-ups to Google.</p> ","authors":[{"authorId":9689,"name":"Gordon Graham","slug":"gordon-graham","description":"Gordon Graham (also known as That White Paper Guy) is an award-winning writer who has created more than 200 B2B white papers for clients from New York to Australia. Graham has written white papers on everything from choosing enterprise software to designing virtual worlds for kids, and for everyone from tiny start-ups to Google.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9689"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781118496923&quot;]}]\" id=\"du-slot-623e57bf9fda3\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781118496923&quot;]}]\" id=\"du-slot-623e57bfa10da\"></div></div>"},"articleType":{"articleType":"Cheat Sheet","articleList":[{"articleId":169859,"title":"Defining the Three Main Types of White Papers","slug":"defining-the-three-main-types-of-white-papers","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/169859"}},{"articleId":169858,"title":"Jazzing Up the Appearance of a White Paper","slug":"jazzing-up-the-appearance-of-a-white-paper","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/169858"}},{"articleId":169857,"title":"Promoting a White Paper for Maximum Impact","slug":"promoting-a-white-paper-for-maximum-impact","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/169857"}}],"content":[{"title":"Defining the three main types of white papers","thumb":null,"image":null,"content":"<p>Use the right type of white paper for the right challenge: either a backgrounder, a numbered list, or a problem/solution. The following table outlines the features of each type of white paper and gives you an idea of when to use each one.</p>\n<table>\n<tbody>\n<tr>\n<th>Characteristic</th>\n<th>Backgrounder</th>\n<th>Numbered List</th>\n<th>Problem/Solution</th>\n</tr>\n<tr>\n<td>Definition</td>\n<td>An in-depth look at the features and benefits of a certain<br />\nproduct or service</td>\n<td>A numbered set of tips, questions, answers, or points about<br />\nsome issue</td>\n<td>A persuasive essay that uses facts and logic to present a new<br />\nsolution to a problem</td>\n</tr>\n<tr>\n<td>Audience</td>\n<td>B2B buyers near the bottom of the sales funnel</td>\n<td>Anyone interested in the issue</td>\n<td>B2B buyers near the top of the sales funnel; also analysts,<br />\nbloggers, channel partners, and journalists</td>\n</tr>\n<tr>\n<td>Approach</td>\n<td>A factual description of the technical or business benefits of<br />\na product or service</td>\n<td>A light and lively roundup of points or highlights about some<br />\nissue</td>\n<td>Useful information about an industry-wide problem that educates<br />\nreaders and positions your company as a trusted advisor</td>\n</tr>\n<tr>\n<td>When to use</td>\n<td>To support your firm’s position as an undisputed leader<br />\nin the field<br />\nTo support technical evaluations<br />\nTo support a product launch</td>\n<td>To get attention with provocative views<br />\nTo cast FUD (fear, uncertainty, and doubt) on competitors<br />\nTo nurture prospects through a complex sale</td>\n<td>To generate leads<br />\nTo educate your market<br />\nTo build recognition for your company</td>\n</tr>\n<tr>\n<td>Length</td>\n<td>8+ pages plus cover</td>\n<td>5 to 7+ pages plus cover</td>\n<td>8 to 12 pages plus cover</td>\n</tr>\n<tr>\n<td>Typical contents</td>\n<td>Introduction<br />\nFeatures and benefits of each feature<br />\nConclusions and call to action<br />\nAbout the company</td>\n<td>Introduction<br />\nNumbered points (between 3 and 9)<br />\nConclusions and call to action (optional)<br />\nAbout the company (optional)</td>\n<td>Executive summary<br />\nIndustry-wide problem<br />\nExisting solutions and drawbacks<br />\nNew, improved solution<br />\nCase study (optional)<br />\nBuyer’s guide<br />\nConclusions and call to action<br />\nAbout the company</td>\n</tr>\n</tbody>\n</table>\n"},{"title":"Jazzing up the appearance of a white paper","thumb":null,"image":null,"content":"<p>Few people will read a text-only white paper. You can provide visual relief by using at least one of these text enhancements on every page:</p>\n<ul class=\"level-one\">\n<li>\n<p class=\"first-para\"><b>Bullets:</b> Use a small amount of text after each bullet; avoid lists of 20 or more bullets or several paragraphs of text after each bullet.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Headings:</b> Use two sets of headings, big and bold; write active headings to help people skim, scan, and skip.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Pull quotes:</b> Extract up to 20 words that give the key point from a page; format these quotes larger at the side; check magazines to see how it’s done.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Sidebars:</b> Pull out nonessential side issues or lists and put them in a tinted box to keep readers focused on the main thread.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Tables:</b> Present numbers, options, or lists in a table to save words and make information easier to digest.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>White space:</b> Leave breathing room at the top, bottom, and sides of each page; run text no more than 60 characters wide to make reading easier.</p>\n</li>\n</ul>\n"},{"title":"Promoting a white paper for maximum impact","thumb":null,"image":null,"content":"<p>To get your target audience to notice your new white paper, you need to unveil it like a mini-product launch. Try different promotional tactics and repeat as long as they keep working. Don’t abandon promotions too soon, and use all these must-do tactics:</p>\n<ul class=\"level-one\">\n<li>\n<p class=\"first-para\">Create a landing page with an abstract</p>\n</li>\n<li>\n<p class=\"first-para\">Feature the white paper prominently on your website</p>\n</li>\n<li>\n<p class=\"first-para\">Mention it in company newsletters</p>\n</li>\n<li>\n<p class=\"first-para\">E-mail your sales force and channel partners (if any)</p>\n</li>\n<li>\n<p class=\"first-para\">E-mail your house opt-in list</p>\n</li>\n<li>\n<p class=\"first-para\">Tweet it on Twitter</p>\n</li>\n<li>\n<p class=\"first-para\">Blog about it</p>\n</li>\n<li>\n<p class=\"first-para\">Announce it to relevant LinkedIn groups</p>\n</li>\n<li>\n<p class=\"first-para\">Publish a press release</p>\n</li>\n<li>\n<p class=\"first-para\">Send it to relevant journalists</p>\n</li>\n<li>\n<p class=\"first-para\">Send it to relevant bloggers</p>\n</li>\n<li>\n<p class=\"first-para\">Get it mentioned in channel partner newsletters</p>\n</li>\n<li>\n<p class=\"first-para\">Post it on free white paper sites</p>\n</li>\n<li>\n<p class=\"first-para\">Create a slide deck</p>\n</li>\n<li>\n<p class=\"first-para\">Send your slide deck to your sales force and channel partners (if any)</p>\n</li>\n</ul>\n"}],"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Five years","lifeExpectancySetFrom":"2022-03-25T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":208042},{"headers":{"creationTime":"2019-03-20T23:47:18+00:00","modifiedTime":"2022-03-23T19:24:33+00:00","timestamp":"2022-03-24T00:01:09+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Digital Marketing All-in-One For Dummies Cheat Sheet","strippedTitle":"digital marketing all-in-one for dummies cheat sheet","slug":"digital-marketing-all-in-one-for-dummies-cheat-sheet","canonicalUrl":"","seo":{"metaDescription":"This Cheat Sheet summarizes the main tools and methods used in digital marketing, including online tools, influencers, and brand monitoring.","noIndex":0,"noFollow":0},"content":"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.","description":"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.","blurb":"","authors":[{"authorId":8966,"name":"Stephanie Diamond","slug":"stephanie-diamond","description":"Stephanie Diamond is president of Digital Media Works, a firm offering e-commerce and branding assistance to businesses. 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She is also the author of Content Marketing Strategies For Dummies.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/8966"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119560234&quot;]}]\" id=\"du-slot-623bb4c566917\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119560234&quot;]}]\" id=\"du-slot-623bb4c5672c7\"></div></div>"},"articleType":{"articleType":"Cheat Sheet","articleList":[{"articleId":260627,"title":"Google Alerts, Mention, and Other Online Resources Monitor Your Brand Reputation","slug":"","categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/260627"}},{"articleId":260634,"title":"5 Reasons to Work with Influencers","slug":"","categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/260634"}},{"articleId":260637,"title":"Buzzsumo, Quora, Ubersuggest Among Best Content Marketing Tools","slug":"","categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/260637"}},{"articleId":260642,"title":"Why Email Marketing Still Matters","slug":"","categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/260642"}}],"content":[{"title":"Google Alerts, Mention, and other online monitoring resources","thumb":null,"image":null,"content":"<p>Your staff works hard to make sure your company brand reflects its stated values. It’s not an easy job. Digital marketing tools like Google Alerts, Brand Watch Analytics, SentiOne&#8217;s social listening engine, Brand24, and Mention monitor the universe of content on the internet and provide varying degrees of analysis and reporting features.</p>\n<p>Everything you present about your company, from website design to content to customer service, gets rated and evaluated by customers and the industry at large.</p>\n<p>In the rough and tumble of social media, reviews, and ratings sites, consumers may write (fairly or unfairly) critical reviews of your products. They might complain about your services. Reputations can be damaged in an instant. You don’t have the luxury of ignoring these comments.</p>\n<p>You need to keep abreast of everything that’s said about your brand 24/7. Following, are several tools that can help you stay on top of consumer comments.</p>\n<ul>\n<li><strong><a href=\"https://www.google.com/alerts\" target=\"_blank\" rel=\"noopener\">Google Alerts</a>: </strong>This is a free, tried-and-true tool from Google. It lets you monitor company names, executive names, products, competitors, etc. When something new is written about any of your search terms, it sends you an email. It’s so convenient that it’s worth using, along with any other tools you choose.</li>\n</ul>\n<div class=\"figure-container\"><figure id=\"attachment_260628\" aria-labelledby=\"figcaption_attachment_260628\" class=\"wp-caption alignnone\" style=\"width: 545px\"><img loading=\"lazy\" class=\"wp-image-260628 size-full\" src=\"https://www.dummies.com/wp-content/uploads/Google-Alerts.jpg\" alt=\"Google-Alerts\" width=\"535\" height=\"301\" /><figcaption id=\"figcaption_attachment_260628\" class=\"wp-caption-text\">Source: Google Alerts</figcaption></figure></div><div class=\"clearfix\"></div>\n<ul>\n<li><strong><a href=\"https://www.brandwatch.com/brandwatch-analytics/\" target=\"_blank\" rel=\"noopener\">Brand Watch Analytics</a>: </strong>This tool analyzes conversations across multiple social platforms and alerts you to market trends.</li>\n<li><strong><a href=\"https://sentione.com/features#listen\" target=\"_blank\" rel=\"noopener\">SentiOne Social Listening</a>:</strong> SentiOne’s social listening engine monitors social media, blogs, forums, news, and more.</li>\n<li><strong><a href=\"https://brand24.com/\" target=\"_blank\" rel=\"noopener\">Brand24</a>: </strong>Brand24 is a social media monitoring tool that focuses on providing the most complete information about your brand. It provides analytics and a sentiment score and send you alerts.</li>\n<li><strong><a href=\"https://mention.com/en/\" target=\"_blank\" rel=\"noopener\">Mention</a>: </strong>This tool has a useful dashboard interface that tracks social media, influencers and provides custom reports.</li>\n</ul>\n<div class=\"figure-container\"><figure id=\"attachment_260630\" aria-labelledby=\"figcaption_attachment_260630\" class=\"wp-caption alignnone\" style=\"width: 545px\"><img loading=\"lazy\" class=\"size-full wp-image-260630\" src=\"https://www.dummies.com/wp-content/uploads/Mention.jpg\" alt=\"Mention\" width=\"535\" height=\"301\" /><figcaption id=\"figcaption_attachment_260630\" class=\"wp-caption-text\">Source: Mention.com</figcaption></figure></div><div class=\"clearfix\"></div>\n<p>No matter which tools you use, remember to refresh and update the keywords, hashtags, and other metrics you track. Such things as product names and content topics regularly change.</p>\n"},{"title":"5 reasons to work with influencers","thumb":null,"image":null,"content":"<p>Working with influencers can be of great benefit to your business, because getting audiences to engage is getting harder and harder. More social platforms and more forms of content (video and podcasting, for example) are coming online every day, competing for attention.</p>\n<p>So, does working with influencers help you cut through the noise? Here are five benefits they can provide:</p>\n<ul>\n<li><strong>Influencers have ready-made audiences of their own to meet you.</strong> If you’re trying to grow your audience, getting exposure to a large like-minded group can fast-track your efforts. If you have chosen carefully, your influencer’s audience should mirror your own.</li>\n<li><strong>Influencers know which topics their audiences respond to.</strong> Influencers know which subjects interest their audiences and they can provide them. They can also supply you with some great ideas for your content.</li>\n<li><strong>They create the kind of material their audience favors.</strong> Knowing what form of content (video, audio, and so on) engages their audiences helps you understand how to engage your audience more effectively.</li>\n<li><strong>They confer social acceptance.</strong> One of the main reasons for working with influencers is that it tells your audience that you have value. Users can be reluctant to listen to a new voice. An influencer&#8217;s approval paves the way.</li>\n<li><strong>Influencers can become ongoing partners.</strong> Communicating and working with influencers introduces you to new potential partners. If you find someone you like working with, you can plan further collaborations to help grow your business.</li>\n</ul>\n"},{"title":"Buzzsumo, Quora, and Ubersuggest are among the best marketing tools","thumb":null,"image":null,"content":"<p>One of the greatest difficulties that most companies have is to continually create and refresh relevant content. When you’re just starting out as a content creator you can probably think of lots of ideas to get you through the first several months. But, after you’ve exhausted your supply, you need to find new ideas.</p>\n<p>Here are several tools that you should consider to help you research new topics to write about:</p>\n<ul>\n<li><strong><a href=\"https://buzzsumo.com/\" target=\"_blank\" rel=\"noopener\">Buzzsumo</a>: </strong>This is a multi-faceted content search tool that provides you with a variety of ways to search and find great topics. It has several plans that offer differing levels of analysis. You can discover influencers to see what topics are most popular on social media.</li>\n</ul>\n<div class=\"figure-container\"><figure id=\"attachment_260638\" aria-labelledby=\"figcaption_attachment_260638\" class=\"wp-caption alignnone\" style=\"width: 545px\"><img loading=\"lazy\" class=\"size-full wp-image-260638\" src=\"https://www.dummies.com/wp-content/uploads/Buzzsumo.jpg\" alt=\"Buzzsumo\" width=\"535\" height=\"301\" /><figcaption id=\"figcaption_attachment_260638\" class=\"wp-caption-text\">Source: Buzzsumo.com</figcaption></figure></div><div class=\"clearfix\"></div>\n<ul>\n<li><strong><a href=\"https://socialanimal.com/\" target=\"_blank\" rel=\"noopener\">Social Animal</a>:</strong> This is another robust content search tool that uses machine learning to help you find new content. You can find new influencers, see a list of popular keywords, and research your competitors.</li>\n<li><strong><a href=\"https://quora.com/\" target=\"_blank\" rel=\"noopener\">Quora</a>: </strong>Searching Quora is a great way to find out what people are asking about your topic online. Use the search box at the top to type your subject and choose Answers in the By Type list on the left.</li>\n</ul>\n<div class=\"figure-container\"><figure id=\"attachment_260639\" aria-labelledby=\"figcaption_attachment_260639\" class=\"wp-caption alignnone\" style=\"width: 545px\"><img loading=\"lazy\" class=\"size-full wp-image-260639\" src=\"https://www.dummies.com/wp-content/uploads/Quora.jpg\" alt=\"Quora\" width=\"535\" height=\"301\" /><figcaption id=\"figcaption_attachment_260639\" class=\"wp-caption-text\">Source: Quora.com</figcaption></figure></div><div class=\"clearfix\"></div>\n<ul>\n<li><strong><a href=\"https://ubersuggest.com/\" target=\"_blank\" rel=\"noopener\">Ubersuggest</a>:</strong> This is a free tool that allows you to search keywords and domains. You can search keyword ideas, find the most shared content, and analyze traffic for them.</li>\n<li><strong><a href=\"https://contentstudio.io/\" target=\"_blank\" rel=\"noopener\">Content Studio</a>:</strong> This tool helps you discover content and connect with your social media accounts to update keyword searches. You can compose blog posts from within the tool and automate your postings. It offers a free plan to try out its platform.</li>\n</ul>\n"},{"title":"Why email marketing still matters","thumb":null,"image":null,"content":"<p>Email addresses are sought after by most companies and jealously guarded by their owners. It is one of the oldest ways to reach customers online.</p>\n<p>However, surprisingly, it’s still one of the most effective methods of digital marketing. Even though you now have chatbots and messengers instantly responding to a customer’s needs, people still rely on email to develop company relationships and receive essential information.</p>\n<p>Here are several reasons why you should make sure you use email communications as the centerpiece of any marketing campaign:</p>\n<ul>\n<li><strong>It cuts through the noise.</strong> Any email your company sends lands right in your customer’s inbox and they are more likely to read it if it interests them. If someone has given you their email address, it’s likely that they have some affinity for your message, so you narrow the odds that they will ignore you. You also increase the odds that you can develop a relationship with your brand.</li>\n<li><strong>It’s not hit or miss like social media.</strong> When you use social media to communicate you have the potential to reach billions of people. The problem with using it is that unless users are actively looking for updates from you, they could miss your message.</li>\n<li><strong>You can monetize them.</strong> Sending emails that offer products or services is an accepted way to sell. As long as you don’t abuse the privilege, users will consider your offers. By tracking who buys from these emails you can determine their return on investment. This is much more difficult to track on social media.</li>\n</ul>\n"}],"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Two years","lifeExpectancySetFrom":"2022-03-23T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":260645},{"headers":{"creationTime":"2016-03-27T16:47:41+00:00","modifiedTime":"2022-03-18T19:38:27+00:00","timestamp":"2022-03-19T00:01:11+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Facebook Marketing For Dummies Cheat Sheet","strippedTitle":"facebook marketing for dummies cheat sheet","slug":"facebook-marketing-for-dummies-cheat-sheet","canonicalUrl":"","seo":{"metaDescription":"Set up a Facebook business page and get to work using a powerful set of online tools that let you fully engage with your customers.","noIndex":0,"noFollow":0},"content":"Facebook's social networking website offers a free, online location to market your business, organization, or individual to the Facebook community. The Facebook page for business is fun and easy to set up, and it provides a powerful set of online tools that lets you fully engage with your customers. But to efficiently market your business in Facebook, it helps to understand the underlying principles that make all these connections possible.","description":"Facebook's social networking website offers a free, online location to market your business, organization, or individual to the Facebook community. The Facebook page for business is fun and easy to set up, and it provides a powerful set of online tools that lets you fully engage with your customers. But to efficiently market your business in Facebook, it helps to understand the underlying principles that make all these connections possible.","blurb":"","authors":[{"authorId":9313,"name":"John Haydon","slug":"john-haydon","description":"John Haydon owns Inbound Zombie, a consultancy that provides nonprofits with strategic training about Facebook. ","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9313"}}],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":33612,"title":"Facebook","slug":"facebook","_links":{"self":"https://dummies-api.dummies.com/v2/categories/33612"}},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[],"relatedArticles":{"fromBook":[{"articleId":254611,"title":"Reviewing Facebook’s Local Report to Learn about Activity Nearby","slug":"reviewing-facebooks-local-report-learn-activity-nearby","categoryList":["technology","social-media","facebook"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/254611"}},{"articleId":254606,"title":"Gain Insight about Your Facebook Followers with the Followers Report","slug":"gain-insight-facebook-followers-followers-report","categoryList":["technology","social-media","facebook"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/254606"}},{"articleId":254601,"title":"How to Set Up Facebook Live","slug":"set-facebook-live","categoryList":["technology","social-media","facebook"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/254601"}},{"articleId":254598,"title":"Advertising Options with Facebook Messenger","slug":"advertising-options-facebook-messenger","categoryList":["technology","social-media","facebook"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/254598"}},{"articleId":254589,"title":"How to Use Facebook Messenger Chatbots","slug":"use-facebook-messenger-chatbots","categoryList":["technology","social-media","facebook"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/254589"}}],"fromCategory":[{"articleId":274041,"title":"How to Build Seasonal Gamification Marketing Campaigns","slug":"how-to-build-seasonal-gamification-marketing-campaigns","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274041"}},{"articleId":274036,"title":"Build Loyalty Rewards into Your Gamification Model","slug":"build-loyalty-rewards-into-your-gamification-model","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274036"}},{"articleId":274031,"title":"Gamification Models","slug":"gamification-models","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274031"}},{"articleId":274024,"title":"Gamification Marketing: Use a Unique Hashtag","slug":"gamification-marketing-use-a-unique-hashtag","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274024"}},{"articleId":274018,"title":"Gamification Marketing: User Rewards and Achievements","slug":"gamification-marketing-user-rewards-and-achievements","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274018"}}]},"hasRelatedBookFromSearch":false,"relatedBook":{"bookId":281719,"slug":"facebook-marketing-for-dummies-6th-edition","isbn":"9781119476214","categoryList":["technology","social-media","facebook"],"amazon":{"default":"https://www.amazon.com/gp/product/1119476216/ref=as_li_tl?ie=UTF8&tag=wiley01-20","ca":"https://www.amazon.ca/gp/product/1119476216/ref=as_li_tl?ie=UTF8&tag=wiley01-20","indigo_ca":"http://www.tkqlhce.com/click-9208661-13710633?url=https://www.chapters.indigo.ca/en-ca/books/product/1119476216-item.html&cjsku=978111945484","gb":"https://www.amazon.co.uk/gp/product/1119476216/ref=as_li_tl?ie=UTF8&tag=wiley01-20","de":"https://www.amazon.de/gp/product/1119476216/ref=as_li_tl?ie=UTF8&tag=wiley01-20"},"image":{"src":"https://www.dummies.com/wp-content/uploads/facebook-marketing-for-dummies-6th-edition-cover-9781119476214-203x255.jpg","width":203,"height":255},"title":"Facebook Marketing For Dummies, 6th Edition","testBankPinActivationLink":"","bookOutOfPrint":false,"authorsInfo":"\n <p><b data-author-id=\"8966\">Stephanie Diamond</b> is a marketing thought leader with 20+ years of experience building profits for both small business and multibillion dollar corporations. She is the founder of Digital Media Works, Inc. <b data-author-id=\"9313\">John Haydon</b> owns Inbound Zombie, a consultancy that provides nonprofits with strategic training about Facebook. </p>","authors":[{"authorId":8966,"name":"Stephanie Diamond","slug":"stephanie-diamond","description":"Stephanie Diamond is president of Digital Media Works, a firm offering e-commerce and branding assistance to businesses. She is also the author of Content Marketing Strategies For Dummies.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/8966"}},{"authorId":9313,"name":"John Haydon","slug":"john-haydon","description":"John Haydon owns Inbound Zombie, a consultancy that provides nonprofits with strategic training about Facebook. ","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9313"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119476214&quot;]}]\" id=\"du-slot-62351d47ccbbf\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119476214&quot;]}]\" id=\"du-slot-62351d47cd500\"></div></div>"},"articleType":{"articleType":"Cheat Sheet","articleList":[{"articleId":146433,"title":"Understanding the Basic Principles of Facebook Culture","slug":"understanding-the-basic-principles-of-facebook-culture","categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/146433"}},{"articleId":146434,"title":"Making the Most of Facebook Marketing for Your Business","slug":"making-the-most-of-facebook-marketing-for-your-business","categoryList":[],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/146434"}}],"content":[{"title":"Understanding the basic principles of Facebook culture","thumb":null,"image":null,"content":"<p>Facebook is creating its own virtual world, a world built on openness and transparency, where friends connect with each other about things they care about. By giving you the power to share, connect, and market your business to this community, Facebook hopes you will do your best to enhance the positive aspects of this community, and avoid creating unpleasant experiences.</p>\n<p>Following are the principles that guide the world&#8217;s largest virtual community:</p>\n<ul class=\"level-one\">\n<li>\n<p class=\"first-para\"><b>Freedom to share and connect:</b> You can share whatever information you want, in any medium or format. You have the right to connect online with anyone — any person, organization, or service — as long as you both consent to the interaction. Keep in mind that Facebook users have a variety of ways to configure their privacy settings. And like you, they expect their privacy boundaries to be respected.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Ownership and control of information:</b> You own your information, so you have the freedom to share it with anyone you want and take it anywhere you want, including removing it from Facebook at any time. Your privacy controls allow you to protect those choices.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Fundamental equality:</b> Whether individual, advertiser, developer, organization, or other entity — you have representation for and equal access to information within Facebook, regardless of another person&#8217;s primary activity.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Social value:</b> You have the freedom to build trust and reputation through your identity and connections, and you should not have your presence on Facebook removed for reasons other than those described in the <a href=\"http://www.facebook.com/legal/terms\" target=\"_blank\" rel=\"noopener\">Facebook Statement of Rights and Responsibilities</a>.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Open platforms and standards:</b> You have access to a programming platform for sharing and accessing all available information in Facebook. The specifications for these interfaces are published and made available and accessible to everyone.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Fundamental service:</b> Facebook is free for you to establish a presence that can market your business, connect with others, and share information. Everyone can use Facebook regardless of his or her level of participation or contribution.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Common welfare:</b> The rights and responsibilities of Facebook and the people who use it are described in a Statement of Rights and Responsibilities, which are not inconsistent with these principles.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Transparent process:</b> Facebook makes available information about its purpose, plans, policies, and operations. Facebook has a town hall process of notice and comment and a system of voting to encourage input and discourse on amendments to these principles or to the Rights and Responsibilities.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>One world: </b>The Facebook service transcends geographic and national boundaries and is available to everyone, everywhere, with Internet access.</p>\n</li>\n</ul>\n"},{"title":"Making the most of Facebook marketing for your business","thumb":null,"image":null,"content":"<p>Facebook offers many ways to promote your business to its online community. From creating a Facebook Page for your business, to starting a topical group, to launching a targeted ad campaign, Facebook is becoming an increasingly important component of a company&#8217;s online marketing plan. Following are some Facebook marketing tactics that can work for your business:</p>\n<ul class=\"level-one\">\n<li>\n<p class=\"first-para\"><b>Share your content.</b> A Facebook presence should be on everyone&#8217;s list of must-haves for social network marketing. But once you have a presence for marketing your business, you need a content strategy. What will you share with your fans? Why should they come back?</p>\n<p class=\"child-para Tip\">Be sure to encourage your best customers involved with your Facebook presence. Encourage them to become fans of your Facebook Page and drive the conversations to help you build a thriving community. This approach leverages the core value of Facebook as a word-of-mouth marketing platform.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Advertise.</b> Advertising on Facebook is unlike any advertising medium you&#8217;ve experienced before. Thanks to its advanced targeting capabilities and mass audience, you can reach as narrow or broad of an audience as you desire. Link to pages either inside Facebook or on a website of your own and include social actions, such as becoming a fan of a Page or RSVPing to a Facebook event.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Create an application.</b> Another way to market yourself on Facebook is through branded apps. Facebook apps are software modules that you can install on your personal Facebook profile or Page to add unique functionality, further engage your audience with your brand, and help market your business.</p>\n<p class=\"child-para\">These apps can take many different forms, from video players to business cards to contest solutions. Facebook offers countless apps for marketers, but creating a Facebook app of your own has become widely popular among marketers.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Syndicate your content.</b> If you already have a blog, podcast, or video series, you can leverage that content across the Facebook community. Use Social Plugins to enable your website content to be shared quickly and easily — particularly the Like Button and the Recommendations Bar.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Throw an event.</b> Facebook Events are a great way of getting people together virtually or in person in support of your local business, brand, or product. It&#8217;s also a very economical way of getting the word out beyond your normal in-house marketing list by inviting the fans of your Page who can then help promote your event to their friends.</p>\n<p class=\"child-para Tip\">Don&#8217;t forget to follow up after your event. You can even post photos from the event and send them to all who attended. If you had a very healthy debate at your event, with lots of questions, why not send a transcript out to everyone who attended? And if some questions didn&#8217;t get answered because of time constraints, consider writing up the answers and sending them to all attendees.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Be generous.</b> The law of reciprocity is a key part of Facebook culture. Sharing posts from other like-minded Pages will no doubt encourage those businesses to promote your Page in the future. Your Page is like a river raft that can travel further in the Facebook rapids when roped together with other rafts.</p>\n</li>\n<li>\n<p class=\"first-para\"><b>Take action.</b> Most of the challenges you encounter as you market your business on Facebook are not insurmountable, but sometimes they feel that way. The best way forward is to have a solid understanding of how to best use Facebook for your organization, but keep taking action. This way, you will continue to refine what works for your business while getting results along the way.</p>\n</li>\n</ul>\n"}],"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"One year","lifeExpectancySetFrom":"2022-03-18T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":207598},{"headers":{"creationTime":"2016-03-27T16:47:42+00:00","modifiedTime":"2022-02-25T16:33:24+00:00","timestamp":"2022-02-25T18:01:13+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Branding For Dummies Cheat Sheet","strippedTitle":"branding for dummies cheat sheet","slug":"branding-for-dummies-cheat-sheet","canonicalUrl":"","seo":{"metaDescription":"Make your brand more than just a pretty logo. Explore how to win customers, develop a story, and become a trusted name.","noIndex":0,"noFollow":0},"content":"A brand is so much more than a pretty logo. To win loyal customers, you need to develop a story that represents the quality and character of your organization or product. By then telling that story consistently across all channels and backing it up with exceptional customer service, you gain all the benefits (and profits) that come from being a trusted name in the marketplace.","description":"A brand is so much more than a pretty logo. To win loyal customers, you need to develop a story that represents the quality and character of your organization or product. 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For Dummies, 2nd Edition","testBankPinActivationLink":"","bookOutOfPrint":false,"authorsInfo":"\n <p><b data-author-id=\"9302\">Bill Chiaravalle</b> served as Creative Director with world-renowned brand strategy and design firm Landor Associates before founding Brand Navigation, which has been honored with numerous branding, design, and industry awards. <b data-author-id=\"9303\">Barbara Findlay Schenck</b> is a nationally recognized marketing specialist and the author of several books, including <i>Small Business Marketing Kit For Dummies</i>.</p> ","authors":[{"authorId":9302,"name":"Bill Chiaravalle","slug":"bill-chiaravalle","description":"Bill Chiaravalle served as creative director with world-renowned brand strategy and design firm Landor Associates before founding Brand Navigation, which has been honored with numerous branding, design, and industry awards.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9302"}},{"authorId":9303,"name":"Barbara Findlay Schenck","slug":"barbara-findlay-schenck","description":"Barbara Findlay Schenck has been a marketing consultant for more than 20 years, with clients ranging from small businesses to Fortune 500 companies. In addition to her experience as a small business strategist, she's also a best-selling author and nationally syndicated columnist. Visit her website at bizstrong.com.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/9303"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781118958087&quot;]}]\" id=\"du-slot-62191969c3972\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781118958087&quot;]}]\" id=\"du-slot-62191969c4305\"></div></div>"},"articleType":{"articleType":"Cheat Sheet","articleList":[{"articleId":146612,"title":"The Branding Process in 8 Steps","slug":"the-branding-process-in-8-steps","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/146612"}},{"articleId":146615,"title":"3 Rules of Branding","slug":"3-rules-of-branding","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/146615"}},{"articleId":146613,"title":"Attributes of a Good Brand Name","slug":"attributes-of-a-good-brand-name","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/146613"}},{"articleId":146611,"title":"Economic Benefits of a Strong Brand","slug":"economic-benefits-of-a-strong-brand","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/146611"}},{"articleId":146614,"title":"7 Signs That Your Brand May Need an Update","slug":"7-signs-that-your-brand-may-need-an-update","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/146614"}}],"content":[{"title":"The branding process in 8 steps","thumb":null,"image":null,"content":"<p>Branding is the process that aligns the opinions people hold about your brand with the set of thoughts you want them believe and trust. As you develop your brand, follow these steps, in this order:</p>\n<ol class=\"level-one\">\n<li>\n<p class=\"first-para\">Determine what you’re branding and whether your brand will be your one and only or one of several brands in your organization.</p>\n</li>\n<li>\n<p class=\"first-para\">Research everything there is to know about your product and the market in which it will compete.</p>\n</li>\n<li>\n<p class=\"first-para\">Position your brand by defining what makes it unique and how it will slot into an available space in the market and in your customers’ minds.</p>\n</li>\n<li>\n<p class=\"first-para\">Define your brand by stating what it stands for, what unique benefit it provides, what value it promises to deliver, and the image that will permeate everything from your marketing communications to your product design, business character, and consumer experience.</p>\n</li>\n<li>\n<p class=\"first-para\">Develop your brand identity, including your brand name, logo, tagline, and other brand signature elements.</p>\n</li>\n<li>\n<p class=\"first-para\">Launch your brand, internally first and then by announcing it via publicity, social-media advertising, promotions, and presentations.</p>\n</li>\n<li>\n<p class=\"first-para\">Manage your brand by understanding and leveraging your brand’s value, by protecting your brand through usage rules and legal rights, and by delivering an unfailingly consistent and positive brand experience that creates allegiance among those who represent, choose, and remain loyal to your brand.</p>\n</li>\n<li>\n<p class=\"first-para\">Monitor, evaluate, and update your brand to keep it relevant and credible in light of changes to your business, your customers, or your marketplace.</p>\n</li>\n</ol>\n"},{"title":"3 rules of branding","thumb":null,"image":null,"content":"<p>By following a few simple rules, you can successfully brand your small business. As you plan, launch, and manage your branding program, remember and train others to remember these three branding rules:</p>\n<ol class=\"level-one\">\n<li>\n<p class=\"first-para\">Your brand is a promise that must be reinforced every time people come in contact with any facet of your organization.</p>\n</li>\n<li>\n<p class=\"first-para\">Your brand must accurately reflect the core beliefs of your organization, your leadership, and all who deliver your brand experience to consumers.</p>\n</li>\n<li>\n<p class=\"first-para\">Consistency builds brands, so every encounter with your brand — whether with your staff, product, website, marketing communications, news coverage, social media, or other any other form of brand encounter or experience — must consistently convey your brand promise and contribute to your desired brand identity.</p>\n</li>\n</ol>\n"},{"title":"Attributes of a good brand name","thumb":null,"image":null,"content":"<p>Naming your brand is by far the most challenging, momentous, and necessary phase in the process of branding. However, coming up with a good brand name can be tricky. The following list presents qualities of a strong brand name.</p>\n<ul class=\"level-one\">\n<li>\n<p class=\"first-para\">Reflects the character of the brand</p>\n</li>\n<li>\n<p class=\"first-para\">Describes the brand’s offering</p>\n</li>\n<li>\n<p class=\"first-para\">Creates an association with the brand’s promise</p>\n</li>\n<li>\n<p class=\"first-para\">Is easy and pleasant to say</p>\n</li>\n<li>\n<p class=\"first-para\">Is unique and memorable</p>\n</li>\n<li>\n<p class=\"first-para\">Can be claimed and protected legally, as a domain name, and as a social-media username</p>\n</li>\n</ul>\n"},{"title":"Economic benefits of a strong brand","thumb":null,"image":null,"content":"<p>Great brands create consumer trust and emotional attachments. As a result, they foster relationships between consumers and products that lead to the following valuable benefits:</p>\n<ul class=\"level-one\">\n<li>\n<p class=\"first-para\"><strong>Premium pricing:</strong> Consumers pay more for branded items that they believe have higher value and lower risk than lesser-known alternatives.</p>\n</li>\n<li>\n<p class=\"first-para\"><strong>Lower cost of sales:</strong> Consumers of valued brands make repeat and frequent purchases. As a result, customer-acquisition costs are amortized over a long-term client relationship.</p>\n</li>\n<li>\n<p class=\"first-para\"><strong>Lower cost of promotion:</strong> Consumers of valued brands become ambassadors who spread positive word-of-mouth at no cost to the brand.</p>\n</li>\n<li>\n<p class=\"first-para\"><strong>Higher market share:</strong> Valued brands acquire loyal customers who recruit more customers to the brand, increasing the brand’s share of market while reducing customer-development costs and building immunity to competitive attacks.</p>\n</li>\n<li>\n<p class=\"first-para\"><strong>Lower employee turnover:</strong> Great brands attract passionate employees who pass their enthusiasm to satisfied consumers, who in turn make employees’ jobs more enjoyable, reducing employee turnover as a result.</p>\n</li>\n<li>\n<p class=\"first-para\"><strong>Higher stature:</strong> Valued brands enjoy a high level of awareness and esteem in the minds of consumers, industry leaders, community leaders, news editors, and financial analysts and investors, which leads to yet higher brand preference and marketplace prominence.</p>\n</li>\n</ul>\n"},{"title":"7 signs that your brand may need an update","thumb":null,"image":null,"content":"<p>Times change, businesses change, consumer interests change, culture changes, and sometimes brands need to change, too. If your brand faces one or more of the events in the following list your brand strength may be at risk and a brand update may be in order:</p>\n<ul class=\"level-one\">\n<li>\n<p class=\"first-para\">Major business changes</p>\n</li>\n<li>\n<p class=\"first-para\">Major market changes</p>\n</li>\n<li>\n<p class=\"first-para\">Change of ownership or leadership</p>\n</li>\n<li>\n<p class=\"first-para\">Rapid market or product line expansion</p>\n</li>\n<li>\n<p class=\"first-para\">Major product, channel, or strategic diversification</p>\n</li>\n<li>\n<p class=\"first-para\">A merger or acquisition</p>\n</li>\n<li>\n<p class=\"first-para\">A brand identity that’s out of step with current market and cultural tastes and trends</p>\n</li>\n</ul>\n"}],"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"One year","lifeExpectancySetFrom":"2022-02-25T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":207602},{"headers":{"creationTime":"2017-01-04T22:19:01+00:00","modifiedTime":"2022-02-24T21:50:59+00:00","timestamp":"2022-02-25T00:01:05+00:00"},"data":{"breadcrumbs":[{"name":"Business, Careers, & Money","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34224"},"slug":"business-careers-money","categoryId":34224},{"name":"Business","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34225"},"slug":"business","categoryId":34225},{"name":"Marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"},"slug":"marketing","categoryId":34243}],"title":"Product Management For Dummies Cheat Sheet","strippedTitle":"product management for dummies cheat sheet","slug":"product-management-dummies-cheat-sheet","canonicalUrl":"","seo":{"metaDescription":"Learn about the various roles product managers work with, how to deal with conflicts, and the top skills for product managers.","noIndex":0,"noFollow":0},"content":"Are you just starting out as a product manager or looking for a guide to becoming better at what you already do every day? The role of a product manager can be a strategic business driver for your company and, as such, a lot of people are watching closely to see what direction you take them in.\r\n\r\nThis Cheat Sheet offers a guide to the different people product managers interact with, arms you with the skill set needed to catapult you to \"great\" status, and shows you how to acknowledge and resolve conflicts.","description":"Are you just starting out as a product manager or looking for a guide to becoming better at what you already do every day? The role of a product manager can be a strategic business driver for your company and, as such, a lot of people are watching closely to see what direction you take them in.\r\n\r\nThis Cheat Sheet offers a guide to the different people product managers interact with, arms you with the skill set needed to catapult you to \"great\" status, and shows you how to acknowledge and resolve conflicts.","blurb":"","authors":[{"authorId":11023,"name":"Brian Lawley","slug":"brian-lawley","description":"Brian Lawley is founder and CEO of the 280 Group, the world's leading product management consulting and training firm.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/11023"}},{"authorId":11024,"name":"Pamela Schure","slug":"pamela-schure","description":"Pamela Schure, MBA, is a seasoned product management consultant and trainer.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/11024"}}],"primaryCategoryTaxonomy":{"categoryId":34243,"title":"Marketing","slug":"marketing","_links":{"self":"https://dummies-api.dummies.com/v2/categories/34243"}},"secondaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"tertiaryCategoryTaxonomy":{"categoryId":0,"title":null,"slug":null,"_links":null},"trendingArticles":null,"inThisArticle":[],"relatedArticles":{"fromBook":[{"articleId":246433,"title":"Product Managers: How Do You Know Your Process Isn't Working?","slug":"product-managers-know-process-isnt-working","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/246433"}},{"articleId":246429,"title":"Product Management with a Four-Phase Product Life 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Manager","slug":"traits-great-product-manager","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/246417"}}],"fromCategory":[{"articleId":274041,"title":"How to Build Seasonal Gamification Marketing Campaigns","slug":"how-to-build-seasonal-gamification-marketing-campaigns","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274041"}},{"articleId":274036,"title":"Build Loyalty Rewards into Your Gamification Model","slug":"build-loyalty-rewards-into-your-gamification-model","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274036"}},{"articleId":274031,"title":"Gamification Models","slug":"gamification-models","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274031"}},{"articleId":274024,"title":"Gamification Marketing: Use a Unique Hashtag","slug":"gamification-marketing-use-a-unique-hashtag","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/274024"}},{"articleId":274018,"title":"Gamification Marketing: User Rewards and 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Management For Dummies","testBankPinActivationLink":"","bookOutOfPrint":false,"authorsInfo":"\n <p><b data-author-id=\"11023\">Brian Lawley</b> is the CEO and founder of the 280 Group, the world's leading product management consulting and training firm. <b data-author-id=\"11024\">Pamela Schure</b> is director of products and services with the 280 Group. She has worked in product management, product marketing, and marketing for Apple and Adaptec, among other companies. </p>","authors":[{"authorId":11023,"name":"Brian Lawley","slug":"brian-lawley","description":"Brian Lawley is founder and CEO of the 280 Group, the world's leading product management consulting and training firm.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/11023"}},{"authorId":11024,"name":"Pamela Schure","slug":"pamela-schure","description":"Pamela Schure, MBA, is a seasoned product management consultant and trainer.","_links":{"self":"https://dummies-api.dummies.com/v2/authors/11024"}}],"_links":{"self":"https://dummies-api.dummies.com/v2/books/"}},"collections":[],"articleAds":{"footerAd":"<div class=\"du-ad-region row\" id=\"article_page_adhesion_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_adhesion_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119264026&quot;]}]\" id=\"du-slot-62181c4173459\"></div></div>","rightAd":"<div class=\"du-ad-region row\" id=\"article_page_right_ad\"><div class=\"du-ad-unit col-md-12\" data-slot-id=\"article_page_right_ad\" data-refreshed=\"false\" \r\n data-target = \"[{&quot;key&quot;:&quot;cat&quot;,&quot;values&quot;:[&quot;business-careers-money&quot;,&quot;business&quot;,&quot;marketing&quot;]},{&quot;key&quot;:&quot;isbn&quot;,&quot;values&quot;:[&quot;9781119264026&quot;]}]\" id=\"du-slot-62181c4173e99\"></div></div>"},"articleType":{"articleType":"Cheat Sheet","articleList":[{"articleId":231263,"title":"Discovering the Roles Product Managers Work With","slug":"discovering-roles-product-managers-work","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/231263"}},{"articleId":231266,"title":"Top Skills for Great Product Managers","slug":"top-skills-great-product-managers","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/231266"}},{"articleId":231269,"title":"Acknowledging and Resolving Conflicts in Product Management","slug":"acknowledging-resolving-conflicts-product-management","categoryList":["business-careers-money","business","marketing"],"_links":{"self":"https://dummies-api.dummies.com/v2/articles/231269"}}],"content":[{"title":"The roles product managers work with","thumb":null,"image":null,"content":"<p>The biggest surprise coming into product management is just how many people you have to talk to. Each function that product managers interact with has a different point of view and perspective. Your task is to listen to and then integrate everyone&#8217;s ideas to lead the company forward in the most profitable product decision possible. Here are the most common roles you work with:</p>\n<ul>\n<li><strong><a href=\"https://www.dummies.com/business/marketing/strengths-marketing-team/\" target=\"_blank\" rel=\"noopener\">Product marketing</a>.</strong> Product managers and product marketing managers can be either the same person or two different people working in the same organization with a different focus for each. While product managers focus on making sure that the right products are delivered to market, product marketing managers focus on ensuring that the messages that customers receive are effective at convincing customers to buy the product.<br />\nThe two roles work hand in hand with marketing on creating specific marketing materials that customers use in making decisions. If you are a product manager, treat your product marketing manager as your closest buddy. You are both needed to make a product successful.</li>\n<li><strong>Developers or engineers.</strong> Since you don&#8217;t actually develop the product, your developers or engineers are critical in making sure that the most successful product is created. Engineers have a solution-oriented mindset that they find hard to set aside if you&#8217;re mulling over your customer&#8217;s problem. Bringing them on board – and keeping them there – with your product vision is the most important place for most product managers to succeed.</li>\n<li><strong>Executive</strong> <strong>management.</strong> For executives, product managers are the first level of direction setting in many companies. Executives and managers want to feel comfortable with your decisions. They are looking for you to make your case clearly and concisely on the basis of sound business thinking.</li>\n<li><strong>Marketing.</strong> Marketing functions take the raw information about the product and transform it into great stories that convince your customers to buy your products. Marketing people know how to translate each of your product stories into a communication vehicle that keeps customers on the road to buying your product. Product managers and product marketing managers work closely with marketing when the message and the vehicle for the message need to be crafted.</li>\n<li><strong>Sales.</strong> The term sales covers a variety of roles. Some salespeople are focused on helping the customers understand the technology of the product, some help with completing the nuts and bolts of the sale, and the most common are the folks who talk to customers and get them to agree to buy. Each and every one is focused on bringing in the money that is the life blood of the company.<br />\nSalespeople are a key part of the company orchestration which keeps the company profitable. Develop a close creative working relationship with your salespeople to advance the company&#8217;s (and your product&#8217;s) goals.</li>\n<li><strong>Operations, finance, and support.</strong> The three functions listed here are the most common names for the roles that support the company actually delivering on the product promises that your company has made. Operations wants to manufacture and deliver products without spending too much time and effort. Finance certainly is keeping an eye on profitability on both revenue and the cost side. And support makes sure that each customer is able to use the product successfully.<br />\nEach department are partners in your goal of customer satisfaction and loyalty. Keep operations, finance, and support informed and on your side and they will help you achieve your goals.</li>\n</ul>\n"},{"title":"Top skills for great product managers","thumb":null,"image":null,"content":"<p>Product management as a profession takes each individual to the limits of their comfort zones at one point or another in their careers. If you are an introvert, you are asked to be vocal about the needs of your product. If you are an extrovert, you need to spend a lot of time listening quietly. And if you are technical, your time focusing deeply on people&#8217;s needs and on the business strategy portion of your job may be difficult.</p>\n<p>If your experience is on the non-technical side, at times you need to focus on the nitty gritty technical aspects of your product. Here&#8217;s a short inventory of useful skills for product managers to maintain:</p>\n<ul>\n<li><strong>Communication.</strong> Communication is a two-way street. You should feel as comfortable listening as talking and the other way around if appropriate. What communication skills you need changes dramatically depending on the context. Forget one size fits all. Tailor your communication to the person, the function, and the circumstance.<br />\nYour own needs take a back seat to the needs of the situation in front of you. It may feel like you are a communication chameleon; you need to be deliberately different based on your audience. Learn to use those communication skills that are not currently part of your repertoire.</li>\n<li><strong>Empathy.</strong> Empathy is the skill of putting yourself in another&#8217;s shoes. Practice challenging every one of your own assumptions about what is true as you focus on understanding another point of view. This skill is critical in product development and extremely useful in balancing differences in opinions.</li>\n<li><strong>Analysis.</strong> Good product managers learn to enjoy sitting in front of an extra-large monitor and playing with a huge spreadsheet of data. Historical sales figures, adoption rates, click-through rates, total market sales, and bar charts galore help tell a coherent numerical story which supports your product vision.<br />\nRemember that supporting your point of view with cold hard facts is often the difference between getting the organization to buy into your plan and losing the argument. Learn to translate numbers into information using tables, charts, percentages, and possibly even statistics.</li>\n<li><strong>Influence.</strong> Influence is the higher level practice of communication, practical psychology, and using cold hard facts delivered in a kind manner. Sounds easy, doesn&#8217;t it? Seriously, the skill of influencing others is a keystone of product management success. Take a class in this important skill and then practice, practice, practice. Break down each interaction until you can build up your influencing skills to a high level.</li>\n<li><strong>Forward thinking.</strong> Product managers plan for the upcoming: while standing in the present, they believe in the future. Product managers know what will happen when their product becomes available. Today&#8217;s world won&#8217;t exist anymore in that future. So, your thinking should be focused on the natural outcome of today&#8217;s trends at another point in time.<br />\nYour skill in interpreting and integrating the complex interaction of many factors is part of your success as a product manager. To start practicing this skill, imagine yourself at a past point in time. What was known then and what was the market outcome of different technologies? What didn&#8217;t happen? You are the futurist for your product, market and technology.</li>\n<li><strong>Forward driving.</strong> All the skills in this list mean nothing unless projects are driven to completion. Create your vision, have your team buy into that future vision and then set challenging goals for them to deliver to. Keep your team motivated along the way and you will have become the product leader that makes a difference.</li>\n</ul>\n<p>See also <a href=\"https://www.dummies.com/software/microsoft-office/project/10-golden-rules-project-management/\" target=\"_blank\" rel=\"noopener\">10 Golden Rules of Project Management</a>.</p>\n"},{"title":"Acknowledging and resolving conflicts","thumb":null,"image":null,"content":"<p>The role of product manager is complex and involves a lot of moving parts. Unlike a car engine, adding a quart of oil isn&#8217;t useful to smooth over the inevitable friction that arises in the process. As a product manager, you are constantly re-evaluating your product situation based on the latest information. Sometimes changes need to happen to keep up with the current situation and that can cause conflict. Here is a short list of techniques to address and reduce conflict as it arises:</p>\n<ul>\n<li><strong>Identify the problem.</strong> Conflict arises for many reasons. Often the reason for a conflict is a simple misunderstanding of what the underlying issues are. Have you heard the expression &#8220;We are in violent agreement&#8221;? This is when two people are agreeing on a topic from two different points of view. Only after some time does everyone agree that they are, in fact, on the same side. To avoid this scenario, start by having each side go through a couple of sequences of active listening.<br />\nIn active listening, each party says what they are thinking. They are not interrupted and the opposite party is responsible for accurately echoing (stating back) what the other has said. The listening party does not add in their point of view. Once one party has finished, the process is repeated the other way around. If necessary, this process is repeated several times until each side completely understands the other&#8217;s point of view.</li>\n<li><strong>Don&#8217;t &#8220;calm down.&#8221;</strong> In another conflict situation, one person may be quite agitated or excited. In this circumstance, dealing with facts is out of the question. The top priority is sorting out the emotions of the agitated party. Respond with slightly less energy than the person who is speaking (or shouting) and acknowledge their emotion. No, don&#8217;t shout back, but don&#8217;t start at low energy. For example, start with an energetic &#8220;It sounds like you&#8217;re really upset/angry/fed up.&#8221; When the agitated person responds to this statement, go for round two. As long as you have correctly named the emotion in play, that person&#8217;s energy level should drop a bit.<br />\nKeep this process up without focusing on the facts until the person is a bit calmer and the energy level is reduced. When addressing facts, you don&#8217;t have to agree with each interpretation. All you need to do is show you understand.</li>\n<li><strong>Create careful boundaries.</strong> No matter how upset a person is, you must insist that no attacks are personal. The conflict can revolve around points of view, but not finger pointing. A key to resolving a conflict is for each person to really hear the other person. If one of the parties is attacking the other, resolution won&#8217;t happen. Stop the conversation and redirect it to focus on the situation.</li>\n<li><strong>Remain curious.</strong> Sometimes closely controlling a situation by trying to micro-manage a discussion actually results in having less control. One way to loosen control is to avoid the 20-question method of asking yes-and-no questions until you guess the right one. Instead, focus on a comprehensive understanding of the situation. You then achieve two things: establishing all the facts and feelings about a topic and slowing the process down so that tensions can decrease.<br />\nRetaining an attitude of curiosity means asking non-judgmental and open-ended questions. These are questions that typically start with &#8220;what&#8217; and &#8220;how.&#8221; They are questions that leave the respondent space to speak in their language. Practice remaining curious and you&#8217;ll have more success no matter what the stress.</li>\n</ul>\n<p>Resolving each conflict depends on the particular circumstances. By applying the techniques in this list, you can gain enough information and trust from the people involved in the conflict to propose some possible solutions. Using active listening and open-ended questions while focusing on people&#8217;s emotions as well as the facts, you can focus on developing a great solution to the problem.</p>\n"}],"videoInfo":{"videoId":null,"name":null,"accountId":null,"playerId":null,"thumbnailUrl":null,"description":null,"uploadDate":null}},"sponsorship":{"sponsorshipPage":false,"backgroundImage":{"src":null,"width":0,"height":0},"brandingLine":"","brandingLink":"","brandingLogo":{"src":null,"width":0,"height":0}},"primaryLearningPath":"Advance","lifeExpectancy":"Two years","lifeExpectancySetFrom":"2022-02-24T00:00:00+00:00","dummiesForKids":"no","sponsoredContent":"no","adInfo":"","adPairKey":[]},"status":"publish","visibility":"public","articleId":231272}],"_links":{"self":{"self":"https://dummies-api.dummies.com/v2/categories/34243/categoryArticles?sortField=time&sortOrder=1&size=10&offset=0"},"next":{"self":"https://dummies-api.dummies.com/v2/categories/34243/categoryArticles?sortField=time&sortOrder=1&size=10&offset=10"},"last":{"self":"https://dummies-api.dummies.com/v2/categories/34243/categoryArticles?sortField=time&sortOrder=1&size=10&offset=795"}}},"objectTitle":"","status":"success","pageType":"article-category","objectId":"34243","page":1,"sortField":"time","sortOrder":1,"categoriesIds":[],"articleTypes":[],"filterData":{"categoriesFilter":[{"itemId":0,"itemName":"All Categories","count":805}],"articleTypeFilter":[{"articleType":"All Types","count":805},{"articleType":"Articles","count":764},{"articleType":"Cheat Sheet","count":22},{"articleType":"Step by Step","count":19}]},"filterDataLoadedStatus":"success","pageSize":10},"adsState":{"pageScripts":{"headers":{"timestamp":"2022-05-12T12:59:07+00:00"},"adsId":0,"data":{"scripts":[{"pages":["all"],"location":"header","script":"<!--Optimizely Script-->\r\n<script src=\"https://cdn.optimizely.com/js/10563184655.js\"></script>","enabled":false},{"pages":["all"],"location":"header","script":"<!-- comScore Tag -->\r\n<script>var _comscore = _comscore || [];_comscore.push({ c1: \"2\", c2: \"15097263\" });(function() {var s = document.createElement(\"script\"), el = document.getElementsByTagName(\"script\")[0]; s.async = true;s.src = (document.location.protocol == \"https:\" ? 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Marketing Account-Based Marketing For Dummies Cheat Sheet

Cheat Sheet / Updated 05-09-2022

Account-based marketing flips the marketing funnel on its head. You start with your best-fit prospects and turn them into resources for both long-term business and new prospects.

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Marketing Lead Generation For Dummies Cheat Sheet

Cheat Sheet / Updated 04-25-2022

The world of marketing, sales, and lead generation has plenty of jargon, so here's a glossary of terms to help you know what's what. Also, here is a round-up of eight incredibly useful free apps that help you with everything from evaluating your website for broken links and good search engine optimization (SEO) to determining how engaging your marketing emails are.

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Marketing Search Engine Optimization All-In-One For Dummies Cheat Sheet

Cheat Sheet / Updated 04-25-2022

Effective SEO (search engine optimization) is critical for any business that has a website. You want your business’s website to show up on that first page when people search for what you’re selling, and that’s where SEO comes into play. Here you’ll find the key components of a website that should be crafted with care to help a web page rank, the server status codes that help or hinder SEO, and advanced search operators that will have you searching the web like a pro.

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Marketing YouTube Marketing For Dummies Cheat Sheet

Cheat Sheet / Updated 04-13-2022

YouTube has a lot of options to offer a marketer — so much so, it can feel overwhelming, making it hard to know where to start. The top questions from marketers at companies big and small come up time and again. This cheat sheet aims to answer some of your common queries about YouTube marketing and give you a few easy jumping off points to reach your target audience.

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Marketing Growth Hacking For Dummies Cheat Sheet

Cheat Sheet / Updated 04-12-2022

Growth hacking is the process of continually and rapidly testing, across the customer journey, to learn about activities that can be systemized as processes to grow the value that a business provides its customers. A growth hacker is a person whose true north is growth. Everything they do is scrutinized by its potential impact on scalable growth. It is this person’s job to find scalable, repeatable, and sustainable ways to grow the business. This cheat sheet can help.

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Marketing White Papers For Dummies Cheat Sheet

Cheat Sheet / Updated 03-25-2022

White papers are the “king of content” that can help any B2B company build mindshare, generate leads, engage prospects, and undercut competitors. But to get powerful results, you need to use white papers effectively. Make sure to provide useful information that can help a business person understand an issue, solve a problem, or make a decision.

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Marketing Digital Marketing All-in-One For Dummies Cheat Sheet

Cheat Sheet / Updated 03-23-2022

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.

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Marketing Facebook Marketing For Dummies Cheat Sheet

Cheat Sheet / Updated 03-18-2022

Facebook's social networking website offers a free, online location to market your business, organization, or individual to the Facebook community. The Facebook page for business is fun and easy to set up, and it provides a powerful set of online tools that lets you fully engage with your customers. But to efficiently market your business in Facebook, it helps to understand the underlying principles that make all these connections possible.

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Marketing Branding For Dummies Cheat Sheet

Cheat Sheet / Updated 02-25-2022

A brand is so much more than a pretty logo. To win loyal customers, you need to develop a story that represents the quality and character of your organization or product. By then telling that story consistently across all channels and backing it up with exceptional customer service, you gain all the benefits (and profits) that come from being a trusted name in the marketplace.

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Marketing Product Management For Dummies Cheat Sheet

Cheat Sheet / Updated 02-24-2022

Are you just starting out as a product manager or looking for a guide to becoming better at what you already do every day? The role of a product manager can be a strategic business driver for your company and, as such, a lot of people are watching closely to see what direction you take them in. This Cheat Sheet offers a guide to the different people product managers interact with, arms you with the skill set needed to catapult you to "great" status, and shows you how to acknowledge and resolve conflicts.

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