15: Ten Trending Digital Marketing Skills to Add to Your Resume Content Marketing Positions Paid Media Manager Search Engine Optimization (SEO) Manager Social Media Marketing Community Management Video Marketing and Production Positions Web Design and Development Positions Data Analysis Positions Chapter 16: Ten Essential Tools for Digital Marketing Success Building a Website Hosting a Website Choosing Email Marketing Software Considering Customer Relationship Management (CRM) Software Adding a Payment Solution Using Landing Page Software Sourcing and Editing Images Managing Social Media Measuring Your Performance: Data and Analytics Optimizing Your Marketing
8 Index
List of Illustrations
1 Chapter 1FIGURE 1-1: Agency Eric is a customer avatar who purchases the certification pr...FIGURE 1-2: Understanding the goals and values of your avatar is important.FIGURE 1-3: Demographics bring the customer avatar to life.FIGURE 1-4: Understanding the challenges and pain points of your customer infor...FIGURE 1-5: Businesses provide value by moving prospects from a “Before” state ...FIGURE 1-6: Fill in the blanks on your Statement of Value. FIGURE 1-7: A Facebook advertisement focused on the goal of awareness. FIGURE 1-8: An engaging blog post from the Whole Foods blog. FIGURE 1-9: An email subscription offer from furniture retailer IKEA. FIGURE 1-10: A low-dollar offer from domain registration company GoDaddy. FIGURE 1-11: This onboarding packet builds excitement and teaches the customer ...FIGURE 1-12: Create a customer journey road map for at least one of your core o...
2 Chapter 2FIGURE 2-1: Acquisition campaigns move prospects from the Aware to Converted st...FIGURE 2-2: Monetization campaigns create excitement and cause existing leads a...FIGURE 2-3: Engagement campaigns can lead to the creation of brand advocates an...FIGURE 2-4: Use Acquisition, Monetization, and Engagement campaigns to move peo...
3 Chapter 3FIGURE 3-1: HubSpot asks for contact info in exchange for this yearly report. FIGURE 3-2: Copyblogger’s gated offer clearly states what people can expect whe...FIGURE 3-3: IKEA’s sales catalog is an ideal example of a sales material gated ...FIGURE 3-4: A handout is a prime example of useful content that can be gated. FIGURE 3-5: HubSpot generates leads with its gated offer of its “Website Grader...FIGURE 3-6: HueVine uses the free + shipping method for their beauty products. FIGURE 3-7: Through Fiverr, larger services can be splintered into smaller, sin...FIGURE 3-8: Amazon expertly uses upsells and cross-sells to increase the basket...
4 Chapter 4FIGURE 4-1: This content on FreshBooks is designed to meet a prospective custom...FIGURE 4-2: The three-step marketing funnel. FIGURE 4-3: You need different content types at each stage of the marketing fun...FIGURE 4-4: Whole Foods raises awareness of products it sells while providing v...FIGURE 4-5: Rideshare company Lyft uses a landing page to start its driver appl...FIGURE 4-6: Salesforce creates content that converts at the BOFU by telling cus...FIGURE 4-7: FreshBooks uses a comparison sheet to move a prospect closer to con...FIGURE 4-8: FreshBooks anticipates the next logical intent of a visitor who nee...FIGURE 4-9: The Content Campaign Plan organizes your content strategy for each ...FIGURE 4-10: On Facebook, Lowe’s establishes the benefit of the content and giv...
5 Chapter 5FIGURE 5-1: A blog post from Neil Patel which recieved high social engagement —...FIGURE 5-2: An excerpt of a segmented post from Moz. FIGURE 5-3: An excerpt from MarketingProfs’s “Write for Us” page. FIGURE 5-4: A blog post uses formatting in a way that makes the content easy to...FIGURE 5-5: A DigitalMarketer blog post with a scarcity countdown CTA.
6 Chapter 6FIGURE 6-1: An excerpt of a list post of detox water recipes from DIY Projects....FIGURE 6-2: A how-to post on how to play the F-chord on a guitar from wikiHow. FIGURE 6-3: An example of a series post from LA Fitness. FIGURE 6-4: An excerpt from a crowdsourced post by DigitalMarketer. FIGURE 6-5: An example of a quote post from Business.com. FIGURE 6-6: The New Yorker centers its post around a cartoon. FIGURE 6-7: DigitalMarketer writes its top 10 takeaways from an event. FIGURE 6-8: Country Living helps fans get ready for Halloween in this holiday p...FIGURE 6-9: An example of a prediction post from FiveChannels.com. FIGURE 6-10: BuzzFeed creates a challenge post to engage its audience. FIGURE 6-11: An example of a list post from DigitalMarketer. FIGURE 6-12: A sample of an embed reactor blog post from Salesforce. FIGURE 6-13: A crowdsourced post from robbierichards.com.
7 Chapter 7FIGURE 7-1: A landing page with a clear focus and very few links. FIGURE 7-2: An example of a landing page for a product. FIGURE 7-3: A classic product detail page from e-commerce behemoth Crate & Barr...FIGURE 7-4: Glossier, a popular skincare brand, has their price listed right on...FIGURE 7-5: Amazon offers cross-sells in an attempt to increase the basket size...
8 Chapter 8FIGURE 8-1: Google displays ads at the top and in the top-right corners of sear...FIGURE 8-2: A discoverable search query for local bed-and-breakfast inns.FIGURE 8-3: A branded search query for Austin’s Inn at Pearl Street.FIGURE 8-4: In 2018 Google rebranded Adwords to Ads. Planning keywords with Goo...FIGURE 8-5: Allrecipes.com satisfies a searcher’s intent for a mojito recipe. FIGURE 8-6: A search query in Amazon satisfies a search for the Canon EOS 70D. FIGURE 8-7: Examples of <title> tags.FIGURE 8-8: Examples of meta descriptions.FIGURE 8-9: Each video image is a thumbnail. FIGURE 8-10: Examining video retention in DigitalMarketer’s New Certified Partn...FIGURE 8-11: A keyword-optimized board from DIY Ready’s Pinterest profile page....FIGURE 8-12: An example of prompts Pinterest gives when searching the platform....FIGURE 8-13: An example of Amazon’s ad placement. Notice the “sponsored” ad res...
9 Chapter 9FIGURE 9-1: Starbucks uses a CTA button to encourage people to message and enga...FIGURE 9-2: Starbucks includes a timely link in their bio for Women’s History M...FIGURE 9-3: HubSpot uses a punchy tagline and customizes their button to encour...FIGURE 9-4: Starbucks uses their Pinned Tweet to stay timely with Women’s Histo...FIGURE 9-5: GoPro makes a call to action to get its audience to engage with the ...FIGURE 9-6: Save-A-Lot lets a customer know that he’s been heard. FIGURE 9-7: The five keywords that apply to virtually any business.FIGURE 9-8: A flow chart for setting up feedback loops.FIGURE 9-9: Best Western moves a customer complaint to a private channel. FIGURE 9-10: Home Depot uses Twitter to link to its website and build brand awa...FIGURE 9-11: Using a quote from a blog post and turning it into a visual