The Digital Marketing Handbook: Deliver Powerful Digital Campaigns

Description

Build, implement and optimize your digital marketing campaigns, with this indispensable guide which covers everything from SEO, social media, paid search and display advertising. The Digital Marketing Handbook takes the reader step by step through the various components of B2B and B2C online marketing, making it an essential companion to every marketer's desk. Highly practical in approach, it features tips, platform recommendations and common pitfalls to watch out for, as well as examples from global brands including Google, Amazon and Nissan. Detailed guidance is provided for key areas such as creating content that excites, informs and converts, using marketing automation and analyzing your results to maximize performance. Written by recognized industry expert and bestselling author, Simon Kingsnorth, The Digital Marketing Handbook brings together reliable and actionable insights into one complete resource. Also covering how to manage affiliates and partnerships to deliver highly targeted leads and provide customer service that achieves high review scores and builds loyalty, it is accompanied by online templates and interactive tools to use in practice. This book is an essential blueprint for marketing professionals to deliver the best results from their digital marketing campaigns. Cover Contents About the author 01 How this book works Top tips Case studies Platform recommendations What to watch Step by step 02 Building a high-converting, beautiful website Step one: Before you begin Step two: Design Step three: Information architecture Step four: Build Summary Platform recommendations 03 Optimizing your website to deliver top SEO results What you need to know SEO research and planning Technical SEO Content SEO Link strategy Reporting Platform recommendations 04 Managing paid search for cost-effective results Quality score Account structure Keywords Match types Bidding strategy Audiences Landing pages Ads Linked accounts Reporting 05 Running display advertising that delivers brand value Step one: Before you start Step two: Create amazing ads Step three: Keywords and targeting Step four: Track, evaluate and optimize References Bibliography 06 Managing affiliates and partnerships to deliver highly targeted leads Step one: Set objectives Step two: Select network Step three: Determine structure and payment terms Step four: Determine programme rules Step five: Collate marketing assets Step six: Track, manage and optimize References 07 Creating content that excites, informs and converts Why invest in content marketing? Step one: Set multiple goals Step two: Determine your KPIs Step three: Define your personas or avatars Step four: Understand content types and what they can achieve Step five: Choose your content channels Step six: Keyword research and topic selection Step seven: Set up your content marketing calendar Step eight: Create and post the content Step nine: Analyse and measure results References Bibliography 08 Delivering organic and paid social media that grows your brand Organic and paid marketing Social media best practices Strategy and analytics Content creative guidelines Influencer marketing Facebook Instagram WhatsApp, Snapchat and Messenger TikTok Twitter YouTube Pinterest LinkedIn Reddit and Quora Chinese social media networks References Bibliography 09 Using analytics to interpret and optimize your results to maximize performance Step one: Before you start Step two: Get to grips with your dashboards Step three: Turn insights into action References Bibliography 10 Automating your email and CRM plans to deliver compelling digital communications Advantages of CRM and marketing automation Step one: Data migration Step two: CRM automation Step three: Automated marketing and email Step four: Tracking and analysis References Bibliography 11 Using e-commerce and retail partners to scale your merchandizing Benefits of e-commerce Retail partnerships Step one: Selecting the right product Step two: Setting up an e-commerce store Step three: Manufacturing, packaging and shipping Step four: E-commerce customer service Step five: Launching an e-commerce store Step six: Scaling your business Step seven: Retail partnerships References 12 Providing customer service that delivers high review scores and builds loyalty Introduction Step one: Understanding customer expectations Step two: Identify customer service challenges Step three: Identify and set up customer service channels Step four: Plan corrective actions References Index