Digital Marketing All-In-One For Dummies

Introduction 1

Book 1: Creating Your Digital Marketing Strategy 5

Chapter 1: Developing Your Overall Digital Strategy 7

Chapter 2: Grabbing Your Customer's Attention 25

Chapter 3: Discovering Your Business Model and Brand 39

Chapter 4: Deciding which Marketing Campaign to Create 67

Chapter 5: Crafting Offers That Sell 81

Chapter 6: Planning B2B Campaign Success 103

Book 2: Understanding the Importance of the Customer Experience 119

Chapter 1: Interacting with Customer Data 121

Chapter 2: Uncovering Buyer Personas 131

Chapter 3: Structuring the Buyer's Journey 147

Chapter 4: Embracing Sales Enablement 165

Book 3: Marketing Using Artificial Intelligence (AI) 175

Chapter 1: Transforming Digital Marketing Using Artificial Intelligence 177

Chapter 2: Using AI Tools to Maximize Customer Reach and Service 195

Book 4: Dipping into Content Creation 221

Chapter 1: Creating Your Content Plan 223

Chapter 2: Reviewing Content Types 237

Chapter 3: Understanding the Customer's Intent 255

Chapter 4: Creating Content That Tells a Story 275

Chapter 5: Defining Your Content Framework Using Processes and Systems 285

Chapter 6: Targeting Content for Your B2B Audience 299

Book 5: Implementing Channel Promotions 323

Chapter 1: Identifying Paid, Earned, Shared, and Owned Media 325

Chapter 2: Using Search Marketing 339

Chapter 3: Using Social Bookmarks, News, and Share Buttons 363

Chapter 4: Considering Email Marketing 385

Book 6: Targeting Your Work with Influencers 411

Chapter 1: Communicating with Influencers 413

Chapter 2: Collaborating to Win 431

Chapter 3: Engaging Influencers Using the "Three Cs" 449

Chapter 4: Succeeding with Influencer Marketing 463

Chapter 5: Getting Creative 473

Chapter 6: Working with an Influencer Agency 481

Book 7: Meta/Facebook/Instagram Marketing 487

Chapter 1: Delving into Facebook Marketing 489

Chapter 2: Creating a Facebook Marketing Plan 511

Chapter 3: Advertising and Selling on Facebook 529

Chapter 4: Uniting Facebook with Other Social Media 541

Chapter 5: Getting into Instagram for Business Marketing 555

Chapter 6: Looking at Facebook Live 579

Book 8: Deploying Other Social Media 591

Chapter 1: Leveraging Social Media 593

Chapter 2: Working with Twitter 609

Chapter 3: Looking at YouTube 623

Chapter 4: Reviewing Pinterest 633

Chapter 5: Growing Your Business with TikTok 657

Chapter 6: Using Marketing Techniques on LinkedIn 681

Book 9: Analyzing Data for Success 697

Chapter 1: Looking Back at Your Business Model and Scaling your Brand 699

Chapter 2: Reassessing Your Strategy 715

Chapter 3: Reviewing Ongoing Improvement for B2B Marketing 723

Chapter 4: Achieving Maximum ROI 733

Index 743