|
Worldwide online retail sales totaled 1.9 trillion in 2016 and it's estimated that revenues will hit 4 trillion by 2020. Even a microscopic share of this market can make anyone rich, yet most everyone who tries to make money online fails. The Digital Marketing Handbook was written to help marketers of all skill levels -- from Fortune 1000 and SMBs to small business owners and solopreneurs -- take their websites from cost centers to profit centers
Intro -- Title Page -- Copyright Page -- Dedication -- Contents -- Acknowledgments -- Introduction -- Chapter 1: Choosing Your Online Business Model -- Central vs. Hub-and-Spoke Model -- Single-Topic Content-Rich Site for Enthusiasts -- The Agora Model -- Needs Assessment Model -- Funnels -- Launches -- Membership Sites -- Chapter 2: Profits Equal Sales Minus Expenses -- The Web Helps Level the Playing Field -- Corporate Status and Health Insurance -- Download Speed -- Online Payments -- Avoiding Shopping Cart Abandonment -- Don't Overspend -- Constantly Be Learning -- Chapter 3: Marketing Funnels for Consumer Products -- The AIDA Funnel -- Amazon Funnel -- Veterinarian Funnel -- 1-800-Flowers Funnel -- Groupon Funnel -- Netflix Funnel -- Burberry Funnel -- Theme-Based Content -- Conversion Content Timing -- A/B Testing the Funnel Content -- Customer vs. Product Focus -- Chapter 4: Marketing Funnels for B2B Products -- Innovative Information Solutions -- D&B Hoovers -- Grainger -- Ferguson -- HubSpot -- GKIC -- MarketingProfs -- Agencies, Freelancers, and Consultants -- Chapter 5: Websites and Marketing Funnels for Service Firms -- The Anatomy of a Service Business Website -- Content Marketing -- Video Marketing for Service Businesses -- Constantly Promote Your Service Business -- Repurpose and Test Your Content -- Email Marketing for Service Businesses -- Chapter 6: Driving Traffic to Your Website With Online Marketing -- The Seven Basic Types of Traffic Drivers -- Affiliate Marketing -- Banner Ads -- Content Marketing -- Co-Registration -- Email -- Enewsletters -- Google and Bing Pay-per-Click Advertising -- Influencer Marketing Campaigns -- Infographics -- IP-Specific Online Advertising with Geo-Targeting -- Lead Magnets -- Podcasts -- QR Codes -- Search Engine Optimization -- Social Media -- Text Ads -- Webinars
YouTube Videos and In-Stream Ads -- Chapter 7: Driving Traffic to Your Website With Offline Marketing -- Linking Print and the Internet with QR Codes -- Direct-Mail Packages -- Postcards -- Brochures -- Catalogs -- Print Newsletters -- Article Writing -- Public Relations -- Print Ads -- TV and Radio Commercials -- Public Speaking -- Chapter 8: Winning With Blogging and Social Media Marketing -- Hosting Company -- Blogging Platforms -- Integration with CRMs and Shopping Carts -- Writing Blog Posts -- Useful Blog Additions -- Social Media Marketing -- Chapter 9: Building Your Opt-In List -- Picking an Email Service Provider -- Seven Things to Consider When Choosing an ESP -- Email List-Building Best Practices -- Elist Maintenance -- Affiliate Marketing and Joint Venture Deals -- Enewsletter Subscription Offers -- Facebook Ads and Boosted Posts -- Giveaways -- In-Mail -- Lead Magnets -- Leverage Social Proof -- List Swaps -- Offline List Building -- PPC Ads on Bing and Google -- Referral Incentives -- Reinvigorate Stale Lists -- Surveys and Quizzes -- Webinars, Teleseminars, and Virtual Summits -- Chapter 10: Hub Sites, Landing Pages, and Squeeze Pages -- Hub Sites -- Website Security -- The Psychology of Websites -- Sales-Generating Landing Pages -- Lead-Generating Landing Pages -- Squeeze Pages -- Search Engine Optimization (SEO) -- Mobile-Only Index -- Keyword Research -- Chapter 11: Publishing an Online Newsletter -- Opt-In Elists Are Permission Marketing -- How Much Is Your Opt-In Elist Worth? -- Use a Free-on-Free Subscription Offer -- Choosing a Name for Your Enewsletter -- Your Enewsletter Publishing Schedule -- Designing Your Enewsletter -- Ideal Word Length for Your Enewsletter -- Answering Questions and Queries from Your Subscribers -- 14 Things You Can Put in Your Enewsletter -- 31 More Topics for Your Enewsletter
Six Tips for Writing Enewsletters -- When to Email Your Subscribers -- How to Get Subscribers -- Build Your List with "URL Substitution" -- Stop People from Unsubscribing -- Chapter 12: Generating Leads and Sales With Email Marketing -- Six Important Email Metrics -- Content vs. Sales -- Email Frequency -- Ideal Word Length for Email Marketing Messages -- Which Email Format Is Best? -- Designing Emails for Mobile Devices -- What Offers Work Best in Email Marketing? -- From Lines and Subject Lines that Boost Results -- Writing the Email Body Copy -- Hyperlinks and Calls to Action (CTAs) -- Should You Personalize Your Email Messages? -- How to Handle Subscriber Questions and Complaints -- How to Handle Refund Requests -- Sample Sales Email -- Chapter 13: Autoresponders and Upsells -- Autoresponder Fundamentals -- Autoresponder Benefits -- Types of Autoresponder Emails -- Upsells -- Upsell vs. Cross-Sell -- Chapter 14: Joint Ventures, Affiliate Marketing, and Licensing -- Joint Ventures -- The Five Main Types of Joint Ventures -- Three Big Goals for Your Joint Ventures -- Three Types of Joint Venture Partners -- Three Criteria for a Joint Venture Partner -- Four Questions to Ask About a Potential Joint Venture Partner -- How to Find Joint Venture Partners -- Ranking Joint Venture Candidates -- First Contact -- Affiliate Marketing -- Open and Closed Affiliate Arrangements -- Three Criteria for Choosing the Right Niche -- Increasing Affiliate Revenues -- Super Affiliates -- Affiliate Commissions -- Licensing -- License Pricing -- How to Make More Money with Licensing -- Chapter 15: Membership Sites -- Membership Site Pros and Cons -- Membership Site Structure and Functionality -- Membership Site Software -- Hiring a Programmer to Create Your Membership Site -- Don't Forget the Updates -- Membership Levels -- Pricing the Memberships
Recruiting New Members to Your Site -- Membership Retention -- Ancillary Services for Members -- Appendix A: Recommended Vendors -- Appendix B: Software and Services -- Ad Trackers -- Affiliate Marketing -- Analytics -- Anti-Virus -- Autoresponders -- Content Management -- Database -- Integrated Ecommerce Package -- Membership Website Software -- Merchant Accounts and Online Payment Processing -- Online Surveys -- Sales Reports -- Security Verification Services -- Slide-Making -- Spreadsheets -- Video Software -- Appendix C: Sample Infographic -- Appendix D: Schedule for Producing a Direct-Mail Promotion -- About the Author -- Index
|
