Digital Marketing All–In–One For Dummies, 2nd Edition

Stephanie Diamond is a marketing thought leader with 20+ years of experience. She is the founder of Digital Media Works, Inc., an online marketing company. She is the coauthor of Facebook Mar­keting For Dummies, Social Media Marketing For Dummies, and Content Marketing Strategies 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