The Digital Marketing Handbook: Deliver Powerful Digital Campaigns

Length: 288 pages
Edition: 1
Language: English
Publisher: Kogan Page
Publication Date: 2022-01-25
ISBN-10: 1398603414
ISBN-13: 9781398603417
Sales Rank: #0 (See Top 100 Books)

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.

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