Digital Marketing All-in-One For Dummies®

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Table of Contents

1. Cover
2. Introduction
   1. About This Book
   2. Icons Used in This Book
   3. Where to Go from Here
3. Book 1: Creating Your Digital Marketing Strategy
   1. Chapter 1: Developing Your Overall Digital Strategy
      1. Understanding the Components of a Digital Marketing Strategy
      2. Communicating Your Mission
      3. Establishing Your Goals
      4. Expanding Your Corporate Mindset
      5. Dipping into User Design and Habits
   2. Chapter 2: Grabbing the Attention of Your Customer
      1. Focusing on Attention
      2. Making Your Content Easy to Consume
      3. Deploying Interactive Content
   3. Chapter 3: Discovering Your Business Model and Brand
      1. Separating Your Business Model from Your Brand
      2. Analyzing Your Business Model
      3. Discovering Your Brand
      4. Solidifying the Look of the Brand
      5. Developing Success Measures for Your Brand
      6. Producing Engaging Branded Content
   4. Chapter 4: Deciding which Marketing Campaign to Create
      1. Establishing Marketing Objectives
      2. Defining a Digital Marketing Campaign
      3. Understanding the Three Major Types of Campaigns
      4. Balancing Your Marketing Campaign Calendar
      5. Choosing the Campaign You Need Now
      6. Viewing Your Digital Marketing through the Campaign Lens
   5. Chapter 5: Crafting Offers That Sell
      1. Offering Value in Advance
      2. Designing an Ungated Offer
      3. Designing a Gated Offer
      4. Designing Deep-Discount Offers
      5. Maximizing Profit
   6. Chapter 6: Planning B2B Campaign Success
      1. Setting Key Performance Indicators
      2. Testing Your Campaigns
      3. Knowing You Aren't Wasting Money
4. Book 2: Uncovering the Customer Experience
   1. Chapter 1: Interacting with Customer Data
      1. Understanding Big Data
      2. Uncovering the Role Big Data Plays in Content Marketing
      3. Discovering the Internet of Things
      4. Visualizing Big Data
   2. Chapter 2: Uncovering Buyer Personas
      1. Reviewing Persona Development
      2. Collecting Information
      3. Avoiding Common Mistakes
      4. Looking at How Generations Differ
      5. Identifying a Prospect’s Emotions
      6. Keeping Up with Trends
   3. Chapter 3: Structuring the Buyer Journey
      1. Harnessing the Customer Experience
      2. Uncovering Commercial Intent
      3. Defending Against Competitors
      4. Identifying the Stages of the Buyer Journey
      5. Personalizing Your Content
   4. Chapter 4: Embracing Sales Enablement
      1. Discovering Sales Enablement
      2. Training Your Salesforce
      3. Coaching Your Reps to Become Winners
      4. Checking Out Sales Enablement Blogs
5. Book 3: Dipping into Content Creation
   1. Chapter 1: Creating Your Content Plan
      1. Evaluating Your Content
      2. Assessing Your Content
      3. Visualizing Your Sites
      4. Creating Your Plan
      5. Focusing on Specialized Content
   2. Chapter 2: Reviewing Content Types
      1. Dipping into Content Categories
      2. Working with Original Short- and Long-Form Content
      3. Using Curation
      4. Making Use of User-Generated Content
      5. Repurposing Content to Add Value
      6. Viewing Aggregated Visual Content
      7. Dealing with Live Video Content
      8. Extending Business News
      9. Offering Online Courses
      10. Managing Content Formats
   3. Chapter 3: Understanding the Customer’s Intent
      1. Knowing the Dynamics of Content Marketing
      2. Finding Your Path to Perfect Content Marketing
      3. Executing Perfect Content Marketing
      4. Distributing Content to Attract an Audience
   4. Chapter 4: Creating Content That Tells a Story
      1. Storytelling to Engage Your Audience
      2. Structuring Your Content Using Stories
   5. Chapter 5: Defining Your Content Framework Using Processes and Systems
      1. Organizing the Content Process
      2. Determining Roles and Responsibilities
      3. Managing the Workflow
      4. Documenting Your Policies and Procedures
   6. Chapter 6: Targeting Content for Your B2B Audience
      1. Creating a Content Library
      2. Humanizing Content
      3. Reaching Through Technology
6. Book 4: Reaching Your Millennial Audience
   1. Chapter 1: Figuring Out Millennials
      1. Discovering Why Millennials Matter
      2. Leveraging Millennial Influence
      3. Meeting Millennials Where They Are
   2. Chapter 2: Looking at the Influence of Millennials
      1. Understanding the Marketer’s Perception of Millennials
      2. The Millennial Mindset
   3. Chapter 3: Pursuing a Data Strategy
      1. Recognizing the Value of Data
      2. Pinpointing Key Indicators in Your Data
      3. Using Your Data as the Foundation of Your Strategy
      4. Identifying Data Sources
      5. Analyzing Your Data on a Regular Basis
   4. Chapter 4: Finding Millennials on Traditional Media
      1. Taking Advantage of Television (With or Without the Budget)
      2. Targeting Millennials with Print Media
      3. Incorporating Email into Your Strategy
   5. Chapter 5: Experimenting with the Share Economy
      1. Positioning Your Brand Around Sharing
      2. Establishing a Voice
      3. Running a Niche Campaign for the Share Economy
      4. Encouraging Audience Participation
      5. Measuring Results
   6. Chapter 6: Developing the Brand Experience
      1. Creating a Brand Experience Strategy
      2. Identifying Touchpoints for Your Audience
      3. Checking Off Elements for Each Touchpoint
      4. Developing a Customer Relationship
      5. Segmenting Your Content
      6. Integrating the Experience for an Omni-Channel Strategy
      7. Tracking the Brand Experience Across Different Media
      8. Running Brand Experience Campaigns
7. Book 5: Implementing Channel Promotions
   1. Chapter 1: Identifying Paid, Earned, Shared, and Owned Media
      1. Understanding Types of Media
      2. Utilizing Paid Media
      3. Championing Earned Media
      4. Enhancing Shared Media
      5. Amplifying Owned Media
      6. Creating a Framework for Achieving the Right Mix
   2. Chapter 2: Using Search Marketing
      1. Knowing the Three Key Players in Search Marketing
      2. Targeting Search Queries
      3. Optimizing Your Assets for Specific Channels
      4. Earning Links
   3. Chapter 3: Making Content Shareable
      1. Embracing Shareability as a Strategy
      2. Uncovering the Five Ws and One H of Online Sharing
      3. Adding Social Bookmarking
      4. Making SEO a Priority
      5. Deploying Hashtags to Encourage Sharing
   4. Chapter 4: Considering Email Marketing
      1. Understanding Marketing Emails
      2. Sending Broadcast and Triggered Emails
      3. Building a Promotional Calendar
      4. Creating Email Campaigns
      5. Writing and Designing Effective Emails
      6. Getting More Clicks and Opens
      7. Ensuring Email Deliverability
8. Book 6: Connecting with Influencers
   1. Chapter 1: Communicating with Influencers
      1. Defining Influencer Marketing
      2. Identifying the Primary Influencer Platforms
      3. Engaging Stellar Influencers
      4. Making Influencer Marketing Work for You
   2. Chapter 2: Collaborating to Win
      1. Discovering the Evolving Role of Influencers
      2. Recognizing Influencer Types
      3. Finding the Right Influencers
      4. Uncovering New Influencers
      5. Influencing with Customer Advocacy
      6. Enhancing Word of Mouth (WOM) with Advertising
      7. Paid Influencer Programs
   3. Chapter 3: Engaging Influencers Using the “Three Cs”
      1. Communicating Like a Pro
      2. Upping Your Game: Creating an Influencer Contract
      3. Compensating Influencers Fairly
   4. Chapter 4: Succeeding with Influencer Marketing
      1. Secret #1: Set Realistic Campaign Goals
      2. Secret #2: Know Your Audience
      3. Secret #3: Stay on Message
      4. Secret #4: Be Agile
      5. Secret #5: Recognize the Power of Emotional Stories
      6. Secret #6: You Get What You Measure
   5. Chapter 5: Getting Creative
      1. Getting Creative and Letting Go
      2. What If It All Goes Wrong?
   6. Chapter 6: Working with an Agency
      1. So, You Want to Hire an Influencer Marketing Agency
      2. Deciding Which Type of Agency Is Right for You
      3. One-Off Events versus Continuity Campaigns
9. Book 7: Facebook Marketing
   1. Chapter 1: Delving into Facebook Marketing
      1. What Is Facebook, and Why Is It So Popular?
      2. Understanding the Marketing Potential of Facebook
      3. Understanding Why Your Business Needs a Facebook Page
   2. Chapter 2: Creating a Facebook Marketing Plan
      1. Understanding the Power of Word of Mouth on Facebook
      2. Understanding Your Facebook Audience
      3. Defining Your Marketing Goals
      4. Developing Your Content Strategy
      5. Encouraging Audience Engagement
      6. Monitoring and Reporting Page Activity
      7. Integrating Your Online and Offline Campaigns
   3. Chapter 3: Selling Products and Services Using Facebook Offers
      1. Understanding Facebook Offers
      2. Creating an Offer for Your Page
      3. Getting the Most from Your Offer
      4. Promoting Your Offer
   4. Chapter 4: Uniting Facebook with Other Social Media
      1. Making Facebook Part of Your Marketing Mix
      2. Promoting Your Facebook Presence Offline
      3. Optimizing Your Page for Search Results
      4. Integrating Instagram into Your Other Marketing Channels
      5. Getting Inside Your Customers’ Heads
   5. Chapter 5: Getting into Instagram
      1. Promoting Your Brand on Instagram
      2. Using Your Instagram Account
      3. Determining What Is Photo-Worthy for Your Brand
      4. Using Hashtags in Your Instagram Posts
      5. Finding Friends and Fans on Instagram
      6. Using Instastories
   6. Chapter 6: Promoting Advanced Customer Engagement
      1. Using Facebook Messenger to Communicate with Customers
      2. Developing a Better Customer Experience
      3. Getting Started with Facebook Live
10. Book 8: Deploying Other Social Media
    1. Chapter 1: Leveraging Social Media
       1. Thinking Strategically about Social Media Integration
       2. Integrating Social Media with E-Newsletters
       3. Integrating Social Media with Press Releases
       4. Integrating Social Media with Your Website
    2. Chapter 2: Working with Twitter
       1. Finding the Right People to Follow
       2. Finding Out Who Is Talking about You on Twitter
       3. Responding to Tweets
       4. Searching on Twitter
       5. Tweeting Like a Pro
       6. Sharing on Twitter
       7. Following the Twitter Rules of Etiquette
       8. Hosting a Tweet-Up
    3. Chapter 3: Looking at YouTube
       1. Looking at YouTube Basics
       2. Promoting on YouTube
       3. Seeding a Viral Campaign
       4. Advertising on YouTube
    4. Chapter 4: Reviewing Pinterest
       1. Understanding Pinterest
       2. Getting Started
       3. Getting on Board
       4. Pinning on Pinterest
       5. Following on Pinterest
       6. Sharing on Pinterest
       7. Driving Traffic with Pinterest
       8. Building Your Pinterest Community
11. Book 9: Analyzing Data for Success
    1. Chapter 1: Looking Back at Your Business Model
       1. Validating Business Models
       2. Reviewing Your Brand Status
    2. Chapter 2: Reassessing Your Strategy
       1. Allowing for Failed Experiments
       2. Looking Back at Your Digital Marketing Strategy
    3. Chapter 3: Reviewing Ongoing Improvement for B2B Marketing
       1. Ongoing Account Maintenance
       2. Gauging Potential Opportunities
       3. Providing Added Value
    4. Chapter 4: Achieving Maximum ROI
       1. Understanding Split Testing
       2. Selecting Page Elements to Optimize
       3. Getting Ready to Test
       4. Preparing to Launch
       5. Calling a Test
       6. Knowing How a Test Performed
       7. Analyzing the Test
12. Index
13. About the Authors
14. Advertisement Page
15. Connect with Dummies
16. End User License Agreement

List of Tables

1. Book 1 Chapter 1
   1. TABLE 1-1 Choosing KPIs
2. Book 1 Chapter 2
   1. TABLE 2-1 Parr’s Captivology Triggers
3. Book 1 Chapter 6
   1. TABLE 6-1 Example Report of Inbound Marketing Activity for Account Progression
4. Book 2 Chapter 1
   1. TABLE 1-1 Types of Data
5. Book 2 Chapter 2
   1. TABLE 2-1 Data for Persona Development
6. Book 2 Chapter 3
   1. TABLE 3-1 Content for the Buyer Journey
7. Book 2 Chapter 4
   1. TABLE 4-1 The Stages of Maturity in Sales Enablement Strategy
8. Book 3 Chapter 1
   1. TABLE 1-1 Components of Content Strategy
9. Book 3 Chapter 2
   1. TABLE 2-1 Content Categories
   2. TABLE 2-2 Content Formats
10. Book 3 Chapter 5
    1. TABLE 5-1 Roles Needed for a Content System
    2. TABLE 5-2 Documentation Needed for a Content System
11. Book 5 Chapter 1
    1. TABLE 1-1 Attributes of Paid, Earned, Shared, and Owned Media
12. Book 5 Chapter 3
    1. TABLE 3-1 Key Insights from the “Psychology of Sharing” Study
13. Book 6 Chapter 2
    1. TABLE 2-1 Three Critical Factors that Trigger WOM
14. Book 6 Chapter 6
    1. TABLE 6-1 When to Use a Self-Service Agency versus a Full-Service Agency
15. Book 8 Chapter 1
    1. TABLE 1-1 Publicity and PR Resources
16. Book 9 Chapter 2
    1. TABLE 2-1 Paid Media Evaluation

List of Illustrations

1. Book 1 Chapter 1
   1. FIGURE 1-1: Content Marketing Institute.
   2. FIGURE 1-2: HubSpot blog.
   3. FIGURE 1-3: Patagonia.
   4. FIGURE 1-4: Warby Parker.
   5. FIGURE 1-5: 2019 Benchmarks, Budgets, and Trends — North America Survey.
   6. FIGURE 1-6: Rebecca Lieb.
   7. FIGURE 1-7: Column Five Media.
   8. FIGURE 1-8: IC Media Direct.
   9. FIGURE 1-9: I-Scoop.
   10. FIGURE 1-10: Monetate’s Infographic showing what it means to be customer centric...
2. Book 1 Chapter 2
   1. FIGURE 2-1: Time.com.
   2. FIGURE 2-2: An Infographic World article about short attention spans.
   3. FIGURE 2-3: Impactana.
   4. FIGURE 2-4: Marketing Land.
   5. FIGURE 2-5: Matrix of Christoph C. Cemper explaining buzz vs. impact.
   6. FIGURE 2-6: The F and Z patterns.
   7. FIGURE 2-7: The F pattern on a heat map from the Nielsen Norman Group.
   8. FIGURE 2-8: Numbered list example on the HubSpot blog.
   9. FIGURE 2-9: Type size and font color on the Influence & Co. blog.
   10. FIGURE 2-10: Visuals on the BarkBox blog.
   11. FIGURE 2-11: White space on the Contently blog.
   12. FIGURE 2-12: Ceros.
   13. FIGURE 2-13: SnapApp.
   14. FIGURE 2-14: Ion Interactive.
3. Book 1 Chapter 3
   1. FIGURE 3-1: ClickBank offers affiliate products.
   2. FIGURE 3-2: Lynda.com supplies course content under the membership model.
   3. FIGURE 3-3: Etsy is a thriving example of the peer-to-peer e-commerce site model...
   4. FIGURE 3-4: The online retailer 1-800-FLOWERS.COM.
   5. FIGURE 3-5: Seamless provides a food-delivery service.
   6. FIGURE 3-6: You pay a monthly fee to access all the content on Netflix.
   7. FIGURE 3-7: Dropbox offers a freemium service for storing and sharing files.
   8. FIGURE 3-8: LinkedIn offers free and paid services.
   9. FIGURE 3-9: Be sure to add value to customers’ lives with your free services, as...
   10. FIGURE 3-10: The Business Model Canvas from Strategyzer.
   11. FIGURE 3-11: The IBM logo is simple but classic.
   12. FIGURE 3-12: The iconic Disney font.
   13. FIGURE 3-13: WebDAM.
   14. FIGURE 3-14: IntelligenceBank.
   15. FIGURE 3-15: Find Guidelines on the Web.
4. Book 1 Chapter 4
   1. FIGURE 4-1: Acquisition campaigns move prospects from the Aware to Converted sta...
   2. FIGURE 4-2: Monetization campaigns create excitement and cause existing leads an...
   3. FIGURE 4-3: Engagement campaigns create brand advocates and brand promoters.
   4. FIGURE 4-4: Use Acquisition, Monetization, and Engagement campaigns to move peop...
5. Book 1 Chapter 5
   1. FIGURE 5-1: OpenMarket asks for contact information in exchange for this white p...
   2. FIGURE 5-2: Copyblogger's gated offer clearly states what people can expect when...
   3. FIGURE 5-3: IKEA’s sales catalog is an ideal example of a sales material gated o...
   4. FIGURE 5-4: A handout is a prime example of useful content that can be gated.
   5. FIGURE 5-5: HubSpot generates leads with its gated offer of its “Website Grader”...
   6. FIGURE 5-6: Through Fiverr, larger services can be splintered into smaller, sing...
   7. FIGURE 5-7: Amazon expertly uses upsells and cross-sells to increase the basket ...
6. Book 1 Chapter 6
   1. FIGURE 6-1: Report of impressions from a campaign.
   2. FIGURE 6-2: Example of A/B testing your advertising creatives.
7. Book 2 Chapter 1
   1. FIGURE 1-1: Recode.
   2. FIGURE 1-2: IoT sales projections from Priceonomics.
   3. FIGURE 1-3: The Intel infographic on IoT.
   4. FIGURE 1-4: Altimeter’s Customer Experience Report.
8. Book 2 Chapter 2
   1. FIGURE 2-1: Onalytica.
   2. FIGURE 2-2: MarketingCharts data from KoMarketing, Huff Industrial Marketing, an...
   3. FIGURE 2-3: Social Mention.
   4. FIGURE 2-4: Google Alerts.
   5. FIGURE 2-5: TweetReach.
   6. FIGURE 2-6: Quora.
   7. FIGURE 2-7: HubSpot’s Make My Persona tool.
   8. FIGURE 2-8: Pew Research Center study.
   9. FIGURE 2-9: The NewsCred Millennial study.
   10. FIGURE 2-10: Google Trends for content marketing.
   11. FIGURE 2-11: Trendspottr.
   12. FIGURE 2-12: Trend Hunter.
   13. FIGURE 2-13: BuzzSumo Trends for content marketing.
9. Book 2 Chapter 3
   1. FIGURE 3-1: Google results for “how do I create content.”
   2. FIGURE 3-2: RazorSocial.
   3. FIGURE 3-3: Google results for “buy organic baby food online.”
   4. FIGURE 3-4: SimilarWeb.
   5. FIGURE 3-5: Ahrefs.
   6. FIGURE 3-6: Rob Wormley’s blog.
   7. FIGURE 3-7: MozBar.
   8. FIGURE 3-8: SEMrush.
10. Book 2 Chapter 4
    1. FIGURE 4-1: The Sales Enablement Maturity Model by Demand Metric.
    2. FIGURE 4-2: Tamara Schenk’s blog.
    3. FIGURE 4-3: The Forrester blog.
    4. FIGURE 4-4: The Sales Enablement blog of the Association for Talent Development.
11. Book 3 Chapter 1
    1. FIGURE 1-1: Demand Metric Infographic.
    2. FIGURE 1-2: CMS Wire.
    3. FIGURE 1-3: The Kapost Content Operation Maturity Model.
    4. FIGURE 1-4: Suggested mind map for documenting your ecosystem.
    5. FIGURE 1-5: Model of a website map.
12. Book 3 Chapter 2
    1. FIGURE 2-1: Robin Good’s “Ultimate Guide.”
    2. FIGURE 2-2: Lynda.com.
    3. FIGURE 2-3: Udemy.
    4. FIGURE 2-4: Camtasia.
    5. FIGURE 2-5: SlideShare.
    6. FIGURE 2-6: Canva.
    7. FIGURE 2-7: GoToWebinar.
    8. FIGURE 2-8: iTunes podcast directory.
    9. FIGURE 2-9: iMindMap.
    10. FIGURE 2-10: Biggerplate.
    11. FIGURE 2-11: Prezi.
13. Book 3 Chapter 3
    1. FIGURE 3-1: This content on Freshbooks is designed to meet a prospective custome...
    2. FIGURE 3-2: The three-step marketing funnel.
    3. FIGURE 3-3: You need different content types at each stage of the marketing funn...
    4. FIGURE 3-4: Whole Foods raises awareness of products it sells while providing va...
    5. FIGURE 3-5: Rideshare company Lyft uses a landing page to start its driver appli...
    6. FIGURE 3-6: Salesforce creates content that converts at the BOFU by telling cust...
    7. FIGURE 3-7: Freshbooks uses a comparison sheet to move a prospect closer to conv...
    8. FIGURE 3-8: Freshbooks anticipates the next logical intent of a visitor who need...
    9. FIGURE 3-9: The Content Campaign Plan organizes your content strategy for each i...
    10. FIGURE 3-10: On Facebook, Lowe's establishes the benefit of the content and give...
14. Book 3 Chapter 4
    1. FIGURE 4-1: Harvard Business Review.
    2. FIGURE 4-2: PsyBlog.
    3. FIGURE 4-3: Jennifer Aaker.
    4. FIGURE 4-4: Roojoom.
15. Book 3 Chapter 5
    1. FIGURE 5-1: WriterAccess.
    2. FIGURE 5-2: Brafton.
    3. FIGURE 5-3: WordPress Calendar.
    4. FIGURE 5-4: HubSpot content style template.
16. Book 3 Chapter 6
    1. FIGURE 6-1: Example of an ebook.
    2. FIGURE 6-2: Example of a table of contents.
    3. FIGURE 6-3: Example of an infographic.
    4. FIGURE 6-4: Example of a webinar replay.
    5. FIGURE 6-5: Example of a case study for one industry.
17. Book 4 Chapter 1
    1. FIGURE 1-1: Yelp allows consumers to provide reviews.
18. Book 4 Chapter 2
    1. FIGURE 2-1: Terms Millennials use to describe themselves.
19. Book 4 Chapter 3
    1. FIGURE 3-1: An example of raw data in Microsoft Excel.
    2. FIGURE 3-2: Cooked data is the result of some manipulation of raw information.
    3. FIGURE 3-3: You can find free social user data using Facebook Insights.
    4. FIGURE 3-4: Amazon recommends a series of tailored products to its customers bas...
    5. FIGURE 3-5: Tableau helps users visualize their data.
    6. FIGURE 3-6: Alexa.
    7. FIGURE 3-7: BuzzSumo.
    8. FIGURE 3-8: TrackMaven.
    9. FIGURE 3-9: Crimson Hexagon is an advanced, enterprise-grade industry analysis t...
    10. FIGURE 3-10: An example of an outlier in a data set.
    11. FIGURE 3-11: Plotly is a powerful free tool that makes data analysis simple.
    12. FIGURE 3-12: The Google Analytics audience dashboard.
    13. FIGURE 3-13: Create a new segment from your audience dashboard.
    14. FIGURE 3-14: Select the age range filter.
    15. FIGURE 3-15: Access free Page insights on Facebook.
    16. FIGURE 3-16: Twitter provides some good insight into both content and audiences.
    17. FIGURE 3-17: User viewing habits data in YouTube.
20. Book 4 Chapter 4
    1. FIGURE 4-1: Millennial viewing habits have decreased.
    2. FIGURE 4-2: Different types of campaigns available in Constant Contact.
21. Book 4 Chapter 5
    1. FIGURE 5-1: Begin by choosing a broad audience of Millennial users on Facebook.
    2. FIGURE 5-2: Initially narrow your user selection by targeting general share econ...
    3. FIGURE 5-3: Attribution models can weigh each touchpoint in Google Analytics.
22. Book 4 Chapter 6
    1. FIGURE 6-1: Cadbury built a giant chocolate thumbs-up to show its thanks for one...
    2. FIGURE 6-2: Google Tag Manager can help you more precisely track data.
    3. FIGURE 6-3: Google offers a free service where you can add customized parameters...
    4. FIGURE 6-4: Bitly allows users to shorten and track custom links to content.
23. Book 5 Chapter 1
    1. FIGURE 1-1: The PESO model.
    2. FIGURE 1-2: A retargeted ad.
    3. FIGURE 1-3: Marketo’s Big Marketing Activity Coloring Book.
    4. FIGURE 1-4: Diagram of a framework for finding the right balance.
24. Book 5 Chapter 2
    1. FIGURE 2-1: Google displays ads at the top and in the top-right corners of searc...
    2. FIGURE 2-2: A discoverable search query for local bed-and-breakfast inns.
    3. FIGURE 2-3: A branded search query for Austin’s Inn at Pearl Street.
    4. FIGURE 2-4: Planning keywords with Google AdWords Keyword Planner.
    5. FIGURE 2-5: Allrecipes.com satisfies a searcher’s intent for a mojito recipe.
    6. FIGURE 2-6: A search query in Amazon satisfies a search for the Canon EOS 70D.
    7. FIGURE 2-7: Examples of <title> tags.
    8. FIGURE 2-8: Examples of meta descriptions.
    9. FIGURE 2-9: Each video image is a thumbnail.
    10. FIGURE 2-10: Examining video retention in YouTube.
    11. FIGURE 2-11: An example of prompts Pinterest gives when searching the platform.
25. Book 5 Chapter 3
    1. FIGURE 3-1: ShareThis.
    2. FIGURE 3-2: Canva Design School.
    3. FIGURE 3-3: Health Catalyst Knowledge Center.
    4. FIGURE 3-4: A MarketingSherpa chart of the most and least shared social content.
    5. FIGURE 3-5: Chartbeat.
    6. FIGURE 3-6: A Google site test.
    7. FIGURE 3-7: TweetChat.
    8. FIGURE 3-8: RiteTag.
    9. FIGURE 3-9: Twubs.
26. Book 5 Chapter 4
    1. FIGURE 4-1: The primary goals of each email type.
    2. FIGURE 4-2: A promotional asset sheet.
    3. FIGURE 4-3: An annual promotional planning worksheet.
    4. FIGURE 4-4: A 30-day promotional planning worksheet.
    5. FIGURE 4-5: A sample campaign storyboard.
    6. FIGURE 4-6: An example indoctrination email that welcomes a new subscriber.
    7. FIGURE 4-7: Example of a segmentation campaign email.
    8. FIGURE 4-8: An example reengagement campaign.
    9. FIGURE 4-9: An example of a “Your Thoughts?” email that engages the audience.
27. Book 6 Chapter 2
    1. FIGURE 2-1: Influence at Work.
    2. FIGURE 2-2: Filters on BuzzSumo for influencer types.
    3. FIGURE 2-3: Results of pet food search on BuzzSumo.
    4. FIGURE 2-4: The FollowerWonk homepage.
    5. FIGURE 2-5: Topics to search at the top of the Alltop home page.
    6. FIGURE 2-6: Example of Evernote listing for an ambassador.
    7. FIGURE 2-7: Jamie Todd Rubin’s website.
    8. FIGURE 2-8 GroupHigh.
    9. FIGURE 2-9 RhythmOne.
    10. FIGURE 2-10 Tapinfluence.
28. Book 7 Chapter 1
    1. FIGURE 1-1: The Best Friends Animal Society benefits from the word-of-mouth mark...
    2. FIGURE 1-2: Facebook Ads like these are an extremely cost-effective way to targe...
    3. FIGURE 1-3: Facebook Pages include various views and apps that users can explore...
    4. FIGURE 1-4: Facebook users can like your Page from your hovercard by hovering th...
29. Book 7 Chapter 1
    1. FIGURE 2-1: The advent of social networks influenced how people connect with bra...
    2. FIGURE 2-2: Tom’s of Maine knows that its customers care about making positive c...
    3. FIGURE 2-3: Facebook allows you to create a Page to market your business.
    4. FIGURE 2-4: Use the Invite link to send a notification about your Page.
    5. FIGURE 2-5: The Facebook Page of 1-800-Flowers.com displays special offers that ...
    6. FIGURE 2-6: Klondike created a video app for Facebook fans.
    7. FIGURE 2-7: StarKist gives fans the opportunity to get free merchandise and spec...
    8. FIGURE 2-8: The Hallmark Channel has Kitten Bowl.
    9. FIGURE 2-9: Facebook Insights provides metrics on how your fans interact with yo...
    10. FIGURE 2-10: Facebook Insights also offers geographic and demographic data on yo...
30. Book 7 Chapter 3
    1. FIGURE 3-1: Facebook Offers increases sales and gets customers to tell their fri...
    2. FIGURE 3-2: Beginning to create an offer.
    3. FIGURE 3-3: A view of the offer details.
    4. FIGURE 3-4: When people claim your offer, stories are generated in their friends...
31. Book 7 Chapter 4
    1. FIGURE 4-1: Kim Garst integrates her many social channels on her Facebook Page.
    2. FIGURE 4-2: Creating a username.
    3. FIGURE 4-3: Entering a username for your Page.
    4. FIGURE 4-4: Instastories display at the top of the screen.
    5. FIGURE 4-5: Have2Have.it lets you link your account to an Instagram marketplace.
32. Book 7 Chapter 5
    1. FIGURE 5-1: Instagram comes with a variety of filters you can use to enhance you...
    2. FIGURE 5-2: You can upload photos to Facebook and Twitter from Instagram.
    3. FIGURE 5-3: Use the magnifying glass icon to view random photos or search for ot...
33. Book 7 Chapter 6
    1. FIGURE 6-1: Enabling Messenger.
    2. FIGURE 6-2: Food Network’s Messenger chatbot provides recipes and fun facts.
    3. FIGURE 6-3: Ordering with Messenger on 1-800 Flowers.
    4. FIGURE 6-4: Messenger Platform settings.
    5. FIGURE 6-5: The Messaging link.
    6. FIGURE 6-6: Editing your Instant Replies message and choosing Add Personalizatio...
    7. FIGURE 6-7: Creating settings for the Response Assistant.
    8. FIGURE 6-8: Editing your Away response and scheduling when it will appear.
    9. FIGURE 6-9: Your greeting message pops up when the visitor comes in.
    10. FIGURE 6-10: Setting Up your Greeting.
    11. FIGURE 6-11: Scheduling your Follow Up message.
    12. FIGURE 6-12: News Feed Ad objectives that involve using Messenger.
    13. FIGURE 6-13: Choosing to create a Sponsored Message with Messenger.
    14. FIGURE 6-14: Choosing Messenger as an ad placement for an ad.
    15. FIGURE 6-15: Accessing the Facebook Live screen.
    16. FIGURE 6-16: Settings for Facebook Live stream from your Page.
    17. FIGURE 6-17: Choices for who can see your broadcast Timeline.
    18. FIGURE 6-18: Adding a description, title, and icons for your broadcast.
    19. FIGURE 6-19: Scheduling options for your Facebook Live broadcast.
    20. FIGURE 6-20: A Facebook Live broadcast viewed on a mobile phone.
    21. FIGURE 6-21: After the live stream, you see the replay on her Page.
34. Book 8 Chapter 1
    1. FIGURE 1-1: A newsletter service such as MailChimp gives you the tools you need ...
35. Book 8 Chapter 2
    1. FIGURE 2-1: To get someone’s attention on Twitter, use an @reply.
    2. FIGURE 2-2: Put a period in front of an @reply if you want everyone who follows ...
36. Book 8 Chapter 3
    1. FIGURE 3-1: Khan Academy is a customized YouTube channel.
    2. FIGURE 3-2: Tagging displayed on a video clip.
    3. FIGURE 3-3: The Old Spice guy video.
    4. FIGURE 3-4: The Dove Portraits video.
    5. FIGURE 3-5: A home-page ad on YouTube.
37. Book 8 Chapter 4
    1. FIGURE 4-1: Each pin includes buttons for sharing or repining, and commenting.
    2. FIGURE 4-2: Type the name of the brand you’re searching for in Pinterest’s searc...
    3. FIGURE 4-3: The five ways to sort your search results.
    4. FIGURE 4-4: Your Pinterest profile page.
    5. FIGURE 4-5: The Notifications button is located at the top right of the page.
    6. FIGURE 4-6: Click the … icon to set up your profile page.
    7. FIGURE 4-7: Pins are organized into topics called boards.
38. Book 9 Chapter 1
    1. FIGURE 1-1: Zappos.
    2. FIGURE 1-2: Tropicana’s iconic orange juice label.
    3. FIGURE 1-3: SurveyMonkey.
    4. FIGURE 1-4: Zoho.
39. Book 9 Chapter 2
    1. FIGURE 2-1: Content Marketing Institute.
40. Book 9 Chapter 4
    1. FIGURE 4-1: A test duration calculator from Visual Website Optimizer.
    2. FIGURE 4-2: 404 pages, like Amazon's, should offer users a next step but they do...
    3. FIGURE 4-3: A heat map shows user interaction with your page.

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