The Digital Marketing Handbook by Bly, Robert W. -- Read -- Imperial Library of Trantor

Index

Cover 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