The Digital Marketing Handbook 1st edition by Robert Bly 9781613083819 1613083815

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• ISBN 10:1613083815

• ISBN 13:9781613083819

• Author:Robert Bly

The Digital Marketing Handbook
A Step-By-Step Guide to Creating Websites That Sell
What’s Your Website’s ROI? Written to help marketers—from the Fortune 1000 to small business owners and solopreneurs—turn their websites from cost centers to profit centers, The Digital Marketing Handbook by legendary copywriting pioneer and marketing expert Robert W. Bly teaches you the proven models and processes for generating a steady stream of traffic, conversions, leads, opt-ins, and sales. Whether you are marketing an online-based business, brick-and-mortar store, or a hybrid business, Bly will teach you how to: Integrate a digital marketing plan with traditional marketing outreach efforts Maximize open rates, click-through rates, conversions, and sales Avoid the most common internet marketing mistakes that cause people to fail online Build a large and responsive opt-in email list Master Google AdWords, Facebook Advertising, and other traffic-generating tactics Drive quality leads to your online and offline storefronts Produce brand awareness and generate leads with Snapchat, Instagram, Periscope, Pinterest, and other social media platforms Design hub sites, landing pages, and “squeeze pages” guaranteed to bring in leads Plus, Bly shares tested direct response methods that can increase your online revenues by 50, 100, and even 200 percent along with an extensive resource section to give your website a competitive edge.

The Digital Marketing Handbook 1st Table of contents:

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

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