Online Marketing: 3-in-1 Guide to Master Online Advertising, Digital Marketing, Ecommerce & Internet Marketing

Online Marketing

3 Manuscripts in 1 Book, Including: Digital Marketing, Social Media Marketing and Marketing Analytics

Santino Spencer

More by Santino Spencer

Discover all books from the Marketing Management Series by Santino Spencer at:

bit.ly/santino-spencer

Book 1: Marketing Strategy

Book 2: Business Branding

Book 3: Digital Marketing

Book 4: Social Media Marketing

Book 5: Marketing Analytics

Book 6: Content Marketing

Book 7: Business Development

Book 8: Mobile Marketing

Themed book bundles available at discounted prices:

bit.ly/santino-spencer

Copyright

© Copyright by Santino Spencer. All rights reserved.

This document is geared towards providing exact and reliable information in regard to the topic and issue covered. The publication is sold with the idea that the publisher is not required to render accounting, officially permitted, or otherwise, qualified services. If advice is necessary, legal or professional, a practiced individual in the profession should be ordered.

From a Declaration of Principles which was accepted and approved equally by a Committee of the American Bar Association and a Committee of Publishers and Associations.

In no way is it legal to reproduce, duplicate, or transmit any part of this document in either electronic means or in printed format. Recording of this publication is strictly prohibited and any storage of this document is not allowed unless with written permission from the publisher. All rights reserved.

The information provided herein is stated to be truthful and consistent, in that any liability, in terms of inattention or otherwise, by any usage or abuse of any policies, processes, or directions contained within is the solitary and utter responsibility of the recipient reader. Under no circumstances will any legal responsibility or blame be held against the publisher for any reparation, damages, or monetary loss due to the information herein, either directly or indirectly.

Respective authors own all copyrights not held by the publisher.

The information herein is offered for informational purposes solely, and is universal as so. The presentation of the information is without contract or any type of guaranteed assurance.

The trademarks that are used are without any consent, and the publication of the trademark is without permission or backing by the trademark owner. All trademarks and brands within this book are for clarifying purposes only and are the owned by the owners themselves, not affiliated with this document.

Table of Contents

Online Marketing

More by Santino Spencer

Copyright

Table of Contents

Book 1: Digital Marketing

Table of Contents

Book 2: Social Media Marketing

Table of Contents

Book 3: Marketing Analytics

Table of Contents

More by Santino Spencer

Book 1: Digital Marketing

7 Easy Steps to Master PPC Advertising, Affiliate Marketing, Email Marketing & Online Retargeting

Santino Spencer

Table of Contents

Online Marketing

More by Santino Spencer

Copyright

Table of Contents

Book 1: Digital Marketing

Table of Contents

Introduction

Chapter 1: Step 1 - Understanding Why Digital Marketing Is the Future of Your Business

The World Is Changing

What Is Digital Strategy?

The Apple Case Study

Chapter 2: Step 2 - How to Create the Right Kind of Content

Quality Content Is King

What Type of Content Qualifies As Great Content?

The Type of Content You Should Be Generating

Who Churns Out the Content?

Chapter 3: Step 3 - Preparing Your Digital Strategy

Step 1: Set Clear Objectives

Step 2: Understand the Audience You Are Trying to Target

Step 3: Figure Out Your Messaging

Step 4: Determine Your Channels

Step 5: Think About Your Content

Chapter 4: Step 4 - A Guide to Budgeting

What Is a Marketing Budget?

The Benefits of Going Digital

Steps to Begin Creating Your Budget

Chapter 5: Step 5 - Why Email Marketing Automation Is a Game Changer

What Is Email Marketing Automation?

How Email Marketing Automation Will Benefit You

Chapter 6: Step 6 - Tell A Digital Story That Sells

What Is Digital Storytelling?

Why Would You Create A Story?

The Process of Creating Your Story

Quick Tip About Attention Spans

Chapter 7: Step 7 - Tracking Your KPI and Metrics

What Are Digital Marketing KPIs?

How Do I Choose the Best KPIs for My Brand?

How Do I Track My KPIs?

Your Most Important Metrics

Conclusion

Book 2: Social Media Marketing

Table of Contents

Introduction

Chapter 1: Step 1 – Understand Why Your Business Needs It

What Is It?

Why Your Business Needs It

Chapter 2: Step 2 - Market Research Done Right

What Is Social Media Market Research?

The Benefits of Market Research

Primary and Secondary Market Research

Social Media Channels That Are Good for Research

Chapter 3: Step 3 - How to Market on Facebook

Your Content Is Where the Magic Happens

Focus on Creating Video Content

Repurpose Your Top Performing Content

Focus on Your Pages to Watch

Listen to Your People

Chapter 4: Step 4 - How to Market on Instagram

You Need to Have a Plan

Create Shareable Content

Identify Who Your Target Market Is

Your Account Needs to Be Visible

Use Your Hashtags Sparingly

Create Content That Is Strategic

Engage with Your Target Audience Regularly

Create Vertical Video Content

Chapter 5: Step 5 - How to Market on YouTube

Your YouTube Marketing Strategy

Setting Up Your Channel

Getting Your First Few Subscribers

Chapter 6: Step 6 - Focusing on the Right Niche Market

What Is a Niche Market?

How Do You Find Your Niche Market?

Chapter 7: Step 7 - Build an Unforgettable Presence

The Importance of Social Media Presence

The Benefits of Being Unforgettable

How Do You Make a Lasting Impression?

Conclusion

Book 3: Marketing Analytics

Table of Contents

Introduction

Chapter 1: Step 1 - Determining the Stakeholders

How to Identify Key Stakeholders

Mapping Stakeholders

Chapter 2: Step 2 - Integration of Data

Path to Purchase

Combine First- and Third-Party Data Sources

Building Bridges

Putting Insights into Action

Chapter 3: Step 3 - Setting Key Performance Indicators (KPIs)

Understanding Marketing KPIs

Sales Revenues

Cost Per Lead

Customer Lifetime Value

Inbound ROI

New Contact Rate

Lead-to-Customer Ratio

Conversion Rate for Landing Page

Organic Traffic

Social Media Conversion Rate / Traffic

Mobile Traffic

Chapter 4: Step 4 - Implementing Analytics

Dashboard Development

Five Second Rule

Logical Layout

Less Is More

Choosing Data Visualizations

Chapter 5: Step 5 - Data Hygiene and Data Governance

Culture and Resource Strains

Challenges

Data Hygiene

How Data Becomes Compromised

Data Audit

Maintaining Data Hygiene

Applying Data Governance

Data Governance Goals Defined

Processes

Chapter 6: Step 6 - Measuring Success

Marketing Analytic Paradox

Mistakes with Marketing Analytics

Chapter 7: Step 7 - Vendor Considerations

Marketing Analytics Software

Mixpanel

AdWords Performance Grader

Formisimo

CrazyEgg

BuzzSumo

Convertible

Crowdbooster

Open Site Explorer

Conclusion

More by Santino Spencer

Introduction

Welcome to Digital Marketing; whether you are trying to run a business or just up your digital marketing game, you have made a great choice. The seven steps shared within Digital Marketing will provide great value to enhance your success. Every business, regardless of size, has to have some type of strategy for digital marketing. Simply going about digital marking without a plan can be very costly and honestly might even hurt your brand.

A business needs to make several key decisions. One of those decisions is about the best way to market their business to keep up with today’s technological demands. It is true that businesses have been using technology for several decades now. But if you are running a business, how effectively have you been using that technology to your advantage? 

That is where digital strategy comes in. A lot of things have changed since the old ways of marketing businesses through traditional mediums like newspapers, television, radios and magazines. For one thing, customer expectations have changed. It is safe to say that 80% of customers would research a product online before they decide to make a purchase. In fact, customers today prefer to complete the entire purchasing process online. All you have to do is look at Amazon as living proof of that. If you’re not out there with a digital strategy that is competitive enough to put you ahead of your competition, you are at risk of losing customers.

People are more mobile today than they have ever been in our history, and every business needs to get on board with an effective, sustainable, results-generating digital strategy. Digital Marketing is your introduction into digital transformation for your business. It doesn’t matter how big or small your business is, when you have the right strategy, your business can move mountains and leave a profound impact on the world. Let’s get started.

Chapter 1: Step 1 - Understanding Why Digital Marketing Is the Future of Your Business 

We live in an era of digital innovation and global connectivity, and what a wonderful world it is. We are given more opportunities today than we have ever had, especially from a business standpoint. Who would have thought that several decades ago, online shopping would be the dominant and preferred choice of today’s consumers? Who could have predicted that social media platforms would turn out to be one of the best marketing tools out there? The world is changing so dramatically and dynamically all the time that a business needs to adapt to stay on top of its game. 

Digital technology holds huge potential for a business. In the last decade alone, four out of ten jobs were created in highly digital intensive sectors. Data has become a critical resource with unprecedented velocity and volume. Data also happens to be responsible for powering new strategies, like digital marketing strategies that have made many businesses like Amazon and Apple the number one in their field.

The World Is Changing

For many decades, businesses were founded and they were able to thrive. This was because the landscape on which they founded their business was relatively stable. Brick and mortar businesses were founded, print ads were put out every now and then, and you would hear some businesses being advertised on the radio or television if they had the budget for it. Things started changing in the 90s, and from the 56k modem to broadband, changes began rapidly rolling out from that point on. Before we knew it, the internet was everywhere. 

It was connecting people and businesses around the world. Morning, noon, day, or night, people could connect to each other in a matter of seconds. The internet was quickly dissolving borders, and the digital world meant that consumers were quickly gaining power too. The Internet has taken over the world, and every good business out there knows that the digital era is not going anywhere. It is here to stay, and the only option for businesses is to adapt to the demands or risk being out of businesses faster than they can blink. Yes, change happens that rapidly these days.

Without a strategy, your marketing campaigns are going to seem all over the place, like you’re trying to do too many things at once. Before you put any kind of content out there, always ask yourself how you can provide as much value that is on-brand with the consumers who are going to buy your product. Unfortunately, many companies still don’t fully comprehend the consequences of not having the right digital strategy, and this means they are not making full use of what they have at their disposal. It is a huge missed opportunity, and it is time