Ryan Deiss - Digital Marketing For Dummies, 2nd Edition

Digital Marketing For Dummies, 2nd Edition

Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com

Copyright 2020 by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the Publisher. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions .

Trademarks: Wiley, For Dummies, the Dummies Man logo, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and may not be used without written permission. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any product or vendor mentioned in this book.

LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE CREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF FURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ.

For general information on our other products and services, please contact our Customer Care Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002. For technical support, please visit https://hub.wiley.com/community/support/dummies .

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com . For more information about Wiley products, visit www.wiley.com .

Library of Congress Control Number: 2020940304

ISBN 978-1-119-66048-4 (pbk); ISBN 978-1-119-66050-7 (ebk); ISBN 978-1-119-66049-1 (ebk)

1. Chapter 1
2. Chapter 2
3. Chapter 3
4. Chapter 4
5. Chapter 5
6. Chapter 6
7. Chapter 7
8. Chapter 8
9. Chapter 9
10. Chapter 10
11. Chapter 11
12. Chapter 12
13. Chapter 13

Congratulations! With the purchase of this book, youve taken a big step toward generating engagement, leads, and sales for your company by using digital marketing.

This book is full of insights and strategy tips for anyone starting a new business or hoping to take an existing business online. Or if youre just looking to hone your current digital marketing skills and get up to speed on the latest in digital marketing tactics and resources, this book is for you as well.

The online marketing scene moves fast, no question about it. Tools and applications rise (and fall) every month. Blogs declare a marketing tactic hot one week and dead the next. So how does a book about digital marketing avoid becoming outdated before the ink is dry? Simple. Today, digital marketing is less about digital and more about marketing.

Sure, the Internet has disrupted every industry, from retail clothing to taxi services but, over time, fundamental disciplines have emerged as the staples of marketing any organization in a digital world. As you see in this book, these timeless fundamentals of digital marketing remain pertinent, regardless of the tool, tactic, or application.

Theres nothing magical or tricky about properly executed digital marketing, and you dont need to be overly technical to succeed at it. If you offer a product or service that the market desires, you can find success online by applying the techniques that you learn in this book.

Digital Marketing For Dummies doesnt present hype about the latest flashy tactics in marketing, digital or otherwise. Instead, the book covers foundational disciplines such as content marketing, social media marketing, and email marketing, always in the context of the goals that businesses care about. These goals include acquiring new leads and customers, monetizing the leads and customers you already have, and creating communities of brand advocates and promoters.

To help you absorb the concepts, this book uses the following conventions:

• Text that youre meant to type just as it appears in the book is in bold.
• If we provide an example of how to say something, we use italics to indicate a placeholder, as in your company name, which means that you need to replace the italics with your own information.
• We also use italics for terms that we define.
• Web addresses appear in monofont . If you're reading a digital version of this book on a device connected to the Internet, you can click the live link to visit a website, like this: www.dummies.com .

We made a few assumptions about you as we wrote this book:

• You have a great product: Remember that even the most brilliant marketer cant sell a poor product or service over the long run. This caveat is particularly true in a digital landscape, where word of mouth can spread to the four corners of the earth in the blink of an eye.
• You arent overly technical: Digital marketing can be as technical as you want to make it. If you want to learn how a web server works or how to write in PHP code, feel free. However, to succeed in the marketing field, you need to understand marketing, not code. Feel free to leave the technical side to someone who understands code, but not marketing.
• Youre willing to implement and adjust: To get results, you need to act on the knowledge you gain. In contrast to print, television, and radio marketing, digital marketing can go from idea to execution in a matter of minutes. And because your marketing campaigns live in a digital format, you can change virtually everything you do on the fly.