THE DIGITAL MARKETING HANDBOOK

It’s True: Today, Anybody Can Put up a Website.

But Now, YOU Can Make Your Websites Generate More Leads, More Sales, and a LOT MORE MONEY!

Discover the battle-tested, carefully-crafted, uncannily effective digital marketing strategies and tactics that can transform your website from more than just a “web presence” into an incredibly lucrative online profit center with a massive ROI!

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’s Funnel
• A Veterinarian’s Funnel
• 1-800-Flowers Funnel.
• Groupon Funnel
• Netflix Funnel
• Burberry Funnel
• Theme-Based Content
• Conversion Content Timing
• AIB 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 LlST

• Picking an Email Service Provider
• Seven Things to Consider When Choosing an ESP
• Email List-Building Best Practices
• E- List 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

Appendix A

RECOMMENDED VENDORS

Appendix B

SOFTWARE AND SERVICES

• Ad Trackers
• Affiliate Marketing
• Analytics
• Anti-Virus
• Auto-Responders
• Content Management
• Database
• Integrated Ecommerce Package
• Merchant Accounts and Online Payment Processing
• Membership Website Software
• Online Surveys
• Sales Reports
• Slide-Making
• Security Verification Services
• Spreadsheets
• Video Software

Appendix C

SAMPLE INFOGRAPHIC

Appendix D

SCHEDULE FOR PRODUCING A DIRECT MAIL PROMOTION

ABOUT THE AUTHOR