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
- 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
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