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      Gumroad Library

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      $27

      Timeless Digital Marketing Book

      Do you want more sales and clients for your business? Do you want to learn the most important areas of leverage within digital marketing? Do you want to gain a very in-demand skill to excel in your career? If you answered yes to any of those questions, this is the book for you.

      If you're selling in the 21st century using digital marketing is unavoidable.That's why you need to understand the timeless digital marketing strategies laid out in this book, to be able to market and scale up any business.

      This 50,000+ word book is the culmination of my more than 8 years working full-time in Digital Marketing, having collectively handled marketing budgets of over 2 million dollars focusing on performance data-driven marketing. In this book, I outline the timeless principles that have led to my success in this field, along with practical step by step instructions on how to go about implementing your digital marketing strategy to get more sales, more clients and more business.


      Contents

      About The Author . . . . . . . . . . . . . . . . . . . . . . . . 1

      Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

      Chapter 1 - Why Digital Marketing? . . . . . . . . . . . . . 4

      Traditional Marketing . . . . . . . . . . . . . . . . . . . . 5

      Digital / Online Marketing . . . . . . . . . . . . . . . . . 7

      Chapter 2 - The Channels . . . . . . . . . . . . . . . . . . . 9

      Digital - Push Marketing . . . . . . . . . . . . . . . . . . 10

      Digital - Pull Marketing . . . . . . . . . . . . . . . . . . . 24

      Digital - Long Term Marketing . . . . . . . . . . . . . . . 36

      Digital - Retention Marketing . . . . . . . . . . . . . . . . 38

      Channel Conclusion . . . . . . . . . . . . . . . . . . . . . 43

      Chapter 3: Setting your foundations . . . . . . . . . . . . . 44

      Tracking Traffic . . . . . . . . . . . . . . . . . . . . . . . . 44

      Tracking Conversions . . . . . . . . . . . . . . . . . . . . 47

      Performance Goals . . . . . . . . . . . . . . . . . . . . . . 48

      Awareness Goals . . . . . . . . . . . . . . . . . . . . . . . 49

      Focusing On Performance Goals . . . . . . . . . . . . . . 52

      Tracking Performance Goals . . . . . . . . . . . . . . . . 53

      Ad Platform Pixels . . . . . . . . . . . . . . . . . . . . . . 57

      Tag Managers . . . . . . . . . . . . . . . . . . . . . . . . . 58

      Tracking B2B versus B2C . . . . . . . . . . . . . . . . . . 60

      Chapter 4 - How to NOT waste money! . . . . . . . . . . . 63

      Budgets . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63

      You may already have a budget . . . . . . . . . . . . . . . 64

      You don’t have a budget . . . . . . . . . . . . . . . . . . . 64

      Planning Your Strategy . . . . . . . . . . . . . . . . . . . 71

      Chapter 5 - Getting Immediate Results . . . . . . . . . . . 74

      Creating Paid Campaigns . . . . . . . . . . . . . . . . . . 74

      Targeting- Starting with a Niche . . . . . . . . . . . . . . 75

      How to reach them . . . . . . . . . . . . . . . . . . . . . . 80

      Pull Marketing . . . . . . . . . . . . . . . . . . . . . . . . 92

      Chapter 6 - Getting Free Traffic . . . . . . . . . . . . . . . . 98

      Long Term Marketing Strategy . . . . . . . . . . . . . . . 98

      Search Engine Optimization (SEO) . . . . . . . . . . . . . 99

      Organic Social Media . . . . . . . . . . . . . . . . . . . . 118

      Email Newsletters . . . . . . . . . . . . . . . . . . . . . . 123

      Chapter 7 - Measuring results . . . . . . . . . . . . . . . . . 142

      The Digital Ad Funnel . . . . . . . . . . . . . . . . . . . . 142

      1 - Conversion Rate . . . . . . . . . . . . . . . . . . . . . 144

      2- CPA (Cost per acquisition) . . . . . . . . . . . . . . . . 146

      3- Revenue, Margins and Profit . . . . . . . . . . . . . . . 147

      Action Plan . . . . . . . . . . . . . . . . . . . . . . . . . . 162

      Chapter 8 - What do you do if it’s working? . . . . . . . . 163

      Bringing down our CPA . . . . . . . . . . . . . . . . . . . 163

      Playing with your levers to find the optimal level . . . . 164

      Beware of the budget plateau . . . . . . . . . . . . . . . . 165

      Action Plan . . . . . . . . . . . . . . . . . . . . . . . . . . 167

      Chapter 9 - What to do if it’s not working? . . . . . . . . . 168

      Change the targeting . . . . . . . . . . . . . . . . . . . . . 169

      Change the ads . . . . . . . . . . . . . . . . . . . . . . . . 173

      Adjust the bids / budgets . . . . . . . . . . . . . . . . . . 174

      Softer conversions . . . . . . . . . . . . . . . . . . . . . . 175

      Change the landing page . . . . . . . . . . . . . . . . . . 175

      Change the price . . . . . . . . . . . . . . . . . . . . . . . 178

      Change the product . . . . . . . . . . . . . . . . . . . . . 179

      Chapter 10 - Strategies for Growth . . . . . . . . . . . . . . 180

      Strategy 1 Long term CLV . . . . . . . . . . . . . . . . . . 180

      Strategy 2: The 20% approach . . . . . . . . . . . . . . . . 184

      Strategy 3: The Inbound Approach . . . . . . . . . . . . . 186

      Strategy 4: The Hybrid Approach . . . . . . . . . . . . . 191

      Conclusion - Now what do I do? . . . . . . . . . . . . . . . 193

      Glossary of terms . . . . . . . . . . . . . . . . . . . . . . . . 196

      Appendix of Tools . . . . . . . . . . . . . . . . . . . . . . . . 205


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      • 50,000+ word Timeless Digital Marketing ebook guide in pdf, epub and mobi formats.

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