Marketing the Smart Way: Make Your Brand Shine, #1

By Joseph Daher

Marketing The Smart Way is an essential digital marketing handbook for business owners, marketers and students. Concise and thorough, the information in this book is up to date for 2018 (therefore it is Volume 1), as future online marketing technology changes reasonably quickly, we will be there to educate you on the knowledge and secrets needed to help you stay on top of your game in the future, therefore releasing more books.

• Language: English
• Publisher: Emphaloz
• Release date: Aug 27, 2018
• ISBN: 9781386293644

Book preview

MARKETING THE SMART WAY

Make Your Brand Shine

Volume 1

Joseph Daher

MARKETING THE SMART WAY

Copyright © 2018 by Joseph Daher. All Rights Reserved.

All rights reserved. No part of this publication may be reproduced, transmitted, or stored in a retrieval system, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the author. This book is sold subject to the condition that it shall not, by way of trade or otherwise, be lent, re-sold, hired or otherwise circulated with the author’s prior consent in any form of binding other than that in which it is published and without a similar condition including this condition being imposed on the subsequent purchaser.

TABLE OF CONTENTS

CHAPTER ONE:  UNDERSTAND YOUR CUSTOMERS’ JOURNEY

CHAPTER TWO: CHOOSING THE RIGHT MARKETING CAMPAIGNS

CHAPTER THREE: CREATING VALUE IN OFFERS YOU PROVIDE

CHAPTER FOUR: CREATING CONTENT THAT ATTRACTS FANS AND CUSTOMERS

CHAPTER FIVE: BUILDING LANDING PAGES THAT CONVERT

CHAPTER SIX: GRABBING TRAFFIC WITH SEARCH MARKETING

CHAPTER SEVEN: THE BEST WAYS TO USE PAID TRAFFIC

CHAPTER EIGHT: THE EMAIL MARKETING FOLLOW-UP

CHAPTER NINE: ANALYZING YOUR CAMPAIGNS WHAT IS WORKING AND WHAT ISN’T.

CHAPTER TEN: EIGHT COMMON DIGITAL MARKETING MISTAKES

CHAPTER ELEVEN: NINE MUST-HAVE TOOLS FOR THE ULTIMATE DIGITAL MARKETING SUCCESS

CHAPTER ONE

UNDERSTAND YOUR CUSTOMERS’ JOURNEY

Digital marketing is a very wide field, one that has a lot of topics subsumed in it. It can be looked at as a big mansion with a lot of amazing rooms. Before we enter into the full discussion of digital marketing, it is imperative that we first explain the term itself.

In simple terms, digital marketing is whatever marketing effort that makes use of both the internet and an electronic device. In other words, it is the marketing of products with the aid of digital technologies. The commonest means through which digital marketing takes place is through the internet, with the use of mobile phones and computers. However, digital billboards and others are also examples of digital marketing. The opportunities which digital channels offer for business are limitless, and a lot of business have found ways of incorporating media such as emails, social media, websites, etc., into their marketing system. Not only have they incorporated them, they have made them the center of their marketing.

Over the years, the internet has steadily become the largest source of information for people. The reason for this is not so farfetched; it is very cheap and accessible. While cheapness may be relative, depending on your environment, it is available and accessible to a lot of people all over the world, and the numbers are increasing daily. It is only normal and smart for businesses to tap into this overwhelming customer base and the opportunities that they can get from it. To say that the internet has revolutionized the world would be an understatement because the conservatives and the group of people who believed that the internet is a wave that can never catch up with the traditional means of doing things now all have to embrace the internet and learn how it can be useful to them. In fact, according to Pew Research, the rate of constant internet usage among adults increased by 5% in the last three years. This is a staggering rate that shows how the few people who did not see what the fuss was about now have to join in it.

For those who have been paying attention over the past few years, or for those who have been doing their research, it is obvious that the way transactions take place has changed, and it has taken a different look. For many reasons, people now prefer to shop online and carry out any transaction they have online, making offline marketing more unpopular with time. Very few people are interested in clutching products over their chest or carrying a newly bought machine around; people now prefer to do their transaction online and have those things delivered wherever they may have a need for it. Interestingly, online transactions allow you to buy from anywhere in the world and have it delivered to your location – as long as the seller states that they do worldwide delivery. Who would not be thrilled at the idea of having to go through less stress by having the items you purchased delivered to your home? Businesses are expected to take their business wherever their customers are, and this explains why many businesses have been taking the bulk of their marketing strategies online – where their customers are. A lot of people spend most of their time on the web, reading and surfing for information, or on social media, navigating through their newsfeed, and these are the places where the bulk of the marketing activities take place.

The digital space is so pervasive and commonplace that it permeates everything we do; it directs our life and how we do things. It has connected the world into one single village where opinions travel fast and people get influenced by what they see on the internet. In the past, the message people get about a particular brand is what that brand calls itself; they had the power to shape their image into whatever they want to believe they are. Things have changed; opinions fly on the social media and on the web, and people tend to believe these opinions more than what the business owners say about themselves. The flow of information cannot be controlled, and people are now interested in unbiased reviews from people who have tried a product before. Buyers want businesses they can trust without the fear of being fed untrue and exaggerated information about their products.

To be able to reach the right customers with the right content, digital marketers try to monitor the information consumption pattern of people that fall into the scope of their intended customers. They study things like what they view, how often they view it, for how long they view it, the impact it has on them, the result it will have on their sales, etc.

The internet is what virtually everyone thinks about when they hear digital marketing, and this is not totally untrue; most digital marketing initiatives come through the internet. However, there is more than one way to skin a cat; the internet is not the only medium through which digital marketing can be done. Other media through which digital marketing can be carried out include electronic billboards, e-books, influencer marketing, mobile instant messaging, digital television and radio, wireless text messaging, etc. The goal of digital marketing is to reach customers and potential customers through the medium that is most convenient for them, and this makes it imperative for brands to first understand their customers and their journey. If the customer journey is that important, then it is only right that we discuss how to understand your customers and their journey.

In the past, brands would go out and adopt the marketing strategy that they felt would be most effective. There was no painstaking study on the consumers’ information consumption pattern. The reason for this was probably because there was not much information dissemination media, so they simply made use of the ones that were popular. These days, there are so many media platforms