9 90 5 90

CONTENT
I
ntr
oduct
ion
1.Howtoconst r
uctakeywor dstrategy
2.Howtoopti
mi zey ourwebs i
tefori t
sv isi
bil
i
ty
3.HowtocreateaBl ogandmar keti
ngof fers
4.Howtopromot ec ontentthroughSoc i
al medi
a
5.Howtoconv ertwebs i
teTr aff
icintol eads
6.Howtonurtureleadswi thtarget edmes sages
7.Howtoopti
mi zey ourmar ketingf orMobi le
8.HowtoanalyzeandRef ines trategies
9.Concl
usi
on
I
ntr
oduct
ion
Themomenty outhi
nkaboutmark
eti
ngthesedaysthef i
rstthi
ngthatpopsup
i
ny ourmi ndi
stogoonli
ne.Whyi
sthereahec kaboutmark eti
ngy our
businessonli
ne?Whyisitsodr
asti
cal
l
yi nt
heair?Isitj
ustac razeor
somet hi
ngreal
lymeani
ngful
?Whatisital
labout
?Al otofques ti
onsli
kethi
s
cropupi nyourmi
ndwhenwet al
kaboutdigi
talmarketi
ng.

Whet
heryouar eas t
udentwhowant st
olearnthebasicsof
digi
t
al market
ing,awor kingprofessi
onalwhowant st
o
re-acquai
nty our
s el
fwiththebasicsorabus i
ness
ownerwhoi sj ustgett
ings t
art
edwithdigi
t
al
mar k
eti
ng,thisEbookwi llbeyourstepbystep
guidetosetupandi mpl ementas uccessf
ul
i
nternetmarketi
ngs t
rategy.

TheEbookwi l
lguideyouthroughtheessenti
al
sofdi gi
tal
mar ket
i
ngs t
art
ing
f
rom s
etti
ngupak eywordstr
ategytoanaly
zing&r efi
ni
ngy ourst
rat
egiesand
f
urt
her,wi
llhel
py oueff
ecti
velymarketyourbusinessonli
newhetheryouare
adoct
or,atail
or,apropert
ybrokeroramar ket
ingagenc y.
“
Digit
almar
k et
i
ngasthenames pec
if
iesi
smar
ket
i
ngov
ert
hei
nter
net
t
hroughvar
iousdi
gi
taldev
ices
.”

“Youhav ey ourpr oductorserv

icesthaty ouwant
t
os ell
,therear epeopl ewhoneedv arious
product
s&s ervicestor esol
vethei
rconc ernand
t
hereist heinternetbindingbot
hofy ou.”
C
HAP
TER
-1

Ho
wtoCons
tru
ct
aKe
yword
St
rat
egy?
 Whati
saKeywor
d?
Ak eywordi
ndigi t
almar k
et i
ngi sdefi
ned
asawor dorphr aseus edbyaper s
on
t
ogat heri
nfor
mat iononat opiconli
ne.
Usuall
ypeopleent ert hek eywor dsin
searchengi
nesl i
keGoogl e,Bingor
socialmedi
asitesl i
ket wit
ter,facebook,
l
inkedinands oont ohat chthe
i
nformati
ontheyar el ookingf or.

Whydoyouneedt
ocr
eat
eakeywor
dst
rat
egy?
Daybyday ,thenumberofpeopl efindingbus inessonl inethrough
key words earchisincreasing.Thisisagoods i
gnal formar keterswho
wantt oex tendtheirbusinessandi ncreas etheirreac h.Theyc anoptimi
ze
t
hei rwebs i
teands oc i
almedi aprofi
lesar oundt hek ey wordsthatarer el
ated
t
ot heirbus inessandar emos tf
requentlyus edbyt hepeopl etogett he
requiredinformati
on.Now,whent hepeopl ewi llsearc hforinf
or mat
ion
usingt hesek eywords,theirchancesofget t
ingfoundgohi gherwhich
eventual l
ybr i
ngsmor eandbet t
erqualitytraff
i
ct oyourwebs i
te.
Mar ketersneedt omakesuret hatrightpeoplear ef i
ndi
ngt hem andthey
arenotwas ti
ngmoneyonus elessc li
cks.Thiss ecti
onoft heeBookdeal s
withk eywordr es
earchandyouwi l
llearnhowt ofigureoutwhi chkeyword
wil
l max i
mi z
ey ourpot
enti
alt
obr ingr elevanttr
affi
cf r
om s earchengi
nes .
Key wordr esearchi
sanongoi ngproc es sthatgivesy ouins i
ghtsonproduct
demandandi ndust
rytr
ends.Youc angr owy ouror ganictraff
icandcan
prevents pendingmoneyonPay -per -
clic
kc ampai gnsthrough
compr ehens i
vek ey
wordresear c
h.

Howt
oconst
ructakeywor
dst
rat
egy?

Now,thei
deaishowtoconst
ructthe
keywords
trat
egy
.Letmepresenty ou
wit
hsomet i
psoncr
eati
ngtheult
imate
keywords
trat
egy
.
t
hatarerel
atedtotheproductandser
vic
esyouareoff
eri
ng.Whi
ledoi
ng
sot
hinkasifyouarethec onsumerwhoneedsc
ertai
nproduc
tandis
l
ooki
ngfortheinf
ormati
on.

Avoidus ingwor dsorphr asesi

n
yourk eywor dt hatarev er y
compet it
iveast hatwi l
lmak e
i
thar dert orankwel linsearch
enginer es ul
ts.Rat herus e
keywor dst hatar eless
compet it
iveandmor e
di
sti
nc ti
velyr elatedtoy our
busi
nes s.Thec ompet it
iveness
ofak ey wor dinc r
eas eswi t
hthe
i
ncreas ei nv ol
umeofs earches
onthatk ey wor dasi ngr eatert
hevol
umeofsear
chesonak eyword,t
he
morec ompet it
iveitis.Asf arasdet
ermini
ngt
hecompeti
t
ivenessofa
specifi
ck ey wor disconc ernedyouhaveanumberoft
oolsatyour
di
spos al suchasGoogl ek eywordt
oolandot
her
s.
C
HAP
TER
-2

H
owtoopt
imi
ze
y
ourweb
si
te
f
orit
s
v
is
ibi
li
ty
Twot hi
ngst hatneedt ocons i
deredwhiledec i
dingaboutk eywor disits
rel
evanc eands earchengi neresult
sthatitgiv
es .Keepingbothi nmind,
youneedt omak eabal anc ebetweenthet wo.Suppos eyourkeywor dis
veryrelevanttoyourbus i
nes sbutpeopl eareus i
ngs omeot herwor dto
f
indthei nfor
mation,i
twi l
lnotgivey outhedes i
redres ul
ts
.Similarl
y,ifyour
keywordsar egivingyougoodr esul
tsons earchenginepagesbutar enot
rel
evantt oyourbus i
nesst henthatisawas teofc l
ic
ksandmoneybec ause
v i
si
torsar enotgoingtofindany thi
ngthattheythoughtwi l
lbethereand
wil
lfi
nallyleaveyourwebs i
te.

Designandopti
mizeyourwebsi
tei
n
accordancewi
thyourkeywor
ds
I
tisnotthatyouhav echosent hekeywor
ds
soyouneedt ofiti
nthem intoyourwebsi
te.
Howev er,youneedt oopti
mi zeyour
websit
etous ethement i
onsofy our
keywordsatrequisi
t
epl aces.Let
’
stake
t
heimagesony ourwebs i
teasanex ample
t
heys
houl
dinc
ludeal
ttex
tthatr
eveal
syourk
eywor
dst
rat
egy
.
Nowwheny ouhaves omer el
evantkeywordsi nyourbank,y
ouwould
cer
tai
nl
ywanttoincr
eas eyourv i
si
bi
li
tyforthosek ey
wordsonthesear
ch
engi
neranki
ngpages .Thedigi
talmarketi
ngt act
i
csthatyoumakeuseof
t
odos oisSEO i
.e.searchengineopti
mi z
ation.

Foryourbus i
nesstobefoundbyt hec onsumer sthroughsear chengines ,
youshoulds etagoaltobeont hef i
rstpageori nthef i
rstf
ewr esultpages .
Thi
ngshav ebec omesquiteeasiernowt hanc oupleofyearsagoandt he
ent
ir
ec redi
tgoestos oci
almedia.AGoogl e+bus i
nessac countthaty ou
havecreatedisquit
ehelpful
iny ourSEO ef f
ort
s,forinst
anc e.Thisiswhy
youareas kedtoopti
mizeallyours ocialmediapr ofi
l
ess oast oinclude
updat
eswi thmajori
ndustrykeywor ds.
AsperGoogley ous houldt
ar gettheaudiencewhiledesi
gni
ngthewebsi
te
andnott
hes earchengi nes
.Bes ides,thenewpandaandpengui nupdat
es
havemadeitclearerthanev er.Keepingthisinmind,l
et’
sgoaheadand
knowmoreaboutSEO i nordertoopt i
mizey ours
ite.

Whatissear chengineOpt i
mizat
ion(SEO)
SearchEngineOpti
mi z
ati
onrefer
stothecoll
ect
ionoft
echni
quesand
prac
ti
cesthatall
owas it
etogetmoretraf
fi
cfrom s
earc
hengines
(Googl
e,Yahoo,Bing,etc)
.
Categor
iesofSearchEngine
Opti
mizat
ion
Therear
etwoc at
egor
iesof
SEO
1.On-
PageSEO
On-PageSEO s i
mplyrefer
stothetex
tandc ontentonyourwebsit
epages.
Despi
teofthefactt
haton-pageSEO isres
pons i
bleforonl
y25% ofyour
websi
teranki
nginthes ear
chengineres
ult
s,it
'swor t
htack
li
ngasc anbe
i
mprovedquickl
y.
2.Of
f-
PageSEO
Off
-pageSEO r
efer
stoopti
miz
ati
onstr
ategi
esoutsi
deofy ourwebsi
t
e's
desi
gnsuchasli
nkbui
ldi
ngwit
hauthor
it
ati
vesit
esthroughrelev
antcont
ent
.
Youneedtospendsometimetoi
mproveinoffpageSEO.

Ei
ghtComponent
sofOn-
pageSEOopt
imi
zat
ionel
ement
1.PageTi
tl
e
Paget i
t
lesar
et hetextatthetopoft hebrowser
windowinawebpage.Theyac tastheti
tl
eof
t
hepage,whi chispresentedins earchengi
ne.
Youc anfi
ndandedi tpaget i
tl
einy ourwebsi
te'
s
HTML.Thet extsurroundedwi t
ht he<ti
tl
e>t
agis
yourpage'st
it
le.Hereares omer ulestohave
somev eryef
fecti
vepaget it
l
es:

I
ncl
udeKey
wor
ds
Keepitpr
ec i
se.Unnecessari
l
ylongerpagetit
l
ewillnotbeseeninyour
webbrowserorinGoogles earc
hresult
s.Toolongpaget i
t
letendst
o
adul
t
eratethes i
gni
fi
canc
eofk eywordmentioned.
 Tr
yplac
ingk
eywor
dsc
los
etot
hebegi
nni
ngoft
het
i
tl
est
art
i
ngf
rom t
he
l
eft
Donoti
ncl
udet
oomuchofnumbersandcharact
ersi
nit
.Mak
eit
r
eadabl
eandeasi
l
ymemorabl
efort
heaudience.
I
ncl
udet
henameofy
ourc
ompanyatt
heendoft
hepaget
i
tl
e.
Usedif
fer
entpaget
it
lesforeac
hpage.Thi
sishowyoucanutil
i
zeall
you
r
elev
antkeywordsi
ndriv
ingmoreandqual
if
iedt
raf
fi
ctoyourwebs
it
e.

2.
Met
adescr
ipt
ionandMet
aDat
a
Wheny ouputi nak eywordtos earc
hf ort he
i
nformati
on,t het extthatyouseeast he
descri
pti
onoft hes i
teiscall
edMet aDat a.It
’s
goodtoincludet hek eywordsinMet adat aas
t
heyat t
ractthes ear cheratt
enti
onandi ndicat
esif
t
hes earchres ultisrelat
edwi t
ht hequer yofthe
vi
sit
or.Youdon' tf i
ndy ourMetades cr i
ptionon
yourwebpage.
I
fyouwill
notuset heMet ades cr
ipti
onforanywebpaget
hes earchengine
wil
laut
omati
cal
lypi c
kupt hecontentonyourwebpageandwills
howt hat
astheMetades c
ript
ion.ItisnotusedforanySEO pur
poses
.As hort
summaryofthewebpageatt hetopofthepagessour
cecodeina
<Metadescr
ipt
ion>t agisMet adata.

Headingi sperhapsthepi eceoftex tappeari

ngl ar
gerormor epr ominent
t
hanot hertextont hepage.Thi scanbev eri
fiedbychec ki
ngtheHTML
codeofthewebs it
eiftheyincludetex twit
han<h1>,<h2>,or<h3>t ag
surr
oundi ngit
.Usuall
y,sear c
hengi nest akethetexti
ntheheadi ngsast he
keywordswhi chiswhyy ouar easkedt oincl
udek eywordsiny ourheadings
i
fpos si
bl
e.Bes i
des,asfarasi mpor tanceoftheheadli
nesaspert he
keywordsar ec oncer
ned,i sgiveninas cendingorderf
ir
s t<h1>tags,then
<h2>tagsands oon.Ev en<h4>and<h5>t agsdoex istbutaret ak
enas
t
her egulartextwhenitc omest othei ri
nfl
uenc eonkeywords.Itisadv i
sedto
use<h1>t
agonl
yoncehowever
,ifr
equi
redsuc
hasinc
as eofbl
ogpos
ts
orso,y
oucani
ncl
ude<h2>or<h3>tagsaspar
agr
apht
it
les.

I
magesaddstot
hev al
ueofy
ourcont
enthoweveryoushoul
dkeepfew
t
hingsi
nmindwhi
leaddi
ngaimagetoyourcont
entwhi
chareasfol
l
ows

Neverf
orgettoass
ociat
etex
twi
t
hpi
ct
uresass
ear
chengi
ner
eadt
he
t
extandnottheimages.
I
magesar efoundtobewonder
fuls
ourc
etoengagetheconsumer
howevertoomuc hofi
magewil
lsl
owdowntheloadi
ngofthewebpage,
negat
i
v el
yaffec
ti
ngbotht
heconsumerandsear
chengineopti
miz
ati
on.
Ol
deryourdomai
nis,morei
mport
anc
es earchenginegi
vest
oyourwebsi
te
Anol
derdomainregi
st
rat
i
onisasi
gnofc ommitmenttot
hewebsi
t
e,whic
h
i
ntur
nisas i
gnal
thatt
hesit
ehasl
esserprobabi
li
t
yofbeings
pam.

MOZRankisusedtomeas ur
etheov er
allonli
neauthori
t
yofyourwebsit
e
whi
chiswhyahighermozrankisagoods ign.Onethingtobenotedhere
i
sthatMOZrankisanimport
antfac
torofbothon-pageandoff-
pageSEO.

Googl
eupdat
est
hei
nformati
onrelat
edtoyourwebsites uchask eywords
andot
her SEO fac
torsaft
ercr
awli
ngit.Thi si
swhyf requent
ly
crawli
ngofsit
ebyGoogleiss uppos edt
obeagood
thi
ng.Thebes twayt
ogetGoogl ec r
awlyourwebs i
te
istoproduceandpubli
shfres
hc ontentony our
webs it
emoref r
equent
l
y.

Thewebaddr
essoft
hewebpagei
scall
edi
t
sURL.URL
s
truc
tureoft
hewebsi
t
etal
ksaboutt
het
act
i
cbehi
ndi
nter
li
nki
ng
Websit
eaut hor
it
ymai nl
ygetsinfl
uencedbyi
nboundl
inks.Li
nki
ngofa
pageony ourwebs i
tebyanyot herwebsi
t
eiscal
ledi
nboundli
nks.I
tis
goodtohav emoreandmor e
i
nboundl i
nksandi t
’
sev enbett
er
t
ohavei nboundlinkfr
om the
websi
teswi t
hhigherauthori
t
y.

Nowhowt ogett heinboundl inks?

Simple!Createhighqual it
yand
ori
ginalcontentwhic
hwi l
l l
ead
otherwebs i
testoobv i
ous lyand
will
i
nglyl
inkittothec ontentont heirs
it
es.Bes
ides,shar i
ngcontenton
socialmediaandopt imizingitforsearchr
esul
tsi
ncreas esthechancesof
pull
ingmor eandmor einboundl inkst
owardsyouandl eadstobet t
er
vi
s i
bil
i
tyalso.
ofdi
ff
erentURLs.Improv
ingURLst
ruct
ureisali
tt
l
ebitcompl
icat
edtas
k
howeveras k
il
leddevel
operbyy
oursi
dec ansi
gnif
i
cant
l
ys or
toutthei
ssue.

Upt i
llnowwehav elearntthathow
i
mpor tantk eywor dsar eindi git
al
mark eti
nghowev eritdoesnot
meant haty ougoaheadands tuf
f
yourent ir
ec ont entunnec ess ari
ly
wit
ht oomanyk ey wordsasnot
onl
yi tc anbebadex perienc efor
yours i
tev i
s i
torsbutev ens ear ch
engineshav ei nv entednnumber s
ofway st odet ec tthesebehav i
ors.
Besides ,agoodSEO s t
rategyi stheonethatabi
desbysear
chengi
ner
ules
gi
vingv i
si
torsabet t
erreadi ngex peri
enceatthesameti
me.

Asdisc
ussedprevi
ousl
y ,Of
f-
pageSEO r ef
erst
otheov er
allauthor
it
yof
yourwebs
iteorwhatotherwebsi
t
es peakaboutyours
.Webs i
teswit
h
hi
gheraut
hori
tyaresupposedtorankhighert
hanthosewithlowerauthor
it
y.
C
HAP
TER
-3

Ho
wtocrea
tea
Bl
ogand
mar
keti
ng
of
fer
s
Publi
shi
ngc ontentonthewebhasbec omeeas ierwi
thbloggingplat
forms
l
ikewordpressandbl ogger.Uptil
lnowthi
seBookhashel pedy ougaina
bett
erunderst
andingofy ourbusinesskey
wor dsandk nowhowt oopti
mize
yourwebs i
t
efors earchengine.Nowwewi ll
goaheadands eehowwe
canattr
actmorev isi
t
orstoourwebs it
e.Weal lknowhowef fici
entbl
ogging
andothercontentli
keEBookandwebi nar
sar einbri
ngingc onsumersto
ourbusinessonli
ne.

Appr
oacht
owar
dsBl
oggi
ng
Whilewriti
ngablogfor
getaboutthefactt
hatyouaredoingi tf
ormar k
eti
ng
purpose;thi
nkasifyouhavetospreadauthenti
cinf
ormati
onand
knowledgeabouttherelat
edtopi
ctothemas ses,j
ustl
ikethewaya
magaz i
neoranews paperwrit
erwoulddothroughtheirar
ticl
esorc ol
umns.
Howev er,youcanal
way skeepyourbloggi
ngaroundy ourkeywordsbut
t
hequal i
tyofthebl
ogs houl
dneverbec ompromised.Besides,neveruse
i
ndustryj
argonsthatonlyyouremploy eeswillbeabletounders
tand.Li
ke
youdidwhilemak i
ngthek eywordstrategy
,tryinc
ludingwordsorthe
phr
asesiny ourblogthataremos tf
requentlyusedbyt hepeopl
eto
desc
ribeorfindyourbusiness.

Bef
oreyoust
artBl
oggi
ng!

Therearevarioustoolspaidand
f
reethatal
lowsy outoeas il
y
publi
shyourc ont
ent.Howev er,
youneedtok eepc ertai
nthings
i
nmi ndwhilegoingaheadwi t
h
busi
nessblogging.Firstt
hing
i
frs
tyourblogmus tbeapar tof
yourbusi
nes swebs i
te.
Byint
roduc i
ngfres
handnewc ont
entwi t
ht hepubli
shi
ngofthearti
cl
es
bl
ogstendst omaintai
nthedy nami s
m ofy ourwebsit
e.Evens ear
ch
engi
nespr efert
ogivehigherrankingtowebs it
eswhichconstantl
yadd
f
reshandnewc ontent
.Thisinturnbr i
ngsahuget raff
i
ctoyourwebs i
t
e
andfinal
lyleadstoleadsgener at
i
onf oryourbusiness.
Bl
oggi
ngPl
atf
ormst
oconsi
der
Therear esomanybl oggingpl at
forms
f
ory ourbusines ssuc haswor dpress,
drupal,pos
ter ousands oon.Wi t
ht he
helpofthesepl atf
ormsy ouc aneas i
l
y
updateandaddc ontenttoy ours i
teas
youneednott ok nowHTMLc ode.You
candoi tal
ly ourselfwithoutneedi ngto
waitforawebmas t
ert odos o.

KeyComponent
sofasuccessf
ulbl
ogpost
Thereares omanyt hingsthatneedtobeconsi
deredwhil
ec r
eati
ngablog
i
nor dert
odr i
vemor et r
affi
ctoyourwebsi
t
eandc onver
tthem i
ntoleads
whil
eeduc ati
ngthec ustomersatthesameti
me.Letusgot hr
ought hekey
f
actorsessenti
alforagr eatbl
ogpos t
.
Agri
ppingTi t
leforthePost
Theti
t
leofyourarti
cleisli
ketheentranceofyourhomeandaf i
rst
i
mpressi
onfortheaudience.Henc e,mak esur
ey ouar
emak i
ngy our
pur
poseofthear t
i
cleclearintheti
tl
easinwhatistheart
i
cleall
about.
Peopl
elovehighqualit
yinformati
vearti
cl
ewhichletst
hem t
olearnnew
t
hingsandtheyeager l
ysharei
tont heirsocialnetwor
ksaswell.i
ftheyli
ke
yourcont
ent.Besides,f
orsear
chengi nesc ompat i
bi
li
t
y,youareadv is
edto
usetherel
evantk eywor
dsinyourti
tle.Youal wayshav eaprospectto
wri
teanSEO f r
iendlyar
ti
cl
ewithoutc ompromis i
ngonitscont
ent.
Suit
ablecont entandpr operformatting
Whil
ewr it
i
ngy ourcontentthi
nkyourselfasthev
isi
t
orandthengoahead
wit
hy ourcont
ent.Mak esurethearti
cleiseasyt
oread.I
nsteadof
t
hrowingtheinformat
ioninbulktr
yus i
ngheadertagsandbulletpoi
nts

t
obranchof
fthecontentint
odiff
erentsecti
onsandmakeitmorereadable.
Tak
ec ar
eofthefor
mat t
ingpartatthes ameti
me.Apoorfor
matti
ng
i
mpactsver
ybadlyony ourreput
ation.Askanybodyi
nyourteam t
oreview
t
hepostbef
oreyoupubl i
sh.
 AddMulti
mediaContent
Addi
ngarel
evantmult
i
mediac ontentt
oyourbl
ogmak esi
tmore
i
nter
est
i
ngandc us
tomerfr
iendly
.Notonlyi
tissoot
hingt
otheeyesbut

al
soaddsv aluetoy ourc ont
entast heys ay‘apict
urei sworthat housand
words ’
.Ifnotmuc h,tr
yaddi ngatleas toneimagewi theac hblogpos t
.
Besides ,infogr
aphics,s l
i
des howpr esentat
ionsandv ideosares omegood
exampl esofot hermul ti
medi acontentthatyouc anfeature.
I
ncl udel i
nks
I
n-textli
nk shav eprov edt obequitebenef i
cial
forthebotht hes i
des
business esandt hec onsumer s.Ont heonehandwher ebus i
nes sesget
mor eoppor t
uni
tytoex tendtheirproduc t
s,consumer sgetsal otof
product
s,cons umersgetsal otofinformat
iontheywerehunt
ingfor.
Readergett ohav eamor ein-depthk nowl
edgeofwhattheyareinter
est
ed
i
nandmar keteratthesamet imegett ohav emoreleadsi
ntheirbanksas
t
hel i
nksnaturall
ypointt
ot heiri
nternalandlandi
ngpagestohelpthem
generat
emor eleadsfr
om theircontent.Hence,tr
yincl
udi
ngin-
textli
nks
whererelevant.
Cal
lToAct
ion
Yes!Call
s-To-Act
ionisav eryi
mpor t
antc
omponent
t
haty ouneedtoinc l
udei naabl og.Theblog
contentt
hatyouar egoi ngtopubli
shmust
contai
nanappl i
cablec all
-t
o-ac
ti
ont ohel
p
i
ncreaseleadgener at
ion.

Deci dingt hemat terofyourBl og

Seei tisaf actt
haty ouaredoingbus i
nessbloggingtopr omot ey our
produc tbutatany t
imedur i
ngy ourblogy ous houldnotreveal it
.Instead
t
hinkf rom ac onsumer ’
spointofviewandt ryf i
guri
ngoutt hef acttheyare
hunti
ngf orandincludethatandot herongoingi ndust
ryissuesi ny our
content .Peoplearoundthewor ldc heckinyourwebs it
east heyar e
l
ook i
ngf orsomeinformati
onoft heirneed;trytoidenti
fythisneedoft he
consumer sanddec i
dethepurpos eofy ourblog.Therewoul dbes omany
ques
ti
onsyourcust
omershav easkedfr
om you,tr
ytoanswer10most
commonofthem t
hroughyourblogpost
s.Dothisonceaweekforaf
ew
weeksandyouwil
lhavethefoundati
onsofagreatbl
og.
Aft
erfir
stfewweek sar eov er,
goaheadandus ey ourbloggi ng
analyt
icstomeas uret heimpac t
ofyourdiff
erentc ont ents.
Dependingont her es ponse
ofthecons umer stot hedi f
ferent
content
sy ouc anopt imizey our
bl
ogf orit
sc ontent.Ifs omeofy ourpos t
shaverec
eiv
edrel
ati
vel
yhi
gher
numberofv i
ewsandi nboundl i
nks,tr
yincl
udi
ngmoreaboutt
heset
opic
sin
yourfurt
herc ontentex pl
ainingthes ei
ndetail
s.
Don'
tfor
gett
haty
ourbl
ogs
houl
dref
l
ecty
ourex
per
ti
seandpas
sion.
Cont
ent
sOt
herThanBl
ogs
Al
thoughwor t
hs t
il
lblogpostisnott heonlytypeofcontentthatdoes
wondersindigi
talmar k
eti
ng.Ther eares omeot hercont
entresourcesas
well
likeeBook,researchreportsorwhi t
epapersthatarefoundtobequit
e
usef
ul i
ngenerati
ngleads.Bes i
des ,non-t
extbas edcontent
slikevi
deos,
webinarsandsli
deshowsar ec onsideredtobeagr eatsource.Theynot
onlyeduc ateandenter
tai
ntheaudiencebutpossesagr eatabi
li
tyto
achiev
ei nformati
onexchange,whi
chhappenst obeac ri
ti
calpointi
nthe
sal
esc ycle.Inf
ormat
ionexchangehereistheprocessinwhichthevisi
tor
f
il
lsoutthel eadcapt
ureformtoaccesstheresour
c e.

Asfaraspr oduc i
ngt hecont entisc onc erned,y ous houl dnots electt
odo
sorandomly .Trymak i
ngus eofmar ketinganaly t
icsf orthis.Itnotonly
hel
psy oupic kther i
ghtkindofc ontenty ous houldpr oduc ebutal s
o
opti
mizethem bas edonr esults.Fori nstance,mar ketinganal yti
cs
l
etsyouk nowast owhi chc ontentiss uc cessfulingener at
ingl eadsfor
youandwhi c htypeofc ontentisbr i
ngingwhatpar toft heaudi ence.
Basedont hes ec alc
ulat
ionsy ouc any ouc anpr i
ori
tizet hec ontentst
obe
publ
ished.Fori nstance,ifaneBookonapar tic
ulart opicisdr ivi
ngmor e
cust
omer sthant hatofawebi nar ,t
heni t
'ssurelytheeBooky ouneedt o
concentr
ateont odrivemor ec onv ersions
C
HAP
TER
-4

H
owtopr
omo
te
c
ont
entt
hro
ugh
S
oci
alme
di
a
ment
i
onsi
ns oc
ial
medi
aandk
nowwhat
’
shappeni
ngwher
eyouc
anmak
e
us
eofvar
ioust
ool
s
How t
ogoaboutt
wit
terf
orbusi
ness
Twit
terisanonl ines ocialnetworki
ngandmi cr
obl
oggi
ngout
l
etwhi
chl
ets
yous endandr ec ei
v etex t
-basedmes sagesof
upto140c haracters,knownast weets.
Basedont hec onv ersationthat’
sgoing
t
hereatt wi
tteramongt hepeopl eabout
yourbusinessandt heindus tr
y,youc an
deci
deonwhet hery ous houldsi
gnup
wit
hitornot .
I
fy ouhav edecidedthaty esy ouwantt obe
ont wit
ter,goaheadands ignupf orafreeaccount.Letmemak eyou
awar ewithc er
tainpointsthatneedt obec onsi
deredwhiles et
ti
ngupan
accountwi thtwitt
er.
Yourt witt
er'
sus ernames houldbethenameofy ourbusiness.
Us eyourbus inesslogoast hepr of
i
leimageforyouraccount.
Createac ust
om t wit
terbac kgroundthatpr
ovidesaddit
i
onal i
nfor
mati
on
abouty ourBus iness.
Soc i
al Medi ahaspr ov ed
amaz i
ngi ngener ating
rev enuef ort hos ewhoc an
l
ev er agei ttodol eout
bus ines sc ontentand
i
nc reas et hec ommuni t
yof
theirbr andpr oponent s .It
prov idesac ommonpl atform
forev erybodyt oc ommuni cate
direc t
lywi theac hot herbei t
cus tomer s ,pros pec ts,bus ines sesort hei
rempl oyees.Soc i
al mediadr i
ves
cont entdi stri
but i
onandbr andv isi
bili
tyonlinet oagr eatex t
ent.
Today ,whennews ocial medi aout l
etsli
keGoogl e+andPi nterestare
t
her er eadyt oi mpac tthes ocialmedial ands cape,y ous t
i
llneedt ofocus
ont hemaj ors oc i
al play erslikeFac ebook ,twitt
erandLi nkedi n.Besides,
mak es urey ouhav eal l yourmar keti
nganal yt
icsatther i
ghtplacebef ore
y ous tarty ours ocial medi ac ampai gni nor dertomeas ureallthepros
andc ons .Mor eov er,whi l
el everagings ocialmedia,y oumus tbeawar e
ofwhati ndus t
ry-relatedc onv ersati
onsar ehappeni ngonlineandwhent o
respond.I nor dert omoni tory ourindus t
ryandbus inessment i
onsin
soc ial medi aandk nowwhat ’
shappeni ngwher ey ouc anmak eus eof
Usetool
sli
keTweetDec
ktof
i
ndoutpot
ent
i
alc
ust
omer
sthaty
our
bus
inessshoul
dfol
l
ow.

How t
ogoaboutFacebookf
orbusi
ness

Fac ebookisawonder fulsource

f
orbui l
dingac ommuni t
yofbr and
proponentsandi ncr
eas evir
al
mar ket
ingwithmor ethan800
mill
ionsmont hl
yac t
iv
eus ers.In
ordertoleverageFac ebook,the
f
irstthi
ngthaty ouneedt odoisto
setupabus inesspage.
Formorein-dept
hinformati
onon
Facebook,checkoutDSIM's
EbookonHow t oOptimiz
e
FacebookforUlt
imateResults
How togoaboutl i
nkedinforbusi
ness
Fori
tisspec i
f
icall
yaimedtowardsprofes
sional
s,Link
edI
nhappenst obe
t
hebes tnetworktorelyonwhenitcomest ogenerati
ngl
eadsforyour
busi
ness.Infact,arecentst
udyof5,000bus i
nessesbyHubspotr
evealed
t
hatLi
nkedI
n’sv
isi
t
or-
to-
leadc
onv
ers
ionwas2.
74% i
.
e.
al
mostthr
eeti
meshi ghert
hanTwitter(.
69%)andFacebook(.77%)
combi
ned.Withmorethan259mi l
l
ionac qui
redus
ersi
nmor ethan200
count
ri
esandter
ri
tori
es,Li
nkedI
ns ervesasawonderf
ulplat
formforl
ead
gener
ati
onify
ouk nowthetact
ic
s.
Thef i
rstthingyouneedt odo
i
stos etupandc ompleteyour
personalandc ompanyprofil
e
wit
hLi nkedI nf
oryourBus i
ness
Youmus tnotforgett
o
opt
imiz ey ouri
nfor
mation
whil
es ett
ingupt heseprofi
les
byaddi ngl i
nkstoyourwebs i
te
andblog.
Af
teryourprof
il
eiscreated,youc angoaheadandexpl
oreLink
edIn'
sother
t
oolst
hatar ewi
delyusedf ormark et
i
ng.Herear
efi
vemainfeat
uresof
Li
nkedInthatwi
llhel
py ouwithleadgenerat
i
onandcust
omerac qui
si
ti
on.
LinkedInAnswer s
Li
nk edAnswersisoneofthemostwonder
fultool
sthathel
pyouest
abl
i
sh
yoursel
fasthoughtl
eaderandgener
atepotenti
all
eads.I
nthi
ssec
ti
on,
peopl eas kindus t
ryrelatedques tionsandgetc ouns el.Youbei ngt he
i
ndus t
ryins i
derpos sessal otofhel pfulknowl edgeaboutt heindus t
ryt hat
youc ans harewi t
hthem.Thi si st hewayy ouc anal sok indofpr omot ey our
bl
ogpos tsorot hercont entgivi
nghel pfuli
nformat i
ont ot heus erswhoar e
l
ook ingfori t
.Theonl yt hi
ngy ouwi llneedt oens ureher ei sthatallyour
educ ati
onal contentsar eopti
mi zedf orleadgener ati
onandar elinkedt o
yourans wer s.
Li nkedI nAppl ications
Link edInAppl icationsi sapl acewher ey ou
canf i
ndandaddv ari
ousi nter
es ti
ngapps
t
hatwi llhelpy oui mpr ov et heus er
ex per i
enc eony ourLi nk edInpage.Bes ides,
youc anal sos etups impl epollsinor dert o
f
indoutaboutt heopi nionofy ouraudi ence
onac ertai
nt opic.Youc anaddanappt hat
drawsy ourrec entbl ogpos tsont oyour
Link edInpageast hatwi l
lhelpy ougener ate
mor ebus i
nessl eads .
LinkedI nGr oups
JoiningGr oupsonLi nkedIns houl dnotbec onfinedt oy ourindus tr
yas
j
oiningout s i
dey ourindus t
rywilllety ouex pandy ourr eac handgr owy our
bus i
nes s
.I thelpsyoui ngener atingpot enti
al l
eadsnotonl ywithiny our
i
ndus
trybutev
enout
si
dei
t
.
LinkedI nAdvancedSear ch
I
tisanamaz ingt ool forsalespeople,peopl elookingforjobsandB2B
owners .Ther ei sas ear chboxatt het opthats aysadv ancedy ouonly
needt oc onduc tas ear chfory ourtar
getc ompany .Aft
ery ougetthe
searchr esults ,cli
ckont hec ompanyy ouar einter
es t
edi n.Youwillseea
boxatt her ighthands i
dethatwi l
lshowy ouy ourfi
rstconnecti
onsandy our
secondc onnec ti
ons .Leav ethef i
rstconnec t
ionandc l
i
c konthes econd
connec ti
onl ink .Nowy ouwi l
lgetalis
tofnamesofpeopl eatyourtarget
company .Youwi ll
fi
ndal istofyourshar edc onnec t
i
onatt hebottom oft
he
profi
l
e.I tisaneas yt askfrom thereon.Youj usthav etoas kyourfr
iendsto
i
ntroduc ey out othepeopl ey ou
want.
Li
nkedI nDi r
ectAds
Youc andr i
veprospectstov ari
ous
dest
inat
ionss uchasy ourlanding
pages,LinkedIngroupsands oon
t
hroughLi nkedIndi
rectads ,which
i
sanadv ert
isi
ngprogram by
Li
nkedIn.Itbasical
l
ywor kst he
samewayasGoogl epaids earch
C
HAP
TER
-5

Ho
wt ocon
vert
we
b s
iteT
raff
ic
i
ntol
e ad
s
adswork.Youcr
eat
eadsandf ol
l
owall
thepr
oces
sthewayyoudoiti
n
caseofGoogl
eAdwordsthenyoubi
donhowmuc hyouwi
l
lpayLi
nkedI
n
i
fsomeonec l
i
cksonyourad.

Afor
esaidwerethef i
vepri
maryway syoucanus eLinkedI
ntogenerate
l
eadsforyourbusiness.However,bef
oreyoustartwit
hleadgener
ation
onLinkedI
n,mak es ur
ethatyourprof
essi
onal
Link edI
nprofi
l
eisproperl
y
opti
miz
edk eepi
ngl eadsinmi
nd.
Nowafterperformingall
sort
sofstepstobringinthetraf
fictoyoursit
e,
yoursi
temighthav estar
tedexhi
bit
ingas pi
k ei
ntraff
i
ct oit.Upti
ll
nowy ou
canseethatal argenumberoftr
affi
cisbeingdriventoyourwebs it
e
howeveritnotgetti
ngconver
tedtos al
es,whichisyourc oncer
nnow.

Asofnowy ourc ustomerisatthetopofthes alesf

unnel.Weneedt omov e
t
hem downc onver
tingthev i
sit
orsi
ntol
eadsandf i
nal
lysales.Forthisyou
needagr i
ppingofferforyourprospect
s,arelevantcal
l-
to-act
iontopr omote
i
tandal andingpagewi thaform wherev i
si
torswil
lsubmittheiri
nformati
on.
Fi
nall
y,evaluateandr epeattheenti
reprocess.Let’
sdiscussthec onvers
ion
proc
essindet ai
ls.
Pickt
heoff
er
Bei
ngsomet
hingt
hati
ni
ti
al
lyat
tr
act
stheat
tent
i
onoft
hev
isi
t
orandl
ett
hem
t
of i
l
loutt hef orm ony ourl andingpage,of f
ersares uppos edtobet hemos t
i
mpor tantpar tofanyc ampai gn.Mak es ur
ey ourofferistargeti
ngthes al
es
l
eadt haty ouwantt oattract.Fori nstanc e,ifyouaredeal inginelectronic
s
t
heny ourof fers houldsays omet hingt hatwi l
latt
ractthosewhowantt obuy
someel ec tr
oni c
s.Ors ayy ouar eanSEO c onsult
ant,yous houldc r
eat e
off
erst hatappeal t
oBus ines seswant i
ngt oi mprovetheirwebs it
e’sv i
sibi
li
ty
ns
i earc hengi nerank i
ngpages .
Therei snohar dandf astrulef orof f
ers .Youc anex perimentwi t
hitands ee
what’
swor king.Bes i
des ,youc ant aket hehel pofwebanal yti
cstok now
whichof ferpat ternisdoinggr eatandc anl earntomak egoodof fersfrom it
.
Theof ferf ormi sac t
uall
yt hec onv ersions tart
erforthes alesteam,k eeping
t
hisinmi ndy ous houlddes ignt heof f
erf orms oast omak eas ale.
Creat eCal ls-to-acti
on
Calls-t
o- actionar eac tuall
yabut t
onsorl i
nks
t
hatat trac t
st heus erattent
ionands end
t
hev i
s i
t
or st ot helandingpage.Af teryouhave
createdt heof fercreateaf ewgripping
call
s -
to-ac t
ionf ortheof f
ersastheyc ausethe
l
eadgener at i
on.Anef fecti
vecall
-t
o-acti
onhelps
youc onv ertal argenumberofy ourwebs it
e
vi
s i
torsint oleads .
 Cr
eat
eal
andi
ngpage
Aft
ert hev i
sitorscli
c kont hec all
-t
o-act
ion
t
heyar edirec t
edt othel andingpagewher e
t
heyf il
l i
ntheirinformationf ort heproduc tor
servi
c etheywant .Itisthepl ac ewher ev i
sit
ors
arec onv er
tedt oleadsf ory ours alesteam to
f
oll
owupwi th.Bes ides,Lac koflinksmak esit
harderf orvisit
orstof i
gur eoutt hewayt heywill
availtheoffer,henc emak es ureallyourc al
ls-
to-ac
ti
onsareper f
ect
lyc
reat
ed
andar el i
nkedt other elatedl andingpageswel l.Moreover
,aft
erthe
customerhadf i
ll
edt hei
ri nformat i
ononl andingpaget heyshoul
dbedirect
ed
t
ot het hanky oupagewher et heyc anac cesstheoffer.

Trybeingc learands peci

fi
cwhi ledes c
ribingy ourof feri
nt heCTAsandt he
l
andingpage.Yourk eymat ters houldalway sbec learl
yc onveyed.There
shouldbeac leardescri
pti
onoft heof f
eront hel andingpage,ifpossibl
e
wit
hani mageandbul l
etpoint
st hatareeas yt of li
ckthrough.Forinstanc
eif
youareof feri
nganeBookf orfreemak es ur
ey oument i
ont het
hemeoft he
eBookint heof f
er.Forinst
anc e,ifyouar eofferingaf r
eeebookons ome
abctopic,s aydownloadaf reeEBookonabc .Mak es ureabcher eis
cl
earl
yc onv eyed.
 Eval
uat
eandr
epeatt
hepr
ocess
Nor est
rict
ionsar eimpos edony ouf oryou
t
omeas ureandex per i
ment.Got hrough
t
hemar keti
ngmet r
icss uchast hec li
ck
t
hroughr ateofy ourCTAs ,conv ersi
onr ates
ofyourlandingpageandt heleads
generatedandf indoutnewway sbas ed
onthemos tsucc essfulones.Inor derto
comet othef actthatwhi chelement shel pedbestinachi
evingt hegoal
s,
youneedt otestdif
ferentoff
er s,CTAsandl andi
ngpages.Hav ethe
couragetot estdiff
erentvari
at i
ons ;i
twillnothityourc
ampai gnasy oucan
anyti
mes wit
chbac kt otheolderv ersi
oni ft
hatworkedbett
er .Thi
sishow
youwi l
lbeabl etof i
ndt hebes tway sthatdoeswonder sfory ourbusi
ness
.

Leadgenerat
ioncan’ts
ayisnotabigdealbutyesifyouhav eal
l yourtool
s
att
herightpl
aceandhav ethecour
agetoexperimentnewt hi
ngbas edon
market
i
ngmet ri
csit
’snott
hatfar
.Onemor ethi
ng!Ex peri
mentisawonder ful
i
deabutitshoul
dnotbebas el
ess.Youshoul
dalway stakehelpfrom the
market
i
ngmet ri
cstoexperi
mentandfi
ndbes twaystoc onductyour
campai
gn.
C
HAP
TER
-6

H
owtonu
rtu
re
l
ead
swi
th
t
arg
ete
dmes
sag
es
Aft
erput ti
ngi ns omuc heffortyougener atedt heleadshowev erduel ac k
ofproperf ol
lowupt heleadsar enotget t
ingc onvertedt os ales .Ifyouar e
notbuildingrelati
ons hi
pwi t
hy ourleadsy ouar eflushingawayy ourent i
re
eff
ort.Thatiswhywes uggestyout ofoll
owupt heleadst hrought argeted
mes sages .Leadnur t
uri
ngi sactual
lynurturingyourr elati
ons hipwi t
hy our
potenti
al customerbys endingtargeted,relevantandus eful mes sagest o
yourpot enti
al customersfrom ti
met ot i
me.Thei deabehi ndi st oletyour
customer sthems elv
esc omet oy ouands aytheyneedy ourpr oduct.
Leadnurt
uringhelpsyoumak ey ourleadssales-readyleads.I
tisasyst
em
t
hatletsy
ous endanautomateds er
iesofemai lstotheleadsatthe
star
ti
ngphas eandgett
ingthem conv ertedt
os alesreadyleadsbef
oreyou
handthem overtoyoursal
est eam.Somanys urveysinthepasthave
reveal
edthatonly5to25per centofy ourwebsit
et r
aff
icwantstodobusines
s
withyouandt herestar
eac t
uall
yther esearcher
s .I
tiss al
esnur t
uri
ng
processthroughwhi chyoumak ethec ustomerfeeltheneedf oryour
productandi nci
tethei
rpurchasedec i
sions.Besides,meas ureandanaly ze
abouthowy ourleadsaregetti
ngconv ert
edt osales;asky oursel
fquest
ions
l
ikehowl ongdi ditt
ake,doesthes al
esc ycledif
ferf
orv ari
oust ypesof
purchases.Ans werstosuchques t
ionswi l
lhelpyoumak es omeef f
ect
iv
e
l
eadnur tur
ingc ampaignsandut i
l
izethismar ket
ingc hannel t
oquali
fyl
eads
andhelpy ours al
esteam.

Emai
lMar
ket
ingAsaBusi
nessTool
Emailmarket
i
ngnotjusthelpsyoutonurture
t
heleadsbutalsohel
psy ougrowy ourdatabase,
cl
osel
yfol
lowk eymetr
icsandc onv
ersionbes t
pr
acti
ces.
Buil
dal i
stofemailreceiver
s
Mos tofthemar keterswhet hertheyare
experiencedorf r
esher ,facethecommon
chall
engeofc r
eati
ngopt -i
nopportuni
ti
es.By
gi
vingt hecus t
omeranopt i
ontoputintheire-mail
addresswhil
efil
l
ingupthe
f
orm onl andingpage,y ouar eki
ndoftakingaper miss
iontosendthem e-
mails.Besides,don’tforgettogivethem ar easontoopt-
inf
orrecei
ving
email
s.Letthem knowwhatisiti
nyouroff
erthatmakesitsoval
uabl
eand
whatuniqueandinter
esti
nginfor
mati
ontheywill
bereceivi
ngt
hroughyour
email
news l
etter
.Whiledoi
ngs ohowevermak esur
ey ouusealanguage
whi
chiseas i
lyunderst
andablebyyouraudi
encesands endemail
stoonly
t
hosewhohav eexpli
ci
tl
yopted-i
n.

Cont
entoft
heEmai
ls
Nowwheny ouhav ethel i
stofpeopley ou
needtos endmai l
st oy ouneedt odec i
de
aboutthec ontentoft heemai l
.Firs
tt hi
ngfir
st
email
ss houldber elevanttotheinterestsof
yourreci
pients.Keepi nmi ndtheofferthat
i
nit
ial
l
ybr oughtt hem t oyouandf oll
owupwi t
h
t
hem ont hatinteresttof ur
therengaget hem.

Mak es ureyouar edoi ngproper

pers onalizat
i
on.Don’ tf or
gett
ous eareal
emailsendernameandaddi ngapersonalsi
gnatur
e.
Per
sonal
izet
heemaili
nawayt hatt herecipi
entsr ememberhowandwhy
t
heyvi
sit
edyourwebsi
te.Forinstanc e,beginwith" thanksf
orsubscr
ibi
ng
t
oouremailnews
let
ter
"or”your ec entl
ypar t
ic
ipatedi nourwebinar
".
Howev erifyourgoal i
sleadgenerationtheni ncludeac all
-t
o-acti
oninyour
email t
hatli
nkstoal andingonwhicht hec ons umer scanreconvertand
selectt
of ur
therengagewi thyourcompanyt hems el
ves.Sincetheyare
al
readyy ourleads,youc aninf
ormt hem mor eabouty ouroffer
sont he
producttheyareinterest
edin.Theymi ghtnotbei nterest
edinitri
ghtnow
butyouc ans t
il
lconti
nuenur t
uri
ngthem wi thbr oaderoffer
s .

Besides,thelandingpagei s
partofyouremai lcampai gn.
Henc emak esureyourlanding
pageandt heemai loff
erare
wellal
ignedwi thcorrel
atedl
anguageandi mages .

Measureyouremai
l
per
formance
Therearemanymet r
icsthat
cantell
youaboutt he
perf
ormanceofyourmarket
ingemail
ss uchasdel i
ver
yr ate,unsubs
cribe
rat
e,li
stgr
owthrat
e,openrate,c
li
ck-
throughrate,emailforwardi
ngrate,et
c.
Herewewi l
ldi
scussaboutf
ewpr i
mariesofthem.
 Cl
ickt
hroughr
ate(
CTR)

Cli
ckthroughrateisadat at hattell
syouabout
t
hec ust
omerr esponseandl et
sy ouknowhow
manyoft hem cli
ckedony ourlinkintheemail.
CTRt el
lsyouabouthowgr ippi
ngy ouroff
erand
t
heemai lmes sagesar e.Thi si
swhyy ouare
suggest
edt okeepex per i
ment i
ngwi thdi
ff
erent
off
ers,c
all-
to-
ac t
ion,subject
l
ineandt i
mingtoper kupy ourCTR.
Unsubscr
ibeRat
e
Unsubscri
ber at
emeas uresthepercentageofrecipi
entswhohave
unsubsc
ribedtoreceiveyouremails.I
tisnotav eryrel
iabl
emetri
casmany
t
imesuser ssimpl
ys topopeni
ngy oure-mail
sinsteadofgoingaheadand
unsubsc
ribingtoit
.Thatiswhyy oudonotgett hec l
earpic
tur
eabouthow
manyac t
iveus er
sy ousti
l
lhaveasi nthosewhos t
i
llopenyoure-
mail
mes s
ages .
Conver
sionr
ate
I
tisoneoft
hebestmet
ri
cthattell
syouabouthowef
fec
ti
veyouremai
l
c
ampaignwas.Thehi
gheri
tis,themorecompell
i
ngandrel
evanty
our
of
ferwasf
ort
hec
ons
umer
s.
I
Buty oualsoneedtocons i
dert
hef act
orsotherthanyouremai l
mes sage
whi letal
ki
ngabouttheeffi
cacyofyouroffersuchasthel andi
ngpage.Try
ex peri
mentingwithdi
f
ferentl
andingpagesbas edont hec ust
omers'
res ponse.Tomeas ur
ec onver
sionrat
ey ouneedt ointegrat
eyouremail
platfor
m andy ourmarketi
nganalyt
ics
.

I
tisnotj
us ttheemai l
syoucannur tur
eyour
l
eadsthroughs oc i
almedi
aorotherplatf
orms
usedbyc ons umer saswell
.Thisiswhyy ouare
suggest
edt os t
artthi
nki
ngaboutbehav i
or-based
communic ations,thoset
hatgetinit
i
atedbasedont he
f
ullhi
st
oryofi nt
erac t
i
onsofyourleadswhetherony our
si
teoroffy ours i
te.

Thi
swasallaboutf
oll
owi
ngupwi t
hyourpot
ent
i
alleadsandengagi
ng
t
hem const
ant
lytomovethem downt
hes al
esf
unnelthr
oughl
ead
nur
tur
ingandemailmark
eti
ng.
C
HAP
TER
-7

H
owtoop
ti
miz
e
y
ourma
rket
in
g
f
orMob
il
e
Knowingthef actthatsal
esofmobi l
edev i
ceswilli
nc r
easeby26% bythe
year2015,onec aneas i
l
yguesshowi mport
antmobi l
emar ket
i
ngisfr
om
bothamar ketersandus ersperspecti
ve.Wit
hthis,weneedt obealit
tl
e
mores peci
f
icwhi leopti
mizi
ngourmar ket
i
ngs t
rategyformobil
edevi
ces.
Youneedt oc reateamobi l
e-fr
iendlycont
entstrategyforc
onsumersto
f
inditusef
ul andeas il
yaccessi
bleifyouaremar keti
ngonmobi l
eweb.
Fi
rstthingfi
rsty
oumus topti
mizeyour
websiteformobil
ev i
ewing.Youneedtokeep
t
wot hingsinmindwhilemak i
ngyour
websitemobilefr
iendl
yforvi
ewing,whi
chare
Set
ti
ngupMobi
leRedi
rect
Goodt hingaboutmobi l
emar k eti
ngisthat
youcans etupamobi leredir
ec tbyc r
eati
ng
anentirelydif
fer
entv ersi
onofy ourwebs i
te
meantf ormobi l
ev i
ewer s.Throught hi
s
f
eature,al i
neofc odei splacedony our
websit
e'shomepaget odet er
mi nethes i
zeof
avisi
t
or 'sbrowsers c
r een.Bas edont he
scr
eens i
ze,thev i
si
torisr edi
rec t
edtothes i
te
meantf orthei
rdev i
ce.
 Si
gni
fi
cantel
ement
stobeopt
imi
zedf
orMobi
le
Nowwheny ouhaveoptimizedyou
webs
itef
ormobil
efri
endli
nes s
,you
al
soneedtoworkoc er
tainareasfor
anef
fect
i
vemobilemarketingsuchas
Emai
l
s
Cal
l
s-t
o-ac
ti
on
l
andi
ngpage
Downloads
Vi
deos
Nowwheni tisknownt oev er
y bodythathowt heus ageofmobi l
edev i
cesli
ke
iphones ,andr oi
dsandot hersar eincreasi
ngdaybyday ,youmus tbri
ng
changei ny ouronli
nemar k
etings tr
ategyandmak eitmoreadaptablefor
mobiledev i
ces.
Mobilebandwi dt
hc osti
sex pec t
edt oriseands omar ket
ersshouldt
ry
developingl i
ghtweightway stoengagemobi leus er
s.Inst
eadofas ki
ng
userstos t
ream alongerv i
deo,pr ovi
det hem wit
hac leantextsummar yoft
he
vi
deoi ftheyar eusingamobi ledat ac onnect
ion.Helpthem conserv
emobi l
e
bandwi dth.
 Usi
ngMobi
leCSS
Youhaveonemoreopti
onotherthanr
edirectopt
iont
hati
stheuseof
mobi
leCSSt omakeyourwebsit
emobil
efr i
endl
y.CSShelpsyouchange
t
hewayy ourwebs
it
eisorgani
zedanddisplayedj
ustonmobil
edevices
.
Whilegoingaheadwi thanyofthesetwoopti
onsy ouwi llneedt otail
ort
he
contentony oursit
edependi
ngont hei
rimport
anc e.Youc angoaheadand
i
nc l
udethek eyinfor
mati
onthatthevisi
t
orsarelookingfor .Keepi taspr
eci
se
andus eful
asi tcoul
dbe.Forinst
ancey oucank eept hec ert
aininfor
mati
on
prominentl
yv i
sibl
eorrestl
essrobustdependi
ngont heirusefulness.
Uptil
lnowwehav elearnthowtoc reateandimplementvari
ousdigital
marketi
ngstrat
egies,nowi t
’st
hetimet omak ethem moreeffi
ci
ent.Inthe
nextst
epwear egoi ngtof i
ndt
hebes twaytous eal
lthetec
hniqueswe
havelearnt
.Nowwewi lll
earnhowt oas ses
st heeff
ort
sandimpac tsof
var
iousmar ket
i
ngc ampai gnswit
hingiventi
mef rames,comparethem and
f
indoutthebes tonetogowel lwit
hy ourbusiness.
C
HAP
TER
-8

H
owtoana
lyz
e
a
ndRef
in
e
s
tra
teg
ies
Nowwheny ouar eatthebot tom ofthesal
esandmar k
eti
ngfunnelyou
shoulds tar
tthinkingaboutr ev i
ewingtheperf
ormanc
eofy oureach
mar ket
ingac t
i
v i
ti
es,ident
ifythos e
whichar es uccess f
ulandgetr idof
ormodi fythos ewhichar enotgi vi
ng
result
s.Thiss ec t
i
onoft heeBook
i
sgoi ngt otellyouaboutr eviewi ng
somemet r
icstomoni torandi deas
f
orr efi
ningy ourdigit
al marketing
str
ategy.

Execut
eanAnal
yti
cspl
an
Tostar
tanalyz
ingyourdi
git
almar
ket
i
ngs t
rat
egi
es,youneedtohaveyour
anal
yti
csprogr
am i
nplace.Webanal
yti
csi
sgreatt
ooldesi
gnedtohel
p
youanaly
zewebs i
t
et r
aff
i
c.
I
dent
if
ypr
ospect
s
Youneedt oident
if
ytheopport
uni
tieswhi
lerevi
ewi
ngy ourmark
eti
ng
act
i
vit
ies.Doy ouwantmor el
eadgenerat
ion?Doy ouwantmoretraff
i
cto
hi
tyourblog?What ever
,youwant;youneedtofi
gureoutwhatarethe
ar
easy ouneedt ogetbett
erandworkaccordi
ngl
y.
Setamet
ri
cforgoodr
esul
ts
Setti
ngamet r
icthatquant
if
iabl
eandinv
olv
es
as etti
meframewi l
lgi
veyoubetter
result
s.Fori
ns tance:"
Incr
easeXblog
Traff
icoverthenex tXdays."
Fi
lt
eryourSt
rat
egy
Now,dependingt
heondi ff
erentdatathaty
ouhave
gott
hroughwebanalyt
i
c smodi f
yy ourcampai
gnto
i
mplementthoseact
i
vit
iesmor eandmor ewhi
chwereef
fect
iv
eand
mini
mizi
ngtheimpl
ement at
ionsofthosewhichar
enotgi
v i
ngres
ult
s.
Assessper
for
mance
Nowaftery
ouhav ec r
eatedachangei
nyourcampai
gndependi
ngonthe
dat
a,f
indouti
fthatchangeisworki
ngf
oryou.I
fnot
,thengoaheadand
t
rysomethi
ngdi
fferentthatc
oul
dhavebeendonehere.Wher
easifi
t
work
edfory
ou,s
ti
cktoit
.However
,inanyc
ase,y
ouneedtokeep
monit
ori
ngt
hemetr
ict
oensuret
hatthei
mprov
ementhasal
ong-t
erm
ef
fect
.

I
mpor
tantMet
ri
cst
hatar
etobet
racked
Therearesomek eyfac
torsthatneedtobe
keptinmindfory
ourref
inement stohaveabig
i
mpac t.Bef
orewegoaheadands t
art
i
mpr ovi
ngthemarket
ingacti
vit
ies,l
et’
sfi
rst
t
hrashouttherel
evantmetri
cs.
Mar
ket
ingGr
ade
Mar
ket
i
nggradet el
l
syouabouttheinf
ormati
on
t
ogui
dey out
hroughanyopt
imiz
ationproces
s.
I
nst
ant
aneous
lydi
scov
ert
heweakness
esands tr
engt
hsacrossyour
mar
ket
ingf
unnel
.
Tr
aff
ic
WebTraffi
ctel
l
sy ouabouthowmanypeoplefl
ockedy ourwebsi
teand
whatc
onduitsdrovet
hemos tandl
eastt
raf
fi
c.Thi
sk nowledgehelpsy
ou
makeit
erati
onsandlaunchacampaignt
hatwil
laugmentv is
it
s.
 Leads
Whatpartoft
hetraf
fi
cisgett
ingc onv
ert
edt opot
ent
iall
eadsandfi
nal
l
yto
pot
enti
alcust
omers.I
deall
ythisnumbers houl
drel
entl
essl
yampli
f
yto
guar
anteeas t
eadyfl
owofrev enue.
Cust
omer
s
Youshoul
dalwaysbecompar
ingyourcampai
gnsandcondui
t
swit
hthe
numberofcus
tomersy
ouachiev
ed.Youneedtoknowaboutt
hesal
esthat
youcl
osedthi
smonthandcompareitwi
tht
hedataofpr
evi
ousmont
hs.
Pot
ent
ialKeywor
ds
Toruny ourcampai
gns uccessf
ull
yy ouneedt ok
now
whichkeywordsarebri
nginginthelargepartoft
raf
fi
c
t
oy ourwebs i
t
eandus ethesekeywor dsf
urthert
o
dri
vemor eandmor etr
affi
ctoyourwebs i
te.Youcan
t
aket hehelpfr
om Googleanalyt
icstoknowmor e
aboutkeywordsandtheiri
mpac t
s.
Costofdr
awi
ngeachnewcust
omer
Youmustkeepat r
ackoftheamountthaty
oupaytodraw
eachnewcustomer.Youaresugges
tedtofoc
usmoreon
i
nboundmarketi
ngrathert
hanonoutboundmark
eti
ng
NewandRepeatVi
sit
ors
Boththetypesofvisi
torsaregoodforyourbusi
nesswhethert
heyarenew
ortherepeatvi
sit
ors.Ift
heyar enewv i
si
tor
sitmeansthatt
heyhave
searchedyouwhilelookingforthei
nfor
mationt
heywantedandrepeat
vi
sit
ormeanst hatyouhav egiventhem agoodreasontocomeback.
Youneedt ofi
ndabal anc ebetweenthetwo.
Ef
fect
ivenessbyCondui
ts
Youmi ghtgett r
afficspurts
f
rom pr essr el
eas esand
newsc overagebutt hat
shouldnotbey ourgoal .
Yourgoal shouldbet ofocus
mor eonl ongt ermr es ul
ts.
Figureoutwhi chc onduitsare
bri
ngingi nmor et raff
ictoyour
webs i
te.Wor kont hem.
Howt
owor
kuponi
mpr
ovement
Wehav edi
scuss
eds omanythi
ngsupt
il
lnow.I
tist
imetodi
scussabout
howyoucanimprov
eont hem.Letmes
hareafewideastoworkupon
i
mprovementoft
hesest
eps .
Keywor
ds
Fi
gureoutwhichkeywordsarebri
nginginthelargepartofyourtr
affi
cand
usethem f
requent
l
y.Trythei
rvari
ati
ons.Youhav egottonsofway stodo
t
hisaseachpageony ourwebs i
t
ec anincorporat
edif
ferentkeywords.

OnpageSEO
Youar eal ways
askedt omak e
changest o
on-pagef actorift
hat
canboos tvi
sit
st oyour
webs i
t
e.Youc ango
aheadandt rydiff
erent
on-pageSEO f actors
l
ikepaget i
tl
e,Met a
descri
ptionandheadi ngs
Forinstanc eyouc an
experi
mentwi thdiff
erentpageti
t
let
o
seeiftheyc andr ivemoretraf
fi
ctoyourwebs
it
e.
Conver
sions
Tr
youtdi
f
fer
entpat
ter
nsoft
hec
onv
ers
ionf
ormst
hatar
eyourl
andi
ng
pages.Makerel
evantchangestoi
t
sc ont
ent,i
mageandthelayoutand
seeift
hatgiv
esyougoodr esul
t
ssothatyoucanusethem f
urt
hertodri
ve
moretraf
fi
ctoyourwebsi
te.
Cont
entSt
rat
egy
Webanal y
ti
csl
etsyouk nowast o
whichcont
enti
sdrivi
ngmos tpartof
t
het r
aff
ict
oyoursit
e.Thisc anhelp
youfocusmoreonthec ontentthat’
s
gi
v i
nggoodresul
t
sorimpr ov eyour
promoti
onofot
hercontents.
Soci
alMedi
aPr
omot
ions
Weighupastowhichsocialmedia
st
ream i
sdri
vi
ngmos tpartoft
hetraf
fi
candgener
ati
ngmoreleads,and
canusethem ac
cordi
ngly
.Youc anfocusonthes
uc c
essf
uls
ocial
media
pl
atf
ormsandatthesamet imecanalsoimpr
ovetheonewhi
charenot
doi
ngwell.
LeadNur
tur
ing&Emai
lMar
ket
ing
Therecouldbeac hancet
hatyouar
enotsendi
ngthemail
satt
heri
ghtt
i
me
orthecall
s-t
o-ac
tionthaty
ouhaveinyourmail
arenots
uit
abl
efort
he
audienc
es.Henc e,keepexper
iment
ingandt
esti
ng.
 C
on
cl
us
i
on
Now,youknowt heway s,youhavegott hetoolsatpl acey ouonlyneedto
goaheadwi t
hthecorrecti
mplement at
i
ons ,meas urement ,analy
sisand
f
urt
herimplementat
ions.
Alt
houghf orst
artersthingsmi ghtseem alit
tl
ebi
t
compl
icat
edhowev erifyoutack
leeac hdigit
al marketingtacti
cstepbystep,
youcanmak eitmoremanageabl eands eer esultsverys oon.

Hopefull
y,t
hiseBook shav ehelpedy ouunderstandhowdi git
almarketi
ng
canper kupyourov erall
mar ket
ingpl anandhel py ouac c
ompl i
shbus i
nes s
growth.
Now,y ouk nowhowt oc ons t
ructkeywords t
rat
egy ,buil
dupy our
SEO plan,converttr
affi
cintoleads ,nurtur
eleadstomak es al
esand
analy
z e&refi
neal lt
hes etechniquesi nordertogetev enbet t
erandimpr ove
resul
ts.
Nowi t’
stheti
met ogiv eyourBus ines sevenbetterexposure,s ogoahead,
creat
eandi mplementy ourdigit
al mar keti
ngstr
ategy,stepbys tep.
974 72 6