Timeless Digital Marketing Book + Our Special Budgeting & Projections App

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