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Digital Marketing – PDF Ebook

£14.95

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A HANDY GUIDE TO DIGITAL MARKETING

Discover how digital marketing is more than just web sites. The internet allows us to connect with and influence potential customers and clients in so many different ways, from social media posting, blogs and newsletters through to smart search engine optimisation and targeted advertising. The methods and techniques used in digital marketing are many and varied. Through this book, you can gain a sound overview of the subject and obtain a foundation for making better decisions moving forward.

What’s Inside the Digital Marketing ebook?

TABLE OF CONTENTS

CHAPTER 1 THE SCOPE AND NATURE OF DIGITAL MARKETING

  • Digital marketing
  • Online marketing
  • Social media
  • Building and maintaining networks
  • Mobile application software (APP)
  • Search engine optimisation (SEO)
  • Search engine marketing (SEM)
  • Direct marketing via email
  • Behavioural retargeting
  • Display advertising
  • Paid directories

CHAPTER 2 SEARCH ENGINE OPTIMIZATION

  • Keywords
  • Making SEO keywords work
  • Search engine optimisation for your website
  • Meta description
  • URL structure
  • Easy navigation
  • Keywords
  • Mobile friendly websites
  • Landing pages and microsites
  • Targeting internet users
  • Other factors that influence SEO success
  • Duplicate content issues
  • Redirect chains and loops
  • Site map issues
  • Broken links
  • Slow speed pages
  • Minified code
  • Images lacking alt attributes
  • Low text to html ratio
  • Headings using <h1> html tags
  • Minimal incoming links
  • Crawl depth
  • Orphaned page

CHAPTER 3 CONTENT MARKETING

  • Digital content
  • Relevance
  • Quality
  • Quantity
  • Activity
  • Creating a content strategy
  • Content creation approaches
  • Creating a focus
  • Designing content
  • Blogs

CHAPTER 4 SOCIAL MEDIA MARKETING

  • Social media
  • Why social media?
  • Choose what you use carefully
  • The benefits of using social media for business purposes
  • Maintaining a presence
  • Social media marketing platforms
  • Social media for business – starting out
  • Conducting research
  • Determine which social media platforms
  • Create engaging content
  • Posting to social media
  • Ways of using social media
  • Promotion and public relations
  • Market research
  • After sales service
  • Paid advertising on social media
  • Using influencers
  • When social media posts ‘go viral’
  • What to do when social media posts take a negative turn
  • Supporting tools for social media management
  • Evaluation and adjustment

CHAPTER 5 WEBSITES AND WEB ADVERTISING

  • Websites
  • Web advertising
  • Starting out
  • Demographics
  • Promotions
  • Monitoring and analytics
  • Advertising metrics
  • Website metrics
  • What can be measured?
  • Get the marketing mix right
  • FURTHER READING AND STUDY
  • More ebooks available
  • Courses available

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