Look Inside

A handy guide to Digital Marketing

Explore the scope and nature of digital marketing. Broaden your awareness of how you might connect better with potential clientele and influence their awareness of your business in a positive way.

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