The Digital Marketing Handbook , livre ebook

Praise for The Digital Marketing Handbook
The Digital Marketing Handbook stands right next to my copy of The Copywriter s Handbook and will soon be a classic in the online marketer s world. Bly walks his talk and knows from firsthand experience the type of websites that can work for your business. The chapter on funnels is vital for building trust with your customers! Don t just read this book-use Bly s strategies daily to reap real profits in the virtual world!
-P ETER F OGEL, AUTHOR AND COPYWRITER WWW.PUBLICSPEAKLIKEAPRO.COM P UBLIC S PEAK L IKE A P RO
Bob Bly s The Digital Marketing Handbook is a must-read for anyone thinking about starting a website that sells. Bob leaves nothing on the table . . . you get the full benefit of his almost four decades of marketing and copywriting experience in this step-by-step guide for becoming a successful digital marketer.
-K ATIE Y EAKLE, EXECUTIVE DIRECTOR OF AWAI
Anyone can create an ecommerce website, but Bob Bly cuts through the fog of how to make it into a profit center. Featuring actual websites, specific examples, and clear step-by-step instructions, this guide should be on the desk of every ecommerce entrepreneur.
-S TEVE F ANTASIA , B RIGHT S OURCE M EDIA , I NC .
The Digital Handbook stands beside a half dozen books on my credenza. I ve read it and intend to read again. In this case, it s because a single reading is not enough to absorb more than a fraction of the valuable insights, strategies and tips contained inside this valuable compendium of current marketing knowhow.
-M ARK F ORD , AUTHOR, ENTREPRENEUR, PUBLISHER AND EDITOR OF C REATING W EALTH AND W EALTH B UILDERS C LUB
Bob has done it again! Every book he writes is not only filled with useful, actionable advice but he is able to explain it in a way that everyone understands. And his latest book, The Digital Marketing Handbook , is no exception. Bob virtually takes you by the hand and tells you exactly what you need to do to create a website that sells. If you want to increase your online bottom line this year, READ THIS BOOK!
-M ARY E LLEN T RIBBY , F OUNDER AND CEO OF W ORKING M OMS O NLY.COM , AUTHOR OF R EINVENTING THE E NTREPRENEUR
Bob Bly s focus on the various online revenue models, and thorough explanation of each type, provides thoughtful and invaluable insight that can greatly help an internet entrepreneur decide which direction to take. I particularly enjoyed the sections explaining the Agora model as well as the discussion on potential AdSense revenue streams. This book is rich in actionable strategies by an author who enjoys helping others develop multiple streams of both passive and active income.
-R ON J ASPER , CEO OF C ONATIVE I NFORMATION T ECHNOLOGY
By far, one of the most comprehensive A to Z guides for online marketers. Every entry-level or mid-level marketer would benefit from this resource as part of their library.
-C AROLYN H INSON , EXECUTIVE MARKETING DIRECTOR OF W ELLNESS R ESEARCH AND C ONSULTING
The Digital Marketing Handbook is an excellent tool. It takes what can seem to be a difficult cycle of creating an ecommerce solution that makes steady sales to a simple concept that anyone can do successfully. I found it very enlightening. Whether you have a website now or want to build one, you should start by reading this book.
-K IMBERLY C ATALANO , SENIOR VICE PRESIDENT MARKETING AND SALES OF G ALAXY P RESS

Entrepreneur Press, Publisher
Cover Design: Andrew Welyczko
Production and Composition: Eliot House Productions
2018 by Entrepreneur Media, Inc.
All rights reserved.
Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for permission or further information should be addressed to the Business Products Division, Entrepreneur Media Inc.
This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting or other professional services. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.

ebook ISBN: 978-1-61308-381-9
To Dr. Ryan Subrati
CONTENTS
ACKNOWLEDGMENTS
INTRODUCTION
Chapter 1
CHOOSING YOUR ONLINE BUSINESS MODEL
Central vs. Hub-and-Spoke Model
Single-Topic Content-Rich Site for Enthusiasts
The Agora Model
Needs Assessment Model
Funnels
Launches
Membership Sites
Chapter 2
PROFITS EQUAL SALES MINUS EXPENSES
The Web Helps Level the Playing Field
Corporate Status and Health Insurance
Download Speed
Online Payments
Avoiding Shopping Cart Abandonment
Don t Overspend
Constantly Be Learning
Chapter 3
MARKETING FUNNELS FOR CONSUMER PRODUCTS
The AIDA Funnel
Amazon Funnel
Veterinarian Funnel
1-800-Flowers Funnel
Groupon Funnel
Netflix Funnel
Burberry Funnel
Theme-Based Content
Conversion Content Timing
A/B Testing the Funnel Content
Customer vs. Product Focus
Chapter 4
MARKETING FUNNELS FOR B2B PRODUCTS
Innovative Information Solutions
D B Hoovers
Grainger
Ferguson
HubSpot
GKIC
MarketingProfs
Agencies, Freelancers, and Consultants
Chapter 5
WEBSITES AND MARKETING FUNNELS FOR SERVICE FIRMS
The Anatomy of a Service Business Website
Content Marketing
Video Marketing for Service Businesses
Constantly Promote Your Service Business
Repurpose and Test Your Content
Email Marketing for Service Businesses
Chapter 6
DRIVING TRAFFIC TO YOUR WEBSITE WITH ONLINE MARKETING
The Seven Basic Types of Traffic Drivers
Affiliate Marketing
Banner Ads
Content Marketing
Co-Registration
Email
Enewsletters
Google and Bing Pay-per-Click Advertising
Influencer Marketing Campaigns
Infographics
IP-Specific Online Advertising with Geo-Targeting
Lead Magnets
Podcasts
QR Codes
Search Engine Optimization
Social Media
Text Ads
Webinars
YouTube Videos and In-Stream Ads
Chapter 7
DRIVING TRAFFIC TO YOUR WEBSITE WITH OFFLINE MARKETING
Linking Print and the Internet with QR Codes
Direct-Mail Packages
Postcards
Brochures
Catalogs
Print Newsletters
Article Writing
Public Relations
Print Ads
TV and Radio Commercials
Public Speaking
Chapter 8
WINNING WITH BLOGGING AND SOCIAL MEDIA MARKETING
Hosting Company
Blogging Platforms
Integration with CRMs and Shopping Carts
Writing Blog Posts
Useful Blog Additions
Social Media Marketing
Chapter 9
BUILDING YOUR OPT-IN LIST
Picking an Email Service Provider
Seven Things to Consider When Choosing an ESP
Email List-Building Best Practices
Elist Maintenance
Affiliate Marketing and Joint Venture Deals
Enewsletter Subscription Offers
Facebook Ads and Boosted Posts
Giveaways
In-Mail
Lead Magnets
Leverage Social Proof
List Swaps
Offline List Building
PPC Ads on Bing and Google
Referral Incentives
Reinvigorate Stale Lists
Surveys and Quizzes
Webinars, Teleseminars, and Virtual Summits
Chapter 10
HUB SITES, LANDING PAGES, AND SQUEEZE PAGES
Hub Sites
Website Security
The Psychology of Websites
Sales-Generating Landing Pages
Lead-Generating Landing Pages
Squeeze Pages
Search Engine Optimization (SEO)
Mobile-Only Index
Keyword Research
Chapter 11
PUBLISHING AN ONLINE NEWSLETTER
Opt-In Elists Are Permission Marketing
How Much Is Your Opt-In Elist Worth?
Use a Free-on-Free Subscription Offer
Choosing a Name for Your Enewsletter
Your Enewsletter Publishing Schedule
Designing Your Enewsletter
Ideal Word Length for Your Enewsletter
Answering Questions and Queries from Your Subscribers
14 Things You Can Put in Your Enewsletter
31 More Topics for Your Enewsletter
Six Tips for Writing Enewsletters
When to Email Your Subscribers
How to Get Subscribers
Build Your List with URL Substitution
Stop People from Unsubscribing
Chapter 12
GENERATING LEADS AND SALES WITH EMAIL MARKETING
Six Important Email Metrics
Content vs. Sales
Email Frequency
Ideal Word Length for Email Marketing Messages
Which Email Format Is Best?
Designing Emails for Mobile Devices
What Offers Work Best in Email Marketing?
From Lines and Subject Lines that Boost Results
Writing the Email Body Copy
Hyperlinks and Calls to Action (CTAs)
Should You Personalize Your Email Messages?
How to Handle Subscriber Questions and Complaints
How to Handle Refund Requests
Sample Sales Email
Chapter 13
AUTORESPONDERS AND UPSELLS
Autoresponder Fundamentals
Autoresponder Benefits
Types of Autoresponder Emails
Upsells
Upsell vs. Cross-Sell
Chapter 14
JOINT VENTURES, AFFILIATE MARKETING, AND LICENSING
Joint Ventures
The Five Main Types of Joint Ventures
Three Big Goals for Your Joint Ventures
Three Types of Joint Venture Partners
Three Criteria for a Joint Venture Partner
Four Questions to Ask About a Potential Joint Venture Partner
How to Find Joint Venture Partners
Ranking Joint Venture Candidates
First Contact
Affiliate Marketing
Open and Closed Affiliate Arrangements
Three Criteria for Choosing the Right Niche
Increasing Affiliate Revenues
Super Affiliates
Affiliate Commissions
Licensing
License Pricing
How to Make More Money with Licensing
Chapter 15
MEMBERSHIP SITES
Membership Site Pros and Cons
Membership Site Structure and Functionality
Membership Site Software
Hiring a Programmer to Create Your Membership Site
Don t Forget the Updates
Membership Levels
Pricing the Memberships
Recruiting New Members to Your Site
Membership Retention
Ancillary Services for Members
Appendix A
RECOMMENDED VENDORS
Appendix B
SOFTWARE AND SERVICES
Ad Trackers
Affiliate Marketing
Analytics
Anti-Virus
Autoresponders
Content Management
Database
Integrated Ecommerce Package
Memb