Details

Marketing For Dummies

6. Aufl.

von: Jeanette Maw McMurtry
19,99 €
Verlag:	Wiley
Format:	PDF
Veröffentl.:	26.09.2022
ISBN/EAN:	9781119894889
Sprache:	englisch
Anzahl Seiten:	400

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Beschreibungen

Titelbeschreibung

Pump up your business with the latest, greatest marketing techniques This updated edition of Marketing for Dummies will walk you through the latest marketing technologies and methods, including customer experience, retargeting, digital engagement across all channels and devices, organic and paid SEO, Google ads, social media campaigns and posts, influencer and content marketing, and so much more. You’ll discover what works, what doesn’t, and what is best for your business and budget. <ul> <li>Learn the marketing and sales strategies that work in any economy</li> <li>Discover how to engage customers with trust and enthusiasm</li> <li>Understand post-pandemic changes in consumer attitudes</li> <li>Discover new tools and technologies for finding customers and inspiring loyalty</li> <li>Adapt your brand, pricing, and sales approach to make your business more valuable</li> <li>Avoid common marketing mistakes and learn how to measure the impact of your efforts</li> </ul> In a post-pandemic, up or down economy, it’s harder than ever to meet highly complex and ever-changing customer expectations. The top-selling Marketing For Dummies covers basics like sales strategy, channel selection and development, pricing, and advertising. We also teach you complex elements like personalization, customer behavior, purchasing trends, ESG ratings, and market influences. With this complete guide, you can build a business that not only competes in a challenging market, but wins. For small to mid-size business owners and marketing professionals, Marketing For Dummies lets you harness the latest ideas to drive traffic, boost sales, and move your business forward.

Inhaltsverzeichnis

Introduction 1 About This Book 2 Foolish Assumptions 2 Icons Used in This Book 3 Beyond the Book 3 Where to Go from Here 4 Part 1: Marketing In A Thriving Consumer Culture 5 Chapter 1: Understanding Consumer Values and Mind-sets 7 Assessing the New Consumer Culture 8 Understanding the current marketing environment 9 Addressing a complex consumer mind-set 10 Bridging Generational Gaps 11 Creating Trust Equity in a Low-Trust Society 12 Building trust in a less-trusting world 13 Building relationships around a common purpose 15 Improving Customer Journeys for Sustainability 16 Making It Real and Keeping It Fun 19 Chapter 2: Triggering the Psychology of Choice for Lifetime Value 21 Connecting with Customers in Times of Fear and Uncertainty 22 Address feelings — don’t avoid them 23 Show consumers how you’ll protect them 24 Reward your customers 24 Be transparent and truthful to a fault 24 The Universal Influencers of Human Behavior 25 Triggers of the unconscious mind: The real driver of choice 25 Psychological triggers that drive sales 28 Understanding the Basics of Human Psychology 34 Freud’s personality theory 34 Jung’s personality theory 35 Tapping into Social Influencers 36 Authority 36 Social proof 37 Reciprocity 37 Scarcity 38 Appealing to Consumers’ Happiness and Purpose 39 Putting It All Together 41 Chapter 3: Engaging Experiences and Journeys That Drive Sales and Loyalty 43 Moving from Reactive Customer Service to Proactive Customer Experiences 44 Creating Experiences Around Personal Relevance 45 Applying Technology for Memorable Customer Experiences 47 Using artificial intelligence 47 Succeeding without expensive apps and systems 48 Taking Customer Experience Beyond Service 49 Powering results with personalization 49 Aligning with customers’ values 50 Providing options to round out experience 50 Updating your toolbox 51 Creating Customer Experiences Around Brand Communities 53 Start a forum and invite the right people 54 Spark meaningful conversations and creative opportunities 54 Mapping Out a Touchpoint Journey from Introduction to Lifetime Value 55 Part 2: Building A Strategy For LTV and ROI 59 Chapter 4: Laying a Foundation for Growth 61 Measuring the Growth Rate of Your Market 62 Monitoring market and economic indicators 62 Responding to a flat or shrinking market 64 Finding Your Best Growth Strategies 65 Develop innovative GTM strategies 65 Grow what you have for higher profitability 67 Building on a Market Segmentation Strategy 69 Developing a Market Share Strategy 71 Define your metrics 71 Establish a benchmark 71 Do the math 72 Enhancing Your Positioning Strategy 73 Defining your position 73 Aligning your positioning strategy with growth initiatives 74 Changing Your Mind-set 74 Chapter 5: Researching Your Customers, Competitors, and Industry 77 Conducting Research That Delivers Actionable Insights 78 Monitoring social chatter to better understand your customers 79 Following relevant blogs 81 Gathering Information about Market and Consumer Trends 81 Paying attention to information resources 82 Uncovering what really drives your customers 82 Preparing Effective Surveys to Ensure You Get Accurate Insights 83 Determining the right format for the metrics you need 84 Defining your objectives 85 Using clear, concise wording 86 Understanding Some of the Technical Stuff 87 Net Promoter Score 87 Level of confidence 89 Paying Wisely for Market Research 90 Getting feedback from prospects without purchasing expensive lists 90 Using low-cost and free ways to build knowledge 91 Staying on Top of Social Trends 97 Chapter 6: Creating a Winning Marketing Plan 99 Getting Started on a Launch or Growth Plan 100 Defining your business 100 Mapping out your action plans 106 Setting a budget 108 Considering Pricing Strategies 110 Pricing opportunities and obstacles 110 Avoiding the dangers of deep discounting 111 Mastering the Psychology of Pricing 112 Pricing to address perceptions 113 Framing prices 114 Creating Your Controls or KPIs 115 Conducting a SWOT Analysis 115 Finding your strengths 116 Addressing your weaknesses 117 Looking for opportunities 117 Focusing on functional alternatives, or threats 118 Mapping out your SWOT grid 119 Winning with Collaboration and Corporate Social Responsibility 121 Sharing is caring (and good for business) 121 Teaming up on CSR 122 Leveling Up in More Ways Than One 123 Monitoring and reacting to trends 124 Developing the customer experience 125 Mapping Out Your Action Steps 126 Step 1: Complete a situational analysis/summary 127 Step 2: Establish your benchmark 127 Step 3: Define your goals 127 Step 4: Take note of lessons learned 127 Step 5: Outline your strategy 128 Step 6: Commit to action items 129 Step 7: Build learning plans 129 Projecting Expenses and Revenues 130 Preparing for economic influences 130 Coming up with a reasonable budget 130 Chapter 7: Content Marketing and Marketing Content 133 Getting the Gist of Content Marketing 134 Separating content marketing from marketing content 135 Creating content that engages 135 Channeling your content 136 Leveraging influencer sites 137 Creating a Credible Content Marketing Plan 138 Performing a communications audit 138 Getting your content read 140 Producing Compelling Marketing Content 141 Essential elements of content 141 Writing tips for better results 143 Sparking interest with user-generated content 146 Giving Ad Content Greater Stopping Power 147 Be consistent 148 Be as persuasive as possible 148 Be professional 149 Part 3: Executing Across Channels 151 Chapter 8: Creative That Engages the Mind 153 Assessing Your Current Creative 154 Conducting a creativity audit 154 Questioning (almost) everything 154 Defining Your Creative Strategy 156 Building your creative elements 157 Coloring your creative psychologically 157 Using brand iconology 160 Writing words that work 161 Crafting a Sustainable Brand Identity 163 Writing a Creative Brief 165 Goals 165 Offers and promises 165 Supporting statements 165 Tone or persona 166 Emotional drivers 166 Wannabe profiles 167 Color palette 167 Golden triangle pattern 167 Constraints 168 Execution 168 Applying Creativity to Branding and Much More 169 Creativity and product development 169 Simple ways to spark new ideas 170 Chapter 9: Optimizing Digital and Social Tools and Tactics 175 Getting Familiar with the Channels Customers Use Most 176 Using Facebook for engagement that builds sales 177 Building your Twitter presence 182 Igniting your social media presence with Instagram 183 Expanding your network through LinkedIn 183 Promoting your brand with Pinterest 185 Developing Digital Tools That Drive Brands 186 Podcasts 187 Webinars 189 Online courses 192 Videos 193 Online review sites 195 Giving to get more 196 Using Automated Customization to Work Smarter and Faster 198 Chapter 10: Embracing the New Age of Advertising 201 Advertising on Social Media 202 Harnessing the Power of Facebook, Instagram, and Messenger Ads 202 Setting up on the YouTube stage 206 Advertising on LinkedIn 208 Advertising with Mobile Apps 209 In-app advertising 209 App advertising platforms 210 Winning with Sponsored Content 211 Editorializing your content page placements 212 Using e-newsletter placements 212 Sponsoring third-party content 212 Exploring Digital Banner Advertising 213 Getting attention with banner and pop-up ads 213 Retargeting consumers with banner ads 215 Making the Most of Print Advertising in a Digital World 217 Community channels for print advertising 217 Industry publications 217 Elevating Your Brand with Broadcast Advertising 220 Television advertising 220 Radio advertising 222 Tips for producing TV and radio spots 223 Investing in the Basics behind Successful Advertising 226 Part 4: Powerful Ways To Build Sales Through Email, Websites, and SEO 227 Chapter 11: Building Individual Value with Mass Personalization 229 Grasping the Basics of Direct Marketing 230 Understanding the Elements of Successful Direct Marketing 231 Data matters 232 CRM matters 235 CRM systems 237 Messaging matters 238 Creating Direct Campaigns for Direct Profitability 240 Encouraging customers to take action 241 Building effective email lists 244 Prepping Your Email Campaigns for Success 246 Setting up triggered emails 247 Implementing personalized emails 248 Improving Print Open Rates 248 Testing Your Direct Marketing 249 Telemarketing: To Call or Not 251 Chapter 12: Building an Engaging and Winning Website 253 Building Out the Elements of a Successful Website 254 Clearly defined goals and calls to action 254 Easy-to-follow navigation 255 Clean and inviting design 257 Meaningful content that adds value 257 Interaction that pulls visitors into your brand story 260 Direct relevance 261 Creating and Managing a Web Identity 262 Aligning with what customers expect to see 263 Expanding your web imprint 265 Crafting a Website That Drives Engagement and Sales 266 Integrating key design elements 266 Minding your KPIs 269 Driving Traffic and Conversion with Content 273 Keeping content fresh and timely 273 Making claims verifiable 273 Asking engaging questions 274 Maintaining critical content categories 275 Putting It All Together for the Perfect Website 276 Using website builders 276 Finding quality imagery 277 Chapter 13: Succeeding with Affordable SEO Strategies and Tactics 279 Understanding the Basics of SEO 280 Figuring out how Google searches the internet 280 Growing organic and paid SEO 281 Curating keywords 281 Making links 283 Playing tag 285 Landing Pages and Blogs 286 Optimizing SEO with Google Ads 288 Setting up your Google Ads account 288 Creating your first Google Ads campaign 289 Driving Traffic and Sales with Google My Business 292 Setting up your Google Business Profile 293 Creating a profile that stands out 293 Managing your results 294 Remaining Relevant and Current in SEO Rankings 295 Online resources with updated insights 295 Additional tactics for more SEO results 296 Part 5: Setting Your Brand Up For Sustainable Sales 297 Chapter 14: Leveraging Networks and Events 299 Harnessing the Power of Social Hives 299 Growing your network with customer referrals 300 Hosting customer events that inspire engagement, loyalty, and referrals 301 Expanding your imprint with client advisory boards 304 Launching Your Own Public Event 305 Hosting events with meaning 305 Funding and monetizing your event 306 Getting help managing your event 306 Supporting Third-Party Events 307 Getting behind cause-related campaigns and events 307 Sponsoring fundraising events 308 Finding a good fit 309 Maximizing Trade Show ROI 310 Locating trade shows 311 Building the foundation for a good booth 312 Selecting space on the expo floor 313 Getting people to your booth 313 Chapter 15: Tuning In to the Right Sales Channel 315 Setting Up a Successful E-commerce Program 316 Rising above the competition 316 Fulfilling orders and delighting customers 317 Curating customer experiences online 317 Converting online traffic to sales 317 Upping your SEO rankings 318 Increasing shopping cart fulfillment rates 319 Understanding Your Options 320 Building your own e-commerce store 320 Paying someone else to do it for you 322 Setting Up Third-Party Digital Storefronts 322 Selling with eBay 323 Selling with Amazon 324 Considering Off-line Distribution Strategies 326 Understanding Channel Structure 329 Preparing for Successful In-Store Selling 330 Creating an inviting store vibe 330 Stimulating sales at point of purchase 331 Chapter 16: Prospecting and Selling for ROI 335 Exploring Proven Prospecting Tactics and Tools 336 Prospecting tactics that work 337 Prospecting tools that generate leads 337 Selling for a Lifetime 339 Calculating lifetime value 339 Understanding the importance of customer loyalty 341 Getting to Yes via Emotional Selling Propositions 343 Defining your process 344 Establishing SME status to bolster sales 345 Prioritizing Your Pipeline 347 Categorizing each opportunity 347 Sorting by emotional triggers 347 Consultative Selling and Account-Based Marketing 348 Tactics for consulting with consumers 348 Tips on consultative selling 349 Relying on account-based marketing 350 Creating Sales Presentations with ESP Power 350 Inform, involve, inspire 351 Tell your brand story 352 Respond to problems 352 Organizing and Managing Your Sales Force 353 Determining how many salespeople you need 353 Hiring your own salespeople or using sales reps 354 Compensating your sales force 355 Part 6: The Part of Tens 357 Chapter 17: Ten Common Marketing Mistakes (And How to Avoid Them) 359 Making Assumptions 359 Ignoring Customer Complaints 360 Faking Popularity 360 Using Dirty Data 360 Competing on Price 361 Ignoring the Emotional Drivers of Choice 361 Forgetting to Edit 361 Offering What You Can’t Deliver 362 Treating Customers Impersonally 362 Blaming the Customer 362 Chapter 18: Ten Ways to Measure Results (Beyond ROI) 363 Establish Clear Objectives 363 Tie Your Metrics to Your Objectives 364 Set Learning Priorities 364 Establish a Target ROI 364 Know Your Customer Lifetime Value 365 Know Your Allowable Customer Acquisition Cost 365 Establish Benchmarks 365 Turn the Funnel Upside Down 366 Adjust Your Funnel Benchmark Assumptions When You Have Real Data 366 Avoid the Dashboard Trap 366 Index 367

Autorenportrait

Jeanette Maw McMurtry is a psychology-based marketing expert providing strategy and execution for brands in all industries. She is a Chief Marketing Officer, speaker, and instructor on all aspects of successful marketing. Her blog, jeanettemcmurtry.com, shares insights and tactics for engaging B2B and B2C purchasers’ unconscious minds and tapping into the psychology of choice. She is the author of the previous edition of Marketing For Dummies.

Back cover copy

All you need to know for successful and profitable marketing If you read one marketing book this year, this is it! From SEO to Lifetime Value, Marketing For Dummies digs deep into concepts that matter for small and medium-sized businesses, and gives you powerful tips for implementing them easily and affordably. Boost web traffic, customer engagement, online sales, and lead generation using the best messaging and latest technology and tactics for Google, social media, email, retargeting, content, pricing, distribution, and more. This in-depth guide helps you understand consumer behavior and tap into the psychology of choice for long-term sales and growth. <ul><li>Consumer behavior and psychology</li> <li>Lifetime value and ROI</li> <li>Customer experience and loyalty</li> <li>Social, mobile, and digital marketing</li> <li>Consumer, market, and competitor research tactics</li> <li>Personalization and SEO <li>Branding, sales, and customer service</li> <li>Common mistakes to avoid</li></ul>