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Digital Marketing 103 - Coggle Diagram

- - - - Lead capture page 3
      - Sales page 2
      - Should you use a landing page builder ? 14
    - - A gated offer 3
      - Headline / subheadline 5
      - Bullets 1
      - Product image 2
      - Proof 3
      - Lead form 2
    - - writing a sales letter 27
        
        Step 1 craft the headline 21
        
        Step 2 write the subheadline 13
        
        Step 3 write the opening 19
        
        Step 4 show ease of use 4
        
        Step 5 forecast the future 16
        
        Step 6 estblish credibility 8
        
        Use a testimonial 2
        
        Give your credentials 4
        
        Borrow credentials 3
        
        Tell your story 3
        
        Use impressive numbers 2
        
        Step 7 write bullets that sell 15
        
        Step 8 show proof 15
        
        Demonstration 1
        
        Social proof 3
        
        Data or research 2
        
        Borrowed credibility 2
        
        Step 9 make the offer 11
        
        Step 10 sweeten the deal 6
        
        Step 11 communicate urgency 14
        
        Step 12 reverse risk 8
        
        Step 13 make the call to action 2
      - Understanding the elements of a product detail page 8
        
        Product image 9
        
        Image zoom 4
        
        Product discription 10
        
        Product sales video 5
        
        Third party pitch video 7
        
        Call to action 8
        
        Reviews 14
        
        Cross sells 6
      - Sales letter 9
      - Product detail page 5
        
        Product name 2
        
        Call to action 1
        
        Product price 2
        
        Product image/video 2
        
        Product discription 2
        
        Quantity option 1
        
        Product reviews 2
        
        Wish list 3
        
        Social media buttons 2
        
        Shipping information 2
        
        Product videos 1
        
        Upsells/cross sells 3
    - - Clarity 4
      - Congruence 9
      - Visualization 4
      - Number of fields 8
      - Visible and compelling call to action button 8
      - Professional design 6
      - Relevant trust icons 4
      - Clear privacy policies 3
      - Visual cues 2
  - - - Understanding searcher's needs 11
      - Knowing what search engines want 18
        
        Black hats and white hats 12
      - Searchers 1
      - Search engines 2
      - Marketers 2
    - - Defining a search query 35
      - Choosing the right queries to target 4
        
        Coming up with keywords the old fashioned way 29
        
        Using keyword research tools 19
        
        Average monthly searchers 3
        
        Competition 4
      - Satisfying searchers 22
        
        Converting prospects to customers 17
      - Branded queries 4
      - Nonbranded queries 4
    - - Optimizing for google 2
        
        Step 1 write the <title > tag 10
        
        Step 2 write the meta discription 13
        
        Step 3 optimize the URL 9
        
        Step 4 write body copy 12
        
        Step 5 optimize the <alt> tag 4
      - Optimizing for youtube 4
        
        Step 1 create engaging thumbnails 14
        
        Step 2 ask for engagement 8
        
        Step 3 optimize content for keywords 7
        
        Step 4 look at retention 8
      - Optimizing for pinterest 3
        
        Step 1 Enhance your images 10
        
        Step 2 optimize board covers 5
        
        Step 3 target keywords 17
      - Optimizing for amazon 2
        
        Step 1 build sales with promotions and launches 3
        
        Step 2 increase reviews 6
        
        Step 3 create a compelling product name 12
        
        Step 4 create keyword targeted product pages 7
      - Optimizing for i tunes 4
        
        Step 1 solicit reviews 4
        
        Step 2 create a clear title and a clean cover design 9
        
        Step 3 grow downloads 9
      - Optimizing for review sites 3
        
        Step 1 gain legitimate reviews 19
        
        Step 2 claim your profile 11
      - Optimizing for search engine robots 15
        
        Index status 3
        
        URL errors 2
        
        Security issues 3
    - - Step 1 cross link your own content 9
      - Step 2 study your competitor's links 4
      - Step 3 create generous content 13
      - Step 4 create content worthy of a link 6
      - Step 5 publish primary research 5
      - Step 6 keep up with the news 11
        
        Building lilnks in a post penguin world 16
  - - - Social listening 2
      - Social influencing 2
      - Social networking 2
      - Social selling 2
    - - Choosing a social listening tool 28
      - Planning to listen 21
        
        Brands 2
        
        Topics 2
        
        Competitors 3
        
        Influencers 3
        
        People 2
      - Listening without paid tools 24
      - Utilizing the feedback loop 67
      - Handling customer service issues 9
        
        Respond in a timely manner 7
        
        Empathize 6
        
        Move the conversation to a private channel 8
      - Social influencing 3
      - Partnerships 4
      - Social selling 7
    - - Growing your social following 28
      - Bouncing followers 15
      - Keeping your content interesting 18
      - Socializing blog content 9
        
        Splinter 6
        
        Visualize 15
        
        Broadcast 18
        
        Tag 9
        
        Monitor 11
        
        Schedule 20
    - - Tapping into niche media 15
      - Reaching niche media 15
      - Networking by topic 15
      - Creating a social media "short list" 25
      - Flipping the script on media outreach 19
      - Staying compliant with the law 6
    - - Leading with value 8
      - Designing " value first" offers 8
        
        Ungated offers 3
        
        Gated offers 3
        
        Deep discount 2
    - - Don't respond when you are angry 4
      - Don't buy followers/ connections 4
      - Don't try to be everywhere 5
      - Don't be a salesperson 3
      - Don't automate everything 3
  - - - Cold traffic 8
      - Warm traffic 10
      - Hot traffic 8
    - - Introducing the big six traffic platforms 33
        
        Facebook 100
        
        Twitter 38
        
        Google 34
        
        You need a goal 5
        
        You pay based on clicks 2
        
        You can target by location 4
        
        Exact match 8
        
        Phrase match 16
        
        Broad match 13
        
        Broad match modifier (BMM) 20
        
        Include a call to action 4
        
        Use your keywords 5
        
        Ask a question 5
        
        Reference holidays or local events 2
        
        Focus on benefits and speak to your prospects pain points 7
        
        Youtube 38
        
        Pinterest 57
        
        Linkedln 31
        
        choosing the right traffic platform 24
    - - Defining ad retargeting 13
      - Setting cookies and pixels 19
      - Segmenting with content 17
    - - Strenghtening your offer 16
      - Tweaking your targeting 19
      - Scrutinizing your ad copy and creative 17
      - Checking the congruency of your campaign 23
  - - - Promotional emails 13
      - Relational emails 7
      - Transactional emails 21
        
        The chemistry of transactional emails 10
        
        Turning negatives to positives 3
        
        Product returns 4
        
        Unsubcriptions 5
    - - Broadcast emails 6
        
        Newsletters 2
        
        Promotions 4
        
        Segmentation 2
      - Triggered emails 17
    - - Cataloging your products and services 30
      - Creating an annual promotional plan 5
      - Developing a marketing plan 3
        
        Write your 12 month revenue goals 3
        
        List your nonrevenue goals 2
        
        slot holiday promotions into the appropriate months 3
        
        slot annual promotions into the appropriate months 1
        
        Denote seasonality 2
        
        slot nonrevenue goals into the appropriate months 2
        
        Break your revenue goals into monthly allotents 1
        
        Add your standard revenue projections 2
        
        Substract your expected revenue from the target revenue 2
        
        Brainstorm additional promotional ideas that could generate the revenue you need to reach your goals 3
        
        Spot check and adjust 2
        
        List additional items that you need to meet your target 2
      - Creating a 30 day calendar 13
        
        Monetization 1
        
        Activation 1
        
        Segmentation 2
      - Creating a 90 day rolling calendar 13
    - - Indoctrination campaigns 30
      - Engagement campaigns 24
      - Ascension campaigns 16
      - Segmentation camapigns 22
      - Reengagement campaigns 13
    - - Harvesting proven email copy 12
      - Answering four questions 4
        
        why now? 3
        
        Who cares ? 2
        
        Why should they care? 2
        
        Can you prove it? 3
      - Knowing why people buy 5
        
        Personal gain 2
        
        Logic and research 2
        
        Social proof or third party influence 4
        
        Fear of missing out 2
      - Writing effective email subject lines 13
        
        Curiosity subject lines 5
        
        Benefit subject lines 9
        
        Scarcity subject lines 5
      - Writing body copy 13
        
        Introduction 2
        
        Body 2
        
        Close 3
        
        P.s. 3
    - - Pose a benefit driven question 2
      - Connect proof with product 3
      - Show the after 4
      - present a takeaway 2
    - - Get the timing right 4
      - Call people by name 3
      - Be positive in the morning and negative at night 7
      - Be controversial or relevant 3
      - Use odd or specific numbers 8
      - Keep your subject line short 3
      - Use a second subject line 5
      - Include symbol in the subject line 7
      - Press play 3
      - Ask customers for their thoughts 6
      - Combine video and questions 7
      - Add a countdown 4
      - Use animated gifs 4
    - - Monitoring your reputation 19
      - Proving subscriber engagement 5
        
        Your open rate 2
        
        Your lateral scroll rate 2
        
        Your hand and soft bounce rate 10
        
        Unsubscription and complaint rates 3
        
        Tools that ensure email deliverability 2
        
        Mail monitor 2
        
        Return path 3
        
        Email reach 3
- - - - what to include in your customer avatar 16
        
        Goals and values 2
        
        Sources of information 2
        
        Demographics 2
        
        Challenges and pain points 2
        
        Objections 1
      - Introducing agency eric : a customer avatar example 11
        
        The marketing freelancer 2
        
        The marketing agency owner 2
        
        The employee 2
        
        The business owner 2
      - getting clear on goals and values 13
        
        Product creation 2
        
        Advertising 1
        
        Content marketing 2
        
        Email marketing 2
      - Finding sources of informatio and entertainment 24
      - Honing in on demographics 17
      - Adding challenges and pain points 19
      - Preparing for objections 11
      - Content marketing 2
      - Search marketing 2
      - Social media marketing 2
      - Email marketing 2
      - Paid traffic 2
      - Product creation 1
      - Copy writing 2
    - - Knowing the stages of the customer journey 17
        
        step : 1 Generating awareness 11
        
        Advertising 2
        
        Social media marketing 3
        
        Search marketing 3
        
        Step : 2 Driving engagement 19
        
        Step : 3 Building subscribers 20
        
        Step : 4 Increasing conversations 11
        
        Step : 5 Building excitement 19
        
        Step : 6 Making the core offer sale and more 21
        
        Step 7 developing brand promoters 14
        
        Step 8 growing brand promoters 10
  - - - Increasing problem and solution awareness 8
      - Acquiring new leads and customers 4
      - Activating leads and customers 7
      - monetizing existing leads and customers 5
      - Onboarding new leads and customers 6
      - building community and advocacy 9
    - - Objective based 2
      - Multiparted 6
      - seamless and subtle 14
      - In flux 7
    - - Campaigns that generate new leads and customers 21
        
        Make aware 4
        
        Engage 10
        
        Subscribe 5
        
        Convert 9
      - Campaigns that monetize existing leads and customers 10
        
        Excite 5
        
        Cause customers to ascend 8
      - Campaigns that build engagement 24
        
        Advocate 4
        
        Promote 5
  - - - Ungated 3
      - Gated 2
      - Deep discount 2
    - - Entertainment 8
      - Inspiration 6
      - Education 5
    - - Zeroing in on what matters 11
      - making a specific promise 15
      - Giving a specific example 9
      - Offering a specific shortcut 4
      - Answering a specific question 6
      - Delivering a specific discount 6
      - Generating leads with educational content 18
        
        Free reports 9
        
        white papers 5
        
        Primary research 4
        
        webinar training 6
        
        Sales material 13
      - Generating leads with tools 4
        
        Handout or cheat sheet 5
        
        Resource list 5
        
        Template 6
        
        Software 6
        
        Discount and coupon clubs 4
        
        Quizzes and surveys 7
        
        Assessment 7
      - Filling out the gated offer checklist 13
        
        Point 1 : Is your offer ultraspecific? 5
        
        Point 2 Are you offering too much? 8
        
        Point 3 Does the offer speak to a desired end result ? 3
        
        Point 4 Does the offer deliver immediate gratification?4
        
        Point 5 Does the offer shift the relationship? 8
        
        Point 6 Does the offer have a high perceived value? 3
        
        Point 7 Does the offer have a high actual value? 4
        
        Point 8 Does the offer allow for rapid consumption? 5
    - - Using physical premiums 7
      - Employing a book 9
      - Leveraging the webinar 8
      - Selling software 5
      - splintering a service 12
      - Brainstorming "little victories" to offer your leads 26
      - Filling out the deep discount offer checklist 4
        
        Point 1 Does it lower the barrier to entry ? 7
        
        Point 2 Is the value clear ? 3
        
        Point 3 Is it useful but incomplete? 5
        
        Point 4 Does it have a high perceived value? 8
        
        Point 5 Does it have a high actual value? 3
      - Discovering your deep discount offer 24
    - - Making an upsell or cross sell offer 29
      - building bundles and kits 8
      - Tacking on a slack adjuster 10
      - Recurring billing 15
- - - - Understanding the marketing funnel 26
        
        Awareness 4
        
        evaluation 5
        
        Conversion 3
        
        Top of funnel (Tofu) content marketing 26
        
        Blog posts 7
        
        Social media updates 6
        
        Infographics 9
        
        Photographs 6
        
        Digital magazines and books 5
        
        Audio and video poscasts 12
        
        Microsites 6
        
        Print magazines and newsletters 6
        
        Primary research 7
        
        Middle of funnel (mofu) content marketing 22
        
        Educational resources 13
        
        Useful resources 19
        
        Bottom of funnel (bofu) content marketing 12
        
        Demos 8
        
        Customer stories 7
        
        Comparison/ spec sheets 7
        
        Webinars/ events 5
        
        Mini classes 5
      - Exploring the prospect's intent 22
      - Providing a path to the next step 22
      - segmenting your marketing with content 23
      - Appearing everywhere your customer expects 23
      - customizing your content 15
    - - Step 1 choosing avatars 10
      - Step 2 Brainstorming content assets 7
      - Step 3 choosing the vehicle and channel 6
      - Planning for ascension 11
    - - Marketing through email 18
      - capturing leads through search marketing 10
      - Using social media to drive traffic to your site 16
      - Paying for traffic 20
  - - - Brainstorming blog post ideas 4
        
        Get inspiration from your customer avatar 9
        
        Goals and values 2
        
        Sources of information 2
        
        Demographics 1
        
        Challenges and pain points 2
        
        Objections 1
        
        Do some research on buzzsumo 17
        
        Monitor your own data 19
      - Establishing content segments 22
      - Working with content creators 9
        
        Finding content creators 38
        
        Acceptance of bylined articles 2
        
        Statement that you pay for articles 3
        
        Content categories 1
        
        Examples 2
        
        A form 4
        
        Acquiring content creators 17
        
        Ensuring success with content creators 32
        
        The working title 4
        
        The outline 3
      - Editing the first draft 23
      - Copyediting the post 10
    - - Tapping into self interest 10
      - Piquing curiosity 18
      - Employing urgency and scarcity 9
      - Issuing a warming 6
      - Borrowing authority 12
      - Revealing the new 9
    - - Presents an exceptional headline 36
      - Includes a strong introduction 16
      - Offers easy to consume content 27
      - Satisfies your goal 14
        
        Relevance 3
        
        Consumption 2
      - Includes quality media 12
      - Provides a compelling close 12
      - Uses search engine optimization 15
      - Categorizes your topics 9
      - Completely delivers on the promise 17
      - Keeps professional consistency 13
  - - - Writing useful content 6
        
        List post 9
        
        Case study post 11
        
        How to post 8
        
        Frequently asked question (faq)post 4
        
        The should have asked the question (saq) post 5
        
        Checklist post 7
        
        Problem/solution post 8
        
        Research post 8
        
        Stat roundup post 6
        
        Ultimate guide post 10
        
        Series post 12
        
        Definition post 9
        
        Youtube cut up post 5
      - Being generous 6
        
        Profit post 5
        
        Crowdsourced post 10
        
        Interview post 11
        
        Link roundup post 12
        
        Quote post 8
        
        Best of the web post 6
        
        Pick up the week post 5
        
        People to follow post 4
      - Entertaining the masses 4
        
        Story post 4
        
        Satire post 4
        
        Cartoon post 3
        
        Meme post 5
        
        Parody post 3
      - Capitalizing on the timely 7
        
        Review post 4
        
        survey post 3
        
        News post 3
        
        Trend post 2
        
        Issue post 2
      - Showing your humanity 4
        
        Inspirational post 4
        
        Holiday post 8
        
        Guard down post 4
        
        Behind the scenes post 5
        
        Off topic post 6
        
        Rant post 3
      - Getting promotional 4
        
        Comparison post 3
        
        Project showcase post 4
        
        Income report post 5
        
        Company update post 3
        
        Product update post 5
        
        Presentation post 4
        
        Best of post 4
        
        Product tip post 5
      - Stirring the pot 4
        
        What if post 3
        
        Debatable post 3
        
        Attack post 5
        
        Predict post 2
        
        Reaction post 2
        
        Embed reaction post 14
      - Engaging the audience 4
        
        Question post 4
        
        Answer post 5
        
        Challenge post 4
        
        Customer showcase post 3
        
        Freebie post 3
        
        Contest post 3
      - Multiplying your blog ideas 12
        
        Text 2
        
        Images 3
        
        Video 3
        
        Audio 2
    - - Curating and aggregating content 22
        
        Pique interest with your headline 3
        
        Introduce your topic 4
        
        Write the body 5
      - Reacting to popular content 24
        
        Create an engaging headline 4
        
        Write the introduction 3
        
        Embed your content 2
        
        Write your reaction 3
      - Crowdsourcing content 27
        
        Write the headline 3
        
        Write the introduction 3
        
        Provide the answer to the question you asked 9
- - - - Brand journalist 13
      - Managing editor 14
      - Content marketing manager 11
    - - Video production specialist 10
      - Video marketing manager 13
    - - Front end developer 14
      - Back end developer 12
    - - Direct response copywriter 11
      - email marketing analyst 9
    - - Data analyst 12
      - Data engineer 13
      - Data scientist 9
  - - - Wordpress. org 8
      - Shopify 4
      - Intuitive 2
      - Search engine friendy 2
      - Mobile friendly 3
      - Modular 2
      - Multiuser 2
      - Secure 2
    - - Wp engine 4
      - Rackspace 3
      - Significant uptime 2
      - Support 2
      - Speed 3
      - Security 3
      - Redundancy 2
    - - Maropost 3
      - Aweber 4
      - Klaviyo 4
      - Deliverability 3
      - automation 4
      - Reporting 2
      - Mobile frendliness 3
    - - Influsionsoft 4
      - salesforce 4
      - Centralized data 3
      - Support and training 3
      - Reporting 3
    - - Stripe 4
      - Square 4
      - Secure 3
      - Intuitive 2
      - Capable of recurrent billing 3
    - - Instapage 5
      - Unbounce 4
      - Intuitive 1
      - Responsive to mobile 2
      - Integrative 4
    - - Canva 3
      - Snaglt 3
      - Pixlr express 4
      - Cloud based 2
      - Intuitive 2
      - Low cost 2
    - - Hootsuite pro 6
      - Edgar 4
      - Mention 3
      - Cloud based 2
      - Multiuser 3
      - Reporting 3
    - - Google analytics 4
      - Google data studio 4
      - Google tag manager 4
      - Easy to use 3
      - Free 3
      - Robust 3
    - - Visual website optimizer 4
      - Truconversion 3
      - Supported 3
      - Multipurpose 2
- - - - Real time suite 5
      - Audience suite 4
      - Acquisition suite 4
      - Behavior suite 3
      - Conversions suite 3
    - - Email 2
      - Organic search 2
      - Direct 4
      - Paid search 2
      - Referral 1
      - Social 1
    - - Campaign source (utm_source) 14
      - Campaign medium (utm _medium) 7
      - Campaign content (utm_content) 6
      - Campaign name (utm_campaign) 6
      - Dissecting a UTM 21
      - Creating UTM parameters for your URLS 14
    - - Click the admin section of google analytics 1
      - Click goals under all website data 1
      - Click the + new goal button to create a new goal 1
      - Scroll down and select the sign up goal type : then click the continue button 3
      - Name your goal and then, under the type field select destination and press the continue button 1
      - Set up the specifics for your goal 9
      - Click save 3
    - - Creating audience segments 26
        
        In google analytics, navigate to the reporting section 1
        
        Select the audience suite and click the overview tab within the audience suite 1
        
        click the + add segment field along the top of the page 1
        
        Click the new segment button to create a new segment ( see figure 12.4) 3
        
        Set conditions for your segment by selecting any of the following check boxes or filling in the field within in the following categories 1
        
        Demographics 3
        
        Technology 4
        
        Behavior 3
        
        Date of first session 2
        
        traffic sources 3
        
        Conditions 3
        
        Sequences 3
        
        After setting your conditions for your segment, name your segment by filling out the empty name field 1
        
        Click the save button to successfully complete this segment 2
    - - Drilling into demographics 6
        
        Go to the customization section in google analytics and select the + new custom report button 4
        
        In the report content section of the create custom report page, create report tabs 5
        
        On the same page, set the metric groups dimension to users by clicking the + add metric button and then selecting users from the drop down menu for every report tab you create 2
        
        On the same page, in the dimension drilldowns set the demographic for each report tab you create by clicking the + add dimension button 8
        
        Click the save button when you're done 4
        
        Age 7
        
        Gender 4
        
        Location 6
        
        Device 7
      - Drilling into psychographics 10
        
        Go to the customization in google analytics and select + new custom report 1
        
        In the report content section of the create custom report page, create report tabs: one for affinity categories and another for in market segments 3
        
        On the same page, set the metric groups dimension to users by clicking the + add metric button and then selecting users from the drop down menu for every report tab you create 2
        
        On the same page, in the dimension drilldowns set the demographic for each report tab you create by clicking the + add dimension button 4
        
        Click the save button when you're done 2
        
        Affinity category report 17
        
        In market report 38
  - - - Obtaining the tools you need to run split tests 3
        
        An analytics suite 10
        
        Testing tech 3
        
        Visual website optimizer 5
        
        Unbounce 4
        
        Optimizely 7
        
        Test duration calculator 9
      - Following the split test guidelines 57
    - - Considering qualitative data 13
        
        User surveys 2
        
        Session recordings 2
        
        Customer service questions 2
      - Using qualitative tools 7
        
        Truconversion 3
        
        Crazy egg 2
        
        Usabilityhub 7
    - - Developing an optimization hypothesis 11
      - Choosing the metrics to track 19
      - Calculating your test timeline 9
    - - Defining goals in google analytics 9
      - Checking that your page renders correctly in all browsers 8
      - Ensuring that you have no testing conflicts 7
      - Checking links 4
      - Keeping variation load times similar or identical 4
    - - Your test timeline matches your schedule 5
      - You've "completed the week" 5
    - - Your variation indicates it is successful and you should consider implementing it if 2
      - Your variation indicates it is failure and you shouldn't consider implementing it if 2
      - Your variation comes out null if 3
    - - Report all your findings 12
      - Report your conversion range 10
      - Look at each variant's heat map 2
      - Analyze key segments in google analytics 2
      - Implement the successful variation 3
      - If the result of the split test was null, pick your preferred variation 3
      - Use your findings to create new hypotheses and plan future tests 3
      - Share your findings 6