Table of Contents
Introduction 1
Book 1: Setting Up Your Marketing Foundation 5
Chapter 1: Framing the Marketing Process 7
Chapter 2: Defining Your Customers 17
Chapter 3: Sizing Up the Market 49
Chapter 4: Setting Your Goals 61
Book 2: Getting Started with Your Campaign 73
Chapter 1: Tech Tools to Have 75
Chapter 2: Making the Business Case for Social Media 105
Chapter 3: Plotting a Social Media Marketing Strategy 131
Chapter 4: Managing Your Cybersocial Campaign 157
Chapter 5: Leveraging Search Engine Optimization (SEO) for Social Media 179
Book 3: Content Is King: Content Marketing 235
Chapter 1: Growing Your Brand with Content 237
Chapter 2: Creating a Content Marketing Strategy 259
Chapter 3: Long-Form Content Marketing: Blogging, Online Articles, Ebooks, and More 277
Book 4: Using Social Media 301
Chapter 1: Marketing and Communicating with Twitter 303
Chapter 2: Building a Following and Running a Facebook Marketing Campaign 325
Chapter 3: It’s All in Your Image: Instagram and Pinterest 349
Chapter 4: Marketing Yourself and Your Business with LinkedIn 373
Chapter 5: Being Prepared for What’s Next 389
Book 5: Incorporating Traditional Marketing 415
Chapter 1: Creating Marketing Communications 417
Chapter 2: Generating and Placing Print and Outdoor Ads 435
Chapter 3: Broadcasting Your Message 455
Chapter 4: Snail-Mailing and Emailing Your Customers Directly 469
Chapter 5: Looking At Brochures, Promotions, Trade Shows, and More 487
Book 6: Measuring Results 505
Chapter 1: Delving into Data 507
Chapter 2: Comparing Metrics from Different Marketing Techniques 523
Chapter 3: Making Decisions by the Numbers 545
Index 559