MARKETING FOR DUMMIES PDF
Also by John C. Maxwell.. of the evening, as Steve and I were walking to our car, he said to me, “John, I bet That Social Media Marketing. that comes with Marketing Kit For Dummies, 3rd Edition, you'll find forms, checklists receive a PDF file by e-mail that you're expected to review from your end. Small Business Marketing For Dummies, which Business Week praised for pre- As I finish this second, updated edition of Small Business Marketing For.
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E-Mail Marketing FORDUMmIES by John Arnold‰ E-Mail Marketing For Dummies® Published by Wiley Publishing, Inc. That's why Content Marketing For Dummies, Kudani Limited. Edition was written. It helps .. offer that visitor a lead magnet that has a PDF download of five free. Dear Business Owner,. Dell Canada and Intel Canada are presenting you with this guide to Online Social Media Marketing because each of our businesses is.
Embed Size px. Start on. Show related SlideShares at end. WordPress Shortcode. KimmieElise Follow. Published in: Full Name Comment goes here. Are you sure you want to Yes No. No Downloads. Views Total views. Actions Shares. Embeds 0 No embeds. No notes for slide. Book details 3. Description this book Does your digital marketing pack a punch?
Written with the marketer s best interests in mind, this friendly, down-to-earth guide shows you how to use proven digital marketing strategies and tactics to expand the reach of your brand, increase audience engagement, and acquire and monetize customers. So how do you keep afloat in this fast- paced and ultra-competitive environment? Don t sweat it! Digital Marketing For Dummies takes the guesswork out of marketing in the digital age, offering the latest tips and techniques for utilizing technology to get your product or services out to the masses.
Develop an individually tailored digital 4. Does your digital marketing pack a punch? For a more in-depth look at using retweeting in your marketing plan, check out Chapter 8. More importantly, the majority of Twitter users are your customers and peers. A popular myth is that Twitter is made up predominately of Generation Y Internet users ages 18 to What does this statistic mean for your business? It gives you insight into the kind of people who are using Twitter. Figure Retweeting what others post on Twitter shows respect and helps extend their messages.
The following sections describe several ways that you can use Twitter for your business. Sharing news and stories Because Twitter gives you the ability to share character thoughts in a split second, you can easily share links to PR releases and stories about your business, service, or product.
But in order to make your tweets interesting and diverse so that you can hold on to and increase your followers, consider 42 sharing news and stories about the industry that you serve. You can become a reference for people who are looking for information about the topic, and that status can ultimately gain you more followers who may become your customers. You can also branch out into general news stories, keeping an eye on trending topics on Twitter, as described in Chapter Tweeting about more than just your business and industry can help show the human side of your company; however, depending on what your Twitter marketing strategy is, keep your brand in mind when you use Twitter and consider what your tweets say about your brand as a whole.
Your evangelists can help you get your message out, but you must first find out who they are and remember to give to them by retweeting their interesting messages before you ask for their support. You can spot your fans and evangelists by keeping an eye on who retweets your posts most often.
Chapter 8 introduces some tools that can help you track that information. Also, 44 monitor Twitter trends in your industry so that you can spot the people you need to be listening to; see Chapter 10 for details. Through a disciplined balance between listening to others and retweeting their useful contributions, eventually you earn the right to ask for their support in return. The reward may be as big as having your brand story go viral and getting picked up by thousands or millions of potential customers, as described in Chapter 9.
You can see an example of how Comcast offers customer service through Twitter in Figure If you involve the right people in your company on Twitter — and train them in time management and empower them to talk openly to customers — you can save both your customers and yourself time, money, and frustration: a true win-win situation.
Finding a fit for your business Examples of businesses that use Twitter can help you see how Twitter might fit with your business model. The 45 following list describes just a few of the companies that have revolutionized the way businesses use Twitter customer service, business-to-consumer marketing, business-to-business marketing, and public relations: Customer service: Zappos. Unsurprisingly, it adopted Twitter as a channel to communicate with its customers and offer customer service.
Business-to-consumer marketing: Ford Motor Company is getting the word out about its new Fiesta model through the Fiesta Movement. If you visit www. Business-to-business marketing: Duct Tape Marketing www. Today, it uses Twitter as part of its toolkit to deliver valuable information to its audience. Public relations: Old Spice oldspice embraced Twitter as part of its social-media-centric PR strategy that was born by allowing Twitter users to ask questions of their Old Spice shirtless mascot guy, which in turn created huge amounts of traffic and positive brand awareness.
Figure ComcastCares offers Comcast users customer service via Twitter. Because of this idea, marketing departments of many companies ran much like machines. Yes, some creative thought was involved, but the communication model was more machine-like than most marketing professionals would care to admit. More often than not, this approach worked because there was a more limited number of products and a more limited number of channels through which companies could market those products.
So, 47 you could more easily reach your audience. It was the age of broadcast, in which you sent the message in only one direction, and everyone on the receiving end consumed it. In this age of social media which Twitter is a part of , the machine is slowly morphing and giving way to a more sophisticated school of thought. The customer is now crafting brand messages. People are talking to other people. Millions of products compete for a slice of attention on a gazillion channels and Web sites, making it nearly impossible and unreasonable for a company to broadcast effectively anymore.
Instead of selling a message to a group of consumers, on Twitter you rely on your customers to talk about your product and help you reach others through word of mouth. Twitter is now at the forefront of the customer experience, where customers sell to customers. Companies no longer craft the thoughts and ideas of brands in the board room. Consumers create personal representations of brands in their living rooms, restaurants, and gathering places, and on their keyboards.
Marketing on Twitter works in a very different way than traditional marketing. Of course, you can help shape the dialogue: You certainly can and should participate in the conversations about your company, products, and services. Where do you start? Where do you jump into the massive world of the direct message and the tweet? It all starts with your profile. Creating a Twitter profile is a little bit different than signing up for MySpace or Facebook, where you list your favorite bands, books, movies, and funny photos of you and your family.
The information you include in your Twitter profile introduces you to others on Twitter and may be the reason why others choose to follow you or not.
Therefore, you need to give it careful thought. In this chapter, I walk you through the process of signing up for Twitter and creating a profile.
I also break down the most important parts of the profile and where you should focus your time. And I give you some tips to help you choose the best Twitter pictures. Signing Up with Twitter To start your Twitter journey, you need only a computer, an e-mail address, and an Internet connection. Yes, you can use a mobile phone with Twitter, but it is far more convenient to get your Twitter account started on a computer. Creating a Twitter account You can use this quick, easy, slick, and state-of-the-art process to create your very own Twitter account!
Just follow these steps: 1. Go to www. Enter the information Twitter is asking, nay, begging you for, as shown in Figure Figure Sign up for your Twitter account. I discuss that software in Chapter 5. Your username becomes part of your personal URL, for example, www. The majority of Twitter users include their own names or company names as part of their usernames. But you may find that someone already uses your actual name as their Twitter username.
Figure With so many Twitter users, it is possible that your preferred username is taken. To get yourself out of this situation, try a new username including your middle initial or a number after your name, such as kylePlacy or kylelacy, in place of the first username you entered.
Although it can be as long as 15 characters, try to pick the shortest name possible. And if you have JohnJacobJingle for a username, that leaves only characters for somebody to respond. Your password is your key to your Twitter Empire Twempire? In order to receive alerts and information regarding your Twitter account, you have to enter a valid e-mail address you have access to. Below the Email text box, you can check the Let others find me by my email address.
This allows other users to find you by your e-mail address. Select this box if you would like to receive notifications from Twitter. Click the Create My Account button. Fill in the words and click finish. You also get a welcome e-mail message at the e-mail address you entered, confirming your username and Twitter profile page, along with links to let you activate your phone to use Twitter and invite your friends.
Using the Find Sources that Interest You features 55 When you start finding and following people, the fun really begins! Twitterati unite! After you create your account, you are given different options to help you in building your Twitter contact list. However, I recommend that you let Twitter build your list with your current e-mail contacts. If you need to build a list quickly, this is a great way to do it, especially if you already have an e-mail list of customers and potential customers.
Twitter gives you the ability to use your Gmail, Yahoo! You have the ability to find your friends! On the Interests page that appears, click different topics that may interest you. Twitter opens a new page that allows you to find different sources that interest you. If you click a certain section like Business , you are given different users to follow.
You can choose to follow the individuals displayed or move on by clicking the blue button called Next step: Friends. Click the Next Step: Friends button. Twitter searches your e-mail address book and LinkedIn account to show you which contacts have Twitter accounts if 56 any of them do , so you can conveniently follow them.
You can see what the results page looks like after Twitter is done searching your e-mail address book. Select an e-mail platform you have an account with Twitter supports Gmail, Yahoo! Twitter will show the different users in your address book who are either already using Twitter or could be requested to join the site. If you find someone you think should be using Twitter, click the Send Request button.
As seen in Figure , click the Follow button green plus button to start following contacts who are already using Twitter. After you have followed your contacts you have three choices. You can either click the blue Finish button at the bottom of the page, use the search box to search people by name, or go back to the interests page to search for more users. Click the Blue Finish Button If you get a direct message or a tweet from someone who says he or she is from Twitter and asks for your password, report that user because Twitter never asks for that information.
Figure Enter your e-mail and e-mail password to search for people you know on Twitter. You can make your full name an important part of marketing on Twitter. Your name may not break a campaign or a sales lead, but you always have that possibility. Remember that in order to create a real and lasting relationship with your customers on Twitter, you need to be open and honest about your identity.
I discuss the importance of a good Twitter username in more depth in Chapter 4, but plain and simple: people buy from people. People connect with people, and social media including Twitter provide you a great place to make a connection that can help you sell.
Stick with your real name. If people are searching for your business on Twitter, you want them to find you easily. If you run into the occasional name stealer on Twitter you can ask Twitter to take your name back.
Twitter calls the culprit a name-squatter. However, you need to meet a couple of information guidelines before Twitter will take your name back from the culprit. You may be concerned that someone can steal your e-mail address or personal identity from Twitter. If so, create a new e-mail address just for Twitter. Use Gmail, Yahoo! Just remember to monitor it regularly because all the notifications about 60 account activity — including people who start following you — are sent to that e-mail address.
You know everyone does it! Give in to the peer pressure! I know you want to follow Ashton Kutcher and read his every muse and thought. If you are like most of the Twitter users, you are probably following a celebrity or famous person and have noticed the Verified Account logo. The verified account logo is a turquoise check mark in the upper right side of the account screen.
As seen in Figure , this logo is seen on a twitter profile of well known celebrities, artists, athletes, actors, public officials, and public agencies. This basically means that the wonderful staff at Twitter contacted the person using the account and verified the representation of that account. They basically checked to see the user was real. Figure The blue Twitter check signifies that the person using the account is actually who they say they are.
Probably not, but if you must have something verified because of a weird fascination with due process, listen up. Twitter does not promise that your account will be verified; they simply give you a form to fill out that includes name, information, and other pieces of content that will help the Twitter lords verify your validity. To increase your chances of receiving the trusted blue check mark, add a Twitter badge to your website or blog.
This is not a verified way no pun intended to receive the check mark, but it could help your overall chances. Writing your character bio and more You use the bio to let the world know who you are. What are your hobbies, your interests, and your passions?
Use plain language and keywords that people would normally search for. Put that in. Are you a corporate travel planner for veterinarians? A drop down box appears with the Settings link.
This takes you to your Settings page, as shown in Figure Figure The Settings tab gives you plenty of edit options.
Click the profile tab between Notices and Design to edit your profile information. In the Bio text box under your website URL , you have up to characters to talk about yourself.
Digital Marketing For Dummies
Also on this page, you have the option to enter your website URL. Be sure to enter the URL in the Web text box, too. You also have the opportunity to choose to add your location to your Tweets. When you are at a party and you want to add 63 your location, click the add your location section in Settings.
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You will not attract stalkers. Twitter gives you the ability to turn your location off and on before each tweet. Figure The Twitter default avatar apparently is based on a bird egg. To change your Twitter picture, follow these steps: 64 1. Click your Twitter user name in the top right of the page and click the settings sub-link. This takes you to your Twitter Account page. Click the Profile tab, shown in Figure Click the Choose File button.
A dialog box appears that lets you browse for an image on your computer. Select the image you want and then click the Open or OK button. Click the Save button. After a few moments, Twitter displays your new avatar on your profile page.
It may take a few seconds to display your Twitter profile picture. Be patient and your beautiful face or logo will be displayed in due time.
Your profile picture is meant to help others identify you easily and tell a bit more about you to those who may not know you. A logo for your business or product may be a good choice for your picture, but if your company has a spokesperson or image of an individual that people can relate 65 to, use a photo of this person.
Think how you can make the photo as interesting as possible. Figure The Profile tab lets you upload your own Twitter profile picture. If you want to get catchy and flashy, you could try to add your logo to your picture.
Use a picture of yourself and add your logo to the left or right side of your profile picture. Whatever image you choose, make sure you have permission to use it to avoid getting in trouble. By breaking the Twitter law, your account could be deleted or suspended.
Remember your followers! Completing your additional profile settings As you may have already noticed, there are additional tabs to complete in order to fully realize your Twitter profile potential. Account: The Account tab allows you to change your Twitter username and the e-mail associated with your account. You can change the time zone you are tweeting from, add a location to your profile page, and designate what language you plan on writing your tweets in.
There are also options to Tweet Media and Tweet Privacy. The Tweet Media option allows you to see media from everyone on Twitter instead of just the people you are following. The Tweet Privacy check box keeps your tweets private to only people you approve. Password: This tab allows you to change your current password or get your old password if you have forgotten it. Just click the Forget your password?
Email Marketing For Dummies
Make sure you click the start button to verify your number in order to start receiving messages. Notices: The Notices tab allows you to select or unselect different permissions Twitter has to contact you. You can receive messages via e-mail when someone starts following you, you receive a new direct message, or when Twitter has a news or update announcement. Design: You have the ability to change the look and feel of your Twitter account when people visit you at Twitter. This tab allows you to select a background design theme, change to a customized background image, and change your design colors.
Check out Themeleon www. The site has thousands of different theme images, background patterns, and layouts. But here are the Twitter basics: 68 Tweets: A tweet is a message. You have characters, including spaces, to put down your thoughts. Rules of grammar and punctuation fly out the window when you send a Tweet. You can make your messages deep and philosophical, clever, funny, informational, educational, a question, an answer, or what you had on your bagel for breakfast this morning.
Figure You can reply to a tweet by clicking on the backward arrow next to it. Figure replies show others who you are talking to and what conversation you were replying to. Hashtags : You can use hashtags to create groupings and help generate popularity around a particular keyword or topic.
You can create a hashtag about a city, local event, news event, brand, sports team, or anything you want by preceding it with the hash mark.
When you include a hashtag in a tweet, it becomes clickable. In Figure , you can see an example of a tweet with a hashtag. Figure Hashtags, such as prsacle and Cleveland, make it easier for others to find tweets about a particular topic.
You also have the ability to send direct messages directly to the individual through your Messages Inbox on your profile, as shown in Figure Beginning a message with DM still sends it out to the general timeline, which means it is public for all to see.
You do have the ability to search for all messages that started 72 with DM and display them for all to see — angry messages, breakups, and Twitter sex. You need to shorten the URL so that you can save yourself some characters. Most URL shorteners shrink the links to anywhere from 16 to 20 characters. Figure Direct messages give you a private means to communicate with others on Twitter.
Twitter Marketing For Dummies
Get a URL shortener that offers tracking so that you can see how many people have clicked on your shortened 73 links. Lists: Twitter recently released a function called Lists which gives users the ability to organize people they follow in groups or lists. Lists help when you may not want to follow a user but still want to keep track of their happenings on the site. They can be used as an extremely effective way to organize and build followings around certain subject matters and topics.
If you can imagine a wall of your favorite Twitter users all in one screen as seen in Figure , you have the basics of the Twitter lists. You can even group people you are not following into a list! Thanks for that, Twitter! Figure Twitter lists allow you to group Twitter accounts in one stream for maximum efficiency!
Compiling and following lists gives you the ability to follow multiple people and give you an overview of what they are sharing through the twitosphere. These are the best ways to use the lists feature: Create an Experts List: You can use lists to help highlight individuals that share thoughtful content or help you in your online endeavors. Customer Rewards List: Create a list to help promote your clients!
This is a huge opportunity to help your clients connect with like minded individuals and makes you look good as well! Create a list for your Location: Lists centered on a specific location are extremely powerful because they group different people together from one area. If you know a ton of people who love attending a specific restaurant create a list for that specific restaurant.
Another idea would be to create lists around your extracurricular activities, such as church or softball. By creating, compiling, and following lists in your area of expertise, you have the ability to grow your following and knowledge base. Using Listorious to maximize list building Twitter lists can become pretty overwhelming if you do not have a system to categorize, track, add, and link to different lists.
As seen in Figure , Listorious offers a well segmented directory of lists as well as tagged searches based on keywords.
Figure Listorious allows you to categorize and search for different lists on Twitter! Listorious offers a collection of lists across various categories, such as marketing, media, social media, finance, humor, and auto repair.
Lists are ranked by how many people 76 follow them, which gives you the ability to see the popular lists on Twitter.
Listorious will only work for Twitter users who have lists that have been made public. Be sure you make your lists public before using Listorious! Understanding the Twitter Business Center The Twitter world has been waiting with bated breath for the release of the promised Twitter Business Center. As of the writing of this book, the business center has not been released upon the world.
However, it is important to understand the basics and implications of this business application. Because the business center is being tested, Mashable www.
Upon receiving the invite, they are asked to submit information pertaining to their business. The business needs to be verified much like a verified account 77 for a celebrity on the site. After the account has been activated, four tabs appear in the business center mainframe: Overview: The overview provides basic information about each account, like name, address, etc. Business Info: You have the ability to change the information you submitted upon registration for the business center. Verification: Twitter will verify your account as a business and a verified account badge will appear on your profile.
Multiple users, here we come! You might be frowning because Twitter is teasing us with new features without giving us any idea of when we can use the application. However, it is encouraging to see Twitter at least working towards giving businesses the upper hand when using their site.
Twitter was investigating the amount of power individual niche lists would create on their platform. After seeing the success from the lists application, they have started to create specific applications for business use on Twitter, including the Twitter Business Center and Promoted Tweets. The solution? Use software that makes reading, replying, and of course tweeting easier. It also organizes everything into columns so that you can see everything on one screen.
TweetDeck allows you to manage multiple accounts and update your Facebook and LinkedIn status. HootSuite allows you to manage multiple Twitter, Facebook, and other social accounts in one area.
Columns help you organize the different accounts, replies, and direct messages. DestroyTwitter uses tabs — called canvases — for different groups, and you are given the option to view your account in a column view, as you can in TweetDeck. Spaz also has a mobile version available for the Palm Pre. You can find a lot of other desktop and mobile clients available, several of which use Adobe AIR.
You may feel like Twitter is just adding one more thing on your plate. Well, break the plate! In this part, you dive into the world of productivity, setting goals and finding success in the world of Twitter marketing. Millions of people use Twitter. How do you reach them in a strategic way? You absolutely must have a strategy and set goals if you want to successfully market your business on Twitter. This part breaks down the topics of creating a Twitter marketing plan, building your followers, and taking best advantage of this wonderful communication tool.
Old marketing is dead; new marketing is king. Renounce your old ways and join us on the Interweb. Meanwhile, the old-school marketers believe that the social-media craze is just a passing fancy and that serious business is still done with a handshake.
They cite all sorts of numbers and reasons to continue to advertise in broadcast and print media. People need to quit playing games and join the rest of us here on Earth.Find out where customers saw your ad. Whenever you have to type something, I put the stuff you need to type in bold so that you can easily tell what you need to enter. Cancel Save.
But you may be interested in folks who are 97 talking about this topic within your own geographical area. So, you just need to follow as many people as possible and start tweeting about your products like there is no tomorrow, right?
Wiley, The following sections describe several ways that you can use Twitter for your business. So how do you keep afloat in this fast-paced and ultra-competitive environment?
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