Marketing For Dummies

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