The Digital Marketing Handbook
Book

The Digital Marketing Handbook

Deliver Powerful Digital Campaigns

Simon Kingsnorth
Kogan Page, 2022

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9

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Recommendation

Increasingly, business growth depends on an effective digital marketing strategy. However, running digital marketing campaigns can seem daunting, as each brings challenges and pitfalls. This accessible guide by digital marketing expert Simon Kingsnorth offers a practical, step-by-step approach to digital marketing, complete with tools, top tips and case studies. From building a website to understanding search engine optimization, creating paid-for advertising and using social media, Kingsnorth helps you surmount the complexities of digital marketing and achieve success.

Summary

Understand the purpose of your website before you build it.

If you want your website to connect with your customers, consider what you want to achieve. Is your main goal to strengthen your brand, reach a wider audience, engage through content, build up a customer database or sell products?

After you establish your goal, get to know your audience – its behaviors, demographic, location, interests, values and opinions. Based on your findings, create six to 12 personas: hypothetical individuals with certain characteristics who are likely to visit your website. These personas help you map customer journeys for your website: Who visits your website and what are they looking for? 

Consider how you can get them to their desired point quickly and simply. The customer journey determines the design and hierarchy of your website. Have clear navigation on your page, for example, by including large headers, bright calls-to-action and by grouping similar content together. Keep forms and messages brief, because the more decisions a person has to make, the more likely he or she is to leave your site.

Focus search engine optimization (SEO) on content, technical...

About the Author

Digital marketing expert Simon Kingsnorth also wrote Digital Marketing Strategy.

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