“Practical digital marketing advice from some of the world’s best digital marketers.”- Frans Mahieu, Global Marketing Director at Kimberly-Clark DIGITAL MARKETING GROWTH HACKS The World’s Best Digital Marketers Share Insights on How They Grow Their Business with Digital Contributions from: Ian Cleary, Dave Kerpen, Erik Qualman, Andrea Vahl, John Jantsch, Viveka von Rosen, Michael Brenner, Lon Safko, Martin Shervington, Emeric Ernoult, Brian Massey, Phylis Khare, Andrew Davis and Jamie Turner Digital Marketing Growth Hacks | Ian Cleary Andrea Vahl Dave Kerpen Phyllis Khare Brian Massey Emeric Ernoult Erik Qualman Jamie Turner John Jantsch Martin Shervington Viveka von Rosen Michael Brenner Andrew Davis Lon Safko 2 Digital Marketing Growth Hacks | Copyright © 2017 Digital Media Avengers All rights reserved. 3 Digital Marketing Growth Hacks | ISBN: ISBN-13: 4 Digital Marketing Growth Hacks | Contents Contents Acknowledgments ..........................................................................................................................................................................................................................7 Introduction to Tools ...................................................................................................................................................................................................................8 Marketing Technology Tools.........................................................................................................................................................................................9 Introduction to Facebook Ads .......................................................................................................................................................................................41 How Facebook Ads Can Bring You Highly Targeted Leads And Sales ....................................................................42 Introduction to Blogging on LinkedIn ..................................................................................................................................................................54 5 Steps to the Perfect Blog Post on LinkedIn ................................................................................................................................... 55 Introduction to YouTube ......................................................................................................................................................................................................59 5 Steps to a Solid Lead Using YouTube .....................................................................................................................................................60 Introduction to Conversion .............................................................................................................................................................................................. 74 Conversion Optimization for Busy Managers ...................................................................................................................................... 75 How We’ve Built a Profitable Business in a Highly Competitive Environment (and How You Can Do It Too!) ......................................................................................................................................................................................................................................85 Introduction to Leadership ........................................................................................................................................................................................... 100 10 Lessons I Learned from Steve Jobs .................................................................................................................................................... 101 Introduction to Live Video ..............................................................................................................................................................................................105 Insider Secrets on Getting The Most from Live Video .......................................................................................................... 106 Introduction to Better SEO ..............................................................................................................................................................................................113 How to Use Buzzsumo to Hack Your SEO ............................................................................................................................................ 114 Introduction to Virtual Reality ....................................................................................................................................................................................119 Virtual Reality for Content Marketers (AKA, The Rest of Us) ....................................................................................................................................................................................................120 5 Digital Marketing Growth Hacks | Contents Introduction to LinkedIn Branding ........................................................................................................................................................................128 36 Ways to Rock Your Personal Brand on LinkedIn ...................................................................................................................129 Introduction to Content Marketing ......................................................................................................................................................................143 6 Content Marketing Research Tools You’ll Fall in Love with ...................................................................................... 144 Introduction to Connecting ...........................................................................................................................................................................................155 The Simple Routine Deigned to Turn Online Interaction Into Offline Action .............................................156 Introduction to Fusion Marketing ......................................................................................................................................................................... 160 Pulling It All Together Fusion Marketing .................................................................................................................................................................................................................161 Connect with the Authors ................................................................................................................................................................................................181 6 Digital Marketing Growth Hacks | Acknowledgments Acknowledgments The book you see before you is a compilation of the very best ideas from the very best authors in the world on the subjects of social media, digital communications, marketing, and technology. Many of these authors are New York Times and Amazon #1 best-selling authors and have been major contributors in the development of the industry we call social media. Many of us have been friends, colleagues, and fellow speakers around the globe for more than a decade. It has always been our hope that someday we would be able to make the time to join forces and share with you our most profound thoughts on today’s technologies and give insights into the psychology of human interaction. We are grateful to you for reading this book and hopefully finding valuable insights that you too may pass along to others. For that, we all say, “Thank you!” “If I have seen further, it is by standing on the shoulders of giants.” - Sir Isaac Newton, 1675 7 Digital Marketing Growth Hacks | Introduction to Tools Introduction to Tools Tools can do so much for your business. They can save you time, they can make you more pro- ductive, and they can make your business look more professional. But they can also waste your time as you learn how to use them and ultimately, they may not be the right tool for you. Ian Cleary has made technology tools his business by reviewing all types of technology tools on his blog RazorSocial. In this chapter, he shares his very best technology tools so you don’t have to do all the time-wasting searching yourself. 8 Digital Marketing Growth Hacks | Introduction to Tools Marketing Technology Tools 1 Ian Cleary What are the hottest marketing tools you should be using? The following outlines a range of tools that we’d highly recommend for your digital marketing. If you don’t have a good strategy in place tools won’t help you. But with the right strategy tools can help make you more efficient and effective. Marketing Automation Marketing automation is a big growth area and if you haven’t invested in a marketing automation tool now is the time to do so. Let’s look at some numbers. In just two years, marketing automation has grown from being a $500 million industry to a $1.2 billion one. It can streamline a lot of key marketing functions, and it’s proving itself as a great rev- enue driver for companies large and small. Many marketers choose to invest in MA because it gives them the ability to generate more and better-quality leads. Research shows that companies that use marketing automation to generate leads have a 53% higher conversion rate on