UPDATED FOR 2024 with GA4! See "All Formats and Editions" above for the 2024 Second Edition with the gold cover . . . Do you know where to focus to consistently get better digital marketing results? This book gives you a step-by-step roadmapThese digital strategies have doubled and tripled client sales, boosted online leads 67%, increased email click-through 200%, and generated a 22% opt-in rate for clients like Qualcomm, Union Bank and more!
You'll improve the elements that have the biggest impact on results - Offers and Copy, tailored to Why Your Customers Buy . . .
in the highest-ROI digital marketing channels: your website, Search Engine Optimization (SEO), Email, and Pay-Per-Click (PPC) advertising.
With step-by-step analysis, marketing metrics, and formulas. You will:
- Correctly diagnose your progress from Traffic to Leads to Sales - so you'll know exactly how to improve results (no more choosing the wrong solutions!)
- Understand what to review in Google Analytics (with step-by-step instructions)
- Become your company's expert on your customer types (finally!) -- by building your Buyer Personas
- Learn the Marketing Metrics to evaluate every marketing effort (with easy-to-follow formulas included)
- Discover winning online copywriting "formulas" to make every element of your copy really sell!
- Strategically craft Offers for a big change in Content Marketing, lead generation, and sales results.
- Uncover easy ways to "test your way to success," so your b2c and b2b marketing becomes more effective with every effort!
- Learn how to evaluate every marketing proposal to choose better partners and solutions.
If you want to learn copywriting, Google Analytics, or how to improve results, this book will help you step-by-step.
Industry Reviewers Say:
"This is the definitive handbook on digital marketing for small businesses. It serves as your 'expert consultant' to help get maximum return on every marketing dollar, and hire the right marketing specialists. Why wing it? With a book like this, you'll never have to."
"The Results Obsession walks you through clear, specific, detailed steps for diagnosing problems, driving leads and sales, website navigation and copywriting, SEO, online ads, email, testing, measuring, and staffing -- all focused on the specific needs of small businesses."
"The emphasis on TRAFFIC, LEADS, and SALES, and how to analyze these metrics will surely prove helpful to readers. So many marketers execute campaigns without properly analyzing the results. This book gives you an understanding of what KPIs need the most focus."
Who Should Read This Book
Experienced marketers as well as newer marketers who need to build digital skills -- and learn digital marketing strategy -- will find a wealth of specifics in this book. Small business owners and heads of marketing will learn where your marketing teams should be focusing, reports you should be receiving, metrics you should be using, and how to choose the right partners and marketing solutions.
About the Author
Karen J. Marchetti is a 30+ year leader in Internet marketing strategy and direct marketing planning, testing, and creative expertise. She has created high-ROI marketing programs for such clients as Qualcomm and Union Bank. The author continues to successfully apply these proven strategies every day for a range of clients because they work! She has taught Internet Marketing and Direct Marketing at San Diego State University, University of San Diego, UC San Diego, CSU Long Beach, and the University of San Francisco. Marchetti is a Google Ads Qualified Search Consultant and a Google Analytics Certified Consultant.
Go to "Look Inside" for more.
