Digital Marketing Essentials
Based on years of teaching and consulting, I've curated a list of recommended Digital Marketing resources. Although Digital Marketing changes constantly, I still recommend books and audiobooks in addition to blogs. Reason being, it's much easier to focus since you're not distracted by notifications and the temptation to browse other content.
With audiobooks, as Digital Marketing platform updates occur, you can easily upgrade to the newest version at no additional cost. If you're new to Audible, your first book is free.
As you'll notice, some of these also focus on personal development. The path to learning any new skill requires process and discipline, these additional resources are meant to help you along the way.
Regardless of what platforms or channels you choose to focus on, I highly encourage you to gain an understanding of Content Marketing and Analytics.
I'm not a fan of the Dummy reference, but it's a great way for you to grasp the main concepts of Digital Marketing away from the distractions of a computer.
It doesn't matter what channels you use. Knowing how to provide value in exchange for your audience's attention is essential to any Digital Marketing activity. I'm often shocked at how transactional many brands are. It doesn't matter if you have the best product or service out there, "People don't care how much you know, until they know how much you care." Start by determining how you're going to provide value with content, then determine what channels to leverage.
All great marketers are storytelling. Often, the goal is to make your customer the hero in the story, and your brand is there to help them along the journey. Here's an example for SoulCycle"Looking to get a break from the day and good workout in a high energy atmosphere? At SoulCycle, our one of a kind, rockstar instructors guide riders through an inspirational, meditative fitness experience that’s designed to benefit the body, mind and soul."
This sounds way better, than "Come here, we have bikes and music"
Become a great storyteller to create engaging content and thumb stopping ad copy.
Social Media Marketing
This is an excellent way to understand the best practices and the algorithms across all major platforms. I suggest listening to it while actively leveraging the resources provided including videos, worksheets and the Social Media Marketing Toolbook.
Gary Vaynerchuk provides tactic level detail on how to connect with your audience by standing out in a noisy social environment.
Get this after you understand some of the basics. A great way to learn best practices for Facebook, Twitter, Pinterest, Google+, YouTube, Instagram and LinkedIn. I suggest determining what channels make sense for you business by studying your audience and competitors.
Paid Search Marketing
Paid Search has a steeper learning curve than Paid Social. You'll want to understand the basics before you start experimenting. You may even discover this is something you'd rather outsource, and then bring in-house.
None, stick with the free stuff from Google. They've done an incredible job of creating an imactful and easy to follow learning path.
Search Engine Optimization (SEO)
SEO is a great way to get high intent traffic to your website. However, the process can be quite confusing and it changes constantly. In fact, Google changes its algorithm hundreds of times per year. Even if you don't choose to focus on this platform, it's beneficial to know the basics. This will help you better communicate with your internal SEO team, and avoid getting ripped off by an agency or freelancer.
Personal & Professional Development
This is my go-to resource for documenting my goals, the associated tasks and progress to date. More than just a daily planner, it also includes a section for gratitude and self-reckoning on a daily and weekly basis. My productivity has skyrocketed since I started using it, and my decision making process has become much clearer.
The Obstacle Is The Way is a modern take on the ancient philosophy of Stoicism, which helps you endure the struggles of life with endurance and resilience, by drawing lessons from how ancient heroes, former presidents, modern actors and athletes turned adversity into success thanks to the power of perception, action and will. Digital Marketing - and life - can be a challenge. This book provides guidance on how to push through. I listen to it on Audibel frequently.
Ego Is The Enemy reveals how a tendency that’s hardwired into our brains – the belief the world revolves around us and us alone – holds us back from living the life it makes us desire so much, what we can do to overcome it at every turn and how to achieve true greatness. As a Digital Marketing expert, I constantly have to check my ego and remain a student of this industry, and other aspects of the Digital Economy.
The Subtle Art Of Not Giving A F*ck does away with the positive psychology craze to instead give you a Stoic, no bs approach to living a life that might not always be happy, but meaningful and centered only around what’s important to you. Once you learn how to focus on what's important, it's much easier to ignore everything else.
My Upcoming Online Classes
Facebook Advertising for the Win (June 15th, 2-5pm EST)
Learn how to create engaging and profitable Facebook & Instagram campaigns.
- Learn the anatomy of a successful Facebook ad.
- Understand bidding and how to set up A/B tests.
- Explore advanced Targeting and Custom Audiences
- Learn how to optimize your ads.
Digital Marketing Bootcamp (June 21st, 11am - 5pm EST)
This class will teach you how to build your marketing strategy, how to leverage the key channels of search, social, email, and paid marketing, and how to analyze and optimize your campaigns with data-driven decisions.
- A solid understanding of who your customers are and how to segment your audience for more effective marketing.
- How to develop a marketing funnel based on your conversion flow.
- How to attract website visitors through content marketing, social media marketing, SEO, and paid advertising.
- How to measure your marketing and use analytics to improve your efforts.
Hustle Smarter: Tactics & Routines to Scale Your Business (June 26th, 6:30 - 9:30pm EST)
This workshop-style class will help you develop a scalable process aligned with your desired business outcomes. You’ll also discover how to focus on impact, so you can reach these outcomes without sacrificing time away from your family, friends or other interests.This is intended for freelancers, independent business owners, consultants and entrepreneurs.
- Creating a strategic roadmap for your goals (w/ tactics & timelines)
- Establishing and committing to outcomes focused routines
- Growing and monetizing your network
- Building a sales funnel through Digital Marketing and speaking engagements
- Automating workflows & time management
- Defending your personal time by focusing on impact