Table of Contents

Acknowledgements ix

Introduction xiii

Part I Getting Started 1

1 Create your customer avatar 3

2 Map your customer journey 9

3 Carry out market and competitor analysis 15

4 Developing your proposition 21

5 Decide on key digital channels 37

6 Review internal processes 47

7 Calculate your ideal sales revenue 51

8 Review your skills bridge 59

9 Implement time-management strategies 67

10 Safeguard against digital pitfalls 81

Part II The Dynamic Digital Marketing Model 87

11 Search – The R.A.P.I.D Traffic Generator 95

12 Social – The Proven Positioning Process 143

13 Send – The C.L.E.A.N. Customer Cultivator 199

14 Substance – The C.R.E.A.T.I.V.E. Content Communicator 239

15 Sell – The Ultimate Reach and Retention Radar 287

16 Sponsor – The Brilliant Brand Booster 307

17 Strategy – The D.I.R.E.C.T. Digital Dynamo 327

18 Score – The Radical Results Reaper 355

19 The Digital Challenge 375

20 Digital marketing success stories 387

Further Resources 397

Index 401

About the Author

Dawn McGruer is an award-winning speaker, trainer, practitioner and consultant who has become a key influencer in the world of digital marketing. She was named Best Female Speaker at the Professional Speaker Awards, and her Dynamic Digital Marketing Model was named Solution Framework of the Year. Dawn is founder of Business Consort- Digital & Social Media Academy, which has enjoyed 14 years of success. Her insights are in high demand, and her expertise and experience has been rewarded with lifetime Fellowships with the RSA (Royal Society of Arts, Manufactures and Commerce) and CIM. Dawn has a strong online presence including ranking in the top 1% globally on LinkedIn as well as boasting an enviable 5 million-strong subscriber base, which proves she has the credentials to lead others to digital marketing success