Digital marketing accelerates and amplifies organization's efforts. The following books were carefully chosen for their proven principles and processes that experts use. These can empower anyone in digital marketing and even give experts new tips and insights.
You can learn to see how people dream, decide, and act. And if you help them become better versions of themselves, who they seek to be, you’re a marketer. - Seth Godin
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To your success. Thank you.
This book explains how to create a story based message to use in your digital marketing, along with some digital marketing tips at the end of the book. The framework focuses on your potential customer as the hero and your organization as the guide that helps them get what they want.
If you are frustrated with not getting as many customers as you want, consider this book (or hire a StoryBrand consultant) and they will help you clarify your message and eliminate confusion so you can connect with more customers and give you some great digital marketing tips.
“The first mistake brands make is they fail to focus on the aspects of their offer that will help people survive and thrive.” This can be done in a story format. “Story is the one thing that can hold a human being’s attention for hours.” But first you need to catch their attention with a concise and clear message, be careful being clever. “If you confuse, you’ll lose.”
1. A character
2. Has a problem
3. Meets a guide (your organization)
4. Gives them a plan
5. Calls them to action
6. That ends in success
7. Helps avoid failure
Each one of these steps has important details to make that step more clear and compelling. The book closes with digital marketing tips for website design and a chapter with a marketing roadmap. The marketing roadmap includes steps on how to create an email list. Start by clarifying your value proposition, then create a "lead magnet" to provide value and collect emails. Then nurture the email list and create a referral system.
Get Building a StoryBrand by Donald Miller
The 101 “specialists featured in this book represent a broad range of roles. You’ll find insights from Fortune 500 in-house marketers, B2B marketers, B2C marketers, small business freelancers, agency owners, and consultants who work with some of the largest brands in the world.”
Book sections include SEO, Google Adwords, Facebook ads, social media marketing, content marketing, email marketing, affiliate marketing, and public relations. Each section has multiple experts that answer the same set of questions. The questions include, What is the single most effective tactic? If you could only carry five tools in your toolkit, what would they be? What’s the single biggest mistake you see people make?
Some of the most effective SEO tactics include keyword research, on-page optimization, focus on the basics, and know your audience. Some of the most referenced tools were Google Analytics, Google Search Console, and Screaming Frog (SEMrush and Moz were also mentioned often).
Some of the most effective Google Adwords tactics include developing landing pages that convert, keyword research, constant testing and optimizing, and remarketing. Some of the most referenced tools were Google Adwords Editor, Google Analytics, Google Keyword Planner, and Excel.
Some of the most effective Facebook ad tactics include lookalike audience builder, know your audience, and test often. Some of the most referenced tools were Facebook Pixel, Google Tag Manager, Excel, and Canva.
Get Digital Marketers Sound Off by Matt Chiera
"Growth hacking had made 'marketing' irrelevant, or at the very least it had completely rewritten its best practices."
This book is a quick read, and explains growth hacking (also referred to as growth marketing). This is similar to the Lean Startup methodology of validated learning. Using tools like landing pages, Google Analytics, and A/B testing to clearly validate and optimize your marketing efforts.
While it focuses more on a startup launching a new product, it has many valuable tips for any business to increase their online presence and customers. Including the right metrics or analytics to focus on, ones that can go up and down. Don’t focus on vanity metrics, ones that can only go up or stay the same. Constantly tweak the customer acquisition process, and optimize incoming traffic for success. The book includes many examples from successful companies using these and other tactics.
The book provides popular places to start building an audience other than just a blog, including Quora, Reddit, Kickstarter, or Help a Reporter Out. Consider sites your customers already frequent. Consider picking one platform and cater to it exclusively. The idea is to be “intensely focused on driving an initial set of new user sign-ups and customers, right now.”
Get Growth Hacker Marketing by Ryan Holiday
“Keyword research. The most important step of SEO.” You don’t want to create pages or articles based on keywords people are not interested in. “Long-tail, informational and transactional keywords are good keywords for most SEO projects. They will lead to more customers.”
This book is full of great information for ranking your site higher in online search engine results. Including how Google works, Google values authority, relevance, and trust. Some key topics this book covers includes, keyword research, on page SEO, backlink building, local SEO, web analytics, and social media and SEO.
Some on page SEO tips that are not listed on our Website Optimization page include; Check the readability of your page with an online Flesch readability tool and use a clean url with real words and no special characters.
Some backlinking tips include, don’t buy them, start with link directories, look at your competitor’s links for link ideas, and create some YouTube videos and link them to your site.
The book’s local SEO chapter opens with some stats including; 4 in 5 consumers use search engines to find local information, and 50% of consumers who conducted a local search on their smartphone visited a store within a day. It also has a local SEO checklist.
The last chapter is nothing but a bunch of great SEO tools. If you are planning to do your own SEO, this book is definitely worth the price.
Get SEO 2019 by Adam Clarke, Google Certified Professional
“Even though email is a fairly mature channel, email marketing experience is not common and institutional support is subpar. Marketing degree programs rarely spend much – if any – time covering email marketing, which leads to a lot of on-the-job training.”
The book opens with a few important questions. Do my email practices reflect my brand? Are my email practices in line with how I treat my customers in other channels? How do my subscribers respond to my email practices?
The book has three parts, Part I: Best Practices, 15 must follow rules and recommended best practices. Part II: A holistic perspective on key email marketing topics, including optimizing list growth, improving deliverability, and increase relevance and subscriber lifecycle opportunities. Part III: Predictions about where email marketing is headed.
The book provides great details about the subscribers hierarchy of needs; respectful, functional, valuable, and remarkable. This goes well with the 15 must follow rules including permission based email marketing, respectful frequency, useful and valuable content vs. transactional content. Don’t buy email lists and don’t sell email lists, earn your subscribers and keep them to yourself. Make unsubscribing easy, and act on it quickly. Stop sending emails if a subscriber has not engaged with your emails in a long time.
Get Email Marketing Rules by Chad S. White
Taking permission marketing to another level, building trust through worldviews and perspective frames. Here is just a small sample of the value this book offers, with the focus on empathy and helping others become who they want to be.
The five steps of marketing
3. Tell a story
4. Spread the word
5. Show up regularly, consistently, and generously.
A Simple Marketing Worksheet... Who’s it for? What’s it for? What is the worldview of the audience you’re seeking to reach? What are they afraid of? What story will you tell? Is it true? What change are you seeking to make? How will it change their status? How will you reach the early adopters and neophiliacs? Why will they tell their friends? What will they tell their friends? Where’s the network effect that will propel this forward? What asset are you building? Are you proud of it?
This is yet another great marketing book by Seth, and I had to include it. Though it is not focused on digital marketing, it's a great follow up to his previous marketing books with principles to better resonate and reach your potential customers. It seems his books keep getting better.
Get This is Marketing by Seth Godin
One of the best overall marketing books is the 1-Page Marketing Plan. While not focused on digital marketing, its principles are timeless, including...
Get The 1-Page Marketing Plan by Allan Dib