Digital Marketing For Dummies (For Dummies (Lifestyle))

by Ryan Deiss

Sales letter:

For decades, marketers have crafted long-form text and video pitches aiming to persuade the prospective customer to buy.

Sales letters are typically very long. A person reading a sales letter is deciding to buy and should therefore receive as much information as possible.

The sales letter should demonstrate why the product or service on the sales page provides value, as well as help to overcome any last-minute objections the person may have. T...

Product detail page:

This product detail page includes everything the prospect needs to make a purchase decision:

Product name:

Call to action:

Product price:

Product images/video:

Product description:

Quantity option:

Product reviews:

Wish list:

Social media buttons:

Shipping information:

Product videos: A video demonstrating the product in

Upsells/Cross-sells:

Writing a sales letter

Understanding the elements of a product detail page

Product images

People don’t buy products on the Internet; rather, they buy

pictures of products.

Image zoom

Product description

Be sure to include a well-written product description that is immediately visible on the page so that prospects can quickly learn about the product’s features without having to dig through the page for more information.

Product sales video

Third-party pitch video

Call to action

Reviews

Cross-sells

In the current search marketing landscape, the best web pages usually win.

Knowing the Three Key Players in Search Marketing

Searchers: People who type search queries into search engines

Search engines: Programs that searchers use to find products, services, content, and more on the Internet

Marketers: The owners of websites and other channels that publish content and make offers...

Understanding searchers’ needs

What motivates searchers is simple: They want to find the most relevant, highest-quality web pages about anything and everything they’re searching for, and they want to find those pages now.

Knowing what search engines want

it’s in a search engine’s best interest to serve the best, most popular, most relevant content to searchers.

Targeting Search Queries

two broad categories of search queries to keep in mind:

Branded queries:

looking for a specific business, brand, product, or service.

Nonbranded queries:

they’re not looking for a specific business, brand, product, or service.

Defining a search query

Intent, as it relates to search marketing, involves understanding what the searcher is looking for.

The context of the query is made up of the reason why the searcher has that intent.

In other words, intent is the “what” of a search query, and c...