Do You Want More Qualified Leads? Do You Want Better Results from Your Business Marketing Efforts? Has Your Target Audience Been Clearly Identified? Does Your Business Have Strong Visibility Online? If any of these apply then this book was written for you! Mastering Digital Marketing: Maximizing Your Marketing Strategy to Reach Ideal clients is the ideal guide for you if you are just about to bring your business into the digital age. The book explains the effectiveness of marketing your business online and covers all aspects of the perfect digital marketing strategy. This book explains how we did it, and how you can do it too. You'll Learn: • How to bring your business into the digital age easily and effectively. You will also gain a deeper insight into why marketing your business online is essential to your success. • How to identify your target audience, build trust, the power of testimonials, establishing credibility, building relationships, and how to write the perfect call-to-action. • How to view your business in a different way. The tips in the book will enable you to elevate your brand to where you want it to be. • How to develop the perfect online marketing strategy. You will become adept at combining your traditional marketing strategy with your new online strategy for fantastic results.

2. MASTERING DIGITAL MARKETING
MAXIMIZING YOUR MARKETING STRATEGY
TO REACH IDEAL CLIENTS
Michael Cohn
A Publication of
CompuKol Communications
www.compukol.com

3. MASTERING DIGITAL MARKETING: MAXIMIZING YOUR MARKETING STRATEGY TO REACH IDEAL CLIENTS
by MICHAEL COHN
Some chapters contributed by DR. BRIAN MONGER.
©2016 CompuKol Communications LLC. All Rights Reserved.
No part of this publication may be reproduced or transmitted in any form or by any means, mechanical or
electronic, including photocopying and recording, or by any information storage and retrieval system,
without permission in writing from the author or publisher (except by a reviewer, who may quote brief
passages and/or show brief video clips in a review).
Disclaimer: The Publisher and the Author make no representation or warranties with respect to the
accuracy or completeness of the contents of this work and specifically disclaim all warranties of fitness
for a particular purpose. No warranty may be created or extended by sales or promotional materials. The
advice and strategies contained herein may not be suitable for every situation. This work is sold with the
understanding that the Publisher is not engaged in rendering legal, accounting or other professional
services. If professional assistance is required, the services of a competent professional person should be
sought. Neither the Publisher nor the Author shall be liable for damages arising therefrom. The fact that
an organization or website is referred to in this work as citation and/or potential source of further
information does not mean that the Author or the Publisher endorses the information, the organization
or website may provide or recommendations it may make. Further, readers should be aware that internet
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when it is read.
Manufactured in the United States of America
Published by:
CompuKol Communications LLC
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www.compukol.com

4. This book would never have happened without the guidance and editorial support of our Chief Editor,
Carolyn Cohn. She worked with me to develop an outline that was compelling and fun to write. Thank
you, Carolyn.
Additionally, thank you to Dr. Brian Monger for his contribution to this book.
Finally, I want to thank all of my family and friends for their support.

5. TABLE OF CONTENTS
Introduction
Why You Should Market Your Business Online
Internet Marketing Misconceptions
Will Online Marketing Work for Your Business?
Who Is Your Audience?
Knowing Your Target Market*
Keeping Your Online Audience Interested and Engaged
Understanding Branding Importance in Marketing Your Business
Your Evolving Online Business and What Is Expected
The Unique Selling Proposition – USP*
How to Start Marketing Your Business Online
Building an Inbound Marketing Strategy
Classic Marketing Mistakes*
Why Building Trust and Credibility is a Must for Your Online Business
Ways to Avoid Coming Across Like a Salesperson
Is Marketing the Same as Selling?*
The Impact of Advanced Social Intelligence on Marketing
Building Meaningful Relationships with Influencers
Boosting Your Online Word-of-Mouth Marketing
Enticing Your Audience with Compelling Calls to Action
Designing Marketable Web Pages
Optimizing Your Landing Pages for Increased Success
Gauging Results of Your Online Marketing Efforts
How to Achieve Great Online Marketing Flow
The Difference Between Online Reviews and Testimonials
The Importance of Testimonials for Your Business
How Effective Are Online Customer Reviews?
Afterword
About the Author
Glossary of Terms
*These chapters were contributed by Dr. Brian Monger.

6. INTRODUCTION
Internet marketing can often be confusing for people, especially people who are used to more traditional
methods of marketing and advertising. Marketing your business on the Internet will yield great results,
which will be a tremendous benefit to your business.
Digital marketing is a broad term that refers to the measurable, interactive, targeted marketing of
products and/or services that employ digital technology to draw the attention of prospective customers
to the business. Some examples of aspects of digital marketing are search engine optimization (SEO),
content marketing, Email marketing, social media marketing, eBooks, and other forms of digital material.
This book covers the merits of marketing your business online, identifying and interacting with your
target audience, identifying your target market, clearly establishing your unique selling proposition,
creating an inbound marketing strategy, building trust and credibility, building meaningful business
relationships, writing effective calls-to-action, and the power of testimonials. All of those topics are
important for your business and they are well worth reading.
It is important to keep in mind that Internet marketing should not be a substitute for traditional
marketing. You will achieve the best results for your business if your marketing strategy includes a
combination of two types of marketing. You will have to customize it for your particular business and you
and only you will truly be able to come up with the perfect combination of the two types of marketing for
your business.
When using Internet marketing techniques, it is important to understand that the marketing technique
that probably works most effectively is inbound marketing. To draw the distinction between outbound
(traditional) marketing and inbound marketing, outbound marketing means that you go after your
prospective and existing customers. You do this by advertising your brand through various media.
“Internet marketing should not be a substitute for traditional
marketing.”
However, those prospects and existing customers have become quite savvy when it comes to blocking
your marketing efforts. They can put themselves on a “do not call” list and they can fast forward past the
television commercials, etc. With inbound marketing, their efforts are far less effective.
With inbound marketing, your prospects and existing customers have come to you willingly. Because
they have “opted in” (they have willingly chosen to supply you with their contact information and other
valuable bits of information), they are prequalified and you have been able to eliminate the first step,
which is necessary with traditional marketing and which can be extremely time consuming.

7. Once you have been able to achieve success with your inbound marketing efforts, your next step will be
to begin to build the relationship with those prospective and existing clients.
That means that you start to build trust, credibility, and to achieve the perception that you are the expert
in your niche or industry. You will notice that it doesn’t take a very long time or too much effort to
achieve that status with the other person.
Disclaimer: The content of this book is based on previously written and published blog articles on
the CompuKol Communications blog.

8. WHY YOU SHOULD MARKET YOUR BUSINESS ONLINE
If you are not already marketing your business online, it is time to start doing so. Although there are a
few exceptions, just about every business can benefit from online marketing. There are so many
advantages to that type of marketing.
First of all, marketing your business online is extremely affordable. Other advantages to marketing your
business online include: the ability to reach a large target audience, the ability to reach potential
customers all over the world, and the ability to customize your marketing for different sectors of the
target audience.
The affordability of Internet marketing is one of many reasons why business owners are turning to the
Internet for advertising. Advertising online is incredibly affordable, especially when you consider how
many potential customers a business owner can reach with an online marketing campaign.
Most methods of online marketing are quite affordable and some of them do not have any direct costs.
For example, you may choose to market your business online by participating in industry forums and
posting links to your website whenever it is appropriate. In this case, the cost of creating and maintaining
the website is insignificant compared with the number of potential clients you can reach through online
marketing.
Additionally, the costs associated with posting links to your website are incidental. You can consider the
cost of having access to the Internet as part of the budget but you probably require Internet access for
other reasons as well so it is completely worthwhile.
Reaching a large target audience is another very worthwhile reason to market your business online. You
may have spent a great deal of time and energy doing market research and determining who your target
audience is. You may also have spent a great deal of time trying to figure out the best way to reach that
audience.
That is a very sound marketing principle but it more appropriately applies to marketing on local
television, radio, and print media because it only allows you to reach a limited audience. However, when
you begin to market through the Internet, you automatically increase your potential target audience
tremendously because you now have the ability to reach members of your audience on a global basis.
This ability to reach customers around the world is another major advantage to marketing your business
online. Regardless of where you live and where you operate your business, you have the ability to reach
those who have an interest in the products you sell or the services you provide no matter where they live.
This makes it possible for you to do business with customers around the world.

9. Likewise, the fact that the Internet is available 24 hours a day is also very beneficial to those who choose
to market their products or services online. Shopping for products and services in person can be very
difficult, especially for individuals who work long hours or those who work unusual hours.
Such working conditions make it difficult for those individuals to do business and to purchase the
products and services they need during regular business hours. However, business owners who have an
online presence are much more accessible because, unlike store owners and call centers, the website
never closes. This convenience gives prospective customers the ability to view products and services,
compare those products and services with the ones offered by competitors, and make a purchase at any
hour of any day.
“Business owners who have an online presence are always
accessible because the website never closes.”
LEARNING ABOUT INTERNET MARKETING
Internet marketing is not overly complicated but it is also not a process in which anyone can excel
without making attempts to learn more about the subject. Business owners who do not know a great deal
about Internet marketing but who wish to integrate Internet marketing into their overall marketing
strategy should carefully study the basic principles of Internet marketing before launching their online
marketing campaign.
Fortunately for those business owners, there are a variety of options for learning about Internet
marketing. Those options may include online research, reading published books, and studying successful
Internet marketing campaigns.
Researching Internet marketing is one method that can be used to learn more about this topic. This type
of research can be very informative and can provide the business owner with a great deal of advice and
other information. However, it can also provide the business owner with a great deal of misinformation.
When researching any subject online, it is very important to note that not all of the information available
online is accurate. This may be due to a variety of factors, including content that is written by those who
do not have a great deal of knowledge about the subject matter as well as content that was written years
ago and needs to be updated.
This can be frustrating, but fortunately, business owners can still learn from the Internet. That just means
that they should be more cautious about accepting information as accurate and may wish to verify the
information they obtain before implementing an Internet marketing strategy.
Published books are another valuable resource for learning more about Internet marketing. There are a
variety of books available that focus on this subject and provide a wealth of useful information. When

10. selecting a book for use as research material, it is important to choose a book that received positive
independent reviews. It is also important to choose books that were published recently.
This is important because the Internet marketing industry is evolving continually and a book that was
published only a few years ago may be outdated and may lack information on some of the new
developments in the industry. The appeal of using published books to learn about Internet marketing is
that you can keep the books on hand for easy reference when you launch your Internet marketing
campaign.
Finally, business owners can learn a great deal about Internet marketing simply by studying successful
Internet marketing campaigns. If your business offers products and services in a particular niche,
consider entering relevant terms into popular search engines and studying the websites of some of the
highest ranking businesses.
That can provide you with a great deal of insight into what these business owners are doing and which of
those businesses may be contributing to their success. Examining everything from the competing
business’ website design to its search engine optimization strategies and even the content on the
business’ website can help you to determine why that business is more successful than your business.
You should also consider how that business is marketing its website, which may include banner ads,
affiliate marketing programs, or other types of advertising. Armed with this information, you can
leverage it to implement changes to your own website and marketing strategy, which may help you to
achieve a greater degree of success. Care should be taken to not copy anything directly from your
competitors but rather to try to emulate their degree of success in your own way.
If you are a business owner who is reading this book and you do not already have a strong online
presence, you should immediately immerse yourself in the world of Internet marketing.
This is so important because, if your competitors are marketing online, you may find that they are gaining
a steady advantage and are becoming more appealing to potential customers. Before too many of your
potential customers become loyal customers of the competition, it is time to start figuring out how you
can market your business online and how you can keep up with the competition.
To learn more about this topic, please read the following articles:
• Internet Marketing Is a Must for Your Business Website’s Success
• Internet Marketing Misconceptions

11. INTERNET MARKETING MISCONCEPTIONS
Internet marketing is often viewed by inexperienced marketers as a quick way to make a lot of money.
The truth is that with Internet marketing, just like all marketing, you need to work hard to get results.
As with anything worthwhile, becoming an effective Internet marketer takes a great deal of time and a lot
of trial and error before you succeed. The following are many misconceptions about Internet marketing
that are worth addressing and should be heeded.
YOU DON’T HAVE TO BE AN EXPERT IN YOUR FIELD
You need to understand your own field. You really need to put out valuable information online that
makes others view you as a subject matter expert (SME). If you are not totally secure in your knowledge,
you can do research and use supporting references that will help you to build your own professional
reputation. This is totally not true. Once you have positioned yourself as an SME, you can branch out and
share topics that are in other industries.
INTERNET MARKETING IS SO EASY THAT EVERYONE CAN DO IT
If you have the feeling that successful Internet marketing is so simple, you are setting yourself up for
potential failure. Remember that this sort of campaign takes a great deal of effort and you need to have a
mindset that allows you to learn a lot. You need to be receptive to new concepts as they come along.
IT IS SO DIFFICULT THAT HARDLY ANYONE SUCCEEDS AT INTERNET MARKETING
You absolutely can succeed although it will take a lot of hard work. You need to distinguish your talents
and expertise from the talents and expertise of numerous other business owners. You have the potential
to not only learn how to successfully run an Internet marketing campaign but to really make it sing. It is
critical that you learn how to identify the needs of other people, sometimes even before they are aware of
what they need.
“Many Internet marketing campaigns are a modern, sensible,
intelligent approach to doing business.”
YOU WILL START TO MAKE MONEY RIGHT AWAY
As has already been stated, Internet marketing takes a significant amount of work. It is very important for
you to devote a great deal of time learning everything that you need to learn. Remember that your
success is totally dependent on you. You will get out of it what you put in to it. You will eventually begin
to see the fruits of your labor in the form of revenue.

12. YOU WILL NOT MAKE MONEY AT ALL
The best way for your business to succeed as a result of your Internet marketing campaign is to
contribute content consistently and in a disciplined manner. If you have the mentality that it will take
some time before you see the benefits of your hard work, you will start to earn money.
IT IS NOT NECESSARY TO DEVOTE MORE THAN A LITTLE TIME TO INTERNET MARKETING EACH WEEK
This statement is actually true but it needs to be qualified. You can devote less time to your Internet
marketing campaign only after you have gotten very comfortable with the process. In the beginning,
however, you will probably see that you are spending several hours each week on your Internet
marketing campaign. The saving grace is that eventually you will be able to automate a large amount of
your online marketing efforts.
IT WILL TAKE YOU YEARS TO REALLY LEARN HOW TO CONDUCT BUSINESS ON THE INTERNET
This is basically a false statement. If you work hard at learning all that you need to learn to be able to see
your Internet marketing campaign start to pay off early on, you will be up and running quickly and you
will not negatively affect the quality of your messaging. It is recommended that you read articles and
newsletters, join online communities and pay close attention to other people who have already achieved
success in the Internet marketing field. This will help you to get up to speed pretty quickly.
Internet marketing is a serious business initiative. Many people realize this. However, there are some
skeptical people who are not quite sold on it yet. There are some people who are so traditional and
conservative in their thinking that they cannot possibly accept the idea that you can become a booming
success by conducting business at home in your pajamas.
If you have a business model with a solid foundation and you stick to your plan, you are bound to
succeed. There are various money-making schemes out there, including some Internet marketing
schemes. However, carefully planned and executed Internet marketing campaigns are certainly legitimate
and worthwhile. Those campaigns are a modern, sensible, and intelligent approach to doing business in a
world where technology has such a strong presence that the marketing had to be customized to fit the
technology.
To learn more about this topic, please read the following articles:
• Successful Marketing Messages for Your Business
• Why You Should Market Your Business Online
• Gauging Results of Your Online Marketing Efforts

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