Shoot The HiPPO: How to be a killer Digital Marketing Manager

by Tom Bowden, Tom Jepson

Overview

This book is for Digital Marketing Managers who want to achieve things that they never thought possible. Being a Digital Marketing Manager is tough. Budgets are tight, management is demanding, technology is changing fast and there's too much for one person to do. The job is even more difficult when digital marketing decisions are made by opinion, not data. By gut feel, not what your customers are telling you.

How do you handle this when you're facing down the HiPPO - the Highest Paid Person's Opinion?

This textbook SHOOT THE HIPPO: How to be a killer Digital Marketing Manager is the practical, to-the-point guide that can empower you to lead change in your organisation.

It settles the noise around digital so you can focus on the things that are really important. It will give you the clarity you need to do the best work of your career and make your business more money online. It helps you understand your organisation's environment and influence its culture and processes. It gives you the insights and confidence to achieve buy-in from your whole organisation, and to shoot the HiPPO.

From the hearts and minds of Footprint Digital Directors Tom Bowden and Tom Jepson who have worked with brands such as Sony, Motorola, Huawei, Legal and General, Safestore, Itsu, Cartoon Network, and many many more, this insightful, approachable, helpful, and human book reveals all of the secrets of a successful digital marketing agency.

Product Details

ISBN-13:	9781838278199
Publisher:	Footprint Digital
Publication date:	12/16/2020
Pages:	366
Product dimensions:	6.69(w) x 9.61(h) x 0.76(d)

About the Author

Tom is coming to terms with the reality that he is the guy that wrote a book about marketing. He'd always imagined that he'd write one about something a bit more nourishing to the soul. Nevertheless, he has worked alongside so many brilliant people over the years and gleaned from them a great deal of knowledge. He thought he ought to write it all down. His biggest interest in life is providing opportunities for young people in Malawi. He does this as trustee of Building Malawi (www.buildingmalawi.com) and throughout the last 18 years of his life has built four libraries, two schools and the first and largest sports academy in the country's capital, Lilongwe. If someone could write a cheque to enable Building Malawi to build more, please do it. Th e world is grossly unfair to young people in that part of the world and you have the power to make life better for them. So give us your effing money! (All profits from the sale of this book will go to Building Malawi.) He has lots of the fearsome big-hitter-businessy accolades that you would expect from an author of a marketing book. He is managing director of a digital marketing agency, he has developed global strategies for clients you will have heard of (Sony, Motorola, Cartoon Network, Google, Legal and General etc etc) and has delivered lectures for universities, trade bodies, and governments. The thing he likes most about running a digital agency is supporting his team to learn, play, and grow both personally and professionally. He also quite enjoys occasionally doing the tea round and if you ask for a green tea he will always present it with a plate and a spoon so you can decide for yourself how stewed you would like it. Tom is the person to talk to if you are interested in understanding the most effective way to build a team capable of adapting to the fast changing digital world (Culture), develop a winning strategy (Strategy), generate business through paid advertising (PPC) and improve the conversion rate of your website (CRO).

Tom was one of the pioneers of the service that is now known as SEO and, through 20 years of experience, he has seen search engines become part of everyday life. His intrinsic understanding of how they work has enabled him to help hundreds of companies thrive online and has made him one of the leading minds in the industry. Which is made ever more impressive by the fact that he grew up as the only English guy in his school in Serrekunda, The Gambia. The school only had blackboard and chalk and Tom didn't get his hands on a computer until he was 14. It may also make him the only industry leading SEO who also speaks Wolof. Nominative determinism is the theory that the name we are given influences who we become. I'm not sure if there is a similar term for people inhabiting the characteristics of people they look like. Tom is the spitting image of Mowgli and embodies this by being resourceful, free spirited, and enthusiastic. He is obsessed with understanding how things work and combines his superb technical knowledge and analytical approach with his exceptional ability to communicate in a way that businesses can understand. He bridges the technical, analytical, and creative and has a fierce reputation for getting results. He is a Director at Footprint Digital, a husband, and the proud father of two beautiful girls; the centre of his world. Tom is the person to talk to if you are interested in understanding the most effective way to invest online (Google Analytics) and improve your site rankings in Google (SEO).

Table of Contents

Acknowledgements ..........................................................................................................xi Preface........................................................................................................................... xxi

How to read this book................................................................................................... xxiii

Reasons for this book................................................................................................... xxv

Chapter 1: Shoot the HiPPO............................................................................................1

Chapter 2: The Head Chef syndrome..............................................................................7

Chapter 3: Go with the flow .......................................................................................... 19

Chapter 4: Craft a winning culture .................................................................................27

Chapter 5: Define business goals ................................................................................. 51

Chapter 6: Audit and prioritise ....................................................................................... 61

Chapter 7: How the web works ..................................................................................... 81

Chapter 8: Establish your brand's identity.......................................................................89

Chapter 9: Write your story.............................................................................................105

Chapter 10: Develop a strategy......................................................................................123

Chapter 11: Create compelling reports ..........................................................................145

Chapter 12: Communication for Digital ..........................................................................157

Chapter 13: Project management for Digital...................................................................173

Chapter 14: Turn visitors into customers with Conversion Rate Optimisation (CRO) ....193

Chapter 15: Generate more business through Search Engine Optimisation (SEO)........211

Chapter 16: Drive more traffic, sales, and enquiries using Pay Per Click ......................255

Chapter 17: Social media .............................................................................................. 277

Chapter 18: Email marketing...........................................................................................287

Chapter 19: What can you do about climate change?....................................................301

Congratulations ..............................................................................................................313

It's a jungle out there. .....................................................................................................315 Glossary...........................................................................................................................317

Bibliography ....................................................................................................................321

Further reading ...............................................................................................................327

About the authors............................................................................................................329