Overview

What's the secret to driving demand, and generating leads and revenue online? What's a digital transformation, and why do some companies succeed while others fail? And how do you stage a winning digital pivot? In this book, Eric Schwartzman, bestselling author of Social Marketing to the Business Customer, explains what successful digital marketers do differently. This is the inside track on how to pivot to digital marketing in four easy steps, so you can earn more and work less. We are living through a time of unprecedented migration, from analog to digital business practices. Find out what it takes to stake your own claim online, so you can participate in the ever-growing digital economy, and get your share of the profits. Through real world stories and numerous examples of digital marketing pivots told in easy-to-follow, nontechnical language, you'll learn the secrets of what it really takes to be competitive online, so you can increase revenue, decrease costs, and control your future. Drawing on his experience leading online marketing programs for clients such as Toyota, UCLA, Marine Corps, US Dept. of State, LA Opera, and dozens of small and midsize companies, Eric walks you step-by-step through the process of pivoting to digital marketing. This all-in-one, practical playbook covers everything you need to know to about the people, processes, and technology that power a successful digital business, including: ● Determining what people really want online ● Choosing and set-up the right software ● Learning the basics of search engine optimization ● Driving demand with owned media ● Growing your social media following ● Generating leads with content marketing ● Creating email campaigns that convert ● Convert traffic into leads and revenue ● Improving your conversion rates continuously The Digital Pivot provides you with an overview of the pieces that make up the digital marketing puzzle so you can see the forest through the trees. If you're ready to scale up and grow up, it's time to find out everything you need to know to migrate your business and career online. Your digital pivot starts right now!

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9781736621806

Table of Contents

Reviews

Transitioning offline marketing to the digital world can be confusing and frustrating. That is, unless you read Eric's insanely practical guide. The Digital Pivot makes digital marketing simple, accessible and practical for all. Brian Dean, Backlinko Buy two, because you'll never want to loan your copy. This is the driver's manual you need for online marketing success: it's practical, tactical, and up-to-date! Jay Baer, New York Times bestselling author, founder of Convince & Convert, and coauthor of Talk Triggers Instead of paying for expensive advertising, any business can grow by creating content on the Web for free, building fans, and pointing people directly to somewhere they can go to buy. Eric teaches proven strategies to be effective in this new world. He shares fascinating stories of success to learn from. David Meerman Scott, marketing strategist and Wall Street Journal bestselling author of 12 books including The New Rules of Marketing and PR The role of digital marketing is more important in a post-pandemic economy than before. The journey to your customer starts with understanding, then living and breathing their path to discovery and influence. Eric been on the front lines of the digital revolution since day one. His book will help you pivot. Brian Solis, digital anthropologist and bestselling author of LifeSCALE: How to Live a More Creative Productive and Happy Life Eric is a digital marketing thought-leader and a great storyteller. The Digital Pivot is an easy read that covers everything you need to know to compete online. Neal Schaffer, Fractional CMO and bestselling author of The Age of Influence Digital content creation is such a huge opportunity it's hard to even grasp. The winners are going to win big. But there will also be countless losers. This book will help you navigate the content clutter so you come out gleaming. Joe Pulizzi, bestselling author of Content Inc. and founder, The Tilt In a churning and fractured media landscape, The Digital Pivot provides an indispensable roadmap to not only navigate change, but to accelerate demand, leads and the growth of your brand. Simon Mainwaring, CEO and New York Times bestselling author of We First Eric guides aspiring digital marketers through a simple, step-by-step process for optimizing owned, shared, earned, and paid media. Finally, a book that makes digital marketing accessible to everyone. Bill Imada, Chairman, IW Group Digital marketing is science. Digital marketing is art. But most of all, digital marketing is hard to get right, and easy to get wrong. Eric has assembled all the insight you need in one palatable and authoritative package. Keep The Digital Pivot close by and you won't go wrong. Josh Bernoff, bestselling author of Writing Without Bullshit Eric lives and breathes digital marketing. If you need to know and understand what is important, then look no further than his insights. Bookmark everything this man does! Jonny Bentwood, Global Head of Data & Analytics, Golin

"""Transitioning offline marketing to the digital world can be confusing and frustrating. That is, unless you read Eric's insanely practical guide. The Digital Pivot makes digital marketing simple, accessible and practical for all."" Brian Dean, Backlinko ""Buy two, because you'll never want to loan your copy. This is the driver's manual you need for online marketing success: it's practical, tactical, and up-to-date!"" Jay Baer, New York Times bestselling author, founder of Convince & Convert, and coauthor of Talk Triggers ""Instead of paying for expensive advertising, any business can grow by creating content on the Web for free, building fans, and pointing people directly to somewhere they can go to buy. Eric teaches proven strategies to be effective in this new world. He shares fascinating stories of success to learn from."" David Meerman Scott, marketing strategist and Wall Street Journal bestselling author of 12 books including The New Rules of Marketing and PR ""The role of digital marketing is more important in a post-pandemic economy than before. The journey to your customer starts with understanding, then living and breathing their path to discovery and influence. Eric been on the front lines of the digital revolution since day one. His book will help you pivot."" Brian Solis, digital anthropologist and bestselling author of LifeSCALE: How to Live a More Creative Productive and Happy Life ""Eric is a digital marketing thought-leader and a great storyteller. The Digital Pivot is an easy read that covers everything you need to know to compete online."" Neal Schaffer, Fractional CMO and bestselling author of The Age of Influence ""Digital content creation is such a huge opportunity it's hard to even grasp. The winners are going to win big. But there will also be countless losers. This book will help you navigate the content clutter so you come out gleaming."" Joe Pulizzi, bestselling author of Content Inc. and founder, The Tilt ""In a churning and fractured media landscape, The Digital Pivot provides an indispensable roadmap to not only navigate change, but to accelerate demand, leads and the growth of your brand."" Simon Mainwaring, CEO and New York Times bestselling author of We First ""Eric guides aspiring digital marketers through a simple, step-by-step process for optimizing owned, shared, earned, and paid media. Finally, a book that makes digital marketing accessible to everyone."" Bill Imada, Chairman, IW Group ""Digital marketing is science. Digital marketing is art. But most of all, digital marketing is hard to get right, and easy to get wrong. Eric has assembled all the insight you need in one palatable and authoritative package. Keep The Digital Pivot close by and you won't go wrong."" Josh Bernoff, bestselling author of Writing Without Bullshit ""Eric lives and breathes digital marketing. If you need to know and understand what is important, then look no further than his insights. Bookmark everything this man does!"" Jonny Bentwood, Global Head of Data & Analytics, Golin"

Author Information

"Eric Schwartzman is a digital marketing consultant, entrepreneur, and bestselling author of Social Marketing to the Business Customer. His Digital Pivot Program helps clients grow their businesses two to five times in six to twelve months without adding staff through owned, shared, earned, and paid media marketing. Eric has led digital marketing initiatives for Boeing, Britney Spears, Cirque du Soleil, Johnson & Johnson, North American Aerospace Defense Command (NORAD), the Olympic Games, the US Dept. of State and dozens of small and midsize companies. Over the course of his career, he ran promotions at a global PR agency, founded a content management SaaS platform provider with clients such as Dunkin' Donuts, Linkedin, NVIDIA, and Verizon, and oversaw the center for digital innovation at a $1B company where he led pivots from homegrown to enterprise software and developed an online marketplace. Eric is an award-winning podcast producer and host of The Earned Media Podcast at ericschwartzman.com/prtw and the B2B Lead Gen Podcast at ericschwartzman.com/blog. His library of on-demand digital marketing training courses are used by more than a quarter million students worldwide. Eric has been featured in Adweek, Business Insider, Forbes, Hollywood Reporter, PR Week, Variety, and VentureBeat. He lives in Santa Monica, California with his wife Celia, son William, and his dog Ace. Eric enjoys tennis, performing arts, gallery exhibitions, and BBQ. David Pogue was the New York Times weekly tech columnist from 2000 to 2013. He's a five-time Emmy winner for his stories on ""CBS News Sunday Morning,"" a New York Times bestselling author, a five-time TED speaker, and host of 20 NOVA science specials on PBS."

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