Book Image

Digital Marketing with Drupal

By : José Fernandes
Book Image

Digital Marketing with Drupal

By: José Fernandes

Overview of this book

Drupal is an open-source platform for building ambitious digital experiences. With this practical guide to digital marketing, developers working with Drupal will be able to put their knowledge to work and boost the performance of their online marketing campaigns. Complete with step-by-step explanations of essential concepts, practical examples, and self-assessment questions, this book will take you through the most popular digital marketing techniques and how to apply them, including content marketing, email marketing, social media marketing, SEO, SEM, CRM, and marketing automation, and the latest developments in website personalization and AI marketing. Once you've learned the fundamentals of digital marketing, you'll see how to apply them to your Drupal website or online store. In addition, you'll discover how Drupal can help you better manage your tasks and automate some of them. The book will help you discover the free modules available, how to use them, and how to integrate Drupal with external marketing-related platforms and services. By the end of this Drupal digital marketing book, you'll be able to build and deploy a complete digital marketing platform on top of Drupal to reach a greater audience and achieve online success.

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Table of Contents (15 chapters)
Preface
Preface
Who this book is for
What this book covers
To get the most out of this book
Download the example code files
Download the color images
Conventions used
Get in touch
Share Your Thoughts
1
Section 1: Getting Started with Digital Marketing
Section 1: Getting Started with Digital Marketing
Free Chapter
2
Chapter 1: Fundamentals of Digital Marketing
Chapter 1: Fundamentals of Digital Marketing
An overview of digital marketing and content marketing
Digital marketing tactics
Measuring your digital marketing success
Digital marketing strategy
Summary
3
Chapter 2: Building Your Own Digital Marketing Plan
Chapter 2: Building Your Own Digital Marketing Plan
A step-by-step guide to building your digital marketing plan
Example of a digital marketing plan for a Drupal agency
Example of a digital marketing plan for an e-commerce store
Summary
4
Section 2: Market Your Drupal Website
Section 2: Market Your Drupal Website
5
Chapter 3: Setting up Your Drupal Playground
Chapter 3: Setting up Your Drupal Playground
Installing a Drupal website on your machine
Setting up a demo Drupal Commerce website
Your own Drupal Digital Marketing Checklist
Summary
6
Chapter 4: Content Is King
Chapter 4: Content Is King
Managing and organizing your marketing content
How to create a digital marketing landing page
How to do automatic content translation
Summary
7
Chapter 5: Generating Website Traffic
Chapter 5: Generating Website Traffic
Search engine optimization
How to safely move your old website to Drupal
How to implement Rich Snippets
Pay-per-click
Social media
Implementing an affiliate program
Summary
8
Chapter 6: Communicating with Your Customers
Chapter 6: Communicating with Your Customers
Email marketing with Drupal
Managing an email newsletter
Sending SMS and push notifications using Drupal
Summary
9
Chapter 7: Measuring Success Through Web Analytics
Chapter 7: Measuring Success Through Web Analytics
A Drupal simple web analytics solution
Implementing Google Analytics
Implementing an open source web analytics solution
Summary
10
Chapter 8: Marketing Your Drupal Commerce Store
Chapter 8: Marketing Your Drupal Commerce Store
Creating promotions and coupons in Drupal Commerce
Expanding your reach with product feeds
Connecting Drupal Commerce to Google Shopping
Implementing a cart abandonment recovery email
Adding Google Analytics Enhanced Ecommerce integration to Drupal Commerce
Live chat for sales and support
Summary
11
Section 3: Boost Drupal's Digital Marketing to New Heights
Section 3: Boost Drupal's Digital Marketing to New Heights
12
Chapter 9: Tools to Help You Be More Efficient and Productive
Chapter 9: Tools to Help You Be More Efficient and Productive
Planning your work, keeping your pace
Team management with Drupal
Summary
13
Chapter 10: Taking Drupal's Digital Marketing to the Next Level
Chapter 10: Taking Drupal's Digital Marketing to the Next Level
CRM and marketing automation
Customer data platforms and the personalization of the customer journey
The future of Drupal and digital marketing
Summary
Why subscribe?
14
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How to implement Rich Snippets

Structured data has become a very important component of SEO. You can use the Schema.org Metatag module (https://www.drupal.org/project/schema_metatag) to add Schema.org structured data as JSON LD on your Drupal website. Schema.org Metatag has a dependency on the Metatag module (as the name implies). This module is a must-have on all Drupal websites that care about their SEO.

Google has a tool – Rich Results Test – to help you validate your pages: https://search.google.com/test/rich-results.

  1. Install the Schema.org Metatag module as usual.
  2. Choose which Schema.org objects you want to add to your pages.

Figure 5.7 – Choose what Schema.org objects you want to use

  1. I'm going to implement Schema.org Product for a Drupal Commerce store. Navigate to /admin/config/search/metatag/settings and activate Schema.org: Product for the Commerce Product entity:

Figure...

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