People are always asking about the best books, the best tools, etc. for digital marketing. Here’s my list. If you have recommendations or suggestions, let me know.
Update Jan 2015: I moved this page to andreas.com/silicon-valley-startup.html, where I’ve collected my list of books, software, tools, and resources.
The Best Books for Venture Capital, Intellectual Property, Startup Roadmaps, etc.
As I noted above, I moved this page to andreas.com/silicon-valley-startup.html. Go there for updates.
The Best Books for Digital Marketing
I have pretty much every book on SEO (search engine optimization), PPC (pay-per-click) (also called SEM (search engine marketing) by newbies), Content Marketing, and analytics. In nearly every case, one is clearly the best.
- SEO: For search engine optimization (SEO), Search Engine Marketing, Inc. by Mike Moran and Bill Hunt (IBM Press, 712 pages. 3rd ed., 2014). The authoritative book on SEO. Mike Moran is an IBM Distinguished Engineer and was head of SEO for IBM. As the Manager for Global SEO at Cisco, I was the technical reviewer for this book.
- SEO: For a quick overview of what’s happening in SEO and search engines, see my SEO eBook. (Free at andreas.com, March 2014).
- PPC: Advanced Google AdWords by Brad Geddes (Sybex, 3rd. ed., 696 pages. May 2014).
- Analytics: Advanced Web Metrics with Google Analytics by Brian Clifton (Sybex, 3rd. ed., 696 pages. April 2012). Brian Clifton was the head of Google Europe. Lots very useful information. You must get the 2nd or 3rd edition.
- Content Marketing: The Big Book of Content Marketing by Andreas Ramos (andreas.com, May 2013). Yep, by me. It covers the reality of content marketing and has lots of ideas and tips. See more at my website about this book.
- Twitter: Get the #TwitterBook by Andreas Ramos (andreas.com, September 2014). Also by me. This isn’t a fluffy marketing book for marketing people. It’s a real book on how Twitter works, how people use it, and why they use it. Lots of stuff that other books about Twitter don’t cover (or won’t cover). See more at my website about this book.
- ASO: How to get your app to the top of the app stores? How to get people to use your apps? Do this with App Store Optimization (ASO). That’s SEO for apps. I wrote the ASO strategy for Cisco’s 130 apps. Based on that experience, here is The ASO Book by Andreas Ramos (andreas.com, October 2014). Okay, so I write a lot of books. Available at Amazon.
The Best Tools for Digital Marketing
- Text Editor: TextEdit (v. 3.70) You’ll often need a text editor. I use TextEdit both for text and to manage my website (I write HTML by hand). TextEdit is a developer’s tool. It’s powerful: you can wipe out your server with this. Learn RegEx to use this.
- Blogging: Use WordPress. Easy to use, to modify, and it works. Free.
- Web Analytics: Google Analytics (free at Google). I’ve used every major web analytics tool: IBM Coremetrics, Adobe Omniture, Webtrends, and Clicktracks. Google Analytics is free and it’s just as good as the $100,000 /year tools.
- SEO Tracking: BrightEdge and SearchMetrics are enterprise-level SEO tools with tracking, reporting, etc.
- App Analytics: Distimo (app store reporting); Flurry (app analytics); Google Analytics.
- Social Media: Radian6 or Sprinklr to track trends, sentiment, and more.
- Influencer Marketing: Use eCairn or Radian6 to find influencers.
- PPC: For managing Google Adwords (GAW), you need three tools: GAW itself (free account at Google). MCC (My Client Center), a tool by Google lets agencies manage multiple accounts (free at Google), and Adwords Keyword Editor (KWE). There are two versions of KWE: The internal version is the tool that Google staff use to manage accounts. The external version is for the public (the internal version has a few more features). This tool lets you make bulk changes to an account. This is what I use to manage 60,000 keywords in million-dollar budgets. This was developed as an engineer’s tool for Google staffers, so it doesn’t have safety features for naive users. If you don’t understand how to use it, it can be extremely dangerous. It’s like giving a chainsaw to a six-year old boy. Actually, it’s like a hundred six-year old boys running with chainsaws. But there’s no documentation on how to really use this. To be an expert in this, you must either work at Google or hire me 🙂
- ASO: For App Store Optimization (ASO), there are several tools. For app analytics: Flurry, Google Analytics, and App Annie. For app sales reporting, use Distimo.
- Twitter: To use Twitter, you must use a dashboard. I use Hootsuite. It’s good on your desktop, it’s even better on your cellphone.
I did webdev from 1995 to 2007. I still manage a few sites (I use TextEdit to write HTML). But I moved my attention to digital marketing. There are excellent tools for creating websites, but I don’t use them, so I won’t make recommendations.
There is more stuff. If I forgot something, let me know.