3 Step Digital Marketing Strategy to Grow Your Business.
Building an online business relies on your ability to promote it to a specific market of buyers.
Simply put if you’re selling hamburgers, you would want to find a whole bunch of hungry people.
Online business is no different, and finding those hungry people is where the following digital marketing strategy comes into play.
Here you will learn:
• The questions to ask yourself to successfully use social media to find your target market;
• Email marketing formula that builds a list of prospects, engages them to buy and cross promotes for related products & services; and
• How video marketing can drive leads and increase click through rate on organic search results
Social Media Marketing
Social media marketing refers to the process of gaining website traffic or attention through social media sites.
Social media marketing programs usually centre on efforts to create content that attracts attention and encourages readers to share it with their social networks.
So in essence, a message (post or tweet or pin) spreads from user to user (friends to friends) and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself.
Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media.
Social media has become a platform that is easily accessible to anyone with internet access.
Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns.
In recent times, it’s become apparent Google uses Social Signals as a ranking factor on their organic search index.
More so, they presume legitimate businesses would use social media to build their brand.
So if you don’t use social media, your business could look fake in Google’s eyes.
Whilst many will say create content and let your audience come to you, it is in fact a terrible digital marketing strategy.
Building out a successful website today, means you have to create content that wows your audience and compels them to engage in some way. I.e. comment, like or share.
To get the desired results with social media marketing, you need a strategy.
Before anything else, ask yourself these 10 following questions:
1. What should my business aim to achieve?
Is it for social engagement or promotion & sales or a mixture of both?
You should first research your market and competition to see what they are doing & what works for them. No need to re-invent the wheel here, just make sure to do whatever they are doing better.
2. Who should manage my social media accounts?
Can you handle this yourself or should you consider hiring a staff member with qualified marketing experience or outsource to an agency.
3. Does your business need to be on all social media networks. To answer this, do you want to build a big online brand, or are you happy to settle on keeping your business close knit.
4. What are the best social networks suited to your business. The obvious is Facebook, however there are exceptional growth strategies available by using Twitter and Google+ is also great for SEO purposes. You will need to decide if your business will suit a visual or text based network. Pinterest is obviously perfect for visual based & Twitter can engage your audience with text based marketing & is also great for interacting with industry or market influencers.
5. How often should you post new content? The answer lies within your marketing numbers. Statistics show businesses will post 2-5 times per day, however collecting data from your marketing metrics will help you to improve the engagement rate.
6. What types of content should you post? Images, article, links or a combination of each will have different responses.
7. Should you use social media to provide customer service? Potential customers will view your social media networks to gauge your credibility. They will interact in a manner to build trust.
8. How will you convert your followers into customers? The key is to implement cross promotion across various networks that drives followers & potential customers to your website.
9. How will you measure the success of your social media marketing efforts?
10. Tracking all visits to your website from the various social media accounts will allow you to drill down on specific metrics that boost conversions. Various other tracking platforms like HootSuite allows you to organize & track your social media accounts.
What’s the biggest thing to avoid?
Not having a social media strategy that’s consistent yet flexible. Constantly evaluate your social media marketing and use the metrics to help improve the tactics that work, and eliminate those that don’t.
Once you have a social media marketing strategy in place, that drives traffic and prospects to your website, you need to have a system in place that will convert leads to customers.
For years simple marketing tactics have used a system that includes a database of contact details. Pre – online you would receive countless offers in your mail box from business who acquired you address details.
Now today we have email marketing.
The process of acquiring someone’s email contact in return for something of high value, without any outlay of money.
It is widely claimed that email marketing is incredibly effective. And for many this is true.
However for so many business owners, email marketing just don’t get the desired results for their efforts.
For most their unsubscribe rate is high as they fall into the trap of feeding their subscribers with more & more free content and then pitching them with a sales page before actually providing any real value.
Free content is everywhere, just Google it.
A well-planned email marketing strategy provides a subscriber with valuable content that will feel helpful to them. Digital Marketer uses a process they call the email-marketing machine. Quite simply the process will build trust, engage them to interact, compel them to buy, however it will also segment and re-engage. It’s the very system I use for my online businesses and it works perfectly well.
5 steps to a successful email marketing campaign.
• Indoctrinate Your Subscriber
• Engage Them To Buy
• Cross Promotion
• Product or Service Segmentation
• Re-engage or Win Back
Each step of the email marketing campaign is dependent upon the previous.
Auto responders can run this email campaign on autopilot. Understanding the process, then implementing the appropriate email series can boost your business.
The Email Marketing Process
First you need to understand why an email marketing campaign is the most important piece of the traffic generation pie.
With email, once you have a subscribers email, you can broadcast to them an infinite amount, with your very best content.
Notice very best content. This is not the place to spam your new contacts with garbage. Send them highly valuable content that they will find helpful in some form or another. Your emails, should be of purpose. I.e. you are subtly moving your subscribers from one stage of your marketing funnel, to another.
Alright, so let’s go into some detail of each five stages…
Stage 1 – Indoctrinate Your Subscriber
At this point, you will have received new subscribers from your opt-in page/s.
From here, the first step is to tell your story and how your business can be of benefit to them. You are basically introducing yourself!
So things like:
• Who you are personally or as a business?
• What do you or your business stand for?
• What can they expect from you or your business?
• How often will you or your business reach out to them?
• Why are you or your business different from everyone else?
• What can they do next?
The indoctrinate email broadcast will be sent as the first follow-up proceeding the opt-in. It can be sent as one complete email, or broken into separate more specific emails.
Once you have warmed-up your prospect, you can slide them into an Engagement To Buy series.
Stage 2 – Engagement To Buy Emails
Simply, this stage is where you send engagement emails to promote your products and/or services with the view of converting your prospects into customers.
Remember though, spamming your prospects these days will have them leaving in droves. So you will want to promote in a manner that engages with them emotionally and then attend to their needs by recommending one or more of your products and/or services.
Once a prospect as been converted into a buyer, you will want to place them into a Cross Promotion series.
Stage 3 – Cross Promotion Emails
Stats from selz.com suggests that 80% of the online population has purchased something from the internet, with 50% having purchased more than once.
Buyers that come from your Engagement to Buy series, should be sent Cross Promotion emails.
These emails could promote related products and/or services, or they can attempt to upgrade your buyer to a higher level membership/account/product etc.
At this point you may be wondering….but what if your customers and prospects refuse the Cross Promotion or Engage to Buy series respectively.
Well, simply change up your marketing message until your prospect or buyer responds.
How do you do this?
Stage 4 – Product and Service Segmentation
The biggest mistake most SME’s make is to not follow up with their prospects and customers.
Stats show that on average people will wait until they see an advertisement or promotion of some sort 7 times before they will respond.
The thing is though, they may not be totally interested in the product or service they originally opted-in for, so segmenting them to find out exactly what product or service they have an interest in can reap huge rewards.
These emails will ask questions, promote different markets, interact on personal levels etc.
If your prospect or buyers react to these emails, by either opening or clicking through a link or interacting socially, they will then be placed back into the engage to buy series related to the segmentation result.
The cycle then begins again for them moving from the engage to buy series, to the Cross Promotion series and possibly back into a Segmentation process.
So if at this stage you have prospects and customers stop engaging, whether that’s by not opening emails or not clicking through links then you need to win them back.
Stage 5 – Re-engage and Win Them Back
You given up time and most likely cash to originally acquire your prospect or customer. Don’t let them fade away and become your competitor’s next customer.
So when you’re faced with prospects & customers that stop opening emails or engaging in your business, you need to re-engage and win them back.
Creating a re-engage auto-responder series just makes sense.
You are dealing with someone that has already trusted you with their email contact or even to the point of purchasing from you.
Use a win back style auto-responder series that entices them to take action.
For example, you could offer a discount or a voucher to these subscribers that gets their attention and entices them to re-engage in some form or another.
Once they have re-engaged, they then move back into the relevant engagement to buy email series, and they move through the entire email system once again.
Try out this method.
To automate your email broadcast system, I recommend using Aweber (Affiliate Link).
Aweber is an email auto-responder web based software, that allows you to setup and build an email subscriber list – then reach-out to that list with specific email broadcasts.
For more info on Aweber, check out the video below.
With our fast paced lives and demand for visual entertainment, video marketing has quickly become an essential tool in anyone’s marketing arsenal.
Your audience could relate to your products or service far greater with video than any other medium.
And now more so than ever, ranking videos on Google search results has become more lucrative, and far easier.
Because once again Google is all about providing the best result for its users. And if video meets that requirement, then you can be sure it will show up on the first page of the results.
The chances of reaching page one for organic search results is increased 51 times with video marketing.
The benefits of this can lead to higher click through rates by up to 41%.
And let’s not forget YouTube is the number 3 most visited website behind Google and Facebook. So why not tap into this massive lucrative traffic source whilst potentially making it onto the first page of Google as well.
First steps to successful video marketing
Keyword research is vitally important.
First you want to research the type of keywords related to your niche, that already have videos show up on first page of Google.
These will typically be keywords like:
• [product/service] review
• Best [product/service] review
• [product/service] discount link
• How to [product/service] • How to use [product/service] • Tutorial on [product/service] • Fitness or sports related videos
• Funny or entertaining videos
Once you have the basic related keyword that shows up in Google, you will want to research some long tail versions to use as your video title.
I.e. if your video is about plumbing services, a long tail version might be:
24hr [city] emergency plumbing services.
The long tail version will provide you with quick ranking abilities, plus long term the video will rank for the broader search term. i.e. [city] plumbing services.
Make sure to optimize your video title and description.
Tips on how to optimize for quick rankings
Very Important – Before uploading your video to YouTube, be sure to change the file name to the long tail keyword phrase you want to rank for. For example; 24hr-[city]-emergency-plumbing-services.mp4
Search results will show the first 55-60 characters of your Title. Make sure to get your main keyword at the beginning if possible (The title still needs to look natural) and a call to action is preferable.
For example; 24hr [city] Emergency Plumbing Services | Call now
For local businesses, if you can fit your phone number in the title, perfect. If not make sure to get it in the first line of your description. This will also show up in the search result. People can call you without having to watch the video.
According to Google, the higher the word count in your description, the better chance of ranking at the top for your keyword phrase.
300-600 words with your keyword placed at the beginning & the end. Keep your exact keyword count to 1-2%.
Write out your description as though someone is going to read it. Keep it natural. After reviewing, go back and sprinkle through your keyword in various forms without over doing it.
Place the long URL of your video at the very bottom. This will create a backlink if someone shares or embeds your video onto another website or blog.
Note: You may have to upload your video first then go back & edit the description with your long URL. (The long URL is what shows up in your web browsers URL bar).
Place as many keywords in your tags as possible. Again don’t go overboard. Keep them relevant to your video
Choose your video category based on what is already ranking relevant to your video.
Finish by saving.
Now you have a completely optimised YouTube video that is capable of bringing in more leads & customers via a different traffic source.
What to do next?
Go and implement this 3 step digital marketing strategy to engage your audience, and bring in more leads & customers.