To start any digital marketing campaign, you need a few things but the first I want to talk about is traffic sources.
For those of you who don’t understand what I mean by traffic, I mean people that are on the internet usually locally or nationally that visit your website.
If you don’t have a website and plan on having a business generating traffic from online sources you may want to think about getting a website or updating your website if you need an update (You should know if it needs an update but if you don’t heres a link to a checklist to make sure your site is up to date and able to do what you need it to(coming soon))
Now, there are plenty of ways to break down digital marketing but I’m goiong to try my best to keep it as simple as I can while also including scattered examples of complexity throughout the post.
To start off, I want to use the easy comparison of relationship development between two people and the concept of a marketing funnel & an inbound marketing strategy.
Here’s an example of a simple funnel sequence build out just using paid ads online which we were still able to generate a solid amount of leads at a relatively low cost per lead using this approach (Conversion defined by facebook or instagram form submission with first, last, email phone number and confirmation of email).
Here are the results from our ad spend for a client we recently did a lead generation campaign for without doing any content marketing or seo beforehand.
Now here’s an example of a more complex funnel sequence we used a while ago for our agency’s lead acquisition.
Getting back to a high level view, there are layers of trust in any relationship we have with anyone in life.
A very similar process that often happens naturally between people to gain and show trust between people needs to be intentionally developed and layed out for the ideal types of clients you want to be working with which we’ll be referring to as customer avatars or audience segments.
Pro tip: When creating a strategy, it’s best to be very specific with your target audience from the get. Know what does and doesn’t best qualify someone to receive information that would lead towards them acting in a positive way down your lead acquisition or nurturing funnels/sequences.
The narrower you can get with targeting the better but you usually need to stay broad with social media marketing when first starting out in order to acquire insights about who is and isn’t taking the actions you would want them to be taking in order to further them through the funnel. This is so we can focus on what works and find situational, behavioral, psychological and geographical patterns in people that are leading to more success & higher ROI.
Developing trust applies to the brands and companies we do business with.
If you’re going to be successful in doing digital marketing you have to take the approach of attempting to build relationships with your prospects and potential clients. Not just sell them stuff.
Let’s start with breaking it down from an efficiency standpoint first which is
- Owned traffic
- Earned / Organic traffic (social or search)
- Paid traffic (social or search)
Owned traffic is traffic that you have permission to deliver messages to without having to rely on any other platform to deliver the message. The most popular form of owned traffic is email marketing.
Email marketing is by far the most cost effective way to reach your target audience. Since you already have direct contact with them and don’t need to spend any resources on delivering actionable messages besides your time.
The next best thing to email marketing as far as cost effectiveness goes is USUALLY Content Marketing and SEO.
Local search engine optimization is the type of search engine optimization that usually has the highest leverage point most local businesses can use to improve marketing spend.
Now, when it comes to content marketing it gets a bit technical and usually takes a bit of experience or at least a good amount of research to understand what the best ways to approach marketing online would be for your business.
The reason being is because you have to take into account the various factors that go into developing a proper content strategy which we we’ll discuss in another post later.
But to give you a brief rundown of a few of the main peices of information we take into account to create a strategy, here are some of the main peices of information we consider:
- Audience segments
- Best traffic sources to connect with your audience segments
- Long term goals for the business
- Offline objectives & KPIs
- Website architecture
- Business model & Products / services ecommerce? service based model? Technology stack currently in use? B2B/B2C?
- Cost effectiveness comparison of doing SEO, Local SEO, Content marketing, inbound marketing and just a lead generation strategy if that’s what is wanted.
- Competitiveneness in market for your service based seed keywords / keyword phrases
- Website capabilities and technology stack
- Internal hierarchies and general approval / decision times for budget & resource allocation
And there’s more to that list but the point is, it becomes hard to determine the best approach without professional help.
Learn more here about the usual approach we take to help clients determine their go to market strategy.