This is the eight-step, digital marketing roadmap we use when we work with our clients.
First of all we start off with marketing strategy and defining what the campaign is going to be about.
So whether you are working on a three-month, six-month or just a one-month campaign, you need to decide what the messages are that you're going to send to your target audience.
Whether you are using these messages on your website, on your social media or in your ads, you want to define the same marketing messages all over the place.
The other thing that we do with the marketing strategy is we outline what social is going to look like.
We see what your 12-month marketing calendar is and then we bring that down into a three-month marketing calendar with a lot of details about what information you're going to be sharing.
I'm going to go into a little bit more detail about that later.
Brand strategy is all about your look. This area ranges from artistic details such as whether you have defined the colors which you're going to be using, all the way up to major content issues such as how well does your look communicate and strengthen your message(s).
For example, let's say your office is full of superheroes.
If your website has nothing to do with that, you're missing that brand piece.
What about your social media? Does it feature those superheroes?
Do you have a consistent look so that when I see your post on social media, when I look at your website, wherever I am and see one of your items, I know that it's you?
When your branding is consistent, your target audience starts to think: "Oh, these guys are everywhere. I see them everywhere."
This is because your audience starts to recognize your brand.
As a result, that brand strategy piece is super important, and there's a way to strategically use it on social media and a smart SEO website.
Once you've finished defining what your message is, what the roadmap for communicating it is, and you've got your look, next you want to pull that into some smart technology.
What do smart SEO websites look like? These are websites that use technology which follows the changes in Google's algorithm. Google keeps changing their algorithm about 600 times a year.
You don't want to be using technology that changes every time Google changes because that would be really expensive and kind of crazy.
You DO want to use technology that follows those changes and makes it useful for you from a lead generation perspective.
So what you're looking at are websites that do really well in Google rankings.
On page one of Google, you want to have fast loading of sales pages so that when your visitors come to your website, they are converting faster. It's all about getting people to convert as fast as possible.
Did you know that your target audience will only spend three to seven seconds judging you? So what are you showing them in those three to seven seconds?
What's your offer? How are you engaging them?
Keep in mind that on social media, your sales pages, and anything that you produce, you want to make sure that people are engaged within three to seven seconds.
Statistics show that they'll stay longer when engaged, but if you don't capture them within that few second window, they'll click away and go somewhere else.
Some digital advertising is setting up your campaigns the right way.
If you're using Facebook, are you uploading your database and finding look-alike audiences? Are you using video and then re-targeting those video views?
There are so many strategies, and you want to create something very robust in your digital advertising because that's how you're going to get new traffic in.
Are you doing split tests between different pictures, different videos, and different content to see which your audience prefers?
There's some really great content strategies on how to leverage digital advertising.
What we want to think about is what information we are sharing with our target audience.
We want to use the 80/20 rule: 80% valuable information and 20% salesy chat.
We have a formula that we use for content marketing and I'll show you that a little bit later.
One of the content types that you want to talk about is helpful articles.
If you don't have any articles which you have written yourself, why not share other people's articles? You can tell your audience what you found helpful in that article—like an article review.
Another content type is 'team talk'. You want to talk a little bit about your team—what's unique about you and your team and why you are different from your competitors.
If you're not that different, you can showcase the personality of your team instead, making a more human connection.
A third content type is videos. You can make easy, 'homemade' videos or professional ones. Your videos can be helpful or they can showcase what you do. They could be telling stories which make your company or organization stand out in the minds of your clients…or potential clients.
Yet another content area is email. When people visit your website, you should be capturing their contact information (email) and then sending them valuable information.
As we outlined before, we have a calendar that you will complete which schedules all the marketing that you're going to do.
Again, in our content marketing strategy, we always keep to the 80/20 rule: 80% of your content is valuable whether it's your newsletter, social media posts, website or ads. All of that is part of your content marketing piece.
You want to work really hard on this in a very strategic way so that it's manageable for the type of business you have.
Let's take all of that content marketing that we outlined in Step 5 and move it into social media marketing.
What does social media marketing mean? It's when somebody sees your feed, and you have things going on in your feed.
You might say: "Well, I've read that only 10 percent of my audience is going to see my feed."
That's totally fine, but when you get into digital marketing—which was our step before—you want to make sure that you have content in place so when people see your ads and then they go to your your social media page, they see that you're an active participant. They see that you're actively sharing your knowledge, your information, and that you're really different from your competitors and the rest of the people in your industry in a good way.
So social media marketing is about identifying which platforms you want to be on and creating content that suits those platforms.
Every platform has its own uniqueness, and there's a lot of little pieces which you can leverage although you should be prepared for a lot of work.
Facebook has groups. Linked In also has groups that are very amazing to leverage.
Linked Inhas a few unique ways you can share information: 1. Articles 2.Posts and 3. Documents. When you click on the HOME icon you have the option to add a social post, and right below that is a little blue line that says "Write an article on LinkedIn". It's not used very often and shows up quite differently than social posts.
You can also look at influencers on Instagram.
There are tools to find influencers in your area; reach out to them in an organized, strategic way; and figure out which influencers are right for you and who's got the best audience beneath them.
Have you googled yourself? What are your reviews like?
If you have mostly positive reviews and only a couple of negative reviews but those negative ones are showing up at the top, you want to make sure and start using some strategies to manage things.
For example, get your fans or your happy customers to talk more about you. You need to encourage those people.
Keep in mind that people usually only leave reviews if they're extremely happy or extremely dissatisfied.
You want to encourage those people in the middle to also post reviews.
We can also talk about the Net Promoter Score. The Net Promoter Score is a formula for figuring out how you're doing in your business. You can google that and find out more.
None of this roadmap, none of this strategy works if you don't know your data. So every step of the funnel needs to be looked at from a data point of view.
Some of the quick ways to have transparent reporting are to make sure your Google Analytics are tied into your website. Make sure that you're tracking how many people land on your sales page and how many people fill it out.
Then, you can find conversion ratios of how many people are seeing your ads; how many people are clicking on your ads; and how many people who click on your ads end up signing up to something.
Those are all conversions that you want to track.
From a website standpoint, you want to track how many pages people visit. Two or more is a good place to start.
You want to find out how long they stay on your website. Again, the 'magic' two—two minutes or more is a good amount of time.
The reason we track this data is to find out how good a job you are doing with your content. If it's not well organized, if it's not a good experience, people are going to come to your website because you've spent a ton of money on your ads, but then they're going to leave right away.
However, you don't know that. You don't know where the problem is if you're not tracking your data.
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