Digital Marketing can be hard for Small Business owners. What platforms do you use? What is a funnel and a campaign all about? How can I use these tools to help grow my business. I answer these questions and more in this workshop.
How To Become a Master In Search Engine Optimization (SEO)
Crafting a Digital Marketing Strategy that Sells
1. Crafting a Digital Marketing Strategy
That Sells (gets results)
By: Mike Baker (Real Time Web Marketing)
2. Welcome to the Workshop
• This workshop is for you!
• Try not to get overwhelmed
• Not overly technical or detailed
• Have fun, ask questions & get
involved!
4. My Introduction:
Owner of Real Time Web Marketing
MCSE, CNE & was a Microsoft Cert Trainer
Last corp. job – Dir of Net & Telecom
Mike Baker
Degrees in NEM & Web Des/Dev
Been a freelancer & biz owner last 5 yrs
Taught network engineering & web design
5. My Introduction:
I love working with small biz owners
I do still get my geek on
I’m very hands on in with people & tech:
Connecting people with technology
I actually build & code websites
Business relationships
I hold several industry certifications
6. Let’s hear about you now …
How many own a website right now?
Have engaged in digital marketing?
Have a small business right now?
How many work in the marketing biz?
Used social media or email to promote biz?
Are just starting one up?
7. Why you attended this workshop?
What is your biggest marketing challenge?
What do you hope to get out this WS?
Your Name, business you have
Let’s hear about you now …
What your biz does, what you do
8. Tee it up -
What we will cover today -
1. Digital (online) Marketing only
9. Offline vs. Online Marketing
• Magazine ads, flyers, business cards
• ‘Offline’ (traditional) marketing
• Broadcast TV ads, Radio, Etc.
• ‘Online’ marketing includes
• Videos, SEM, PPC, Email Marketing
• Websites, Social Media, Blogs
10. • Digital (online) Marketing only
• The basics of digital marketing
• Examples, how it all works together
• Go over some individual tools
• Take questions
Tee it up -
What we will cover today -
13. Not a bunch of statistics!
Only ONE statistic that matters to you
YOURS!
14. Two philosophies in digital marketing
Gain traffic, clicks & sales by tricking
people (click bait, fake news, etc.)
Gain traffic, clicks & sales by building
trust, creating great offers, & using
well-designed campaigns.
16. Defining Internet (online) Marketing
“ The process of promoting a
brand, products or services over the
Internet.” (searchenginejournal.com)
• We will use the terms Internet, Digital,
Online & Web marketing interchangeably
17. Digital Marketing is really a bunch of tools
working together to accomplish a goal
Blogging
Content
Marketing
Email
Marketing
(automation)
Online Ads
SEM/PPC
Sales
Funnels
Social
Media
Marketing
Websites
Sales / Lead
Pages
Video
Marketing
List
Building /
Lead Magnets
DIGITAL
MARKETING
19. “Strategy” = A plan, method to obtain
a specific goal or result.
About the title of this workshop
“Crafting” is unique & purposeful.
Takes some skill or talent.
20. Digital Marketing vs. Digital Lottery
Who here has done this?
Why “Craft” a plan at all?
23. “Crafting” your strategy
• It is planned, not improvised
• It is focused, not random
• It has a message, not just a pitch
• It is has a goal & can be measured
24. What do you really want?
• Why do you spend marketing $$
• You want an ROI – results!
27. What is this called?
• When you have a goal
• E.g. something you want 2 sell
• Use marketing 2 meet that goal
• May include multiple elements
• You have a launch & end date
29. Who uses campaigns?
Politicians
Corporations
Non-Profits
Small Businesses
And you should too!
30. Why use a campaigns?
• Build, track, measure, adjust
• Is it working?
• Are you getting a positive ROI?
• What can you do better?
31. What are the parts of a campaign?
Channels
(delivery
method;
SMM, etc)
Content
(text, video,
Infograph,
Etc.)
Platforms
(where to
build it)
A Budget!
A way
to
Measure
Results!
Call-to-
Action
A Goal!
A Offer
(Timed)
A value
Proposition
(benefits)
A Target
(Your list,
Market)
DIGITAL
MARKETING
CAMPAIGN
33. What is a Sales Funnel?
“A SALES FUNNEL is the upside-down pyramid
that represents the journey potential customers
go through to become customers. Funnels are
widest at the top and narrow down as a
potential customer gets closer to the sale”
(infusionsoft.com)
34. What is a Sales Funnel?
• A sales process, buying process
• Divided into steps (TOFU, MOFU, BOFU)
• Will include many elements
• “Lead” customer thru a process
• Build interest, trust, & desire
35. ? Sales Funnels ?
• Why are they wider at the top and
narrow at the bottom?
• Why not just ask to buy right off?
• What is an upsell?
• When NOT to use a funnel?
36. Why Use a Sales Funnel?
Because you don’t propose on the first
date unless you want to get rejected!
38. The Awareness Ladder
• Do they know they need it?
• Do they know you offer it?
• Do they know you are the best
person to buy it from?
39. Clear as mud?
• Are funnels & campaigns the
same thing?
• If not, how are they different?
• Can one exist without the other?
• Think an oil funnel & oil
40. Picture this to remember!
It’s what you put in it that counts!
44. An Avatar & the Customer Journey
• The importance of a customer avatar
to successful digital marketing.
Customer Avatar ”A fictional character that
represents your ideal prospect. When complete, it
will help you understand the motivating beliefs,
fears and secret desires that influence
your customer's buying decisions.” (hubspot)
45. In your worksheet package
Avatar from Digital Marketer, Ryan Diess (http://www.digitalmarketer.com/)
46. Your turn to work!
• Name a challenge or pain point
• Name a value or goal
• What objection(s) might they have?
(Using your Avatar worksheet)
47. The Customer Journey
Some “Crafting”
• Take your customer from a “before”
state to an “after” state
Graphic from Digital Marketer, Ryan Diess (http://www.digitalmarketer.com/)
48. The Customer Journey - Keys
• Try to deliver an “outcome” not a
product or service.
• Speak to the “before” state – the pain.
• Keep your messaging “customer-centric”
• Walk them from where they are, to
where they want to be (funnel?)
49. Real Life Example
This book didn’t sell … didn’t speak to the outcome!
“Find out all about your self, your love, your friends, and family!”
51. Real Life Example
A more practical example … why does this work?
Graphic from Digital Marketer, Ryan Diess (http://www.digitalmarketer.com/)
52. Your turn to work!
• What is a “before” state for your
avatar?
• What is the “after” state?
• What outcome can you deliver?
53. Your Market Characteristics (targeting)
• Geographics
• Demographics
• Psychographics
• Where do they live & work?
• Age, income level, gender, etc.
• A person’s values, interests,
attitudes, and lifestyle..
54. Your turn to work!
• Example of Geographics, why it
matters?
• Example of Demographics, why
it matters?
• Example of Psychographics, why it
matters?
55. Know your GOALS
• What is a conversion for you?
• A click, opt-in, like, purchase?
• Other examples?
• What is your objective?
• Increase sales, brand awareness?
• Other examples?
56. Your turn to work!
• Name 1 or 2 conversions for your
next campaign.
• Why did you choose those?
• Name your top 2 objectives.
57. Know your TOOLS
• Tools you need to reach goals / market
• Social Media Channels?
• A website. A Blog?
• Your LIST & Audience
• A sales page / micro-site?
• Email Marketing / Automation?
58. Building an Audience & a List
• Benefits of a list include:
• Built-in audience
• Keeps you in front of your customers
• These buyers are already sold on you!
• Acquisition always more expensive
than retention!
59. How to build a list!
• Opt-in forms / pop-up’s
• Sign-up for coupons / discounts
• Use lead magnets to attract:
• Exit-intent pop-ups (wait, if you …)
• eBook, white papers, give-a-ways
• Free trial period, other ideas?
60. Hold on, where do you keep your list?
• Not, a spread sheet or paper!
• Use a free email service
• Use a CRM / Automation tool
• MailChimp, Benchmark, VeritcalResponse
• InfusionSoft, Active Campaign, etc.
61. Your turn to work!
• Do you have a list yet?
• Have you built an online audience?
• If not, what is your objection or reason?
• If you have, how do you plan to use it?
63. What a quality website will do:
• Builds trust & credibility
• Let’s Google know you are there & what you
do
• Engages visitors & gets them to take action
(buy, read, watch, click, share)
• Effectively “makes the sale” for you while you
sleep!
• Informs & educates your customers; collects
information about your visitors
64. Elements every homepage needs
• Clear messaging – who you are & what you do
• Clear, visible navigation – don’t make them think!
• Relevant content, optimized for your business
name & service area
• Supporting images, video, graphics (relevant)
• A primary call-to-action
65. Reasons websites fail!
1. Lack of Quality Content
2. Lack of Direction (no CTA’s)
3. Lack of Focus (not optimized)
4. Lack of Usability (responsiveness)
5. Lack of Performance (sluggish,
broken)
70. But, are these even better? Why?
Use CTA Blocks w/ button for max results!
71. “6 Reasons Your Website is Ineffective”
On my website’s marketing blog 6 Reasons Series
For more details, read my series of
articles on holistic web design
72. Your turn to work!
• What do you want visitors to do when
they land on your home page?
• What call-to-action can you use?
• What benefit can you show (value prop)?
• What 1 item will your improve?
73. Using Social Media
“Includes websites & applications
that enable users to create and
share content or to participate in
social networking.” (Google Universal Search Result)
74. Popular Social Media Platforms …
Facebook ( > 1.7 Billion)
YouTube ( ~ 1 Billion)
Twitter (317 Million)
LinkedIn ( > 450 Million)
Instagram (500 Million)
(statista.com as of Nov 2016)
75. Why you should care about social media
78% of U.S. Pop now has at least 1 social profile
Worldwide expected to grow to 2.5 billion by 2018
(business2community.com & statista.com)
Your competitors are most likely already there
If they are not there, you have an advantage
It is an agile & dynamic platform that can be tapped
into in a moments notice
76. Why you should care about social media
Average person spends 90 min a day staring at their
smartphone (mobilestatistcs.com)
Popular apps on smartphones are:
Facebook, YouTube, Instagram, Twitter
Google search & Yelp! (to find businesses, specials)
Check-ins are popular on FB, 4Square, Yelp!
77. Common uses for social media in biz
To expand reach / Increase exposure
Increase traffic / Improve search rank
Increase brand recognition
Lead generation / list building
Improve sales / Increase awareness
78. Mistakes Made with Social Media
# 1 – Being anti-social
# 5 – Purchasing likes / follows
# 4 – Not knowing their market
# 2 – Not being consistent
# 3 – Not budgeting enough
79. 5 Tips for more effective SMM
Learn how to write for each platform
Build followings w/ inspirational
quotes, helpful advice, or social cause
Use tools like Hootsuite to manage
Keep learning (e.g. socialmediaexaminer.com)
Use video, images & graphics often
81. Email Marketing
• The important pieces
• The List (use it, nurture it!)
• The email itself (subject, body)
• Right size the platform
• Automation (campaigns, tags)
82. • Factors in choosing:
Email Marketing – the Platform
• The size of your list
• Do you need automation?
• The # of emails you send
• Use it to run a campaign?
84. Better emails:
The Email Itself
• Use a compelling subject line
• Use headlines, short paragraphs
• HTML vs Text Only (SPAM filters)
• Not too many images if HTML
• Always include a Call-to-action
• Use tags to segment & tailor emails
85. Ways to build your list:
Email Marketing – the List
• Opt-in form / pop-up on website
• Online contest, drawing
• Tie opt-in to rewards, coupons, etc.
• When purchases are made
• Add opt-ins to Social Media
86. The Subject Line
• Be catchy, but not deceptive
“Open me, please”
• Use an identifiable sender address
“Claim your prize now”
“These tips will save you money”
Derek Halpren, Social Triggers!
87. Your turn to work!
• If you do, how will you build it?
• Is your email marketing tool right-sized?
• What can your next email be about?
• If you don’t have a list, how will you get
one going?