Get A Digital Marketing Strategy For 2019 In 3 Steps

Get A Digital Marketing Strategy For 2019 In 3 Steps

Getting Started with a digital marketing strategy is a very difficult job. There are so many varying factors for each business. This post aims to simply give you a soft guideline about where to start when thinking about a digital strategy for your business in 2019.

Whether you’re starting out or trying to do more in the coming year, this guide will get those creative juices flowing

Overview

We’ll start by breaking down the process into 3 oversimplified steps.

Opportunity, Strategy & Action.

Simple right. Yes, but not easy…

Let’s begin.

 

Spotting A Good Digital Marketing Opportunity To Grow Your Business

Opportunity

What is digital marketing contributing now?

If you haven’t started yet, that’s ok. It does have some implications though.
It means that some of your marketing budget needs to go to research and testing. In the future of digital, the most valuable commodity will be data.
So your investment in research and testing your marketing strategy will help you guide future decisions and get better ROI.

I wrote a blog post about how to do some top level marketing research to be able to figure out if there is an opportunity to take advantage of in this post.

If you have a website, a social media account or have other digital marketing initiatives that you have started with, this is where you need to find out how well you have been doing if you have been keeping track.

How many click-throughs, how much traffic, views, email opt-ins etc. have you been getting from your digital marketing investment so far.

Have you been generating leads? If so, from where?

Where have you been doing well and not so well?

All that information needs to be used to inform your digital marketing plan.

 

Current digital marketing capabilities?

So this is where we look at what we can do to either maintain or up our game for the next marketing initiative. How will we get better and can we commit the resources needed to execute our marketing plan.

Is training required?

Is a consultant required to help us strategise and implement the foundational analytics to measure performance?

How will we manage our marketing plan better to make sure that we are obtaining value from it?

What are the key issues we need to manage this time around?

Do we have our SMART Goals, Objectives & KPIs defined? 

What are we aiming for this digital marketing initiative contribute in the next planning period?

 

 

Digital Marketing Strategy Planning

Set A Strategy

What is the vision for digital media channels? It’s important to be clear about what will digital marketing contribute in the long-term to your bottom-line. Marketing strategies don’t necessarily contribute to the company in money terms directly, but the in-direct contributions also make a sizeable impact.

For example, a brand awareness and public relations campaign can help your salespeople close sales faster and easier. This reduction in the friction in your sales process could help your business decrease the sales cycle thus freeing up capacity to handle more sales and help ease cash flow constraints.

What existing and new approaches will we use to segment your target audience and target them more effectively to boost acquisition and retention?
I consider the buyer profile or customer avatar as a very useful foundational tool in this respect. It gives you a good starting point for your market analysis.

If you have data from your current customers and from your past digital marketing initiatives. It would be valuable to also include them here.

Having some data analysis skills will definitely help here.

The key objective here is to find another way to group target customers. Grouping your target customers differently means you find other common traits or attributes that will help you communicate them in a fresh, impactful way.
Can you find another perspective, digital media, or another new way to communicate with them which will add value to them and your business.

 

The Value Proposition

How can we improve value delivered by the brand, it’s product or service? This conversation generally needs us become more creative with about how the digital avenues give our customers more of what they want.

So what do our customers want?

One of most interesting article I’ve read from about how to think about the value your product provides was from the Harvard Business Review called “The Elements Of Value”.

 

It points out some of the most obvious and obscure elements of value that our products and services can deliver. More importantly, what additional value our digital marketing strategy can provide to our clients, as an added benefit for doing business with us.

Called the Online Value Proposition.

So in order to get the best out of a digital marketing initiative. We must ask ourselves: “How can the value delivered by our brand, it’s products or services be enhanced by digital marketing?”

 

Digital Marketing Strategy In Action

Take Action

Start With Digital Governance (a very corporate sounding term)

In this case, it really just means the following. If you are implementing a digital marketing strategy to grow the business.  What is the plan to improve People, Process, Tools and Metrics?
Specifics are required at this stage, the who’s, what’s, when’s, why’s and how much’s. (I know I streched it there 🙂 )

Depending on each business situation, it’s usually best to break down implementation plans into 90-day sprints, to still keep it feeling urgent, but have enough time to complete sizeable chunks of the objectives.

Write down some detailed resourcing requirements and timescales i.e. What staff, agency and tools are needed to implement the 90-day plan?

Optimize-Optimize-Optimize. What measurement and testing are planned to improve the of the most important aspects that help us become more efficient and effective?

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Before You Get A Website… Do This First

Before You Get A Website… Do This First

As business owners, we want to invest in our business and grow its cash flow and value as an asset.

One of the things we do is get a website designed. Usually, to get more credibility for our business and have a place that will help customers find us, learn about our business and browse through our products.

That’s usually where a lot of businesses stop.

However, we have to move past the “every business needs a website” conversation to the “how is the website helping your business grow and how do we measure it” conversation.

The problem now isn’t access to getting a website, but it’s in that not everybody has a plan on how to make it an asset to your business.

Yes… you heard me right. A website can actually become an asset in your balance sheet. Which means it will enhance your business’ value when you sell your company.

But how?

First, we need a plan to make it an asset…

The problem is that there are a few businesses that don’t have a marketing process or a sales process is written down for their business. This creates a big problem because they never begin to establish consistency in leads and never start the journey to stabilizing the business’ cash flow.

A website is supposed to help you do the above.

But not having a plan or process in place then starts to devalue your investment in your website. It stops being an asset, i.e, a marketing tool that helps your sales in a tangible way to “any kind of website will do as long as it looks pretty.”

In this post, I will try to show you how a website can be leveraged by a business to boost leads.

How Do Your Customers Shop?

Understanding how your customer shop and how they make their buying decision is important when building a website.

It helps you know what to put on there. It’s better if you have actual customers that have told you what’s important them, or past sales experience or have done research in the market.

 

What is Your Unique Selling Proposition?

Being clear about what makes your different and getting that design into your marketing and sales process will help your message stand out.

Remember, on the internet, everyone pretty much looks the same if the customer doesn’t know you. If you don’t have something they want chances are that there are 10 other websites that say the same thing as you and this makes you disappear into the crowd.

Can you make your customer notice you?

 

After Visting Your Website… What’s Do They Do Next?

As part of designing your website to give you a good return on your money. You have to know how to measure its success.

So do they have a patch to follow that will show them your best qualities?

Think of it like selling a house… if you are an agent… you want to find out if your customers have kids, a pet, what they do on weekends, hobbies etc.

Why?… so that you can show your valued prospect the features of the house that they would be interested in and that would benefit them… So that you help them make the best choice for their situation.

A well-designed website that has clear goals helps you get the same effect. Think of it like having a sales agent who delivers the perfect presentation every time, 24 hours a day, 7 days a week, without any additional effort from you.

And all you have to do from there is get more people to visit.

This way you can have this designed into your website for impact, helping you move your leads closer to the sale.

 

 

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3 Simple Steps To Get More Leads For Your Business

3 Simple Steps To Get More Leads For Your Business

1. Start Tracking Where Your Leads Come From

It’s amazing that a lot of business owners that I speak to don’t measure and keep records of their most effective marketing initiatives. This applies to whether you’re using digital marketing or other more traditional marketing strategies. You might ask me: “Why is that important?”, or say “I don’t have time…”, or “I don’t have resources”…

Well, it’s like running a business without financial statements. How do you even know that your business is still going to be there tomorrow?  Or how much money is being flushed down the toilet because you are wasting time on customers who are the least likely to buy from you?

By knowing where your leads and sales are coming from, then you know where to invest your marketing and sales resources and you will know the likelihood of success the data you have. This means that success will be more predictable and your business’ cash flow will start being more stable the more you do it.

2. Get Clear On Who Your Customer Is & How You Can Get To Them

 

One of the other MAJOR benefits of measuring your marketing effectiveness is that you become clear on your customer is. One of the things that make businesses win, that make sales easier to get and that helps you get more control of your income is knowing and understanding who your customer is, knowing what they want and satisfying their most important needs better than your competitors.

In the end, absolutely NO business is perfect, BUT, in my experience, the businesses who do well are the kind that do the important things better than other.

One of those most important things is serving your customers.

So now the question is… what do your customers want? And is your business designed in such a way as to give it to them. By this I mean, if they respond to price is your business able to give them the lowest… if they respond to quality, can you do that… and if they care about service, are you addressing that…

3. Review What’s Working Now And Replicate It…

 

If you’re fortunate enough to still be in business and you are getting customers (it does have to be a lot). It means you at least know where to start. Now (brace for a shameless self-promotion) the big benefits of digital marketing is that you can replicate and expand your most effective marketing or lead generation strategies to several other markets without breaking a sweat.

Now don’t get me wrong, that kind of initiative still needs effort and investment, but my point is that you are just expanding on what already working. The odds of it working are much better than starting on something completely new and untested.

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Would Digital Marketing Be Good For Your Small Business…

Would Digital Marketing Be Good For Your Small Business…

If you haven’t invested in digital marketing before, one of the first questions on your mind is…

Is it worth it?

Well… the truth is it depends…

This article will try and take you through 7, practical, easy to follow steps to help you find out if you should invest in digital or not…

Let’s get started…

 

1. If Your Competitors Are Doing It…

Let’s start with the most obvious sign. When your competitors are investing money into something, it’s worth looking into. 

We are not in business to waste money, so this means that if they are investing in it… they are getting a return on investment that justifies the expense.

2. Let’s Google One Of Your Products/ Services

 

Following the previous point… if you Google your products/services, especially in a geographical region that you could potentially provide your goods and services and you find your direct competitor there. There is definite potential there.

Action Step:
  • Please go ahead and Google your product/service
  • Kindly note down the names and URLs (web addresses) of the top ten websites that are competing with you and your business ESPECIALLY the relevant businesses that have paid to have ads placed on the Google search first page.

 

 

3. Do A Quick Browse Into Each One Of Your Competitors Websites

 

This step is that we know what is that your competitors are doing with their websites, and potential strategies that they could be implementing and what kind of offers they have.

Action Step:

Please visit at least 5 of your competitors’ websites that you noted down earlier and take note of the following (amongst other things):

  • What products/services are they offering to their visitors? Are they the same as yours?
  • Do they have special offers?
  • What kind of credibility do they show off on the website, not just quality of the design but accreditations, customer testimonials etc.
  • Are they in a geographical area that you service or could service.

 

4. Use SimilarWeb.com To Get Some Numbers

 

SimilarWeb.com is a digital marketing intelligence/analytics tool. Marketing strategists use it to do research about new markets and their competitors.

Mind you… it is widely known that no digital marketing analytics tool is 100% accurate, but it will help you to get a strong indication and help you gauge the size of your opportunity.

This step is crucial.

Action Step:

Go to www.similarweb.com and create yourself a free account. Use it to investigate your 5 digital marketing competitors that you found on your Google search AND that you verified as valid competitors in your geographical area.

  • What products/services are they offering to their visitors? Are they the same as yours?
  • Do they have special offers?
  • What kind of credibility do they show off on the website, not just quality of the design but accreditations, customer testimonials etc.
  • Are they in a geographical area that you service or could service.