This guide is the be-all and end-all Digital Marketing Strategy.
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The strategy you develop must navigate people through each step and provide them with assistance when they become lost. By involving yourself in their process, you can guide them through every step in order to ensure their conversion to loyal customers becomes a reality.
If you have a solid grasp of what a Digital Marketing Strategy entails, you’ll be able to willfully engineer your company in a manner that predictably moves people through each stage of the process.
To put it another way, generating leads won’t be left to chance. You shouldn’t knock on wood and hope things work out for you. When you have an understanding of how a Digital Marketing Strategy works, referrals and positive reviews will essentially become automated.
Marketing’s purpose is to push customers and prospects subtly and seamlessly through every stage of a Digital Marketing Strategy.
The following article will post a couple of questions pertaining to your company:
Predictability and intentionality are vital, and here’s why:
A Digital Marketing Strategy for your business already exists if you already have even one customer. The question you need to ask yourself is if that customer was intentionally generated, and if so, are you capable of getting another customer using that same intention.
By the end of this article, you’ll have the insight necessary to produce new leads, convert them into buyers, and have those people refer you to others.
Keeping the above two questions in your thoughts, as you make your way through each phase of the Digital Marketing Strategy, you are encouraged to go back to these questions repeatedly. Consider the VALUE provided, as well as how you will PREDICTABLY and INTENTIONALLY transform prospects.
To answer these questions, you must understand what healthy relationships in business entail.
Let’s go through each phase of a Digital Marketing Strategy, one step at a time.
First Step: Create Awareness
This is the first step in any Digital Marketing Strategy.
It’s a fairly self-explanatory step involving someone discovering you. Nobody can be expected to have automatic knowledge of you. If you want to build customers, you need to build awareness first.
In order for this to happen, the content that you create must either inform or entertain people enough to get their attention.
Second Step: Stimulate Engagement
As such, the following step will entail nurturing relationships with prospects.
Engagement involves interaction with prospects. Talk directly to them using some type of content which is informative, entertaining, or a mixture of both.
Engagement must be maintained throughout a customer’s journey. It is NOT a one-time task.
As part of your Digital Marketing Strategy, this phase starts right after your initial interaction or communication with prospects. It continues for the duration of the whole experience these people have with your company. It entails an ongoing discussion with them using multiple channels: customer support, email, online forums, blogs, etc.
Third Step: Turn These People Into Subscribers
From here, your prospect will know more about you, and will have interacted with your brand in some form or another.
Obtaining a prospect’s contact details all but solidifies the odds of you communicating with them in the future.
Nowadays, people are bombarded with content in marketing from just about every company. Just because a person read a blog article of yours doesn’t ensure that they will willfully return to you down the road.
When people give you information that allows you to reach out to them (for instance, their email address), they want you to get in touch with them later on. Their contact info is usually traded to you in return for a bribe of some sort, be it in the form of free products, services, or content.
Ultimately, you must present prospects with something they desire. All they have to do to get whatever your offering is surrender their email address. That’s all.
Fourth Step: Convert Them into Customers
The most optimal way of achieving that is to use a low risk/high-value offer (a.k.a. entry point offer) that allows them to sample your offering without you suffering a significant loss.
For clarification’s sake, entry point offers aren’t developed to earn you profits. Their sole intention is to facilitate a seamless transition that makes them go from follower or subscriber to a new customer. You’ll be able to concentrate on earning profits shortly afterward.
For now, the financial commitment you make should be small: perhaps between $8 and $20. Endeavor to have your costs covered after the acquisition of a customer.
This isn’t the place to encourage prospects to invest more money on more intricate services or products. In doing so, you would essentially be asking for too much way too soon.
This isn’t even the place to think about earning profits for yourself. During this phase, expect to lose money acquiring prospects.
Successful businesses worldwide understand that costly marketing activities is a part of the customer acquisition process. It is the reason cell phone companies happily buy out the contract of your competition, or provide you with a brand-new phone at no charge.
Acquisition of the customer is the goal here; profits will come later.
Fifth Step: Generate Brand Excitement
It is now of utmost importance to ensure that this transaction remains a positive experience for them.
Here’s why: if an individual did not receive value from the transaction, they will not have any incentive to progress to the following stage and buy costlier items from you.
With that said, how can you go about ensuring that the experience customers have with you is good?
Secondly, a prospect must receive value from the most recent transaction they had with your company. The excitement phase of a Digital Marketing Strategy is what you need to keep circling back to. Whenever a prospect or customer follows through on what you have asked of them (for instance, attend a webinar, purchase a product, use a service, etc.), your marketing should be engineered so that it optimizes the value they obtain.
Sixth Step: Turn Them into Repeated Buyers (Ascend Phase)
Seventh Step: Encourage Them to Refer You to Others (Advocate Phase)
Eighth Step: Turn Them into Promoters
In several instances, a promoter might’ve had a positive encounter with your business, and wanted to tell their family and friends about it. In other instances, they promote you because you’ve given them an incentive to.
Because new people are hearing about your brand from someone they trust (like a family member or friend), these people are more inclined to become new customers of yours.
Proactively building more promoters will be essential, as it produces a slew of unpaid salespeople who spread the gossip about your offering.