This is one of my popular most popular classes and it’s a crucial one! This video will help you plan your online marketing — whether you’re a brand new startup or an established business who is pivoting and making adjustments to better compete in today’s crazy economy.
Online Marketing Essentials
Today’s digital marketing is daunting. However, if you ignore it, you’ll be left behind in the dust because your competition is probably way ahead of you.
People buy from whom they know and trust. You want to build trust and credibility.
Top Sources of Referrals
Where and how do people find you and your website?
- Search Engine
- Social Media
- Paid Advertising
Elements of an Effective Website
- 24/7 Salesperson
- Convert visitors into leads
- Call-to-Action (CTA)
- Capture their name & email
- Remember – you want to convert visitors into leads
- Nurture leads into sales with marketing automation
- Blogging – 3-5 times a week to start
- Fresh content
- Helps with Search Engine Optimization (SEO)
- Videos, Podcasts
- Pictures, Infographics
- Share other people’s content on social media
- Don’t just share your stuff!
- It’s about your target – not about you!
Use Social Media to Promote your Content
- Share your content
- Helps with SEO
- Drives people to your site
- Have both share and follow buttons on your website
- Exposure & Social Amplification
- Build a following – 90 minutes a day
- Manage it all in 30 minutes a day
Email Marketing & Automation
- Your sign-up form can ask 1 or 2 questions, 3 max
- Segments your list
- Personalized email drip campaign – automation based on their answers
- Welcome, thank you, link to whatever you offered them
- In 1 or 2 days, follow-up with a video
- Once they’ve watched the video, send them an offer.
- Send them a newsletter at least once a month with excerpts of your most recent blog posts
- Google Ads
- Social media paid advertising
- Paid advertising on popular websites that your target frequents
- Test to see with $100 which work for you
- Use the networks’ ad departments
#1 – Who’s Your Target Market?
Before you start doing anything, you have to clearly define your target market niche. You can have more than one target audience.
B2B – Business to Business
Are you Business to Business? Your main targets are other businesses, but you still have to deal with people in the business. Who is the decision-maker in the company? This person becomes your “consumer”; What’s their size, location, goals, objectives? What’s their main service or product? Most important, what is their problem – or pain point that you’re going to solve? How are you going to make their lives easier, more productive or successful?
B2C – Business to Consumer
Business to consumer: your main customer is the average consumer who would buy your products or hire your services. You could have more than one “persona”. What are their interests, desires, wants and needs? What are their pain points?
A company can have both B2B and B2C targets. Consider what percent is business and consumer so you can split your marketing efforts accordingly.
Your Perfect Customer
Who’s your perfect customer? If they walked in the door right now, what would they look like? Married, single, age (not age bracket), male or female, income, kids, educated, etc. Most importantly, what are their pain points (problems) that your product or service is going to alleviate or solve? How has COVID-19 affected them?
#2 – Research
- Learn as much as you can about your target market
- Which social networks do they frequent the most?
- What devices do they prefer?
- What are their buying habits?
- Your industry’s economic outlook
- Demographic & local information
- How had COVID-19 affected them?
Target market personas may have changed in the new COVID-19 world. This is why research is so important. Certainly their pain points have changed! That’s where creating personas comes in. Create a character that represents your perfect customer – give them a name. That’s the person that should be featured in your promotional posts. People relate to people who are like themselves.
The Major Social Media Networks
The networks haven’t changed much, but usage is up as people turn to social media to connect with friends and family members. Each social network has its own culture and audience. Twitter is like a sports car – fast, newsy – life in 280 characters or less; LinkedIn is the Luxury sedan – professional, classy no fooling around; Pinterest is the minivan – 60% women half of them have kids – if you want to reach soccer moms, they’re on Pinterest; YouTube, Instagram and Snapchat are like a convertible, they are media channels to get exposure. People who drive convertibles are hip want to be seen. And Facebook is the crossover – about 60% Business to consumer (B2C) and 40% business to business B2B. Facebook has changed some here are the challenges of marketing there and what do to about it.
- And don’t forget your competition! What are your competitors doing online?
- Do a search for your major keyword. Where do they come up in Google search compared to your business?
- Look at the bottom 2 organic listings on the first page.
- How many followers do they have?
- How often are they blogging and posting?
- If they blog once a month, then you need to blog 3x a week to overtake them.
- If they rarely post on social media, then you need to post daily. Do this for 30 days then check your analytics.
#3 Set SMART Goals
Make sure you set SMART Goals for your online marketing: Specific, Measurable, Attainable, Relevant and Time-bound. An example of a SMART goal is: getting 100 Twitter followers in 30 days; Now, getting 1000 Twitter followers in one month isn’t attainable unless you’re working with a celebrity. Another goal would be getting 5 new clients in one month. Determine a monthly income goal for your business. How many new clients do you need to close to achieve that goal? Set goals each month and adjust the goals for next month based on your analytics.
You have your goals, you have your target defined, now you need a strategic plan to accomplish the goals. This is one step that many people skip and the old adage still applies: if you fail to plan, you plan to fail! Once you have your goals set, then you need your strategy on how you’re going to meet those goals….
#4 – 3-Part Online Marketing Strategy
It’s a 3-part strategy. You need to have content — a blog, videos, podcasts or gallery providing the fresh content that Google is looking for. Plus you want to become a content magnet. How do you do that? You promote that content and engage with your potential customers on social media. First, you must have a website that’s set up to capture leads. The objective is to convert a visitor into a lead, then have them in some sort of automation system to nurture them into a sale. You can’t do one and not do the other 2 and expect to get good results.
Online Marketing Tactics
Tactics are what you use to implement the strategy. Not every business needs to be on every network. Moreover, focus more time on the networks and efforts that you determine by research and getting to know your target. Spend more time on the ones that are driving traffic to your website & where you’re building valuable relationships.
Important Things to Remember
- Focus on People First!
- Polish your message & make sure it’s the right message to the right target.
- Do your research – use the data that’s available.
- Video should be a big part of your marketing strategy in one form or another.
- Be ready for change!
- Be prepared to work – sweat equity
Customer Buying Journey
Not everyone is ready to buy the moment they discover you. Sure there may be the impulse buyer who sees something then has to have it, but usually people like to either explore on their own — read articles on the website, check out reviews, look at your social networks. Others may have direct questions and engage with you via your contact form. Where you want them to go is to the sale. You want to make sure your marketing efforts guide the potential customer to that buy button.
The Essential Steps to Effective Online Marketing
- Define Your Target Markets Personas
- SMART Goal Setting
- Strategic & Tactical Planning
- Branding – logo & color scheme
- Website hosting & structure
- Call-to-Action & lead generation
- DIY or hire someone
- Create and Curate Content
- Monitor and Measure
- Step-by-step & Easy-to-follow!
- Everything from goal-setting to hashtags!
- Which networks to focus on!
- How to beat the competition!
- How to drive traffic to your website
- What type of content to create
- Strategies for each network
- Create your own customized strategic and tactical plans.
- What you need to take your digital marketing to the next level!