marketing strategies 101, online marketing strategy basics, and best practices

By | August 17, 2019


do you have a strategy a strategy that
explains what you are trying to accomplish how it’s going to be
accomplished and how you measure success if not then you’ve got a problem a
strategy is not having a Facebook strategy or Instagram strategy those are
channels now what you do on Facebook such as making it post that is a tactic
a strategy is the singular overarching principle that dries how to use tactics
on specific channels and why this is evidenced by the frustration people
express about social media marketing two of the most common questions are how do
I know which social media to use and how will I know it works that’s a question
of ROI return on investment finding a return on investment of
marketing is difficult without a strategy this is evidenced by the number
of searches for how to find social media ROI in content marketing it’s very
similar to social media marketing in that no one seems to be sure how
effective it is in one study it was found that 50% of content does not drive
any engagement it’s the age-old problem of half of my advertising doesn’t work I
just don’t know which half but it’s no wonder in asking marketers about
strategy only 32 percent said that they had a documented strategy that was
communicated across their organization 20 percent had no strategy at all and
about half had a verbal strategy but nothing was written down or clearly
communicated to the organization I think we all know what happens to information
if it is not written down or communicated clearly this is why 46% of
marketers cite strategy as their number one obstacle to effective marketing not
only that when strategy is a problem then it leads to other problems anything
that supports strategy suffers such as training how can you train your
marketing team effectively when you don’t know what you want to achieve and
of course it’s hard to find a return on investment if you don’t know what you’re
doing or why you’re doing it and it also exposes the metrics you are using to
measure success if you aren’t defining what success looks like have you ever
been distracted by something shiny like a penny on the sidewalk it immediately
distracts us because it’s shiny but it’s usually worthless you’ll know you are
suffering from this when you or your company get distracted by the latest
fads headlines apps or technology when you look at a single tactic or a channel
to provide results rather than your total plan or you ignore internal data
but you rely on external headlines for decision making in other words when you
are externally directed you allow factors such as headlines media and fads
to drive your decisions when you are internally directed you use data
developed through your own efforts specific to your business it’s all about
what influences your actions businesses that rely on internal factors for a
defined strategy based on their own data they find results people focused on
external factors for success jump from solution to solution seeking immediate
results you have a strategy everyone does
it’s really just a matter of whether it’s a good one or not for example
Facebook posts they’re a tactic a strategy informs you as to why you are
making that post and why you are using Facebook before we even begin talking about
customers and strategy it all starts with knowing yourself and your company
how many times have you ever talked to a salesperson and after they’ve given
their spiel you’re still not convinced if it’s even worth listening to anything
more they have to say you see that’s because they haven’t
properly communicated their value statement sometimes we hear sales
pitches that are more focused on the company than on our needs and so your
customer needs to know what value you provide so when asking who are you what
I want to know is what drives you as a business owner or working for a company
what makes you get up in the morning and tell the world about your company maybe
you have a better product maybe you just have a passion for this business or
maybe there are other reasons that drive you to do what you’re doing because that
will influence how you are the better option on the marketplace when I ask
people that question why are you the best in your business or why should
people choose you I get a variety of the answers about service quality our
innovation my experience you see the problem with those responses is they’re
very company focused they rely on our service our quality my experience the
problem there is it’s all internally focused it’s all about the company
you’re not looking at it from a customer value standpoint and so if your focus is
service show me a specific customer example how do you deliver that service
to the customer if you say that our differences quality well what is it
about that quality that makes you better what is it to the end-user that makes it
better focus your response on the customer because this is what is in the
customers head they want to know what’s in it for me what’s my value so all of
your presentation about how long your company’s been in business or
how many years the founders are there anything like that people don’t listen
to that what people want to know is what’s in it for me what’s my value
because when they see the value then they’re on board
with what you have to offer so look at what your company is doing look at how
you were communicating is it a monetary value are you saving them money is it
functional something that will save them time or is it tangible just something to
own or is it more of a deeper emotional need identify the value that you are
giving to the customer so when I ask you what does your company do is your
response customer focused does it clearly define the value that I would
see or experience as a customer of your company to truly understand your customer you
need to understand their motivation what do they really need in breaking down the
different needs Tony Robbins identified six basic needs we have a need for
comfort variety significance connection growth or contribution for example
certainty you saw this when people liked the way things are they don’t like
change they like reliability maybe nostalgia you can sell cherished
memories to this crowd because they like that certainty that
comfort in certainty also we like variety
you see we like things to remain as they are but we also like things to be
different so depending upon what product you have variety speaks to a number of
needs such as risk or chances maybe even a sense of rebellion the unfamiliar or
challenged we also like significance a product can be positioned to show us our
significance or creating significance maybe its social status maybe it’s our
reputation or recognition by others this is the need for celebrity in all of us
another need is connection or love and this is one of the strongest ones it’s
that sense of belonging its attraction it’s confidence because it’s a
connection it’s a sense of personal attraction that people like me you can
also sell a product based on making you a better person
every January people like to make resolutions to go to the gym to get in
shape maybe before summer they want to have the Beachbody this is all about
getting better improving your skills or reaching some sense of achievement and
finally its contribution it’s going beyond yourself and doing something for
other people now that could be for recognition or self-satisfaction now
there are many motivating factors behind contribution but it starts with wanting
to do something for someone else think about how people sell
travel they don’t sell it as get on a plane and go somewhere ultimately
they’re selling vacations as a way to reward yourself for working hard the
rest of the year and now you deserve it or they sell it as a way to reconnect
with your significant other with your family with relatives or friends you see
in that way they’re not just selling the need for a vacation they’re selling the
benefits and the emotional satisfaction you’ll receive through a vacation so in
developing needs think about the need behind the need the emotional
satisfaction that you can produce in your customer when someone asks you what do you do or
what does your business do how do you answer that question most times we do
what’s called our elevator pitch our thirty second explanation of what our
business is all about unfortunately people don’t have that kind of time
we’re limited our attention span isn’t that great and so we’ve got to narrow
down our explanation I like to refer to this as more of your twitter pitch can
you explain your business and the value to the customer of utilizing your
business in 140 characters or less one value statement or tagline that’s being
used right now on the University of Phoenix website is powerful I love this
that a degree doesn’t just change you you change more than your own life one
course at a time and the picture is of a baby it implies that the value of this
degree goes far beyond what you do or what you are able to influence it goes
two generations beyond really a powerful value statement that puts the value in
the context of the customer and not the company this is the purpose of a clear
value statement and you can measure the power of your value statement by three
simple measurements number one is there a tangible customer benefit nothing
about you or your company it’s all about what you do for the customer also is
there a clear monetary difference however if you remember back to the
websites there was very little about money the value was in emotional
satisfaction the rebellious the legacy of future generations the lifestyle it’s
all about the customer emotional satisfaction and if you can hit that
factor you will be effective when developing your value statement make
sure that you’ve identified a clear emotional need that will connect to the
customer make sure it does reflect your business and also make sure that your
statement is universal for all types of customers that you’ll be dealing with so
be sure that when you develop your value statement it is a clear value for all
customers an effective way to target different
customers is by identifying their needs I want you to do something as we start
this video I want you to take 30 seconds and draw a picture of you on a great
vacation so what did you draw did you draw yourself on the beach did
you draw yourself golfing or hiking in the mountains are you alone do you have
people around you you see this is an interesting way to find out what do
people visualize is the perfect vacation one company did this but then they also
followed up with a series of statements where people had to agree or disagree
these are called needs based statements you can recognize them if you are to
agree or disagree with the statement that starts with I do I like or I prefer
here’s a few of the questions that were asked I prefer to do my own vacation
research yes or no you see by answering questions like this and giving a value
statement it will help me understand what kind of person you are and what
needs you have when you think about a vacation the company that executed this
survey found that travelers tend to fall into five categories the recharge
category was someone who wanted their itinerary taken care of they wanted to
have fun but still stay connected the security segment didn’t want any
surprises didn’t want to have to deal with anything these are the people that
just like to sit by the pool and have a quiet vacation then there’s the
traditional group they go to the same destination every year the variety group
wants to see new things with every vacation then there are the self
planners they just want to get to their destination and they’ll figure it out
when they get there now everyone has different needs so our self planners
that just want to get to the destination and they’ll use their smartphone they’ll
ask locals they’ll figure things out they value independence but you see the
shared need is with our variety group a variety group they want to see something
different every time so both of them while one
group wants to do it on their own and the other group relies maybe on a travel
agent they both share the values of independence and variety ultimately they
will share the same sense of accomplishment with the family that goes
to the same destination every year because what they are looking for is to
reconnect with each other so we need to understand the emotional needs of our
customers and there are some crossover needs in hiking they want to see
something new they want to challenge themselves but feel a connection to the
earth and to other people around them and they want to experience the
environment in their own way there’s a lot of similarities to our spa or food
customers even though they want a more comfortable experience in their own way
they want to have a connection to the earth to other people and they are just
as concerned about the environment but in a different way understanding those
needs will help us as we create content as we communicate with people
individually but also as a group the better we understand our customer their
individual needs the shared needs but also the common
needs which need to be reflected on the website because we’re receiving a wide
variety of different kinds of customers so start by understanding the common
needs that people are looking for when they’re looking for a vacation or
something specific to your business then start to segment customers based on
their individual needs and you’ll be more effective in communicating to each
group you in our previous video we looked at
grouping customers according to their need we developed this with the persona
you see not all of our customers are the same just by looking at what people need
or what need they’re trying to satisfy we can see that there are multiple
motivations of what people are trying to achieve even with just a vacation there
are a number of reasons that people will use to go on a vacation a lot of
expectations as to what they want out of that and so in order to market
effectively we need to understand what motivations people have and be able to
speak to those motivations otherwise our marketing is very broad and we don’t
speak to the needs of anybody the first way most people will try to group their
customers is through demographics demographics are the typical age income
region social status or of a socio-economic view of people but what
demographics failed to provide our motivations needs a specific identity to
our typical customer that’s a demographic view of an audience
it doesn’t dive in as to what they want at a vacation
what are they looking for and what emotional triggers will cause them to
choose one vacation provider or one destination over another that’s why we
focus on the persona you see the persona gets into pain points deeper emotional
needs that drive their motivation that drive their decisions
you see even within a single demographic we can have multiple personas because
people make decisions based on different needs and motivations so when we create
a persona really what we’re doing is telling a story about a specific group
of people demographics you know what those are but what I’m really interested
in are motivations what drives them to choose one destination over another what
drives them to choose a specific guide what are they trying to satisfy what
goals are they trying to reach the advantage of developing this persona
is that it helps you to connect your marketing in a very personal and
emotional way to different groups based on their needs ultimately what a persona
does is it creates empathy when you see the image when you give your customers
names it makes it more real you develop your marketing according to the needs of
someone who’s much more real than just a customer it creates that empathy that
you and your group can use to connect more clearly to the needs of your
customers when segmenting your customers it’s
important to understand that not all of them are the same some are more
profitable than others it’s important to understand who your best customers are
and how much money do they spend now when I say best customers a lot of times
people will define that differently it could be based purely on profit or
reliability or that they refer new business or simply based on the
relationship based on the type of customer you’re trying to produce you
need to have a method of measuring that when way of measuring profitability is
the RFM analysis recency frequency and monetary recency based on when was the
last time they were at your business frequency how often do they buy from you
and monetary how much this helps us to understand the customer lifetime value
equation the customer lifetime value is based on the average value of a sale how
many sales a customer makes usually within a specific amount of time a year
or a month and then how many years that customer is retained you multiply all of
those you take away your cost of doing business and your cost of acquiring the
customer and that gives you your customer lifetime value if you have a
monthly subscription business or software-as-a-service then you’re more
interested in what’s going on on a monthly basis and so you can add your
revenue per customer per month the costs per customer per month
your monthly retention rate and the cost to acquire a new customer and that will
give you your monthly customer value which you can then develop into an
annual customer value understanding the customer lifetime value will help you
understand how different segments are more profitable than others and also
what you can do throughout each stage to improve the customer lifetime value one of the surest ways to increase your
business’s profitability is by understanding loyalty and leveraging it
to build that within your current customer base first of all by
understanding the value of loyalty you understand how it plays into your
business as a whole do you know your customer lifetime value loyalty is one
of those ways that you can increase the customer lifetime value what happens if
you were to increase your repeat customer business by just 5% if you ran
the numbers on that you’d be convinced that this is a great idea so think about
how much you market to your existing customers in developing brand advocates
people are loyal to a brand when they feel as though they have received value
when they’ve been recognized and appreciated that’s what makes them loyal
and so the more you show that value that appreciation and also letting the
customer know at a personal level that you certainly appreciate their business
it increases their loyalty this is valuable because every repeat customer
is worth five new customers that’s because the cost to acquire those new
customers is completely eliminated with someone who you already know and who is
already in your database comes back and buys again also loyalty drives referrals
people love to tell others when they’ve had a great experience so how do you
know when your customers are ready to be referral sources there’s a simple
question and maybe you’ve received this question before in some questionnaires
they’ll ask you how likely are you to recommend our product or our company to
a colleague or a friend do you remember seeing that if so you might also
remember the answer scale it’s from a zero to a ten now if you are not likely
to recommend your a detractor that means that you’ve answered somewhere between
zero and six if you answered seven or eight that means your passive that means
you had an okay experience with the company but
you are not ready to commit to being an advocate if you answered nine or ten
that means that you are likely to promote the company given the chance you
come up with your Net Promoter Score through
subtracting your detractors from your promoters the Net Promoter Score is all
based on that question are you willing to provide a referral to a colleague or
a friend now it’s very interesting because if you ask open-ended questions
along with that survey you’ll find that each group also uses very different
language your promoters are very excited they use words that reflect that
passives will always give a positive but then a negative such as the price
detractors at least have tried the product but they didn’t see the value
now what I love about promoters is that usually when we perform this type of
survey we ask promoters how did you find out about this company most promoters
found out from other promoters and so it’s a logical step that promoters breed
promoters and it’s your least expensive marketing channel it’s word-of-mouth
customers developed from word of mouth are usually happier more satisfied
customers and they stay longer and so in order to create loyalty it comes down to
rewarding your best customers recognizing them and responding to them
when they communicate with you make it easy for them to share your brand
message make it promotable such as Nikes just do it
you see referred customers are 25% more profitable 18% less likely to leave your
company they have a higher customer lifetime value than average and because
they’re referred you didn’t have to spend the acquisition cost to get them
so they have higher margins listen and learn from your best customers know who
your best customers are and reward them and also focus on them give them a
simple message to promote your company to their friends you in a very short amount of time our
behavior has changed drastically having smartphones at the ready being
able to look up information whenever we want it has changed our behavior these
are called micro moments Google is very interested in micro moments because it
drives their search engine activity Google has classified micro moments
under four primary areas people who want to go somewhere who want to know
something do something or buy something there are micro moments that follow the
customer journey so the customer journey of discovery the moment that they decide
to do something or start investigating something this is where they start
investigating what they want to do and what would it take to do it and can they
afford it the next moment is consideration where they’re looking at
all the options they were available they’re researching what’s out there
comparing and refining who they want to do business with and their options the
next micro moment is when people are in the experience they are either on their
trip or on their vacation and think about all the photos you see of people
who post pictures of themselves on vacation they’re in the experience but
they’re sharing it at the same time now in the moment people also want to know
what’s near me where can I go eat while I’m here and also when they post they
have emotional words with that the key here is that as people experience things
they share them at the same time so the experience and the share are intricately
tied together now the average length of a micro moment is only about 90 seconds
that’s enough time for you to pull out your phone look it up on Google see the
answers that are there and then put your phone back in your pocket or your purse
until the next moment of inspiration strikes so what we need to do is know
this behavior and how our customers are searching for information we’ve already
started developing a plan and understanding their content needs and
when they need it now we have to start thinking about how do we deliver the
content that they want and how do we make it
easy to get it into their hands and also how can we make it shareable so that
while they are in the moment they can recommend it to others micro moments are
all about understanding the scenario or the mindset people have when they are
searching for particular information if you can provide them engaging content
early in their experience they’re going to come back and look for more because
you’ve answered the need that they have in the moment developing a marketing plan is the first
step to success part of this also is understanding how your business works
and the goals you have for growing your business this enables you to have a
clear direction clear measurements and goals to work for so let’s ask what are
your business goals do they align to your marketing if your goals are to
develop new customers are you then marketing to bring in new customers and
measuring yourself according to that goal if your goal is increased
profitability well you get there by increasing your revenue and decreasing
expenses how are you doing that is that part of your marketing plan and are you
evaluating your business based on those goals so it comes down to setting a goal
but understanding the process that creates that goal identify what it is
that you want to achieve specifically and then look at the process that
affects that goal in order to understand the actions and steps that you need to
take to achieve that goal I love to ask people what do you want typically
they’ll respond I want more visitors I want more leads I
want more followers they’ll answer with a lot of things that sometimes have
nothing to do with increased business they’re looking for more visitors there
they’re looking for more subscribers but ultimately when it comes down to it any
business owner or any marketer is looking for increased profitability they
want to make more money and decrease costs because when there’s more
profitability the business grows there’s more money available for reinvestment
for additional marketing and business growth and if that’s ultimately what you
want as a business then we need to look at everything we can’t just look at the
marketing we can’t just look at your day-to-day activities we’ve got to look
at the entire process of business decision-making we need to look at the
workflow we need to look at the marketing that you’re doing your
business operations and the assumptions that you are making
that are reflected in your marketing I like to say is if you want to increase
profitability than everything’s on the table you’ve got to look at the entire
workflow designed to achieve your goal so we start by looking at what is your
goal do you want to increase revenue by how much do you want to increase it do
you want to increase it by new customers or do you want to increase by developing
existing customers do you want to increase the average order on your
website or increase upselling or cross selling or even increasing your sales
close rate from lead generation you see all of these will require a different
process to follow up on the goal look at how your business goals are reflected in
your marketing know where you need to improve in order to effect your final
goal you now as we are developing our content
plan before we start publishing anything we need to evaluate where we are going
to publish it and what we can expect as a result you see every channel is
different most people are ready to rush and start
posting content because we’ve developed somewhat of a plan at this point people
want to know where should I post how much time I should spend there and we
need to slow down and consider what we are trying to achieve the first thing to
understand is that not all of these channels are equal people use these
channels in different ways to accomplish different things this gets to the old
adage of the medium is the message that means how you receive information
whether it’s a means of communication or a device or even an electronic channel
it will determine how much you will engage and how much information you will
receive just think about the difference of how you will receive something
through email as opposed to seeing an online ad or even if you will receive a
flyer in your mail you’re going to evaluate that information much
differently based on how you’re receiving an example of this is a survey
that was done of multiple ecommerce companies they were trying to evaluate
how different channels affect the customer lifetime value
they found that search is king when it comes to not only getting new customers
but high-value customers people that initially found the company through
search tended to become a higher lifetime value customer than any other
channel conversely Twitter is a more passive activity than search when you
have a problem you search for it and if you find your answer that was because
you took an active approach to finding your answer on Twitter it’s a bit more
passive these customers didn’t have a need but they responded to a promotion
and B of that they ended up not being
profitable customers in the long run people engage differently on different
channels it comes down to the context of the content and the competition for the
reader’s attention and your motivation to find the answer you see if you’re
reading news on a blog or a news site you are paying much more attention to
the content you’re interested in the content and everything around that
content is very high in context meaning if you’re on a news site the links the
images they are all going to flow with the content and there’s a lack of
competition for your attention if you see a link in the content you’ll know
that you can click on it to get more information it’s there for reference or
to provide additional resources so blogs new sites editorial information are very
high in context and very low in competition which is why you will engage
more you will spend more time you will read more deeply on those types of sites
now on the opposite end of the spectrum are our faster social media sites
Facebook Twitter snapchat and Instagram these are very fast paced but context is
very low because you go from one post to the next and they can be about
drastically different subject areas and the competition for your attention is
very high everyone’s writing snappy headlines uploading creative pictures
trying to get your attention and get you to click on their post as a result
there’s very little context from one post to the next and there’s a lot of
competition for your attention the result is you don’t invest heavily when
you click on a link most visits from these types of social media sites are
one page for a few seconds and then people are back into their news stream
so the effectiveness of the engagement is determined by what you’re doing what
you’re looking for and where you are so evaluate media based on what you want to
a are you looking for more sales are you
looking for a response or are you looking to engage that will determine
what channel you will use and how you will use it in order to determine the best way to
market and further develop our plan we need to be evaluating our objectives
what is it that you want to accomplish so understanding how people use these
channels differently will help us figure out which are going to be the most
effective to accomplish our objectives so we start by understanding what
options we have available we can look at social media search email list all the
different media that is available to you now look at your business objectives
what is it that you want to achieve is it more sales are you reaching customers
across an entire life cycle are you measuring return on investment from the
different channels we need to evaluate which channels we are going to use but
also couple that together with our business objectives and then make sure
that we are assessing the right things in our measurement we want to make sure
we’re using the right tool for the right job now in terms of acquiring new
customers if this is your goal then you need to look very closely at search
engine marketing search engines will provide the highest quality visitor as
well as provide the highest return on investment over the long term you see by
nature search solves the problems that people have right now it is an
in-the-moment need and people are programmed to go to
search when they have a problem and so if you’re using organic search engine
optimization there is a long term payoff because it takes time to optimize and
build rankings in the search engines but you can also offset that with paid
search to get immediate visitors now one of the best uses for social media is
engagement you can use it to develop new customers but where it really is the
most powerful is with engaging with customers that have already used you and
like you they respond to shareable content lists their image driven they
like quick attend and content that they can like share and
move on now this works both for a consumer audience on Facebook or other
channels or a business audience on LinkedIn
the advantage to this is that you can optimize your campaign you can boost it
you can pay to increase targeting and you can get measurements on your
campaigns but these channels are a bit more passive because people are
initially looking to connect learn more about other people and update themselves
on their friends and colleagues and maybe get some news in the process
they’re not actively looking to fulfill a need rather they’re connecting and
following up on the latest information you see social networks are focusing on
monetizing their networks and because of that they’re going to limit your
exposure and focus you more on paying to reach your followers just posting
something organically on your page is not going to reach your entire list of
followers if you want to increase your reach you’re going to have to pay and
you can also get into the paid program to reach specific customers that already
know you and like you and have subscribed to you and we call that dark
social it’s that paid version of targeting a specific message to a
specific group of customers but social media has gone to a pay-to-play you’re
going to have less reach and less visibility the main reason is that the
audience doesn’t belong to you technically in social media the audience
is that network’s audience and you’re only renting their users you see you’re
not in total control of your reach or your visibility it is subject to the
network and how they are monetizing and how much visibility they are allowing
you what I love about email it’s the audience that you truly own it’s yours
you can control how often you send you can control the message
the call-to-action the deliverability and the timing of your messages it’s one
of the only channels that is cross-device in fact email has the
highest return on investment of any digital marketing activity if you’re
trying to build your own audience and build loyalty in your audience then
email is the most cost effective way to do that it’s critical to developing a
long-term customer base so before trying to figure out which channel you’re going
to use think about what you want to accomplish think about what you can
reach and how you can own an audience it’s great to use social media but
understand the limitations as well as how you can leverage it in order to
communicate your information and drive the intended action you we’ve done a lot of research and a lot
of planning but now it’s time to put this all together and understand the big
picture you see content marketing it’s not just about writing blog posts or
Facebook posts it’s about developing content that you can use in multiple
ways and understanding also how to break it apart from multiple purposes if you
are like me you are tired and frustrated by the amount of advice to simply create
great content people are tired of writing articles if they even like doing
it in the first place and here’s the problem
most people don’t have the time to sit and write blog posts all day and also if
we don’t see results we don’t want to do it let’s approach this differently the
first way to approach it differently is to stop thinking in terms of a linear
funnel process that whole sales funnel where all of the visitors are in the top
they drop out a little bit and at the bottom are our sales you see people’s
behavior is completely fragmented this is more like the customer
decision-making process it’s messy it’s unpredictable it’s scattered it’s just
like you browse the internet it’s like how I browse the Internet it’s like all
of us when we’re researching or investigating we go to different sources
we consume different media and we have different levels of trust based on what
we see where we see it and how we take in that content I like to think of
content as a meal and so a content asset is the meal presentation it’s the big
picture now a meal is made up of multiple ingredients and you can enjoy
some of those ingredients without the meal those are the little facts that go
to make up the big picture but also you assemble those facts and explain how
they work together and that’s your how-to information and then a meal
typically has a couple of dishes to it and that’s the presentation it’s how you
take those facts and instructions and you present it to people and you can
develop that as a whole or you can break it down into smaller parts so see
content marketing not just does writing a simple blog post but it’s
developing an asset library of different kinds of content different ingredients
explanations of how those ingredients work together and different methods of
presenting the content create a single content asset that has dozens or
hundreds of snackable bytes of information you we need to pull back a little bit and
understand a bigger picture of what we can do to build our business in driving
people to your website most people will not take any actions whatsoever search
will provide a significant amount of visitors to your site but a lot of them
are going to leave as soon as they get there maybe because they saw their
answer or maybe because they didn’t in general only a very small percentage of
people will take action on our website and register subscribe or buy something
and a lot of that is dependent upon how they found the website you see content
marketing is just the beginning of the process it gets them to the site but
here’s the key when they come to the site it produces data now this data is
important because what happens is that a small file called a cookie is placed on
the visitors browser now a cookie tracks your behavior across websites search
engines and your interactions with advertisements online it’s how we can
target people effectively regardless of how you find my website or find a
landing page you’ll get a cookie on your browser that tells me how you found it
and what you looked at now because of that cookie I can now target you with an
ad I can show that ad to any user anywhere who has been to my website
because they have that cookie on their browser I can do this by setting up an
ad campaign that will only show these ads to people that have visited my
website this is called retargeting or remarketing I can also do this in
business-to-business this is the most basic start to gaining
data on a potential customer and then nurturing the relationship to drive
ultimately a conversion and further actions this type of marketing can be
used throughout a customer lifecycle the content you generate is typically used
as a bait for these campaigns that then can be used to recapture leads it can be
used to retain customers or reward loyal customers
you can’t look at content is a one-time activity that ends when you press post
successful organizations that use content see the publish or post is the
beginning of the process they have a plan for how to push promote and
optimize the content they also have a plan to use that content to drive new
prospects educate visitors recapture anonymous visitors who have been to the
site but didn’t take action Riaan gauges them but also nurtures new
customers so content is just the beginning and utilizing data and
technology we can get our content back in front of people who have visited our
website but not taken action this is important because they have expressed a
need they have seen our content but something caused them to leave getting
our ads in front of them or an offer they may respond to we can recapture
that lead and bring them back to our site you have you ever felt like an ad was
following you around online that is retargeting because you visited a
specific website you now have a cookie on your browser from that business and
because of that cookie they can place ads in front of you attempting to
persuade you to come back retargeting is all about getting back in front of
people who expressed an interest in a business whether they clicked on an ad
or a post just if they went to one of my web pages I can deliver advertising
specifically to them now I need to be smart and how I approach people based on
their behavior I have to sell them differently now earlier we looked at the
big picture of how content marketing is used across the board in acquiring new
customers growing current customers and building sustainable business growth in
this video I went to look more in detail at the technology of retargeting
retargeting enables me to reach those people who left my website without
registering or converting as a lead or a customer now that means they are
undecided but I can’t react the same way to all of those people who are undecided
I need to understand their behavior in order to determine the level of
motivation motivation is the key what they did on the landing page or on the
website helps me to assess their motivation
level and I can assess that through clickable trackable actions you see the
longer you spend on a landing page maybe you watch a video download a PDF or
click to open additional content all of those clicks can be measured and then I
can look to see how many visitors took specific actions and I can utilize that
as a measurement of how motivated you are to find an answer or if you might
still be searching and so it does require technical expertise in addition
it’s going to require that analytics be set up properly on your website to track
visitors their behavior so that you can have knowledge of what they’ve clicked
on and what they’ve done while they are there retargeting is a
way to follow up with those anonymous visitors that leave your site regardless
of how they find it but the key is in understanding their motivation if they
are highly motivated they’re going to take more actions that you can track and
then you can deliver a customized message based on their motivation level
and bring them back to your website you when driving people to your website an
effective way of getting them to take action is by sending them to a specific
landing page that backs up the offer you made this is your sales pitch this is
where you have got to present a compelling reason for them to take
action so your landing page is your primary sales pitch this is where you
want them to take action you have literally seconds to get their attention
and move them into a decision point in order to do that we need to present our
offer very clearly the landing page has primary elements and these are really
specific to not only the landing page but across our web pages as a whole but
here are some basic rules the heading at the top of the page this is where you
can put your logo a tagline a purpose statement you can even put an image
there we call this the hero spot because it’s interchangeable and you can test it
to find what works best the call-to-action
this is what you want people to do whether it’s register subscribe purchase
book that is the big bold button that you present to people asking them to
take action now something to remember is we don’t always see the entire page at
one time if you have to scroll down we call that below the fold and so if your
call-to-action is below the fold most people may not see it the content on the
page now I don’t advocate having a lot of content especially paragraphs of
content because people won’t read it they won’t spend enough time there
however you do need to follow through with content that explains the promise
you made in your ad in your post or in your offer
secondary calls to action are things that we can track to find engagement of
the page to see if people were interested
this can be videos downloads industry specific pages where they have to click
to see more in-depth information now there are specific behaviors that are
predictable believe it or not we as humans can be predictable in how we look
at web pages one thing is the Z pattern our eyes tend to follow
a specific pattern every time we go to a web page they start in the upper left go
to the right go down to the lower left and then over again to the right we
don’t like to scroll a lot we stay in that top spot and because of that we can
do some predictable things this is why you’ll usually see a call to action in
the top right because that’s where our eyes will naturally move now something
that can either assist that or hinder it is if you use pictures of people in your
hero spot pictures of people will draw our eyes away from that predictable Z
pattern because we always look at people’s faces and even more we want to
look at their eyes to see what they are looking at and if you can direct an
image with pictures of people to your call-to-action you can increase the
efficiency of your landing page if people are looking somewhere other than
your call-to-action it might actually damage your conversion rate the color
red is good for getting someone’s attention however if you overuse the
color red that can distract people from the predictable browsing pattern because
what you’re saying is everything’s important rather than one thing being
important the great thing about landing pages is you can constantly test and
optimize them the worst thing you can do with the landing page is leave it alone
you can test your calls to action you can test the size of your buttons the
color of your buttons how much content you have or test other ways that people
can engage with your landing pages also when using landing pages in an ad
campaign especially for retargeting be sure if you are making an offer to one
group of people that you send them to a landing page that reinforces and
addresses that offer don’t send everybody to the same landing page if
you use a different offer or you have a different promise send them to that
unique page that delivers on that offer or that promise so your landing pages
they need to deliver on your promise and what you want people to do needs to be
big bold and obvious you in all of your marketing activities one
of the most important conversions you can get is the email address email is
powerful it produces the highest return on investment of any digital marketing
activity it’s your audience and you communicate with them whenever you want
it’s the audience you own they have given you explicit permission to market
people prefer receiving promotional material through email rather than
through their social channels this is why people respond to email offers more
than any other type of offer the return on investment is incredible especially
compared to other channels people see email as being the least intrusive of
all channels and because of smartphones email usage is at an all-time high this
has led to companies trying different ways to capture emails on their websites
through the homepage the email page a checkout page people are experimenting
with all kinds of ways to get the email address so realize that email marketing
while it might seem old and outdated is still one of the strongest formats to
nurturing customers and driving sales I think we’re all familiar with getting
newsletters and blast emails from companies I’m gonna tell you why you
shouldn’t do that first of all email is a tool set and
it’s entirely possible to use a good tool improperly and that’s what happens
with the email we have to understand how to use specific tools for specific
purposes my biggest rule about email is that it’s a conversation typically we
use email as a blunt instrument and send the same thing to everybody rather than
making it personal in order to make email personal it needs
to be conversational and you can only be conversational when you speak to
specific groups about issues they care about you see not everyone cares about
everything you publish it has to be personal it has to be relevant and it
has to be timely you see being personal doesn’t mean I’m using your name it
means that I am answering a question that you have at that time right now and
I’m doing it in a way that’s respectful that’s personal relevant means it’s
important to you you want this information and timely means I’m getting
it to you when you want it you see when you produce communications that are
personal relevant and timely you do this through segmenting your email you
segment your emails to specific groups of people this goes back to our personas
our need based groups and so if I email my persona group and I give them the
information they want they’ll click on it they’ll open it more than usual
here’s a different kind of tool for email and that’s the thank you email I
can send a thank you when people give me their email a thank you when they book a
thank-you after they have taken their trip I can send multiple thank you
emails and people respond to thank you emails thank you emails have two and a
half times the open rate and three halftimes the click-through rate of
regular emails in fact thank you emails produce six times the amount of revenue
per email as other types of campaigns a great way to use email is a welcome
campaign when someone gives you their email address what do you do it’s the
start of a new relationship you see a welcome series introduces your company
to a new subscriber don’t think that they read all of the content on your
website this is where you can take some of your package to content and repurpose
it for a new subscriber educate them about your company tell them more about
you what you do and sell them this is where you can provide more thought
leadership after a sale of how to get the most out of the product you can
develop again multiple welcome series based on what people have done and also
welcome series produce higher engagement they’re more specific they’re more
timely they’re more relevant and you can see here people will open a welcomed
series more and they will click through a welcome series more than our
traditional informational email or a promotional email like I said not
everyone wants all of your content you’ve got to segment your content to
the right audience remember that email is a conversation it works best when you
are segmenting your list and giving the right message to the right customer at
the right time what makes an overall campaign
successful as well as your business strategy is measuring the right metrics
that help you learn how you can improve your campaigns and adjust because it
provides direct actionable information that points you to actions you can take
to improve your campaigns so what do we measure
first off key performance indicators these are the metrics that surround the
entire campaign but they provide an indicator of how things are going they
may not provide a direct count of success but it’s all of the surrounding
information that points us towards the direction engagement tells us how much
people were interacting with our content but we need to look at it in terms of
how it’s contributing to the overall campaign and ultimately to our business
objectives our ultimate measurements are how well we are increasing in our
business objectives of sales gaining leads increasing registrations or
gathering email addresses from subscriptions in a survey where
businesses were asked what do they measure I was amazed to see that the top
four things that businesses measure are key performance indicators website
visits social sharing time on site and SEO rankings these are key performance
indicators because they do not have a direct impact on the ultimate goal of
your business that is sales leads and subscriptions they’re extraneous factors
that may have an impact but it’s not direct the last two items subscriber
growth and sales leads these have a direct impact on your revenue and I’m
amazed that they are measured less because of the high value of impact when
measuring those two areas so where do we start with analytics most people are
completely overwhelmed when they open up their analytics portal to see what’s
happening measure your analytics alongside your marketing plan measure it
alongside your content Marketing scheduled to see when certain
content should be popular and make sure your analytics show that people are
coming to your site more frequently for that type of content see what worked
well what drove actions what landing pages drove people to conversions see
what content was shared and also was it popular in driving people to your
ultimate business goal one thing I do want to stress is the concept of
engagement do you understand what engagement means I think engagement is
one of those words that is almost lost its definition because it means so many
things by understanding the measurement and what you’re measuring and how it
then compares to other campaigns you’ll be able to test and see what is more
engaging what is a good key performance indicator and which campaigns ultimately
contribute the most to your overall business objectives you

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