In this episode we take a step by step approach to digital marketing and show you 10 ways to reinvent your digital marketing strategy

Digital Marketing

We discuss digital marketing strategy implementation and practice and the importance of metrics during optimization

Quick Links:

• TIP: 10 Ways to Reinvent your Digital Marketing Strategy: [Infographic Download]
• Episode Overview – How To Reinvent Your Digital Marketing Strategy
• Personal Note from Jenn Neal: on Digital Marketing Strategies and Cookies
• Episode audio [Podcast on Spotify]
• Blog Post
• Related Posts

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TIP: 10 Ways to Reinvent your Digital Marketing Strategy

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What’s In This Episode

You’re shelling out money and running ads on social media, but still not seeing any new business. If you’re wondering how to reinvent your digital marketing strategy to get the results you need, then check out our latest episode at The Content Toolbox. Whatever business you’re in, our b2b digital marketing strategy will increase your leads AND your sales.

Avoiding Digital Marketing Mistakes

The biggest mistake you can make in digital marketing is focusing on what you can offer, not what the client actually needs. Learn how to get inside your target audience’s mind and appeal to what truly drives them. An effective digital marketing strategy is customer-centric, not company-centric. Revolutionize your revenue with our digital marketing strategy template, 2021 edition, and say hello to your best year yet.

“The panic, the fear of failing, the choke.” – Jenn Neal

A personal note from Jenn Neal on Digital Marketing

When I was growing up, I was in Girl Scouts.

Not just a Brownie out selling cookies, I was a true Girl Scout all the way through High School.

I even got my Gold Award – which, BTW is WAY more difficult to get than the Eagle Scout award… but that’s a story for another time.

I remember one time we were doing a summer camp and the teacher for friendship bracelets wasn’t there.

And completely nonchalantly the organizer was like,
“Well Jenn, you’ve made these before – why don’t you just lead this class today.”

The Fear of Failure

My heart stopped. I was instantly in panic mode.

What if I couldn’t remember how to do this?

What if I showed them wrong and they all didn’t make bracelets?

How could she make me do this when I was destined to FAIL!?

Luckily, I dove in with all the confidence a young teen can muster and ended up successfully teaching other girls how to make friendship bracelets. And even made a few friends.

But… that feeling.

That Oh MY GOSH feeling.

It doesn’t go away does it?

I share another time in my life when I had serious doubt in this episode.

Only this time, it was when a multi multi million dollar company asked me to reinvent their digital marketing strategy.

The panic, the fear of failing, the choke.

Check it out.

Jenn “the bracelet girl” Neal

How To Reinvent Your Digital Marketing Strategy

There is going to come a time when you will need to completely overhaul your digital marketing strategy. It could be that you are shifting a local business to an online platform or perhaps a global pandemic came along and changed your whole business model so now you need to reinvent your digital marketing strategy.

The scope of the project can be overwhelming. Whether you are doing search engine marketing, social media marketing, or social media optimization, a successful digital marketing strategy focuses on creating a clear way for people to find your business and buy your product or service.

In this episode we are going to take a deep dive look at how to reinvent your digital marketing strategy

10 Ways To Reinvent Your Digital Marketing Strategy

1. Content Marketing

Content marketing is key to any digital marketing strategy. So, we will start with an audit of the content at every stage of your customer journey lifecycle. Look at where people are entering and starting to explore, then the sales stage, the onboarding stage, and finally the retention stage. At each stage, ask yourself the following questions:

1. What information are you offering customers?
2. Is the information still fresh, relevant, and useful?
3. Is the media applicable to the customers at that stage?

We will follow with a keyword audit. Use either Google or a keyword generator to conduct keyword searches for:

1. Search your business name
2. Your own name
3. Your product or service
4. The pain points that your product or service can solve

Google Search

So we’ll start with a Google search. Remember to scroll down to the bottom of your search results page to locate the related terms list. These are the next most popular search terms related to the term you entered. 

Neil Patel’s Uber Suggest Tool is a great free resource for key word research. My favorite, Keywords  Everywhere is not free, but $20 will easily get you buckets of really accurate key words for 6 months or more. Use these tools to generate a list of key words and phrases that people are searching for relevant to your product.

Once you have a solid list of the most searched terms you need to figure out how to link it back over to what you are selling. The bridge that links a search term to your product is the topic that you are going to focus your content around. Create blog posts and optimize them for those target keywords to grab free hidden traffic.

Content marketing is the secret to attracting clients as long as you can deliver the information they’re looking for. Once they come into your world. Make sure that the information you’re giving them stays relevant to the stage of the journey they are on.

2.  Artificial Intelligence

Think about how you can incorporate artificial intelligence or AI into your business beyond the marketing automation for follow up customer service that should already be a part of your core foundation.

I am talking about AI like Facebook Messenger bots. If you have an active business page with a lot of choices, a bot can actually carry on a conversation and guide the customer to what they are looking for.

That same type of artificial intelligence can be used with text messaging and even emails. You could also use a help desk tool that is pre-programmed with the FAQ for your business and as people type in their questions in the help chat the AI can answer as if there is a human at the other end of the chat.  These are some examples of how you can use AI to offer customers a feeling of human connection.

3.  User Experience

Essentially we are looking at ways that we can really impress the customer and make them feel special. There are several software tools that let you easily embed data into your existing ad copy emails. You can create a really fun GIF or animation for a “Thank You” email and embed the customer’s name and a personal message right into the action. There are some tools that will even let you do the same thing with video. Video requires some advanced skills, but the option is out there.

For existing customers, you can add a personalized touch to the data reports that you email to them by converting their metrics data into an infographic.

You can also use cookies to track the number of times a customer has visited your site. This allows you to change up the content for repeat visitors or it can trigger a help desk bot

4. Video Marketing

Our minds have been conditioned to prefer video content over written or oral content. It is crucial that you incorporate some type of video marketing or video content into your website.

You could replace the tired old written bio and head shot on your about page with a short video introduction instead.  You could also film behind the scenes video footage to give your customers a deeper sense of how your product is made. If your business is completely virtual, you can share some interesting sections of your zoom meetings.

That’s going to help people establish trust because they feel like they’re getting to know you.

 5. Voice Search

Voice search is here, and it’s not going away so we might as well embrace it. Google Voice, Apple’s Siri, and Amazon’s Alexa have made it easy to integrate their service into your existing site so this is one simple digital optimization you could check off your list.

6.  Warm Up Cold Traffic Areas

Cold traffic are the people that have just recently become aware of you and they are checking out your site and deciding whether they should listen or follow you or your business. This is where sharing that personal content so visitors see that you are a real person.

You also want to be visible on the social channels where your customer base lives. Social media is the perfect platform to be transparent and show that there is a human being on the other side of your business. 

Finally, don’t forget about video testimonials from customers. We want those raving videos. It is all about gaining the trust of your cold traffic customers so that they eventually warm up to you.

7.  Partner Up

Make a list of your strongest competitors, your mentors, or just anyone you admire then reach out to them with a request or a proposal for collaboration. You could offer to teach their followers a new skill relevant to your shared industry, you could team up on a project of mutual interest. Alternatively, you could simply contribute a guest post to their blog. Any of these options will net you increased exposure and authority.

You should also look for your local directories both print and online and make sure that your business appears in as many of these directories as you can find. This grows your legitimacy and provides backlinks for your content. Google My Business is a great place to start. It is free and it’s owned by Google so it will absolutely boost your search engine ranking.

8.  Give Back

 Give back time, resources, money, anything that you can to your local community, and document that process. I’m not saying exploit it or do it just for the publicity. Don’t be sleazy. Give back in a way that is meaningful to you or to members of your staff.

You could also give back by contributing your expertise to Facebook Groups in your industry. Simply join the group discussion and provide high value answers to members questions. The key here is to share knowledge do not try to make sales or promote your business in these forums as that is generally not welcome and may get you banned.

9.  Evaluate Your Customers

Your customers are the reason that you have done all of this optimization and communication is key to make sure you are getting it right. A good old-fashioned conversation is all you need.

 Customer Questions

1. What’s going on in their lives?
2. Are their needs and wants being met?
3. How have their needs changed?
4. Does your product or service still satisfy their needs?

You should, ideally, be having these conversations at least once each year, and ideally every quarter to make sure you are still meeting the needs of your customers.

10. Optimize

Customer preference for online based businesses shifted to a preference for mobile based businesses a few years ago. This means that you need to be certain that all of your content is optimized for mobile devices and speed. These are the two metrics weighted most heavily by Google’s ranking algorithm.

Anytime that you optimize you are going to need to watch your metrics very closely so you can pivot quickly if an optimization has a detrimental effect. Make sure that you have your Google, Facebook, and AdWords tracking pixels in place and generating regular reports. The following metrics should be checked as frequently as possible:

1. Email open rate and Email click-through rate
2. Program conversion rate and sales page conversion rate
3. Which content is generating a lot of traffic and which is not

Digital Marketing Strategy Implementation And Practice

Now you have 10 ways that you can reinvent your digital marketing strategy. It is a lot, I know. My advice is to break it up into manageable chunks. Evaluate your business against all 10 optimizations and assign a score based on how well your business had implemented the optimizations. Start working on your weakest areas (lowest scores) and move to the next when you finish optimizing the first. Leave some comments and let me know how your business ranked.

Resources:

Neil Patel

Keywords Everywhere

Google Business

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In our latest episode, you learned 10 different ways to improve your digital marketing strategy. Which one will you focus on implementing first? How can you apply it to your business?