How to Reinvent Your Digital Marketing Strategy

Published by Jenn Neal on

How To Reinvent Your Digital Marketing Strategy In 10 Steps

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

Reading Time:  10 minutes

TIP: 10 Ways to Reinvent your Digital Marketing Strategy:

  1. Content Marketing

    perform a content audit to evaluate what content is being used in each step of the customer journey, do a keyword audit to determine what your target audience is searching for and start a blog using those keyword terms

  2. Artificial Intelligence (AI)

    go beyond simple marketing automation for follow up (or start there if you haven’t already) and consider help desk chat integrations and Facebook messenger bots

  3. User Experience

    find ways to personalize the customer journey – share personal messages, customized graphics or videos, personalized charts or notes based on actions taken

  4. Video Marketing

    even if you’re not starting a YouTube channel share videos of behind the scenes in your business, share staff videos instead of photos on the about page, create collage videos with weekend photos from your staff just for fun

  5. Voice Search

    optimize for Siri, Google and Alexa – yes, it’s a thing that is here to stay, use voice search as an easier way for customers and prospects to engage

  6. Warm Up Cold Traffic

    be super transparent in cold areas – share behind the scenes videos of your business and staff, customer testimonials, share core values and culture and target ads where your customers hang out

  7. Partner Up

    find influencers and JV partners, get listed in online directories, start a podcast and invite customers and competition as guests, be a guest on other podcasts

  8. Give Back

    give value in online groups (without selling) and donate to your local community then document the process

  9. Evaluate Customers

    does your product or service still match who you are targeting

  10. Optimize

    for mobile, speed, tracking and reporting

10 Ways to Reinvent your Digital Marketing Strategy
10 Ways to Reinvent your Digital Marketing Strategy

Love this graphic? Share It!

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.

We Made a Huge Mistake

IN FACT, WE’VE MADE A LOT. BUT EACH AND EVERY ONE HAS HELPED TO CREATE A FORMULA THAT WORKS. WE HAVE COLLECTED THE TOP 10 THINGS WE LEARNED ABOUT ACTIVATING CONTENT IN ONE HANDY GUIDE.

GRAB THE TOP 10 CONTENT TIPS – THE KEY TO ACTIVATING THE CONTENT YOU HAVE ALREADY PRODUCED!

Top 10 Content Tips to Activate Your Existing Content

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.

Jenn Neal on Reinventing Your Digital Marketing Strategy

“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.

“The panic, the fear of failing, the choke.”
It’s human nature to doubt and to fear change, but the first step is always the hardest. Once you’ve jumped off that cliff, you’re past the lump in your throat and the pressure building in your chest. Then, you realize, “wow, I should have done this a long time ago.” In business, like in life, we get stuck in our ways, and we don’t want to change our marketing strategies, even though we know we should. What’s one thing you’re too intimidated to try with your marketing?

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

Transform Your Business with Digital Marketing
How To Reinvent Your Digital Marketing Strategy In 10 Steps

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.

A lot of people are overwhelmed and frustrated by the technology involved in digital marketing.
Digital marketing isn’t just about tech, though. It’s about understanding where your target audience is coming from and meeting them there. It’s about appealing to what they truly desire. The tech is just the medium. So, pick one of the strategies I’ve outlined for you, and start there. Start small and watch it snowball.

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
10 Ways 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:

Content Marketing
perform a content audit to evaluate what content is being used in each step of the customer journey, do a keyword audit to determine what your target audience is searching for and start a blog using those keyword terms
  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
Talking about SEO:  all Facebook or Google are doing is deciding if you’re providing something of value.
That’s your job, to provide value to your customers. So, if they are continuously exposed to your company and your vibe jives with them, then eventually they’ll decide to buy because you convinced them you’re worth it. Convincing them is the goal of digital marketing.

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.

Artificial Intelligence (AI)
go beyond simple marketing automation for follow up (or start there if you haven’t already) and consider help desk chat integrations and Facebook messenger bots

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.

User Experience
find ways to personalize the customer journey – share personal messages, customized graphics or videos, personalized charts or notes based on actions taken

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.

Video Marketing
even if you’re not starting a YouTube channel share videos of behind the scenes in your business, share staff videos instead of photos on the about page, create collage videos with weekend photos from your staff just for fun

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.

Voice Search
optimize for Siri, Google and Alexa – yes, it’s a thing that is here to stay, use voice search as an easier way for customers and prospects to engage

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.

Warm Up Cold Traffic
be super transparent in cold areas – share behind the scenes videos of your business and staff, customer testimonials, share core values and culture and target ads where your customers hang out

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.

Partner Up
find influencers and JV partners, get listed in online directories, start a podcast and invite customers and competition as guests, be a guest on other podcasts

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.

Give Back
give value in online groups (without selling) and donate to your local community then document the process

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.

Remember: continuously reevaluate if your products or services still meet your customer’s needs.
If you aren’t meeting a need, you’re not going to be in business long. People change and their needs change. So, you should constantly be aware of your customer’s needs. Are you still meeting them? If not, how can you rework your services or modify your product to stay competitive? Or, perhaps you may need to look into marketing to an entirely different audience. Bottom line, don’t get stuck in a rut.

 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

Evaluate Customers and Optimize
does your product or service still match who you are targeting and optimize for mobile, speed, tracking and reporting

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.

Neil Patel

Keywords Everywhere

Google Business

How Podcasts and Digital Content Are Changing the Online Business Game

Visual Marketing for Non-Designers Stop the Scroll! Taking Your Graphics to the Next Level

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?


1 Comment

Jenn Neal · August 27, 2021 at 9:11 pm

I love this episode – such great evergreen tips just about anyone can use

Comments are closed.