A Simple Guide To Digital Marketing

Software you’ve just got to have, or you’ll be left behind.

Technology that’s changing the world.

Businesses being built on the back of social media and online promotion – it’s enough to send you into a Google vortex from where you may never return.

Don’t panic, the beginning does not lie in Google, but in the business you created – digital should enhance the way you operate rather than overhauling it…something about a baby and bathwater…

1. Define Your Process

Don’t start with technology – you’ll end up evaluating lead generation tools and influencer marketing apps. You’ll sign up for trials with everyone from Sprout Social to Marketo and be no better off,  the result will be expired trials and credit card payments.

Start with how you attract your best clients now, and identify very clearly who those clients are. Now, consider those people when answering the following questions –

1. Where do they get their information? Google? Social media? Newspapers?
2. Why do they purchase from you? Is it product based, or is it because of personal relationships, industry connections or something else?
3. Why would they purchase from someone else?

For help with this, download our free guide to creating buyer personas

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At this point, you may discover that you simply don’t need a digital strategy – for example if 99% of your business comes from people seeing your shop as they drive past, and you have enough clients, and your efforts are sustainable and scalable – that’s great! If they refer you more people using a simple coupon, there’s nothing wrong with that. If your clients don’t use social media, or Google – then don’t change until the market does.
Digital is not mandatory for a successful business, in fact like anything it will only work in the right environment.

If however, your ideal clients are active on social media, spend a lot of time on Google, buy things on eBay and browse news sites, there’s a potential that should be explored.

 

2. Define Your Process Further
Keeping in mind that ideal client, consider –

1. How do they decide to purchase?
2. What would they find valuable during that process that you could easily duplicate? (ebook, blog, webinar…)
3. Now, create a process – define the steps, from awareness, through consideration and decision –

Awareness – Prospect is experiencing symptoms of a problem you can solve.

Consideration
Prospect has clearly defined their problem and is seeking a solution.

Decision
Prospect has decided on a solution and is seeking a pathway to purchase.

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At awareness stage, you need to provide useful information to help in defining the problem – reports, research, ebooks, whitepapers, etc.

During consideration, you can help your prospect evaluate the options available – from doing nothing through to purchasing from the competition* – expert guides, podcasts, comparison charts, webcasts, etc.
*If you’re afraid of your competition, then take a step back and work on your product – if you think your product is the same as everyone’s…no it isn’t.

At decision stage, the problem and solution are clearly defined. This is the time to offer trials, demos, case studies, final offers and presentations.

Once your understand these stages, you can begin to identify opportunities for digital enhancement in your process.

Awareness – we need more prospects, let’s create an inbound and outbound attraction strategy based on that ideal client.

Potential Products –
Wordpress
Google Adwords
Outbrain
Ad Pixels
Facebook, LinkedIn etc advertising and boosting

Consideration – we need to improve our reputation, let’s make sure we’re top of mind, and the information we produce is top notch.

Potential Products –

YouTube/Vimeo
Blog Creation
Influencer outreach – Buzz Sumo, Inky Bee BuzzStream

Decision – We need to make sure our prospects are empowered to make a qualified decision, through trials, presentations and live demos.

Potential Products –

GoToMeeting
Movavi
Canva

There are also ‘full stack’ options for marketing automation – the likes of which will scale as your initiatives develop – Hubspot is our preferred option (full disclosure, we’re a Hubspot partner) but Marketo is also excellent, and if your focus is on automating social media, HootSuite and Buffer are superb.

3. There’s No ‘Right’ Choice

Our marketing stack is fairly diverse, as you’d expect. For our larger, or more complex clients, Hubspot is a great choice, but if you’re a startup with a small marketing budget and no immediate content, then it makes no sense. Work with companies that solve your problems and add some additional value in the form of advice, articles or implementation.

Throughout this article, I’ve attached some resources to assist your thought process, but I’m also happy to throw in my two cents – feel free to email me – rhys@knight.global – and explain your situation, I’ve used all these products and appreciate the frustration and overwhelm.