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7 Step To Digital Marketing Success

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7 Step To Digital Marketing Success

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This webinar covers the Shifft 7 Step Digital Marketing process, explores where you need to start your Digital Marketing journey and discusses tips on how to leverage yourself in this space.

This webinar covers the Shifft 7 Step Digital Marketing process, explores where you need to start your Digital Marketing journey and discusses tips on how to leverage yourself in this space.

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7 Step To Digital Marketing Success

  1. 1. Digital Marketing Overview 7 Steps to Success Russell Cummings www.shifft.com.au
  2. 2. 1 DM Strategy 2 Website that works 3 Email Marketing 4 SEO for traffic 5 Social Media 6 Broadcast Activities 7 Leverage 7 Step Digital Marketing Blueprint
  3. 3. Key Concepts
  4. 4. Strategy CommitmentCapability
  5. 5. TRUST = Credibility + Reliability + Intimacy Self Orientation Trust Equation
  6. 6. Key Digital Concepts • Our aim is to acquire contact details (emails) from prospects so that we can market and sell to them • They enter our marketing system from a number of channels • We have a number of nurturing processes/ sequences that build trust and demonstrate capability • We give some great content away for free! • We will use “conversion tools” to move prospects through the system • We automate the $%%# out it using great tech • We monitor and adjust to optimize outcomes
  7. 7. Develop a Digital Marketing Strategy Step 1
  8. 8. Key Elements of the Strategy • Strategic Foundations • Clear Marketing Goal • Customer Avatars • Products and Services that are going to market
  9. 9. Strategic Foundations Vision Mission Values Objectives
  10. 10. Clear Marketing Goal • Set a clear marketing goal • Example: Acquire 100 new clients by 31 Dec 2018 at av $500 per client net profit
  11. 11. YOUR AVATAR Frustrations Wants IdentityDemographics Aspirations Fears Avatars
  12. 12. Marketing Content
 
 Source: Taki Moore *Must have an offer for each [example] Visitor (Skeptical) Prospects (Hungry) Lead (Curious) [Webinar] Warm (Conversion) [Cause] Hot (Buy my stuff) [Free Checklist] Cold (Opt-in) 97% 1% to 3%
  13. 13. Products and Services Lead Magnets What are the free, trust building products that you will offer? • Template • Video Training Sequence • Report End Products • What are we ultimately trying to sell (including intermediate products)? • Entry level product eg. Training • Mid Level Service
  14. 14. Create a website that works Step 2
  15. 15. Key elements of a website that works • Review current Digital Marketing Performance • Set up a website (responsive WordPress) • Build a Lead Magnet or 2 • Digital Sales Map • Digital Sales Process Map • Setup a Landing Page • Create Exit Pop Ups for email opt ins • Create a Blog with min 3-5 anchor content posts • Blog Calendar to ensure consistent content
  16. 16. Review current performance • Marketing Grader • Google Search • Word Cloud • Content Sales Funnel • I/You Test
  17. 17. Build a WordPress Website Why WordPress? Easy, cheap, functionality How? • Go to a web developer or www.templatemonster.com and get a responsive, industry- specific template for your business that fits with your colours and logos • The template must be “Responsive” so that it automatically adjusts for mobile devices • Get a Web Developer or Contractor to modify the template to meet your needs
  18. 18. Lead Magnets What are they? High value “to the client” products that you can give away in exchange for their basic contact information. Examples: Reports, templates, infographics, e- books
  19. 19. Your Offers from a Prospect Perspective Source: Taki Moore
  20. 20. Digital Sales Map Channels Lead Magnet Conversion Tool Follow-Up Funnel Source: Taki Moore
  21. 21. Digital Sales Process Map Source: Taki Moore
  22. 22. Landing Pages • This is a webpage that is focused on getting Users to “sign up”. It is a simple sales page with your free content offer and a sign up form. • You can use services like www.Instapage.com to create great Landing Pages that integrate with your back end systems.
  23. 23. Pop up Exit Offers Use pop-ups to drive traffic from your lead magnet to a high order offer e.g. Free report to webinar (conversion tool)
  24. 24. Your Blog • Create a blog with 3-5 anchor articles • “Anchor” high value, high quality articles that demonstrate relevant capability • Good headline • Quality images • Strong ”call to action”
  25. 25. Digestible Solve a problem Competitive Advantage Content Sweet Spot
  26. 26. Blog Calendar Set up a simple blog calendar/ program so that you deliver consistently
  27. 27. Email Marketing is the King Step 3
  28. 28. Key Elements of Email Marketing • Set up a regular email newsletter • Use email auto-responders to nurture • Create a sales or appointment focused Call To Action email
  29. 29. Email Newsletter • Send regular email newsletters to your prospect lists as part of a nurturing process • Ensure your newsletters are part of your 90 Day Contact Program
  30. 30. Auto-responders • Establish Auto-responder sequences to automate follow up • For example: registering to download a lead magnet triggers a series of follow-up emails
  31. 31. Sales Call to Action email • Develop a compelling sales focused email – 9 Word email • Periodically send this to your lists
  32. 32. Drive Traffic to your website Step 4: SEO
  33. 33. SEO Elements • SEO focused content on your Money Pages • A list of key phrases that people are searching for • A plan to increase Domain Authority
  34. 34. Focused SEO Focus on the key pages in your website - homepage plus any pages that convert or generate revenue
  35. 35. • What words are your target market using to search? • Use tools like www.keywordtool.in
  36. 36. Domain Authority • Establish your website as an Authority • Use backlinking strategies to drive traffic to your website
  37. 37. Engage in Social Media Step 5
  38. 38. Social Media Elements • Develop a Social Media Strategy  • Select SM Platform/s • Build Profiles • Build Awareness: Connect, Follow, Share content, Like, Comments • Build Credibility: Discussions, Mentions, Post Unique Content
  39. 39. Social Media Infographic
  40. 40. Expand into Broadcast Media Step 6
  41. 41. Broadcast Elements • YouTube Channel and Profile • Video • Podcasts • Webinars • Live events • TV and Radio • Print
  42. 42. Leverage Step 7
  43. 43. Leverage Key Elements • Build capability • Use measurement systems and tools • Virtual Assistants • Contractors • Leverage Tools and software • Advice
  44. 44. Build capability • What capabilities will you need to develop, recruit or acquire in your business in order to execute on your Digital Media Strategy? • For example: web development, copywriting, video production, graphic design
  45. 45. Measurement • We need to measure the impact of our Digital Marketing activities • Create a simple dashboard that summarises your activity • Use data from various sources: google analytics, social platforms, YouTube, etc.
  46. 46. Virtual Assistants • You can leverage your actions by hiring specialists to work for you as a “virtual employee” • Part-time • Full-time
  47. 47. Contractors You can engage contractors to assist with a variety of tasks: • Web design and construction • SEO • Copywriting
  48. 48. Tools and Automation Systems • CRM and Campaigns – MailChimp, Active Campaign, Greenrope, Infusionsoft, Ontraport, Hubspot, ZOHO • Landing Pages – Instapage • Social Posting – Hootsuite • Task Management – Trello • Article Spinning –
  49. 49. Grab your copy of the 7 Step Blueprint and the Plan
 
 Goto LinkedIn, like the post and comment
  50. 50. Stay tuned for details of our online DIY Digital Marketing Course • 8 Modules – each covering a single step in the process • Step by Step guidance through each step of 7 Step Blueprint • Bonus templates and resources to help make the process easier • Access to group coaching calls for ongoing advice • Access to Russ for individual advice and coaching
  51. 51. Thank You Russell Cummings Business Consultant M: 0414 929 585 W: www.shifft.com.au E: russell@shifft.com.au

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