Digital Marketing Strategy consists of eight stages you must account for on the path to purchase and promotion. If you understand this digital marketing strategy, then you can intentionally engineer your business in such a way that it moves people predictably through the stages and you’ll be able to generate leads automatically.
So How To Create A Winning Marketing Strategy For Your Business
It’s where the person becomes aware of you. To improve awareness of your company, the digital marketing tactics you need to master or hire include:
• Digital Advertising
• Search Marketing
• Content Marketing
• Social Media Marketing
• Community Management
• Copywriting
Facebook ads are the perfect vehicle for driving awareness.
Step #2: Engagement
It’s where you start conversing with your prospects. You engage them through some form of content that provides entertainment, information, or both. Engagement is something that must continue throughout the whole strategy.
Digital Marketing Disciplines That Create Engagement To improve engagement in your company, the digital marketing tactics you need to master or hire include:
• Content Marketing
• Social Media Marketing
• Email Marketing
• Community Management
Broaden Your Email Marketing Skills
Step #3: Subscribe
At this point, your prospect knows who you are and has engaged with you in some way or another. However, if you failed to get that person’s contact information, odds are high you’ll never hear from them again. Just because someone reads one of your blog posts today does NOT mean they’ll remember to revisit your site in the future. Instead, you need to get that person to progress to Step #3, which is to subscribe.
Here, the person gives you their contact information and, in doing so, grants your permission to contact them again in the future.
You promote a valuable offer, but instead of asking for money, you ask for the prospect’s contact information. And when they give it to you, not only do you give them access to the content, product, or service you promised, you also add them to your subscriber list.
Digital Marketing Disciplines That Generate Subscribers To get more subscriptions for your company, the digital marketing tactics you need to master or hire include:
• Content Marketing
• Email Marketing
• Digital Advertising
• Community Management
• Conversion Rate Optimization
• Copywriting
Step #4: Convert
If the subscribers you gain in Step 3 of the journey remain engaged, some of them will be ready to increase their level of commitment. They like the information you share and have begun to trust you, so they’re ready to invest in one of two ways: either with time or money.
Note: The Convert stage of the Customer Value Journey is about acquiring buyers or ramping up the commitment level of the leads you already have. It is NOT about profitability.
Your goal here is not to make a huge profit. It’s to get customers, to shift the relationship between you and your subscribers. Because, as you’ll see, once someone is a customer, it’s much more likely that person will purchase higher-ticket, more complex products and services and do it more frequently.
Digital Marketing Disciplines That Generate Conversions To improve conversions in your company, the digital marketing tactics you need to master or hire include:
• Digital Advertising
• Content Marketing
• Copywriting
• Email Marketing
• Search Marketing
The Most Effective Digital Marketing Strategies
Step #5: Excite
Your job now is to make sure the transaction is a good one, that the excitement of the purchase develops into goodwill and trust. The reason for this is simple: if the person doesn’t get value from this transaction, they won’t move on to the next stage and purchase more expensive things from you.
That being the case, whenever a customer or prospect does what you ask them to do (attend this webinar, buy this product, hire me for this service), you should engineer your marketing to maximize the chances they’ll get tangible value from the experience.
Digital Marketing Disciplines That Create Excitement To improve consumption in your company, the digital marketing tactics you need to master or hire include:
• Email Marketing
• Content Marketing
• Copywriting
Step #6: Ascend
Always remember that it costs more to acquire a new customer than to sell to an existing one. That first sale isn’t about profits. It’s about converting a prospect to a customer, so you can begin a long (and profitable) customer relationship.
The Ascend stage of the strategy is where your customers will be ready to buy more and more often. If your business has a core offer, this is the place to make that offer. Then once your customer purchases that core offer, it’s time to present them with other relevant offers.
Digital Marketing Disciplines That Create Ascension
• Email Marketing
• Copywriting
• Digital Advertising
• Content Marketing
Writing Awesome and Catchy Emails for Email Marketing
Step #7: Advocate
You now have a happy customer who has made several profitable purchases
from you. The next stage in the strategy is to create marketing that
encourages your most loyal customers to advocate for your business.
An advocate is someone who speaks positively about your brand.
An advocate is what you might call a “passive promoter.” They won’t
necessarily promote your business in an active way, but when asked about you,
they will respond favorably.
Digital Marketing Disciplines That Generate Advocates
• Social Media Marketing
• Email marketing
• Search Marketing
Step #8: Promote
Promoters differ from advocates in that they are actively seeking to spread the
word about your brands, products, and services.
In some cases, the promoter simply had a great experience with your company
and wants to share their story with friends and family. In other cases, they
promote because you’ve created an incentive for them to do so.
This puts your message in front of a new audience, the fans, followers, and
friends of the promoter. And because this new audience is hearing about you
from a trusted source who they already know, they’re much more likely to
become customers themselves.
Digital Marketing Disciplines That Generate Promoters
• Email Marketing
• Copywriting
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