Digital marketing is one of the most powerful lead generation tools in your business’ toolbox. It allows you to automate many aspects of your marketing & sales process freeing up your time to focus on other parts of your business, like the overall strategy, product/service offerings, operations, HR, etc, or go on holiday!
When it’s working well, it’s like owning a money-printing vending machine – put £1 in, get £5, £8, or even £10 back.
But there’s a lot of confusion around what digital marketing actually is and how it works. SEO, PPC, landing pages, funnels, chatbots, etc, etc – there’s a lot of jargon out there. Plus, on their own, most of these terms are just a small piece to the puzzle. Here’s what the whole puzzle looks like when it’s put together.
Step 1: Establish your offer – this is the most important part (and often overlooked) in all forms of marketing – having an irresistible offer. Without a solid offer, everything else is much less effective or a complete waste of time/money. In contrast, when you have an offer that converts, the rest of this process is relatively seamlessly.
Step 2: Send traffic to your offer – this can be done through Facebook ads, Google ads, Youtube, blogging, SEO, email marketing, etc. Writing great ads & copy is key here, as is knowing your numbers.
Step 3: Convert traffic into leads – This is where your funnels, website, landing pages and chatbots take over. It’s where your offer lives. It’s how you take a complete stranger who’s just clicked on an ad to foaming at the mouth looking for the ‘sign-up now’ button.
Step 4: Nurture traffic that wasn’t ready to buy – Most of the traffic you send to your offer won’t be ready to buy today, but they might be 6 months from now. So rather than forgetting about them altogether, it’s smarter and more profitable to stay in touch and keep your brand front of mind. This is generally done through email marketing, re-marketing (ads), organic social media, and messenger marketing.
Step 5: Iterate, test and repeat – until that process is highly optimised, you want to continually test different variations of the above so you’re generating high-quality leads that convert into sales at ridiculous margins.
Now, we’re going to look at each of these steps in details across a series of blog posts so you can begin to think about how you could implement this process for your own business.
If you have any questions, please leave them in the comments section below or feel free to send us a message here.
