Digital marketing can be intimidating to start doing for your own business. If you’re inexperienced, it often ends with no return on your investment. It’s hard to make money with digital advertising if you don’t approach it correctly. So Brad uses 5 steps to help businesses kickstart their digital marketing. It’s in-depth work, but it’s 100% required to create a more successful process.
Step #1: Map out your salesflow and buyer journey
Every business needs to use different tools at different stages in the buyer’s journey. You have to focus on what message each person needs to receive at each stage. A conversation with a salesperson is far different than the message someone receives when they stumble across your website, right?
Step #2: Identify the digital marketing channels to use at each stage of the journey
Brad asks you to write out awareness/interest, consideration, the actual decision/purchase, as well as customers that renew/refer/advocate. Under each segment, you want to write out what channels you can talk to people on. It could be Facebook ads, Google ads, LinkedIn ads, Pinterest, YouTube, Google display network, your Facebook audience—you name it.
Then list out social media challenges. What awareness level content would you serve? What about interest? Who is interested in you? It could be a follower on Instagram. They would be in the middle of the funnel. You typically get or have people’s contact information at the stages between a marketing qualified lead and the bottom of the funnel.
Awareness is top of the funnel, interest is middle, and consideration is the bottom. You can plan Facebook campaigns for each part of the funnel. In digital marketing, you can pull from social media audiences, which land in the middle of the funnel. Then, you can push them further down the buyer journey.
If an audience follows you on Instagram, what is the link in your bio? Does it go to a landing page that asks a specific question based on the content they’ve been served? How do you push them down the buyer journey versus someone that watched one video? This work becomes a flow chart of activities based on the digital channels where you want to engage with people.
Step #3: Set up your tags, pixels, and tracking
Brad emphasizes that you have to set up your tags, pixels, and tracking. If you don’t, you won’t know what works and what doesn’t. Facebook has a pixel, Google has Google Tag Manager, LinkedIn has the insight tag, etc. You can own each “tag” in Google tag manager. This is an important step that people often overlook. The data that’s analyzed by the platforms will help you with digital marketing success.
A tag, pixel, or tracking code are all essentially the same thing. It’s a snippet of code you put on whatever page you want to analyze the visitors from. It allows the platform to see which of its users use your site. The Facebook pixel is a couple of lines of code you can put into the head code on your website. Some platforms allow native integrations (Wix, Squarespace, Shopify, Webflow, etc.), so you can copy a 12 character pixel ID to put on the website. It gives them API permission.
The more data you give Facebook on the front end, the better your campaign will be right out of the gate. Facebook makes it relatively easy. You can use the record function to allow you to record a button click. It’s tracked as the submission of a form, i.e., conversion. The goal is to get as many people to take that same action and generate leads. Digital marketers want to leverage all of these tools.
Step #4: Get a CRM in place
There are plenty of customer relationship management platforms out there. Some are simple; some are complex (i.e., Salesforce). Hubspot gives you strong visibility to where a lead comes from but doesn’t play well with other platforms. If you’re a small business with 15 people, Brad recommends Pipedrive. But it 100% depends on the stage of your business.
If you’ve got a contact that made their way into your CRM and you’ve reached out four times, they move into the realm of a dead lead. But another books a demo and doesn’t show up or reschedules. So how can you help them? You can separate them into an audience and serve them FB ads about them joining the demo. This pushes them down the buyer journey. When you get that granular, you’re giving yourself the best opportunity to close sales.
Step #5: Prioritize your campaigns based on the impact for your business
You’ve segmented the buyer journey—you know what you want customers to follow. Think about the actual marketing message. You have to prioritize campaigns based on the impact it makes on your business. If you’re a business that has a strong social media presence (i.e., 10,000 followers), you should find ways to engage with them and go from there. You can focus your campaigns on the people in the middle of the funnel first.
Prioritize what’s available to you. If a business has a huge email list that they’re not leveraging, that’s where you can start. You can run email automation. At the end of the day, you want the entire chain created. You want to hone in one on strategy, launch it, then move to the next stage. It becomes a revolving door of optimizations that drives down your cost per customer over time. It also maximizes the lifetime value of the customer.
Want to learn more about each step of the process? Check out episode #58 of the Content Callout podcast!