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Digital Marketing Strategy: How To Grow Your Business Faster

From first time strategies to seasoned campaigners, make sure your
next strategy is up to snuff.

“How can I grow my business faster?”

This question has been paramount to every business since the fire and the wheel were invented. 

Well, maybe cavemen didn't specifically say "how can I grow my business faster?" - it was probably a mixture of grunting and scratches, but I digress. You get the idea.

So why do so many people stay in the same rut of "shot-in-the-dark" marketing they've been in since they started instead of digging themselves out?

Because they've yet to truly embrace digital marketing.

The question arises "What is Digital Marketing and why do I need it for my business?" We are going to tell you everything you need to know about digital marketing and why you need a marketing strategy.

The What & Why Of Digital Marketing

It's exactly what it sounds like - marketing your products or services online (aka digitally).

A digital marketing strategy is an expertly planned combination of online marketing tactics aimed at increasing website traffic, lead generation, and sales.

Evolving from outdated outbound marketing methods (interruptive billboards, commercials, etc...), digital marketing (aka inbound marketing) focuses on meeting the buyers where they are.

Where is that? Online! 81% of shoppers research a product online before buying!

Therefore, companies, like yours, should transition to focusing heavily on your digital marketing efforts. They're cheaper to produce, trackable, and where the market is going (and, frankly, where it's been for a few years now)!

Here's a quick infographic to cover the benefits of inbound/digital marketing over outbound's overall unassured "shot in the dark" method.

Infographic comparing inbound marketing benefits to outbound marketing downsides

This is why businesses looking to succeed in 2019 need to invest in digital marketing services!

Practical Examples Of Digital Marketing Services

Since digital marketing services focus on inbound marketing and the inbound methodology to guide buyers through the buyer's journey we will separate them into three categories: attract, engage, and delight.

picture of hubspot's new inbound methodology flywheel reading attract, engage, and delight

Attract Example

The Attract stage consists of attracting customers through producing valuable content like videos and blogs and promoting it!

So, this may be writing a blog and emailing it to your subscribers or recording a video and sharing it over social media.

It can also mean using your expertly optimized website and web pages to garner organic web traffic.

This means someone searches the web for "what is digital marketing" and this web page comes up, they click on it, and land on PHNX21's site.

Essentially, anything that can pull people to your site is an attract phase digital marketing tactic.

Engage Example

The engage section consists of all the methods and modes you use to interact with visitors.

Emails, segmentation, more content and web pages, AI, and actual correspondence with the people on your site all make up different ways you can engage them once they hit your site.

Anything a user can focus on or see that will educate, nurture, and aid them in solving their problem is an engage tactic.

Delight Example

This stage consists of everything that you do to delight a customer from the moment they make a purchase until they die...basically.

It's your product or service's job to make sure that customer or client is thrilled about their purchase. This is because they tell people about it, and since word-of-mouth is one of the most powerful factors influencing a buyer's decision.

You can use FAQ articles, customer support, incentives, and reviews to delight customers.

The 3 Stages In Action

To show you how the 3 stages work, I'll cover a quick story about myself.

Two things about me: I like video games and I am incredibly forgetful. To a fault.

I wanted a better gaming experience (and my wife wanted to watch Gilmore Girls in peace for once), so I Googled around for a great gaming headset (basically big headphones with great quality).

I found a few sets, but the ones I purchased attracted me not because they were the best possible, but because they were marketed well with great images, content, and reviews.

It engaged me by helping me imagine myself using them, so I ordered them and educating me on why they were top notch.

They arrived on time, but when it arrived I pulled it out of the box and instantly noticed a faulty wire on it. As you might guess, I wasn't necessarily delighted.

I called the sellerPlantronics, to have it replaced, but I misplaced the receipt (hence my forgetfulness). Plantronics said that if I ship it in I can replace it for free, and they'll even pay for the shipping!

Screenshot of Plantronics home page website with information based on inbound methodology flywheel

Because they executed the 3 focuses of digital marketing, to attract, engage, and delight, they knocked it out of the park for me, and now I'm promoting their site for free!

That's the power the Inbound Methodology has!  

How do you move forward with digital marketing?

It's tough to take inventory to figure out what all you're doing, what all you're doing wrong, and what you need help with.

Luckily, we've put together the 10 things you need to evaluate your digital marketing services. This way you can identify how your company should engage online to attract, engage, and delight.

It's time to do a quick audit of your digital marketing services!

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You can't set up a digital marketing strategy without knowing where you are, so let's find out together.

10 Must-Haves For Your Digital Marketing Strategy

1. A Website

This one is probably a given. Most every business has a website and if you don't you're starting the race behind everyone else.

Take a look at ours for reference!

PHNX21 home page Digital Marketing Strategy: How To Grow Your Business Faster

2. Content Marketing

Digital Marketing Strategy: How To Grow Your Business FasterThe PHNX21creative Agency

There's an old marketing saying, "Content is king".

That's because almost everything that ranks highly on Google is a form of content, usually blogs or longer-form content pages.

The practice of content marketing gets 3x more leads than paid advertising and B2B companies that blog once or twice a month generate around 70% more leads than companies that don't blog.

Point being, If you blog, you get leads. If you blog more, you get even more leads.

Just make sure they're optimized well (here's a blog on how to write great content)!

3. Social Media Marketing

Digital Marketing Strategy: How To Grow Your Business Faster PHNX21creative social sharing icons

If you're more seasoned in life then you've probably gotten frustrated at your phone or how your kids never get off of them.

If you're around the millennial (or just older) age then you probably are reading this on your phone.

89% of people on smartphones are using apps.

So, why should you market and advertise on social media?

That's because you get 87% increased exposure, 78% increased traffic and 64% more leads with a social media marketing strategy than those who don't.

4. Email Marketing

The emails you send (or don't send) can dramatically affect your business. Emails market your products, services, content, and pretty much anything else to the people already on your email list.

Gmail has 1 billion active users worldwide, and it's expected to go up to 5.6 billion by 2020. This is one channel with tons of traffic you can try and earn through forms and email lists.

Check out our email analysis page within our HubSpot CRM.

Digital Marketing Strategy: How To Grow Your Business Faster

This just tracks how we are performing through the month on a targeted email campaign.

5. A Marketing Team

This one is rarely a guarantee (unless your business is in the 5 million plus range).

Most often not, businesses are either building up their teams internally or outsourcing to creative marketing companies (cough cough). While there are respective perks and cons to each, the overall effect is the same.

An invested overall approach to your marketing efforts obviously shows commitment to business growth and should yield results. It just depends on the needs of your specific strategy and goals.

6. Keyword Strategy

Digital Marketing Strategy: How To Grow Your Business Faster

Rarely do companies ever have a keyword strategy.

Keywords are what help Google identify what your web page is about.

Whether it's a blog, pricing page, or e-commerce web page, the words on it (aka web copy) will determine what Google thinks it's about.

So, if you write the words "coffee cup" on your web page selling coffee cups then there's a good chance Google will think it's about coffee cups.

The only catch is there are a million other things that search engines use to rank your web pages for.

Here's a list of the 200 things Google ranks your web pages for!

7. SEO Strategy

SEO, or search engine optimization, means optimizing your web page for search engines to easily find, understand, and rank for relevant web searches.

This ultimately means you show up higher on searches so people are more likely to visit your site and hopefully purchase from you.

As mentioned in that link above, there are tons of things Google ranks for!

Link building, keywords, site structure, url structure, the list is incredibly long. 

Do you have a strategy in place to check all the SEO boxes?

8. S.M.A.R.T. Marketing Goals

Digital Marketing Strategy: How To Grow Your Business Faster

S.M.A.R.T. goals are something mainly learned about in rudimentary college classes, but they have a great application in accurately honing in your marketing efforts.

S.M.A.R.T. stands for simple, measurable, attainable, relevant, and timely. 

They're the reason diets are successful, bottom lines are met, and marketing services can prove ROI. 

9. Conversion Pathways

So, visitors hit your website...now what do you do?

Just like talking to your crush in middle school, you have to have a plan.

Conversion pathways are strategies that provide a road for the visitor to travel down, engage with your products/services, and reach out to you.

10. Marketing Automation

Digital Marketing Strategy: How To Grow Your Business Faster

Every buyer loves a seller with a personal touch.

Imagine if you could offer that without having to talk to anyone until they're ready to buy. 

What I'm trying to say is, do you have automated emails that go to people who take certain steps toward buying, bots that answer any questions prospects have, or a CRM (customer relationship management) tool that stores all your information effortlessly?

They're easy to implement and manage, and they save you tons of time.

You could use sales and software automation to revolutionize the way you sell, free up your schedule for other work, and consistently drive higher sales numbers.

Adding It All Up

 

So, are you implementing strategies and plans in each of these areas? What about half? What about none?

Regardless of where you're at, you should now feel more equipped to focus on the areas you're not doing (or simply not doing well).

Now, we are going to cover each area, what it is in more detail, and how to do them well.

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1. Website Must Haves

Sure you've got a website, but does it have all the necessities that make people want to read more and to buy from you?

We are going to break down the needs of a website by what the user sees and what the search engine sees.

What Your Website Needs To Please Users

Remember all that "attract, engage, delight" stuff from earlier. Well this is where you engage the user. Doing so is pivotal to making sure they buy from you.

How do you engage them? Here's what you should have:

  • A Menu
  • Pain point focused copy
  • Conversion pathways

Menus are vital for navigation purposes. They help users quickly navigate the many pages in a website without hassle or frustration.

Imagine if you had to reopen a website every time you wanted to go to a different page. You probably wouldn't spend a lot of time (or money) on that business's website.

Copy that covers the pain points your ideal buyer has is vital to engaging users.

Pain points are problems that your ideal customer has and you need to discuss how your product/service solves the problem. Products and services that do this well will beat the competition every single time.

But you also need to do so quickly and effectively. If it takes 1000 words to cover any 1 specific topic the user is going to lose interest (unless they're reeeaalllyyyy interested in buying).

Many studies will show that the longer a brain spends comprehending something the less likely it will be to waste more time consuming information. It's essentially a survival instinct, and if users can't

"Oh, wow this is hard to understand. Time to give up so I don't waste my energy on this." - Your Brain

So make sure you cover your products or services quickly and effectively while also tying that back to your buyer's pain points.

What Websites Need To Please Search Engines

Let's get into the things that you need to make search engines happy so you get a better ranking.

  • Optimized URL
  • Fast website speed
  • Navigation
  • Site structure
  • Heading Tags
  • Compressed Images

All of these things have to do with how your site was built. Was it built with custom coding or a template?

Custom coding allows freedom to do whatever your designer is capable of, but it also means it's at risk to be very "ugly" to search engines. 

Poorly coded websites (no matter how cool looking they actually are) will be docked by search engines. Meanwhile some templates that are the barebones minimal and can have great success with search engines.

Point being, you need to figure out if those mentioned areas, frankly, suck, and, luckily, you don't need to be a web designer to do this.

In reality, checking these areas is pretty effortless. Here's how.

How To Check Your Website's Health

PHNX21creative uses a website grader to verify the health and status of every one of our websites. We use an amazing web grader called GTmetrix to analyze our sites and make sure they are fast, compressed, and well optimized.

Click on the link above, our full audit, or the image below to access their site, analyze yours, and figure out where you need help!

Screenshot of GTmetrix _ Website Speed and Performance Optimization

How To Actually Optimize Your Website

Unfortunately, depending on the areas that are unoptimized, you'll need some coding experience to fix them. If you don't get code or SEO you might need to talk to an expert to get help. 

That's why we offer our audits for free. We utilize GTmetrix (and our UX/UI design training) to grade your site and go through how to improve the lacking areas.

Click on them to learn more!

Next, content marketing!

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2. Content Marketing Must Haves

Content is king. Content heavy websites are more likely to outrank competition, but they're also working heavily at attracting visitors to their site. That's why it's so vital - it's the cheapest, most effective method of attracting people to your site.

So how does your content stack up? We are going to cover the different types of content, which one is most important to focus on, and give you some tips on making it great.

The 3 Main Forms Of Content

Podcast Rundown

podcast

Podcasts are edgy. They're still relatively new, but the've been trending up each and every year in the past decade. Nowadays, around 25% of adults listen to a podcast regularly, so there's potential for attracting people to your website or business with them.

There's just one factor that's missing - it's hard to get ROI for them. They don't funnel people to businesses as effectively as the other channels because they're very brand dependent.

This means that established brands benefit most and, arguably, the best benefit of a podcast is it helps establish a great presence as an educational brand. As far as driving traffic and sales though, it's a hard sell.

Video Rundown

This one is vital nowadays, especially for B2C companies. It's statistically the most desired content form available with 4 out of 5 consumers believing demo videos are helpful.

In fact, video drives a 157% increase in organic traffic from search engines.

They're not hard to produce either. Companies like Fiverr can make explainer videos, illustrative videos, and a few other great options to get started producing videos for your company. 

Blog Rundown

Blogging is the cheapest, most effective method of attracting visitors to your site. Hands down. Undefeated. Whatever you wanna call it, it's where you need to be most focused.

Yes, videos/vlogs are great. Yes, they help truly engage a visitor to help them envision themselves using your product or service, but blogging is still the best because it's detailed and Google can read everything in it.

Going into each of these would take forever, but we want to dive directly into blogging because it's so important.

So, how do you make sure your blogs are good?

Well...there's a lot to it, so we are going to cover the basics real quick.

Tips To Blogging Well

 
1. Strategize before anything

Start by strategize your campaigns.

Running campaigns should focus on one specific offer, and be supported by all the content you release (we cover this in detail later).

For instance, if my business is in building websites I would decide on an offer - something like half off websites for the new year - and then I'd release a series of blogs focused on attracting visitors needing websites and talk about how a new website is vital for business growth.

Simple as that.

2. Focus on your ideal buyer's "pain points"

As mentioned earlier, buyers don't care about what you have to say in marketing unless it solves a problem they have. With this being the case, write to that pain point and address it as an issue with your blog. 

Using the website example, a paint point someone may have if they have an old website is that it doesn't make them money. With this established, "making money with your website" should be the title of one of the blogs in the campaign. 

Do that with each article you write.

3. Target keywords

Target keywords. Keywords are key phrases search engines use to identify the topic of a web page and depending on how well you cover it (we will get into this later) you will rank highly for it.

Use either of these great tools to find keywords that will be easier to rank for that get a large volume of searches.

  • Ubersuggest - It's always free, but there are limitations in it's structure.
  • SEM Rush - Costs an arm and a leg, but has a solid freemium version with limited features.
4. Structure it out

Home builders don't just start pouring concrete and throwing up walls. They have a plan in place. Blogging goes the same way (with much less difficulty).

Write out an outline of what the blog will say. Let it follow a structure and single cohesive thought to make it as easy to read as possible.

  • Intro
    • Words
  • Body
    • Point 1
    • Point 2
    • Point 3
  • Conclusion
    • Recap everything and highlight to CTA

This looks incredibly simple. I know, but you'd be surprised how this one outline can ensure you have a cohesive, well-worded blog that isn't exhausting to read or poorly engaging.

5. Tell a story

This one is the hardest to do, in my opinion.

Writing with a compelling story is vital to keeping people entertained and interested.

Try to focus on these story telling options:

  • Personal stories
  • Hypotheticals that relate to the ideal buyer
  • Epic stories that relate to your blogs message

With all this said, pay attention to these pointers and get to blogging.

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3. Social Media Marketing Must Haves

If your nephew runs your social media because he's "good at the Facebook" then you're in the right place, because social media marketing is vital to business success and your nephew isn't as good as trained marketers...depending on your nephew.

People spend around 4 hours a day on their phones, and of that time, over half of it is spent on social media. That's an insane market share of attention you could capitalize on by just posting on your social media account.

Here's 4 concepts to focus on when marketing using social media.

1. Not all channels are equal

Not all social media accounts work the same. You may kill it on Facebook, but not Instagram. You may knock it out of the park on Twitter, but Reddit doesn't pan out well.

To figure out which ones work best you need to create an account on all of them and simply narrow it down. 

Buffer has a fantastic platform for optimizing and utilizing social media marketing, so check out their blog on using each platform here!

2. Ads work differently per site

Paid ads are great. They can provide an instant sales boost as long as they're done well. But, which social media sites are best for adds?

It depends.

Facebook, LinkedIn, and Reddit are great for networking, groups, and though sharing leadership. Twitter and Instagram offer a touch and go feel that appeals well to selling products.

Let's look at which social media sites B2B and B2C companies should focus on. 

What social media sites should B2B companies focus on?

B2Bs deal in services, so it's not like their sites are on Shopify where someone can buy a one off product. But, they can appeal in a lot of the same ways as product marketplaces do depending on their industry.

For this reason, it's a safe bet for B2B companies to start by focusing on all sites and dropping poorly performing ones. Yes, it makes more work, but it should pay off because there is a wide array of methods and angles to take with their paid ads.

What sites should B2C companies focus on?

This choice is much more simple. Focus on touch and go sites.

Twitter and Instagram are heavy hitters for products that B2C companies offer. Still hit up Facebook a bit, but the odds are that most ROI will come from Twitter and Instagram.

3. Batching vs. real time updates

Batching your social media posts means writing out and scheduling all of your posts for that social media channel at the beginning of the month.

The benefits of batching are that you can plan them out and forget about hassling with posting throughout the rest of the month.

The cons mean you have to (typically) pay for a SaaS company's software to conducting the planning posting and you're usually more disengaged from your social media interactions. Also, you will still have to post most likely since things usually come up through the month.

Real Time means posting throughout the month as things come up. This sounds simple, but managing a business' social media account is different from your own.

Pros mean you can stay up to date and interact in real time with your social media. It's very visceral and personal for companies to do this. 

Cons consist of time and costs spent managing the accounts. Typically, companies will hire a full time employee to manage the social media account. It may be personal, but many companies see it as more of a hassle.

Choose one that works best for your business and get to posting!

4. Engage with your audience

This is a rare concept to see nowadays - a company that interacts with their comments, reviews, shares, and social media conversations.

If it's done, it's almost always incredibly formal and unapproachable.

Here's some tips to engaging with your audience:

  • Utilize your company's personality (aka don't sound like a robot when talking to people).
  • Respond to EVERYTHING - especially negative things. If someone says something bad, apologize and make it right.
  • Post at least once a day. It doesn't take long, and it can garner great branding results.
  • Be careful what you say. It's now 2019. If you thought 2018 was full of crazy people on the internet...get ready.

With all this said, your social media presence is crucial in this very app driven world. Keep these in mind as you seek to establish a fantastic online presence for your digital marketing strategy.

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4. Email Marketing Must Haves

There's tons of variables that affect whether or not people are opening and interacting with your emails.

But when developing your digital marketing strategy, you should focus on these 4 aspects of your emails.

  • Time
  • Timing
  • Targeting
  • Subject Lines

Time refers to when you send your emails, and it's vital to ensuring they get opened. There's two ways you can do this.

Option 1: Run A/B Tests

Doing this is easy. Simply send emails at varying times and track what times receive more opens.

Then, prioritize your email send times around those days and times.

Option 2: Just send them at 10 a.m. on Tuesday 
We've viewed tons of case studies. Generally speaking, the best times to send emails are around 10 a.m. on Tuesday.

Here's our pretty infographic over this.

When should you send your emails_

Let's move on to timing.

Timing is everything. No, we aren't referring to the actual time. We are simply referring to the timing of which you send emails to certain leads.

You don't try and up-sell people that haven't bought from you. You also don't send 10 emails trying to persuade someone who has already bought from you.

The key is in timing them just right.

Focus on sending these emails at these times.

  • Scheduling Emails: Emails to schedule talks or to talk about value should be done as soon as someone converts on your site. Keep your value in their mind.
  • Lead nurturing emails: Send these persuasive, valuable emails to prospects who haven't purchased from you, but you've already talked to. Don't bombard them, but show your value.
  • Offer Emails: Send these emails conveying discounts, value offers or simply new company focuses whenever your campaigns for them are announced. Support with reminders as needed every week or so.
  • Blogs/Newsletters: These vary. If you're blogging over twice a week try and send these out once a week with all the releases you have in them.
  • Follow up Email: If someone schedules a meeting with you then follow up to confirm. After any meeting, send a follow up email recapping what was discussed and next steps.
  • Thank you emails: Whenever someone converts, buys, or donates, you should be sending a thank you email.

Next, we are going to cover targeting.

Targeting refers to who you're sending what.

You should always know who you're emailing and where they're at in their buyer's journey.

Targeting is key to staying familiar with your customers and prospects, but it's still vital to ensuring you get great response.

Review the points above to ensure your sending with great timing and line those timings up with these three major stages.

  1. Marketing Qualified Lead (MQL): These prospects have given you their email, but they're not necessarily sold on your services. Entice them with great offers and content.
  2. Sales Qualified Lead (SQL): These prospects are heavily interested in buying. Try and send case studies, testimonials, and even discounts to persuade them to buy. Also, make it a point to invest in them with personable emails.
  3. Customers: Always keep these people delighted with supporting offers, valuable content, and support because they'll likely refer people to you.

Subject Lines are vital to getting high open rates.

They're the first thing your email recipients will see and it has to win them over.

Here's some guidelines to go by:

  • Take it easy with emojis. I'm not sure where all these emojis started coming from, but goodness gracious maybe...maybe one per email.
  • Don't give away what it is. Most people like surprises.
  • Focus on value instead. Rather than just saying "here it is" openers respond well when your subject appeals to what the contents of the email can do for them.
  • Avoid over-formality. Nowadays, people don't want their time wasted more than they care if you're using oxford approved grammar.

Now that we've covered emails, go out and email with confidence and gusto...or just ask us for help.

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5. Marketing Team Must Haves

So this one is rarely found (especially if you're looking at this pillar page since it's all about setting up a digital marketing strategy).

With that said, there's two routes to go:

  1. In-house Marketing
  2. Outsourced marketing

In-House Marketing

This means building out your company's own marketing team.

Depending on your focuses in marketing, this may be a good or bad idea.

Here's the major areas to focus on if you're building out your marketing team.

  • Social media marketing
  • Content marketing
  • Email marketing
  • Paid Ads

Now, if you pursue this you should aim to start small and unspecialized. Once it takes off, you should progress towards building out small teams that are responsible for these various areas.

Here's a great start up guide for in house marketing teams.

Outsourced Marketing Teams

To be clear, PHNX21creative is an outsourced marketing team.

The purpose of outsourced marketing teams, like PHNX21, is to help companies have a built out marketing team that can focus on many areas proficiently at once...without all the building out.

These companies may specialize in outbound marketing (billboards, commercials, or ad strategies) or digital marketing (online focused marketing outlets).

While these companies aren't part of your company, they are very good at getting your marketing up and running quickly and efficiently.

In-House vs. Outsourced

What's best? That really depends.

If you have the money to hire a head of marketing and teams for each individual area (or just a person in charge of those areas) then we recommend you do this.

They're uniquely aligned with your company, and that has great benefits.

However, if you don't have the resources to hire a bunch of people, then you should look at outsourcing your marketing.

Let's move onto mastering keywords!

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6. Keyword Strategy Must Haves

What Are Keywords?

Keywords are grouped phrases that search engines will use to identify the intent of a search query and provide results for.

Let's say you remodel homes. You should probably try to rank for the keywords "home remodelling company" or "home remodellers" because the majority of people searching that online are going to be people interested in having their home remodelled.

Commonly used keywords are harder to rank for because they have more people trying to compete for the top spot on search engines. 

For instance, if you were trying to rank highly for "home remodellers" you'd be competing against everyone trying to rank for those keywords as well.

Why Do They Matter?

Google is the number one used search engine in the world garnering 73% of all internet searches (Bing was in second with...7.91%).

Google uses keywords as one of their main factors in keyword rankings.

Therefore, by focusing on a strategic, calculated keyword strategy, you have the ability to rank highly on Google for the phrases that will get you leads and sales.

How To Use Keywords

In order to use keywords, you simply have to use them on your website pages, but in order to rank highly for those keywords, you need to use them strategically. 

Here are the 3 main ways to be strategic with your keywords that marketers use:

1. Focus On Search Intent

Search intent refers to the searchers reason for typing in their search queries.

If you research "how fast can bears run?" search engines will focus on this as a keyword and identify bear speed as the search intent.

That's why you'll get results like "Bear top speeds" or "fastest predators" instead of "teddy bears for sale in Colorado".

When you're writing web copy and content, focus on topics that pertain to the pages purpose.

If it's your home page, talk about your services. If it's your pricing page talk about your pricing. If it's high level, "non-sales-ey" content don't write about how to buy your products or services.

You get the idea. Focus on answering the question of the keyword you're targeting.

2. Target Balanced Keywords

Balanced keywords have high search volume with low competition. These are the ones you want to pursue.

Search volume refers to the amount of searches that occur with that keyword within one month on search engines.

Competition refers to the difficulty of ranking highly for that keyword (high difficulty means more web pages ranking for that keyword; low difficulty means few pages trying to rank for that keyword).

 

3. Strategic Placement

Follow these tips below for optimal placement with your keywords.

  • Use keywords in your header tags, URL, and page titles.
  • Don't keyword stuff in your headers. Once per tag is enough.
  • Use the keyword throughout the "non-header" copy of web pages and content.
  • Use common semantic phrases because Google can understand those.

Here's The Best Way To Find Great Keywords

Here's a look at some keyword metrics that you can track for free with Ubersuggest and SEMRush! 

Ubersuggest's Rundown

Ubersuggest isn't our favorite, but it's value is undeniable (especially because it's free.

It gives you the base info you'll need to crush some keywords.

uber

SEM Rush's Rundown

semrush

SEM Rush is our favorite keyword/digital marketing planning resource on the planet, and when partnered with HubSpot we have everything we need to run our strategies.

They include all the same things as Ubersuggest, as well as a billion other features that are sure to drive home the results for your digital marketing strategy.

Use one of these to drive home your keyword research and ensure you're ranking well for things you want to rank for.

Do you know what you rank for?

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7. SEO Strategy Must Haves

On-Site SEO

On-Site SEO is a cumulative effort to ensure your website looks great to search engines.

It has to do with these main things:

  1. Responsive Design - You need to ensure your web is mobile responsive. This has to do with AMP and a web designer/marketing agency can help with this.
  2. Meta Descriptions - The descriptors are key factors that help indicate a page's content. Google can rank you higher when these are done properly.
  3. URL & Title Structure - If your URL is long, convoluted, or just a bunch of random characters, Google won't like it as much. Same if your header tags and titles are poorly done.
  4. Backlinks - These are links to other web pages within your web copy. Google loves these because they help it crawl your site easier.
  5. Multimedia - These are your videos and images. While putting them in place has to do with web design, making sure they're embedded cleanly and have the right text is SEO 
  6. Keywords - These are certain phrases that get typed in to search engines often. More popular keywords mean more competition, so optimizing your pages for important keywords is crucial.
  7. Page Performance - This has to do with a few key factors like how long it takes to load up or how compressed your images are. Check this out for more details on page performance.
  8. Content Length - This is somewhat controversial, but longer content usually ranks higher on Google. Shoot for around 1,800 word count, and you should be fine.

Off-Site SEO

Off-site SEO refers mainly to inbound links (also known as backlinks), which are other websites that are linking to your web pages. For instance, you want high quality websites linking to your web pages.

High quality sites are ones that not only are fast, but that have good traffic, and similar/relevant keywords to the page they're linking to. These are relevant factors Google will identify, and because of it, you will rank much higher!

Do this with guest blogging, referrals, reviews, PR releases, etc...

Our friends at Ardor Media Factory have a great service for building great backlinks to your site.

Take all this into consideration when optimizing your site or looking to get someone to do it for you.

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8. S.M.A.R.T. Marketing Goal Must Haves

What Are S.M.A.R.T. Goals?

S.M.A.R.T. goals are a method of establishing goals that will guide all marketing efforts.

S.M.A.R.T. stands for simple, measurable, attainable, relevant, and time-bound.

  • Simple - Don't overcomplicate it. Focus on one specific thing.
  • Measurable - Make sure you can track your performance with key performance indicators (KPIs).
  • Attainable - Make sure that your goal is realistic and can be attained.
  • Relevant - Make sure that your goal is relevant to your marketing and vice versa. Align them up.
  • Time-bound - Put a time limit on your goals. Seek to accomplish them quarterly, yearly, etc.. Whichever are realistic while also pushing your limits!

How To Make Your Own S.M.A.R.T. Marketing Goals

Through the process of reverse engineering goals you can set up practical goals that will guide your marketing efforts.

Start with a bottom-line, basic, desire for your business that has to do with your marketing.

Then you have to calculate these 3 numbers:

  • Client Value - How much your average sale/deal/client pays you over the course of the relationship.
  • Close Rate - Percentage of won sales vs total sales.
  • Conversion Ratio - How many visitors it takes to get 1 lead.

For instance, your goal may be to earn $100,000 dollars in 2019 from your marketing efforts. That's your bottom line. It's not bad, but you need to get specific. Let's get those 3 factors.

Calculating Client Value

Let's say you make $25,000 on your average sale. And each sale is typically a one time deal, no contracts or recurring invoices. That's your client value.

Calculating Close Rate

Let's say last year you had 100,000 people give you their contact information and became leads (whether by making an account on your site, filling out a form, or subscribing).

Of those individuals that converted, you reached out to every one of them and 50,000 of them bought from you.

That makes your close rate is around 50% of your leads from online sources.

Calculating Conversion Rate

As stated, you got 100,000 leads last year. Put that number under your total visitors from last year (5,000,000).

From there, simplify. This makes your conversion rate around 20%. Therefore, it should take around 50 visitors to get 1 lead.

Let's bring it all together now.

With everything laid out, you now know that you need to get 400 visitors on your site for the year (extremely manageable) in order to get 8 leads.

You'll close half of those deals into 4 clients worth $25,000 each. This makes $100,000 from online sources. Boom. You've met your overall goal for 2019.

So, your smart goal is now to get around 33.3 visitors/month to your site from your online marketing efforts

Now, this is just an example. This isn't the actual numbers because conversion rates are usually much lower, as are close rates and so on.

But, knowing how to set yours up is vital to ensuring success. Go on and find yours out

Set up yours and go conquer 2019!

Math is hard. Let us do it for you.

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If you want help setting up your S.M.A.R.T. goals just give us a holler and we can help set up yours for free!

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9. Conversion Pathway Must Haves

What Are Conversion Pathways?

Conversion pathways are "invisible" routes that you have designed in your website, content, marketing campaigns, etc... that lead towards a lead magnet or conversion offer.

These serve the purpose of getting a visitor's contact information so you can reach out with sales opportunities or nurturing.

These are absolutely vital, because if you get a zillion visitors a month...but no opportunity for them to convert on then you won't get any sales opportunities.

Requirements To Make A Form

Having forms and offers on your site isn't hard to do. Having the right planning for them is. Let's line out the requirements.

Your offers should consist of these 3 things: 

  • Free - This is an essential aspect of a good offer. You should rarely make someone pay to opt in especially since they've yet to invest in your business. Serve visitors by giving them free value!
  • Valuable - You need to give them something that they didn't have before. Whether it's information, a quote, a downloadable content offer, or whatever else, they need to benefit from getting what you have.
  • Converting - Typically, you should get their email address in exchange for what you're giving them. This way you can follow up, nurture them, and move them down the buyer's journey.

If you do your own marketing simply ensure your forms have these three things.

If you want these done but don't know how, simply contact your designer or marketing company to discuss creating an offer and a great form that captures visitors like crazy.

Requirements To Make Your Own Pathways

To make your own pathways you'll need to reverse engineer them.

Here's a 4 step process to make sure your's are top notch.

Step 1. Start with the offer

Say you run a coffee mug subscription service where people sign up for a monthly subscription (like Netflix) and they get a new mug every month.

You can't nail a great conversion pathway if you don't know where you're leading people to.

So your offer could be something like, "Father's Day Sale for 2x the mugs."

Step 2. Set up the form/payment link

If you're running a Father's Day sale, you need to create a form/checkout cart capturing everything you need to close the sale.

Follow the guidelines we stated above!

Step 3. Plan content around the offer

Write about "Father's Day gifts" or "Great mugs for dads" with targeted keywords that are going to attract a ton of visitors and funnel them towards your offer (thats the key)!

Step 4. Plan your social sharing and emails

With your content planned out, plan out the emails you'll send and the social media posts you'll do. You can obviously wait until the content is curated, but why wait? Schedule out what you'll be sending so you can save time later.

And boom. You've got a great conversion pathway built out so your campaign is going to succeed and your numbers will soar.

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10. Marketing Automation Must Haves

What Is Marketing Automation?

HubSpot puts marketing automation best:

Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier."

What makes emails easier? Autoresponders, CRM's that can help classify leads, email sequences that send certain emails based on certain actions, and things like this.

What makes social media easier? Software the can auto share your recent content or ones that you can use to schedule out all your posts for a month.

What makes lead nurturing easier? Chat bots, autoresponders (technically email but emails are huge in automation), newsletters of your recent updates and posts, and other things like this.

What Does Marketing Automation Actually Look Like?

See that little "help" message at the bottom right corner? If you click it, our chat bot will come up and try and help you answer any questions you may have.

That's you talking to someone (without actually having to talk to anyone), and when done right those can help direct you to the answers you seek all on your own.

Let's look at an ideal automated email sequence:

  1. You schedule out your social posts for the month, one of them including a bit of content.
  2. A prospective buyer sees that post, reads it, and asks to subscribe which sends them a thank you email (you've already written out) with an ebook they might be interested in.
  3. Turns out they are. They read that ebook, and the CTA takes them to a page with a form they fill out for a free quote.
  4. After they receive the free quote, a member of your sales team receives that information, and they can reach out and help them proceed with their purchase.

All of this occurred with a bit of automation and planning. You've crafted great conversion pathways into everything your marketing team does and made sure the automated emails that are being sent are well-written.

With a little thought and automation you can accelerate your site's visitors, leads, and customers.

How Do You Get Automation?

Well there's a few services out there. The one we use is HubSpot. They're our all-in-one source for content and web design (even though we still build on Wordpress occasionally).  

There's tons of marketing software out there though. Here's a quick list!

  • Drip - For email campaigns and workflows.
  • Klaviyo - For ecommerce brands looking to email and social media segmentation.
  • Keap (formerly Infusionsoft) - Marketing, sales, and business automation.
  • AdHawk - For PPC on Google and Facebook.
  • Pardot by Salesforce - Overall nurturing and enablement.
  • Mailchimp - Low cost email automation.
  • Drift - For great lead nurturing and chat bots.

These should be all you need to get you started. We HIGHLY RECOMMEND HUBSPOT because they're the all-in-one (and integrate with practically every other SaaS company on the market). 

That said, if you're looking to simply get one or two areas covered, these should do the trick.

Check out these resources and put this information in your playbook, so you can start optimizing your automation processes. 

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In Summary

So, how's your digital marketing strategy looking now?

Hopefully amazing! But if not, it's vital to review these 10 areas to make sure you're checking off all the boxes.

  1. A Website - Ensure it get's the job done aesthetically and has a clean, optimized back end.
  2. Content Marketing - Make sure you're planning out solid content, mixing up blogs and videos, and actually following through with them.
  3. Social Media Marketing - Get engaging! And don't say stupid, illicit things (obviously, but you'd be surprised).
  4. Email Marketing - Ensure you're sending the right emails, at the right times, to the right people.
  5. Marketing Team - Either build yours from the ground up or outsource to credible teams!
  6. Keyword Strategy - Research everything you want to rank for on each page of your site.
  7. SEO Strategy - Ensure you're site is optimized so search engines can present it to others!
  8. SMART Goals - Set these up to give your company a clear goal to achieve. Don't let your separate departments get in each other's way.
  9. Conversion Pathways - Paths to ensure you're funnelling all those visitors towards logical, conversion offers.
  10. Marketing Automation - This is vital. Set up automation so you can do all of the other steps without actually having to take time out of your day to do them.

If you're curious about anything we've discussed whatsoever either leave us a comment below and we will get back to you!

Check out our offers on the right beside whatever section you found you're lacking in, and we can definitely offer you some immediate help in that are!

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