When talking to business owners about what we do here at Waypost and how I can help them out, I find myself with exactly 45 seconds to successfully convey some pretty unfamiliar concepts. After a minute, I’ll see their eyes glaze over with all my marketing talk that distracts them from the very real 25 fires they are dealing with in that immediate moment.
Hey. I get it. You’re busy—swamped even. If your marketing issues are on your radar, they’re well behind all those fires you’re putting out.
What if I told you I can take a fire off your plate?
Skim through this article, grab the pieces you need, and file the rest of it away for when we talk later. I just want you to have an idea of what I can do for you. Because that slow-burning ember of 'no leads' will, at some point, move itself right onto your front burner, and then you’ll be glad you read this.
Digital marketing is not:
- TV commericals
- Magazine ads
- Radio spots
- Yellow page ads, etc.
Digital marketing is anything online.
- Search Engine Optimization
- Keyword Research
- On-page optimization
- Off-page optimization
- Paid Advertising
- Getting those paid spots at the top of search results
- Getting your Google ads on other sites
- Facebook ads
- Local Search (Is this different from SEO? You better believe it.)
- Email Marketing
- Social Media Management
The best way to describe Inbound Marketing is to tell you what it isn’t. Outbound marketing focuses on going out and finding customers. It’s cold calling. It’s traditional marketing. It’s standing in the middle of town yelling about your service and hoping someone within earshot actually needs you. It’s interruptive, it’s decreasingly effective, and it’s incredibly expensive.
Inbound marketing is getting the people who need your product or service to come to you. And it works.
We have written reams of content on this (seriously—there’s an e-book!) but here it is in a nutshell:
When someone discovers they have a problem, they go online to find a solution.
First they research their problem. Then they research possible solutions. Then they decide on a solution. Then they choose a provider.
That moment when they go online to research their problem is called the “Zero Moment Of Truth.” If you are not there at that moment providing research material, you’ve already lost them... To your competitor.
So how do you get there? Let’s start with your website.
Every website has a job to do. Some websites have multiple jobs to do. Very simply, your website’s job is to generate leads.
Your website is your number 1 salesperson. Your website works 24 hours a day, 7 days a week, 365 days a year. Your website, if organized correctly, can provide exactly the information that each individual customer is looking for... and can service ALL of your potential customers simultaneously.
It’s not uncommon for a business owner to be unaware of the value of a website visitor. There are some metrics you really need to have in hand in order to calculate this, but when you have a minute, it’s worth working through. These metrics are:
- Average Lifetime Value (LTV) of a Customer
- Visitor-to-Lead Conversion Rate: How many website visits do you need to generate a lead?
- Lead-to-Customer Conversion Rate, i.e. Your Close Rate. (Most people know this number)
- Value of a Website Lead
What in the world is Conversion Architecture? What are Sales Funnels?
Who has time for this? Not you. Suffice it to say, when we take a look at the job(s) your site should be doing, we start with the end in mind and work backward.
We figure out what the end goals are. Then we figure out how to move a user along through the site to get them to “convert”—fill out a form, give you a call, apply online, what have you.
Then we figure out what it’s going to take to get those users to your site in the first place, your site can then do its job. This is what we’re talking about when we say “digital marketing strategy.”
What Marketing Tactics Should I Be Doing, then?
You should be doing them all. They all fit together, and they all rely on each other. How much of each one you should be doing depends on your business goals. Stay away from those jokers who sell one-size-fits-all packages, and also the ones that want to sell you piecemeal services. It’s just not worth your money. They won’t get the results they promise you.
Many companies we talk with have either an in-house Marketing Manager or a Marketing Admin. These Marketing people are usually responsible for the company's overall marketing and brand strategy, both online and offline. In most cases, they are doing bits and pieces with internet marketing, but they really aren't able to pull together the integrated, comprehensive solution that the business needs.
They simply don’t have time to do the research, the implementation, and the analysis that an effective digital strategy requires. If you want leads—serious, qualified leads—you have to do the work.
For $3-7k per month—about the cost of one experienced professional’s salary—you could buy an entire digital marketing team with many experts in many different areas. This team can also work directly with your Marketing Manager or Director.
I know you’re busy putting out fires. I know you have a mountain on your plate, and that tackling the marketing mountain is something you’re thinking you need to push off to next quarter.
Keep us in mind though. Your ember will become an inferno sooner or later, and when we’re busy growing your business for you while you’re busy running it, you’ll wonder why you didn’t call us sooner.