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Business online marketing. Which is a simple and powerful way to view and implement your online marketing strategy. That was a mouthful this is the first in a series of videos on our free online marketing course. We’re going to take you through all the pillars of online marketing that apply to your business and this is the stuff that you need to know.
Whether you actually have to do the work yourself or not these are the pillars of online marketing for your business. So pay attention and again. This is Erin Fletcher the founder and CEO of geek free marketing.
Encases is our first time interacting nicely to meet you there are three simple goals of online marketing when you think about it the first of which is to deliver your message to your target audience the second of which is to engage your audience after. Business online marketing.
They’ve seen that message and hopefully, they stick around for more than a few seconds, and by consuming your content you want to establish yourself. As a trusted authority in your niche, the third simple goal is to compel your audience to take action and the goal of all goals is more leads and customers. Business online marketing.
Period sounds simple enough right but there is an issue most small business owners are a little bit confused by all. The terminology and acronyms floating around out there nothing to do with online marketing. Business online marketing. pay-per-click and Constant Contact and online advertising and email marketing and SEO.
All the different acronyms floating out there caused a lot of confusion so we’re going to do is present the gate-free online marketing funnel. Put all this in a real simple three-step funnel that’s going to be a really powerful tool, allowing you to measure everything you do related to marketing.
And get the most bang for your buck so let’s talk about the definitions for each of these three phases. so Reach is simply someone seeing your message. Anywhere I think and that could be print online or offline just eyeballs seeing your message in brand engagements define to someone interacting with your brand content.
Media if the reading of blog post watching a video looking at your homepage or your LinkedIn profile Facebook fan page on down the list that’s engagement. Conversion is someone performing a desired action that could be opting in to your list making a purchase picking up the phone and calling it or filling out a lead form so there are goals.
For each of these phases as well the goal Reach is simply to increase visibility and traffic from your target audience. You need to get in front of more of your target audience, not just anyone. But your target audience the goal of engagement is to encourage your audience to consume.
Your content hangs out for a bit and view you as a trusted Authority. when you provide answers to their questions and solutions to those things they’re searching for you become the authority in your niche that could be a restaurant a law firm.
A chiropractor or a party clown if you’re providing answers to their questions you’re the authority. The goal of conversion is generated. I just said party cloud the goal of conversion is to generate qualified leads and subscribers and customers it’s an action.
That must be measured the difference between a lot of spray-and-pray marketing and measurable marketing. is there has to be a goal? That can be quantified so conversion has a goal so what are the tactics we use for each of these phases of the funnel well the tactics for online.
1.Deliver your message to your target audience.
2.Engage your audience, Stablish yourself as a trusted authority.
3.Compel your audience to take action.
Reach could be search engine optimization pay-per-click you know paid to advertise social media offline. so I’m not completely biased to the Internet you could go ahead and do postcards Direct Mail print advertising as long as it’s optimized and’ measurable offline.
I still powerful folks engagement well you want to create client-focused content that speaks to their need and publish that on your site and around the web, we’re going to talk about that in future videos the tactics used for conversion well.
You might put web forms on your site everywhere you could use what we call a traffic magnet like an e-book something that says hey out in here and gets this cool free. The thing that you can download you could have phone numbers all over your site you can even use things like online chat hello bars pop-ups.
The things we’re going to talk about we talk start to get into web design here coming up how do we measure the stuff that which is measured improves that which is measured in bordered upon and proves exponential.
So you have to measure the marketing folks you have to measure your marketing. how do you measure reach well search engine rankings where do you rank on Google for the top terms? For your business how many impressions are you getting if you’re doing pay-per-click or SEO and website traffic that’s you reach?
How many people are coming to your site? How do you measure engagement simple time on your website the bounce rat? that’s the percentage of people that just leave right away.
Because they think that your website sucks or at least it’s not what they thought it was what they’re looking for and if your website does suck. By the way, watch the next video social sharing or pageviews real simple stuff you.
Don’t have to get too deep in the woods you just have to measure it okay. how do you measure conversion the conversion rate of leads? so if you have a thousand visitors coming to your site. and you have ten leads coming in you have a one per cent conversion rate.
If you don’t know those basic numbers you can never get from point A to point B from a spray-and-pray marketer to a. How to a ninja measurement and metrics. Base marketer so it’s really cool about this stuff is the funnel applies to almost everything.
That you do online your website your content a YouTube video your Facebook or social media paid ads analytics email marketing and even postcards and Direct Maileverything. you do I really have to underscore that you need to get in the mindset of looking at all of your marketing.
Through this simple three-step funnel so let’s look at a couple of examples so your website well website Reach you might use SEO keywords backlinks to your site you.
might make sure your site’s fast and spam-free is performing well so having a good SEO website is an SEO. Where I’m not sure but SEO your site really ensures that you’re going to reach your target audience engagement.
The navigation of your site is it cleans look professionald/f. trust icons and social proof and testimonials and all the things we’re going to talk about in the next few videos in this course it’s really important that when someone arrives on your website. They feel that they’ve come to the right place that’s called engagement.
They’re not leaving right away because your website let’s say stinks conversion web forms phone numbers call to action. and offers those are all things that are desired actions from your target audience.
Okay content let’s say you’re going to write a blog post well you need to use the right keywords you need to push your content out to social media sites not just throw it on your blog and wait for the best Kevin Costner doesn’t live here anymore there’s no field of dreams.
When it comes to online marketing we’re going to talk about that in the next few videos engagement. what good is it if It doesn’t compel your customer and speak to their needs and is a clear digestible e format?
We have a whole video coming up on how to format a blog post and it’s also the same format you can use for video it’s really important next steps after someone reads your blog post. and want them to go and click away and contact your competitor when they’re finally ready to do business.
Have a call to action to clear the next step in every piece of content so you can see for your website and content you can scrutinize everything you do through this funnel just for the fun of it let’s look at social media listings or any other online listing.
That you place well you want to use target keywords and your listings and descriptions a lot of businesses go ahead. and place social media ads and don’t get the traffic they’re looking for or they create YouTube or social bookmarking profiles. And they totally miss the ball when it comes to reaching.
Because they don’t put the right keywords in there the same is true for video and everything else we’re going to cover that coming up engagement compelling customer. Focus copy even though you have to think about everything you publish on the web.
Something that’s used to reach engages and convert your target audience so if you go and write take the time to place a profile on a new business on Twitter on LinkedIn make sure you have a customer-focus copy and to convert a clear call-to-action. what to do next.
What do they get what’s in it for them what the next step you have to have that everything you publish about your business. we are coming up at 8 minutes going to be up talking a bit faster.
He repaid ads you’re going to do Google google AdWords online directories print ads. Even are you really focusing on your target audience with a set compelling message? and the right keywords the right demographic so you are fishing in the right pond but the right bait engagement there is your bait so does your ad speak to a single target audience.
Their needs in their wants or is it talking about yourself as your logo bigger. Then the headline talking about your customer’s needs if so delete your logo fire your ad agency. let’s make some money here with the performance-based marketing conversion whether.
It’s a Google AdWords ad or any other form of advertising you need an urgent call to action with a mafia. Offer it’s awful you can’t refuse more like Sylvester Stallone. The Godfather but you get the idea so the funnel applies to everything that you do. Here are the P concepts you need to view your marketing activities.
Within the simple three-step file never place an ads blog post or send a postcard without applying what I call the funnel filter run it through the funnel and do its reactions.
It gauges does it convert and lastly always consider that you’re going to measure your reach engagement and conversion for each piece of content you launch don’t ever place other listing social media. Don’t send out another postcard, don’t you?
Do anything without running it through the phone. Every video we’re going to cover in this course everything we’re going to talk about in our forum and our paid course and everything.
We’re going to do is going to always come back to this funnel measuring our marketing just by measuring. You’re going to beat that you know what are your competitors stay tuned for the next video thanks and have a good day.
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