Digital Marketing Resources

Digital marketing is a billionaire industry going on strongly for a quarter-century. The variety of niches and career paths is enormous due to a simple fact: there are as many products and services as there are customer needs.

You know that human beings are complex, each person is a world. If we put together the needs of all persons the list becomes virtually endless. Here is where markets, verticals, and niches come in handy.

Digital marketing works to target the customer needs in a way that is:

  • Focused on the niche
  • User-oriented
  • Centered on the customer’s need
  • Affiliate Marketing

Affiliate Products Social Sharing

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Using different channels like for instance social media presence.

Integrations with eCommerce Apps

Examples:

  • Shopify
  • Magento

Sales funnel building

  • Lead capture
  • Lead education
  • Lead nurturing
  • Selling
  • Cross-selling
  • Up-selling
  • Many more...

Digital Marketing Resources

  • Cover letter
  • Elevator pitch
  • Pitch letter
  • Sales letter
  • Squeeze page
  • Affiliate network
  • Affiliate program
  • Affiliate product
  • Autoresponders
  • Advertising tech
  • Tracking apps
  • Reporting apps
  • Link management apps
  • Website-building apps
  • Community apps

Artificial Intelligence

  • Predictive Analytics
  • Sentiment Analysis
  • Customization
  • Recommendations
  • Customer Intelligence Profiling
  • Retargeting and Similar Ad Tech
  • Automated Up-sell and Cross-sell

Search Engine Marketing

SEO strategy

If you are a one-person outfit, you know that SEO is probably the most complicated of all the leverages you can include in your marketing mix.

SEM strategy

As I see it, the best search engine marketer is the one that doesn't try to juggle with fifty business processes and solely dedicates herself or himself to the SEM processes and nothing else.

It's a fast-paced industry, where an update in the search engine algorithms may render your SEO work of months obsolete.
 

Pay-Per-Click Campaign

Buy ads, pay a sum each time one clicks one of your ads.

Digital Assets Optimization

If your website has thousands of digital assets, like for instance, pictures, it pays to optimize them with an SEO approach meant to compliment your main SEO strategy for your website.

 

Turnkey SEM Tactics

  • Paid Inclusion
  • Paid Placement
  • Contextual Advertising
  • Content Marketing Planning
  • Customer Intelligence
  • Competitor Analysis
  • Start Brainstorming Topics
  • Start with Content that Discloses
  • Create Social Media Channels
  • Curate and Share Epic Content
  • Figure out Inbound Tactics


Content Strategy

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Some parts of a copywriter content strategy:

  • SEO content
  • Channels
  • Delivery frequency
  • Tags
  • Engagement
  • Lead Magnets
  • Advertisements

Social Media Marketing

Some parts of a copywriter social media marketing strategy:

  • Interaction
  • Brand-to-customer nurturing
  • Customer support
  • Brand participation
  • Social media marketing jobs descriptions
  • Social media marketing agencies profiles
  • Social media marketing plan
  • Impressum

Marketing’s Human Element

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Beyond marketing as a technology, there’s the human component that we mustn’t forget. What I’m going to list below is kind of superfluous, but if you are looking to break into marketing, and you haven’t yet stopped to think about the topics below, then you should probably stop reading so much from the internet, and either do a course or read a good book on the subject.

At the forefront and top of your marketing strategy, you should put your prospective customers and clients. This fact has to influence everything else that you. It has to be the moving force behind all your marketing strategy choices.

Since you cannot cater to a preconceived presumption of your ideal customer that you built in your mind based on your assumptions, one of the first things you need when you are beginning the startup phase of a business or service is a solid set of knowledge on your desired customers.

At the very least you need a well-sequenced development of your start-up plan, beginning by figuring at least these three things:

  • How will you build your influence in the niche you are planning to do business in?
  • How are you going to approach your prospects? (not just the physical way you're going to do it, but also what are going to be your method and ethos.
  • How are you going to do these things online?

You can’t know how you’re going to meet your ideal customers if you don’t start moving fast towards your customer, getting in direct contact with them, and at the same time profiling them.

You can’t base your actions from this point onwards on anything as vague as your take on your customer, hearsay, or anything like that.

You have to approach this topic carefully and scientifically.
 

Ways to Profile Your Prospective Customers

  • You can create a survey and ask your prospective customers to fill it
  • You can keep a record of your conversations with them
  • You can research through reading studies, papers, theses
  • You can read books, trade publications, ebooks,
  • You can join a community forum on the niche you are pursuing
  • You can perform all-inclusive social listening and my pertinent information

You’ll have to figure out your customer needs, pains, hopes, gains, and aspirations from the outset.

You do this through filling all kinds of customer intelligence documents, like:

 

Customer Intelligence

In these documents you decompose the products and services you plan on delivering into several different customer segments, and then you flesh out, for each segment, each of the stages of the customer life cycle.

Finally, after you did a considerable fleshing out of your prospective customers you can say you have the minimum required knowledge of your prospects.

How are you going to approach your prospects? You need to approach them to know them, otherwise, you can’t base your get-keep-grow strategy on anything.

 

Customer Research

If you have the funds to do it, then you should not stay with everything you learned in the profiling phase. You should commission an additional market study to a professional firm.

The difference is that after you do all the customer intelligence research you can do it by yourself, you’re going to the professionals with a much more useful position for them to serve you better.

Knowing exactly what you now know, and only then handling the market study to a pro outfit will give you peace of mind in knowing that you did everything possible not to be biased and the only thing that’s left is the professional consultants’ service.

And when you get their results, you’re going to be able to compare your small-scale research with the professional version and learn a great deal from the difference.


Customer Persona Topics Backlog

The things you’ll write in each section of the chart aren’t set in stone and can begin with assumptions, but it’s better if you don’t let pass more than a week of assumptions and by the next, you already have replaced the assumptions with actual information you got from prospective clients in the field.

Customer Personas

At the same time, you’re working on the research and topics, you should be building several customer personas profiles, each one in his or her separate document file, and it should look more or less like the document in the image at the top of this section. In the customer persona, you will flesh out your ideal customers properly. In this document, you will dump everything that you learned during the profiling phase.


Image Attributions

Antone Shores How Content Marketing Can Help Startups Generate Better ROI CC BY 2.0

Rosenfeld Media JTBD032: Figure 4.6 CC BY 2.0

Sebastiaan ter Burg Design A Better Business masterclass @ Zoku Amsterdam, October 2017 CC BY 2.0

 

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