The Secret 9-Step Digital Marketing Game Plan That Most Agencies Don’t Want You To Know.
The struggle to get more customers to improve sales and increase revenue has always been a goal for most businesses. As each quarter comes to an end, most businesses are evaluating any available data in their marketing that may help improve sales.
The wheels are being oiled to improve marketing efforts. There is increase in the sales force (hire an agency or get a trained marketing team) and increase the marketing budget. Many give very little or no thought at all to the strategy needed to bring all these factors to work together and give successful results.
In this post, we are going to go through what the customer journey looks like and how you can do all the right things in your marketing to find your ideal customer, keep them and make sure they keep buying from you.
Studies show that on average it takes 7-8 touch points with a potential customer before they become paying customers
I will break down what a successful digital marketing game plan looks like. Also, give several lessons on how it all works together to help you grow your business by improving sales and reducing cost.
So if you have a business or work in a business and are looking for how to get more leads, more customers, and more sales using digital marketing strategies, you have come to the right place.
Thing is, many agencies or digital marketers have trivialized the import and intent of digital marketing so let’s give you a true and clear picture of what a successful digital marketing game plan looks like.
But first things first:
What is Digital Marketing?
This may sound basic especially in this “internet of things” age but it is important to know this and to emphasize it.
Digital marketing simply refers to marketing using digital media.
Marketing is marketing digitally.
It doesn’t matter if it is online or offline, the job of marketing will always be the same: to take your potential clients on a journey from point A where they are unaware of you (their problems) to point B where they are paying customers (your solution) and refer other customers to you.
If you can master the marketing principles I share with you in this article, you will be able to use them to grow your business using any media whether digital or not.
In other words, different media may come and go, whether traditional or digital but these principles will last forever.
Your job as a business owner and marketer is to guide your potential clients through the customer journey you have outlined for them.
You want to be in control of as much of the process as you possibly can.
One of the best analogies I’ve heard to explain your customer’s journey is by Ryan Deiss.
He compares the marketing process to going on a date.
You don’t ask someone to go on a date with you and immediately propose marriage. (Well, maybe some people do but the success rate of that strategy is very low. ?)
Instead, you focus on building a relationship and getting the other party to know, like, and trust you, and then, you can propose marriage.
A business relationship is very similar to a marriage and so, when a potential comes in contact with you first, you should not immediately propose marriage (they buy your stuff) but rather, focus on building a relationship with them, and only then should you get them to buy from you.
The customer journey has 8 stages and it’s explained in detail in this article but I’ll give a brief outline to set the stage for our success blueprint.
Stage 1: Awareness
They come in contact with you and become aware of you, your products, and your services.
Stage 2: Engage
They engage with you in one way or the other.
Stage 3: Subscribe
They go a step further by giving you their contact information in exchange for something of value called a lead magnet.
Stage 4: Convert
They become customers. The best way to do this is to offer a low priced offer that is highly valuable (Strategy 1). This reduces the barrier to entry and now, it’s your job to WOW them.
Stage 5: Excite
You WOW them by over-delivering on their expectations.
Stage 6: Ascend
They buy more and more of your products and services and thus, you increase the average order value per customer (Strategy 2)
Stage 7: Advocate
They love your products and services and will tell others about you if asked.
Stage 8: Promote
They love you and actively promote your business, products, and services to others. This is the ultimate destination.
And that is the summary of the journey you need to take each one of your customers through.
It can take potential clients years to go on this customer journey with you and another just a few hours. The speed at which they go through the journey is irrelevant. What matters is that they go through it.
And we’ll go into what marketing should take care of later on in this post.
So, how does this translate into the Digital Marketing Success Gameplan?
What is a Digital Marketing Game Plan?
The Digital Marketing Success Game Plan
There are 9 key components of a Digital Marketing Success Game plan
Ever heard the quote “if you fail to plan, you plan to fail?
The same is true when it comes to digital marketing. Simple truth is, Marketing isn’t marketing if it can’t be measured. You want to be able to distill data from any marketing effort so that you can consistently keep being relevant to your target audience.
To achieve this and also succeed in growing your business using digital marketing strategies, you must have a plan.
In this case, I call it a game plan, which is an instruction manual. It’s a step-by-step breakdown of everything you need to use the internet successfully to grow your business.
We’ll dive into each one of them.
How you will get your ideal clients to know about you and what you have to offer.
There are 2 ways to do this:
- Organic: This is using free methods to get traffic to your site. This is where things like organic social media posts and SEO come in.
- Paid: This involves paying for ads to send traffic to your site/content. This is by far the fastest and most effective way because it puts you in control and is predictable.
The two biggest traffic stores on the internet right now are Facebook and Google. With these two ad platforms, you can get access to almost anybody on the planet.
You just need to know how to get your targeting right and craft a winning ad.
If you don’t have much experience with digital advertising, Facebook is a great place to start simply because it’s easier to use and the cost of ads is way cheaper.
For more experienced Digital marketers, Google (especially Google Display Network and YouTube Ads) are a great way to diversify your advertising budget
Marketing is not an event. It’s a journey.
You have to understand that marketing is not something you do once and forget about it.
Marketing is a journey that you take your potential customers until they become paying customers and even beyond that.
When people think about digital marketing, unfortunately, they dive right into social media, websites, banner ads, and such, running with the latest fad in town and thinking that the media is going to get the success.
BUT, the media is just one aspect of successful marketing.
What does successful marketing entail?
Marketing is getting the right message to the right people via the right media and methods – effectively, efficiently, and profitably. – Dan Kennedy
It is like a 3-legged stool so to speak, with each leg of that stool being as important as the others.
The three legs your marketing has to stand on are:
- Your Message
- Your Market
- Your Media
This has to do with putting together the best promotable message possible that truthfully represents the products/services that you sell.
The message has to do with everything your potential clients see and perceive about your brand and is critical to success.
It needs to communicate a big promise to your target audience that encourages them to know, like, and trusts you all the time and eventually sees you as an authority in your industry.
This is where content comes in
Content is by far the most effective way to get your potential clients to become aware of you, get to know you, like and trust you, and make the decision to do business with you.
It’s also great for establishing authority as a go-to expert in your field of business.
Whatever industry you are in, you need to be creating great content.
Ask yourself: What does my ideal client wish to know and how can I answer it?
This has to do with your target audience.
In the words of Dan Kennedy, Every product, every service, every business either appeals or has the potential to appeal much more strongly to a certain definable group of people than it appeals to all people.
Your job is to find that definable group of people and target them with your message.
Simple things to watch out for are:
- What problems are they trying to solve?
- What are they currently searching for?
- What are their income levels?
- What blogs are they reading?
- What products are they buying right now?
- What social media platforms are they binging on?
This has to do with how you get your message to your market. It is only here that the different media comes to play and you need to ask yourself: “Where and How can I find my ideal client?”
You want to use media that they use and reach them where they are.
So, you see, it is critical that your marketing takes into consideration all 3 elements of successful marketing.
Now, let’s talk about the only 3 ways you will make money in your business.
There are only 3 Ways You Will Make Money In Your Business
Just 3 Ways?
Now, I know that may be a tough pill to swallow as you’ve probably thought there have to be thousands of ways to make money.
I did too until I learned from Jay Abraham (one of the most brilliant marketers I have come across) that amid all the strategies we employ, they are only three ways that your business will make you money.
Get More Customers
When you get more customers, you make more money.
That’s easy enough to see and the one thing that most people focus on.
Let’s say you had 100 customers buy from you last year: If you have 150 customers buy from you this year, you will make more money.
How can you get more customers?
You can get more customers via;
Bribe (Lead Magnet):
This is where you give potential clients something of value for free in exchange for their contact information.
The aim here is to build a list of potential clients that you can market your products and your services to over and over again.
Low Priced Offer (aka Tripwire)
This is where you allow these potential customers to become paying customers. You do this by first offering a low price offer which is also known as a tripwire.
This should be something very closely related to the core thing you sell but on a smaller scale.
Why should it be low priced?
Because you want to reduce the barrier to entry as much as possible. You want to enable them to become customers first with very little risk to them and then you WOW them.
Your aim is to over-deliver so that they trust you even more and then buy from you over and over again.
This is where you present your core offer – the main product/service you sell.
If you sell multiple products, you offer them your best selling product or the product that best solves their specific problem,
Pretty basic right? Let’s keep going!
- Increase The Average Order Value Of Each Customer
The average order value of a customer is how much (on average) every customer spends with you.
So, let’s say a customer typically spends N3000 ($10) with you, if you can increase that amount, you will make more money.
In other words, how can you get your current customers to be repeat customers?
The easiest customer to get is one who is already a customer. This is a strategy that is often overlooked.
How can you increase how much each customer spends with you?
There are 2 ways to do this:
Now, it’s time to offer them more stuff.
You can offer them more expensive products you sell (upsells), cheaper products (down-sells), complimentary products from you or your partners (cross-sells).
However, it is important to note that you must consistently be giving the value and not just focused on sell, sell, sell.
Every time they purchase from you, ensure that you do all you can to get them to use that product/service and get the results that they desire.
If you continue to deliver value over time, they will continue to buy from you.
Get customers to buy more of the same products. For example, in a health store that sells supplements, get your customers to buy multiple bottles of a supplement rather than just one bottle.
Get customers to buy different products. (still with the health store example, get your customers to buy supplements and also, buy a customized meal plan)
Either way, they buy from you multiple times and you make more money.
To do this, you need to have a list of potential and existing customers and continually
- Increase Your Prices
Increasing the prices of your products and/or services is the final way that you will make money in your business.
So, back to our example from before, instead of selling your products for N3000 like you normally do, you sell them for N4,000.
Can you increase your prices just like that?
If what you have is valuable and helps the people you offer it to, then, by all means, you can.
An easy way to do this is to make your product more valuable then, you can increase your prices.
For instance, with your supplements, you could include a customized 30-day meal plan and increase the price of your supplements.
When you offer your supplements with a free customized meal plan that will help them achieve their goal even faster, you can easily get them to pay a bit more.
The meal plan typically will cost you a little of your time to create it but will not only increase the value to the customer but also set you apart from the competition because
Where The Magic Happens
The real power and magic happen when you combine these 3 elements. It will lead to exponential growth.
Let me paint a picture for you here.
Last year, you had an okay year financially. You sell Product X for N3,000 ($10). You had a total of 100 customers that made you a gross revenue of N300,000 ($1,000).
If you implement strategy #1 (Get more customers) and you get 150 customers. That already gets your revenue up to N450,000 ($1500)
But don’t stop there.
You also implement strategy #3 (increase the price of Product X from N3,000 ($10) to N4,000 ($13).
That immediately gets your revenue up to N600,000 ($2000) with the same 150 customers.
Did you see that revenue increase? By just implementing 2 of the 3 ways I shared, you get double your revenue (from N300,000 to N600,000)
But we’re still not stopping there.
If you implement Strategy #2 (Increase Average Order Value per customer) you can get N8,000 per customer instead of N4,000.
That immediately gets your revenue up to N1,200,000 ($4000)
Instead of getting just N450,000 ($1500) focusing on just getting new customers, you can take your revenue up to N1,200,000 ($4000) by including the other 2 elements.
Last, but not least is follow up.
Follow-up is critical at every point of the Digital Marketing Success Gameplan and your success depends largely on how you follow up.
People are busy and while people may love what it is you sell, Life may get in the way and they may forget.
That is why you should follow up and try to be as the top of mind as possible with your potential clients.
There are various methods of follow up such as:
And that’s it.
That’s the 9 Step Digital Marketing Success Game Plan.
That there is the gold.
Now, within these 9 Ways, there are probably hundreds of strategies that you can implement to take your business to the next level this year.
Maybe some ideas have already hit you.
Make sure you write them down NOW!
And that’s it.
At the Business Growth Acceleration Workshop, we help businesses build out their very own customized Digital Marketing Success Game plan