No.1 Digital Marketing Strategy in 2020

No.1 Digital Marketing Strategy

Here digital marketing starts and ends…

Along the value journey, customers form strategic relationships with new approaches and turn them into loyal and repeat customers.

This journey is a process in which everyone is beginning to become new users.

It is in this way that strangers become buyers and, ultimately, ultimate fans of your business

The hard truth is that marketing is not a one-step process. You have to take eight steps to consider the way of shopping and promotion.

However, I have good news. If you understand this digital marketing strategy (for example, traveling with customer value), you can consciously engineer your business to anticipate the steps in this template.

In other words, you will no longer wonder if you can create leads. You will not need to cross your fingers and hope for customers. When you understand the value journey of the customer, the review and referral will happen automatically.

Customer journey value is the strategic cornerstone of everything we do at DigitalMarketer. This is the primary template in which every other field and digital marketing strategy is developed.

This is very important, we make this bold statement with confidence:

The mission of marketing is to radically move expectations and customers through each stage of the personal value journey.

"The marketing mission is to lead expectations and customers radically and at every step of the customer's value journey."

In this chapter, we will begin with a high-level map of valuable travel for customers. We will then research each of the eight stages, talk about the people you will need to take people on the flight, and review the case studies so that you can find them. See practically.

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Valuable Travel Client Overview

Now that you know its importance… the journey of value for customers looks like this:

Journey to Customer Value

Click on the image above (or click here) to download the written text of the Customer Value Trip.

Now, follow eight steps in developing a digital marketing strategy:

Tip 1: Awareness

Before anyone can buy from you, they must realize that you are.

Well, this is the first step in the value journey for customers.

This step is very simple: from there the person becomes accustomed to you. However, no one is born to know who Apple or Amazon is. At some point if they want to be consumers then they know about these companies.

The same is true for your company.

Marketing awareness example

There are many ways to know your company, products and services. There are three possible scenarios.

• Parents of two children see an advertisement for a summer children's camp on Facebook.
• Google Office Manager searches to find a new coffee provider.
• A college student watches an Instagram video of her friend expressing a new noise.

Facebook ads are a great way to increase driving awareness. In this example, browsers are introduced for Homeland Security:

Canary Facebook Advertising

If you are not used to the Canary, this Facebook advertisement makes you aware.

Digital marketing is a discipline that creates awareness

To increase awareness of your company, digital marketing techniques that you need to specialize in or hire include:

• Digital advertising
• marketing research
• Content marketing
• Social media marketing

Step 2: Sharing

Now you can know them - and they know who you are - but you are in the early stage of a relationship with them. They don't know you yet, like you, or trust you.

So the next step is to start building a relationship with your expectations.

Step 2, partnership, is where you start communicating with your prospects. You can share them with a type of content that provides entertainment, information, or both.

Participation is something that continues throughout the customer's journey. This is not something you do once and continue.

Examples of marketing marijuana are marketing

Participation usually comes in the form of content or community. Here are some examples of getting ideas for your company:

Grandpa received five e-mail newspapers from his financial advisor, including several ways to save a child's tuition fees, including deductions.

Boutique liquor store owners are active in the Facebook community of liquor stores and other retailers.

A new mom watches a YouTube video of Johnson and Johnson detailing how to bathe for her baby

YouTube bathes the baby

Participation often occurs through relevant and valuable content.

Let's look at another example of sharing with ModClot, which sells Atelier women's clothing. It is entertaining and educational material about Modcloth's most profitable wedding category.

Mood cloth wedding contest

You can increase interactivity with interesting content as useful.

Digital Marketing Discipline That Produces Engagement

To improve your company's busyness, digital marketing strategies need to be mastered or hired:

• Content marketing
• Social media marketing
• Email marketing

Step 3: Subscribe

At this point, you will probably get to know who you are and who is related in one way or another.

However, if you fail to get this person's contact information, chances are high that you will not hear from them again.

Why?

Because today people are wrapped up in marketing and content, which is lacking attention. Just because someone reads your blog today, does not mean that they will remember to see your site in the future.

Instead, you will need to develop this phase of the journey of value for the person who will become a member.

Here, the person provides you with their contact information and allows you to contact them again in the future.

"Just because someone reads your blog today, does not mean that they will remember your journey again in the future."

Often this transaction is an exchange sometimes referred to as a "moral bribe". You are promoting a value proposition, but instead of requesting money, you are requesting contact information for this prospect. And when they present it to you, not only give them access to the content, product or service you promised, but also add them to the user list.

Examples of Buyers Buying Buyers

The great feature of your free offer is that your target audience appreciates. Here are some examples of different industries:

Young professionals record an online webinar, provided by a local professional on best home buying practices.

A college girl fills a form on the blog to get a free sample of face cream.

The human resources manager of the medium-sized accounting firm participated in a new application show, which can be used to manage the recruitment of new employees.

In each case, the prospect fills a form, provides them with contact information, and provides access ...

An example of a purchase made by buyers

The great feature of your free offer is that your target audience appreciates. Here are some examples of different industries:

Young professional recording for an online seminar by a local professional on best practices when purchasing a home for the first time.

A college girl fills a form on the blog to get a free sample of face cream.

The human resources manager of the medium-sized accounting firm participated in a new application show, which can be used to manage the recruitment of new employees.

In each case, the form fills a form and provides them with contact information and information on how to offer.

The time and URL of the webinar is sent to young professionals.

A thank you message was sent to the college girl to inform her that she had a face cream in the mail.

The manager was contacted to schedule an appointment.

But it always starts with some size. For example, this "white paper" creates sales opportunities through sales.

An example of a sales force

Salesforce offers are ideal for their customer journey subscription phase.

Digital Marketing Systems That Make Buyers

To make more purchases for your company, digital marketing strategies you need to specialize or hire:

• Content marketing
• Email marketing
• Digital advertising
• Optimal conversion rate

Step 4: Change

If customers in the third place are busy, some of them will be ready to increase their level of commitment. They love the information you share and they start trusting you, so they are willing to invest either: either time or money.

This is an important step in the customer journey and is a business that many business owners are disappointed with. The key to success at this point is to employ what we call an "entry point offer". These proposals are designed to give great potential for new expectations so that they can "get in the game".

At this point, it is too early to ask for a major investment in a complex product or service. You are still in the initial phase of the relationship.

In fact, it is too early to worry about self-sufficiency. That's right: At this point in a customer's journey, you as a buyer lose money from the chances you get.

This is probably the most important lesson you should learn so that you should repeat it:

The step of exchanging the value journey for customers is to win buyers or increase the level of commitment that you already have. It is not about profit.

The most valuable companies in the world realize that the most effective marketing activity in your business is customer acquisition. For this reason Sprint is ready to buy a free phone with a Verizon mobile phone contract. So Godaddy offers the domain for $ 2.95, which is why VistaPrint will sell you a $ 500 business card for $ 9.

The goal is to get a new user. Profit comes later.

Examples of Marketing and Changing Marketing

Entry point offers are of two types: those requiring time commitment, and those requiring commitment. Here are some examples:

A senior vice president of operations at a large company buys a dollar management consulting book for $ 8 from the consultant's website.

The daughter of an elderly parent schedules a walk to a local retirement home.

A person benefits from 20 dental services at a local dentist.

Look at the price points for each of these: $ 8 to $ 20.

Your goal here is not to make too much profit. It is about getting clients, clients to change the relationship between you and your clients. Because, as you will see, once they become customers, they are likely to buy more tickets, more sophisticated products and services, and they often do so.

Remember that getting a client is the most expensive (time, money and resources) that starts your business. The good news is that once you receive it, you do not have to pay to get it again.

Here is an example of a GoDaddy offer that does a great job of getting new customers with very low cost domain registration services.

Judy is an example

Finally, by offering an excellent deal, GoDaddy acquires the customer easily.

Getting the initial conversion done was the hard part. Now they can build customer relationships to make a profit on the road.

The rules of digital marketing that lead to conversions

To improve your company's conversions, digital marketing techniques you need to specialize in or hire are:

• Digital advertising
• Content marketing
• Email marketing
• marketing research

Tip 5: Excited

At this time, your new customer has a transaction with you. A small cure, sure, but still a cure.

Your task now is to ensure that the transaction is good, that the enthusiasm of the purchase is in good faith and trust.

The reason is simple: if a person does not get any value from this deal, he will not go to the next step and will buy more expensive things from you.

So, how do you ensure that customers have a good experience?

First of all, we believe that whatever he buys or wastes his precious time, they remain. If you do not have premium products and services, great marketing will only make your business fail faster.

Second, you will definitely get your last deal. The thrilling phase of the customer value journey is something that you have to go back a lot. And every time, he should be excited.

The reason is that when a user or prospect asks you to do so (join this webinar, buy this product, and hire me for these services), you have to design it so that they get a solid price. Most likely to meet. experience

Examples of marketing that create excitement

In the emotional state of traveling with customer value, your goal is to ensure that customers value their transactions. Here are some examples:

The couple buys Korrig (coffee maker) and uses the free coffee service and Quick Start Guide to drink a great cup of coffee within minutes of opening the box.

A new user in Spotify Music Stream has an educational clock that teaches how to create a playlist of their favorite songs.

A young man reads through three surprising blogging posts that his new lifetime rental coach suggested before his first training session.

At this point, make sure that your marketing gives your customers the opportunity to derive value from doing business with you. This value can be enjoyed.

This can be as simple as an online campaign like email, such as the productivity app, Evernote:

Example Evernote

The campaign instantly tracks purchases. The latter is an easy way to increase the price.

Evernote is a cloud-based note-taking app that you can use to sync notes between computers, phones, and tablets. It has many useful features, but Evernote knows that in order to attract new users and turn them into long-lasting users, they must ensure that new users are successful in the app.

This is why Evernote sends you this educational email when you sign up for a new account. Email has tips to help you get more value from the app, which enables you to be more enthusiastic and more used.

Digital marketing majors that create excitement

To improve your company's consumption, the digital marketing strategies you need for expertise or employment include:

Email marketing

Content marketing

Step 6: climb up

At this point of the valuable journey, you are wasting the time, money and resources that customers and customers get and make sure doing business with you is worth it.

It is very possible, up to this point, not yet to make a profit. In fact, if you work in a competitive market (and others), you can lose money to get customers in front of the process.

This is perfectly acceptable, and here's why:

You invest in your future earnings.

Always remember that buying a new customer costs more than selling an existing customer. This first sale is not about profit. When it comes to converting a prospect into a customer, you can start a long (and profitable) customer relationship.

Buying customers in the next part is just smart business, but only when you make money from the back end.

An ascending path to the price journey is where your customers are most likely to buy. If your company has an original offering, this is the place. Then once your customer buys this original offer, it is time to present it along with other related offers.

You will see that the valuable travel paper represents climbing the ladder. This is not an accident. This is actually a ladder that will expect multiple purchases over time.

Marketing examples that make up

Examples of elevation may include:

A couple dating from San Diego rented an exchange and paid additional costs for satellite radio and GPS.

New Dad purchases 2,495 digitally digital cameras and adds lenses, a camera bag and a tripod to its package at 9699.

A new Mercedes woman buys an unlimited car wash package for $ 40 per month in exchange for paying separately for each car wash.

Here's how to build Southwest Airlines by making an offer that enhances your experience and the value of your transaction.

Southwest example

The Southwest Climb offer is an affordable additional cost that improves their user experience.

When you do this step right, your customers will be grateful for these offers. Southwest Airlines customers wishing to board a plane are happy to pay an additional $ 15 to avoid boarding.

Saar Digital Marketing System

To improve your company's upward trend, digital marketing techniques that require you to specialize or hire include:

1. Email marketing
2. Digital advertising
3. Content marketing

Step 7: Lawyer

Now you have a happy customer who has made many profitable purchases with you. The next step in the value journey is to create marketing that encourages the most loyal customers to invite your business.

A lawyer is someone who talks positively about your brand.

The protector is what you would call a "passive promoter". They will not necessarily actively promote your business, but they will respond positively when asked about it.

Examples of marketing that lead to advocates

These last two stages (invitations and promotions) are often considered outside the scope of marketing, but this is incorrect. You can create marketing that intentionally prepares more advocates and developers.

Here are some examples:

A woman enters a competition to win a new lip vaccine from a beauty company, with a video review showing how much she loves lipstick.

Upon request, the warehouse manager at the supplier company writes a glowing overview of the local courier service he uses to transport fruits and vegetables locally.

The customer knows the value of the call phase of the shoe depot on the journey. This email is designed to enable lawyers for a review.

Example DSW

DSW actively encourages clients to become lawyers.

Digital Marketing Words That Develop Lawyers

Hiring a lawyer is important because it helps build awareness, trust and credibility with a wider audience - helping you win more clients and grow your business.

To get more support for your company, the marketing efforts you need to work on include:

• Social media marketing
• Email marketing
• marketing research

Step 8: Promote

Promoters differ from advocates because they try to actively promote your brand, product and service.

In some cases, the promoter has a good experience with your company and wants to share their story with friends and family. In other cases, they promote because you have encouraged them to do such work.

It puts your message in front of new viewers, fans, followers and friends of the promoter. And since this new listener hears about you from a reliable source they already know, they are more likely to become customers themselves.

Examples of marketing produced by promoters

Deliberately creating more promoters is important because it creates an army of paid or unpaid salutators who spread the word about your seller.

Here are some examples:

The person managing a podcast on fishing gets a 20% commission every time someone who buys fishing gear using their affiliate link.

One of the women attends a conference for free because she managed to attend with 5 of her classmates.

A marketing agency collaborates with a marketing automation software company to resell its software for a commission.

As you can see, developers help you get more customers at a lower price. So when you give rewards to promoters, you still win.

A classic example of this is Dropbox. When they just started as a new company in a new industry, they realized that the key to their success was disclosure. So he started a referral program, which gave his clients a strong incentive to serve others.

Dropbox example

News about the new cloud storage service is spreading quickly, with Dropbox promoting generous rewards for users.

Once you invite your contacts to try Dropbox, you can increase your online storage space from 2GB to 16GB. It was an exciting show, with thousands of new users hiring their friends and family, making Dropbox a software giant (valued at $ 10 billion in 2014).

The digital marketing discipline that created the promoters

To get more promoters in your company, the marketing efforts you need to work on include:

Email marketing

How to Transfer Prospects through Travel Valuable Customers

Now that you know what the value of the customer journey is, you need to understand it.

How can you easily and easily transfer customers and prospects at every stage of the customer's value journey?

Short answer? You can create marketing campaigns that take people from one stage to another.

And these two words. Campaigns and intentions are important here. So, let's open it all at once.

What is a marketing campaign?

First, let's talk about what exactly the campaign is about.

There are two main components of a marketing campaign:

Work work

Traffic sources

There is a call to action that you want people to do. If the marketing campaign you are developing aims to subscribe to the customer's journey, then your call to action may be to download people to white papers, checklists, or video resources. If it is a campaign in the conversion or ascending phase, then your process may be to purchase a product or service. If the campaign you are running is for awareness, it can be difficult to take action like listening to a podcast or reading a blog post.

Traffic sources can be digital clicks from ads, email, social media or search engines such as Google. Indirect marketing may include direct mail, television, radio advertising, print advertising or anything related to prospecting.

Now that you know what the campaign is, let's talk about what the campaign is.

The purpose of a marketing campaign is to deliberately move people from one stage to another.

for example:

The campaign goal may be to add people to your email list (go to the membership link).

Another objective of the campaign may be to motivate new buyers to buy (from conversion to action).

Once again, note that the campaign deliberately transports people through valuable travel. The word "intentional" is important.

Deliberately moving customers through valuable travel

Whoever has become a customer of the company has gone through a valuable journey, whether that company intends to do so or not.

Sometimes, people coincidentally pass the price trip.

For example, imagine that you haven't heard from Dropbox before. Then, one day, a friend tells you that he uses Dropbox to store all his files online, and recommends that you review it.

At this time, you and your friend made a lot of progress during the journey. You moved to phase 1, awareness, and your friend went to phase 8, promotion.

However, this cannot be done as Dropbox did something on purpose. It came about through random comments or a normal conversation between you and your friend.

Conversely, a Dropbox marketing campaign should provide additional space for customers who refer to their friends and family.

Dropbox example

Reward rewards for taking action you want.

In this example, Dropbox moves people from the main program to the main program, which is designed for this specific purpose.

This is an important distinction.

Once you know that you can intentionally move people through valuable journeys using marketing campaigns, you will feel that you can grow your business by improving your areas where customers are "stuck".

At this point, I would like to point out that a common mistake has been made by many companies in trying to transport customers and receipts through valuable travel to customers.

he #1 Mistake Marketers Make When Creating Campaigns

Once a business understands the Customer Journey, they can get so excited about the possibilities that they try to move people all the way from stranger to promoter in one step, in one campaign.

This is impossible.

You cannot possibly create one campaign that makes people aware of you, engages them, gets them to subscribe and convert, excites them, ascends them, and then turns them into advocates and promoters.

Instead, you need to create multiple specific campaigns that are designed to move people from one stage to the next. (Or in some cases, a campaign can probably move people through 2 or maybe 3 steps at once.)

The best way to explain this is with a few case studies.

Value Journey Campaign Case Studies

Case Study: DigitalMarketer

• Campaign Goal: Aware to Engage
• Content Needed: Branding Video
• Traffic Source: Facebook Ads (Video Views campaign)
• Call to Action: End the war between sales and marketing... watch this video!
• When we create a new campaign here at DigitalMarketer, we always start by looking at the Value Journey map and identifying any steps where we need help. In this case, we realized that while we were doing a good job of generating awareness through Facebook ads, we didn’t have a good engagement campaign in place.

So we decided to create some content (a branding video) whose goal was to get people engaged with DigitalMarketer:

We call this video the "Valentine's Day War on Sales & Marketing."

But as you know, just creating a video isn’t enough. We also had to decide how we were going to get people to watch the video. So we chose to run a Facebook ad campaign (with video views as the goal) to generate traffic to the video. This made up the "Traffic" portion of our campaign.

Here’s what one of those ads looked like:

DigitalMarketer Example

Advertising is the best way to get eyeballs on your content—for all stages of the Customer Journey.

Because the goal of this campaign is to get people engaged with us, our call to action was very simple: "Watch this video!"

It’s important to note that we didn’t try to convince people to sign up or buy anything (at least not right away), because that wasn’t the goal of this campaign. The goal was to generate engagement, and it succeeded very well because it was focused 100% on simply engaging people.

Case Study: ModCloth

1. Campaign Goal: Engage to Subscribe
2. Content Needed: Blog Post
3. Traffic Source: Facebook organic traffic
4. Call to Action: Sign up for ModCloth’s good news and great offers!
5. Here’s an example of a campaign with a different goal. In this case, the clothing company ModCloth wanted people who were already engaged with their content to subscribe to their email list.

The content needed for this campaign was pretty straightforward: it’s a blog post. When you go to the ModCloth blog, you’ll see many helpful blog articles like this one:

ModCloth Example

ModCloth leveraged this blog post to drive subscriptions.

Because ModCloth has a lot of engaged Facebook followers, they were able to use free organic Facebook traffic as their traffic source. (Remember, you don’t always have to pay for traffic.)

So we have content and a traffic source. Now, what’s the call to action?

Well, you’ll notice that while you’re browsing the blog you'll be greeted with this popup:

ModCloth Popup Example

Popups have been proven to be an effective tool for a Subscribe call to action.

Now you might not think of this as a campaign, but it totally is. It’s a specific call-to-action: Sign Up for ModCloth’s Good News & Great Offers! And anytime someone fills out this form, they move on to the next stage in the Customer Value Journey.

Often the best marketing campaigns are the simplest.

Case Study: Honest Company

1. Campaign Goal: Engaged to Subscribe to Convert
2. Content Needed: Email Copy and Creative
3. Traffic Source: Google Adwords
4. Call to Action: Exclusive Offer! 25% off your first order
5. Here’s an example of a campaign that moves people through two steps in the Value Journey: from Engage to Subscribe and then to Convert.

Let’s go through this campaign from the beginning. The traffic source here is Google Adwords targeting the keyword "buy organic diapers."

Here you can see the AdWords ad:

Honest Company Example

Attention

When you click on that ad, you arrive on a landing page that asks you to subscribe.

Honest Company Example 2

Subscribe

Once you opt in, they’ll send you the following coupon in your email (about 24 hours later, assuming you didn’t already make a purchase):

Honest Company Example 3

Convert

I want you to pay close attention to that call to action: Exclusive Offer! 25% Off Your First Order. Notice that this discount only applies to your first order. That’s because the goal of this campaign isn’t to generate repeat purchases; it’s to get someone to make their very FIRST purchase. It’s a time-tested and effective tactic for turning someone into a new customer.

Summing Up

The Customer Value Journey is the foundation for all the tactics you'll learn in this Guide. Whether you're learning about content marketing, digital advertising, or analytics, or any other topic, keep this concept in mind.

Don't worry, though. We'll review it several times so it stays fresh on your mind. And by the end of this Guide, it will likely be cemented into your thinking.

Now that you understand the Customer Journey, it's time to talk about the #1 tactic you'll use to engage people at every stage: Content Marketing.