The Six Essential Components Of A Profitable Digital Marketing Strategy
We are going to be looking at the six essential components of a profitable digital marketing strategy.
Now, when it comes to digital marketing, there’s always a number of components to think about, but today, what I want to focus on was what I called the six core components of a profitable digital marketing strategy, so that is things like the main components that actually have the most impact on your business.
So there’s always things that you can focus on when it comes to digital marketing, but if you’re new to digital marketing, it can be a world of difficulty.
It can be really difficult to understand what things matter, how things fit in, what’s important, what you should focus on. So the purpose of today’s video is all about helping you look at six essential components that are going to break down digital marketing for you.
And what that’s going to enable you to do is see it from a different perspective, because sometimes you only need to see something from a different perspective to be able to get more of a insight into how the whole thing works, and that is my aim with this particular video. So I’m going to start with what I think is the minimal thing that you need, and then from there we’re going to build up and then that’s going to outlay the reasons why digital marketing is important, but also it’s also going to make you realize that there’s a number of different things that you can use in your marketing mix, and then there’s tools that you can use at each part of these essential components that will help you make these components, automate these components, and more.
So, in this video, it’s more about understanding these components in depth, so that you get a feel for digital marketing, so that is my purpose from it, so what you’re going to take away from it is quite a lot. You’re going to be able to look at digital marketing, like I said, from a new perspective, but because we’re going to be covering six essential components, there’s quite a lot of content, and it’s going to stretch your mind a little bit in terms of able to look at it from a different point of view, but like I said, by the time we get to the end of them, you’re going to look at it from a different perspective, and it’s going to make you think about your current marketing strategy and all that sort of stuff. Or even if you haven’t got a strategy, this is going to allow a way that you can see digital marketing from a different perspective.
The first part of the six essential components of the profitable digital marketing strategy is your website. Now your website is more than just a static place on the internet where people go to have a look at your website, ar your product or your services and all that kind of stuff. Your website is so much more if you treat it in the right way. So what I mean by that is there are a number of things that you can be doing with your website, as opposed to just having a few images and that's it, and maybe a about page where you tell people you've been around since 1970 or 1980 or whatever it is. What your website should be, and the way you need to think about it is, your website is like a automated digital sales machine. It's a bit of a mouthful, but the reason I say that is because if you approach it in the way that I'm coming from, then there are a number of elements that you can invest in your website in different parts.
Not just in terms of cost and making it look good and all this sort of stuff, but actual points. So these are the points that you should make sure that are on your website. So the first point is the way you want to think about your website is when someone comes on your website, they understand what you do, how you do it, all the specs and all the different offerings that you have, like the specs of your services and your products, and then that way you are reaching out and aligning to their values and then a call to action. So the first point I mentioned to you was what do you do, and then who are you. The reason why it's so important that you are able to explain on your website what you do is so that people are then able to then literally know what you do, because there's some websites out there that talk about things in a really complicated language or they make it so difficult because they feel like they're upping their game, but if anything, they're creating more confusion.
And it's okay to want to look good and all that stuff, yeah, totally get that. You're putting up a professional front, making sure your website looks slick, but when it comes to your texts and your wording on your website, it's so vital that people can understand you in a matter of seconds. So that comes down to people have to understand what you actually do, and even if you have to break that up into a number of paragraphs or sections or whatever, so be it. So the first thing is people must know what you actually do, and then the second thing is who you are.
So make sure on your website clearly states who you are, so how long you've been around for, any awards that you've won, any accreditation that you've got, the kind of experience that your team's got, or that you've got. This is so as to further solidify of what we talked about just a moment ago, which was about what you actually do, and who you are, should be based on obviously what you do, and then this part about what you do is giving people the low down on why they should choose you or why you are a strong candidate for them to think about when it comes to their solution, when it comes time to them to obviously choose someone, who they want to go with, when it comes to that, so that's why it's important.
And then the next thing that's really important is have technical specs without being too elaborate with it, but just going into the most important information that people need to understand about your services and about your product. Now, what that means is simply make sure that you present your services and products in a way that people who would be buying or investing in your services and products, the minimal criteria that they would be looking for, that just make sure that you have that data available in a really clear and presented manner that's visually appealing, people understand it and you've put a bit of thought into it because, I'll tell you what, if you can do that, then people obviously, just them three points alone, what you do, who you are, and then the specs of your services and products, you have gone a long way already by just investing in them three points alone.
Now, we've all been on websites where it's just not clear on what people do or who they are. The who they are section outweighs what they do and their services and products, and people don't want to just know about who you are. People want to know what you actually do, and it's all like a story. So if you have a brand story on your website that you talk about what you do and who you are, and it all fits into this brand story, then you are miles ahead of your competitors at this point.
Now, the last thing that you need on your website is a clear call to action. Either have clear call to actions at the end of each of your sections, or have a main call to action as well at the top of your website in a really easy to see, intuitive position on your website, so the top right hand corner for example works really well. Now, the call to action can be asking people to call you, to email you, to book online, to buy online. It can be whatever it is, but if you can get your audience or your traffic on your website to take some form of a call to action, then it almost in a way marks their session, so the user session that they've had on your website, you've given them an action to take, and that seals the deal for that session, so it makes them feel like they've gone on a website to look up something and they feel like they've completed a task because they've taken a call to action, or they've completed some form of a call to action.
And that is a massive thing when it comes to your website, and even if you have your website just laid out with them for points that we've talked about, what you do, who you are, specs on your services and products that are visually appealing, and a call to action, then you can rest assured that when people come on, your website, your website is doing the selling and the talking for you in the right way, and you're giving them some way of taking an action or contacting you or doing something, and that is going to help them to get into your pipeline or get in touch with you and into your database, so it all depends on what your services and products are and what your call to action is.
Search Engine Marketing
Now the second part of the six essential components of a profitable digital marketing strategy is search engine marketing. Now, once you have your website in place and you've got it covered, just like we talked about in the first point, then you need to start to invest in optimizing your website so that people are able to see it in the search engines and that Google can index it and they can index any changes that you make, any updates that you make, that's what search engine marketing is all about and search engine optimization. But what exactly is search engine optimization? Search engine optimization is all about making sure that search engines like Google, Bing, and search engines like that can see your website and that it can read your website in the right way, because your website is built up in HTML tags.
That's a technical way of putting it, but that's the way that search engines read your website, and you've got to make sure that your website is compiled and built in the right way, so that search engines value the code that you've written, you've made it easy, you've made it accessible, and when it comes to making your website in the right way, you will reap the rewards of that investment, because you will become higher up in the rankings. So when someone searches for a term like, "Plumbers in Leeds," and your website is built better than your competitors, what that means is Google's able to read it better. You've got better content on there. You've got better keywords on there. What happens is it starts to lift your website above your competitors over time, because Google is nothing more than an algorithmic search engine.
What that means is, it's always looking for the best results for its users search terms, for example, Plumbers in Leeds, so what you can do is you can invest in your search engine marketing and optimization by making sure your website is built properly, by making sure that search engines can read it properly, and then there are a number of things on top of that, which are things like keyword research, keyword optimization across your website, which is nothing more than making sure that sections or pages on your website and the writing around it is written in a way that has keywords mentioned in the right way with the right density and all that sort of stuff, so search engines can read your webpages and see that you have certain sections on your website, which are designed and optimized for users on their search terms.
So, that's all it is. If you invest in your website in the right way and you build it properly and you have the right content that's going to help people in the right way, then simply Google and Bing are going to lift you higher up the rankings, and you will just get a natural flow of traffic every single month for free. That's what search engine optimization is all about in a nutshell. So out of these six essential components I'm talking to you about today, the first two have already started to lay the foundation about how you should think about your website when it comes to thinking about your business in the digital sense. And from a digital marketing perspective, these types of things are what are going to reward you by getting traffic to you when you invest.
Pay Per Click Advertising
So the third part of the six essential components of the digital marketing mix that we're talking about today is pay per click advertising. Pay per click advertising is all about paying Google or paying Bing, or search changes like that a amount of money every time somebody clicks on your advertisement, so you are paying Google or Bing a certain amount for every time you use the clicks on your art. So as part of the pay per click advertising component, what you are doing is you are crafting small ads, so small headlines and descriptions with a call to action link that appear in the search engine results, and they appear in certain areas and certain sections on a search engine results page.
That means certain parts of a search engine results page is for sponsored items, so the items that appear at the top. So I think there's typically three to five items, and then on the right hand side, there's typically sponsored links, which means these are sections, prime areas where people like yourself or business people who have invested in pay per click advertising, literally just have their ads appearing in them sections, and then every time somebody clicks on one of them links in them sections, in then premium sections, Google or Bing will then take your lead or your user to that page that you're directing users to go to.
And that is simply nothing more than pay per click advertising, that's what it is. And pay per click advertising is good because when you start out, you obviously create a number of advertisements that then keywords that you bid on to appear higher up, and the more that you're willing to invest, the higher up you appear, and the general trick where there is all to do with, once you find a combination that works for you, then you scale that up. So let's say you have a emergency call out page for your plumber's website, so you have a section where you've got 24 hour call out. You have a specific page on your website which is optimized, like we talked about before, so you have a clear call to action, so people can book online. They can pay a book online and someone will come out within an hour.
Let's say that's how you've got your whole business working with your website, that if someone fills out that form and within an hour, someone will come to their house, within a certain area. Now, what you can do with pay per click advertising is you are able to bid on a search term like, "Emergency plumbers in Leeds," and so what that does is it will load your page when someone clicks on that link, on that pay per click advertisement, and it's going to then take that lead to your page, where they will be able to fill out information and take a call to action, which is obviously to pay for someone to come out.
So let's say that click cost you say £4 or something, but you are charging, say £100 for the emergency call out, that's not about deal whatsoever, because your cost is £4, and then you're making £100 for the cost of £4, so that's pay per click, and them numbers could be really naive. For example, I don't know, plumbers might charge a lot more than a hundred pounds to come out on an emergency, and them particular search terms, "Emergency plumbers in Leeds," I don't know what that particular amount is, figuratively speaking. I'm just using them as an example, but it gives you an idea that if you are consistently getting results by paying for them keywords and people are booking, then you literally just invest more money on that side of your pay per click advertising, and then the idea is that you will start to get more emergency call outs because you're appearing higher up on the listings, so that is the benefit of pay per click advertising in a nutshell.
Social Media Marketing
The fourth component within the six essential components of a profitable digital marketing mix is social media and social media marketing. Now, what is all this about? If you're new to social media or social media marketing, you're probably wondering how the hell or why would anyone on social media want to do business with you. If that person has a particular passion or they follow a particular group, with social media, what you can do is you can create a little group or a fan base, social media, for example, a Facebook group, an Instagram page, or whatever, and what that means is people will subscribe or become followers of your group or your page, and then with social media, all you would do is have regular updates, and with these updates, you would talk about your business, your brand story, special offers that you've got on, just the industry in general, news about your particular industry or whatever. Just anything that people find useful, because they obviously like your industry for something.
Or even if they don't, if you just have industry topics that you talk about on your social media, and make it fun and exciting, and you dress it up, that content, then people find it engaging, and then your engagement level, that's one of the key metrics in social media marketing nowadays, is your engagement, so how much people view, like, react, talk about and share your content that you put on social media. These are very powerful metrics. And again, if you find something that people like on your social media, you just do a social media audit, which is every month or every quarter or something, you would sit down and you would look at the activities or the sections or the pages or the articles or content on your social media that get the most reactions, the most shares, and things like that, or the type of content.
So if it's images or videos or gifs, funny gifs or things like that, then what you're going to do is invest more in my area, and over time, if you take this approach, then your social media is going to be really strong. Now, when it comes to digital marketing and social media, what I found works really well is, the whole point is, with social media, you want to use social media and then extract people who like your social media content and your presence, and all that stuff, and extract that lead into your own database, because then that way, that user or that lead, you've obviously found, and they've been attracted to your business or your brand online via social media, but then you've extracted that lead from social media into your own database.
That way you can then market to that particular lead one-on-one without having to pay for pay per click advertising, boosting posts, all this stuff, because once they're in your ecosystem and you've done enough to get them to like you enough that they want to invest in your brand, invest their time and money and all that stuff, what happens is they will opt into your brand, by if you've got a call to action with your social media, where it says, "Opt into our email newsletter," for example, and you link from your social media profiles to your opt in page, what happens is then people will start to like what you do and follow what you do, and then by email marketing, you are then able to market to them over and over.
Now the fifth component of these six essential components is marketing automation. Now, this is where things get exciting. This is where you are able to use tools and systems within the digital marketing space that will do a lot of the heavy lifting for you and that will funnel leads further down your funnel. What that means is, if somebody comes on your website for example, one element of marketing automation is messenger marketing. So this is where you could have a chat bot set up on your website, so out of hours, if no one's there, you can preprogram on your website, using this chat box software, you can program little boxes that come up on the bottom, typically in the bottom right hand side of the screen, and it says, "Hi," to your user. And it asks typical questions like, "Hey, how can we help you today?"
Then you enter words and this chatbox manages these conversations, so on the backend, you've already preprogrammed it to direct and manage your leads. So it could say something like, "There's no one in at the moment, but if you want to give us your name and email address or phone number," for example, "Someone will call you back first thing tomorrow morning," or, "As soon as we're open again." And that's what chat boxes do, but they do so much more than just that. They do so much more than that because they communicate and they create a dialogue with a lead on your website. So the second lead comes on your website, they don't even have to leave the webpage, because this chatbox thing comes up and it starts interacting.
It reaches out to your user at that point, and what it does is it literally starts a conversation, so it's like saying, "Hello," or, "Hi," or, "How can we help you today?" Or, "What is it that you're looking for today?" Or, "Is there anything that we can help you with today?" For example, and usually there's a high rate of people who will then go straight into that box and then just put in a few keywords for example. And what happens is that messenger bot will then compile a search of pre-programmed terms that you've already put in and actions, and it will load them up, and what that means is your lead gets managed and handled while you're not there, and then it can create a list of leads for you to then get back to whenever you're free. Then the second part, the second major part of marketing automation is email marketing.
Now, email marketing is so important because if you're not using email marketing in your mix at the moment, then you're missing out on a big trick, because when people come on your website and they opt in to your email marketing, what you're able to do then is you are able to get them into your database and then automatically send them a sequence of emails that's been automated. And you can send value. You can send, help, advice, get feedback. Most of all, you're able to send them special offers that might only be available to, say, a select segment or wherever. But even marketing is so powerful when you get into it, because one, it's automated, and two, you're able to test it and scale it up, and it's very powerful. And if you're not already using it, that you should make part of your digital marketing strategy.
The final part of the six essential components of a profitable digital marketing strategy is remarketing. Now, this remarketing component is so powerful and it's one of my favorites. So this is all about when you have a funnel setup, meaning a series of pages that your user would go through, so a welcome page and then a series of emails, if they drop out or they lose interest because you've asked them something that they didn't like, or you presented an offer that was too expensive, remarketing, what that allows you to do is use that position that they reached, and then if they dropout, you're able to then send a message to them.
Going back to the analogy that I used before about plumbers, let's say that they typed in, "Emergency plumbers in Leeds," for example, and then they got so far, and they filled out their details, but they didn't the, "Send a plumber out," what you're able to do is, based on that trigger, or based on the action, when they drop out, you can then send them to another page, or can send them an email if they've already filled out the email address, but they've not completed that action, which is like, "Oh, we hope that you found a plumber," or, "We hope that the emergency is not too bad, and we hope that you found someone. If you haven't, then why not continue to complete the form online and we'll get someone out and we'll get the problem solved for you?"
So that is remarketing. If someone drops out, it's like a friendly reminder, and get them back into the flow of things, because there's so many things that distract uses from a user flow. There's so many things that distract users on a particular session, and if they haven't committed to a certain action that you would really like them to take, then these type of remarketing tools like Facebook Pixel and things like that, then these tools will help you to be able to redirect leads back into your funnel. And you can even do things like, if you've pitched them an offer at say, £500, and then they've not taken the offer and they've clicked away, then you can say something like, "If that is too high, what we're able to do is we can either give it to you with 10% off, or we could offer you a payment plan."
And that way people will then think, "Oh, okay." Users like that sort of conversation, and if you do it in the right way that's not obtrusive, people like it, and what happens is you can then finalize the sale, whereas sometimes you might not have done. So that sale, if they came into your pipeline, but then dropped out at a certain point, they're out of the system, but what remarketing allows you to do is it allows to anticipate a lead that drops out at a certain point, but then allows you to bring them back in and then to remarket to them.
So that finalizes this whole video, and we've covered all six of the essential components of the digital marketing strategy that I wanted to today, so I hope that's given you that perspective that I said that it would give you. And I know that's a lot of information that we've covered today, but it's all about thinking. With digital marketing, there's a way to approach your website. There's a way that you can start to make the most of your online presence, of your marketing, and these are all systems that you can automate, that you can track, that you can test and measure, that you can scale that you can repeat. That's what digital marketing is. There's a process to every part, and these components I've talked about today, these are just six of the core fundamental levels of digital marketing. So I hope that's given you some confidence, some structure, and a bit of an insight into digital marketing as a whole. For the time being guys, take care.