Welcome to Digital Marketing 101! Casey’s story so far!
Retreating and Marketing In Marrakesh
A couple of weeks ago, we went on a Digital Marketing and Mindset Business retreat in Marrakesh. We networked with some wonderful entrepreneurs and it was all very exciting. Over the last few months, I have been getting more involved in my mum’s business. I’ve started studying for a CIM Diploma in Digital Marketing, and Lisa – my mum – (23 years ago) achieved her postgraduate diploma in marketing, so now I am studying the more modern version! While Lisa’s postgraduate degree is more for larger companies, my diploma is catered to small businesses and is more relevant to how digital marketing works today.
Let me give you a quick recap of the basics of digital marketing.
So, there are 3 pillars of digital marketing.
Pillar 1 – Lead Generation
The first pillar of digital marketing. You must tackle is your lead generation, which covers SEO, ads and eye-catching content. SEO is a lot less scary than it seems. It’s quite simple once you get the hang of it. You need to keep an eye on your analytics, as this will tell you where you’re ranking on the google pages. You must also research to find out the relevant keywords and strategies needed to rank higher. Once you understand how to rank your website on page 1 on Google, that is half the battle. Now you are appearing to your ideal customers! A great tool to measure all your social media analytics is GreyMetrics. It is also free!
Pillar 2 – Lead Capture
From that point onwards, you need to focus your marketing on lead capture. Now that the customers are on your website, you want them to stay there and convert into sales. You can put email capturing widgets onto your site to easily capture your ideal customer’s email, this is email marketing, of course, where they voluntarily opt-in through things like quizzes or freebies. The most important part of your website is a lead magnet, something to draw your customers into your product, which then leads to your landing page, where hopefully, by now, you have locked that customer in and they are now a paying customer.
Pillar 3 – Lead Nurture
After you’ve captured the sale, you now must have your third and final pillar of digital marketing put into place: your lead nurturing plan. It is important to check your analytics and track the results. You need to be looking out where the leads are coming from, whether that be from your website, your email marketing, Facebook ads or Instagram, etc. Now, do you have a nurture campaign in place? This step is absolutely key! We want our captured email to not be a one time customer or, worse, a freebie freeloader. The nurture campaign is a sure-fire way to make sure your customers aren’t left neglected, they are still being interacted with and they then can become loyal, recurring customers. This hopefully will influence your customers to continue buying and not collect every freebie you offer.
Now all this looks quite overwhelming. But it’s really not as hard as it seems. It depends on your level of effort because there’s lots of research to be done, but the best part is the more you do it, the more you learn, and the better you understand it and then get better at it! I’ve only been studying for two months. While I have the privilege of working with some incredible people (and the absolute best mentor ever), I’ve expanded my mind so much in such a short time, and it’s all possible too! You’re never too young or too old to try something new. Give it a go! Your homework is to teach yourself a new skill that will help your business grow!
– Casey Dickson (Marketing Ninja, soon to be CIM qualified Digital Marketer!)
If you’re interested in hearing more from Casey, she sometimes makes appearances on the YouTube channel! Subscribe! https://www.youtube.com/channel/UCJV0Fae892IdkG3EHEmfJ-A