In this episode Mike Siciliano from HeyStack Marketing provides a surface-level overview of why marketing is a compounded effort that takes time. In the episode, he explains that a business should not initiate a marketing strategy to get out of a hole, but rather should implement a marketing strategy at break even to create a solid foundation that will prevent the business from falling into the hole. The end-goal of any strategic marketing effort is a conversion, but this should not be confused with the short-term immediate goals which can be anything from reach, to CTR, to awareness and much more.
Marketing compounds over time as audience profiles are built, data is accounted for, and reach begins to grow across multiple channels. If a marketing agency or internal marketing team are implementing effective strategies, there is a lot of setup time, adjustments based on data mining, and spend that is required to build a plan that yields a return.
Having data aids in painting a picture, so without it, marketing plans are executed in the dark. If a marketing agency or internal marketing team has not set up tracking effectively, a business can lose a majority of their spend with little to no return to show for it, ultimately leaving to an unhappy client and a bad reputation for the agency.
Proper setup to maximize data mining starts at the website level. Not only should the website offer an optimal User Experience (UX), but it needs to be coded correctly to be easily nav gable and legible to major search engines such as Google. Once the website is optimized, various tracking pixels and analytics tools should be implemented to see the actions that users are taking when visiting and to capture critical demographical information on the traffic coming in. Next, the website should be indexed in the Google Search console so that Google recognizes the pages within the site and can navigate them appropriately. Lastly, the business should be listed in off-page directories including Google My Business and social media profiles should be optimized to work together in creating the “Social Voice” of the company.
Optimizing the website and seeing up the appropriate data mining tools are only a small piece of the battle. Campaigns should be built that attract a wide array of different micro audiences under the umbrella of the company’s target demographic. Copywriting and creative on multiple platforms that those audiences utilize in their everyday life should be developed to speak to each segment. This can sometimes mean 60-70 different ad variations for one campaign. The setup time is usually about 2 weeks for a campaign that is canvasing for the highest converting audience.
Through this process, mentions of a business online will start to occur, various directories will begin crawling and posting the business on their platform, customers will link to your platform and refer to their friends, the brand name will acquire greater reach as search engines see the business growing throughout the web and will ultimately rank it higher in the SERPs (Search Engine Results Pages), and the marketing effort will begin to compound.
With this compounding reach, trust is built with various users that enter the site because the brand is now top-of-mind and a network is visible on the web built around the brand. This trust and established image will lead to higher conversion rates over time, and eventually LTV (Lifetime Value) of a customer will come into play adding to the businesses bottom line revenue.
So, what are you waiting for? Start building your marketing plan NOW, not later.
Self Boss Tips is a product of HeyStack Marketing in which Mike Siciliano, a serial entrepreneur, provides new entrepreneurs and small business owners with little to no capital tips on how to develop a digital marketing plan that is both efficient and effective. This channel dives into the topics of Local SEO, Paid Search, Retargeting, Proper Web Design practices, Email Automation, Social Media, GEO Fencing, sales process development, building a funnel, product development, efficient order fulfillment practices, small business setup, and so much more. Self Boss organizes tips into episodes, providing an in-depth look at effective tactics to increase relevant traffic to your storefront or website. Self Boss, HeyStack Marketing, & Mike Siciliano do not guarantee that you will see results after executing the topics discussed on this channel and are not liable for the results you experience.
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