GrowLoop eNewsletter 4-21-13

Build Your Digital Marketing Strategy

April 21, 2013

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I just wrote a blog post titled 3 step marketing process.  In it, I share an article from Entrepreneur Magazine columnist and digital marketing expert, Ann Handley.  I’ll let you read it, but the value is that she answers 3 important questions related to your digital marketing.  Similarly, I received Chris Brogan’s latest email newsletter in which he outlines his formula for digital marketing success:  --Outposts (your social media) --Media Empire (your useful written, audio or video content produced and posted to attract your audience) --Homebase (your main website and/or email -- where you convert those you attract to buyers of your product or service)  I (GrowLoop) am in alignment with both Handley and Brogan.  Though I don’t typically start with social media or content.  I like to start with your email list.  Here’s my order of things:  --Email List --Website/Blog --Social Media  Let me explain...My thought is that even if you don’t yet have a sizable email list or one at all, you need to build the infrastructure to capture and grow your email list as this will be fundamental in your ability to communicate and build a relationship with those who truly enjoy your content (from your Media Empire, as Brogan puts it).    That may mean asking people to sign up on your email list and using your gmail account to send them messages, and/or setting up an email marketing service like MailChimp or Constant Contact.  Just get a way to capture and distribute your email newsletter to those who would like to hear from you.  Your website/blog is where you control the messaging you want a site visitor to see/view.  Your site is where you have the most propensity to convert a visitor to buy something, or at least sign up on your email list.  But you have to give them a reason to come to your website and once there, a reason to sign up on your email list or purchase something.  That’s where your blog content comes in -- it’s a reason people come to your site and/or come back to your site.  So provide useful content relevant to the target audience you’re trying to reach.  Finally, social media is great for engaging and letting people know where to find your relevant and useful content (your website).  I, like Brogan, believe that social media is not a great place to sell your product or service, or perhaps I should say, it’s not as easy to sell in social media as it is on your own website.  That said, I do believe that social media is a great place to encourage folks to learn more about your useful content (always try to keep it about them and their needs).  At the least I think it’s okay to periodically ask for people to sign up on your email list from social media, rather, than asking for a sale.  In your whole digital marketing strategy you have two constant goals -- build your email list and over time convert those on your email list to buyers of your products or services.  A key phrase just mentioned is, “over time.”  That’s important because what you’re doing is building a relationship and trust and that simply takes time.  But over time, that relationship and trust is strengthened with every interaction until you have good friends, colleagues and/or clients who are great fans and referrers of what you do.  However, what precedes all of these things is a very clear understanding of your target audience -- if you didn’t yet read the article from Handley mentioned in the beginning, please do.  Understanding the value you bring to a particular target audience and being able to clearly communicate that value is key to your email list, website/blog and social media working the way you want.  How do you approach your digital marketing?  Have you had success in a different way?  Hit reply and let me know.  Upcoming: I let folks know in a recent blog post that I’m developing an ebook to help get folks started taking action with a few key objectives to quickly launch and move their business forward.  That’s the Quick Start Business Action Kit that I’m working on.  I’m actually working on several ebook projects.  Another that’s likely to come out first is Building Your Brand - How to Leverage Your Value to Make Money.  This ebook will be a practical guide to help you develop your brand and articulate its message so you can get more leads and sales.  I’ll keep you posted as things get developed further and they become available.  Have a great day, 

 Nick Venturella Owner & Marketing Coach GrowLoop - coaching, design, digital marketing  Get a FREE Marketing Assessment

Madison, WI