We often think of executing small digital marketing strategies in the hope that they will add up and be something really meaningful. We tell ourselves that if we just reach out to another influencer, post another status update, and write one more post, everything will work out fine. Our businesses will prosper!
Yet in our mind, no matter how much this thought process is suppressed, we feel that it is not quite true.
And why should it be? The marketing of shotguns has proved ineffective.
So if the digital marketing strategies that choose cherries don’t work, what do they do?
It’s simple. Systems and processes dictate what we do in every area of our business.
Why are we doing influencer outreach? Because we want shares and backlinks to our website.
Why do we serve Facebook ads? Because we want to sell something.
Why are we implementing marketing strategies? Because we want everything to work together in a cohesive unity instead of working against each other.
Marketing efforts are not good on their own. To be successful in the modern age, we need to make every element of our marketing strategies work together.
What do I mean by that?
Every element of our marketing should be a component of a bigger plan instead of isolated strategies that don’t contribute to a bigger goal.
Let me explain for example …
At UnveilTheWeb, we have a dedicated funnel for webinars and small offers.
We run Facebook ads to promote our main magnet, “The digital marketing survival guide.“
Those who subscribe to the guide are put on a newsletter list, where they are “pre-framed” and made aware of our brand. At various intervals, we run webinars to promote our services.
However, our strategies do not stop there. We write articles, like this one, that are dedicated to members of our audience and influencers. When visitors read an article for the first time, a pop-up invites them to sign up for our digital marketing guide. Instantly they are in our funnel.
Now, when we build backlinks and social shares via influencer outreach, we do so knowing that visitors who come from these campaigns will likely sign up for the free guide if they are my target audience.
Therefore, every marketing effort I make is designed to support the promotion of my funnel.
The Greatest Marketing Strategies Ever Executed Revolve Around Promoting Marketing Funnels
UnveilTheWeb’s marketing funnel is our central pillar of our business. Everything we do (in marketing) revolves around this. Whenever we consider adding a new digital marketing strategy, we first consider how it would support the funnel.
It’s different from how many business owners market. Yet it is very effective. Many companies choose marketing strategies as if they are random groceries that appeal to a hungry customer.
However… By paving the way for customers to move from cold traffic to the longtime customer, any business can build a solid foundation on which to grow.
Funnel-First Approaches Help Marketers Solve Their Marketing Problems
The beauty of funnels is that they FORCE everything in metric. Marketers no longer randomly post to social media or contact influencers with no more inclination than “I want to develop my blog. They have a solid goal: “I want to get more people into my funnel and get more customers / make more sales through it.”
Therefore, since the main goal is to get the target audience down the funnel, it’s easier to eliminate marketing tactics that wouldn’t serve us well.
In this fictitious scenario, UnveilTheWeb is doing forum marketing. We’re building relationships with our audience in the forums, and they might check out a blog post or two, but they don’t visit the funnel that we’ve set up.
Yet at the same time, we run successful influencer outreach campaigns, and our influencer audiences subscribe to our main magnet.
Cleary, it’s best to refocus our time and energy and reach out to more influencers and build relationships.
Why? Because this is the funnel, nothing else. The funnel is what will make us money and allow us to streamline our marketing. In this scenario, forum marketing doesn’t do much good because it doesn’t bring in the subgroup of audience members we need to be successful. Therefore, this method is discarded in favor of more influencer marketing.
At the end of the day, we test our strategies in batches.
Split testing is the key to everything. Most people limit it to PPC campaigns or landing pages, but I think you have to divide it ALL. This includes the type of articles you write, the content you produce, and the digital marketing strategies you try.
This is what it looks like to divide digital marketing strategies. Because we have tested forum marketing versus influencer marketing, we are able to make an informed decision on the best strategies for our business.
Of course, in split testing, only do one digital marketing strategy at a time.
In this example, I would have spent a week on forum marketing (after spending time building the relationship with forum members, of course) and another week devoted solely to influencer marketing. This allows me to establish a baseline whose tactics have given me better traction.
Funnels simplify, quantify, and empower small businesses to be successful in marketing. If you haven’t built one yet, this could be the first thing that changes your business this year.
Need help creating a funnel? At UnveilTheWeb, we specialize in helping customers create functional funnels and run Facebook ads to them. Click here to schedule a free strategic call!