At Wexler Consulting Group, we always operate with the end goal in mind. As a digital marketing agency, our vision is to drive our client’s success and we do that by helping them increase their revenue from online sources. After all, the only reason to hire a digital marketing agency is to drive revenue. With this in mind, after a lot of experience, research, and blood and sweat given to the digital marketing process, we’ve outlined our approach for successful digital marketing. If your digital efforts aren’t generating the results you want, or you’re not sure what to do next, keep on reading!
Phase 1: Building Your Online Presence
Phase 1 is all about getting found. This often starts with a website redesign (or first design), and often includes video, which is critical for a number of reasons. The goals at the end of the day, though, are all about driving traffic to the foundation of your digital marketing efforts – your website. You can have a gorgeous website, but if it isn’t getting traffic, your future efforts are going to be short because you’re missing the input at the top of your funnel. This is a long and intensive phase, and always ongoing, but don’t let it scare you off! Do this right, and you will have a constant stream of traffic, which is the base requirement of successful marketing.
Driving traffic to your website requires a number of things beyond just website development. Fist among these is content production – you need to give people a reason to come. That’s why pretty much every business site has a blog now – it’s the meat of the website that pulls in a lot of traffic, and one of the best ways to drive new traffic. Content is also critical for SEO, the big buzzword of the internet. Making sure your site is optimized (and continuing to refine it) is going to help increase your search traffic, which for most sites is the biggest driver of traffic. Other major sources you’ll want to be sure you’re not forgetting are social media, paid search, referrals, and email traffic. Building out each of these sources takes time and effort, but done right, it will give you a well-rounded site that’s attracting people in as many ways as possible to maximize your potential leads. We’ll be going more in depth in some of these traffic sources and how to generate them in the future.
Phase 2: Turning Traffic into Leads
Phase 2 really starts once you have a baseline of traffic to work from. Ideally, this is about 4,000 users per month (may sound like a lot, but remember, average website conversion rates are 2%). You begin building these things from the very beginning, though, as it plays in with your content. Customized landing pages, free content offers, and flash sales are just a couple of ways to give all of your wonderful, anonymous browsers a chance to identify themselves, and opt-in to hear more – it’s critical that you get their permission, or you can get yourself into a world of trouble. Once they’ve opted in, however, you really start to fill the top of your funnel with leads. Through further engagement, you can sort those out into qualified leads, which gives you the real people you want to be targeting. Find them, love them, and build the entire site around them, because this is the goal of all of that content production, social media posting, and all of the other traffic generation techniques you are using. For some specific tips on how you can up your lead-gen game, our Director of Operations put together a great post on common mistakes with lead magnets and how to avoid them.
Phase 3: Converting Leads into Customers
Phase 3 is everyone’s favorite for a simple reason – money. This is where you stop just paying for stuff, and starting getting your money back out of your efforts. You may be thinking “wait, I just filled my funnel Zeev, this is the easy part!” Far from it. Remember, like I said above, the average conversion rate for a website is just 2%. Making sure that your funnel works and works well is the most important part of the process to do correctly, and can be the hardest part of all if you are not set up with the tools to do it properly. You want everyone that comes to your site, engages with your content, and shows themselves as a qualified lead, to actually buy. Refining your nurture process, your offers, your onboarding process, and how easy it is to actually buy from you is how you get that rate up. If you do it right, this is where your digital marketing efforts turn from being a black hole of time and money into a waterfall of constant revenue for your business.
This is the framework which we follow to set up our clients for marketing success. We have a carefully crafted, step by step, proven process to take you from unknown to generating that waterfall of funding. Let me know what you think in the comments below, or shoot us an email at email@example.com if you want to chat.
BONUS: one of my guys is putting together an awesome list of some of our favorite tools broken down by each phase of the process, check back soon to take a peek behind the curtain and see how we work our magic.