Digital marketing is a multi-faceted approach to your online strategy, encompassing social media, SEO, paid advertising, email automation, content, website development, and analytics and reporting. It’s about generating leads and customers for your business through integrated digital strategies and campaigns.
Digital marketing can include Google AdWords, Facebook contests, MailChimp newsletters, HubSpot automation, influencer campaigns, Shopify eCommerce upselling, and a thousand other specific digital strategies and tactics, which most often work in alignment with one another, centered around a common goal. Digital marketing’s only goal is to grow sales by acquiring new leads, clients and customers.
THERE ARE NO MAGIC BULLETS
At Social Lite, we have managed hundreds of digital marketing campaigns — the good, the great, and the phenomenal. As a result of our persistence and endurance, we know exactly where NOT to waste time and money, and precisely HOW to maximize effort and profit.
We are in the business of generating predictable sales for our clients, and if this sounds like your goal, a full-scale integrated digital marketing campaign may be your solution.
But before you get too excited, understand there are no “magic bullets” in digital marketing, or short cuts. Don’t invest in a campaign expecting overnight success.
HOW TO SUCCEED AT DIGITAL MARKETING
To succeed, you need to invest far more than just money to make this work.
You not only need a digital marketing team to create and execute your strategy, but to continuously adapt your campaign based on new data and insights. This is the only way to incrementally improve your results over time and grow your success.
You need to adopt an internal culture of content and champion your digital marketing campaign companywide.
You need sales people who will manage the inbound leads that your campaign will generate, without skipping a beat.
And most importantly, your company needs to commit to a digital marketing department for the long haul, whether or not that’s with an agency like Social Lite.
WHAT INDUSTRIES DOES DIGITAL MARKETING WORK FOR?
For your digital marketing strategy to succeed, you need to align your campaign with how you currently get customers. How do you currently engage, convert and ascend your sales prospects? What is the length of your sales cycle, and what is the lifetime value of your customer?
Whether it takes you twenty minutes to sell a $20 ecommerce product, or two years to close a $200K sales lead, in both scenarios the customer ascends through the same 8 stages of the sales relationship:
aware → engage → subscribe → convert → excite → ascend → advocate → promote.
To create a successful digital marketing campaign that grows your revenue, you need to ensure you are providing undeniable value to your sales leads as they interact with you at each of the 8 stages of the customer journey (read more into Social Lite’s Customer Value Journey marketing methodology).
It doesn’t matter what business or industry you’re in, or who your customer is — digital marketing success is possible if you first develop a strategy that focuses on how to ascend every lead you come in contact with by offering immense value at each touch point.
At Social Lite, we have launched successful campaigns in every corner of the economy, and every campaign can be categorized into two scenarios: B2B Lead Generation or B2C Customer Acquisition.
B2B Lead Generation (does your business sell to other businesses?)
Whether you are an architecture or engineering firm, a construction or oil & gas company, a parts manufacturer, a wholesaler, or any other type of business that sells to other businesses, 90% of the time your digital marketing strategy will be focused on lead generation and igniting new sales opportunities and meetings for your sales team. Most often your campaign will include a longer lead nurturing and sales cycle, because the costs are higher and the decision is often not made by one individual.
Note there are exceptions to this, like when the sales cycle is shorter, the price tag is lower, and/or ecommerce is a component to your campaign. In this scenario, your campaign may better resemble a B2C customer acquisition strategy.
Download one of Social Lite’s B2B Lead Generation Case Studies.
B2C Customer Acquisition (does your business sell directly to consumers?)
Whether you are a hotel, ecommerce website, health clinic, subscription service, retailer, or any other business that sells directly to consumers, 90% of the time you will have a short sales cycle, so your digital marketing strategy will be focused on converting direct sales and consumer offers.
Note there are exceptions to this, like when your sales cycle is longer and the price tag is higher, like with real estate and car dealerships. In these scenarios, your campaign may better resemble a B2B lead generation strategy.
Download one of Social Lite’s B2C Customer Acquisition Case Studies.
ACCELERATING GROWTH WITH INTEGRATED DIGITAL MARKETING
Regardless of the products and services your business offers, if you have a proven track record of consistent sales, and your objective is to accelerate growth, you need a full-scale digital marketing campaign that integrates several digital strategies at the various stages of your customer’s journey (read more about Social Lite’s Customer Value Journey methodology).
Based on the 100s of digital marketing campaigns we have managed for our clients, we have developed three core revenue-focused service offerings, each with varying degree of scope, and each with an utmost focus on lead generation, customer acquisition, and sales growth.
SOCIAL LITE’S THREE CORE SERVICE OFFERINGS TO ACCELERATE YOUR REVENUE
Accelerated growth digital marketing campaigns
Social Lite’s most comprehensive service offering is for established companies with a proven sales process who are focused on accelerating growth. We will build and manage a fully integrated digital marketing campaign for your business to generate sales leads and acquire customers. Your multifaceted online campaign will encompass various social media, content, email automation, SEO, AdWords, analytics, and website strategies with a unified goal — to grow predictable revenue for your business.
Marketing funnel development + digital advertising campaign
First we will develop your customer acquisition strategy and create your campaign assets. Then we will drive targeted buyers to your campaign through online advertising. We will solely execute digital advertising strategies on social media and search engines, without placing a focus on SEO, social media management, or other content strategies. We will, however, routinely optimize the campaign landing page, email workflow, and advertising strategy for greater success. This option is suitable for small businesses and/or single products.
Website redesign and optimization
Website design is fundamental to converting visitors into customers. Your website is your online sales centre. It’s where you send all social media and search engine traffic. It’s where you engage and prime your customers to purchase.
We will increase your website conversions by structuring your layout, design, copy, and user experience (UX) in a way that builds credibility, likability and trust with your visitors.
Your website will be built with best practice search engine optimization (SEO) techniques to ensure your website is competitive in Google for keywords in your industry.
If you are already getting lots of website traffic through search engines and social media, perfect. We will redesign and optimize your website with a focus on improving your website conversions (leads and customers). When redesigning websites with a focus on sales growth, your layout, design, copy, and UX all matter and need to be planned based on your sales process.
But remember, even if you have a highly functioning website built to convert leads, if you aren’t currently getting traffic to your site, you must have an integrated digital strategy in place to get targeted customers to visit your website — advertising is a great start.
Search Engine Optimization (SEO) is a very effective long-term strategy to get in front of your buyers on Google and drive traffic to your site, which is why SEO exists in every last detail of the sites we develop. Note that we only develop sites using three universal platforms: WordPress, Shopify and SquareSpace.
DOWNLOAD OUR FULL SERVICES AND PRICING GUIDE.
INDEPENDENT DIGITAL MARKETING STRATEGIES
Businesses often approach us to inquire about one of our standalone strategies — social media, SEO, PPC, website design, etc. Nine times out of ten, we’re hesitant to take on any one strategy unless we first map out the Customer Value Journey. Yes, we can build you an engaged online social media following, and yes, we can help you get to the top of Google. But effective digital marketing campaigns that drive revenue often integrate multiple appropriate strategies, channels and tactics, creating a cohesive machine that works better together as a whole than the sum of its tactical parts.
With this in mind, if you are looking for a specific digital marketing solution, and not a full-scale campaign that integrates various digital strategies, we have helped companies succeed by deploying proven strategies in the following areas.