Dynamic Digital Marketing

Master the World of Online and Social Media Marketing to Grow Your Business

Dawn McGruer

• Publisher: Wiley
• Year: 2019
• Print ISBN:
  9781119635888
• Edition: 1
• eBook ISBN:
  9781119635895
• Topic: Business
• Subtopic: Entrepreneurship
• Index: Business

8 powerful ways to market your business online to consistently generate an abundance of leads that convert into profitable customers.

Dynamic Digital Marketing teaches any business or individual how to increase online visibility and presence, attract their target audience, generate leads, and convert them into profitable customers. Author Dawn McGruer is an expert at making businesses and brands shine online. She is passionate about helping entrepreneurs and businesses maximise their digital marketing profits by developing digital skills which scale and grow their businesses and accelerate their success.

Most entrepreneurs and businesses fully understand the importance of digital marketing, yet many do not know where to start or, worse, continue to spend time, money, and effort on strategies that fail to provide the best results for their investment. To remedy this situation, Dawn developed her multi-award-winning digital marketing framework, Dynamic Digital Marketing Model. Offering step-by-step guidance, this book shows you how to use this model to market your business online whilst transforming yourself into a proficient digital marketer. This must-read book will help you:

• Gain invaluable insights on what works – and what doesn't – based on the author's 20 years' experience in digital marketing
• Avoid pitfalls and missteps by implementing the same proven success strategies used by key influencers
• Harness the power of search engine optimisation (SEO), social media, content marketing, online video, and more
• Amplify your brand, cultivate customers, and increase profits
• Incorporate e-mail marketing, customer analytics, strategic web design, and influencer partnerships in your overall digital marketing strategy

Dynamic Digital Marketing: Master the world of online and social media marketing to grow your business is an indispensable resource for business leaders, business owners, marketing and sales professionals, digital strategists and consultants, entrepreneurs, and students in business and marketing programmes. 

Part I
Getting started

Chapter 1
Create your customer avatar

‘Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.’

Steve Jobs, Apple co-founder

A crucial digital marketing fact to remember is that it is all about matching demand with content. If you know who your ideal customer is and what problem they want to solve, then you can create content based on demand which will always get engagement.

Successful digital marketing is about using digital channels to reach your audience and generate leads; but don’t lose sight of the end game. There is only one goal for a business and that's conversion. This can take different forms for different companies – it could be profitable customers or, for other organisations who don't sell traditional products or services, it could be utilising online marketing to share content to educate or promote awareness etc. But regardless of what your organisation does, there is always an objective. And whatever that objective is, is where your conversion success lies.

Your conversion success

So, you need to find out who you are marketing to, where your target audience hang out, and the best channels to use to reach them.

The first step is to create a ‘customer avatar’, which is your ideal customer. This activity will help you identify what their aims are, their sources of information (and channels they use), the problem they want to solve, and any objections to purchasing your solution. This is one of the most valuable activities you can do because it will really help you identify what type of content they will be looking for online and this will be fundamental to helping you craft the kind of information you will use to attract, nurture, and convert them.

Consider:

• demographic
• shopping habits
• location
• job role/description
• interest in product
• need for product.

Customer surveys and testimonials and reviews often reveal lots of great information to help create an avatar, plus you will find out how they found you, why they chose you, what their need or specific problem or pain is, and what their motivation was for purchase – as well as identifying cross-sell/upsell opportunities and case studies and success stories.

I would suggest looking at your current customer base, if you have one, and interviewing any clients you can or potential clients who have expressed an interest, or anyone who you think is your target market.

I would research online and search keywords on social channels and in Google Search to collect all the information that you can; also look out for any consumer behaviour reports for your market that you can read.

Developing your customer profile and knowing who your ideal customer is will be critical in reaching, attracting, and converting profitable customers.

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YOUR TURN – TAKE ACTION NOW

Create your customer avatar

Here are 12 key questions to ask yourself and research when developing your customer avatar. Take your time thinking about these and make sure you do your research thoroughly. Figure 1.1 is a template you can use to organise your research.

1. Where do my customers hang out – both online and in the physical world?
2. What websites do they visit?
3. What do they read?
4. What do they watch, types of videos etc. (what YouTube Channels do they subscribe to)?
5. What are their interests?
6. What are their goals?
7. Who are their influencers?
8. Who are your competitors that they may buy from or work with?
9. Who do they want to please – is it themselves, or a boss or a team etc.?
10. Who are they responsible for?
11. Who might they let down or fail; consider their working environment and issues such as safety etc.?
12. What worries them?

FIGURE 1.1 Customer avatar creation template.

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Many marketing plans fail because they focus on attracting anyone and everyone rather than positioning products to appeal to their ideal customer. As a result, companies end up selling products that customers don't even want.

Chapter 2
Map your customer journey

‘We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better.’

Jeff Bezos, founder of Amazon

Now you have your ideal customer avatar created in Chapter 1, it is time to map out your customer journey.

Figure 2.1 is simple wa...

Table of contents

• COVER
• TABLE OF CONTENTS
• ACKNOWLEDGEMENTS
• INTRODUCTION
• Part I: Getting started
• Part II: The Dynamic Digital Marketing Model
• FURTHER RESOURCES
• INDEX
• END USER LICENSE AGREEMENT