I imagine we've all been in a similar situation. Your mom, aunt, cousin, friend asks you what should be a simple question, "So, what do you do for a living?" Next thing you know, you start talking about one thing, and then another, and then another, only to realize that you're likely using a bunch of nonsense jargon and now everyone's confused. It's an eye-opening moment.
At a networking event, I tried to explain to a prospect that I help startups and small businesses develop their online marketing strategy to grow their business and meet their audience in the right places, at the right time. They responded with, "Oh, so you could help us with our Twitter account?"
We might live and breathe our industry and get whipped into a frenzy about erroneous celebrity tweets (which is a good thing, it makes us smarter and better at our jobs!) but "normal" people could give to flying...well, you know.
It's not clear exactly what we do. Google calls it the "Zero Moment of Truth"
A digital marketing strategist helps a client get their business to conveniently appear in the path of a potential buyer at the right time with the right answer.
After I've determined a client's business goals in a fact-finding mission (the WHO, WHAT, WHY), I write the strategy and outline the recommended activities for them to be successful (the WHERE, WHEN, HOW).
Some of those tactics might include:
- Creating content: blogs, videos, ebooks, whitepapers, or simply charts on your website. A successful business provides answers to their prospects' questions. And ideally, a search engine will do a lot of the heavy lifting, so long as it's the right content and and it's being optimized to be found.
- Media outreach/PR: connect with bloggers and traditional media to get your client's stories in the hands of the gatekeepers.
- Email marketing: nurture the relationships of your prospects and current clients via email marketing. You can gather email addresses from website visitors, existing customers and content forms.
- Paid advertising: this can be Google AdWords, sponsored posts or social media advertising on Facebook, Twitter or LinkedIn.
- Social media marketing: This is more than just a few random posts a week. Clients must aim to build relationships, handle customer service issues and handle their reputation across all networks. And, it better be consistent.
- SEO/SEM analysis: Like I mentioned above, we can help optimize your content so that it's easily pulled to the top of search queries on all major search engines.
- Marketing analytics: measure, refine, repeat. I wrote an article about the 10 best metrics to track here.
Note, there's hardly ever a "one and done" approach. Clients need to develop an integrated, packaged deal across owned, paid and earned media.
Was that simple enough?
Got other questions? Tweet #AskLady with any digital marketing questions and we'll address it in one of our upcoming posts.