Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe...

By Melinda Emerson

Creating a Digital Marketing Strategy in Uncertain Times

WWW.SUCCEEDASYOUROWNBOSS.COM@smallbizlady

Melinda Emerson, SmallBizLady

America’s #1 Small Business Expert

§ Accomplished entrepreneur 20+ yrs§ International keynote speaker§ Small business influencer§ Social media marketing guru § Advocate for small business owners§ Publisher of the resource blog

www.succeedasyourownboss.com§ Host, Smallbizchat LIVE § Host, The Smallbizchat Podcast

Her marketing consulting firm Quintessence Group, works with Fortune 500 brands who target the small business market.

Clients include VISA, FedEx, Google, HP, American Express and Verizon to name a few.

Covid-19 has changed marketing

Consumers are…..§ Remote working and live-‐

streaming everything§ Spending even more time

on social media § Seeking escapism and

entertainment § Using cashless payments

at the grocery stores and takeout restaurants

97% of all interaction is digital

Do You Need a New Digital Marketing Strategy?

Yes No Maybe P

Why You Need a Digital

Marketing Strategy?

§ Lack of Direction § Lack of Understanding

of Your Online Audience

§ Not Competing Effectively Against Competitors

§ Lack of a Powerful Online Value Proposition

§ No Digital Team

Why You Need a Digital

Marketing Strategy?

§ Poor Online Customer Engagement

§ Lack of an Integrated Approach

§ Not Agile Enough to Catch up or Stay Ahead

§ Lack of Optimization

Create a Digital

Marketing Strategy

§ Is it time to create a new offer?

§ Should you pivot your business model?

§ Do you have an email list?

§ Who is your best target customer?

§ Do you have a powerful unique value proposition?

Substitute - Can you use different vendors ?

Combine – What offers can you combine to innovate?

Adapt – What changes do your customers need?

Modify – What can you modify to add value?

Put to Another Use – Is there another market to serve?

Eliminate –What you need to stop doing?

Reverse – How can you reorganize to be more effective?

UseSCAMPERFormula

SCAMPER

Top 6Marketing Channels

1. Your Website: #1 Marketing Channel

2. Pay-Per-Click: Google Ads and Facebook/Instagram Ads

3. Social Media: Build through transparency and valuable content

4. Email: Best method of direct response marketing

5. Content Marketing/SEO: Demonstrate expertise and drive organic search

6. Word of Mouth: Referral programs and online reviews

Website Best

Practices

Does your website make a good first impression?§ Conduct a Site Audit§ Test Your UX§ Check Your Lead Magnets§ Use Google Analytics

Website Metrics

§ Revenue§ Cost per lead§ Traffic sources § Website traffic to lead ratio

§ Landing page conversion rates

§ Customer lifetime value§ Churn rate

Most Unreliable Web Metrics

§ Open rate§ Unsubscribe rate

Companies that excel at lead nurturing generate

50% more sales.

DIY Copywriting => Use PAS Formula:Problem, Agitate & Solution

vs. Copywriting Content

Text of advertisements or sales material. Content directed toward an audience.

What is Sales

Funnel?

Prospect become aware

Prospect demonstrates interest

Prospect examine competitors

A final buying decision

Purchase is made

Email is King

§ Know Your Audience§ Give to Get§ Calls to Action (Clear, Concise & Clever)

§ Track Email Metrics, Watch Email Fatigue

§ Keep a Clean List§ Email Must Align with Overall Brand

§ A/B Test Every Element

6 C’s of Social Media Marketing

Connect

Communicate

6 C’s

CompellingContent

Consistent

Community

Commerce

Choose the Right Platforms to Be On

2.3 Billion 1.7 Billion 800 Million

500 Million 330 Million 175 Million

SPECIAL OFFERFREE Ebook Download

“How To Recession Proof Your Small Business”

www.succeedasyourownboss.com/recession

Post Covid-19 Marketing Action Plan

Map The Customer Journey

Talk To Your Customers

Competitive Analysis

Sales vs. Marketing

Channel Analysis/Analytics

Internal Resource Audit

Marketing Automation

Budgeting

Create the Annual Plan

“Swords are made, how leaders are made.”

Contact melinda@melindaemerson.com Direct: 610-352-0680

Melinda Emerson @SmallBizLady

www.succeedasyourownboss.com

Like my SmallBizLady fan page

Follow me on Instagram

Connect on LinkedIn

Connect on YouTube

LET’S DISCUSS YOUR STRATEGY OPTIONS!

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 25

Strategy in Uncertain Times · Do You Need a New Digital Marketing Strategy? Yes No! Maybe...

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