Creating a Digital Marketing
Strategy in Uncertain Times
By
Melinda
Emerson
§ Accomplished
entrepreneur 20+
yrs
§ International
keynote
speaker
§ Small
business
influencer
§ Social
media
marketing
guru
Melinda § Advocate
for
small
business
owners
§ Publisher
of
the
resource
blog
Emerson, www.succeedasyourownboss.com
SmallBizLady § Host,
Smallbizchat
LIVE
§ Host,
The
Smallbizchat
Podcast
America’s #1 Her
marketing
consulting
firm
Small Business Quintessence
Group,
works
with
Fortune
Expert 500
brands
who
target
the
small
business
market.
Clients
include
VISA,
FedEx,
Google,
HP,
American
Express
and
Verizon
to
name
a
few.
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
Consumers
are…..
§ Remote
working
and
live-‐
streaming
everything
Covid-19 § Spending
even
more
time
has on
social
media
§ Seeking
escapism
and
changed entertainment
marketing § Using
cashless
payments
at
the
grocery
stores
and
takeout
restaurants
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
97% of all interaction is digital
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
Do You Need a New
Digital Marketing Strategy?
Yes No
P Maybe
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
§ Lack
of
Direction
§ Lack
of
Understanding
Why You of
Your
Online
Audience
Need a § Not
Competing
Digital Effectively
Against
Marketing Competitors
Strategy? § Lack
of
a
Powerful
Online
Value
Proposition
§ No
Digital
Team
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
Why You § Poor
Online
Customer
Engagement
Need a
§ Lack
of
an
Integrated
Digital Approach
Marketing § Not
Agile
Enough
to
Strategy? Catch
up
or
Stay
Ahead
§ Lack
of
Optimization
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
§ Is
it
time
to
create
a
new
offer?
§ Should
you
pivot
your
Create a business
model?
Digital § Do
you
have
an
email
list?
Marketing
§ Who
is
your
best
Strategy target
customer?
§ Do
you
have
a
powerful
unique
value
proposition?
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
S Substitute - Can
you
use
different
vendors
?
C Combine – What
offers
can
you
combine
to
innovate?
Use
A Adapt – What
changes
do
your
customers
need?
SCAMPER
Formula M
Modify – What
can
you
modify
to
add
value?
P Put to Another Use – Is
there
another
market
to
serve?
E Eliminate – What
you
need
to
stop
doing?
R Reverse – How
can
you
reorganize
to
be
more
effective?
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
1. Your Website: #1
Marketing
Channel
2. Pay-Per-Click: Google
Ads
and
Facebook/Instagram
Ads
Top 6 3. Social Media: Build
through
transparency
and
valuable
Marketing content
Channels 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
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
Does your website
make a good first
Website impression?
Best § Conduct
a
Site
Audit
§ Test
Your
UX
Practices § Check
Your
Lead
Magnets
§ Use
Google
Analytics
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
§ Revenue
§ Cost
per
lead
§ Traffic
sources
Website § Website
traffic
to
lead
Metrics ratio
§ Landing
page
conversion
rates
§ Customer
lifetime
value
§ Churn
rate
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
Most Unreliable § Open
rate
Web Metrics § Unsubscribe
rate
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
Companies that excel at lead
nurturing generate
50% more sales.
Copywriting Content
Text of advertisements or sales material. vs. Content directed toward an audience.
DIY Copywriting => Use PAS Formula:
Problem, Agitate & Solution
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
Prospect become aware
Prospect demonstrates
What is interest
Sales Prospect examine
competitors
Funnel?
A final buying decision
Purchase is made
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
§ Know
Your
Audience
§ Give
to
Get
§ Calls
to
Action
(Clear,
Email is Concise
&
Clever)
§ Track
Email
Metrics,
King Watch
Email
Fatigue
§ Keep
a
Clean
List
§ Email
Must
Align
with
Overall
Brand
§ A/B
Test
Every
Element
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
Compelling
Content
6
C ’s
of
Communicate Consistent
Social
Media
6
C’s
Marketing Connect Community
Commerce
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
Choose the Right Platforms to Be On
2.3 Billion 1.7 Billion 800 Million
500 Million 330 Million 175 Million
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
SPECIAL
OFFER
FREE
Ebook
Download
“How
To
Recession
Proof
Your
Small
Business”
www.succeedasyourownboss.com/recession
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
Post Covid-19
Marketing Action Plan
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
1 Map The Customer Journey
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
2 Talk To Your Customers
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
3 Competitive Analysis
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
VS
4 Sales vs. Marketing
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
5 Channel Analysis/Analytics
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
6 Internal Resource Audit
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
7 Marketing Automation
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
8 Budgeting
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
9 Create the Annual Plan
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
“Swords are
made, how
leaders are
made.”
@smallbizlady WWW.SUCCEEDASYOUROWNBOSS.COM
LET’S
DISCUSS
YOUR
STRATEGY
OPTIONS!
Melinda
Emerson
@SmallBizLady
www.succeedasyourownboss.com
Like
my
SmallBizLady
fan
page
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me
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