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3 Ways I Leverage Dynamic Digital Marketing Campaigns To Increase Sales

4min read
Business

Being an entrepreneur is certainly NOT for the faint of heart. If you bought into the social media hype, you'd believe that you can launch a program and the next day, become a millionaire. But that's not really how business works.

As a business strategist, I've been able to create a six figure business, while helping my clients do the same. However, the road has not been easy. When I first got started in the online space, it was very different than when I started my offline business in 2007. It seemed as if every person had a secret formula for what you needed to do in order to make money in your business. Before I knew it, I had invested over $75,000 in a year and a half, trying to get my business where I wanted it to be.


It was then that I realized I was trying to do too many things at once and I was not making the income (or the impact!) that I desired. So I decided to get super specific on two things first:

  1. Who I wanted to serve in my coaching business.
  2. The results/transformations

This was an absolute game changer! Then I focused on generating revenue in my business, which is how I began building dynamic digital marketing campaigns.

Now before you get lost in thinking digital marketing campaigns require you to have fourth degree Jedi tech tricks, take a breath. Digital marketing campaigns don't require you to run ads, create an eighteen part funnel (that makes you want to pull your hair out), or become the next Instagram diva. You can include any of those pieces if you want to, but dynamic digital marketing campaigns aren't about the new fancy mix of tactics that will impress your audience and peers. Dynamic digital marketing campaigns are about conversion. Period. You create what's necessary to have a profitable outcome.

There are three vital components to any dynamic digital marketing campaign.

1) have consistent leads

2) have a viable offer

3) being able to convert your leads into paying clients

Here's how I leverage dynamic digital marketing campaigns utilizing these pillars.

Create My Campaign

First, you have to create a campaign with intention. You need to know the outcome you desire, and work backwards from there. The place most business owners go wrong is by creating a campaign that's too complicated and loses sight of the end objective.

For example, if you want to sell a course and your sales process has fifteen steps in it before your prospect can buy, you've just created fifteen stopping points where they can get off the bus, never making it to Client Land.

You want to make sure that every step in the process is intentional and serves the purpose of helping your prospect in making the right decision for themselves. In order to do that, you want to map out what questions or challenges come before the big problem that your program tackles. You create your campaign out of answering those smaller questions or problems before the big problem is tackled by your program.

So when I'm sitting down to map out my campaigns, I'm asking myself these questions:

  • What are my people struggling with that they think is the actual problem?
  • What are they calling the problem (that they think they have) in their heads?
  • How do they want me to speak to them? Text, video, livestream, etc?
  • What are the big mindset breakthroughs they need to move forward with my program?

Once I have the answers to those questions, I can quickly assemble a simple campaign to take my people through, and maximize the conversions into my program.

That campaign might look like two or three livestreams into a call with me, or a couple Facebook posts with a request to message me.

Whatever you choose, it doesn't have to be complicated. The idea is to get into action so you have a process that you know you want to take your traffic and leads through.

Offers That Convert

Your offer needs to convert, especially before you build out a bunch of techy pieces (if that's the route you want to take). To test your offer conversion, first run it by your warm traffic and use organic marketing tactics, like the ones mentioned above.

You don't want to run automated traffic to an offer that you haven't sold before. First, test it on the community you've built up, and run it organically through the campaign you've mapped out. Remember, the term "digital marketing campaign" does not mean automation. It means a thoughtful journey you're taking your people through online.

Once you've got a good conversion on your offer, then you can put the automated pieces in place.

Expanding My Network Consistently

To get consistent leads, you need to expand your network constantly. I do this a few ways:

  • Speaking engagements
  • Livestreams
  • Facebook groups
  • Group coaching programs
  • Social media presence
  • Ads
  • Networking events
  • Publicity
  • And more

When you're meeting more people and making more connections, you have more eyes on your business and offers. It also helps you build powerful referral relationships.

There are more ways to expand your network, but these are great places to start. The key is to remember that if you're nurturing your relationships, you will never be hungry for leads. By creating healthy relationships and staying top of mind for your network, you'll consistently be introduced to new people, especially if you reward your referral partners in some way.

The more eyes you have on your business and the more qualified people you're moving through your sales process, the more successful your campaign will be.

I Make It Interactive

To have a truly dynamic digital marketing campaign, you need to make sure you're interacting with your audience. My favorite way to do that is through livestream and in person content. While you may not feel like getting up from behind your computer to talk to people, in person networking is a powerful way that I leverage my digital campaigns, because I can build referral and joint venture partnerships. That means the people who I meet are excited to take my offers and put my digital marketing campaigns right in front of their audience.

If you're not ready for the in person leap, that's okay. Livestreaming and other online mediums will work for building connection. The more interactive your communication medium is, the more emotional investment your leads will put into it.

Here are some questions you can ask yourself to make sure you're building the interaction piece into your dynamic digital marketing campaign (pssst...this is the part that makes it dynamic).

  • Is there a clear and easy way for my leads to ask questions and get answers? (E.G. livestream comments and chat bots)
  • Is there a clear and easy way for my leads to see that I'm speaking directly to them? (E.G. livestreams, videos, webinars, email—all while communicating in a way that they understand)
  • Is there a clear and easy way for my leads to share information with me, even if I'm not interacting in real time? (E.G. can they send me an email, write to me in a group or community of some kind, etc.)

The interaction you have with your audience builds trust. So you want to balance giving them the proper structure to interact with you, which builds that relationship (and closes the sale) faster, without being omnipresent. Your leads need to understand that access to you is a premium that they need to invest in, so it's important not to be glued to the interaction 24/7. Build out your interaction structure and stick to it.

I Show Them The Real Problem

When you're marketing, it's easy to tell your leads all of the things that are actually wrong with how they're seeing or approaching their problem, because for you, it's so clear what their real problem is. And believe me, I get it. I have facepalmed more times than I can count when someone tells me what they think their problem is, when it's so clear that it's actually something else, which is why none of the solutions they've been trying have worked.

However, you can't just blurt out the actual problem to your people because most of the time, they won't be in a space to hear it. You have to show them instead. Here's how you work that into your digital marketing campaign.

Take them through the sequence of their day or situation. Reflect back to them the things they're going through, and get them to confirm what you're saying. Once you've got that confirmation, you've begun to get their emotional buy-in because they see you clearly understand them.

Continue the conversation by naming things they've tried and reflecting back to them how they've struggled with the progress. Get them to confirm again. When you get them nodding and confirming what you're saying, then you can show them where the real problem is because you've earned their trust.

Before you tell them what the real problem is, show them a case study or example of someone else who was just like them, and reveal what that case study's real problem was. This will help them stay open to the ideas you're sharing, which will make them more open to seeing what the real challenge is.

Once you've got their agreement on where the real problem is and you've got their emotional buy-in, now you've set yourself up for a well converting dynamic digital marketing campaign.

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From $0 to $3Billion In Sales: Serial Inventor Joy Mangano Shares Her Entrepreneurial Secrets

How many times have you looked at something and thought: I wish this did more? And how many times have you thought long and hard about what else you could make it do, if you had the resources, time, and a factory-load of people working for you?


We've all certainly been there. Whether we were 5 and inventing a flying Barbie, or futuristic football, or 35 and looking at the kitchen imagining a self-taught robot that would help with the nightly dinners. We've all come up with what we thought were million dollar ideas - but almost none of us follow through because we're already too busy, and somebody else has probably invented it already.

For one woman, this very sequence of events took place when she was just a teenager. Unimpressed with her dog's collar, she created a new one with florescent sides (making them more visible to cars at night) that would fit more comfortably on a dog or cat's neck. But because of her relative youth, the collar was never produced, and a year later was released and patented by another company.

The girl, Joy Mangano, vowed this would never happen again.

Fast forward to 1990. Single mother-of-three, Mangano has a bigger, bolder idea. This time, the Miracle Mop is born, launching her career as an entrepreneur and setting her up for a life in the spotlight with her product launch on QVC. Between then and now, Mangano has accrued 100 patents (for products like the Huggable Hanger and My Little Steamer) and her company, Ingenious Designs is worth over $50million.

This story was told in Hollywood by David O.Russell in 2015 with his Golden Globe winning movie, Joy. Jennifer Lawrence's portrayal of Mangano served to highlight the difficulty of entrepreneurship and instruct on the minefield of patent disputes.

Mangano's latest product is one she says she's been working on for her entire life: a journal, a manual and a self-help for entrepreneurs wrapped up in her book, Inventing Joy: Dare to Build a Brave and Creative Life.

SWAAY spoke with Mangano about the necessity for this kind of book in this age of entrepreneurship, and how it will resonate with aspiring female inventors and change-makers.

Drawing on her success and the pains it took to get there, Mangano has penned a book that will no doubt be a bible for those looking to take their flying Barbies or futuristic footballs to market. "I️ believe it will be a resource for people they can keep coming back to," she remarks. "This book truly is a lesson for anybody - in their careers, no matter what age."

Her family have been crucial to the whole process of building her brand and expanding Ingenious Designs, for the last 17 years, and have informed many of the chapters in the book. "I️ am fortunate enough to work with my children, family and friends and they were completely integral (to the books production)," says Mangano. Her daughter Christie serves as SVP Brand Development, Merchandising & Marketing Strategy having worked with her mom for thirteen years. “She's my left brain," laughs Mangano. Both her son Bobby and other daughter Jackie have worked elsewhere before also coming under their mother's umbrella. Bobby currently serves as Executive Vice President of the company and Jackie is involved with the fashion side of the business, which is certainly no mean feat, as she is also involved in styling for the upcoming reboot of The Murder on the Orient Express.

"When you can do things in life - work and follow your passion with people you love - it makes it all that much more meaningful and pure happiness."

The launch of her book signals new territory for the serial inventor, who has her first opportunity to tour the country and speak to those whose homes she has appeared in for the past 15 years on QVC and HSN.

"This is really one of my dreams," she comments. "I️'ve always wanted to go around the country and meet all of my customers and this is one way to do that. It couldn't be better."

"95% of my customers are women so I️ can't help but be an advocate always."

While on tour, Mangano is destined to meet a host of people that will tell her of their inventions or start-up ideas, but none more so than the millennials, who are completely reinventing the notion of entrepreneurship. Mangano hopes that through the book aspiring female entrepreneurs will be able to take solace in the fact they don't have to do it all. "I️ truly believe - this is a generation I️ watch, a lot of them work for me and with me - today, more than ever, they think they have to do it all."

"Dressed beautifully and in a meeting, they'll say 'I've been up since 5. Dressed the kids. Fed the kids.' And then (after work) they'll come home, have quality time, bath time. And I️ say - you can miss a game." If there's one thing she would invent for millennial women, it's this very advice, she says.

Rather than a product, or an item, it's this advice that, contrary to the millennial mindset, you don't have to be five places at one time or working 20-hour days to get where you want to be. Instead, Mangano has sections of the book that will inform on how better to manage your time and your ideas - to employ her methods - so you can become successful with (a little) less stress.

When asked how social media and the digital age has influenced her real-world inventions (like mops, hangers, steamers and pillows), Mangano chuckles. Technology, rather than impairing the invention of real world application actually opens up a 'wider range' tells the inventor. “It opens up a direct - to - consumer feedback and enhances your platform."

"With Instagram and Facebook my customers communicate with me. That's critical for looking at what you do and for the future of what you do."

Out of the dozens of things she's invented, Mangano won't say what her favorite is. "What am I️ most proud of? That's hard to say - that's like asking what child do you love the most and I️ don't think I️ could be prouder of any of them."