4 min readBusiness 21 July 2020
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.
Dynamic digital marketing campaigns are about conversion. Period.
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:
- Who I wanted to serve in my coaching business.
- 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
- Have consistent leads
- Have a viable offer
- Be 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.
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.
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
- Facebook groups
- Group coaching programs
- Social media presence
- Networking events
- 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.
Remember, the term "digital marketing campaign" does not mean automation. It means a thoughtful journey you're taking your people through online.
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.
As a business strategist, I've been able to create a six figure business, while helping my clients do the same.
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.
This article was originally published October 21, 2019.
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Help! My Friend Is a No Show
Dear Armchair Psychologist,
I have a friend who doesn't reply to my messages about meeting for dinner, etc. Although, last week I ran into her at a local restaurant of mine, it has always been awkward to be friends with her. Should I continue our friendship or discontinue it? We've been friends for a total four years and nothing has changed. I don't feel as comfortable with her as my other close friends, and I don't think I'll ever be able to reach that comfort zone in pure friendship.
Dear Sadsies,I am sorry to hear you've been neglected by your friend. You may already have the answer to your question, since you're evaluating the non-existing bond between yourself and your friend. However, I'll gladly affirm to you that a friendship that isn't reciprocated is not a good friendship.
I have had a similar situation with a friend whom I'd grown up with but who was also consistently a very negative person, a true Debby Downer. One day, I just had enough of her criticism and vitriol. I stopped making excuses for her and dumped her. It was a great decision and I haven't looked back. With that in mind, it could be possible that something has changed in your friend's life, but it's insignificant if she isn't responding to you. It's time to dump her and spend your energy where it's appreciated. Don't dwell on this friend. History is not enough to create a lasting bond, it only means just that—you and your friend have history—so let her be history!
- The Armchair Psychologist