REAL Digital Marketing Vs. Chasing Virality In Business
Part 2: Building Solid Marketing Foundations
In our previous article, we emphasized the danger of getting caught up in the chase for virality without having mature systems, data collection processes and delivery teams in place to capitalize on the resulting demand effectively.
With my extensive experience of almost 20 years and over $50 million in direct marketing results, I specialize in directing and leading content strategies.
By continuing to read this article, you can avoid falling prey to the hype, self-proclaimed gurus and guesswork that often plague the marketing world.
Let’s dive into the following list, which will serve as an “upgrade for your business brain,” providing valuable insights on what to focus on, what to avoid and where to start when launching a profitable campaign.
Imagine creating a campaign that genuinely makes a noticeable impact on your bottom line –one that you can see and feel. That’s the goal.
Anti-Guesswork Digital Strategy Checklist
- Identify Profitable Outcome – Start by focusing on your premium product or services – the one you wish every customer would buy. Understanding your cost averages in detail is essential for stress-free scaling and avoiding potential debt.
- Define Ideal Avatar – Now that you know what you want to sell, envision the ideal customer for this particular item or service. Identify their needs, wants and goals, as these will lay the foundation for your content strategy.
- Develop A Buyers Journey – Recognize that the purchasing process typically occurs in stages involving trust-building, education and entertainment. From the initial impression to the first click, giveaway offer or promotion – each step plays a vital role in guiding the buyer through their journey.
- Identify Your Database/s – Determine where your leads, pixel information and other data will accumulate. This will allow you to sort, identify trends and maximize your marketing efforts. Your CRM (customer relationship manager) or equivalent tool is a critical component that many overlook when diving into advertising.
Remember, as Jeff Besoz put it, “Data is the new oil.” - Locate Your Profit Maximiser – Keep in mind that approximately 10% of your audience will always be willing to buy more if you offer additional value. Be sure to “stack” value in relation to your ideal customer’s goals and aspirations, aligning it with what you are promoting.
- Prove The Offer With Organic Methods – Before jumping into running paid ads, take the time to deliver your offer page organically to a small group of 100-1,000 people. Review the conversion feedback and gain valuable insights during this phase that will prove invaluable as you prepare to launch ads.
- Scale With Paid Ads – Once your offer gains some traction and shows promising results, it’s time to expand your audience and build a larger data set. Fortunately for you, there are more social media platforms competing for ad dollars than ever before, making paid traffic more accessible and affordable. Select the platform where your ideal audience is most active to maximize your reach.
By focusing on clear steps and leveraging good data, you can build robust marketing foundations that pave the way for success.
Everyone wants to be at the top using automation, podcasts, and fancy stuffy, but none of that will make you money unless you have the “conversion foundations” of data collection, follow-up systems, and content that actually converts meaningfully. Think: loyal audience, increased average order value, and repeat customers.
If you like this type of conversation, we meet weekly to discuss growth goals, strategic planning, funding, team building, and of course marketing.
Is Inner Circle Right For You?
Kyle Dammann
Kyle Dammann is an entrepreneur, venture capitalist, team builder, and automation expert. After a family member fell into a life-threatening addiction to prescription medication and his own experiences with plant medicine, he decided to dedicate his time and skills to legitimizing and accelerating the birth of the plant medicine industry. Kyle believes that access to nature’s pharmacy is a fundamental human right and that all adults should have safe, reliable access to these proven and safe compounds.
