Many people think digital marketing is akin to hiring someone to post on your social media accounts for you. That is ONE possible digital marketing service, but it goes much deeper than that.
Everything that I am learning about applying digital marketing strategies to campaigning started with studying how these tools are used in business. While a business may choose to rely on either Google or Facebook, the common denominator is that a decision has to be made regarding WHERE you are going to direct this traffic that you are purchasing.
That page that a viewer first encounters is what is called a ‘landing page.’ While your landing page could be your already existing general business website (where you have your full contact information, about us page, etc.), it is considered good practice to have a unique landing page for each aid traffic campaign you are running. Furthermore, each landing page is just the first step of your ‘funnel’ (often called a sales funnel).
Here is what I mean:
Let’s say you are the office manager of a plastic surgery clinic and you hire a digital marketing consultant to see what they can do. Your clinic has a well-deserved reputation for rhinoplasty, so you figure that is a good place to start. Your consultant sets up a squeeze page (a type of landing page designed to be very simple and require some kind of action, like entering an email address in order to get a discount coupon).
Since people frequently search Google for terms like “rhinoplasty in Denver” it makes a lot of sense to use a Google Adwords (paid) or SEO (free, but a labor-intensive long-term strategy) campaign to get the ball rolling.
Leads will start to come in in the first couple of weeks; probably even a few new patients. You will likely be satisfied with the effort, but this is just the tip of what a digital marketing consultant can do for you.
Let’s say that in your patient files you happen to have the emails of thousands of past patients. Your consultant can upload that list (provided you informed your patients that you might use it for marketing purposes) directly into Facebook as a ready to go advertising audience. You can run targeted advertisements directly to those people with an ad coy something along the lines of “We hope you are enjoying your new nose! Did you hear we are running a special on Botox treatments? The first treatment is free!”
Now, when one of THESE people clicks on your ad, it doesn’t make much sense to send them to the same landing page that you are using to promote your rhinoplasty, does it? Of course not. You need another separate landing page and funnel.
You may end up with three or four entirely different tunnels for different audiences.
But wait, there’s more to digital strategy consulting…
Your DM consultant will constantly be monitoring your landing pages as well as the ads themselves and making on the fly edits and tweaks to get thebest possible results.Your consultant will also be creating whatever landing pages you need along with the copy (written text) to go with it. In other words, you don’t have to pay out separate fees for entirely new websites. In fact, your consultant can create landing pages and funnels pretty quickly by duplicating those used for previous clients.
At least once a month you should receive a detailed report on your campaigns. This make calculating the ROI on your consultant a matter of some ridiculously simple math. A top consultant won’t hide this stuff from you because if your campaigns are under performing your business might just not be a good fit for their expertise and it would be better for them to move on to other clients as well.
That’s what it’s like, in broad strokes, to hire a digital marketing consultant or agency. I studied this business model intensely for seven months in order to figure out how these same tactics can be tweaked for the world of digital campaigns. I invite you to read more about taking digital marketing strategies and tweaking them for digital campaigning, please read on.