Traditional marketing options will always exist for business owners and people in sales. Digital marketing, however, can be a more cost-effective way to grab people’s attention and guide them down a path to purchasing.
On today’s episode of The Sales Evangelist, Jeet Banerjee discusses how lead generation through digital marketing can help you bring customers into your funnel.
Jeet is a serial entrepreneur who wrote the book Limitless Thinking: How One Young Entrepreneur Found Success With No Degree, Experience or Money, and he’s a digital marketing expert and a TEDx speaker. Share the tips you hear today with your team to make your process easier.
Digital marketing mistakes
Digital marketing is the concept of using technology as a medium to promote a business, concept, idea, or service; basically, anything that needs promotion.
A lot of people make the mistake of assuming that everyone is their ideal customer. That really means you don’t know who your customer really is.
Jeet launched a company years ago to help students get into college, and he knew so much about his ideal customer that he could tell you what he’d be doing on a Friday night.
Jeet believes you have to get that specific. He also believes that the more specific you are, the more successful you’ll be.
You aren’t leaving other customers on the table when you do that. You’re simply making your process easier by focusing on the people who are more likely to buy from you.
Once you’ve done that, you slowly scale out. Then you can try to convince the random guy on the street to become a customer.
Know where to start
Once you know your customer, you know where to start. You go where your customer is.
If your ideal customer is a private practice doctor, what digital marketing medium is this doctor who owns his own practice using? Is he on Facebook? On doctor forums? Reddit? What is he doing with his time?
Figure that out, and go there first.
There are a few different ways to figure out where they are spending their time.
- Offer your product free to a select group of ideal customers in exchange for a conversation about them. Ask where they spend time, what they do, and what their hobbies are.
- Go to forums like Reddit, discussion boards, or other forums and post a question. Use the same questions above.
- Use Google to search for surveys and articles that address your customer group.
Collect the data to get insight into where you should dig deeper.
Launch your digital marketing strategy
Once you have data, use the feedback your customers gave you.
Keep in mind what they said about marketing and colors and approaches, and then create a campaign. It might be a video, photo, blog post, or whatever you think will work.
Don’t rely on one thing. Try several variations to see what gets the best reception and what’s profitable.
There’s no silver bullet to digital marketing.
It’s true that content is still king, but it has become tougher to really succeed because you have to compete with sponsored ads. Consumers will see those before they see your content.
Also now everyone knows that content is king, so it’s more competitive. You have to elevate your game even further.
Create great content that people will organically share themselves. Once you do that, you’ll have your own audience and your own consumers sharing it for you.
Focus on content that’s shareable, not necessarily content that’s buyable.
Find the right people
You have to put the right product in the hands of the right people.
You can’t put a football in a tennis player’s hand, but if you put a football in Tom Brady’s hands, you know what he’s going to do with it.
You don’t have to create multi-million dollar content. You’ll get massive results if you create content that hits home and put it in the hands of the right people.
Make sure you’re authentic as well. Don’t copy your competitors simply because they are having success with their own campaigns. Establish your own voice.
Your voice will get lost, and you’ll inadvertently point to the other company because your voice sounds so much like theirs.
There will always be people who hate your “voice” and others who love it. Be authentic and be you. Don’t try to be someone you’re not.
“Digital Marketing” episode resources
You can connect with Jeet at his website, jeetbanerjee.com. Grab a copy of his book Limitless Thinking: How One Young Entrepreneur Found Success With No Degree, Experience or Money.
This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach. Your prospecting will never ever be the same.
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