THE ULTIMATEMARKETING GUIDE

8 digital marketing tactics to explode your

leads by 500% in the next 90 days

Table of Contents

Index

1. Digital marketing has exploded in 2019!

2. Hint: it’s all about your customers

3. Marketing framework – creating a strategy that works

03

05

09

INTRODUCTION

4. Your brand story – the best way to stand out from the crowd

5. Traffic acquisition – different ways you can generate leads!

6. Traffic conversion – converting customers into lifelong advocates

15

17

18

LEAD GENERATION

7. Content marketing – creating valuable content

8. Email marketing – balancing personalisation with automation

9. Conclusion – 5 parting principals to keep you on track

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20

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CONTENT CREATION

10. Some other marketing resources you may like

11. Some of our favourite books, podcasts and websites

12. Want more tips? Ways that you can get in touch.

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RESOURCES

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1. Digital marketing has exploded in 2019

It’s 2019 and according to Hootsuite’s “The Global State of Digital in 2019” report, 57% of the world’s population uses the internet. That equates to 4.388 billion people around the globe. Crazy right.

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1. Digital marketing has exploded in 2019

That’s good for you because there’s a massive chance that your clients are online, browsing the web, sharing pictures of their cats and ultimately - making decisions.

That’s great for you because you’ve finally got a way around those barriers that tend to erect with old-school offline marketing.

But it’s bad for you because now all of your competitors are starting to market their businesses online too. Damn.

That’s why in this guide we’re going to take you through everything you need to know to put together a strong digital marketing strategy. A strategy that will blow your competition out of the water.

And if you follow the steps in this guide then you won’t just be wasting time and money testing everything under the sun (like I’m sure a lot of your competitors are).

To kick it all off, we need to take a step back and outline exactly what we’re trying to achieve and who we’re trying to help with our product or service.

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2. HINT:IT’S ALL ABOUT

YOUR CUSTOMERS

“Know what your customers want most and what your company does best. Focus on where those two meet.” - Kevin Stirtz

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2. Hint: it’s all about your customers

Now this is the part that we go back to Marketing 101 (*everyone groans*). I know, I know. But I assure you, if you spend half an hour brainstorming the reasons why you run your own business, what your goals are and who your ideal clients are; then you’ll have a solid plan in place to start marketing your business.

The first part of the template is designed to help you hone your business and marketing goals and build the foundation of your marketing strategy. The second part is designed for you to really understand your target market.

We hope you won’t just skip over these templates as they’re critical pieces of information you need before starting any marketing campaigns. Print it off, scribble all over it and refer back to it when you feel like you’re going off track.

Here’s a big-ass brainstorming template to help.

Did these templates hit the spot for you? If you think we’ve missed anything important or just got something completely wrong (we dare you to challenge us), please share your comments with us. We really want to improve this bad boy as we go along.

Help us help you.

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Brainstorming templates

GOALS

What does the business want to achieve in the next 6-12 months?

BUSINESS GOALS

What do you want to achieve with marketing in the next 6-12 months?

MARKETING GOALS

why do you want to use digital marketing your business?

Build awareness of our company

Establish our expertise in the market

Generate new sales leads

Get ahead of our competition

To stay up with the times

Engage with all of our customers

for each goal you choose,identify the metrics you’ll track.

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Brainstorming templates

TARGET BUYER PERSONA

NAME: JOB TITLE:INDUSTRY:EDUCATION:LOCATION:

GENDER:AGE:INCOME:FAMILY:DECISION MAKER?:

What are the customer’s goals?

What are some of their common questions?

What are the customer’s problems and pain points?

What type of solution does he/she expect?

Why wouldn’t this customer use your product/services?

DEMOGRAPHICS

psychographics

customer journey

AWARENESS CONSIDERATION DECISION

Describe the customer’s behaviours in each phase:

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“everyone has a plan until they get punched in the mouth.”-jack reacher

3. Marketing framework- creating a strategy that works

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Now that you’ve finished the brainstorming part, let’s create a strategy to hit those goals.

Marketing is an art. To do it right you need to:• Understand that the perfect time to start promoting your business is now,• Know exactly how much you can afford to invest in your marketing strategy,• Establish your core marketing goals (and make sure they’re achievable!),• Make sure that you’re producing high quality content,• Build brand awareness through different channels online,• Engage with your customers consistently,• And have a strong brand and stick to it.

Here’s a checklist of our top five digital marketing tactics for you to consider:

� Is your website mobile-friendly?

� Does your website load in less than 2 seconds?

� Is the content on your website clear, relevant and keyword-rich, that

delivers the right message with power and conviction?

� Is your website SEO-friendly?

� Does your website adhere to your brand guidelines?

� Do you have the following functionality on your website?:

- Downloadable content – i.e. PDFs, eBooks, exclusive videos

- A contact us form

- Chat functionality (Facebook messenger etc.)

- About us page with contact information and photos of your team.

If you answered no to any of the questions above, consider hiring a web designer or SEO-specialist who can help to optimise your website for optimum performance.

WEBSITE

Checklist

not sure what to include in your strategy?

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Checklist

� Have you set-up a business (not a personal) account on the

following social media platforms: Facebook, Instagram, LinkedIn,

Twitter and YouTube?

� Have you included a call-to-action (CTA) button on each of your

social media pages leading visitors to your website to take

an action? (i.e. ‘Contact Us’ or ‘Book Now’). Best practice is to take

the visitor to a dedicated landing page on the website, rather than

the home page.

� Do you post consistently (at least three times a week) with

interesting and relevant content for your audience?

� Have you set up a Facebook pixel on your website to ensure you’re

retargeting visitors with ads?

� Have you already tested advertising on any of the social media

platforms listed above?

Social media is the queen of 21st-century digital content. Find which platforms are relevant to the industry you’re in and promote your business there. If you answered no to any of the questions above, consider hiring a social media marketing manager that can help with getting your business in front of the right people at the right time.

Social Media Marketing

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Checklist

� Do you have a keyword strategy around the phrases your

customers in your industry use the most? If not, check out these

tools: Google Trends and Keyword Planner.

� Do you have a targeting strategy for the demographic and

psychographics of your target audience?

� Have you already tested PPC ads on any of the following platforms:

Google, Bing, Yahoo?

If you answered no to any of the questions above, consider hiring a web designer or SEO-specialist who can help to optimise your website for optimum performance.

Search Engine Marketing and Pay-Per-Click Advertising

12.

Checklist

� Do you have a blog page set-up on your website where you post

interesting, relevant content for your target audience?

� Is the copywriting on all of your social media pages, website, blog,

email marketing and promotional material (brochures, banners etc)

consistent?

� Do you experiment with new pieces of content, i.e. Facebook,

Instagram and LinkedIn live videos, case studies from previous

customers, interviews with other key industry members?

Quality over quantity is key when it comes to content. Just because your competitors are churning out 300 blog posts a day doesn’t mean that you need to. Create pieces of content that are relevant and provide value for your customers. Make sure that the messaging stays on brand. And most importantly, stay ahead of the curve by experimenting with new channels and types of content!

If you answered no to any of the questions above, consider hiring a communications manager that can help with creating good quality content for your business.

Content Marketing

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Checklist

� Do you have a database of email addresses for your customers?

� Do you email this database consistently (at least once a week) with

valuable content?

� Is your email database segmented based on where the customer is

in the sales funnel (e.g. new leads vs previous customers)?

� Do you have a drip email campaign (a series of welcome emails)

set up to nurture new leads

A lot of people think that email marketing is dead. They’re dead wrong. According to Campaign Monitor, for every $1 you spend on email marketing, the return on investment (ROI) is $44.

If you answered no to any of the questions above, consider hiring an email marketing manager that can help with creating good quality emails for your business.

Email Marketing

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4. YOUR BRAND STORY:the best way to stand out

FROM THE CROWD

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Human connections are the soul of your business – and humans love good stories.

The best way to stand out from the crowd is with powerful storytelling. Great storytelling builds deep relationships with customers as they can relate to you and your brand. And ultimately, this turns them into lifelong advocates for your brand.

Well, that’s all well and good, but what do I tell them?

How about things like:• Why did you create your business?• What motivates you to wake up and come to work every day?• What extra knowledge or experience do you bring to your industry?• What do you do in your spare time?

Forget about marketing your business when you’re writing your brand story. Instead try to focus on creating an interesting narrative. The goal here is to show that you started a business for more than just the money and that you love what you do.

When you write your brand story, remember to:• Be open. Be real. Be human. • Take time to craft your messaging• Choose your words wisely.

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Golden rule: always make sure that your leads are sent to a specific landing page on your

website (a squeeze funnel that’s relevant to the topic), not the home page.

We will go through squeeze funnels in our next chapter.

Infographic

5. TRAFFIC ACQUISITION: DIFFERENT WAYS YOU CAN GENERATE LEADS ONLINE

Below is an infographic of the different types of inbound and outbound marketing techniques that you can use to generate leads. Best practice is to mix and match different traffic acquisition strategies to increase engagement on your various channels.

OUTBOUNDMARKETING

INBOUNDMARKETING

PURCHASED EMAIL LISTS

TV, RADIO AND PRINT ADS

BILLBOARD ADVERTISING

PRESS RELEASES

CONTEXTUAL ADS

OUTBOUND SALES CALLS

TRADE SHOW BOOTHS

SOCIAL MEDIA ADVERTISING

INFLUENCER OUTREACH

POP-UPS

VIDEO ADS

PAID APP REVIEWS

BLOGGING

PUBLIC SPEAKING

WORD OF MOUTH

VIRAL MARKETING

COMMUNITY BUILDING

VIDEO CONTENT

SEO & PPC

OPT-IN EMAIL LISTS

THOUGHT LEADERSHIP

PRESS & PUBLIC RELATIONS

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Infographic

6. TRAFFIC conversion:converting customersinto lifelong advocates

Website traffic is worthless if none of it converts into customers. The best way to convert your customers is through a funnel landing page.

As opposed to websites, funnels are great because they have one single objective on the page. This objective should match the intent of the ad that your visitors clicked on to reach your page. So there should be no confusion when your visitor lands on the page. No confusion = a higher conversion rate and a better experience for your customers. Which in the long run turns your customers into lifelong advocates for your brand. Win, win for all!

Golden rule: only include one call to action (CTA) on the page and don’t have the menu

across the top. This stops the visitor browsing your website and encourages them to sign

up for the gated piece of content.

FROM THIS TO THIS

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Golden rule: Focus on quality rather than quantity and always remember to follow these core content marketing principles:

• Hook your audience’s attention with powerful headlines

• Create truly valuable content

• Be as detailed as you can

• Pair your content with visuals to make it easily consumed

• Consistently share and update your content

Infographic

7. content marketingcreating valuable content

The aim of content marketing is positioning yourself as a thought leader in the market. You’ve been in the industry for 20 years, know a thing or two about what you do, so why not share that knowledge and experience?

The trickiest part is knowing what type of content to be sharing. Below is an infographic of all the different types of media that you can easily create and share.

Infographic was originally created by Smart Insights.

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“email has an ability many channels don’t: creating valuable, personal touches at scale.”- david newman

8. email marketing- balancing personalisation

with automation

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some people think that email marketing is dead.They’re dead wrong.

Are you afraid your emails are going to go straight to junk? Or that your customers will find your emails boring, stale or worse, annoying?

Email campaigns are a powerful marketing channel, especially when you’re trying to warm up or keep in touch with your customers. But if you don’t do your email marketing right, your emails can easily get lost among the many spam emails your customers receive every day.

There are a few secrets to setting up a successful email marketing campaign:

1. Never send generic emails. Use free email marketing tools like MailChimp, Campaign Monitor or GetResponse to send personalised emails to your prospects or customers at the right time.

2. Learn when your customers are more likely to read emails and what words or phrases work best through testing, then use your strategies to deliver your message effectively.

3. Don’t forget to optimise your email marketing campaign for a variety of devices. Your audience may not necessarily be reading your email on a computer screen.

Still unsure where to start? Check out this guide ‘Complete Email Marketing Guide for Beginners’ that Campaign Monitor put together for their customers.

It’s a comprehensive guide that will take you through how to get started with email marketing to ensure your first campaign is a success.

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get ahead of competition with a strong marketing planDefine who you target market is, determine your

budget and create a comprehensive marketing

strategy with SMART goals.

1

be memorable with a great brand storyEngage and connect with your customers with your

authentic brand story. Be open. Be real. Be human.

2

9. fOUR parting principlesto keep you on track

Create quality content across a range of platformsMix and match different types of content to increase

engagement and to show that you’re a thought leader.

Be creative, test new things and don’t be afraid to f*ck

things up.

3

set up an automated email drip campaignUse an automated and personalised drip email

campaign to warm up customers that aren’t ready

to purchase just yet.

4

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10. SOME OTHER MARKETINGRESOURCES YOU MAY LIKE

Resources

We’ve put together a collection of marketing goodies on our website.They’re full of goodness and completely free.

Click here to access >>

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11. Some of our favouritebooks, podcasts and websites(that you may fall in love with, too!)

Resources

books that we love

podcasts that we love

websites that we love

Beautiful, free images use for any project.Better than any royalty free or stock photos.

Unsplash

https://unsplash.com/

Speed read the web. Train yourself to double or triple your reading speed, without sacrificing comprehension. Absorb knowledge, faster.

Spreed

https://chrome.google.com/spreed

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12. Want more tips? Ways that you can get in touch.

Resources

Picnic is a UK-based digital marketing agency that helps businesses like yours grow with online marketing. We create campaigns that drive seriously impressive results.

Our team of specialists work on everything from website development, content creation and social media marketing to email marketing.

If you need help with cutting through the noise online, click here to book a free 1:1 chat with a member of our team. We can either chat over the phone or come out to your office at a date and time that suits you best.

LOVELY TO MEET YOU

Our Facebook page

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Our YouTube channel

Let’s connectGet in touch with Tessa Fields, Creative Director

of Picnic via her LinkedIn page

Or email tessa@wearepicnic.co.uk

Or call +44 7444 764 249

Link up

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W: www.wearepicnic.co.uk

E: hello@wearepicnic.co.uk

M: +44 7444 764 249