Justin Staples is an entrepreneur who specializes in providing businesses with results-driven SEO, custom web design, and content development. Below, he offers a modern guide for any business to ensure their efforts are modernized and effective:
Growing a successful business is anything but easy.
If you want your business to scale, you need more than a good product or service. You’ll also need tried-and-tested processes to deal with anything from sourcing products, managing employees, dealing with customers, and more.
Beyond that, you also need to figure out how you can reach as broad of a customer base as possible, and that comes down to marketing.
There are a thousand ways to market your business. However, every day that passes, digital channels become more important. Now more than ever, customers are more likely to look up products online before spending a single dollar.
If you’re not familiar with the concept of digital (or online) marketing, now’s a great time to learn some basics, so let’s get to it.
A Quick Introduction to Digital Marketing:
Every type of promotional activity that involves electronic devices falls under the banner of digital marketing. However, some online channels are far more important than others when it comes to promoting your business.
Social media is the easiest example. Unless you’re a hermit, almost everyone you know probably uses it.
Perhaps the best thing about digital marketing is it enables you to reach a far broader audience than old-school approaches – such as handing out flyers, magazine ads, and others.
If you run a local business, you can use online marketing to gain customers from all over the country, and even the world (depending on what you’re selling!). It all comes down to choosing the right channels.
10 Must-Knows of Digital Marketing in 2019:
In this section, we’ll walk you through the key terms you must know to get started with online marketing and some of the best channels you can focus on.
Keep in mind – some businesses will find more success in some channels than others, and it all depends on who your audience is. By the time we’re through, you’ll have all the information you need to make some important decisions!
Throwing money at marketing without a plan might work, but it’s not a sustainable or scalable approach.
To reap the full benefits of online marketing, you need a framework, which is a fancy name for a business plan. Here’s what it should outline:
• What your goals are (i.e., finding new leads, getting more traffic, sales, etc.)?
• Who is your audience?
• What online channels will you focus on?
• How much money do you plan to spend?
• What process will you use for tracking your results?
Frameworks are the basis of a great online marketing strategy. By laying out all that information, you’ll gain insight into why some marketing approaches work while others fail.
2. Brand Story
Branding is essential for any business. It enables you to establish relationships and build trust with your audience, which can help transform them into customers and keep them around.
The concept of branding is often very vague, but you can boil down what your brand is by answering a few simple questions:
• Who are your ideal customers?
• What problem do you help those clients solve?
• How do you want your audience to perceive you?
To put it another way, the products and services you offer may be at the core of your business. However, it’s your branding, web design, and the value you bring to your customers that determines what they think about you.
Before you embark on any marketing endeavor, you need to have a clear idea of what your brand is or what you want it to be. That way, you’ll be able to keep things consistent throughout every channel.
3. Traffic Acquisition and Conversions
When it comes to online marketing, we often don’t talk about sales, sign-ups, or leads. Instead, we refer to those things as “conversions.”
The more traffic you can drive to your website using digital channels, the more potential conversions you get. Those conversions might not always lead directly to sales, but ideally, they’ll get you one step closer to that finish line.
At the end of the day, the value of your services is what convinces visitors to become clients. Digital marketing is just the set of processes you use to get them in the door.
4. Paid Ads
Most online channels enable you to pay in exchange for traffic. That includes social media platforms, search engines, websites, and more.
Depending on which channel you use, you’ll be able to run different types of ads. Usually, you’ll pay for clicks, impressions, or more specific interactions.
In online marketing, we refer to groups of paid ads as “campaigns.” Ideally, you’ll test different campaigns across marketing channels, figure out what works, and then scale upwards to get more conversions.
5. Email Marketing
When it comes to digital marketing, email is king.
To reap the full benefits of email marketing, you’ll need to build up a sizable list of subscribers and develop engaging campaigns. It’s a ton of work, but the numbers speak for themselves.
6. Live Chat
If you take a quick look at some of your favorite websites, we’re willing to bet a lot of them have live chat windows.
Nowadays, live chat is by far the most popular channel for customers to communicate with you. In fact, 44% of visitors say having someone that can answer their questions directly is a big factor deciding whether to make a purchase.
Once someone gets to your website, it’s your job to explain what your products and services can do for them. The best way to do that, by far, is telling them yourself, and live chat provides you with a channel that enables you to do that.
7. Affiliate Marketing
Think about affiliate marketing as a commission program for the digital age. In short, businesses that run affiliate programs pay end-users or marketers to promote their products.
These days, affiliate marketing drives over 16% of all e-commerce sales, which is a staggering figure. If you can set up an attractive affiliate program, it can become a cornerstone of your digital marketing strategy.
If you’re trying to grow an online business, then you need to learn how to love search engine optimization (SEO).
Search engines can make or break websites. If your business shows up on a high position in the search engine result pages (SERPs) for popular terms, they can drive massive amounts of traffic to your website.
The problem is, there’s no magic formula when it comes to SEO. What you can do is follow best practices, which evolve all the time as search engines refine their algorithms.
SEO involves a lot of trial and error, but it’s key to the growth of most – if not all – online businesses.
9. Public Relations (PR)
If you want to get people talking about your business, one of the best ways to do it is through good old-fashioned PR.
Traditional press releases, for example, can drum up a lot of interest if you can get attention from publications with a big following.
Nowadays, there are a lot of online tools you can use to build relationships, with leading online publications. What that means is that in 2019, you don’t need the help of a PR firm to get the word about your business out there.
10. Social Media
As a marketer, the only thing you need to know about social media is that almost 44% of the entire world uses it.
Some platforms are more popular than others, of course, and not all of them might be a great fit for your business.
What you want to do is identify which social media platforms are more popular among your audience, and then use them to promote your business. In most cases, that means running paid ads, setting up profiles to promote your content, and engaging with your followers as often as possible.
What Digital Marketing Will Look Like in 2020:
The main thing you need to know is digital marketing is only becoming more important with every year that passes. Over half of the world’s population is already online, and a lot of them use the internet to decide where they’re going to spend their money.
As far as specific trends go, 63% of online marketers say they want to focus on social media in 2020.
Mobile use only keeps growing as well, which means more and more people are using voice searches to find what they want. Making sure your digital marketing strategy is mobile-friendly is key to staying relevant.
Unsplash is the secret weapon for seekers, and creators of unique images
(BUSINESS MARKETING) It’s free, it’s great, it’s free, it’s a marketing multi-tool, and it’s FREE. Why aren’t you using Unsplash already? It has great exposure!
I really can’t stand seeing the same thing over and over again.
Might be my slutty, slutty, non-brand-monogamous Milleniality showing, but I reeeeeeally feel like something’s wrong when I can’t tell two different companies (or WRITERS) apart because they’ve aped the same template, or bought the same cheap font, or used the same stock photos.
He’s a cutie, but I can only see that surprised toddler in the pink shirt and gray vest so many times. And I guarantee at least 85% of people reading this know exactly which baby I’m talking about, hence the issue I’m having.
That’s where Unsplash has been my friend.
I was introduced to the image search engine in my last job: hundreds of thousands of hi-res images for 100% free, which yeah, was just my boss saving money on subscriptions to pay for our office snacks. But I was pleasantly surprised by the cool stuff I could find!
How it works is; well first, pretend you’re a photographer. One amongst many. And you specialize in, say, bomb ass macrophotography. Except the people who need your services A: Don’t know the difference between your specialty and someone who can use the zoom button, and thus B: Aren’t finding your portfolio because they don’t even know what they’re looking for.
If you’re willing to let people use some of your photos, you can host images on Unsplash, tag them with keywords, and ideally get some subtext or alt-text credit.
It’s not like a paying gig, it’s more like passing out fliers to super warm leads.
Now pretend you’re writing for a nature blog. Justifiable crackdowns on unpaid intellectual property mean that when your client says ‘Just pull some stuff from Google, it’s whatever’, you’re not actually going to do that. But there’s no budget for a subscription to anything, so what now?
You check out Unsplash is what. Then you find that macrophotographer’s amazing pictures of leaves and such, and bookmarking their gallery gives you a way to harmonize all the preview images you use for the ‘5 Most Ominous Things I’ve Found in the Austin Greenbelt’ article you’re working on with everything else on the site.
As a master manipulator of text/feelings myself, I’m also really into the fact that since anyone with a camera, anywhere in the world can host their images, I’ve got a lot of diversity in styles, locations, and of course human subjects. I really enjoyed that I could look up ‘CEO’ and find a Vietnamese woman and a Canadian man sharing the first page and probably a complicated relationship with France as a concept.
And I noticed something else.
Quite a few of these images were branded! As in Harley Davidson, Boxed Water, and more have Unsplash accounts, with their products on display to be used whenever people look up words like ‘freedom’ and ‘quirky’ and ‘hydrate’.
You literally can hire a photographer to take pictures of people in various situations wearing your brand of pillbox hats, and get photos of your product placed any and everywhere!
Now of course there are a few wee drawbacks.
Credit isn’t guaranteed, so whether you’re a brand or a photographer, you may not have your name on your work when it’s displayed, especially on preview images.
You also won’t be notified as to WHERE your photos are being used, so if your properly gloved and be-pillboxed gals end up photoshopped with digital Sharpie mustaches and used in an anti-fancy fashion postpunk op-ed, that’s out of your control.
On the searcher side, the AI is a little off as you scroll through. You might be distracted by photos of fighting racoons being auto-tagged as dogs hugging, and lose time laughing and taking screenshots, and then explaining why you’re posting to Tumblr during work hours.
Still worth it, by the way.
Ultimately Unsplash has been my ace-in-the-hole when it came to advancing the radical left agenda by viciously adding different ages, races, and settings to my last gig’s newsletters, and it’s another great resource for anyone in the ‘get/KEEP your name out there’ stage of business.
Hitch up your water wings, dive in, and make an un-splash!
Instagram’s false information flagging may accidentally shut down artists
(BUSINESS MARKETING) Instagram is doing its hardest to insure no false information gets released wide, but the net they cast may catch a lot of artists who manipulate images.
Instagram’s new update is hiding faked images. The downside? Posts by digital artists are being swept up in this new flagging system. In December, Instagram announced the release of a false information warning in order to combat the spread of misinformation on the platform.
How does this work? Content that is rated as partly false or false by a third-party fact-checker is removed from Instagram’s Explore option and matching hashtag pages. Additionally, the image will receive a label to warn viewers about its credibility with a link back to the fact-checker and further sources that debunk the visual claims in the image. These labels can be seen on profiles, feeds, DMs, and stories. Identical content from Facebook will be automatically labelled if posted to Instagram.
Digital artists are feeling the effects of Instagram’s update as digitally-altered images for the sake of artistic expression are being slapped with the misinformation label. The good news, however, is that not all photoshopped images are in danger—only the pictures that have gone viral attached to false information and identified as such.
So if an artist manipulates an image, releases it, then someone else decides to use the altered image to spread misinformation, the artists image could be labeled as misinformation and will be hidden from the Explore and hashtag pages. The artist pays the price for someone else spreading false information.
While a label will save a viewer from questioning a post, digital artists, whose careers depend upon visibility and the spread of the work are likely to feel the effects—whether it be scroll-frenzied viewers passing their work by, deterred by the label barring the post from a quick look, or even worse, the artists having their own credibility called into question.
With only a couple of weeks into the new year, it’s yet to be seen how other digital art may (or may not) be caught up in Instagram’s well-meaning update.
How becoming better listeners eliminates our culture’s growing isolation
(BUSINESS MARKETING) We have all be frustrated by someone who doesn’t listen to us; so why not make sure that you are taking the steps to not be them, and be better listeners.
We all want the same thing: to be heard. In this digital age, we’ve created an endless stream of cries for attention via comment sections, forums, and social media feeds—shares, retweets, tags, videos, articles, and photos. Worse, our words echo in our digital bubbles or specific communities, doing nothing but making us lonely and isolated. However, in the midst of a divided political climate, we can all stand to strengthen our ability to listen.
Me? A bad listener? What are you trying to say? I got enough flaws to worry about and don’t wanna hear about another skill to improve. Oh, the irony.
“Bad listeners are not necessarily bad people,” assures Kate Murphy in her new book You’re Not Listening. “Anyone can get good at it. The more people you talk to, the better your gut instinct. You’re able to pick up those little cues. Without them, you’re not going to get the full context and nuance of the conversation,” she says in an interview with The Guardian’s Stephen Moss.
Our bad listening aside, we can all remember a time when we weren’t treated with the attention we craved. Moments where you’d do anything for the person you’re conversing with to give a sign of understanding—of empathy—to validate our feelings, to acknowledge the vulnerable piece of ourselves we’ve entrusted to them is cared for. Nothing is worse when we’re met with blank expressions and dismissive gestures or words. These interactions make us feel small and lonely. And the damage can stay with us.
1. Show you care by making eye contact and putting away your phone.
2. Patience. Everyone opens up on their time.
3. Ask open-ended questions. Yes/no responses inhibit the flow of conversation.
4. Repeat what you’ve heard. This clarifies any misunderstanding and validates the speaker.
5. Give space. Let the conversation breathe—silent pauses are healthy.
By becoming better listeners, we show care. We become curious about and empathetic towards others, leaving our bubbles—we become a little less lonely.
Regulation of AI is recognized as necessary by tech giants
GM’s new $3B commitment to Michigan means thousands of new jobs
All the creative services you need are curated in one place
Which security company (that knows better) is actively selling your data?
WTH is ‘Green UX’ anyway?
7 ways to tell if a job posting is actually a human sex trafficker
What’s DMT and why are techies and entrepreneurs secretly taking the drug?
AI technology is using facial recognition to hire the “right” people
Free shipping is everywhere… how can small businesses keep up?
UI/UX design trends in 2020 for maximum user friendliness
Anti-surveillance mask – creepy, ingenious, or potentially illegal?
Amy’s Ice Cream founder on Austin’s business risks and rewards #WhyAustin
Turns out a lot of people are in between introverted and extroverted
P. Terry’s founder on the booming economy in Austin #WhyAustin
Ladies and gentlemen, the U.S. National Anthem
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