Don’t know where to start with your digital marketing?
We put together this digital marketing guide to help. Brand strategy is the first step in our marketing checklist. Starting with strategy lets you build your key brand assets from copy to images and video. You can then use these assets to create or update your digital presence across different channels for better results.
Completing the steps in this digital marketing guide will give you the assets to become a best customer magnet.
We’ve tried to keep this simple but if you have any questions contact us for help.
Step 1. Understanding Your Best Customers
If you are an existing business, think about your favorite customers. They are the ones who are:
- enthusiastic about what you are doing
- willing to pay a fair price
- easy to deal with
These customers are likely to be the most profitable and also most likely to recommend you to others.
Recommendations and positive reviews drive anywhere for 20% to 50% of sales.
Many businesses do not focus on specific customer groups. This makes it hard to stand out from competitors. A lack of focus is expensive since your marketing efforts will have low conversion rates. You will not connect with your audience since your promotional efforts do not connect with their core problems and language. Another result is that you end up with customers that are not a good fit. These customers tend to require more time since they are not truly satisfied.
Taking a step back and spending time with current “best customers” helps you formulate your focus for new customers. This process can generate big results. Getting more customers like your best customers will make your life better and your business more profitable.
It is a bit harder if you are a new business. You are going to have to take an educated guess about who your best customer might be and test your theories over time. There is a good chance that you will be wrong with your guesses. Sooner or later, you will find a customer that just works. You will have to repeat this process a few times until things start to click.
Here’s an example for a fictitious rock climbing gym (“Joe’s Rock Climbing Gym”) that is already in operation.
The gym manager finds that their best customers are children and their parents rather than adults. They tend to come back more often and sign up for longer term memberships. The parents pay so they are important. The kids are important also since they influence the parents. Joe’s Rock Climbing Gym needs to appeal to both groups.
The manager should start thinking about how these customers talk about the rock climbing gym. Listen and write down the words that they use when they talk about the business. Even better, ask the best customers a few quick questions.
- What were they looking for?
- How did they find out about you?
- What other options did they consider?
- What was the #1 reason that they chose you?
You should end up with something like this.
Parent: Jane is in her early 40s, lives in Lincoln RI and is relatively affluent.
- Interested in healthy activities that kids can do year round.
- Wants to help build her daughter’s confidence.
- Tried ballet and gymnastics.
- Her friend mentioned it, look up via Google and came in.
- Loves the hip, inclusive atmosphere.
Kid: Jill is age 14 and goes to Lincoln High School
- Loves climbing and likes challenges.
- Not too much pressure.
- Lots of time to hang out with the other kids.
Step 2. Checking Out Your Competitors
You need to decide on one thing that you will do better than anyone else for better digital marketing. Take a look at each competitor online with a Google search. You should be able to tell what their focus is from their headline.
You can also look at your competitors’ meta description using RivalIQ’s free competitive research tool. See RivalIQ The meta description is like an advertisement since it shows in the search results so it tells you a lot about how your competitors think about their businesses.
It may be that your direct competitors are not very sophisticated with online marketing. You can expand your competitive set to include a broader group so you can benchmark against the best. Joe’s Rock Gym might want to compare themselves to a top Yoga Studio for example.
Do a quick scan to see the following for your business and a couple of competitors.
- Strengths: What do you think that they are doing great?
- Weaknesses: What do they not do well?
- Opportunities: What is happening externally to them that could help them grow?
- Threats: Are there things happening that could be a problem for them?
Joe’s Gym will need to make a decision if Carabiners is competitive. Do they target both adults and kids or put more emphasis on kids and youth competition teams to differentiate and allow them to focus their marketing efforts?
Step 3: Keywords and search question
The first thing is to do in your better web marketing journey is to figure out some keywords to target. Being a top result in search engines for important.
60% of traffic from search engines goes to the top 3 results
Keywords are not as important as they used to be, though. Search engines are getting better at ranking pages based on the overall relevance rather than just the presence of keywords. Spending some time on keywords is still useful. Take a look back at your best customer research from Day 1 to get some ideas about the kind of keywords to research.
Try Google Trends to see which searches are growing. You want to be targeting keywords with growing search volumes for your online marketing. Try ￼ “indoor kids activities” and “activities for kids” to see what is trending up.
Test your keywords for free at WordTracker. The higher the KEI score the better the results.
If you have a new business, then talk to people who you think will become customers. Ask them what they might search for.
You can also use Google Adwords Keyword Planner in some interesting ways. This works for existing businesses also.
First log in to Adwords (or sign up if you don’t have an account).
Click on Tools and then choose “Search for new keyword and ad group ideas”.
Enter the website of a well-established competitor in the “Your Landing Page” field.
The Keyword Planner will then analyze the site and make keyword recommendations. Click on the “Keyword ideas” tabs to see them. Look for keywords with high average monthly searches and low competition.
These three sources should give a reasonable list of keywords to work with. Go through these processes a few times to get a list of 10-20 keywords. Each of these keywords will form the basis on a blog post or page when we get to the website.
Day 4: Defining Your Business in Words
Based on what you have heard and researched, you can now start working on defining your business in words. This is useful not only for better web marketing but better marketing overall. The language that you develop should become the script for all your business communications.
The first step is to figure on the one thing that you stand for then provide the detail.
Messaging Example for the Rock Climbing Gym
You need to decide on the one thing that makes you unique that your best customer’s value. Use your customer and competitor research from Day 1 and Day 2. The other rock gyms position themselves to the largest market possible. Joe’s decides to focus on parents and kids.
What you stand for
Start with the core values that your business is built around. Joe’s Gym is all about challenging kids in a fun environment.
- Challenging fun
What you offer
Next, define what your core offer is. Joe’s Gym is about making rock climbing fun and enjoyable for everyone with personalized instruction.
- Indoor rock climbing at your own pace
How you deliver on your one thing
You then define what you do to deliver on the offer. Joe’s Gym does it in three ways.
- Expert instructors with individual development plans
- Top indoor facilities
- A welcoming, nurturing culture
How do you make your customer’s life better
This is where you think about what your business does to improve the lives of your customers. How does what you do make things better? Here are some ways that Joe’s Gym helps.
- Builds up kid’s confidence with challenging but achievable training plans
- Improved fitness with year round activities
- Better social skills
Step 5: Creating Your Messaging
So how does all this come together?
In a sentence
We help kids challenge themselves with rock climbing.
In a meta description
Meta descriptions do not impact search results, but they are what a reader sees and encourages them to click. The meta description is your ad copy. You have 150-160 characters. Each page should have a unique meta description but let’s start with one.
Meta description focusing on Parents
Theme: Healthy activity focused on your child’s development
Joe’s Indoor Rock Climbing Gym | Year round healthy challenges
Indoor rock climbing is a year-round indoor kid’s activity. Our programs build self-esteem, confidence, and fitness with friendly, expert instructors. Adults welcome also.
In a headline
8 of 10 people will read your headline only. Create an attention grabbing the headline with a subheader for the detail.
- 6-12 words
- Write for best customer
- Focus on your most desired and unique feature / benefit
Write 3 messages and think about your key messages and keywords. Here’s are some good headline formulas and tools to help.
Rock Climbing is Awesome
One of the safest but challenging indoor kids’ activities
Rock Climbing Rocks
Try a new challenge and have fun rock climbing at Joe’s Gym
Take on the Rock Climbing Challenge
Our expert rock climbing instructors provide a nurturing environment to help your kids succeed
The next step is to test with your customers and prospects. This can be as simple as showing the three options above to existing customers and new visitors that look to fit your ideal profile.
After testing, Joe’s Gym found that the “Take on the Rock Climbing Challenge” worked best. At this stage, you can create the language that you will use in your website, social media sites and all other ways that you communicate both externally and internally. Your goal is to create a consistent way of describing your business that appeals to your target customer.
See below for an example.
In 50 Words
Joe’s is a nurturing rock climbing gym designed to help kid’s develop by taking on challenges at their own pace with support from their peers. For adults, we provide expert coaching and training as well as a relaxing environment to unwind.
In 150 Words
Joe’s is a fully equipped indoor rock climbing gym based in Lincoln Rhode Island.
Our kid’s programs are designed to help develop confidence by taking on challenges at their own pace with support from their peers. We create fun, healthy year-round activity that can lead to a lifetime of great experiences. Kids can work their way up to Joe’s Climbing Team and be part of amazing competitions at other top indoor gyms around the region and country.
For adults, our coaches help with strength and flexibility training. Healthy exercise that is actually fun. No more sweating it out in the heat or freezing in the cold (unless you want to). Joe’s Gym is your place to come and enjoy the physical and mental challenge of rock climbing at your own pace. Once you are ready, you can take it outdoors.
You now have your core language assets. Next create, your visual assets.
Step 6: Visual Assets
Here’s a good summary of what to do to create the core visual assets. You need a logo, fonts, palette and images / video to support your brand strategy.
If you have a logo, take the time to review it. Do it properly support your positioning in a simple way. Does it work well across digital channels? You might want to update it. Try 99designs to help with this.
Keep your fonts to two. Sans Serif fonts are considered easier to read so are often used in small and body text. There are no hard and fast rules, though. Check this out for some inspiration.
COLOURLovers is a great resource to research color combinations. Read a bit about color theory to help with your decision-making.
Images / Video
Work on getting real customer, team and related images that support your brand strategy and messaging are important. Authentic is best. You are probably going to need some stock photography. Try Pexels for a great image resource that is free to use.
Check out Revenizer’s Brand Folder for our brand assets. Brand Folder is free and a great way to get organized.
Now you are ready to get started on a website – the next major asset needed to supercharge the growth of your business through better digital marketing.