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Speaker: Sarah Hosman
Digital marketing is an ever-evolving field, and businesses need to adapt to stay relevant. In this article, we will explore five essential digital marketing tips through the lens of a case study. Sarah Hosman, a successful business owner, will walk us through her journey of implementing these tips during challenging times, offering insights and practical advice for anyone looking to enhance their digital marketing strategies.
Establishing Order in Chaos
The Challenge
In the wake of the COVID-19 pandemic, Sarah faced a sudden shift to remote learning for her children and a significant upheaval in her business operations. This abrupt transition threw her into a state of chaos where she had to manage both her family and her company.
The Solution
To regain control, Sarah recognized the importance of establishing rules and a structured schedule, both at home and at work. This structured approach helped her balance her responsibilities and maintain her business operations.
Key Takeaway
Amidst challenging times, a structured approach is crucial. It applies to both your personal life and business. Having clear rules and routines can help maintain focus and productivity.
The Six-Second Challenge
The Challenge
In a digital world flooded with content, it's imperative to capture your audience's attention quickly. Sarah introduces the "Six-Second Challenge," which emphasizes the importance of conveying essential information within this short timeframe.
The Solution
Sarah and her team developed a clear and concise message for her company's website. Within six seconds, visitors should be able to answer three crucial questions: What does the company do? What does the product do? How will it change my life?
Key Takeaway
Your online presence should be clear, concise, and immediately informative. Ensure that visitors can quickly understand your brand, product, and its value.
Effective Call-to-Action (CTA) Strategy
The Challenge
Sarah reviews her website's CTA buttons and highlights the potential pitfalls of confusing or redundant CTAs. She points out the importance of a single, prominent CTA that guides users.
The Solution
Sarah suggests focusing on one primary CTA, such as "Request a Demo," and streamlining secondary CTAs. She also recommends creating an efficient scheduling system for requested demos through automation.
Key Takeaway
Simplify your website's CTA strategy. Have one primary action you want visitors to take and ensure a clear path to do so. Implement automation to improve the scheduling process and enhance user experience.
Consistency in Messaging
The Challenge
Maintaining consistency in your brand's messaging across various platforms and marketing materials is crucial but can be challenging.
The Solution
Sarah stresses the importance of coherent messaging, regardless of the platform. She highlights the need for alignment between different teams to ensure a consistent brand voice.
Key Takeaway
Your brand's messaging should be uniform and synchronized across all platforms. Encourage collaboration between teams to maintain consistency.
Tapping into Storytelling
The Challenge
Crafting engaging stories that resonate with your audience can be a struggle. Sarah emphasizes the power of storytelling in digital marketing.
The Solution
Sarah encourages using the principles of storytelling to create relatable and compelling content. She believes that stories, like her son's unique bed-making adventure, can make a brand more memorable.
Key Takeaway
Incorporate storytelling into your digital marketing. Share narratives that resonate with your audience, making your brand more relatable and memorable.
Conclusion
Sarah Hosman's case study teaches us valuable lessons about creating order in chaos, embracing the "Six-Second Challenge," streamlining CTAs, maintaining consistent messaging, and harnessing the power of storytelling. By implementing these tips, you can elevate your digital marketing efforts and better connect with your audience, even during challenging times.
Remember, it's not just about what you say, but how you say it that matters.
Q&A
Q1: In your six-second rule, how many words can someone use to do that? What's your estimate on how many words people can use on their splash page or homepage to get to that six-second threshold?
It somewhat depends, but generally, I would tell people it needs to be a one-liner – quick and snappy. The true answer varies by industry, but the rule of thumb is to use as few words as possible. For example, instead of saying, "We sell elegant, four-wheeled vehicles that travel down the road in style," you should simply say, "We sell cars."
Q2: How can we solve the issue of people being hesitant to give out their cell phone numbers for text messaging?
You can address this concern by including disclaimers that you won't spam them. Also, consider the demographic, as younger people are often more comfortable sharing their cell phone numbers. You can make certain information optional and not required to ease their concerns.
Q3: Can you give an example of how to make the chemistry teacher feel like the superhero in their story?
Yes, you want to position yourself as a guide rather than a superhero. For example, Madra understands the unique challenges of chemistry teachers. They emphasize that they adapt to individual situations, speaking to the teacher's uniqueness and making them feel important. By showing you understand their needs, you empower them to be the hero in their story.
Q4: What kind of jobs can businesses give to their clients or prospects to make them feel helpful?
Providing simple tasks or calls to action can engage your clients and prospects. For example, asking them to download an eBook, participate in a survey, or provide feedback. These tasks make them feel involved and like they are contributing to your brand's success.
Q5: How can you clearly explain what success and failure look like for clients who choose or don't choose to do business with you?
Clearly defining success and failure is essential. Describe how your product or service can lead to success – improved health, more revenue, time saved. Also, make it evident how not choosing your product or service can result in failure – health issues, loss of money, or missed opportunities. Provide concrete examples to make it relatable to your clients' lives and goals.
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