There are so many options out there when it comes to marketing your business online. With all those choices, it's hard to know what the most effective ways to spend your business' marketing dollars are.
After years of working with businesses and helping them with their online marketing, I've compiled a ton of data that has lead me to know exactly what works and what doesn't. Putting that data into practice has lead our clients to being extremely successful with their online marketing.
Businesses that are successful marketing themselves online (and don't overspend) have mastered something that we call the "Digital Stack".
This "Digital Stack" is a term that we came up with to describe the order that you should implement certain online marketing tactics so that you squeeze every dollar of value out of everything that you're doing online.
When you hear a business owner say that they failed using a certain type of marketing online, it is usually because they used a technique that didn't have a good foundation.
For example, it doesn't make a lot of sense to run a Facebook Ad campaign to generate leads for a business if the business has a website and/or Facebook Page that doesn't look great. This campaign typically fails because prospective customers like to do additional research when they see an offer on Facebook. If they see an offer, and then go look at a webpage or Facebook Page that looks like your nephew built it in 1995, that doesn't make them want to actually claim the offer they saw on Facebook.
I've seen a ton of business owners who have run a special offer with Facebook Ads (on their own) that ultimately failed at first due to them not having their "digital house in order". In short, their brand looked terrible when people did just a little extra checking on them (because their website and Facebook page weren't optimized).
We ended up running a nearly identical Facebook campaign when they signed up with us, but with one big difference.
The big difference was that we laid the groundwork for their campaign before we ran it. We made sure that their website and Facebook page looked great before we ran the campaign. When potential customers saw their ad, they got a good impression of the business on their other properties and followed through with claiming the offer because of it.
With that said, in what order should you setup your Digital Marketing Activities?