The 8 Core Disciplines of Digital Marketing
I promised earlier that we'd begin to simplify the idea of digital marketing. I wanna go through the eight core disciplines of digital marketing. I know this seems a little bit like, where did this come from? But remember how we came up with that laundry list of digital marketing tactics. We talked about how, holy crap, this stuff is really, really, really complex. There's a billion different things that you could know. I don't know how many we got on the list. That you were able to write down, or how many came in over there. But, I think is was like 20 or so in just a minute. We try ta make a list and we came up with 73. 73 bright, shiny, glimmering objects of distraction. Their there to capture your attention and take you away from the goal. What I wanna do is distill it down to these core eight. These are the eight critical core disciplines of digital marketing. Number one, conversion funnel design. Exactly what we just talked about. Understanding the appropriate structure and seque...
nce of an offer, is a critical aspect of digital marketing. It's a critical aspect. Conversion funnel design. Content marketing. Content is deployed throughout the journey. It's deployed in the engagement stage. Content is deployed in the excite stage, to get them to actually consume. It's deployed throughout the process. Contents deployed at the subscribe stage, because you're offering typically content in exchange for an op in. Content marketing is critical. Demand generation. Paid traffic, going out there and buying advertising. Demand gen. Email marketing. Again, deployed throughout the process. Social media. Kinda would lump community management in with that. Search. Making sure that when your people are looking for you, they actually find you. When they're looking for a solution that you provide, they find you. Data and analytics, being able to take in. Have good understanding. And then, testing and optimization. Being able to improve ... these things. These are kinda the eight critical core disciplines. Just every single one of the shiny objects that we mentioned would fall into one of these categories. The first thing I wanna do here is I wanted to give you those categories. Because if we can begin to categorize we can begin to simplify. Now, if we go back to the value journey canvas you'll see that each tactic has a home, it has a box. So we think about awareness. That's what we're talking about demand gen, paid traffic, search marketing, referral marketing, pod casting, event marketing. All those are awareness devices. In the engage stage, content marketing specifically top of form content marketing. Social media, some forms of email marketing. Depending on if you're doing Outbound. Email marketing. Retargeting. If you notice in the value journey it's a bit like Shoots and Ladders. It doesn't assume that everything goes perfectly the first time. So if somebody engages in and subscribes, but they don't buy you need to re engage with them. How do you do that? You could do it through re targeting, you could also do it with email marketing follow up. The subscribe stage, landing pages. Now we're doing landing page optimization. We're doing split testing. To try to optimize those landing pages. We have lead magnets or middle of funnel content. You guys heard TOFU, MOFU, BOFU? Top of funnel, middle of funnel, bottom of funnel? Right? Middle of funnel, again email marketing. Their subscribers we need to follow up with them. Email news letters, auto responder series. We talked about testing and optimization as well. At the convert stage. Web copy. Copy writing. How you go about structuring your eCommerce order forms and check out pages if it's more of a ecom environment. Inbound selling, webinars, demos. Excite stage, we're talking more content marketing. Bottom of funnel content marketing, at this point. Got the BOFU working for us. Social. Are we engaging with them in social? And of course email marketing. And then we're talking about the ascension ladder, that's all about the conversion funnel design. Advocacy, that's where we're handling our onboarding. Email marketing, social and community. And promoter, referral marketing affiliates e value at a resellers. What I wanted you guys to see with this, is that every single tactic that we could ever come up with, has a home. It has a home in at least one box. And so the hope that I want to give you, is wanna give you permission to not have to chase every bright and shiny object. What you need to do, is focus on a box. Where is the box that where things are getting gummed up. Where's the box where you need to improve the through put. Where is the particular box that if you were to really improve it here, or is it here? Maybe it's throughout increasing average customer value. Where's the box that deserves your focus and attention, and now what tactics exists within that box? If the tactic that you're interested in, you're looking in it, you're reading a book about, that you're coming to a webinar on, going to an event, whatever. If it exists within that box, then it's worthy of your time and attention. If it doesn't, it's worthy of back burnering. So, now you have, not just a framework for architecting. The process of converting strangers into friends, into customers, into raving fans. You have a framework for picking what the heck should I be focusing on today. Cause dang it, there's no lack of options.