July 6, 2023 • 18 mins
What if you could streamline your digital, content, influencer, social media, and marketing strategies with ease?
Join me as I unravel unique frameworks and processes to make this aspect of your business more manageable.
Using insights gathered from crafting my upcoming fifth book, I want to share with you not just theories, but practical, implementable strategies to help you navigate the digital marketing maze.
Ever heard of the SES framework for digital marketing?
Or the Digital Relationships Funnel?
Let's explore how these game-changing ideas can help your business convert prospects into advocates, using the trifecta of search, email, and social media. And it doesn't end there! We'll be uncovering how organic and paid social media, along with influencer marketing and strategic website content, play pivotal roles in this conversion process. Tune in for an enlightening conversation that will revolutionize how you approach your digital marketing strategy. Be ready to take notes, you won't want to miss it!
Learn More:
- Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon
- Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon
- Join My Digital First Mastermind: https://nealschaffer.com/membership/
- Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo
- Download My Free Ebooks Here: https://nealschaffer.com/books/
- Subscribe to my YouTube Channel: https://youtube.com/nealschaffer
- All My Podcast Show Notes: https://podcast.nealschaffer.com
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
There are lots of things that we talk about in
this podcast, but are youlooking for a way to simplify
all the different things youhear SEO, content marketing,
blogging, influencer marketing,TikTok, LinkedIn, Facebook?
Do you want to manage all thisin a simple, easy to understand
framework?
Well, if so, I think you'llwant to keep listening to this
(00:21):
next episode of the DigitalMarketing Coach podcast.
Speaker 2 (00:26):
Digital social media content, influencer marketing,
blogging, podcasting, vlogging,tiktoking, linkedin, twitter,
facebook, instagram, youtube,seo, sem, ppc, email marketing.
There's a lot to cover.
Whether you're a marketingprofessional, entrepreneur or
business owner, you need someoneyou can rely on for expert
(00:49):
advice.
Good thing you've got Neil onyour side, because Neil Schaefer
is your digital marketing coach, helping you grow your business
with digital first marketing,one episode at a time.
This is your digital marketingcoach and this is Neil Schaefer.
Speaker 1 (01:14):
Hey everybody, this is Neil Schaefer, your digital
marketing coach, and welcome toanother episode of my podcast.
This is actually episode number326.
This podcast launched back in2013.
There were some times wherethere were some pauses, i should
say, in recording, but I havebeen pretty faithful to doing
(01:35):
this weekly from the beginningof approximately 2020, going on
my well, three and a half yearsnow.
For those of you that are new,half of these episodes are
interviews with thought leaders,authors, people that I think
really bring actionable value tohelping you better understand
and leverage anything andeverything digital content,
influencer, social media,marketing and half of these
(01:56):
episodes are solo episodes, likewe have today.
I'd also like to remind you thatI work with my listeners in a
variety of ways, two of whichmight be of interest to you.
One is my digital first groupcoaching mastermind.
We meet weekly on Zoom.
We have a private Slack groupand it's a group of well,
digital entrepreneurs that wantto better leverage digital
(02:19):
marketing as their strategicengine of growth.
If you'd like to join us, go toneilschaefercom.
It is a limited to 15 people sothat I can give every single
person the attention that theydeserve, but if that is of
interest to you check it out,and I do also offer fractional
CMO services for one-on-onemarketing consulting with your
organization.
(02:39):
You can go to neilschaefercomFor more information on that.
Well, this podcast and I saythis for all of social and
digital marketing if you don'thave a utilitarian use for it,
don't use it.
When everybody was talkingabout Web 3 or crypto, well, how
specifically are you going touse that to drive your business
(03:01):
forward?
And if you don't have aspecific answer for it, then
don't worry about it.
And we can say the same thingabout, for some businesses,
tiktok if it doesn't make senseand your audience isn't there,
don't worry about it.
So to me, the podcast hasserved many utilitarian purposes
.
Most recently, i've beentalking about how I use the
(03:22):
podcast as a way to live stream,to create more video content
from an audio medium.
Now this episode is going to bevery different in that this
month I am finally committed, asin bought an airplane ticket to
Berlin, germany, to meet withmy developmental editor to make
progress on my fifth book, whichI'm hoping publishes in the
(03:44):
spring or summer of 2024.
I will keep you all posted onhow that goes, because I want
you all to be part of it and Iwant to make sure that the book
serves you all.
If this book cannot serve mypodcast listeners, then it's
really going to have littlevalue and it's not going to sell
very well, right?
So as part of that process, irealized that as I go through my
table of contents for the book,i'm realizing that I have I'm
(04:07):
literally swimming in contentfrom the podcast to four blog
posts a week to now doingseveral YouTube videos a week.
Man, i got a lot of content towork with, but I'm realizing
that there's certain gaps in thecontent, gaps I need to fill
and create this new contentwhich is going to help me flesh
out some of these chapters in mynew book.
So this is the first timeyou've heard of people blogging
(04:29):
a book or creating a book fromtweets.
Well, this is going to be thefirst time I'm going to use this
podcast to help me makeprogress on my book, but to also
give you some invaluable adviceand really to give you a
preview of what you can expectin my book.
You know, like all of you, andafter listening to that intro to
my podcast, bombarded with allthese different things you could
be doing in digital And I havea friend of mine in my digital
(04:52):
first mastermind.
He knows who he is and he hasalso a marketing consultant and
he has a client saying well, theblog, the SEO, the social,
that's all great, but we need todo Discord and Telegram.
Well, do you really need to doDiscord and Telegram And at what
point should you do thosenetworks?
These are all very, veryintricate questions and we can
all just get way too busy forour marketing, for our business,
(05:17):
and just not go forward orpotentially go forward on the
wrong foot.
So I've been looking for waysto simplify all of this
craziness of all of the digitalcontent influence, of social
media marketing and create someunique frameworks and processes
to really simplify all this forthis book, which I hope becomes
a playbook and really becomesthe definitive playbook, not
(05:38):
just for all of you, but for allof the other entrepreneurs,
startups, business owners,content creators and larger
businesses that want to be morenimble, like everyone else I
mentioned.
So, without in mind, i wouldlike to introduce and if you've
seen me speak before or been tosome of my webinars, i'd like to
just put everything in acontainer.
(05:58):
So I talked about all thatdigital content influence of
social media.
Let's put that in a containerand let us see, first of all,
what are the boundaries for thisdigital marketing container?
Now, i believe that everythingcan do a digital marketing.
We can put into six silos, sosix compartments within this
container, right?
You, first of all, obviously,you need a website or you need
(06:21):
an app, but for most companiesit is a website.
You need a website.
That is your digital storefront.
It is very hard to besuccessful in digital marketing
without a website to drivepeople to where you convert them
.
Now, there are exceptions, likecompanies that just sell
product on Amazon, but even alot of those companies reach out
to me because they want to goD2C or direct to consumer, and
(06:43):
they end up building their ownwebsite on a Shopify platform.
But anyway, i digress.
Website, right?
Well, if you have a digitalstorefront, you want to be
registered in the localdirectory.
That is the search engine,right?
So you need to be doing searchengine marketing And for many of
these things I'm going to talkabout, there is an organic way
and there is a paid way.
(07:03):
Seo is the organic way, pay perclick, or I mean display ads
that's a little bit different,but there are different ways of
doing this organic and paid, butyou want to be found in search
engines because you have awebsite.
Then we have email marketing.
This is container number three.
You have to keep in touch withyour customers.
You have to build rapport withprospects.
(07:24):
There is no better way thandoing this than with a medium
that is still very popular andthat you own.
Now we can also in here withemail.
We can put an SMS text, we canput in Facebook Messenger,
whatsapp messages.
These are all very similar,more modern versions of the
traditional email marketing, butit's the same concept of
one-to-one communication withour customers and our prospects
(07:47):
or potential customers.
It is something that we own,right, the website.
We own.
The email.
We own the SEO.
we don't own because Google canand will change their mind
about their algorithm on a dailyor, if not, minute by minute
basis, and it's all personalized.
We have absolutely no control.
The website and the email wehave full control over assuming
we can get people to opt intoour list, and list building is
(08:09):
an integral part of emailmarketing.
Obviously We then have thecontent market.
Now, content serves manypurposes.
You have a blog for yourcontent, which helps you with
SEO.
It also gives you content foryour email newsletter and it
gives you content for socialmedia.
But we also have other types ofcontent that don't necessarily
(08:30):
fit into blog, the social media,the email, the SEO container.
We can call these leadgeneration assets.
This is content designed.
It could be blog posts that arerepurposed into webinars, that
are repurposed into eBooks, andthey all serve a purpose of
trying to get people to opt intoour email list, to acquire
(08:53):
email addresses.
It's really the most common waythese are used.
So that's container number four.
We then have container numberfive, which is social media
marketing organic and paid,obviously.
And then we have the sixth one,which, for those of you that
read the Age of Influence, youknow is going to be influencer
marketing and it's going to bebased on my framework of brand
affinity Those who know, likeand trust your brand, employees,
(09:16):
fans, customers, advocates, andthen influencers, external
influencers that ideally youwant to convert into becoming
your advocates.
And obviously we can work withinfluencers over social media,
over our content marketing, overour email marketing, over SEO
and on our website, right?
So a lot of this interchanges,but let's begin to simplify our
(09:38):
efforts here by looking at thesesix different containers.
Now I want to introduce you aframework that I'm going to talk
a lot about.
It's going to be the centralpiece of my next book, called
the SES framework.
I want to.
I think that having sixcontainers is still too complex,
so if we further simplify thisand one thing I'm going to be
talking about in this book aswell, even though it is about
digital marketing, is theimportance of relationships,
(10:01):
both digital and analog, bothwith people and with algorithms.
So if we look at what a funnelof digital relationships means
or looks like and I introducethis SES framework I think we
can see that we can simplifyeverything I just talked about
into a very, very actionable way, and this sets the framework
(10:22):
really for the book.
So, ses framework SES stands forSearch, email, social.
The idea is that at thebeginning, there are people that
don't know about you.
How are they going to find outabout you?
Well, search is one really,really beneficial way in which
they can find out about youright Now.
(10:42):
How else are you going to buildbrand awareness?
Well, why not on search engines?
Now, search engines, i shouldsay, are not only Google.
It could be Bing, but it couldalso be Amazon Is a massive
search engine.
It could be a podcast searchengine, it could be YouTube.
These are all ways in which wecan get exposed, but we need to
figure out those channels and weneed to have a search strategy
right Now.
Social media is also a way inwhich we can get ourselves
(11:05):
exposed to a new audience.
However, i said SES, social isat the end.
Search and email have comebefore it, because without a
website and without some contentin your website and without
some authority like usertestimonials, logos of companies
you work with, whatever it is,it's going to be harder to get
traction in social.
You're not going to have muchto talk about either.
(11:26):
So that's why the search comesfirst.
But obviously social media isanother great way to build brand
awareness.
We then have the E for email,now the general public.
They come to our website.
They may not convert into acustomer, but can we get them on
our newsletter?
Can we get them to opt in to acoupon, to a lead magnet?
Then they become those thatknow us and, in social media
(11:48):
terms, they are following us.
So there's some brand affinity.
But this is where email becomesvery popular, or powerful, i
should say, because email givesus the ability to really hone in
and develop that relationshipthrough intelligent email
communication, which oftenincludes some sort of marketing
automation.
So we now have the generalpublic.
(12:09):
We've used search and social toget people to know us And now
we have the role of email.
Once they know us obviously,the social media they're
hopefully following us.
They don't open all of ouremails, but if they open 40% of
our emails, they're going to seea lot more of us than they
would on social media, wherewe're only going to be able to
hit one, two, 3% of our audience.
Right With the way that organicreach works today, in social
media Now we convert them intocustomers And through email,
(12:35):
through social, these both canstill play a very critical role
in converting all theseprospects that know us but
aren't yet customers intocustomers.
I'd say, more so on the emailside.
You don't want to be too overlypromotional with your social
media, but this is where thepaid social media comes in.
You may not want to be overlypromotional with your organic
social.
You can once in a while,obviously But this is where paid
(12:56):
gives you the ability to be aspromotional as you want And
really, if we think about it,influencer marketing really
being almost equivalent toorganic social media marketing
or paid social media marketing,however you want to look at it.
In many ways, influencermarketing also becomes this
really, really powerful waywithin social media, or part of
social media, to convert peopleinto customers.
(13:18):
In addition to our own paid adsand organic social media,
combined with the emails that wehave already accumulated from
the previous funnel digitalrelationship stage And then we
have the final stage of building.
The relationship is thecustomer becomes the advocate,
and this is where social mediais huge.
This is where we want to notonly convert our influencers
(13:40):
into becoming advocates, but wewant to convert our customers
into becoming advocates, Andthis is where social media plays
a huge role.
Email might also play a role interms of communication And I
suppose having content on yourwebsite it's not necessarily for
search, but having content tobetter give value and FAQs and
(14:01):
education to your advocates isanother way that we look at it.
But, to simplify it, i believethat of the SES framework for
advocacy that final stage of thefunnel that I look at social
media becomes the criticalcomponent.
So that is the SES frameworksearch, email, social And that
is the areas in which they aremost efficient.
So I think, if you begin tolook at we have a product or
(14:24):
service, how are we going tosell this?
with all the different thingsthat we can do in digital
marketing content, influence ofsocial media, marketing included
as a subset of digitalmarketing you begin to simplify
and see the things that youshould have in place.
It's not about Telegram orDiscord.
It's about search, email,social and making sure that at
(14:44):
every stage of that funnel ofdigital relationships, that you
have a strategy, you have apiece in place that is going to
help you acquire more and morecustomers and more and more
advocates.
So, to repeat those four stagesthe general public this is where
search is going to be critical,but also social media.
To get them to that next stageof people that know us, they
(15:06):
need to follow us in socialmedia, ideally opting to our
email list, converting them intocustomers.
Email is going to play acritical role, as well as social
media.
You'll continue to get touchesthat search engines may not
provide you.
And then we have advocacy, andthis is where social media
really plays a key role.
So I'm hoping, going from thesesix different containers of
(15:28):
what is possible in digitalmarketing the website, the SEO,
email, content, social mediainfluence of marketing to
converting that into furthersimplifying it.
Through this SES framework, aspart of the funnel of digital
relationships, you hopefullybegin to create your own
simplified playbook, And maybeall you'd be doing is social
(15:49):
media.
And one thing that influenced mein creating this was when I
wrote the Age of Influence.
I had a number of companiesreach out to me for help with
influencer marketing, but I feltthat they didn't have all these
other containers.
They didn't have them or theyweren't well oiled or the
funnels of digital relationshipsis broken and they want to go
immediately to influencers whenthey don't have all those other
(16:11):
pieces in place.
And that's really what got mepassionate about pursuing this
very, very holistic perspectiveon digital marketing and
creating these frameworks andprocesses that I will be
introducing in the new book.
So this is just a very, veryearly preview.
I have no idea what this chapteris going to be like, but if you
were curious, i did a search onGoogle what is a 10 minute
(16:32):
podcast?
in number of words, it said1,250 to 1,500.
And if you've ever thoughtabout writing a book that is
almost half of a chapter, atleast you know one third of one
quarter of a chapter that couldbe fully fleshed out.
So, right there, i think I amoff to a good start today on
being productive on writing mynext book, and that is how
(16:53):
podcasting can be utilitarian inmany, many different ways.
In addition to creatingrelationships, like I'm creating
with you or with the peoplethat I interview, creating video
content through live streaming,or just helping me create more
content for my book, my blog, mynewsletter.
I love podcasting And I knowthat you do as well, because
you're listening to well, you'resmart enough to listen to this
(17:14):
podcast.
So that's it for anotherepisode.
If you love this, if you wantto find out more about when my
book comes out, if you want tobe on the pre-order team the
launch squad got lots of plansmake sure you reach out to me.
Neil at neilshaffercom.
It's neal at nealschaffercom.
I look forward to serving youin the next episode of the
(17:36):
digital marketing coach podcast,so make sure you hit that
subscribe button.
Stay tuned for next week Anduntil then, this is your digital
marketing coach, neal Schaefer,signing off.
Speaker 2 (18:09):
While you're there, check out Neal's digital first
group coaching membershipcommunity If you or your
business needs a little helpinghand.
see you next time on yourdigital marketing coach.
There are lots of things that we talk about in
this podcast, but are youlooking for a way to simplify
all the different things youhear SEO, content marketing,
blogging, influencer marketing,TikTok, LinkedIn, Facebook?
Do you want to manage all thisin a simple, easy to understand
framework?
Well, if so, I think you'llwant to keep listening to this
(00:21):
next episode of the DigitalMarketing Coach podcast.
Speaker 2 (00:26):
Digital social media content, influencer marketing,
blogging, podcasting, vlogging,tiktoking, linkedin, twitter,
facebook, instagram, youtube,seo, sem, ppc, email marketing.
There's a lot to cover.
Whether you're a marketingprofessional, entrepreneur or
business owner, you need someoneyou can rely on for expert
(00:49):
advice.
Good thing you've got Neil onyour side, because Neil Schaefer
is your digital marketing coach, helping you grow your business
with digital first marketing,one episode at a time.
This is your digital marketingcoach and this is Neil Schaefer.
Speaker 1 (01:14):
Hey everybody, this is Neil Schaefer, your digital
marketing coach, and welcome toanother episode of my podcast.
This is actually episode number326.
This podcast launched back in2013.
There were some times wherethere were some pauses, i should
say, in recording, but I havebeen pretty faithful to doing
(01:35):
this weekly from the beginningof approximately 2020, going on
my well, three and a half yearsnow.
For those of you that are new,half of these episodes are
interviews with thought leaders,authors, people that I think
really bring actionable value tohelping you better understand
and leverage anything andeverything digital content,
influencer, social media,marketing and half of these
(01:56):
episodes are solo episodes, likewe have today.
I'd also like to remind you thatI work with my listeners in a
variety of ways, two of whichmight be of interest to you.
One is my digital first groupcoaching mastermind.
We meet weekly on Zoom.
We have a private Slack groupand it's a group of well,
digital entrepreneurs that wantto better leverage digital
(02:19):
marketing as their strategicengine of growth.
If you'd like to join us, go toneilschaefercom.
It is a limited to 15 people sothat I can give every single
person the attention that theydeserve, but if that is of
interest to you check it out,and I do also offer fractional
CMO services for one-on-onemarketing consulting with your
organization.
(02:39):
You can go to neilschaefercomFor more information on that.
Well, this podcast and I saythis for all of social and
digital marketing if you don'thave a utilitarian use for it,
don't use it.
When everybody was talkingabout Web 3 or crypto, well, how
specifically are you going touse that to drive your business
(03:01):
forward?
And if you don't have aspecific answer for it, then
don't worry about it.
And we can say the same thingabout, for some businesses,
tiktok if it doesn't make senseand your audience isn't there,
don't worry about it.
So to me, the podcast hasserved many utilitarian purposes
.
Most recently, i've beentalking about how I use the
(03:22):
podcast as a way to live stream,to create more video content
from an audio medium.
Now this episode is going to bevery different in that this
month I am finally committed, asin bought an airplane ticket to
Berlin, germany, to meet withmy developmental editor to make
progress on my fifth book, whichI'm hoping publishes in the
(03:44):
spring or summer of 2024.
I will keep you all posted onhow that goes, because I want
you all to be part of it and Iwant to make sure that the book
serves you all.
If this book cannot serve mypodcast listeners, then it's
really going to have littlevalue and it's not going to sell
very well, right?
So as part of that process, irealized that as I go through my
table of contents for the book,i'm realizing that I have I'm
(04:07):
literally swimming in contentfrom the podcast to four blog
posts a week to now doingseveral YouTube videos a week.
Man, i got a lot of content towork with, but I'm realizing
that there's certain gaps in thecontent, gaps I need to fill
and create this new contentwhich is going to help me flesh
out some of these chapters in mynew book.
So this is the first timeyou've heard of people blogging
(04:29):
a book or creating a book fromtweets.
Well, this is going to be thefirst time I'm going to use this
podcast to help me makeprogress on my book, but to also
give you some invaluable adviceand really to give you a
preview of what you can expectin my book.
You know, like all of you, andafter listening to that intro to
my podcast, bombarded with allthese different things you could
be doing in digital And I havea friend of mine in my digital
(04:52):
first mastermind.
He knows who he is and he hasalso a marketing consultant and
he has a client saying well, theblog, the SEO, the social,
that's all great, but we need todo Discord and Telegram.
Well, do you really need to doDiscord and Telegram And at what
point should you do thosenetworks?
These are all very, veryintricate questions and we can
all just get way too busy forour marketing, for our business,
(05:17):
and just not go forward orpotentially go forward on the
wrong foot.
So I've been looking for waysto simplify all of this
craziness of all of the digitalcontent influence, of social
media marketing and create someunique frameworks and processes
to really simplify all this forthis book, which I hope becomes
a playbook and really becomesthe definitive playbook, not
(05:38):
just for all of you, but for allof the other entrepreneurs,
startups, business owners,content creators and larger
businesses that want to be morenimble, like everyone else I
mentioned.
So, without in mind, i wouldlike to introduce and if you've
seen me speak before or been tosome of my webinars, i'd like to
just put everything in acontainer.
(05:58):
So I talked about all thatdigital content influence of
social media.
Let's put that in a containerand let us see, first of all,
what are the boundaries for thisdigital marketing container?
Now, i believe that everythingcan do a digital marketing.
We can put into six silos, sosix compartments within this
container, right?
You, first of all, obviously,you need a website or you need
(06:21):
an app, but for most companiesit is a website.
You need a website.
That is your digital storefront.
It is very hard to besuccessful in digital marketing
without a website to drivepeople to where you convert them
.
Now, there are exceptions, likecompanies that just sell
product on Amazon, but even alot of those companies reach out
to me because they want to goD2C or direct to consumer, and
(06:43):
they end up building their ownwebsite on a Shopify platform.
But anyway, i digress.
Website, right?
Well, if you have a digitalstorefront, you want to be
registered in the localdirectory.
That is the search engine,right?
So you need to be doing searchengine marketing And for many of
these things I'm going to talkabout, there is an organic way
and there is a paid way.
(07:03):
Seo is the organic way, pay perclick, or I mean display ads
that's a little bit different,but there are different ways of
doing this organic and paid, butyou want to be found in search
engines because you have awebsite.
Then we have email marketing.
This is container number three.
You have to keep in touch withyour customers.
You have to build rapport withprospects.
(07:24):
There is no better way thandoing this than with a medium
that is still very popular andthat you own.
Now we can also in here withemail.
We can put an SMS text, we canput in Facebook Messenger,
whatsapp messages.
These are all very similar,more modern versions of the
traditional email marketing, butit's the same concept of
one-to-one communication withour customers and our prospects
(07:47):
or potential customers.
It is something that we own,right, the website.
We own.
The email.
We own the SEO.
we don't own because Google canand will change their mind
about their algorithm on a dailyor, if not, minute by minute
basis, and it's all personalized.
We have absolutely no control.
The website and the email wehave full control over assuming
we can get people to opt intoour list, and list building is
(08:09):
an integral part of emailmarketing.
Obviously We then have thecontent market.
Now, content serves manypurposes.
You have a blog for yourcontent, which helps you with
SEO.
It also gives you content foryour email newsletter and it
gives you content for socialmedia.
But we also have other types ofcontent that don't necessarily
(08:30):
fit into blog, the social media,the email, the SEO container.
We can call these leadgeneration assets.
This is content designed.
It could be blog posts that arerepurposed into webinars, that
are repurposed into eBooks, andthey all serve a purpose of
trying to get people to opt intoour email list, to acquire
(08:53):
email addresses.
It's really the most common waythese are used.
So that's container number four.
We then have container numberfive, which is social media
marketing organic and paid,obviously.
And then we have the sixth one,which, for those of you that
read the Age of Influence, youknow is going to be influencer
marketing and it's going to bebased on my framework of brand
affinity Those who know, likeand trust your brand, employees,
(09:16):
fans, customers, advocates, andthen influencers, external
influencers that ideally youwant to convert into becoming
your advocates.
And obviously we can work withinfluencers over social media,
over our content marketing, overour email marketing, over SEO
and on our website, right?
So a lot of this interchanges,but let's begin to simplify our
(09:38):
efforts here by looking at thesesix different containers.
Now I want to introduce you aframework that I'm going to talk
a lot about.
It's going to be the centralpiece of my next book, called
the SES framework.
I want to.
I think that having sixcontainers is still too complex,
so if we further simplify thisand one thing I'm going to be
talking about in this book aswell, even though it is about
digital marketing, is theimportance of relationships,
(10:01):
both digital and analog, bothwith people and with algorithms.
So if we look at what a funnelof digital relationships means
or looks like and I introducethis SES framework I think we
can see that we can simplifyeverything I just talked about
into a very, very actionable way, and this sets the framework
(10:22):
really for the book.
So, ses framework SES stands forSearch, email, social.
The idea is that at thebeginning, there are people that
don't know about you.
How are they going to find outabout you?
Well, search is one really,really beneficial way in which
they can find out about youright Now.
(10:42):
How else are you going to buildbrand awareness?
Well, why not on search engines?
Now, search engines, i shouldsay, are not only Google.
It could be Bing, but it couldalso be Amazon Is a massive
search engine.
It could be a podcast searchengine, it could be YouTube.
These are all ways in which wecan get exposed, but we need to
figure out those channels and weneed to have a search strategy
right Now.
Social media is also a way inwhich we can get ourselves
(11:05):
exposed to a new audience.
However, i said SES, social isat the end.
Search and email have comebefore it, because without a
website and without some contentin your website and without
some authority like usertestimonials, logos of companies
you work with, whatever it is,it's going to be harder to get
traction in social.
You're not going to have muchto talk about either.
(11:26):
So that's why the search comesfirst.
But obviously social media isanother great way to build brand
awareness.
We then have the E for email,now the general public.
They come to our website.
They may not convert into acustomer, but can we get them on
our newsletter?
Can we get them to opt in to acoupon, to a lead magnet?
Then they become those thatknow us and, in social media
(11:48):
terms, they are following us.
So there's some brand affinity.
But this is where email becomesvery popular, or powerful, i
should say, because email givesus the ability to really hone in
and develop that relationshipthrough intelligent email
communication, which oftenincludes some sort of marketing
automation.
So we now have the generalpublic.
(12:09):
We've used search and social toget people to know us And now
we have the role of email.
Once they know us obviously,the social media they're
hopefully following us.
They don't open all of ouremails, but if they open 40% of
our emails, they're going to seea lot more of us than they
would on social media, wherewe're only going to be able to
hit one, two, 3% of our audience.
Right With the way that organicreach works today, in social
media Now we convert them intocustomers And through email,
(12:35):
through social, these both canstill play a very critical role
in converting all theseprospects that know us but
aren't yet customers intocustomers.
I'd say, more so on the emailside.
You don't want to be too overlypromotional with your social
media, but this is where thepaid social media comes in.
You may not want to be overlypromotional with your organic
social.
You can once in a while,obviously But this is where paid
(12:56):
gives you the ability to be aspromotional as you want And
really, if we think about it,influencer marketing really
being almost equivalent toorganic social media marketing
or paid social media marketing,however you want to look at it.
In many ways, influencermarketing also becomes this
really, really powerful waywithin social media, or part of
social media, to convert peopleinto customers.
(13:18):
In addition to our own paid adsand organic social media,
combined with the emails that wehave already accumulated from
the previous funnel digitalrelationship stage And then we
have the final stage of building.
The relationship is thecustomer becomes the advocate,
and this is where social mediais huge.
This is where we want to notonly convert our influencers
(13:40):
into becoming advocates, but wewant to convert our customers
into becoming advocates, Andthis is where social media plays
a huge role.
Email might also play a role interms of communication And I
suppose having content on yourwebsite it's not necessarily for
search, but having content tobetter give value and FAQs and
(14:01):
education to your advocates isanother way that we look at it.
But, to simplify it, i believethat of the SES framework for
advocacy that final stage of thefunnel that I look at social
media becomes the criticalcomponent.
So that is the SES frameworksearch, email, social And that
is the areas in which they aremost efficient.
So I think, if you begin tolook at we have a product or
(14:24):
service, how are we going tosell this?
with all the different thingsthat we can do in digital
marketing content, influence ofsocial media, marketing included
as a subset of digitalmarketing you begin to simplify
and see the things that youshould have in place.
It's not about Telegram orDiscord.
It's about search, email,social and making sure that at
(14:44):
every stage of that funnel ofdigital relationships, that you
have a strategy, you have apiece in place that is going to
help you acquire more and morecustomers and more and more
advocates.
So, to repeat those four stagesthe general public this is where
search is going to be critical,but also social media.
To get them to that next stageof people that know us, they
(15:06):
need to follow us in socialmedia, ideally opting to our
email list, converting them intocustomers.
Email is going to play acritical role, as well as social
media.
You'll continue to get touchesthat search engines may not
provide you.
And then we have advocacy, andthis is where social media
really plays a key role.
So I'm hoping, going from thesesix different containers of
(15:28):
what is possible in digitalmarketing the website, the SEO,
email, content, social mediainfluence of marketing to
converting that into furthersimplifying it.
Through this SES framework, aspart of the funnel of digital
relationships, you hopefullybegin to create your own
simplified playbook, And maybeall you'd be doing is social
(15:49):
media.
And one thing that influenced mein creating this was when I
wrote the Age of Influence.
I had a number of companiesreach out to me for help with
influencer marketing, but I feltthat they didn't have all these
other containers.
They didn't have them or theyweren't well oiled or the
funnels of digital relationshipsis broken and they want to go
immediately to influencers whenthey don't have all those other
(16:11):
pieces in place.
And that's really what got mepassionate about pursuing this
very, very holistic perspectiveon digital marketing and
creating these frameworks andprocesses that I will be
introducing in the new book.
So this is just a very, veryearly preview.
I have no idea what this chapteris going to be like, but if you
were curious, i did a search onGoogle what is a 10 minute
(16:32):
podcast?
in number of words, it said1,250 to 1,500.
And if you've ever thoughtabout writing a book that is
almost half of a chapter, atleast you know one third of one
quarter of a chapter that couldbe fully fleshed out.
So, right there, i think I amoff to a good start today on
being productive on writing mynext book, and that is how
(16:53):
podcasting can be utilitarian inmany, many different ways.
In addition to creatingrelationships, like I'm creating
with you or with the peoplethat I interview, creating video
content through live streaming,or just helping me create more
content for my book, my blog, mynewsletter.
I love podcasting And I knowthat you do as well, because
you're listening to well, you'resmart enough to listen to this
(17:14):
podcast.
So that's it for anotherepisode.
If you love this, if you wantto find out more about when my
book comes out, if you want tobe on the pre-order team the
launch squad got lots of plansmake sure you reach out to me.
Neil at neilshaffercom.
It's neal at nealschaffercom.
I look forward to serving youin the next episode of the
(17:36):
digital marketing coach podcast,so make sure you hit that
subscribe button.
Stay tuned for next week Anduntil then, this is your digital
marketing coach, neal Schaefer,signing off.
Speaker 2 (18:09):
While you're there, check out Neal's digital first
group coaching membershipcommunity If you or your
business needs a little helpinghand.
see you next time on yourdigital marketing coach.
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