February 17, 2020 • 32 mins
Chris Bonney, VP of Strategy
Zach Wilson, Partner
Mark as Played
Transcript
Episode Transcript
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Chris Bonney (00:10):
Hi everybody.
Thanks for joining us today.
This is Chris with GuloSolutions and this is the web
marketing insights podcasttoday.
Joining me as usual is Zach fromGulo as well.
We're here to talk today aboutwhat we feel are the seven steps
to successful digital marketingstrategy and planning.
(00:31):
What does it take?
What are the steps that youshould take as a marketer for
your organization, for yourcompany, for your business?
Smaller, large steps are thesame, might vary in scope, but
the steps are the same.
What are they?
Uh, we're going to talk aboutthat today and we're just going
to simply rattle off one throughseven and talk a little bit
about each one today.
Very practical podcast for you.
(00:53):
And, uh, we're going to jumpright in.
Zach, before we do, is thereanything you want to say?
Let's boogie.
Perfect.
Okay.
Number one is what we calleddiscover and review and simply,
it's pretty descriptive, butit's super important to say,
where are you now?
(01:13):
We can't move ahead.
Oh, without understanding wherewe're at, what we've done,
what's worked, what hasn't, whatsystems are we using today?
And also, uh, what systems thenmight we want to use in the
future that we don't have now?
And we don't know what thatlooks like if we don't take a
look at where we're at today.
So a big part of understandinghow to move forward when it
(01:36):
comes to digital marketingstrategy is just understanding
where we are today.
So what we'd like to do is talkwith our clients and say, um,
what systems, what's theecosystem of how things are
integrated today?
Are you doing SEO, yes or no?
Do you have a, you know, a CRMsystem of some kind at play?
Yes or no?
(01:57):
Uh, how are you using thosesystems today?
And it's not about aspiring tohow we'll use them in the
future.
It's just about understandingthat we have them today and how
we use them.
Um, so that we can leverage thatmoving forward.
Um, Zach, we recently did thiswith a client.
Um, how did you feel that went?
Did you feel like we had a goodgrasp of, of where they were at
(02:18):
and, um, and how did that helpthe process do you think?
Zach Wilson (02:23):
Yeah, well I think a big part of it too, uh, it was
really helpful for them to justprovide them structure and
planning, like you said, uh,discover what your deficiencies
are and put into perspective waryou need to the amp up your
(02:45):
digital marketing.
And one of the components ofthat was resources, right?
So what, what resources do youhave available?
Whether that's uh, whether it'speople capital, Mmm.
Uh, hardware, you know,podcasting, right.
Just those, those type of, thosetype of things, channels, et
(03:06):
cetera.
So getting a land, a lay of theland of
Chris Bonney (03:10):
what
Zach Wilson (03:11):
you have available currently and putting that under
review and aligning yourresources with your overall PR
strategy in your plan.
Chris Bonney (03:22):
Yeah.
Yeah.
Perfect.
Yeah, I agree.
Great.
Um, great.
And uh, you know, and again,it's fairly self explanatory.
We'll dive a little deeper intosome of these other ones.
But the second one I think isreally quite crucial.
Um, and we call the second onedefine the second step is
understanding what is it thatyou're trying to do.
(03:43):
A lot of times we'll talk withbusinesses or organizations that
have some sort of generalized,uh, goals or aspirations.
Uh, many times they're notwritten down and many times
they're not articulated, uh, ina way that makes them somewhat
measurable at some point.
So we look at it like this,there's a few things at play
when we talk about how do wedefine what we want to do and
(04:04):
where do we want to go?
Uh, first of all, you have agoal and that can be a higher
level sort of um, non, um,measurement based, um, a goal.
Okay.
Maybe if you're an association,something that's very simple to
apply.
Um, and same with the, uh, withmaybe a business, but let's just
(04:25):
go with an association rightnow.
Um, maybe you want to improve amembership registrations,
increase the number ofmembership registrations that go
on and that happen online.
Okay.
If you're a business, maybe itcould be simple as generate more
leads through the website, verycomparable kinds of things.
And those are fine.
(04:45):
Um, so that's step one is agoal, but then what we, what
comes underneath of that is sortof an objective.
And that's really where there'sone goal to maybe multiple
objectives and the objectivesort of small fall into more of
that smart, um, specificmeasurable, attainable, results
oriented and timely, right?
That acronym that we all knowfor how to make things
(05:08):
measurable[inaudible] impactfulto us.
And that's where your objectivescome in.
We want to strategize and thenwe also want to measure.
So it's sort of those four stepshere that happened.
And I want to talk a little bitabout[inaudible] um, the
measurement, cause we've talkedabout that with our clients as
well.
So there's, there's measuringthings and looking at that,
(05:31):
there's metrics.
Those are sort of the numbers.
There are, you know, what a lotof people call KPIs, key
performance indicators, what arethose?
And for us, I think in Zack, Iwant to get your opinion on this
because um, I feel like metrics[inaudible] is a simple thing to
(05:51):
measure.
And what it implies to me, andthis is just
Zach Wilson (05:57):
personal, is it implies after something has
happened, what happened, right?
How do we put a tangible, youknow, measurement or metric
against what happened and thenhow do we say, okay, let's look
at that and see how we changethat metric.
Uh, and I think that's the mostbasic sort of measurement
process that we can do.
And that's what most peoplethink of.
(06:19):
Um, when we talk about KPIs, Ithink it can be a little more
nuanced where a KPI isn't aftereverything is done, what's the
KPI?
I think key performanceindicators, each step of your
process may have a KPI assignedto it that keeps things a little
more granular in your sort ofdialing KPIs in over time,
(06:39):
during each step of yourprocess.
So at the end you achievesomething and have a metric.
But that's just my sort of, theway I look at it.
And for people that wonder, youknow, what KPI's are and should
I call them KPIs or what arethey?
Uh, I don't know.
Do you have any thoughts aboutthat?
I mean it's just, it's sort ofout in the weeds kind of a
thought.
But since we're talking aboutmetrics, maybe it's just worth
(07:00):
talking about a little bit as itapplies to digital marketing.
Yeah.
I think the biggest thing formetrics and KPIs that we pass
along to people as part of thestep is defining KPIs for each
aspect of your strategy and thenhave those KPIs[inaudible] Mmm.
(07:29):
Actually tie to your overallarching goals, whether whatever
that is, if you're, if you're aB to B commerce and you're
trying to reach X number ofsales per month, what are the
KPIs across each channel andeach category that are gonna
(07:53):
relate back to your sales goalfor the month and what the last
thing that we like tellingpeople about those two is if
you're, yeah.
Uh, a pretty good size companyfor each channel you're going to
have, likely you're going tohave different people managing
those channels.
You might have someone doingemail, you might have someone
(08:17):
doing social, you might havesomeone doing PPC, you might
have someone doing organic andacross each one of those
channels.
Yeah.
Just come up with, for max, um,to report back on to yourself
and to keep track of and toreport to management or, or your
(08:39):
board or whoever you actuallyhave to talk to.
Because if you, you know, our,our problem today isn't tracking
data.
It's, it's[inaudible], it'stracking data in a meaningful
way and passing it on to peopleso that they can actually
process it.
So that's the big takeaway asfar as I'm concerned here.
Chris Bonney (09:00):
That's a great point.
Yeah, that's what that is.
That is a big takeaway.
That's good.
Um, number and you know, thething is too, people, we don't
want to write down sometimes ourgoals and objectives and KPIs
because the minute you writethem down, you're accountable
for them, right.
And it becomes sort of visibleand it's just sort of the
psychology of it.
And if we can all kind of justagree to keep things like a goal
(09:21):
and high level and that not diveinto the actual numbers, uh, it
can, you know, give everyone alittle bit of a peace of mind,
but it's not necessarily goingto drive your business forward.
You might not hit every number,but that's okay.
Write them down.
Um, number three.
Number three is what we callstrategize.
Um, again, we all love the wordstrategy.
What does that mean?
That's a different podcast, Ithink, but for the sake of
(09:43):
digital marketing, uh, and ourseven steps, number three is to
strategize well, that's thethought work.
Okay.
And, and really what we need toknow.
So, so far we have sort of, uh,what our goals are and what
we're talking about, where we'vebeen, what we know we do now.
Now we want to understand whowe're talking to and make sure
(10:04):
we understand the audience andthen how do we take what we're
trying to do, what the goal isand who we're trying to speak to
and how does it make sense to dothat?
Um, do we want to, uh, become asocial media heavy, uh, online
entity because, uh, we're in,you know, the consumer packaged
(10:27):
goods world of media and maybewe, we are, uh, a competitor to
Apple AirPods and we are earbudsthat are wireless and pretty
cool.
And we know there's a lot ofinfluencers on Instagram where
we can plug in ads around whatthey do.
No, that's just, just a realsimple example, but that's where
(10:48):
the strategist station, so tospeak, comes in.
We want to think about not justwho we're talking to and what
we're trying to achieve, butwhat strategies can we put in
place that makes sense aroundall those, um, to achieve our
goals.
Mmm.
Zach, what do you, you know, ifyou're thinking about other
people we've worked with,thinking about what we do here
(11:08):
at Gulo, even any thoughts ortips or insights into when
you're strategizing what youshould do, how, what is, I mean,
should we have a strategy thatmaps up against every goal or
overarching strategies that maybe applied to all the goals or
what are your thoughts on someof that?
Zach Wilson (11:26):
Yeah, the, this, the strategy is definitely
really important.
[inaudible] for sure.
And I think these sort of relateback to your top level goals
without question.
But this is the part where Ithink you really want to get
into some of your messaging andyou're, you're, you're, what,
(11:50):
what's, what's the narrative?
What's the messaging look like?
Like you said, what, uh, who weactually speaking to, you know,
part of the audience.
Uh, part of the goal aspect is,is your audience, right?
Knowing your audience and whoyou're actually trying to go
after.
And, and, and, and similarlydown what channels, right?
Like, we've, we've talked aboutthis before.
(12:12):
Um, but gleaning on the examplethat we talked about earlier
with this recent client is we'velooked at their communication
over email and they're sendingthe same message to every single
person in their database.
And we started to dissect that alittle bit further and we
(12:36):
realize that there was a lotmore granularity in that segment
then they were, they weren'ttaking advantage of.
And so we broke it down into, Ithink it was four different
audiences just within the emailchannel.
Um, and how to talk to them andhow to cater to each one of
(12:56):
those, um, members' needsspecifically because member a
didn't have the same needs as amember.
Um, see, and B versus D, etcetera, et cetera.
So there's a, and if, and ifwe're not[inaudible], if we're
not leaning, having thatstrategy, have some empathy to
(13:19):
our audience and, and reallylean in on that, then well, the
message is going to be lost,right?
Like this doesn't speak to me,this is garbage on.
Subscribe, done.
Right.
So, so that's, I think thetakeaway there is, is is the
messaging and how that maps upto the audience.
Chris Bonney (13:38):
Oh man, I, that is a great, great point.
That is a really great point.
Um, and uh, what we'll do also,um, uh, in the notes here on on
YouTube is we'll put a link to ablog post that we're writing
about this topic as well.
So you can link to that.
And, and these will becomplimentary to each other's a
little deeper dive probably inthe blog post as well.
But I love that idea ofpositioning and messaging
(14:01):
because it speaks to the verynext topic actually, which is
number four.
[inaudible].
Um, so now that we understandwhat we're going to do, we need
to have the collateral, the copyof the videos, whatever it might
be to achieve that.
And I think your point isperfectly taken.
Uh, and we've said this before,it's one thing to say, I want to
engage an agency to do mydigital strategy for me.
(14:22):
That sounds great.
Uh, we will do social, we'llhelp you with email, we'll
rebuild your website, we'll,we'll do whatever we can in your
website.
Well, put new imagery out there.
We'll redesign it.
We'll do SEL.
That would be great.
We're going to do search engineoptimization.
Yep.
That's all the checkboxes fordigital marketing.
Now, uh, what's your place inthe world?
(14:42):
What's your, to your point,what's your message?
Right.
And this is what we talkedabout.
That's why that's such a hugepoint.
If you engage someone and say,just start here at the create
stage for us and just get thatsocial media posts out there as
soon as possible for us.
Just get that website out liveas soon as you can for us.
If we don't do all the thingsthat we've already talked about
up to this point, how can we besuccessful?
(15:05):
Right?
Isn't that what it comes downto?
I mean, how can we actually beconfident that you've done the
work as a business, as a, as acompany, as an organization,
that you know how to speak toyour constituents out there in
the world and your potentialcustomers and have it resonate
because if you're not and we'rejust taking what you have and
thrown it in a social media postor otherwise, right?
(15:29):
The odds of success are prettylow.
So the, I love the coupling ofthese two pieces in what you
just said, but this is anobvious one as far as this is
where we know what we were.
We're trying to do who we'respeaking to, what our goals are.
Now we need to create thecontent and get it out there.
And the content can be anythingthese days.
It can be a podcast, it can be avideo, it can be, um, uh, a blog
(15:53):
post.
Uh, there's just so manydifferent, it can be a PDF,
obviously, whatever webpages itgoes on and on and on, and uh,
the more creative you can be andthe more collateral and, um,
pieces of content you can have,uh, to help support your
strategies and goals.
Obviously the better.
And there's so many creativethings you can do is act too.
(16:15):
Um, one of the things we'vetalked about is taking the video
and perhaps audio, um, of someof our podcasts and slicing them
into smaller tidbits or justtips and tricks or various
things like that.
Mmm.
What are your thoughts?
I mean, when it comes tocreating content, what have you
seen over the years where youthink, you know, what, why
something people aren't doing isthis, and they may be, should
(16:37):
be, or here's something somebodydid that was really excellent,
that improved the results andtheir numbers.
Any, any thoughts about that?
Yeah.
Zach Wilson (16:45):
From a creative standpoint.
Yeah.
I think the big, the big thingthere is, is to, is to
[inaudible] if you're divinginto a new channel from a
creation standpoint, startlight, podcasting and great
example, we keep leaning on thatcause here we are doing a
(17:06):
podcast and uh, you know, justit doesn't, everything you
create doesn't have to be, um,billion dollar budget and
quality.
You know, if you're creatingsomething, pull out your iPhone,
say something for 30 secondsposted on LinkedIn a do a
(17:26):
podcast by, uh, high end speakeror a high end microphone for 50
bucks on Amazon go right?
Like so.
So I think the thing with createis, uh, if you're in a new
channel specifically don't overburden yourself with trying to
Chris Bonney (17:48):
B, B, a Joe Rogan of podcasts and in day one, you
know, start, start small and uh,build up and graduate into more
high quality, high end content.
Oh, I love it.
Yeah, that is such a great tip.
And should we can all, Oh, youknow, take that to heart.
(18:09):
I think in what we do, whetherit's, I mean we don't, it is a
fine line.
We've talked about that beforein some of the talks we've had
about blog posts and we had thatsession at the AMA recently
where we've talked about this alittle bit as well.
And uh, I think it's just reallysomething to heed the advice.
It's just something, it's just agood life lesson really is,
right.
It's a universal truth.
Just get started.
(18:29):
Just, it doesn't mean jump indeep end and start flailing
around.
No, be a little more, right.
You start in the start in theshallow end in Wade into the
pool.
That's what we're saying.
Don't flail around in the deepend, right?
Yeah.
[inaudible] just Wade into thepool, but get it, put your toe
in and get going and things willstart happening.
(18:49):
And your S it's amazing howquickly things, the world starts
sort of conspiring in your favoronce you start doing something.
We've had this podcast just fora month or two and we've already
had very cool guests, uh,speakers.
And we have[inaudible] clientsthat want to be on our podcast,
(19:10):
that we're going to be doingthis for.
We've upgraded our equipment,that we have a better way of
doing what we do.
We have a great editor.
All these things we didn't evenknow how to do or where to find
them.
And suddenly these are all apart of what we just do as part
of our marketing now.
And it's only because thanks toZack, uh, uh, we jumped in and
just started.
(19:31):
Uh, so huge, huge points.
Uh, love that.
And then number five is what wecall implement.
And this is huge.
And again, it's a perfect seguefrom what you said into this.
Just get the stuff out there,get it going, implement, uh, get
your website fixed up and live.
Get your podcast, uh, edited,published for in life.
(19:54):
Um, you know, don't wait aroundfor everything to be perfect
before you get things pushedout.
Implement.
Um, get the social media postsready.
If you want to use HootSweet orsome other tool to load up all
your social media posts, uh, andhave them go out to an automated
means, great.
Get that account and get goingon it.
(20:16):
And maybe it's a little clunkyat first, maybe it's not great,
but, but get it going.
So this step is called implementbecause it is Pardot and, and,
and, and here's what I want tostress about these, uh, points
to Zack is that these can kindof be rolling.
It feels like a chronology.
The way we're presenting it.
(20:36):
And in some of it is some ofit's like a critical path.
Yes.
But, uh, when you'reimplementing, you're not just
going to implement once and thenyou're done.
This is rolling, right?
I mean, we're, our goals andstrategies and those are always
overarching, but we want tocontinue to create, continue to
implement.
Right.
I think that[inaudible] takes usto the next one too.
(20:56):
And I want to get your opinionon this.
So you create, you implement,and then number six is promote.
So as you can see, there's sortof setting things up.
And then the second half of thelist is one we're rolling and
creating.
So[inaudible] promote, um, gosh,what, there's so many different
(21:18):
means of doing that.
When people hear, promotethough, it kind of, you feel
like maybe you're advertisingright or we're trying to, uh,
broadcast out promotion can alsobe something like, um, guests
posting a blog post.
It can be guesting on a podcast.
We've, like I said, we just hadsome guests on a podcast.
(21:39):
It was great for us.
It was great for them.
They're going to promote thepodcast cause they were on it.
And so are we.
So our reach just quite franklydoubled or more by bringing on
some key influencers and thoughtleaders in our industry and
energy.
[inaudible] uh, just so that'spromotion to write, uh,
partnerships, collaborations,affiliations of any kind, word
(22:03):
of mouth.
Uh, any kind of PR that'spossible.
Okay.
So don't just think about, wellyeah, we blast it out over
Facebook and our email andTwitter and we promoted it.
No, we need to be very creativein how we, Mmm.
What means we use to get theword out about what we do.
Mmm.
Zach, let me ask youspecifically about something
(22:24):
like, lot of people talk aboutinfluencers, um, around
promotion.
Do you have any thoughts aboutthat?
Like where does that sit forfolks today?
Is there a way for it, anybodyto leverage any, find an
influence or what if I feel likeI don't have an influencer in my
industry, maybe I don't, or, ordo I actually, what for some of
your thoughts about thisinfluencer marketing part of
(22:45):
promotion?
Zach Wilson (22:48):
Yeah, well, it's in terms of finding influencers,
that's the, you've got to,you've got to look in your
channels and, you know, look forpartners or look for people that
are[inaudible] I'm aligned withyour brand or your product or
whatever.
Um, that's, that's number one.
But in terms of, in terms ofthose influencers that I think,
(23:11):
uh, you know, from a promotionstandpoint, from what we've
experienced and with the CPG,they've[inaudible] and what
we're seeing just in terms ofthe trend is they're incredibly,
they're incredibly powerfulplatforms.
Like YouTube and Instagram arevery hip to the power of
(23:31):
influencers and the power ofcontent.
All of these platforms are nowcreating ton of tools for
influencers so they canunderstand how they're getting
monetized and they can makemoney.
Because, you know, I mean,Instagram and, and YouTube
especially, I mean, they'redependent on, they're dependent
(23:54):
on the content creators, right?
So it's in their best intereststo make those tools.
And that's, that's what's goingto keep bringing people back if
they can understand how they'remonetizing their own, you know,
their own brand or the brandthat they're working for and so
on and so forth.
So, um, yeah, but it's circlingback to the promotion part.
(24:16):
That's obviously one channel,but it's, it's just like
anything else we talked abouthere is it doesn't, you know,
you don't have to go spend agazillion dollars on Tom Brady
to have him as your influencer.
Um, you know, you can startlight and there's, there's,
there's a, there's a lot ofpeople in the world and a lot of
people that will probably, youknow, shamelessly promote your
(24:38):
product and you can start lightif that's one of your, uh,
strategic points in terms ofgetting your brand out there or
yeah.
You can just be light and useyour, use your company.
Um, yeah, we just discovered,uh, in LinkedIn, remember they
had LinkedIn rolled out in newfeature to tell everybody else
(25:00):
in your company about thecontent and that your pushing
out through your brand channel.
So, um, you know, so they're,they're getting hip to it as
well.
So um, start light.
Chris Bonney (25:16):
No great stuff.
And I wrote a article recently,I think I might've been on inc
com.
I'll put it in the notes if Ican find it.
Mmm.
About,
Zach Wilson (25:26):
uh,
Chris Bonney (25:26):
influencers, who, some brands are now going with
the micro influencers, peoplewith 1000, 2000 followers.
And it's interesting to see howbrand managers now are looking
at influencers so differentlyjust because you have 2 million,
you know, followers or whateveron Instagram.
They're looking at the commentsare looking at how many people
are engaging and how people areengaging with the content that
(25:49):
you post on Instagram.
And they're finding that some ofthese Michael are influencers.
They may only have 2000followers, but they're, you
know, acolytes.
They're, they, they, theycomment in the right way.
They engage in the right way.
And so some of these folks havejust have a couple thousand Mmm.
Influence are being approachedby brands to help promote.
(26:10):
Now what happens is they wereeven giving numbers in this
article, um, that theseinfluencers only getting paid
$150, maybe$200 to mention abrand.
But when you do the math on whatit might mean to have some
outreach to 2000 people that areso niche and so right in the
market of whatever you're tryingto sell.
Mmm.
And to have someone expressed tothem how much they value that.
(26:35):
Wow.
I mean that is just to steal,right.
For 150,$200 from a brand'sperspective and the influencers
feel important, they feel like,Hey, that's little extra money
in my pocket.
What do I care?
I'm doing it great.
So I just thought that wasreally interesting how this
micro-influencer things seems tobe getting some traction as
well.
So a little deeper on theinfluencer side of promotion,
but again, the takeaway there is, uh, be creative.
(26:58):
There are just so many ways todo it.
Zach Wilson (27:01):
One more, uh, anecdotal thing, I was just
thinking about the opposite ofwhat we're talking about was
with the, uh, I don't know ifanybody else noticed this, but
with the Superbowl that likeliterally, I mean not every
single one, but I swear like 85,90% of the Superbowl ads had a
list celebrities.
(27:22):
And them.
And so it was like to get on,you know, to, to make your Mark
these days for on the Superbowlstage for commercial, it was
like, Hey, let's bring inLeBron.
Let's bring in Tom Brady, right?
Yeah.
Grocer.
I mean, it was just ridiculous.
I was just like, this is, we'rewatching a movie right now.
Like the cost of thesecommercials is just insane with
(27:44):
these A-listers.
Chris Bonney (27:46):
Okay.
That's a great point.
No, it's a great, forget thecost of the, how much it took.
You have to pay to have themarea commercial.
You have to produce thecommercial a swell, right?
So I mean, it's not just a$5million charge to get a super
bowl ad.
That's just what it takes to getit on eight air to get it
produced and pay for the talentand et cetera.
It's a massive expense for thesefolks, but that's a really huge
(28:08):
point.
Um, lastly, the, the, therolling part of our last seven
is optimize.
And that just seems to make themost sense to be the last one
because we're always tweakingand optimizing SEO by its very
nature.
Search engine optimization is apart of that equation, but it
isn't all of it.
Um, we want to look atconversion rate optimization.
(28:31):
What's that?
Well, you should check out ourpodcast.
We just had, cause it was allabout conversion rate
optimization.
We'll at a link for that in thecomments here on YouTube, but,
uh, if you don't know a look itup or watch our podcast, but,
uh, there's just so many ways tooptimize.
Um, there are things like heatmaps that you can put on your
website, um, that allow you tosee where people are scrolling
(28:55):
and how far people are scrollingon pages, where they're
clicking, where their mouseactually travels around on the
pages, are looking for things,and then where they actually
click.
That's all part of data that wereview and optimize Google
analytics, of course, what pagesare performing, which ones
aren't, can we figure out whyand optimize around all of that.
So that's really part of thiscontinually ongoing, uh, element
(29:20):
of what we do.
So, uh, Zach, as we sort of wrapthis up a little bit, how do
you, what do you want to do asfar as talking about number 700
optimizing?
Do you have any just overarchingthoughts or something people
should do or maybe other peoplearen't thinking of this and they
should be?
What are your thoughts aroundoptimization
Zach Wilson (29:38):
for optimization?
It's something that we always goback to is just looking at your
data and, and coming and takingyour data and analyzing your
data and iterating.
And this iterative loop foroptimizing doesn't have to be,
yeah.
(29:59):
Uh, super complicated.
You, you can just develop somehypotheses as to, you know, why
you're not succeeding or w youknow, what's going wrong and
then, and then just test themand do a and see what the data
looks like from test one to testtwo.
Okay.
Um, and that, I mean, that's it,that's, that's, that's a big
(30:19):
part of optimization is justcoming up with some ideas.
I mean, if you have someone, anideas person on your team, lean
on them.
Um, you know, schedule aconference, come up with some
ideas, but it's, it's, it's notthat hard to just break
something, break something downand think about why it's
[inaudible].
If it's not meeting your goals,just make some changes.
Chris Bonney (30:41):
Yeah, no, that's great.
Agreed 100% on that one.
So let's recap.
We've got seven steps to ourdigital marketing strategy here
at Gulo Solutions.
Uh, feel free to use them,implement them, and let them
guide you as well as you thinkabout your digital marketing
strategy.
Number one, discovery andreview.
(31:05):
Number two, define number three,strategize.
Number four, create number five,implement number six, promote
and where Zach just closed on ahigh note.
Number seven, optimize.
So, um, you know, keep us inmind as you look at these
things.
I hopefully this overview andmaybe our blog post can help you
(31:28):
guys get some tractioninternally.
We're always here to help forsure here at Gulo Solutions.
Uh, really appreciate you allsticking around and listening to
our podcast today about ourseven steps for digital
marketing strategy.
Come back again real soonbecause we're working on a new
episode all the time and wealways try to keep it in the
digital marketing realm, a webmarketing insights podcast.
(31:50):
This is Zach Wilson andcorresponding from Gulo.
Uh, thanks again for joining us.
Bye bye.
Hi everybody.
Thanks for checking out thepodcast today.
Go to Gulo Solutions.com tolearn more about us.
Subscribe to our newsletter.
Uh, also if you can hitsubscribe on our channel here on
YouTube, uh, that would be greatas well.
Hi everybody.
Thanks for joining us today.
This is Chris with GuloSolutions and this is the web
marketing insights podcasttoday.
Joining me as usual is Zach fromGulo as well.
We're here to talk today aboutwhat we feel are the seven steps
to successful digital marketingstrategy and planning.
(00:31):
What does it take?
What are the steps that youshould take as a marketer for
your organization, for yourcompany, for your business?
Smaller, large steps are thesame, might vary in scope, but
the steps are the same.
What are they?
Uh, we're going to talk aboutthat today and we're just going
to simply rattle off one throughseven and talk a little bit
about each one today.
Very practical podcast for you.
(00:53):
And, uh, we're going to jumpright in.
Zach, before we do, is thereanything you want to say?
Let's boogie.
Perfect.
Okay.
Number one is what we calleddiscover and review and simply,
it's pretty descriptive, butit's super important to say,
where are you now?
(01:13):
We can't move ahead.
Oh, without understanding wherewe're at, what we've done,
what's worked, what hasn't, whatsystems are we using today?
And also, uh, what systems thenmight we want to use in the
future that we don't have now?
And we don't know what thatlooks like if we don't take a
look at where we're at today.
So a big part of understandinghow to move forward when it
(01:36):
comes to digital marketingstrategy is just understanding
where we are today.
So what we'd like to do is talkwith our clients and say, um,
what systems, what's theecosystem of how things are
integrated today?
Are you doing SEO, yes or no?
Do you have a, you know, a CRMsystem of some kind at play?
Yes or no?
(01:57):
Uh, how are you using thosesystems today?
And it's not about aspiring tohow we'll use them in the
future.
It's just about understandingthat we have them today and how
we use them.
Um, so that we can leverage thatmoving forward.
Um, Zach, we recently did thiswith a client.
Um, how did you feel that went?
Did you feel like we had a goodgrasp of, of where they were at
(02:18):
and, um, and how did that helpthe process do you think?
Zach Wilson (02:23):
Yeah, well I think a big part of it too, uh, it was
really helpful for them to justprovide them structure and
planning, like you said, uh,discover what your deficiencies
are and put into perspective waryou need to the amp up your
(02:45):
digital marketing.
And one of the components ofthat was resources, right?
So what, what resources do youhave available?
Whether that's uh, whether it'speople capital, Mmm.
Uh, hardware, you know,podcasting, right.
Just those, those type of, thosetype of things, channels, et
(03:06):
cetera.
So getting a land, a lay of theland of
Chris Bonney (03:10):
what
Zach Wilson (03:11):
you have available currently and putting that under
review and aligning yourresources with your overall PR
strategy in your plan.
Chris Bonney (03:22):
Yeah.
Yeah.
Perfect.
Yeah, I agree.
Great.
Um, great.
And uh, you know, and again,it's fairly self explanatory.
We'll dive a little deeper intosome of these other ones.
But the second one I think isreally quite crucial.
Um, and we call the second onedefine the second step is
understanding what is it thatyou're trying to do.
(03:43):
A lot of times we'll talk withbusinesses or organizations that
have some sort of generalized,uh, goals or aspirations.
Uh, many times they're notwritten down and many times
they're not articulated, uh, ina way that makes them somewhat
measurable at some point.
So we look at it like this,there's a few things at play
when we talk about how do wedefine what we want to do and
(04:04):
where do we want to go?
Uh, first of all, you have agoal and that can be a higher
level sort of um, non, um,measurement based, um, a goal.
Okay.
Maybe if you're an association,something that's very simple to
apply.
Um, and same with the, uh, withmaybe a business, but let's just
(04:25):
go with an association rightnow.
Um, maybe you want to improve amembership registrations,
increase the number ofmembership registrations that go
on and that happen online.
Okay.
If you're a business, maybe itcould be simple as generate more
leads through the website, verycomparable kinds of things.
And those are fine.
(04:45):
Um, so that's step one is agoal, but then what we, what
comes underneath of that is sortof an objective.
And that's really where there'sone goal to maybe multiple
objectives and the objectivesort of small fall into more of
that smart, um, specificmeasurable, attainable, results
oriented and timely, right?
That acronym that we all knowfor how to make things
(05:08):
measurable[inaudible] impactfulto us.
And that's where your objectivescome in.
We want to strategize and thenwe also want to measure.
So it's sort of those four stepshere that happened.
And I want to talk a little bitabout[inaudible] um, the
measurement, cause we've talkedabout that with our clients as
well.
So there's, there's measuringthings and looking at that,
(05:31):
there's metrics.
Those are sort of the numbers.
There are, you know, what a lotof people call KPIs, key
performance indicators, what arethose?
And for us, I think in Zack, Iwant to get your opinion on this
because um, I feel like metrics[inaudible] is a simple thing to
(05:51):
measure.
And what it implies to me, andthis is just
Zach Wilson (05:57):
personal, is it implies after something has
happened, what happened, right?
How do we put a tangible, youknow, measurement or metric
against what happened and thenhow do we say, okay, let's look
at that and see how we changethat metric.
Uh, and I think that's the mostbasic sort of measurement
process that we can do.
And that's what most peoplethink of.
(06:19):
Um, when we talk about KPIs, Ithink it can be a little more
nuanced where a KPI isn't aftereverything is done, what's the
KPI?
I think key performanceindicators, each step of your
process may have a KPI assignedto it that keeps things a little
more granular in your sort ofdialing KPIs in over time,
(06:39):
during each step of yourprocess.
So at the end you achievesomething and have a metric.
But that's just my sort of, theway I look at it.
And for people that wonder, youknow, what KPI's are and should
I call them KPIs or what arethey?
Uh, I don't know.
Do you have any thoughts aboutthat?
I mean it's just, it's sort ofout in the weeds kind of a
thought.
But since we're talking aboutmetrics, maybe it's just worth
(07:00):
talking about a little bit as itapplies to digital marketing.
Yeah.
I think the biggest thing formetrics and KPIs that we pass
along to people as part of thestep is defining KPIs for each
aspect of your strategy and thenhave those KPIs[inaudible] Mmm.
(07:29):
Actually tie to your overallarching goals, whether whatever
that is, if you're, if you're aB to B commerce and you're
trying to reach X number ofsales per month, what are the
KPIs across each channel andeach category that are gonna
(07:53):
relate back to your sales goalfor the month and what the last
thing that we like tellingpeople about those two is if
you're, yeah.
Uh, a pretty good size companyfor each channel you're going to
have, likely you're going tohave different people managing
those channels.
You might have someone doingemail, you might have someone
(08:17):
doing social, you might havesomeone doing PPC, you might
have someone doing organic andacross each one of those
channels.
Yeah.
Just come up with, for max, um,to report back on to yourself
and to keep track of and toreport to management or, or your
(08:39):
board or whoever you actuallyhave to talk to.
Because if you, you know, our,our problem today isn't tracking
data.
It's, it's[inaudible], it'stracking data in a meaningful
way and passing it on to peopleso that they can actually
process it.
So that's the big takeaway asfar as I'm concerned here.
Chris Bonney (09:00):
That's a great point.
Yeah, that's what that is.
That is a big takeaway.
That's good.
Um, number and you know, thething is too, people, we don't
want to write down sometimes ourgoals and objectives and KPIs
because the minute you writethem down, you're accountable
for them, right.
And it becomes sort of visibleand it's just sort of the
psychology of it.
And if we can all kind of justagree to keep things like a goal
(09:21):
and high level and that not diveinto the actual numbers, uh, it
can, you know, give everyone alittle bit of a peace of mind,
but it's not necessarily goingto drive your business forward.
You might not hit every number,but that's okay.
Write them down.
Um, number three.
Number three is what we callstrategize.
Um, again, we all love the wordstrategy.
What does that mean?
That's a different podcast, Ithink, but for the sake of
(09:43):
digital marketing, uh, and ourseven steps, number three is to
strategize well, that's thethought work.
Okay.
And, and really what we need toknow.
So, so far we have sort of, uh,what our goals are and what
we're talking about, where we'vebeen, what we know we do now.
Now we want to understand whowe're talking to and make sure
(10:04):
we understand the audience andthen how do we take what we're
trying to do, what the goal isand who we're trying to speak to
and how does it make sense to dothat?
Um, do we want to, uh, become asocial media heavy, uh, online
entity because, uh, we're in,you know, the consumer packaged
(10:27):
goods world of media and maybewe, we are, uh, a competitor to
Apple AirPods and we are earbudsthat are wireless and pretty
cool.
And we know there's a lot ofinfluencers on Instagram where
we can plug in ads around whatthey do.
No, that's just, just a realsimple example, but that's where
(10:48):
the strategist station, so tospeak, comes in.
We want to think about not justwho we're talking to and what
we're trying to achieve, butwhat strategies can we put in
place that makes sense aroundall those, um, to achieve our
goals.
Mmm.
Zach, what do you, you know, ifyou're thinking about other
people we've worked with,thinking about what we do here
(11:08):
at Gulo, even any thoughts ortips or insights into when
you're strategizing what youshould do, how, what is, I mean,
should we have a strategy thatmaps up against every goal or
overarching strategies that maybe applied to all the goals or
what are your thoughts on someof that?
Zach Wilson (11:26):
Yeah, the, this, the strategy is definitely
really important.
[inaudible] for sure.
And I think these sort of relateback to your top level goals
without question.
But this is the part where Ithink you really want to get
into some of your messaging andyou're, you're, you're, what,
(11:50):
what's, what's the narrative?
What's the messaging look like?
Like you said, what, uh, who weactually speaking to, you know,
part of the audience.
Uh, part of the goal aspect is,is your audience, right?
Knowing your audience and whoyou're actually trying to go
after.
And, and, and, and similarlydown what channels, right?
Like, we've, we've talked aboutthis before.
(12:12):
Um, but gleaning on the examplethat we talked about earlier
with this recent client is we'velooked at their communication
over email and they're sendingthe same message to every single
person in their database.
And we started to dissect that alittle bit further and we
(12:36):
realize that there was a lotmore granularity in that segment
then they were, they weren'ttaking advantage of.
And so we broke it down into, Ithink it was four different
audiences just within the emailchannel.
Um, and how to talk to them andhow to cater to each one of
(12:56):
those, um, members' needsspecifically because member a
didn't have the same needs as amember.
Um, see, and B versus D, etcetera, et cetera.
So there's a, and if, and ifwe're not[inaudible], if we're
not leaning, having thatstrategy, have some empathy to
(13:19):
our audience and, and reallylean in on that, then well, the
message is going to be lost,right?
Like this doesn't speak to me,this is garbage on.
Subscribe, done.
Right.
So, so that's, I think thetakeaway there is, is is the
messaging and how that maps upto the audience.
Chris Bonney (13:38):
Oh man, I, that is a great, great point.
That is a really great point.
Um, and uh, what we'll do also,um, uh, in the notes here on on
YouTube is we'll put a link to ablog post that we're writing
about this topic as well.
So you can link to that.
And, and these will becomplimentary to each other's a
little deeper dive probably inthe blog post as well.
But I love that idea ofpositioning and messaging
(14:01):
because it speaks to the verynext topic actually, which is
number four.
[inaudible].
Um, so now that we understandwhat we're going to do, we need
to have the collateral, the copyof the videos, whatever it might
be to achieve that.
And I think your point isperfectly taken.
Uh, and we've said this before,it's one thing to say, I want to
engage an agency to do mydigital strategy for me.
(14:22):
That sounds great.
Uh, we will do social, we'llhelp you with email, we'll
rebuild your website, we'll,we'll do whatever we can in your
website.
Well, put new imagery out there.
We'll redesign it.
We'll do SEL.
That would be great.
We're going to do search engineoptimization.
Yep.
That's all the checkboxes fordigital marketing.
Now, uh, what's your place inthe world?
(14:42):
What's your, to your point,what's your message?
Right.
And this is what we talkedabout.
That's why that's such a hugepoint.
If you engage someone and say,just start here at the create
stage for us and just get thatsocial media posts out there as
soon as possible for us.
Just get that website out liveas soon as you can for us.
If we don't do all the thingsthat we've already talked about
up to this point, how can we besuccessful?
(15:05):
Right?
Isn't that what it comes downto?
I mean, how can we actually beconfident that you've done the
work as a business, as a, as acompany, as an organization,
that you know how to speak toyour constituents out there in
the world and your potentialcustomers and have it resonate
because if you're not and we'rejust taking what you have and
thrown it in a social media postor otherwise, right?
(15:29):
The odds of success are prettylow.
So the, I love the coupling ofthese two pieces in what you
just said, but this is anobvious one as far as this is
where we know what we were.
We're trying to do who we'respeaking to, what our goals are.
Now we need to create thecontent and get it out there.
And the content can be anythingthese days.
It can be a podcast, it can be avideo, it can be, um, uh, a blog
(15:53):
post.
Uh, there's just so manydifferent, it can be a PDF,
obviously, whatever webpages itgoes on and on and on, and uh,
the more creative you can be andthe more collateral and, um,
pieces of content you can have,uh, to help support your
strategies and goals.
Obviously the better.
And there's so many creativethings you can do is act too.
(16:15):
Um, one of the things we'vetalked about is taking the video
and perhaps audio, um, of someof our podcasts and slicing them
into smaller tidbits or justtips and tricks or various
things like that.
Mmm.
What are your thoughts?
I mean, when it comes tocreating content, what have you
seen over the years where youthink, you know, what, why
something people aren't doing isthis, and they may be, should
(16:37):
be, or here's something somebodydid that was really excellent,
that improved the results andtheir numbers.
Any, any thoughts about that?
Yeah.
Zach Wilson (16:45):
From a creative standpoint.
Yeah.
I think the big, the big thingthere is, is to, is to
[inaudible] if you're divinginto a new channel from a
creation standpoint, startlight, podcasting and great
example, we keep leaning on thatcause here we are doing a
(17:06):
podcast and uh, you know, justit doesn't, everything you
create doesn't have to be, um,billion dollar budget and
quality.
You know, if you're creatingsomething, pull out your iPhone,
say something for 30 secondsposted on LinkedIn a do a
(17:26):
podcast by, uh, high end speakeror a high end microphone for 50
bucks on Amazon go right?
Like so.
So I think the thing with createis, uh, if you're in a new
channel specifically don't overburden yourself with trying to
Chris Bonney (17:48):
B, B, a Joe Rogan of podcasts and in day one, you
know, start, start small and uh,build up and graduate into more
high quality, high end content.
Oh, I love it.
Yeah, that is such a great tip.
And should we can all, Oh, youknow, take that to heart.
(18:09):
I think in what we do, whetherit's, I mean we don't, it is a
fine line.
We've talked about that beforein some of the talks we've had
about blog posts and we had thatsession at the AMA recently
where we've talked about this alittle bit as well.
And uh, I think it's just reallysomething to heed the advice.
It's just something, it's just agood life lesson really is,
right.
It's a universal truth.
Just get started.
(18:29):
Just, it doesn't mean jump indeep end and start flailing
around.
No, be a little more, right.
You start in the start in theshallow end in Wade into the
pool.
That's what we're saying.
Don't flail around in the deepend, right?
Yeah.
[inaudible] just Wade into thepool, but get it, put your toe
in and get going and things willstart happening.
(18:49):
And your S it's amazing howquickly things, the world starts
sort of conspiring in your favoronce you start doing something.
We've had this podcast just fora month or two and we've already
had very cool guests, uh,speakers.
And we have[inaudible] clientsthat want to be on our podcast,
(19:10):
that we're going to be doingthis for.
We've upgraded our equipment,that we have a better way of
doing what we do.
We have a great editor.
All these things we didn't evenknow how to do or where to find
them.
And suddenly these are all apart of what we just do as part
of our marketing now.
And it's only because thanks toZack, uh, uh, we jumped in and
just started.
(19:31):
Uh, so huge, huge points.
Uh, love that.
And then number five is what wecall implement.
And this is huge.
And again, it's a perfect seguefrom what you said into this.
Just get the stuff out there,get it going, implement, uh, get
your website fixed up and live.
Get your podcast, uh, edited,published for in life.
(19:54):
Um, you know, don't wait aroundfor everything to be perfect
before you get things pushedout.
Implement.
Um, get the social media postsready.
If you want to use HootSweet orsome other tool to load up all
your social media posts, uh, andhave them go out to an automated
means, great.
Get that account and get goingon it.
(20:16):
And maybe it's a little clunkyat first, maybe it's not great,
but, but get it going.
So this step is called implementbecause it is Pardot and, and,
and, and here's what I want tostress about these, uh, points
to Zack is that these can kindof be rolling.
It feels like a chronology.
The way we're presenting it.
(20:36):
And in some of it is some ofit's like a critical path.
Yes.
But, uh, when you'reimplementing, you're not just
going to implement once and thenyou're done.
This is rolling, right?
I mean, we're, our goals andstrategies and those are always
overarching, but we want tocontinue to create, continue to
implement.
Right.
I think that[inaudible] takes usto the next one too.
(20:56):
And I want to get your opinionon this.
So you create, you implement,and then number six is promote.
So as you can see, there's sortof setting things up.
And then the second half of thelist is one we're rolling and
creating.
So[inaudible] promote, um, gosh,what, there's so many different
(21:18):
means of doing that.
When people hear, promotethough, it kind of, you feel
like maybe you're advertisingright or we're trying to, uh,
broadcast out promotion can alsobe something like, um, guests
posting a blog post.
It can be guesting on a podcast.
We've, like I said, we just hadsome guests on a podcast.
(21:39):
It was great for us.
It was great for them.
They're going to promote thepodcast cause they were on it.
And so are we.
So our reach just quite franklydoubled or more by bringing on
some key influencers and thoughtleaders in our industry and
energy.
[inaudible] uh, just so that'spromotion to write, uh,
partnerships, collaborations,affiliations of any kind, word
(22:03):
of mouth.
Uh, any kind of PR that'spossible.
Okay.
So don't just think about, wellyeah, we blast it out over
Facebook and our email andTwitter and we promoted it.
No, we need to be very creativein how we, Mmm.
What means we use to get theword out about what we do.
Mmm.
Zach, let me ask youspecifically about something
(22:24):
like, lot of people talk aboutinfluencers, um, around
promotion.
Do you have any thoughts aboutthat?
Like where does that sit forfolks today?
Is there a way for it, anybodyto leverage any, find an
influence or what if I feel likeI don't have an influencer in my
industry, maybe I don't, or, ordo I actually, what for some of
your thoughts about thisinfluencer marketing part of
(22:45):
promotion?
Zach Wilson (22:48):
Yeah, well, it's in terms of finding influencers,
that's the, you've got to,you've got to look in your
channels and, you know, look forpartners or look for people that
are[inaudible] I'm aligned withyour brand or your product or
whatever.
Um, that's, that's number one.
But in terms of, in terms ofthose influencers that I think,
(23:11):
uh, you know, from a promotionstandpoint, from what we've
experienced and with the CPG,they've[inaudible] and what
we're seeing just in terms ofthe trend is they're incredibly,
they're incredibly powerfulplatforms.
Like YouTube and Instagram arevery hip to the power of
(23:31):
influencers and the power ofcontent.
All of these platforms are nowcreating ton of tools for
influencers so they canunderstand how they're getting
monetized and they can makemoney.
Because, you know, I mean,Instagram and, and YouTube
especially, I mean, they'redependent on, they're dependent
(23:54):
on the content creators, right?
So it's in their best intereststo make those tools.
And that's, that's what's goingto keep bringing people back if
they can understand how they'remonetizing their own, you know,
their own brand or the brandthat they're working for and so
on and so forth.
So, um, yeah, but it's circlingback to the promotion part.
(24:16):
That's obviously one channel,but it's, it's just like
anything else we talked abouthere is it doesn't, you know,
you don't have to go spend agazillion dollars on Tom Brady
to have him as your influencer.
Um, you know, you can startlight and there's, there's,
there's a, there's a lot ofpeople in the world and a lot of
people that will probably, youknow, shamelessly promote your
(24:38):
product and you can start lightif that's one of your, uh,
strategic points in terms ofgetting your brand out there or
yeah.
You can just be light and useyour, use your company.
Um, yeah, we just discovered,uh, in LinkedIn, remember they
had LinkedIn rolled out in newfeature to tell everybody else
(25:00):
in your company about thecontent and that your pushing
out through your brand channel.
So, um, you know, so they're,they're getting hip to it as
well.
So um, start light.
Chris Bonney (25:16):
No great stuff.
And I wrote a article recently,I think I might've been on inc
com.
I'll put it in the notes if Ican find it.
Mmm.
About,
Zach Wilson (25:26):
uh,
Chris Bonney (25:26):
influencers, who, some brands are now going with
the micro influencers, peoplewith 1000, 2000 followers.
And it's interesting to see howbrand managers now are looking
at influencers so differentlyjust because you have 2 million,
you know, followers or whateveron Instagram.
They're looking at the commentsare looking at how many people
are engaging and how people areengaging with the content that
(25:49):
you post on Instagram.
And they're finding that some ofthese Michael are influencers.
They may only have 2000followers, but they're, you
know, acolytes.
They're, they, they, theycomment in the right way.
They engage in the right way.
And so some of these folks havejust have a couple thousand Mmm.
Influence are being approachedby brands to help promote.
(26:10):
Now what happens is they wereeven giving numbers in this
article, um, that theseinfluencers only getting paid
$150, maybe$200 to mention abrand.
But when you do the math on whatit might mean to have some
outreach to 2000 people that areso niche and so right in the
market of whatever you're tryingto sell.
Mmm.
And to have someone expressed tothem how much they value that.
(26:35):
Wow.
I mean that is just to steal,right.
For 150,$200 from a brand'sperspective and the influencers
feel important, they feel like,Hey, that's little extra money
in my pocket.
What do I care?
I'm doing it great.
So I just thought that wasreally interesting how this
micro-influencer things seems tobe getting some traction as
well.
So a little deeper on theinfluencer side of promotion,
but again, the takeaway there is, uh, be creative.
(26:58):
There are just so many ways todo it.
Zach Wilson (27:01):
One more, uh, anecdotal thing, I was just
thinking about the opposite ofwhat we're talking about was
with the, uh, I don't know ifanybody else noticed this, but
with the Superbowl that likeliterally, I mean not every
single one, but I swear like 85,90% of the Superbowl ads had a
list celebrities.
(27:22):
And them.
And so it was like to get on,you know, to, to make your Mark
these days for on the Superbowlstage for commercial, it was
like, Hey, let's bring inLeBron.
Let's bring in Tom Brady, right?
Yeah.
Grocer.
I mean, it was just ridiculous.
I was just like, this is, we'rewatching a movie right now.
Like the cost of thesecommercials is just insane with
(27:44):
these A-listers.
Chris Bonney (27:46):
Okay.
That's a great point.
No, it's a great, forget thecost of the, how much it took.
You have to pay to have themarea commercial.
You have to produce thecommercial a swell, right?
So I mean, it's not just a$5million charge to get a super
bowl ad.
That's just what it takes to getit on eight air to get it
produced and pay for the talentand et cetera.
It's a massive expense for thesefolks, but that's a really huge
(28:08):
point.
Um, lastly, the, the, therolling part of our last seven
is optimize.
And that just seems to make themost sense to be the last one
because we're always tweakingand optimizing SEO by its very
nature.
Search engine optimization is apart of that equation, but it
isn't all of it.
Um, we want to look atconversion rate optimization.
(28:31):
What's that?
Well, you should check out ourpodcast.
We just had, cause it was allabout conversion rate
optimization.
We'll at a link for that in thecomments here on YouTube, but,
uh, if you don't know a look itup or watch our podcast, but,
uh, there's just so many ways tooptimize.
Um, there are things like heatmaps that you can put on your
website, um, that allow you tosee where people are scrolling
(28:55):
and how far people are scrollingon pages, where they're
clicking, where their mouseactually travels around on the
pages, are looking for things,and then where they actually
click.
That's all part of data that wereview and optimize Google
analytics, of course, what pagesare performing, which ones
aren't, can we figure out whyand optimize around all of that.
So that's really part of thiscontinually ongoing, uh, element
(29:20):
of what we do.
So, uh, Zach, as we sort of wrapthis up a little bit, how do
you, what do you want to do asfar as talking about number 700
optimizing?
Do you have any just overarchingthoughts or something people
should do or maybe other peoplearen't thinking of this and they
should be?
What are your thoughts aroundoptimization
Zach Wilson (29:38):
for optimization?
It's something that we always goback to is just looking at your
data and, and coming and takingyour data and analyzing your
data and iterating.
And this iterative loop foroptimizing doesn't have to be,
yeah.
(29:59):
Uh, super complicated.
You, you can just develop somehypotheses as to, you know, why
you're not succeeding or w youknow, what's going wrong and
then, and then just test themand do a and see what the data
looks like from test one to testtwo.
Okay.
Um, and that, I mean, that's it,that's, that's, that's a big
(30:19):
part of optimization is justcoming up with some ideas.
I mean, if you have someone, anideas person on your team, lean
on them.
Um, you know, schedule aconference, come up with some
ideas, but it's, it's, it's notthat hard to just break
something, break something downand think about why it's
[inaudible].
If it's not meeting your goals,just make some changes.
Chris Bonney (30:41):
Yeah, no, that's great.
Agreed 100% on that one.
So let's recap.
We've got seven steps to ourdigital marketing strategy here
at Gulo Solutions.
Uh, feel free to use them,implement them, and let them
guide you as well as you thinkabout your digital marketing
strategy.
Number one, discovery andreview.
(31:05):
Number two, define number three,strategize.
Number four, create number five,implement number six, promote
and where Zach just closed on ahigh note.
Number seven, optimize.
So, um, you know, keep us inmind as you look at these
things.
I hopefully this overview andmaybe our blog post can help you
(31:28):
guys get some tractioninternally.
We're always here to help forsure here at Gulo Solutions.
Uh, really appreciate you allsticking around and listening to
our podcast today about ourseven steps for digital
marketing strategy.
Come back again real soonbecause we're working on a new
episode all the time and wealways try to keep it in the
digital marketing realm, a webmarketing insights podcast.
(31:50):
This is Zach Wilson andcorresponding from Gulo.
Uh, thanks again for joining us.
Bye bye.
Hi everybody.
Thanks for checking out thepodcast today.
Go to Gulo Solutions.com tolearn more about us.
Subscribe to our newsletter.
Uh, also if you can hitsubscribe on our channel here on
YouTube, uh, that would be greatas well.
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