535: 6 Ways to Use a Digital Marketing Framework to Grow Your Business w/ Jean Ginzburg

ABOUT THIS EPISODE

In this episode we talk to Jean Ginzburg, Digital Marketing Expert and Founder at Ginball.

Looking for a guaranteed way to createcontent that resonates with your audience, Stur e poncast interview yourideal client and let them choose the topic of the interview, because, ifyour ideal clients care about the topic, there's a good chance, the rest of youraudience will care about. It too, learn more at sweetfish media, dtcom, you're, listening to the B Tob groteshow podcast dedicated to helping be to be executives, andchied explosive grownwhenher, you're, looking for techniques and strategies or tools and resources.You've come to the right place, I'm Jonathan Green and I'm James Carbary.Let's get it into the show. Welcome back to the beat an bee grossshow. Today we ware joined by Gen Gensburg Jen is a digital marketing.exper she's. Also the founder of Gim Ball, Jean welcomed to the shel. Heyhas going very nice to be here, always excited as well. It's fantastic to haveyou on the show. We got a chance to connect. Not Too long ago you K, ow.You are a digital marketing expert. You have a book coming out this month inSeptember, which is fantastic, and we're definitely going to talk aboutthat, but sor. Before we get into today's topic and talking about thisdigital marketing framework and using it to to grow Your Business Ge, you cantell her listeneris a little about what you and the and the ginball team are upto these days Reyes. So I founded a dideal agency. A few years ago, I'vebeen in the on the service side for many years before that and and fouryears ago I thought, Hey. This would be a good time to start my own thing andwork directly with clients, so we work with entrepreneurs and start ups togrow their businesses using digital strategy and over the last severalyears, I've been profecting a framework and I typically work with e commerce.BTO B conmrerce clients sometimes also be to see but Miss Cawle tot talk aboutthe be to B, hecovers clients and we use content, nurturefundels facebookads and retargeting to bring prospect...

...into the fold we educate them on theproduct of service, and then we convert these prospects into paing customersand and just to kind of give ou an idea. We typically work, like I said, withCommerce Clin be O, be commresce clients and there could be a widevariety of of digital course. creaters I'd say ar sweet spotters, digitalcourse craters and elearning businesses. So these could be businesses who workwith other businesses. I let' say: Maybe a business needs a website, sothis particular course is about how to create your Wubsites for the businessfor your business, or it could be, of course, about a ditital marketing orhow to how do digital marketing for Your Business. So we work with a lot ofthose types of digital course. graters yeah yeah, that's fantastic, and I meanthis. Is You know this? This idea of the digital marketing framework thatwe're going to be talking about today, something you've, obviously spent a lotof time. Developing You'v You've seen real returns on it. I mean this is this:Is a system you've implemented with your own client, so you've seen it workfirsthand Um? We do really appreciate you've taken some time at of yourschedule to come on and sort of share this six step approach with myself andour listener. So when we dive into it, what is what's the first step in thissix step process? Sure? So let me I just subarize briefly Thi exteps andthen I'll go into the six steps over an you know: Go get into them. Ntin words,detail so sepenable Onis develop your ideal target market or your customerprofile. STP too, would be create content. CEPTOE, engage h with yourprospects using a nurture, funnel seforwald BEU fill the nurture funnelwith facebook ads sep five is use remarketing methods to bring he was jsback into the funnel and then stepsix would be reviewing your analytics tooptimize your campaigns. So let me get started with what step one. So developing your idealcustomer profile, so that's I think I would say out of all of the steps andof course all the other steps are also important, but I'd say that is reallyyour.

Your main point here is: Is ReallyUnderstanding really knowing who is tyeur target market? What are theirpaying points? What are their frustrations? How is your productsolving or Howis your service, solving those th, othose frustrations and thosepain points so really get deep, not just like you know their sex and theirage and their demographics and ther, let's say geolocations. Those arereally good starting points, but I really encourage you to dig deep intowho your ideal tarket market is n. f. That involves doing some sort of surveycalling up your current prospects or your customers. I really highlyrecommend that, because that will be the foundation for the rest of all ofyour marketing that we're going to be talking about down the line yeah. Wellobvious, I mean I can't be understaded the importance of starting with a witha solid foundation. I mean if you execute stefs two through six perfectly,but you've been Y, didn't know who it is that you're that you're trying toreach Um, obviously you're not going to see success there. So Jean do you Imean, do you have any pieces of advice in terms of what should you be lookingfor? Are there some basic pitfalls that our listeners can sort of be on thelook for you know like? Oh I I thought this would be a very important Matra orI thought this would be a very important qualifier. You know, but howyou know what which are the ones that are ultimately going to be moreimportant than others. Well, I'd say that the painpoints and thefrustrations and how Youare productor service handles those payind points offrostations I'd say, would be the ideal m and the main thing that you want tolook at of course. Like I said, demographic data is good to narrowthings down, but really identifying payingpoints is is, is what you need tobe getting at, because through those painpoints you are going to createcontents, you're going to create messaging and you're going to basicallybring crepese hooks. I would say to address those frustrations and paingpoints, so that, because marketing is...

...hi a lot of times, marketing is reallyat an emotional level. So you want to address those pain points and andbetter. I sa that Youre you're Usitin, but I understand how is your serviceproduct addressing them? Yeah, certainly I mean frustration is a realemotion and people tend to to tune in if you can, if you can address thosefrustrations, those painpoints that they are experiencing so perfect,developing that ideal customer profile a step to actually creating the content.Yes, so creating the content. And after you have gotten your really good, solidcustomer profile, your Azeros harted market and again just going back tothat really quickly. It could be multiple customer propility, it doesn'thave to be necessarily one you can be could be multiple ones, but the nextTEP is to create content. That brings users in so you are creating continentat dresses, those frustrations and paing points. It could be through video.It could be through block posts, articles, CSE studies- AH audio I meanthere are, I guess I wou say: There's three main categories: audio video andthe Writtin word so, but there are many different, I guess, methods of how youcan creat it, but the main again idea is to create the content, address thepainpoints in the frustrations and then distribute that content across. Let'ssay social media platforms pace pork, Integran Lindon, so that you'rebringing those users anther engaging with their content and they're trind toit interesting, of course, yeah well and there's. Obviously, some overlaphere with with the third step, which I think F thhave been falling alongcorrectly. IS THE ENGAGEMENT ASPECT? Yes, so the third stuff is engagingyour prospects with the content and creating a nurture funnel and a nurture.FUNEL, typically, is, I would say, for the most part can be an email funnel Imean there are other methods that we have used for durtering prospects. Butyes, so you you create the content. The the prospect is interested in thecontent they sign up or the optinto it and so overtime. You want to nurtureyour prospects. It again. I want to say...

...that that's probably one of the secondthing so besides creating our customeramatar and say nurturing, isreally what I find to be the most effective for, for anybody could be beto be. CLINS could be be to sea clients, it doesn't matter while human, but theone thing that I see that I make that I see o people making mistakes that theyreally wantd to push the sale right away, but we ah like a lot of timesmarketers or people who, on their own businesses, kind of stop being humanfor a second anre like here. Let's just push the sale, but with allrelationships we're all human. We really need to nurture and to betterunderstand what it is. Our prospects want, and so over, creating theselt,say, email series or email sequences to m to bro, add more content and morevalue in the beginning, and then eventually the sale will just become anatural part of the progression. Yeah well- and I- and I liked how you hadtouched on this idea of adding value before the sale and it's CA. It's arecurring theme Um, certainly with with our company. Definitely with my mycohost James Um of the show is this idea of adding value before the sale. Ithink it's a very difficult concept. I don't know there aren't a lot of easy or necessarily ven good answersout there on how to provide value. First, I think generating good contentis certainly one way, but you're also competing now with a lot of people whoare doing the exact same thing, they're all generating content, but keepingthat idea in mind of adding value first is is certainly very important. So, andyou had mentioned the the nurture funnel, but step number four wasactually filling this nurture funnel. What does that look like? Yes, the onceyou have you'r Ido customer your content and your nurture funnel. Thenyou have to fill that nurtoe funnel with leads right. So you can. Even ifyou have a utripunnel, it's not it's not always just going to be. You know,I will create it and they will come.

You actually have to actively feel thatfunnel with prospects who then can be fuddled through that nurtrisequen. So,in my experience, everything that I've seen and and again I've kind of got andpushed back on it in the be tob space, because I it's respectto face boad andI still think that face. Wot advertising is still a really goodmethod for B to be Orbetacy and again we are still looking for people,whether you repeat to B or VC, doesn't really matter, but we're still lookingfor people, and there are two billion users on facebooks. So I would say thatyou're probably going to find a lot of times your target market on facebook.We have. We have used Lincoln at in the past, but still fispurk seems to bejust outperforming. All of the other platforms that I have used for myclients- and you know even for my own business ecause, I have a Beau to bebusiness. Of course, an agency. U So, and- and the great thing about Faseborkis that the targeting is so amazing, so you can find you know Pimo who, likepeanut butter and Jolliy Sandwich, was, for example, if you ere looking forthat, but it's just so great that you can you knowpind your ideal likeomarket, which is of course going back to number one, creating your customerprofile. So so we fill the funnel we fill I nurture campaign with leadscoming in from from basebook tha users engage on facebook and then they oftinand then eventually get again funnelled through that sequence and step numberfive. I I may want spend a little extra time on this. I think this was the ideaof remarketing. Yes, so with September four, where we're filling the Po we alot of times. This is what we call cold traffic, so people who have never heardof you have never heard of your brand and so that the engagement can be alittle bit lower because, again thi there are people who have never engagedwith ou in the past, but with ree targeting campaigns or remarketingcampaigns. What we're doing is we are taking what we call warm traffic, sothese are individuals o us, heres, Soerany engaged with you. Mad have beenmaybe seen a video mayve even been to...

...your sight, and we are bringing themback into the fold and for everything that I've seen reremarketing reengagement, retargeting campaigns work actually thevest, because again, thisis people who already have n w know a little bit about you and are much moremore likely to convert than people who have absolutely no clue who you are andhave no idea what your brand is mhm now do you have any pieces of advice forour listeners in terms of okay? What does that remarketed content? Look like ifthey're already familiar with you, you know how? How specific can you get withit? One of the tools that you're using are you engaging on on multipleplatforms? What is the ideal strategy here? So that's a very good questionand so in terms of what is the content, so I guessii'll kind of do a tobrngapproach, I'll talk about a content and then some of the platforms to useinstead of the method. So the content is, if they have an I, the user hasengaged with your content, wet say they may have read a blond post of yours orwatch the video you, I would say the next step with retargeting when using aretargeting method, you would want to just advance that content o either havemore advanced content, more indepth content, maybe longer videos, longerblong post, maybe case studies, things like that where we know that the user sinterested, and so we want to fundl them again through some more advancedsteps to take them to the next level. En, in terms of the platform, though, Iuse pacebook for remarketing I'd say most of the time. I also use a displayadvertising platform such as Amiral or Retargeter, which just uses titledisplay, ots that you see if you go like C nn, dotcom or Hoppington Post,but I say: Fasto Facebo is a really good method of retargeting, becausethere's a number of ways that you can retarget users. So there's three threeways: actually, so you can, if you create videos on facebook and usersengaged with your video, you can actually retarget those video views.You are so and you can do it by. Let's...

...say people who have watched twenty fivepercent of your video fifty percent and up to all the way up to ninety fivepercent. So again, if you're, retargetting users wo watch ninetypercent of your video n, then you're probably getting a very targetedaudience you, because they've watched the video almost a e hundred percent.You can also upload your email list to facebog and a low face book to matchthose email addresses into their database and then retarget using thatmethod, and then you can also use website visitors so with the pace BotPixel. It's I. If therg insolved on your on your website, you can retargetthose users who have visited a certain page or visited your sight and set up acampaign within facebook to target that audience again: highly targeted,emolest highly targeted if you're, retargeting, website visitors, perfectn, step number six kind, the final step in Mis Digital Marketing Framework thatyou've developed actually reviewing your analytics yeah and that Agai isalso besides the customer profile and say that is a one piece that I see themost mistakes, W or just users not or business, isn't really not taking Te.Look at the data where which is extremely important in order tooptimize your campaigns- and, I would say, there's many different, there'snumber of pieces of metrics that I'm going to share with you. So with termsof content, you want O, of course, to look for engagement if you're usingfesebook, you wanht to look at comments, shares Um. You know what how are peoplereacting? Your content with terms of email, of course, there's a few metricthat are critical. You want to look at open rat to click through rates Um, sothose are very important to t kind of keep an eye on how your email campaignsare are working and then, of course, with faceok advertising. There's a fewthere's a ton of daynign facebook WBUT, I would say the main things to look atw egoin to be like click through raids, engagement on Pacebook with your postor your AD shares comments. And then, of course you want to look at. You areobjective. So is your objective, for...

...example, getting an optane or is yourobjective website purchases? So you can track all of that. withinface make surethat your face with pictule as set up correctly, because that is how you'regoingnt get all your data so and h. You Whan, I revew your inthe letics andlook at those metrics and then create changes or adjustments to yourcampaigns based on where you can pull the levers for the data that you'reseeing mhm and G. I always asked this question when I think the idea of reviewing yourmetrixs and analytics comes up a D and T en making adjustments. I always liketo ask the question: You know ecause there're, so much information. That isthat can be tracked, and so I mean it can be overwhelming and then you've gotvanity metrax and you Kn W. would you say: There's any metrics out there thatimmediately spring to mind that people get hung up on and maybe shouldn'tspend as much time thinking about as they do any. You know again sort ofthis idea of of a pitfall that, like I, have to make there's only so many hoursin the day, there's only so much band with that. I have you know. Is thereanything that people you've you've seen people focusing on that? Maybe theyshouldn't a lot of times. I get the questions.How often should I post onto social media and there's a lot of Di say youknow, could be a lot of times. People would be like, Oh, maybe just once aweek hour or a couple of times a week I mean, I would say one of the thingsthat I would recommend would be to post on sociamedia every day and a lot oftimes. People think that that might be too much, but with all of the concenet,like you have enmentioned earlier, really getting your name out there andyour brand out there every day is, would be ideal in terms of I mean sometimesPeopl, even post several times a day there argors out there that I followlike, for example, Gary Bayner crarkepostlike several times a day onall his social media platforms. But I understand we don'tall have t bandwithinto something like that. So I would say my recommendation. Rule of somewould be post every day on social media,...

MHM, Yeah Yep Gary is a a contentmachine and we can. We cannot all be like Gary, even though I know we have alot of listeners that that aspire to be so Gean. This has been some fantasticcontent before we. Let you Goin know that you've got a you've got a new bookcoming out this month. If you can, if you can sort of tell us a little aboutthe book and and maybe where our listeners can go to find it sure, sothe book is going to be out in September. I'm very excited and thebook is called win new customers how to attract connect and convert moreprospects into customers Han sixty days using digital marketing strategies. Wego in depth into all the things that we talked about today and even more so I'mvery excited about it and I hope you guys will take advantage of it. Anybodywho signs up- and I think you said you're- going to have a Li into theshow. Now anybody who signs we'll get a discount on the day of the launch and,of course, if you sign up I'll, send you a note about it, so yeah so reallyexcited about that. That's fantastic and Gen ANF. Any of our listeners wantalso aybe follow up with you about. Today, episode learn lttle a little bitmore about ginball. What's the best way for them to go about doing that, youcan find me on Linton Gen, Ginsburg, Um, orentaebook, Cenkens, poriditialmarketing expert or just Goi to the Web, plane JI, ball, dot, nuts, perfect, gen,again thanke, so much fo're taking some time out of your schedules a day. Is apleasure having you on the shelf? Thank so much have a good rest to day. If you've been getting value from thispodcast, you can help us reach more people by reviewing the show on Ituneshereis how you can leave a review in less than a minute open your pod castout and tap the search Ikon in the bottom rad corner type in fee to begrowth, then select our show once you're there tap the reviews tohave andtell us what you think of the Shell. These reviews help us out of time.Thank you so much for listening until next time.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1619)