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. Start a podcast, interview your ideal clientsand let them choose the topic of the interview, because if your ideal clientscare about the topic, there's a good chance the rest of your audience willcare about it too. Learn more at sweet fish Mediacom. You're listening tothe be to be growth show, a podcast dedicated to helping be to beexecutives achieve explosive growth. What you're looking for techniques and strategies or tools andresources? You've come to the right place. I'm Jonathan Green and I'm James Carberry. Let's get it into the show. Welcome back to the be to begross show. Today we are joined by Gene Ginsburg. Gen is adigital marketing expert. She's also the founder of Gin Ball Gene. Welcome tothe show. Hey, how's going? Very nice to be here. Alwaysexcited it's while. It's fantastic to have you on the show. We gota chance to connect not too long ago. You know, you are a digitalmarketing expert. You have a book coming out this month, in September, which is fantastic, and we're definitely going to talk about that, butsort of before we get into today's topic and talking about this digital marketing frameworkand using it to to grow your business. Gee, maybe you can tell ourlisteners a little about what you and the and the Jinball team are upto these days? Sure. Yes, so, I found it a digitalagency a few years ago. I've been in the on the service side formany years before that and and four years ago I thought hey, this wouldbe a good time to start my own thing and work directly with clients.So we work with entrepreneurs and startups to grow their businesses using digital strategy andover the last several years I've been perfecting a framework and I typically work withECOMMERCE be to be commerce clients, sometimes also be to c but in thiscase was to talk about the be to be the commerce clients. And weuse content nurture fundels, facebook ads and retargeting to bring prospect into the fold. We educate them on the product or...

...service and then we convert these prospectsinto paying customers. And and just to kind of give you an idea,we typically work, like I said, with ECOMMERCE client, be to becommerce clients, and they could be a wide variety of digital course creators.I'd say our sweet spotters digital course creators and e learning businesses. So thesecould be businesses who work with other businesses and, let's say, maybe abusiness needs a website. So this particular course is about how to create yourwebsite for the business, for Your Business, or it could be a course aboutdigital marketing or how to how to do digital marketing for your business.So we work with a lot of those types of digital course creators. Yeah, yeah, that's fantastic, and I mean this is, you know,this this idea of the digital marketing framework that we're going to be talking abouttoday, something you've Lov viously spent a lot of time developing. You've seenreal returns on it. I mean this is this is a system you've implementedwith your own clients, so you've seen it work firsthand. So we doreally appreciate you taking some time out of your schedule to come on and sortof share this six step approach with myself in our listeners. So why don'twe dive into it? What is what's the first step in this six stepprocess? Sure, so let me just summarize briefly the six steps and thenI'll go into the six steps over in you know and going to get intothem into in more detail. So step number one is develop your ideal targetmarket or your customer profile. I. Step Two would be create content.Except three engage with your prospects using a nurture funnel. Stuff, for wouldbe filled and nurture funnel with facebook ads. Set five is use remarketing methods tobring us respect into the funnel, and then step six would be reviewingyour analytics to optimize their campaigns. So let me get started with what steponce so developing your ideal customer profile. So that's I think, I wouldsay, out of all of the steps, and of course all the other stepsare also important, but I'd say that is really your your main pointhere is really understanding, really knowing who...

...is your target market, what aretheir pain points, what are their frustrations? How is your product solving or how'syour service solving those those those frustrations and those pain points. So reallyget deep, not just like you know their sex and their age and theirdemographics and they're, let's say geolocations. Those are really good starting points,but I really encourage you to dig deep into who your ideal target market isand that, and if that involves doing some sort of surveyy calling up yourcurrent prospects or your customers, I really highly recommend that, because that willbe the foundation for the rest of all of your marketing that we're going tobe talking about down the line. Yeah, I've well, and obviously, Imean I can't be understated the importance of starting with a with a solidfoundation. I mean, if you execute steps two through six perfectly, butyou've been you know, didn't know who it is that you're that you're tryingto reach, obviously you're not going to see success. They're so gene doyou, I mean, do you have any pieces of advice in terms ofwhat should you be looking for? Are there some basic pitfalls that are listenerscan sort of be on the look for, you know, like, Oh,I thought this would be a very important metric, or I thought thiswould be a very important qualifier, you know. But how do you knowwhat you are what are the ones that are ultimately going to be more importantthan others? Well, I'd say that the pain points and the frustrations andhow your product or service handles those pain points. A frustrations I'd say,would be the ideal and the main thing that you want to look at.Of course, like I said, demographic data is good to narrow things nowown, but really identifying pain points is is what you need to be gettingat, because through those pain points you are going to create content, you'regoing to create messaging and you're going to basically bring create these hooks, Iwould say, to address those frustrations and pain points so that, because marketingis kind of a lot of times marketing...

...is really at an emotional level.So you want to address those pain points and better, so that your yourusers can, but are understand how is your service product addressing them? Yeah, certainly. I mean frustration is a real emotion and people tend to tunein if you can, if you can address those frustrations, those pain pointsthat they're experiencing. So perfect, developing that ideal customer profile, step toactually creating the content. Yes, so creating the content and after you havegotten your really good, solid customer profile, your ideals harder market and again,just going back to that really quickly, it could be multiple customer profiles.It doesn't have to be necessarily one. You could be could be multiple ones. But the next step is to create content that brings users in.So you are creating content that addresses those frustrations and pain points. It couldbe through video, it could be through blog posts, articles, case,studies are audio. I mean there are, I guess I would say there's threemain categories, audio, video, in the written word. So,but there are many different, I guess, methods of how you can created.But the main again, idea is to create the content, address thepain points in the frustrations and then distribute that content across, let's take itssocial media platforms, facebook, instagram, Linkedin, so that you're bringing thoseusers in there engaging with your content and they're finding it interesting, of course. Yeah, well, and there's obviously some overlap here with with the thirdstep, which the I think of I have been following along correctly, isthe engagement aspect. Yes, so the third step is engaging your prospects withthe content and creating a nurture funnel. And the nurture funnel typically is,I would say, for the most part, can be an email funnel. Imean there are other methods that we have used for nurturing prospects. Butyes, so you create the content the prospect is interested in the content,they sign up where, they opt into it, and so over time youwant to nurture your prospects, and again...

I want to say that that's probablyone of the second thing. So, besides creating your customer Ravat are andsay, nurturing is really what I find to be the most effective for foranybody. Could be be to be clients, could be to C clients, doesn'tmatter. While human. But the one thing that I see, thatI make, that I see people making mistakes, is that they really wantto push the sale right away. But we are and I feel like alot of times marketers or people who own their own businesses kind of stop beinghuman for a second. They're like here, let's just push the sale. Butwith all relationships, we're all human. We really need to nurture and tobetter understand what it is our prospects want. And so over creating theselet's say, email series or email sequences to to to add more content,add more value in the beginning, and then eventually the sale was just becomea natural part of the progression. Yeah, well, and I liked how youhad touched on this idea of adding value before the sale, and it'scause it's a reoccurring theme, certainly with with our company definitely with my cohostJames of the show is this idea of adding value before the sale, andI think it's a very difficult concept. I don't know, there aren't alot of easy or necessarily even good answers out there on how to provide valuefirst. I think generating good content is certainly one way, but you're alsocompeting now with a lot of people who are doing the exact same thing.They're all generating content. But keeping that idea in mind of adding value firstis is certainly very important. So and you had mentioned the the the nurturefunnel, but step number four was actually filling this nurture funnel. What doesthat look like? Yeah, so once you have your ideal customer, yourcontent and your nurture funnel, then you have to fill that nurturefunnel with leads. Right, so you can even if you have an intertrofunnel, it's notit's not always just going to be you know, I will create it andthey will come. You actually have to...

...actively fill that funnel with prospects whothen can be funneled through that nurture sequence. So in my experience, everything thatI've seen and and again I've kind of gotten pushed back on it inthe B tob space because it is respect to facebook adds. And I stillthink that facebook advertising is a still a really good method for be tob orBTC. And again, we are still looking for people. Whether you're beto be or BC doesn't really matter, but we're still looking for people.And there are two billion users on facebook. So I would say that you're probablygoing to find a lot of times your target market on facebook. Wehave late, we have used Linkedin ads in the past, but still facebookseems to be just outperforming all of the other platforms that I have used formy clients and, you know, even for my own business, because Ihave a Bob Business, of course, an agency. So and and thegreat thing about facebook is at the targeting is so amazing. So you canfind, you know, people who like peanut butter and Jelly Sandwich was forexample, if you're looking for that. But it's just so great that youcan find your ideal like a market, which is, of course, goingback to number one, creating your customer profile. So so we fill thefunnel we fill in nurture campaign with leads coming in from from facebook. Theusers engage on facebook and then they opt in and then eventually get again funneledthrough that sequence. And step number five, I may want to spend a littleextra time on this. I think this was the idea of remarketing.Yes, so with some number four, where we're filling the funnel, wea lot of times this is what we call cold traffic, so people whohave never heard of you, I've never heard of your brand, and sothat the engagement can be a little bit lower because again this are people whohave never engaged with you in the past. But with retargeting campaigns or remarketing campaigns, what we're doing is we are taking what we call warm traffics,so these are individuals or users who already engaged with you, made have beenmaybe seen a video, maybe been to...

...your site, and we are bringingthem back into the fold. And for everything that I've seen, re remarketing, re engagement retargeting campaigns work absolutely the best because again this is people whoalready have no who know a little bit about you and are much more tomore likely to convert than people who have absolutely no clue who you are andhave no idea what your brand is. HMM. Now, do you haveany pieces of advice for our listeners in terms of okay, what does thatremarketed content look like? If they're already familiar with you, you know,how how specific can you get with it? What are the tools that you're using? Are you engaging on on multiple platforms? What is the ideal strategyhere? Sure, that's a very good question. And so, in termsof what is the content? So I'll I guess I'll I'll kind of doa two brung approach. I'll talk about the content and then some of theplatforms to use and some of the methods. So the content is, if theyhaven't gave if the user has engaged with your content, let's say theymay have read a blog post of yours or watched the video you I wouldsay, the next step with retargeting. When using a retargeting method, youwould want to just advance that content. So either have more advanced content,more in depth content, maybe longer videos, longer blog post, maybe case studies, things like that, where we know that the user is interested andso we want to funnel them again through some more advanced steps to take themto the next level. Then, in terms of the platform, so Iuse facebook for remarketing, I'd say most of the time. I also usedisplay advertising platforms such as add roll or Retargeter, which just uses the litold display ads that you see if you go like Cen oncom or Huffington Post. But I'd say fast and facebook is a really good method of retargeting becausethere's a number of ways that you can retarget users. So there's three,three ways actually. So you can if you create videos on facebook and usersengage with your video, you can actually retarget those video views and viewers.So and you can do it by,...

...let's say, people who have watchedtwenty five percent of your video, fifty percent and up to all the wayup to ninety five percent. So again, if you're retargeting users who watch ninetypercent of your video, and then you're probably getting a very targeted audience. Yeah, because they've watched the video almost a hundred percent. You canalso upload your email list to facebook and allow facebooks to match those email addressesinto their database and then retarget using that method. And then you can alsouse website visitors. So with the facebook Pixel. That's probably that it's alreadyinstalled on your and your website. You can retarget those users who have visiteda certain page or visited your site and set up a campaign within facebook totarget that audience. Again, highly targeted email list, highly targeted if you'reretargeting website visitors. Perfect. And step number six, kind of of thefinal step in this digital marketing framework that you've developed, actually reviewing your analytics. Yes, and that, again, is also besides the customer profile,and's say that is a one piece that I see the most mistakes with.Are just users not or business isn't really not taking a look at the datawhere, which is extremely important in order to optimize your campaigns. And Iwould say there's many different there's number of pieces of metrics that I'm going toshare with you. So, with terms of content, we want, ofcourse, look for engagement. If you're using facebook, you want to lookat comments, shares, you know what, how are people reacting to your content? With terms of email, of course there's a few metrics that arecritical. You want to look at open rate, to click through rates,so those are very important to to kind of keep an eye on how youremail campaigns are are working. And then, of course, with facebook advertising,there's a few, there's there's a ton of data and facebook, butI would say the main things to look at what again be like click throughrates, engagement on facebook with your post or your ad, shares, comments, and then, of course you want to look at your objective. Soalways your objective, for example, getting...

...an option, or is your objectivewebsite purchases? So you could track all of that within facebook. Make surethat your facebook Pixel is set up correctly, because that is how you're going toget all your data. So and then you want to review your analyticsand look at those metrics and then create changes or adjustments to your campaigns basedon where you can pull the lovers for the data that you're seeing. Hand Gei always ask this question when I think the idea of reviewing your metricsand analytics comes up and then making adjustments. I always like to ask the question, you know, because there's so much information that is that can betracked, and so, I mean it can be overwhelming. And then you'vegot vanity metrics and that you know. Would you say there's any metrics outthere that immediately spring to mind that people get hung up on and maybe shouldn'tspend as much time thinking about as they do any you know, and againsort of this idea of of a pitfall, that lock I have to make.There's only so many hours in the day, there's only so much bandwith that I have. You know it is. Is there anything that peopleyou you've seen people focusing on that maybe they shouldn't? A lot of timesI get the questions how often should I post on to social media? Andthere's a lot of differ. I'd say, you know, could be a lotof times people be like, Oh, maybe just once a week out ora couple times a week. I mean I would say, well,one of the things that I would recommend would be to post on social mediaevery day, and I know that a lot of times people think that thatmight be too much, but with all of the content that, like youhaven't mentioned earlier, really getting your name out there and your brand out thereevery day is would be ideal in terms of I mean sometimes people even postseveral times a day. There are gurus out there that I follow, like, for example, Gary Bainer Chart, key posts like several times a dayon all his social media platforms. But I understand we don't all have thebandwidth into something like that. So I would say my recommendation, rule ofthem, would be post every day on...

...social media. HMM. Yeah,Yep. Gary is a content machine and we can all we cannot all belike Gary, even though I know we have a lot of listeners that thataspire to be. So, gene, this has been some fantastic content.Before we let you go, I know that you've got a you've got anew book coming out this month. If you can, if you can sortof tell us a little about the book and maybe we're our listeners can goto find it. Sure. So the book is going to be out inSeptember. I'm very excited and the book is called win new customers. Howto attract, connect and convert more prospect into customers in sixty days using digitalmarketing strategies. We go in depth into all the things that we talked abouttoday and even more so. I'm very excited about it and I hope youguys will take advantage of it. Anybody who signs up, and I thinkyou said you're going to have a link into the show notes. Anybody whosigns up will get a discount on the day of the launch and, ofcourse, if you can sign up, I'll send you a note about it. So yeah, so really excited about that. That's fantastic. And,gene, and if any of our listeners want to also maybe follow up withyou about today's episode learn a little a little bit more about gin ball,what's the best way for them to go about doing that? Sure you canfind me on Linkedin. Gene Ginsberg, are on Facebook, Gen Ginsburg,digital marketing expert, or just go to the website Jinball dotnet. Perfect,gene. Again, thanks so much for taking some time out of your schedulesa day. Is a pleasure having you on the show. Thanks so muchhaving the rest of the day. If you've been getting valued from this podcast, you can help us reach more people by reviewing the show on itunes.Here's how you can leave a review in less than a minute. Open yourpodcast APP and tap the search icon in the bottom right corner. Type infee toob growth, then select our show. Once you're there, tap the reviewstab and tell us what you think of the show. These reviews helpus out of time. Thank you so much for listening. Until next time,.

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