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 create content that resonates with your audience. Start a podcast, interview your ideal clients and let them choose the topic of the interview, because if your ideal clients care about the topic, there's a good chance the rest of your audience will care about it too. Learn more at sweet fish Mediacom. You're listening to the be to be growth show, a podcast dedicated to helping be to be executives achieve explosive growth. What 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 Carberry. Let's get it into the show. Welcome back to the be to be gross show. Today we are joined by Gene Ginsburg. Gen is a digital marketing expert. She's also the founder of Gin Ball Gene. Welcome to the show. Hey, how's going? Very nice to be here. Always excited it's while. It's fantastic to have you on the show. We got a chance to connect not too long ago. You know, you are a digital marketing expert. You have a book coming out this month, in September, which is fantastic, and we're definitely going to talk about that, but sort of before we get into today's topic and talking about this digital marketing framework and using it to to grow your business. Gee, maybe you can tell our listeners a little about what you and the and the Jinball team are up to these days? Sure. Yes, so, I found it a digital agency a few years ago. I've been in the on the service side for many years before that and and four years ago I thought hey, this would be 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 and over the last several years I've been perfecting a framework and I typically work with ECOMMERCE be to be commerce clients, sometimes also be to c but in this case was to talk about the be to be the commerce clients. And we use 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 prospects into paying customers. And and just to kind of give you an idea, we typically work, like I said, with ECOMMERCE client, be to be commerce 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 these could be businesses who work with other businesses and, let's say, maybe a business needs a website. So this particular course is about how to create your website for the business, for Your Business, or it could be a course about digital 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 about today, something you've Lov viously spent a lot of time developing. You've seen real returns on it. I mean this is this is a system you've implemented with your own clients, so you've seen it work firsthand. So we do really appreciate you taking some time out of your schedule to come on and sort of share this six step approach with myself in our listeners. So why don't we dive into it? What is what's the first step in this six step process? Sure, so let me just summarize briefly the six steps and then I'll go into the six steps over in you know and going to get into them into in more detail. So step number one is develop your ideal target market or your customer profile. I. Step Two would be create content. Except three engage with your prospects using a nurture funnel. Stuff, for would be filled and nurture funnel with facebook ads. Set five is use remarketing methods to bring us respect into the funnel, and then step six would be reviewing your analytics to optimize their campaigns. So let me get started with what step once so developing your ideal customer profile. So that's I think, I would say, out of all of the steps, and of course all the other steps are also important, but I'd say that is really your your main point here is really understanding, really knowing who...

...is your target market, what are their pain points, what are their frustrations? How is your product solving or how's your service solving those those those frustrations and those pain points. So really get deep, not just like you know their sex and their age and their demographics 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 is and that, and if that involves doing some sort of surveyy calling up your current prospects or your customers, I really highly recommend that, because that will be the foundation for the rest of all of your marketing that we're going to be talking about down the line. Yeah, I've well, and obviously, I mean I can't be understated the importance of starting with a with a solid foundation. I mean, if you execute steps two through six perfectly, but you've been you know, didn't know who it is that you're that you're trying to reach, obviously you're not going to see success. They're so gene do you, I mean, do you have any pieces of advice in terms of what should you be looking for? Are there some basic pitfalls that are listeners can sort of be on the look for, you know, like, Oh, I thought this would be a very important metric, or I thought this would be a very important qualifier, you know. But how do you know what you are what are the ones that are ultimately going to be more important than others? Well, I'd say that the pain points and the frustrations and how 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 now own, but really identifying pain points is is what you need to be getting at, because through those pain points you are going to create content, you're going to create messaging and you're going to basically bring create these hooks, I would say, to address those frustrations and pain points so that, because marketing is 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 your users can, but are understand how is your service product addressing them? Yeah, certainly. I mean frustration is a real emotion and people tend to tune in if you can, if you can address those frustrations, those pain points that they're experiencing. So perfect, developing that ideal customer profile, step to actually creating the content. Yes, so creating the content and after you have gotten 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 could be through video, it could be through blog posts, articles, case, studies are audio. I mean there are, I guess I would say there's three main 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 the pain points in the frustrations and then distribute that content across, let's take its social media platforms, facebook, instagram, Linkedin, so that you're bringing those users 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 third step, which the I think of I have been following along correctly, is the engagement aspect. Yes, so the third step is engaging your prospects with the content and creating a nurture funnel. And the nurture funnel typically is, I would say, for the most part, can be an email funnel. I mean there are other methods that we have used for nurturing prospects. But yes, so you create the content the prospect is interested in the content, they sign up where, they opt into it, and so over time you want to nurture your prospects, and again...

I want to say that that's probably one of the second thing. So, besides creating your customer Ravat are and say, nurturing is really what I find to be the most effective for for anybody. Could be be to be clients, could be to C clients, doesn't matter. While human. But the one thing that I see, that I make, that I see people making mistakes, is that they really want to push the sale right away. But we are and I feel like a lot of times marketers or people who own their own businesses kind of stop being human for a second. They're like here, let's just push the sale. But with all relationships, we're all human. We really need to nurture and to better understand what it is our prospects want. And so over creating these let'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 become a natural part of the progression. Yeah, well, and I liked how you had touched on this idea of adding value before the sale, and it's cause it's a reoccurring theme, certainly with with our company definitely with my cohost James of the show is this idea of adding value before the sale, and I think it's a very difficult concept. I don't know, there aren't a lot of easy or necessarily even good answers out there on how to provide value first. I think generating good content is certainly one way, but you're also competing 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 first is is certainly very important. So and you had mentioned the the the nurture funnel, but step number four was actually filling this nurture funnel. What does that look like? Yeah, so once you have your ideal customer, your content 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 not it's not always just going to be you know, I will create it and they will come. You actually have to...

...actively fill that funnel with prospects who then can be funneled through that nurture sequence. So in my experience, everything that I've seen and and again I've kind of gotten pushed back on it in the B tob space because it is respect to facebook adds. And I still think that facebook advertising is a still a really good method for be tob or BTC. And again, we are still looking for people. Whether you're be to 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 probably going to find a lot of times your target market on facebook. We have late, we have used Linkedin ads in the past, but still facebook seems to be just outperforming all of the other platforms that I have used for my clients and, you know, even for my own business, because I have a Bob Business, of course, an agency. So and and the great thing about facebook is at the targeting is so amazing. So you can find, you know, people who like peanut butter and Jelly Sandwich was for example, if you're looking for that. But it's just so great that you can find your ideal like a market, which is, of course, going back to number one, creating your customer profile. So so we fill the funnel we fill in nurture campaign with leads coming in from from facebook. The users engage on facebook and then they opt in and then eventually get again funneled through that sequence. And step number five, I may want to spend a little extra time on this. I think this was the idea of remarketing. Yes, so with some number four, where we're filling the funnel, we a lot of times this is what we call cold traffic, so people who have never heard of you, I've never heard of your brand, and so that the engagement can be a little bit lower because again this are people who have 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 been maybe seen a video, maybe been to...

...your site, and we are bringing them 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 who already have no who know a little bit about you and are much more to more likely to convert than people who have absolutely no clue who you are and have no idea what your brand is. HMM. Now, do you have any pieces of advice for our listeners in terms of okay, what does that remarketed 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 strategy here? Sure, that's a very good question. And so, in terms of what is the content? So I'll I guess I'll I'll kind of do a two brung approach. I'll talk about the content and then some of the platforms to use and some of the methods. So the content is, if they haven't gave if the user has engaged with your content, let's say they may have read a blog post of yours or watched the video you I would say, the next step with retargeting. When using a retargeting method, you would 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 and so we want to funnel them again through some more advanced steps to take them to the next level. Then, in terms of the platform, so I use facebook for remarketing, I'd say most of the time. I also use display advertising platforms such as add roll or Retargeter, which just uses the lit old 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 because there'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 users engage 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 watched twenty five percent of your video, fifty percent and up to all the way up to ninety five percent. So again, if you're retargeting users who watch ninety percent 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 can also upload your email list to facebook and allow facebooks to match those email addresses into their database and then retarget using that method. And then you can also use website visitors. So with the facebook Pixel. That's probably that it's already installed on your and your website. You can retarget those users who have visited a certain page or visited your site and set up a campaign within facebook to target that audience. Again, highly targeted email list, highly targeted if you're retargeting website visitors. Perfect. And step number six, kind of of the final 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 data where, which is extremely important in order to optimize your campaigns. And I would say there's many different there's number of pieces of metrics that I'm going to share with you. So, with terms of content, we want, of course, look for engagement. If you're using facebook, you want to look at comments, shares, you know what, how are people reacting to your content? With terms of email, of course there's a few metrics that are critical. 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 your email 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, but I would say the main things to look at what again be like click through rates, engagement on facebook with your post or your ad, shares, comments, and then, of course you want to look at your objective. So always your objective, for example, getting...

...an option, or is your objective website purchases? So you could track all of that within facebook. Make sure that your facebook Pixel is set up correctly, because that is how you're going to get all your data. So and then you want to review your analytics and look at those metrics and then create changes or adjustments to your campaigns based on where you can pull the lovers for the data that you're seeing. H and Gei always ask this question when I think the idea of reviewing your metrics and 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 be tracked, and so, I mean it can be overwhelming. And then you've got vanity metrics and that you know. Would you say there's any metrics out there that immediately spring to mind that people get hung up on and maybe shouldn't spend as much time thinking about as they do any you know, and again sort 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 band with that I have. You know it is. Is there anything that people you you've seen people focusing on that maybe they shouldn't? A lot of times I get the questions how often should I post on to social media? And there's a lot of differ. I'd say, you know, could be a lot of times people be like, Oh, maybe just once a week out or a couple times a week. I mean I would say, well, one of the things that I would recommend would be to post on social media every day, and I know that a lot of times people think that that might be too much, but with all of the content that, like you haven't mentioned earlier, really getting your name out there and your brand out there every day is would be ideal in terms of I mean sometimes people even post several times a day. There are gurus out there that I follow, like, for example, Gary Bainer Chart, key posts like several times a day on all his social media platforms. But I understand we don't all have the bandwidth into something like that. So I would say my recommendation, rule of them, would be post every day on...

...social media. HMM. Yeah, Yep. Gary is a content machine and we can all we cannot all be like Gary, even though I know we have a lot of listeners that that aspire 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 a new book coming out this month. If you can, if you can sort of tell us a little about the book and maybe we're our listeners can go to find it. Sure. So the book is going to be out in September. I'm very excited and the book is called win new customers. How to attract, connect and convert more prospect into customers in sixty days using digital marketing strategies. We go in depth into all the things that we talked about today and even more so. I'm very excited about it and I hope you guys will take advantage of it. Anybody who signs up, and I think you said you're going to have a link into the show notes. Anybody who signs up will get a discount on the day of the launch and, of course, 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 with you 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 can find 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 schedules a day. Is a pleasure having you on the show. Thanks so much having 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 your podcast APP and tap the search icon in the bottom right corner. Type in fee toob growth, then select our show. Once you're there, tap the reviews tab and tell us what you think of the show. These reviews help us out of time. Thank you so much for listening. Until next time,.

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