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5 Digital Marketing Skills to Master for 2020 & Beyond

It's no secret that the world of digital
marketing changes fast which is why in this episode I'm going to be breaking
down 5 of the absolute most important digital marketing skills you need to
master if you want to stay on top of your game. Let's get to it! Hey there my name is Adam Erhart,
marketing strategist and welcome to The Marketing Show. Alright, so it really is
no secret that the world of digital marketing changes at an absolutely crazy
fast pace and what works today may not work tomorrow, what worked last week
might not be working today and and so on and so forth. This is why it's incredibly
important to make sure to stay on top of your game by consuming content like this,
engaging in other people's content, making sure that you're putting your own
strategies and your own tactics to the test and sort of analyzing the data,
seeing what works and what doesn't so that you can stay ahead of the curve,
always getting the best results possible.

It's funny, actually, looking back over my
career and over the last many years of doing all kinds of different digital
marketing from web design and SEO, moving through paid ads and social and content
strategy and essentially, just how different the stuff that we're using
today inside the agency is, compared to the stuff that we were doing 1, 2, 3, 4, 5, 6,
7 years ago. I mean it's almost completely different now. Attention spans
are shorter. There's new technology. The way that customers and clients engage
with content online, it's almost completely different. So, the stuff that
kind of got you to this point, isn't going to be the things that are going to
take you forward into the next decade. And that's what this video is all about.
Alright, so let's get things started with what I believe is probably one of
the most important skills that you need to master which is: Marketing
Fundamentals.

Now, I've spoken about this before in my what is digital marketing
video. If you haven't seen that yet, I'll make sure to link it up in the cards as
well as the description below. But essentially, digital marketing is just
marketing done digitally. I know, it's not really profound but at the end of the
day that's really what it is. This is why it's really important if you want to
succeed with digital marketing to make sure that you're dedicating and
allocating a sufficient amount of time to really mastering the basics of
marketing, those fundamental principles like positioning and differentiation and
all the points around branding and how to really build kind of a solid and
likable brand for today's day and age.

I really can't stress this enough. It is
absolutely, fundamentally, crucial that you understand the basics of marketing
and fortunately, once you sort of gut these into your system, once you've spent
some time learning them and really trying to master them, here's the beauty,
this time is going to be really well spent because human behavior, which is
essentially really what marketing is, is understanding and leveraging different
aspects of human behavior, how you can sort of I want to say manipulate but
essentially, influence the direction and the decisions people make, well,
regardless, human behavior really hasn't changed all that much.

At the end of the
day, we're still just people. This means, by even understanding the basics of how
people work and how they make buying decisions, well, you're gonna be able to
apply this information this year, next year, for the next 5-10 probably the next
hundred years. For example, by spending a little bit of time learning about
consumer behavior, marketing fundamentals, you'll probably come across the fact
that consumers make buying decisions emotionally, not logically or irrationally,
this doesn't mean that you don't want to include logical or rational elements, it
just means that you want to lead with the emotional aspect first so you can
sort of get that buy-in and get that conviction and then follow up with the
logical and rational elements of your product or service, so that you can allow
them to justify the decision to themselves and to others.

The beauty is
that once you understand that one very simple concept, it's really never
going to change and it's going to be able to be applied to all of your future
marketing making it all that much more effective moving forward. If you'd like a
bit of a refresh on marketing basics and essentially, foundational marketing
principles, I'll make sure to link up a video on that in the cards and in the
description box below as well that you can check out right after this one.

Alright, the next skill that you're going to want to master, moving forward, is: to
Focus on Conversation Generation. Now, as a die-hard proponent of direct response
marketing which is really all about generating those leads and getting them
to take action as soon as possible, well, a big element or a big switch that we've
been seeing lately is sort of a transition from straight-up lead gen to
conversation gen because at the end of the day you can generate all the leads
you want but what you probably want are those conversations that are going to
lead to bigger and more essentially, buying opportunities for your business.
Now yes, lead gen is still very much alive and still very
much a part of the stuff that I consult on and the stuff that we do inside the
agency. But, if you really want to take your marketing to the next level and
really master it, you're gonna want to focus on that next step which is
essentially, turning those leads into conversations. Now, it's a bit of kind of
give-and-take here about what you're willing to sacrifice on the front end
and how valuable a lead is compared to a conversation and that's kind of a whole
other discussion but what I want to make sure you understand here, is that when
you're structuring your marketing campaigns, you really want to think a
little bit further down the funnel and really concentrate on not just
generating that lead but turning it into a conversation.

But, more on funnel
marketing in just a minute here. Now, here's a bit of a prediction. You see,
over the last couple years we've been seeing a ton of people flood the scenes
with lead gen services and all sorts of different agencies and consultants
offering traffic generating lead generating services like running
Facebook ads or YouTube ads or basically, anything to get leads. But, where you've
got an opportunity to really shine, whether it's as an agency or as a
business owner or entrepreneur, is really thinking further than that and again
focusing on those conversations because generating traffic really isn't that
hard, it really just comes down to finding the right people that you're
trying to get in front of having the right offer message that you can sort of
work around to make sure it's irresistible and then choosing the right
media source, whether it's Facebook ads or Instagram ads or YouTube or whatever.
So, traffic is pretty much everywhere but what isn't everywhere is the skill or
the art or the ability to take that traffic and actually convert it into a
conversation that gets somebody interested in doing business with you.
Alright, so the next skill that you're going to want to master moving forward
is something that I alluded to just earlier, which is: Full Funnel Marketing.
Essentially, what you want to do here is be aware and be cognizant of the entire
customer journey, both, pre sale and of course post sale.

But, that's something
entirely different. Rather, what I really want you to do is, when you're running
your marketing campaigns, think about every step that a customer prospect or
potential customer is going to have to take in order to, essentially, become a
paying client or customer with your business. Now, obviously this is going to
involve some element of lead gen which is that very top of the funnel, that cold
traffic, the people that have no idea who you are or what you do or why they
should even care. But, I want you to then take it a step further and focus on the
warm traffic. You see, essentially once you've generated that lead, how are you
gonna take that lead and turn it into a conversation and then for bonus marks,
take it a step further, how are you gonna take that conversation and move it from
warm traffic to hot traffic by actually getting them to take their credit card
out of their wallet and become a paying customer.

Now, I know that's a lot of
stuff to think about and if you've never really come across marketing funnels or
sales funnels before, I appreciate it's a lot to take in so I'll make sure to link
up a video on marketing funnels as well as one on sales funnels again in the
cards and the description below so you're gonna be able to check those out
right after this video too. The main point that I really want to leave you with
here, though, is that really marketing isn't siloed or isolated, it's not just
one element of either generating traffic or doing lead gen or even generating
conversations.

But rather, I want you to think about the entire marketing funnel
from that very first moment that someone gets introduced to you and to your
business, all the way through to the point that they become a paying customer
or client. And then again, if you want even more bonus marks, think about all
the touch points that are gonna happen after they become an actual paying
client or customer, how can you really make sure you're delivering a phenomenal
experience that's going to lead to better retention, better customer loyalty
and more ratings and reviews and referrals for your business.

Alright, so
the next skill that you're gonna wanna master, is probably no surprise and
should probably, hopefully, be pretty obvious but it's worth saying anyways
because still not enough people are dedicating the time, energy and resources
to this phenomenally powerful tool and that is: Video Marketing. You see, when it
comes to marketing your business and when it comes to really building on that
know like and trust factor, well, nothing really beats face-to-face communication.
The ability to sit down, look someone in the eye, have a conversation, understand
where they're coming from and how or if your business is even able to help.

But,
obviously getting face to face with every single one of your potential
prospects or customers, well, might be hard, might even be impossible which is
where video steps in and it really is the next best thing, because it allows
you to not only hear someone's voice but you can see their face, you can read
their facial expressions, you can try to judge, whether they're coming off as
take or genuine or fake and salesy kind of slimy. The other thing with video is
that it allows you to build a ton of trust very quickly because again, short
of being in person and really able to read the body language and and hear the
inflections and the tone of voice and the style and all that, well, it really is
the next best thing in getting all of those messages across.

Plus, you're able
to cram in a ton of value and a ton of information very quickly.
For example, if picture is worth a thousand words, well, then a video might
be worth a million words because you're able to imply all sorts of different
nonverbal cues and again, all of those things that come down to style and tone
and pace and so on. Now, here's the funny thing with video, if you're not doing it
already, you probably know you should be doing it and even if you're already
doing it, you probably know you should be doing more. But, what is it that stops
most people from getting involved and really cranking out more video. Well, the
answer is pretty simple and it really comes down to this myth or this mistaken
belief that everything with video needs to be perfect. Now, this is understandable.
After all, we've sort of been raised and brought up watching really polished and
really perfected videos through TV shows and movies and basically, any kind of
media we see on the screen.

But things have changed and essentially, the
barriers to entry to creating video, have come way down and we're really kind of
tired and almost sick of overly polished and Hollywood type productions,
especially if they're coming from a business or from somebody that you kind
of want to engage with. In fact, in a lot of cases we've done a number of
different studies testing a really highly produced incredibly expensive
video against something shot with just an iPhone that really is pretty low
budget and when it comes to running them as ads against the target market, the
low-budget one often just absolutely destroys the really expensive high
budget one. Now, this isn't to say that there's not a time and a place for a
really beautiful really polished piece of video media.

But it shouldn't be the
obstacle. You shouldn't let perfectionism get in the way of you just really
getting out there filming something and publishing it. Plus, the other benefit of
video is that you can mess up a whole bunch of stuff and then just edit it out.
And nobody will ever know. Alright, and moving on to the fifth digital marketing
skill that you need to master is: Automation. And after all, there is so
much to do and so little time and this is where automation steps in as
a very valuable skill, both for yourself and for your own business. But also,
potentially to offer to clients or customers to help them automate some of
their business. Essentially, automation is the offloading or the delegation or
basically using tools and technology and software to take care of a lot of the
repetitive tasks that you don't need to be doing, probably shouldn't be doing, in
your business but that still need to get done.

What this means is that you're able
to get a whole lot more done, a whole lot quicker
and in fact, in some cases you're able to get a whole lot more done pretty much
instantly because the automation can be set up ahead of time to just run behind
the scenes and trust me, it's a lot faster than any human being could ever
hope to be. For example, in one of my marketing agencies, we can generate a
lead for a client using Facebook Ads, we can take that lead we can nurture them
with SMS and text and email and voice mail and essentially, start the
conversation from our end and follow up with a very strategic sort of automated,
follow-up sequence, right up until we get that response and then from there, it
gets even further automated so that we can nurture them again
and turn that conversation into a full-fledged client.

And we can do this
all on behalf of the client without the client needing to lift a finger, which is
magic. And that's the power of automation. It's essentially, like having a full
sales team or a full marketing team or a full appointment setting team or
whatever you need to do, working for you 24/7 365 all the time without you
needing to do anything once that initial work has been put in and the automation
is set up. But, even if you don't want to get that fancy with automation, it's
still a valuable thing to master and to incorporate into your business and you
can still use it to do some basic, but incredibly important things, such as
sending out automated email newsletters that go out whenever somebody downloads
your guide or buys one of your products. Automated re-targeting and re-marketing advertisements that follow someone around like a creepy stalker. Anytime
they visit your website, automated customer management that follows up with
customers and makes them feel cared for and looked out for. Even if it's a robot
doing it. And, people like robots anyway. Even automated grocery shopping which
yes, is not marketing related but it still saves me a ton of time.

The point
is, that using technology and automating repetitive and really often
boring process this can save you a ton of time and make
you that much more effective and efficient and really getting the work
done that needs to be done so you can get back to doing those high leverage,
really valuable activities that are going to drive your business forward. Alright, the next thing you're going to want to do is check out the video I have
linked up right here on 20 digital marketing tactics which is going to give
you a ton more great ideas to really drive your marketing forward. So make
sure to check that out now. Thanks so much for watching and I'll catch you
next time, on the Marketing Show. Points to consider when you're constructing an
irresistible offer is that you want to be selling a painkiller….

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