The Proven Process: Five Steps to Digital Marketing Domination

Speaker A: Welcome to Digital Marketing Domination, the Go to podcast for digital marketers. Each week we dive into proven digital marketing tactics, cutting edge tools, and real world case studies that help you dominate your market. This is your playbook for digital success.

Speaker B: Welcome to another episode of Digital Marketing Domination. Today we're going to do a digital deep dive. I'm your host, Jamil Zabaneh. And we're going to be pulling back the curtain on the exact process that my agency, J and L Marketing, uses to to help businesses not just compete, but really dominate. We call it our proven process, and it's built on five key stages. The first is target, followed by motivate, prepare, capitalize, and constantly improve. If you're serious about winning in digital marketing or in direct marketing, you understand how each one of these stages works and how they can connect to create that unstoppable momentum. So let's first start with stage one, which is Target. Most businesses think they really know who their customer is. They'll say things like, we want men between the ages of 25 and 55 who maybe have disposable income. That's not really knowing your customer, and that's not targeting, that's throwing darts blindfolded. What you want to do is you want to look at the deep data. That means not just guessing who might buy, but really analyzing those behaviors, those timings, those intent signals, who they are, what problems they're trying to solve right now, what channels do they use to search for their answers? When are they most likely to engage? So I'll give you some examples. Let's say you're a dealership, and two customers might look identical on paper. Same age, same income, same location. But one of them just had their lease to expire last month, and the other one doesn't plan on trading for another two more years. Targeting the wrong one waste budget. Targeting the right one drives profit. Some of our clients also struggle on where they should target. So let's say you're a retail center and your radius is Indianapolis. You know you want to pull anybody from Indianapolis, so you might draw the circle around Indianapolis. Again, that's throwing darts out there. What you should be doing is taking all of your active customers, plotting them out in a heat map and identifying the areas that you're pulling the most customers from. Because sometimes the easiest way to fish is where the fish are biting. So really, really dive into the data. Know what locations I should be targeting at, what, who my ideal customer is, do some Personas and create real world examples of my ideal customer. If it's digital marketing, what would they be searching for? Know your customer and the power is in the data. It's not just about finding people, it's about finding the right people at the right time with the right message. If you're going to do any direct marketing, how can you layer in the not only the data that you're pulling from your client, but other third party data sources? There's tons of great third party data sources that you can layer on top of your data that can tell you more information than your database would have. So start looking at using those third party datas to not only give you online and offline insights, but also to layer some of that data to create a more compelling offer and make sure you're targeting the right customer. Now, once you've identified your location, once you've identified maybe who your ideal customer is or what they would be searching for online, we have to understand how we're going to motivate that customer. That's key. So uh, a lot of times people have the exact same strategy to motivate people no matter what the goal is. So the goal should indicate what strategies or tactics that you're using. So for online advertising, when are we going to use paid search, when are we going to do display advertising, when are we going to do demand gen advertising, when are we going to use social media, when are we going to use OTT or video advertising? So you need to know who to target. Now we need to know how to motivate them. This is where a lot of businesses fail. They think motivation comes from shouting the loudest or throwing all their money into one channel. Maybe bigger discounts, flashier ads, more explanation points. But in today's market, people are bombarded with noise. Motivation doesn't come from shouting, it comes from connection. We use an advanced marketing strategy, deliver the right message across multiple channels. Search, social, video, email, even direct mail, all working together in an omnichannel strategy. That's the other key is making sure that if you're motivating, you're sending out that message, you make sure all of your messages align with that. So that way all you're doing is building credibility to that offer to that discount to that message that you're trying to get to your ideal customer. But the key isn't just being everywhere, it's about being relevant everywhere. Think about it. Someone searching on Google for maybe like a keyword search, oil change near me now needs a different message than somebody scrolling an Instagram at 10pm at night. If you serve that same Customer, the both the same generic ad, you lose. But if you tailor that message, convenience and price on Google versus maybe lifestyle trust on Instagram, now you're motivating people based on their mindset. In that moment, motivation is about answering one question. Why should they care right now? If you can answer that in marketing, you're going to win. A lot of times what we say is, what's in it for me? When you're sending out that message to that customer, you're crafting that email, that paid search ad, that display ad, does your message actually entail what's in it for the customer, or is it more about what's in it for you? Once we've identified our target audience with our deep data, and then we find out what channels we're going to use and how we're going to motivate that customer to come in. Let's prepare them. This step is what a lot of companies overlook. They launch campaigns without really, truly preparing, and they wonder why things fall apart. Leads start coming in and, and no one even knew the messaging that we were sending out. So they weren't really prepared for that to be able to capitalize off it. Preparation means building a campaign from the ground up with clarity. Who's responsible for what? What's that timeline? What's the creative flow? What tracking is in place so you could send out the greatest campaign. But at the end of the day, if you don't have tracking set up to prepare for success, you're not really going to know how to track, measure, and improve what happens after a lead comes in. We manage this all for our clients so that they can focus on what they do best, which is selling. But for you, and if you're going to be doing this in house, you really need to make sure that you have all of this documented and in place before you even launch the campaign. Here's the truth. Marketing isn't just about leads. It's about making sure that these leads don't slip through the cracks. Preparation is where you build the system to catch every opportunity. And when that system is dialed in, success stops being random and it starts being predictable. Now stage four is capitalize. Opportunity means nothing if you don't maximize it in business. A lot of times businesses don't have a leads problem. They have a sales problem. And they have a sales problem because they didn't prepare and, and they didn't capitalize on this. I've seen many businesses spend thousands generating leads only to let those leads die because their sales team wasn't Ready or their follow up was weak. Capitalization is more your turn potential into profit. Are your people trained? Do they have the tools? Do you have the follow up workflows that nurture prospects over time? Now with AI, this makes it so much easier. Are we prepared for questions that customers are going to have, objections that customers are going to have? What's our response time when customer leads come in after hours? When leads come in, what are those automated emails going to look like? Are they all going to be the same for every customer? Or when leads are put in and there's a dropdown menu, are we going to have a different workflow? Think about it. Most leads don't convert after day one. It doesn't happen right. A lot of times you have to continually work these leads. So you need multiple touches, some need education. A lot of customers are just looking for information. So in the automotive industry they're wanting additional pictures, they're wanting to know more about the CarFax, the service history of that vehicle. In the B2B world, they might just be wanting to gain information in terms of your pricing. When could you turn this around? Someone needs trust. If you go after the low hanging fruit and ignore the rest, you're leaving a fortune on the table. It's easy for us to just focus on, well, we got 30 leads and five of them are great. So we're going to work those five really hard. And the other 25, ah, we'll just send them over the information and if they have any other questions, they'll reach out to us. Capitalization is about extracting the maximum ROI for every dollar spent. We give our clients the tools, the scripts, the automation, everything that they need to make sure that the opportunity is wasted. And when you're in your own business, you want to do the exact same thing. Now one of the most crucial steps is track, measure and improve. Because every campaign we should be looking at the results. We, we should be tracking and measuring it and then we shouldn't be improving upon that because then it starts back at the data side again. Here's the biggest lie in marketing. Set it and forget it. That doesn't work anymore, if it even ever did. Every campaign gives you data, click through rates, conversion rates, cost per lead, data, sales, velocity, all of this tells a story. The companies that truly dominate are the ones that listen to that story and make adjustments and get better every single time. Give you an example, we have a client that spends a ton of ad dollars over a million dollars a month and they added to that budget and the first five to 10 days, we saw better results in some areas and worse results in other. If we would have just stayed status quo with our campaigns based off of the years of data, over the next two to three months, they would see declining results even even though they added additional ad spend. So we're constantly having to press the reset button, track measuring and improving and saying, okay, well we now have new data. How are we gonna improve the results? And it starts again with that target. Then it goes back to the motivate, then it goes back to the prepare. In my agency, improvement isn't an afterthought. It's baked into the process and should be at your organization, uh, as well. Every campaign that we run gets analyzed. What works, what underperforms, what we can tweak to drive even better results. Improvement is the difference between a, uh, one hit wonder and we've all had those marketing campaigns and being a market leader, it's how you evolve. It's how you go from competing to truly dominating. So let's recap. We want to target with precision. We want to identify and use online and offline data to make sure that we're targeting the right customers at the right time in the right locations. We want to motivate with relevant offers and or relevant copy. We want to prepare with clarity. We want to capitalize with discipline, and we want to improve with consistency. That is the proven process. That's how J and L Marketing, my agency, helps businesses from stop guessing, stop wasting money, and start dominating their market. If you want to take your marketing from chaos to control, from average to unstoppable, this is your process roadmap. Thank you for joining me for another episode of digital marketing domination. If you got value from today's episode, make sure to subscribe, share it with a colleague, and connect with me on LinkedIn. Until next time. Remember, don't just compete, dominate.

Speaker A: If you're looking to elevate your marketing strategy, then J and L Marketing is here to help with our proven process. We kickstart your online online analysis, build tailored campaigns, and provide personalized weekly updates to ensure your marketing goals are met.