Select Page

Getting Your Digital Marketing Mix Right

Ensuring that you’re doing all that you can to get your digital marketing mix right depends on your audience mostly, as well as the product or service that you want to promote next. After all, there is no point in promoting anything to the wrong people in the wrong place. 

Your digital marketing mix consists of the various forms of content and the platforms you will use to get your message out. This mix depends on your audience and your goals. Let’s look at some potential goals and the answers to what marketing mix to use.

Increase Brand Awareness

Most people want to increase brand awareness. This could take place with a list-building campaign. You’ll need to use social media and content marketing to get your brand message out to the world. To ensure that you do this right, you’ll need to study your audience, know which social media networks they use, and what type of content they enjoy consuming.

You can use different forms of content such as video, infographics, memes, blog posts, and more. What type you use depends (as always) on your audience and the different types of content they are most likely to view – and not only that, react to by sharing and answering your calls to action.

Generate More Leads

One way to generate more leads is to buy ads. But, you can also generate leads organically through the content that you share with that goal in mind. Using the same research you gathered when you wanted to expand awareness, promote a freebie or “ethical bribe” to help you collect email addresses for your email list.

Your lead magnet (another word for your freebie) should be created in the form that your audience will want the most. It can be something easy like a checklist, cheat sheet or even a short course that is text based or video based. It’s up to you and up to your audience’s preferences.

Move Leads through Your Funnel

Once you capture a lead, you need the right marketing mix directed toward the people who have already joined your product funnel by getting your freebie. When they got the freebie, they had to sign up using their email address, so now they’re inside the funnel.

The messages you send should teach your audience about your offerings in such a way that makes them trust you enough to make the purchases moving through your funnel – until they’ve purchased most, if not all, of your products or services. Hint: Make sure one of your offers is a continuity program to increase lifetime customer value potential. 

Focus on Customer Retention

If your goal is customer retention, then you’ll need to create content for people who have already purchased from you. For example, if you have a membership program or mastermind that people can participate in continuously, you can retain customers by continuing to add enough content and interest for them to make them want to stay.

If you have moved most of your audience through your funnel, it’s time to create new products and services to help them so that they remain in your funnel. It’s easy to do this if you’re surveying your audience about their satisfaction level. At that time, you can ask them what else they’d like to see from you.

As you can see, getting the right marketing mix takes knowledge of your audience, your niche, your products and an understanding of your product funnel. The more you understand about these factors, the more successful you’ll be at getting your digital marketing mix right. 

Five Steps for Improving Profit Margins

Improving profit margins can make or break your business. After all, if you’re putting in a lot of work, have high revenues, but low profit margins, you will still have trouble staying in business. Following these steps to improve your profit margin will go far in helping you create the business of your dreams that allows you to live your dreams too. 

1. Create Systems and Processes

No matter what type of business you have, it’s imperative to have systems and processes in place for everything. Automate everything you can, outsource things that aren’t in your wheelhouse, and use the technology that is available to you to make everything simpler.

For example, having the right autoresponder plus autoresponder series is part of the process of nurturing leads, retaining customers, and educating your audience. 

Creating the right filing system on your computer so you can easily find things is also part of a system. If you do things the same way each time (and yes, you can improve it as you go), it’s going to make many types of tasks faster and more effective. 

2. Upsell and Cross-Sell 

Using that system, add upselling and cross-selling to every single product or service that you promote. Even if you are promoting someone else’s product or service, you can still offer additional value to them for making a purchase via content upgrades, prizes, and more. 

By increasing the average order total, you’ll increase your ROI exponentially. Be careful about adding too many, though. You may need to test it for your audience as each audience is different, but one or two and even three upsell offers can make a huge difference. 

3. Cut Low-Margin Products/Services

Track the numbers so that you can discover what you’re doing that’s making you the most return on your investment. If you have low-margin products and services that take a lot of time, ask yourself what would happen if you spent that time on the products and services that have a higher return. More than likely you could increase profits by simply switching efforts to do more marketing for the high-return items, and less for the low-return items.

4. Nurture Your Customers

When someone buys from you, they’re much more likely to buy from you again. Therefore, set up automation to sell new products and services to the people who have bought from you that you believe they need or will like. This doesn’t even take that much work if you really know your audience, your product offerings, and are good at finding other people’s products to fill in the gaps. 

5. Track Your Expenses

How many monthly fees do you pay for things that you really don’t use often? Automation and software are wonderful, but if you’re not using something, then it’s just a waste of money and an added expense that you don’t need. If you’re using it every day, and you’re seeing a good return on the investment, keep using it. Otherwise, let it go. 

Plus, tracking your expenses and matching them to the products they help you promote, will ensure you don’t have expenses on the books you don’t need and which are lowering your profit margin.