Before we dive into the second way to assume power in your business, let’s revisit Part 1. 

Who informs your marketing strategy? 

YOU, with your carefully curated strategy informed by data and deep knowledge of your brand and audience? Or any of the 3 Cs below? 

• Competitors: Their advertising and digital presence and seemingly never-ending budgets consume the landscape.
• Colleagues: Their tried-and-true proven tactics or lessons learned.
• Customers: Their calls, requests, and ideas. 

Considering any of the above is not bad, in fact, it can be very wise! However, listening quickly becomes devastating if it lends to their running our business or marketing department. 

It’s time we move from defense to offense, sitting in the driver’s seat rather than allowing any of the 3 Cs to control. 

It is one thing to learn from and entirely another to be controlled by. 

In Part 1, we explored how knowing what we want is critical to regaining power.

1) Knowing what you want protects the bottom line.

2) Knowing what you want protects you from the 3 Cs. 

3) Knowing what you want protects you from running on auto-pilot.

You can read Part 1 here; in the meantime, let’s dive in! 

How to Regain Control of Your Business: Knowing Who You Are

Vertical alignment is a favorite concept of mine, coined over the last two years throughout my personal journey of knowing self. 

Consider the diagram below.

Vertical alignment is the state of internal being centered with who you are at your core. 

Horizontal alignment is the state of external doing engaged with the world around you.

In a state of vertical alignment, your business operates from its core center, predicated on its mission, values, and brand. It is authentic and confident and cuts through the noise because it is entirely unique from every competitor in the market. 

From this vertical alignment, your business is positioned for horizontal alignment to fulfill the integrity of its intended services, instituted processes, and promised results. 

A strong brand is not only differentiated in the market by its vertical alignment but delivers consistently and reliably in terms of its products, offerings, and services and also in terms of the customer experience by its horizontal alignment. 

Let’s examine what knowing who you are looks like in application, as well as some habits to implement with your team to strengthen vertical alignment. 

1) Knowing who You are Protects You from Horizontal Voices. 

The strength of “Who We Are” predicates the ability to maintain vertical alignment when something threatens your stability. When a colleague proposes a tactic that is not aligned with your values. When the customer comes calling with ideas that will knock you off course as bandwidth is limited or the budget is tight. 

I was on a call with a gal from my Mastermind when I mentioned a retreat I am excited to launch in the coming months. 

I shared that I was considering its positioning, given its curriculum is rooted in emotional intelligence (EQ) to inform personal brand development. The retreat serves C-Suite, but as EQ is not a common conversation among this audience, I was considering the best positioning. 

She advised, “Sell them solely on the business aspects, and then sneak attack with the EQ when they’re at the retreat!” 

At first blush, it sounds reasonable. After all, there’s a reason why the phrase, “Sell the people what they want, give them what they need,” is popular.

Horizontal advice and counsel can produce a wealth of knowledge. However, we must always approach the horizontal landscape – the external – powered by vertical alignment – centered internally with the core of who we are. 

Upon considering my values of who I am and the vision of what I want for this event, I realized the lack of transparency is not in alignment with my values nor setting the right expectations for the experience.

Sure, maybe I would get more sales; however, my bottom line — what I want — is not just sales. I want transformation on an emotional level. I want C-Suite execs to leave powered from a place of emotional intelligence to decrease decisions made out of alignment with who they are or executing tactics rooted in guilt, not vision. 

Ultimately, one of my core values is authenticity, and I must make business decisions accordingly. 

2) Knowing who You are Protects You from Reactivity.

Operating from vertical alignment maintains focus on the bottom line and the strategy to achieve it. From this position, you are protected from reacting to the horizontal pressures of the 3 Cs: Competitors, Colleagues, and Customers. 

This does not mean you do not adjust tactics or learn. 

However, your approach to adjustments is proactive direction, not reactive deviations. To do this, consider the following questions:

First: How does their (any one of the 3 Cs) tactic measure against my proven track record of success?

If your colleague promotes adding newsletters to your strategy, lean in and ask, “Why?” 

• What are their outcomes? 
• What metrics are they tracking for success? 
• What is their bottom line against yours? 
• How do newsletters fit into their strategy and stage(s) of the customer journey? 

Always consider your historical track record of success first and foremost. 

Have you tried newsletters in the past? Is their audience different from yours? Why are newsletters good for them when they did not prove profitable for you? 

Operate with your head up and your eyes open. 

Maintain focus on your bottom line and ask questions. Revisit your data, and don’t just take their word for it. 

2. Am I allocating time in my schedule?

I had coffee with the former CEO of Jiffy Lube, who built the empire that it is today. 

He could not emphasize more how critical it is to allocate time for thinking. Just being — not doing — and thinking about your business or department. 

Especially for senior leaders or business owners, but even still for junior staff. 

The time and space to be fosters creative thinking, new ideas, and energy. Some of my best campaigns are conjured on a walk or in the shower. 

Kasim Aslam, founder of the world’s #1 Google Ads agency and a dear friend of mine, is a machine when it comes to hacks and habits. He encouraged me to take an audit of my calendar over the last 30 days to assess how I spend time. 

“Create three buckets,” he said. “Organize them by the following:

• Tasks that Generate Revenue
• Tasks that Cost Me Money
• Tasks that Didn’t Earn Anything”

He and I chatted after I completed this exercise, and I added one to the list: Tasks that are Life-Giving. 

Friends — if we are running empty, exhausted, or emotionally depleted, our creative and strategic wherewithal will be significantly diminished. We are holistic creatures and, therefore, must nurture our mind, body, soul, and spirit to maintain optimum capacity for impact. 

I shared this hack with a friend of mine. Not only did she identify meetings that were costing her money and thus needed to be eliminated, but she also identified that particular meetings could actually turn revenue-generating! She spent a good amount of time each month facilitating introductions; now, she is adding Strategic Partnerships to her suite of services. 

ACTION: Analyze your calendar’s last 30-60 days against the list above. 

Include what is life-giving! 

How are you spending your time? What is the data showing you? Are you on the path to achieving what you want and living in alignment with who you want to be?

Share with your team or business partner for the purpose of accountability, and implement practical changes accordingly. 

Finally, remember: If you will not protect your time, no one else will. 

3) Knowing who You are Protects You from Lack. 

“What are you proud of?” someone asked me last year. 

“Nothing!” I reply too quickly. “I know I’m not living up to my potential or operating in the full capacity I could be.” 

They looked at me in shock. “You need to read The Gap And The Gain.”

I silently rolled my eyes.

I already knew the premise of the book, or I thought I did. I mused: My vision is so big, and I have so much to accomplish. The thought of solely focusing on “my wins” sounded like an excuse to abdicate personal responsibility. 

But I acquiesced. 

The premise of this book is to measure one’s self from where they started and the success from that place to where they are today — the gains — rather than from where they hope to get and the seemingly never-ending distance — the gap.

Ultimately, Dr. Benjamin Hardy and Dan Sullivan encourage changing perspectives to assign success, considering the starting point rather than the destination.

The book opens with the following story:

Dan Jensen was an Olympic speed skater, notably the fastest in the world. But in each game spanning a decade, Jansen could not catch a break. “Flukes” — even tragedy with the death of his sister in the early morning of the 1988 Olympics — continued to disrupt the prediction of him being favored as the winner. 

The 1994 Olympics were the last of his career. He had one more shot.

Preceding his last Olympics in 1994, Jansen adjusted his mindset. He focused on every single person who invested in him, leading to this moment. He considered just how very lucky he was to even participate in the first place. He thought about his love for the sport itself, all of which led to an overwhelming realization of just how much he had gained throughout his life.

He raced the 1994 Olympic games differently, as his mindset powering every stride was one of confidence and gratitude — predicated on the gains rather than the gap in his life. 

This race secured him his first and only gold medal and broke a world record, simultaneously proving one of the most emotional wins in Olympic history. 

Friends, knowing who we are on the personal and professional level, can protect us from those voices of shame or guilt that creep in. 

PERSONAL ACTION: Create two columns. On one side, create a list of where you were when you started your business or your position at your company. Include skills and networks and even feelings about where you were in life. On the other side, outline where you are today. 

Look at how far you’ve come. 

COMPANY ACTION: Implement a quarterly meeting to review the past three months. Where did you start? Where are you now? 

Celebrate the gain!

Only from this place of gain mindset, can you create goals for the next quarter predicated on where you are today.

Ultimately, my hope for you is that you deliver exceptional and memorable experiences laced with empathy toward the customer (horizontally aligned) yet powered by the authenticity of the brand (vertically aligned). 

Aligning vertically maintains our focus on the bottom line and powers horizontal fulfillment. 

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Granted, there will be strategic times and seasons for adjustment; however, these changes are to be made on the heels of consulting who we are as a brand — not in reaction to the horizontal landscape of what is the latest and greatest in the industry. 

In Conclusion…

Taking back control of your business and marketing strategies requires a conscious effort to resist external pressures and realign with what you want and who you are.

Final thoughts as we wrap up: 

First, identify the root issue(s).

Consider which of the 3 Cs holds the most power: be it competition, colleagues, or customers.

Second, align vertically.

Vertical alignment facilitates individuality in the market and ensures you — and I — stand out and shine while serving our customers well. 

Third, keep the bottom line in view.

Implement a routine that keeps you and your team focused on what matters most, and then create the cascading strategy necessary to accomplish it. 

Fourth, maintain your mindsets.

Who You Are includes values for the internal culture. Guide your team in acknowledging the progress made along the way and embracing the gains to operate from a position of strength and confidence.

Fifth, maintain humility.

I cannot emphasize enough the importance of humility and being open to what others are doing. However, horizontal alignment must come after vertical alignment. Otherwise, we will be at the mercy of the whims and fads of everyone around us. Humility allows us to be open to external inputs and vertically aligned at the same time.

Buckle up, friends! It’s time to take back the wheel and drive our businesses forward. 

The power lies with you and me.

The post 2 Ways to Take Back the Power in Your Business: Part 2 appeared first on DigitalMarketer.

As I considered the topic that would best serve entrepreneurs, business owners, and marketers alike — all of whom I am — I mused over what I needed most throughout the last year. 

I needed to take back control of my business. 

And I am charging you to do the same. 

While I have provided two strategic ways to do so, the first outlined below and the second outlined in this blog post, it is critical that we first identify the root issue. 

Why are you and I not operating in the driver’s seat of our marketing and/or businesses? 

Three fundamental core challenges come in the form of 3 Cs: Competition, Colleagues, and Customers.

Who Are You Listening To?

1. Competition

We know the feeling all too well.

We feel a pit in our stomach or a slight racing of the heart when our competitors’ ads or organic content seem to be taking over social media and the internet: Google Ads, YouTube, TikTok, newsletters, LinkedIn, programmatic…

And don’t forget traditional advertising.

Especially if you are in the home services or specialty services spaces where direct mail is 100% where you need to be, but don’t forget the QR code and UTMs and unique landing pages and geotargeted ads and email nurturing sequence for a holistic approach. 

Our competition’s budget appears never-ending, and their marketing team must be fantastic. 

Is theirs the strategy we should adopt, deviating from our carefully charted course agreed upon at the outset of the year?

2. Colleagues

Or perhaps it’s that of the peers in our Masterminds or networking groups or online communities. 

After all, within these groups resides a wealth of knowledge and expertise, tried-and-true insights, and wins. I am guilty as charged — my talk at T&C 2024 was chock-full of recommendations guiding marketers on their path to generating over 800% ROAS…
Should our marketing strategy or business’s bottom line deviate then?

3. Customers

Oh! But the power of our customers…when their phone call just after 5:00 PM because they saw their competitor’s ad and want to change course. 

Or when our customers’ higher-ups ask why you didn’t generate enough leads last month and how the bottom line is threatened if we don’t do something fast.

And how they joke about your job being on the line if numbers don’t change.

Do any of these resonate? 

If you are a human with a soul that cares about your business, team, and customers, I anticipate your hand is raised alongside mine. 

Friends, it is time we unbuckle the seatbelt of the 3 Cs and graciously escort them out. 

It’s time for you to regain control.

How to Regain Control of Your Business: Knowing What You Want

I cannot tell you how many times my question, “What do you want?” is met with blank stares. 

Such a simple question with such significant ramifications. 

To assume control, we must know what we want for the following three reasons.

1) Knowing what you want keeps you focused on the bottom line.

So many of us fail to regularly take stock of where we are actually going. 

Our heads are down, focused on tasks before us, rather than heads up, looking to the finish line yet equally aware of how our strategies today are or are not moving us closer to that target. 

With our heads down, the focus is on the key performance indicators (KPIs) of the necessary activations to achieve the bottom-line goal rather than the focus being on the goal itself. 

The trick is maintaining clarity of the goal and bottom line to then inform the strategic direction.

EXAMPLE: The Knowing Agency serves as fractional CMO for a waterproofing company. A major — colossal, even — KPI is lead generation. 

This KPI is obviously important because you need leads to get customers.

However, in 2023, our lead count was down significantly. 

With the 3 Cs close at hand, I questioned myself: Am I leading the team in the wrong direction!? 

We must be willing to ask tough questions and pursue the truth, even if it may prove that we are heading in the wrong direction — especially then! 

For we must first know the truth to then be changed by it. 

But I had to zoom out in order to know. 

With the bottom line as the primary focus, I then considered the KPI. 

When we zoomed out and measured that KPI in light of the bottom line, revenue, rather than as a standalone metric, we actually saw a significant increase in overall revenue and profits despite a lower lead count.

This means that while we were driving fewer leads, they were much more qualified, hence driving higher revenue.

My question for you is: Do you know what you want? 

And do you know your bottom line goal and the KPIs necessary to get there?

2) Knowing what you want protects you from the 3 Cs. 

The bottom-line goals of your company or department serve as guardrails to keep you on the straight and narrow when one of the 3 Cs comes calling. 

Protection from Competitors: Their bottom line could very well be entirely different from yours. Perhaps you seek to expand into a new region and must allocate funds by cutting budgets on top-of-funnel brand awareness tactics. Yet your competitor is dominating TV. Don’t deviate; your bottom line is at stake. 

Protection from Colleagues: Perhaps your bottom line is similar, but your target audiences are different. They are finding wild success with newsletters reaching an older demo while your audience is highly engaged with podcasts. Yes, perhaps explore newsletters, but not at the expense of your engaged audience on your podcast. 

Protection from Customers: Hopefully, you both have the same bottom line! However, when my client called with concerns about the KPI of lead numbers, which is indeed important, my ability to maintain focus on the bottom line guided their right thinking about what matters most: Revenue. 

Protection from the 3 Cs does not mean turning a blind eye or ignoring what is working for them. But it does keep your bottom line as the chief focus.

3) Knowing what you want protects you from running on auto-pilot.

Knowing what you want maintains momentum and breathes energy into tasks that otherwise would be monotonous.

Lead yourself or your team in revisiting the vision for the company regularly.

Nine-to-five employees increasingly seek to align with impact-driven organizations, and keeping the transformation the company aims to procure top-of-mind will drive motivation.

The transformation is always emotional, even surrounding a product or service.

EXAMPLE: Returning to the waterproofing company our team supported. Waterproofing a basement transforms the customers’ emotional states from one of anxiety or worry into one of peace or assurance. 

What once was: We are a waterproofing company servicing homeowners in Destin, Florida, for 54 years. Trust our team to waterproof your basement! 

Turns into: Our company cares for your family. Our company preserves homeowners’ greatest investment. Our company, ultimately, protects your home, which is where life happens. 

Suddenly, a waterproofing company has empathy.

Just like that, we are serving families and homes, not just servicing a basement.

But before you can truly know what you want, you first have to know who you are.

Head on over to Part 2!

The post 2 Ways to Take Back the Power in Your Business: Part 1 appeared first on DigitalMarketer.

The digital marketing software market is valued at $60.3 billion. And it’s expected to grow at a compound annual growth rate of 15.5% over the next decade.

With a plethora of digital marketing tools in the market, choosing the right ones can be a daunting task.

However, it’s essential to invest in the best tools to enhance your digital marketing efforts and help you stand above the inevitable competition from your peers.Competition is a significant challenge for 27.1% of digital marketers today, as revealed in a survey conducted by Influencer Marketing Hub.

So which tools should you use to get an edge? 

You don’t need to spend time researching the best tools. In this article, I’ll introduce you to five digital marketing tools that can boost your efforts and give you an edge over the competition.

5 Digital Marketing Tools to Drive Better Results

Here are five digital marketing tools that address different areas of digital marketing. 

They range from tools that enhance website speed to ones for improving landing pages and enhancing overall user experience.

1. TinyImage

TinyImage is one of the digital marketing tools you need to invest in. It’s an image compression tool that reduces the size of your PNG and JPG images online by over 75%.

You don’t have to worry about the security of sensitive image files as well. TinyImage uses a secure 256-bit encrypted SSL connection. It also deletes your images within a few hours of uploading them.

How can TinyImage improve your digital marketing ROI? 

Larger-sized images take up a lot of bandwidth, which slows down loading times for your visitors.

Research by Digital.com shows 21% of online shoppers are dissatisfied by slow-loading pages. Half will abandon their shopping cart if a page fails to load fast enough.  

This app is most helpful for agencies that provide custom app development services. It helps them to compress images in a few seconds and convert apps into fast loading for their clients.

Use TinyImage to:

• Compress images without losing image quality
• Compare the file size of the compressed images to ensure you have the optimal file size
• Save time by compressing multiple images at a go

Price

• Free

2. Sprout Social

Sprout Social is one of the best social media marketing tools in the market. It helps you manage all aspects of your social presence.

You can analyze the performance of your posts and Reels to find the best Instagram Reels to embed on your website. Also, you can also monitor your competitors, manage conversations with your audience, and plenty more.

Sprout Social boosts your social media marketing efforts. And according to research, effective social media marketing results in higher sales for 55% of businesses.

What you can do with Sprout Social:

• Analyze the performance of your campaigns and get insights into areas of improvement
• Uncover current trends and opportunities to engage with your target audience through social listening
• Schedule and publish posts across multiple platforms

Price

• Standard: $249 per month
• Professional: $399 per month
• Advanced: $499 per month

Enterprise: Custom

3. Zendesk

Customer support plays a crucial role in creating a better customer experience for your e-commerce store and optimizing your digital marketing efforts.

And Zendesk is one of the best tools you can use to ensure provide personalized customer support.

It’s AI-powered AI chatbot, live chat, help desk ticketing system, and other solutions help you provide instant and right customer support.

Why is it one of the best digital marketing tools to boost your ROI? 

Zendesk has helped generate numerous leads, sales, and signups for its customers with its low-cost ownership offers.

How Zendesk can help your business achieve better marketing results:

• It offers an AI-powered chatbot and live chat that answers instantly to customers’ questions.
• It offers the right reporting and analytics software that help you get real-time insights for your business.

Price

• Free: $0
• Starting: $19 per month
• Suite Team: $55 per month
• Suite Growth: $89 per month
• Suite Professional: $115 per month

Suite Enterprise: Reach out to them

4. Ahrefs

Keyword research tools are important for any digital marketing strategy. And Ahrefs is one of the best there is. It’ll help boost your SEO strategies to improve your website’s visibility and ranking in SERPs.

It’s not just a keyword research tool, but an all-in-one SEO toolset that analyzes the ranking difficulty of keywords, simplifies backlinking, and more.

You can use it to scan your website for technical and on-page SEO problems that may be holding back your ranking.

Ahrefs also lets you keep tabs on keywords your competitors are ranking for and get insights into the SEO strategies they are implementing. 

Additionally, you can use it to get content ideas that have the potential to draw traffic to your site and find link prospects from a database of over 14 billion web pages.

Ahrefs also provides access to other free digital marketing tools like a backlink checker and AI writing tools

What you can do with Ahrefs to boost your digital marketing ROI

• Find keywords for YouTube, Amazon, and Bing and generate additional keyword ideas using AI to reach a wider audience
• Find backlink prospects to increase your SERP ranking and enhance your credibility
• Visualize your SEO progress using interactive graphs

Price

• Lite: $99 per month
• Standard: $199 per month
• Advanced: $399 per month

Enterprise: $999 per month

5. Hotjar

Google has clearly stated that it rewards content that provides a good page experience. Hotjar is one of the best digital marketing tools you can use to gain insights on ways to improve user experience and also optimize your store for conversions.

It provides heat maps that you can use to see your website visitors’ activities and identify friction points. The heatmaps show you how your visitors move, click, and scroll.

You can also compare user behavior across different devices using Hotjar to identify opportunities to increase conversions.

And if you serve video ads on your website or any other type of ad, you can conduct surveys and collect feedback from your customers to learn how they’re affecting their user experience.

What you can do with Hotjar to improve your ROI:

• Watch full recordings of your visitors’ journey on your site to find and fix user experience issues
• Access all user data from a single dashboard, including feedback, metrics, and session recordings
• Automatically generate relevant surveys using AI and get automated summary reports of the responses

Price:

• Basic: Free
• Plus: $39 per month
• Business: $99 per month
• Scale: $213 per month

Start Leveraging the Best Digital Marketing Tools Today

Leveraging digital marketing tools is crucial if you want to enhance your ROI. And these are the 5 best tools available in the market that you can use.

They all serve different aspects of digital marketing but with similar goals—improving audience engagement, driving conversions, and maximizing your marketing efforts.

Go ahead and give them a shot to take your digital marketing efforts to the next level and boost your ROI.

The post 5 Must-Have Digital Marketing Tools for 2024 to Skyrocket Your ROI appeared first on DigitalMarketer.

Imagine a world where Sherlock Holmes has the sharpest mind but no intriguing mysteries to solve. Or Iron Man without his tech-suit. They are simply incomplete without one another. 

In the same way, lead generation is the lifeline of businesses. Without a consistent inflow of customers, even the best business idea will fail to flourish. And you don’t want that, do you? 

This is where we come into the picture. Today, we bring you the top 10 lead-generation strategies that work like a charm in 2024. Each one, when done right, can help you achieve your goal without any difficulty.

So, let’s jump right into it!

1. Content Marketing

7.5 million blogs are published each day. There is a reason why more and more businesses are jumping on the content bandwagon.

This is because the content is just not the king but the entire kingdom! And if you look at it, truly look at it, you will know how true the statement is.

Content is everywhere. From the billboards to radio ads and pop-ups and more, there is no escaping it. But when you have enticing content by your side, that’s a whole other story.

Content marketing goes beyond promoting products. When done right, it helps provide information that solves problems or addresses the needs of your audience. Inclusive content plays a pivotal role here, as it ensures that diverse voices and perspectives are represented, resonating with a broader audience and fostering a sense of belonging.

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When you consistently deliver quality content, you can position yourself as an industry authority. This is super crucial because it helps you stand out and build trust and loyalty among your audience. This trust is a key factor in lead generation.

Why? 

At the end of the day, potential customers are more likely to consider and choose a brand they perceive as knowledgeable and reliable. It is seen that companies that post 15 blog posts a month generate almost 1200 new leads per month on average.

When it comes to content marketing, the sky is the limit. From blog posts to infographics, content marketing serves as a powerful tool.

2. AI and Personalization

Have you ever noticed Amazon telling you when your favorite product is back in stock? Or Maybe you receive an email from your favorite store with a whopping discount just because they miss you.

So, how does this make you feel? It feels incredible, doesn’t it? This is the beauty of personalization. And they leverage AI to run the personalization process.

Now, put yourself in the shoes of an ecommerce store owner who deals with hundreds of consumers every day. Personalization becomes a bit difficult, understandably. But what if AI could help you out?

Unlike putting in manual efforts, AI uses advanced algorithms and data analysis, which intelligently predicts user behavior and customizes your approach to offer your audience a unique and engaging experience.

This personalized approach not only captures attention but also establishes a deeper connection with potential leads. In fact,  89% of marketers say that personalization fetches them positive ROI.

By understanding and responding to each customer’s needs, AI personalization makes conversion an easy possibility.

Whether it’s recommending relevant products, delivering targeted messages, or predicting user intent, AI makes every interaction meaningful.

And 2024 is a tech-savvy era. With so many OpenAI development companies assisting businesses create their own generative AI model, there is no shortage of tools that can be used for personalizing communication throughout the customer journey. So instead of shying away from technology, it’s high time that you embrace it.

3. Social Media Marketing

From the time of its inception, social media has changed the way we humans communicate and consume content. Today, 66% of marketers generate leads from social media by spending only six hours per week on social media marketing.

Platforms like Facebook, Instagram, and LinkedIn hold so much potential. The key is to come up with a well-structured marketing campaign plan and have engaging content that fully resonates with your audience.

When you come up with a consistent and interactive approach, it builds brand awareness and trust where you easily convert social media users into potential leads.

With social media lead generation tactics, you can check how your content plan is fairing with in-depth insights through analytics. It lets you tweak your approach as you go.

4. Free Demo

Picture this. You are looking to explore a new tool. Everything sounds good on paper but something is holding you back. At the same time, the competitor with similar features offers you a free demo. Which is more enticing? The free demo one right?

Offering product or service demos is a potent lead-generation strategy. It offers firsthand experience, which lets potential customers interact with your offering.

You no longer have to go on and on about how great it can be. Instead, your consumers can go through its functionality to see if it aligns with their requirements.

Remember, with free demos, you are engaging prospects in a practical, immersive way. Demos cut through all the noise and make a lasting impression.

5. Email Marketing

Don’t shun email marketing just because it has been around for quite some time now. It is still powerful and going strong in 2024. It generates $42 for every $1 spent.

Email marketing makes use of targeted campaigns to nurture potential customers. However, plain old boring emails won’t cut. This is the era is all about being different. Don’t hesitate to experiment if you must. The end result must be alluring and personalized messages that solve the specific needs and pain points of your audience.

Strategic segmentation is a must to make sure that each email resonates with its intended audience.

Most importantly, don’t forget to implement calls-to-action and exclusive offers to push your audience to take the desired steps to move them through the sales funnel. Consider incorporating engaging email newsletters to regularly deliver valuable content and updates, nurturing your relationship with subscribers. Again, don’t create emails for the sake of it. Analyze metrics and fine-tune your approach as you go.

6. Search Engine Optimization (SEO)

Your website and SEO go hand in hand. When you amplify your website content, meta tags, and backlinks, you are taking care of SEO. These efforts are rewarded by elevating your online visibility. This is the first step to conversion.

This visibility captivates organic traffic and can convert casual browsers into potential sales leads. Keyword optimization is still a strong SEO tactic in 2024 that aligns content with user intent. This is super crucial to strike a connection between your brand and your target audience.

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As your SEO efforts start making a mark, your website ranking starts climbing upward and soon reaches the first page. However, it is important to be patient with SEO as it can take at least six months.

7. Paid Ads

As aforementioned, social media is a powerful lead-generation strategy. However, if you are looking for quick results, paid ads are incredible.

50% of people arriving at a retailer’s site from paid ads are more likely to buy than those who came from an organic link.

Paid ads are like a shortcut that lets you reach specific audiences with precision and in no time. Platforms like Google Ads, LinkedIn Ads, Instagram Ads, and Facebook Ads offer robust targeting options.

Additionally, tapping into ad networks such as the Google Display Network or Twitter Audience Platform expands your campaign’s reach across a wide array of websites and apps. What does this mean? It’s simple. Your message reaches users interested in your products or services.

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But paid ads are no magic. It is all about the strategy and efforts you put into it. With careful keyword selection and demographic targeting, paid ads maximize visibility.

The beauty of paid campaigns is that they generate likes in its immediacy. It offers quick results, which drives potential leads to your website or landing page. 

The best part is that you can keep an eye on the metrics and adjust campaigns in real time. You can leverage an AI Ads generator to create compelling ads that will get you better results.

8. Chatbots

Chatbots can be your secret weapon when it comes to lead generation. Why? Because they provide instant and personalized interactions on websites.

As mentioned earlier, we live in a tech-savvy world. So, an AI-driven virtual assistant can engage visitors, answering queries, and guiding them through the initial stages of the sales funnel.

Your AI assistant can also collect user data and preferences. The immediate response and 24/7 availability can improve user experience. After all, if someone is there for you whenever you need them, it just makes you feel good!

9. Influencer Marketing

The influencer marketing industry is now at $21.1 billion, and it has only seen upward growth since it became popular in the recent decade. So, in this era when everyone relies on social media, influencers can help you reach your goals quite effortlessly.

Here, you partner with influencers whose ideologies resonate with your brand value. You use the trust and credibility these influencers have built within their niche and tap into their established audiences.

For instance, let’s say you are a skincare product. You can collaborate with a well-known influencer for an authentic endorsement. This type of social proof can do wonders.

By strategically partnering with relevant influencers, you can generate high-quality leads who are already interested in your products or services, making influencer marketing a powerful tool for B2C lead generation.

10. Webinars

When it comes to lead generation, webinars may be the last thing on your mind. But it’s time to give this idea some merit. 89% of marketers say that webinars perform better than other channels when it comes to producing qualified leads.

One of the reasons why it strikes the right cord is because it combines education and engagement. Hosting webinars positions your brand as an industry authority. When the quality of your webinar is high, it helps attract a targeted audience looking for valuable insights.

During your webinar, make sure you address queries in real-time. This instantly creates a direct and personal connection.

Also, attendees willingly provide contact information to access the event. It helps you with a set of engaged prospects for post-webinar follow-ups.

Bonus: Use Q & A Platforms Like “Quora”

Quora has over 300 million monthly visitors. You might have logged in too in search of a solution. We all do. However, the platform is still underestimated in marketing circles.

If you are wondering how Quora can help you, well, it helps businesses understand the audience’s problems by providing a space for users to pose questions and seek answers.

Let’s say, you are an agency. You come across a question about content marketing. Now, avoid fluff and advertisement-like content at all costs. Instead, be genuine and write authentic answers. In the end, direct users to your website. Do it strategically to convert a Quora user into a qualified lead.

Final Words

As a business owner, you already know how crucial lead generation is for you. But the key lies in choosing the right set of strategies that align with your business needs.

Remember, what works for business X may not work the same way for business Y. Lead gen is never a one-size-fits-all solution. That said, when you implement the top tips we have discussed in the above article, you are bound to make a mark.

The post Mastering Lead Generation in 2024: 10 Strategies to Propel Your Business Forward appeared first on DigitalMarketer.

Launched in 2005, YouTube now stands as the second largest search engine after Google.

Almost 2.7 billion people use YouTube worldwide every month and 87.7% of those users access it on their mobile phones.

Owing to the large number of video content available on the platform, you want to ensure that yours stands out.

To make it happen, you need to master effective content creation tips, use fantastic lighting, and invest in powerful video editing software.

There are tons of editing tools on the market that promise amazing results. 

To help you cut through the noise, I’ve curated a list of the 4 best YouTube video editing software.

Whether you’re a beginner or a pro, there’s something for you. Keep reading.

1. Movavi Video Editor

Top on the list is the Movavi Video Editor, one of the best YouTube video editing software for beginners.

It enables you to create compelling videos using advanced tools like audio correction, motion tracking, and chroma key without requiring any technical knowledge.

Additionally, you’ll find several ready-made YouTube intro videos and a large library of background music and audio clips.

Although the user interface is easy to navigate, Movavi still provides video tutorials to make you feel confident while editing.

Movavi runs on Windows (versions 7 to 11) and Mac OS X (10.15 or higher).

Key Features

• AI background remover: Replaces backgrounds without a green screen
• AI motion tracker: Sticks effects and images on moving objects
• Precise frame cuts: Makes cuts with precision and attention-grabbing montages in one click
• Color correction: Boosts colors so viewers can stay glued to your YouTube channel
• Overlay effect: Offers 13 blending modes to create professional-looking videos
• 4k resolution: Saves videos in ultra-high quality form
• YouTube Integration: Saves you time by sharing videos directly to YouTube

Pricing

Movavi offers a generous free plan and three paid plans with different sets of features. Here are the prices for various plans it offers:

• Free
• Video Editor: $49.95/year
• Video Editor + Effect Packs: $155.95/year
• Video Suite + Effect Packs: $94.95/year

Usability

Easy to use

Tool Level

Beginner/Intermediate

2. Adobe Premiere Pro

If you’re looking for the best YouTube video editing software that can transform a basic clip into a ready-to-upload video, Adobe Premiere Pro is your best bet. 

It integrates with all the apps in Adobe Creative Cloud to help you streamline your workflow.

Adobe Premiere Pro boasts an extensive range of features, from color correction tools and visual effects to collaboration tools for teams. 

Also, you can optimize the export settings to preserve the quality of your YouTube videos when you share them online. 

Although Premiere Pro is popular among professional video editors, follow the video steps for beginners provided on the platform to learn how to use it. All you need is a powerful computer and willingness to study the available tutorials.

The app is compatible with Windows (10 or later) and macOS Monterey (version 12 or later).

Key Features

• Text-based editing: Removes pauses with ease
• Project templates: Retains assets, colors, and branding across multiple projects
• Speech-to-text conversion: Automatically creates captions and transcripts in over 18 languages
• Auto reframe: Automatically detects and adjusts aspect ratios to easily upload videos to YouTube
• Adobe stock library: Offers access to stock video footage, photos, and over 75,000 audio tracks and remix the length to fit your video

Pricing

Adobe Premier Pro offers two paid plans. Here are the details:

• Premiere Pro: $29.99/month
• Creative Cloud All Apps: $59.99/month

Usability

Has a steep learning curve

Tool Level

Intermediate/Advanced

3. Shotcut

Available on Linux, Windows, and macOS, Shotcut is a comprehensive YouTube video editing software solution. 

It supports various video and audio files, including AVI, WAV, and MP4.

The video editing software is great for complex projects as it allows you to combine several audio, image, and video files into one video. 

Also, editing on the platform doesn’t follow a chronological order; you can make changes at any point.

Shotcut may not be the best editing tool for new content creators because of the learning curve. 

However, the platform has a video editing guide, including a community of Shotcut users who are willing to assist you.

Key Features

• Native timeline editing: Supports all video and audio formats, including 4k and 8k resolutions
• Cross-platform editing: Gives you the option to start a project on macOS and switch to Windows without hassles
• Video effects: Offers built-in effects like auto-rotate, white balancing, timeline fader, and 360° video filters, without installing any plugins
• Display and monitoring: Ability to preview videos in low resolution to improve the speed of real-time effects
• Keyframing: Option to define the start and finish points of effects along the video timeline such as transition, sound, and brightness or contrast

Pricing

 Shotcut is completely free to use as it’s an open-source software solution

Usability

It has a steep learning curve

Tool Level

Intermediate

4. Lightworks

If you’re looking to create the best videos in a short time, Lightworks is the way to go. 

It’s the best YouTube video editing software for beginners who are willing to learn video editing as they grow their YouTube channels.

Similar to Shotcut, the platform is loaded with all the tools you need to go from a beginner to a pro.

You can edit, color correct, add titles, and more using the drag-and-drop interface. 

Also, it’s compatible with YouTube video format and resolution for ease of uploading content.

All versions of Lightworks can work on Windows (8 and later), macOS (10.14 and later), and Linux.

Key Features

• Universal timeline: Accommodates video footage of any quality, size, or frame rate
• Flawless audio editing: Offers various audio effects and the option to sync with video for an immersive experience
• Visual effects: Offers a simplified suite of over 700 customizable motion graphics and titles for easy to advanced editing
• Easy export and share: Allows you to share videos on YouTube directly from the platform

Pricing

Here are the pricing plans offered by Lightworks.

• Free
• Create: $9.99/month
• Pro: $23.99/month

Usability

Easy to use

Tool Level

Beginners/Intermediate/Advanced

Pro Tip: According to Attrock guide, the best video maker can offer training resources for non-technical users. This is particularly designed for video marketers who have no high skills in video creation and editing.

Choosing the Best YouTube Video Editing Software

Getting the best YouTube video editing software shouldn’t cost a fortune. 

Platforms like Shotcut and Lightworks offer free tools for both beginners and expert editors.

However, if your YouTube channel is already monetized and you’re willing to spend money on a super-advanced tool, Premiere Pro will be ideal.

Lastly, if you’re ready to level up your video editing game, try Movavi today. You’ll save money while accessing advanced editing features.

The post Elevate Your YouTube Channel: Top 4 Video Editing Tools appeared first on DigitalMarketer.

The Brand Revolution Begins Here

Imagine if a single shift in your approach could revolutionize your brand’s impact. That’s the power of
a meticulously crafted brand strategy. I’m Adrian Boysel, and over the last 17 years, I’ve mastered the
art of brand storytelling, transforming businesses into iconic brands.

In this article, I’ll share insights from my own playbook and reveal how a well-honed brand strategy
can elevate your business from the crowd. You’re not just building a brand; you’re igniting a legacy.
So let’s unravel the secrets to making your brand truly unforgettable.

On your journey of brand building, the foundation is your brand story. It’s more than a narrative; it’s
the soul of your brand, echoing through every product, service, campaign, and every customer
interaction.

It’s about forging an emotional connection with your audience overtime that creates what I call “Blind
Brand Loyalty”. My Purpose Driven Branding Blueprint does exactly that. We dive into the depths of
your brand’s story, exploring its ‘why’, ‘what’, and ‘how’, turning your brand into a living, breathing
entity.

If you are feeling invisible and want to bring your brand’s story to life, consider these three tips: First,
clearly articulate ‘Why’ your brand exists, focusing on the passion and purpose behind your business
idea. Next, define ‘What’ your brand offers, not just in terms of products or services, but in the value
and solutions provided to customers.

Lastly, delve into ‘How’ your brand delivers its promise. This involves outlining the unique processes,
techniques, or approaches that set your brand apart.

As we dive deeper into this article my goal is to take you on a journey and help you lay the foundation
for what will impact not just your own brand but the brands of your clients. I can attribute this process
and the success of my 5000+ past clients, whom I’ve helped generate over $100 Million for since
2007.

Next we are going to cover the “Niche” pillar of your brand, and then finally the Identity pillar. Once
you understand these pillars you will never be able to look at brand strategy or even marketing the
same way again. So let’s jump in and talk about your Niche.

Defining Your Brand’s Niche: Precision in Your Audience Targeting

So, you’ve crafted a compelling brand story, but what’s next? How do you ensure that your brand
doesn’t just speak, but resonates deeply with the right audience? This is where the art of defining
your niche comes into play. It’s about zeroing in on that specific market segment where your brand
doesn’t just serve, but truly connects and thrives.

Identifying your niche means understanding who your audience is, recognizing their needs, and
critically, pinpointing who they are not. This stage isn’t just about market analysis; it’s about carving
out your unique space in the vast expanse of the marketplace.

Who Your Audience Is: Begin by painting a detailed picture of your ideal customer. This is more than just demographics; it’s about understanding their lifestyle, preferences, challenges, and aspirations.

Consider factors like age, gender, income level, education, occupation, but also delve into their hobbies, values, and the social causes they care about. Creating detailed buyer personas at this stage will guide all your future marketing and branding efforts.

A helpful tip for you when it comes to nailing down your audience is the Digital Marketer Content Certification, it contains one of the best trainings on what they call the “Client Avatar Canvas”, I highly
recommend you learn that method as it goes in depth into the demographics, psychographics, wants,
needs, and fears.

Understanding and mapping out the before and after state of your dream customer is where most brands fall short, so make sure you don’t miss this critical step in the process.

Understanding Their Needs: Every successful brand addresses a specific need or desire in the market. What is the unique problem your brand solves? How does it improve your customers’ lives? Understanding these needs isn’t just about the practical aspects of your product or service but also about the emotional outcomes your customers are seeking.

I challenge you to go 7 layers deep into their tangible needs, not just surface level stuff like “Get more leads, get more traffic, or make more sales.”

Think about questions that will take them deeper into what’s driving their behaviors, is a lack of systems, understanding on how business works, or how to communicate in a way that makes people move towards the decision or outcome they want.

Defining Who They Are Not: Equally important is identifying who your audience is not. This helps in ensuring that your marketing efforts are not diluted and are laser-focused on those who will most likely engage with and benefit from your brand.

It’s about exclusion where necessary, to maintain the purity of your brand’s focus and message. Some of the most famous people, and brands would have become obsolete if not for creating content that repelled the type of people that you don’t want to work with.

One of the best examples of that is the brand Lion’s Not Sheep by Sean Whalen. He has been unapologetic in speaking about his political, philosophical, and spiritual, and societal beliefs.

His 7 figure a month clothing brand would not be what it is today if it had not made thousands if not
hundreds of thousands of people during the pandemic upset, Sean’s brand and business grew more from repelling people, getting them to tell people about it, than it did from attracting his dream customers, think about your opposition when you are planning your brand messaging strategy.

To effectively define your brand’s niche, consider these tips:

• Conduct Market Research: Utilize surveys, focus groups, and market analysis to gather data about your potential customers and their preferences.
• Analyze Competitors: Look at how competitors in your space define their audience. Identify gaps or areas they might be overlooking that your brand could capitalize on.
• Align with Your Brand Story: Ensure that your niche aligns seamlessly with your brand’s story and values. Your niche should feel like a natural extension of your brand narrative.
• Be Flexible: As your brand grows and evolves, be open to redefining or expanding your niche. Stay agile and attuned to market changes and customer feedback. Remember you’re in the business or serving others, being able to know what your market’s pains and challenges are is essential.

By clearly defining your niche, you lay the foundation for targeted and effective branding and marketing strategies. This clarity allows you to create messages, products, and experiences that speak directly to the heart of your audience, making your brand not just seen, but truly understood and appreciated.

Identifying Your Brand’s Archetype

A crucial aspect of crafting a resonant brand identity is identifying your brand’s archetype, it’s a practice I’ve used for nearly 5 years that has single handedly transformed my impact in the marketplace, providing more clarity, and consistency in my marketing messages.

Archetypes are universally recognized themes or characters that resonate deeply with human psychology. They provide a framework for your brand’s personality, shaping how it connects with your audience on an emotional level.

Your primary brand archetype is the main character your brand embodies. It could be the Caregiver, striving to nurture and protect; the Creator, driven to innovate; the Hero, overcoming challenges; or any other archetype that aligns with your brand’s core values and mission. This primary archetype sets the tone for your brand’s narrative, messaging, and interactions with your audience.

In addition to the primary archetype, consider a secondary archetype that complements and adds depth to your brand’s character. This secondary archetype supports and enriches the primary one, offering a more nuanced and multifaceted brand personality. For instance, a primary Creator archetype could be complemented by the Explorer, constantly seeking new ideas and inspiration.

To determine your brand’s archetypes, start by reflecting on your brand’s mission, values, and the emotional connections you wish to establish with your audience.

Consider the following:

• Assess Your Brand’s Core Values: What are the fundamental beliefs and principles that drive your brand? Align these with the traits of various archetypes to find a suitable match.
• Understand Your Audience’s Aspirations: What does your target audience aspire to or admire? Choose an archetype that embodies these aspirations to create a deeper connection.
• Analyze Your Brand’s Storytelling: Look at your brand’s storytelling style. Is it more adventurous, nurturing, rebellious, or wise? This can guide you toward a fitting archetype.
• Experiment with Combinations: Mix and match primary and secondary archetypes to find a combination that uniquely represents your brand while resonating with your audience.
• Consistency Across Touchpoints: Ensure that your chosen archetypes are consistently reflected across all brand touchpoints, from marketing materials to customer service.

Identifying your brand’s archetypes is not just about adopting a character; it’s about infusing your brand with a personality that captivates and connects. It’s a journey to discover the heart and soul of your brand’s story, creating a narrative that resonates with your audience on a profound level.

Through this process, you’ll craft a brand identity that’s not only memorable but also emotionally engaging, driving loyalty and affinity among your customers.

Your Mission Matters More Than You Realize

Let’s delve into the essence of your mission statement and the pivotal role it plays in your brand’s culture. Think of your mission statement as the pulsing heart of your brand – a succinct yet powerful proclamation of your brand’s purpose and direction. It’s not just a statement; it’s a rallying cry that unites your customers and team, fueling their passion and advocacy for the vision you’ve set forth.

The process of crafting this statement is more than mere wordplay; it’s a deep dive into the core of
your brand, capturing its aspirations and reason for being. A well-crafted mission statement is your brand’s guiding star, illuminating the path for every decision and action, ensuring they all lead back to what your brand truly stands for.

Start by reflecting on the core objectives of your brand. What change does your brand seek to create? What are its aspirations? This should not just be about the products or services but the broader impact your brand aims to have on its customers and the world.

Consider the emotional and inspirational elements of your brand. A mission statement should resonate emotionally with your audience, inspiring them to connect with your brand’s journey. It should be a beacon that guides every business decision and customer interaction.

Keep your mission statement clear and concise. It should be easily understandable, memorable, and powerful enough to evoke a sense of purpose both within your team and amongst your audience.

Steps for Crafting Your Mission Statement:

• Reflect on Your Brand’s Purpose: Delve deep into why your brand exists beyond making a profit. This could be about making a difference, solving a specific problem, or offering an exceptional experience.
• Incorporate Your Unique Value Proposition: Highlight what sets your brand apart. What unique benefits does your brand offer? How does it improve the lives of your customers?
• Seek Feedback: Once you draft your mission statement, get feedback from team members, trusted clients, or mentors. This can provide valuable insights and perspectives that might refine and strengthen your statement.

Solidifying Your Brand’s Identity: The Power of Core Values

Have you ever wondered what truly anchors a brand in the minds and hearts of its audience? It’s the core values. These foundational beliefs and guiding principles are more than just words on a page; they are the essence of your brand’s identity, shaping every interaction and decision.

Your brand’s core values act as the steadfast pillars supporting its mission, ensuring consistency and integrity in all aspects of your business, from internal culture to customer engagement.

These core values serve as a compass, guiding your brand’s journey and ensuring that every step taken aligns with the fundamental principles you stand for. They are the commitments that breathe life into your brand, making it relatable, trustworthy, and authentic in the eyes of your audience.

Define values that truly resonate with the essence of your brand. They should be more than just words; they should be commitments that are lived out in every aspect of your business, from internal culture to customer interactions.

Ensure that your core values are evident and consistent in all your brand’s touchpoints. This consistency fosters trust and credibility among your audience.

Steps for Defining Your Core Values:

• Identify Key Beliefs and Principles: Consider the beliefs and principles that are non-negotiable for your brand. These could range from quality and innovation to sustainability and community involvement.
• Reflect on Your Brand’s Personality and Culture: Your values should mirror the personality of your brand and the culture you want to cultivate within your organization.
• Involve Your Team: Include your team in the process of defining these values. This ensures a more comprehensive and inclusive perspective and fosters a stronger commitment to these values.
• Communicate and Demonstrate Your Values: Once defined, communicate your core values clearly to your audience. More importantly, demonstrate them through your actions, decisions, and how you run your business.

Bringing Your Brand’s Identity to Life

Your brand’s blueprint is a tapestry woven from your story, niche, and your identity. It’s a comprehensive narrative that defines who you are, what you stand for, and how you engage with the world.

Remember, your brand’s identity is dynamic, evolving as your business grows and the market changes. Regularly revisit and refine these elements to ensure they stay relevant and true to your brand’s journey.

As we conclude this journey, I invite you to delve deeper into the art of brand building. Join me in a comprehensive journey where we fine-tune these elements, crafting an identity that not only stands out but also resonates deeply with your audience.

‘A great brand is a story that never stops unfolding.’ -Adrian Boysel”

The post Unveiling the Secrets of Brand Mastery appeared first on DigitalMarketer.