Want to Understand Digital Marketing?
Start with Connection.
When Ontrapalooza organizers invited me to speak at their digital marketing conference recently, they sent me a list of super techy topics – way more my husband Brad’s domain than mine! I showed the list to Brad and we agreed, nope, Minette can’t talk about any of that.
It could have ended there with me being resigned and disappointed not to speak.
Instead I put my creative thinking hat on for a bit and came up with a different topic; one that aligned with their suggestions and allowed me to showcase my expertise. They said yes and I got to speak along side some amazing speakers.
It took courage and creativity to ask for what I wanted. If I hadn’t asked, I wouldn’t have been able to share the stage and the green room with marketing great John Jantsch of Duct Tape Marketing or have dinner with Hilary Rushford of Dean Street Society.
Ontraport even named the talk for me:
“How to Get Inside the Mind of Your Target Customer to Create a Perfectly Optimized ONTRApage”
Pretty geeky, right?
You might be asking, “What the heck is an ONTRApage?” It’s Ontraport’s version of a landing page or sales page. It’s an awesome tool loaded with done-for-you templates which we use constantly in our digital marketing. You can even try it out for free to create beautiful pages.
Or you might be wondering, “what does optimized mean?” It means more people say yes to your offer. But beautiful doesn’t matter if your message isn’t hitting the right audience.
The truth is, this geeked-out digital marketing presentation allowed me to dig deeply into a topic I am passionate about: how to get inside the mind of your target customers while showing how split testing, keywords and SEO are more effective when you get this first step right.
Split Testing, Keywords and SEO? Oh My!
What is split testing?
According to Optimezely, “Split testing (also referred to as A/B testing or multivariate testing) is a method of conducting controlled, randomized experiments with the goal of improving a website metric, such as clicks, form completions, or purchases.”
Split testing helps you to test each aspect of a marketing campaign to make sure you have the right headlines, visuals, and messaging to increase the number of people who say yes to you. And that’s the whole point of digital marketing – getting more people to say YES!
What are keywords?
According to Moz.com, Keywords are ideas and topics that define what your content is about. In terms of SEO (search engine optimization), they’re the words and phrases that searchers enter into search engines, also called “search queries.” If you boil everything on your page — all the images, video, copy, etc. — down to a simple words and phrases, those are your primary keywords.
I told you we were gonna get geeky. But here’s the truth:
None of the geeky, technical aspects of digital marketing matter at all if you don’t first take the time to connect deeply to your ideal clients.
If you don’t intimately know who your customers are, you can’t speak to them, connect with them or attract them. You certainly can’t get them to your sales page to buy from you!
How do you get inside of the mind of your target customer? It’s easy. You ask, you talk, you chat. You do what you are best at, connect. You find out what they want the most. What are their dreams and challenges? What’s stopping them? What are they excited about?
Then you align all of your marketing: you copy, your colors and your images with who they are.
The biggest mistake creatives make is making their marketing all about them. It’s never about you, it’s always about how you can help your target customers.
Want to know more? Download our 5-Minute Guide to Getting Clients Now.
Have a question about any of this geeky stuff? Post in the comments below and we’ll be happy to share more.