Creating a Digital Marketing

Strategy in Uncertain Times

By  Melinda  Emerson
 § Accomplished  entrepreneur 20+  yrs
§ International  keynote  speaker
§ Small  business  influencer
§ Social  media  marketing  guru  
Melinda § Advocate  for  small  business  owners
§ Publisher  of  the  resource  blog    
Emerson, www.succeedasyourownboss.com
SmallBizLady § Host,  Smallbizchat  LIVE  
§ Host,  The  Smallbizchat  Podcast
America’s #1 Her  marketing  consulting  firm  
Small Business Quintessence  Group,  works  with  Fortune  
Expert 500  brands  who  target  the  small  
business  market.  
Clients  include  VISA,  FedEx,  Google,  HP,  
American  Express  and  Verizon  to  name  a  
few.

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 Consumers  are…..
§ Remote  working  and  live-­‐
streaming  everything
Covid-19 § Spending  even  more  time  
has on  social  media  
§ Seeking  escapism  and  
changed entertainment  
marketing § Using  cashless  payments  
at  the  grocery  stores  and  
takeout  restaurants  

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 97% of all interaction is digital

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 Do You Need a New
Digital Marketing Strategy?
Yes No
P Maybe

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 § Lack  of  Direction    
§ Lack  of  Understanding  
Why You of  Your  Online  
Audience  
Need a § Not  Competing  
Digital Effectively  Against  
Marketing Competitors
Strategy? § Lack  of  a  Powerful  
Online  Value  
Proposition
§ No  Digital  Team  

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 Why You § Poor  Online  Customer  
Engagement
Need a
§ Lack  of  an  Integrated  
Digital Approach
Marketing § Not  Agile  Enough  to  
Strategy? Catch  up  or  Stay  Ahead
§ Lack  of  Optimization

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 § Is  it  time  to  create  a  
new  offer?  
§ Should  you  pivot  your  
Create a business  model?
Digital § Do  you  have  an  email  
list?
Marketing
§ Who  is  your  best  
Strategy target  customer?
§ Do  you  have  a  
powerful  unique  value  
proposition?

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 S Substitute - Can  you  use  different  vendors  ?

C Combine – What  offers  can  you  combine  to  innovate?

Use
A Adapt – What  changes  do  your  customers  need?
SCAMPER
Formula M
Modify – What  can  you  modify  to  add  value?

P Put to Another Use – Is  there  another  market  to  serve?

E Eliminate – What  you  need  to  stop  doing?

R Reverse – How  can  you  reorganize  to  be  more  effective?

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 1. Your Website: #1  Marketing  
Channel  
2. Pay-Per-Click: Google  Ads  
and  Facebook/Instagram  Ads
Top 6 3. Social Media: Build  through  
transparency  and  valuable  
Marketing content
Channels 4. Email: Best  method  of  direct  
response  marketing
5. Content Marketing/SEO:
Demonstrate  expertise  and  
drive  organic  search
6. Word of Mouth: Referral  
programs  and  online  reviews

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 Does your website
make a good first
Website impression?
Best § Conduct  a  Site  Audit
§ Test  Your  UX
Practices § Check  Your  Lead  Magnets
§ Use  Google  Analytics

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 § Revenue
§ Cost  per  lead
§ Traffic  sources  
Website § Website  traffic  to  lead  
Metrics ratio
§ Landing  page  
conversion  rates
§ Customer  lifetime  value
§ Churn  rate

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 Most Unreliable § Open  rate
Web Metrics § Unsubscribe  rate

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Companies that excel at lead
nurturing generate
50% more sales.
 Copywriting Content
Text of advertisements or sales material. vs. Content directed toward an audience.

DIY Copywriting => Use PAS Formula:

Problem, Agitate & Solution

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 Prospect become aware

Prospect demonstrates
What is interest

Sales Prospect examine

competitors
Funnel?
A final buying decision

Purchase is made

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 § Know  Your  Audience
§ Give  to  Get
§ Calls  to  Action  (Clear,  
Email is Concise  &  Clever)
§ Track  Email  Metrics,  
King Watch  Email  Fatigue
§ Keep  a  Clean  List
§ Email  Must  Align  with  
Overall  Brand
§ A/B  Test  Every  Element

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 Compelling
Content

6  C ’s  of   Communicate Consistent

Social  Media   6  C’s

Marketing Connect Community

Commerce

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 Choose the Right Platforms to Be On

2.3 Billion 1.7 Billion 800 Million

500 Million 330 Million 175 Million

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 SPECIAL  OFFER
FREE  Ebook  Download
“How  To  Recession  Proof  
Your  Small  Business”
www.succeedasyourownboss.com/recession

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 Post Covid-19
Marketing Action Plan

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 1 Map The Customer Journey

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 2 Talk To Your Customers

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 3 Competitive Analysis

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 VS

4 Sales vs. Marketing

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 5 Channel Analysis/Analytics

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 6 Internal Resource Audit

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 7 Marketing Automation

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 8 Budgeting

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 9 Create the Annual Plan

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 “Swords are
made, how
leaders are
made.”

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LET’S  DISCUSS  YOUR  STRATEGY  OPTIONS!  
Melinda  Emerson  @SmallBizLady

www.succeedasyourownboss.com

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Contact  melinda@melindaemerson.com      Direct:  610-­352-­0680

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