1. A Workbook to Accompany Getting Digital Marketing Right A Simplified Process For Business Growth, Goal Attainment, and Powerful Marketing Primal Digital Marketing

2. Getting Digital Marketing Right Workbook 1.1 Action Step: Let’s go through a quick exercise to dig into why we’re here. Just answer the following questions. I’d recommend you write this down as well. First, what is your business goal for the next year? What is so important about that goal? Why is that important? And ultimately, what would having that do for you? 1.2 Action Step: Let’s make sure we get the starting team right. Write down all the individuals who come to mind you may want to include from your leadership team, marketing, sales, and IT. Now, look over that list of names. If you have any gut feelings where you just aren’t sure if they should be included, cut them. Who do you have left? Any potential issues between the members? Give it a final look-over while thinking about who you can remove that can be included in the process later on. Keep the list short. 1.3 Action Step: Time to use the 80/20 rule on your business. Think about your revenues, customers, sales members, and marketing initiatives. Where can you find that 20% of what you put in gives you 80% in return? You want to do this to learn the concept, and you might just discover something that helps you along the process of developing this strategy.

3. Getting Digital Marketing Right Workbook 2.1 Action Step: What does your demand generation look like now? Are you doing any advertising? Does your traditional advertising, like TV, radio, and print, direct potential customers to call, to visit your website, or take another action? Who are your ideal customers? Where are they online? What ways can you reach out to them based on where they go online? List all the possibilities to these questions. 2.2 Action Step – List the three benefit types on a piece of paper: financial, strategic, and personal. Now, think of your top three for each type. When you have these nine total (you can do more if you’d like), select a single best option under each benefit type. You want the benefit that best communicates your message directly to your ideal customer. 2.3 Action Step – Review the list of potential lead magnet offers. What do you believe your ideal customer would appreciate? Can you call an ideal customer you have a good relationship with and get their opinion? List out each meth-od, whether a video, infographic, eBook, or another option. Now, think of topics that you could cover in whatever medium you choose. It’ll be best to focus on a single lead mag-net for now. Later on, you can create more and test to dis-cover which your ideal customer likes best.

4. Getting Digital Marketing Right Workbook 2.4 Action Step – Start writing headlines you can use on your lead magnet offer. Come up with at least 10; 20 if you can manage to. You can get a list of my best headline formulas here to help you: http://PrimalDM.com/headline-formulas/. Now, what’s the lifetime value of a customer for you? Notice how much you can potentially lose if you don’t do this exercise to find a great headline. 2.5 Action Step – What do you really need to ask for? Name and email is usually enough, but if you think it’s something else, just make note of it here. 2.6 Action Step – What will compel your ideal customer to take action by giving their contact information to you in exchange for your offer? Use this terminology as your call-to-action (CTA) button.

5. Getting Digital Marketing Right Workbook 2.7 Action Step – How long should you engage your leads? It might be helpful to talk with some leading sales staff to figure out exactly how long their sales cycle is. If it’s a month long, you can use that as a metric to align your nurture sequence to. Then your emails can release on the first contact, two days later, and then every four days for the remainder of the time. That would be 8 emails in the month – a decent sequence. (Aim for 5-7 emails if using an autoresponder, and always contact them more early on when the lead is hot.) 2.8 Action Step – What can you offer that would be educational to your lead? How can you be helpful to them? You might have some good ideas to carry over from your brain-storming session on lead magnet offers. 2.9 Action Step – What will compel your ideal customer to take action by giving their contact information to you in exchange for your offer? Use this terminology as your call-to-action (CTA) button.

6. Getting Digital Marketing Right Workbook 2.10 Action Step – What can you offer to help your lead take the final step to doing business with you? What will drive them to take the action? Map out a few possibilities here. Again, your sales team might be helpful in thinking of some of the best ways. 2.11 Action Step – Is your closing process as seamless as possible? Do you have room to remove friction and add value and credibility? 2.12 Action Step – Now, how can you ensure your delivery is seamless? Is it already as good as it can be? What can be improved? 2.13 Action Step – How can you “wow” your new customer? What would show them they’re part of your family now?

7. Getting Digital Marketing Right Workbook 2.10 Action Step – What can you offer to help your lead take the final step to doing business with you? What will drive them to take the action? Map out a few possibilities here. Again, your sales team might be helpful in thinking of some of the best ways. 2.11 Action Step – Is your closing process as seamless as possible? Do you have room to remove friction and add value and credibility? 2.12 Action Step – Now, how can you ensure your delivery is seamless? Is it already as good as it can be? What can be improved? 2.13 Action Step – How can you “wow” your new customer? What would show them they’re part of your family now?

8. Getting Digital Marketing Right Workbook 2.14 Action Step – Effective referral systems keep the customer in mind. What can you offer them? What do they want most? Can you test your top two or three ideas? 2.15 Action Step – How will you follow up with customers? Will someone call in every few months, or is it going to be set up as an automated email sequence? In what ways can you bring value to your customers? 2.16 Action Step – Do you know your current set up? We don’t want to get lost in the details quite yet, but let’s map out the full process. This will show us what stages aren’t optimized, or don’t even exist. You might have multiple funnels also. If so, create a separate process map for each.

9. GOOD LUCK WITH YOUR STRATEGY! These action steps give you the foundation you need for a great strategy. As you go through the rest of the book, you will leverage the information from this workbook and use it to maximize your return. Visit the Book Page for Getting Digital Marketing Right Primal Digital Marketing David J. Bradley David@PrimalDM.com