This document outlines a 7 step digital marketing blueprint. The 7 steps are: 1) develop a digital marketing strategy, 2) create a website that works, 3) implement email marketing, 4) optimize search engine optimization, 5) engage in social media, 6) expand into broadcast media, and 7) leverage tools, automation, and outsourcing. Each step provides key elements to focus on such as developing customer avatars, creating lead magnets, setting up auto-responders, developing a social media strategy, and measuring digital marketing performance. The goal is to acquire customer contact details and move prospects through nurturing processes to build trust and demonstrate capabilities.

1. Digital Marketing Overview
7 Steps to Success
Russell Cummings
www.shifft.com.au

2. 1 DM
Strategy
2
Website
that
works
3 Email
Marketing
4 SEO for
traffic
5 Social
Media
6
Broadcast
Activities
7
Leverage
7 Step Digital Marketing
Blueprint

3. Key Concepts

4. Strategy
CommitmentCapability

5. TRUST = Credibility + Reliability + Intimacy
Self Orientation
Trust Equation

6. Key Digital Concepts
• Our aim is to acquire contact details (emails)
from prospects so that we can market and sell
to them
• They enter our marketing system from a
number of channels
• We have a number of nurturing processes/
sequences that build trust and demonstrate
capability
• We give some great content away for free!
• We will use “conversion tools” to move
prospects through the system
• We automate the $%%# out it using great tech
• We monitor and adjust to optimize outcomes

7. Develop a Digital
Marketing Strategy
Step 1

9. Key Elements of the
Strategy
• Strategic Foundations
• Clear Marketing Goal
• Customer Avatars
• Products and Services that are going to
market

10. Strategic Foundations
Vision
Mission
Values
Objectives

11. Clear Marketing Goal
• Set a clear marketing goal
• Example: Acquire 100 new clients by 31
Dec 2018 at av $500 per client net profit

12. YOUR AVATAR
Frustrations
Wants
IdentityDemographics
Aspirations
Fears
Avatars

13. Marketing
Content
Source: Taki Moore
*Must have an offer for each [example]
Visitor
(Skeptical)
Prospects
(Hungry)
Lead
(Curious)
[Webinar]
Warm
(Conversion)
[Cause]
Hot
(Buy my stuff)
[Free
Checklist]
Cold
(Opt-in)
97% 1% to 3%

14. Products and Services
Lead Magnets
What are the free, trust
building products that you will
offer?
• Template
• Video Training Sequence
• Report
End Products
• What are we ultimately trying
to sell (including
intermediate products)?
• Entry level product eg.
Training
• Mid Level Service

16. Create a website that works
Step 2

17. Key elements of a website
that works
• Review current Digital Marketing Performance
• Set up a website (responsive WordPress)
• Build a Lead Magnet or 2
• Digital Sales Map
• Digital Sales Process Map
• Setup a Landing Page
• Create Exit Pop Ups for email opt ins
• Create a Blog with min 3-5 anchor content posts
• Blog Calendar to ensure consistent content

18. Review current
performance
• Marketing Grader
• Google Search
• Word Cloud
• Content Sales Funnel
• I/You Test

19. Build a
WordPress
Website
Why WordPress?
Easy, cheap, functionality
How?
• Go to a web developer or
www.templatemonster.com and
get a responsive, industry-
specific template for your
business that fits with your
colours and logos
• The template must be
“Responsive” so that it
automatically adjusts for mobile
devices
• Get a Web Developer or
Contractor to modify the
template to meet your needs

20. Lead Magnets
What are they?
High value “to the client” products
that you can give away in exchange for
their basic contact information.
Examples:
Reports, templates, infographics, e-
books

21. Your Offers
from a
Prospect
Perspective
Source: Taki Moore

22. Digital
Sales
Map
Channels
Lead Magnet
Conversion Tool
Follow-Up Funnel
Source: Taki Moore

23. Digital
Sales
Process
Map
Source: Taki Moore

24. Landing Pages
• This is a webpage that is focused on getting Users to
“sign up”. It is a simple sales page with your free
content offer and a sign up form.
• You can use services like www.Instapage.com to
create great Landing Pages that integrate with your
back end systems.

25. Pop up Exit Offers
Use pop-ups to drive traffic from your lead magnet to a
high order offer e.g. Free report to webinar (conversion
tool)

26. Your Blog
• Create a blog with 3-5 anchor articles
• “Anchor” high value, high quality articles
that demonstrate relevant capability
• Good headline
• Quality images
• Strong ”call to action”

27. Digestible
Solve a
problem
Competitive
Advantage
Content
Sweet
Spot

28. Blog Calendar
Set up a simple blog calendar/
program so that you deliver
consistently

29. Email Marketing is the
King
Step 3

30. Key Elements of Email
Marketing
• Set up a regular email newsletter
• Use email auto-responders to nurture
• Create a sales or appointment focused Call To Action
email

31. Email Newsletter
• Send regular email newsletters to your
prospect lists as part of a nurturing
process
• Ensure your newsletters are part of your
90 Day Contact Program

32. Auto-responders
• Establish Auto-responder sequences to automate
follow up
• For example: registering to download a lead magnet
triggers a series of follow-up emails

33. Sales Call to Action email
• Develop a compelling sales focused email – 9 Word email
• Periodically send this to your lists

35. Drive Traffic to your
website
Step 4: SEO

36. SEO Elements
• SEO focused content on your Money Pages
• A list of key phrases that people are
searching for
• A plan to increase Domain Authority

37. Focused SEO
Focus on the key pages in your website -
homepage plus any pages that convert or
generate revenue

38. • What words are your target market using to
search?
• Use tools like www.keywordtool.in

39. Domain Authority
• Establish your website as an Authority
• Use backlinking strategies to drive
traffic to your website

41. Engage in Social Media
Step 5

42. Social Media Elements
• Develop a Social Media Strategy
• Select SM Platform/s
• Build Profiles
• Build Awareness: Connect, Follow, Share content, Like,
Comments
• Build Credibility: Discussions, Mentions, Post Unique Content

43. Social Media
Infographic

44. Expand into Broadcast
Media
Step 6

45. Broadcast Elements
• YouTube Channel and Profile
• Video
• Podcasts
• Webinars
• Live events
• TV and Radio
• Print

46. Leverage
Step 7

47. Leverage Key Elements
• Build capability
• Use measurement systems and tools
• Virtual Assistants
• Contractors
• Leverage Tools and software
• Advice

48. Build capability
• What capabilities will you need to
develop, recruit or acquire in your
business in order to execute on your
Digital Media Strategy?
• For example: web development,
copywriting, video production, graphic
design

49. Measurement
• We need to measure the impact of
our Digital Marketing activities
• Create a simple dashboard that
summarises your activity
• Use data from various sources:
google analytics, social platforms,
YouTube, etc.

50. Virtual Assistants
• You can leverage your actions by
hiring specialists to work for you as
a “virtual employee”
• Part-time
• Full-time

51. Contractors
You can engage contractors to assist with a
variety of tasks:
• Web design and construction
• SEO
• Copywriting

52. Tools and Automation Systems
• CRM and Campaigns – MailChimp, Active Campaign,
Greenrope, Infusionsoft, Ontraport, Hubspot, ZOHO
• Landing Pages – Instapage
• Social Posting – Hootsuite
• Task Management – Trello
• Article Spinning –

54. Grab your
copy of the 7
Step Blueprint
and the Plan
Goto LinkedIn, like
the post and
comment

55. Stay tuned for details of our online DIY
Digital Marketing Course
• 8 Modules – each covering a single step in
the process
• Step by Step guidance through each step of
7 Step Blueprint
• Bonus templates and resources to help
make the process easier
• Access to group coaching calls for ongoing
advice
• Access to Russ for individual advice and
coaching

56. Thank You
Russell Cummings
Business Consultant
M: 0414 929 585
W: www.shifft.com.au
E: russell@shifft.com.au