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Video – Digital Marketing – Where to Start?

Video Transcription:

Hi everyone, i met a prospect asking me where to start investing in digital marketing. As the options are wide including SEO, Google Ads, Social Media, Email Marketing, Marketing Automation, Influencer Marketing, online PR, and more, the prospect was overwhelmed with the options and wasn’t sure where to start investing.

If you are asking yourself the same question, listen up because this video is going to help you decide where and how to get started.

By the end of the video, if you still have questions, send me a private message on Linkedin and I’ll get back to you.

The prospect, named Andre is the head of sales & marketing of a law firm in Dubai; they’ve been in business for over 20 years and they grew to over 50 employees with only word of mouth referrals and traditional PR like press releases in newspapers, and organizing events. Today, they hit a plateau and can’t grow anymore due to the limited resources they have, and due to an increase in competition. Andre thought of ways to increase his firm’s revenues and he realized that his options are: hire sales people, run more events, activate more partnerships, and invest more in marketing.

By speaking to some of his connections in the same industry, he learned that they are growing their revenues mainly through inbound marketing. So Andre asked for some references for digital marketing agencies in Dubai and that’s how we got connected. Now what’s interesting about this point is that Andre found me through someone he knew that knows me and trust that my agency will be a good fit for Andre; the catch here is that although you want to hire sales people and invest in inbound marketing, word of mouth referrals are the best source of leads because they are warm leads. Now you can’t rely to scale your business purely on referrals because you can’t sit and wait for others to refer you. A great book that I think EVERY business person that wants to scale his or her business MUST read is called Predictable Revenue, it’s written by Aaron Ross, the guy that took salesforce.com to where it is today by applying the methods shared in his book. This book is referred to as “the sales bible of silicon valley” as it helped thousands of businesses from the smallest to the fortune 500 companies. I found the book today on Amazon.ae for AED 52; I’ll leave the link for you in the description. I also have it as a pdf format, so if you want it for free, drop me a private message on Linkedin and I’ll send it to you.

Going back to inbound or digital marketing and to my discussion with Andre; I told Andre that he can indeed invest in Google Ads, SEO, Social Media, Marketing Automation, and online PR to grow his revenues, but to start, the best investment to get him the highest ROI is Google Search Ads. Google Search Ads could be activated in few days and immediately start generating leads to his firm. When Google Search Ads start generating revenues for his firm, the second channel to activate is LinkedIn Ads as they are super targeted unlike other social media channels, where Andre could target specific companies and specific roles in these companies; for example he could target CEOs, General Managers, Operation Managers, and Admin Managers in Oil & Gas companies. On other social media channels Andre couldn’t be that specific; in this case he could target users based on gender, age, location, etc. but not company names and roles in these companies; although it could be beneficial to target users based on interest, gender, and location as your brand name would become more known, but LinkedIn is more targeted and will generate more qualified leads; which is what Andre is looking for today; Sales and not brand awareness.

The next investments to be made after Google Search Ads and LinkedIn Ads are SEO and Marketing Automation. SEO is a long term game especially for a business that hasn’t invested in SEO including writing content on their website, and getting links from other sources. And marketing automation is effective but won’t generate volume of leads as Google Ads and LinkedIn Ads would, as these channels could be done at scale; the more you spend, the more leads you get; generally speaking. I also suggested to Andre to activate Email Marketing and retargeting on Social Media today as he has hundreds of contacts that have used his business in the past and probably forgot about him. Activating Email Marketing and Retargeting comes with a small investment and the ROI could be significant when done right.

Alright, that’s it for this video, I hope you can connect what I just shared with your business and start activating some of these digital channels. If you have any questions about how to start investing in digital marketing for your business, drop me a private message on LinkedIn, or reach out to us at weareigloo.com and one of our specialist team members will be glad to assist you.

Thanks for watching and see you in the next video 🙂

Links: https://www.amazon.ae/Predictable-Revenue-Aaron-Ross/dp/0984380213

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By Bassem Saber Digital Marketing Expert

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