Megan Fairchild (Megan Fairchild) is the lead dancer of the New York City Ballet, who can spin on her toes like a music box fairy. To the layman, she makes herself look relaxed, because she rotates delicately in a precise position, stroking her arms and hands.
But in reality, a pivoting turn or spinning top is what the ballet master said, a series of steps performed so smoothly, it looks like an elegant movement. Fairchild Semiconductor started the game in fourth place to ensure her balance and stability. She bent her knees into a braid, pushed down, turned into an arabesque, and finished it gracefully, like a butterfly on a leaf.
Digital marketing is like a carousel. Those who got it right seemed to spin effortlessly, disrupted the market, overthrown established companies, and became the heads of transactions.
The four stages of digital pivot
The four stages of a digital pivot are like the four steps of a carousel. But, just as a young dancer rushed to the stage eagerly to put on her first pair of toe shoes and only fell, most companies pull the curtain on their websites before they are ready to convert visitors into potential customers. Just as a pivot turn is a series of independent steps performed in sequence, so is a digital pivot turn. These steps are interdependent.
The sequential approach of the digital pivot puts the owned, shared, earned, and paid media together, which is larger than the sum of its parts.
The fastest way to generate returns is to put these four steps together in the following order:
Step 1-Setup: Owned Media
Whoever controls the layout controls the expenditure.If you can’t control the user experience, you can’t control Customer Experience. The proximity of online content to the transaction you want to make directly affects the likelihood of conversion. If you can’t experiment with the layout of the page, you can’t optimize for conversions. Also, you cannot change the layout of the page on Amazon, Yelp or Linkedin. This is why in digital hubs, web pages precede social media posts. Get the content on your own website first.
But obviously, if you don’t have a website, you can’t calibrate your content, because this is where you convert potential customers and increase your revenue. On your own website, you can insert forms to collect information about potential customers or conduct e-commerce. You can’t do this on other people’s websites. At least not sharing your profits.
Step 2-Push away: share or social media
When you have conversations with online influencers on social networks, you can communicate in front of their followers, thus expanding your reach. The important thing to understand is that in social media, influence is a factor of engagement. Unless people like it, leave a comment and share what you have to say, no one will see it.
Therefore, postponement is to figure out where your customers are most active online and who they trust so that you can find your center.
The fastest way to build online followers is to earn the respect of existing influencers in your space.A community of dedicated followers is Social proof Others agree with what you said.
Step 3-Spin: Earn Media
Rotation is the most glorious stage of the pivot. Here, you can open your chest, raise your arms, and win the appreciation of customers and the industry. The harder the site is to publish, the more glorious the praise will be. When you invite editors to post guest posts on their website, you should include links to articles you wrote on your website. If you can’t show your ability to express opinions and make persuasive arguments on your website, why do they think you can do this on a larger stage?
Rather than refuting what everyone else is saying, it is better to occupy a position of thought leadership on timely and important thoughts. News media and popular blogs exist to publish new ways of thinking. Therefore, thought leaders always have easy access to media coverage. The goal is to establish yourself as a thought leader, not a repeater of thought.
The online path from nano to large influencers is shown in Figure 1. 1.1 Traverse each of the four media marketing channels in this order. Owning media is the setting, sharing media is advancing, making money media is the critical moment, and paid media is the landing point. In all four steps, the profitable media provides the greatest influence. However, unless you own the media you own and share, the chances of success are slim.
Step 4-Landing: Paid Media
Now that the media plan you own, share, and earn is in operation, and you are organically increasing your income, you can start advertising. You have found out how to attract and convert customers online, and you have optimized the way to buy.
Depending on your business scope, the final stage of the hub is landing. So far, you have proven that you have the ability to generate potential customers and conduct business transactions. You know what percentage of visitors convert into potential customers, what percentage of potential customers become customers, and how much the average customer spends.
Now, as long as you generate more revenue than the cost of acquiring customers, you can expand through advertising. You can predict revenue by multiplying the conversion rate by the traffic count. If you know that half of all potential customers require bids, and that a quarter of all bids result in sales, you can calculate the amount of traffic needed to reach the number. Paid media is the last step in the digital hub, because you don’t want to attract traffic until you are ready to profit from it.
However, there is one exception. Dancers can practice spinning without actually turning. They just balance the two points and then rehearse gently as an exercise. If you don’t have time to build traffic organically, you can use paid media to speed up the testing process.
It seems like a lot of work needs to be done, doesn’t it? I will not lie to you this is. But the same is true for external sales. Therefore, in many aspects, digital marketing allocates resources from external to internal. Considering the development trajectory of almost all businesses these days, do you really have any choice?
Excerpted from Digital Pivot: The Secret of Online Marketing Written by Eric Schwartzman, a digital marketing consultant based in Los Angeles.