Intro [00:00:11]:
You’re listening to The Revenue Engine with Michael Pacheco, a veteran CMO who has driven over $10,000,000,000 in revenue in the past decade with strategic marketing and customer centric leadership. Join your host as he transforms marketing departments from cost centers into profit centers. Prepare to shift your marketing into high gear and drive unprecedented growth.
Michael Pacheco [00:00:36]:
Are you a small business struggling to navigate the digital marketing landscape? Let’s dive into the top five digital marketing strategies that can drive growth and success for your business. Hi. I’m Michael Pacheco, fractional CMO for health and health adjacent technology companies. And today, I want to guide you through the most effective digital marketing strategies tailored for small and mid market businesses. So choosing the right strategy based on your business goals and resources is crucial for achieving success in the digital space. And I wanna double down on two words there is business goals. Choosing the right strategy based on your business goals. I’d never advocate marketing for the sake of marketing.
Michael Pacheco [00:01:19]:
Marketing should always serve a higher purpose, and that higher purpose is going to be a business objective, a business goal. We do business goals first, and we use marketing as a bridge to get us from where we’re at to where we wanna be in the business goal. Moving on, I’m gonna talk about each strategy, and we’re getting into a little bit of tactics here, which makes this kinda fun. Number 1 is SEO, search engine optimization. SEO is essentially, right, the process of optimizing your website to rank higher in search engine results pages. This increases your website’s visibility and attracts organic traffic. Three things to think about here on page SEO. We wanna focus on optimizing individual web pages by using relevant keywords, creating very high quality content, and ensuring that your website is user friendly.
Michael Pacheco [00:02:05]:
On page SEO, we’re talking using related keywords and semantically related keywords. So if your website is about hockey, the content on your website is going to organically include words like puck, skates, fans, stadium, ice, goalie, forward, defense, things like that. Right? There’s it’s all semantically related to the core idea of hockey. That’s the content and keywords kinda thing. You want your content to be very high quality because you want people to come to your website and stay on your website, especially if you have, obviously, Google Analytics installed. Google knows how long people spend on your website, and they are going to assume that if someone spends a long time on your website that you have high quality content on there. If you think about it from Google’s perspective, when somebody does a search on Google, Google wants to give them the best quality results that they possibly can. One of the ways that they assume quality of results is by time on page.
Michael Pacheco [00:03:05]:
Off page SEO, building backlinks from reputable websites, from reputable sources linking back to your website, It increases your site’s authority and credibility. This is less important today than it was 5 years ago, 10 years ago, 20 years ago. It’s still important. Technical SEO is ensuring your website is technically sound. It ensuring that it loads fast, ensuring that you’ve got schema coding on there, that it speaks the search engine’s language, and that it’s able to communicate what is this content with search engines like Google. Generally speaking, if you optimize for Google, all the other search engines will follow. You wanna make sure that it’s mobile optimized. You wanna make sure that it has a secure connection, things like that.
Michael Pacheco [00:03:43]:
That’s all part of technical SEO. So that’s the SEO part. Number 2 in terms of strategies, social media marketing. This involves using social media platforms to promote your brand, engage with your audience, so on and so forth. This video that you’re watching right now is a prime example of that. This is not only social media marketing, this is also content marketing. I’m trying to help you. I’m offering free advice, free help, providing value, and publishing it all across social media so that you’re able to see it.
Michael Pacheco [00:04:13]:
You can share it with someone else in your company. You can click like, wink wink. You can leave a comment telling me about, the most valuable thing that you saw or heard me say in this video, telling me how handsome and charming I am. Totally up to you. Social media is fantastic for this kind of stuff. Number 1, so three things to think about for social media marketing, platform selection, choosing the right platforms based on where your target audience is most active, things you’re right. Where is your target margin? Where is your target audience? Where do they hang out? Are they on Facebook? Are they on Instagram? Are they on LinkedIn? Maybe they’re on Pinterest. Right? Content creation.
Michael Pacheco [00:04:55]:
Create engaging content that resonates with your audience, such as posts, stories, videos, etcetera, and then community engagement, of course, interacting with your followers, responding to comments, participating in relevant conversations on other people’s posts, in conversations to build relationships. And you wanna do this from a place of genuineness. Authenticity would be a better word. You wanna do this from a place of authenticity and not just Chat gpt. Don’t use Chat g for everything. Please, god. Stop doing that. Number 3, email marketing.
Michael Pacheco [00:05:29]:
Email is super, super powerful for nurturing leads and maintaining relationships, not only with existing customers, but also with prospects, with someone who is maybe not ready to buy from you today, but maybe they’re nearly there and they sign up for your email address, your email list, and they are building whatever they’re doing whatever they’re doing to get it to a point where they are then ready to engage with you in 6 months, in a year, things like that, nurturing those people. Building a list is gonna be a big part of that. Collecting email addresses through your website, social media, through events, segmenting that list based on customer behavior, based on interests, psychographics, talked about that yesterday, and and demographics to deliver personalized content. You don’t want to be emailing someone in California about the snowstorms in Minnesota, for example. Right? That’s gonna be a demographic based segmentation, a location based. You might wanna segment your list based on things like that. You you don’t necessarily want to email a group of Star Trek fans with a whole bunch of Star Wars content. Personalized, the stuff that goes out.
Michael Pacheco [00:06:47]:
And then, campaign, sending targeted campaigns that provide value, newsletters, promotions, product updates, things like that. Number 4, content marketing. This is content marketing. What I’m doing right now, what you’re watching right now. Things like blogging, videos. For blogging, you get the idea. We’ve all read blogs before. You write an informative, engaging post.
Michael Pacheco [00:07:05]:
It provides lots of value. People read it. They spend time on your website, and you can then not only build trust and build engagement with your brand, but once they’re on your website, they’ve been reading for a while, an intelligent marketer along with a designer, UX designer, can invoke certain behaviors from folks on a website, get them to click on certain things. If someone comes to your blog to read a certain blog post, you can then persuade them to sign up for your email list. And now you’re showing up in their inbox every day or every other day or once a week or once a month. However often it is you send out promotional emails or newsletters or whatever it is you send out there. Videos like this. Creating videos that demonstrate your products, your services, your skills, your knowledge, your IP, sharing customer testimonials, providing educational content.
Michael Pacheco [00:07:55]:
That’s what this is. That sort of thing. And then infographics is a great one and underutilized in my opinion. Using infographics to present complex information in a visually appealing and easy to understand format. I’m gonna show this again, storytelling with data. If you look at a spreadsheet with thousands of rows of data, lots of numbers, you can spend a few minutes studying it, and you can get a general idea of maybe sorta what’s going on or what has been going on. If you then take all that data and put it into a graph and you get the graph that goes up, at a glance, you get a whole story. You get in a you get the story about everything that’s happened in the last, let’s say, 6 months.
Michael Pacheco [00:08:38]:
Right? Arbitrarily 6 months could be a year, could be the last 10 years. If you see a graph that goes up, whatever that time frame is, there’s a story attached to that at just a glance. Infographics can do exactly that, presenting complex information in a visually appealing and easy to understand way. Last one, the number 5, PPC, that’s pay per click, advertising. Things like Google Ads. PPC advertising allows you to simply place ads on social media platforms, search engines like Google Ads, YouTube. There there may if you’re watching this on YouTube, it’s entirely possible that you saw an ad before it. Google Ads is a great example of that, creating targeted ads that appear in Google search results and on partner websites.
Michael Pacheco [00:09:17]:
Google Ads are fantastic because Google shows at this point that Google, the search engine results page shows at least 1, if not 2 or 3 or 4 advertisements before it ever shows the organic results. The organic results are almost, like, below the fold of that first front page. Social media ads is another good one. Obviously, Facebook, LinkedIn, Instagram, we’ve seen we’ve all seen the ads. And then budget management. Right? Set and manage a budget to ensure that you get the best return from your ads. My recommendation with any marketing, including advertising and budget, things like think discussions like budget is pick a channel, start small, and scale slowly. Proof of concept is your friend here.
Michael Pacheco [00:10:04]:
Don’t dump a whole bunch of money into something that you haven’t tested yet. Test first. Test in test to small groups and then expand from there. Test with a small budget and expand from there.
Midroll [00:10:17]:
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Michael Pacheco [00:10:39]:
Conclusion. Selecting the right digital marketing strategies for your small business is essential for achieving your goals and making the most of your resources by focusing on SEO, social media marketing, email marketing, content marketing, and PPC advertising. You can create a comprehensive strategy that will drive growth and success. That’s how it works. So I want you to reflect on your current digital marketing efforts. Number question number 1, are you leveraging SEO to increase your online visibility? Yes or no? Question 2, how effectively are you using social media to engage with your audience? Question number 3, what role does email marketing play in your overall strategy, if at all? So considering those three questions, I think it can help you really identify areas for improvement and ultimately enhance your digital marketing approach and help you achieve those business goals that marketing helps you achieve. If you’re struggling to select the right digital marketing strategies for your business, I’m here to help. Reach out to me and let’s chat.
Michael Pacheco [00:11:44]:
It’s completely free. No strings attached. I have nothing to sell you. And my only goal here is to provide you with actionable value that you can apply directly to your business. You can get at me on LinkedIn or by reaching out to me directly on my website, michaelpachecodot c o. And if you found this video helpful, please give it a let me know in the comments what was valuable for you. Don’t forget to subscribe to the channel if you’re watching it on YouTube. And if you’re listening to this as a podcast, please give us a review on whatever platform it is you’re listening on.
Michael Pacheco [00:12:12]:
All of these things help us reach more businesses and help more businesses and that’s our big goal here. Thank you for doing everything that you do. I’m Michael Pacheco. Until next time. Cheers.
Outroll [00:12:26]:
You’ve been listening to The Revenue Engine with Michael Pacheco. For inquiries into market leadership, tailored strategies, or personalized consulting, visit michaelpacheco.co.
