Understanding Marketing is the First Step in Taking Control of Your Business.

Let Us Be Your Guide.

Below you will find several terms that are used in Digital Marketing and Growth Hacking that often get confused or misinterpreted. The best way to be in control of your marketing is to educate yourself on the tools available to you.

LYT Marketing will devise a plan from start to finish, either contract or hire the key players to allow you to progress at the pace of your budget and goals and put you in full control of your marketing and sales funnel.

Customer Journey Mapping

CJM is a powerful way of visualizing the customer experience and understanding your target persona and how they will interact with your company from start to finish. It is a crucial part of your marketing puzzle that few consultants employ. This is the best place to start so you and your team have a clear road map.

This process can be done via Zoom or in person and usually takes about 1-2 hours of interaction with you and your team and 1-2 hours of our time to digest what was discovered into a clear plan for your business. 

Personas

Your company’s target persona maybe one ideal demographic or several depending on how your funnel is meant to function. You may need to first target a person at a company that will influence a decision maker to purchase your product or service. You may have two very different demographics to target. This is part of the discovery process encapsulated in the Customer Journey Mapping.

 Content Marketing

These days everyone is creating content from video, blogs, vlogs, white papers, infographics, newsletters, social postings, and educational materials for their products and services. If you are a master of content creation, wonderful! However, is that content actually driving leads and are you successfully converting those leads into sales? If not, your efforts are being wasted and even worse, if you are paying someone to create content, your money is being wasted.

When we analyze your content and define what content creation would be necessary, we do so with the end result in mind. We pull from our experience of successfully creating pathways to results instead of selling you a content package “catch-all”. We will audit your existing content channels and give you a road map to not only improve them but to get them to generate leads that will then convert and move those leads down your funnel.

THe audit of your channels is a short term project (3-6 Hours) that will magnify your messaging with a focus on metadata to make use of the content you have already and discover what to do more of for better results. we can create a content calendar for you to follow to maximize the return of the content you create. If we manage your content for you that is an on going process and varies from business to business.

Email Marketing

Do you have an incredible collection of dedicated clients on your email list? If so, are you offering them ways to engage with your brand and send you referrals continuously? If not, we will teach you how to create drip campaigns that will generate up-sell opportunities and create referral campaigns that will help them drive new leads while you sleep!

If you do not have a great email list, we can set up landing pages for email capture and create the right pathways to find your ideal client. If you have a database or CRM, we can help you find the right email marketing platform for your needs so you can start converting your past clients into repeat sales or as a referral source. If they loved you once to purchase from you, they are the best people to offer deals to as they will sing your praises to anyone who will listen!

A single campaign can take about 2-3 hours to create but we can create a template for your team to follow as well. Drip campaign are set up, tested then refined and typically take 6-10 hours with little maintenance required.

Sales Funnel

Below is an example of a typical funnel for a medium sized business with a product. Some need more or less automation depending on your audience and the complexity of your product or service. Leads move down the funnel towards sales and then continue on to become your greatest fans and repeat business.

Sales funnel creation will take between 4-6 hours to define and different levels of maintenance for different kinds of businesses. This will be defined in your estimate before work begins.

Google Analytics

Google Analytics is a completely free platform that allows you to see every detail about who is visiting your site. The trick is setting it up to capture what you want to know. One thing to note is that it will only capture and save what you tell it to and when you change the settings, it will only record from that moment on. In many cases, you can set things up once and make minor tweaks as you update your marketing campaigns.

Setting up the basics of tracking your assets takes between 6-10 hours between defining the goals and creating the tracking. This will require quarterly Maintenance.

Google Ads (Formerly Adwords)

Google Ads is a pay to play platform created by Google to create search ads, display ads and ads that you will see on Youtube, as Google owns that platform as well. You can use some aspects of it for free like the keyword planner but there are other wonderful tools that integrate that information like Keywords Everywhere.

Google Ads is by far the most effective way to target your key demographic, if you know who you want, Google Ads will find them and that is why they can demand a premium for this platform. Google recommends that you have at least a budget of $600 per month. This is the minimum as you are “bidding” for attention on Google. We can determine if this is right for your business. It is incredibly lucrative if it is set up properly but if you leave it up to the “recommended settings” that Google offers, they will happily take your money and not offer much in return. Having a trusted Google Ads administrator is imperative to ensure you maximize your return on ad spend (ROAS). Luckily, LYT Marketing’s Founder specializes in Google Products. If it is useful for your particular needs, you will have the best on your side however we will not recommend this avenue if it is not going to truly convert for you.

A simple Google Ads campaign can be created in 2-4 hour but will require monthly maintenance. The ad spend will be determined during our goal setting discovery phase.

SEO vs. SEM

SEO stands for search engine optimization. This is what is often referred to as organic search which means how often people find you because they use keywords that match ones on your site. Google has what are called “bots” that crawl the internet to establish verified pathways to give you what you are looking for when you type something into the Google search bar. These bots have a one-track-A.I.-mind that wants to give you the best results for your search. There are certain ways to ensure that they find you but it is a slow build to get these pathways established. If you have had a site for a long time you likely have great SEO because those pathways are “well-worn”. Another tactic is to create backlinks with your partners, reviewers or pay for mentions in blog content. They reinforce the pathways’ efficacy to Google and therefore drive traffic your way. SEO takes sweat-equity to create the backlinks and harvesting relationships to get reviews and focused blog content but well worth the effort in the long run!

SEM stands for search engine marketing which refers to all paid ad placement. This includes but is not limited to Google Ads mentioned above. SEO is a long term strategy that should also be employed but if you are launching a new project, testing an idea or seeking consistent leads to add you to your funnel, paid marketing is needed. If you are working on your “side hustle”, you can afford the slowly build of SEO with your traffic on Google.

There are some ways innovating and affordable ways to use paid social marketing to create leads and funnel traffic. It all depends on your business and the demographic you are targeting. The avenues mentioned here are not all needed for all businesses. However once you have a clearer picture of where you want to go and how to get there, you will be empowered to take directed action to grow your business. We are here to help, schedule your free consultation today.