Infographic: Strategic Digital Marketing Guide for SMB

Digital marketing can be a daunting concept for small and medium-sized businesses (SMBs). After all, it involves a lot of intricacies that may be too overwhelming for a SMB owner to understand right away. Thus, it is set aside to favor a more classic or known traditional marketing process.

However, digital marketing has a lot of benefits for any type of business, especially in today’s technologically-advancing and digital age. It helps businesses connect with their consumers on the internet as opposed to sticking with marketing that targets them in places where they hypothetically would be found in. This makes sure that you hit your target market more accurately and efficiently.

Also, this helps you reduce on cost, as digital marketing can reach far and wide without relying on multiple channels such as TV, radio, magazine, and print ads. Not only that, they give you real-time results as opposed to waiting if your target market would respond to your different advertisements in varying channels. This also helps you determine what is and isn’t working in your strategy far quicker.

For your target, your digital marketing strategy won’t feel as intrusive than traditional marketing. Flyers shoved to their faces or sales calls at the most inconvenient times won’t be a problem to them–and to you–anymore. The chances of you annoying your target market to sell to them would be lessened drastically, and it’ll be a breather for both you and your customers.

Real-time and greater engagement is also something your business can take from digital marketing. You can encourage your target market to take the appropriate action you want them to within a few clicks. If your posts and ads are also attention-worthy, it can be shared to more audiences with little effort as your target market are doing the dissemination for you, and it may even reach viral status.

With these benefits, taking the risk on using digital marketing will be more than worth it. Ready to jump in on digital marketing? This infographic from CJG Digital Marketing will give you a 4-step-by-step process that will guide you through achieving digital success for your business.


Jomer B. Gregorio is a professional and specialist in integrated digital marketing and holistic SEO. He is the founder of Digital Marketing Philippines and CJG Digital Marketing. If you need an effective and high-performing digital campaigns for your business, don’t hesitate to contact him today.

infographic strategic digital marketing guide for SMB

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The Birds and the Dragon

fable of the birds and the dragon

Once, there were three birds who shared the tallest tree in the forest; a sparrow, a jay and a cardinal. Though they lived in the same tree, these birds lived very different lives.

Among the lowest branches, the sparrow struggled, seldom having enough to eat, and often settling for the leanest worms or for any bug it could find. The sparrow neglected its nest, leaving threads unraveled and only patching the sides when the nest threatened to come undone entirely.

Up in the middle of the tree, lived the jay. The jay had perfected a technique for capturing the fattest grubs and—though it lived fairly well—like the sparrow, the jay had to hunt daily for its food. Though the jay would sometimes dream of something larger and more luxurious, its nest was a comfortable size, well-kept and nicely decorated.

Finally, above the jay and sparrow, in a large, spacious nest, lived the cardinal. The cardinal seldom hunted for its own food like the other birds. Instead, the cardinal had built a number of bug traps around the forest. The cardinal simply offered a small percentage to the sparrow, and in return, the sparrow occasionally harvested and delivered the bugs.

One morning, an old dragon came to stand at the bottom of their great tree and called to them. As the birds assembled, the dragon said, “Neighbors, I have a small token of my appreciation for the beautiful music you bring to our forest. My only condition is that you must allow me to return tomorrow to hear how you’ve used my gift.”

Curious, the birds agreed. The dragon gave each bird a silver coin and told them to do with it what they would.

Snatching up its coin, the sparrow flew straight to the town market and purchased a brightly-colored silk ribbon with which to play and decorate its nest.

The jay—after some careful consideration—made a payment toward a debt owed to the cardinal and used the rest to see a show at the local stage.

Lastly—after taking nearly the whole day to ponder—the cardinal flew to the market and purchased as many Baby’s Breath seeds as it could carry. Returning home, the cardinal settled in for the evening.

The next morning, the dragon visited them. Chirping happily, the sparrow and jay told the dragon of their purchases and the dragon listened, delighted.

When the dragon turned to the cardinal, the cardinal said, “Gracious dragon, thank you for your gift. My I ask, isn’t it true you highly prize the sweet berries from the brier patch?”

The dragon smiled. “Why, yes, I do,” he said.

“Dragon, with my coin, I bought Baby’s Breath seeds; a loved treat among birds,” the cardinal said. “I propose to trade the seeds to a few of our flock in exchange for collecting a dragon’s mouthful of sweet berries for you each morning. In return, I only ask you to pay two coins for every mouthful. In this way, I can continue to supply us in seeds and you in berries. Does this sound agreeable?”

“It certainly does!” cheered the dragon. “A marvelous idea!”

And so, the wise cardinal came to serve both the dragon and the birds, to the benefit of all.

Lead Generation in a Mobile World

lead generation in a mobile world

In the world of sales, there are two goals for your marketing plan: positive brand awareness and lead generation. Today’s internet-based society and mobile device usage has blended these two objectives into one overarching business conversation that needs to be navigated wisely to achieve the desired results.

The New Landscape

Online advertising started in earnest in the early 1980s when Prodigy began displaying banner ads to its subscribers. Between the ’80s and the early 2000s, online advertising campaigns paralleled traditional paper marketing, using discount-driven ads and brand awareness pieces to drive sales.

The rise of social media changed this by demanding a two-way conversation over these single-direction marketing statements. Mobile technology made marketing communication instantaneous. Twitter became the carrier of customer service messages, both good and bad. Facebook is now the most relied upon place for reviews and product opinions. Today, leads are no longer the final product of marketing but just part of the overall relationship that you develop with new and existing customers.

Defining a Lead

A lead used to be a linear relationship between a piece of marketing and the interest shown by a potential customer. In short, it was a potential contact. Now, with a billion people on Facebook alone, most of your potential contacts are not actionable contacts.

Interest is difficult to measure in this nonlinear connected environment. Initially, lead generation was part of a reverse marketing approach in which the company wanted the prospect to seek out the business. Now the prospective customer is searching for active conversations about your company and they may or may not include you.

Your job in lead generation is to make sure that you are at the center of these digital dialogues. To do this, you must understand who you are and what you have to offer. You need to analyze your business and its foundational beliefs and then insert yourself into conversations based on these principles.

The Rise in new Technology

Social media lets users separate themselves from their physical person if they want. They can create profiles that portray an image even if it is not real. The use of mobile devices has counteracted this, linking the physical people with their cyber selves.

How? The latest iPhones, like the iPhone 7 Plus, now have technology that allow the devices to interact with their environment through Bluetooth signals. When users are near your business or inside your store, you can take these previously online-only marketing conversations into a physical environment, allowing you to react to location and shopping patterns of real customers. As a lead generation tool, new technology like iBeacon is extremely powerful. You can invite customers into your shop while they are walking by or entice them with a special promotion. For better lead generation, look into some of the newest geofencing advertising opportunities.

Holistic Lead Generation

Ultimately, the best lead generation campaign takes into account where the prospect is, both mentally and physically. You want to be in a positive, relationship-building conversation with potential customers and their support network while seeing their location-based shopping patterns. Trying to sell a house in Houston to a couple looking for a home in Boston is useless, but being an expert in housing is invaluable. To best generate leads, create your online image, become part of the conversation and know your customer base.


With a Bachelors in Physics and a MBA, Paul Reyes-Fournier worked in aerospace and education but his passion to do something good for the world led him to a career in the non-profit sector where he has served as the CFO of a multi-million dollar rehab agency. Paul has lobbied Congress for funds to help homeless individuals and served on the BOD for social service organizations.

Utilizing the 5 Senses to Make Customers Feel Comfortable

using the senses in marketing

Not all marketing research comes from business scientists. When a customer walks into your store, a neuroscientist would identify the millions of interactions starting with sensory nerve cell receptors that transmit data to the brain. The brain then interprets the information, filtering through its knowledge, emotions and life experience to create a perception. Sensory marketing, a hybrid of neuroscience and marketing research, analyses the conversion from sense to perception, identifying the ways to use senses to make a sale. Here’s a scientific look at how our senses can drive sales.

Sight

We come from a long line of hunters and gatherers. Compared to other top predators, which depend largely on a sense of smell, humans depend on sight. Most of our brain is used to interpret sensory input of sight, either perceiving safety or identifying faces. The limbic system governs deep-seated responses like fear and safety. Before customers can be willing to make a purchase, they need to feel safe. Installing security cameras, cleaning cluttered spaces and approaching customers with a friendly face will put the limbic responses at ease, which can lead to more impulse purchases.

Hearing

The link between sound and its perception is one of the most complex of the five senses. The shape of air pushed through our mouths is detected by specialized nerve cells in the ear, which the brain translates into language with all of the subtleties and nuances that come with it. Hearing is where the sales pitch is perceived. According to Aristotle, these sound waves must elicit three reactions to be persuasive:

  • Ethos: Ethical
  • Logos: Logical
  • Pathos: Emotional

Make certain that all of your pitches have these components.

Touch

One of the reasons that you have a brick-and-mortar store over an online shop is that you want your customers to be able to touch the products. Compared to pictorial representations where a customer can only rely on the sense of sight, real interaction lets them use touch and, to a lesser degree, smell. This ability to touch a product leads to a significantly higher rate of purchase. Whenever feasible, encourage customers to touch, manipulate and spatially examine the products to better be able to make the sale.

Taste

The sense of taste is a difficult one to separate out because it is so closely linked to the sense of smell, which is a very powerful primer for emotions. If a person holds his nose, thus removing the sense of smell, and tastes food, he generally will not be able to differentiate much more than salty, sweet or bitter. For a marketer to truly engage the sense of taste, you will need to develop an experiential marketing framework. To do so, have something for customers to put into their mouths that matches the feel of the other senses. This will go a long way to creating a multi-sensual shopping experience for your customer.

Smell

In contrast, smell is almost directly linked to our emotions. The smell of comfort foods cooking brings us back to childhood happiness and carefree times. Research shows that customers will spend more time in a store if it smells good. Of course, these are filtered through out memories and cultures, so make sure to tailor the scent of your store the proper demographic.


With a Bachelors in Physics and a MBA, Paul Reyes-Fournier worked in aerospace and education but his passion to do something good for the world led him to a career in the non-profit sector where he has served as the CFO of a multi-million dollar rehab agency. Paul has lobbied Congress for funds to help homeless individuals and served on the BOD for social service organizations. He is a published author, co-author of CoupleDumb.com, and has written for JG Wentworth, Walmart, and LifeLock.

3 Ways to Create A Successful Video Campaign

It’s hard to go onto any website these days without seeing a video. Whether it’s a funny video on social media, a clip from your favorite show or a campaign advertisement, they seem to be everywhere. But why are we surprised? With the space for written, audio and visual content, videos provide a unique marketing opportunity to engage audiences quicker and for longer. In fact, according to The Digital Marketing Institute by 2016, video marketing will account for 69 percent of all consumer traffic.

So as a brand, why not get involved? Check out these few tips to create a successful video campaign for your company.

1. Convey a Distinct Message

Due to the mixture of movement, sound and pictures, videos have the power to dynamically and creatively communicate a message. And this message is usually what gets audiences engaged and makes a campaign go “viral.” Try and tell a story in your video, stand up for a cause and always put some feeling into it. Focus on building your brand personality and then sell your product in the background using this reputation as a starting point.

Always, the feminine hygiene product company, exhibited this concept in a powerful way. Their “Like A Girl” campaign asked young women to use the phrase “like a girl” as they had heard it used in their lifetime. Then they asked younger girls, who hadn’t been exposed to the stereotype, to use the phrase the way they thought it should be used. This made for an endearing message about the strength and independence of a woman. Through this campaign, Always successfully transmitted a message of empowerment that perfectly aligned with their female audience.

2. Make Use of User-generated Content

The great thing about the world of social media is how it allows people to share ideas and deliver content of their own. So why not use your audience as creators? After all, they might be able to contribute a unique sense of creativity that your brand may never have thought of. GoPro is an example of a brand that utilizes user-generated content to display the unique ways its product can be used. Whether it’s surfers, skateboarders or adventure travelers, the great footage they get from users has proven successful; one user-generated campaign they have of a fireman saving a kitten has almost 30 million views.

If you’re having trouble finding footage, try initiating a video competition and then compiling the best entries into one video advertisement.

3. Mix Mediums to Make it Engaging

When making a video, your options are almost endless. There are so many elements that you can include to be unique and engage audiences. So be creative. Add music to set the tone of the video, upload unique visuals and include short, snappy words to tell a story. You could even try different sound effects and camera tricks. Amway achieves this in their welcome video with a wide variety of visuals accompanied by slow music to set an inspirational, intrepid tone. Keep in mind that audiences are viewing numerous videos a day, so employ creative mediums and techniques to make your brand stand out.

Video marketing is a new but very popular content form. If executed correctly, it has the power to convey your brand personality and draw audiences to your product in exciting new ways. Try these couple of tricks to create video material that will substantially contribute to your marketing strategy.


Naomi Bagga is a young media professional living in Australia. She works at UK-based digital partner marketing firm, Performance Horizon. She is passionate about music, entertainment, freelance writing and the changing media landscape, and loves photography, fashion, travel and a good cup of coffee.