Hybrid Marketing: The New Way To Grow Small Businesses

Summary

This video script discusses the hybrid approach to digital marketing, combining lead generation and brand building. It features insights from Nick, a Weber marketing team member, who explains the balance between creating engaging social media content and using ads for targeted lead generation. The conversation covers strategies like educational videos, storytelling, and nurturing sequences to build trust and guide potential clients towards a business transaction. The goal is to create a consistent brand presence while also capturing leads, fostering a relationship that can convert into sales.

Takeaways

• 😀 Digital marketing can be approached through two main strategies: lead generation and organic marketing to build a brand.
• 🤔 The hybrid approach combines both strategies to generate leads while also enhancing brand image over time.
• 🏭 Lead generation companies focus on ads and landing pages to collect contact information, whereas organic marketing builds brand trust through social media content.
• 📈 The hybrid system aims to address the gap in knowing if marketing efforts are generating qualified leads by combining brand building with lead generation.
• 📝 The process begins with a branding approach, creating content for social media to establish a likable and trustworthy brand presence.
• 🎥 Content creation includes videos that answer frequently asked questions and tell stories, which are effective for building brand recognition and trust.
• 🔑 A key strategy is to create videos on topics that have been asked about more than once, anticipating and answering potential customer questions.
• 📢 Amplification involves using paid advertising to ensure good content reaches a wider audience, overcoming the limitations of organic reach on social media platforms.
• 🔗 Lead magnets are valuable assets provided in exchange for contact information, such as emails, to generate leads and build a relationship with potential customers.
• 💌 Nurturing campaigns involve a series of automated emails over time to build trust and provide ongoing value, guiding potential customers through the sales process.
• 📆 The nurturing sequence can be tailored to the length of a client's buying cycle, with some requiring longer follow-up sequences for larger purchases.
• 📈 The hybrid model of digital marketing ensures consistent brand building and lead generation, providing businesses with a direct line of communication with potential customers.

Q & A

What are the two primary schools of thought in digital marketing mentioned in the transcript?

The two primary schools of thought in digital marketing mentioned are the lead generation approach and the organic marketing approach that builds a brand.

What is the main goal of combining the lead generation and organic marketing approaches?

The main goal of combining these approaches is to create a hybrid system that generates leads and also builds the brand over time.

What is the difference between lead generation companies and companies that focus on building brand through social media?

Lead generation companies run ads to landing pages to gather contact information and deliver them as leads. Companies focusing on building brand through social media create content to build likeability and trust but do not necessarily generate specific leads.

What types of content are suggested for building a brand through social media?

The types of content suggested include videos, educational content, and story-based videos that either tell client stories or share experiences.

Why is it recommended to create a video if a question has been asked more than once?

Creating a video for a frequently asked question helps to build trust with potential clients by answering their questions before they even ask, making them feel understood and valued.

What is the purpose of amplification in the hybrid digital marketing approach?

Amplification is used to increase the visibility of good content by putting it in front of more people through advertising, ensuring the message reaches the desired audience.

How does advertising help in the amplification phase of the hybrid model?

Advertising helps by targeting the right audience and ensuring that the content reaches people who are more likely to be interested, as social media platforms have become more pay-to-play.

What is the term used for a valuable asset provided in exchange for a potential client's email?

The term used is 'ethical bribe' or 'lead magnet,' which is something valuable that the potential client feels they should have paid for.

What is the nurturing sequence in the context of the hybrid digital marketing model?

The nurturing sequence refers to a series of automated emails sent over time to provide more value and build trust with the potential client, eventually leading them to the point where they are ready to engage in business.

Why is owning the email list of potential clients considered valuable in the hybrid model?

Owning the email list allows for direct communication with potential clients, bypassing the limitations of social media algorithms, and providing control over the messaging and timing of communications.

How does the hybrid model ensure a balance between brand building and lead generation?

The hybrid model balances brand building and lead generation by creating valuable content to build the brand, using advertising to amplify the message, offering lead magnets to capture contact information, and nurturing leads through email campaigns.