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.

Outlines

00:00

📈 Hybrid Digital Marketing Strategy

The first paragraph introduces the concept of a hybrid digital marketing approach that combines lead generation with brand building. It discusses the common dichotomy between companies that focus solely on lead generation through ads and landing pages versus those that concentrate on organic marketing through social media to build brand trust and likability. The speaker, along with Nick from the Weber marketing team, aims to explore how businesses can integrate these strategies to not only generate leads but also enhance brand reputation over time. The importance of a well-rounded marketing plan that appeals to both immediate lead acquisition and long-term brand growth is emphasized.

05:01

🎥 Building Brand Through Content Creation

This paragraph delves into the specifics of the branding approach in digital marketing. It highlights the importance of creating and distributing content on social media platforms to establish brand presence, trust, and likability. The types of content suggested include educational videos that address frequently asked questions and story-based videos that either showcase client experiences or the company's unique stories. The goal is to preemptively answer potential customer queries and build a rapport that positions the brand as a thought leader and a trustworthy entity in the market.

10:03

🚀 Amplifying Brand Message Through Advertising

The second paragraph discusses the transition from organic content creation to content amplification through paid advertising. It acknowledges the shift in social media algorithms that now often require a financial investment to ensure content reaches the intended audience. The strategy involves targeting specific demographics to increase brand awareness and drive traffic to the brand's offerings. Additionally, the paragraph touches on the use of lead magnets or ethical bribes—valuable resources offered in exchange for contact information—to generate leads effectively.

💌 Nurturing Leads with Email Campaigns

The final paragraph outlines the process of nurturing leads through email campaigns following the acquisition of contact information. It emphasizes the importance of building trust and providing value to potential customers before making any direct sales pitches. The nurturing sequence typically involves a series of automated emails over weeks, offering insights, processes, testimonials, and other forms of valuable information. The ultimate goal is to guide the leads through the sales funnel at a pace that builds comfort and readiness, culminating in a direct call to action for a Discovery call or further engagement with the brand.

Keywords

💡Digital Marketing

Digital marketing refers to the use of digital channels to promote products or services. It encompasses a wide range of activities, from social media marketing to search engine optimization and email marketing. In the video's context, digital marketing is the central theme, with a focus on combining lead generation with brand building strategies.

💡Lead Generation

Lead generation is the process of attracting and capturing interest in a product or service, typically by collecting contact information from potential customers. In the script, lead generation is one of the two schools of thought in digital marketing, where companies run ads to gather contact information, such as names, emails, and phone numbers.

💡Organic Marketing

Organic marketing is a subset of digital marketing where the focus is on building a brand through non-paid methods, such as social media content and search engine optimization. The video discusses the hybrid approach that includes organic marketing to build brand likeability and trust over time.

💡Hybrid Approach

A hybrid approach in the context of the video refers to the combination of lead generation and organic marketing strategies to create a comprehensive digital marketing plan. The script emphasizes the importance of this approach to generate leads while also building a brand.

💡Brand Building

Brand building is the process of creating a unique identity and image for a product or service in the minds of consumers. The video discusses how businesses can use a hybrid approach to not only generate leads but also to build a strong brand identity through social media and content marketing.

💡Social Media Content

Social media content refers to the various types of media, such as videos, images, and text, posted on social media platforms to engage and attract an audience. In the script, social media content is a key component of the organic marketing strategy, used to build brand likeability and trust.

💡Educational Component

The educational component in marketing involves providing valuable information to potential customers to educate them about a product or service. The video script mentions creating educational videos as a way to build the brand and establish trust with the audience.

💡Amplification

Amplification in digital marketing is the process of increasing the visibility of content to reach a larger audience, often through paid advertising methods. The script discusses the use of amplification to ensure that good content reaches the right people, enhancing both brand awareness and lead generation.

💡Lead Magnet

A lead magnet is a valuable resource, such as a downloadable guide or a tool, offered in exchange for a potential customer's contact information. The script describes the importance of creating effective lead magnets to gather emails and initiate the nurturing process.

💡Nurturing Sequence

A nurturing sequence is a series of communications, typically emails, aimed at building a relationship with potential customers and moving them closer to making a purchase. The video script explains how a nurturing sequence can be used to provide ongoing value and build trust with leads.

💡Discovery Call

A discovery call is an initial conversation between a potential customer and a business to discuss needs and explore how the business can help. The script mentions scheduling discovery calls as a next step after nurturing leads through a sequence of emails.

Highlights

The hybrid approach to digital marketing combines lead generation with brand building.

Lead generation focuses on driving specific inquiries and contacts, while brand building enhances likeability and trust over time.

Digital marketing companies often specialize in either lead generation or brand building, but a hybrid model seeks to achieve both.

Brand building is traditionally done through social media content, videos, and storytelling without direct lead generation.

Lead generation typically involves running ads to landing pages to collect contact information.

The hybrid model aims to fill the gap between looking good and bringing in business by combining marketing skillsets.

Content creation for branding includes educational videos and answering frequently asked questions.

If a question is asked more than once, it's a candidate for a video that builds the brand.

Story-based videos can either tell client stories or share experiences to build brand trust.

Amplification involves using advertising to increase the reach of good content and brand awareness.

Targeted advertising ensures that content reaches the right audience on social media platforms.

Lead magnets are valuable assets exchanged for contact information, such as emails.

Creating an effective lead generator is often missed by businesses, who lack downloadable offers or contact forms.

Nurturing sequences are automated email campaigns that build trust and provide value over time.

Nurture campaigns may include sharing client stories, explaining the business process, and offering insights.

Email marketing allows direct communication with leads and control over the sales process.

The hybrid model structures a consistent brand presence and a clear call to action for lead conversion.

Businesses can benefit from a hybrid digital marketing strategy to generate leads and build a strong brand.

Transcripts

when it comes to digital marketing

there's two schools of thought you have

the lead generation approach and you

have the organic marketing approach that

builds a brand most businesses want both

you want to generate leads and you want

to build a brand so how can you hybrid

both of those together to create a

business that generates leads and also

is building your brand over time we're

going to talk about that

today so today with me I have Nick who

is part of the Weber marketing team and

we're going to talk about kind of this

hybrid approach so

when we're talking about digital

marketing usually digital marketing

companies is kind of where we're we're

taking this there's two types of

companies that come to mind you have the

lead generation companies and these guys

run ads to generally some sort of

landing page to gather name email phone

number whatever it may be and deliver

those as a contact and that is lead

generation or on the other side of

things is what we've typically done in

the past where it's only purely building

brand and that's generally through

social social media uh uh not ads

generally through social media content

videos uh Instagram Facebook all of that

kind of stuff through social media and

that builds brand likeability trust over

time but it doesn't necessarily generate

specific leads so what we've been

talking about lately is how can we do

both you we want to create this hybrid

system for our clients because The

Branding thing's always been great but

I've always felt like there's something

missing when someone's like oh well how

do I know if I'm getting qualified leads

it's like I know is more people calling

you are you getting more business and

that's really all we've ever been able

to determine so let's kind of walk

through step by step what our offer is

and and what we do for businesses

because I think it's what a lot of

businesses are searching for and they

don't really know how to say it yeah

yeah there's usually a pretty big

difference between the people that are

making you look good and the people that

are bringing you business and uh as

you're kind of saying we're trying to

combine both of those things to look

good and get people to reach out to you

yeah and it's usually a big uh array or

a differentiating skill set so the

people that are really good at making

you look good are videographers and

typically don't know much about

marketing and then on the other side of

things you have the marketers who don't

know how to shoot a good video and and

create a beautiful product and I like

the think that we're pretty good at both

um I wouldn't say we're the best at one

or the other but we're good enough at

both to say oh well this is going to

create you a better product at a better

price point because if you'd have to

hire each of them individually it's

going to be pretty astronomically priced

yep it is so starting off kind of what

we what we start off with is that

branding approach um when it comes to

branding we want to put content out on

social media to build your likeability

your trustability and so people know

that you exist it's the no like trust

Factor really simple really easy and

some of the types of videos or types of

content that we make is one videos um

and two it's the educational component

so we typically work with service-based

businesses and when you're a

service-based business you have

education to put out there and so what

are some of these videos that we're

making for people on the front end to to

build that brand yeah really good rule

of thumb that we reference all the time

is if somebody has asked you a question

twice or more than once then you should

probably make a video on

it yeah I mean uh it's pretty simple if

someone's asked it twice and you've

gotten an email about it twice there

could be a video on it because there's

probably a whole lot more people that

have the same exact question they just

are too afraid to ask it or just haven't

gotten a chance to ask it so if you

answer their questions before they have

them then they trust you more they're

like wow this person's like reading my

mind I would have had that question um

so that's one way of of kind of getting

those branding videos out there we love

the FAQ frequently asked questions we

love the if you've been asked it twice

um and another aspect of that is is

stories story-based

videos and so two different types of

stories you can tell kind of your client

story so instead of asking for a

testimony you can tell the story of that

c client or on the other side of it you

can tell some of your wild and crazy

stories because people want to hear what

it's like you know from other people's

perspective uh so once we get through

this this General branding phase of

posting videos that are set to be in

front of your clients the the next

aspect that we do is we we call it

amplification so if it's a good video

and good content we want to amplify that

message and what is kind of what's that

look like for us yeah so like you said

uh not everyone's going to ask you the

question directly so you need to go and

answer it before they ask it and they

might not always be coming to your page

and scrolling through your content to

find the right question to find their

answer so you need to put it in front of

them yeah how do we put it in front of

them advertising advertising so it's the

payto playay method um because people

are on social media might not

necessarily find you because they're

many people posting content out there

especially with the business accounts

now they're they're trying to make it a

pay-to-play platform so if you are able

to put some dollars behind a good

message and then put that good message

in front of the right people that means

that more people that you want to see

your message are going to see it this is

what Facebook used to be back in you

know 20 2009 long time ago yeah a long

long time ago is is when you could get

this actual amplification without having

to pay and now we just pay for it and we

do some targeting to make sure that

we're getting it in front of the right

people to see that message so that's

kind of the next phase of this is

amplifying a good message and then at

the same time we're amplifying your

brand awareness so because we have good

content out there to to build your brand

we just want more people to see it so

we're just putting it in front of more

people through advertising but then if

we also have a

specific call to action or something

that we're trying to drive traffic to we

can also amplify that so we kind of have

these these

congruent uh messages going on at the

same time where we're building the brand

and now we're also trying to drive

traffic so what do we typically do when

we have a call to action or something

that we're doing where are we sending

them yeah so in all of your organic

content you're not going to be selling

per se um in every one of those videos

and so uh you want to provide value so

if you are a home builder home builder

for example you may want to say these

are our top styles or if you are a

mortgage lender maybe you uh know that

your customers are often looking to

figure out what kind of mortgage rate

they can get so you need to give them a

tool or an asset or or whatever you want

to call it provide them value and you'll

trade them their email for that yeah

ethical bribe is what we like to use as

as our terminology here so um a lead

magnet is a thing that generates leads

it it gets people to give you their

email and in exchange for that email

you're giving them something they

probably feel like they should have paid

for they want to get that information

it's valuable to them they'll gladly

give you their email to then um you know

get that information and and that's the

hardest component most people Miss

creating a lead generator um it's very

few businesses you can go on their

website and see something to download or

something to uh give give you their

email or contact information other than

just like click here contact us so the

the better your lead generator the

better your lead magnet is the more

emails and opportunities you're going to

get to then follow up which is our next

step um so with this follow-up process

we call it our nurturing sequence um

once you get these emails you can try to

sell them depending on how warm these

leads are but a lot of times they're not

going to buy and you don't want to just

immediately go in and and hard cell so

what we try and do is create a nurture

campaign and generally what these

nurture campaigns are a bunch of emails

over time to provide more value so kind

of walk us through what these nurture

campaigns look like for us yeah so you

don't propose on the first date uh you

want to get to know them you want to

maybe see what they're like uh inside or

outside or does their makeup wash off in

the pool you know you want to you want

to get to know who you're doing business

with uh before you commit to doing that

so maybe you uh walk them through your

process or um you kind of give them

insights to what working with you is

like or show them they can trust you

show them that you're valuable and you

have information that is valuable to

them yeah no the the the more trust you

can build oneon-one in an email and it

can be automated we love automated

sequences we love doing a 12 email

sequence to start so over 12 weeks

you're giving them some sort of valuable

information and and increasing their

trust with you trying to answer their

questions before they have them uh

through the email campaign and and

usually at the bottom of every single

email we'll say something along the

lines of so if you're ready to whatever

the next step of the process is or get

started with really it's your core offer

then click here to schedule that intro

or starting of or or just buy just

depends on where where we're at most of

our clients that we're working with

since we're service-based they're going

to schedule some sort of Discovery call

type thing

and so at the end of every nurturing

email sequence it's click here to

schedule your Discovery call to start

the process of whatever it may be sorry

and uh and a huge reason that's uh

really important or really valuable is

like you said is because it's an

individual touch point when you're

posting to let's say Facebook or YouTube

you're at the uh you're subject to Who

YouTube shows that to or who Facebook

shows that to whereas once you get in

your email list you're talking directly

to them and you own that line of

communication with them and you also get

to say when I want you to learn about

different steps of the process so um

let's use an example here where maybe at

the beginning you're you're answering

the first three emails or three myths

about what it is that you do the the

next two or three emails are the top

seven or eight reasons that someone's

doing whatever it is that you do maybe

the next email is a client story telling

almost like a testimonial of of what it

is like working with then the next is

your process so they know exactly what

the actual steps are of doing business

with you then maybe you do another

testimonial or share with your Google

reviews um and then maybe after all of

that they're ready to buy so it could

take seven or eight different emails to

warm them up but you get to dictate the

process in which I think this is going

to move somebody closer to wanting to do

business with me so that's generally

where it stops obviously that's going to

put them into some future campaign or

further campaign um 12 weeks doesn't

have to be the end sometimes bigger

bigger purchases need a 52- week

follow-up sequence it just depends on

kind of what your your U client's like

buyer cycle is and you'll know that

obviously yeah but that could then put

them into a email newsletter every

single week and three years from now you

could have a different offer that speaks

better to that person and they never

would have known that if they weren't on

your email list exactly so that's kind

of how we have structured this we're

we're calling it you know the hybrid

model how can we build a brand and have

that continuously going putting it in

front of more people not begging to the

algorithm Gods to put it in front of

more people we're actually paying a few

dollars to make sure that it gets in

front of the right people more

consistently and then also have a

specific call to action to gather a

contact information to nurture the

contact and get them to raise their hand

and say yes I'm ready to do business

with you I want to talk to you about

moving forward with the next step of the

process that is the hybrid model of of

digital marketing um if you want to do a

hybrid model for you and your business

shoot us a message next step for us is

just to have a conversation and see if

it is something that you uh we can help

you with and if so then fantastic

fantastic closing thoughts uh yeah after

we finish out that process uh we will

bring people to you and it's on you to

deliver love it awesome well we

appreciate it guys if you got questions

let us know and uh we'll talk to you

later