Month: March 2022

If you’ve never heard of a T-shaped marketer, you might think we just made it up. But, we swear—it’s a thing. And it’s a pretty big deal.

The reason being a T-shaped marketer is something all expert marketers strive for is because it allows them to do more as a marketer. It gives them a basic understanding of all the necessary parts of marketing (like SEO, funnels, social media, influencer campaigns, etc.) and creates a cohesive marketing strategy.

When your marketing strategy flows perfectly from somebody becoming newly aware of your business (the first stage of the Customer Value Journey, Awareness) to ascending into your higher-tier products (in the sixth stage in the CVJ, Ascension)—that’s when you have a winner.

T-shaped marketers create and maintain that perfect flow between all of the different facets of marketing. Here’s how you can become one.

What is a T-Shaped Marketer?

A T-shaped marketer is somebody who has expertise in about 1-3 main marketing facets. For example, you may be great at content marketing. You have a proven track record of doing awesome things with your content and organic strategies.

But they’re also savvy in other marketing facets like email marketing, pay-per-click ads, building communities, and SEO. They’re just not as savvy as they are at the first two facets.

This is a T-shaped marketer.

The horizontal part of the “T” is the broad knowledge about marketing. It’s all of other facets that you’re familiar with—but not necessarily absolute expert in.

Then, the vertical part of the “T” shows the singular depth of knowledge on one subject. It’s the marketing facet that you are an absolute expert on. In this case, it would be content marketing.

T-shaped marketers aren’t specialists, they’re generalists with one specialty.

They can look at an entire marketing strategy and understand each part of it, even if they’ve only run a few PPC campaigns in their day.

And that’s what makes them so valuable.

What’s the Benefit of Being a T-Shaped Marketer?

Being a T-shaped marketer means that you can help clients with their marketing strategy from A-Z. While you’ll have your bread and butter (like SEO, social media, paid ads, or community building), you’ll be able to create winning strategies amongst other marketing facets by collaborating with your marketing team.

This is what makes T-shaped marketers so valuable. They’re not going to come in and create converting marketing strategies only from SEO—they’re going to do it across the board. They’re going to be able to put together an SEO strategy that feeds into a content marketing strategy that feeds into an email marketing strategy.

Businesses need T-shaped marketers to steer the ship of all of their marketing strategies, from SEO to email. T-shaped marketers do this by using their expertise and their knowledge of other…

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The Ad Grid is the method DigitalMarketer uses to increase our ad success rate 20 times over.
It’s how we plan, test, and measure paid traffic campaigns. It’s the way we organize and systemize our traffic strategy.

The Ad Grid takes the guess work out of creating an ad campaign.
It looks like this:

But, the Ad Grid is much more than a spreadsheet… the real power is the process that goes along with the grid.
Systemizing a strategic process is tough. Systemizing the creation of an entire traffic campaign is nearly impossible. But, after 3 years, we’ve developed a 7-step system we’ll share with you today.
At DigitalMarketer, we follow this 7-Step Plan no matter the product or the traffic platform because it works.
The Ad Grid is applicable to ANY business OR traffic platform.
Today, you’ll get all our inside details on the Ad Grid including, but not limited to…

• How we stopped creating “one-hit wonder” campaigns across ad platforms…
• How to achieve scale and move prospects through the customer journey…
• How we create high converting campaigns…
• How to systemize your traffic strategy – whether that means outsourcing, or having an internal traffic team…
• How to create a congruent market to message match…

Even better — we’re showing you a real campaign we launched at DigitalMarketer using this exact 7-step strategy. You’ll get the Avatars, the Hooks, the copy — everything.
Let’s first talk about the trap you’re susceptible to falling into if you’re not utilizing the Ad Grid. It’s one we’ve fallen into plenty, and one we want you to avoid. It’s…

The Dreaded One-Hit Wonder Campaign

One-hit wonder campaigns come about when marketers just make ads.
But there’s a problem with just making ads. It leaves you open to creating “one-off” ad campaigns without a system or a plan.
The one-hit wonder, if you will.
One-hit wonder campaigns usually target one or 2 different audiences, may test a few different images or copy variations, and that’s pretty much it…
…the person on the other side of the computer expects to launch this type of traffic campaign and BAM… sales and leads will start pouring in.
But, most of the time they don’t. And, if they do… the campaign is only successful for a few days or weeks.
Then, said person complains… “FACEBOOK ADS DON’T WORK,” or “XYZ TRAFFIC PLATFORM DOESN’T SCALE.”
What they don’t realize is that they’re creating one-hit wonder campaigns. They’re only giving themselves 1 or 2 chances to sell their offer.
Well, what if those 1 or 2 copy variations still don’t resonate with the audience? What if those 1 or 2 targeting groups aren’t actually people who are interested in what you’re talking about?
The campaign will fail.
Most people quit after this happens. But, you shouldn’t.
You should use the Ad Grid, and give yourself a foundation for success… and 20+ different chances at success, not just one.
One-off campaigns are…

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Engagement rates are the bread-and-butter of social media marketing.

Sure, metrics like impressions, likes, and followers are easy to report on and bring marketers a sense of accomplishment. But engagement metrics like comments, mentions, and shares are what actually tells you whether your social media marketing efforts are paying off or not.

The strange thing is that, despite how important engagement rate is, there’s no standard formula to calculate it.

In this article, we’ll cover what engagement rate actually is and why you should track it, and provide you with 6 foolproof formulas to calculate it properly.

What is engagement rate?

Engagement rate is a metric that tracks the amount of interaction your social media content earns per follower.

On social media, the term “engagement” usually refers to active interactions, rather than passive ones like views and impressions. Engagement can come in the form of likes, shares and comments, DMs, mentions, saves, click-throughs, etc. depending on the social platform you use.

Engagement rate is used to analyze the efficacy and effectiveness of brand campaigns. This is because users who interact with images, blogs, and videos are more likely to convert than people who just scroll past your content.

There are many ways to calculate engagement rate, and different formulas may be better suited for your social media objectives.

Why should you track engagement rate?

Many brands consider an increase in social media followers as growth. While this is true, an increase in followers will not do much for your business if said followers don’t interact or enjoy the content you post. You need likes, comments, shares, and other actions that show that your content resonates with your audience.

That’s why you should track engagement rate. Your engagement rate shows you if your audience finds your content engaging, relevant, and helpful. If your followers are willing to take time to comment and share your post, it means that they’re happy with your content and are likely to buy your product one day.

Some common engagement metrics

In the previous sections, we hinted at actions that count as engagement. But below’s an extensive list of these actions that show you that your followers are interacting with your content. You can include some or all of these interactions in your equations.

• Likes
• Reactions
• Comments
• Shares
• Direct Messages (DMs)
• Post saves
• Mentions (tagged and untagged)
• Profile visits
• Replies
• Clicks
• Click-throughs
• Link clicks
• Quote tweets
• Retweets
• Regrams
• Emails
• Calls
• Texts (WhatsApp or SMS)
• Use of branded hashtags
• Get Directions (only for Instagram accounts)
• Sticker Taps (Instagram Stories)

Six formulas to calculate engagement rate

Here are the most common formulas you need to know to calculate your social media engagement rates.

Engagement rate by reach (ERR)

Engagement rate by reach (ERR) is the most common formula for calculating engagement rate. It measures the percentage of users who interacted with your content after viewing…

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