General business related things Jeff Cassman cares about
Scott Cunningham, founder of Sociallite and Shopify strategy master, explains how to create offers that actually convert to sales on Shopify and other eCommerce platforms!
WHAT IS DIGITALMARKETER:
DigitalMarketer is the premier online community for digital marketing professionals. It’s a place where you can learn how to market like a pro, connect with industry experts, and get the strategies and tools you need to grow and scale your business to new heights.
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Agency owners know the struggle of packaging deliverables.
They know their expertise (like content marketing, paid ads, or SEO), but it is hard to wrap it into perfect packages that your prospects can’t say no to. If you offer too little, they won’t be interested. And if you offer too much, they might not be able to afford your services.
Your agency needs to make a profit, and that means you have to get an ROI on all your lead generating investments. That’s why building your first 3 marketing service offerings feels like a daunting task.
If you mess this up—your business doesn’t grow.
Luckily, tens of thousands of agency owners have walked this path before you and figured out how to market your service offerings strategically. It all comes down to something you see all the time—tiered packages.
Tiered packages look something like this:
These tiered packages give your clients the option to choose between the deliverables that work best for their KPIs, and their budget.
But what do these packages look like for agencies? Let’s look at some examples…
Think of this package as your Step One. It’s for clients who are dabbling in your marketing expertise (like email marketing or data and analytics). It’s the package with the least amount of deliverables, time commitment, and investment. It’s your minimum viable product (MVP) that you can sell that still has a profit margin.
A basic package for a content marketing agency might include:
A paid ads agency’s basic package could look like:
This is the best package for prospects who don’t have a lot of money to invest in their marketing just yet (but want to get started!). With this package, you can not only show them the ROI of working with your agency. You can also get the wheels turning on their content output or paid ads account.
These clients are the *best* clients to continue to upsell down the line. Once you’ve achieved results for them (a.k.a helped them make their investment back AND then some), let them know how much more successful ($$$) they could be if they upgraded to your Premium Package.
Chances are that most prospects will choose your Premium Package, in the same way you generally go with the middle-tiered package for the subscription services you subscribe to. The Basic Package can be too simple, and sometimes you need more experience with the company before you’re willing to go for the full Top-Tier Package (we’ll talk more about that in the next section).
Your Premium Package is a few steps up from your Basic Package, with more deliverables, more time commitment, and higher investment. The caveat is that this extra work and investment comes with a higher…
ELITE Coach, Dave Albano, explains the neurology behind marketing and how to connect that to your customer avatar. Download the 1 Page Marketing Blueprint on our home page to get started mapping out your Customer Value Journey:
https://www.digitalmarketer.com/
WHAT IS DIGITALMARKETER:
DigitalMarketer is the premier online community for digital marketing professionals. It’s a place where you can learn how to market like a pro, connect with industry experts, and get the strategies and tools you need to grow and scale your business to new heights.
Twitter has finally joined us as a social media platform of the future. While in July of 2021 Twitter did in fact launch their Shop Module, which featured a shopping section at the top of a brand’s profile, they’ve got something even bigger on the horizon.
On November 28, 2021 Twitter launched “Cyber Deals Sunday” stream, partnered with Walmart, further dipping its toe into direct shopping through the app.
The stream will be hosted by Jason Derulo, and will feature everything you want out of Black Friday. Twitter describes the livestream as a “30-minute variety show” that will feature “electronics, home goods, apparel, seasonal décor, surprise special guests, and much more.”
Amazon, Facebook, Pinterest, and YouTube have already launched their versions of “live shopping.” These events are mainly hosted by high ranking influencers, who showcase their favorite products for an hour, in hopes to gain commission from the sales. Influencers of this magnitude have already gained their follower’s trust and respect, making it easy to make sales on products that they firmly stand behind.
“This live shopping with influencers, it’s basically like you’re shopping with a friend or somebody that you really aspire to be like,” says Lauren Beitelspacher, an associate professor of marketing at Babson College. “I see that trend only escalating.” These live shopping events mirror a modern day QVC for the younger Millennial and Gen Z audience.
These events are already huge in China, 60 million people tuned in to live shopping streams in March. Kim Kardashian reportedly partnered with an influencer’s livestream and sold 15,000 bottles of perfume at the top of the hour.
Twitter is using this Walmart partnership as a test run, and has confirmed that for the time being they will only be hosting these shopping livestreams with brands and not with the average twitter user. Meaning that the partnership between the brands and the influencers hosting these events will rely heavily on the brands following and the influencers ability to promote.
Is It Time to Rebrand Your Business? Watch for These 3 Red Flags 18&63,h=A>>12&63,n=A>>6&63,o=63&A,u[l++]=i.charAt(a)+i.charAt(h)+i.charAt(n)+i.charAt(o);while(d 
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Are you overwhelmed, overworked, and burned out, but your income still seems capped…because there’s only so much of your time you can trade for money?
Is your income feast or famine? Some months are great, but you just can’t seem to maintain it.
Are you struggling to balance the need to both serve the clients you have and find new ones? It’s even worse if you don’t know where the new clients come from.
Do you keep losing clients to competitors who are less qualified but better at selling? We hate cold calling, too, and with our Fractional CMO Playbook—you don’t have to.
You can build a thriving Fractional CMO practice that generates more clients who actually listen to your advice and pay you what you’re worth so you can get off the time for money hamster wheel. It’s just as great as it sounds, but let’s be clear.
Becoming a fractional CMO isn’t a:
It’s a way to create more income from fewer hours, so you can stop trading your time for money (while still using your marketing expertise).
A fractional CMO is a marketing leader who is brought into a company part-time to help the CEO set a strategy and execute critical projects. Here’s the key to a fractional CMO’s role—they don’t have to actually do the marketing work. You’re just setting the strategy and ensuring it gets implemented.
Before 2020, 16% of retail sales occurred online, and in 2021 it grew to 30+%. Even though it feels like digital marketing is old news, we’re still on the cusp of digital transformation. There’s a lot of room for growth because every business knows they need to be digital.
But, while the need is great, so is the complexity. There’s a lot that goes into the marketing technology landscape. A business can’t do this all on its own, and CMOs make an average of $200,000 per year (the highest CMOs are the best digital performers!). Companies have a massive need and budget to spend, but they can’t find (or afford) full-time marketing executives who “get” digital.
That’s where you come in…
Now is the greatest time to be a digital marketer if you know how to position yourself.
Your competition isn’t big, successful agencies. Your competition is sleazy marketers who they hired before you. They promised your prospects that they could help…
Everyone starts as a digital marketer in the same place.
They don’t know anything about marketing, other than it’s a thing that companies do to get people to buy products.
As new marketers, we don’t realize:
→ How much time, effort, and resources get put into offers, products, and services.
→ The number of research hours that have led to proven copywriting formulas.
→ That a marketer’s day-to-day revolves around lots (and lots) of spreadsheets.
We come into this field curious—with our eyes on unicorn status. If we can become unicorn marketers, not only will we create financial security for ourselves and our family, but we’ll be able to take any product (or idea) and turn it into a well-known name in its niche.
Digital marketers all pass through 6 development stages, from the curious cat to the untouchable unicorn.
Where are you in your digital marketing journey?
We all start as curious cats. We start reverse engineering bus ads, Super Bowl commercials, and our Instagram sponsored posts. We wonder why a company decided to use a certain word, color, or image—and think about ways that we’d improve the ad.
As a curious cat, you’re not necessarily looking to become a digital marketer yet (that you’ve realized). You’re dabbling with an interest in advertising, keen to know more about how this largely invisible world works. We’re seeing ads all day long, but what does the behind-the-scenes of these ads look like?
Is it really like Mad Men? Suddenly on your YouTube recommended feed are videos about content marketing, facebook ads, and copywriting. You’re listening to podcasts, like The DigitalMarketer Podcast, to learn more about this world…
And you’re only getting more and more curious about what’s inside.
Eventually curiosity catches the cat and you decide to give marketing a go. No, this doesn’t mean you incorporate a business, launch a product, and hire 7 full-time employees. You might try writing a newsletter, post an Instagram caption, or reply to your favorite marketer on Twitter. You’re dipping your toe in the marketing world.
The willing intern is becoming a student of marketing. Every ad that you see becomes something to study and your social media feeds are filling up with lessons from brilliant marketers. You’re reading articles, like this one!, to figure out what becoming a marketer would look like.
And you’re willing to give it a shot. At this stage, you’re applying for internships or you’re creating one for yourself. You’re testing out marketing strategies with your personal brand or dabbling with marketing inside of the company you work for.
You’ll say yes to any task that lets you create something (emails, social media, ads, etc.) that leads to results (traffic, engagement, subscriptions, conversions).
Your time as an intern (whether officially or through your own trial and error) will eventually come to an end when…
Scott Cunningham runs Social Lite, a company on a mission to help independent eCommerce businesses compete and scale globally. Scott is the Certified Shopify Expert, “to scale an eCommerce business, you need to depend on repeat customers, brand loyalty, and increased revenue per visitor.”
WHAT IS DIGITALMARKETER:
DigitalMarketer is the premier online community for digital marketing professionals. It’s a place where you can learn how to market like a pro, connect with industry experts, and get the strategies and tools you need to grow and scale your business to new heights.
Scott Cunningham runs Social Lite, a company on a mission to help independent eCommerce businesses compete and scale globally. Scott is the Certified Shopify Expert, “to scale an eCommerce business, you need to depend on repeat customers, brand loyalty, and increased revenue per visitor.”
WHAT IS DIGITALMARKETER:
DigitalMarketer is the premier online community for digital marketing professionals. It’s a place where you can learn how to market like a pro, connect with industry experts, and get the strategies and tools you need to grow and scale your business to new heights.
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