But in fact, a turn of the pivot, or pirouette as ballet masters call them, is a series of steps performed so fluidly that they appear as a unique and elegant movement. Fairchild starts in fourth position, making sure she is balanced and stable. She bends her knees in a fold, pushes back, turns in an arabesque position and finishes elegantly like a butterfly which lands on a leaf.
Digital marketing is like a pirouette. Those who succeed seem to spin around effortlessly, disrupting their market, dethroning the incumbents and becoming the principal of their profession.
The four stages of a digital hub
The four stages of a digital pivot are like the four stages of a pirouette. But just like the young dancer rushing onto the stage eagerly to turn in her very first pair of toe shoes only to crumble, most companies pull the curtain back on their website before it’s ready to convert. visitors as prospects. Just as the pivot turn is a series of individual steps performed in sequence, so is a digital pivot. The stages are built on top of each other.
A sequential digital hub approach brings together owned, shared, earned, and paid media into something that is greater than the sum of its parts.
The fastest way to generate returns is to group these four steps together, in this order:
Step 1 – Setup: owned media
Whoever controls the layout controls the payment. If you don’t control the user experience, you can’t control the client experience. How close your online content is to the transactions you’re looking to make has a direct impact on the likelihood of conversion. If you can’t test the page layout, you can’t optimize for conversions. And you can’t change the page layout on Amazon, Yelp, or Linkedin. That’s why, in a digital hub, web pages precede social media posts. Get content from your own website first.
But obviously you can’t calibrate content without a website because that’s where you convert leads and generate income. On your own website, you can insert forms to collect information about prospects or conduct online transactions. You can’t do this on someone else’s website. At least not without sharing your profits.
Step 2 – Push: shared or social media
When you have social media conversations with online influencers, you do so in front of their followers, which expands your reach. The important thing to understand is that on social media, reach is a factor of engagement. Unless people like, comment, and share what you have to say, no one sees it.
So it’s about figuring out where your customers are most active online and who they trust so that you can find your focus.
The fastest way to create an online following is to gain the respect of existing influencers in your space. A community of engaged followers is social proof let others approve of what you have to say.
Step 3 – Spinning: media won
The spin is the most glorious stage of the pivot. This is where you pump your chest, raise your arms, and earn the admiration of your customers and industry. The harder the website is to publish, the more glorious the admiration. When you offer to a publisher to post a guest post on their website, you should include links to articles that you have written on your own website. If you can’t demonstrate your ability to articulate ideas and build compelling arguments on your own website, why should they believe you can do it on a much bigger stage?
Rather than regurgitating what everyone else says, the idea is to take a position of thought leadership on important and timely ideas. News media and popular blogs exist to publish new ways of thinking. So it is always easier for opinion leaders to get media coverage. The goal is to establish yourself as a thought leader, rather than a thought repeater.
The path from nano to mega online influencer illustrated in fig. 1.1 cycles through each of the four media marketing channels in that order. Owned media is the setup, shared media is pushing, earned media is the ride on the tip and the paid media is the landing. Of the four stages, acquired media offers the greatest leverage. But unless your owned and shared media are in place, the chances of success are slim.
Step 4 – The Landing: paid media
Now that your owned, shared, and earned media programs are up and running and you are generating revenue organically, you are ready to get started in advertising. You’ve figured out how to attract and convert customers online, and you’ve streamlined the buying process.
Depending on your job, the last step of a pivot is landing. By now you have proven your ability to generate leads and business. You know what percentage of visitors convert to leads, what percentage of leads become customers, and how much the average customer spends.
Now, as long as you can generate more revenue than it costs to acquire a customer, you’re ready to grow with advertising. You expect income by multiplying your conversion rate by your traffic. If you know that half of all leads ask for a proposal and a quarter of all leads end up in a sale, you can determine the traffic you need to meet your goals. Paid media is the last step in the digital hub because you don’t want to drive traffic until you’re ready to take advantage of it.
There is, however, one exception. The dancers practice pirouettes without actually turning. They just balance for two counts and repeat gently on your way down as a kind of exercise. If you don’t have the time to drive traffic organically, you can use paid media to speed up the testing process.
Sounds like a lot of work, doesn’t it? I will not lie to you. It is. But the same goes for outbound sales, so in many ways digital marketing is all about reallocating outbound to inbound resources. Considering the trajectory of almost every business these days, do you really have a choice?
Excerpt edited from The digital hub: the secrets of online marketing by Eric Schwartzman, Los Angeles-based digital marketing consultant.