Improving Closing Ratios with the Three Pillars of Digital Marketing (video)

In a recent episode of the expert insight interview series, John Golden, representing SalesPOP Online Sales Magazine and Pipeline CRM, sat down with Saul Marquez, the founder and CEO of Outcomes Rocket. With over 20 years of experience in healthcare digital marketing, Saul shared his extensive knowledge on enhancing closing ratios through the three pillars of digital marketing: owned, earned, and paid media. This blog post will break down each pillar in detail, offering actionable advice and thorough explanations to help you leverage these strategies effectively.

The State of Digital Marketing

Saul Marquez begins by providing a snapshot of the current digital marketing landscape. Despite the evolving nature of digital channels—such as the rise of TikTok and the continued growth of YouTube—the foundational principles of digital marketing remain constant. Understanding and effectively utilizing the three pillars of marketing—owned, earned, and paid media—are essential for any business looking to thrive in the digital space.

The Three Pillars of Digital Marketing

1. Owned Media

Owned media includes a company’s website, content, social media channels, and email lists. Leveraging these assets effectively can drive sales and reduce customer acquisition costs.

Email Marketing

• Segmentation: Many businesses underutilize their email lists. Segment your lists based on customer behavior, such as recent purchases or inactivity, and tailor your outreach accordingly. This targeted approach can significantly enhance engagement and conversion rates.
• Personalization: Instead of sending mass emails, focus on a select group of high-potential leads. Research these leads and personalize your outreach based on recent news or developments related to them. Use templates that incorporate specific details about each lead to increase the likelihood of a response.
• Consistency Across Channels: Ensure that your brand’s voice and message are cohesive across all owned, earned, and paid media. Inconsistency can confuse potential customers and dilute your brand’s impact.

Actionable Tips:

• Use email marketing tools like Mailchimp or HubSpot to segment your audience and automate personalized emails.
• Regularly update your website and social media channels with fresh, relevant content to keep your audience engaged.
• Conduct A/B testing on your email campaigns to determine what resonates best with your audience.

2. Paid Media

Paid media involves using advertising platforms to reach your target audience. While platforms like LinkedIn and Meta (formerly Facebook) offer valuable advertising opportunities, businesses must approach paid campaigns strategically.

LinkedIn Advertising

• Targeting: For B2B companies, LinkedIn ads are highly effective for reaching decision-makers in various industries. Utilize LinkedIn’s precise targeting options to focus on specific job titles, industries, and company sizes.
• Retargeting Strategies: After establishing a cold audience through LinkedIn, implement retargeting campaigns on Meta. By placing tracking pixels from both platforms on your website, you can retarget visitors on Meta at a significantly lower cost than acquiring new leads on LinkedIn.
• Data Tracking and Analysis: Track campaign performance and analyze data to optimize your spending. Tools like Hotjar can provide insights into user behavior on your website, helping you understand how to improve conversion rates.

Actionable Tips:

• Start with a small budget on LinkedIn to test different ad creatives and targeting options.
• Use Meta’s retargeting capabilities to re-engage visitors who have shown interest in your products or services.
• Regularly review your campaign data and make adjustments based on performance metrics.

3. Earned Media

Earned media focuses on gaining visibility and credibility through third-party endorsements, such as media coverage, guest appearances on podcasts, and contributions to industry publications.

Building Relationships

• Proactive Outreach: Seek opportunities to share your expertise through earned media. Reach out to relevant outlets with tailored pitches that showcase your unique insights and experiences.
• Creating Urgency: When following up with busy editors or podcast hosts, create a sense of urgency by setting a deadline for responses. This tactic can prompt quicker replies and increase the chances of securing opportunities.
• Maximizing Exposure: Once earned media opportunities are secured, promote these appearances across your owned channels. Sharing links to articles, podcasts, or interviews on social media and email newsletters can amplify your reach and enhance your credibility.

Actionable Tips:

• Develop a list of target media outlets and podcasts that align with your industry and expertise.
• Craft personalized pitches that highlight your unique value proposition and why you would be a great fit for their audience.
• Leverage social proof by sharing your earned media appearances on your website and social media channels.

Conclusion

In closing, Saul Marquez reiterates the significance of the three pillars of digital marketing in driving sales and improving closing ratios. By taking actionable steps today, businesses can prepare for future growth opportunities. Saul invites listeners to connect with Outcomes Rocket for a complimentary consultation to develop a tailored growth strategy.

John Golden wraps up the episode by thanking Saul for sharing his expertise and practical tips, emphasizing the value of the insights provided for both sales and marketing professionals. This discussion serves as a comprehensive guide for businesses looking to enhance their digital marketing efforts and ultimately improve their closing ratios.

By understanding and leveraging the three pillars of digital marketing—owned, earned, and paid media—you can create a cohesive and effective strategy that drives sales and reduces customer acquisition costs. Implement these actionable tips and insights to take your digital marketing efforts to the next level.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.