Let’s face it—it does no good to build a funnel and spend zero time optimizing for conversion. That’s a no-brainer, right?

But, how many of you are working closely with your head of sales to ensure that the opportunities you help generate actually convert into paying clients? Ultimately, if you want to be seen as a successful marketer, you’re going to have to show that marketing is driving sales.

Now, the challenge is that in today’s commoditized world, sales teams often struggle to stand out from the crowd. As a result, closed won rates plummet, and organizations find it challenging to demonstrate to prospects how their total value proposition is the clear winner against all of the other competitors.

To make matters worse, many organizations rely on “super hero” sales people or even the founder to close deals. This approach is not sustainable or scalable. You can’t build a successful sales team if you’re constantly relying on a select few individuals to bring in all of the business.

The solution to this problem is a sales process that follows a standardized approach while also creating clear differentiation with prospects at the same time. By implementing a systematic sales process, you can scale your sales efforts beyond just the founders and “super heroes.” This will lead to higher closed won rates and higher gross profit margins, as you’ll be able to win at premium prices.

The benefits of a systematic sales process are clear. You’ll be able to scale the process beyond founders and “super heroes,” achieve higher closed won rates, and enjoy higher gross profit margins as you’re now able to win at premium prices.

When I implemented a systematic sales process in my former agency, I was able to consistently have 60-70% closed won rates, even when I had zero involvement in deals. This is the power of a well-designed sales process. In fact, I standardized this process and called it the Systematic Sales Process.

So, what does a Systematic Sales Process look like? Here are the five stages:

Stage 1: Evaluation

In this stage, you’ll have a 30-45 minute call with your prospect. The goal of this call is to point your prospect in the right direction—it’s not to “make a sale.” The reason we want to take this approach is that many prospects are likely not a good fit for your firm, so let’s not assume that every first call is an “opportunity.” That’s why we call this call the “Evaluation”—you want to evaluate whether or not you can help your prospect, whether or not they align with your requirements, and whether or not they are ready to move forward. We call this “two-way qualification.”

It’s not uncommon to reach the middle-to-end of the call and determine that your prospect, in fact, needs someone or something else other than you!

IMPORTANT: You should NOT move anyone beyond this point unless you have full alignment.

Do this stage right and you will ensure that your pipeline is real.

Stage 2: Discovery

After you have alignment with your prospect from the Evaluation call, you’ll engage them and their team in a 60-120 minute Discovery meeting.

The key in this meeting is to have a strong business conversation and less of a tactical conversation related to what you do. You’re looking to create paradigm shifts with key stakeholders on your prospect’s side. You want them to leave the meeting thinking about their problem in a completely different way and with a sense of excitement about the potential of moving from where they are now to where they want to be.

IMPORTANT: You want to ensure critical stakeholders are present for this meeting, as they’ve agreed-to in the Evaluation call (this is non-negotiable), to whatever degree you require for your process.

Do this stage right and you will sub-consciously win the business.

Stage 3: Plan

In this stage, you’ll collaborate with your main point of contact to develop your plan. That said, be a leader and show them what needs to be done to achieve their desired outcome, then discuss how you can divide and conquer together. Don’t treat this as a “pick from a menu” excercise.

This collaborative approach to developing your plan helps your main point of contact see your plan as their plan, too. This increases the odds that they will be a champion for you.

IMPORTANT: During these dicsussions, be sure to have them help you avoid “land mines”—things that could lose the business for you.

Do this stage right and you will eliminate surprises at the next stage (Presentation).

Stage 4: Presentation

You’re now ready to present and officially win the business during a 60-90 minute meeting. That siad, do not call your plan a “Proposal”! Instead, give it a specific title that speaks to their goals (e.g. “How ACME Corp Can Drive 17% More Revenue Through Conversion Rate Optimization”).

Your presentation should tell a “story” that includes:

• Their Vision
• Their Goals & Objectives
• Their Challenges
• How to Win (Strategy)
• Highlights (Tactics)
• Required Commitments (Their time, money, and resources to make this plan a success)
• Expected Results (ROI!)
• Why Your Firm

After you present, answer any questions they have and when their questions are done, ASK FOR THE SALE.

IMPORTANT: You want to ensure critical stakeholders are present for this meeting, as they’ve agreed-to in the Evaluation call (this is non-negotiable), to whatever degree you require for your process.

Do this stage right and you will differentiate your firm.

Stage 5: Negotiation

Finally, you’re ready to provde the contract and negotiate, but don’t give this until they’ve given you the “verbal” that you have won the business. The reason you do this is to make sure that you’ve wont the business based on the material things before the prospect starts nit-picking your contract scope. That said, be clear about what you will do and what you won’t do.

Additionally, your standard terms and conditions will accompnay the scope. You want to know up-front the terms and conditions you will bend on and the ones you won’t bend on.  You don’t want to make a decision about an important term and/or condition during the emotion of trying to ink a deal. Knowing up-front your points of negotiation will help you make logical decisions in the heat of the moment.

Do this stage right and you will set up your team for success.If you’d like to learn more about how to grow your firm using a Systematic Sales Process, register for Frank’s free Systematic Sales Process training today!

The post How Standardizing Your Sales Process Boosts Overall Conversion appeared first on DigitalMarketer.

Before we dive into the second way to assume power in your business, let’s revisit Part 1. 

Who informs your marketing strategy? 

YOU, with your carefully curated strategy informed by data and deep knowledge of your brand and audience? Or any of the 3 Cs below? 

• Competitors: Their advertising and digital presence and seemingly never-ending budgets consume the landscape.
• Colleagues: Their tried-and-true proven tactics or lessons learned.
• Customers: Their calls, requests, and ideas. 

Considering any of the above is not bad, in fact, it can be very wise! However, listening quickly becomes devastating if it lends to their running our business or marketing department. 

It’s time we move from defense to offense, sitting in the driver’s seat rather than allowing any of the 3 Cs to control. 

It is one thing to learn from and entirely another to be controlled by. 

In Part 1, we explored how knowing what we want is critical to regaining power.

1) Knowing what you want protects the bottom line.

2) Knowing what you want protects you from the 3 Cs. 

3) Knowing what you want protects you from running on auto-pilot.

You can read Part 1 here; in the meantime, let’s dive in! 

How to Regain Control of Your Business: Knowing Who You Are

Vertical alignment is a favorite concept of mine, coined over the last two years throughout my personal journey of knowing self. 

Consider the diagram below.

Vertical alignment is the state of internal being centered with who you are at your core. 

Horizontal alignment is the state of external doing engaged with the world around you.

In a state of vertical alignment, your business operates from its core center, predicated on its mission, values, and brand. It is authentic and confident and cuts through the noise because it is entirely unique from every competitor in the market. 

From this vertical alignment, your business is positioned for horizontal alignment to fulfill the integrity of its intended services, instituted processes, and promised results. 

A strong brand is not only differentiated in the market by its vertical alignment but delivers consistently and reliably in terms of its products, offerings, and services and also in terms of the customer experience by its horizontal alignment. 

Let’s examine what knowing who you are looks like in application, as well as some habits to implement with your team to strengthen vertical alignment. 

1) Knowing who You are Protects You from Horizontal Voices. 

The strength of “Who We Are” predicates the ability to maintain vertical alignment when something threatens your stability. When a colleague proposes a tactic that is not aligned with your values. When the customer comes calling with ideas that will knock you off course as bandwidth is limited or the budget is tight. 

I was on a call with a gal from my Mastermind when I mentioned a retreat I am excited to launch in the coming months. 

I shared that I was considering its positioning, given its curriculum is rooted in emotional intelligence (EQ) to inform personal brand development. The retreat serves C-Suite, but as EQ is not a common conversation among this audience, I was considering the best positioning. 

She advised, “Sell them solely on the business aspects, and then sneak attack with the EQ when they’re at the retreat!” 

At first blush, it sounds reasonable. After all, there’s a reason why the phrase, “Sell the people what they want, give them what they need,” is popular.

Horizontal advice and counsel can produce a wealth of knowledge. However, we must always approach the horizontal landscape – the external – powered by vertical alignment – centered internally with the core of who we are. 

Upon considering my values of who I am and the vision of what I want for this event, I realized the lack of transparency is not in alignment with my values nor setting the right expectations for the experience.

Sure, maybe I would get more sales; however, my bottom line — what I want — is not just sales. I want transformation on an emotional level. I want C-Suite execs to leave powered from a place of emotional intelligence to decrease decisions made out of alignment with who they are or executing tactics rooted in guilt, not vision. 

Ultimately, one of my core values is authenticity, and I must make business decisions accordingly. 

2) Knowing who You are Protects You from Reactivity.

Operating from vertical alignment maintains focus on the bottom line and the strategy to achieve it. From this position, you are protected from reacting to the horizontal pressures of the 3 Cs: Competitors, Colleagues, and Customers. 

This does not mean you do not adjust tactics or learn. 

However, your approach to adjustments is proactive direction, not reactive deviations. To do this, consider the following questions:

First: How does their (any one of the 3 Cs) tactic measure against my proven track record of success?

If your colleague promotes adding newsletters to your strategy, lean in and ask, “Why?” 

• What are their outcomes? 
• What metrics are they tracking for success? 
• What is their bottom line against yours? 
• How do newsletters fit into their strategy and stage(s) of the customer journey? 

Always consider your historical track record of success first and foremost. 

Have you tried newsletters in the past? Is their audience different from yours? Why are newsletters good for them when they did not prove profitable for you? 

Operate with your head up and your eyes open. 

Maintain focus on your bottom line and ask questions. Revisit your data, and don’t just take their word for it. 

2. Am I allocating time in my schedule?

I had coffee with the former CEO of Jiffy Lube, who built the empire that it is today. 

He could not emphasize more how critical it is to allocate time for thinking. Just being — not doing — and thinking about your business or department. 

Especially for senior leaders or business owners, but even still for junior staff. 

The time and space to be fosters creative thinking, new ideas, and energy. Some of my best campaigns are conjured on a walk or in the shower. 

Kasim Aslam, founder of the world’s #1 Google Ads agency and a dear friend of mine, is a machine when it comes to hacks and habits. He encouraged me to take an audit of my calendar over the last 30 days to assess how I spend time. 

“Create three buckets,” he said. “Organize them by the following:

• Tasks that Generate Revenue
• Tasks that Cost Me Money
• Tasks that Didn’t Earn Anything”

He and I chatted after I completed this exercise, and I added one to the list: Tasks that are Life-Giving. 

Friends — if we are running empty, exhausted, or emotionally depleted, our creative and strategic wherewithal will be significantly diminished. We are holistic creatures and, therefore, must nurture our mind, body, soul, and spirit to maintain optimum capacity for impact. 

I shared this hack with a friend of mine. Not only did she identify meetings that were costing her money and thus needed to be eliminated, but she also identified that particular meetings could actually turn revenue-generating! She spent a good amount of time each month facilitating introductions; now, she is adding Strategic Partnerships to her suite of services. 

ACTION: Analyze your calendar’s last 30-60 days against the list above. 

Include what is life-giving! 

How are you spending your time? What is the data showing you? Are you on the path to achieving what you want and living in alignment with who you want to be?

Share with your team or business partner for the purpose of accountability, and implement practical changes accordingly. 

Finally, remember: If you will not protect your time, no one else will. 

3) Knowing who You are Protects You from Lack. 

“What are you proud of?” someone asked me last year. 

“Nothing!” I reply too quickly. “I know I’m not living up to my potential or operating in the full capacity I could be.” 

They looked at me in shock. “You need to read The Gap And The Gain.”

I silently rolled my eyes.

I already knew the premise of the book, or I thought I did. I mused: My vision is so big, and I have so much to accomplish. The thought of solely focusing on “my wins” sounded like an excuse to abdicate personal responsibility. 

But I acquiesced. 

The premise of this book is to measure one’s self from where they started and the success from that place to where they are today — the gains — rather than from where they hope to get and the seemingly never-ending distance — the gap.

Ultimately, Dr. Benjamin Hardy and Dan Sullivan encourage changing perspectives to assign success, considering the starting point rather than the destination.

The book opens with the following story:

Dan Jensen was an Olympic speed skater, notably the fastest in the world. But in each game spanning a decade, Jansen could not catch a break. “Flukes” — even tragedy with the death of his sister in the early morning of the 1988 Olympics — continued to disrupt the prediction of him being favored as the winner. 

The 1994 Olympics were the last of his career. He had one more shot.

Preceding his last Olympics in 1994, Jansen adjusted his mindset. He focused on every single person who invested in him, leading to this moment. He considered just how very lucky he was to even participate in the first place. He thought about his love for the sport itself, all of which led to an overwhelming realization of just how much he had gained throughout his life.

He raced the 1994 Olympic games differently, as his mindset powering every stride was one of confidence and gratitude — predicated on the gains rather than the gap in his life. 

This race secured him his first and only gold medal and broke a world record, simultaneously proving one of the most emotional wins in Olympic history. 

Friends, knowing who we are on the personal and professional level, can protect us from those voices of shame or guilt that creep in. 

PERSONAL ACTION: Create two columns. On one side, create a list of where you were when you started your business or your position at your company. Include skills and networks and even feelings about where you were in life. On the other side, outline where you are today. 

Look at how far you’ve come. 

COMPANY ACTION: Implement a quarterly meeting to review the past three months. Where did you start? Where are you now? 

Celebrate the gain!

Only from this place of gain mindset, can you create goals for the next quarter predicated on where you are today.

Ultimately, my hope for you is that you deliver exceptional and memorable experiences laced with empathy toward the customer (horizontally aligned) yet powered by the authenticity of the brand (vertically aligned). 

Aligning vertically maintains our focus on the bottom line and powers horizontal fulfillment. 

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Granted, there will be strategic times and seasons for adjustment; however, these changes are to be made on the heels of consulting who we are as a brand — not in reaction to the horizontal landscape of what is the latest and greatest in the industry. 

In Conclusion…

Taking back control of your business and marketing strategies requires a conscious effort to resist external pressures and realign with what you want and who you are.

Final thoughts as we wrap up: 

First, identify the root issue(s).

Consider which of the 3 Cs holds the most power: be it competition, colleagues, or customers.

Second, align vertically.

Vertical alignment facilitates individuality in the market and ensures you — and I — stand out and shine while serving our customers well. 

Third, keep the bottom line in view.

Implement a routine that keeps you and your team focused on what matters most, and then create the cascading strategy necessary to accomplish it. 

Fourth, maintain your mindsets.

Who You Are includes values for the internal culture. Guide your team in acknowledging the progress made along the way and embracing the gains to operate from a position of strength and confidence.

Fifth, maintain humility.

I cannot emphasize enough the importance of humility and being open to what others are doing. However, horizontal alignment must come after vertical alignment. Otherwise, we will be at the mercy of the whims and fads of everyone around us. Humility allows us to be open to external inputs and vertically aligned at the same time.

Buckle up, friends! It’s time to take back the wheel and drive our businesses forward. 

The power lies with you and me.

The post 2 Ways to Take Back the Power in Your Business: Part 2 appeared first on DigitalMarketer.

As I considered the topic that would best serve entrepreneurs, business owners, and marketers alike — all of whom I am — I mused over what I needed most throughout the last year. 

I needed to take back control of my business. 

And I am charging you to do the same. 

While I have provided two strategic ways to do so, the first outlined below and the second outlined in this blog post, it is critical that we first identify the root issue. 

Why are you and I not operating in the driver’s seat of our marketing and/or businesses? 

Three fundamental core challenges come in the form of 3 Cs: Competition, Colleagues, and Customers.

Who Are You Listening To?

1. Competition

We know the feeling all too well.

We feel a pit in our stomach or a slight racing of the heart when our competitors’ ads or organic content seem to be taking over social media and the internet: Google Ads, YouTube, TikTok, newsletters, LinkedIn, programmatic…

And don’t forget traditional advertising.

Especially if you are in the home services or specialty services spaces where direct mail is 100% where you need to be, but don’t forget the QR code and UTMs and unique landing pages and geotargeted ads and email nurturing sequence for a holistic approach. 

Our competition’s budget appears never-ending, and their marketing team must be fantastic. 

Is theirs the strategy we should adopt, deviating from our carefully charted course agreed upon at the outset of the year?

2. Colleagues

Or perhaps it’s that of the peers in our Masterminds or networking groups or online communities. 

After all, within these groups resides a wealth of knowledge and expertise, tried-and-true insights, and wins. I am guilty as charged — my talk at T&C 2024 was chock-full of recommendations guiding marketers on their path to generating over 800% ROAS…
Should our marketing strategy or business’s bottom line deviate then?

3. Customers

Oh! But the power of our customers…when their phone call just after 5:00 PM because they saw their competitor’s ad and want to change course. 

Or when our customers’ higher-ups ask why you didn’t generate enough leads last month and how the bottom line is threatened if we don’t do something fast.

And how they joke about your job being on the line if numbers don’t change.

Do any of these resonate? 

If you are a human with a soul that cares about your business, team, and customers, I anticipate your hand is raised alongside mine. 

Friends, it is time we unbuckle the seatbelt of the 3 Cs and graciously escort them out. 

It’s time for you to regain control.

How to Regain Control of Your Business: Knowing What You Want

I cannot tell you how many times my question, “What do you want?” is met with blank stares. 

Such a simple question with such significant ramifications. 

To assume control, we must know what we want for the following three reasons.

1) Knowing what you want keeps you focused on the bottom line.

So many of us fail to regularly take stock of where we are actually going. 

Our heads are down, focused on tasks before us, rather than heads up, looking to the finish line yet equally aware of how our strategies today are or are not moving us closer to that target. 

With our heads down, the focus is on the key performance indicators (KPIs) of the necessary activations to achieve the bottom-line goal rather than the focus being on the goal itself. 

The trick is maintaining clarity of the goal and bottom line to then inform the strategic direction.

EXAMPLE: The Knowing Agency serves as fractional CMO for a waterproofing company. A major — colossal, even — KPI is lead generation. 

This KPI is obviously important because you need leads to get customers.

However, in 2023, our lead count was down significantly. 

With the 3 Cs close at hand, I questioned myself: Am I leading the team in the wrong direction!? 

We must be willing to ask tough questions and pursue the truth, even if it may prove that we are heading in the wrong direction — especially then! 

For we must first know the truth to then be changed by it. 

But I had to zoom out in order to know. 

With the bottom line as the primary focus, I then considered the KPI. 

When we zoomed out and measured that KPI in light of the bottom line, revenue, rather than as a standalone metric, we actually saw a significant increase in overall revenue and profits despite a lower lead count.

This means that while we were driving fewer leads, they were much more qualified, hence driving higher revenue.

My question for you is: Do you know what you want? 

And do you know your bottom line goal and the KPIs necessary to get there?

2) Knowing what you want protects you from the 3 Cs. 

The bottom-line goals of your company or department serve as guardrails to keep you on the straight and narrow when one of the 3 Cs comes calling. 

Protection from Competitors: Their bottom line could very well be entirely different from yours. Perhaps you seek to expand into a new region and must allocate funds by cutting budgets on top-of-funnel brand awareness tactics. Yet your competitor is dominating TV. Don’t deviate; your bottom line is at stake. 

Protection from Colleagues: Perhaps your bottom line is similar, but your target audiences are different. They are finding wild success with newsletters reaching an older demo while your audience is highly engaged with podcasts. Yes, perhaps explore newsletters, but not at the expense of your engaged audience on your podcast. 

Protection from Customers: Hopefully, you both have the same bottom line! However, when my client called with concerns about the KPI of lead numbers, which is indeed important, my ability to maintain focus on the bottom line guided their right thinking about what matters most: Revenue. 

Protection from the 3 Cs does not mean turning a blind eye or ignoring what is working for them. But it does keep your bottom line as the chief focus.

3) Knowing what you want protects you from running on auto-pilot.

Knowing what you want maintains momentum and breathes energy into tasks that otherwise would be monotonous.

Lead yourself or your team in revisiting the vision for the company regularly.

Nine-to-five employees increasingly seek to align with impact-driven organizations, and keeping the transformation the company aims to procure top-of-mind will drive motivation.

The transformation is always emotional, even surrounding a product or service.

EXAMPLE: Returning to the waterproofing company our team supported. Waterproofing a basement transforms the customers’ emotional states from one of anxiety or worry into one of peace or assurance. 

What once was: We are a waterproofing company servicing homeowners in Destin, Florida, for 54 years. Trust our team to waterproof your basement! 

Turns into: Our company cares for your family. Our company preserves homeowners’ greatest investment. Our company, ultimately, protects your home, which is where life happens. 

Suddenly, a waterproofing company has empathy.

Just like that, we are serving families and homes, not just servicing a basement.

But before you can truly know what you want, you first have to know who you are.

Head on over to Part 2!

The post 2 Ways to Take Back the Power in Your Business: Part 1 appeared first on DigitalMarketer.

If generative AI is the future of marketing (and media in general), how can you compete with other marketers if ALL OF US have access to the same tools?

We can all create amazing images, videos (soon), and articles. We can all use the most amazing copywriter as a template to write our own copy. We can even develop entire marketing plans in SECONDS.

We can also research almost any topic to justify the claims that we make for the products and services we’re trying sell… in almost no time.

Basically, pretty soon we’ll all be able to build anything we want to help our clients sell whatever they want with little effort… but is it a good thing?

It means UNLIMITED competition which may be a problem, but more importantly, it means that all businesses will soon lose the competitive advantage known as “professionalism.”

Why “Professional” Marketing Assets Aren’t Special Anymore

Back in the good ol’ days of digital marketing, if you could produce professional copy and visuals, you would be ahead of 90% of your competitors.

Writing consistent copy WAS hard.

Generating professional graphics WAS hard.

Producing professional pictures and videos WAS hard.

Now, professional marketing assets aren’t just widespread and more available than ever before, they’re LESS effective than user generated content (UGC) in most cases!

According to a Nielsen study, 92% of consumers trust organic, user-generated content more than they trust traditional advertising.

Why is UGC content more effective than professionally created content? It feels genuine and trustworthy.

Even if UGC content is made for personal gain (e.g. influencers, sponsored individuals, affiliates, etc.), it doesn’t matter to the viewer. They just see amateur content made about a product or service they might be interested in. They’ll trust that much faster than the fanciest commercial you can make.

UGC materials don’t need to PROVE anything, we as marketers do.

How Can Professional Content Keep Up with UGC?

So, what can marketers do to influence viewers the same way unpaid (or low paid) amateurs do with UGC?

The answer isn’t simple, but it is necessary.

If we need to produce professional content AND it needs to be compelling, we’re going to have to start proving ourselves in real world situations.

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We all sell high quality, well-vetted products and services (of course), but a list of features, benefits, and even testimonials isn’t going to be compelling enough any more. People want proof, and there’s something we can do to directly provide it.

How Case Studies Can Deliver Results Like UGC

Case studies are the professional business/marketing equivalent to User Generated Content.

Here’s what makes UGC effective:

• Authenticity: UGC is perceived as genuine, fostering trust and credibility.
• Relatability: Real user experiences make it easier for potential customers to envision product use.
• Social Proof: Positive interactions in UGC serve as powerful endorsements, boosting confidence.
• Diverse Perspectives: UGC provides varied viewpoints, appealing to a broader audience.
• Engagement: UGC generates higher engagement, fostering a sense of community around the brand.
• Cost-Effectiveness: Leveraging UGC is more budget-friendly compared to producing polished branded content.
• Scalability: UGC can be easily scaled, allowing for continuous and diverse content creation.
• Emotional Connection: UGC can evoke emotional responses, creating a stronger brand connection.
• Word of Mouth: UGC acts as digital word of mouth, amplifying the brand message organically.
• Adaptability: UGC can be adapted for various channels, maximizing its reach and impact.

Now, let’s look at what makes case studies compelling:

• Authenticity: Like UGC, case studies are authentic and based on real experiences, fostering trust.
• Relatability: Case studies provide real-world examples, making it easier for potential customers to relate.
• Social Proof: They serve as powerful social proof, showcasing successful experiences with the product or service.
• Diverse Perspectives: Case studies often include diverse perspectives, offering a well-rounded view of the product’s impact.
• Engagement: Well-crafted case studies can engage readers, drawing them into a narrative that highlights the value of the product or service.
• Cost-Effectiveness: While creating case studies involves some investment, they can be cost-effective compared to other forms of content creation.
• Scalability: Case studies, once created, can be shared across various platforms, maximizing their reach.
• Emotional Connection: Effective case studies can evoke emotions, creating a deeper connection with the audience.
• Word of Mouth: Positive case studies can be shared by customers, acting as digital word of mouth to amplify the brand’s success stories.
• Adaptability: Case studies can be adapted for different marketing channels, offering versatility in their use.

Even with all of these similarities, Case Studies can feel stuffy (especially when they’re related to services). There’s one type that can come closer to UGC, and that’s the “Undercover Case Study.”

What is an “Undercover Case Study?”

This type of “case study” has been done for years, and was popularized by the show “Undercover Boss” which started airing in 2010. If you didn’t know… this was marketing (and was probably paid for by the company being featured). Here’s a few entertaining moments if you haven’t seen the show before:

Yes, there are a ton of cringy moments when the “boss” proves to be incredibly incompetent while working simple jobs, but the desired effect was usually achieved: humanizing big companies and their owners/managers.

It also provides a ton of exposure for the brand, what they sell, and why you should shop there (even if the only reason to shop there is to help the poor souls that work there).

You might be saying, “I don’t have millions to spend on a production like this, what can I do?”

Good news! Marketers are stepping up to show how this type of case study can be done without a million-dollar budget.

Undercover Billionaire: A Step Closer to Practical Undercover Case Studies

“Undercover Billionaire” is this American TV show where super successful business folks get stripped of everything and get plopped into small towns armed with just $100 and a car. They’ve got a tight 90 days to spin that measly $100 into a cool million-dollar business, all from scratch.

The show kicked off on August 6, 2019, and wrapped up its first season on September 24, 2019, featuring bigwig Glenn Stearns. Season two stepped up the game with three entrepreneurs, including the likes of Grant Cardone. Here’s a peak at the content:

Folks love this show for throwing the American dream into the ring and seeing if it’ll come out on top. Can you really build a booming business with just pocket change? Sure, the show’s taken a hit for maybe being a bit too scripted or over the top, but it’s dishing out some serious lessons on hustling and business building.

Here’s the rundown: these high rollers pick a business, build a squad, hustle their way from that humble $100, and BOOM – a startup is born. Oh, and there’s a Discovery Channel film crew shadowing them, calling it a documentary on starting a small business from scratch. They want you to think, “Hey, if these guys can do it, so can I!”

Yeah, we get it – reality shows can be a bit Hollywood, maybe stretching the truth here and there. But, “Undercover Billionaire” serves up some real-deal insights into the wild world of entrepreneurship and the crazy hurdles of starting a business from ground zero.

It also shows whether the marketing techniques touted by people like Grant Cardone ACTUALLY work.

Again, you might be saying, “This is great, but I still don’t have a budget for something like this.”

In that case, good news! Someone is making a show that could prove the practicality of undercover case studies for the rest of us!

Undercover Agency: The Future of Marketing?

We know you can produce a compelling, interesting undercover case study if you have the money for a big show and the ability to get huge names on it, but what if you have a smaller budget and a smaller following?

Enter our DigitalMarketer friend and community members, JC & Karen Hite from Hite Digital.

They’re gearing up to embark on a daring mission: launch an agency from scratch and try to acheive $10k in profits within just 4 months. To up the stakes even higher, they’re moving to Searcy, Arkansas (from their home in Nicaragua) to do it.

They want to prove that their marketing techniques, for both starting an agency and gaining results for their small business clients, works. To do that, they’re following these specs:

• No team
• 4 months
• $2k starting funds

To add an extra layer of challenge, JC is throwing in a commitment to keep faith and family at the forefront. That means reading the entire Bible during this experiment and powering down the phone from 5pm-8pm for some quality family time!

Can the Hite’s “Undercover Agency” show prove that undercover case studies are the future of marketing? We’ll find out!

If you’re an agency owner and want to join JC on this journey, they’ll be posting their progress starting in December 2023. To follow along, just join their Facebook Group.

The post “Undercover” Case Studies: Why the Future of Marketing Is Proving Yourself in the Field appeared first on DigitalMarketer.

You know that eerie moment when you’re halfway through an article or ad and you realize – “Hold on a second, a human didn’t write this. An AI did!”? We’ve all been there. It’s a bit like biting into a juicy apple, only to realize it’s made of plastic. 

Sure, we’ve got AI now – it’s pumping out content faster than a popcorn machine at a movie theater. But truth be told, a lot of AI content lacks the warmth, the humor, the “je ne sais quoi” that makes us human. That, my friends, is the puzzle we’re facing in today’s marketing world. 

But here’s the kicker: with just a bit of human editing and smart prompting, AI content can transform from simply good – to indistinguishable from top human writers. That’s the sweet spot we’re aiming for, and that’s exactly what we’re going to explore in this conversation.

Understanding the Limitations of AI-Generated Content

Before we delve into the nitty-gritty of why human editing is crucial, it’s essential to understand why AI can’t go at it alone. Let’s unpack the limitations of AI-generated content.

Overestimation of AI Capabilities in Content Generation

As AI’s popularity in content generation grows, there seems to be an overestimation of its capabilities. It’s easy to get drawn into the allure of automation, the promise of churning out article after article without so much as lifting a finger. However, AI is not some magical wizard that spews out flawless, engaging content at will.

AI writing tools are excellent at structuring information, spotting trends, and even using natural language processing (NLP) to mimic human-like text. But they lack the nuances, context understanding, and creativity inherent in human writers.

They can’t grasp emotions, humor, sarcasm, or cultural references the way we do (at least not yet), leading to content that, while technically correct, often feels flat and uninspiring.

The Risks of Factual Inaccuracies and Low-Quality Content

One of the most significant risks with AI-generated content is its potential for factual inaccuracies and low-quality output.

While AI tools can pull in data from numerous sources, they lack the human ability to discern between reliable and unreliable information. This can lead to content peppered with misleading or outright false information, damaging your brand’s credibility.

While these tools can spin sentences using complex language models, the final result often lacks the cohesion, logic, and flow that readers expect from high-quality content. This can lead to content that’s not only unengaging but also confusing for readers, impacting your brand’s image and authority.

While these inaccuracies might be minor nuisances in some fields, they can have devastating effects in others, particularly in “Your Money Your Life” (YMYL) niches. YMYL content refers to information that, if presented inaccurately, incorrectly, or deceptively, could directly impact a person’s health, happiness, safety, or financial stability. Think of content related to health advice, financial planning, or legal matters.

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For instance, let’s consider the healthcare industry. Imagine an AI tool writes a blog post on managing diabetes but misinterprets the data it was fed and suggests a dangerously high dosage of insulin. If a reader were to follow this advice, it could result in severe health complications or even death. This is an extreme example, but it underscores the potential risks of unverified AI-generated content.

Content Velocity Vs. Content Quality: Striking the Right Balance

In the world of digital marketing, there’s often a tug-of-war between content velocity and content quality. While it’s tempting to publish content at a high frequency to keep up with competitors and maintain online visibility, it’s a delicate balancing act that could backfire if not managed appropriately.

The Dangers of Prioritizing Content Velocity Over Quality

Imagine you’re a reader, faced with a stream of new articles every day from a particular brand. Initially, you’re impressed by their prolific output. But as you read through the pieces, you notice a recurring trend – the articles are filled with convoluted sentences, factual inaccuracies, and offer little to no value. Would you continue to trust this brand?

The point here is simple – prioritizing content velocity over quality can be a dangerous game.

While it might offer short-term gains in terms of visibility and perhaps even click-through rates, in the long run, it’s likely to harm your brand’s reputation and reader trust. It could also lead to lower engagement rates and increased bounce rates, as readers quickly exit your content if they find it low in quality or relevance.

The Continued Importance of Quality Content for Ranking and Authority

In contrast, high-quality content continues to be a pillar of digital marketing strategy, and for a good reason. Well-researched, accurate, and engaging content appeals to both your target audience and search engines. Google’s ranking algorithm, sophisticated as it is, rewards quality content that provides value to readers.

Beyond SEO, quality content builds authority. It positions your brand as a trusted expert in your field, a source of reliable information and insights. This can lead to higher engagement, increased conversions, and brand loyalty.

The Role of Human Editing in Enhancing AI-Generated Content

Integrating AI into your content creation process doesn’t mean human involvement becomes obsolete. Quite the opposite. It’s in the merger of AI capabilities with human skill that the magic happens.

My Experience with AI and Human Editing

As a seasoned digital marketer, my journey with AI has been enlightening, to say the least. I’ve seen firsthand how AI can simplify the content creation process, taking care of the heavy lifting by producing multiple drafts in a fraction of the time it would take a human.

Yet, there is something innately human about the act of writing, a subtlety and nuance that AI, for all its capabilities, can’t quite replicate. So, I’ve learned to work alongside AI, using it as a tool to augment and speed up my content creation, not completely replace it.

Every AI-generated piece I work on goes through a thorough human editing process. I infuse the AI output with a human touch, refining the language, ensuring factual accuracy, and most importantly, crafting a narrative that resonates with readers on a deeper level.

Estimation of Editing Required in AI-Generated Content

Now, you might wonder – “Isn’t that too much work? How much editing does AI-generated content need, anyway?” The answer is – it depends. Some pieces come out surprisingly well-formed, requiring only minor tweaks and polish. Others might need a more substantial overhaul to ensure they meet the desired quality and resonate with the target audience.

My rule of thumb? Consider spending around 40-60% of the total content creation time on editing and refining AI-generated output.

This isn’t a rigid number but more of a guideline. It emphasizes the need to dedicate significant time to the human element, ensuring that every piece of content you put out aligns with your brand’s voice, meets quality standards, and provides genuine value to your readers.

Google’s Perspective on Quality Content

Google’s mission is to “organize the world’s information and make it universally accessible and useful.” This mission directly impacts how they evaluate and rank content. So, what does Google consider “quality content”?

Effective Communication with Target Audience

One of Google’s core principles in evaluating content quality is how effectively it communicates with the target audience. Simply put, your content needs to resonate with the people for whom it’s intended.

While SEO techniques, like optimizing your content with Latent Semantic Indexing (LSI) keywords and links, play a crucial role in enhancing visibility, they’re not the be-all and end-all. In fact, an overemphasis on keyword density at the expense of readability and relevance can backfire. Google’s algorithms have grown incredibly sophisticated and can penalize ‘keyword-stuffed’ content that doesn’t offer genuine value to the reader.

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So, how should you approach this? First, strive to thoroughly understand your audience’s needs, interests, and pain points. Then, craft content that addresses these aspects in a meaningful, engaging, and accessible way.

This effective communication gives your readers the sense that you are an authority on the subject, which can enhance your website’s trustworthiness and authority.

Engaging content can increase the average session duration, a significant ranking signal for Google. In other words, the more valuable your content is, the longer users will stay on your page, which in turn signals to Google that your content is useful, pushing it higher in the search results.

Providing Value and Establishing Authority

Another critical aspect in Google’s quality content equation is the value your content provides. Are you offering new insights, or are you simply rehashing what’s already been said a thousand times? High-value content tends to be original, in-depth, and relevant, directly contributing to a positive user experience.

Lastly, Google pays attention to authority. It trusts content from sources that consistently provide accurate, trustworthy, and valuable content. Earning this authority isn’t about being the loudest or publishing the most content. It’s about demonstrating your expertise and reliability over time.

Let’s look at it this way – If your content was a person, Google would want it to be a knowledgeable friend who speaks clearly, offers genuinely helpful advice, and is trusted by others.

Achieving this in an AI-dominated content landscape requires the human touch – an understanding of the audience’s needs, the creativity to offer unique insights, and the ability to build genuine connections. Taking the time to go the extra mile will make your content stand out in an ocean of AI content.

Finding the Right Editor for AI-Generated Content

Just as every artist needs a discerning critic, every AI-driven content strategy needs a sharp, skilled human editor. But what does it take to edit AI-generated content? And where can you find such talent?

Key Skills Required in an AI Content Editor

When it comes to editing AI-generated content, traditional editing skills are just the start. Of course, a solid grasp of grammar, style, and punctuation is necessary. However, AI content editing demands more.

One key requirement is a knack for spotting and fixing AI-specific errors. Sometimes, AI content can be a little ‘off’ – oddly structured sentences, incorrect facts, or phrases that just don’t quite make sense. A good AI editor needs the sharpness to catch these issues and the skill to fix them while maintaining the overall flow of the piece.

Equally important is the ability to infuse a human touch. A skilled AI content editor can take an AI-generated piece and give it life, weaving in a compelling narrative, adding emotion, and tailoring it to the target audience.

Finally, the right editor is adaptable, able to work with various AI tools and tweak their editing approach based on the specific outputs of different AI models.

Platforms to Source Content Writers and Editors

So where can you find these AI-savvy human editors? There are several online platforms to tap into:

• Freelance platforms: Websites like Upwork, Freelancer, and Fiverr are teeming with freelance writers and editors. You can post your requirements and invite freelancers to apply, or you can directly approach freelancers whose profiles match your needs.
• Content creation agencies: These are companies that specialize in producing and editing content. While they can be pricier than individual freelancers, they often provide a more comprehensive service, which can include content strategy, SEO optimization, and more.
• Online networks: Websites like LinkedIn and Facebook can be a good source of professional writers and editors. Look for individuals with a proven track record in content creation and editing, and preferably, experience with AI-generated content.

The Process of Humanizing AI-Generated Content

Leveraging AI for content creation presents a unique blend of challenges and opportunities. As we’ve established, a key part of this is infusing the ‘human touch’ to ensure the output doesn’t read like it was churned out by a machine. So how does this process work?

Starting Point: Generating AI Content Outline

The journey of humanizing AI-generated content begins with feeding the AI the necessary information it needs to know. Contrary to common misconceptions, AI is not an all-knowing entity. The quality of the content it creates is directly tied to the quality and depth of the information it’s given.

The human editor plays a crucial role here. They ensure that the AI is primed with a thorough briefing and all the necessary context about the topic at hand. From the intended audience to the key points to cover, the AI is equipped with all the requisite details.

Following this, the AI takes the baton and creates the initial content outline. This AI-produced blueprint forms the basis of the content piece, setting its direction and flow.

However, the editor’s job isn’t done yet. They need to review the AI-generated outline carefully, ensuring it is comprehensive, logical, and aligned with the content’s goals.

Only after this careful examination and potential refinement does the AI proceed to flesh out the content. This process ensures the AI-generated content starts on the right footing and stays on track as it evolves.

Section-by-Section Review and Reprompting

Once the initial AI-generated content is ready, the human editor steps in for the next phase – a detailed, section-by-section review. Here, the editor critically reads through each part, reprompting the AI tool wherever necessary.

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Is the AI providing a relevant response? Is it capturing the nuances of the topic? Is it staying within the desired tone and style? If the answer is no, the editor reprompts the AI, tweaking the instructions to guide the AI towards a more desirable output.

Fact-Checking and Surgical Editing for Final Refinement

The final stage of the humanizing process is fact-checking and surgical editing. Here, the editor verifies the AI’s data and cross-references it with reliable sources to ensure the content is accurate.

Any factual inaccuracies are corrected, and the content is fine-tuned. Grammatical errors are rectified, awkward phrases are reworked, and an overall polish is given to the content, enhancing its readability and engagement factor.

Through these steps, the AI-generated content is transformed. It becomes not just technically correct and informative, but engaging, valuable, and ‘human.’

The Benefits of Combining AI and Human Editing

In the world of content creation, combining AI and human editing is a match made in heaven. But what specific benefits does this union bring? Let’s dig in.

Saving Time and Improving Efficiency

The first major benefit is a significant boost in time efficiency. AI is lightning fast. It can generate a draft in the time it takes a human writer to finish their morning coffee. This speed frees up a huge chunk of time that would otherwise be spent on writing, allowing editors and content teams to focus more on strategic tasks.

AI doesn’t suffer from writer’s block or fatigue. It can churn out content consistently, helping maintain a steady content output.

That’s not all. Editing AI-generated content is often faster than editing human-written content. Why? AI tends to make predictable, patterned mistakes. Once editors get the hang of them, correcting these errors becomes quicker and easier.

Achieving Complete Topical Coverage

Expanding the depth and breadth of your content to cover a topic comprehensively is a proven strategy for establishing authority and improving your search engine rankings. Here, AI and human editing work together like a well-oiled machine.

AI, with its ability to generate content swiftly and at scale, can help you achieve broad topical coverage faster. It can produce multiple pieces around a core topic, covering various subtopics, and creating a web of interconnected content. This, in turn, positions your website as a comprehensive source of information on a specific subject.

However, the speed and scale of AI-generated content could potentially lead to compromised quality standards if not properly managed. This is where human editing steps in. Editors ensure that each AI-generated piece of content is accurate, engaging, and offers real value to the reader, aligning with Google’s perspective on quality content.

Ensuring High-Quality, Humanized Content

The AI-human combination isn’t just about speed and efficiency. It’s also about quality. While AI is great at producing quick drafts and covering topics extensively, it often lacks the human touch that makes content relatable and engaging.

That’s where human editors step in. They transform AI’s technically correct but often sterile output into something rich and engaging. They add warmth, emotion, and narrative flow, turning a plain piece into a compelling read.

Human editors ensure factual accuracy, maintain the brand’s voice, and optimize the content for SEO. All these are areas where AI still has room for improvement.

How to Implement These Tips

Now that we’ve discussed the ‘why’ and ‘what’ of humanizing AI-generated content, let’s dive into the ‘how.’ How can you put these insights into practice?

Identifying Suitable AI Content Generation Tools

The first step is choosing the right AI content generation tool. There’s a myriad of options available, each with their strengths and weaknesses.

Your selection should depend on your specific needs. What type of content do you produce most often? What’s your budget? How much content do you need to produce?

Some tools are excellent at generating short-form content like social media posts, while others excel at long-form content. Some are geared towards creative writing, others towards SEO or technical writing. Research different options, use free trials, and find the one that fits your needs the best. 

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Plain ol’ ChatGPT is a great place to begin if you would rather not pay to use a third party software.

Finding and Collaborating with Skilled Content Editors

You need skilled content editors who can humanize AI-generated content. Look for editors with a knack for storytelling, an eye for detail, and a deep understanding of your brand and audience. They should also be comfortable with AI tools and eager to learn and adapt.

But finding good editors is just part of the equation. You also need to foster a strong collaboration between your AI tool and your editors. Set clear expectations, establish communication channels, and encourage feedback and learning from both sides.

Consistently Reviewing and Improving the Editing Process

Don’t set it and forget it. Regularly review and tweak your editing process. Solicit feedback from your editors, watch for patterns in the AI’s errors, and continuously improve your briefings and editing guidelines.

The more your editors work with it and correct it, the better your editing processes will become.

With these steps, you’re all set to leverage AI for content creation while ensuring top-notch quality. But remember, the world of AI is fast-evolving. Stay curious, stay flexible, and continue to learn and adapt.

The post The Future of Marketing: Harnessing AI with a Human Touch appeared first on DigitalMarketer.

As a marketing pro, you know how tough it can be to capture the attention of potential clients and keep them. There are more than 10,700 digital advertising agencies in the U.S., giving business owners a lot of options. So, if you want to stand out, you need to be more than an expert in digital marketing. You need to be an expert in marketing science.

If you’ve spent years promoting your agency as the go-to for all things digital marketing, this can be a hard pill to swallow. But the fact is the landscape has changed. To be successful, you have to position yourself as a true marketer—who happens to love digital marketing. 

Why Digital Marketing Expertise Isn’t Enough

No marketer wants to hear that their digital marketing expertise isn’t enough. I get it. You’ve likely put a lot of effort into studying proven frameworks, staying on top of trends, and even recruiting top talent for your agency. And chances are, that effort has paid off. However, having an agency adept at digital marketing won’t bring you to the pinnacle of success—not without marketing science savvy.

Here’s why…

• Digital marketing has been around for a long time. 

Although digital marketing has evolved, it’s not a new concept. The history of digital marketing spans more than 30 years. In fact, the term was introduced back in 1990, around the time the first search engine (Archie) was launched. 

In short, everyone knows about it by now. And many agencies are doing it. Unfortunately, that means your digital marketing know-how isn’t anything novel or unique. 

• Business owners get digital marketing (for the most part). 

Today’s business owners are more knowledgeable about digital marketing. Of course, they don’t necessarily have a clear grasp of it. And there are still plenty of marketing misconceptions out there. But research shows that 47% of small business owners handle their marketing efforts themselves. So, it’s fair to say they get it—more or less. 

In most cases, potential clients aren’t impressed by an agency’s ability to handle social media, implement SEO tactics, manage paid advertising, etc. They’ve heard it all before. Even if you can do it better, that may not be reason enough to outsource to your agency. 

• Marketers have to work extra hard to earn respect.

DigitalMarketer’s own Mark de Grasse has talked about how marketers don’t get the respect they deserve, and it’s true. As marketers, we have to work harder than other professionals to demonstrate our worth and prove we know what we’re doing. Claiming digital marketing expertise—even if you do have it—just won’t cut it. You need to have broad marketing knowledge and use marketing science to back up your recommendations. 

• Tools and tactics change, but the principles of good marketing don’t.

As touched on previously, digital marketing is constantly evolving. New tools and channels are constantly being introduced, resulting in new tactics to adopt. But if you focus too much on what’s changing, you lose sight of what doesn’t. Being on top of every new “shiny object” doesn’t matter much if you can’t follow the principles of good marketing. And that only comes with an understanding of marketing science. 

What Do We Mean by Marketing Science?

Many believe that marketing is both an art and a science. And they’re right. But for now, we’re focusing on the latter. After all, it’s the piece of the puzzle your digital marketing agency is likely missing. 

There are several different takes on marketing science out there. But when we talk about it, this is what we mean…

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Making Decisions Based on Data—Not Guesswork

Those who embrace marketing science know that data is key. That doesn’t mean a marketer’s knowledge and experience should be tossed aside. However, data should play a critical role in decision-making.

Leveraging data just makes sense. 

• It allows us to see what’s working and what’s not. 
• It provides valuable insights that help us answer tough questions.
• It ensures we’re making the right decisions for each client.

Science-driven marketers are skilled at compiling, analyzing, and interpreting data from various sources. They apply their findings accordingly, using facts and figures to support their choices. As a result, they can serve their clients better—and with more confidence. 

Applying Techniques from Other Disciplines

Digital marketing can be bolstered by other practices. Science-driven marketers know that. They see the value in disciplines like psychology, sociology, economics, and neuroscience (the last of which is combined with marketing to create neuromarketing). That’s why they look at research from those disciplines to see what they can leverage. Then, they apply techniques to make their marketing efforts even stronger. 

Conducting Well-Designed Experiments

Experts in marketing science realize that experimentation is essential to improvement. After all, you can’t ensure the best result if you don’t do some testing first. So, they conduct experiments using the scientific method to determine if their initial choice (or hypothesis) is correct. 

The most successful marketers tend to be those who are constantly testing. On a granular level, they create different variations of assets, analyze the data, and make improvements as needed. They view every test as a source of valuable information and use it to their clients’ advantage. 

Using Technology Wisely

True marketers who understand the science side use technology to their advantage. They don’t get hung up on every new tool that arrives on the scene. Instead, they conduct in-depth research to create a marketing technology stack that benefits them and their clients. 

At the most basic level, they find technology to assist with the following:

• Data tracking
• Automation
• Keyword research
• Model building
• Wireframing

Although most marketers understand the importance of marketing technology in serving their clients, scientific ones don’t suffer waste. They only invest in tools that will enhance their efforts. And they strive to get the most out of each one they use. 

Taking a Holistic Approach to Marketing

There are many different facets of marketing—social media, paid advertising, SEO, email, copywriting, web design, etc. But science-savvy marketers don’t see them as individual pieces. Instead, they view them as parts of a much larger whole. They know that each one contributes to a business’s online presence. 

That’s why they take a holistic approach. 

They ensure consistency in all assets across all channels, connecting them for maximum impact. Every part is working together to promote the client’s business. More than that, every team member is doing the same. 

How Marketing Science Yields Success for Agencies

When you’re an expert not only in digital marketing but also in marketing science, you position your agency for success. It helps set the stage for being known as unique and smart.

Here’s how…

• You can frame your agency as an authority in the space.
• You can demonstrate your understanding of marketing as a whole. 
• You can encourage your team to start thinking about the big picture. 
• You become more strategic in marketing for each individual client.
• You can provide proof that your efforts are yielding results. 
• You can gain a competitive advantage over tactical marketers.

Ultimately, it doesn’t just make your agency better. It makes your agency appear better to current and potential clients. 

Takeaway

These days, digital marketing expertise isn’t enough to stand out from the crowd. If you really want to take your agency to the next level, you need to embrace marketing science. You need to show you have what it takes to build a business, develop a brand, and achieve long-term results. By convincing clients you’re a true marketer who offers digital marketing services, you’ll have an easier time acquiring and retaining them.

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