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digetry Blog - Customer Focused Marketing

Greg Schraff

Greg Schraff is an online marketing veteran, working for companies such as AOL, Omniture, and Adobe where he experienced digital marketing first-hand. Greg now brings his expertise to small and medium-sized business help them take advantage of industry best practices.
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Recent Posts

The Only 4 (Free) Tools You Need to Generate Leads Online

Posted by Greg Schraff

There are many different ways to generate leads, and many more tools to help you do so.

As a small business – or anyone else doing it on their own, including solopreneurs, startups, entrepreneurs, and the self-employed – you don’t have the time or resources to research, let alone pay for and use, all of the lead generation tools available to you.

To help you, I’ve written this post. It covers the absolute minimal requirements and the 4 tools you need in order to quickly and easily start to capture leads for your business – all for free.

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Topics: Landing Pages, Offers, & CTAs

Entrepreneur Success - What Is It That You're Good At?

Posted by Greg Schraff

“Our business can provide us with a mirror to see ourselves as we are, to see what we truly know and what we don’t know, to see ourselves honestly, directly, and immediately.” – Michael Gerber,  The E-Myth Revisited

What Is It That You’re Good At?

The answer to this question is a very important part of your entrepreneur success, and happiness, in starting and running your own business.

Why?

Because too many people start businesses out of necessity (because they lost their job or because their current employment situation is so intolerable that starting a business, even as a side hustle, is a necessity).

As a result, you may start a business around what you know as opposed to what you’re really good at. And this may be a recipe for failure . . .

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Topics: Digital Strategy & Marketing

Marketing Success Means Marketing Focus

Posted by Greg Schraff

"What you stay focused on will grow." - Roy T. Bennett

I recently updated The Lead Generation Blueprint, streamlining it from 15 to 9 steps by eliminating a couple elements that aren’t central to lead generation. The result is a much tighter and clearer Blueprint. A much more “focused” Blueprint.

And that’s the theme of this post, focus.

“Focus” is the very first element that I address with every single client I work with, because everyone who is struggling to attract prospects has failed to include it properly in their marketing recipe. Your marketing success depends upon your ability to focus.

There are many elements of your marketing strategy that you need to focus on, from your product to the keywords you use to gain visibility online, and everything in-between.

To evaluate your own marketing focus, take this quick test . . .

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Topics: Digital Strategy & Marketing

My Enterprise Rent-A-Car Customer Experience: A Cautionary Tale

Posted by Greg Schraff

I’m going to tell you a story about a bad customer experience I had recently.

The point of this story is not to shame the brand or get some type of retribution. Rather, the purpose is to point out how in today’s marketing environment – where the customer is the be-all and end-all – it’s not good enough to do “business as usual”, because if you ignore the customer there are too many competing options at the click of a mouse or a swipe of the finger, and too many channels with which to voice and amplify our displeasure . . . all of which is bad for business.

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Topics: Digital Strategy & Marketing

The 6 Million Dollar Lead Generation Blueprint

Posted by Greg Schraff

Two years ago, I introduced The Lead Generation Blueprint. There were 15 steps, organized into three overarching or guiding principles: your Target Market, your Offer, and your Services. It was the first of its kind to organize all of the marketing elements required for lead generation into an outline for your own efforts.

But a blueprint is just that, an outline to follow. It does not contain the step-by-step instructions on how to build something. So out of necessity – because I found no such “how to” instructions for generating leads – I created my own: The Lead Generation System™.

In the process of creating The Lead Gen System™, I refined and optimized the original Lead Generation Blueprint. What results is what I’m calling The Lead Generation Blueprint Version 2.0.

I’ve streamlined the original Blueprint from 15 to 9 steps by eliminating a couple pieces that weren't core to lead generation. And I combined a couple elements into a single step. I also re-worked the three overarching principles into the 9 steps themselves. The result is a much tighter and clearer Blueprint. Just like Steve Austin . . . better than it was before. Better, stronger, faster! But you can judge for yourself. 

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Topics: Lead Management

Digital Marketing Rock Stars: 5 Trends in the Year Ahead

Posted by Greg Schraff

Not too long ago I participated in an excellent webinar round table, Marketing Predictions for 2018, sponsored by Mention. It featured many rock stars from the digital marketing universe, including Larry Kim, Brian Dean, and Aaron Orendorff, among others from HubSpot, Buffer, and CoSchedule. There were 5 topics that everyone agreed are trends to pay attention to. And, I identified a 6th, bonus trend, that all the panelist had in common . . .

 

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Topics: Digital Strategy & Marketing, Thought Leadership

The Lead Generation System - 9 Keys to Lead Gen Reality

Posted by Greg Schraff

The strategies and techniques to generate leads continues to evolve and change, but the same problem remains:

Disjointed marketing tools, channels, and tactics means it’s tough to consistently and predictably get leads because the experience for your prospects often feels disconnected.

And, nothing exists that connects all of these uncoordinated, and confusing, resources into a unified whole. Until now.

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Topics: Lead Management

Craft A Unique Value Proposition & Drive More Leads Online

Posted by Greg Schraff

I’ve talked a lot about what’s required to generate leads online, and I’m not referring to just getting a couple leads here and there, I’m talking about building a process to predictably produce qualified leads on a consistent basis. 

At a high level, your Target Market, Offer, and Services need to be aligned. Within each of these three elements there are steps you need to take in order to ensure alignment, which is all documented in our Lead Generation Blueprint.

In addition, you must bring an intense Focus to the process.

Trying to be everything to everyone is a recipe for failure, particularly when it comes to B2B lead generation.

For example, one mistake I see a lot of small and mid-sized business make are websites that promote a laundry list of services to deliver on a vague offering for a wide range of target markets.

Compounding this mistake is another common error that I see (or don’t see, in this case): the absence of a differentiating value proposition.

Not knowing, or at least not articulating, what makes your business unique and worth your customer’s money and time is a missed opportunity to attract and engage your ideal prospect.

So, in this post we are going to discuss how to create a differentiating value proposition, one that clearly articulates the rare value you can bring to your customers and why someone should work with you.

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Topics: Digital Strategy & Marketing

What's the Best Advice for Someone Starting a Business?

Posted by Greg Schraff

I know that there are many people out there who, like me, have had an idea to start their own business.

But because of the complexities of marketing and minimal knowledge of where to begin some give up or stall because their business never gains the momentum necessary to sustain itself. 

There are as many resources for starting a business as there are components to running one.

But, when anyone asks me, What’s the best advice for someone starting a business, my answer always is, every business starts with a sale.

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Topics: Digital Strategy & Marketing, Thought Leadership

Use Twitter to Increase B2B Leads Online, For Free

Posted by Greg Schraff

At one point, not long ago, I was not too keen on Twitter’s ability to generate clicks and leads.

But I’ve since changed my mind. 

I’ve learned first-hand that Twitter actually can be very effective at lead generation – to the tune of over one new lead a day, and growing. And this from having zero leads a day just 6 months ago.

Best of all, I’m not spending a dime of my money to do this, just the time and effort I put in.

Here’s how I learned to use Twitter to increase my B2B leads online, for Free!

 

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Topics: Social Media

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