In the latest episode of Dial It In, Trygve Olsen and Nicole Fairclough sat down with Michelle Hanson, Director of Digital Marketing at BizzyWeb, to delve into the complexities and strategies of digital marketing today. As businesses navigate an ever-evolving digital landscape, understanding how to leverage marketing for growth and sustainability is critical.
The episode began with an engaging dialogue about the unique challenges faced by marketing executives. With Michelle's expertise, listeners gained insight into how data-driven marketing strategies can aid fractional CMOs in achieving client success despite limited resources.
Marketing is not just about creating flashy graphics; it is a sophisticated blend of art and science. Michelle emphasized the importance of aligning marketing goals with overall company objectives. "Marketing supports your business goals, whether they're related to revenue, customer retention, or brand awareness," she explained. Strategic marketing serves as a cog in the larger machine that propels a company forward.
Michelle also highlighted the relevance of understanding the competition in digital marketing. "Knowing where your competitors stand and how to position yourself uniquely in the market is vital," she remarked. This involves a mix of strategic planning and maintaining an understanding of the evolving metrics driven by digital platforms.
The conversation turned to SEO, an area often misunderstood by businesses. Michelle shared her perspective on realistic SEO strategies, cautioning against the outdated desire to rank for particular keywords without understanding their value. "It's not just about ranking number one," she pointed out. "Effective SEO requires a focus on capturing search features that actually drive traffic and conversions."
Budgeting emerged as a critical aspect of marketing strategy. Michelle advised businesses to view marketing spend as an investment rather than an expense. "Traditionally, 10% of annual revenue is suggested for marketing budgets, though the key is how you allocate and adjust this spend to meet evolving goals."
Michelle noted that marketing strategies can vary significantly across industries. It’s crucial to tailor approaches according to the specific habits and needs of a business’s target audience to ensure optimal outcomes.
One of the more entertaining segments of the episode was Michelle recalling some of the unique client projects she has encountered over the years. From marketing antique rifle accessories to niche kombucha products, her stories underscore the diverse challenges digital marketers face.
As the episode concluded, Michelle reiterated BizzyWeb's commitment to helping businesses navigate their unique challenges with tailored marketing strategies. Her blend of strategic insight and real-world examples provided listeners with valuable takeaways for their own businesses.
If you're interested in learning more about how BizzyWeb can support your digital marketing efforts, reach out to Michelle directly via email at michelle.hanson@bizzyweb.com or visit their website.
This episode of Dial It In offered a comprehensive look into how businesses can better align their digital marketing efforts with broader company strategies. With insights from experts like Michelle Hanson, business owners can gain the tools and confidence needed to successfully navigate the digital marketing world.
Listen to the full episode for more insights and become a part of the conversation as you refine your marketing strategies for 2025 and beyond.
Connect with Michelle
Michelle.Hanson@bizzyweb.com
BizzyWeb.com
Our Sponsor:
FracticalTactical.com
Show Notes:
00:00 Appreciating Dad Jokes and Introductions
01:02 Sponsor Shoutout: FractionalTactical.Com
01:57 Welcoming Michelle Hanson
03:22 Challenges in Digital Marketing
05:47 Defining Success in Marketing
10:30 Understanding Your Market and Competitors
16:05 Setting Realistic Marketing Goals
23:21 The Importance of SEO
25:50 The Evolution of Google's Search Results
26:25 Understanding Technical SEO
26:46 Capturing the SERPs: Beyond Ranking Number One
27:10 The Purple Monkey Dinosaur Example
28:20 Evaluating Keyword Value and Difficulty
31:57 Strategic Budgeting for SEO
32:36 The Role of Tools in SEO and PPC
34:45 Content Creation Strategies
35:56 Staying Updated in the SEO World
37:00 Industry-Specific SEO Strategies
38:15 Responding to SEO Scare Tactics
41:59 Unusual Client Requests
47:21 Conclusion and Contact Information