數字孿生營銷_如何通過數字營銷增加您的自由職業收入

數字孿生營銷

There are a lot of ways we could go with this topic as it’s a huge one, but I just want to cover the nuggets here and make it simple as well as practical to understand and implement.

我們可以采用很多方法來處理這個主題，因為它是一個很大的話題，但是我只想在這里介紹這些塊，并使其易于理解和實施。

I’m not going to get all fancy with words here. I want to try and explain everything so most people can understand this topic better.

我不會在這里措辭不佳。我想嘗試解釋一切，以便大多數人可以更好地理解該主題。

By the end of this article, my goal is that you can see the potential of digital marketing and how it can help your freelancing career by combining it with web design and development.

到本文結尾，我的目標是讓您了解數字營銷的潛力以及將數字營銷與Web設計和開發相結合，如何幫助您的自由職業。

什么是數字營銷？ (What is Digital Marketing?)

The ultimate goal of digital marketing is to promote a product/service/brand to the right target audience with the intention of a desired action such as awareness, a sale, a free download, etc.

數字營銷的最終目標是將產品/服務/品牌推廣到合適的目標受眾，并采取預期的措施，例如意識，銷售，免費下載等。

As a general short summary and for simplicity sake, digital marketing consists of:

作為一般的簡短摘要，為了簡單起見，數字營銷包括：

AdWords – The platform to advertise on Google search results.

AdWords –在Google搜索結果上做廣告的平臺。

SEO – The process of ranking a website higher on Google search results.

SEO –在Google搜索結果中將網站排名更高的過程。

Online Advertisements – Facebook ads, LinkedIn ads, Website ads, etc.

在線廣告 – Facebook廣告，LinkedIn廣告，網站廣告等。

Content Writing – Writing regular articles for a business – usually with SEO intentions.

內容寫作 –為企業撰寫常規文章–通常具有SEO意圖。

Social Media – Creating relevant social posts to drive traffic to a website.

社交媒體 –創建相關的社交帖子，以吸引網站訪問量。

為什么數字營銷很重要？ (Why is Digital Marketing Important?)

Most freelance developers experience ‘valleys’ and ‘peaks’ when it comes to their monthly income.

大多數自由職業者的月收入都經歷了“谷地”和“高峰”。

So, one month they might earn a big amount and then next month they might not break-even.

因此，一個月他們可能賺很多錢，然后下個月他們可能不會收支平衡。

Digital marketing skills can help keep your income more consistent, so you can budget more efficiently, and you can sleep in peace knowing you don’t need to start from $0 the next month.
數字營銷技能可以幫助您保持收入的一致性，因此您可以更有效地進行預算，并且知道下個月不需要從$ 0開始，就可以安枕無憂。
Digital marketing equips you with valuable skills in an industry that is booming.
在蓬勃發展的行業中，數字營銷為您提供了寶貴的技能。
Digital marketing helps you offer a more complete solution to your clients.
數字營銷可以幫助您為客戶提供更完整的解決方案。
Digital marketing provides you with more knowledge to create effective websites.
數字營銷為您提供了更多有關創建有效網站的知識。
Digital marketing skills help you to create a better personal brand which opens up a lot of doors.
數字營銷技巧可幫助您創建一個更好的個人品牌，從而打開很多大門。
Digital marketing provides you with the knowledge to create your own products and market them effectively online – boosting your chances of success.
數字營銷為您提供了創建自己的產品并在線上有效營銷產品的知識，從而增加了成功的機會。
Digital marketing helps you stand out from the commodity marketing of those who just create websites.
數字營銷可以幫助您從那些剛創建網站的商品營銷中脫穎而出。

The best type of income is passive income where you don’t need to work, or it requires very little effort to maintain.

最好的收入類型是被動收入，您不需要工作，或者需要很少的精力來維持。

But what’s the 2nd best income?

但是，第二好的收入是多少？

Recurring, predictable income.

經常性，可預期的收入。

I speak to freelancers on a regular basis and many of them earn a high income, but this only lasts for a short time and then their income drops significantly.

我定期與自由職業者交談，他們中的許多人收入很高，但這只持續了很短的時間，然后收入大大下降。

So what’s the solution?

那么解決方案是什么？

Recurring, predictable income.

經常性，可預期的收入。

Bundling your web design skills with digital marketing services helps you achieve this.

將您的網頁設計技能與數字營銷服務捆綁在一起可以幫助您實現這一目標。

Not only does this help you earn a more predictable income each month, but if you create effective websites and create an effective digital marketing campaign for the business, they will have more chance of success.

這不僅有助于您每月獲得可預測的收入，而且，如果您創建有效的網站并為企業創建有效的數字營銷活動，它們將有更多的成功機會。

If you think about why you would be working with a client, the ultimate goal is to get them more sales and digital marketing can help you do just that.

如果您考慮與客戶合作的原因，那么最終目標是讓他們獲得更多的銷售，數字營銷可以幫助您做到這一點。

您如何通過數字營銷賺錢？ (How Do You Make Money from Digital Marketing?)

First, you need knowledge.

首先，您需要知識。

I recommend a few learning resources at the end of this article for those who don’t understand AdWords, SEO, etc.

對于不懂AdWords，SEO等的讀者，我建議在本文結尾處提供一些學習資源。

Once you know enough where you feel confident, you are ready.

一旦您對自己的自信有足夠的了解，就可以開始工作了。

I find that a lot of people are very hesitant to start because they wait until they are almost perfect at something.

我發現很多人開始猶豫不決，因為他們等到某事幾乎完美為止。

Don’t wait until you are the ‘Yoda’ of a particular skill. Just know enough that you don’t have to feel like some kind of fraud, then it’s time to take the next step.

不要等到您是特定技能的“尤達”。足夠了解您不必感到某種欺詐，那么該是下一步的時候了。

Start, fail, learn along the way and adapt; this is key to succeeding.

開始，失敗，一路學習并適應；這是成功的關鍵。

Breakdown for earning $1,000 per month:

每月收入1,000美元的細目：

Get 1 client paying you $1,000 per month.
獲得1個客戶，每月支付您$ 1,000。
Get 2 clients paying you $500 per month.
獲得2個客戶，每月向您支付$ 500。
Get 4 clients paying you $250 per month.
獲得4個客戶，每月向您支付$ 250。

Breakdown for earning $3,000 per month:

每月收入3,000美元的細目：

Get 1 client paying you $3,000 per month.
獲得1個客戶，每月支付您$ 3,000。
Get 2 clients paying you $1,500 per month.
獲得2個客戶，每月向您支付1,500美元。
Get 3 clients paying you $1,000 per month.
獲得3個客戶，每月向您支付$ 1,000。

Depending on which option you choose, your services can also be adjusted.

根據您選擇的選項，您的服務也可以調整。

The tasks you offer to earn $1k and $3k per month are pretty much the same.

您提供的每月賺取1000美元和3000美元的任務幾乎相同。

The only difference is the time you’ll be dedicating to a client.

唯一的區別是您將專用于客戶的時間。

So, if Client A pays you $1,500 per month versus Client B paying you $250 per month, obviously you’ll be dedicating more time and providing a more comprehensive service to client A.

因此，如果客戶A每月向您支付1,500美元，而客戶B每月向您支付250美元，那么顯然您將花費更多的時間并為客戶A提供更全面的服務。

行動步驟： (Action Steps:)

Figure out how much I want to earn monthly ($5,000 as an example).
弄清楚我想每月賺多少錢(例如，5,000美元)。
Target a small, competitive niche like solar panel companies.
瞄準像太陽能電池板公司這樣的小型競爭性利基市場。
Create an industry analysis report where I analyze the market, competitors, and websites.
創建一份行業分析報告，在其中分析市場，競爭對手和網站。
Position myself as an expert in this niche through building an effective online presence.
通過建立有效的在線形象，將自己定位為該領域的專家。
Compile a digital marketing retainer package of services for $1,250 per client aimed at improving sales in the solar panel niche. (This could be web development improvements, AdWords, content marketing, SEO, design, etc.)
編制數字營銷保留服務包，每位客戶1,250美元，目的是提高太陽能電池板利基的銷售。 (這可能是網站開發的改進，AdWords，內容營銷，SEO，設計等)
Sign up 4 clients paying $1,250 each ($5,000 per month).
注冊4個客戶，每個客戶支付$ 1,250(每月$ 5,000)。

I would then work 2 hours per day, per client, which equals a full day’s work (8 hours).

然后，我將每個客戶每天工作2個小時，這相當于一整天的工作時間(8個小時)。

如何尋找數字營銷客戶 (How to Find Digital Marketing Clients)

The truth is that anyone can get clients.

事實是，任何人都可以得到客戶。

You actually don’t want clients.

您實際上不想要客戶。

You want the right clients that pay you a good amount of income on a consistent basis.

您想要合適的客戶，這些客戶能夠持續向您支付大量收入。

Does this sound better?

聽起來更好嗎？

So, how do you get these clients?

那么，您如何獲得這些客戶？

It’s important to think how the potential client would think.

考慮潛在客戶的想法很重要。

You want to offer them services, but why?

您想為他們提供服務，但是為什么呢？

Just so you can get paid and go on nice holidays?

只是為了讓您能夠獲得報酬并度過一個愉快的假期？

Of course not…

當然不是…

The business wants to make a profit and all they want to know is how you can help improve or grow their business.

該企業想要獲利，而他們想知道的就是您如何可以幫助改善或發展他們的業務。

I come across portfolio sites all the time…

我一直都在瀏覽投資組合網站...

The person is always quick to mention their skills and how knowledgable they are at a particular skill, but their website navigation, color theme and layout is terrible and they still don’t understand why they are not getting clients.

這個人總是很快就提到他們的技能，以及他們對某項技能的了解程度，但是他們的網站導航，色彩主題和布局非常糟糕，他們仍然不明白為什么沒有得到客戶。

Are you an expert at Frontend Development?

您是Frontend Development的專家嗎？

Excellent…

優秀的…

But if your design skills, communication skills and lack of best practice knowledge is below average, then why do you think you are not getting clients?

但是，如果您的設計技能，溝通能力和缺乏最佳實踐知識的水平低于平均水平，那么您為什么認為自己沒有得到客戶呢？

Look introspectively. Get a second opinion about your skills from a friend or someone who will tell you the blunt truth. Take constructive criticism and see where you can improve.

內省地看。從朋友或會告訴你直率真相的人那里獲得關于您的技能的第二意見。進行建設性的批評，看看可以改進的地方。

To create a visual analogy of this topic, it’s much like this scenario:

為了對此主題進行視覺上的類比，它非常類似于以下場景：

You are on a small kayak trying to get to the other side of the river. Your main focus is on getting an oar to row to the other side, but what you are not focused on is fixing the small hole inside the kayak so that it doesn’t sink half way.

您正在乘坐小型皮劃艇，試圖到達河的另一側。您的主要重點是將槳劃向另一側，但是您沒有重點關注的是固定皮劃艇內部的小洞，以免劃到一半。

Getting clients is the oar.

獲得客戶是最重要的。

The hole is everything else you need to get right.

漏洞是您需要糾正的所有其他問題。

Worry about repairing the hole first, then use the oar.

擔心先修理Kong，然后再使用槳。

TRUST / DOUBT

信任/懷疑

If a client can’t see that your own website looks professional and well thought out, why should they trust that you can create an effective website and improve their online presence with digital marketing as well?

如果客戶看不到自己的網站看起來很專業且經過深思熟慮，為什么他們會相信您可以創建有效的網站并通過數字營銷來改善他們的在線形象？

Why should they trust that you can deliver on a project if you don’t have any testimonials or client success stories?

如果您沒有任何推薦或客戶成功案例，他們為什么要相信您可以交付項目？

Think about this practically.

實際上考慮一下。

If you wanted to buy Bluetooth headphones online and you came across a website that looks bad and their social media accounts only have 50 followers compared with a good looking professional website, thousands of followers and even priced 10% higher, who would you buy from?

如果您想在線購買藍牙耳機，并且遇到一個看上去很糟糕的網站，而其社交媒體帳戶只有50個關注者，而一個漂亮的專業網站卻有數千個關注者，甚至價格提高了10％，您會從誰那里購買呢？

The one who you trust more…

您更信任的人…

It’s no different with how a client thinks.

客戶的想法沒什么不同。

You can either create trust or doubt.

您可以建立信任或懷疑。

The question is, which one is happening for you?

問題是，哪一個正在為您發生？

After you realize the importance of trust, how do you build trust?

意識到信任的重要性之后，如何建立信任？

There are 2 main ways:

有兩種主要方法：

A good, professional website/portfolio design
優質專業的網站/作品集設計
Client testimonials
客戶感言

WEBSITE PORTFOLIO:

網站組合：

To create an effective website/portfolio site, you need to think different to what most web designer/developers do.

要創建有效的網站/作品集網站，您需要與大多數Web設計師/開發人員不同。

They think of their portfolio site as a CV/Resume of some sort. They showcase their skills like this:

他們認為自己的投資組合網站是某種CV /簡歷。他們展示了自己的技能，如下所示：

HTML + CSS = 90%

HTML + CSS = 90％

SEO = 80%

SEO = 80％

Design = 85%

設計= 85％

etc.

等等

Some of them also write blog articles. What’s funny is that these articles are all about web development related topics.

其中一些人還撰寫博客文章。有趣的是，這些文章都是與Web開發相關的主題。

This is the wrong angle completely.

完全是錯誤的角度。

Your portfolio site needs to be focused on how you can provide a solution to a business and it needs to showcase your expertise along with your skills, but in a way that makes sense to the potential client.

您的投資組合網站需要專注于如何為企業提供解決方案，并且需要展示您的專業知識和技能，但要以對潛在客戶有意義的方式展示。

Here’s a rough outline of a portfolio site that is focused around the client:

以下是針對客戶的投資組合網站的粗略概述：

It’s very simple, but you’ll notice that it makes sense and the main focus is on helping the client’s business grow and then getting a quote request.

這非常簡單，但是您會注意到這是有道理的，主要重點是幫助客戶發展業務，然后獲得報價請求。

This is much better than the “CV” based portfolios.

這比基于“ CV”的投資組合要好得多。

TESTIMONIALS:

感言：

To get client testimonials, you need to have done previous client work.

要獲得客戶推薦，您需要完成以前的客戶工作。

What if you haven’t done any previous client work?

如果您以前沒有做過任何客戶端工作，該怎么辦？

Simple: Do work for free in exchange for testimonials.

簡單：免費工作以換取個人推薦。

So many people always dispute working for free and they create long articles about why it’s bad, etc. Firstly, it’s not a year of your life and secondly, it works.

因此，很多人總是對免費工作表示質疑，他們撰寫了很多文章，闡述了它為什么不好等。首先，這不是您生命中的一年，其次，它行之有效。

What’s better? A paying client that you can’t find or just doing 2 good looking websites for free in exchange for testimonials so that this convinces other potential clients to pay you?

有什么更好的？找不到您的付費客戶，或者只是免費創建2個漂亮網站以換取個人推薦，從而說服其他潛在客戶向您付款？

Some examples of businesses to approach for a free website:

一些企業尋求免費網站的示例：

A local NGO or charity
當地的非政府組織或慈善機構
A small coffee shop or restaurant
一家小型咖啡店或餐廳
A small local business
一家本地小企業
Helping a friend/family with their website
幫助朋友/家人使用他們的網站

After you’ve laid this foundation, it now comes to actually GETTING the clients.

奠定了基礎之后，現在就可以真正獲取客戶。

Contrary to popular belief, it does actually require work to do this.

與普遍的看法相反，這樣做確實需要工作。

If you have already done work for previous/existing clients, send them this email:

如果您已經為以前/現有的客戶完成工作，請向他們發送以下電子郵件：

Hi [name],

嗨，[名字]

I hope you are doing well.

希望你一切都好。

I just wanted to find out if you are planning to make additional changes to [website name] that I can assist you with?

我只是想了解您是否打算對[網站名稱]進行其他更改，以便我協助您？

Thanks, and have a great weekend coming up J

謝謝你，有一個偉大的周末了 ?

Regards,

問候，

[your name]

[你的名字]

PS – if you have a friend in business who needs a website, I’d love if you could put me in touch with them J

PS-如果您有需要網站的商業朋友，請與我聯系，我很樂意 J

If you are starting from scratch, do this:

如果您是從頭開始，請執行以下操作：

Type a search term in on Google. Let’s say “landscapers in Milwaukee, Wisconsin”
在Google上輸入搜索字詞。假設說“威斯康星州密爾沃基市的景觀設計師”
You’ll notice there will be 3 or 4 ads right at the top and 2 or 3 right at the bottom.
您會注意到頂部將有3或4個廣告，底部將有2或3個廣告。
Click on each of these ads and take note of the following: the page you land on and their overall website.
單擊這些廣告中的每一個，并注意以下幾點：您訪問的頁面及其總體網站。
If you notice the page you land on is not convincing enough with a clear call-to-action (request a quote/call us), then that’s good news.
如果您發現自己的網頁沒有足夠的說服力(要求報價/致電給我們)，這不足為奇，那么這是個好消息。
If you notice their website is not created well, that’s good news.
如果您發現他們的網站創建得不好，那就是個好消息。
Now it’s time for you to email them.
現在是時候給您發送電子郵件了。

You can email them this:

您可以通過電子郵件發送給他們：

Hi [name or company name],

您好[姓名或公司名稱]，

I recently came across your website after searching for [the search term you used].

我最近搜索了[您使用的搜索字詞]后訪問了您的網站。

I noticed you don’t have any effective call-to-actions such as a contact form or any social proof to create credibility which will help you get more interested sales leads.

我注意到您沒有任何有效的號召性用語，例如聯系表格或任何建立可信度的社交證明，都無法幫助您獲得更多感興趣的銷售線索。

I’d love to setup a call to discuss how I can help improve the sales of your business through effective web design changes.

我很樂意打個電話，討論如何通過有效的網頁設計更改來幫助您提高業務銷售額。

If you have any questions, feel free to contact me.

如果您有任何疑問，請隨時與我聯系。

For more information about my expertise, here is my website: [www.mywebsite.com]

有關我的專業知識的更多信息，請訪問我的網站：[www.mywebsite.com]

Thank you and I look forward to your feedback.

謝謝，我期待您的反饋。

Regards,

問候，

[your name]

[你的名字]

Note: this strategy also works if you look for poster ads in the yellow pages/online directories.

注意：如果您在黃頁/在線目錄中查找海報廣告，此策略也適用。

The other common and often overlooked ways to get clients are:

獲取客戶的其他常見且經常被忽視的方法是：

Letting your family friends know that you now make websites and you can help market the website using digital marketing.
讓家人朋友知道您現在正在創建網站，并且可以使用數字營銷來幫助營銷該網站。
Going to local business meetups (not developer meetups) as this is where you can make connections. The moment that you mention you help businesses improve their websites so they can get more sales, you’ll get more interest and people saying they want to chat with you about their site.
參加本地業務聚會(而不是開發人員聚會)，因為在這里可以建立聯系。提到您的那一刻，您可以幫助企業改善其網站，從而獲得更多的銷售，您會獲得更多的興趣，并且人們會說他們想與您聊天有關其網站的信息。

Specialization and Finding a Niche

專業化和尋找利基

This is quite a big topic by itself, so here's a summary:

就這本身而言，這是一個很大的話題，所以這里是一個摘要：

Smile Marketing – Website design and marketing for dentists

微笑營銷 –牙醫的網站設計和營銷

ChiroMox – Website design and marketing for chiropractors

ChiroMox –脊醫的網站設計和營銷

Paperstreet – Website design and marketing for lawyers

Paperstreet –律師的網站設計和營銷

GolfWebDesign – Website design and marketing for golfers

GolfWebDesign –高爾夫球手的網站設計和營銷

Each of these websites have a team behind them as well as a waiting list of clients and they charge premium prices as well.

這些網站中的每一個都有一個團隊以及后面的客戶名單，它們也收取高價。

Why are they so successful?

他們為什么如此成功？

They are seen as experts because they have specialized in one niche.

他們之所以被視為專家，是因為他們精通一個利基市場。

Does this make you think a bit?

這會讓您思考一下嗎？

The only way to move OUT of the commodity market and IN to an abundance of clients is if you niche down.

如果您的市場不佳，那么將商品市場移出并轉移到大量客戶的唯一方法是。

It’s significantly more difficult to earn a large income by creating websites for every single business niche out there.

通過為每個業務細分創建網站來賺取大量收入要困難得多。

To summarize:

總結一下：

Build more trust
建立更多的信任
Fix any “holes” in your kayak
修復皮劃艇中的任何“Kong”
Position yourself as an expert and niche down
將自己定位為專家并放任小眾
Strategically approach those within your niche
戰略性地接近您的利基市場
Keep growing and building authority in your niche
在您的利基市場中不斷發展并建立權威

Wouldn’t it be cool to show a prospective client this:

向潛在客戶展示以下內容不是很酷：

I’ve helped XYZ business increase their SEO market share to become the top 3 ranked website for their industry within 8 months.
我已經幫助XYZ業務在8個月內提高了他們的SEO市場份額，使其成為其行業排名前三的網站。
I’ve helped XYZ business increase their sales by 57% in 4 months by creating effective AdWords campaigns with improvements to the website.
我通過創建有效的AdWords廣告系列并改進了網站，幫助XYZ業務在4個月內將其銷售額提高了57％。
XYZ business received a 400% increase in quote requests after improving their landing page, SEO and online advertisements.
XYZ業務在改進了目標網頁，SEO和在線廣告后，收到了400％的報價請求。

It’s much better than ‘I create websites’ – right?

它比“我創建網站”要好得多-對嗎？