Project 8: DMND PortfolioBuilding a Marketing Strategy 1.Customer Journey Based Marketing Plan What: your offer Digital Marketing Nanodegree Create a Customer Journey Based Marketing Plan with the goal of signing up new customers to the DMND Program in one quarter. Budget: $50,000 Profit: For the purpose of this assignment, the cost of the Nanodegree is $999, assume a profit margin of 30%, meaning that Udacity makes $299 in profit per student that signs up. Campaigns: We want to aggressively grow the program, but, we want to do it without losing money. .Marketing Objective: DMND What is the marketing objective for your marketing efforts? Enroll 500 new students by the time program starts. Who Are Our Customers . . Biking 4. Gain new skills courses 3. Running 2. Self paced online course 2. 36 years old Ivana Pavlek 1. Course that can provide quality 5. A course that does not take too 3. Collage degree in economics portfolio for resume Hobbies Goals Barriers 1. Doesn’t have time for offline 2. Get a new better paid job 1. Female. Most available offline courses are 4. Reading 1. Get a certificate as a proof 2. Increase HH income poor quality 3. English is not their native .Target Persona Background and Demographics Target Persona Name Needs 1. Married /1 child 2. Writing 3. HH income $40k 3. Lives in Zagreb much time 4. . Phases of the Customer Journey . only • Turn what you like into a • Try out are new few spots left in • Thank you business that you will DEMO of the • News about the classroom • Enjoy benefits love classrom classroom • Enroll now and like supportive • Gain new marketing • Download our updates Message skills at you own pace FREE Social you’ll get to run mentoring and • Suggestions live campaigns online discussion • How did digital media about career on major with instructors marketing change my advertising change marketing and colleagues life ebook platforms • Facebook • Retargeted ads • Blog (content • Facebook Ads for social. When+How+Where = Marketing Tactics Customer Awareness Interest Desire Action Post Action Journey • Enroll now . display marketing) • Search and video • Email • Email Channel • Twitter • Instagram • Search • Social media • Social media • Facebook • Twitter • Email • Instagram • Dispaly and • Facebook Video Ads . Budget Allocation .2. Digital Marketing Nanodegree Budget Allocation for Media . 05% 3 AdWords 0.000 Total # Visitors 7.05% Video $2.00 0.428 1 Search Display $5.50 571 1 Number of new 5 Total Spend $11.600 0.Awareness: Budget Allocation for Media Number of Average Channels Planned Spend Cost Per Click Total Sales Site Visits Conversion Rate Facebook $7.25 5.000 $1.05% $2.599 Students .000 $1.000 $3.40 1. 666 3 Search Display 0.1% Video $2.50 2.000 Total # Visitors 15.000 $0.50 12.393 Students .75 727 1 Number of new 16 Total Spend $12.000 0.000 $1.Interest: Budget Allocation for Media Number of Average Channels Planned Spend Cost Per Click Total Sales Site Visits Conversion Rate Facebook $6.1% $4.000 $2.1% 12 AdWords 0. 3% 170 AdWords $1.3% Video $3.000 $2.75 1.00 333 1 0.50 0.3% $6.000 Total # Visitors 62.090 4 Number of new 187 Total Spend $27.000 $0.000 $3.3% Display $1.30 56.666 0.089 Students .Desire: Budget Allocation for Media Number of Average Channels Planned Spend Cost Per Click Total Sales Site Visits Conversion Rate Facebook $17.000 4.000 12 Search 0. 192 .192 +$12.081 208 $62.393 16 $299 $4.216 Desire $27.495 -$9.089 187 $299 $55.913 +$28.913 Total $50.000 85.000 15.505 Interest $12.000 62.599 5 $299 $1.784 -$7.ROI: Budget Allocation for Media Total Number Total Number Phase Total Spend Profit Per Sale Total Profit ROI of Site Visits of Sales Awareness $11.000 7. I would run A/B tests frequently enough and golden rule of all – test early and test often! .Additional Channels/Recommendations: Apart from the above mentioned paid platforms I would definitely use the maximum of all organic channels: social networks such as Facebook.here SEO plays a key role and of course content marketing like blogs etc. organic search . Twitter and Instagram. I would also include a powerful email campaign which itself is not such a big expense (since using a email software is often paid annually) and email campaigns can generate a lot of new potential leads.) I would also recommend retargeted campaings since they are oftner at a lower cost and targeted audience is more specific. Showcase Work .3. Market your Content . I was confused. I chose. hesitant and most honest — I had no idea what I wanted to do in my life. Although some would say that digital marketing goes back to the time when first electrical devices were made. I was responsible for a small team of people. But when you are really confused and do not know what you want — you will actually chose something that comes by itself without thinking too much. As project manager. I’m more into the theories that digital marketing era was born with first www. we organized various types of events for clients and work was varied and fun. let’s say the ‘default’ college but I struggled to finish it because from the very start it was clear to me that this is not what I want and love.ly/2oWdGOp Blog Post Title: DIGITAL MARKETING DIDN’T CHANGE JUST MARKETING BUT ALSO MY LIFE Blog Post Content: Way back in 2000. Some tough decisions. digital marketing almost did not exist or was just in its infancy.I’ve posted blog on Medium .http://bit. In those days I was at age when I had to choose college and thus choose my career path. That is how I found my first job — it came to me without thinking too much. But was it what I expected from life and work? . while its real boom started with social networks. when I was finishing high school.Market your Content . my only option was online education.the Internet is an infinite place when education is concerned.. how can I chose the right one for me? So I kinda went for intuition. analytics. everything is at my own pace.. Since I was in a situation that with a full time job I can’t go back to college to learn about digital marketing. you just have to have all time in the world to build structure and concept for yourself. One of our big and important projects demanded creation of a new website... the accompanying Facebook page and keeping the overall online strategy through various social channels. Absolutely everything is available online. a program that will go in my own pace and will contain everything that digital marketing in its essence is. But from thousands of online courses. it’s guided by the instructors and mentors. wordpress. That was the first time that I was introduced with terms such as: adwords. And I have to admit — it was love at first sight! That was it. Only Udacity Digital Marketing Nanodegree had a real meaning and structure for me. So. seo etc. It contained exactly the lessons that I’m interested in. Market your Content Love at first sight. that is what I want to do all the time and what I truly love. where do I sign? .. ppc. content marketing. And let me tell you. I knew I could not do it all alone. I’m working on live projects and later I can use everything I worked on as a portfolio for my shiny new resume. social media.I knew I need guided online program. When it comes you better be ready to recognize it and grab your chance to shine: Udacity Digital Marketing Nanodegree Post for social media platform 2: Twitter Turn what you like into a business that you will love! Udacity Digital Marketing Nanodegree #imindmnd Post for social media platform 3: Instagram: Choose today.be tomorrow! Udacity Digital Marketing Nanodegree #imindmnd ..Market your Content Social posts: Post for social media platform 1: Facebook What you like and what you truly need will always come exactly at the time when you're ready for it so have patience. Run a Facebook Campaign . SEO/SEM etc. email marketing. Twitter. Instagram. age 25-40. analytics.the basics of digital marketing Ad text was: Download FREE ebook to learn about advertising on Facebook. I did not . Snapchat and LinkedIn 3. please describe them. with interest in social media. If you made any changes. ppc. content marketing. living in Croatia with Croatian as a language. Ad headline was: FREE ebook .Run a Facebook Campaign I targeted both male and female. Run a Facebook Campaign . Run a Facebook Campaign . Search Engine Optimization (SEO) Audit . Keywords Head Keywords Tail Keywords 1 online degrees social media marketing classes 2 udacity nanodegree best digital marketing certification 3 digital marketing course digital marketing online certificate 4 learn digital marketing best digital marketing courses in the world 5 udacity courses how to start a career in digital marketing . Keyword with the Greatest Potential Which Head Keyword has the greatest potential? online degrees with priority/potential score 75 Which Tail Keyword has the greatest potential? social media marketing classes with priority/potential score 50 . Alt-Tag Its blank .com/ Current Revision Title Tag Udacity Digital Marketing Best Digital Marketing Online Course by Nanodegree Program Website Udacity Meta-Description Its blank Learn new digital marketing skills from experts while running live campaigns and become digital marketer. become digital marketer . Daniel Kob .udacity. partner logo . Launch your new career today. classroom interface . digital marketing logo .Technical Audit: Metadata DMND URL: http://dmnd. Suggested Blog Topics What are experts saying about social media – in this blog post i would conduct a brief interview with some of DMND instructors. i would ask them questions about social media. how to educate yourself about new trends and changes and so on. Of course. soon found a job in the branch in which he gratuated. how the demand for digital specialists grew. how it evolved. Infographics really gives a lot of information and doesnt take the reader a lot of time. So. That is why I believe that such a topic is a powerful inspiration for new potential students. which are the greatest disadvantages and greatest advantage of the online program and how. through a brief story of the importance of social media this blog would invite readers to find out where and how to educate themselves in that field. I would briefly indicate which programs Udacity offers if the reader also has an interest in creating a new career. the blog would also have a recommendation that if they want to learn about this new trends that Udacity has courses for them. why it is important to always learn new things about social media and digital marketing. at the end of the story. All of us nowadays love through the infographic get as much concrete information in as little time in a very practical and fast way. which parts were most useful. History and evolution of digital marketing. I can put s call to action again . From the very start. Are online deegres worth it? .Here I would find an individual who. digital marketing jobs. how salaries in the sector grew etc. such online program helped him to change his career and life. how and where it came from. after completing the online program. why it's important to keep up with social media trends.I would definitely make an infographic about the history and evolution of digital marketing.if you want to get in that field that goes forward strikingly and for which there is a great need for quality workers that you can choose Udacity program’s and lounch a new career very soon. Everyone who decides to take the programs benefits very much from this first-hand story because it gives them the confidence and kick right in the start. . He would talk about the program. 97 the-humanoid-obsessed-a-free-online- stanford-course-from-top-ai-experts/ 3 https://www.com/sites/jeannemeiste 96 r/2013/08/13/how-moocs-will- revolutionize-corporate-learning- development/#6eaeaab51255 .com/2011/08/16/for.Technical Audit: Backlink Audit Backlink Domain Authority (DA) 1 http://www.cnn.blogs.nytimes.com/2013/04/21/opini 99 on/sunday/grading-the-mooc- university.html 2 http://news.forbes. com/ 28.com/ 35.5M 3 Mashable http://mashable.5M .buzzfeed.0M 2 Buzzfeed https://www.forbes.Link-Building Site Name Site URL Organic Search Traffic 1 Forbes https://www.com/ 7. . If that part of the code gets removed page will be back in the index. This is because of: <meta name="robots" content="noindex. nofollow" /> found in the page source. If you make effort and make sure your page is indexed you’ll start to see more traffic from Google search.udacity. Indexing is very important because indexing is the process of adding webpages into Google search (if they are determined to be quality content) – and everyone wants to be there.com/ has 0 pages indexed in Google.Page Index Domain http://dmnd. That means less conversions and lower user engagement which is a signal for search engine that you page is not relevent. page speed plays part in your Page rank so you want to keep a good score there.Page Speed Page speed is important to crawlers and to user experience. For users . Slower pages mean that it will take more time for crawlers to read you page and therefore less pages will be indexed. .more users will bounce if page loading takes too much time and probably wont wait for page to load. Also. Mobile-Friendly Evaluation People are more likely to leave a mobile site if it isn’t mobile-friendly. Everyone has gone mobile this days and they are allways on the go so that’s why it’s important to keep optimizing you page for mobile. . It is what users expect from sites and what search engines expect from sites and it will provide better organic search results. i recommend improving it through photo optimization and in collaboration with developers i would recommend working to: minify JavaScript.since the meta description and alt tags are missing I would recommend ading them to the code because that gives crawlers important informations when reading the page and indexing it later. TechCrunch etc.I would recommend to work on link building through some tech/IT/marketing blogs such as Mashable. The Verge. title that would convince reader that they need that result exacly .Page speed is relatively bad.As for the content I would recommend puting students testimonials as they can have very deep impact .I would recommend removing <meta name="robots" content="noindex. Buzzfeed. leverage browser caching and eliminate render-blocking JavaScript and CSS in the above the fold content . minimize HTML. nofollow" /> from the code because that part of the code unables crawlers to read through the page so indexing and adding this page to the google search wont be possible .I would recommend using ‘stronger’ title tag. .Recommendations . if no indexing that means no results in search engines . Run an Adwords Campaign . how to develop a basic android app. how to be android developer. Example: Interest Course Android Performance Ad Group Keyword List: learn mobile app development android.free android training. code android. basic android programming tutorial. android education apps. android development online. about android development. best site for learning android app development. learn android programming free. basics of android programming. android programming tutorial. android programming basics. online android development. android programming training. android programing. learn android programming online. android learning tutorial. learn how to make android app. android development training course. what is android programming. learn to program android. programming language for android. free android development tutorial. learn android online free. how to make android apps with java . android beginners. android apps development tutorial for beginners. best way to learn android app programming. programming for android. android development online training. optimize android. Example: Awareness Android Performance Ad Group Keyword List: optimizing apps android. optimizer android. improve performance android. optimising app android. optimizing android apps. optimisation app android. android performance tools. app optimisation android. optimize android performance. android app performance optimization. android optimizer. android improve performance. android optimising apps. android performance . android development performance tips. android app optimisation. android optimizing apps. optimising applications android. improve android performance. boost performance android. optimize android app performance. increase android performance. increase performance android. best android performance. Although the interest group had a lower CTR. The ad that made the conversion had the highest price per click which indicates the most advertisers are bidding for the keywords behind it.08% and for the awareness group it is 5. This clearly shows that it is not necessary that the ad with the highest CTR will convert the best. plus its the most relevent in comparison to a landing page. Very specific long tail keywords had the worst position (lowest in the SERP) and the highest average CPC. increasing android performance.49 for the one click.05% was the ad that led to conversion because it was clearly calling individual to enroll in free online course. Ad that had the lowest CTR of just 1. The CTR between two ad groups is quite different. programming for android. I expected for CTR to be somewhat bigger.29 cost per conversion which is more than twice the expectations). It suggests that people are inclined to search in general about this subject much more than about education about it. ‘Android apps development tutorial for beginners’ is a best performing keyword. The ad that made the conversion was also served at the highest percentage compared to the other three ads. in the interest group it is 1. I conclude that this is because it is very specific and clearly calls for action. Positive thing for a campaign is that it did not spend more than US$1. I am assuming that Google rated it as the most relevant and most often showed it in the SERP. especially for the interest group. Keywords with the highest CTR and number of clicks are: optimizing apps android. android optimization. it was the one that led to more conversions. which is almost twice the maximum CPC we bid for. android programing etc.Campaign Evaluation Considering my marketing objective (to enroll 10 new students during 5 day campaign) I estimate this campaign to be quite unsuccessful.53%. . Considering that the conversion value was US$60 per new student this campaign does not have a positive ROI (the campaign resulted in a US$149. android development online training. .. I consider landing page to be good and wouldnt change it for now. If I leave the bad keywords on my quality score will automatically be much lower. in one test I can only use branded keywords vs. Recommendations for future campaigns Since the current campaign has gone badly. I would be a lot more cautious around building long tail keywords because they were the most expensive for first campaign and had the lowest position in SERP. I would pause all low performing keywords and I would build new keywords around keywords that were perfoming the best in the first campaign. I would take FULL advantage of all match types. I would keep track of the campaign daily and definitely pause all keywords that are not performing and have low CTR. For example. provides clean information. which brings down a number of other factors (low ctr. each ad group would have negative keywords. In one test I can use an ad extension and in the other not etc. I would certainly continue to structure it through two separate groups. A/B testing would be performed for all ad groups. It’s relevant. and call for action is clear. For each match type I would create a special ad group to get the best control over ads. . Campaigns had no negative keywords and I will not repeat this error again. The ad creative would have left the same in the start but I would change most of the keywords. I would actually change a great deal of it. navigation is easy. changing only one variable at the time so I can easy track campaign improvements. interests and awareness group. high cpc .) What I did not use in the first campaign and would in the future are branded keywords. in the other only non-branded. Evaluate a Display Advertising Campaign . Display Image Campaign: Overall Results . Display Video Campaign: Overall Results . inside ad groups would be at least 3 different ads with different creatives so i could run A/B testing changing only one variable at a time and pausing ads that don’t perform good .for both image and video campaign i would make keywords lists (grouped around best performing keywords) and i would built ad groups around those keyword list . and call for action is clear .not only different images.i would try to run campaigns that target in-market audience .) ..for image campaing i would use diferent ad creative (headline. It’s relevant.i consider landing page to be good and wouldn’t change it for now. text.pause low/no performing keywords. adding negative keyword . provides clean information.i would use more branded keywords (only one is being used in above campaigns) ..Recommendations for future campaigns . images should also stand out a little bit more . navigation is easy.i would try different placements and would create camapings to be shown on targeted websites that cover my desired topics (also exclude websites that are unwanted) . Market with Email . Email Content: Email Content Plan Email Topic Marketing Objective KPI Number of link clicks to Thank you for signing Thank you email #1 Engagement download free ‘welcome up to our newsletter! ebook’ Try our free DMND Number of clicks to Try demo email #2 Engagement demo classroom demo Only 5 available student Number of clicks to Enroll email #3 spots left in DMND Conversion ‘enroll now’ CTA button course . For that we reward you with a free download of our Social Media Advertising Guide.udacity. A comprehensive overview of the leading social media advertising platforms Facebook. Pinterest.Email Copy: Thank you email #1 Subject Line: Thank you for signing up to our newsletter! Body: Thank you for signing up to our newsletter! You're added to our mailing list. and Snapchat Learn how to target specific audiences. Twitter. LinkedIn. budget and schedule your campaigns.com/ebook . and measure the success of your ads Everything you need to get started! CTA: DOWNLOAD EBOOK Link for CTA: http://dmnd. Instagram. Email Screenshot: Email #1 (mailchimp) . Email Screenshot: Email #1 (desktop) . Email Screenshot: Email #1 (mobile) . I believe that such engagement through demo will cause the most emotion in future students head and increased the desire to enroll in DMND course. In the third email I would emphasize the popularity of the course through the message that there are only few spots left to enroll into course. Since I aim to enroll new students I would try to bring the online learning experience closer to them through classroom demo presentation . People respond good to CTA where emphasis is placed on a limited time/spots. That’s always a good start because they will have that feeling that they can always gain something if they open my email. . So my third CTA would be ‘enroll now’… and catch one of the last places left in the classroom.Final Recommendations With the first email the goal was to reward everyone who sign up for the newsletter. Since Udacity classroom is such a powerful platform.that would be my second engagement email – ‘try now’ would be my second CTA.