The document outlines a digital marketing strategy process called "Define Discover Design Deliver" to increase web traffic and sales. It discusses defining the brand and audience, discovering customers and personas, designing marketing campaigns aligned with objectives, and delivering campaigns while analyzing optimizations. The strategy process emphasizes understanding the customer journey, testing approaches, and focusing on conversions.

2. Mastering Your Domain:
How to use Digital
Marketing tactics to
increase web traffic and
sales
Connector
Chris Duncan
ChristanLDuncan
Christan.duncan

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Today’s agenda
Define Discover Design Deliver

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DEFINE

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What is Digital
Marketing?

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Understanding…
The Conversion
Funnel

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Digital Marketing
Strategy Building
Process
Customer
Identification
Understanding
Customer
Personas
Align Business
Objectives + Goal
Setting
Action / Execution
Analysis +
Optimizations

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DISCOVER

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Customer
Identification
Understanding
Customer
Personas
Align Business
Objectives + Goal
Setting
Action / Execution
Analysis +
Optimizations

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Understanding…
Your Brand and Your Audience
The combination of these two provides the right info…
Digital marketingis both an art and science, which means there is a lot of ways youcan test performancebut there is
always ananswer to be discovered. Using past campaign data, youcan effectively position yourbrand to reachthe
right person at theright time!

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…but first,
You Must KNOW Your Brand!

14. is why our
customerschoose us.
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is why our
customerschoose us.

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Findyour purposetohelpyou
standout
Why doesyourbrandexist?
If yourbrandwasa person,whowould itbe?
Establishyourbrand’svoice/tone
Who would benefitmost fromyourproduct/services?

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Then…
Identify Your Audience

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Segmentation

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Segmentation (Personas)
• Demographics
• Geography
• Interest
• History with Brand
• Past Activity Level

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Segmentation (Personas)

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Whatdo theyreallywantfrom
you?
Daily, Weekly,Monthly Newsletters
Sales/Promos
Previews /Behind-The-Scenes
Customer Service

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DESIGN

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Customer
Identification
Understanding
Customer
Personas
Align Business
Objectives + Goal
Setting
Action / Execution
Analysis +
Optimizations

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Takea Minute:
Whatdo you want?Whatare your top3marketinggoals?

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Understanding…
The Conversion
Funnel (Again)

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…then campaign types
Awarenes
s
Direct
Response
Remarketing

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…then Marketing Channels

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…then High-Value Content (Organic + Paid)

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…think outside the box. There is not only one way to
reach your goals. If you can’t afford to advertise on a
certain channel, develop a plan to reach the goal via
another route!
(barter, partnerships, events, etc.)

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DELIVER

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Customer
Identification
Understanding
Customer
Personas
Align Business
Objectives + Goal
Setting
Action / Execution
Analysis +
Optimizations

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Partner Activity
= 50X Y+,-,*,/

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Launch your
Campaign(s)
Factors toconsider when launching a DigitalMarketing campaign:
• MostImportant Needs (Conversion Funnel Goals)
• Budget / Cost
• Specific Creative Needs
• Ongoing Content Strategy (ideally 2 week min.)
• Your Team
• Sales Fulfillment
• Feedback / Follow Up

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You created a great marketing strategy and
launched it…tons of traffic tothe webpage but low
conversions, why?

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Customer
Identification
Understanding
Customer
Personas
Align Business
Objectives + Goal
Setting
Action / Execution
Analysis +
Optimizations

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Optimize Your Site + Campaigns

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Campaign Level
Find adbenchmarksforyourindustry,perchannel:
https://www.wordstream.com/blog
+ Google isyour friend!

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Good v. Bad Websites

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Good v. Bad Websites

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Test Your Art Against The Science

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User Experience Check List

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Be Conversion Focused

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Be Conversion Focused

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Conversions aren’t just sales…
Consider micro-conversions:
Newsletter sign-up
Document download
Social Media follow

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“Attract” Your Customer
Alead magnet is an incentive
companies offer potential
buyers in exchange for their
email address, orother contact
information.
Use this as the CTAin
retargeting ads

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Research youraudience and knowtheir challenges/needs
Thinkoutside the box, thereis always morethan one way
Develop a marketingplan with theend goal in mind
Createa plan and content within yourbudget that answers their questions
Tell stories about their journey,and how youhelp along the way
Provide opportunities for micro conversions
Get your audience to “sale” for you
Test, test and TEST! – then male the necessary adjustments
Key Takeaways

56. Thank you

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APPENDIX

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Resource Guide
• Content Calendar:
• Trello - http://trello.com/
• PLANN - https://www.plannthat.com/
• Sprout Social - https://sproutsocial.com/
• Personas:
• https://xtensio.com/user-persona/
• Digital Marketing News:
• Facebook: https://www.jonloomer.com/
• All things digital: https://www.wordstream.com/blog
• Email Campaigns:
• Square - https://squareup.com/us/en/software/marketing
• Mailchimp - https://mailchimp.com/
• Website Builder:
• https://squareup.com/us/en/online-store
• A/B Testing:
• https://www.abtasty.com/ab-testing/

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SELF MADE ATLANT A NIGHT SCHOOL
SELF MADE ATLANT A NIGHT SCHOOL
SELF MADE ATLANT A NIGHT SCHOOL