- Strategies and tactics for search engine and social media marketing - Nurturing mutually-beneficial partnerships in advertising agreements - Establishing metrics for success

1. MADELINE
GRIMES
Salesforce
HubSpot CRM
MailChimp
WordPress
SendGrid
Google Analytics,
AdWords, Search
Console, Data Studio
Partner and vendor management
Paid and organic content creation
Omnichannel advertising
Graphic and HTML web design
Written and verbal communication
Project management among teams
Email and virtual event marketing
Customer listening and empathy
Metabase
Shopify
Hootsuite
Sprout Social
Adobe Creative
Cloud
JIRA
DIGITAL MARKETING PROFESSIONAL
Skills Programs
MADELINE-GRIMES.COM

2. Align with student journey
for awareness &
consideration
Inbound meets advertising
Non-interruptive and
value-adding
Mindful targeting and
placement
Organic authority,
advertising presence
Content, social media, and
lead generation
MADELINE-GRIMES.COM
JOURNEY-BASED ADVERTISING
DATA
CUSTOMER INDUSTRY

3. AWARENESS
Address the problem and motives
Support messaging with content that
shows understanding and empathy
Goal: Build trust
CONSIDERATION
DECISION
Examine how the problem will be solved
Email and ad strategy support
placement and timing
Goal: Develop relationship with brand
Compile options and review offerings
Meet prospects where they are in
communication and chosen content
Goal: Empower final decision
MADELINE-GRIMES.COM

4. SEARCH
Specific motives, question-based
Branded and non-branded keywords
Keyword research and targeting anticipates visitors'
intent, understand audience across platforms
Audits using Moz, SpyFu, SEMRush
SOCIAL MEDIA
Broad motives, interaction-based
Look and feel like organic content, contextual
Targeting based on demographics and interests,
lookalike audiences
Paid supports organic content that performs well
MADELINE-GRIMES.COM
DIGITAL SEGMENTATION

5. EXAMPLE SEARCH STRUCTURE, GOOGLE ADS
Segment
Campaigns
Ad Groups
Keywords
Online
Certificates
Finance Analytics
Investing Fintech Visualization
Data
reporting
Advice for
investing
Tech in
finance
Open
banking
MADELINE-GRIMES.COM

6. EXAMPLE SOCIAL AD, INSTAGRAM
Targeted content that fits
the context of the platform
Engaging copy speaking to
interests learned from
analytics reports,
customer listening
Customized CTA, landing
page relevant to the post
MADELINE-GRIMES.COM

7. Lifetime value (LTV)
Average conversion rate
Average lead-to-customer (student) rate
Return on ad spend (ROAS)
Awareness: Clickthrough rate (CTR)
Consideration: Replies, shares,
completions (media, forms)
Decision: One-on-one meetings, list-
based and exclusive lists
Customer listening on Hootsuite,
Sprout Social
MADELINE-GRIMES.COM
METRICS & AD SPEND
BUDGETING
MEASURING OBJECTIVES

8. 70%
20%
10%
High-performing content
New channels
Experimental campaigns
MADELINE-GRIMES.COM
METRICS & AD SPEND

9. Ad performances with similar vendors
Pricing and placement justified by data
collection, real results
Surrounding/associated content
Relevant CTA that speaks to readers' questions
MADELINE-GRIMES.COM
PARTNERSHIP MARKETING
Scheduled check-in sessions
Campaign and audience analysis and review
Data and KPI sharing
Mutually-beneficial motivations that promote trust
CLARITY
COMMUNICATION

10. Check configuration of ad account
dashboards, CRM integrations,
website pixels
Establish objectives and KPIs
Define segments and personas and
update as needed
Choose messaging and media with
partners, creative
Analyze data, optimize pathways, and
promote successful content
MADELINE-GRIMES.COM
PERFORMANCE MEASUREMENT CHECKLIST