The Digital Marketer's Framework

Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com The Digital Marketer’s Framework A structured process to help make unbiased, strategic marketing investments for your brand

The Problem

When You’re Used to Hammers… Every Problem Looks Like a Nail.

Let’s Say This is Our Project: Via https://www.crowdcow.com

If You Do Paid Search:

If You Do Paid Social:

If You’re a Content Marketer:

If You’re a Brand Marketer: Scientifically, the best tasting, most ethical, most unique beef available in the US.

If You’re a CRO Specialist: Test Headline Test CTA Test Photo

If You Do SEO:

Applying & Refining a Formula is What Made Us Better at Our Jobs…

But, That Doesn’t Mean It’s Right for Every Company, Product, or Endeavor.

The Solution

Step Back…

Throw Out the Venn Diagram

Use a Blank Slate

The Goal

An Ordered List of Channels & Tactics toAttempt

How You’ll Invest in Each Dinners w/ Influencers in the Food WorldTactic: Goal: 1-2 posts on Instagram, Facebook,Twitter, Snapchat, and/or their blog per attendee Process: 1) Identify mid-tier influencers in each city 2) Find shared connections for intros 3) Arrange meal to be highly photogenic 4) Hire pro photographer & send shots to each

How You’ll Measure Those Investments Brand growth via socialGoal: Share counts, mentions, # of accounts mentioning, reach, and social follower growth Metrics: Podcast CoverageGoal: # of Podcasts, audience sizes, # of searches for brand, # of visits to podcast-promoted URL Metrics:

How You’ll Determine When toAdd/Remove Channels or Tactics Dinners w/ Influencers in the Food WorldTactic: Experiment: 4 cities, minimum 2 dinners, minimum 6 influencers per dinner Must Be True to Continue: Influencer posts reach 500 engagements per city (likes, comments, RTs, etc)AND posts & engagements are 80%+ positive

How You’ll Compare Your Results to the Competition Dinners w/ Influencers in the Food WorldTactic: Competitive Metrics: ID events from competitors (direct or indirect) & measure: engagement rate on social platforms per attendee, press coverage, new links, & branded search growth

Pro Tool: Google Trends New (ish) in GG Trends: filter by geography! Via https://trends.google.com/trends/

Let Me Guess What You’re Thinking…

But Rand… I’m a specialist. This process could be self-defeating.

#1: You’ll Earn Trust by Conducting an Unbiased Evaluation

#2: You’ll Only Work on Projects Where You Can Deliver Great Results

#3: You Upgrade Your Perceived Value (this is how marketers become CMOs, &agencies become strategic partners instead of outsourced workers)

The Framework

Audience Problem Market Existing Solutions Channels Position Message

WhoAre You Trying to Influence? Demographics (age, gender, income, marital status, ethnicity) Psychographics (activities, personality & values, attitudes) Geographics (local, regional, national, density, distribution) Behavioral (benefits, usage rates, patterns, use cases)

I kinda hate personas…

But, I love working with real customers & customer targets Kim teaches cooking classes? She’s a perfect customer, and a real person I can talk to.

Pro Tool: TwitterAnalytics Via https://analytics.twitter.com

Pro Tool: Clearbit Via https://clearbit.com/enrichment

What Problem(s)Are You Solving? Enable people to participate in crowdfunding of meat from animals too large for single families Give home cooks the same access to more ethical, better tasting beef that professional chefs have Be the source discerning meat eaters can trust List from more specific to more abstract (this will help w/ messaging, positioning, and channels later)

Are You Growing a New Market? Or Capturing an Existing One? Low volume for non- branded keywords means Crowd Cow almost certainly needs to grow the market Via https://moz.com/explorer

How Does ThisAudience Make Decisions/Solve This Today?

Pro Tip: Interviews Don’t Ask: “What do you read & who do you follow to learn more about steak?” Do Ask: “Can I see how you browse Twitter, Facebook, Instagram, & your daily news/hobby websites?”

Pro Tool: FullContact Via https://fullcontact.com/gmail/

Pro Tool: Typeform Via https://typeform.com

You can see my marketing survey for Moz’s audience here

Pro Tool: Nuzzel Via http://nuzzel.com/dannysullivan Yup! You can see what any Nuzzel user’s feed looks like by visiting their URL

Pro Tool: Klear Via https://klear.com

Pro Tool: Klear

What Channels Have YourAudience’sAttention Today?

Pro Tool: SimilarWeb’s Traffic Sources Via https://pro.similarweb.com

Search

Pro Tip: Look for KW volume around the “problem,” not the “solution” Via https://moz.com/explorer Crowd cow is a solution to these problems.

Social Networks

Pro Tool: Keyhole.co Via http://keyhole.co/hashtag-analytics

Social(ish) Content Networks

Email Newsletters / Subscriptions

Pro Tool: Discover by Revue Via https://discover.getrevue.co/

TV & Video

Radio

Podcasts

Pro Tool: ListenNotes

Print Media

Books

Outdoor

Web Publications

Blogs

Pro Tool: Fresh Web Explorer Via https://moz.com/researchtools/fwe/

Influencers

Pro Tool: Buzzsumo Via https://buzzsumo.com

Events & Conferences

Industry & Trade Publications

NewsAggregators

Forums & Discussion Boards

What Do We Stand For &Against?

Pro Tip: Ask “How Will We Make Enemies?”

Simple, Memorable, Compelling Via Bob’s Red Mill

Pro Tip: Not a Slogan,AnAssociation Via Team Tiffany

Pro Tip: Emotions > Benefits > Features Via https://moz.com/rand/what-are-the-most-powerful-mind-expanding-ads-youve-seen/

ProTip:All MarketingShould(Subtly)Reinforcethe Message SEO Snippets PPC Ads Big Content CommentsTweets Photos Landing Pages UI & UX Brand Name Facebook Posts Emails Product Names Videos Visual Branding Outreach Onboarding Press & PR The Brand Promise

Which Potential Channels… Connect our audience to our message? Fit our timeframe for returns? Have low competition vs. potential reach? Match our strengths & experience? Fit our budget & team parameters?

Prioritize Based On: Relative Odds of Success Skills & Personnel Match ROI (CLTV / Cost of CustomerAcquisition) Potential Impact Budget Requirements

Real Life Application

Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Rock It!