Upcoming SlideShare
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
- 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
- Audience Problem Market Existing Solutions Channels Position Message
- 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)
- Audience Problem Market Existing Solutions Channels Position Message
- 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
- Audience Problem Market Existing Solutions Channels Position Message
- 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
- Audience Problem Market Existing Solutions Channels Position Message
- 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
- Audience Problem Market Existing Solutions Channels Position Message
- What Do We Stand For &Against?
- Pro Tip: Ask “How Will We Make Enemies?”
- Audience Problem Market Existing Solutions Channels Position Message
- 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
- Audience Problem Market Existing Solutions Channels Position Message
- 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!
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