The document outlines a 7-step process for planning marketing campaigns: 1) set goals, 2) define the audience, 3) develop messaging themes, 4) choose channels, 5) budget time and money, 6) create content, and 7) measure and adapt. Examples are provided for each step, such as setting goals to increase applications, defining audience segments like parents and alumni, developing themes to address audiences' needs, choosing email and social media as outreach channels, budgeting funds and time across channels, creating images and videos for content, and measuring channels' costs and results to adapt the campaign. The 7 steps provide a framework to focus a campaign and systematically work through planning, execution, and improvement.
Content Marketing Tips for 2021: Expert RoundupAdsy
Content marketing is changing. To keep up with trends, see several quotes from industry experts. They will help you understand what is vital and what marketing elements put first.
7 Steps to Create a Killer Content Marketing Strategy in 2020Adsy
See what steps to make to master an effective content marketing strategy. In this presentation, you'll learn more about how to set content goals and fulfill them.
Learn more - https://bit.ly/31aP350.
Biggest Mistakes by Brands in Integrated Marketing by Lauren Vaccarello - #SE...Search Engine Journal
Biggest Mistakes by Brands in Integrated Marketing
By Lauren Vaccarello
Integrated marketing can feel like building an airplane in mid-air; keeping up with the proliferation of new channels, analytics and reports while staying aligned with your brand’s messaging can be daunting. Lauren shows us how to avoid the most common failures of integrated marketing while keeping your team on track to boost revenue, retain customers and reach prospects.
Drip Marketing vs. Lead Nurturing in Lead Life Cycle | Position2Position2
Drip Marketing engages a prospect whereas Lead Nurturing involves understanding the prospect, their associated needs, & develops a better, more qualified sales opportunity.
Content Marketing Tips for 2021: Expert RoundupAdsy
Content marketing is changing. To keep up with trends, see several quotes from industry experts. They will help you understand what is vital and what marketing elements put first.
7 Steps to Create a Killer Content Marketing Strategy in 2020Adsy
See what steps to make to master an effective content marketing strategy. In this presentation, you'll learn more about how to set content goals and fulfill them.
Learn more - https://bit.ly/31aP350.
Biggest Mistakes by Brands in Integrated Marketing by Lauren Vaccarello - #SE...Search Engine Journal
Biggest Mistakes by Brands in Integrated Marketing
By Lauren Vaccarello
Integrated marketing can feel like building an airplane in mid-air; keeping up with the proliferation of new channels, analytics and reports while staying aligned with your brand’s messaging can be daunting. Lauren shows us how to avoid the most common failures of integrated marketing while keeping your team on track to boost revenue, retain customers and reach prospects.
Drip Marketing vs. Lead Nurturing in Lead Life Cycle | Position2Position2
Drip Marketing engages a prospect whereas Lead Nurturing involves understanding the prospect, their associated needs, & develops a better, more qualified sales opportunity.
Preparing a Marketing Strategy for 2011: Marketing Office FurnitureJason Kirby
This is a webinar on how to prepare a marketing strategy for office furniture dealers for the 2011 year. Jason Kirby, the Director of the Office Furniture Marketing Program at eBoost Consulting, is the speaker for the webinar and covers a simple 5 step process to help facilitate the process for office furniture dealers to prepare their 2011 marketing strategy. You can learn more at http://officefurnituremarketing.com
For the second in our three-part webinar series spotlighting specific interactive content types, we’ll turn our focus to interactive eBooks, a great tool for educating your users and allowing them to self-discover your product and services, while driving demand and helping them through your funnel.
View the slides to learn best practices, how to use eBooks effectively, tips for making content feel customized to your user, as well as customer examples of success.
It’s easy to get wrapped-up in everything that goes into coordinating and executing events. The problem is, you become blinded by your planning efforts and in return your events become stale. As a result of this, your attendance starts to drop and people lose interest. These 10 event marketing strategies will help keep your events unique and differentiate you from your competitors.
Asia Orangio - How to acquire your first 100 customersJoe Glover
Do you ever wonder how some startups seem to figure out customer acquisition so easily? It seems like one second, you’ve never heard of them and the next second, they’re everywhere you turn.
Asia Matos, CEO and Founder of DemandMaven, walks you through the exact go-to-market process for winning your first 100 customers and discovering your absolute best marketing strategies and channels in the early days.
How to Increase Your 2013 Email Response Rates in 5 Simple StepsLorel Marketing Group
Today, most organizations recognize email marketing as one of the most cost-effective ways to reach and convert prospects and build a deeper relationship with customers to drive incremental sales. Lorel Marketing Group provides you with 5 best practices to help you to communicate in a customer-centric way and increase your email response!
Free Marketing Brief Template for an Influencer CampaignKlear
Here we’ve created a free template that gathers everything you need to share as a brand with the influencer. This template will help you work closely with the influencers in the initial creative process. Use it to manage all the information both of you need in order to run a successful campaign.
Read more about Influencer Marketing: http://klear.com/blog/
Looking for influencers? Check out the Influencers Search Engine on Klear: http://klear.com
This marketing plan template was developed as a marketing tool for small businesses and nonprofit organizations to create successful marketing campaigns. Online or telephone assistance can be obtained using the enclosed links. In person consulting is available in the Dayton area.
A more complete slide presentation is available by request to art@ohiobusinesshelp.com
We match marketers to their future customers. Through our large array of media products, Convince & Convert Media helps companies increase leads and generate sales by putting the right message in front of the perfect audience.
How can we help you generate more leads and sales? Or how can we help you create and manage your own digital media products? Contact Us and we’ll be in touch immediately to set up a no obligations, pain-free conversation.
Lead generation is an integral part of today’s performance-oriented marketing efforts. There are two key post-lead-generation activities that marketers must pursue vigorously. First, lead scoring. Second, lead nurturing. While lead scoring helps assign a number to individual leads and provides a sense of priority, lead nurturing lays down the path of interaction to skilfully guide leads through the buying journey. Lead nurturing is the skilful process of engaging a defined target group by providing relevant information to guide them through the buying journey.
Do you know what content marketing is?
We'd like to tell you about 8 essential steps you need to take to scale your content marketing efforts.
Learn more - https://bit.ly/2H1E1Iz.
Preparing a Marketing Strategy for 2011: Marketing Office FurnitureJason Kirby
This is a webinar on how to prepare a marketing strategy for office furniture dealers for the 2011 year. Jason Kirby, the Director of the Office Furniture Marketing Program at eBoost Consulting, is the speaker for the webinar and covers a simple 5 step process to help facilitate the process for office furniture dealers to prepare their 2011 marketing strategy. You can learn more at http://officefurnituremarketing.com
For the second in our three-part webinar series spotlighting specific interactive content types, we’ll turn our focus to interactive eBooks, a great tool for educating your users and allowing them to self-discover your product and services, while driving demand and helping them through your funnel.
View the slides to learn best practices, how to use eBooks effectively, tips for making content feel customized to your user, as well as customer examples of success.
It’s easy to get wrapped-up in everything that goes into coordinating and executing events. The problem is, you become blinded by your planning efforts and in return your events become stale. As a result of this, your attendance starts to drop and people lose interest. These 10 event marketing strategies will help keep your events unique and differentiate you from your competitors.
Asia Orangio - How to acquire your first 100 customersJoe Glover
Do you ever wonder how some startups seem to figure out customer acquisition so easily? It seems like one second, you’ve never heard of them and the next second, they’re everywhere you turn.
Asia Matos, CEO and Founder of DemandMaven, walks you through the exact go-to-market process for winning your first 100 customers and discovering your absolute best marketing strategies and channels in the early days.
How to Increase Your 2013 Email Response Rates in 5 Simple StepsLorel Marketing Group
Today, most organizations recognize email marketing as one of the most cost-effective ways to reach and convert prospects and build a deeper relationship with customers to drive incremental sales. Lorel Marketing Group provides you with 5 best practices to help you to communicate in a customer-centric way and increase your email response!
Free Marketing Brief Template for an Influencer CampaignKlear
Here we’ve created a free template that gathers everything you need to share as a brand with the influencer. This template will help you work closely with the influencers in the initial creative process. Use it to manage all the information both of you need in order to run a successful campaign.
Read more about Influencer Marketing: http://klear.com/blog/
Looking for influencers? Check out the Influencers Search Engine on Klear: http://klear.com
This marketing plan template was developed as a marketing tool for small businesses and nonprofit organizations to create successful marketing campaigns. Online or telephone assistance can be obtained using the enclosed links. In person consulting is available in the Dayton area.
A more complete slide presentation is available by request to art@ohiobusinesshelp.com
We match marketers to their future customers. Through our large array of media products, Convince & Convert Media helps companies increase leads and generate sales by putting the right message in front of the perfect audience.
How can we help you generate more leads and sales? Or how can we help you create and manage your own digital media products? Contact Us and we’ll be in touch immediately to set up a no obligations, pain-free conversation.
Lead generation is an integral part of today’s performance-oriented marketing efforts. There are two key post-lead-generation activities that marketers must pursue vigorously. First, lead scoring. Second, lead nurturing. While lead scoring helps assign a number to individual leads and provides a sense of priority, lead nurturing lays down the path of interaction to skilfully guide leads through the buying journey. Lead nurturing is the skilful process of engaging a defined target group by providing relevant information to guide them through the buying journey.
Do you know what content marketing is?
We'd like to tell you about 8 essential steps you need to take to scale your content marketing efforts.
Learn more - https://bit.ly/2H1E1Iz.
This educational workshop is perfect for paid social practitioners who want to learn more about how to best reach LinkedIn members in their Feed or via Text Ads. Session will include hands on work with our platform, tools, and dashboards. Inquire with your Account Executive if you would like to attend.
This presentation was delivered to a group taking a continuing education class in Calgary, Alberta on e-marketing at Mount Royal College. It is a holistic view of creating a complete digital marketing program for your organization from Awareness -> Education -> Sales Support -> Client Management.
The main point of the presentation was to develop an effective program, it is important to not forget allocating budget across this spectrum of the prospect/customer lifecycle.
Marketing 3.0: Creating a Faster Path to Innovation and ResultsSteve Drake
Four panelists representing 124+ associations discuss 5 problems and 5 solutions for 3.0 marketing. They are presenting this information at the 2014 ASAE Great Ideas Conference.
College recruitment strategy a simple 5-point plan to enroll more students t...Solar Software Set Shape
Remember the days when you could fill your enrollment quotas by inviting a group of parents and high school seniors to your campus and then sending out flyers afterwards?
In the real world, marketing teams are under constant pressure to generate (more! better! hotter!) leads to keep the sales team busy and the pipeline full. You’re only as good as the opportunities you help generate – because at the end of the year, the deals that have closed will be the only things that matter.
In this session, Lisa Paglia, Senior Vice President, Global Marketing Services at LEWIS, will walk you through common lead generation challenges and lessons learned over years of working with organizations just like yours – and then give you actionable, proven advice for applying those insights to increase the performance, impact, and results of your demand generation programs in the second half of the year.
This webinar will show schools how to apply the inbound methodology to various digital marketing channels in order to generate more inquiries and applications online.
Salesforce is a powerful tool for tracking and measuring marketing effectiveness. In this presentation, you'll see how you can leverage Campaigns to track marketing activities, tactics, and ROI.
The Content Cycle by Fresh Egg - Brighton Digital Marketing Festival 2013Fresh Egg UK
A presentation by David Somerville, head of social media at Fresh Egg, given at the 2013 Brighton Digital Marketing Festival.
The presentation covers the five different stages of the content cycle, with the aim of helping you plan, implement, measure and improve upon the success of your content marketing strategy. These five stages are:
- Discovery – an investigation stage to guide your content strategy and campaigns
- Planning and setup – a stage that ensures your content is well thought-out and designed to meet specific objectives
- Execution – creating your content and promoting it
- Reporting, analysis and insight – measuring what has happened as a result of your content campaigns
- Refinement – learning from your reporting and feeding back into planning and setup to help guide future campaigns
Content Marketing for Sales Ready LeadsJohn Assalian
In this slide presentation, Viewstream CEO John Assalian shares successful content marketing strategies. He offers insider tips to help your tech marketing department achieve better sales-ready leads, execute more effective lead-nurturing strategies, and sustain competitive advantage. You will learn best practice content marketing techniques for high-tech marketing, specifically targeted to larger deal sizes ($15K to $2M).
Similar to Campaign Planning Framework: Steps to Success #amaconf (20)
A Practical Guide to Actionable Audience ResearchDevon Smith
Worksheet available at: bit.ly/namp2018
A fundamental part of nonprofit marketing and fundraising goals is growing and diversifying our audience, and/or persuading our audience to take an action. In order to achieve those goals, you need to know who your audience is; what their needs, barriers, and perceptions are; and how best you can influence them. Audience research should be a critical activity of any team, but structuring a project to yield actionable insights can be a challenge.
We’ll look at real examples of research plans, interview and survey questions, focus group activities, and audience personas. And we’ll talk about major challenges and decision points during the research phase and how we overcame them. This is a session for those considering how to engage new audiences, a change to their marketing or fundraising strategy, or new approaches to their website or other digital channels.
NAMP Conference - A/B Testing Your Way to SuccessDevon Smith
You say tomato, I say tomahto—A/B testing will figure out which one gets the sale. A/B testing is a methodology of comparing two slightly different variations of an outreach to see which one performs better. In this interactive session, get hands on with what it means to A/B test and explore both the concepts and the many, many cheap and easy tools that have cropped up to make A/B testing more possible.
LEARNING OBJECTIVES:
- Learn what A/B testing is, where, when and how to use it at their arts organization.
- Get introduced to the major A/B testing tools in the industry.
- Have some fun creating and running some A/B tests in real time.
AB Testing Your Way to a Successful Website, Email, Social MediaDevon Smith
You say tomato, I say tomahto, A/B testing will figure out which one of us is right.
The tools to manage A/B testing have become cheap, quick to implement, and easy to use, across a wide variety of platforms, from websites to email to social ads. Too few nonprofits are taking advantage of this opportunity to lower costs, waste less time, raise revenues, and more effectively inform and persuade their audience.
This session will explain how to implement and evaluate A/B and multivariate testing methods, share real case studies of A/B testing processes and results from nonprofits, and walk participants through a process of creating their own (paper prototype) A/B test for their website, email, or social ad.
How Could Data Transform the Arts - TCG 2017 (with notes)Devon Smith
As data has gotten bigger, cheaper, faster, and easier to analyze, it has transformed sectors from transportation to healthcare, politics to education. Could the arts be next? This session will explore dozens of case studies where theatres, museums, film festivals, dance companies and other arts organizations are already using data in provocative ways and what effect it’s having. From A/B testing to CRMs and APIs, from measuring revenue performance to social impact, whether it’s creating interactive dashboards or works of art, nearly every department in a theatre is, or could be, using data in some way. This session will discuss what data arts organizations are collecting and using, share some tips for how to develop a culture of data at your theatre, and identify opportunities in the arts field to better leverage data sets, analysis tools, and measurement best practices. Data skeptics, data geeks, and data-phobes are all encouraged to join the discussion!
You’ve used Google Analytics for years, but how deep have you searched into its hidden, labyrinthian corners? In this advanced workshop, you’ll get introduced to the reports, dimensions, segments, and other features you never knew could be so valuable, including:
Using service provider names to identify your audience
Using site search terms to inform your content strategy
Creating meaningful dashboards and automating your emailed reports
Best practices for filtering, campaigns, and event tracking
This workshop will dive into the inner depths of this analytics tool while staying focused on what really matters to your key stakeholders.
We’ll be using case studies of Google Analytics implementations from real nonprofit websites, campaigns, and mobile apps to illustrate all these hidden secrets. You will walk out of this session with a list of immediate next steps for enhancing your Google Analytics implementation, a wealth of knowledge about how you can push this tool to help you better measure your organization’s digital goals, and new techniques for reporting website data to your stakeholders.
Presentation from the Nonprofit Technology Conference 2016
Artist Meets Hacker June 2015 TCG Conference (with notes)Devon Smith
What happens when dancers use 3D imaging, opera companies make mobile apps, museums turn to GitHub, and robots become actors? This session will explore more than 50 case studies of artists and arts organizations using technology to comment on society, to make neighborhoods a better place to live, and to run their businesses. Updated with new case studies June 2015
Hidden Secrets of Google Analytics - Do Good Data 2015Devon Smith
You’ve used Google Analytics for years, but how deep have you searched into its hidden, labyrinthian corners? In this session, you’ll get introduced to the reports, dimensions, and other features you never knew would be so valuable. From using service provider names to identify your audience, to site search terms to inform your content strategy; how to share dashboards and automate your emailed reports; and best practices for filtering, campaigns, and event tracking. We’ll end with a demo of using the Google Analytics API with Google Spreadsheets and embedded charts to build your own custom reports.
We’ll be using case studies of Google Analytics implementations from real nonprofit and government websites, campaigns, and mobile apps to illustrate all these best practices. You will walk out of this session with a list of immediate next steps for enhancing your Google Analytics implementation, a wealth of knowledge about how you can push this tool to help you better measure your organization’s digital goals, and new techniques for reporting website data to your stakeholders.
Video: https://youtu.be/cS_hDbzFiLs
Artists have always been at the forefront of defining the culture of the day, how we communicate with each other and about ourselves. Until the rise of Silicon Valley. Where Plato's Academy used to be the ultimate place of learning, mentoring, and making, now it's Y Combinator. Stravinsky's concerts started riots, now Twitter helps quell them. Picasso's cubism changed how we saw the world, now that honor belongs to the likes of Google and MakerBot.
And yet artists are making phenomenal works of art using the very bits of technology that have in large part supplanted their role of kingmaker/culturemaker. So what happens when dancers use 3D imaging, opera companies make mobile apps, museums turn to GitHub, & robots become actors? This session will explore more than one hundred case studies of artists and arts organizations using (and in some cases, failing to use) technology to comment on society, to make your neighborhood a better place to live, and to run their business.
SXSW artist meets hacker how technology is changing the artsDevon Smith
Artists have always been at the forefront of defining the culture of the day, how we communicate with each other and about ourselves. Until the rise of Silicon Valley. Where Plato's Academy used to be the ultimate place of learning, mentoring, and making, now it's Y Combinator. Stravinsky's concerts started riots, now Twitter helps quell them. Picasso's cubism changed how we saw the world, now that honor belongs to the likes of Google and MakerBot.
And yet artists are making phenomenal works of art using the very bits of technology that have in large part supplanted their role of kingmaker/culturemaker. So what happens when dancers use 3D imaging, opera companies make mobile apps, museums turn to GitHub, & robots become actors? This session will explore more than one hundred case studies of artists and arts organizations using (and in some cases, failing to use) technology to comment on society, to make your neighborhood a better place to live, and to run their business.
Making Rabid Fans: Community Engagement Ideas from Other IndustriesDevon Smith
Whether they're customers, audiences, communities or fans, the people you serve are changing, and the best ways to create loyalty are changing, too. Learn what other industries, who are often ahead of the arts, have done to create fierce loyalty. Americans for the Arts Annual Convention 2014 in Nashville.
We asked Spots who attended SXSW in 2011, 2012, & 2013 to give us their tips for a great/exhausting/productive/fun conference. Here's what they gave us.
Connecting with Your Audience on Social MediaDevon Smith
For some of your organizations [at the Alaska State Arts Commission Conference], a Facebook Page is your sole digital presence. A few of you have ventured into Instagram and Twitter. Others might be looking for new ideas and more effective approaches for selling tickets using social media. I'll discuss how to use social media to build meaningful relationships with your audience, what content tends to perform best in each channel, share practical tips and tools for the day-to-day management of your social accounts, and dip into how best to measure your effort and results on social networks.
Emerging Trends in Social Media - Digital East 2012Devon Smith
This session will dive deep into emerging trends, technologies, and tools in the social media landscape. We’ll focus on the best tools for monitoring, publishing and measuring social media; how social media is driving fundamental changes to digital design, function, and even the development process; as well as how brands can exploit trends like fracturization, curation, and transmedia marketing.
The goal of the Third Annual Digital East is to promote forward thinking and thought leadership on digital topics.
Presented by TechMedia, Digital East supports digitally-oriented activity, innovation, and the resultant economic development of the mid-atlantic region.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
6. Planning in 7 steps.
1. Setting campaign goals.
2. Defining your audience.
3. Developing messaging themes.
4. Choosing the right channels.
5. Budgeting time and money.
6. Creating effective content.
7. Measuring and adapting.
7. Goals.
Goals help set a direction for the
campaign and make our choices
more strategic.
Step 1:
8. Goals.
Get specific about your goals
Prioritize them
Attach a metric of success
Identify mid-campaign benchmarks
Step 1: Setting campaign goals
9. Goal Metric Benchmark
Increase the number
of quality applicants
to this program.
500 applicants
2015: 228
2016: 421
Increase the
diversity of
applicants
Age: 30% under 40
Ethnicity: 60% non-White
Geography 50% outside metro
2016:
20% under 40
50% non-White
30% outside metro
Increase awareness
about the program
20,000 pageviews of the
program’s landing page
2015: 7,000
2016: 16,000
Example: Applications
Step 1: Setting campaign goals
10. Our campaign goal is
to…
in the amount
of…compared to…
Step 1: Setting campaign goals
13. Segment Description Channel
Broadway nerds
Age 25 - 45, expressed interest
in Broadway shows, living
within a 100-miles of us.
Cares about Tony wins, actors,
show history, flashy, songs
Email (past similar
ticket buyers)
Facebook, Twitter
“Frozen” parents
Parents of kids age 3-13, living
within 50-miles of us. Cares
about fulfilling kid’s dreams,
family ticket price, will the
venue be “kid friendly”?
Facebook
Example: Ticket Sales
Step 2: Defining your audience
14. Our audience is…
they want to know…
and can be found via…
Step 2: Defining your audience
16. Messaging.
Create a headline idea for each segment
Address a need, subvert an expectation
Explore multiple approaches and test your ideas
Step 3: Developing messaging themes
17. Segment Theme
Parents of
alumni
Help us change the life of a student in need
Local business
supporter
We’ve been attracting tourists to our city for 40 years
National
foundation
Our unique method has had a global impact on the field
Long-time ticket
buyer
Meet future Oscar winners before anyone else, while
they’re still in training
Example: Major donors
Step 3: Developing messaging themes
18. In order to be
convinced, the
audience of…
needs to know…
Step 3: Developing messaging themes
19. Channels.
There are many different places to
reach your audiences. Each
channel has its strengths and
weaknesses.
Step 4:
20. Channels.
Email is cheap & effective (if you have a list)
Social can go broad (if there’s time/money)
Online ads can be complicated
Website is a conversion tool, not outreach
Offline is expensive, best for awareness
Step 4: Choosing the right channels
21. Segment Channel Purpose
Current members Email
Show our value by
providing useful content
Lapsed member Email survey & phone calls Ask how we can help them
Conference
attendee
Social media & on-site
Convert their energy on-
site to a new membership
“The Field” Social media ads & website
Target users similar to our
members, make them
aware we exist, drive to
website to provide details
Example: Membership
Step 4: Choosing the right channels
24. Budgeting.
First, evaluate previous campaigns’ budgets
Prefer digital to print (usually)
Pay for “cost per click” when possible
Adjust your budget mid-campaign
Build an editorial calendar: pre/during/post
Step 5: Budgeting your time and money
25. Channel Money Time Result
Social Media
Facebook: $5,000
Twitter: $2,500
Instagram: $2,500
50 hours 60%
Online Ads $1,000 10 hours 5%
Email $0 30 hours 20%
Direct outreach $0 20 hours 15%
Internal Comm. $0 20 hours -
TOTAL $11,000 130 hours 500 applications
Example: Applications
Step 5: Budgeting your time and money
28. Content.
Wait until the end of your campaign
planning process to start creating
content.
Step 6:
29. Content.
Create an asset list of “haves” and “needs”
Preference videos to images to text
Keep it simple, short, evocative
Before printing, test your ideas in digital
Step 6: Creating effective content
32. Adapting.
Your campaign plan isn’t set in
stone, it might need to change
during the campaign when you learn
what’s working.
Step 7:
33. Adapting.
Use UTM codes to measure digital efforts and unique
landing pages or discount codes to measure offline efforts
Choose 2-3 points in campaign to
re-evaluate your approach and adapt
Step 7: Measuring and adapting
34. Channel Cost Result CPR
Facebook $4,766 + 20 hrs 581 $8.23 + 2 min
Twitter $4,468 + 35 hrs 297 $15.04 + 7 min
Instagram $269 + 5 hrs 34 $7.91 + 9 min
Display Ads $730 + 10 hrs 66 $11.06 + 9 min
Email 30 hours 1714 1 minute
Other 10 hours 66 9 minutes
TOTAL $10,233 + 110 hrs 2,758
Example: Applications
Step 7: Measuring and adapting
36. Planning in 7 steps.
1. Setting campaign goals.
2. Defining your audience.
3. Developing messaging themes.
4. Choosing the right channels.
5. Budgeting time and money.
6. Creating effective content.
7. Measuring and adapting.
37. Our campaign goal is to…in the amount
of…compared to…Our audience is…they
want to know…and can be found via…In
order to be convinced, the audience
of…needs to know…It’s best to
reach…via…so that we can…We’re going to
spend…on…where we expect to
achieve…We’re using content from…and
need to create…We’re using…to
measure…and plan to check on results
when…
This session is about a framework for thinking about your marketing (or any kind of!) campaign
I’m Devon
Co-Founder of Measure
We work with arts orgs & other non profits on strategy
This isn’t rocket science. It’s more about planning strategically.
It’s not meant to capture every detail, it’s about guiding your decisions and making sure everyone’s on the same page with the big picture.
I’m going to walk through my advice, examples from real campaigns, and ask you to try to apply the framework to your own organization or campaign by filling in the blank
Who has an upcoming campaign in mind? I might call on you :)
I think there are 7 critical pieces to any campaign plan. You could probably squeeze all 7 of these onto a one-page doc. That’s a good idea!
For any campaign, first start with your goals.
You might be surprised that different stakeholders or partners have different goals for a project. Talking about them helps set the direction for the whole team.
My advice is to:
Get specific about what it looks like to achieve a goal
Limit your goals to no more than 4 (and prioritize)
Think of a specific quant/qual metric for each
Identify a way to tell how far toward your goal you’ve been able to reach, before you reach it (KPI)
Example from a campaign to attract applicants to a program.
We had 3 prioritized goals (quantity, diversity, awareness)
3 big pieces of info for each: description, metric, why we chose that metric.
High level: increase numbers. Specific: 500. Why? last year’s growth.
Some goals might just have a “how we’ll know we achieved this” description rather than a number
Try it for yourself:
Goal:
Metric:
Benchmark from previous campaign, year, peers, aud research
Audience should be the next thing you’re thinking about for any campaign
We often treat audiences too broadly —> “Millennials” or “Ticket buyers”
Creating empathy for who those people *really* are helps shape our campaign
Advice:
Segment them into small groups with similar needs
Do quick audience research about them
Start thinking about where/how you can actually reach them
Real campaign about selling performance tickets
Two big audiences with very different needs & desires
Helps us adapt the messages, content, the channel, even the budget
You don’t have to be spot on, but try to research some
You try it:
Segment audience
Wants/Perceptions
Where/how to find them
From understanding our audiences flows to messaging
But we often get caught up in too many details
Ask the typical marketing person what an audience should know about your campaign, and you often hear paragraphs of information.
We can only retain a few key details.
Often, we need *persuasion* more than *logistics*
My advice:
In campaign planning, nail down the one idea each audience needs to know.
Think about what they need to hear, not (only) what you want to say
You can test your messaging approaches with an audience. If it’s for an upcoming show, stick around the lobby & chat.
Real campaign for a major gifts campaign:
4 segments of potential major donors
1 theme for each. What to emphasize in our communication with them to raise money for a scholarship.
Focus on what that audience cares about.
You try it:
Segment:
convincing theme:
Now we have goals, audience, and themes, let’s talk Channels.
Overwhelming how many places are audiences might be found
Digital & analog.
They’ve gotten quite complicated
In general
If you have an email list, preference email. If you don’t, start building one!
Social takes time or money or both to be effective, but it can go really broad (for all age groups, depending on platform)
Online ads tend to need specialized help (AdWords or Display) and honestly I’ve yet to see them outperform social/email ads
Website is the place to *convert* visitors. Messaging themes are important, as are transactional ease
Offline (print, radio, tv, billboards, posters, in-person) can be much more expensive (& can’t change course)
Real example from a membership campaign
Use different channels for different segments, and then you can tailor your messaging & approach
In your plan, talk about WHY you made those choices
Your turn:
Segment
Channel
Purpose
Once you have key channels figured out, time to talk about budget
I think it’s best to work backwards when building out your budget. What you think is going to be achieved on each channel, and so how much you’re willing to spend there.
Don’t forget to account for your time too.
Look at previous campaigns’ budgets & how successful each channel was.
As we’ve said, digital > print because you can change it, and usually less per result.
When digital, use “cost per click” buying (social ads). Cost per conversion can be tricky - remember the ad platform has a profit motive too.
Build points in time to review your budget and make changes based on which channel/segment is performing best.
In your editorial calendar, identify what needs to happen throughout the whole length of campaign.
Real example from a campaign to solicit applications
Look at money & time
Project what you think the result is going to be
Plan for your own internal project management too. Set expectations around meetings & reporting.
Real example for that same campaign.
We broke out each stream of work per channel,
and listed prep/launch/monitoring/reporting
This can help with cross-channel messaging in particular
You try it:
Budget for time & money
On each channel
Project what you think that will achieve
Play around with numbers until you have a balanced ROI
Save content creation and planning until one of the very last things you start to think about in the campaign. Everything else before this should be driving your choices here.
Think of what you already have (photos from past shows, quotes from audience members or reviews, etc) and what you still need.
For digital campaigns, videos are best (social: 5-30 seconds)
Keep visuals & text short & sweet
If you have to print posters, postcards, etc, try testing those messages on digital first and see which of your messaging themes works best
Real example from a ticket sales campaign on Facebook, Instagram, Twitter.
Same performer had come through before, so we’re re-using some assets & used some new
Had tested lots of language in previous campaign.
Still, videos work best by far
Keep to 1-2 sentences only.
Your turn:
Asset list of haves & needs
Part of your planning process should be anticipating what might go right or wrong and how you can adapt. That means you need to know what to be measuring so you know WHEN it’s going right or wrong.
Also helpful to conduct a post-mortem after all campaigns and capture your learnings in some short bullet points you can keep handy for next campaign.
UTM codes help track digital (google or ask)
For offline, create unique codes to track or send visitors to unique pages on your site
In order to measure effectiveness, need to know how people learned. When you ask them, they usually just remember WOM
You set mid-campaign benchmarks, use them at intervals
Real example from campaign to solicit applications
Actual cost, how many applications started,
Results captured via Google Analytics
Cost per result in time & money
We checked these results weekly over 10-week campaign, each week making small adjustments + 2 big adjustments based on insights of the whole team.
When you have the real results, go back and check to see how close they match your predictions. You’ll get better at predictions.
Your turn:
Tools to measure
Metric of success
Timeline of when to check them
We made it through 7 steps/7 critical decision steps for any campaign.
If you created a one-page plan, this is roughly what it would look like.