This document provides details on creating a customer journey-based marketing plan to acquire new customers for a company's product or service. It includes information on the marketing objective, target persona, customer journey phases, and budget allocation across different marketing channels. The marketing objective is to acquire 34 new clients within 3 months with a $100,000 budget. The target persona is an owner of a vineyard and wine brand aged 45-50. The document then outlines the customer journey phases of awareness, intent, desire, action, and post-action. It proposes budgets and key metrics for different digital marketing channels at each stage of the customer journey, and calculates the expected return on investment.

2. 1. Customer Journey
Based Marketing
Plan

4. What: Your Offer

5. Option 3:
Your Company’s Product or Service
Create a Customer Journey Based Marketing Plan for
one quarter with the goal of getting new customers for
your company.
Budget: $100,000
Profit: For the purpose of this assignment, assume a
cost of a project $10,000 and a profit margin of 30%,
meaning that your company makes $3,000 in profit per
project.
Campaigns: We want to aggressively grow your
business but, we want to do it without losing money.

6. Marketing Objective:
Your Company’s Product/Service
● The objective of this marketing plan is to get 34 clients within
duration of 3 months with the allocated budget of $100,000

7. Who Are Our
Customers?

9. Target Persona
Background and
Demographics
Target Persona
Name
Needs
Hobbies Goals Barriers
1. Owns a vineyard & has
his own wine brand
2. He is in the age range
of 45-50
3. He lives close to the
vineyards
4. His kids are now in
high school
5. He has worked in
Restaurants & bars
Ray Sharma 1. More income to hire
a team
2. Experience in Sales
& marketing
3. A good house
4. A new car
1. Clubbing, Going to Bars,
Wineries
2. Watching games in
arenas & sports bars
3. Visiting family events
4. Watching movies in
theatres
5. Shopping at Costco
6. Looking for deals online
1. Increase awareness
2. Generate revenue
3. Lead gen
1. Budget constraints
2. Indecisive
3. Lack of long term vision
4. Lack of knowledge
5. Lack of time to focus
on this business

11. Phases of the Customer
Journey

12. When+How+Where = Marketing Tactics
Customer
Journey
Awareness Intent Desire Action Post Action
Message
1. Describe
all the
services
offered
by the
company
2. Explain
how my
company can
help the
customer in
Digital
marketing
Explain the
expertise and
the number
of years of
experience
that the
company has
1.Deals on
services for
closing
now
2. Free
consultatio
n
Make sure the
client gets the
proposal for the
services, the
contract/agreem
ent goes
smoothly.
Congratulate the
client. Explain to
them the delivery
& feedback
process. Assign a
number to call
for support.
Channel
content
marketing
through a
blog
Landing page
Social media
display and
video ads
Search
engine ads
Social media
ads
Social media
feeds
Display ads &
video ads
Search
engine ads
Social
media ads
Blog post
Paid ads
Email ads
Social
media
feeds
Display ads
& video
ads
Email
Social Media
Email
Social Media

13. 2. Budget Allocation

14. Your Company’s
Budget Allocation

15. Awareness: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $7000 $6.00 1167 0.02% 0
AdWords
Search
$7000 $3.00 2333
0.02%
0
Display $3000 $12.00 250
0.02%
0
Video $3000 $10.00 300
0.02%
0
Total
Spend
$20,000
Total #
Visitors
4050
Number of
new sales
0

16. Intent: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $10,000 $6.00 1667 0.08% 1
AdWords
Search
$10,000 $3.00 3333
0.08%
3
Display $5,000 $12.00 417
0.08%
0
Video $5,000 $10.00 500
0.08%
0
Total
Spend
30,000
Total #
Visitors
5917
Number of
new sales
4

17. Desire: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $15,000 $5.00 3000 0.5% 15
AdWords
Search
$15,000 $4.00 3750
0.5%
19
Display $10,000 $15.00 667
0.5%
3
Video $10,000 $12.00 833
0.5%
4
Total
Spend
50000
Total #
Visitors
8250
Number of
new sales
41

18. ROI: Budget Allocation for Media
Phase Total Spend
Total
Number
of Site
Visits
Total
Numbe
r of
Sales
Profit
Per
Sale
Total
Profit
ROI
Aware-
ness
$20,000 4050 0 $3,000 0 -$20,000
Intent $30,000 5917 4 $3,000 $12,000 -$20,000
Desire $50,000 8250 41 $3,000 $1,23,000 $73,000
Total $1,00,000 18217 45
$1,35,000 $33,000

19. Additional Channels or
Recommendations:
1. To have organic reach through search engines & Social
Media using a content plan where the blogs would be written
on the uses on the various services & the success there in
2. I would recommend to improve the horizon of target
personas it is reaching to like entrepreneurs, start up business
owners, small scale women entrepreneurs, SMB’s
3. I would conduct A/B testing to find the appropriate
keywords, creatives, to drive traffic & improve brand
awareness

20. 3. Showcase Work

22. Marketing Objective
The marketing objective is to grow the audience.

23. KPI
What is your primary KPI to measure marketing success?
Get 50 followers per week on the blog post.

24. Target Persona
Background and
Demographics
Target Persona
Name
Needs
1. Owns a wineyard & has
his own wine brand
2. He is in the age range of
45-50
3. He lives close to the
wineyards
4. His kids are now in high
school
5. He has worked in
Restaurants & bars
Hobbies Goals Barriers
Ray Sharma 1. More income to hire
a team
2. Experience in Sales
& marketing
3. A good house
4. A new car
1. Clubbing, Going to Bars,
Wineries
2. Watching games in
arenas & sports bars
3. Visiting family events
4. Watching movies in
theatres
5. Shopping at Costco
6. Looking for deals online
1. Increase awareness
2. Generate revenue
3. Lead gen
1. Budget constraints
2. Indecisive
3. Lack of long term vision
4. Lack of knowledge
5. Lack of time to focus
on this business

25. What is the theme and framework of
your blog post?
Provide a brief summary of your blog post including the
following:
1. Select a theme for your blog post:
● Why have you decided to take the Digital
Marketing Nanodegree Program?
2. What is the framework of your blog post?
● Pixar Framework

26. Blog Post
Everyone thinks I am a different person now. Earlier I would be
stressed, busy, multi-tasking, always behind on schedule. Through
the knowledge & the experience of the mentors & coaches of
DMND, I found happiness, peace, success & abundance and I share
that with my clients, my staff, my family & my friends. I started 2 more
business, applying the Digital marketing knowledge of Udacity & I am
able to run it all smoothly, efficiently & still have time to play with my
kids, dog and go on vacations.

27. Why have you decided to take the Digital Marketing Nanodegree
Program?
● Two years back, I was at a cusp of deciding if I should close
my business and get a job or if I should put more money in the
business to help it grow. I felt burnt out and lost trying to grow
my company. I thought I had failed at every attempt to grow the
company. It was generating revenue but had stagnated.
● So, finally, I pivoted to adding Digital Marketing as a service
to provide my clients. The service grew and so did my clients. At
that time someone told me take up the DMND program. I
thought there is nothing more that I could learn better than
what I had learnt real time, doing Digital Marketing successfully
for my clients. However, just out of curiosity & to refresh my
skills, I joined the course.
● That day was a huge turning point in my life. I looked at the
course with judgement, trying to challenge each video to teach
me something new. And that’s exactly what happened. This
course changed my outlook & approach towards the world, my
relationships, my daily household chores. It trained my mind to
think in the way of Objectives, KPI’s, Target persona’s & most of
all it taught me how to map out things. It created in me an
analytical mind and I was looking at everything around me in
metrics. The discipline I gained throughout the training made
me look at how I can do better time management, increase
productivity, be successful & measure success in every walk of
life.

28. ● Everyone thinks I am a different person now. Earlier I would
be stressed, busy, multi-tasking, always behind on schedule.
Through the knowledge & the experience of the mentors &
coaches of DMND, I found happiness, peace, success &
abundance and I share that with my clients, my staff, my family &
my friends. I started 2 more business, applying the Digital
marketing knowledge of Udacity & I am able to run it all
smoothly, efficiently & still have time to play with my kids, dog
and go on vacations.
Just few years back I thought ‘Dream Life’ was a cliché or it
was just an advertisement, now I am living one.

29. Platform 1 – Facebook
Facebook- I choose facebook because most small business have
their business page on facebook & it is actively used by the south
Asian small business and start-up community.
www.facebook.com
Learn the hottest industry skill of Digital Marketing from the leaders
in the Industry- Google, Hootsuite, HubSpot, Linkedin.
https://www.flickr.com/photos/59632563@N04/6460461969

30. Platform 2 - Instagram
Instagram- Instagram is used extensively by people in the age group
of 30-40 and my target audience is that age.
The Future belongs to you
https://pixabay.com/images/search/tarot/

31. Platform 3- Pinterest
Pinterest- Pinterest has a growing audience of people who are
looking for good quality information.
To get your business to the Top, you need to learn from the Industry
leaders. If you have ever wondered why some business are very
successful, the DMND program is a power packed course to help you
navigate your business to the top. You don’t always have to learn
from your experience, you can learn from the experience of others
and save 15 years of time.
https://pixabay.com/illustrations/image-digital-marketing-work-3275412/

33. Campaign Approach
The objective of this campaign is to run an adv for my company
which provides social media marketing service. This campaign is to
get email ids of business owners who can use Digital marketing
services. The campaign is for lead generation of prospective
customers. The general target customer for such services is start-
ups, or business that have gotten stagnant, business that are in
losses, business that have not adapted to the Social media
marketing, business owners which are new to technology or not
that savvy with online marketing. We will target customers in the
age range of 35-50. The company is based in Pleasanton, CA, so we
will target people in different cities around SF, CA. The image should
convey business growth and be appealing and bright. I chose a
waterfall image cause it shows flow, organic and looks natural and
beautiful.

34. Campaign Approach
● The goal of this campaign is to generate more email ids of
potential clients interested in taking Digital marketing services
from my Digital Marketing services company. Target audience
between the age of 30-45 looking to grow their business or
start-ups to help enter the market or for business that have
stagnated and unable to grow with the recent changes in sales
& marketing.
● Our small business start up kit is offering end to end services
from positioning, website designing, SEO to Social Media
marketing, branding & sales that are revenue driven. Our offer
comes with 10 years of experience working with Engineering &
Retail companies, providing IT services, which has helped us
understand the customers & the market better.
● An interesting adv creating awareness about the importance of
social media. A campaign budget with A/B testing on video &
image. A call to action to download the guide How to Grow your
business in 10 days? Drive them to the landing page which gives
info about the services & other client testimonials.
Target Persona
Background and
Demographics
Target Persona
Name
Needs
Hobbies Goals Barriers
1. Owns a wineyard &
has his own wine brand
2. He is in the age range
of 45-50
3. He lives close to the
wineyards
4. His kids are now in
high school
5. He has worked in
Resturants & bars
Ray Sharma 1. More income to hire
a team
2. Experience in Sales
& marketing
3. A good house
4. A new car
1. Clubbing, Going to Bars,
Wineries
2. Watching games in
arenas & sports bars
3. Visiting family events
4. Watching movies in
theatres
5. Shopping at Costco
6. Looking for deals online
1. Increase awareness
2. Generate revenue
3. Lead gen
1. Budget contratints
2. Indecisive
3. Lack of long term vision
4. Lack of knowledge
5. Lack of time to focus
on this business

35. Marketing Objective
What marketing objective did you aim to achieve with
your campaign?
To grow the number of email id’s of potential clients to
50 people who would like to use my companies Digital
Marketing Services, with an adv budget of $100 within 1
week.

36. KPI
What primary KPI did you track in your campaign and
why?
50 people who would like to use my companies Digital
Marketing Services, with an adv budget of $100 within 1
week.

37. Campaign Summary
1.Who did you target with your Ad Set and how
Location: San Francisco, Santa Clara, Mountain View, San Jose, Fremont, Milpitas, Palo
Alto, Sunnyvale
Demographics: Education- Software Development Engineer, Masters in Business
Administration, Bachelors in Commerce, Bachelors in Computer Science
Interest: Self Employed
Industry: Entertainment, Restaurants, Service, Computers, Sales, Marketing, Small
Business
2. What Ad Copy and Ad Creatives did you use?
I used an ad that shows nature, waterfall flowing organically, soothing to the eyes. So
that the small business feels stress free in growing the company

38. Ad Images: Sample

39. Key Results
Present the most important metrics per ad
Campaign Results Reach Cost Amount
Spent
Ad One 199
clicks
5.8k $1 188.44
Ad Two 46
clicks
1636 0.55 $25
Ad Three 108
clicks
12,576 $2 $200
Overall 353 20k $3.5 $413.44

40. Campaign Evaluation
1. Evaluate the success of your campaign, given your marketing objectives.
a. Which ad performed best?
Ad2 performed best as it got 46 clicks in $0.55 per click &
amount spent $25
a. Was your campaign ROI positive? Please use this equation
to calculate ROI:
i. ($15*# of leads)/cost=ROI for DMND
ii. ($150*# of leads)/cost=ROI for Corporate Training

41. Campaign Evaluation:
Recommendations
If you had additional budget, how would approach your
next campaign?
I would spend it on the Ad2 which is providing me with
best results

42. Campaign Results:
Performance

43. Campaign Results:
Demographics

44. Campaign Results: Placement

45. Ad Set Data: Performance

46. Ad Set Data: Delivery

47. Ad Set Data: Engagement

49. Marketing Objective & KPI
● Marketing Objective – The
marketing objective is to increase
organic website traffic to 1000 visitors
pm.
● KPI – 1000 visitors pm

50. Target Persona
Background and
Demographics
Target Persona
Name
Needs
Goals Barriers
1. Owns a vineyard & has
his own wine brand
2. He is in the age range
of 45-50
3. He lives close to the
vineyards
4. His kids are now in
high school
5. He has worked in
Restaurants & bars
Ray Sharma
1. More income to hire
a team
2. Experience in Sales
& marketing
3. A good house
4. A new car
1. Clubbing, Going to Bars,
Wineries
2. Watching games in
arenas & sports bars
3. Visiting family events
4. Watching movies in
theatres
5. Shopping at Costco
6. Looking for deals online
1. Increase awareness
2. Generate revenue
3. Lead gen
1. Budget constraints
2. Indecisive
3. Lack of long term vision
4. Lack of knowledge
5. Lack of time to focus
on this business

51. Keywords
1. Using Moz Keyword Explorer tool, identify the
Keywords you might target to drive users to this
page. Be sure to use a mix of branded and non-
branded Keywords.
Head Keywords Tail Keywords
1 Social Media social media marketing strategy
2 Digital Marketing social media marketing plan
3 Marketing digital and social media marketing
4 Branding social media marketing business
5 Growth social media marketing agency

52. Keyword with the Greatest
Potential
Which Head Keyword has the greatest potential?
Marketing
Which Tail Keyword has the greatest potential?
social media marketing strategy

53. Technical Audit: MetadataPerform a technical audit on the metadata. Create a table, like below, to enter the
current metadata for the page you choose and your proposed revisions.
URL: www.udacity.com
Current
Title Tag Udacity: Learn the Latest Tech Skills; Advance Your Career
Meta-
Description
Advance your career with online courses in programming, data
science, artificial intelligence, digital marketing, and more. Built with
industry leaders.
Alt-Tag
Revision
Title Tag Get trained by Industry Leaders
Meta-
Description
Grow your career with the hottest
industry skills. Bridge the Gap
between market demand & Skills.
Alt-Tag No Change-

54. Suggested Blog Topics
Keyword-
1. Digital Marketing Career
Everyone who is looking for jobs in Digital Marketing, or change of career or trying to
explore Digital Marketing as a career option or people who are already Digital Marketers
will look up this keyword. Careers in Digital Marketing are upcoming. Digital Marketing is
now an important job role in all start-ups, enterprises and individual business owners and
consultants. People are now aware of the importance of Digital Marketing. Everyone who
wants to grow his career in sales, marketing will find this keyword helpful. It is a very short
keyword and it is directly related to the DMND course of Udacity. DMND will be the
answer to the search of the keyword Digital Marketing Career. Udacity’s website will be
able to provide the user all the required info. This key word will also be helpful to small
business owners, independent consultants and individuals trying to hire people in Digital
Marketing or even trying to train themselves for using Digital marketing to apply to their
business & individual needs.
2. Social Media Marketing
There are lots of Social Media Marketing jobs out there and every company is hiring this
position. It is a much in demand job. It will show up in the search of all jobs. Social Media
is know to everyone today from kids to adults and because of Facebook and other social
media marketing platforms everyone is eager to know about how to become better at
Social Media Marketing. Udacity is the right placed to get guidance, information, support,
knowledge & experience in this field. The courses offered in Social Media Marketing,
bridge the gap in today’s fast changing world and helps individuals to adapt to the most
important skill in the market. It will provide the required knowledge to even those who
need more information about this. And a good hands on experience will be provided in
this training. It’s a place to learn these skills with no prior experience at all.
3. Marketing Courses
Marketing is a broad term. In today’s world online marketing plays a very important role.
It’s so vast and indept that people are lost in the sea of different marketing channels.
Udacity provides a comprehensive, in-depth exposure and training to people who find it
overwhelming. It also provides the right tools and process to define and carry out your
marketing. It breaks up the whole marketing term for a lay man to understand and be able
to carry it out. It covers all aspects of marketing and ensures that a person gets a good
understanding of what is the right approach to marketing, It makes it easy in decision
making. So anyone who wants to learn marketing will find the info on Udacity DMND
useful and relevant. They will not need to go anywhere else to look for more information.
This keyword will be their answer on Udacity website, DMND Course.

55. Technical Audit: Backlink
Audit
Using the Moz OpenSite Explorer tool, perform a backlink
audit on the webpage you have chosen.
Note: If you are doing the DMND challenge,
dmnd.udacity.com is a new site, perform this exercise on
Udacity.com.
List three of the top backlink URLs you discovered for the
website. These backlinks should add value to the website and
not be spam.
Backlink
Domain
Authority
(DA)
1 developer.mozilla.org/
98
2 www.nytimes.com
98
3 www.google.com 98

56. Link-BuildingUsing the SEMRush tool and research, strategize a link-building
campaign.
Identify three websites that you think would be relevant, high traffic
sites that you would like to gain backlinks from to help drive traffic to
dmnd.udacity.com.
Site Name Coursera
Site URL https://www.coursera.org
Organic Search Traffic 246,000
Site Name EDX
Site URL https://www.edx.org
Organic Search Traffic 110,000
Site Name Mooc
Site URL http://mooc.org
Organic Search Traffic 33,100

57. Page Index
Using the Pingler tool, research how many of DMND’s are indexed by
Google.
None.
Explain why the number of pages indexed is important.
The pages indexed by Google helps to increase the page ranking and
brings it up organically on the first page of google search, which
leads to more visitors on the website and in turn leads to more leads.
So these indexed pages help convert the leads into sales and
increase revenue.

58. Page Speed
Using the Google Page Speed Insights tool, perform a
speed test of dmnd.udacity.com’s mobile presence.
Explain why evaluating the Page Speed is important.
Page speed is an important tool to use towards improving SEO
performance, as faster page speeds are commonly attributed to more
frequent site visitors and easier purchases.
Google has indicated site speed (and as a result, page speed) is one
of the signals used by its algorithm to rank pages. .Page speed is
also important to user experience. Pages with a longer load time tend
to have higher bounce rates and lower average time on page. Page
speed is important to users because, well, faster pages are more
efficient.

59. Mobile-Friendly Evaluation
Using the Think with Google tool, assess the mobile-friendliness of
the dmnd.udacity.com website.
Explain why having a mobile-optimized is important.
Mobile optimized websites allow more customers to be reached at a
quicker rate, increases customer satisfaction benefit the website's
reputation, making it look modern and relevant. The site will reformat
itself for a list of handheld or tablet devices if it is Mobile optimized.
Larger navigation buttons, reformatted content, and
differently optimized images appear when the user is on an iPhone or
other device.

60. Recommendations
Now take a moment to evaluate your findings and provide at least three
recommendations you would make to DMND to improve their website from an
SEO perspective. (250 - 500 word max)
1. The Mobile speed of DMND website should be improved, so people can
start registering the courses on their phones and other devices. The course
should be a audio version as well so people can just listen to it while driving. It
could be an AI like Alexa where they can communicate through the app.
2. A complete Job portal: The DMND pages should be indexed to Google
index pages, to make it more popular. This will increase the number of
students, the popularity of the training and also increase the career prospects
of the students. The students who clear Udacity should be able to get job
offers like campus interviews and requests coming from Udacity Alumini
members itself. Indexing the pages should make Udacity a job portal, a one
stop shop to all the people looking for career change, better prospects, good
salary and growth in their jobs, business etc.
3. Backline: Each course should have its own meet-ups, events and become
a community in itself where there are live sessions and get togethers. They
should connect on evite, Ticketmaster and start having live speakers in
popular cities.
4. Backline: They should link it to Regus, We work and all the companies
listed in such office and start imparting trainings at various locations with a
space to park and work from, study from.
5. Link Building: They should tie up with VC’s for getting funding for business
ideas, they should be a one stop shop for business & enterprises to grow,
flourish, mentor, guide

62. 1. Approach Description
Objective of this campaign: is to run an adv for my company which provides social
media marketing service.
Website: www.sociallyswag.com
Location: CA, US
Campaign Budget: $75
Daily Budget: $15
This campaign is to get new clients, business owners who can use Digital
marketing services. The general target customer for such services is start-
ups, or business that have gotten stagnant, business that are in losses,
business that have not adapted to the Social media marketing, business
owners which are new to technology or not that savvy with online
marketing. We will target customers in the age range of 35-50. I will use 2 Ad
groups. Ist Ad group is targeting small business owners who want to grow
the company & the 2nd is targeting who want to increase the revenue of an
already stable company, that has stagnated. The company is based in
Pleasanton, CA, so we will target people in different cities around SF, CA. The
customer should be looking for a company to help him grow his business.
The customer should be at the Interest level of shopping for Digital
marketing services. We will approach the ads by different services in Digital
marketing. With the help of Moz Keyword explorer I was able to find the
high priority key words. I selected the best and trending long tail keyword
list.
Ad copy is the crucial part of any campaign, I chose short and quality
content for my ad campaign because that’s more important why people
click on the ad. Relevant Ad description was added after thoroughly
observing the landing page and its content. Display URL created using the
related terms.

63. 2. Marketing Objective &
KPI
1. What marketing objective do you aim to achieve with
your campaign?
To collect 25 leads and 5 conversions in 5 days with a lifetime
budget of $75 and daily budget $15. The default CPC (Cost Per
Click) would be $3.00.
2. What primary KPI are you going to track in your
campaign?
The number of leads collected & the number of conversions.

64. Ad Group #1:
Ads & Keyword Lists
Ads: Grow your company & become the leader in your industry
Key words list:
● Growth
● Lead Generation
● Sales
● Marketing
● Revenue
● Advertising
● Success in Business
● Get more customers
● Hire social media
● Social media marketing
● Digital Marketing
● Online sales
● Branding
● Driving more conversions
● Small Business support
● Increase profitability
● Creativity
● your story
● Growth plan

65. Ad Group #2:
Ads & Keyword List
Ads: Increase your clients & revenue
Keyword list:
1. Seo
2. Digital marketing
3. SEM
4. Revenue
5. Social media
6. Planning
7. Strategy
8. Building
9. Monetizing
10. Leader
11. Digital marketing
12. Increase sales
13. Increase revenue

66. Review your campaign

67. Campaign Summary

69. Display Image Campaign:
Overall Results
Find below the overall results of the Display Image
Campaign targeting the Affinity Audience. The Affinity
Audience consisted of Business Professionals Social
Media Enthusiasts.

70. Results:
Calculate the ROI
1. Present the results of the overall campaign by
completing the table below.
2. Highlight Key Results
3. What was the overall ROI of the campaign? Was it
Positive or Negative? 75 –The ROI is positive because the
cost (CPA) is lower than the profit ($299)
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1243 200957 0.62% $0.36
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$$448.95 0.2%
2
224 75

71. How would you optimize this
campaign?
Provide at least three suggestions to improve this
campaign. (Answers might include things like: A/B testing,
different creative, changes to targeting)
Suggestion 1: A/B testing: 1. Learn the tools for
Success
2. Invest in your future
Suggestion 2: Instead of keeping it as career, make it
important for Business owners.
‘Grow your Business’
Suggestion 3: Instead of Become a Digital Marketer (Not all
engineers and MBA’s like the idea of becoming a Digital
Marketer. We can target a different age group and audience by
changing this.)
Open Doors to a new world of Jobs. (Target audience,
people already having few years experience and at senior
positions, looking for Job change, career change, growth, and
not interested in starting their career fresh)

72. Display Image Campaign:
Site Targeting
Find below the overall results of the Display Image
Campaign targeting placements (site targeting). This
audience consists of the Digital Marketing partners’
landing pages.

73. Results: Calculate the ROI
1. Present the results of the overall campaign by completing the
table below.
2. What was the overall ROI of the campaign? Was it Positive or
Negative? 67 – Positive because the Profit is more than the CPA.
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
407 67,833 0.6% 0.57
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$231.99 0.2% 1 232 67

74. How would you optimize this
campaign?
Provide at least three suggestions to improve this
campaign. (Answers might include things like: A/B
testing, different creative, changes to targeting etc…)
Suggestion 1: A/B Testing: 1.With the word
Graduating
& 2. Without the word graduating
Suggestion 2: Target Market can even be for High
school kids in school during summer break
Suggestion 3: Instead of Launch your New Career
Launch yourself (That's what this generation
wants, to start new YouTube channels, launch
their person merch etc.)

75. Display Image Campaign:
Overall Results
Review below the overall results of the Display Image
Campaign targeting visitors to the Digital Marketing
Nanodegree Program landing page

76. Results: Calculate the ROI
1. Present the results of the overall campaign by
completing the table below.
2. What was the overall ROI of the campaign? Was it
Positive or Negative? 166 - Positive
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
670 109,994 0.61% 0.35%
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$234.5 0.002 1 235 64

77. How would you optimize this
campaign?
Provide at least three suggestions to improve this
campaign. (Answers might include things like: A/B
testing, different creative, adding or changes to
targeting, etc…)
Suggestion 1: A/B Testing
1. Become a Digital Marketer
2. Open the doors to a great career
Suggestion 2: Change the Display Image to
something more futurist like a robot or AI.
Suggestion 3: Change the target audience

78. Which campaign performed
the best? Why?
Considering the 3 campaigns below, state which one
had the best performance and why.
The first one had the best performance as it has the
max ROI.

79. Recommendations for
future campaigns
Imagine you had additional budget, given your campaign evaluation, how
would you use it?
● Invest additional budget to the first performing campaign since
the ROI is more.
● You may use “bullet points” for your analysis and may add as many slides
as needed:
● I would use certain age groups and create the ads for that age groups.
For eg. For a 40+ target audience the adv would be more specific to
growth in Career, starting your own business, Side income. For students
and fresh graduates it will be more in following their passion and learning
Digital marketing to promote that passion. An 18years old is different
from a 30 year old in his thoughts about why to learn.
● Customize the ads based on ethnicity
● Focus on the benefit to the target audience- Career, Growth, Monetary
benefits, Success in business, High income, Multiple sources of income,
stability etc.
● Keep the images more fun like jet ski, scuba etc. and different countries
and places, so people know Digital you can tap any market, travel
anywhere and have more time to enjoy life and luxuries.
● Have a punch line that stands out, For e.g. Land on the moon with Digital
marketing,

81. Marketing Objective & KPI
● Marketing Objective – Increasing
the number of subscribers to 400 in 3
weeks.
● KPI – Add 400 new subscribers in 3
weeks

82. Target Persona
Background and
Demographics
Target Persona
Name
Needs
Hobbies Goals Barriers
1. Owns a vineyard & has
his own wine brand
2. He is in the age range
of 45-50
3. He lives close to the
vineyards
4. His kids are now in
high school
5. He has worked in
Restaurants & bars
Ray Sharma 1. More income to hire
a team
2. Experience in Sales
& marketing
3. A good house
4. A new car
1. Clubbing, Going to Bars,
Wineries
2. Watching games in
arenas & sports bars
3. Visiting family events
4. Watching movies in
theatres
5. Shopping at Costco
6. Looking for deals online
1. Increase awareness
2. Generate revenue
3. Lead gen
1. Budget constraints
2. Indecisive
3. Lack of long term vision
4. Lack of knowledge
5. Lack of time to focus
on this business

83. Email Series
Email 1: Free Training on how to grow your business
Email 2: Thank you for Registering
Email 3: Special Digital Marketing package for attendees

84. Creative Brief: Email 1
Overarching Theme: 3-5 Sentences
General This email is going to give 10 easy steps to grow your business in
6 months. It will train the attendee’s to digital marketing DIY
project. It will also help them to have a clear goal and how to
measure growth.
Subject Line 1 DIY Digital marketing in 10 steps
Subject Line 2 10 easy steps to grow your business in 6 months
Preview Text We are offering a limited-time, no-cost training on How to grow your
business in 10 easy steps.
This free training and registration is only available until Monday,
October 14th at 11:59 p.m. ET.
Body Hi ….,
Did you want to learn from other successful entrepreneurs? Is your
Business stagnated? Do you find it overwhelming to adapt in this new
social media marketing era? If so, we are offering a limited-time, no-cost
training on How to grow your business 10 easy steps on Monday,
October 14th at 12.00 pm ET.
This free training and registration is only available until Monday,
October 14th at 11:59 p.m. ET.
This training will be a crash course on what the successful
business people have learnt in last 10 years. It will help you to set a
goal and to measure success. It will help you take consistent steps
and make a habit about marketing and growing your business.
Don’t miss this opportunity. Click the link right now and commit to
Success.
To top it. You will also be eligible to a one on one coaching from
the CEO customized to your business. This is on first come first
basis to first 20 attendees. Hurry!!
Outro CTA Click the link & Register on the training link

85. Creative Brief: Email 2
Overarching Theme: 3-5 Sentences
General Once the people have registered, this email will guide them to how
to attend the webinar online, what are the various hurdles to
growth, that will be addressed . It will also give them some form
to fill regarding their business to customize the training
accordingly.
Subject Line 1 Thank you for registering
Subject Line 2 Download your free registration link
Preview Text We will be covering:
1. Habits to follow daily.
2. We understand its hard to add new habits and we will make sure
you add those ….
Body Thank you for registering for
How to grow your business in 10 easy steps.
We will be covering:
1. Habits to follow daily.
2. We understand its hard to add new habits and we will make sure
you add those to your calendar during the training.
3. The reminders will be set with a motivation & intention for the day
4. It will be easy to do things on a daily basis
5. We will teach you how your mobile is your biggest tool to growing
your business
6. We will also show you the interviews, journey & testimony of other
business
7. We will help you set up a measurable goal to what you want to
achieve in 6 months.
Please fill your business details in the link below, so we can send you a
customized analysis of your industry and competitors. Click here
Outro CTA Please fill your business details in the link below, so we can send you a
customized analysis of your industry and competitors. Click here

86. Creative Brief: Email 3
Overarching Theme: 3-5 Sentences
General The intention of this email is to make people buy your services. It
will be a one time discounted package for those who attended
the training. It will be a deal for attendees only, which will not
be offered as a service on their website.
Subject Line 1 Special Digital Marketing package for attendees
Subject Line 2 Discounted pricing and lot of other service to help you grow
Preview Text Your business is unique. It has your experience, knowledge &
personal touch to it. You can communicate your story and
grow it exponentially.
Body Thank you for attending the training.
Your business is unique. It has your experience, knowledge &
personal touch to it. You can communicate your story and
grow it exponentially.
Take a leap of faith and Buy your special discounted package
and grow your company 10x.
Money back within 30 days, if you are not satisfied.
Outro CTA Buy your special discounted package and grow your company
10x.

87. Calendar & Plan
Email Name Planning
Phase
Testing
Phase
Send
Phase
Analyze
Phase
Email 1 Oct 1st,
2019
Oct 4th,
2019
Oct 7th,
2019
Oct 8th,
2019
Email 2 Oct 9th Oct 10th Oct 11th Oct 14th
Email 3 Oct 15th Oct 16th Oct 17th Oct 18th
Week One Week Two Week Three
M T W T F M T W T F M T W T F
Color Key Planning
Phase
Testing Send Phase Analyze
Phase

88. Draft Email

89. Final Email
Saturday, October 12, 2019 at 8:41:40 AM Pacific Daylight Time
Page 1 of 3
Subject: 10 easy steps to grow your business
Date: Saturday, October 12, 2019 at 8:31:32 AM Pacific Daylight Time
From: Meg <meg@bizsynch.com>
To: Meg <meg@bizsynch.com>
Hi ….,
Did you want to learn from other successful entrepreneurs? Is your business
stagnated? Do you find it overwhelming to adapt in this new social media
marketing era? If so, we are offering a limited-time, no-cost training on How to
grow your business 10 easy steps on Monday, October 14that 12.00 pm ET.
Page 2 of 3
This free training and registration is only available until Monday, October 14th
at 11:59 p.m. ET.
This training will be a crash course on what the successful business people
have learnt in last 10 years. It will help you to set a goal and to measure
success. It will help you take consistent steps and make a habit about
marketing and growing your business.
Don’t miss this opportunity. Click the link right now and commit to Success.
Additional offer:
One on One coaching from the CEO customized to your business.
This is on first come first basis to first 20 attendees. Hurry!!
Copyright © 2019 Biz Synch, All rights reserved.
You are receiving this email because you opted in via our website.
Book Now

90. Part 4
Sending & Analyzing
Results

91. Results Email #1
After you have hit send on the first email of your
campaign, you can spend some time analyzing the
results.
1. Calculate the Open Rate
Results and Analysis
Sent Delivered Opened
Opened
Rate
Bounced
2500 2250 495 22% 225

92. Results Continued Email #1
Results can be monitored within the first 24 hours of an
email send, after a couple days or even after a week.
1. Calculate the CTR and the Conversion Rate
Results and Analysis
Clicked CTR
Take
Action
Conversion Unsub
180 8% 75 3.33% 30
*Remove the unsub scribers from the email list

93. Final Recommendations
Based on the work you did throughout this project, what would you
do for Emails #2 & 3.
For Email #2:
1. I will change the content to more statics in the industry
about how much revenue can small business earn.
2. Put a video about my story on before and after digital
marketing
For #3
1. Put a nice picture of vacations and business growing
online.
2. Show how todays top companies use Digital marketing

94. Thank You