This presentation provides an overview of digital marketing strategies for Quest Nutrition to consider. It recommends taking a customer-centric approach across all digital channels to create engaging content that tells brand stories. Key strategies include short video content on social media, content marketing, email campaigns, and influencer partnerships to connect with target audiences. Metrics like sales, traffic, and engagement would help evaluate the success of any digital marketing campaigns.

1. Digital Marketing Strategy
Mark Selmi
Vice President of Marketing Position

2. This presentation is not intended
to function as a comprehensive
digital marketing strategy for
Quest Nutrition. It is designed to
elevate discussion & provide a
cursory platform for discovering
marketing opportunities for future
campaigns.

3. DIGITAL
MARKETING
STRATEGY
Create a unified & seamless experience for
your target market to interact with the
Quest Nutrition brand consistently across all
digital channels.

10. I kick like
a girl

11. DIGITAL ALLOWS YOU
TO MAP & MARKET AT
EACH TOUCH POST OF
THE BUYER JOURNEY.
Driving content engagement will
become a primary profit source in
2017.
• Increasingly mobile customer
segments will seek instant,
personalized experiences.
• Millennials & Gen Z prefer short,
snackable content.
• Storytelling, ethical standards &
transparency matter to these 2
B2C segments.

12. Mobile, online behavior has changed what is expected from
brands today:
• Brands have been forced to move from interruption marketing, to permission marketing.
• 2/3 of consumers use info. from content marketing to make purchase decisions.
• ‘Engaging content’ is the top reason people follow brands on social media.
• Companies that blog generate 70% more leads.
• 78% of CMOs believe custom content is the future of marketing.
Customer relationships have changed to serving, educating and entertaining customers with original,
innovative content that tells an engaging story. Content that is too-product or brand-focused does not
travel well from a digital perspective. Content that stands on its own merits as entertainment,
storytelling & education will be shared and passed along.

13. Content has to be rich enough to be reused & shared
along different social media channels
Specialist – Content must come from within info. niche.
Supportive – Create authoritative voice by anticipating consumer questions.
Sustainable – Publishing process that populates engaging content within editorial calendar.
Shareable – Must be in proper format to be easily shared along all social media platforms.
Searchable - Content must be properly optimized to get indexed by search engines.

14. Quest Nutrition Domain Review

15. Organic Search Keywords & Competitors

16. Backlinks & Top Anchors

17. Referral Domains & Indexed Pages

18. Establish KPI’s & Metrics
Key performance indicators would likely include:
• Revenue increase
• ROI
• Cost per lead
• Customer acquisition cost
• Customer lifetime value
• Web traffic by source
• Time on-page
• Bounce rate
• Lead-to-customer ratio
• Landing page conversion rates (A/B split test)
• Social shares & interaction
• CPC & CTR
• Email campaigns open rate
• MQL to SQL ratio
• Quoted to closed customer ratio

19. Perform Social Media Audit
Channels
• Profile information
• Posting Frequency
• Follower Count
• Follower Comments
• Referral Traffic
• Shares
• Downloads
Engagement Platforms
• Video Content
• Rich Media
• Educational
• Competitor Analysis
• Gap Analysis
• Configure ROI
• Target Audience
• Reputation Management
• Reviews
• Site Analytics
• Social Touch-points

20. Build Buyer Personas – If needed.
Create detailed segmentation based upon quantitative & psychographic info. You can
solicit feedback from your customer database via email or 3rd party automated platforms
such as Survey Monkey, social listening tools, Facebook live chats.
• Location
• Age
• Income
• Job title
• Goals
• Challenges
• Hobbies & interests
• Priorities

21. B2C GETS PERSONAL
• Short form video
Snackable videos that tell an emotional story aligned with ethical
values of Millennials & Gen Z.
• Social Media Channels
Create Facebook pages for different types of segmentation
(Quest Mudders, Ironman, new recipes) live-stream updates on
Snapchat & Facebook. Create podcasts, webinars, instant
Facebook chats, & Instagram stories. Create Snapchat factory
tours, create transparency & support for health-based charity
causes.
• Content Marketing
With Google’s recent algorithmic updates, content
marketing has become the predominant factor for SEO
rankings. Author additional health-based content w/
keyword ratio of 5-7%. Distribute content through native &
3rd party (Outbrain, LinkedIn, Facebook ads) channels.

22. B2C GETS PERSONAL
• Email
Create automated drip campaigns to nature warm leads based upon
target segment & sales cycle. Create newsletters that inspire &
connect with specific segments.
• AI
Artificial intelligence is quickly becoming a ubiquitous factor in
our lives. Millennials & Gen Z has already come to expect the
value of its convenience throughout the household &
customer journey. Consider testing a chatbot to assist buyers
on your website & improve conversions.
• SEM/Remarketing Ads
Consider small test for remarketing ads for those
customers who abandon sales cart. These ads track
movement across the web & serve item-specific ads on
other websites for 30 days. 98% of traffic does not convert
during first visit without remarketing. Consider small test
for FB ads geo-targeted by zip code & interests.

23. B2C GETS PERSONAL
• Influencer Marketing
Partner with non-competitive brands that already target your
customer segment, in order to work on common cause, cross-
promote & engage social media platforms.
• Earned Media
You can align your inspiring company narrative, charity &
support causes with other brand partners that can result in
substantial media coverage. Reporters/editors will often cover
charity efforts if contacted and organized in a professional
approach.
• Digital Landing Pages
Consider testing custom landing pages for digital ad
campaigns. Landing pages that contain a 5-7% keyword
density aligned with the specific ad have significantly
higher quality scores.

24. Create LinkedIn Group for each practice area
• Answer questions
• FAQs
• Blog advice
• Post video tutorials
• Webinars
Create Smart Phone APP
• 1-click communication with support staff
• Facilitate immediate updates
• Share video recipes & fitness tutorials
• Answer questions
• Purchase products
• Access Inside Quest content
Test chat or chatbot applet on website
• Improve conversions
• Provide instant answers at point of conversion
• Save money on retargeting ads
• Gain immediate customer feedback & insight
Create New Applications

25. Twitter Customer Service
• Answer questions
• Inspirational quotes from Tom
• Deliver press releases
• Publicly demonstrate commitment to service
Facebook Integrations
• Live Facebook chat w/Tom
• Live Facebook chats fitness
• Live Facebook stream giving factory tour
• Live Facebook stream showing recipes
• Live Facebook stream charity events
Create New Applications
Webinars & Podcasts for achieving your quest
• Tom leads Inside Quest discussions
• Incorporate Tony Robbins interviews
• How to create impact & give back to your community
• Celebrity fitness trainer tips, answers questions
• Chefs demonstrate/discuss healthy cuisine

26. Video Sample
A sample strategic marketing campaign video for review by Quest Nutrition.
Submission in support of application for position of Vice President of Marketing.