Portfolio Digital Marketing

1. Customer Journey
Based Marketing Plan

Option 1:
Digital Marketing Nanodegree Program
Create a Customer Journey Based Marketing Plan with the goal of
signing up new customers to the DMND Program in one quarter.
Budget: $50,000
Profit: For the purpose of this assignment, the cost of the
Nanodegree is $999, assume a profit margin of 30%, meaning that
Udacity makes $299 in profit per student that signs up.
Campaigns: We want to aggressively grow the program, but, we
want to do it without losing money.

Marketing Objective:
Your Company’s Product/Service
What is the marketing objective for your marketing
efforts?
To obtain 300 signups to DMND using 50,000$ in a
quarter.

Phases of the Customer
Journey

When+How+Where =
Marketing Tactics
Customer
Journey
Awareness Interest Desire Action
Post
Action
Message
Market the
Content of
DMND, Digital
marketing
valuable tools,
become a
digital
marketer!
Search
keywords of
the main
topics
Benefits
from the
DMND
program,
corrobor
ations
Smooth path
to
confirmation
page, thank
you message,
follow us in
our social
media’s
accounts
Confirmation
and
welcoming to
the course,
guidelines
Channel
- content
marketing (e.g.
blog)
- Informative
landing page
- Social media
display and
video ads
- SEO
- Google
AdWords
- SEM
Facebook
Campaign
- Social
media
display
and video
ads
- Organic
social
media
- content
marketin
g (e.g.
blog)
- Social media
- Email
- Email

Awareness: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $1,500 $1.25 1,200 0.05% 1
AdWords
Search
$500 $1.40 357
0.05%
0
Display $500 $5.00 100
0.05%
0
Video $500 $3.50 143
0.05%
0
Total
Spend
$3,000
Total #
Visitors
1,800
Number of
new
Students
1

Interest: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $2,500 $0.50 5,000 0.1% 5
AdWords
Search
$700 $1.50 467
0.1%
0
Display $300 $3.00 100
0.1%
0
Video $500 $2.75 182
0.1%
0
Total
Spend
$4,000
Total #
Visitors
5,749
Number of
new
Students
5

Desire: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $30,000 $0.30 100,000 0.3% 300
AdWords
Search
$3,000
$1.50
2,000
0.3%
6
Display $5,000 $3.00 1,666
0.3%
5
Video $5,000 $2.75 1,818
0.3%
5
Total
Spend
$43,000
Total #
Visitors
105,484
Number of
new
Students
316

ROI: Budget Allocation for Media
Phase
Total
Spend
Total
Number
of Site
Visits
Total
Number
of Sales
Profit
Per Sale
Total
Profit
ROI
Aware-
ness
$3,000 1800 1 $299 $299 -$2,701
Interest $4,000 5749 5 $299 $1,495 -$2,505
Desire $43,000 105,484 316 $299 $94,484 $51,484
Total $50,000 113,033 322 $96,278 $46,278

Additional Channels or
Recommendations:
• Invest in Facebook channel as it
provide more sales.
• Increase the budget amount.
• Avoid wasting budget in the Awareness
stage. and investing on the desire stage
followed by Interest stage.

Write a blog post
As a fact of success, you need to do more efforts to be illuminated and unique, in hence to get the best opportunity as well.
Added value is a must, from this perspective I decide to join the marketing world to establish a solid foundation in Digital
Marketing, in addition, since I work as data integrity for the Food equipment and services sector it requires me to create
efficient Straightforward valued content for the products.
Even markets myself!
Do you know what I think is the most valuable skill these days?
being multidisciplinary, to be able to support across the business in multiple aspects.
Am I who has the skill?
with the proof that I have finished 3 nano degrees in Android basics development, Business Analytics, Data Analytics, and
currently my pleasure of being enrolled in the Digital marketing. While I majored in MIS which includes databases and
management and systems analysis.
How would I benefit from Udacity's Digital marketing nano-degree program?
Udacity has offered high-quality scientific information to get deeper into the field of digital marketing and become such an
expert through interactive practices and quizzes provided through the classroom lessons.
Furthermore, they encourage you during the support sessions, so you become willing to accomplish your project smoothly!
As they have an expert mentor, and reviewers to give you worthy and straightforward feedback and tips to help you
throughout the journey.
you will feel interesting and confident to perform what you learned in your future business.
Finally, let me go briefly around the content:
●You will tackle Marketing Fundamentals.
●Learn how to Strategic your Content.
●Create effective content for each platform in Social Media.
●Advertising Campaign on Facebook.
●Learn how to Optimize your Search Engine presence, develop your target keyword list, optimize your website UX and
design.
●Learn about Search Engine Optimization (SEO)
●How to set up a Display Advertising Campaign using Google Ads.
●Create an Email Marketing Campaign
●Create your Digital Marketing Portfolio using Measure and Optimize with Google Analytics
Stay Udacians !
FYR:
https://www.udacity.com/course/digital-marketing-nanodegree--nd018

Blog Post
Why have I decided to take the Digital Marketing
Nanodegree Program?

Summary
Choose three social media platforms you will use to
promote your blog.Write a short explanation about
why you chose those platforms.
1. LinkedIn: is a proffitional social networks, that is
why I choose to publish my blog their, in hence I
belief that people in LinkedIn interesting in such a
worthy content as DMND.
2. Twitter: is a social media site for news,
entertainment, and more. What makes Twitter
different from most other social media sites is that
it has a strong emphasis on real-time information
things that are happening right now! And it is
more informal area to share and interact.
3. Facebook: is as close to a must-have social
networking platform as there is for businesses.

Key Results
Present the most important metrics per ad
Campaign Results Reach Cost Amount
Spent
Ad One - 1,198 - 7.12$
Ad Two 3 2,526 3.20$ 9.47$
Ad Three 49 25,314 1.58$ 77.41$
Overall 52 28,245 1.81$ 93.95$

Present the most important metrics per ad

Campaign Evaluation
1. Evaluate the success of your campaign, given your
marketing objectives.
My Campaign ended successfully, crowned of 52
downloads of the e-book, which is more than
double of my objective to reach 20 downloads.
a. Which ad performed best?
The 3rd one with 49 of downloads and 25,314
reaches. also the engagements is pretty good
in comparison with other Ads:
b. Was your campaign ROI positive? Please use
this equation to calculate ROI:
ROI = (15*52)/93.95=8.30

Campaign Results: Demographics

Technical Audit: Metadata
URL: https://dmnd.udacity.com/
Current
Title Tag Udacity Digital Marketing Nanodegree Program Website
Meta-Description -
Alt-Tag -
Revision
Title Tag Udacity Digital Marketing Nanodegree Program Page
Meta-Description
Gain real-world experience running live campaigns as you learn from top
experts in the field. Launch your career with a 360-degree understanding of
digital marketing.
Alt-Tag
Udacity logo
The partners name logos (Facebook, Google, Hootsuite, HubSpot,
MailChimp, MOZ)
Images from digital marketing lessons
Image for one of instructors
Image of the amount spent on digital marketing in US

Suggested Blog Topics
Write three Blog topics that incorporate the highest potential Keywords.
Include a short summary (150 - 300 words max) as to why you chose
those Keyword topics and what you might write about.
Topic 1 – How to become a Digital marketer?
Topic 2 - How would you benefit from Udacity's Digital marketing
nano-degree program?
Topic 3 - Top 10 Skills to Become a Rockstar in Digital Marketing.
Motivations:
● have hands on experience running live campaigns on platforms such
as Facebook Business and Google AdWords, taught me the most and
allow me to cement the concepts presented in the lessons.
● the projects that you have to complete at the end of each lesson, help
you confront your assumptions, internalize and organize the topics
covered, and experiment the type of work you will be requested to
perform in case you decide to pursue a career in Digital Marketing.
● having a mentor who helps you navigate the material and walks beside
you when you get stuck, is invaluable.
● Digital marketing skills can be learned with patience, hard work, and
determination. You can train yourself to acquire the unique skills
needed to launch effective digital marketing campaigns for your brand.
https://medium.com/@damianbarabino/an-honest-review-from-a-graduate-of-udacity-digital-marketing-nanodegree-86d6d8cae091
https://www.digitaldoughnut.com/articles/2018/september/10-skills-to-be-a-rockstar-in-digital-marketing
References:

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 http://www.google.com/url?q=https%3A%2F%2Fwww.udacity.c
om%2Fcourse%2Fcs101&sa=D&sntz=1&usg=AFQjCNGdmrW
TUY5b_qe3xle9-ddkB1YXqA
100
2 http://www.youtube.com/playlist?list=PLAwxTw4SYaPlkESDc
HD-0oqVx5sAIgz7O
100
3 http://github.com/ellisonleao/magictools
96

Link-Building
Using 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 Twitter
Site URL https://twitter.com
Organic Search Traffic 125.3M
Site Name edX
Site URL https://edx.org
Organic Search Traffic 731.2K
Site Name Marketing Land
Site URL https://marketingland.com
Organic Search Traffic 71K

Page Index
Using the Pingler tool, research how many of DMND’s website pages are indexed by Google.
Explain why the number of pages indexed is important.
Being indexed is more likely tends to increase the ranking of your site in the search engine.
disconnected page won’t be accessible to the search bot.

Page Speed
Using the Google Page Speed Insights tool, perform a speed test of
dmnd.udacity.com’s website’s mobile presence.
Explain why evaluating the Page Speed is important.
The mobile speed of 55 tends to be in the middle, it needs to be faster by
improve the below:
● Serve images in next-gen formats
● Remove unused JavaScript
● Eliminate render-blocking resources
● Remove unused CSS
● Minify JavaScript
● Properly size images

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.
Having a mobile-optimized is a must, while the majority of users tends to use the mobile apps for
quick accessibility and ease browsing anytime.

Recommendations
1.Powered-keywords:
Using the highest potential keywords in term to increase the raking of the site in
the search engine.
2.Technical-audit:
Revisit the Meta-Description and assign suitable description to enhance the
opportunity to show-up while the search engine parsing texts only.
Describing the images in the “alt” tag with clear caption.
Using trustworthy and credibility backlinks Audit to get traffic for the site.
3.Make it indexed:
Connecting the pages so they will be accessible and visible to the search engine.
4.Speed-up the site:
Using images with next-gen formats e.g. JPEG 2000, JPEG XR .
Remove unused JavaScript to reduce bytes consumed by network activity.
Remove dead rules from stylesheets and defer the loading of CSS not used for
above-the-fold content to reduce unnecessary bytes consumed by network
activity.
5.Make it friendly:
Improving the mobile app findability by Leverage the font-display CSS feature to
ensure text is user-visible while app fonts are loading.
Using Properly size images.
Tracking visits as well as conversions using A/B testing platform.
Measure, understand and improve the user experience (UX).
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.

Ad Group #1:
Keyword List:
collage
credit
statistics training online
python classes online
excel stat
statics class
statistics course syllabus
intro to statistics course
online free
easy course
statistics examples
description
study online free courses
statics course
learning statistics
learn statistical analysis
business statistics class
learning data analytics
classes online for free
study
python
data using
machine learning
statistics course

Ad Group #2:
Keyword List:
descriptive probability
data analysis
Education
Data
Career
data analytics for business
probability in mathematics
Course
excel for data science
Training
business statistics formulas
data analysis statistics and
probability
learn probability online
skills development
algorithms
data analytics introduction
best online data science course
use of data science
professional courses in statistics
machine learning and statistics
histogram graph
learn statistics for data science
learn statistics fast

Key Campaign Results
(Ads)
Present the results of your ads by completing the
table below.
Ad Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
Ad Group
1, Ad 1
7 0.87% 1.55$ 0 0 0
Ad Group
1, Ad 2
4 3.60% 1.77$ 0 0 0
Ad Group
2, Ad 1
0 0% - 0 0 0
Ad Group
2, Ad 2
0 0% - 0 0 0

Key Campaign Results
(Keywords)
Present the three keywords you consider most
successful based on your marketing objective.
Keyword Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
Education 6 3.64% 1.60$ 0 0 0
Course 4 1.95% 2.08$ 0 0 0
Data 2 1.98% 0.98$ 0 0 0

Recommendations for future campaigns
Imagine you had additional budget, how would you use it, given your
campaign evaluation?
● I exchanged the keywords from the Awareness Ad group due to the
bid limit:
online college statistics
statistics class online college credit
learning basic statistics
statistics class online free
easy online statistics course
self paced online statistics course
statistics course description
foundations of machine learning
So in my next campaign I will raise the bid for the keywords and the
whole budget as well.
● The awareness Ad group didn’t receive enough clicks and
impressions, I believe it needs more time for the campaign running
to get more impressions and clicks as well and using keywords with
a high performance based on keyword planner.
● The targeting country may affect the results of spreading the ads for
a bigger number of potential customers.
collage
credit
online free
easy course
study
python
data using
Machine learning

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.

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? Positive ROI of 75
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1243 200,957 0.62% 0.36$
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
448.95$ 0.2% 2 224 150

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.

Results: Calculate the ROI
table below.
Campaign
Results
407 67,833 6% 0.57$
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
231.99$ 0.2% 1 232 67

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

Results: Calculate the ROI
table below.
Campaign
Results
670 109,994 .61% 0.35$
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
234.50 0.2% 1 235 65

Which campaign performed
the best? Why?
Considering the 3 campaigns below, state which one
had the best performance and why.
The first campaign is winning due to the
highest positive ROI that it achieved of 75 per
student.

Recommendations for future
campaigns
Imagine you had additional budget, given your campaign
evaluation, how would you use it?
○ I will invest on the first campaign with the
highest ROI to reach the objective.
○ Dividing and segmentation the audiences and
assign multiple Ads groups for each stages in
the customer journey.
○ Setting-up an A/B test for deferent headlines
and interesting images.
○ Make the landing page high-quality as
much as possible, and keeping eye on the
content presentation, and adding the
benefits from the course.

Calendar & Plan
Email Name Planning Phase Testing Phase Send Phase Analyze Phase
Email 1 3 of Aug 4 of Aug 5 of Aug 6-7 of Aug
Week One Week Two Week Three
M T W T F M T W T F M T W T F
3 4 5 6 7 10 11 12 13 14 17 18 19 20 21
Color Key Planning
Phase
Testing Send Phase Analyze
Phase
Email 1
Email 2
Email 3

Final Recommendations
Based on the work you did throughout this project, what would you do
for Emails #2 & 3.
● Increse the contact list of emiles will
sending for.
● Make the subscription based on the
customer preferences to subscribe /
unsubscribe.
● Keep the eye on the content creatively.

Portfolio Digital Marketing

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à Portfolio Digital Marketing

Similaire à Portfolio Digital Marketing (20)

Dernier

Dernier (20)

Portfolio Digital Marketing