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Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
The Digital Marketer’s Framework
A structured process to help make ...
The Problem
When You’re Used to Hammers…
Every Problem Looks Like a Nail.
Let’s Say This is Our Project:
Via https://www.crowdcow.com
If You Do Paid Search:
If You Do Paid Social:
If You’re a Content Marketer:
If You’re a Brand Marketer:
Scientifically, the best tasting, most
ethical, most unique beef available in
the US.
If You’re a CRO Specialist:
Test Headline
Test CTA
Test Photo
If You Do SEO:
Applying & Refining a Formula is What Made Us
Better at Our Jobs…
But, That Doesn’t Mean It’s Right
for Every Company, Product, or
Endeavor.
The Solution
Step Back…
Throw Out the Venn Diagram
Use a Blank Slate
The Goal
An Ordered List of
Channels & Tactics toAttempt
How You’ll Invest in Each
Dinners w/ Influencers in the Food WorldTactic:
Goal: 1-2 posts on Instagram, Facebook,Twitter, ...
How You’ll Measure Those Investments
Brand growth via socialGoal:
Share counts, mentions, # of accounts mentioning,
reach,...
How You’ll Determine When toAdd/Remove
Channels or Tactics
Dinners w/ Influencers in the Food WorldTactic:
Experiment: 4 c...
How You’ll Compare Your Results
to the Competition
Dinners w/ Influencers in the Food WorldTactic:
Competitive
Metrics:
ID...
Pro Tool: Google Trends
New (ish) in GG Trends:
filter by geography!
Via https://trends.google.com/trends/
Let Me Guess What You’re
Thinking…
But Rand…
I’m a specialist.
This process could be self-defeating.
#1: You’ll Earn Trust by Conducting an Unbiased
Evaluation
#2: You’ll Only Work on Projects
Where You Can Deliver Great Results
#3: You Upgrade Your Perceived Value
(this is how marketers become CMOs, &agencies become strategic partners
instead of ou...
The Framework
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
WhoAre You Trying to Influence?
Demographics
(age, gender, income,
marital status, ethnicity)
Psychographics
(activities, ...
I kinda hate
personas…
But, I love working with real
customers & customer targets
Kim teaches cooking
classes? She’s a perfect
customer, and a re...
Pro Tool: TwitterAnalytics
Via https://analytics.twitter.com
Pro Tool: Clearbit
Via https://clearbit.com/enrichment
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
What Problem(s)Are You Solving?
Enable people to participate in crowdfunding of meat from
animals too large for single fam...
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
Are You Growing a New Market?
Or Capturing an Existing One?
Low volume for non-
branded keywords
means Crowd Cow
almost ce...
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
How Does ThisAudience Make Decisions/Solve
This Today?
Pro Tip: Interviews
Don’t Ask:
“What do you read & who do you follow
to learn more about steak?”
Do Ask:
“Can I see how yo...
Pro Tool: FullContact
Via https://fullcontact.com/gmail/
Pro Tool: Typeform
Via https://typeform.com
You can see my marketing survey for Moz’s audience here
Pro Tool: Nuzzel
Via http://nuzzel.com/dannysullivan
Yup! You can see what any
Nuzzel user’s feed looks like
by visiting t...
Pro Tool: Klear
Via https://klear.com
Pro Tool: Klear
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
What Channels Have YourAudience’sAttention
Today?
Pro Tool: SimilarWeb’s Traffic Sources
Via https://pro.similarweb.com
Search
Pro Tip: Look for KW volume around the
“problem,” not the “solution”
Via https://moz.com/explorer
Crowd cow is a solution ...
Social Networks
Pro Tool: Keyhole.co
Via http://keyhole.co/hashtag-analytics
Social(ish) Content Networks
Email Newsletters / Subscriptions
Pro Tool: Discover by Revue
Via https://discover.getrevue.co/
TV & Video
Radio
Podcasts
Pro Tool: ListenNotes
Print Media
Books
Outdoor
Web Publications
Blogs
Pro Tool: Fresh Web Explorer
Via https://moz.com/researchtools/fwe/
Influencers
Pro Tool: Buzzsumo
Via https://buzzsumo.com
Events & Conferences
Industry & Trade Publications
NewsAggregators
Forums & Discussion Boards
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
What Do We Stand For &Against?
Pro Tip:
Ask “How Will We Make Enemies?”
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
Simple, Memorable, Compelling
Via Bob’s Red Mill
Pro Tip: Not a Slogan,AnAssociation
Via Team Tiffany
Pro Tip:
Emotions > Benefits > Features
Via https://moz.com/rand/what-are-the-most-powerful-mind-expanding-ads-youve-seen/
ProTip:All MarketingShould(Subtly)Reinforcethe Message
SEO Snippets
PPC Ads
Big
Content
CommentsTweets
Photos
Landing
Page...
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
Which Potential Channels…
Connect our audience to our message?
Fit our timeframe for returns?
Have low competition vs. pot...
Prioritize Based On:
Relative Odds of Success
Skills & Personnel Match
ROI (CLTV / Cost of CustomerAcquisition)
Potential ...
Real Life
Application
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
Rock It!
Pro Tip: Not a Slogan,AnAssociation
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