Project 8: DMND Portfolio

Building a Marketing Strategy

1.Customer Journey Based Marketing Plan
What: your offer
Digital Marketing Nanodegree

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: DMND
What is the marketing objective for your marketing efforts?

Enroll 500 new students by the time program starts.

Who Are Our Customers
Target Persona

Background and Demographics Target Persona Name Needs

1. Female, 36 years old Ivana Pavlek 1. Self paced online course

2. Married /1 child 2. A course that does not take too
3. Lives in Zagreb much time
4. HH income $40k 3. Course that can provide quality
5. Collage degree in economics portfolio for resume

Hobbies Goals Barriers

1. Reading 1. Get a new better paid job 1. Doesn’t have time for offline
2. Running 2. Gain new skills courses
3. Writing 3. Get a certificate as a proof 2. Most available offline courses are
4. Biking 4. Increase HH income poor quality
3. English is not their native
Phases of the Customer Journey
 When+How+Where = Marketing Tactics
Customer
Awareness Interest Desire Action Post Action
Journey

• Enroll now - only

• Turn what you like into a • Try out are new
few spots left in • Thank you
business that you will DEMO of the • News about
the classroom • Enjoy benefits
love classrom classroom
• Enroll now and like supportive
• Gain new marketing • Download our updates
Message skills at you own pace FREE Social
you’ll get to run mentoring and
• Suggestions
live campaigns online discussion
• How did digital media about career
on major with instructors
marketing change my advertising change
marketing and colleagues
life ebook
platforms

• Facebook
• Retargeted ads
• Blog (content • Facebook Ads
for social, display
marketing) • Search
and video • Email • Email
Channel • Twitter • Instagram
• Search • Social media • Social media
• Facebook • Twitter
• Email
• Instagram • Dispaly and
• Facebook
Video Ads
2. Budget Allocation
Digital Marketing Nanodegree
Budget Allocation for Media
Awareness: Budget Allocation for Media
Number of Average
Channels Planned Spend Cost Per Click Total Sales
Site Visits Conversion Rate

Facebook $7,000 $1.25 5,600 0.05% 3

AdWords 0.05%
$2,000 $1.40 1,428 1
Search

Display $5.00

0.05%
Video $2,000 $3.50 571 1

Number of new 5
Total Spend $11,000 Total # Visitors 7,599
Students
Interest: Budget Allocation for Media
Number of Average
Channels Planned Spend Cost Per Click Total Sales
Site Visits Conversion Rate

Facebook $6,000 $0.50 12,000 0.1% 12

AdWords 0.1%
$4,000 $1.50 2,666 3
Search

Display

0.1%
Video $2,000 $2.75 727 1

Number of new 16
Total Spend $12,000 Total # Visitors 15,393
Students
Desire: Budget Allocation for Media
Number of Average
Channels Planned Spend Cost Per Click Total Sales
Site Visits Conversion Rate

Facebook $17,000 $0.30 56,666 0.3% 170

AdWords $1.50 0.3%

$6,000 4,000 12
Search

0.3%
Display $1,000 $3.00 333 1

0.3%
Video $3,000 $2.75 1,090 4

Number of new 187

Total Spend $27,000 Total # Visitors 62,089
Students
ROI: Budget Allocation for Media

Total Number Total Number

Phase Total Spend Profit Per Sale Total Profit ROI
of Site Visits of Sales

Awareness $11,000 7,599 5 $299 $1,495 -$9,505

Interest $12,000 15,393 16 $299 $4,784 -$7,216

Desire $27,000 62,089 187 $299 $55,913 +$28,913

Total $50,000 85,081 208 $62,192 +$12,192

Additional Channels/Recommendations:
Apart from the above mentioned paid platforms I would definitely use the maximum of all organic
channels: social networks such as Facebook, Twitter and Instagram, organic search - here SEO plays
a key role and of course content marketing like blogs etc.)
I would also recommend retargeted campaings since they are oftner at a lower cost and targeted
audience is more specific.

I would also include a powerful email campaign which itself is not such a big expense (since using a
email software is often paid annually) and email campaigns can generate a lot of new potential leads.
I would run A/B tests frequently enough and golden rule of all – test early and test often!
3. Showcase Work
Market your Content
Market your Content - I’ve posted blog on Medium - http://bit.ly/2oWdGOp

Blog Post Title: DIGITAL MARKETING DIDN’T CHANGE JUST MARKETING BUT ALSO MY LIFE
Blog Post Content:

Way back in 2000. when I was finishing high school, digital marketing almost did not exist or was just in its infancy.
Although some would say that digital marketing goes back to the time when first electrical devices were made, I’m more into the theories that digital
marketing era was born with first www. while its real boom started with social networks.

Some tough decisions.

In those days I was at age when I had to choose college and thus choose my career path. I was confused, hesitant and most honest — I had no idea
what I wanted to do in my life.
I chose, let’s say the ‘default’ college but I struggled to finish it because from the very start it was clear to me that this is not what I want and love.
But when you are really confused and do not know what you want — you will actually chose something that comes by itself without thinking too
much.

That is how I found my first job — it came to me without thinking too much.
As project manager, I was responsible for a small team of people, we organized various types of events for clients and work was varied and fun. But
was it what I expected from life and work?
 Market your Content
Love at first sight.
One of our big and important projects demanded creation of a new website, the accompanying Facebook page and keeping the overall online strategy
through various social channels. That was the first time that I was introduced with terms such as: adwords, wordpress, ppc, social media, content
marketing, analytics, seo etc...

And I have to admit — it was love at first sight! That was it, that is what I want to do all the time and what I truly love.
Since I was in a situation that with a full time job I can’t go back to college to learn about digital marketing, my only option was online education.
And let me tell you...the Internet is an infinite place when education is concerned. Absolutely everything is available online, you just have to have all time
in the world to build structure and concept for yourself.
I knew I could not do it all alone..I knew I need guided online program, a program that will go in my own pace and will contain everything that digital
marketing in its essence is.
But from thousands of online courses, how can I chose the right one for me?
So I kinda went for intuition.
Only Udacity Digital Marketing Nanodegree had a real meaning and structure for me. It contained exactly the lessons that I’m interested in, it’s guided by
the instructors and mentors, everything is at my own pace, I’m working on live projects and later I can use everything I worked on as a portfolio for my
shiny new resume.
So, where do I sign?
Market your Content
Social posts:
Post for social media platform 1: Facebook
What you like and what you truly need will always come exactly at the time when you're ready for it so have patience. When it comes you better be
ready to recognize it and grab your chance to shine: Udacity Digital Marketing Nanodegree

Post for social media platform 2: Twitter

Turn what you like into a business that you will love! Udacity Digital Marketing Nanodegree #imindmnd

Post for social media platform 3: Instagram: Choose today..be tomorrow! Udacity Digital Marketing Nanodegree #imindmnd
Run a Facebook Campaign
Run a Facebook Campaign

I targeted both male and female, age 25-40, living in Croatia with Croatian as a language, with interest in social media,
content marketing, analytics, ppc, email marketing, SEO/SEM etc.

Ad headline was: FREE ebook - the basics of digital marketing

Ad text was: Download FREE ebook to learn about advertising on Facebook, Instagram, Twitter, Snapchat and LinkedIn

3. If you made any changes, please describe them. I did not

Run a Facebook Campaign
Run a Facebook Campaign
Search Engine Optimization
(SEO) Audit
Keywords
Head Keywords Tail Keywords

1 online degrees social media marketing classes

2 udacity nanodegree best digital marketing certification

3 digital marketing course digital marketing online certificate

4 learn digital marketing best digital marketing courses in the world

5 udacity courses how to start a career in digital marketing

Keyword with the Greatest Potential

Which Head Keyword has the greatest potential?

online degrees with priority/potential score 75

Which Tail Keyword has the greatest potential?

social media marketing classes with priority/potential score 50

Technical Audit: Metadata
DMND URL: http://dmnd.udacity.com/

Current Revision

Title Tag Udacity Digital Marketing Best Digital Marketing Online Course by
Nanodegree Program Website Udacity

Meta-Description Its blank Learn new digital marketing skills from

experts while running live campaigns and
become digital marketer. Launch your new
career today.

Alt-Tag Its blank - digital marketing logo

- become digital marketer
- partner logo
- Daniel Kob
- classroom interface
Suggested Blog Topics
What are experts saying about social media – in this blog post i would conduct a brief interview with some of DMND
instructors, i would ask them questions about social media, why it is important to always learn new things about social
media and digital marketing, why it's important to keep up with social media trends, digital marketing jobs, how to educate
yourself about new trends and changes and so on. Of course, the blog would also have a recommendation that if they want
to learn about this new trends that Udacity has courses for them. So, through a brief story of the importance of social
media this blog would invite readers to find out where and how to educate themselves in that field.
Are online deegres worth it? - Here I would find an individual who, after completing the online program, soon found a job
in the branch in which he gratuated. He would talk about the program, which parts were most useful, which are the greatest
disadvantages and greatest advantage of the online program and how, at the end of the story, such online program helped
him to change his career and life. I would briefly indicate which programs Udacity offers if the reader also has an interest in
creating a new career. Everyone who decides to take the programs benefits very much from this first-hand story because it
gives them the confidence and kick right in the start. That is why I believe that such a topic is a powerful inspiration for new
potential students.
History and evolution of digital marketing- I would definitely make an infographic about the history and evolution of
digital marketing. From the very start, how and where it came from, how it evolved, how the demand for digital specialists
grew, how salaries in the sector grew etc. All of us nowadays love through the infographic get as much concrete information
in as little time in a very practical and fast way. Infographics really gives a lot of information and doesnt take the reader a lot
of time. I can put s call to action again - if you want to get in that field that goes forward strikingly and for which there is a
great need for quality workers that you can choose Udacity program’s and lounch a new career very soon.
Technical Audit: Backlink Audit

Backlink Domain Authority (DA)

1 http://www.nytimes.com/2013/04/21/opini 99
on/sunday/grading-the-mooc-
university.html

2 http://news.blogs.cnn.com/2011/08/16/for- 97
the-humanoid-obsessed-a-free-online-
stanford-course-from-top-ai-experts/

3 https://www.forbes.com/sites/jeannemeiste 96
r/2013/08/13/how-moocs-will-
revolutionize-corporate-learning-
development/#6eaeaab51255
Link-Building

Site Name Site URL Organic Search Traffic

1 Forbes https://www.forbes.com/ 35.0M

2 Buzzfeed https://www.buzzfeed.com/ 28.5M

3 Mashable http://mashable.com/ 7.5M

Page Index

Domain http://dmnd.udacity.com/ has 0 pages indexed in Google.

This is because of: <meta name="robots" content="noindex, nofollow" /> found in the page source. If that part of the code
gets removed page will be back in the index.

Indexing is very important because indexing is the process of adding webpages into Google search (if they are determined
to be quality content) – and everyone wants to be there. If you make effort and make sure your page is indexed you’ll start
to see more traffic from Google search.
Page Speed

Page speed is important to crawlers and to user experience. Slower pages mean that it will take more time
for crawlers to read you page and therefore less pages will be indexed. For users - more users will bounce
if page loading takes too much time and probably wont wait for page to load. That means less
conversions and lower user engagement which is a signal for search engine that you page is not relevent.
Also, page speed plays part in your Page rank so you want to keep a good score there.
Mobile-Friendly Evaluation

People are more likely to leave a mobile site if it isn’t mobile-friendly. Everyone has gone mobile this days
and they are allways on the go so that’s why it’s important to keep optimizing you page for mobile.
It is what users expect from sites and what search engines expect from sites and it will provide better
organic search results.
Recommendations
- since the meta description and alt tags are missing I would recommend ading them to the code because that
gives crawlers important informations when reading the page and indexing it later; if no indexing that means no
results in search engines

- I would recommend removing <meta name="robots" content="noindex, nofollow" /> from the code because that
part of the code unables crawlers to read through the page so indexing and adding this page to the google search
wont be possible

- I would recommend to work on link building through some tech/IT/marketing blogs such as Mashable, Buzzfeed,
The Verge, TechCrunch etc.

- Page speed is relatively bad, i recommend improving it through photo optimization and in collaboration with
developers i would recommend working to: minify JavaScript, minimize HTML, leverage browser caching and
eliminate render-blocking JavaScript and CSS in the above the fold content

- I would recommend using ‘stronger’ title tag, title that would convince reader that they need that result exacly

- As for the content I would recommend puting students testimonials as they can have very

deep impact
Run an Adwords Campaign
 Example: Interest Course Android Performance Ad Group

Keyword List: learn mobile app development android, android programming training, android education apps, android apps development tutorial
for beginners, best site for learning android app development, programming for android, what is android programming, learn android online free, android
development online training, android beginners, about android development, android learning tutorial, android programming basics, programming
language for android, basics of android programming, how to develop a basic android app, basic android programming tutorial, android development
training course, learn how to make android app, how to be android developer, learn android programming free, online android development, best way to
learn android app programming, code android, learn android programming online, android development online, learn to program android, android
programing,free android training, android programming tutorial, free android development tutorial, how to make android apps with java
 Example: Awareness Android Performance Ad Group

Keyword List: optimizing apps android, boost performance android, best android performance, optimising app android, increase performance
android, android optimising apps, optimize android performance, improve performance android, optimize android app performance, optimize android,
android app performance optimization, android optimizing apps, app optimisation android, android optimizer, optimizer android, improve android
performance, android improve performance, android performance tools, optimisation app android, increase android performance, optimizing android
apps, android development performance tips, optimising applications android, android app optimisation, android performance
Campaign Evaluation
Considering my marketing objective (to enroll 10 new students during 5 day campaign) I estimate this campaign to be quite
unsuccessful.
Considering that the conversion value was US$60 per new student this campaign does not have a positive ROI (the campaign
resulted in a US$149.29 cost per conversion which is more than twice the expectations).
The CTR between two ad groups is quite different, in the interest group it is 1.08% and for the awareness group it is 5.53%. I
expected for CTR to be somewhat bigger, especially for the interest group.
Positive thing for a campaign is that it did not spend more than US$1.49 for the one click, which is almost twice the maximum
CPC we bid for.
Although the interest group had a lower CTR, it was the one that led to more conversions.
Ad that had the lowest CTR of just 1.05% was the ad that led to conversion because it was clearly calling individual to enroll in
free online course.
This clearly shows that it is not necessary that the ad with the highest CTR will convert the best. The ad that made the conversion
had the highest price per click which indicates the most advertisers are bidding for the keywords behind it.
The ad that made the conversion was also served at the highest percentage compared to the other three ads, I am assuming
that Google rated it as the most relevant and most often showed it in the SERP.
Keywords with the highest CTR and number of clicks are: optimizing apps android, increasing android performance, android
optimization, android development online training, programming for android, android programing etc. It suggests that people
are inclined to search in general about this subject much more than about education about it.
Very specific long tail keywords had the worst position (lowest in the SERP) and the highest average CPC.
‘Android apps development tutorial for beginners’ is a best performing keyword. I conclude that this is because it is very specific
and clearly calls for action, plus its the most relevent in comparison to a landing page.
 Recommendations for future campaigns

Since the current campaign has gone badly, I would actually change a great deal of it. I would certainly continue to structure it through
two separate groups, interests and awareness group. The ad creative would have left the same in the start but I would change most of
the keywords, I would take FULL advantage of all match types. I would pause all low performing keywords and I would build new
keywords around keywords that were perfoming the best in the first campaign. For each match type I would create a special ad group
to get the best control over ads. I would be a lot more cautious around building long tail keywords because they were the most
expensive for first campaign and had the lowest position in SERP. I would keep track of the campaign daily and definitely pause all
keywords that are not performing and have low CTR. If I leave the bad keywords on my quality score will automatically be much lower,
which brings down a number of other factors (low ctr, high cpc ...)
What I did not use in the first campaign and would in the future are branded keywords.
A/B testing would be performed for all ad groups, changing only one variable at the time so I can easy track campaign improvements.
For example, in one test I can only use branded keywords vs. in the other only non-branded. In one test I can use an ad extension and in
the other not etc.
Campaigns had no negative keywords and I will not repeat this error again, each ad group would have negative keywords.
I consider landing page to be good and wouldnt change it for now. It’s relevant, provides clean information, navigation is easy, and call
for action is clear.
Evaluate a Display Advertising
Campaign
Display Image Campaign: Overall Results
Display Video Campaign: Overall Results
Recommendations for future campaigns
- pause low/no performing keywords, adding negative keyword
- for image campaing i would use diferent ad creative (headline, text...) - not only different images; images should also
stand out a little bit more
- for both image and video campaign i would make keywords lists (grouped around best performing keywords) and i
would built ad groups around those keyword list
- inside ad groups would be at least 3 different ads with different creatives so i could run A/B testing changing only one
variable at a time and pausing ads that don’t perform good
- i would try different placements and would create camapings to be shown on targeted websites that cover my desired
topics (also exclude websites that are unwanted)
- i would try to run campaigns that target in-market audience
- i consider landing page to be good and wouldn’t change it for now. It’s relevant, provides clean information, navigation is
easy, and call for action is clear
- i would use more branded keywords (only one is being used in above campaigns)
Market with Email
Email Content:

Email Content Plan

Email Topic Marketing Objective KPI

Number of link clicks to

Thank you for signing
Thank you email #1 Engagement download free ‘welcome
up to our newsletter!
ebook’

Try our free DMND Number of clicks to

Try demo email #2 Engagement demo
classroom demo

Only 5 available student Number of clicks to

Enroll email #3 spots left in DMND Conversion ‘enroll now’ CTA button
course
Email Copy: Thank you email #1

Subject Line: Thank you for signing up to our newsletter!

Body: Thank you for signing up to our newsletter! You're added to our mailing list. For that we reward you with a free
download of our Social Media Advertising Guide.
A comprehensive overview of the leading social media advertising platforms Facebook, Instagram, Twitter, Pinterest,
LinkedIn, and Snapchat
Learn how to target specific audiences, budget and schedule your campaigns, and measure the success of your ads
Everything you need to get started!

CTA: DOWNLOAD EBOOK

Link for CTA: http://dmnd.udacity.com/ebook

Email Screenshot: Email #1 (mailchimp)
Email Screenshot: Email #1 (desktop)
Email Screenshot: Email #1 (mobile)
Final Recommendations

With the first email the goal was to reward everyone who sign up for the newsletter. That’s
always a good start because they will have that feeling that they can always gain something if
they open my email. Since I aim to enroll new students I would try to bring the online
learning experience closer to them through classroom demo presentation - that would be
my second engagement email – ‘try now’ would be my second CTA. Since Udacity classroom
is such a powerful platform, I believe that such engagement through demo will cause the
most emotion in future students head and increased the desire to enroll in DMND course. In
the third email I would emphasize the popularity of the course through the message that
there are only few spots left to enroll into course. People respond good to CTA where
emphasis is placed on a limited time/spots. So my third CTA would be ‘enroll now’… and
catch one of the last places left in the classroom.