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Part 1

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Marketing and Digital Marketing 101

1. What are your monthly sales?

2. What have been the most effective channels for acquisition?

 

3. How much budget do you have available? (Split by Agency, Media, Creative)

 

4. What is your overall business objective and what’s your timeframe for reaching it?

 

5. What are the three main areas of focus/problems/milestones to achieve/improve on?

 

6. How are you going to get there?

 

7. WHow do you measure success?

 
Exercise 2: Channels

1. Which of these do you have?

Yes No Active Not Active
Website
Blog
Podcast
Customer Database
Automated Emails
Facebook Page
Twitter Page
LinkedIn page
TikTok
Google Analytics
Google Search Console
Google My Business Listing


 

2. What is your brand awareness?

 

2.1 How many followers do you have?

 

2.2 How much organic traffic do you get from branded keywords?

 

2.3 How many direct followers do you have?)

 

3.What is your brand consideration?

3.1 What is your engagement rate?

 

3.2 What percentage of visitors to your site are recurring?

4. What is your conversion?

4.1 What is your conversion rate?

 

4.2 How many sales do you have?

Exercise 3: The Right Audience

Do you know your audience well enough? With so many targeting options, knowing your audience is more critical than ever. Use the questions below to fill out your audience persona.

1.What do they do for work?

 

2.What motivates them in life?

 

3.What do they care about (in regards to your product category)?

 

4.What stresses them out (in regards to your product category)?

 

5.What are their unique identifiers?

 

6.What are the buzz words they might search for?

 

7.What are their behaviours?

 

8.What products do they use?

 

9.Who are they influenced by?

 

10.How are they influenced by each person?

 




What they care about?







What Stresses them?







Identifiers

















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Exercise 4: The Right Content

Now that you know your audience do you know what motivates them and what their micro-moments are?

1.What motivates your potential user to consider researching your product category?

 

1.1 What resources do they look at?

 

1.2 What content influences them?

 

1.3 Where/what all do they visit when they are in this phase?

 

2.What motivates your users to take action/make a plan?

 

2.1 What resources do they look at?

 

2.2 What content influences them?

 

2.3 Where/what all do they visit when they are in this phase?

 

3.What motivates your users to purchase your brand/product?

 

3.1 What resources do they look at?

 

3.2 What content influences them?

 

3.3 Where/what all do they visit when they are in this phase?

 

3.4 How are you better than the competition?

 

4.What keeps your users engaged after they have committed to your product?

 

4.1 What resources do they look at?

 

4.2 What content influences them?

 

4.3 Where/what all do they visit when they are in this phase?

 

4.4 How do you continue engaging with your customers?

 

Part 2 - Marketing Strategy

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Exercise 1 - Map your marketing strategy

Use your responses to Part 1 to help identify the biggest opportunities for improvement and map out your marketing strategy.

What is your mission and North Star?

Focus Area 1 Focus Area 2 Focus Area 2
Current State
Tactics
Outcomes