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DMND project 8 Portfolio

Here I list all the projects , that I was worked on during my digital marketing nanodegree studies at Udacity in (Content Strategy ,Social Media Marketing ,Social Media Advertising ,Search Engine Optimization (SEO) ,Search Engine Marketing (SEM) ,Display Advertising ,Email Marketing ,Measure & Optimize with Google Analytics .

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DMND project 8 Portfolio

  1. 1. What: Your Offer
  2. 2. 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.
  3. 3. Marketing Objective: Marketing Objective The goal of signing up 300 new customers to the DMND Program in the three months of March ,April and May with a total budget of $50.000 .KPI The KPI Number of students enrolled in the digital marketing program in the three months by $50.000.
  4. 4. Who Are Our Customers?
  5. 5. Target Persona Background and Demographics Target Persona Name Needs From jazan She is 25 years old Singl English language graduate She now works as a receptionist She income 4500 RS monthly ‫ﺻص‬ 1)She needs to acquire new skills 2)She needs money 3) She needs enough time to develop her skills Hobbies Goals Barriers Traveling, drawing , ,crafts and learn everything new. 1)She wants to get a promotion 2)increase her monthly income 3) She wants a job with free time allow for him travel and work. Money and time are a hindrance and she does not have enough information about the best institutes Miss : Safaa
  6. 6. Phases of the Customer Journey
  7. 7. When+How+Where = Marketing Tactics Custom er Journey Awarene ss Intent Desire Action Post Action Message - describe the DMND Program - How to define your target persona ِExplain the benefit of joining the program DMND (Upgrade your skills with real projects with real companies and websites) Explanatio n of the profession al and career path after joining the program -Download e- Book- soical Media -Subscribe to our newsletters to get tips and offers Employment services Educational resources Special offers on training courses related to the program Channel Ad words & Facebook Facebook & Instagram & Ad words$ Blog & Facebook & Adwords & Display & Video Video ad Display Email Email
  8. 8. DMND Budget Allocation
  9. 9. Awareness: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook 2000 $1.25 1600 0.05% 1 AdWords Search 2000 $1.40 1429 0.05% 1 Display NA $5.00 NA 0.05% 0 Video NA $3.50 NA 0.05% 0 Total Spend 4000$ Total # Visitors 3029 Number of new Students 2
  10. 10. Interest: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook 3000 $0.50 6000 0.1% 6 AdWords Search 1000 $1.50 607 0.1% 1 Display NA $3.00 NA 0.1% 0 Video NA $2.75 NA 0.1% 0 Total Spend 4000$ Total # Visitors 3364 Number of new Students 7
  11. 11. Desire: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook 28000 $0.30 93333 0.3% 280 AdWords Search 6000 $1.50 4000 0.3% 12 Display 4000 $3.00 1333 0.3% 4 Video 4000 $2.75 1455 0.3% 4 Total Spend 42000$ Total # Visitors 99182 Number of new Students 300
  12. 12. ROI: Budget Allocation for Media 1W Phase Total Spend Total Number of Site Visits Total Number of Sales Profit Per Sale Total Profit ROI Aware- ness 4000 3029 2 $299 598 -3402 Interest 4000 3364 7 $299 2093 -1907 Desire 42000 99182 300 $299 89700 +47700 Total 50000 105575 309 92391 +42391
  13. 13. Additional Channels or Recommendations: Due to the low conversion rate, the budget has been distributed in a way that ensures the most sales I recommend adding your LinkedIn channel as it is a professional channel and focusing on it during the awareness phase is important.
  14. 14. 3. Showcase Work
  15. 15. Value Proposition FOR Customers interested in digital marketing WHO You need to upgrade at work under digital transformation OUR Intensive online training Digital Marketing Nanodegree Program THAT Offers educational programs suitable for digital transformation UNLIKE Online educational websites such as coursera OUR OFFER Advanced training, intensive and interactive online books and programs free or paid, and internationally accredited to develop skills that ensure excellence for students, in line with digital transformation.
  16. 16. Blog Post https://bit.ly/3aJrzd7 (The summit can accommodate everyone) We are all racing to get promotions and good jobs. But it needs high skills. So, follow me to find out Why I decided to join the Digital Marketing Nanodegree program. https://bit.ly/3aJrzd7
  17. 17. Facebook:
  18. 18. Twitter:
  19. 19. LinkedIn:
  20. 20. Campaign Approach My advertising campaign targets the Kingdom of Saudi Arabia, males and females between the ages of 18 and 40 who have their own business or a job and want a promotion and a better job and need to develop their skills in what the current job market requires. My budget is 100 $ for 4 days from the date 1212020 to 1612020. I'll use the headline as a question: How you can marketing by social media? The Primary Text: Now every company is marketing by social media, so you can get your free copy of The Social Media Advertising Guide to improve your business or career. at the end my Description: In this booklet, you will learn about the most important points in using social media for marketing.
  21. 21. Ad Images: Sample
  22. 22. Campaign Summary 1. Who did you target with your Ad Set and how (demographics, location, interest, behavior etc.)? My target audience lives in Kingdom of Saudi Arabia, males and females between the ages of 18 and 40 who have their own business or a job and want a promotion and a better job and need to develop their skills in what the current job market requires. 2. What Ad Copy and Ad Creatives did you use? Now every company is marketing by social media, so you can get your free copy of The Social Media Advertising Guide to improve your business or career. 3. If you made any changes, please describe them. I don't have any changes on the Campaign
  23. 23. Campaign Evaluation: Recommendations f you had additional budget, how would approach your next campaign? It was disappointing. I think that because the language is not suitable for the audience, the Kingdom of Saudi Arabia has a large number that don't speak English.I
  24. 24. Campaign Results: Performance
  25. 25. Campaign Results: Placement
  26. 26. Campaign Results: Demographics
  27. 27. Ad Set Data: Performance
  28. 28. Ad Set Data: Demographics
  29. 29. Ad Set Data: Placement
  30. 30. Key Results Present the most important metrics per ad Campaign Results Reach Cost Amount Spent Ad One 0 846 0 3.94$ Ad Two 3 2239 3.45$ 10.61$ Ad Three 15 7324 2.25$ 34.(%$ Overall 18 10167 2.67$ 48.06$
  31. 31. Keywords 1. Using Moz Keyword Explorer tool, identify the Keywords you might target to drive users to this page. Be sure to use a mix of branded and non-branded Keywords. Head Keywords Tail Keywords 1 udacity social media marketing 2 NanoDegree learn digital marketing online 3 digital marketing search engine optimization 4 udacity misk digital marketing training program 5 Online Marketing digital marketing nanodegree
  32. 32. Keyword with the Greatest Potential Which Head Keyword has the greatest potential? Online Marketing (Priority =69) Which Tail Keyword has the greatest potential? social media marketing(Priority =76)
  33. 33. Technical Audit: Metadata Perform a technical audit on the metadata. Create a table, like below, to enter the current metadata for the page you choose and your proposed revisions. URL: dmnd.udacity.com Current Title Tag Udacity Digital Marketing Nanodegree Program Website Meta- Description nothing Revision Title Tag Udacity Digital Marketing Nanodegree Program Meta- Description Online study programs In digital transformation skills for a better future in your educational and professional life.
  34. 34. Technical Audit: Metadata Perform a technical audit on the metadata. Create a table, like below, to enter the current metadata for the page you choose and your proposed revisions. URL:dmnd.udacity.com Current Alt-Tag Background Blank Logo Blank Interface Blank Revision Alt-Tag Background A man and a woman discuss a digital marketing program Logo Logo the Udacity Interface The laptop opens the program interface Digital Marketing NanoDegree
  35. 35. Technical Audit: Backlink Audit Backlink Domain Authority (DA) 1 http://www.cloudflare.com/es-es/ca se-studies/udacity/ 99 2 http://azure.microsoft.com/en-us/b log/announcing-advanced-azure-m achine-learning-nanodegree-progra m-with-udacity/ 99 3 developer.mozilla.org/fr/docs/Web/J avaScript/Reference/Objets_globaux/ Promise 98
  36. 36. Suggested Blog Topics Topic 1 - Join with us to study free everything about the social media marketing . firstly Marketing is a broad science and it encompasses many forms Marketing using social media was an option in the past, but now it has become necessary to use it regardless of the size of the enterprise, as it is the best way to increase awareness of the brand and its products, and it also contributes to raising awareness. The customer and sales ratio increases customer loyalty because it appears constantly before the eyes of the customers. I chose Tail (Social Media Marketing) because it's the most searched words by priority = 76 Most of the marketing operations are done through social media applications, which are the most effective and fastest to reach the target groups, as they are easy to use for a large segment of customers So that it is possible to define the demographic region, gender and interests suitable for large, small and medium companies. And many need to develop their skills and knowledge of the secrets of successful marketing campaigns Therefore, most marketers are constantly looking for software specific to this tool. So I think it'll be a good influence on SEO.
  37. 37. Suggested Blog Topics Topic 2 - Now you can learn Online Marketing in the best institutes with Udacity. Online learning is the best way to acquire and develop skills and keep up with the modern era, so most students and employees tend to develop their skills online and one of the most popular skills in recent years is the skill of digital marketing, which is one of the skills that the acquirer can work online and increase the monthly income required in all businesses And volunteer Because of its ability to quickly reach customers with content to be marketed. So most of those looking to develop skills are students or employees who do not have time to participate in programs that require attendance and commitment to a specific time and this is the reason for their search for internet marketing, so the result of research and analysis of punches appeared (online Marketing) priority 69. I also added the word Udasti, which has priority at 61 Because it is one of the best institutes for its unique and rich scientific content, which deserves to be at the fore the search engine, not to mention that it is internationally accredited and recognized in all its outputs in major bodies.
  38. 38. Suggested Blog Topics Topic 3 - study Marketing Digital NanoDegree online and interactive. In the last I chose the word (digital marketing) because it is the most popular program content and priority 66, when searching for information about anything in marketing. Most of the target customers use a digital marketing head who will do well in their search. Digital marketing is the most popular type of marketing now In digital marketing, digital networking platforms are used to communicate directly with the target customer, deliver products and help faster in achieving goals in light of the competitive strength present in the market today. Therefore, all organizations, small and large, governmental or private, without exception, need to use digital marketing skills and techniques to promote and present their services and products to the customer. Digital marketing is now a widely used term among individuals and organizations and so I think using it on a webpage will increase the likelihood that it will come to the fore in Google.
  39. 39. Technical Audit: Backlink Audit Backlink Domain Authority (DA) 1 http://www.cloudflare.com/es-es/ca se-studies/udacity/ 99 2 http://azure.microsoft.com/en-us/b log/announcing-advanced-azure-m achine-learning-nanodegree-progra m-with-udacity/ 99 3 developer.mozilla.org/fr/docs/Web/J avaScript/Reference/Objets_globaux/ Promise 98
  40. 40. 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 Facebook Site URL facebook.com Organic Search Traffic 3.8B Site Name mostaql Site URL mostaql.com Organic Search Traffic 196.2K Site Name upwork Site URL https://careers.upwork.com/ Organic Search Traffic 3.5M
  41. 41. Page Index From the search and my understanding of a lesson SEO, I think all pages should be indexed to be ranked at the top of the first Google page.
  42. 42. Page Speed Page speed is very important, so that more than 50% of users in the event of 3 seconds and the page does not open they close the Website directly.
  43. 43. Mobile-Friendly Evaluation Many internet users browse the website on a mobile phone, so all pages must be suitable to appear on the mobile phone screen.
  44. 44. Recommendations After implementing this project, many errors were discovered that make the page not top in the search engine Including the use of unnecessary words in the description Descriptions and titles are not used for images, and the website quality is not as good on mobile devices Therefore, he suggested three points to focus on: 1- Improving the description of the site by excluding the word (site). 2 - Adding an explanation to all the images on the page using the most used keywords. 3_ Indexing of all pages to improve their appearance on the first page of Google and ease of access to them. 4 _ Increase the page speed so that the user does not close the page before opening it. 5_ Improving the pagination interface on the mobile screen to make it easier for everyone to use.
  45. 45. 1. Approach Description In this ad campaign, I am promoting one of Udacity free courses using HTML, CSS, and JavaScript (Website Performance Improvement) And my goal is ,Attracting clients interested in websites to learn how they work and appear in searches You split the ad campaign .Into two ad groups, and each group contains two different advertising texts In the first group, its goal is to increase awareness of the website improvement course and it's free and online. In the first announcement, the title was Udacity / Free Courses - Online Courses It used a set of keywords that the researcher uses such as : free courses App Development, online courses , course in SEO , SEO site google, courses in SEO free careers in Web, Front-end Web Developer, Performance tuning training How is a website optimized, coursera SEO In the second group, which aims to attract clients wishing to join the course and to know the course tools and contents Its title was Udacity Web and application development Programming And I used some specialized words in addition to general words about improving the performance of websites in the search traffic (CSS HTML, SEO optimize website speed", JavaScript, cssom, javascript performance optimization" cours css html, optimizing the CRP, Site para cursos The critical rendering path ,converting HTML to the DOM course online html, Courses Web Developer How is a website optimized, The critical rendering path )converting HTML to the DOM .The announcement period extends to 5 days It costs 10 $ in day,
  46. 46. Ad Group #1: Ads & Keyword Lists Keyword List: free courses online courses App Development Introduction to Programming page speed insights Course in SEO SEO site google Udacity site para cursos performance tuning tutorial javascript performance optimization cours css html Data analysis careers in Web Front-end Web Developer Performance tuning training How is a website optimized coursera SEO courses in SEO free coursera courses
  47. 47. Keyword List: CSS+ HTML+ SEO+ coursera Udacity free courses+ "optimize website speed" Optimize website Course SEO JavaScript cssom javascript performance optimization cours css html Performance tuning training optimizing the CRP Courses Web Developer How is a website optimized Performance tuning tutorial Site para cursos The critical rendering path converting HTML to the DOM course online html fast Google search Courses Web Developer How is a website optimized The critical rendering path converting HTML to the DOM course online html
  48. 48. Key Campaign Results (Campaign & Ad Groups) Present the results of your campaign and ad groups by completing the table below. Ad Group Max. CPC Bid Impr. Clicks CTR Avg. Cost per Click Conv. CR Cost per Conv . Cost Ad group Awarness 3 1,143 51 4.46% $1.32 0 0.00% 0 $67.48 Ad group Intrerest 3 149 6 4.03% $0.45 0 0.00% 0 $2.70 Total 1292 57 4.41% 1.23$ 0 0.00% 0 70.18$
  49. 49. 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. Awarness Ad 1 33 4.44 % 1.51$ 0.00 0.00 0.00 Awarness, Ad 2 18 4.50 % 0.99$ 0.00 0.00 0.00 Intrerest, Ad 1 6 4.72% 0.45$ 0.00 0.00 0.00 Intrerest, Ad 2 1 0.00 % $1.23 0.00 0.00 0.00
  50. 50. 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. Udacity 1 25.00 % $0.56 0.00 0.00 % 0 Course in SEO 1 20.0 % $2.92 0.00 0.00 % 0 Web Developer 3 10.71 % $1.33 0.00 0.00 % 0
  51. 51. Campaign Evaluation Unfortunately, there was no conversion or return on investment, but there were a number of clicks and entries on the site I have two ad groups In the first group it aims to increase awareness of Udacity's website optimization courses I got 51 clicks with an average CTR of 4.46% and an average cost of 1.32 due to short ad duration and low budget. The most influential words in this group and the most searched were (online courses, free courses). The second group, which targeted potential clients interested in the contents of the course, had only 6 clicks With a click-to-cost ratio of 3.97% and an average cost of 0.45 The most influential words are web developer, a course in SEO
  52. 52. Recommendations for future campaigns In future campaigns, I will focus on one ad group with increasing the budget and number of days to get greater access while focusing on the content of the course and the following words that accurately describe the course. address URL.
  53. 53. Results: Calculate the ROI 1. Present the results of the overall campaign by completing the table below. 2. Highlight Key Results 3. What was the overall ROI of the campaign? Was it Positive or Negative? The ROI 150$ its positive. Creative Clicks Impressions CTR Avg CPC Campaign Results 1243 200957 0.62% 0.36% Cost Conversion Rate # New Students CPA ROI +/- 448.95 0.002 2 224$ +150$
  54. 54. How would you optimize this campaign? Provide at least three suggestions to improve this campaign. (Answers might include things like: A/B testing, different creative, changes to targeting) Suggestion 1: Change the image for a more vibrant one, like a group discussing a marketing campaign project Suggestion 2 : Add "Nanodegree in Digital Marketing by Udacity" Suggestion 3: Add a clear invitation to join the program
  55. 55. Results: Calculate the ROI 1. Present the results of the overall campaign by completing the table below. 2. What was the overall ROI of the campaign? Was it Positive or Negative? The ROI 67$ its positive. Creative Clicks Impressions CTR Avg CPC Campaign Results 407 67.833 0.6% 0.57 Cost Conversion Rate # New Students CPA ROI +/- 231.99 0.002 1 232 +67$
  56. 56. How would you optimize this campaign? Provide at least three suggestions to improve this campaign. (Answers might include things like: A/B testing, different creative, changes to targeting etc…) Suggestion 1: Change the target audience to those interested in getting an online job and those interested in marketing Suggestion 2: Add program duration and enrollment requirements Suggestion 3: Multilingualism in the advertisement
  57. 57. Results: Calculate the ROI 1. Present the results of the overall campaign by completing the table below. 2. What was the overall ROI of the campaign? Was it Positive or Negative?The ROI 64$ its positive. Creative Clicks Impressions CTR Avg CPC Campaign Results 670 109.994 0.61% 0.35 Cost Conversion Rate # New Students CPA ROI +/- 234.50 0.002 1 234.5 +64.5$
  58. 58. How would you optimize this campaign? Provide at least three suggestions to improve this campaign. (Answers might include things like: A/B testing, different creative, adding or changes to targeting, etc…) Suggestion 1: I suggest changing the picture Suggestion 2: Add some content details the program Suggestion 3: Add a clear invitation to join the program
  59. 59. Recommendations for future campaigns -Suggest increasing the budget, which helps in increasing the number of impressions and consequently increasing the number of clicks and conversions. -Therefore, he suggested increasing the daily budget by 1.5 percent for each advertisement, while repeatedly measuring results and variables -Focusing more on the quality of the images that are suitable for the audience and simulate the advertisement -I prefer to focus on the first ad with some improvements And one variable made in the A / B test (nano-score for digital marketing). -Add an explicit phrase for students to reserve their seats for each advertisement. -For more exposure, suggest multiple languages in the advertisement and a landing page.
  60. 60. Email Series Email 1: Join now to Udacity Digital Marketing NanoDegree Email 2: Study Digital Marketing with us Email 3: Get ready to work as a digital Marketer.
  61. 61. Content Plan: Email 1 Overarching Theme: 3-5 Sentences General -What is the nano degree in digital marketing -What the student will learn in this program -Learn digital marketing skills from DMND Subject Line 1 Join now to Udacity Digital Marketing NanoDegree Subject Line 2 (for A/B testing) Learn Digital Marketing NanoDegree Preview Text Welcome to Udacity Digital Marketing, here you will learn modern digital marketing techniques with professional trainers. Body This program is for those ambitious people looking to conquer the market and take their companies to the top as digital marketers. Here you will learn: - how to use technologies to define and reach your audience - increase customer loyalty - increase sales -Huge return on investment Outro CTA 1 Visit Site
  62. 62. Content Plan: Email 2 Overarching Theme: 3-5 Sentences General What is the benefit of digital marketing Learn how to identify specify customers needs through the target persona Subject Line 1 Study Digital Marketing with us Subject Line 2 Marketing by social media Preview Text With us, you can define the identity of your audience and their needs and reach them by social media sites. Body If you are interested in digital marketing then Udacity is the right place to develop your skills to capture your target audience by social media. And to do advertising campaigns by Facebook, Google Ads, Instagram and email marketing All this and more in one program Outro CTA Read more
  63. 63. Content Plan: Email 3 Overarching Theme: 3-5 Sentences General Learn about: -The stages of the customer journey. -Content Creation Strategies. -Advertising campaigns in the social media. -Email marketing. Subject Line 1 Get ready to work as a digital Marketer. Subject Line 2 Sign up with Udacity DMND Preview Text Welcome to Udacity, the digital marketing nanodegree program , To expand your skills and knowledge here will learn everything related to digital marketing. Body It is the right time to enroll in a program For diversification of job opportunities for a better future in light of digital development, marketing has become a requirement for all activities Here some marketing jobs: -Content Strategist -Social media analyst -Facebook Ads Manager -SEO Manager -SEM analyst ..and more. all this are you learn with Udacity Outro CTA Start Now
  64. 64. A/B Test Overview The option to use A / B testing is very important in email campaigns to measure and improve campaign effectiveness In my first Email, I'll be testing A / B and Replacement (visit the website) To (read more about DMND), which I think will do well. The two tests can be compared and measure the number of successful conversions to the number of clicks.
  65. 65. Sample Calendar & Plan Email Name Planning Phase Testing Phase Send Phase Analyze Phase Email 1 8 Feb 9 Feb 10 Feb 11-12 Feb Email 2 15 Feb 16 Feb 17 Feb 18-19 Feb Email 3 22 Feb 23 Feb 24 Feb 25-26 Feb Week One Week Two Week Three M T W T F M T W T F M T W T F Color Key Planning Phase Testing Send Phase Analyze Phase
  66. 66. Final Email
  67. 67. Results Email #1 After you have hit send on the first email of your campaign, you can spend some time analyzing the results. 1. Calculate the Open Rate Results and Analysis Sent Delivered Opened Opened Rate Bounced 2500 2250 495 22% 225
  68. 68. Results Continued Email #1 Results can be monitored within the first 24 hours of an email send, after a couple days or even after a week. 1. Calculate the CTR and the Conversion Rate Results and Analysis Clicked CTR Take Action Conversion Unsub 180 8% 75 3.33% 30 Here are 30 people who have unsubscribed. The list must be amended and removed from the list to avoid paying the fine
  69. 69. Final Recommendations Based on the work you did throughout this project, explain how you would handle someone unsubscribing from your list, and what would you do for Emails #2 & 3 to improve your campaign. I recommend keeping the email simple and clear And A / B testing was performed on all emails to measure the impact ratio between clicks and successful conversions. - And I will change in the second email in replacing the CTA (read more) to (read more about DMND). - The third email, I will change the pictures and make them more attractive with the Udacity logo for a group of people discussing a program DMND The mailing list should be updated frequently to remove non-subscribers to avoid the CAN-SPAM Act, find out the reason for their taking this action, and take their notes seriously to avoid them in the future. I may also work on adding a link to the free book to view the contents of the program before joining. I will improve the overall look by using different color to CTA

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