Digital Marketing Bootcamp Guide

DIGITAL
MARKETING
BOOTCAMP
Sarah Goliger, Marketing Strategy Consultant

AGENDA
Section 1: Understanding Your Customers
Section 2: Building Your Funnel
Lunch Break
Section 3: Attracting Website Visitors
Section 4: Converting Visitors to Leads
Section 5: Measuring Your Marketing
DIGITAL MARKETING BOOTCAMP

UNDERSTANDING
YOUR AUDIENCE

DON’T BE A PEACOCK.
Male peacocks use their large, extravagant tails to attract a mate.
(Any interested female will do.)
They keep their focus on themselves and their standards low.

DON’T BE A PEACOCK.
… and this is how
they get attention.
Yikes.

IMAGINE IF THIS WERE YOUR
MARKETING STRATEGY.
Your only goal is to get in people’s faces.
You’re constantly focused on how your brand looks.
All that matters is getting attention, regardless of who’s giving it.

YOU’RE PROBABLY
GOING TO SOUND A
LOT LIKE THIS.

BE AN ELEPHANT.
Every elephant has a distinct call, the same way every human has a distinct voice.
Elephants are able to recognize over 100 individuals, and remember them
for 12 years.
They respond differently based on the elephant they’re
interacting with.

BE AN ELEPHANT.
They actually form
relationships with
each other.

NOW, IMAGINE IF THIS WERE
YOUR MARKETING
STRATEGY.
You recognize that your audience is made up of different people.
You’re focused on getting to know them as individuals.
You choose to build strong relationships that last over time.

UNDERSTANDING YOUR
AUDIENCE
1. Start with customer research.
ü  Surveys
ü  1-on-1 interviews with current customers
ü  Customer data analysis
ü  Feedback from sales team
ü  Capture data through forms
Goal: Understand what types of people will be a good a fit for your business.

Name Painting Painting Type Order Amount State
Joe Brooklyn Bridge Canvas $180.00 NY
Jane Sunset 3-Panel $210.00 NY
Bob Brooklyn Bridge Canvas $180.00 MA
Steve Japanese Maple Tree Canvas $100.00 NY
Lori Brooklyn Bridge Canvas $180.00 NY
Phil Hummingbirds Canvas $90.00 TX
Dave Oak Tree 3-Panel $210.00 CA
Donna Brooklyn Bridge Canvas $180.00 NY
John Oak Tree 3-Panel $210.00 FL
Shannon Sunset 3-Panel $210.00 CA
Chris NYC Skyline 5-Panel $290.00 CA
Tara NYC Skyline 5-Panel $290.00 NY
Analyzing Existing Customer Data

Run pivot tables to
explore patterns in
your data.

2. Develop personas.
ü  Demographics
ü  Interests
ü  Needs
Goal: Segment your audience so you can tailor your marketing efforts to the
specific needs, interests, & challenges of each persona.
ü  Roles
ü  Challenges
ü  Goals
UNDERSTANDING YOUR
AUDIENCE

Download this free persona template at offers.hubspot.com/free-template-creating-buyer-personas

PRACTICE ACTIVITY
Ø Pair up.
Ø Describe your company (or a company of your choice) to your partner.
Ø Work together to create 2-3 personas.
For each persona, decide on their:
•  Name
•  Demographics
•  Job description (for B2B)
•  Consumer habits (for B2C)
•  Biggest challenges
•  How your product/service solves those challenges

Freelancer Francesca
•  Female, 25, Cambridge
•  Freelance designer, $3-4k/month
income
•  Works from home or coffee shops,
doesn’t have social team
environment, wants to save money
•  We offer a work space with other
freelancers & businesses, social/
networking events. Lowest-tier
membership is affordable at
$125/month.
EXAMPLE: Co-working Space
Startup Sam
•  Male, 36, Cambridge
•  Co-founder of startup, team of 5,
$10k/mo income
•  Doesn’t want to spend $ on an
office for such a small team but
needs dedicated desks & meeting
space
•  Our highest-tier membership offers
dedicated desk space & access to
conference rooms.

The key to successful marketing is:
DELIVERING THE
RIGHT MESSAGE
TO THE RIGHT
PERSON
AT THE RIGHT
TIME

HOW DO I KNOW IF I SHOULD BE
SEGMENTING OR NOT?

Unless you’re just getting started &
have a very small list…
YOU SHOULD
ALWAYS BE
SEGMENTING.

Most marketing professionals are accustomed to sending
one-time email blasts that are not necessarily related to the
actions of their email subscribers, their interests or needs.
Such a practice doesn’t help push leads down the sales
funnel, but can actually alienate them.

Segmented emails get
50%
more clicks than their
unsegmented counterparts.
MarketingSherpa, 2011

KEY POINTS
ü Start by understanding who your target audience is through
qualitative + quantitative research.
ü Create target personas to understand the needs and goals of your
audience members & make your marketing relevant.
ü The key to successful marketing is delivering the right message to
the right person at the right time. Segmentation helps you achieve
this.

BUILDING YOUR
FUNNEL

AWARENESS
CONSIDERATION
PURCHASE

TOP OF THE FUNNEL
Goal: Drive awareness.
Channels:
- Blog
- Social Media
- Email
- SEO
- Paid Advertising
Metrics: Website visits, blog
subscribers

MIDDLE OF THE FUNNEL
Goal: Convert awareness to interest.
Channels:
- Landing pages
- Website optimization
- Email nurturing
- Retargeting
Metrics: Leads, visit-to-lead
conversion rate

BOTTOM OF THE FUNNEL
Goal: Convert interest to purchase.
Channels:
- Email nurturing
- Retargeting
- Product marketing
- Sales
Metrics: Customers, lead-to-
customer conversion rate, LTV

PRACTICE ACTIVITY
Given this funnel, would you choose
to focus on improving the top, middle,
or bottom of the funnel? Why?
10,000
1,000
20

10,000
1,000
20
10% visit-to-lead
conversion rate
2% lead-to-customer
conversion rate

There is no wrong answer!
Optimizing any of the parts of your funnel will help grow your bottom line.
•  Which number will be easiest to move?
•  Where is the low-hanging fruit?
•  How can you achieve the highest ROI?

Create a funnel for each marketing channel
to determine which ones to prioritize.
Social Blog Email Paid

KEY POINTS
ü Calculate your funnel metrics to get a baseline understanding of
how you’re performing & where you should focus your efforts.
ü There is no wrong place to focus, but you may find that certain
metrics will be easier to improve than others. Figure out the best
approach based on your goals and current performance.

ATTRACTING
WEBSITE VISITORS

INTERRUPTIVE
MARKETING
DOESN’T WORK
ü  Use ad block
ü  Unsubscribe
ü  Set up spam filters
ü  Register for do not call list
ü  Skip commercials
ü  Throw out direct mail
Most consumers:

According to Seth Godin, “permission marketing” is:
ü  Anticipated – people look forward to hearing from you
ü  Personal – the messages directly relate to the individual
ü  Relevant – the marketing relates to something that
interests the prospect
WE LIVE IN A WORLD OF
PERMISSION MARKETING

HOW DO YOU GET THEIR
PERMISSION?
PROVIDE VALUE.

How can we help people:
CREATE VALUABLE CONTENT
ü  Overcome a challenge?
ü  Solve a problem?
ü  Improve a skill?
ü  Achieve something?
ü  Feel better about
themselves?

ü  Blog posts
ü  Ebooks
ü  Webinars
CREATE VALUABLE CONTENT
ü  Free tools
ü  Infographics
ü  Educational videos

PRACTICE ACTIVITY
Write down 5 ideas for blog posts or ebooks that you could create
for your audience. For each one, list the title and the persona(s)
it would be targeted to.
Examples
Weak: Why You Should Join a Co-Working Space
Strong: 7 Steps to Designing A More Productive Work Environment

You don’t have to make a sale
to collect something valuable.

PROVIDE
VALUE
BUILD
TRUSTINCREASE
INTEREST

YOUR CONTENT PROVIDES
THE BUILDING BLOCKS OF
YOUR MARKETING
STRATEGY.

SOCIAL MEDIA
HOW CONTENT WORKS WITH:

Use your content to fuel your social media strategy.
Engage your audience. Attract more followers.
Teach something new. Solve a problem. Inspire people.

Use insights to determine which posts & which types of content
get the highest engagement.

Use a social media publishing calendar to plan ahead
and make sure you have enough content to promote.

meta description
page title
URL

EVERY PAGE YOU CREATE
IS ANOTHER OPPORTUNITY
TO RANK IN SEARCH
RESULTS.

Do keyword research to determine which keywords to prioritize.
Create a free AdWords
account if you don’t
already have one:
adwords.google.com
Use the AdWords
Keyword Planner tool to
get keyword suggestions,
along with search volume
and competition data.

Test out various keyword
inputs to get a broader
range of suggestions and
discover new keyword
opportunities.
Download the list of
suggestions you want to
work with to an Excel file.

The highest-potential
keywords have high
search volume but low
competition.
Sort on these measures,
then identify the keywords
that meet these criteria
and are a good fit for your
business.

Once you’ve identified your top 10-20
keywords, brainstorm some content you
can create around the keywords.
Then, create each content piece, along
with a dedicated landing page properly
optimized for SEO. 15 Must-Ask
Questions When
Searching for a
Shared Work Space

PRACTICE ACTIVITY
Write down at least 15 different keywords that you could target
for your business. Think of some that would help you broaden
your content marketing.
Examples
Weak: coworking, coworking space, coworking places
Strong: best office spaces, how to be more productive, meet other startup founders

PAID ADVERTISING
HOW CONTENT WORKS WITH:

Paid advertising can directly generate leads.

Paid advertising can also indirectly generate leads by
supporting the growth of your other marketing channels.

‣ The goal of filling the top of
your funnel is to drive more
traffic to your website and
generate more leads.
Your top of the funnel
assets are:
Blog
Social Media
SEO

USE PAID ADVERTISING TO:
AMPLIFY
YOUR BLOG

‣ Drive more traffic to your
blog with content
discovery services, like
Outbrain or Taboola.

GROW YOUR
SOCIAL REACH

Increase your social media
reach with promoted
accounts on Twitter and like
campaigns on Facebook.

IMPROVE
YOUR SEARCH
RANKINGS

‣  Supplement your organic
SEO efforts with paid
search campaigns to help
you rank for certain
keywords.
Paid
Organic

HAVING THE RIGHT
CONTENT TO PROMOTE IS
KEY TO ACHIEVING A
POSITIVE ROI.

1.  Segment your audience closely.
2.  Show each segment the most relevant content for them.
3.  Promote your top performing content.
4.  Use language that makes it about them, not you.
5.  Adjust for movement through the buying cycle.
5 STEPS TO EFFECTIVE
TOP-OF-THE-FUNNEL
MARKETING

MARKETING IS ABOUT CONTENT + CONTEXT.

SEGMENTATION
GIVES YOU THE
CONTEXT YOU
NEED TO SHOW
THE RIGHT
CONTENT TO
THE RIGHT
PEOPLE.

Content mapping is
when you target your
advertising content
to each segment
based on their goals,
needs, & interests.
‣ What is Content Mapping?

‣  Stranger à Subscriber ‣  Subscriber à Lead ‣  Lead à Customer

KEY POINTS
ü Create relevant & helpful content to provide value to your audience
and attract website visitors.
ü Use your content to fuel the rest of your top-of-the-funnel marketing
channels.
ü Collect performance data across channels to gain insight into what
content and which channels perform best.

CONVERTING
VISITORS TO LEADS

HOW DO YOU CONVERT
VISITORS TO LEADS?

ü  Create dedicated
landing pages for
each piece of
content you create.
ü  Use lead capture
forms to generate
new contacts.
ü  Promote this
content through top-
of-funnel channels.

Use a tool like Mailchimp or
HubSpot to build forms and
create & store contact profiles
from every form submission.

10 STEPS TO OPTIMIZING
YOUR LANDING PAGES
FOR CONVERSION

1
Use a concise, clear
headline. Include a
supporting subheader to
provide extra information.

1
headline. Include a
2
Provide important
details about your
offer.

1
headline. Include a
2
Provide important
details about your
offer.
3Break down the benefits
in bullet points.

1
headline. Include a
2
Provide important
details about your
offer.
3
4
Include an eye-
catching visual.
Break down the benefits
in bullet points.

1
headline. Include a
2
Provide important
details about your
offer.
3
4
Include an eye-
catching visual.
in bullet points.
5
Keep your form
simple & intuitive.

1
headline. Include a
2
Provide important
details about your
offer.
3
4
Include an eye-
catching visual.
in bullet points.
5
Keep your form
simple & intuitive.
6Ensure your call-to-
action stands out.

1
headline. Include a
2
Provide important
details about your
offer.
3
4
Include an eye-
catching visual.
in bullet points.
5
Keep your form
simple & intuitive.
6Ensure your call-to-
action stands out.
7Include testimonials.

8
Reduce navigation and
outbound links to keep
viewers on the page.

8
9
Place all important
elements above the fold.

8
9
Place all important
elements above the fold.
10 Make it mobile-optimized.

PRACTICE ACTIVITY
Based on your knowledge of conversion optimization best
practices, for each of the following landing pages:
- Which elements are well executed?
- Which elements are poorly executed?
- What would you change to optimize for conversion?

‣ Generating leads is
only half the battle.
‣ You need to find a
way to pull them
down the sales
funnel.

‣ Even when it comes
to qualified leads,
more than 50%
aren’t ready to buy
on the day of their
first conversion.
Source: Gleanster Research

‣ Lead nurturing
emails get 4-10x the
response rate of
standalone email
blasts.
Source: Silverpop/DemandGen report

‣ What types of content should you
use in your lead nurturing emails?
Content that is tightly related to your product or service, that helps people
get to know you and brings them closer to purchase.
Examples: free demo, free product trial, free assessment

Content that is tightly related to your product or service, that helps people
get to know you and brings them closer to purchase.
Examples: free demo, free product trial, free assessment
Identify a few powerful offers and map them to a
lead nurturing campaign based on their strengths.

Segment your audience and send content that is relevant to them
and relevant to the other emails in your campaign.

‣ Lead nurturing is all about
understanding the nuances of
your leads’ timing and needs.

Use behavior-based triggers in
your marketing automation
campaigns to make the content
as relevant as possible to where
each individual is in the buying
cycle.

‣ To create a great lead nurturing email:
ü Personalize your voice
ü Keep it short
ü Get the timing right
ü Use closely related content
ü Always include a call-to-action
ü Write compelling subject lines

Retargeting is a paid marketing strategy whereby
specific audiences who have already shown interest
in your business are identified and remarketed to
using search or social media ads.
‣ What is Retargeting?

1.  Identify your goal.
2.  Build your audience.
3.  Choose your content.
4.  Select your channel.
‣ 4 Steps to Build a Retargeting Campaign

Ask yourself:
•  What metric are we trying to
increase? (Leads? Opportunities?
Customers?)
•  Which stage of the funnel do we
need to target to increase that
metric?
•  What action do we want these people
to take to convert to that next stage?
‣ 1. Identify Your Goal

There are two ways to build a retargeting audience.
‣ 2. Build Your Audience
Pixel-based: Allows you to place a pixel on your website to track
visitors who view a given page.
List-based: Allows you to target a handcrafted list from your
database, based on criteria of your choice. This list will be
matched against the data provider’s database & you will be able
to target only the contacts that match.

‣  Pixel-Based Audiences
Pros:
•  Timely (audience members were
just on your site)
•  Specific (can place pixel on any
page on your website)
•  Behavior-based (indicates intent
& recent activity)
Cons:
•  Low volume (audience being
built over time)
•  Requires placement of pixel
code on site

‣  List-Based Audiences
Pros:
•  Highly customizable
•  Allows you to leverage your data
fully
•  Focuses solely on converting
leads already in your database
Cons:
•  Low match rates require very
large lists
•  Not timely (static, not dynamic,
unless you use API
integration)

•  Create content that’s mapped to the
stage of the funnel that you’re
targeting.
•  Determine which content best fits
your target audience + your goal for
them.
‣ 3. Choose Your Content

Retargeting campaigns can be run through search, social media networks,
and retargeting platforms.
‣ 4. Select Your Channel

Match your choice of channel to your goal, your audience, & your content.
‣ 4. Select Your Channel
Example #1:
•  Goal: Convert blog subscribers
into leads
•  Audience: Marketers subscribed
to our blog
•  Content: Free ebooks
Channels: Facebook, Twitter
Example #2:
•  Goal: Convert leads into
customers
•  Audience: Marketing
directors, decision makers
•  Content: Software reviews
Channels: LinkedIn, Display

KEY POINTS
ü Build conversion-optimized landing pages for each piece of content
you create. Promote these landing pages across your top-of-funnel
channels to generate leads.
ü Use email nurturing to educate your leads about your product/
service & how it’ll help solve their challenges.
ü Use retargeting to bring your website visitors, email subscribers, and
existing customers back to your site.

MEASURING YOUR
MARKETING

MARKETING
SHOULD NOT
BE A GUESSING
GAME.
THERE’S A
SCIENCE TO IT.

ALWAYS BE TESTING.
EMAIL LANDING
PAGES
PAID
ADS
‣ Subject line
‣ Image
‣ Format
‣ Call-to-action
‣ Sender name
‣ Length
‣ Header
‣ Subheader
‣ Form length
‣ Form fields
‣ Value props
‣ Ad type
‣ Targeting
‣ Headline
‣ Image
‣ Bid model

Make sure you collect enough data to get statistically significant results
before drawing conclusions.

Once you have enough data to indicate a winning variation, end
that test and start a new one.
ITERATE QUICKLY.

Get real-time data on your website visitors:

Break down by channel, and
use UTM parameters to further
track by source, medium, and
campaign.
Example: Let’s say I’m running a paid
advertising campaign on Facebook
for my new ebook. I can include the
following UTM parameters in my link:
www.sarahgoliger.com/ebook/?
utm_source=facebook&utm_medium
=ads&utm_campaign=2015-new-
ebook

Measure both low-level (“day-to-day”) metrics and high-level (“full-funnel”) metrics
to get a complete picture of your marketing performance.
10,000
1,000
20

KEY POINTS
ü Always be testing. Run split tests across all your marketing channels
to continuously improve. Iterate quickly to achieve faster growth.
ü Conduct a thorough analysis of both low-level metrics (ex: email
click-through rates) and high-level metrics (ex: visit-to-lead conversion
rate) to track performance across all of your marketing efforts.

PRACTICE ACTIVITY
Scenario #1:
You just joined a startup as their 2nd marketer. The company is launching a mobile
app that offers daily meal plans with vegetarian recipes. The app is free to download
and users may begin with a 1-week free trial, but then must pay $1.99 to upgrade to
the full feature set. Users upgrade within the app.
Task: Design a funnel that takes into account each stage of the buyer’s journey. For
each stage of the funnel, list 2-3 marketing strategies you could implement to increase
that metric.

PRACTICE ACTIVITY
Scenario #2:
You just joined a 1,000 employee company that sells various types of insurance. Their
marketing efforts are primarily focused around paid advertising, so the company is
spending millions of dollars per year on marketing.
Task: Create a strategy that allows the company to reduce spend on paid advertising
and simultaneously expand the top of their funnel by increasing the number of website
visitors & leads. Be specific in how to execute each tactic you recommend.

PRACTICE ACTIVITY
Scenario #3:
You just joined a midsized business that sells online software on a subscription basis.
Their top-of-the-funnel efforts are very effective and they’re getting thousands of new
leads every month, but very few of them are converting into customers. The head of
the company’s 50-person sales team is asking you to help improve the lead-to-
customer conversion rate from a marketing perspective.
Task: Define a step-by-step approach for how you would determine the best strategy
to implement. Where would you begin? What kind of research would you do? What
questions would you ask in qualitative research, and who would you ask? What types
of patterns would you look for in quantitative research, and what data would you
analyze?

THANK YOU.
@sarahbethgo
www.sarahgoliger.com
Get the slides at:
http://bit.ly/digital-marketing-bootcamp

Digital Marketing Bootcamp Guide

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