Shaw Academy Digital Marketing

If someone is looking for motor insurance - the ad would be changed to “looking for motor
insurance”? Same with vehicle insurance.
However, with something like how do I get car insurance or lowest car insurance rates, as
this would make the ad exceed its 30 character limit, the ad will show the default text, which
in this case is Car Insurance.
With the countdown, if you add a curly bracket to your ad, a drop down will appear and you
select countdown, at which point you will see this screen on the right.
You add the date at which your promotion or sale ends, and when to start counting down.
Selecting the account time zone will keep it the same for everyone, so if you are advertising
in multiple countries select “ad viewer”. And then your language.
Your ad will end up looking something like the left, but as you can see from the example on
the right, it has replaced that so-called code with “5 hours”

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You can add these ad customisers in both text and responsive ads.

Extensions:

Extensions are extra bits of info you can include with your ad. They aren’t guaranteed to
show and they only show in the top 2 - 3 positions on the search results. They are proven to
increase CTRs, so it is a good idea to implement them.

There are:
Sitelinks - these are links to other pages on your site which will appear under your ad. You
can include a headline and description, each not more than 25 characters. Use this to
explain what the page is about. You need to have at least 4 of these.

Callouts - think of these as your USPs. So you could have callouts like “24/7 support”, “free
delivery” etc. Include at least 3 of these.

Structured snippets - not everyone can use these as there are a limited number of
categories, but an example is “amenities” - if you are in hospitality you would use this to list
what you have to offer in your rooms. There’s also “destinations”, brands, courses, styles
and more

Call - you don’t need call-only ads to have people click-to-call - you can add one below your
normal ads

Message - people can message you directly via email or sms with this extension

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Location - if you have locations on Google My business and have linked them to your
Adwords account, you can choose to link these to your ads. Either all locations, or the
nearest one based on the user’s location. Great for local marketing.

Price - include the pricing of your products / services. This often qualifies the lead as people
who don’t want to pay your fee won’t click on it. This has its pros and cons.

App - if you have an app you can add a download link

Promotion - like countdown but without the live counting down if that makes sense. You have
the option of a monetary amount off your product / service, or a discount. You also include
the end date.

URL tips

A display URL is what the user sees and final URL is what the user is directed to.

Include UTMs so that Analytics can track performance more easily. There are custom
tracking urls which can be created within Adwords but we will get into that in later modules.

In the Ads account there are a few places where you can add final URLs. You can have a
keyword final url and an ad final url. If you have both, which can sometimes happen, note
that the keyword url overrides the ad url. I don’t recommend adding a keyword URL unless
there is a very specific reason for it.

Google Ads Content policies

If you’re selling counterfeit goods, you can’t advertise on google
Likewise with dangerous products, anything enabling dishonesty like hacking software,
inappropriate content and misrepresentation (e,g. Posing as another company etc).

Now with restricted content, there are different policies in place depending on your location
and other factors. So these aren’t fully excluded - if they meet Google’s criteria they can be
run.

Adult content, alcohol - that won’t change any time soon.
Financial services like investment of money and cryptocurrencies

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Copyrights - you cannot include copyrighted content in your ads unless you have permission
and have applied for certification with Google
Gambling - no online or offline gambling
Healthcare and medicines - most are excluded, particularly medicine. But products like
hospital plans and medical insurance are allowed to advertise
Trademarks - you are not allowed to use trademarks. If you have permission to use them,
you can apply for a review with Google. Some brands are outright picked up before you set
the ad live, not allowing you to continue unless you change it.

In terms of editorial policies, your ads need to be clear and professional.
You can’t use generic phrases like “buy products here”
And you can’t use gimmicky words with symbols in between them, like replacing an e with a
3 and etc.
The Display URL must be closely related to the final url.
No exclamations are allowed in headlines and you can only use one in your description. If
you have two descriptions, you can still only use one.

Remarketing policies:

Sensitive interest – personal hardships, identity and belief, sexual interests
Alcohol and gambling – beverages, plus those resembling alcoholic beverages, online and
offline gambling including information on gambling
Health and medication – prescription medication for people, physical or mental health
conditions – products, diseases, ,medical procedures, disabilities
Negative financial status – debt counselling, bankruptcy services, welfare, unemployment
resources
Political – opinions, parties, organizations, campaigns, political figures
Ethnicity and religious – ethnically oriented publications, racial / ethnic dating. Religion -
places of worship, religious guidance, education, products

Remarketing setup:

There are other ways you can create remarketing lists but we’re covering within Google Ads
for now.

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So again, under the tools and settings tab, you would go to the audience manager.
If you have audiences, you would see the list of audiences like the bottom image.
You can see here that it’s split into the different channels Google Ads offers, as some lists
are only available on a few channels. We have Search, YouTube, Display and Gmail (GSPs)
This list here is not actually eligible to start serving ads as there are less than a 1000, but the
list has still be created and added so that as soon as it hits that mark it will start running.
Definitely do this even if you think 1000 people sounds impossible at the moment.
To add an audience, you would click the plus sign and you would see this list. These are the
sources of lists available to you. Note that customer list and custom combination are only
available if you have hit a certain spend in an account.

So if we decide to create a list from website visitors, you would see this.
Name your audience something clear
From list members, you would see various options - I think they are pretty self-explanatory
but let me know if you need more info.
Choosing the top option, you would then need to include what the URL is.

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If you have a single URL you want to track then include that. If there are several URL’s you
want to track within the same category, for example all your contact pages, then you would
just say that URL contains contact.

Then you choose your initial list size - do you want to include people from the past 30 days,
or start with a new list?

Membership duration - do you want to remarket to people who saw those pages within the
last 30 days, or longer? A good idea is to create different remarketing lists with different
ranges as they will perform differently. We’ll get into advanced remarketing combinations in
the next module.

Then create audience and done! As long as you have your analytics and adwords tracking in
place of course.

There are two options for implementing your remarketing lists - you can either target them
specifically, therefore excluding anyone who has not visited your site, or you can add them
on observation which doesn’t change anything in your campaign, but observes performance
of the lists you have added. There are different strategies for both of these options - can you
think of any?

Google Display Campaigns:

Let’s recap the targeting options you have with a Display campaign:

You can choose which sites to place your ads on either with content keywords (so, content
of the site), or content topics.
You can also target specific placements - not all are available but based on what you add,
other suggestions will appear. With programmatic buying, you have a broader range of
placements to choose from.

Demographics, Interest, Similar audiences, in-market and device. You know all these ones.

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Display Ad Types

We have responsive ads which are similar to search but with images.
You would upload images and a logo to use, an optional video, up to 5 headlines, one long
headline which will only show with certain ad sizes, up to 5 descriptions and your business
name.

Google will then automatically create ads of any size, opening your campaign to be eligible
to show almost anywhere.

Then there’s what is called Upload Ads, and you can see here that there are many different
sizes, making life quite tricky if you want to have them all without using responsive ads. I find
responsive ads to look quite terrible at times so I would recommend having both, but you
don’t need to have all ad sizes.
We will go through that in a minute. Ads can be static, animated, HTML5 or created with
AMP.

HTML5 ads can vary hugely, an example being an ad that you can complete your info in (so
submit a lead) without leaving the page you are on.

We spoke about AMP in lesson 4, remember? Accelerated mobile pages. Ads can also be
built within this tool and they are purported to load faster.

No one wants to go and create a hundred ads in different sizes, so I will take you through the
top ad sizes according to google.

720 x 90
300 x 250
336 x 280
300 x 600
320 x 100

Five is a lot more do-able, right?
Have you seen a good display ad recently? Which brand was it from? Please tell the class!

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Bid strategies:

19

Professional Diploma in

DIGITAL MARKETING

1

SUMMARY ​NOTES

Module 1, lesson 7: Making Social Work For You

2

Table of Contents: 2

SUMMARY NOTES 3
4
Did you know?
Social Media users by generation 4
5
WHERE DO THESE YOUNG PEOPLE SPEND THEIR TIME?
MONTHLY SOCIAL MEDIA USERS PER PLATFORM: 5

Demographics per platform: 6
7
HOW DO BUSINESSES USE SOCIAL MEDIA? 7
SNAPCHAT: 9
PINTEREST: 9
FACEBOOK CAMPAIGN STRUCTURE: 10
FACEBOOK AND INSTAGRAM TARGETING OPTIONS: 11
FB/IG AD-TYPES: 11
LEAD-GEN POLICIES ON FACEBOOK:
FACEBOOK AND INSTAGRAM BEST PRACTICES: 12
12
Boosting posts:
Twitter: 14

LINKEDIN:

Did you know?

That there are 3.2 billion social media users worldwide. That’s almost 42% of the population!

The average engagement rate for Facebook posts is 3.75% - if engagement is one of your
KPI’s, you should be seeing at least this and ideally be aiming higher.

People scroll through 300 feet of content per day! For those of you who use metres like me,
that’s over 91 metres!

Social Media users by generation

Millennials (born between 1980 and 2000) - 90.4% of millennials are on social
media. Millennials are also known as Gen Y.

Gen X (accepted as 1965 - 1980) - 77.5% are on social media

Baby Boomers (born between 1946 and 1964) - 48.2% are on social media.

Then we have Gen Z, born between 1995 and 2015.

Gen Z is the first generation to be confronted with digital tech right from the get-go.
They are very tech savvy, conscious of issues are are unwilling to support brands
without a cause, so to speak. Advertising to this generation is going to be harder
than any previous generation, so if you want longevity for your business, you need to
take this generation into account.

Where do these young people spend their time?

By 2020, Gen Z will make up 40% of online customers (medium.com) and 55% of
Gen Z spend 5 or more hours on their phone a day

The top social channel for Gen z is Instagram. If you want to find out some more on
GenZ and how they use Instagram, you should checkout Netflix’s documentary
“Social Animals”. Instagram is Gen Zs go-to network for following brands and
influencers.

Youtube – Gen Z watches an average of 68 videos per day. To win over Gen Z on
YouTube, you need to provide content that doesn’t feed their insecurities as many of
them are overwhelmed with the pressure that tech and being online can bring. Gen Z
turn to YouTube for relief.

SnapChat is rising in the ranks and is the top network for creating content and
communicating with friends. 51% of Gen Z spend their time here.

Then finally we have Facebook at a dismal 31%. It’s declining in use due to boredom
on the platform as well as privacy concerns. Many Gen Z kids have reported they
don’t like Facebook because their family uses it so much!

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Monthly social media users per platform:
Demographics per platform:

5

Research by social marketer Neil Patel found that Facebook, Pinterest and Twitter
are the top three sites used by women. And interestingly as well, 69% of women
using social media use a mobile device, compared to 39% of men.
For men, LinkedIn and YouTube are the top two sites. Google + was in there before
it failed!

How do businesses use social media?

52% of businesses say that social media positively influences revenue and sales,
and that Facebook is the most valuable channel for B2C

Only 28% of companies use social media marketing agencies – meaning that most
businesses manage this internally, though some do this with the help of social media
management software

85% of businesses use Twitter as their customer service platform
Businesses post an average of 122 times per month. So if this is one of the channels
you choose, be prepared to monitor it continuously. Brands that win on this platform
are brands that are on-trend and react to real-time current affairs cleverly and in a
way that is relevant.

Instagram is great for brands using visuals and storytelling.

Snapchat and Pinterest are low-value channels
Snapchat is the platform gen z spends the most time on but there is currently little
value in advertising there. Snapchat is so personally visual, and gen z remain in their
group of friends. Snapchat lenses and other advertising options are expensive, only
making them feasible for big budgets. From an organic perspective though, if you are
looking to target / gain awareness from this generation, then it would be a good idea
to have a Snapchat account that you promote across your other channels.

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SnapChat:

If you choose Snapchat as one of your paid or organic channels, apply the following
tips to your strategy.

There are also custom SnapChat lenses which can be designed and promoted.
There are Snapchat partners who provide a full service from creation to marketing.
It’s very expensive and therefore not feasible for most small – medium businesses,
costing between 100 000 and 750 000. If it’s during a primetime event like the
superbowl, this would be the cost for just 24 hours of having an active lens.

Pinterest:

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Pinterest is for visually interesting brands. Food, fashion, design, travel, music etc
For example some airlines have jumped onto the platform. They promote their flights
/ extras but sell the destination rather than the journey.

The Pinterest Widget Builder is a resource where you can create save and share
buttons which are added to your site. It allows people to easily pin / save your
content, which does wonders for web traffic and SEO.

It should go without saying that for such a visual social media platform, high quality
images must be used. Have a look at the ideal size of posted images - I am not
including it here as they can change quite often.

Limit wordiness but don’t exclude it completely as it gives context. In some cases,
posts with copy do better than images alone.

Promoted and Buyable pins form part of the advertising options you have in this
platform. Promoted pins means getting more reach/awareness, buyable pins are for
ecommerce brands / businesses that sell online and offer delivery.

Pinterest Analytics can be very insightful. You will see what the most popular pins
are and what drives the most traffic to your site but what I like is that you can see
which boards your posts have been saved in, giving you a good idea of what people
think of your brand.

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Facebook campaign structure:

The structure of a Facebook campaign is similar to that of Google Ads. Once you
have an understanding of one, it’s very easy to translate it to other platforms.

Campaign level is where you select your objectives and buy type.

Buy-type is referring to whether you will purchase on auction, or on reach and
frequency. Reach and frequency is only available to advertisers with big spend but
it’s good to be aware of it. As the name suggests you are buying based on reach and
frequency. You can choose from the same objectives, but with a reach and
frequency buy you are “booking” a certain CPM for the entire campaign period. Your
CPM is affected by your budget, when you are running your campaign and how far in
advance you booked it. It will not cost more than this. Whether you get the results
you want is up to your targeting and your creative. Many brands buy on reach and
frequency for engagement, awareness and sales.

Campaign level is also where you can create a split test, or allow Facebook to
optimise your budget across ad sets as opposed to manually doing it. There are pros
and cons to this. If location-based, it can favour the more populated areas, not giving
your other areas a chance which is arguably where you could see the most growth. If
low volume, sometimes none of your adsets will run, so this does need to be
selected and monitored carefully.

The adset level is where you determine your audience (so,your target audience),
placements and budget. I’ll go into placements just now.

Then your adsets house your ads, which is where you determine your ad format (so
video or image for e.g.), your ad text and your tracking, if you want to include custom
tracking above the standard pixel. For example, if you want to track exactly which ad
led to a conversion, you would implement parameters that Google Analytics would
pick up.

Facebook and Instagram targeting options:

You have demographics,
Custom or lookalike audiences (custom is not available from the beginning)
Interest and behavior targeting, of which there are many options
Connections, so page likes or friends of followers
And Device and Placements

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Placements include Facebook which if broken down offers even more options, like
right side or newsfeed, Instagram, Marketplace which is like Facebook’s buying and
selling platform, Stories - Instagram or Facebook stories, In-stream meaning that
your ad would show in the middle of a video ad (obvs only available with video
formats), Search - for when people search within Facebook, Messages, In-article
(like in-stream but for images/text) and partner apps and sites. You don’t have
control over which partner apps and sites, and I generally don’t recommend this.

FB/IG ad-types:

First we have the single image ad, which is self explanatory. Great for promotions, or
promoting single products, blog posts, lead gen.
Then there’s the carousel ad, which is great for highlighting multiple products or
telling a visual story. Retail, travel, hospitality etc. There are come clever ways you
can use this format, either having separate but related images across the carousel,
or implementing a design that moves across all images, making is almost panoramic.

Then there’s the video ad, which I recommend you always try. So have a video ad as
well as a single/carousel image ad. Video is the preferred method of taking in info,
and you even have the option within a campaign to combine multiple images into a
video slideshow, so give that a go if you aren’t yet keen on creating a video.
Time-lapse videos are popular, as are unpacking videos (yes, where you literally
unpack something new - it’s ridiculously popular). But essentially you only have a
few secs to catch someone’s attention, and also remember that videos are first
muted by default, so you need to include subtitles or encourage people to turn the
sound on if audio is a big part of it.

Then we have event ads, which fall under the engagement campaign objective. It’s,
as its called, used for the promotion of events you are holding. Here you can see the
difference in layout between a desktop and mobile ad.

Next is the store traffic ad, which is great for brick and mortar stores. You can see
here the CTA is get directions, which is a nice qualifying CTA. This CTA is available
within other ad types as well.

Also under the engagement objective, we have a page likes ad. You can see next to
the name of the business that there is a “Like Page” CTA. This is a great option if
you are just starting out and/or wanting to increase your page followers. If you
choose this option, make sure you have a solid organic and paid media strategy as
you will need to be posting content regularly to keep people interested and engaged.

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Then finally we have the lead ad, which first consists of a single image and some
text, with a CTA button like “learn more”, “get quote”, “sign up” etc. If someone
selects this, they will be directed to a form to complete. And once that is filled in,
there is a confirmation screen. Remember, if you choose the high-intent option over
“higher volume”, there will be an additional screen asking people to confirm they
want to submit their info.

Lead-gen policies on Facebook:

Lead-gen ads are used a lot within Facebook and there are quite a few policies in
place as this ad type is gathering personal information.

You can’t ask for any identifiers, like someone’s sexual orientation, race or ethnicity,
religion or criminal history.

You also can’t request personal info like finance info including account numbers,
salary etc. Same goes for health-related info, insurance details and political
affiliation.

Facebook and Instagram Best Practices:

You can’t include any images with more than 20% text. The same applies to the
video thumbnail you select - if this has a lot of text in, your reach will be limited. If
there is too much text in an image, it might go live but there will be a warning
message.

Ask a question at the beginning of your ad copy to get people’s attention. Don’t
overdo it though, as in include with all your ads, unless it is really working for you.

Always include a CTA - it is optional but always add one. “Learn More” generally
works for everything if you don’t have a specific thing in mind, like submitting a lead.

I’ve already spoken about this but unless there’s a really good reason not to, keep
your videos short. Longer videos are for channels like Youtube. You could include a
teaser video on Facebook and direct them to the full version on Youtube.

Quality images - this goes for any social media platform.

And finally, engage with the people who interact with your posts, whether they are
paid or organic. You’ll receive a notification each time someone comments on your
post. You don’t need to reply to each one, but if someone asks a question or gives

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you a good or bad review, take the time to respond.Remember not to ignore the bad
posts as they will do you more harm than good.

Boosting posts:

This is something you can do without creating a Facebook Business Manager
account.

Organic reach of posts is declining, as Facebook gives more and more preference to
posts from friends and family. Boosting a post can help close the gap by allowing
you to reach a wider, targeted audience. You don’t have the same targeting options
as you do with the Business manager, but if you are looking for more engagement,
page likes or traffic to site, then a simple boost can do the trick. You can see insights
from boosting a post under your insights tab on your Facebook page.

Twitter:

We have demographics, followers, interest and behavior, keywords and device.
Demographics is straightforward, followers targets people similar to the usernames
you select, interest and behaviour is the same as other platforms though the
categories may differ. Keywords targets tweets and search terms and device you
know.

You would sign up for Twitter ads, which is an option once you have logged into a
profile - again, use the same email address as the one used to create the profile.
Then under “More”, you would select conversions and see this screen. You can see
on the right that there are two steps to tracking - create your tag and install it. Once
you have agreed to the policy and selected “generate website tag for conversion
tracking”, you’ll see this:

Unlike Google Ads and other social media platforms, Twitter requires you to place its
tag before the closing body tag, not the header tag.

Once you’ve set up your tracking you can go ahead and create a campaign.

Once you have selected your campaign objective you need to populate your
adgroups.

Your adgroups in twitter house your targeting and your creatives. After this screen
you would be led to a page where you can select the tweets/videos you want to
promote. Note that you must already have posted a tweet in order for you to promote

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it. Here is where it differs from Facebook and Instagram - within these platforms you
can create ads that don’t appear on your normal pages
There’s a 240 character limit per tweet but you can add more than one tweet to a
post. Unless you really need to, stick to one tweet.
You can add images, videos, gifs or a poll to your ads. Bear in mind the nature of the
platform before adding additional creative. Don’t add something if you think you’re
just adding it for the sake of it.
Listicles, as in articles like “top 10 reasons you need this thing” are still very popular.
Using verbs and punchy words also suits the platform. Also think about your
hashtags but this goes for any platform.
On hashtags quickly - hashtags are how people can find content related to that topic.
I know some people take it too far and include a bajillion hashtags or full sentence
ones but they can be very useful when used properly. Personally, I’m a fan of really
long ones but not when I am working on a brand!
Research Twitter performed showed that tweets perform better if you provide a
discount percentage rather than an amount.

Twitter Ads

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We have an image ad here, the copy is short and the brackets around Best Practice
Guide draw your eye to it. The copy in the image is also very relevant and includes a
CTA - download guide.
Under that we have a straightforward text ad. It starts with a question which gets you
thinking. It then answers it by telling you there are over 1000 documentaries
available and THEN offers you a 30 day trial. What person wouldn’t want to try this
out?
On the right, a clever tactic is to cross-post your content from other platforms. This
brand is sharing their most popular photo from Instagram on to Twitter, increasing
reach and appealing to a different audience.

LinkedIn:

Once logged into your profile, you would click on “Advertise” under the “work”
section.
Then after creating your account, you’d look at the website assets section and select
conversions.
Here is where you will create your tracking code.
Like with other platforms, you have three options for installing the code.

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LinkedIn requires you to install the code on your website’s footer, below the closing
body tag.

If you select the tag manager option, there are six different integrations, including
Google Tag Manager.
There are 8 different ad formats available within LinkedIn.
Text ads, single image, carousel, video, follower, spotlight, job, message

I won’t take you through all of these as some are very similar to other social
platforms.
On the right here we have the text ad which consists of a heading, description, logo
and link.

Then there’s the spotlight ad which appears on the right side of the LinkedIn
newsfeed.
The middle square is your logo, the text you input appears in the middle below it,
there’s a CTA and a background image.

The follower ad is similar to this. In the case of a follower ad, you are targeting the
followers of your LinkedIn page and you can personalise these ads with their name,
company, profile and more. Great for creating brand affinity and spreading
awareness about certain projects, or your newsletter etc

Next to this is the single image ad. I want to show you this particularly because of its
content. You wouldn’t necessarily automatically tie adobe to women’s history month,
but they’ve come up with a good strategy to make their brand known while staying
relevant to the time. They asked female executives for their top leadership advice -
again, staying in-line with the kind of content you see on LinkedIn.

Then we have the message ad - these are ads that appear at the top of your
LinkedIn inbox and are generally good for traffic to site, demos or free trials, blogs
and newsletters etc.

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Professional Diploma in

DIGITAL MARKETING

1

SUMMARY ​NOTES

Module 1, lesson 8: Creating a Digital Strategy

2

Table of Contents: 2
3
SUMMARY NOTES
DID YOU KNOW? 4

What is a digital strategy? 4

DIGITAL MARKETING PLAN 5

Determine short, medium and long-term goals: 6
7
B2B AND B2C GOAL EXAMPLES 10
B2C - AIDA: 11
B2B - VAC: 12
BUYER PERSONAS RECAP: 12
TARGET MARKET RECAP: 13
DIGITAL TOUCHPOINTS: 13
BUDGETING:
REMARKETING STRATEGIES: 14

Analyse Results:

Did you know?

The digital investment rate is set to increase to 45% of a company’s total marketing
budget in the next year

Mobile marketing has grown to a point that it is no longer tracked in a forecast as it is
just assumed that it will be included.

A research study found that 62% of respondents plan to increase their PPC budget
in the next 12 months

What is a digital strategy?

According to Wikipedia, Digital Strategy is a form of strategic management and a
business answer or response to a digital question, often best addressed as part of
an overall business strategy.

The scope of a digital strategy can vary hugely but what we are focusing on is the
more marketing and customer-focused efforts such as web sites, mobile,
eCommerce, social, site and search engine optimization, and advertising.

Digital Marketing Plan

A digital marketing plan is a document sharing the details for all the planning for your
digital marketing campaigns or actions. It details, among other things:

- Short, medium and long term business goals.
- The strategies to achieve the goals at the digital level.
- The channels to use.
- Action and development plans.
- Investment and budget.
- The timing and roadmap.

There are multiple things that can be considered in a digital strategy which we will go
through now, but don’t feel that you need to include all these steps as it depends on
the stage your business is in and your objectives. If you are not planning a business
or already running one, this will be helpful for your clients.

I’m going to take you through B2C and B2B examples throughout this. They are:

A fashion designer and blogger who has just started out
A 2 year old business selling an online project management tool

4

I’m going to fill out some of the information we go through on to one sheet, just using the
B2B example so you can get an idea of how you could keep this information. From this
document you would be able to split out what you need into a different format.

This is not the only way to keep track of information - you can track it however you like but
make sure it’s displayed in a way that would make sense to you and to someone who hasn’t
seen it before.

Determine short, medium and long-term goals:

They will differ based on the stage of the company. In the case of our examples, both
companies are new, and will be considered new or young until they are past their 5th year.
But the B2B has some experience and data behind its back and their goals will be different.

SMART Goal Setting

Specific
Measurable - how much do you want
Attainable - is it within reach? Or do several other things need to happen before?
Realistic - can’t expect 100 000 visitor increase in 1 month when average is 1000 and
budget is 25% more than current. Look at industry benchmarks.
Relevant - assists the end goal
Timely - by when do you want to achieve this

5

B2B and B2C Goal Examples

B2C​: Fashion designer and blogger, as she is just starting out, the time between
short, mid and long is shorter as things are more likely to change with time and
experience.

Short term:
I want to increase my blog followers by 1000 in 3 months

Medium:
I want to open an Etsy store and earn $5000 in 6 months selling my clothing

Long term:
I want to have my own fashion and ecommerce site with 10 000 monthly visitors in
18 months

We are not going to focus on a strategy for opening an Etsy store and an
ecommerce site as these are big goals involving multiple areas, not just digital.
Production, storage, delivery etc.

What we are focusing on here is the blog followers, earning $5000 and 10 000
monthly visitors.

B2B:​ A project management tool

Short-term goal:
I want to get 200 leads in 2 months at a target CPL of $25

Mid-term goal:
I want to increase my ROI to 250% in one year

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Long-term goal:
I want to see a 25% take-up rate from current customers of our new marketing
automation tool in 3 years
The first goal is quite easy to set out which we will do shortly but the remaining two
are a little trickier. Better ROI is something achieved with optimisation and careful
channel selection, if planning to go with additional channels.
The long-term goal is assuming that the new product has been launched/marketed.
You may or may not have established the marketing funnel you are most
comfortable with but if not, now would be a good time to decide.
Just to recap what a Marketing funnel is: A collection of stages you ideally want
potential customers to move through, towards your key objective.
And remember it’s called a funnel as fewer people fall through it the further down the
funnel you are.
You would take each of your goals and apply them to your funnel.

B2C - AIDA:

For the purpose of this lesson, I am going to choose a different funnel for each example we
have here.

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This is quite a “simple” goal, but you could go more into it more by saying that for
example, if someone is in the interest phase and visiting your site, they might be
looking at similar sites. Not necessarily blogs but websites related to the topics your
blog covers.
If you’re in a similar position to our fashion designer, you know that you will probably
have more than one short-term goal, so you would do this for each of those.
If we apply this to the mid-term goal:

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To remind you why you are doing this - you are looking at what people are doing in different
stages of the funnel so that your marketing is targeted and your content is relevant and
guiding them along to the next stage.
So for example with desire, you could serve ads that highlight your USPs, or create a sense
of urgency with things like “for a limited time…”, you could target competitor search terms
and serve a clever ad below your competitor etc
Also remember that someone can come in at any stage of the funnel and convert. It doesn’t
mean you have failed, it’s just because we’re people and we don’t all follow the same path.

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B2B - VAC:

Then for our project management guys, I’ve chosen VAC. We’re only breaking down
the first goal here, as the mid-term goal doesn’t necessarily fit into a funnel and the
long-term goal is similar to this in terms of the breakdown within VAC.

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Buyer Personas Recap:

The fashion designer won’t have data-based personas to go on, but she can create
some ideal personas, as we discussed in lesson 2.
I’m going to make up two:
We have a 30 year old woman, living in town and working in a trendy environment.
She owns a dog and loves the outdoors.
We have a 23 year old student, interested in fashion and looking good. She spends
her free time with friends and family.
Project Management company:
A 34 year old male working as a project manager for a big company. He spends a lot
of time with people and data and is focused on efficiency.
A 45 year old CEO of a business with multiple departments who is experiencing
communication problems.

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Target Market Recap:

My target market is [gender] aged [range], who live in [place / type of place], and like
to [activity].

B2B Example:

My target market is male and female managers, aged between 25 - 45, who work in
companies with 10+ people and need to be more efficient

B2C Example

My target market is women aged 22 - 35 who are employed and interested in looking
good

Digital touchpoints:

B2C

Website - blog - free blogger site
Instagram account - professional account, updated once a day, number of followers,
avg engagement rate
Facebook Page - updated twice a week, number of followers, avg engagement
Pinterest Page - updated once a week,

These are the existing touchpoints our fashion designer has. When we put together
this strategy, we may need to recommend additional touchpoints. For example:

Newsletter
SnapChat
Whatsapp group

B2B

LinkedIn page - active, post once per month
Google Search
Facebook Page
Website
Demos

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Chat bot
Newsletter
Support

Budgeting:

Budget should be set but remain flexible based on performance
There are a few ways you can determine budget
Revenue based - there are industry standards which I will take you through
Volume and/or target based - we’ll go through ROI and CPL examples

It makes sense that younger businesses need to spend more aggressively than
buisnesses 5 years and older, as young businesses rely much more on branding and
reputation. Experts suggest businesses invest between 12 and 20 percent of their
gross revenue on marketing. Whether that all goes to digital marketing is another
story but that is the overall recommendation.

Let’s say gross revenue for the year was 100 000. 12 - 20 000 of this should be
invested in marketing.

Older businesses would have (hopefully) established their awareness and become
profitable and therefore need to be less aggressive. Budgets can therefore decrease
to between 6 and 12% of gross revenue.

If you are just starting out and therefore have not made any profit, it’s much more
difficult to determine a budget. Whatever resources you have, you should allocate a
large portion of it to marketing but the exact % depends on the capital you have.

Remarketing Strategies:

Viewed certain pages
Viewed more than x pages
Create time-based lists and exclude from each other
E.g. converters over the last 7 days, converters over the last 30 days - exclude the
former as 7 days may be less likely to purchase again
Site visitors over last year, exclude site visitors over last 30 days - serve different ad
copy, perhaps a promotion
All post engagers, exclude page followers - encourage to join page / sign up
Site visitors over last 30 days and engagers over last 30 days - more aggressive sell
Converters over last 90 days, exclude 30 day converters. Upsell.

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Analyse Results:

What does good performance look like? Use your KPIs to determine which metrics
you need to pull for your reports. Where possible segment the results by target
audience.
Analytics is a great place to start, as is Google Ads and Facebook Insights.
I’m glossing over this now as we go into a lot more detail on analysing each platform
in module 3
Once you have looked at your results you need to determine:
Which channel performed best overall?
Which channel didn’t perform and why?
Which audience performed the best?
What were the top keywords?
What were the most expensive keywords?
What gave the highest conversion rate? And the lowest?
Did device performance differ? Why?
Which ad copy/creative saw the highest CTR / engagement?

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