Strategic Approach

As a digital marketer, I am responsible for the strategic planning and implementation of digital marketing campaigns focused on raising awareness, generating leads and increasing sales. I benchmark campaign performance using clearly defined goals and implement tactics using the following general process for acquiring and retaining customers:

  • Raise Awareness

    Generate buzz through campaigns that promote your brand as a leader providing solutions that address the needs of people in your market.

  • Generate Leads

    Drive traffic to lead generation sources that encourage people to subscribe to your newsletter, download your free content and connect with your brand.

  • Acquire Customers

    Nurture leads through relevant content and exclusive offers that promote conversions while encouraging positive word-of-mouth.

  • Build Loyalty

    Encourage repeat purchases through new innovative products, helpful service, special offers and community engagement initiatives.

Customer Personas

Creating audience personas based on the common interests, behaviors and demographics of customers and leads is a marketing tactic I use to help target ad campaigns and guide the content creation process. Tracking these personas is an ongoing process because people are continuously evolving as they discover new interests and needs in their environment. This is why I like to use tools like this one from HubSpot to further refine the details of each buyer persona.

John

36 years old
Software Engineer
Lives in Vancouver

Enjoys

Back-pain relief
Productivity hacking
Mountain climbing
The Gentleman’s Box

Kelly

27 years old
Graphic Designer
Lives in Toronto

Enjoys

Office Yoga
Raw food
Wellness tips
Yogi Surprise

Online Advertising

I have successfully created, managed and optimized online advertising campaigns for Search Engines (SEM) and Social Media (SMM) using tactics to boost performance and maximize return on investment (ROI). I use SEO research tools, such as Screaming Frog, Serpstat and SpyFu, to collect information on keyword competition and identify long tail keywords for AdWords campaigns.

My experience also includes managing remarketing lists for both SEM and SMM campaigns to optimize ad spend by targeting newsletter subscribers who are not yet customers. These types of campaigns are set up using keywords, interests and audience segmentations that are geo-targeted and scheduled to optimize ad spend for specific regions and time-sensitive events (if applicable). Below are some examples of general tactics I am familiar implementing:

Keyword

Research

Identify keyword queries, negative keywords and make bid adjustments.

Location

Geo-Targeting

Optimize campaign performance by geographic region based on goal targets.

Device

Platforms

Create platform-specific ad groups optimized for various device types.

Audience

Demographics

Create remarketing lists to deliver relevant ads that appeal to targeted audiences.

Landing

Pages

Optimize content on landing pages and track changes in conversion rates.

Schedule

Time of Day

Lower the cost of conversions by excluding ads from poor-performing time periods.

As a detail-oriented marketer, I also like to organize campaigns based on the keywords and audience segmentations selected. For example, if the main keyword targeted in a campaign was “standing desks” and the audience segmentations were “men” and “productivity”, then I would name the ad group:

Standing Desk for Productivity – M [Toronto]
What for WhyWho [Where]

Email Newsletters

Communicating directly with people who have shown interest in your brand by subscribing to your newsletter is a lead nurturing tactic central to almost any digital marketing strategy today. I general start by creating, or building upon, a Welcome Campaign that introduces new subscribers to your brand, its core values, product showcases, FAQs, and testimonials in a series of automated emails. I also split test (A/B) variations when necessary to benchmark the performance of changes in the content and design of each communication.

Following along the customer journey, I set up Engagement Campaigns to drive people to your website and encourage sales. An example for such a campaign is to ask your subscribers about themselves (ex: preferences, interests, problems, etc.) and use the results to create more targeted campaigns that address the most common aspects.

The key to any great email strategy are Conversion Campaigns that encourage subscribers to become customers with discounts (ex: 15% off) or free offers with any first time purchase. I also set up campaigns to be triggered based on a predefined schedule and activity on the website such as when someone has visited a webpage in the checkout process.

Social Media

Social media offers a powerful platform to raise awareness and drive traffic to key conversion pages on your website. Engagement with your brand can be encouraged with ideas such as voting on new product ideas, posting short surveys, linking to articles in your blog and sharing community-generated content showing how much people love your products or service.

I generate insights by monitoring keyword topics related to your brand using content aggregators such as Feedly and Hootsuite. I also use messaging apps such as Slack, a project organizers such as Trello and Evernote to share relevant and notable content I find with you and your team.

A customer retention tactic that helps build brand loyalty is starting an exclusive group on your website (ex: Buddypress) or using a social network (ex: Facebook Groups). This tactic encourages people to learn more about your brand from other people, customers and experts you invite to discuss relevant topics and provide practical tips. One great benefit is when these discussions lead to future product ideas!

Below are some social media marketing tactics I am familiar with:

Engage Audiences

Idea

Post links to informative articles from the blog on the company page and include hashtags of campaigns and/or audiences.

Build Anticipation

Idea

Post hints about upcoming products, new features, ambassador campaigns, company culture, partnerships, etc.

Promote Success

Idea

Share success stories through blog posts and videos showing how people can benefit from your product or service.

Form Relationships

Idea

Join groups in your market to connect with and learn from leaders and best practices.

Build Interest

Idea

Use Twitter conversational ads to encourage participation in campaigns.

Learn More

Inspire Advocacy

Idea

Ask customers to share stories on social media about why they love your product, service or brand.

Content Marketing

Generating informative content that educates and builds trust with your brand is a lead generation tactic many brands are implementing today. As a marketer, I have fostered relationships with brand ambassadors encouraging them to share their experience as a way to build trust and encourage positive word-of-mouth. I also utilized content marketing to encourage social engagement through activities (ex: contests, giveaways) and e-books (ex: office ergonomics checklist) that can be leveraged as lead generation tactics to increase subscriptions to your newsletter.

Another content marketing tactic I have implemented is asking customers to share success stories of how your brand has made a positive impact in their life. These stories can be collected through short surveys and then posted in your blog (with their consent of course). My apps of choice for collecting data are TypeForm, Conversational Forms and Paperform.

Learning Best Practices

I stay informed by learning from industry leaders like Laura Roeder, Neil Patel, Rand Fishkin, and companies such as HubSpot, Buffer, Zapier, and Mailchimp. Below are some examples:

I also use infographics to collect and reference best practices relating to online advertising, lead generation, social media, and web design. Below are some I have collected on a Pinterest board: