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:
Generate buzz through campaigns that promote your brand as a leader providing solutions that address the needs of people in your market.
Drive traffic to lead generation sources that encourage people to subscribe to your newsletter, download your free content and connect with your brand.
Nurture leads through relevant content and exclusive offers that promote conversions while encouraging positive word-of-mouth.
Encourage repeat purchases through new innovative products, helpful service, special offers and community engagement initiatives.
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.
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:
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 Why – Who [Where]
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 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:
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 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: