DMND PORTFOLIO

BUILDING A MARKETING STRATEGY

Customer Journey Based
Marketing Plan
 DMND NANODEGREE PROGRAM

MARKETING OBJECTIVE
Utilizing a marketing budget of $50,000, my goal is to
get new student sign-ups this quarter. I will need a
minimum of 168 signups to break even on this campaign
and make it worth my while. Each signup is valued at
$299. Primary KPI will be number of new students
enrolled in DMND program by the end of this campaign.
The budget will be spent strategically across different
digital platforms focusing on content targeting users in
the Awareness, Interest, and Desire stages of the
customer journey.
 TARGET CUSTOMER PERSONA
Background Paul Nixon Needs

• Male • Money
• 30 years old • Motivation
• 1 child • More time
• Married • Security (to take
risks)

Hobbies Goals Barriers

• Outdoor activities • Personal growth • High cost of living

• Travel • Earn more income • Low income
• Family time • Own a home • Afraid of risk
• Sports • Help others • No time
 When+How+Where = Marketing Tactics

Customer
Awareness Interest Desire Action Post Action
Journey

• Thank you, further • Jobs

• Learn social media • Udacity DMND support with links to • Newsletter
marketing
program Slack • New courses and
• Learn about Google • Testimonials and • Pre-Work Udacity updates
Message • What is Digital Marketing? Ad Words
reviews from past anticipation and tips/ • Discounts and
• The best online
students and reminders incentives to
courses to learn
employers • Connect on social continue learning
digital marketing
media with Udacity

• Blog Post
• Social Media • Facebook • Facebook
• Google Ad Words • Google • E-mail • E-mail
Channel • Google
• Display Network • Video • Social Media • Social Media
• collect e-mail
• Video • collect e-mail
• collect e-mail
 DMND Budget
Allocation for Media
Awareness, Interest, Desire
 Awareness

Number of Site
Channels Planned Spend Cost Per Click Average Conversion Rate Total Sales
Visits

Facebook $4000 $1.25 3200 0.05% 2

0.05%
AdWords Search $4000 $1.40 2857 1

0.05%
Display $1000 $5.00 200 0

0.05%
Video $1000 $3.50 286 0

Total Spend $10000 Total # Visitors 6543 Number of new Students 3

 Interest

Number of Site
Channels Planned Spend Cost Per Click Average Conversion Rate Total Sales
Visits

Facebook $4000 $0.50 8000 0.1% 8

0.1%
AdWords Search $4000 $1.50 2667 3

0.1%
Display $3.00

0.1%
Video $2000 $2.75 727 1

Total Spend $10000 Total # Visitors 11394 Number of new Students 12

 Desire

Number of Site
Channels Planned Spend Cost Per Click Average Conversion Rate Total Sales
Visits

Facebook $20000 $0.30 66667 0.3% 200

$1.50 0.3%
AdWords Search $10000 6667 20

0.3%
Display $3.00

0.3%
Video $2.75

Total Spend $30000 Total # Visitors 73334 Number of new Students 220
 ROI: Budget Allocation

Total Number of Site Total Number of

Phase Total Spend Profit Per Sale Total Profit ROI
Visits Sales

Awareness $10000 6543 3 $299 $897 -$9103

Interest $10000 11394 12 $299 $3588 -$6412

Desire $30000 73334 220 $299 $65780 $35780

Total $50000 91271 235 $299 $70267 $20267

 Recommendations
• In tandem of the duration of this quarter long
campaign, I would go into specific e-mail
marketing to users in their respective stages in the
customer journey. Deliver value, value, value!

• Be very active and engaging on all social media

platforms because I chose to spend heavily on
Facebook, I anticipate curious users will check my
page. I want to make sure they see and find
exactly what they are looking for. Deliver value
and shareable content.
Market Your Content
THE BIRTH OF A DIGITAL MARKETING WIZARD
He knew that he was running out of time. A
voice inside of him screamed, “No one is
coming to help you! Do it now, or you will
lose!” Cold sweat on his forehead, he
woke up determined…more focused than
he’d ever been before…

Three years ago, I walked into the sales and

marketing office of my company with no
experience, no relationships, and no clue of
what this world was about. I had great leaders
who showed me and taught me everything they
could. Everyday, I was growing, learning, and
experiencing new things. Never afraid to try,
and making mistakes all along the way. I
learned quickly and absorbed everything there
was to absorb, until…

I asked the question, “who handles our online stuff?” For the first time since I started, my leaders
didn’t have a clear answer. With this question, my world changed… life wasn’t so easy anymore. No
one could teach me like how they did with everything else all this time. We went though high
employee turnover, thousands lost in consultation fees and salaries paid, all while learning nothing in
the process. It turned our digital marketing efforts into a Frankenstein department with fragments of
everyone who did their experiments with it. I had to find an answer or we would definitely lose… I
found Udacity’s Digital Marketing Nanodegree Program and now it’s all on me.

My name is @lawrencekim808, this is my story : THE BIRTH OF A DIGITAL MARKETING WIZARD

Let’s go on this journey together, subscribe to my weekly blog and tell me, “What challenges are you
facing in your marketing department?”
 Twitter
“If there is no answer to your problems, it’s on you to go find a
solution” You’re not the only one having digital marketing problems…
click on the link below to find out what I did! #udacity #blog
#DigitalMarketing #socialmedia #school

bloglink.url <~ Subscribe

 FACEBOOK

Facebook : (Tag all of my friends in related

field of work who might have expressed
similar frustrations.) Dear friends, I am
writing this post to let you all know that I
have decided to embark on a new journey
and I wanted to share this journey with
you. Below is a link to my quick 2 minute
blog explaining why? and what i’ll be
doing for the next few months. I’d love to
take you with me so i’m starting this blog
as way for me to share with you
everything I learn, but more importantly I
want to open up a discussion group
about marketing that I will choose a topic
for and announce in my weekly blog,
based on what seems to be on
everyone’s minds. Subscribe, and turn on
your notifications (I promise just once a
week) so that we can all chime in
together! bloglink.url <~Subscribe
 LinkedIn

WHAT TO DO WHEN YOUR DIGITAL MARKETING

STRATEGY SUCKS

Don’t worry, no one knows you’re reading this, (well

analytics probably does, but that’s not the point) the
point is, many of us face this problem in our
department. But what can we do? The senior
members built this this company pre-internet and
everything we do is relationship based, right?
Absolutely… what you need to realize is that, it IS
still relationship based. You just don’t have a good
relationship with the internet… you know, Facebook,
Google, Apple, Twitter, etc…you know, the world’s
biggest companies? Let me invite you to get a
weekly glimpse into how i’m going about to build
these key relationships. (and again don’t worry, no
one has to know… except analytics of course)

bloglink.url <~Subscribe and tune in let’s help each

other grow, let’s help each other know!
Run a Facebook
Campaign
AD CREATIVE
 CHANGES
• After the first 24 hours, I saw that only one of my creatives were performing
and converting. ( My own provided one ) So I changed out the other two
creatives with similar photos. ( see next slide for screenshot )

• I also saw that most of the traffic was happening on Facebook / Instagram
News Feed and Instagram Stories, so I changed targeting to go all in on those
placements.

• Originally had Hawaii and California targeted, but all eBook downloads came
from California, so I decided to list more US states into the target to see what
happens. A few hours in, after evaluating the account overview and success
of ads that were performing, I also included other countries that spoke
english.

• Saw that people outside my target age range downloaded the eBook, so I
changed the target range from 25-35 to 18-45.
CREATIVE CHANGES SCREENSHOTS
 KEY RESULTS
CAMPAIGN RESULTS REACH COST SPENT

1 171 40,899 $0.50 $85.13

2 20 12,163 $1.11 $22.25

3 31 13,118 $0.57 $17.62

OVERALL 222 65,742 $0.56 $125.00

 CAMPAIGN RESULTS
Performance

Demographics

Placement
Engagement Delivery Performance
AD SET DATA
SEO Audit
On-Site SEO
 KEYWORDS
HEAD KEYWORDS LONG TAIL KEYWORDS

1 Udacity what is Udacity

2 Online Marketing online marketing courses

3 Google SEO learn Google SEO

4 Digital Marketing learn digital marketing

5 Social Media social media marketing

Head keyword with highest priority score is “social
media,” with a score of 78.

Long tail keyword with the highest priority score is

“social media marketing,” with a score of 63.
 TECHNICAL AUDIT
Website: dmnd.udacity.com
CURRENT REVISION
Udacity Digital Marketing
Digital Marketing by
TITLE TAG Nanodegree Program
Udacity
Website
Gain real-world experience running
META- live campaigns as you learn from
-none top experts in the field. Launch your
DESCRIPTION career with a 360-degree
understanding of digital marketing.

1.Udacity students
2.DMND program logo
ALT-TAG -none 3.Corporate partner logos
4.Laptop classroom preview
5.Udacity Instructor
6.Laptop classroom preview 2
Off-Site SEO
 BACKLINK AUDIT
BACKLINK DOMAIN AUTHORITY

www.nytimes.com/
1 2012/11/04/education/ 99
edlife/massive-open-
online-courses-are-
www.cnn.com/2012/07/05/
2 opinion/bennett-udacity- 99
education/index.html
https://en.wikipedia.org/
3 wiki/ 97
Social_media_marketing
 LINK BUILDING
ORGANIC SEARCH
SITE NAME SITE URL
TRAFFIC

https://
1 Entrepreneur www.entrepreneur.com/ 176K
us
https://
2 Gary Vaynerchuk www.garyvaynerchuk.c 58.7K
om/

3 Wired https://www.wired.com/ 50.2K

Recommendations
Based on our audit of : http://dmnd.udacity.com/ we have found the following issues to address
with the webmaster.

• Send page optimization suggestions from the PageSpeed Tools Insights. ( Mobile page speed
was unavailable, but our opportunity to further optimize is available)
1. Eliminate render blocking JavaScript and CSS in above the fold content
2. Enable compression
3. Leverage browser caching
4. Optimize Images
• Send the free report from Think with Google to the webmaster so that we can get our load time on
mobile faster and minimize our visitor loss.
• Suggest a couple of revisions to the title tag, meta-description, and alt-tags to help with SEO.
• Suggest a revision to the URL :( http://dmnd.udacity.com/ ) “DMND,” may be confusing to new
users or first time visitors.
• Use Accelerated Mobile Pages (AMP) to improve the speed and performance of the content on
the site.

I would also recommend regular (keyword rich) blogging to happen with a good mix of branded
and non-branded original content. To build relationships, I would suggest reaching out to other
bloggers, writers, and content creators to share and collaborate on different projects. Reaching out
can happen in local networking events, and existing business partnerships. I highly suggest
paying attention to all industry related social media content and webpages and identify all content
creators in the same space. Because we only have 1 indexed page, we must build on that and put
more information on our page.

• Create content and add more relevant pages linking to the website so that we can get more
indexed pages and start building our domain authority around the subject of “Digital Marketing,”
and our page authority score to rank higher on the Google search engine results page. (SERP)
Run an Ad Words
Campaign
AD GROUPS
Ads & Keywords
INTEREST
admob

admob android

android app development for beginners

android app development tutorial

android development for beginners

android development tutorial

android programming for beginners

app monetization

best online schools

coursera courses

free online courses

google admob

harvard free courses

harvard free online courses

learn android app development

learn android app development online

learn android development

mobile app advertising

online classes

online courses

udacity

udemy coupon

udemy coupon $10

udemy courses
DESIRE
add ads to android app

android app development course

android app development course fees

android course fees

android development course

android monetization

app ad revenue

best android development course

complete android developer course

coursera

coursera free

google android developer course

how apps make money

how to earn money from apps

how to make an app and make money

how to make money from apps

how to make money off an app

how to make money with android apps

learn android development

mobile app monetization

monetize android app

monetize my app

monetize with ads

udacity

udacity nanodegree cost

Campaign Evaluation
Results, Analysis, and Recommendations
 Campaign and Ad groups
Max Cost
Ad Avg.
CPC Impre. Clicks CTR Conv. CR Per Cost
Group CPC
Bid Conv.

$3
Interest 447 10 2.24% $2.23 1 10% $22.33 $22.33
enh

$3
Desire 1405 25 1.78% $1.60 5 20% $8.01 $40.05
enh

Total - 1852 35 1.89% $1.78 6 17.14% $10.40 $62.38

 ADS
COST
AVG.
AD CLICKS CTR CONV. CR PER
CPC
CONV.
Interest
9 2.13% $2.16 - - -
AD1

Interest
1 4.17% $2.87 1 100% $2.87
AD2

Desire
1 0.35% $2.95 - - -
AD1

Desire
24 2.15% $1.55 5 20.83% $7.42
AD2
 KEYWORDS
COST
AVG.
KEYWORD CLICKS CTR CONV. CR PER
CPC
CONV.

coursera 25 1.82% $1.60 5 20.00% $8.01

online
3 4% $2.51 1 33.33% $7.53
classes

coursera
3 1.78% $2.49 - - -
courses
 Campaign Evaluation and
Recommendations
• My KPI measure was number of conversions. Fell short of my marketing objective to
get 10 students enrolled into the free course. I got 6 with this campaign, which was
40% lower than my expectations.

• Every enrollment was valued at $60 and I was able to get 6 conversions. $360 return
on $62.38 ad spend. ($360-$62.38/$62.38=4.77%) This means that my ROI is $4.77
for every dollar that I spent on the campaign. Campaign was ROI positive.

• I ran 2 ad groups based on two stages of a customers journey. Each ad group had
two ads each under INTEREST & DESIRE. Overall average CPC for the two
campaigns were $1.78, with an average cost per conversion of $10.40

• My best performing ad was ad2 under DESIRE with 24 clicks, $1.55 CPC average,
and 5 conversions at $7.42 each

• For some reason before the 5th day my DMND AdWords account got deactivated or
suspended, it somehow fixed itself a day later but my campaign date already ended.
• My top performing KEYWORD was “coursera” I am glad that I mixed in a few
competitor words and phrases. This being the main word that led to conversions
has me curious and if I were running this campaign further, I would study deeper
into trends and see what is going on in the UK as far as popularity between different
schools, learning alternatives, and online courses.

• I might opt to create content on my landing page to highlight why Udacity is the
way to go when deciding between online courses and instruction, that way I would
be able to write my ads to target those seeking comparison between schools and
educate them on the differences.

• For certain I would spend more time creating completely different keyword
campaigns with branded, non branded, with a good mix of head and long tail
keywords for each ad group. This campaign overlapped in many ways, and I think
by targeting each ad group to be completely unique of each other with a specific
goal in mind will give me a clearer picture of how to evolve my campaign for future
ad spend.

• I would set up clearer A/B tests with seriously only one change at a time, so that I
can really start taking notes of what works and what doesn’t… and optimize as I go.
APPENDIX
SCREENSHOTS
AD GROUPS
ADS
KEYWORDS
Evaluate a Display Ad
Campaign
APPENDIX
SCREENSHOTS
AD GROUPS
ADS
KEYWORDS
 Avg. Conv. #New +/-
Keyword Clicks Impressions CTR Cost CPA Students
CPC Rate ROI
ad
advertisement 510 24172 2.11% $0.17 $85.58 0.2% $85.58 1 $213.42

online
marketing
video
495 42440 1.17% $0.51 $253.23 0.2% $85.58 1 $45.77

digital
learning 207 14198 1.46% $0.31 $64.99 0.2% - 0 -$64.99
courses
BUSINESS
TRAINING 163 17437 0.93% $0.63 $103.43 0.2% - 0 -$103.43
COURSE

course
digital 106 8726 1.21% $0.43 $45.50 0.2% - 0 -$45.50
marketing

Best performing keyword was “ad advertisement,” with a

low CPC of $0.17 and positive ROI of $213.42!
Suggestions to Improve Campaign
1. Work to improve the educational keywords for ad A

2. Pause or dump all of the non performing keywords

down the list that are costing money but not
converting.

3. More branded keywords relevant to this school

and its competitor schools

4. Experiment with a different trailer cover photo /

start picture
 Part 3
Results, Analysis, and Recommendations
 If I Had Extra Budget, I Would…
1. Keep running creative A from my display image campaign. Duplicate the
ad and change the image to something with people in it, to test if that
makes any difference in conversions.

2. Keep running video ad B and merge the educational keywords and the
large keyword list into one choosing the top 5 that converted the best and
dumping the rest. I would then search for different mix of branded and non-
branded keywords to add to that list.

3. I would change the cover photo for the video ad A to see if it makes any
difference in conversions, but I would use all the same keywords I chose for
the new video ad B. Maybe even change the text associated with the ad.

4. I would experiment with running my video ad through YouTube on videos

that have similarities to what my school is teaching. Digital Marketing
Market with E-mail
E-Mail Part 1
Plan Your E-Mail Content (DMND)
 Target Persona (DMND)
Background Paul Nixon Needs

• Male • Money
• 30 years old • Motivation
• 1 child • More time
• Married • Security (to take
risks)

Hobbies Goals Barriers

• Outdoor activities • Personal growth • High cost of living

• Travel • Earn more income • Low income
• Family time • Own a home • Afraid of risk
• Sports • Help others • No time

Paul is entering a place in his career that requires him to self-educate himself on current marketing trends and how to use the tools.
Money and security is a strong motivator as the cost of living continues to rise. His mentors; the senior members of his department,
don’t seem to have experience in the digital world. He knows it’s time to put in the work and learn the necessary skills.
 E-MAIL
E-MAIL MARKETING
CONTENT KPI
TYPE OBJECTIVE
PLAN

Insight Engagement
E-MAIL 1 Clicks
(link to blog) (Awareness-Interest)

Join Us On
Social Engagement Post/Page Likes
E-MAIL 2
(link to engaging post (Interest-Desire) (clicks)
on Facebook Page)

Course Start Conversion

E-MAIL 3 (Interest, Desire, Paid Enrollments
Date Reminder Action)
 E-MAIL 1

SUBJECT BODY
VISUAL CTA LINK
LINE SUMMARY

Your secret https://

digitalmarketing
behind the
• The Social Media community.com/
scenes look Advertising Guide • Brand Logos • Learn More guides/social-
into Social media-
Media advertising-
Advertising. guide-dmnd/
 E-MAIL 2

MARKETING OBJECTIVE SUBJECT LINE CTA

Check out this awesome

ENGAGEMENT community we’re Like our Facebook Page
building.
 E-MAIL 3

MARKETING OBJECTIVE SUBJECT LINE CTA

Last call… class starts in

CONVERSION Enroll Now
2 days, let’s go!
E-Mail Part 2
Calendar
 WEEK 1 WEEK 2 WEEK 3

M T W TH F M T W TH F M T W TH F

PLANNING TEST SEND ANALYZE

E-Mail Part 2
Craft Your E-Mail
 E-Mail Copy: E-Mail 1
• Subject Line: Your behind the scenes look into Social Media Advertising.

• Body: The ultimate unlock to anything is to get educated about what exactly it is.
Digital Marketing is not going anywhere for a while, and it's evolving everyday.
Udacity has partnered up with industry leaders to teach the latest up to date
information, while providing you access to the tools you need to succeed.

• Social media is the modern day communication standard, but which platforms
should you be using for your business? Udacity DMND has written “The Social
Media Advertising Guide,” which covers 6 major channels. The blog post is
hosted by digitalmarketingcommunity.com and the last time we checked, they
still had a link to download the full guide…

• CTA: Learn More

• Link: https://digitalmarketingcommunity.com/guides/social-media-advertising-guide-dmnd/
SCREENSHOT
A/B Testing E-Mail
 ORIGINAL (A) SUBJECT LINE CTA

Your secret behind the

EMAIL 1 scenes look into Social Learn More
Media Advertising.

(B) SUBJECT LINE CTA

Learn how to
EMAIL 1 advertise using I Want That Guide
social media

A/B testing is important for any campaign, in order to understand which version converts better as we continue to
optimize our copy. Subject line testing to see which might do better in grabbing users attention and get them to
open our email. The CTA testing is important to see if it makes a difference in users clicking the button. Version B
was created to target those who like to download information to refer back to on their own time.
 Sending and
Analyzing Results
 Results and Analysis

Sent Delivered Opened Opened Rate Bounced Open Rate = 22%

# of emails opened/(# of emails
2500 2250 495
0.22 225 successfully delivered)

Click through Rate = 8%

# of clicks on CTA /(# of emails
successfully delivered)

Overall Conversion Rate = 3.3%

Results and Analysis # of actions taken/(# of emails
successfully delivered)
Clicked CTR Take Action Conversion Unsubscribed

180
0.08 75 0.033 30
 E-Mail 2 & 3
• Understanding the importance of A/B testing, I have changed my
calendar objectives and gave an extra day for testing before
sending out email 2 & 3.

• I still want to stick to sending emails out on the same day each
week to see how it goes, though the way the calendar is, I will be
testing this out in a long term strategy to see the differences of
sending emails on each specific day

• When a user unsubscribes, I must immediately take them off my

list. A few things I would look into is possibly finding out why they
are unsubscribing with a short questionnaire on a “unsubscribe”
landing page. Many email services say that they automatically take
them off the list, but it would always be good to make sure just in
case. Absolutely need to avoid being flagged as SPAM.