Rand's presentation on how to select strategic, digital marketing investments for your brand. Advice: step back, stop doing what you're good at or what you've been hired/asked to do in order to figure out what channels and tactics might work even better.
1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
The Digital Marketer’s Framework
A structured process to help make unbiased, strategic marketing
investments for your brand
19. How You’ll Invest in Each
Dinners w/ Influencers in the Food WorldTactic:
Goal: 1-2 posts on Instagram, Facebook,Twitter, Snapchat,
and/or their blog per attendee
Process: 1) Identify mid-tier influencers in each city
2) Find shared connections for intros
3) Arrange meal to be highly photogenic
4) Hire pro photographer & send shots to each
20. How You’ll Measure Those Investments
Brand growth via socialGoal:
Share counts, mentions, # of accounts mentioning,
reach, and social follower growth
Metrics:
Podcast CoverageGoal:
# of Podcasts, audience sizes, # of searches for
brand, # of visits to podcast-promoted URL
Metrics:
21. How You’ll Determine When toAdd/Remove
Channels or Tactics
Dinners w/ Influencers in the Food WorldTactic:
Experiment: 4 cities, minimum 2 dinners, minimum 6
influencers per dinner
Must Be True to
Continue:
Influencer posts reach 500 engagements per
city (likes, comments, RTs, etc)AND posts &
engagements are 80%+ positive
22. How You’ll Compare Your Results
to the Competition
Dinners w/ Influencers in the Food WorldTactic:
Competitive
Metrics:
ID events from competitors (direct or indirect) &
measure: engagement rate on social platforms
per attendee, press coverage, new links, &
branded search growth
23. Pro Tool: Google Trends
New (ish) in GG Trends:
filter by geography!
Via https://trends.google.com/trends/
38. What Problem(s)Are You Solving?
Enable people to participate in crowdfunding of meat from
animals too large for single families
Give home cooks the same access to more ethical, better
tasting beef that professional chefs have
Be the source discerning meat eaters can trust
List from more
specific to more
abstract
(this will help w/
messaging,
positioning, and
channels later)
40. Are You Growing a New Market?
Or Capturing an Existing One?
Low volume for non-
branded keywords
means Crowd Cow
almost certainly
needs to grow the
market
Via https://moz.com/explorer
43. Pro Tip: Interviews
Don’t Ask:
“What do you read & who do you follow
to learn more about steak?”
Do Ask:
“Can I see how you browse Twitter,
Facebook, Instagram, & your daily
news/hobby websites?”
86. Which Potential Channels…
Connect our audience to our message?
Fit our timeframe for returns?
Have low competition vs. potential reach?
Match our strengths & experience?
Fit our budget & team parameters?
87. Prioritize Based On:
Relative Odds of Success
Skills & Personnel Match
ROI (CLTV / Cost of CustomerAcquisition)
Potential Impact
Budget Requirements