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6 Marketing Hacks to Boost Your Performance
Bonnie HarrisFounder, Wax MarketingAdjunct Professor, WVU Reed College of Media
• Thinking Like a Digital Marketer• Using Personas & Behavior• Keywords and SEO• Testing• Analytics
@waxgirl333
Why do we need to think like marketers?
• Expanding number of media targets• Extraordinary amount of content marketing • Outreach of non-professionals to media• Demise of relationship-building
• 59.3 million blog posts posted on Wordpress per month
• 27 million pieces of content shared per day (in 2013)
• 50% of journalists receive more than 100 pitches per day
• News desks can receive 500 pitches per day
The numbers are staggering…
Nearly 30% don’t receive any phone calls in a given day. @waxgirl333
80% of the customer experience by 2020 will be self-directed.*
*Gartner, 2015
@waxgirl333
Hack #1Build Media Personas
Think of the media like a customer.
• What % of the cycle is self-directed?
• How & when do they build relationships?
• Who/What influences them?
Some demographics will help visualize your new persona.
@waxgirl333
Personas
Personas
Personas
Introducing…
Content acquisition behavior
Content Acquisition Behavior
• Which channel do they frequent most often? • When do they frequent? • What content are they likely to
absorb? • How quickly do they respond? • What triggers an event?
@waxgirl333
@waxgirl333
Hack #2Put it where & when they’re most likely to find it.
Develop Your Pitch
call to action
• Adapt to their behavior• Provide links to relevant materials• Offer associated social links• Multimedia whenever possible
@waxgirl333
Hack #3: Give them the gift of a great customer experience.
By year 2020, customer experience will the key differentiator over product or price. Walker, 2016
Hack #4 Create the right hook.
Determine the right pickup line
keywords
• Google Adwords Planner to find relevant keywords and phrases
• Google Analytics for top keywords on your own site
• Buzzsumo• Google Trends
A/B Testing
• Send in waves • Use alternate headlines• Use alternate keywords/hot links• Test timing of send
• Lurk for content acquisition behavior
• Facebook insights• Twitter analytics
Use and abuse social media
Hack #5Test Iteratively
Hack #6 Get in bed with analytics.
• Ask for reports:– Social traffic to check your CAB–Referral traffic – Sessions for volume
• Use landing pages for your releases.• Review – once a week or even daily.• Use Google, Alexa, Moz…
@waxgirl333
Use Analytics
6 Marketing Hacks
1. Create media personas.2. Put it where & when they’re most likely to
find it.3. Give them a great customer experience.4. Create the right hook.
5. Test iteratively.6. Get in bed with analytics.
Bonnie HarrisW
axMarketing
.comw
axmarketing
@gm
ail.com612-801-0912@
waxgirl333
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