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Rand Fishkin, Wizard of Moz | @randfish | [email protected]
The Digital Marketer’s FrameworkA structured process to help make unbiased, strategic marketing
investments for your brand
The Problem
When You’re Used to Hammers…
Every Problem Looks Like a Nail.
If You Do Paid Search:
If You Do Paid Social:
If You’re a Content Marketer:
If You’re a Brand Marketer:
Scientifically, the best tasting, most
ethical, most unique beef available in
the US.
If You’re a CRO Specialist:
Test Headline
Test CTA
Test Photo
If You Do SEO:
Applying & Refining a Formula is What Made Us
Better at Our Jobs…
But, That Doesn’t Mean It’s Right
for Every Company, Product, or
Endeavor.
The Solution
Step Back…
Throw Out the Venn Diagram
Use a Blank Slate
The Goal
An Ordered List of
Channels & Tactics to Attempt
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
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:
How You’ll Determine When to Add/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
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
Pro Tool: Google Trends
New (ish) in GG Trends:
filter by geography!
Via https://trends.google.com/trends/
Let Me Guess What You’re
Thinking…
But Rand…
I’m a specialist.
This process could be self-defeating.
#1: You’ll Earn Trust by Conducting an Unbiased
Evaluation
#2: You’ll Only Work on Projects
Where You Can Deliver Great Results
#3: You Upgrade Your Perceived Value(this is how marketers become CMOs, & agencies become strategic partners
instead of outsourced workers)
The Framework
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
Who Are You Trying to Influence?
Demographics(age, gender, income,
marital status, ethnicity)
Psychographics(activities, personality &
values, attitudes)
Geographics(local, regional, national,
density, distribution)
Behavioral(benefits, usage rates,
patterns, use cases)
I kinda hate
personas…
But, I love working with real
customers & customer targets
Kim teaches cooking
classes? She’s a perfect
customer, and a real
person I can talk to.
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
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)
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
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
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
How Does This Audience Make Decisions/Solve
This Today?
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?”
Pro Tool: Nuzzel
Via http://nuzzel.com/dannysullivan
Yup! You can see what any
Nuzzel user’s feed looks like
by visiting their URL
Pro Tool: Klear
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
What Channels Have Your Audience’s Attention
Today?
Search
Pro Tip: Look for KW volume around the
“problem,” not the “solution”
Via https://moz.com/explorer
Crowd cow is a solution to
these problems.
Social Networks
Social(ish) Content Networks
Email Newsletters / Subscriptions
TV & Video
Radio
Podcasts
Pro Tool: ListenNotes
Print Media
Books
Outdoor
Web Publications
Blogs
Pro Tool: Fresh Web Explorer
Via https://moz.com/researchtools/fwe/
Influencers
Events & Conferences
Industry & Trade Publications
News Aggregators
Forums & Discussion Boards
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
What Do We Stand For & Against?
Pro Tip:
Ask “How Will We Make Enemies?”
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
Pro Tip: Not a Slogan, An Association
Via Team Tiffany
Pro Tip:
Emotions > Benefits > Features
Via https://moz.com/rand/what-are-the-most-powerful-mind-expanding-ads-youve-seen/
Pro Tip: All Marketing Should (Subtly) Reinforce the Message
SEO Snippets
PPC Ads
Big
Content
CommentsTweets
Photos
Landing
Pages
UI & UXBrand Name
Posts
Emails
Product
Names
Videos
Visual
Branding
Outreach
Onboarding
Press & PR
The Brand
Promise
Audience
Problem
Market
Existing Solutions
Channels
Position
Message
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?
Prioritize Based On:
Relative Odds of Success
Skills & Personnel Match
ROI (CLTV / Cost of Customer Acquisition)
Potential Impact
Budget Requirements
Real Life
Application
