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DIGITAL MARKETING MASTERY MINI-PROJECT #1

In this mini-project, you will learn how to map out a customer journey for your brand, identifying and labeling the 5 conversion funnel elements. Optional extra credit includes creating customer avatar sheets and completing a "Before and After Grid" for your core offer.

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DIGITAL MARKETING MASTERY MINI-PROJECT #1

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  1. DIGITAL MARKETING MASTERY MINI-PROJECT #1 —————————————————————— Documenting The Customer Journey

  2. MINI PROJECT #1 ENTER NAME AND EMAIL NAME: EMAIL: Text Text

  3. Assignment Instructions • Use the skills you learned in Unit 1 and Unit 2 to map out a Customer Journey for your brand. (NOTE: It is common…even preferred…for a brand to have multiple Customer Journeys, so for now just pick one.) • Identify and label the 5 Conversion Funnel elements (i.e. Lead Magnet, Tripwire, Core Offer, Profit Maximizer, Return Path) • OPTIONAL EXTRA CREDIT #1: Create a Customer Avatar sheet for each of your avatar groups your company serves (Copy and paste the included Customer Avatar slide if you have multiple avatars) • OPTIONAL EXTRA CREDIT #2: Complete a “Before and After Grid” for your Core Offer and insert a screenshot or photograph of the grid in Slide 6

  4. CUSTOMER JOURNEY FOR: [COMPANY NAME] JOURNEY STEPS: Become Aware Subscribe Convert Engage Excite Ascend Advocate Promote Text Text Text Text Text Text Text Text Text Text Text Text

  5. EXAMPLE CUSTOMER JOURNEY FOR: DigitalMarketer JOURNEY STEPS: Become Aware Subscribe Convert Engage Excite Ascend Advocate Promote Blog post and retargeting ads direct prospect to a subscribe to relevant report (LM) Thank you page and followup emails offer a relevant execution plan for $7 (TW) Prospect sees and click on an ad on Facebook or Google Ad directs them to a high-quality blog post about a specific subject Thank you page and followup emails offer a Trial to DM Lab for $1 (CO) Thank you page and followup emails offer a discount on a related cert (PM) Followup emails encourage consumption of Execution Plans (RP) Followup emails encourage member to attend “Office Hours” (RP) Followup consumption emails encourage member to stay for at least 90 days (RP) After 90 days, followup emails encourage member to refer other members (RP) Followup emails encourage member to post to DM Engage group (RP) Trial member converts to full member after 30 days (CO)

  6. DEMOGRAPHICS HOBBIES & INTERESTS • MALE / FEMALE • AGE: 35 - 55 • BLUE COLLAR/WHITE COLLAR • SALARY • HOMETOWN • BLOGS THEY READ • ASSOCIATIONS • CLUBS • FORUMS • ETC. CUSTOMER MOOD BIG PAIN POINTS • HAPPY / SAD • EMOTIONAL/LOGICAL • INTROVERT/EXTROVERT • CONTENT/FRUSTRATED • CLOTHES WON’T FIT • CAN’T PAY BILLS • CAN’T FIND A JOB • ETC. • ETC.

  7. BEFORE AND AFTER GRID FOR: [COMPANY NAME] [INSERT A SCREENSHOT OR PHOTO OF THE “BEFORE AND AFTER GRID” YOU CREATED IN UNIT 2]

  8. GRADING SCALE All mini-projects are graded on a score of 1 - 4 based on the following criteria: 1 – Limited effort and limited understanding of the subject matter 2 – Basic understanding but limited effort 3 – Good understanding of the subject matter and acceptable effort 4 – Advanced understanding of the subject matter and extraordinary effort (Top 5 – 10% of Students) A score of 3 or higher is required to receive a passing grade on the project. NOTE: Mini-Projects are not required nor must they receive a passing grade to complete the Digital Marketing Mastery Class. This same grading criteria is used for the Final Project (which is required to receive the CDMP designation), however, so these mini-projects can be very helpful in preparing for the Final Project which will be administered at the end of this class.

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