Project 8: DMND Portfolio

Building a Marketing Strategy

1.Customer Journey Based Marketing Plan
What: your offer
Digital Marketing Nanodegree

Create a Customer Journey Based Marketing Plan with the goal of signing up
new customers to the DMND Program in one quarter.

Budget: $50,000

Profit: For the purpose of this assignment, the cost of the Nanodegree is
$999, assume a profit margin of 30%, meaning that Udacity makes $299 in
profit per student that signs up.

Campaigns: We want to aggressively grow the program, but, we want to do it

without losing money.
Marketing Objective:
What is the marketing objective for your marketing efforts?

Enroll 500 students by the end of the quarter with a total budget of $50,000.
Who Are Our Customers
 Target Persona – DMND Challenge
Target
Background &
Persona Needs
Demographics Kim Smith 1. Hands on experience.
1. Female 25 years old 2. Expert guidance
2. Married, pregnant with 3. Earn an valued
first child credential.
3. Working as a Sales 4. master platform-specific
Manager skills
4. Lives in Chicago
5. Husbend is a web
delveloper
6. HHI income 120k Goals Barriers
1. Make a career change 1. Lack of time due to
2. Work from home to take pregnancy and work
Hobbies care of the family 2. Unsure about Hiring
1. Reading 3. Owning a small online options after graduation
2. Pilates and yoga buisness 3. Variety of digital
3. Taking free online 4. Market herself online as a marketing courses
courses digital marketer
Phases of the Customer Journey
 When+How+Where = Marketing Tactics
Customer
Awareness Interest Desire Action Post Action
Journey

• Explain program
key benefit
• Claim your free through online • News about
• Describe growth in
eBook now webinar with • Reinforcement of digital marketing
demand for digital
• Explain about the experts program benefits • Classroom
Message marketers
program 360 • Enroll now and • Thank you updates
• Gain new marketing
degree approach get to run live • Career support
skills at your own pace
with live projects campaigns on services updates
major marketing
platforms

• Informative landing
• Email marketing
page • Facebook
• Search
• Social media • Search • Email • Email
Channel • Video ads • Display and videos
• Re-targeted
• Social media • Social media
display and video
• Blog (content ads
ads
marketing)
2. Budget Allocation
Digital Marketing Nanodegree
Budget Allocation for Media
Awareness: Budget Allocation for Media
Planned Number of Average
Channels Cost Per Click Total Sales
Spend Site Visits Conversion Rate

Facebook $7000 $1.25 5600 0.05% 3

AdWords 0.05%
$2000 $1.40 1429 1
Search

Display

0.05%
Video $2000 $3.50 571 0

Number of new 4
Total Spend $11,000 Total # Visitors 7600
Students
Interest: Budget Allocation for Media
Planned Number of Average
Channels Cost Per Click Total Sales
Spend Site Visits Conversion Rate

Facebook $6000 $0.50 12,000 0.1% 12

AdWords 0.1%
$4000 $1.50 2,667 3
Search

Display

0.1%
Video $2000 $2.75 727 1

Number of new 16
Total Spend $12,000 Total # Visitors 15,394
Students
Desire: Budget Allocation for Media
Planned Number of Average
Channels Cost Per Click Total Sales
Spend Site Visits Conversion Rate

Facebook $17,000 $0.30 56,667 0.3% 170

AdWords $1.50 0.3%

$6000 4000 12
Search

0.3%
Display $1000 $3.00 333 1

0.3%
Video $3000 $2.75 1,091 3

Number of new 186

Total Spend $27,000 Total # Visitors 62,090
Students
ROI: Budget Allocation for Media
Total
Total Number
Phase Total Spend Number of Profit Per Sale Total Profit ROI
of Sales
Site Visits

Awareness $11,000 7,600 4 $299 $1,196 -$9,804

Interest $12,000 15,394 16 $299 $4,784 -$7,216

Desire $27,000 62,090 186 $299 $55,614 +$28,614

Total $50,000 85,084 206 $61,594 +$11,594

Additional Channels/Recommendations:
1. I would recommend growing organic reach through search and social media using an SEO driven content plan. Which will include
blogs written by graduates of the program and expert’s advice on career change.

2. Another channel I would include is LinkedIn, I will run the same targeting on both LinkedIn and Facebook to later calculate which of
the channels performed better in terms of ROI. The email’s i will collect from both channels will be later used for remarketing.

I would use my target persona and add several others like:

• Marketing professionals with little to no knowledge of digital marketing.

• Small to medium business owners
• Entrepreneurs
• Front end web developers
• Copywriters

3. I will optimize the landing page in terms of SEO to drive traffic and increase brand awareness.
3. Showcase Work
Market your Content
Market your Content

Copy content from your Previous

project submission
 Why did I decide to take Udacity's Digital Marketing Nanodegree Program?
Truth be told, I'm no stranger to Udacity. I've been building website's for quite a while now, so taking online courses was kind of my thing. A year ago, I made the decision to become a digital marketer
after being an independent Front End Web Developer for 5 years. I landed my first entry-level job as a media manager and started taking free digital marketing courses online.

The journey begins

I learned key skills and had a firm knowledge of how digital marketing works. But I was also overwhelmed by the number of niche's while struggling to connect all the dots. Eventually, I started diluting
sources and ending up with what I believe to be the best online sources for learning digital marketing. Here are some of them: Hubspot – For Inbound marketing Moz – SEO specific courses
Coppyblogger – For in-depth Content marketingGoogle Digital Garage – Excellent to start with Lynda.com – A huge library of courses in the fields of Business, Technology and Creative Skills. Edx –
Professional courses from the world's best universities. You can audit any course for free!
The Evaluation

At that time, Udacity had already announced their new DMND (Digital Marketing Nanodegree) program. Needless to say, I was curious, because I've taken Udacity's courses before and were really
impressed by how they convey their programming learning materials in a fun and intriguing way. But as far as digital marketing goes, Udacity was not my first choice of a paid program. So I decided to
lay back and wait for a few rounds of graduated to emerge and give their opinions about it on websites like Quora. After waiting and researching, I found reviews to be very positive and some have
even pointed struggle keeping up with the program deadlines. Which convinced me that the program is challenging enough for me to get a firm foothold in three months.
The decision stage

As I progressed, I began to feel more comfortable with my newly acquired knowledge. The new job did provide me a good starting point at first. But after a while, I was eager to get some hands-on experience
in digital marketing. So I can go on to my ultimate goal - becoming a freelance Digital Marketer. The thing that made me go with this particular program was the fact they focused on making students
job ready. Unlike other programs, Udacity offers hands-on experience with live projects. That, and of course the fact that the courses were developed in collaboration with leading brands in the digital
landscape (Google, Facebook, Hubspot, Moz).

https://goo.gl/uBZYc4
 Why did I decide to take Udacity's Digital Marketing Nanodegree Program?
Truth be told, I'm no stranger to Udacity. I've been building website's for quite a while now, so taking online courses was kind of my thing. A year ago, I made the decision to become a digital marketer after
being an independent Front End Web Developer for 5 years. I landed my first entry-level job as a media manager and started taking free digital marketing courses online.
The journey begins
I learned key skills and had a firm knowledge of how digital marketing works. But I was also overwhelmed by the number of niche's while struggling to connect all the dots. Eventually, I started diluting sources
and ending up with what I believe to be the best online sources for learning digital marketing. Here are some of them: Hubspot – For Inbound marketing Moz – SEO specific courses Coppyblogger –
For in-depth Content marketingGoogle Digital Garage – Excellent to start with Lynda.com – A huge library of courses in the fields of Business, Technology and Creative Skills. Edx – Professional
courses from the world's best universities. You can audit any course for free!
The Evaluation
At that time, Udacity had already announced their new DMND (Digital Marketing Nanodegree) program. Needless to say, I was curious, because I've taken Udacity's courses before and were really impressed
by how they convey their programming learning materials in a fun and intriguing way. But as far as digital marketing goes, Udacity was not my first choice of a paid program. So I decided to lay back
and wait for a few rounds of graduated to emerge and give their opinions about it on websites like Quora. After waiting and researching, I found reviews to be very positive and some have even pointed
struggle keeping up with the program deadlines. Which convinced me that the program is challenging enough for me to get a firm foothold in three months.
The decision stage
As I progressed, I began to feel more comfortable with my newly acquired knowledge. The new job did provide me a good starting point at first. But after a while, I was eager to get some hands-on experience
in digital marketing. So I can go on to my ultimate goal - becoming a freelance Digital Marketer. The thing that made me go with this particular program was the fact they focused on making students
job ready. Unlike other programs, Udacity offers hands-on experience with live projects. That, and of course the fact that the courses were developed in collaboration with leading brands in the digital
landscape (Google, Facebook, Hubspot, Moz).

https://goo.gl/uBZYc4
Facebook
#IminDMND Here's how my
journey to become digital
marketer brought me to
the Digital Marketing
Nanodegree (DMND)
program by Udacity. To
learn more visit my
personal blog post-
https://goo.gl/uBZYc4
 Twitter
@DMND Check out my
blog post-
https://goo.gl/uBZYc4
where I tell the story of
how I decided to enroll
in Udacitiy’s program
to become a digital
marketer.
 Linkedin
#IminDMND Thinking about
a new career in digital
marketing? Here’s how
I decided to enroll
@Udacity DMND
(Digital Marketing
Nanodegree) program.
To learn more visit my
blog post-
https://goo.gl/uBZYc4
Run a Facebook Campaign
Campaign Approach

I will be promoting the DMND program landing page for future possible candidates. I’ve set the location for the ad to be in the US. Because customers who research
on Udacity will probley have more chance to enroll if they know about the jobs offered after graduation within the US. I’ve also set the ad to men and women ages 24-
36 which covers Y generations (youngest ones to adults) that don’t tend follow formal education and are more open minded about online courses.

In the interests section I’ve selected first Social Media Advertising/Digital Marketing and then narrowed the audience By adding a must also include interests in online
courses and also must include career change or entry level jobs. As for the ads themselves I choosed three images – The first of a computer screen with the text
“Digital Marketing” and some flat designs. The second of a men and women sitting in front of a screen discussing something (looks like learning) and the third showing
a men’s hands holding a smartphone and a women hands writing something down while looking at the screen, again like they are learning something. I kept the
description short and to the point - “Claim your free copy of the eBook now! and get started with Social Media Advertising” with the headline – “Claim your free eBook
now”
Ad Images:
Ad Set Data: Performance
Ad Set Data: Delivery
Ad Set Data: Engagement
Search Engine Optimization
(SEO) Audit
Keywords
1. Using Moz Keyword Explorer tool, identify the Keywords you might target to drive users to this page.
Be sure to use a mix of branded and non-branded Keywords.

Head Keywords Tail Keywords

1 Digital marketing Udacity Digital marketing nanodegree

2 Udacity How to get digital marketing experience

3 Udacity marketing Getting started with digital marketing

4 Nanodegree Digital marketing certification program

5 Online courses How to become a freelance digital marketer

Keyword with the Greatest Potential
Which Head Keyword has the greatest potential?

1. Udacity marketing – Difficulty: 57, Organic CTR: 94%

2. Online marketing course - Difficulty: 65, Organic CTR: 83%

Which Tail Keyword has the greatest potential?

1. Getting started with digital marketing - Difficulty: 26, Organic CTR: 86%,

2. How to get digital marketing experience - Difficulty: 27, Organic CTR: 90%
Technical Audit: Metadata
DMND URL: http://dmnd.udacity.com/

Current Revision

Title Tag Udacity Digital Marketing Nanodegree Become a digital marketer with Udacity digital
Program Website marketing Nanodegree

Meta-Description N/A Start a career in digital marketing with real-world

experience, in a course built with industry leaders
to become a digital marketer

Alt-Tag N/A Udacity DMND program students

Digital Marketing Nanodegree program
Udacity partners
Udacity course instructor
Laptop with udacity course on screen
$70B spent on digital marketing in the U.S
Suggested Blog Topics
How to get digital marketing experience Without a job - The headline will be "How to get digital marketing experience
Without a job". Because it's more likely to be searched by customers in the awareness stage who already decided to
become digital marketers (or still considering it).
Finally, I'll answer the question asked in the headline itself and emphasize on the fact that Udacity has real-world
projects and live campaigns. Which will make their digital marketing Nanodegree graduates job ready.
How to become a freelance digital marketer - I would write a short guide that explains the steps to becoming a
freelance digital marketer. I'll emphasize on the fact that in order to work from home you need a strong discipline and
learning ability, and what better way to learn an test yourself if not with the Udacity digital marketing Nanodegree
program.
How to choose an online marketing course - I'll write on how industry leaders companies in the digital marketing
landscape like Google, Facebook, Hubspot, and Moz are working in collaboration with Udacity to create this
Nanodegree.
Technical Audit: Backlink Audit

Backlink Domain Authority (DA)

1 http://www.nvidia.com/object/cuda_ ho 92
me_new.html

2 http://www.nytimes.com/2012/11/04/ed 100
ucation/edlife/massive-open-online-
courses-are-multiplying-at-a-rapid-
pace.html

3 http://blog.ted.com/100_ websites_ yo/ 95

Link-Building
Using the SEMRush tool and research, strategize a link-building campaign.

Identify three websites that you think would be relevant, high traffic sites that you would like to gain
backlinks from to help drive traffic to dmnd.udacity.com.

Site Name Site URL Organic Search Traffic

1 Harvard University https://www.harvard.edu/ 364K

2 Huffington post https://www.huffingtonpost.com/ 3.6M

3 Code Cademy https://www.codecademy.com/ 763K

Page Index - Pingler

The result shows there are no pages indexed. In order to properly monitor SEO performance, it is important to know the number of
web pages of your site is indexed by the search engine. Just because your site is crawled doesn't mean it's been indexed and if it
indexed it doesn't necessarily mean that it is ranked.
In other words, if you want your site to gain traffic from search engines it must be indexed.

With more of your pages indexed, search engines are able to determine websites rankings and which websites will be given higher
search rankings.
Page speed – Google speed tool

The google speed test showed that the DMND website got a 74 optimization score on mobile and a 72 score for desktop (speed score is unavailable
for some reason). Page speed is one of the most critical scores for rankings, slower websites are at risk of Google spiders not reaching all of the site's
pages resulting in lower rankings.
The test score is calculated by the time it takes to display all the content of a specific page. It also affects the user experience, slower websites have a
higher bounce rate which reduces the time spent by people on the page.
Mobile-Friendly Evaluation

Using the Think with Google tool, the results show that the loading time is 4 seconds which is considered good. On the other hand, the tool indicates
aa 10% estimated visitor loss due to speed issues and elaborates further by offering recommendations that could improve the site speed by 3
seconds.

Having a site optimized for mobile is crucial in this day and age. The majority of traffic online today is through mobile devices, so having an optimized
site will improve the user experience, reduce bounce rate, which will all lead to better ranking
Recommendations

Results of on-site and offsite research of the website http://dmnd.udacity.com/ indicate that the following problems must be dealt with to achieve
maximum SEO performance:

● No ALT tags and meta description tags

The proper tags must be filled with relevant content in order to help search engines crawl the website correctly.

● Confusing URL structure

It is highly recommended to restructure the URL to https://udacity.com/digitalmarketingn so that potential costumers will understand that the DMND
program is a part of Udacity.

● No indexed pages

It is recommended to add more pages with relevant content to the website in order to increase google indexation.

● Mobile speed can be reduced by 3 seconds

Recommendations

To overcome poor page speed score repair the following issues:

• Compress images

• Compress resources with GZIP

• Minify resources/Reduce number of requests

• Leverage browser caching

• Eliminate render-blocking JavaScript and CSS in above-the-fold content

• Avoid landing page redirects

• Load visible content before CSS and JS files

• Reduce server response time

Run an Adwords Campaign
Group 1 - Awareness

Keyword List: online computer education, it classes online, what courses can i take online, free online it course,
free online courses mit, online courses to take, remote course, top online certification courses, course online
course, free online course harvard and mit, certificate free online courses, all online schools, best online college
courses, free online courses harvard university, 0nline courses,
distance learning classes, college lectures online, find online classes, online basic college courses, what courses can
i take online
Example

Keyword List: data science training courses, study statistics online, critical thinking training courses, hadoop
online course, problem solving training courses, online analytics training, online analytics degree, online predictive
analytics, predictive analytics online course, study data science online, online business analytics, predictive analytics
training courses, analytics certification online, learn analytics online, best data analytics courses online, statistical
analysis training courses, data analytics for business course, best online business analytics courses, alteryx student,
math skills for data science
Campaign Evaluation
○ ROI
My campaign generated 0 leads (marketing objective) and ended up with a negative ROI.

○ conversion rate
There was no conversion rate due to 0 leads (conversions)
The CPC ($1.45) was lower than my maximum bid ($3.00)

○ Ad Groups
Neither of the Ad Groups led to conversions. The Interest ad group had a CTR (2.86%) which is higher than the Awareness Ad Group (1.62%). But
that data does not reflect the overall performance because the Interest Ad Group resulted in (1 click) only thus it was deprioritized by AdWords. As
opposed to the Awareness Ad Group (61 clicks) and 3,759 impressions.
The top-performing keywords (Course online course, Free course, College courses from home) was prioritized by Adwords.

○ Cost per click and high competition keywords

Broad keywords like (Course online course, Free course, College courses from home) are subject to higher competition in AdWords. Generally, if
the keyword has the high competition then advertiser has to bid higher and higher to win the high ad position. And hence the keyword CPC will
be higher.

○ Best performing keywords

The best performing keywords are (Course online course, Free course, College courses from home), because people searching for these type of
keywords are not sure yet what they want to learn. So it will be a great opportunity to create awareness to the Business Analyst Nanodegree with
offering a free foundation course.
Recommendations for future campaigns
○ Would you focus on certain Ad Groups, ads or keywords?
○ Yes, I would focus on the Awareness Ad Group because it performed much better in terms of clicks and impressions.
○ Would you change any of your existing ads or keywords or add any new ones?
○ Yes, I will create two Awareness Ad Groups and I’ll target a more broad keywords selection.
○ Would you set up an A/B test, and if so, how would you go about it?
○ In order to improve my KPI (conversions), I’ll test different headlines, descriptions and landing page elements. Whichever performs better in
terms of conversions.
○ Would you make changes to the landing page, and if so, what kind of changes and why?
○ I would make an AB test on the landing page including the images, headlines, and call to action buttons colors or positions.
Evaluate a Display Advertising
Campaign
Results: Calculate the ROI

1. Present the results of the overall campaign by completing the table below.
2. Highlight Key Results
3. What was the overall ROI of the campaign? Was it Positive or Negative?

Creative Clicks Impressions CTR Avg CPC

Campaign
1973 282,066 0.70% $0.44
Results

Conversion # New
Cost CPA ROI +/-
Rate Students

$872.51 0.2 4 218.127 323.49

Which Ad Group Performed Better?

1. Results of the campaign are shown below.

2. Creative A outperformed Creative B because the ROI (return on investment) of creative A is higher than creative
B.
Furthermore, the overall visibility of creative A was much higher in terms of impressions and number of students
when compared with creative B.

# of
Convers
Impress New
Creative Clicks CTR Avg CPC Cost ion CPA ROI +/-
ions Student
Rate
s

$686.27 .2%
Creative - A 1531 218199 0.71 $0.45 3 228.756 210.73

.2%
Creative - B 442 65867 0.67 $0.42 $186.24 1 186.24 112.76
Display Image Campaign: Keywords

Review the Keyword results for the Display Image Campaign

Full keyword list in separate file here

Key Campaign Results (Keywords)

1. Best performing keywords are:

1. Ad advertisement

2. Digital learning course

3. Online marketing video

4. Course digital marketing

5. seo

1. Ad advertisement - Why was this the best performing keyword?

Based on the campaign objective, keywords which drives the highest number of potential students to sign up for our DMND are considered
best performing. Moreover, they must yield a positive ROI.
 Impressi Conversi # New
Keyword Clicks CTR Avg CPC Cost CPA ROI +/-
ons on Rate Students

.2%
Ad advertisement 510 24172 2.11% $0.17 $85.58 $85.58 1 213.42

Online marketing .2%

495 42440 1.17% $0.51 $253.23 $253.23 1 45.77
video

Digital learning .2%

207 14198 1.46% $0.31 $64.99 N/A 0 0
courses

Course digital .2%

106 8726 1.21% $0.43 $45.50 N/A 0 0
marketing

.2%
seo 102 9197 1.11% $0.48 $48.81 N/A 0 0
How would you optimize this campaign?

Suggestion 1: In order to prevent the over consumption of our budget, I will pause the keywords
with high CPC value.

Suggestion 2: I would create a new ad group with different targeting location so i can compare it
with other ad groups to improve my results.

Suggestion 3: I would perform an A/B testing on head and long tail keywords by creating two new
ad groups with the same targeting.
Market with Email
Email Content:

Email Content Plan

Email Topic Marketing Objective KPI

Email #1 Free Webinar invitation Engagement Number of opens

Number of clicks on
Thank you for signing
Email #2 Engagement CTA “Free Ebook
up to our newsletter
download”

Number of clicks to
Email #3 Discount Coupon Conversion ‘Enroll now’ button
Email #1

Email Content Plan

Subject Line Body Summary Visual CTA Link

• Headline
• Udacity logo
• Profile
• Personal invitation
photo of Udacity DMND
• Profile photo of the speaker Request an
It’s not too late. the speaker landing page with
with quote text invitaion
Three days left! • CTA – a confirmation
• CTA button
Request an popup message
• About the speaker
invitation
• Additional information
Email #2

Email Content Plan

Marketing Objective Subject Line CTA

Thank you for signing up

Engagement Download Ebook
to our newsletter!
Email #3

Email Content Plan

Marketing Objective Subject Line CTA

Claim your cupon: Save up

Conversion to 50% on the DMND Enroll now
program
A/B Testing Email
Testing is an important component of any part of digital marketing. By A/B Testing various
components of your email you can optimize open rates, and conversion rates on your call to action.

1. A/B Test the Subject Line and Call to Action in Email #1 by writing an alternative for each.
2. Explain why A/B testing is important and how you might A/B test each of these two
components of your email in an email campaign.

A/B Testing

Subject Line CTA

Join Our Free Webinar with SEO expert

Email #1 Claim your spot
Rand Fishkin on March 28
 Email Campaign Calendar

Week 1 Week 2 Week 3

M T W Th F M T W Th F M T W Th F

Email
#1

Email
#2

Email
#3

KEY PHASES

Planning Tests Send Analyze

Email Screenshot: Email #1
Email Screenshot: Email #1
Email Screenshot: Email #1
Final Recommendations

In the first email the goal was to introduce the DMND program with a well known expert who will discuss the program and the future of
digital marketing. After the webinar, the audience will be more likely to signup to our newsletter (through our 2nd email). Because we already
gave them some value. I will reward those who will signup with a free E-book containing materials from on one of the courses. Finally, I will
send the discount coupon email which will be delivered last to seal the deal.

Although MailChimp and other Email marketing platforms includes unsubscribe links and removes unsubscribers automatically. As a
marketer it’s important to make sure these emails will not get any further notifications from your account.
Furthermore, Legally you have to provide a way for someone to unsubscribe, which ultimately is a much better option than being reported as
a spammer.

I will also perform an A/B test on the second and third email to maximize the performance of my campaign.
The elements I will test are:

● Subject line
● CTA
● Body text
● Other visuals if available