Work Show Case Archives

Digital Marketing Strategy

October 12, 2021 by danma 1 Comment

Map the Customer Journey

Awareness

The potential customer knows they have a need or a problem and is actively seeking out answers.

SEO
PPC
Affiliate Marketing
Content Marketing
Social Media Marketing

Consideration

The potential customer is comparing your product or service to other solutions on the market.

Engagement

This segmentation within Consideration ensures that each touch point rewards the customer by delivering experiences that are recognized as being valuable by the customer.

Content Marketing
Social Media Marketing
Email Marketing

Subscription

This segmentation within Consideration is in between Engagement and Conversion. Also know as a mini-conversion.

PPC
Content Marketing
Email Marketing

Purchase

Conversion

You can create offers / deals, free trial, and upgrades to increase conversions.

SEO
PPC
Content Marketing
Email Marketing

Excitement

This segment within purchase helps lead to retention and loyalty, creates excitement in your purchase / brand, and enforces the customer’s purchase decision.

Content Marketing
Email Marketing

Ascension

Increases loyalty through cross & upselling.

PPC
Content Marketing
Email Marketing

Retention

Advocacy

This stage in the customer journey draws insight from the voice of the customer and turns them into actions that can solve problems for your customers and improve their experiences.

SEO
Content Marketing
Social Media Marketing
Email Marketing

Create Target Customer Personas

Marketing Research

Define the problem
Design the research
Collect relevant data
Analyze data
Report findings

Market Segmentation

Demographic
Geographic
Psychographic
Behavioral

Targeting

Market
Audience
Persona

Identify Goals, Objectives, & KPIs

Vision
Goal
Objective: SMART objectives
Key Performance Indicators (KPIs): SMART metrics

Evaluate & Audit Existing Digital Channels & Assets

Website/SEO
Content marketing
Digital/PPC advertising
Social media marketing
Email marketing
Affiliate/Influencer marketing

Create Content Plans & Action Steps for Owned, Earned, & Paid Media

Psychographics & the 5-Factor Model of Personality

September 21, 2021 by danma Leave a Comment

Demographics from Google Analytics

The demographics from GA show that females in the top 3 age ranges all share the same interest. One hypothesis is that the data is captured from work-related searches VS non-work browsing (probably done on mobile devices). What from this demographic can we answer for?

Personalities: can be derived from 5-Factor Model of personality traits:
- extraversion (outgoing/energetic vs. solitary/reserved)
- agreeableness (friendly/compassionate vs. critical/rational)
- openness to experience (inventive/curious vs. consistent/cautious)
- conscientiousness (efficient/organized vs. extravagant/careless)
- neuroticism (sensitive/nervous vs. resilient/confident)
Lifestyles: According to the Princeton Review, travel agents are focused on how to get the best value out of their clients travel budgets.
- They are largely a salesperson
- There is no margin for error for their work
- They spend most of their time at their desk in front of a computer, they work more than 40 hours a week in a variety of shifts
- Their work is very repetitive and tedious, which is cited as the biggest downside to the profession
- They love to travel
Interests (work-related):
- Hotels & Accommodations
- Air Travel
- Cruises & Charters
- Travel Agencies & Services
- Celebrities & Entertainment News
- Beaches & Islands
- Residential Sales
- News/Weather
Opinions, attitudes, and beliefs: Survey questions about politics & religion will help fill this knowledge gap.
Values: Using value-language (listed below) in the survey questions will help fill this knowledge gap:
- vanity
- money
- power
- fame
- perfection
- knowledge
- experience
- uniqueness
- relationships
- control

Questions for Surveys

Barrier questions:

Login Issues?
Pricing / Booking Issues?.
Payment Issues?

Demographic alignment questions:

Please select your gender:
- Female
- Male
- Do not wish to answer
Please select which age range you fall into:
- 18 – 24
- 25 – 34
- 35 – 44
- 45 – 54
- 55 – 64
- 65+
How long have you been a Travel Agent?
- 1 year
- 2 – 3 years
- 5 – 10 years
- 20+ years

Extraversion for disagree/agree questions:

I make friends easily and have new experiences. (Values: Experiences)
I talk to a lot of different people at social events.
I can be hard to get to know.

Agreeableness for disagree/agree questions:

I believe in faith and that life provides what I need. (Opinions, attitudes, and beliefs: Religion)
I am easy to satisfy as long as it doesn’t hurt the bottom line. (Values: Money)
I accept people as they are, because I value trust and good communication. (Values: Relationships)

Openness to Experience for disagree/agree questions:

I get excited by new ideas and experiences. (Values: Experiences)
I tend to vote for conservative political candidates. (Opinions, attitudes, and beliefs: Politics)
I believe in a higher power in my life. (Opinions, attitudes, and beliefs: Religion)

Conscientiousness for disagree/agree questions:

I pay attention to details especially in my social relationships. (Values: Relationships)
I do a lot of research, make plans, and stick to them. (Values: Knowledge)
I get chores done right away.

Neuroticism for disagree/agree questions:

I am relaxed most of the time.
I am not easily frustrated.
I remain calm under pressure.

Notes

Gender: Female | Age: 45 – 54 | Users: 16,843

The top demographic data for the Book environment since 2019 reveals a persona type for a 45 – 54 year old female living in California. How ever the interest is fairly similar as one would expect for this age/gender demographic.

Region:
- California:
  - Interest:
    - Travel & Transportation/Hotels & Accommodations: 590
    - Travel & Transportation/Transportation/Air Travel: 538
    - Travel & Transportation/Transportation/Cruises & Charters: 366
    - Travel & Transportation/Travel Agencies & Services: 305
    - Arts & Entertainment/Celebrities & Entertainment News: 247
    - Travel & Transportation/Tourist Destinations/Beaches & Islands: 216
    - Real Estate/Real Estate Listings/Residential Sales: 167
- Texas:
  - Interest:
    - Travel & Transportation/Hotels & Accommodations: 380
    - Travel & Transportation/Transportation/Air Travel: 310
    - Arts & Entertainment/Celebrities & Entertainment News: 239
    - Travel & Transportation/Transportation/Cruises & Charters: 219
    - Travel & Transportation/Travel Agencies & Services: 185
    - Travel & Transportation/Tourist Destinations/Beaches & Islands: 167
    - Food & Drink/Cooking & Recipes: 135
    - News/Weather: 133
    - Real Estate/Real Estate Listings/Residential Sales: 125
- Florida:
  - Interest:
    - Travel & Transportation/Hotels & Accommodations: 322
    - Travel & Transportation/Transportation/Air Travel: 291
    - Travel & Transportation/Transportation/Cruises & Charters: 247
    - Travel & Transportation/Travel Agencies & Services: 186
    - Arts & Entertainment/Celebrities & Entertainment News: 175

Gender: Female | Age: 55 – 64 | Users: 16,149

The both age ranges (45 – 54 & 55 – 64) share the same type of interest.

Region:
- California:
  - Interest:
    - Travel & Transportation/Transportation/Air Travel: 713
    - Travel & Transportation/Hotels & Accommodations: 706
    - Travel & Transportation/Transportation/Cruises & Charters: 516
    - Arts & Entertainment/Celebrities & Entertainment News: 354
    - Travel & Transportation/Travel Agencies & Services: 336
    - Travel & Transportation/Tourist Destinations/Beaches & Islands: 257
- Florida:
  - Interest:
    - Travel & Transportation/Hotels & Accommodations: 338
    - Travel & Transportation/Transportation/Air Travel: 311
    - Arts & Entertainment/Celebrities & Entertainment News: 203
    - Food & Drink/Cooking & Recipes: 141
    - News/Weather: 124
- Texas
  - Interest:
    - Travel & Transportation/Hotels & Accommodations: 329
    - Travel & Transportation/Transportation/Air Travel: 313
    - Travel & Transportation/Transportation/Cruises & Charters: 274
    - Arts & Entertainment/Celebrities & Entertainment News: 239
    - Travel & Transportation/Transportation/Cruises & Charters: 216

Gender: Female | Age: 25 – 34 | Users: 15,613

Region:
- California:
  - Interest:
    - Travel & Transportation/Hotels & Accommodations: 496
    - Travel & Transportation/Transportation/Air Travel: 455
    - Travel & Transportation/Tourist Destinations/Beaches & Islands: 253
    - Travel & Transportation/Travel Agencies & Services: 241
    - Travel & Transportation/Transportation/Cruises & Charters: 216
    - Arts & Entertainment/Celebrities & Entertainment News: 175
    - News/Weather: 144
    - Real Estate/Real Estate Listings/Residential Sales: 142
- Texas:
  - Interest:
    - Travel & Transportation/Hotels & Accommodations: 311
    - Travel & Transportation/Transportation/Air Travel: 257
    - Travel & Transportation/Tourist Destinations/Beaches & Islands: 158
    - Travel & Transportation/Travel Agencies & Services: 153
    - Arts & Entertainment/Celebrities & Entertainment News: 141
    - Travel & Transportation/Transportation/Cruises & Charters: 113
- Florida:
  - Interest:
    - Travel & Transportation/Hotels & Accommodations: 243
    - Travel & Transportation/Transportation/Air Travel: 197
    - Travel & Transportation/Travel Agencies & Services: 128
    - Travel & Transportation/Transportation/Cruises & Charters: 111
    - Arts & Entertainment/Celebrities & Entertainment News: 103
    - Travel & Transportation/Tourist Destinations/Beaches & Islands: 94

Hotjar Customer Feedback Application

September 17, 2021 by danma 1 Comment

Hotjar markets their feedback application as a tool to improve Conversion Rate Optimization (CRO). Hotjar supports CRO through what they call drivers, barriers, and hooks.

Drivers: What drives users to the website?
Barriers: What kind of barriers do users encounter that make them leave and/or not convert?
Hooks: What benefits and/or experiences persuade users to convert?

Hotjar has 11 examples in how their customer feedback application drives CRO. I took relevant information and highlight them below.

Understanding Drivers

Why are you looking for [name] today?

Hotjar suggests using psychographic data in order to learn “what drives customers to your website”. Psychographics & Personas are marketing concepts that I learned last year when I had Kroger pay for my Marketing Certifications. Psychographics is a method used to describe human traits and has been around since WW1. As a method, psychographics is applied to a lot of studies (personality, values, opinions, attitudes, interests, and lifestyles). Psychographic profiles or “Personas” are created to conceptualize fictional characters, who is based off data and research to represent user types. By using Hotjar’s Customer Feedback, we can construct feedback questions to better understand our customers and their “customer journey” as an entry point. This data will support the marketing team.

Understanding Barriers

What, if anything, is stopping you from [action] today?

Hotjar recognizes that understanding what stops your customers from converting is highly important. By constructing open-ended questions we can determine how much effort a customer has to exert along their “customer journey”. Removing barriers will improve the user experience and Customer Effort Score (CES).

Understanding Hooks

What persuaded you to signup today?

This area is in contrast to barriers. Understanding why customers take action is an important aspect of the “customer journey”. Effective hooks will help increase conversion rates. This kind of data will support the business end.

UX UI Testing Methods

July 20, 2021 by danma Leave a Comment

Why?

We want to support decisions with data and insights to continually improve user experience, which will increase revenue and save money by preventing costly development errors. Here is a list of other benefits a data-driven culture supports:

Organized collaboration & coordination
Consistency through data democratization
Progress tracking and transparency
Identify potential opportunities
Identify issues & solutions
Solving for both the unknown & “known unknown”

How?

Data Analytics & Heat Mapping
User Survey
User Testing
A/B Testing

What?

Data Analytics & Heat Mapping

Analytics is good at collecting large samples of data to help identify issues and help form hypotheses to test and solve. Heat maps further improve data analytics with a visual representation of how they are interacting with web pages. Analytics helps with quantitative data.

User Survey

Data analytics & heat mapping are extremely powerful tools, but they do not fill in all the knowledge gaps. Since users are still human and not yet androids, we use User Testing to solve for a more complete understanding of the user experience through live testing and psychological approaches. User Testing helps with qualitative insights, something that analytics does not provide. Analytics can provide “how” & “what” users are doing. User Testing can provide the “why” from the “how” & “what”. Experiencing the user-experience also helps with the following:

Advantages:

Easy to implement
Cost-effective
A variety of ways to administer (online, email, etc.)
Can cover a large sample
Can be standardized

Disadvantages:

This type of data can run the risk of containing certain types of errors
Surveyors may not feel empowered to provide answers with the best insight.
Surveyors may not fully understand the question, or the question is unclear.
Questions on the survey may give non-responses. The number of those who do choose to respond may be different than those who don’t, which can create a bias.

User Testing

Data analytics & heat mapping are extremely powerful tools, but they do not fill in all the knowledge gaps. Since users are still human and not yet androids, we use User Testing to solve for a more complete understanding of the user experience through live testing and psychological approaches. User Testing helps with qualitative insights, where analytics and A/B Testing does not provide. Analytics can provide “how” & “what” users are doing. User Testing can provide the “why” from the “how” & “what”. Experiencing the user-experience also helps with the following:

Identify issues with complex flows that analytic analysis fails at
Find out the “why” from quantitative data.
Complement and illuminate other data points
Ensure that the product meets expectations
Validate the prototype
Develop empathy and break down the “tunnel vision” effect

A/B Testing

A/B Testing is a powerful tool to optimize the user-experience. Using a hypothesis we use a controlled test (test A) and an altered test (test B). Test B is the implementation of a hypothesis that will test the impact of that change to Test A. A/B Testing on its own is quantitative in nature, but when paired with User Testing you also get qualitative insights that help give the “why” to the results shown through A/B Testing.

Content Marketing for the PPE Industry

August 24, 2020 by danma Leave a Comment

Content Marketing is generally an investment in time. Looking at all the benefits that Content Marketing has to offer it is worth the investment if done correctly.

Education: Your sales force should know what they are selling and your customers will want to know what they are buying.

Trust factor: Being an industry leader brings a lot of trust.

The Buying Funnel: Reaching your consumers on their buying cycles is a thing–communicate effectively.

Recycle Content through Email Campaigns.

SEO: The breathed & Depth of your online knowledge in your industry brings more organic traffic.

What is the buying funnel? — The Buying Funnel

Articles I wrote for Spirit Sanitizer:

Rise in Organic Traffic in August Correlates with Content Marketing

Amazon Marketplace SEO

August 3, 2020 by danma 1 Comment

Spirit Sanitizer’s Amazon Marketplace was born on 4/28/2020. Since taking up management on this project in June, I have increased visibility based on the number of Amazon orders from zero to 87 in three months. There was a lot of initial work that had to be done before working in Amazon’s Marketplace. I had to redesign their labels, take product shots, and then place them. My reasoning behind this initiative was to help build trust factors, because if your product images look poor then generally your sales will be poor.

The “Buy Box” Verses “See All Buying Options”

My campaign won the Buy Box in early August. Sources say that 80% of Amazon sales go through the Buy Box, which is something you have to earn. As you can see from the images below, without the Buy Box, the consumer isn’t able to see the product cost from the browsing page unless they click to the product page, then click “See All Buying Option”. That makes pricing information two clicks away! Whilst the Buy Box, gives the customer instant access to the product’s pricing.

Updates

7/17/2020: Trust factors
8/2/2020: We won the coveted and all important Buy Box! Not just on the 8 oz liquid spray, but on all active products on Amazon.
8/4/2020: I started an Amazon PPC campaign as a one week long test, which I intend to create following tests so that we can dial down the cheapest best performing ad for this product. If proven successful I will do the same for each active item.
8/27/2020: We are looking to optimize our shipping so that we can turn a profit.