2017 Digital Marketing Plan By Aaron Irmas

…andwe’rehereasafriendlyhelpinghandforbloggers,startups,andsmallbusinessowners.Sogroisasmall,butpowerfulservicethathelpsyougrowyoursocialmediaaccountswith100%real,targetedfollowerseachmonth.

Payasyougrow,cancelany0me.

Sogroisasubscrip?onservicewithbothmonthlyandannualpricingop?ons.Youcontrolyourcontent,wegrowyourfollowing.Monthlypricingstartsat$39.95permonth,or$29.95permonthbilledannually.

Business Model

Bri5anytheBlogger

Target Customer Persona

Think&Feel:•  BriGanyworkshardatherdailyjob,butfeelsstuckinaprofessional

rut.•  She’sstartedabloginherspare?metoaddaliGlemoremeaningto

herlifeandgoalsoutsideofhercurrentcareer.See:•  BriGanyseessuccessfulbloggerswhoseemtoliveanincredibly

fulfillinglifeoutsideofthe9-5ratrace.•  BriGanyseesotherbloggersusingInstagram,TwiGer,andPinterestas

plaOormstogrowtheirbrand.Hear:•  BriGanyhearsthatbuyingfakefollowerswillbebadforherbrand.

Say&Do:•  BriGanylovestotellherfriendsandfamilyabouthernewventure,but

sheisac?velylookingforwaystoincreaseherbrand’ssocialreach.

•  Ourgoalforthenext12monthsistoreach2,000monthlyusersinordertohitanARRof$1,000,0000

•  KPI=Monthlypayingusers

2017 Marketing Objective

Current Number of Users:

Tactic #1: Google AdWords TargetKeywords: Hypothesis:

*HighSearchVolume,LowCompe00on.

DrivemorepaidtrafficviaGoogle.WithacurrentConversionRateof4.14%onoursite,ifwecanspendmoneyonAdWordstodrivemoretopofthefunneltrafficfromGoogle,weshouldinturnendupwithahighROI.

ValueofFreetrial=Ata33%conversionratefromfree-trialtopaiduser,withanaverageLTVof$250peruser,Ispent$184.58topoten?allymake(3usersx33%x$250LTV)=$247.50.

•  R.O.Iaaer6months=$62.92=34.09%

•  Analysis=Iwouldhavetowaitnearly6monthstoseeaR.O.I.withthisconversionrate,whichdoesn't’tmakesenseformybootstrappedbusinessatthemoment,astoomuchcashwouldhavetobesuckedoutofthebusinesstoseeanyresultsthatreallymovetheneedle.

•  Thatbeingsaid,withabudgetof$100,000Iwouldseea6monthROIof+$34,000,whichs?llseemsabitlowforsuchalargebudget.

AdWords Results

FacebookRetarge0ngTactic #2

Hypothesis:Currentmonthlytraffic=12,000Sessions/monthIfwecanfocusonconver?ngahigher%oftheseusersusingFBretarge?ng,wecanincreasemonthlysignupswithouthavingtospendafortune.

Test#1

Ata33%conversionratefromfree-trialtopaiduser,withanaveragefirstpurchasepriceof$40:

Ispent$39.22toonlymake$26.40.

OneMonthROAS=NEGATIVE

Retargeting Test #1 Results

Analysis:Whilethisfirstretargetedaddidproduceafewconversions,theonemonthROASwasnega?ve,mostlikelyduetotheimpersonalnatureoftheimageandcopyofthead.

Retargeting A/B Test #2

Hypothesis:Upgradetheadbyusingthefollowingtricks:•  AnImageofapersonfacing

downandawayfromtheviewer

•  Animagethatfitsourtargetcustomerpersona

•  Anupgradeddescrip?onoftheservicewithaclearCTA

•  Emoji’s•  Anupgradedhookdescribing

thesimplepricingstructure.

Retargeting A/B Test #2 Results

Analysis:Imagemaynotfitourwholedemographicaswealsotargetmales,smallbusinessowners,etc.Also,thedescrip?onmays?llbeabittoovague.Withamorehighlytargeted&segmentedad,wecangetbeGerresults.

Ata33%conversionratefromfree-trialtopaiduser,withanaveragefirstpurchasepriceof$40:

OneMonthROAS=NEGATIVE(6x$40x.33)=$79.2<$86.75

Retargeting A/B Test #3

Hypothesis:•  IfIsegmenttheretargetedad’sto

onlyshowwhenusersviewspecificsegmentedlandingpagesonoursite(suchassogro.co/travel),theadwillcomeacrossmuchmoretargetedandrelevanttotheviewer,thusincreasingtheconversionrate.

•  Iwilluseanimagewithamoreambiguousgendertofitmorepeople’sperspec?ves.

•  Upgradedcopytobemoreniche

specific.

Retargeting A/B Test #3 Results

Ata33%conversionratefromfree-trialtopaiduser,withanaveragefirstpurchasepriceof$40:

OneMonthROAS=3.24x

Analysis:Segmen?ngtheretargetedaddras?callyimprovedresults.Icancon?nuetoA/Btestnewimagesandcopywithinthesesegmentstoincreaseconversionrate.

Tactic #3: Add a CTA for a ViralGiveawayonthe“Success”PageofourSite.

Viral Giveaway Pages (created using KingSumo Wordpress Plugin)

Viral Giveaway Results KeyKPI=NewEmailSubscribers

=(#entries–#ofcontestants)/10

Results=(215–125)%10=9newemailsubscribersinoneweek.

Thisequatesto36newemailsubscribersper

monthonautopilotatourcurrentlevelofscale.

•  Iwillcon?nuetoonlyfocusonfreechannelsforthetopofmyfunnel:coldoutboundsales,SEO,andcontentmarke?ng.

•  Thatbeingsaid,withalargerbudget,AdWordscanprovetobeaneffec?veacquisi?onmethodifIcouldincreasetheconversionrate.IwouldliketoalsotestFBlookalikeaudiencesinordertoseeifthatcanbeevenmoreeffec?vewithalargerbudget.

•  Iwillcon?nuetosegmentoutmyre-targetedFBad’sandA/Btestthead’storeachaconversionrateofatleast4%foreachsegment.

•  Iwillcon?nuetorunviralgiveaways+furtherexploremoreviralchannelssuchasaffiliatemarke?ngwithinourownnetworkandwithlargeraffiliatenetworks.

Next Steps