Insights and Analytics from a Targeted Marketing Funnel
In this project, I meticulously crafted and executed targeted marketing funnels for novice and expert marketers, showcasing the power of precision in digital marketing strategies.
Targeted marketing funnels are crucial, as they allow marketers to deliver highly relevant content and offers to segmented audience groups, enhancing engagement and increasing conversion rates.
Through detailed planning, adaptive strategies, and rigorous analysis, I demonstrated how tailored communications and promotions can significantly improve the efficiency of advertising budgets and elevate campaign outcomes.
Target Audience Selection and Reasoning
Throughout this project, from inception to execution, my target audience selection was driven by the need to tailor content to two groups with unique challenges and interests. Entrepreneurs and small business owners form the backbone of my primary audience, with a special focus on those new to marketing and seasoned professionals seeking advanced strategies.
This segmentation influenced every strategic decision, from the infographic topic of "Building Brand Loyalty" to the specific content crafted to resonate deeply with each group's expectations and needs.
Infographic Subject, Purpose, and PDF Content Design
The design and purpose of the PDF content were centered on delivering actionable insights that would empower users to enhance their brand loyalty efficiently.
The overarching goal was to establish a resource that could educate and inspire marketers at any level to innovate and apply these strategies effectively, enhancing their engagement and retention efforts.
Funnel Purpose and Design Rationale
The funnels were designed with a clear purpose: to guide novices and experts through tailored paths that reflect their distinct learning curves and interests.
The novice funnel aimed to reassure and educate, easing users into more complex concepts of brand loyalty. The expert funnel was structured to challenge and expand existing knowledge, pushing for deeper engagement and the application of sophisticated tactics.
This approach ensured that each funnel addressed its audience's specific informational needs and curiosities, maximizing relevance and interaction.
Landing and Action Page Design and Content Rationale
The landing and action pages were crafted to convert interest into action by using design and content strategies that resonate with the intended audience.
For beginners, the landing page was straightforward and jargon-free, encouraging exploration and learning on the action page.
For experts, the landing page leveraged industry-specific terminology and advanced insights, positioning the PDF as a must-have resource for cutting-edge marketing tactics and having the CTA move on to its action page.
This strategic alignment with audience expectations helped reduce bounce rates and encouraged deeper engagement.
Ad and Promotions Purpose, Design, and Construction Process
The ad campaigns and promotional strategies were carefully constructed to attract the right audience segments to the appropriate funnels.
Paid search and social media ads targeted keywords and interests specific to each group, ensuring that the content reached those most likely to benefit.
Organic promotions complemented these efforts, leveraging engaging visuals and compelling copy to draw in users through natural engagement channels. Each promotional piece was designed to spark curiosity and drive traffic, ultimately leading to PDF downloads and potential future engagements.
Campaign Launch/Execution and Data Gathering
Search Ad Campaign - Novice Traffic
Campaign Period: April 4th to 11th.
Peak Performance: April 9th with 843 impressions and 11 clicks.
Lowest Performance: April 6th with 142 impressions and 6 clicks.
Total Impressions & CTR: 3,324 impressions with a 1.68% CTR, leading to 56 clicks.
Budget Overview: Total spend of $21.63, slightly over the $20 budget.
Best Performing Keywords:
"brand loyalty" generated 1,105 impressions with a 0.18% CTR (2 clicks).
"marketing strategies" generated 611 impressions with a 3.27% CTR (20 clicks).
Search Ad Campaign - Expert Traffic
Campaign Period: April 4th to 11th.
Peak Performance: April 5th with 4,275 impressions and 38 clicks.
Consistent Clicks: High daily click rate compared to Novice Ad.
Lowest Impressions: April 7th with 211 impressions but still 26 clicks.
Total Impressions & CTR: 6,662 impressions with a 3.02% CTR, leading to 201 clicks.
Budget Overview: Total spend of $19.38, under the $20 budget.
Best Performing Keywords:
"digital marketing" led with 4,431 impressions and 119 clicks (2.69% CTR).
"social media strategies" had 416 impressions and 60 clicks (14.42% CTR).
Instagram Ad Campaigns
Novice Traffic: April 10th-13th, reached 724 accounts, 984 impressions, and 11 website visits (1.12% CTR).
Expert Traffic: April 10th-13th, reached 903 accounts, 1,353 impressions, and 14 website visits (1.03% CTR).
Website Analytics (Last 30 Days)
Total Website Traffic: Includes landing and action pages for funnels A and B.
Total Bounce Rate: 70.85% across the site.
Unique Visitors: 299.
Total Page Views: 466.
Page Views by Source: Majority from referral, search, display, and paid search (215 visits), followed by direct visits (79) and social media (13).
Page Visits by Country: 142 visits from the U.S., with others from Asia.
Most Visited Pages: "Strategies for Marketers" page (203 views) and "Brand Loyalty Basics" (103 views).
Average Time on Page: Just under 90 seconds.
Button Clicks on Website (Last 30 Days)
Landing Page B: "Read Now" button most clicked with 42 actions.
Action Page B: "Click to Download PDF” 27 clicks from 55 unique views.
Landing Page A: "Start Your Marketing Journey Today!" button received 18 clicks.
Action Page A: "Download the PDF Now" button got 12 clicks from 26 unique views.
Analysis & Insights
Bounce Rate Per Funnel Page
Goal Achievement: Did not meet the goal of maintaining a bounce rate under 40%; the average was 72.65%.
Improvement Strategy: Plan to optimize landing and action pages to match ad expectations better and implement A/B testing to reduce bounce rate.
Paid Promotions Total CTR to Landing Page(s)
Novice Funnel CTR: 1.56%, combining 1.68% from Google and 1.12% from Instagram.
Expert Funnel CTR: 2.68%, combining 3.02% from Google and 1.03% from Instagram.
Observations: Higher effectiveness in Google Search Ads across both funnels; Instagram less effective, likely due to shorter run time and its nature suited more for visibility than direct actions.
Conversion Rate to Action Page(s)
Conversion Rates: Expert funnel at 27.59%, novice funnel at 24.27%.
Interpretation: The content and design of the landing pages effectively matched the audience's expectations, especially for expert marketers with specific needs.
Outcomes: Both rates exceeded initial goals (10% for novice, 15% for expert), indicating successful tailoring of messages and CTAs for different audience levels.
Total PDF Downloads
Conversion Rates: About 48% for both funnels, indicating strong alignment of CTAs and content on action pages.
PDF Downloads: Met original goals of at least 10 downloads from the novice funnel and 20 from the expert funnel.
Future Improvements: Add more explicit value statements and a follow-up CTA post-download to increase engagement and deepen brand relationships.
Time Spent on Each Page
Average Time Spent: Met the goal with the novice funnel at 01:32 and the expert funnel at 01:34.
Overall Average: 01:33 across both funnels, indicating effective content engagement but room for improvement to increase engagement time and reduce bounce rates.
Agile Marketing Moments
Throughout the project, "agile marketing" moments emerged, particularly when budget constraints required a swift pivot from LinkedIn to Instagram ads for the experienced marketer segment.
This change, though unplanned, was seamlessly integrated into the overall strategy, showcasing flexibility and responsiveness to external challenges. This agility ensured that the campaign's momentum continued without significant disruption, highlighting the importance of adaptability in digital marketing.
Reflections on Project Process
Reflecting on the project, it’s clear that my perspective on continuous learning and adapting to new challenges shaped the entire process.
When difficulties arose, I viewed them as opportunities to innovate and learn rather than setbacks. This mindset helped navigate the project’s challenges and enriched the overall strategy, making the campaign more robust and aligned with the dynamic nature of digital marketing.
These experiences will inform my approach to future digital marketing projects, ensuring that each campaign is as adaptive and targeted as possible.
This project exemplifies my ability to blend creative design with data-driven decision-making, ensuring every marketing initiative is visually appealing, strategically sound, and aligned with business objectives.
My adeptness at audience segmentation and tailored content creation demonstrates a deep understanding of strategic, customer-centric marketing. I also refined my analytical skills, particularly in A/B testing and performance metrics, enabling me to optimize campaigns effectively and adapt real-time strategies.