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Worksheets & References

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Lesson Eleven:

Worksheets & References

The strongest principle of growth lies in human choice.
– George Eliot

Although this course is coming to a close, we hope that your journey to understanding Digital Marketing is just beginning. Please take a moment to review and update your action plan. This will be a key tool to guide your progress in the days, weeks, months, and years to come. We wish you the best of luck on the rest of your travels!

Key Messages

(1) Find the Right Price

  • Quantity: When you maximize sales, it is possible to have a lower price point on each item.
  • ROI: Prices may be set for a specific return on investment. The price may be higher and requires a loyal customer base.
  • Value to customers: When a product is of value to consumers, they are willing to pay more for it.
  • Popular prices: People are willing to pay familiar price points such as $19.99. People are often unwilling to go above these price points.

(2) Dynamic Content

Types of Dynamic Content:

  • Personalized Ads: Ads can be personalized based on interest established by information about habits, location, and history. For example, it is possible to advertise a sale on cosmetics to individuals who are known to be interested in specific cosmetic products.
  • Emails: When customers sign up to receive emails, you can take the opportunity to provide them with information about promotions and new products.
  • Personalized Content: Use gathered information to personalize the landing page and provide links that will interest the customer based on location, behavior, and keywords.
  • Product Suggestion: When a customer’s shops online, provide links to merchandise that is similar to the product being researched or added to the shopping cart.

(3) Brand Champions

In the discussion of brand champions, it is important not to overlook your customers. Loyal customers can be your greatest champions in social media. They provide word of mouth advertising that has a unique credibility with the public.

Customers as Champions:

  • Draft them: Find satisfied customers who fully understand and appreciate your brand.
  • Interact with them: Thank brand champions for their purchases, surveys, comments, etc. and begin building a closer relationship.
  • Give them perks: Offer brand champions loyalty rewards and special perks for providing testimonials or sharing your brand with others.
  • Listen to them: Champions provide excellent feedback and should be used as beta testers. Take their praise and criticism seriously.

Worksheet 1 SWOT

Create a SWOT Analysis for your organization. Consider the following –

Strengths:

List three strengths of your organization:

Weaknesses:

List three weaknesses of your organization.

How can you make strength out of one of these weaknesses?

Worksheet 2 Pricing

Make notes about pricing in your company. Do you have a floor/ceiling price? What determines your companies pricing (ROI, value, etc.)? What can you do to improve your pricing?

Worksheet 3 Target Audience

Use the criteria in the module to identify your target audience.

Consider ways you could better satisfy your target audience.

Worksheet 4 Brand Positioning

Create a current brand positioning statement for your organization based on the steps in the lesson.

Worksheet 5 Community

Answer the questions about your current social media community and consider ways to improve it.

  1. Which social media platforms do you use?
  2. Are there any other platforms that you could use?
  3. How accessible are your social media networks?
  4. How do encourage customers to interact with each other?
  5. Do you track social media?

Worksheet 5 Brand Champion

Brand champions are more than satisfied customers. Take a moment to list the qualities that you would look for in a brand champion and consider ways to engage and reward the customers for services they provide.

Qualities of a Brand Champion:
Rewards:
Services provided by the customer:
Additional Notes:

Worksheet 6 Giveaways

Identify what your customer’s value. Using the worksheet below, create a list of samples, freebies, and discounts that you can offer that reflect these values.

Customer values:
Possible giveaway items:

Bibliography

Bailey, Matt (2011) Internet Marketing: An Hour a Day Camusio, Zeke (2011) The Internet Marketing Bible Kerpen, Dave (2011) Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks)

Roberts, M. & Zahay, D. (2012) Internet Marketing: Integrating Online and Offline Strategies
Scott, David Meermen (2011) The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly
Scott, David Meermen (2011) Real-Time Marketing and PR: How to Instantly Engage Your Market,
Connect with Customers, and Create Products that Grow Your Business Now Williams, Andy (2013) SEO 2013 & Beyond: Search engine optimization will never be the same again (Webmaster Series)