Background
Understanding a person’s motivation is imperative for delivering the right message at the right timeto convert them into a customer. Tools like the conversion funnel can help marketers understand what motivates people at different stages of the buying process, and how potential customers move from awareness to interest to consideration, and then finally, to making a purchase.
By layering these basic stages with the channels and tactics they will utilize, marketers can build in-depth marketing plans. These plans should set solid objectives, explain the marketing strategies they will use to reach those objectives, and define key performance indicators (KPIs) to measure whether or not an objective has been met.
Your assignment for Unit 2 incorporates the skills you’ve acquired in the past week. You’ll craft a report for a natural energy drink company that outlines how they can convert more leads into customers.
Objectives
Your instructors and TAs want to see that you can:
Create realistic and achievable objectives.
Develop marketing strategies to help move customers through the conversion funnel.
Develop marketing strategies that identify tactics for each stage of the funnel.
Provide KPIs for each objective based on the strategies and tactics proposed.
Create a cohesive and progressive marketing plan. Elements of the plan should build successively and work in tandem to solve challenges.
Instructions
Put yourself in the role of a digital marketing agency employee whose new client, Energize, makes energy drinks. They are looking for help bringing their potential customers from lead generation to conversion. Information about the product category, market, and target audience is provided in the partial marketing plan provided.
Complete the Energize marketing plan by adding the following elements:
At least three broad objectives for the overall marketing plan (be sure to provide background explanations about the information on which you based the objectives), as well as KPIs for how you would track progress. (See Slide 10 in the marketing plan and reference 2.2 slides.)
Examples of objectives for a marketing plan:
Contribute to sales growth by gaining 76,000 new leads in the third quarter.
Expand brand awareness by increasing net promoter score (NPS) scores by three points in the 1st quarter.
Marketing strategies that align to each broad objective and the tactics you will use to achieve them. (See Slides 11-13 in marketing plan and reference 2.2 slides and 2.2.11 worksheet.)
Example marketing strategy and tactic:
Strategy: A content marketing strategy aimed at organically spreading word about the product in their existing social media channels. If a business has Twitter, Facebook, YouTube, and Instagram channels, each of these channels could be utilized.
Tactic: A paid Facebook post.
As you think about different marketing strategies and tactics, consider how they work together to drive leads through the conversion funnel. You should have a minimum of:
Two lead generation tactics to launch the Awareness stage.
Two tactics for moving customers to the Interest stage.
Two tactics for moving customers to the Consideration stage.
One tactic to re-engage past customers.
Map of how the tactics work together to cover all stages of the conversion funnel. (See Slide 14 of the marketing plan.) This map will act as a guide to ensure that the marketing strategies and tactics on Slides 11-13 bring a lead through the full conversion funnel.
Tactical objectives and KPIs for each tactic. (See Slide 15 of marketing the plan and reference 2.2 Slides.)
Examples of objectives for tactics:
Achieve a 23% open rate for the 3/16 email.
Achieve 5,300 clicks to the landing page from the 11/28 Black Friday display ad.
Be sure the marketing strategies demonstrate how well you understand the motivations and interests of customers to your new client. Consider the following questions as you consider how these strategies and tactics work together to achieve the objectives of the marketing plan. (Reference 2.3.7 worksheet):
Do your tactics allow customers to pass through each stage of the conversion funnel?
Have you considered the motivational factors at each stage?
Is there an opportunity for return business?
Required Deliverables
A cohesive Energize marketing plan with elements that build on one another to address challenges. Your completed plan should contain the following sections:
Three marketing campaign objectives with KPIs that are clear, measurable, realistic, and tied to the business’s overall objectives.
Three marketing strategies that reflect progress toward meeting the marketing objectives.
A minimum of seven tactics designed to move customers through the conversion funnel, including:
Two lead generation tactics to launch the Awareness stage.
Two tactics for moving customers to the Interest stage.
Two tactics for moving customers to the Consideration stage.
One tactic to re-engage past customers.
Clear, measurable, and realistic tactical objectives and KPIs for each of the seven marketing tactics.
A conversion funnel chart that includes all required tactics and maps them to an appropriate stage of the funnel.
Bonus
Include an executive summary for your marketing plan that summarizes the main takeaways of the plan.
Submission
To submit, please upload a link to your files to Bootcamp Spot.
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