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Create Two Customer Persona
Create Two Customer Persona
Create two customer personas for an e-commerce business by identifying patterns in customer data.
Create two customer personas for an e-commerce business by identifying patterns in customer data.
Remember that a customer persona is not a profile of a single individual. Each one represents a segment of a business’s target audience that shares similar characteristics. Personas usually include demographic information—like age, location, and occupation—as well as goals and barriers (or pain points). They help you understand your audiences better so you can reach them more effectively with your messaging, offers, and products.
As a digital marketer for an online bedding and home goods store, you’re helping to create customer personas for an upcoming campaign. Your team has collected customer data for their target audience using market research, analytics, and survey questions.
When customers were asked what they cared about most when purchasing bedding online, your team noticed certain trends in the responses. The majority of customers were concerned either with the cost or variety of the bedding available. Your team has already begun to create personas that reflect each of these groups:
Persona 1 is the Budget Buyer. Their main goal is to purchase bedding that doesn’t cost too much money.
Persona 2 is the Variety Shopper. Their main goal is to find the exact bedding they want by choosing from a wide selection of colors, fabrics, and patterns.
Your task is to complete the personas using a sampling of data from 11 customers. To do this, you will first record the concerns of each persona. Then, you will identify demographic patterns in this data, including age, location, household, and education. Finally, you will describe possible barriers that might prevent each person from reaching their goal.
Improve Website Titles & Description
Improve Website Titles & Description
Create titles and meta descriptions for two web pages in an online store.
Create titles and meta descriptions for two web pages in an online store.
Titles and meta descriptions make it easier for search engines and consumers to find different pages on a website. Well-crafted titles and meta descriptions explain what a page is about and encourage consumers to click your links in search engine results pages.
Founders’ Dairy is a specialty foods retailer located in Burlington, Vermont, USA. They began as a small farm in 1873, selling milk and cheeses to their local community. Since then, they have grown to include several brick-and-mortar shops, as well as an online store that ships nationwide. Founders’ Dairy sells a range of cheeses, jams, meats, syrups, and baked goods. They are especially well-known for their smoked cheddar cheeses and small-batch maple syrup.
You’re part of the digital marketing team that’s helping Founders’ improve their search engine optimization (SEO). As part of these efforts, you’re updating the page titles and meta descriptions to better reflect the content of each webpage. You’ll begin by making recommendations for two pages: the product page for buying cheeses online and a page of recipes that use Founders’ products.
Create An Effective Responsive Search Ad
Create An Effective Responsive Search Ad
Writing headlines, descriptions, and ad extensions for a Google responsive search ad.
Writing headlines, descriptions, and ad extensions for a Google responsive search ad.
Responsive search ads allow you to create ads that are customized to your customers’ searches. Using machine learning, responsive search ads mix the headlines and descriptions you provide to automatically test different combinations and learn which performs best. By adapting your ad’s content to more closely match potential customers’ search terms, responsive search ads may improve your campaign’s performance.
Oscar’s Bakery specializes in vegan, organic, and gluten-free baked goods. They have just launched a website feature that allows customers to order online. To promote this new feature, they are offering free delivery and 15% off on all online orders.
You are working on a responsive search ad for your ad group. Before entering the relevant details into the Google Ads tool, you will organize it in a spreadsheet. In order to improve your ad’s performance, you will craft multiple headlines and descriptions that are relevant to your keywords to try to match your potential customers' search queries. You will also write ad extensions to provide additional important information.
You can use the information listed below about Oscar’s Bakery to help you craft headlines, descriptions, and ad extensions. You may also supply details of your own.
Oscar’s Bakery information:
Based in Boulder, Colorado
Founded in 1987
Offers healthy vegan, organic, and gluten-free baked goods
Open seven days a week
Uses local ingredients
Offers 25 different flavors of cupcakes
Provides the widest variety of baked goods in Boulder
Bakes custom cakes
Has won multiple awards
10 headlines
5 descriptions
5 callout extensions
Respond To Customer Comments
Respond To Customer Comments
Read and respond to different types of customer comments posted on social media.
Read and respond to different types of customer comments posted on social media.
Social media is an ideal channel for making meaningful connections with your customers. Replying to customers’ comments on social media is a great way to make your customers feel heard and get them to engage.
Note: The Great Ground links in the activity are for a fictional company. The links are for example purposes only. They don’t contain any additional information needed to complete the activity.
You work for an agency hired to do marketing for Great Grounds, a small, regional chain of coffee shops based in the Northeast United States. You are reviewing and responding to comments posted on the company’s Facebook profile. To determine how to respond to each comment, you will need to consider the type of comment, what resources and information the customer needs, and how best to communicate with them.
USE Social listening To Gain Insights
USE Social listening To Gain Insights
Filter and analyze social listening data to identify audience insights and industry trends. You will then suggest actions to take based on those insights.
Filter and analyze social listening data to identify audience insights and industry trends. You will then suggest actions to take based on those insights.
Social listening involves monitoring social media platforms for mentions of your brand, competitors, and any related keywords, then analyzing the information you’ve collected and planning actions based on what you’ve learned.
You work for an agency hired to do marketing for Great Grounds, a small, regional chain of coffee shops based in the Northeast United States. You have monitored Twitter for mentions of the brand, its products, its competitors, and related keywords and collected the data in a spreadsheet. Now you want to review that data to learn more about Great Grounds’ audience, understand their sentiment around the brand and its main competitor (Java House), and spot any emerging industry trends. You will record your insights and the actions you plan to take based on those insights.
Develop A Social Media Ad Campaign
Develop A Social Media Ad Campaign
Develop a social media ad campaign. Based on a given scenario, you will plan the campaign’s objective, platform, audience, ad format, creatives, and call to action.
Develop a social media ad campaign. Based on a given scenario, you will plan the campaign’s objective, platform, audience, ad format, creatives, and call to action.
Posting highly relevant paid content on social media can help you reach new and returning customers more effectively than organic content alone.
You are a digital marketer for Brown’s Bedding and More, an online bedding and home goods store. The company recently upgraded their website by adding a customer service chat feature and an improved filtering tool for selecting types of bedding. To share these improvements and drive more people to their website, the company is offering a 20% discount on all orders placed online. You are developing a paid social media ad campaign to promote this offer. In order to prepare to set up your ad campaign on a social media platform, you will organize the information you’ll need in a spreadsheet.
Be sure to address the following components in your completed social media ad campaign planner:
An objective that describes the purpose of the campaign
A description of the campaign’s target audience, based on the customer persona
A social media platform that reaches your audience
An ad format that helps achieve the objective of your campaign
A description of the ad’s creatives that addresses the audience’s demographics, goal, and barriers
A call to action that relates to the campaign objective and encourages the user to click the button
Target Audience or Customer Persona
Target Audience or Customer Persona
Social Media Data Analysis
Social Media Data Analysis
Analyze data from two different posts related to the same topic. You will determine which post performed better, assess why you think it performed better, and decide how to adjust your strategy based on your analysis.
Analyze data from two different posts related to the same topic. You will determine which post performed better, assess why you think it performed better, and decide how to adjust your strategy based on your analysis.
Social media analytics can help you learn more about your social media audience and find out how they feel about your brand and the content you publish. You can then make data-informed decisions that can improve your content and marketing strategy.
You work for an agency hired to do the marketing for Great Grounds, a small, regional chain of coffee shops based in the Northeast United States. Great Grounds sells their coffee in their shops, on their website, and in grocery stores. You recently published two Great Grounds posts related to daylight saving time, when people set their clocks forward an hour. The goal of the posts was to increase engagement, and you’ve exported data from the platform to analyze if the posts achieved this goal. You will review the data to determine which post performed better, analyze why it was more successful, and make a recommendation about how to approach similar posts in the future based on your analysis. .
What to Include in Your Response
What to Include in Your Response
Be sure to address the following points in your completed data analysis table:
Comparison of the posts’ data
Comparison of the posts’ content and details
Analysis of the differences in the posts’ performance
Description of how your analysis will inform your social media strategy
Write Subject Lines & Preview Text
Write Subject Lines & Preview Text
Write email subject lines and preview text for three business scenarios.
Write email subject lines and preview text for three business scenarios.
Effective subject lines grab the reader’s attention, while preview text tells them what to expect when they open the email. Although brief, both are critical elements of marketing emails. They can influence whether customers open your message—or delete it.
You work for a digital marketing agency that serves businesses in a variety of industries. You’re currently developing marketing emails for three clients: a veterinary clinic, a massage therapist, and an automotive repair shop. You’ve written the message bodies for the following three emails:
A newsletter for the veterinary clinic, sharing information on dental care for dogs and cats
A promotional email for the massage therapist, offering 20% off signature massages for the month of June
A retention email for the automotive repair shop, reminding customers to make a service appointment for their cars or trucks
Activity Template: Client emailsSegment An Email List With Constant Contact
Segment An Email List With Constant Contact
You will use Constant Contact, an online marketing tool, to upload a list of contacts and divide it into three segments based on demographic information and geography.
You will use Constant Contact, an online marketing tool, to upload a list of contacts and divide it into three segments based on demographic information and geography.
Segmenting is the act of dividing an email subscriber list into smaller groups based on specific criteria, like demographics, geography, or interests. When companies segment their email lists, they are able to deliver targeted, relevant content to their subscribers.
You are a digital marketing coordinator working for Clean and Bright Skincare, a skincare brand that uses all-natural ingredients. In order to prepare for three upcoming email marketing campaigns, you will upload a list of recent Clean and Bright Skincare subscribers to Constant Contact and create two list segments. The details of the upcoming campaigns—and the related list segments needed for each—are as follows:
Campaign: Clean and Bright Skincare is preparing to introduce a new line of hydrating products designed for dry skin. You will create an email campaign targeting people who live in the arid, desert climates of the Southwest United States.
Segment: People who live in Arizona, California, New Mexico, Nevada, Texas, and Utah
Campaign: Subscribers are offered a 15% discount on all online orders during their birthday month. You will be able to prepare an email presenting this offer to people with April birthdays.
Segment: People who have birthdays in April
Be sure to address the following elements in your completed project:
A new Constant Contact account
A list of contacts uploaded from the Contact List spreadsheet
A new custom field was created for the Age Range
A unique name for your email list
The following two list segments: people who live in southwestern states and people who have birthdays in April
Setup A MailChimp Campaign
Setup A MailChimp Campaign
You will set up an email campaign using Mailchimp. Then, you will use a finished email to create a template for future use.
You will set up an email campaign using Mailchimp. Then, you will use a finished email to create a template for future use.
Mailchimp is an email marketing and automation platform with a customizable email builder. By learning to create emails in this widely-used tool, you’ll be better prepared to work on a variety of marketing campaigns.
Homework Helpers is a tutoring business that offers personalized educational services online and in person. As a member of their marketing team, you are helping to create an email campaign announcing sign-ups for the fall semester in Mailchimp.
Your team has provided a copy of the Homework Helpers’ logo, two additional images, and a draft of the email text for you to use. The draft document contains:
A subject line
Preview text
The email body (including headings, subheadings, and button text)
Alt text for the logo and images
Your job is to use this content to design an email in the Mailchimp email builder. The finished email should reflect the brand’s personality and attributes (logo style, colors, tone of voice, etc.). It should also contain at least one image in addition to the logo.
Be sure to address the following elements in your completed email:
The Homework Helpers logo
The subject line, preview text, and content from the Homework Helpers email
1–2 additional images
Design choices that reflect Homework Helpers’ brand attributes
Write An Apology Email
Write An Apology Email
You will write an email to fix the mistakes in the previous message and apologize. Even the best email marketers sometimes make mistakes. Knowing what to do when errors occur can help you recover and maintain a good relationship with your subscribers.
You will write an email to fix the mistakes in the previous message and apologize. Even the best email marketers sometimes make mistakes. Knowing what to do when errors occur can help you recover and maintain a good relationship with your subscribers.
You’re a digital marketer at Pixelated Games, a video game design company. Your team has sent out the launch announcement for the company’s latest release, Infinity Gateway—the hotly anticipated fourth installment in a time-travel game series called The Thelos Chronicles. Unfortunately, the announcement was sent with two major mistakes:
A significant error: The email listed two different launch dates. May 15th is in the subject line and July 15th is in the message body. The correct launch date is July 15th.
A broken link: Clicking the pre-order link prompted an error message and prevented customers from buying the game. Note: The company is fictional and the link in the template and exemplar will not work.
As an apology, Pixelated Games will offer affected customers a 15% discount on Infinity Gateway pre-orders for the next 24 hours. Your task is to write an email that apologizes for the errors, links to the correct page and offers a discount to affected customers.
Be sure to address the following elements in your completed apology email:
The subject line makes it clear what the message is about.
The message body apologizes for the errors, describes the company’s response, and offers the discount code.
The call to action encourages readers to click the button.
The closing expresses thanks and appreciation.
Create SMART Goal For An Email Campaign
Create SMART Goal For An Email Campaign
You will create two SMART goals for a fictional email marketing campaign. Businesses often use the SMART format to outline the what, how, when, and why of their goals. Clarifying their objectives makes them easier to achieve.
You will create two SMART goals for a fictional email marketing campaign. Businesses often use the SMART format to outline the what, how, when, and why of their goals. Clarifying their objectives makes them easier to achieve.
Remember that a SMART goal must be:
Specific: It answers questions like what needs to be done to achieve the goal.
Measurable: It’s clear how you’ll prove you've achieved the goal.
Attainable: It’s realistic given the timeframe and other constraints.
Relevant: It supports larger projects or business objectives.
Time-bound: It includes a timeline or a deadline.
You’re part of the digital marketing team at Feels Like Home, an upscale furniture retailer that does most of its business online. The company is launching a new line of furniture called For All, which is designed to expand its customer base. The For All line features the brand’s high level of craftsmanship but at a lower price point than their previous offerings. Feels Like Home’s main business goal for the For All line is to grow its total active customer base by 30% within a year of launch.
You’re in charge of the email campaign for the launch of this new line. You and your team have set two email marketing goals to support Feels Like Home’s overall business goal:
Goal 1: Grow the email subscriber list by the end of September
Goal 2: Increase the monthly email conversion rate
Complete An Email Series
Complete An Email Series
you will complete a short email series welcoming new subscribers to an email list. Each email in the series should have:
you will complete a short email series welcoming new subscribers to an email list. Each email in the series should have:
A subject line that reflects what the message is offering
A body that provides helpful content for the reader
A call to action that encourages the reader to do something
By writing quality email content that delivers value to subscribers, you can increase conversions and drive sales.
As the digital marketer in charge of the email campaign for the launch of the For All furniture line, you’ve already set SMART goals and segmented your email list. Now you’re planning the email content for your campaign.
One of your tasks is to write a series of three emails designed to welcome new subscribers and encourage them to make a purchase:
A welcome email with a discount code, sent to all subscribers immediately after signup
A newsletter that introduces subscribers to the For All line
A promotional email that remarkets products subscribers visited on the website and reminds them of the discount code
The emails are already partially drafted. To complete them, you will provide a subject line, body text, or call to action for each.
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