Assignment Details:
- The assignment has 8 elements to be evaluated (15 points total).
- The main deliverable is one single slide, plus all the evidence of your research process in the appendix.
- At the bottom you’ll find a link to a template and to 3 examples of the one-slide main deliverable.
These are the 8 elements that will be evaluated in this assignment with their respective point value:
- #1. Pick the business you will use throughout all four assignments during the course. (1 point)It could be a brand or company you admire, the company you work for, your own current business, or a future project.I recommend that you choose a business with a mainly digital journey and that has some type of measurable/traceable online conversion.Keep in mind that the business you choose for the first assignment is the same one you will use for the next three.
- #2. Identify four direct or indirect competitors to benchmark with, from which you can redeem some best practices. (2 points)Using SimilarWeb, SpyFu or any other tool that allows an objective definition of the competitive set; define the 4 websites of the direct competition that you will use for benchmarking.Provide a screenshot in the appendix of the source you used and explain your selection.
- #3. Keyword Research (3 points)Use the Google Keyword Planner Tool (or any other keyword research tool) to identify the top 10 keywords for each stage of the funnel.
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- Top of the funnel keywords: These are the keywords that a person who is trying to diagnose their problem and identify possible solutions would use.
- Mid funnel keywords: A search is done by a user looking for information about a product, service or brand that may help solve their problem.
- Lower-Funnel keywords: It is that group of words that reflect a high level of readiness to buy. Searches trying to ensure to get the best possible deal.Provide a screenshot in the appendix of the source you used
- #4. Length of the customer journey (value: 1 point)Do an online research to learn the length (in time) of the average customer journey in your industry. The journey begins when the consumer starts understanding/identifying their needs, until the point they make a purchase.It is not always easy to find this data from third parties. You can also get it from your Google Analytics or just make your best assumption.If you took it from Analytics, put a Screenshot in the appendix. If you used an assumption, explain it in the appendix.
- #5. Channel & Conversion Strategy (value: 2 points)Define which channels will be used at each stage of the funnel to send traffic to the destination page(s). To establish this selection, consult the channel strategy of the competitive set using Similar Web.Provide a screenshot in the appendix of the source you used
- #6. Upper funnel content strategy (value: 2 points)Based on your selection of keywords, define what piece or pieces of content you are going to promote, that is relevant enough to engage the visitors. Also, provide an explanation about how are you going to convert visitors into subscribers or leads.
- #7. Mid funnel lead nurturing (value: 2 points)Define lead nurturing strategy, and how are you going to remain relevant during the journey.Based on your selection of keywords for the mid-funnel, what content is going to allow you to remain relevant and how are you going to enrich lead information.
- #8. Bottom Of the Funnel Call to Action (value: 2 points)Being consistent with your keyword selection for the lower funnel… Now that people got in front of your product, what tactic are you going to use to make them “act now” and make the purchase?
