6 Marketing Hacks to Boost Your Performance

Bonnie HarrisFounder, Wax MarketingAdjunct Professor, WVU Reed College of Media

• Thinking Like a Digital Marketer• Using Personas & Behavior• Keywords and SEO• Testing• Analytics

@waxgirl333

Why do we need to think like marketers?

• Expanding number of media targets• Extraordinary amount of content marketing • Outreach of non-professionals to media• Demise of relationship-building

• 59.3 million blog posts posted on Wordpress per month

• 27 million pieces of content shared per day (in 2013)

• 50% of journalists receive more than 100 pitches per day

• News desks can receive 500 pitches per day

The numbers are staggering…

Nearly 30% don’t receive any phone calls in a given day. @waxgirl333

80% of the customer experience by 2020 will be self-directed.*

*Gartner, 2015

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Hack #1Build Media Personas

Think of the media like a customer.

• What % of the cycle is self-directed?

• How & when do they build relationships?

• Who/What influences them?

Some demographics will help visualize your new persona.

@waxgirl333

Personas

Personas

Personas

Introducing…

Content acquisition behavior

Content Acquisition Behavior

• Which channel do they frequent most often? • When do they frequent? • What content are they likely to

absorb? • How quickly do they respond? • What triggers an event?

@waxgirl333

@waxgirl333

Hack #2Put it where & when they’re most likely to find it.

Develop Your Pitch

call to action

• Adapt to their behavior• Provide links to relevant materials• Offer associated social links• Multimedia whenever possible

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Hack #3: Give them the gift of a great customer experience.

By year 2020, customer experience will the key differentiator over product or price. Walker, 2016

Hack #4 Create the right hook.

Determine the right pickup line

keywords

• Google Adwords Planner to find relevant keywords and phrases

• Google Analytics for top keywords on your own site

• Buzzsumo• Google Trends

A/B Testing

• Send in waves • Use alternate headlines• Use alternate keywords/hot links• Test timing of send

• Lurk for content acquisition behavior

• Facebook insights• Twitter analytics

Use and abuse social media

Hack #5Test Iteratively

Hack #6 Get in bed with analytics.

• Ask for reports:– Social traffic to check your CAB–Referral traffic – Sessions for volume

• Use landing pages for your releases.• Review – once a week or even daily.• Use Google, Alexa, Moz…

@waxgirl333

Use Analytics

6 Marketing Hacks

1. Create media personas.2. Put it where & when they’re most likely to

find it.3. Give them a great customer experience.4. Create the right hook.

5. Test iteratively.6. Get in bed with analytics.

Bonnie HarrisW

axMarketing

.comw

axmarketing

@gm

ail.com612-801-0912@

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