Digital Marketing Case Study

How to Write a Digital Marketing Case Study for Your Portfolio

One of the most important ways to land a job as a digital marketing specialist is to prove you’ve had success in your field. Employers want to see your skills in action, and that you’ve made a positive impact in your career of choice.

A great (and easy!) way to show off your skills is to write a case study. This is an analysis of a campaign, project, or service over a length of time that combines goals, methodology, and results in one easy-to-read document.

Here are a few simple steps to take to draft a quick case study for your digital marketing portfolio.

Assess Your Wins

Look for the high-level wins you’ve had a direct hand in over the past year or two. Where can you say you’ve done the most good? These should be simple, obvious improvements to your business or ways that your services impacted your client.

Write the Hook

Businesses want to know the results at a glance. A hook for your case study could be “How to earn $90,000 in revenue with one automated email campaign” or “These website improvements led to a projected $1.1M cost benefit over one year.” These are both actual hooks from my own portfolio, by the way. No big deal.

Back it Up

You need data to prove your results. Use Google Analytics, data from your email provider, any onsite A/B testing software you’ve used like Monetate, or other data sources to prove your results. A quick chart that shows the metric in a visual way will also help get the point across.

Share Your Success

Make sure that your case study is easy to read and nice to look at. Then host a case studies page on your website, add it to your Linkedin profile, and just plain be proud of the work you’ve done.

That’s it. Boom, another awesome piece to add to your portfolio. Looking for more insight into digital marketing? Contact me at ajdaughe@gmail.com

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Personal SEO Keywords

Time for a Personal SEO Rebrand?

So it’s time for a career change.

You’ve acquired tons of useful skills and stuffed your portfolio with impressive projects. Only problem? Your job title or function has changed.

Perhaps now you’re looking at a mid-level management or specialist position. Or you’ve become an expert in your field, so you decide to become an analyst or consultant.  Congratulations! But now what?

What does this all mean for your personal SEO keywords?

If you’ve already built keyword equity in your personal brand, have no fear. There are a few steps you can take to ensure that your website won’t lose steam while you embark on a new career path.

Lay the Groundwork

With any project, you’ll need to have a plan. Evaluate your current keywords and SERP rankings. You won’t want to lose these standings – chances are they feed into your new personal brand, if not directly. Begin a new list of personal keywords based on your skills, talents, experience, and goals. List some ideas of associated content and backlinks to build for each personal brand keyword.

Build Up, Don’t Tear Down

Evaluate every page and blog post on your website. Are there opportunities to amend content or links to suit your new keywords? Keep in mind that the goal is now to bring your rebrand keywords to the top of the SERPs without sacrificing the rankings you’ve already earned.

Reach Out

Tap into the network you’ve already built. Send personal messages to let colleagues, collaborators, and contacts know that you’re rebranding. Let them know the job title or keyword you’re after, and ask for a recommendation or a backlink with that keyword in mind.

I’m embarking on my own personal SEO rebranding, and I’ll be using the steps above to help pivot my website toward my new career path as a marketing analyst. Over the next several weeks, I’ll share my updated personal keywords, new case studies, and tips and tricks for rebranding yourself in an ever-changing market.

Need some help with your digital marketing? Contact me at ajdaughe@gmail.com and let’s talk. 

2 Easy Pieces: How to Make Simple, Attractive Content for Your Keyword

 

Do you ever find yourself struggling for inspiration?

Ever just need a quick boost to get you over the content-creation hump? This is definitely the blog post for you!

Today, let’s identify a keyword, and create two new pieces of content for that keyword using easy online tools. I want to show how simple it is to come up with a good idea and execute it in a very short amount of time, even if you’re not the world’s greatest designer.

So which keyword should I choose?

Grand Rapids Marketing Keywords

I feel that I’m lagging behind in keywords featuring “grand rapids.” That city is a large employment hub on my side of Michigan, so it would be a great keyword to rank highly for in my field.

Keyword “grand rapids” it is then, with particular attention to “grand rapids marketing.”

What content can I create that’s simple, eye-catching, interesting, and fun with these two online tools?

Canva

Canva is a simple online click-and-drag graphic design tool that can help create beautiful images, even if you’re not the best graphic designer. Simply choose your layout, drag the design elements you want to use, and you’ve got a slick image.

For this experiment, I searched the keyword “grand rapids,” and chose the first result which happened to be the city of Grand Rapids’ official website, ExperienceGR.com. From this site, I’ve chosen to highlight some of the attractions that Grand Rapids has to offer, and show them off in a visual collage that could easily serve as marketing collateral.

Grand Rapids Michigan

Piktochart

This is a great site to make cute, easy infographics. Staying with the theme, I’ve chosen to visualize the fun facts section of ExperienceGR.com.

Fun Facts about Grand Rapids Michigan

See how easy that was? I could spend a day just making that infographic myself in Photoshop. But why waste time when I can use an online template and get two pieces of content finished and published in time for lunch.

 

Where to Eat in Grand Rapids During Art Prize

Whether you’re a Grand Rapids local, or visiting the city specifically for Art Prize, don’t get stuck in the crowds while you’re hangry (that’s hungry and angry, which is no fun at all).

I’ve put together this checklist of restaurants and dishes you have to try while you’re in Grand Rapids for Art Prize. These recommendations were compiled using reviews from Yelp and an interactive map of the event.

Grand Rapids Public Museum

Let’s start it off with a bang! If you’re visiting the Grand Rapids Public Museum to see their collection of entries (including a full outdoor display!), then you don’t want to miss an extraordinary experience at The Chop House. Upscale dining in a classic atmosphere (and you’ll probably need a reservation).

Diners recommend:

  • Try the Cheddar Au Gratin Potatoes
  • Stay warm with a bowl of Lobster Bisque
  • Finish with a good old fashioned steak

25 Ottowa

HopCat Grand Rapids

There are seven pieces on display at this indoor venue, which has been recently upgraded to provide a beautiful Arena District experience. While you’re near, definitely check out HopCat, a popular brewery and pub.

Diners recommend:

  • Sample one of their many craft beers
  • A thick, juicy Bar Zee Burger with all the fixings (and jalapenos!)
  • Don’t forget the Crack Fries, which are better than you’ve heard

Women’s City Club

Continue your cultural trek at the historic Grand Rapids Women’s City Club. This gorgeous two-story villa serves as a reminder of classic 19th century architecture of the area. For an eclectic day out, why not mix it up a bit and go for some spicy sweet Thai cuisine?

Diners recommend:

  • Slightly sweet Pad Ped flavored with coconut milk
  • Deliciously spicy Curry Pad Thai
  • Thai Iced Tea if you’ve got a sweet tooth

Frederik Meijer Gardens

Clique Coffee Bar in Grand RapidsIt wouldn’t be a proper trip to Grand Rapids unless you visited this gorgeous garden and sculpture park. When you’re done taking in the sights, just roll on down the street to Clique Coffee Bar to warm up.

Diners recommend:

  • Great coffee, lattes, and espressos
  • Silky, smooth cappuccino
  • Big, locally baked cookies to finish off your day!

Where to Eat in Grand Rapids During Art Prize

Have a recommendation to add to the list? Leave a comment below!

Which Type of Content is Right For Your Keyword?

You’ve chosen your keyword.

You’ve performed competitor analysis. You’ve determined that you can easily rank high in the search results for that particular keyword through a combination of great content and outreach.

You have a lot to say about that particular topic and have gathered plenty of research and data to back it up.

Now what? Which type of content is right for your keyword?

There are so many different ways to present your content. You could write yet another blog post of course, or you could explore the many other possibilities for displaying your information in a compelling, useful way to your target audience.

Here are just a few examples of the different ways you could present your keyword topic.

Keyword Content

As you can see, it all comes down to a few factors:

  1. Who’s your audience?
  2. What would provide your audience the most value?
  3. How much information are you presenting?
  4. Do you have textual elements that will contribute to SEO?
  5. How have your competitors shared this info…and can you do it better?
  6. Where do you want to share this content?

In an upcoming post, I’ll take you step-by-step from choosing a keyword, to choosing the right piece of content, to sharing it with the right audience.

Don’t want to wait? Want to see what I can do for your business right now? Email me at ajdaughe@gmail.com 

My SEO: Personal Brand Keywords 1 Week Check-up

I began this SEO project one week ago.

Since then, I’ve written blog posts on plus size email marketing, how to boost personal brand keywords, and how these concepts can help Kalamazoo industries.

How are my personal brand keywords doing in the search results now?

Anna Daugherty SEO Keywords

I think they have a word for this on the stock market: volatile.

Considering I didn’t rank in the top 250 for some of those keywords when I began this project one week ago, I’d say I’m doing fairly well.

I rank in the top 5 for “anna daugherty marketing” and “anna daugherty kalamazoo” alongside my LinkedIn profile. I bounced into and out of the the top 10 for “inbound marketing kalamazoo” and “kalamazoo inbound marketing.” And I rank in the top 100 for other important personal brand keywords that may get me noticed.

So what’s next?

My plan is to go keyword-by-keyword to create a content plan that focuses on high-priority rankings. I’ll attempt to think out of the box to produce interesting content at no cost that will land great results.

Stay tuned this week as I show you how to plan a piece of content from beginning to creation to distribution and hopefully give those keywords a kick in the SEO pants.

How Inbound Marketing Can Help Kalamazoo Businesses

Kalamazoo is a pretty great place to live and work.

In fact, Kalamazoo was voted one of the top 10 best cities for work-life balance by NerdWallet in 2014. That means you get all the perks of city-living without the hassle.

Between a robust corporate culture, amazing educational opportunities for kids and college students, and even a thriving craft beer industry, the outlook for Kalamazoo businesses is great.

How Can Inbound Marketing Help Kalamazoo Businesses?

Simple. The same way inbound marketing helps businesses of all varieties by creating awareness, converting leads, and delighting customers so that they advocate for your business.

Top Kalamzoo Industries

For the top three industries in Kalamazoo, there are lots of ways to utilize inbound marketing methodology to attract and retain customers.

Here are some interesting ideas that each industry could possibly use to attract attention to their brand.

Kalamazoo Healthcare Industry

 Employers such as Borgess, Stryker, Bronson, and Pfizer make up the bulk of this industry in Kalamazoo, with each offering something a bit different. While healthcare might seem like a cut-and-dry industry on the surface, a creative inbound marketer could create interesting content for a variety of uses for these businesses.

  • Create an eBook corresponding with ways to stay healthy at work. Offer the eBook free through a contact form as a way to attract businesses looking to add an employee wellness program to their benefits package.

Kalamazoo Education Industry

Education is valued in Kalamazoo as evidenced by leading community education initiatives such as the Kalamazoo Promise. Home to Western Michigan University and Kalamazoo College, a student could earn a great education in this city. A Kalamazoo inbound marketing specialist need only look around to take inspiration from the students, faculty, and facilities around town.

  • Chronicle the life of a successful Kalamazoo Promise student who has chosen to use their scholarship at a Kalamazoo college or university. Tell their story through a photo slideshow and distribute it to Michigan bloggers and news outlets to show the education community’s commitment to local students.

Kalamazoo Beer Industry 

The craft brewing community in Kalamazoo is awesome and ever-growing. This could be the most fun industry to work in as an inbound marketer. Think of the potential! Beer for breakfast, beer for lunch, hard cider for dinner (I’m working on my figure).

  • Put together a landing page with a moving timeline on the beer industry in Kalamazoo. Visitors can watch the industry from its inception and see breweries pop-up throughout the years. At the end, collect email addresses to spread the word about the upcoming launch of a new beer product.

These are just a few of the many, many ways Kalamazoo businesses can use excellent content to generate interest and gain leads. Like what I have to say? Email me at ajdaughe@gmail.com