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Exploring 
digital marketing

I had an interest in digital marketing, but I did not have many opportunities to explore it further. That changed when I realized how much graphic designers use digital marketing in their careers. I enrolled in an online class and earned my certificate in digital marketing. To take it further, I wanted to create a case study to test my skills.

Goal:

Tools:

Create a case study of digital marketing for GoDaddy to deepen my knowledge and strengthen my skills. 

  • Google Slides

  • Google Ads Search

  • Google Analytics

  • HubSpot

  • MailChimp

Why GoDaddy:

I wanted to determine why a user should buy GoDaddy products. Using qualitative research, I read reviews and main selling points listed on their website. I found out the following: 

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24/7 customer service

One stop shop

Customized templates

Secure Website

On the go features

The
marketing plan:

For this study, the plan is to bring in more customers in 3 months using networking, ads, emails, networking, and social media. 

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Grand Budget

$15,00

Daily Budget

$500

Who is
this person:

To determine a persona, I used quantitative research and discovered from the Google Analytics of GoDaddy the following: 

 

Middle-aged female

Enjoys news

Likes gardens

Real estate shopper

Using my research, I developed the person I am going to reference for the rest of this case study. 

Our Persona:

Time for
Ad Groups

The next thing I looked at was optimizing the Google Ads campaign. There was an overlooked feature, which was buying domains in bulk. 

To bulk up the ad group, I compiled a list of keywords. I based the words off highly relevant phrases on the landing page.

Bulking
up the list:

GoDaddy bulk domains

Sell domains

Bulk domain search

Bulk domain discounts

Park bulk domains

Privacy in bulk

Manage multiple domains

An email
example:

On to the next phase, which is email marketing. I examined a couple of email copies. In this scenario, the first email has an open rate of 32.03% and a CTR of 1.89%.

I made edits to the given email and came up with something more straight forward and informative. 

Improving
the inbox:

A happy lead generation:

I focused on the lead generation workflow for more emails. I wanted to include a happy birthday discount to boost engagement.  I created a workflow using Google Drive’s app diagrams feature. 

Research showed most of the target audience used Facebook, so ads were created to catch the users attention. 

Facebook
campaign:

  • This was my first case study 
    after I officially earned my digital marketing certificate. 

  • I felt more confidence in myself that
    I was able to learn a whole new set of skills when working full time.

  • I love that I learned marketing because I want to use marketing
    in my career moving forward.

Conclusion:

  • Digital marketing also provided clarity for skills I briefly relearned.

  • This case study was helpful for me to put my new skills to use and visualize realistically how these skills can benefit my career. 

  • I hope to take on new projects where I can have an influence of marketing in my design work. 

Knowledge Gained:

Is that the end:

Digital marketing was a new skill to add to my knowledge. There was another skill I needed to learn as well…

Ready to see Designing in
Times of Conflict? 

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