Objective Develop a comprehensive, high-level overview of your chosen business’s digital channels, content strategy, and promotional efforts—aligned with the marketing funnel. Your analysis should reveal how the business attracts, engages, and converts customers through its digital initiatives.
Overview This assignment comprises eight key evaluation elements, worth a total of 15 points. Your primary deliverable is a single slide that summarizes your findings, accompanied by an appendix documenting all research evidence. (Refer to the provided template and sample slides for guidance.)
Evaluation Elements Business Selection (1 point) Task: Choose a business to analyze. This could be a brand you admire, your employer, your current business, or a future project. Criteria: Select a business with a predominantly digital customer journey and measurable online conversions. Note: The business you choose will be used for all four assignments in this course. Competitive Benchmarking (2 points) Task: Identify four direct or indirect competitors for benchmarking purposes. Tools: Utilize SimilarWeb, SpyFu, or another objective tool to define your competitive set. Deliverable: Include a screenshot of your research source in the appendix and provide a brief explanation of your competitor selections. Keyword Research (3 points) Task: Use Google Keyword Planner or an equivalent tool to identify the top 10 keywords for each stage of the marketing funnel. Top of Funnel: Keywords used by individuals diagnosing their problems and exploring potential solutions. Mid Funnel: Keywords used by those seeking information about products, services, or brands to solve their issues. Bottom of Funnel: Keywords reflecting a strong purchase intent and readiness to buy. Deliverable: Append a screenshot of your keyword research results. Customer Journey Duration (1 point) Task: Research the average duration of the customer journey in your industry—from initial need recognition to purchase. Approach: You may use third-party data, your Google Analytics, or your own best estimate. Deliverable: Provide a screenshot or explanation of your data source/assumption in the appendix. Channel & Conversion Strategy (2 points) Task: Define the digital channels you will use at each stage of the funnel to drive traffic to your target pages. Approach: Leverage insights from competitive channel analysis (using SimilarWeb or a similar tool) to inform your strategy. Deliverable: Include a screenshot of your source analysis in the appendix. Upper Funnel Content Strategy (2 points) Task: Based on your keyword research, identify the content pieces you will promote to engage visitors at the awareness stage. Details: Explain how this content will help convert visitors into subscribers or leads. Mid Funnel Lead Nurturing (2 points) Task: Outline a lead nurturing strategy to remain relevant and engage prospects as they evaluate their options. Details: Specify which mid-funnel content will enhance lead information and maintain engagement. Bottom of Funnel Call to Action (2 points) Task: In line with your lower-funnel keyword insights, propose a compelling call-to-action. Details: Describe the tactics you will use to prompt immediate action and drive conversions.
