The following publication titles fall under the digital marketing planning for both the Regina Y. Favors Website and the Favors Marketing Lessons programming. The titles under Favors Marketing Lessons are housed under the “Academy” tab on this site. The current title below are available on our Amazon page: amazon.com/author/reginayfavors. Visit the page for more information.
Current Titles
Here are the list of titles:
- The Regina Y. Favors Tentative Marketing Plan (Full)
- The Regina Y. Favors Tentative Marketing Plan (Condensed)
- The Regina Y. Favors Website Digital Marketing Plan, Campaign #1
- The Regina Y. Favors Website Digital Marketing Plan, Three-Month Case Study, Campaign #2
- The Regina Y. Favors Website Digital Marketing Plan, Digital Ad Campaign #3, Finances & Event Planning, 2023 Edition
- Favors Marketing Lessons 101: A Workbook & Action Planning Guide
- Favors Marketing Lessons 101: Basics for Creating the Buyers’ Personas, A Workbook & Action Planning Guide
- Favors Marketing Lessons 101: A Brief Guide to Digital Marketing
- Favors Marketing Lessons 101: Digital Ads Collection & Planning Workbook, A Companion
- Regina Y. Favors Website Learning Journal
The Regina Y. Favors Website Digital Marketing Plan, Three-Month Case Study, Campaign #3 is now available. Follow the link above. In addition, two new Favors Marketing Lessons 101 focused on digital marketing are also complete. Follow the links. They are available on Amazon.com/author/reginayfavors. Thank you for visiting.
Case Studies: Digital Ad Campaign Results
The following digital ad campaigns ran for the Regina Y. Favors Website and to support the marketing efforts of the digital marketing campaigns. These are the results of Campaign #1 and Campaign #2 with Campaign #3 still in development. The information is followed by video discussions.
Digital Ad Campaign #1 Results (Audio)
Summary
This is the audio lesson for the Digital Ad Campaign #1 advertising run for the following marketing targets:
- Regina Y. Favors website
- Amazon author page
- Regina Y. Favors YouTube Channel
The marketing goals were the following:
- Build brand awareness.
- Drive traffic to the website.
- Create targeted consumer base.
Digital ads were run on the following social media platforms:
Digital ads were sponsored. There were additional non-sponsored manual uploads of all ads, which total approximately 11. The period for Digital Ad Campaign #1 included the following:
- Facebook/Instagram: March 23, 2023 to March 30, 2023
- LinkedIn: March 24, 2023 to March 31, 2023
- Pinterest: March 24, 2023 to April 3, 2023
There were different budgets for each period.
Lessons
Lessons learned reveal that engagement does not translate as conversion. It is important to focus on the customer mindset when tailoring future digital advertising campaigns.
Findings
Findings suggest that digital ads need clearer call-to-action language. Some digital ads had greater reach and may possibly convert online consumers to customers who purchase Favors branded products. The need to create a culture around the brand is necessary.
Future Campaigns
Digital Ad Campaign #2 is currently being processed. Digital Ad Campaign #3 is expected to begin before the end of the three-month case study, which is March 23, 2023 to June 23, 2023.
Review this Favors Marketing Lesson for insight into digital marketing and lessons learned regarding engagement versus conversion.
Digital Ad Campaign #1 Results (Presentation)
Digital Ad Campaign #1 Results (Title Link)
The results are published under the following title: The Regina Y. Favors Website Digital Marketing Plan: Three-Month Case Study, Campaign #1. You can access it on the Amazon author page here.
Digital Ad Campaign #2 Results (Audio)
Description
This is the book title for the Digital Ad Campaign #2 advertising run for the following marketing targets:
1. Regina Y. Favors website
2. Amazon author page
3. Regina Y. Favors YouTube Channel
The marketing goals were the following:
1. Build brand awareness.
2. Drive traffic to the website.
3. Create targeted consumer base.
Digital ads were run on the following social media platforms:
1. Facebook
2. Instagram
3. Pinterest
4. LinkedIn (limited, least cost-effective)
Digital ads were sponsored and total approximately six (6).
The period for Digital Ad Campaign #2 included the following:
1. Facebook/Instagram: April 11, 2023 to April 18, 2023
2. LinkedIn: April 12, 2023 to April 15, 2023
3. Pinterest: April 11, 2023 to April 21, 2023
There were different budgets for each period.
Business Insights
Business Insights suggest that there is consistency in the audience profile from Campaign #1. The initial tentative marketing plan outlines the 18-year-old to 45-year-old as the primary audience. However, with both campaigns to date, the summary of results suggests the following order:
Audience
1. 45-54
2. 25-34
3. 35-44
4. 18-24
5. 55-64
6. 65+
However, there are some ads for which the audience profile is higher with the 65+ category, followed behind with a variation between 65+ and 45-54. The audience profile derives from Instagram because the followers exceed 100. However, for Facebook, the current number of followers is 95. Therefore, age and gender distribution will not be available until the Author Regina Y. Favors Facebook page reaches 100 total followers.
Reach vs. Engagement
Reach continues to be high, but engagement is still low. However, for one of the digital ads that focused on the concept of “home,” the reach totaled 1.8K. This ad validates the assumption behind the vision statement for the Regina Y. Favors website: to be the preferred online curriculum you need for life recovery.
Top Performing Posts
Top Performing Posts for one sponsored and one manual upload exceed the median percentages of Facebook. There seems to be high growth status for the video uploads under the Favors Mentoring School. The videos appear to garner and sustain interest and may be a magnet to improve the audience profile.
New Followers
New Followers did increase but that could be due to clicking the “Invite” button after visitors have engaged the page and I received a notification. There is inconsistency in posting content on the Facebook Author Page. Going forward, using a project management strategy, posts (content and video) need to be daily, weekly, and monthly to reach 100 followers. Software, such as Buffer, may aid in ensuring post consistency.
In addition, a digital ad for the Facebook page may be necessary along with the other digital ads to ensure online visitors visit, engage, and purchase through the store. In other words, building brand awareness for the Facebook Author Page, along with the website, YouTube channel, and Amazon author page, is necessary. This means that posting must be consistent.
Performance
The performance on the digital ads varies, but there has been high post click links, post reactions, and improved engagement for the YouTube channel digital ad with higher post comments. The age distribution ranges by ad with the focused audience profile on the following distribution: 65+, 55-64, 25-34.
Connection
The connection online visitors made to the digital ad that focused on “home” suggests a unique question: What will keep someone in the house? This creates a primary research question: What would keep someone on the site?
Findings: Business Insights to Business Strategy
Digital ad campaigning will require a project management strategy that ensures ads and posts are deployed daily, weekly, and monthly based on the marketing and promotions objectives.
Whether the marketing goal is to build brand awareness through engagement, drive traffic to the website to increase engagement, and/or create a targeted online consumer to sustain engagement, designing a full project management strategy will help to identify problems and create sustainable solutions, appealing to different audience characteristics.
In addition, refining the initial tentative marketing plan to include focused audience characteristics on the 65+, 55-64, 45-64, and 25-34 demographics will require additional consumer-based study.
Here are some questions for consideration:
- What do these consumers care about regarding life concerns?
- Why was there a larger connection to the “home” reference in the digital ad?
- What do these consumers purchase? Where do these consumers purchase?
- Who is the online consumer? Characteristics, demographics, education?
- How can I tailor the audience for the digital ad using what categories of books and/or products?
- Why do people “live” on Facebook, Instagram, Twitter, TikTok, and YouTube?
- How do I get online consumers to live on the Regina Y. Favors website?
- How will I define “live”?
Lastly, further business analysis techniques will consider the following:
- SWOT (Strengths, Weaknesses, Opportunities, Threats);
- MOST (Mission, Objective, Strategy, Tactics);
- SMART (Specific, Measurable, Achievable, Realistic, Timely);
- Business process modelling for process improvement; and
- Case modeling to create a project management and audience management system picture (visual aid).
Combining both business analysis techniques and project management strategies will help to assess the business aspect of digital advertising and social media marketing for the site.
Future Campaigns
Digital Ad Campaign #3 is currently being processed and is expected to begin before the end of the three-month case study, which is March 23, 2023 to June 23, 2023.
Review this title for insight into digital marketing and lessons learned regarding adopting a project management strategy.
Digital Ad Campaign #2 Results (Presentation)
Digital Ad Campaign #2 Results (Title Link)
The results are published under the following title: The Regina Y. Favors Website Digital Marketing Plan: Three-Month Case Study, Campaign #2. You can access it on the Amazon author page here.
Contact
Contact Favors Marketing Solutions for your digital ad campaign and business ghostwriting needs.
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