These are some highlights from my experience and education in digital marketing. You can see more about my credentials on my bona fides page.
SEO
Scenario: Founders’ Dairy, a specialty foods retailer, needs to improve their SEO. Their page titles and meta descriptions need to better reflect the content of the pages. Two pages were addressed: one about available products, and one about recipes using the brand’s products as ingredients.
| Item | Original Version | Revised Version |
| “Cheeses” page title | Founders’ Cheeses | Founder’s Dairy | Shop traditional hand-crafted cheeses |
| “Cheeses” meta description | Shop specialty cheeses today. | Purchase a variety of traditional hand-crafted cheeses and other treats from Founder’s Dairy. Choose from a selection of mozzarella, swiss, goat, and blue cheeses, as well as paired crackers, jams, and more. |
| “Recipes” page title | Recipes | Founders’ Dairy | Founder’s Dairy | Recipes with Founder’s Dairy ingredients |
| “Recipes” meta description | Try our tasty recipes. | Browse recipes which use Founder’s Dairy cheeses, jams, meats, and syrups as ingredients. Includes time-honored dishes from the Founders family such as macaroni and cheese and jam-filled sandwich cookies. |
Responsive Ads
Scenario: Oscar’s Bakery, specializing in vegan, organic, and gluten-free baked goods, has just launched online ordering for their website. I created responsive search ads to promote this new service.
Keywords
- vegan baked goods
- vegan cakes delivery
- vegan treats online
- order vegan desserts online
- order vegan cupcakes online
Headlines
- Vegan bakery – wide selection
- Custom vegan cakes delivered
- Vegan treats 15% off ship free
- Delicious vegan desserts
- 25 flavors of vegan cupcakes
- Vegan, organic, gluten-free
- Award-winning vegan bakery
- Boulder, CO vegan bakery
- Order Online For Free Delivery
Descriptions
- Vegan bakery open since 1987. Locally sourced, organic, gluten-free.
- Boulder’s widest variety of vegan baked goods. Order now and save 15% + free shipping!
- Try delicious, locally-sourced vegan cakes and other treats. Order now for free shipping!
- Vegan treats delivered to your door – custom cakes, cupcakes, and much more!
- Order organic, gluten-free, locally-sourced vegan baked goods with 15% off + free shipping
Extensions
- Open 7 days a week
- Award-winning
- Free delivery
- 15% off
- Organic and gluten-free
Social Media
Scenario: Great Grounds, a small, regional coffee shop chain, needs to respond to comments on their social media feed. I created appropriate responses to each of them based on the type of comment.
| Comment Type | Customer | Comment | Response |
| Positive Feedback | Daniela Rosas | I am SO happy that it’s holiday flavor time at Great Grounds! Love, love, love your gingerbread latte! Makes me want to curl up with my drink and a good book in front of the fire. ☕️📖🔥 | Thanks so much, Daniela – we love it a “latte” too! So glad you’re enjoying it! |
| Question | Bruce Tang | I’m trying to reduce the amount of sugar in my diet. Can you tell me which Great Grounds’ drinks are low sugar or sugar-free? | Absolutely! The drip and cold brew coffee fit the bill, but we also have some creamers which are sugar-free. Check out our nutritional page for more info: (link) |
| Negative Comment | Imani Moore | What’s up with the hike in Great Grounds’ prices?! I used to be able to get my daily medium mocha for $4. Now it’s $4.25! That’s really going to add up over time… | We hear you, Imani. Prices rose in response to a coffee shortage, but we want to offer you this promo code for half off one beverage: HALFOFF. |
Data Analysis
Scenario: Tweets made by the Mocha Muse coffee shop need to be assessed for efficacy. I analyzed the data and made recommendations based on that analysis.
Tweet Data
| Data Type | Tweet 1 | Tweet 2 |
| Tweet Text | You’ll lose an hour of sleep tonight. Prepare for the time change by stocking up on Mocha Muse! | If you’re reading this now, you’ll probably need a cup of Mocha Muse to help you “spring forward” in the morning! #DaylightSavings #CoffeeTime |
| Asset | – |  |
| Time | 2022-03-12 8:03 AM | 2022-03-13 1:59 AM |
| Impressions | 211,574 | 117,261 |
| Engagements | 329 | 1,913 |
| Retweets | 21 | 37 |
| Replies | 14 | 29 |
| Likes | 244 | 487 |
| Profile Clicks | 71 | 152 |
| Hashtag Clicks | – | 31 |
| Expands | – | 1214 |
Comparison. Tweet 1 did not have any hashtags, was posted in the morning, and no photo was included. Tweet 2 did have hashtags, was posted in the late evening / early morning, had a playful tone, and included a photo. Tweet 1 was posted in the morning at a good time of day for visibility and had a factual tone. Tweet 2 was posted at a time that was specific to the audience (people up late the day before daylight savings) and had a playful tone.
Analysis. The late-night tweet had fewer impressions but way more engagements, retweets, likes, profile clicks, and so on. Everything was up across the board except impressions.
Conclusion. Future tweets should use more photos, use relevant hashtags, use playful or friendly tone for content, and time posts according to specific (relevant) events.