What to Measure
Reference Material

Digital Marketing Interactive Framework

OVERVIEW

This framework simplifies digital marketing by connecting products/services → customer personas → search behavior → conversion funnel. It's designed to be completed in 4 sequential steps.

Products / Services

Customer Personas

Search Behavior

The overarching goal of this framework is to ensure your messaging is so clear and simple that customers can instantly understand what you offer, how it will make their life better, and what they need to do to buy it.

Link to Guide (right click to open in new window)

Be sure to copy or download the Guide for your own use.

The Digital Marketing Story

Every successful digital marketing journey begins with understanding. Let's walk through the core narrative that drives our framework.

This concise and engaging approach provides the "why" behind our detailed framework, guiding every strategic decision we make.

STEP 1

PRODUCT/SERVICE CATALOG

Purpose

Define what you sell and at what price point to establish your revenue baseline.

Form Fields

  • Product/Service Name
  • Description (brief, 1-2 sentences)
  • Sales Price ($ amount)
  • Sales Unit (per hour, per project, per month, etc.)
  • Cost (to be added later for margin calculation)

Example Entry

STEP 2

CURRENT IDEAL CUSTOMER

(PERSONAS BY PRODUCT/SERVICE)

Purpose

Identify WHO is actually buying each product/service today (not who you wish would buy it). This is your CURRENT IDEAL CUSTOMER.

Let's clarify: you may have many customers today, but you want to identify those that stay with you, pay the most for your services and promote your business. Narrowing your CURRENT IDEAL CUSTOMER to this group and advertising to the characteristics of that group will produce the highest benefit (not all customers are great customers)

Form Fields

(One record per product/service)

  • Product/Service: [Link to Step 1]
  • Persona Name: (e.g., "Gift Giving Male")
  • Age Range: (e.g., 25-34, 35-44, 45-54)
  • Gender: (Male, Female)
  • Income Range: (e.g., $50K-$75K, $75K-$100K, $100K-$150K)
  • Occupation/Industry: (e.g., Healthcare professional, Restaurant owner, Retail manager)
  • Geographic Location: (Local city, Regional, National)
  • Pain Points: What problem does this persona have that your product/service solves?
  • Buying Behavior: How do they typically research/purchase? (Online research first, referral-based, price-sensitive, relationship-driven)

Example Entry

STEP 3

GOOGLE ADS SEARCH TERMS & COSTS

Purpose

Identify the actual search terms each IDEAL CUSTOMER type (persona) uses when looking for your product/service

We'll use this to understand the cost to reach them.

Form Fields (Multiple entries per persona)

  • Persona: [Link to Step 2]
  • Product/Service: [Link to Step 1]
  • Search Term/Keyword
  • Search Intent: (Informational, Commercial Investigation, Transactional)
  • Cost Per Click (CPC): $ amount
  • Monthly Search Volume: (estimate)
  • Competition Level: (Low, Medium, High)

Example Entries

Persona: First-Time Business Owner
Product/Service: Website Design & Development

STEP 4

CONVERSION FUNNEL

Purpose

The above framework is intended to attract the highest value customer to your website, and specifically to your landing page. From that point, it's important to have a Customer Funnel to engage with the customer at the right point with the right level of effort, in order to progress through the funnel effectively.

Example:

  • 1,000 people will see your ad on Google every day. Calling each of them would be very time consuming and expensive.
  • If 100 people click your ad every day, they may show interest but may be "kicking the tires", so automate your responses.
  • If 20 of those people fill-out a form and provide an email address, email them back (preferably automated).
  • If 3 people reach out and provide a phone number, take the time to call and talk to them.

Map the customer journey from first interaction to purchase, with engagement strategies at each stage.

FUNNEL STRUCTURE

LAYER 1: AWARENESS

  • Audience Size: LARGE (1,000+ impressions)
  • Activity: User sees your ad based on their search term
  • Metric: Impressions
  • Drop-off: 95-98% never click
  • Advancement: 2-5% click through to Layer 2

LAYER 2: INTEREST (Click-Through)

  • Audience Size: MEDIUM (20-50 clicks per 1,000 impressions)
  • Activity: User clicks your ad and lands on your landing page
  • Metric: Landing page visits, Time on page
  • Drop-off: ~60-70% leave without engaging
  • Advancement: ~30-40% engage and move to Layer 3

LAYER 3: WARM LEAD

(Landing Page Engagement)

  • Audience Size: SMALL (30-40% of landing page visitors)
  • Activity: User actively engages with landing page content
  • Engagement Options: Live chat (if they want immediate response), Browse content (reading, watching video), Retargeting pixel activated (for those who leave)
  • Metric: Engagement rate, chat initiation rate, time on page
  • Drop-off: ~50-60% leave without completing form
  • Advancement: ~40-50% complete form and move to Layer 4

LAYER 4: HOT LEAD (Form Completion)

  • Audience Size: SMALLER (40-50% of warm leads)
  • Activity: Contact form completed
  • Information Captured: Name, Email, Phone, Service Interest, Timeline, Budget Range
  • Engagement Type: AUTOMATED + HUMAN
  • What happens immediately: Automated thank you email with confirmation, PDF guide or resource (if applicable), Expectation set for follow-up timing
  • What happens within 24 hours: Personal email from sales rep, Phone call attempt, Meeting/consultation scheduled
  • Metric: Form completion rate
  • Drop-off: ~30-40% don't respond to outreach
  • Advancement: ~60-70% respond and move to Layer 5

LAYER 5: ACTIVE CONVERSATION

(Two-Way Engagement)

  • Audience Size: SMALLER (60-70% of hot leads)
  • Activity: Two-way conversation happening
  • Engagement Type: HUMAN-LED
  • What happens: Discovery call or consultation completed, Needs assessment conducted, Custom proposal prepared and sent, Questions answered, Objections addressed
  • Metric: Consultation completion rate, proposal sent rate
  • Drop-off: ~60-75% don't convert (not ready, price too high, went with competitor)
  • Advancement: ~25-40% accept proposal and move to Layer 6

LAYER 6: CUSTOMER (Purchase/Conversion)

  • Audience Size: SMALLEST (25-40% of active conversations)
  • Activity: Deal closed
  • What happens: Proposal accepted, Contract signed, Payment processed, Service/product delivered
  • Metric: Conversion rate, Customer Acquisition Cost (CAC), Average Deal Size