[WEBINAR] Big Fat Marketing Mistakes

#marketingmistakestrada.com

MarketingMistakes

#marketingmistakestrada.comtrada.com

Anna Sawyer, Marketing Manager, Mistake Maker

@annafsawyer

trada.com

BIG mistake # 1

You don’t knowyour goals.

Anna Sawyer: @annafsawyer trada.com

BIG mistake # 1

Successful marketers know their goals, and they watch data every day and

constantly analyze not only the results, but what data matters.

BIG mistake # 1

If your focus is conversions, measure the success of every marketing activity in

terms of ROI.

What data matters?

Program-specific metrics

BIG mistake # 1

traffic/reach

total costs

conversionrate

cost/conversion

conversions

revenue

Marketing department metrics

BIG mistake # 1

total costs

WTD/goal

MTD/goal

revenue

Are you focused onopportunities, leads, sales?

BIG mistake # 1

Whatever your goals, you and every team

member should know the goals, where you

stand (on a daily basis) and be

accountable for them.

BIG mistake # 1

Teach your team to love data and to be

motivated by goals by breaking them into attainable, digestible

portions.

Solution!

Targeting everyone.

BIG mistake # 2

Narrow your target audience - or segment your messaging - to

speak directly to your customer.

BIG mistake # 2

Anecdote!

BIG mistake # 2

agencies

enterpriseadvertisers

resellers

At Trada, we have many types of customers.

smaller direct

advertisers

BIG mistake # 2

We’ve tested segmenting the

website, speaking more broadly

about what we offer, and choosing

our battles.

BIG mistake # 2

Use tools like Google

Analytics, AdWords and Optimizely to determine what

messages work and where to spend your

effort.

thanks adsense.com!

BIG mistake # 3

You don’t follow up right away.

Create a follow-up plan that responds to leads quickly. If

possible, use a marketing

automation system that allows you to

prioritize leads.

BIG mistake # 3

Call within 48 hours.

BIG mistake # 3

Test your follow-up times.

BIG mistake # 3

Develop a nurturing program

that will keep leads warm when they’re not ready to commit right

BIG mistake # 3

Extra credit!

Wearing competition blinders.

BIG mistake # 4

You can get invaluable information from your

competitors. It is worth checking in on a regular basis to see which messages they

are using...

BIG mistake # 4

...and for PPC and SEO, you can spy on

your competitors using tools.

BIG mistake # 4

Use a keyword tool (Spyfu, Raven, KeyCompete) to find out which keywords your

competitors are using.

Create a list of competitor keywords, and use this list to brainstorm long-tail keywords. Ask friends to

help (for diversity of thinking).

Add keywords to your PPC and SEO campaigns and test, test test!

BIG mistake # 4

Keep an eye on your competitors’

movements through social media. In a tool like Hootsuite or Tweetdeck you can create lists of competitors to

watch.

BIG mistake # 4

Starving the budget.

BIG mistake # 5

With limited budget, it can be

hard to determine where to spend what you have.

BIG mistake # 5

If you’re very limited, spend budget on programs that are

very predictable and measurable, like PPC

advertising.

BIG mistake # 5

Remember to be realistic about your click-through and conversion rates,

though. With a very low budget, it can be

hard to get measurable results.

BIG mistake # 5

Cheap marketing ideas:

Reciprocal partner marketing, like

swapping blog posts, collaborating on

collateral, webinars, cross-promotion.

BIG mistake # 5

Build out your referral program. Reward

referrers. Try a tool like zferral.com to track.

BIG mistake # 5

Get customers involved! Case studies are the first step: but you can ask a lot from dedicated customers. Reviews, testimonials and social “likes” are

powerful.

BIG mistake # 5

Be part of the conversation.

Comment on industry blogs with valuable

insights and link back to your site (if it’s

allowed). Anna Sawyer: @annafsawyer trada.com

BIG mistake # 5

You have to spend money to make

money.

Don’t forget!

Counting on one touchpoint.

BIG mistake # 6

Remember the rule of five when thinking

about customer touchpoints.

BIG mistake # 6

Use display advertising,

Facebook ads and retargeting as

“assists” to keep your product in the mind of the

customer.

BIG mistake # 6

thanks retargeter.com!

Selling only to your new customers.

BIG mistake # 7

A searcher needs to know what will happen when he

clicks.

BIG mistake # 7

Upsells and loyalty programs are the

“low-hanging fruit” of marketing.

clicks.

BIG mistake # 7

Use the thank-you page to offer a

coupon for next time and to get

social media follows.

BIG mistake # 7

thanks inc.com!

clicks.

BIG mistake # 7

Try gamification measures on your

site with a tool like Big Door:bigdoor.com

BIG mistake # 7

IRALITY

When a site implements with BigDoor, their overall site engagement increases by 30%.

BigDoor’s reward program results in a

200% increase in sharing.

Due to our innovative referralmechanism, users who clickedon shared links are 7X more likely to register on the site.

Users who participate in our loyalty program are

3X more likely to return to the site than those not in the loyalty program.

NS REVENUE FOR OUR PARTNERS!

thanks bigdoor.com!

Doing it all yourself.

BIG mistake # 8

thanks publishersweekly.com!

BIG mistake # 8

clicks.

Many of us are marketers on

small teams - but you can’t do everything

yourself and be effective.

BIG mistake # 8

clicks.

Learn to delegate and outsource.

BIG mistake # 8

clicks.

Crowdsourcing solutions can save you money and

extend your reach.

BIG mistake # 8

the process of handing tasks traditionally performed by one person to a crowd of

people

Crowdsourcing:

Diversity of

thinking

Widerange oftalent

Fast results

Simplified hiring

Lower cost

Content creation

Graphic design/video Software/website bug testing

Paid search/online adsMicrotasking

Translation

(and more)

BIG mistake # 8

clicks.

Check out trada.com/resourcesfor a 4-part webinar

panel series on how to use

crowdsourcing as a small business

marketer!

Having tunnel vision.

BIG mistake # 9

clicks.

So we know that data is valuable. But it’s

more valuable if you use it!

BIG mistake # 9

clicks.

When you learn something, use it across marketing

channels.

BIG mistake # 9

Message from ad that performs well

in your PPC campaign

new landing page

email headline

display/printad

socialoffer

Too many cooks.

BIG mistake # 10

clicks.

Too many people logging in and making changes can ruin any

testing...

BIG mistake # 10

clicks.

... and too many team members being held accountable for the

same thing can result in no one being

accountable.

BIG mistake # 10

clicks.

Each tool and channel should have an

“owner”. To keep everyone honest

about deadlines, try kapost.com.

Solution!

Getting married. To the way you do

things!

BIG mistake # 11

BIG mistake # 10

clicks.

Constantly revisit where you spend your time and budget. Use data to determine

what’s working.

Solution!

BIG mistake # 10

clicks.

Question why you do things, and if they suck,

fix them!

Solution!

Remember that in marketing, small improvements can greatly affect your ROI and the success of your whole

company.

trada.com

Here’s where we take two minutes to show you how

Trada can help you scale your online advertising

... and it doesn’t cost any more than if you were to run PPC or Facebook ads campaigns

yourself.

Trada has thousands of online advertising experts who do PPC and Facebook ads for you.

Multiple experts work on your campaign at

the same time.

You get:

Diversity of thinking

Constant optimization

Multiple ad networks

SpiritHoods: Trada customers since

Nov. 2010

CAMPAIGN STATS:

Paid Search Experts: 15

Sales Revenue: 400% increase

# of Conversions: 400% increase

CPC: 58% improvement

Nov. 2010

“My favorite part of the Trada relationship is that

search no longer rules my life. The success of the

campaigns has allowed me to hire a staff member to manage marketing so I can

focus on new designs.”

– Alexander Menduluk Owner, SpiritHoods

For more information or to schedule a Trada demo, email sfox@trada.com

trada.com

@annafsawyer

Time for questions!

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