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In this webinar, learn-from-trying expert Anna Sawyer from Trada reveals the scars of well-intentioned online marketing gone bad - and what YOU can do to prevent them! -How to lose a lead in 10 days -Budget: where does it go when you don't have much? -The absolute worst thing you can do with your PPC campaign -If you hate your customers, try this simple trick -When your army of one is an army of FAIL Note: these aren't exclusively boneheaded mistakes. These are common issues that you face as marketers! Learn how to avoid issues for a streamlined, effective online marketing program that gets results. Check out Trada Reviews here: http://www.trada.com/trada-reviews/
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#marketingmistakestrada.com
Big
MarketingMistakes
FAT
#marketingmistakestrada.comtrada.com
Anna Sawyer, Marketing Manager, Mistake Maker
@annafsawyer
trada.com
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.
Anna Sawyer: @annafsawyer trada.com
BIG mistake # 1
If your focus is conversions, measure the success of every marketing activity in
terms of ROI.
What data matters?
Anna Sawyer: @annafsawyer trada.com
Program-specific metrics
BIG mistake # 1
traffic/reach
total costs
conversionrate
cost/conversion
conversions
revenue
Anna Sawyer: @annafsawyer trada.com
Marketing department metrics
BIG mistake # 1
total costs
WTD/goal
MTD/goal
revenue
Are you focused onopportunities, leads, sales?
Anna Sawyer: @annafsawyer trada.com
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.
Anna Sawyer: @annafsawyer trada.com
BIG mistake # 1
Teach your team to love data and to be
motivated by goals by breaking them into attainable, digestible
portions.
Solution!
Anna Sawyer: @annafsawyer trada.com
Targeting everyone.
BIG mistake # 2
Anna Sawyer: @annafsawyer trada.com
Narrow your target audience - or segment your messaging - to
speak directly to your customer.
BIG mistake # 2
Anna Sawyer: @annafsawyer trada.com
Anecdote!
BIG mistake # 2
agencies
enterpriseadvertisers
resellers
At Trada, we have many types of customers.
smaller direct
advertisers
Anna Sawyer: @annafsawyer trada.com
BIG mistake # 2
We’ve tested segmenting the
website, speaking more broadly
about what we offer, and choosing
our battles.
Anna Sawyer: @annafsawyer trada.com
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.
Anna Sawyer: @annafsawyer trada.com
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
Anna Sawyer: @annafsawyer trada.com
Call within 48 hours.
BIG mistake # 3
Anna Sawyer: @annafsawyer trada.com
Test your follow-up times.
BIG mistake # 3
Anna Sawyer: @annafsawyer trada.com
Develop a nurturing program
that will keep leads warm when they’re not ready to commit right
away.
BIG mistake # 3
Extra credit!
Anna Sawyer: @annafsawyer trada.com
Wearing competition blinders.
BIG mistake # 4
Anna Sawyer: @annafsawyer trada.com
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
Anna Sawyer: @annafsawyer trada.com
...and for PPC and SEO, you can spy on
your competitors using tools.
BIG mistake # 4
Anna Sawyer: @annafsawyer trada.com
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
Anna Sawyer: @annafsawyer trada.com
Starving the budget.
BIG mistake # 5
Anna Sawyer: @annafsawyer trada.com
BIG mistake # 5
With limited budget, it can be
hard to determine where to spend what you have.
Anna Sawyer: @annafsawyer trada.com
BIG mistake # 5
If you’re very limited, spend budget on programs that are
very predictable and measurable, like PPC
advertising.
Anna Sawyer: @annafsawyer trada.com
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.
Anna Sawyer: @annafsawyer trada.com
BIG mistake # 5
Cheap marketing ideas:
Reciprocal partner marketing, like
swapping blog posts, collaborating on
collateral, webinars, cross-promotion.
Anna Sawyer: @annafsawyer trada.com
BIG mistake # 5
Cheap marketing ideas:
Build out your referral program. Reward
referrers. Try a tool like zferral.com to track.
Anna Sawyer: @annafsawyer trada.com
BIG mistake # 5
Cheap marketing ideas:
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
Cheap marketing ideas:
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!
Anna Sawyer: @annafsawyer trada.com
Counting on one touchpoint.
BIG mistake # 6
1
BIG mistake # 6
Remember the rule of five when thinking
about customer touchpoints.
Anna Sawyer: @annafsawyer trada.com
BIG mistake # 6
Use display advertising,
Facebook ads and retargeting as
“assists” to keep your product in the mind of the
customer.
Anna Sawyer: @annafsawyer trada.com
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.
Anna Sawyer: @annafsawyer trada.com
A searcher needs to know what will happen when he
clicks.
BIG mistake # 7
Use the thank-you page to offer a
coupon for next time and to get
social media follows.
Anna Sawyer: @annafsawyer trada.com
BIG mistake # 7
thanks inc.com!
A searcher needs to know what will happen when he
clicks.
BIG mistake # 7
Try gamification measures on your
site with a tool like Big Door:bigdoor.com
Anna Sawyer: @annafsawyer trada.com
BIG mistake # 7
LO
Y
ALT
Y ENG
AG
EM
EN
T V
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.
ALL
TH
IS M
EA
NS REVENUE FOR OUR PARTNERS!
thanks bigdoor.com!
Doing it all yourself.
BIG mistake # 8
thanks publishersweekly.com!
BIG mistake # 8
A searcher needs to know what will happen when he
clicks.
Many of us are marketers on
small teams - but you can’t do everything
yourself and be effective.
Anna Sawyer: @annafsawyer trada.com
BIG mistake # 8
A searcher needs to know what will happen when he
clicks.
Learn to delegate and outsource.
Anna Sawyer: @annafsawyer trada.com
BIG mistake # 8
A searcher needs to know what will happen when he
clicks.
Crowdsourcing solutions can save you money and
extend your reach.
Anna Sawyer: @annafsawyer trada.com
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
A searcher needs to know what will happen when he
clicks.
Check out trada.com/resourcesfor a 4-part webinar
panel series on how to use
crowdsourcing as a small business
marketer!
Anna Sawyer: @annafsawyer trada.com
Having tunnel vision.
BIG mistake # 9
BIG mistake # 9
A searcher needs to know what will happen when he
clicks.
So we know that data is valuable. But it’s
more valuable if you use it!
Anna Sawyer: @annafsawyer trada.com
BIG mistake # 9
A searcher needs to know what will happen when he
clicks.
When you learn something, use it across marketing
channels.
Anna Sawyer: @annafsawyer trada.com
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
BIG mistake # 10
A searcher needs to know what will happen when he
clicks.
Too many people logging in and making changes can ruin any
testing...
Anna Sawyer: @annafsawyer trada.com
BIG mistake # 10
A searcher needs to know what will happen when he
clicks.
... and too many team members being held accountable for the
same thing can result in no one being
accountable.
Anna Sawyer: @annafsawyer trada.com
BIG mistake # 10
A searcher needs to know what will happen when he
clicks.
Each tool and channel should have an
“owner”. To keep everyone honest
about deadlines, try kapost.com.
Solution!
Anna Sawyer: @annafsawyer trada.com
Getting married. To the way you do
things!
BIG mistake # 11
BIG mistake # 10
A searcher needs to know what will happen when he
clicks.
Constantly revisit where you spend your time and budget. Use data to determine
what’s working.
Solution!
Anna Sawyer: @annafsawyer trada.com
BIG mistake # 10
A searcher needs to know what will happen when he
clicks.
Question why you do things, and if they suck,
fix them!
Solution!
Anna Sawyer: @annafsawyer trada.com
Remember that in marketing, small improvements can greatly affect your ROI and the success of your whole
company.
trada.com
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
SpiritHoods: Trada customers since
Nov. 2010
CAMPAIGN STATS:
Paid Search Experts: 15
Sales Revenue: 400% increase
# of Conversions: 400% increase
CPC: 58% improvement
SpiritHoods: Trada customers since
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 [email protected]
trada.com
@annafsawyer
Time for questions!