effective advertising and marketing
DESCRIPTION
How to do low-budget, high impact advertising and get the biggest bang for your buck.TRANSCRIPT
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Adriana IordanWeb Marketing Manager / Avangate
http://www.avangate.com
Effective Advertising & Marketing 5 BASIC Rules on How to manage your Marketing with 0 budget
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Online marketing concept
More targeted traffic + improved conversion rates = More sales
More sales + loyal customers = Even more sales
Every online shop will want:
• to attract targeted traffic• to convince them to buy• to make them return and have a positive experience
"You cannot go from engineering to sales and skip the marketing step."
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Advice 1: You need to have a website!It is not enough to have a website.
There is no website that cannot be improved, unless your conversion rate is 100 % !
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I have a website.
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I have a website.
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What to do?
Test everything: A/B Testing; Multivariate Testing
Use Website Optimizer from Google (free) Run usability experiments Measure results: test, analyze, optimize
and again!
Things to consider: call to action buttons, content, headlines, product images, product copy, about us and contact us pages, shopping carts, TEST everything!
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Advice 2: Measure everything!Numbers don’t tell you anything by themselves,
they require context and interpretation.
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Performance web metrics
Don’t confuse reporting with “analysis” Measure what is important for your business and not what
the web analytics tools gives you Choose metrics that can help you: increase revenue,
decrease costs and improve customer satisfaction Never measure conversion rates without goals
Performance metrics: Average cost per unique visitor, average cost per prospect,
average cost per customer, conversion rates, bounce rates
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Visualize your visitors
Site overlay Heatmaps
Google Analytics Crazyegg.com
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Advice 3: Use content to “Sell”
Show them there is a human behind the website, talk the language of your audience.
It is not about you and your product, it is about them.Information resource (blog, articles, reports,
whitepapers)
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Advice 4: Build a community around your product
The users are speaking online: they recommend or give negative reviews, they ask for relevant and trusted information.
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Find the network for your business
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Go networking!
Forums and online communities Blogging and micro-blogging Social Networks: Facebook, Linkedin Multimedia sharing: Youtube, Flickr Social Bookmarking RSS Readers
Now you can directly communicate with them. Use this chance!
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Online reputation management tools: Google & Yahoo Alerts Trackur.com Keotag.com Search.twitter.com
What to monitor?- Brand name, product name, your name,
competition
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Advice 5: Don’t ignore the search engines
We need targeted traffic from Google!
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Search Engine Optimization
Basic SEO Keywords in the right places Links from relevant sites Good content / more content
Don’t ignore the potential of the search engines!Measure the results, test, optimize.
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More targeted traffic + Improved conversion rates = More sales
Strive to improve your conversion rates by doing Split & Multivariate Testing, using web analytics tools
Attract targeted traffic by SEO and Social Media
Adriana Iordan, Web Marketing Manager / Avangate Email: [email protected] Twitter: http://www.twitter.com/adriana_iordan Some traditional good old marketing: Avangate Digest Newsletter
◦ http://www.avangate.com/newsletter
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