[WEBINAR] Big Fat Marketing Mistakes


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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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[WEBINAR] Big Fat Marketing Mistakes

  1. 1. Big F A T Marketing Mistakes#marketingmistakes trada.com
  2. 2. #marketingmistakes trada.com
  3. 3. Anna Sawyer,Marketing Manager, Mistake Maker @annafsawyer trada.com
  4. 4. BIG mistake # 1 You don’t know your goals.Anna Sawyer: @annafsawyer trada.com trada.com
  5. 5. 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
  6. 6. BIG mistake # 1 What data matters? If your focus is conversions, measure the success of every marketing activity in terms of ROI.Anna Sawyer: @annafsawyer trada.com
  7. 7. BIG mistake # 1 traffic/reach conversions Program-specific metrics conversion cost/ rate conversion total costs revenueAnna Sawyer: @annafsawyer trada.com
  8. 8. BIG mistake # 1 Are you focused on opportunities, leads, sales? Marketing department metrics WTD/ MTD/ goal goal total costs revenueAnna Sawyer: @annafsawyer trada.com
  9. 9. 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
  10. 10. BIG mistake # 1 Teach your team to Solution! love data and to be motivated by goals by breaking them into attainable, digestible portions.Anna Sawyer: @annafsawyer trada.com
  11. 11. BIG mistake # 2 Targeting everyone.Anna Sawyer: @annafsawyer trada.com
  12. 12. BIG mistake # 2 Narrow your target audience - or segment your messaging - to speak directly to your customer.Anna Sawyer: @annafsawyer trada.com
  13. 13. BIG mistake # 2 At Trada, we have many types of customers. Anecdote! smaller enterprise direct advertisers advertisers agencies resellersAnna Sawyer: @annafsawyer trada.com
  14. 14. 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
  15. 15. BIG mistake # 2 Use tools like Google Analytics, AdWords and Optimizely to determine whatmessages work andwhere to spend your effort.thanks adsense.com!
  16. 16. BIG mistake # 3 You don’t follow up right away.Anna Sawyer: @annafsawyer trada.com
  17. 17. BIG mistake # 3 Create a follow-up plan that responds to leads quickly. If possible, use a marketing automation system that allows you to prioritize leads.Anna Sawyer: @annafsawyer trada.com
  18. 18. BIG mistake # 3 Call within 48 hours.Anna Sawyer: @annafsawyer trada.com
  19. 19. BIG mistake # 3 Test your follow- up times.Anna Sawyer: @annafsawyer trada.com
  20. 20. BIG mistake # 3 Develop a Extra credit! nurturing program that will keep leads warm when they’re not ready to commit right away.Anna Sawyer: @annafsawyer trada.com
  21. 21. BIG mistake # 4 Wearing competition blinders.Anna Sawyer: @annafsawyer trada.com
  22. 22. 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...Anna Sawyer: @annafsawyer trada.com
  23. 23. BIG mistake # 4 ...and for PPC and SEO, you can spy on your competitors using tools.Anna Sawyer: @annafsawyer trada.com
  24. 24. 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!
  25. 25. 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.Anna Sawyer: @annafsawyer trada.com
  26. 26. BIG mistake # 5 Starving the budget.Anna Sawyer: @annafsawyer trada.com
  27. 27. BIG mistake # 5 With limited budget, it can be hard to determine where to spend what you have.Anna Sawyer: @annafsawyer trada.com
  28. 28. 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
  29. 29. 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
  30. 30. BIG mistake # 5 Cheap marketing ideas: Reciprocal partner marketing, like swapping blog posts, collaborating on collateral, webinars, cross-promotion.Anna Sawyer: @annafsawyer trada.com
  31. 31. 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
  32. 32. 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.
  33. 33. 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
  34. 34. BIG mistake # 5 Don’t forget! You have to spend money to make money.Anna Sawyer: @annafsawyer trada.com
  35. 35. BIG mistake # 6 Counting on one touchpoint. 1
  36. 36. BIG mistake # 6 Remember the rule of five when thinking about customer touchpoints.Anna Sawyer: @annafsawyer trada.com
  37. 37. 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
  38. 38. BIG mistake # 6thanks retargeter.com!
  39. 39. BIG mistake # 7Selling only to your new customers.
  40. 40. BIG mistake # 7 Upsells and needs A searcher loyalty to know what the programs are will happen when he “low-hanging fruit” of marketing. clicks.Anna Sawyer: @annafsawyer trada.com
  41. 41. BIG mistake # 7 Use the thank-you Apage to offer a searcher needs to know what will coupon for next happen when he time and to get social media clicks. follows.Anna Sawyer: @annafsawyer trada.com
  42. 42. BIG mistake # 7thanks inc.com!
  43. 43. BIG mistake # 7 Try gamification A searcher needs measures on your to know what will site with a tool happen when he like Big Door: clicks. bigdoor.comAnna Sawyer: @annafsawyer trada.com
  44. 44. Users who participate in our loyalty program areBIG mistake # 7 3X more likely to return When a site implements to the site than those not in the with BigDoor, their overall loyalty program. site engagement increases by 30%. LTY E A NG Y LO ENUE FO REV AG R O NS UR EA EMENT THIS M PARTNERS! ALL VI RA LIT Y Due to our innovative referral BigDoor’s reward program results in a 200% increase in sharing. mechanism, users who clicked on shared links are 7X more likely to registerthanks bigdoor.com! on the site.
  45. 45. BIG mistake # 8 Doing it all yourself.thanks publishersweekly.com!
  46. 46. BIG mistake # 8 Many of us are marketers on A searcher needs small teams - but to know what will you can’t do happen when he everything clicks. yourself and be effective.Anna Sawyer: @annafsawyer trada.com
  47. 47. BIG mistake # 8 A searcher needs to know what will Learn to delegate happen when he and outsource. clicks.Anna Sawyer: @annafsawyer trada.com
  48. 48. BIG mistake # 8 A searcher needs Crowdsourcing to know whatsave solutions can will happen when he you money and extendclicks. reach. yourAnna Sawyer: @annafsawyer trada.com
  49. 49. BIG mistake # 8 Crowdsourcing: the process of handing tasks traditionally performed by one person to a crowd of people
  50. 50. Lower cost Wide range of talent Diversity of Fast thinking results Simplified hiring
  51. 51. Content creation Translation Software/website bugGraphic design/video testing Microtasking Paid search/online ads (and more)
  52. 52. BIG mistake # 8 Check out trada.com/resources for a 4-part webinar A searcher needs to know whaton panel series will happen to use he how when crowdsourcing as a clicks. small business marketer!Anna Sawyer: @annafsawyer trada.com
  53. 53. BIG mistake # 9Having tunnel vision.
  54. 54. BIG mistake # 9 SoA searcherthat data we know needs tovaluable. But will is know what it’s more valuable if he happen when you use it! clicks.Anna Sawyer: @annafsawyer trada.com
  55. 55. BIG mistake # 9 A searcher needs When you learn to know what will something, use it happenmarketing across when he channels. clicks.Anna Sawyer: @annafsawyer trada.com
  56. 56. BIG mistake # 9 new Message from ad landingthat performs well page in your PPC email headline campaign display/print ad social offer
  57. 57. BIG mistake # 10 Too many cooks.
  58. 58. BIG mistake # 10 Too many people A searcher needs logging in and making to know what will changes can ruinhe happen when any testing... clicks.Anna Sawyer: @annafsawyer trada.com
  59. 59. BIG mistake # 10 ... and too many team members being held A searcher needs accountable forwill to know what the same thing can result happen when he in noclicks.being one accountable.Anna Sawyer: @annafsawyer trada.com
  60. 60. BIG mistake # 10 Each tool and channel Solution! Ashould have an searcher needs “owner”. To keep to know what will everyone honest happen when he about deadlines, try clicks. kapost.com.Anna Sawyer: @annafsawyer trada.com
  61. 61. BIG mistake # 11Getting married. To the way you do things!
  62. 62. BIG mistake # 10 Solution! Constantly revisit A searcher needs where you spend your to know what will time and budget. Use happen when he data to determine clicks. what’s working.Anna Sawyer: @annafsawyer trada.com
  63. 63. BIG mistake # 10 Solution! A searcher needs Question why you do to know what will things, and if they suck, happen when he fix them! clicks.Anna Sawyer: @annafsawyer trada.com
  64. 64. Remember that in marketing, smallimprovements can greatly affect your ROI and the success of your whole company. trada.com
  65. 65. Here’s where we take two minutes to show you howTrada 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.com
  66. 66. Trada has thousands of online advertisingexperts who do PPC and Facebook ads for you.
  67. 67. Multiple experts workon your campaign at the same time. You get: Diversity of thinkingConstant optimizationMultiple ad networks
  68. 68. SpiritHoods: Trada customers since Nov. 2010
  69. 69. SpiritHoods: Trada customers since Nov. 2010 CAMPAIGN STATS: Paid Search Experts: 15 Sales Revenue: 400% increase # of Conversions: 400% increase CPC: 58% improvement
  70. 70. 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
  71. 71. @annafsawyer Time for questions!For more information or to schedule a Trada demo, email sfox@trada.com trada.com