Effective Advertising and Marketing

Effective Advertising & Marketing 5 BASIC Rules on How to manage your Marketing with 0 budget Adriana Iordan Web Marketing Manager / Avangate http:// www.avangate.com

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."

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 %  !

I have a website.

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!

Advice 2: Measure everything! Numbers don’t tell you anything by themselves, they require context and interpretation .

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

Visualize your visitors
Site overlay Heatmaps
Google Analytics Crazyegg.com

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. I nformation resource (blog, articles, reports, whitepapers )

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.

Find the network for your business

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!

Online reputation management tools:
Google & Yahoo Alerts
Trackur.com
Keotag.com
Search.twitter.com
What to monitor?
- Brand name, product name, your name, competition

Advice 5: Don’t ignore the search engines We need targeted traffic from Google!

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.

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_address]
Twitter: http:// www.twitter.com/adriana_iordan
Some traditional good old marketing: Avangate Digest Newsletter
http:// www.avangate.com /newsletter
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Effective Advertising and Marketing

by Avangate BV on Jul 25, 2008

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