WelcomeOpening PanelLessons Learned fromInternet Marketing Experts

Our PanelistsChris AaronsGeneral Manager, Ivy WorldwidePeter PoulinExecutive Vice President, Hoover’s Inc.Clay OlivierCMO & COO, VolusionNick WeynandPresident & Strategy Director, TradeMark Media

Chris AaronsSocial Media JudoMarketers need to look for the Judo move to leverage the power of social media and deliver results with reduced budgetsJudo and great social media campaigns are works of art in start with four key principles:Minimum effort and maximum efficiency/Leverage social media to help market more effectivelyMutual welfare and benefit for all/Campaigns that work more than just the brandMaster etiquette and Bushido/Transparency, honesty, credibility, patience, respect, politenessPhysical and mental acting in concert/Online and offline, traditional marketing and social media, all working together

Humans are UnpredictableOctober 29, 2009

“Fix this landing page” Too busy Unattractive layout Too much text Boring headline Too many calls to action

Too busy

Unattractive layout

Too much text

Boring headline

Too many calls to action

What about this? Cleaner look Less text Bulleted benefits vs. narrative

Cleaner look

Less text

Bulleted benefits vs. narrative

Or, this… Blondes have more fun De-emphasize phone number

Blondes have more fun

De-emphasize phone number

How about more relevance? More faces to “connect” with Different value prop Bullets are specific to the Sales persona

More faces to “connect” with

Different value prop

Bullets are specific to the Sales persona

Completely different More reflective graphic Inquisitive vs. Directive

More reflective graphic

Inquisitive vs. Directive

So which was the best fix?- 44%- 48%Control- 18%- 48%

Sometimes it’s the offerFree Leads, or…. Free Trial?7.46%13.76%

Sometimes it’s more subtleWinner(38% lift in conversion over the control)Control10/28/200912

Who Could Have Guessed These Drivers?Winning VariablesProducts and Services tab had a 5% liftRed text “Increase the reach . .” had an 8% liftTry it FREE Today button had a10% liftPrivacy policy in the form had an 11% liftRemoving phone number under Why Hoover’s had a 13% liftYellow background around form had a 10% liftNegative ImpactsForm headline of “28 Million Companies Are Just a Click Away” had a -34% decrease Text block next to form (as opposed to an image) had a -22% decrease10/28/200913

Winning Variables

Products and Services tab had a 5% lift

Red text “Increase the reach . .” had an 8% lift

Try it FREE Today button had a10% lift

Privacy policy in the form had an 11% lift

Removing phone number under Why Hoover’s had a 13% lift

Yellow background around form had a 10% lift

Negative Impacts

Form headline of “28 Million Companies Are Just a Click Away” had a -34% decrease

Text block next to form (as opposed to an image) had a -22% decrease

Be careful what you wish for Overall Clickthrus Lift = +220%Buy a report Lift = -50%ControlOverall Clickthrus Lift = +12%Buy a report Lift = +27%

Why should you care?Increase leads/sales without increasing Marketing spendSurvive difficult economic times

You need to kiss a lot of frogsPublishTestAdapt

Clay OlivierFrom Strategy to Action – 4 Tips to Use Right NowLeverage your competitorsIncreasing Negative KeywordsImproving visibility with ★ & ►Product page best practices

Nick WeynandDeveloping your Interactive StrategyDefine your goals & your behavior: What are you trying to do and how do you plan to do it?Understand your audience: Who are they and where do they go for information?Use the right tools: Which ones will reach your audience?Measure the results: Is what you’re doing working?Repeat: How can you modify your strategy based on what you know now?

Questions?Slides available at:http://www.trademarkmedia.com/presentations