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TC Meetup #1: 8 Most Expensive Online Marketing Mistakes

Slides from the opening event of 'Traffic and Conversion Meetup', we are hosting every 2 weeks at Google Campus Warsaw.

To learn about our upcoming 8 meetups, follow us on Facebook - https://www.facebook.com/tcmeetup/

The mission of the 'Traffic and Conversion Meetup' is to create a Polish community of business owners and marketers that understands how to build a systematic, organic, and scaleable online marketing and sales funnels.

We are passionate about this mission because we believe that Poland has second-to-none engineering talent and is fast growing as a top product development country.

TC Meetup #1: 8 Most Expensive Online Marketing Mistakes

  1. 1. 8 (!) Most Expensive Online Marketing Mistakes by Ewa Wysocka & Samuel Cook
  2. 2. MISTAKE #1 Putting Execution before STRATEGY
  3. 3. 6 Fundamentals of Online Marketing STRATEGY ⭑ Your PERSONA ⭑ Market AWARENESS ⭑ Market SOPHISTICATION ⭑ Should you do online marketing AT ALL? ⭑ Your Unique Selling Proposition (USP) ⭑ Your BRANDING Kit *Book recommendation: ‘Breakthrough Advertising’, Eugene Schwartz, 1966!
  4. 4. Building a website instead of a FUNNEL MISTAKE #2 Traffic Opt-in $$$ Follow up
  5. 5. Your Funnel Storyboarding Formula ⭑ PATTERN INTERRUPT ⭑ PARADIGM SHIFT ⭑ RESULTS in advance ⭑ Build TRUST ⭑ SELL ⭑ Overcome OBJECTIONS FrankKern BrendonBurchard
  6. 6. Does your marketing funnel look like this?
  7. 7. 6 Keys To Funnel Mapping FrankKern BrendonBurchard ⭑ ADS Plan Map ⭑ EMAIL Plan Map ⭑ Video Plan Map ⭑ WEBSITE Sitemap ⭑ AUTOMATION Plan ⭑ SOFTWARE Integration Plan *Book recommendation: ‘Launch’, Jeff Walker, 2014
  8. 8. Great strategy, POOR EXECUTION... MISTAKE #3
  9. 9. FrankKern BrendonBurchard 1. COPYWRITING 2. UI/UX Design 3. GRAPHIC Design 4. FRONT END Development 5. WEBSITE ECOMMERCE Development 6. Marketing AUTOMATION Setup 7. CRM Setup 8. ANALYTICS Setup Funnel EXECUTION PROCESS
  10. 10. Not knowing your NUMBERS MISTAKE #4
  11. 11. LTV > 3x(CAC) *Book recommendation: ‘Automatic Customer’, John Warrillow, 2015
  12. 12. Doing SEO instead of CONTENT! MISTAKE #5
  13. 13. 5 Most Powerful Content Pieces ⭑ VIDEO ⭑ WEBINAR ⭑ Graphic (Infographic) ⭑ Blog Post ⭑ Social Media Post NEILPATEL SETHGODIN
  14. 14. Failing to integrate the PAID TRAFFIC MISTAKE #6
  15. 15. Running Traffic without OPTIMIZING MISTAKE #7
  16. 16. 5 Most Important OPTIMISATION Processes BrendonBurchard ⭑ Qualitative Research: User Surveys ⭑ Quantitative Research: Heatmaps, Screen Recording ⭑ Website Page A/B Testing ⭑ Multivariate Testing (MVT) ⭑ Email Campaign Split Testing ⭑ Emails and Ads Testing PeepLaja
  17. 17. Not paying attention to CUSTOMER SERVICE MISTAKE #8
  18. 18. Customer Support Tools: FrankKern BrendonBurchard 1. EMAIL Support System. 2. PHONE support (Answer them) 3. Onsite CHAT (Get it) 4. Aftersale EMAIL SEQUENCE 5. Aftersale SURVEY 6. REFUND policy 7. UP-SELLING process *Book recommendation: ‘Delivering Happiness’, Tony Hsieh, 2010
  19. 19. 1. Execution Before STRATEGY. 2. Building The Website Instead Of a FUNNEL. 3. Great Strategy, Poor EXECUTION. 4. Not Knowing Your NUMBERS! 5. Doing SEO instead of CONTENT. 6. Failing To Integrate The PAID TRAFFIC. 7. Running Traffic Without OPTIMISING! 8. Not paying attention to CUSTOMER SERVICE.
  20. 20. ‘6 Fundamentals of Online Strategy’ March 3rd, 7pm, Google Campus Warsaw
  21. 21. Video production & Photography by projecton
  22. 22. The “Hot Seat”
  23. 23. ‘6 Fundamentals of Online Strategy’ March 3rd, 7pm, Google Campus Warsaw

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