Discussing proven, effective strategies for driving website traffic and revenue through online marketing including: search, social, email, retargeting, referrals, sweepstakes, and more!

1. Performance Marketing Summit Presentation Talking Points ­ Evan Weber
Thank you to Shawn and Missy for giving me the honor of speaking to this esteemed audience.
I will be covering several ways to drive website revenue, through website traffic and conversion rate
optimization.
Search organic strategy ­ Don’t forget about Search! It’s still the #1 way customers buy online. Types of
content: Articles, blog posts, product descriptions, testimonials, product reviews. Competitive research tools
help find keywords to target in your content, look in your Google Analytics for real­world search queries.
Have a good SEO strategy to build out your content and get free traffic. Frequent, original posts/pages are
always the best strategy. Daily posting is best. Share your content.
Off site SEO ­ online press releases (Vocus or eReleases), guest blog posts, blog reviews, sponsoring
blogger’s sweepstakes, yellowpages.com, eBay classified, superpages.com, backpage, get listed on any
well ranking website in your niche with original content and titles. Outsource your writing tasks.
Search paid search strategy ­ enhanced Google Adwords is great, conversion tracking of sales, Bing ads
has low hanging fruit, site specific content network ads. Bing Ads can be 1/10th the cost of Google
Adwords.
Social Media ­ Facebook, Pinterest, Instagram, Twitter, foursquare. Run frequent sweepstakes, contests
to pump up fans and gather emails of your fans (Woobox.com). 24/7 social management, anything less is
inadequate. Total Facebook website integration..i.e. Sharethis.com, Facebook comment box, Facebook site
registration. LinkedIn groups ­ great for B to B, B to B advertising, and biz dev. Be a very proactive social
networker and social media manager.
Mobile site for ecommerce ­ dudmobile.com, mshopper, responsive design for sites that look great
across devices. If you don’t have a mobile site you are leaving money on the table.
Text messaging ­ Textmark.com for mobile marketing to customers. Seek to acquire their mobile phone
numbers and set up a follow­up system for offers.
Retargeting ­ Best thing to happen to ecommerce in the last 10 years. Google Adwords, Adroll.com for
Facebook retargeting, Retargeter for eBay retartgeting, steel house for on­site promotions in real­time.
Targeted display advertising ­ Quantcast is intelligent display advertising based on your website
demographics, remnant inventory can be good. Whatrunswhere.com tells you where companies are
advertising.
Affiliate Marketing ­ big networks have the most niche affiliates which are the best (CJ, Linkshare, Google
Shareasale), proactive recruiting, using the networks’ recruiting tools, leveraging agencies recruiting abilities,
personalized managing, micromanaging commissions. Maximizing Affiliate channel ROI. You should never
pay all your affiliates 1 amount, should be based on the customer value they are driving. Inhouse affiliate
recruiting through search engines Facebook and conferences. Use Hasoffers.com to tracking internal
affiliates and partners.

2. Partnerships ­ rev share based ­ reach out to other companies and offer to reciprocate. Examples: Thank
you page placements, newsletters, members area, solo emails, display onsite.
Personalization ­ best for converting traffic and repeat customers ­ email, onsite, segmenting, Listrak.com
is a great email platform for websites, Mybuys.com does onsite personalization and through email.
Onsite targeting and negotiating ­ Steelhouse does onsite promotions, Netotiate does on­site negotiating
with visitors and increases sales.
Live chat ­ Olark.com, Liveperson ­ most underused conversion increasing tool in the industry. Great for
affiliates and merchants because it’s so cheap and easy to use. Proactive live chat allows your customer
service and sales people to interact with site visitors and direct them around, offer specials, answer
questions.
Sweepstakes and contests ­ better prizes produce better results, photo contests are great too, Pinterest
contests are HOT. Woobox.com for all and Wildfire for larger companies with budgets. Raffelcopter for
bloggers. As your advertisers to sponsor the sweepstakes.
Product feeds and organic listings ­ goDatafeed.com to syndicate it all, seasonality. Keep it fresh and
managed like PPC.
Driving phone calls from the website and ads, and upselling is a great way to maximize traffic and
increase conversion rate. Have good people selling on the phones.
Facebook advertising ­ fan advertising is great (then convert the fans into emails with sweepstakes),
promoted posts work great, sweepstakes to create hype and go viral, Facebook offers to run special offers
to fans.
Conversion rate optimization tools ­ Optimizely.com #1, Pluralis.com is crowd sourced conversion
contest very cool. Has a monthly strategy for increasing your click to sale ratio
Website conversion boosters ­
● BuySafe.com ­ purchase insurance
● Norton’s trust seal ­ #1 trusted ecommerce logo
● BBB logo ­ builds trust
● Truste ­ builds trust
● Testimonials ­ feature them
● Sweepstakes ­ gains fans and emails of site visitors to follow­up with
● Drip emails that measure revenue ­ great after email capture with Listrak.com
● Netotiate.com ­ real­time price negotiating
● Price comparisons on product pages ­ shows how you are less expensive
● International shipping ­ increases conversion to int. traffic
● Onsite promotions. Free shipping is #1 promotion
● Popup email capture ­ great for drip email campaigns
● Shopping Cart abandonment follow­up emails. Great for ecommerce and lead gen
Marketing calendar ­ have one. Keep the marketing message consistent across channels. Plan ahead,
leverage seasonality.

3. Thank you!
Evan Weber, CEO
Experience Advertising, Inc.
evan@experienceadvertising.com
954­662­8010
www.experienceadvertising.com