Effective Advertising and Marketing


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5 BASIC Rules on How to manage your Marketing with 0 budget for software vendors and online businesses.

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Effective Advertising and Marketing

  1. 1. 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
  2. 2. Online marketing concept <ul><li>More targeted traffic + improved conversion rates = More sales </li></ul><ul><li>More sales + loyal customers = Even more sales </li></ul><ul><li>Every online shop will want: </li></ul><ul><ul><li>to attract targeted traffic </li></ul></ul><ul><ul><li>to convince them to buy </li></ul></ul><ul><ul><li>to make them return and have a positive experience </li></ul></ul>&quot; You cannot go from engineering to sales and skip the marketing step.&quot;
  3. 3. 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 %  !
  4. 4. I have a website.
  5. 5. I have a website.
  6. 6. What to do? <ul><li>Test everything: A/B Testing; Multivariate Testing </li></ul><ul><li>Use Website Optimizer from Google (free) </li></ul><ul><li>Run usability experiments </li></ul><ul><li>Measure results: test, analyze, optimize and again! </li></ul><ul><li>Things to consider: call to action buttons, content, headlines, product images, product copy, about us and contact us pages, shopping carts, TEST everything! </li></ul>
  7. 7. Advice 2: Measure everything! Numbers don’t tell you anything by themselves, they require context and interpretation .
  8. 8. Performance web metrics <ul><li>Don’t confuse reporting with “analysis” </li></ul><ul><li>Measure what is important for your business and not what the web analytics tools gives you </li></ul><ul><li>Choose metrics that can help you: increase revenue, decrease costs and improve customer satisfaction </li></ul><ul><li>Never measure conversion rates without goals </li></ul><ul><li>Performance metrics: </li></ul><ul><li>Average cost per unique visitor, average cost per prospect, average cost per customer, conversion rates, bounce rates </li></ul>
  9. 9. Visualize your visitors <ul><li>Site overlay Heatmaps </li></ul>Google Analytics Crazyegg.com
  10. 10. 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 )
  11. 11. 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.
  12. 12. Find the network for your business
  13. 13. Go networking!  <ul><li>Forums and online communities </li></ul><ul><li>Blogging and micro-blogging </li></ul><ul><li>Social Networks: Facebook, Linkedin </li></ul><ul><li>Multimedia sharing: Youtube, Flickr </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>RSS Readers </li></ul><ul><li>Now you can directly communicate with them. Use this chance! </li></ul>
  14. 14. <ul><li>Online reputation management tools: </li></ul><ul><li>Google & Yahoo Alerts </li></ul><ul><li>Trackur.com </li></ul><ul><li>Keotag.com </li></ul><ul><li>Search.twitter.com </li></ul><ul><li>What to monitor? </li></ul><ul><li>- Brand name, product name, your name, competition </li></ul>
  15. 15. Advice 5: Don’t ignore the search engines We need targeted traffic from Google!
  16. 16. Search Engine Optimization <ul><li>Basic SEO </li></ul><ul><li>Keywords in the right places </li></ul><ul><li>Links from relevant sites </li></ul><ul><li>Good content / more content </li></ul><ul><li>Don’t ignore the potential of the search engines! </li></ul><ul><li>Measure the results, test, optimize. </li></ul>
  17. 17. <ul><li>More targeted traffic + Improved conversion rates = More sales </li></ul><ul><li>Strive to improve your conversion rates by doing Split & Multivariate Testing, using web analytics tools </li></ul><ul><li>Attract targeted traffic by SEO and Social Media </li></ul><ul><li>Adriana Iordan, Web Marketing Manager / Avangate </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: http:// www.twitter.com/adriana_iordan </li></ul><ul><li>Some traditional good old marketing: Avangate Digest Newsletter </li></ul><ul><ul><li>http:// www.avangate.com /newsletter </li></ul></ul>Actions to take