[WEBINAR] Big Fat Marketing Mistakes

Big

F A T
Marketing
Mistakes

#marketingmistakes
trada.com

#marketingmistakes
trada.com

Anna Sawyer,
Marketing Manager, Mistake Maker
@annafsawyer

trada.com

BIG mistake # 1

You don’t know
your goals.

Anna Sawyer: @annafsawyer trada.com
trada.com

BIG mistake # 1

Successful marketers
know their goals, and
they watch data
every day and
constantly analyze not
only the results, but
what data matters.


BIG mistake # 1

What data matters? If your focus is
conversions, measure
the success of every
marketing activity in
terms of ROI.


BIG mistake # 1
trafﬁc/reach conversions

Program-speciﬁc
metrics conversion cost/
rate conversion

total costs revenue


BIG mistake # 1
Are you focused on
opportunities, leads, sales?
Marketing
department metrics WTD/ MTD/
goal goal

total costs revenue


BIG mistake # 1

Whatever your goals,
you and every team
member should know
the goals, where you
stand (on a daily basis)
and be
accountable for
them.


BIG mistake # 1

Teach your team to
Solution!
love data and to be
motivated by goals by
breaking them into
attainable, digestible
portions.


BIG mistake # 2

Targeting everyone.


BIG mistake # 2

Narrow your
target audience -
or segment your
messaging - to
speak directly to
your customer.


BIG mistake # 2
At Trada, we have many
types of customers.

Anecdote! smaller
enterprise
direct
advertisers
advertisers

agencies resellers


BIG mistake # 2

We’ve tested
segmenting the
website, speaking
more broadly
about what we
offer, and choosing
our battles.


BIG mistake # 2
Use tools like
Google
Analytics,
AdWords and
Optimizely to
determine what
messages work and
where to spend your
effort.

thanks adsense.com!

BIG mistake # 3

You don’t follow up
right away.


BIG mistake # 3

Create a follow-up
plan that responds
to leads quickly. If
possible, use a
marketing
automation system
that allows you to
prioritize leads.


BIG mistake # 3

Call within 48
hours.


BIG mistake # 3

Test your follow-
up times.


BIG mistake # 3

Develop a
Extra credit! nurturing program
that will keep
leads warm when
they’re not ready
to commit right
away.


BIG mistake # 4

Wearing
competition blinders.


BIG mistake # 4

You can get invaluable
information from your
competitors. It is
worth checking in on
a regular basis to see
which messages they
are using...


BIG mistake # 4

...and for PPC and
SEO, you can spy on
your competitors
using tools.


BIG mistake # 4
Use a keyword tool (Spyfu, Raven,
KeyCompete) to ﬁnd out which keywords your
competitors are using.

Create a list of competitor keywords, and use this
list to brainstorm long-tail keywords. Ask friends to
help (for diversity of thinking).

Add keywords to your PPC and SEO campaigns
and test, test test!

BIG mistake # 4
Keep an eye on your
competitors’
movements through
social media. In a tool
like Hootsuite or
Tweetdeck you
can create lists of
competitors to
watch.

BIG mistake # 5

Starving the budget.


BIG mistake # 5

With limited
budget, it can be
hard to determine
where to spend
what you have.


BIG mistake # 5

If you’re very limited,
spend budget on
programs that are
very predictable and
measurable, like PPC
advertising.


BIG mistake # 5

Remember to be
realistic about your
click-through and
conversion rates,
though. With a very
low budget, it can be
hard to get
measurable results.


BIG mistake # 5
Cheap marketing ideas:

Reciprocal partner
marketing, like
swapping blog posts,
collaborating on
collateral, webinars,
cross-promotion.

BIG mistake # 5

Build out your referral
program. Reward
referrers. Try a tool like
zferral.com to track.


BIG mistake # 5

Get customers
involved! Case studies
are the ﬁrst step: but
you can ask a lot from
dedicated customers.
Reviews, testimonials
and social “likes” are
powerful.

BIG mistake # 5

Be part of the
conversation.
Comment on industry
blogs with valuable
insights and link back to
your site (if it’s
allowed).

BIG mistake # 5

Don’t forget!
You have to spend
money to make
money.


BIG mistake # 6

Counting on one
touchpoint.

1

BIG mistake # 6

Remember the
rule of ﬁve
when thinking
about customer
touchpoints.


BIG mistake # 6

Use display
advertising,
Facebook ads and
retargeting as
“assists” to keep
your product in
the mind of the
customer.


BIG mistake # 6

thanks retargeter.com!

BIG mistake # 7

Selling only to your
new customers.

BIG mistake # 7

Upsells and needs
A searcher loyalty
to know what the
programs are will
happen when he
“low-hanging
fruit” of marketing.
clicks.


BIG mistake # 7

Use the thank-you
Apage to offer a
searcher needs
to know what will
coupon for next
happen when he
time and to get
social media
clicks.
follows.


BIG mistake # 7

thanks inc.com!

BIG mistake # 7

Try gamiﬁcation
A searcher needs
measures on your
to know what will
site with a tool
happen when he
like Big Door:
clicks.
bigdoor.com


Users who participate in our loyalty
program are

BIG mistake # 7
3X more likely to return When a site implements
to the site than those not in the with BigDoor, their overall
loyalty program. site engagement
increases by 30%.

LTY E
A

NG
Y
LO
ENUE FO
REV

AG
R
O
NS

UR
EA

EMENT
THIS M

PARTNERS!
ALL
VI
RA
LIT Y

Due to our innovative referral BigDoor’s reward program results in a
200% increase in sharing.
mechanism, users who clicked
on shared links are
7X more likely to register
thanks bigdoor.com! on the site.

BIG mistake # 8

Doing it all yourself.

thanks publishersweekly.com!

BIG mistake # 8

Many of us are
marketers on
A searcher needs
small teams - but
to know what will
you can’t do
happen when he
everything
clicks.
yourself and be
effective.


BIG mistake # 8

A searcher needs
to know what will
Learn to delegate
happen when he
and outsource.
clicks.


BIG mistake # 8

A searcher needs
Crowdsourcing
to know whatsave
solutions can will
happen when he
you money and
extendclicks. reach.
your


BIG mistake # 8

Crowdsourcing:

the process of handing tasks
traditionally performed by
one person to a crowd of
people

Lower
cost
Wide
range of
talent
Diversity
of Fast
thinking results

Simpliﬁed
hiring

Content creation Translation

Software/website bug
Graphic design/video
testing

Microtasking Paid search/online ads

(and more)

BIG mistake # 8

Check out
trada.com/resources
for a 4-part webinar
A searcher needs
to know whaton
panel series will
happen to use he
how when
crowdsourcing as a
clicks.
small business
marketer!


BIG mistake # 9

Having tunnel vision.

BIG mistake # 9

SoA searcherthat data
we know needs
tovaluable. But will
is know what it’s
more valuable if he
happen when you
use it!
clicks.


BIG mistake # 9

A searcher needs
When you learn
to know what will
something, use it
happenmarketing
across when he
channels.
clicks.


BIG mistake # 9
new
Message from ad landing
that performs well page
in your PPC email headline
campaign

display/print
ad
social
offer

BIG mistake # 10

Too many cooks.

BIG mistake # 10

Too many people
A searcher needs
logging in and making
to know what will
changes can ruinhe
happen when any
testing...
clicks.


BIG mistake # 10

... and too many team
members being held
A searcher needs
accountable forwill
to know what the
same thing can result
happen when he
in noclicks.being
one
accountable.


BIG mistake # 10

Each tool and channel
Solution!
Ashould have an
searcher needs
“owner”. To keep
to know what will
everyone honest
happen when he
about deadlines, try
clicks.
kapost.com.


BIG mistake # 11

Getting married. To
the way you do
things!

BIG mistake # 10

Solution! Constantly revisit
A searcher needs
where you spend your
to know what will
time and budget. Use
happen when he
data to determine
clicks.
what’s working.


BIG mistake # 10

Solution!
A searcher needs
Question why you do
to know what will
things, and if they suck,
happen when he
ﬁx them!
clicks.


Remember that in marketing, small
improvements can greatly affect your
ROI and the success of your whole
company.

trada.com

Here’s where we take two
minutes to show you how
Trada can help you scale your
online advertising

... and it doesn’t cost any more
than if you were to run PPC
or Facebook ads campaigns
yourself.
trada.com

Trada has thousands of online advertising
experts who do PPC and Facebook ads for you.

Multiple experts work
on your campaign at
the same time.

You get:

Diversity of thinking

Constant optimization

Multiple ad networks

SpiritHoods: Trada
customers since
Nov. 2010

SpiritHoods: Trada
customers since
Nov. 2010

CAMPAIGN
STATS:
Paid Search Experts: 15

Sales Revenue: 400% increase

# of Conversions: 400%
increase

CPC: 58% improvement

SpiritHoods: Trada
customers since
Nov. 2010

“My favorite part of the
Trada relationship is that
search no longer rules my
life. The success of the
campaigns has allowed me
to hire a staff member to
manage marketing so I can
focus on new designs.”

– Alexander Menduluk
Owner, SpiritHoods

@annafsawyer

Time for questions!

For more information or to schedule a Trada demo, email
sfox@trada.com
trada.com

[WEBINAR] Big Fat Marketing Mistakes

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[WEBINAR] Big Fat Marketing Mistakes