The DEC Education: Online Marketing and Campaign Optimization

Post on 15-May-2015

212 views 0 download

Tags:

description

ABOUT THE CLASS In today's marketing world you shouldn't spend marketing dollars unless you know that they're working. This class, taught by David Grubbs from Vendevor and Baylor University, will focus on the importance of online marketing, and the effectiveness and efficiency of an online marketing plan. Learn the right way to track, analyze and utilize data that you're finding through online marketing mechanisms to rebuild and modify plans today, and learn how to create the most effective and optimized marketing plan available. Come check out this class and learn how you too can make sure that every dollar counts. THE TAKEAWAYS To obtain an understanding of online marketing programs including search marketing, display advertising, site optimization, mobile marketing, and online analytics. To provide key principles for understanding online analytics and key measurements. To identify target customers and use online marketing and campaign tools to acquire, convert and retain those customers. To establish best practices for interpreting and developing reporting, segmenting visitor information for improved experiences and identifying indicators used to meet KPIs and business ROI. To introduce the components of an effective site optimization program: A/B and multivariate testing, target audience segmentation and data-based personalization for online customer experiences. ABOUT THE INSTRUCTOR, David Grubbs David Grubbs is a successful serial entrepreneur and has founded eight companies in the internet services and internet marketing industries by the age of twenty-eight. He currently serves as the CEO of Vendevor, an ecommerce and payment processing plugin and widget that enables individuals and small businesses to easily sell products through their website, blog, or Facebook fan page and immediately accept credit cards from customers. In February 2011, David assisted with launching the Accelerated Ventures Program at Baylor University, enabling students to create real companies, raise real funds, launch real products, and generate real sales within a single semester. PRESENTED BY, The Dallas Entrepreneur Center The Dallas Entrepreneur Center (DEC) is an entrepreneurial support system dedicated to bringing together the resources, support and opportunities that Dallas-area entrepreneurs need to start, build and grow their businesses. Launched in 2013, the DEC believes investment in entrepreneurs is investment in the community. Learn more at thedec.co.

Transcript of The DEC Education: Online Marketing and Campaign Optimization

Online Marketing & Campaign Optimization

There are 1000 ways to market your business

- How do you know which are best?

- How do you spend marketing dollars wisely?

- How do you know with certainty what is working and what is not?

- Where do you start?

A little background…

www.vendevor.com | david@vendevor.com | +1 650.922.0193

www.vendevor.com | david@vendevor.com | +1 650.922.0193

Consumer Goods

- $600,000 monthly ad spend

- $3,600,000 monthly revenues

- 27% profit margin

- Ramped in 60 days

www.vendevor.com | david@vendevor.com | +1 650.922.0193

There are 1000 ways to market your business

- How do you know which are best?

- How do you spend marketing dollars wisely?

- How do you know with certainty what is working and what is not?

- Where do you start?

What are some ways you can acquire customers?

www.vendevor.com | david@vendevor.com | +1 650.922.0193

What’s the goal?

- eCommerce straight sale conversions

- Trial Offers

- Subscriptions

- Lead Generation

www.vendevor.com | david@vendevor.com | +1 650.922.0193

What’s action do you want people to take?

Replicate

www.vendevor.com | david@vendevor.com | +1 650.922.0193

And then…

Innovate

www.vendevor.com | david@vendevor.com | +1 650.922.0193

– http://www.alexa.com/

– https://www.quantcast.com/

– https://www.compete.com/

– http://www.whatrunswhere.com/

– http://www.spyfu.com/

– http://www.keywordspy.com/

– https://ahrefs.com/

Competitive Research

1) Build a Customer Profile

2) Select traffic sources

www.vendevor.com | david@vendevor.com | +1 650.922.0193

Homepage

Step 1

Step 2

Thank You

What are the steps?

www.vendevor.com | david@vendevor.com | +1 650.922.0193

Homepage

Step 1

Step 2

Thank You

What are the steps?

CR: 80%

CR: 60%

CR: 30%

http://youtu.be/r2CbbBLVaPk

The user is drunk…

CPACost per Acquisition

www.vendevor.com | david@vendevor.com | +1 650.922.0193

EPC = CR x CPAEarnings Per Click

www.vendevor.com | david@vendevor.com | +1 650.922.0193

Conversion Rate

Cost per Acquisition

Split Testing

www.vendevor.com | david@vendevor.com | +1 650.922.0193

Version 1

Version 2

Version 3

Version 4

Version 5

Version 6

www.vendevor.com | david@vendevor.com | +1 650.922.0193

LP1 LP2 LP3

Step 1

Step 2

Thank You

CR: 68%

CR: 17%

CR: 36%

www.vendevor.com | david@vendevor.com | +1 650.922.0193

What to test?- Above the fold content- Layout- Background colors- Headlines- Benefits- Call to action text- Call to action button colors and positions- What information you ask for and when- Major images – people

Heat map Example: http://www.businessinsider.com/eye-tracking-heatmaps-2012-5?op=1

www.vendevor.com | david@vendevor.com | +1 650.922.0193

- Reciprocity- Commitment and Consistency- Social Proof- Authority- Liking- Scarcity

What to include in your designs…

Okay, how do you know if whatyou are testing works?

www.vendevor.com | david@vendevor.com | +1 650.922.0193

www.vendevor.com | david@vendevor.com | +1 650.922.0193

Landing Page / UX Optimization:– http://www.crazyegg.com– http://www.tynt.com/– http://www.clicktale.com/– http://www.google.com/analytics/– http://www.olark.com/– https://www.intercom.io/– https://www.optimizely.com/

www.vendevor.com | david@vendevor.com | +1 650.922.0193

Put a testing plan in place:

- What are you going to split test first?- On your website- In your advertising

- How are you going to measure success?

- How are you going to measure performance?

- When is the next test?

Affiliate Ecosystem

www.vendevor.com | david@vendevor.com | +1 650.922.0193

AffiliatesSuper

Affiliates

Affiliate NetworksCPA Networks

Business / Advertiser

www.vendevor.com | david@vendevor.com | +1 650.922.0193

Large Affiliate Networks:

- LinkShare

- Commission Junction (aka CJ)

- ShareASale

- Pepperjam

- Zillabyte (for b2b SAAS)

www.vendevor.com | david@vendevor.com | +1 650.922.0193

CPA Networks:

- Clickbooth

- MundoMedia

- EpicDirect

- Adknowledge

www.vendevor.com | david@vendevor.com | +1 650.922.0193