Adriana IordanWeb Marketing Manager / Avangate

http://www.avangate.com

Effective Advertising & Marketing 5 BASIC Rules on How to manage your Marketing with 0 budget

Online marketing concept

More targeted traffic + improved conversion rates = More sales

More sales + loyal customers = Even more sales

Every online shop will want:

• to attract targeted traffic• to convince them to buy• to make them return and have a positive experience

"You cannot go from engineering to sales and skip the marketing step."

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 % !

I have a website.

I have a website.

What to do?

Test everything: A/B Testing; Multivariate Testing

Use Website Optimizer from Google (free) Run usability experiments Measure results: test, analyze, optimize

and again!

Things to consider: call to action buttons, content, headlines, product images, product copy, about us and contact us pages, shopping carts, TEST everything!

Advice 2: Measure everything!Numbers don’t tell you anything by themselves,

they require context and interpretation.

Performance web metrics

Don’t confuse reporting with “analysis” Measure what is important for your business and not what

the web analytics tools gives you Choose metrics that can help you: increase revenue,

decrease costs and improve customer satisfaction Never measure conversion rates without goals

Performance metrics: Average cost per unique visitor, average cost per prospect,

average cost per customer, conversion rates, bounce rates

Visualize your visitors

Site overlay Heatmaps

Google Analytics Crazyegg.com

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.Information resource (blog, articles, reports,

whitepapers)

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.

Find the network for your business

Go networking!

Forums and online communities Blogging and micro-blogging Social Networks: Facebook, Linkedin Multimedia sharing: Youtube, Flickr Social Bookmarking RSS Readers

Now you can directly communicate with them. Use this chance!

Online reputation management tools: Google & Yahoo Alerts Trackur.com Keotag.com Search.twitter.com

What to monitor?- Brand name, product name, your name,

competition

Advice 5: Don’t ignore the search engines

We need targeted traffic from Google!

Search Engine Optimization

Basic SEO Keywords in the right places Links from relevant sites Good content / more content

Don’t ignore the potential of the search engines!Measure the results, test, optimize.

More targeted traffic + Improved conversion rates = More sales

Strive to improve your conversion rates by doing Split & Multivariate Testing, using web analytics tools

Attract targeted traffic by SEO and Social Media

Adriana Iordan, Web Marketing Manager / Avangate Email: adriana.iordan@avangate.com Twitter: http://www.twitter.com/adriana_iordan Some traditional good old marketing: Avangate Digest Newsletter

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