how to avoid 3 common & costly mistakes in your online marketing
Post on 22-Jan-2018
82 Views
Preview:
TRANSCRIPT
How to Avoid 3 Common & Costly Mistakes in Your Online Marketing
2 Copyright © 2016, Market Vantage LLC
Background / Timeline
• Internet goes mainstream in mid-late 1990s
• Buyer / seller relationship is flipped
• Sellers realize they need to become expert at Internet marketing
• Market Vantage is founded in 2002 to help companies navigate and prosper in this new landscape
3 Copyright © 2016, Market Vantage LLC
3 Common, Costly Mistakes
• #1 - Relinquishing account ownership
• #2 - Getting by without proper analytics
• #3 - The set-and-forget mentality vs continuous improvement
4 Copyright © 2016, Market Vantage LLC
Account Ownership Risks
• What Can Go Wrong?
– Employee leaves with company social media logins
– Hosting issues bring down your site
– Domain Name hijacking
– Paying for someone else’s clicks
– Loss of marketing data
5 Copyright © 2016, Market Vantage LLC
Best Practices
• Domain Registration
• Website Hosting Account
• Google accounts
• AdWords
• Analytics
• Search Console
• Social Media accounts
• Marketing Automation / Lead Nurturing
6 Copyright © 2016, Market Vantage LLC
Analytics Not Set Up Correctly
• Traffic sources
• Engagement
• Conversions
• Attribution
• Remarketing
• Business Decision Support
– Resource allocation
– Investment
– Identifying hot-button issues
– Site Search / Chat
7 Copyright © 2016, Market Vantage LLC
Conversion Attribution
• How to calculate marketing ROI?
– Long buying cycles
– Multiple platforms
– Multiple channels
– Multiple touches• First click
• Last click
• Views vs clicks
8 Copyright © 2016, Market Vantage LLC
Set and Forget Mentality
• Risks:
– Website looks dated / not mobile-friendly
– Ad positions dropping
– Ads showing for wrong search terms – again and again
– Stale ad copy and offers
– Non-optimized landing pages
– Declining social engagement – last post in 2014?
– Remarketing to the wrong list or annoying your customers
– Decreasing ROI
9 Copyright © 2016, Market Vantage LLC
Continuous Improvement
• The Internet is highly dynamic
• Pay-Per-Click is an auction
• SEO is a marathon - not a sprint - and the rules keep changing
• Testing should be part of the ongoing marketing effort
– Ad and keyword alternatives
– Keywords vs Search Terms
10 Copyright © 2016, Market Vantage LLC
Keywords vs Search Terms
• Regional pest exterminator
• Spending $8,000 / mo. for clicks
• AdWords account managed by the business owner with help from Google
11 Copyright © 2016, Market Vantage LLC
Before & After
• Typical monthly click budget: $8,000
• About $2,000 per month wasted on bogus keywords
Before: 1 mo. Later:
% spent on bad keywords 24.7% 4.1%
12 Copyright © 2016, Market Vantage LLC
Bogus Keywords?
• ants in my pants game
• how do ants move on those tiny legs
• alvin and the chipmunks
• swot analysis (about $8 per click!)
• squirrel meat
• 1997 maxima power ant
• bed bath and beyond
13 Copyright © 2016, Market Vantage LLC
Bogus Keywords
• mortar and pestle
• powerpoint terminates suddenly
• where can I buy german roach
• how to get taller
• homeless man ant got no rent
• i ant got no iphon
14 Copyright © 2016, Market Vantage LLC
More Bogus Keywords
• do squirrels sleep
• what is the name for a female raccoon
• worlds biggest rat
• pictures of bedbugs ($300 per month!)
• pictures of bedbug bites
• are bedbugs asexual
• aesop’s ants working all day long
15 Copyright © 2016, Market Vantage LLC
Hans Riemer
hjr@marketvantage.com
978-482-0130 x100
Next Steps:
• If you’d like help with your online marketing, please visit marketvantage.com for more information or to contact us.
top related