the dec education: online marketing and campaign optimization
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
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 | [email protected] | +1 650.922.0193
www.vendevor.com | [email protected] | +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 | [email protected] | +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 | [email protected] | +1 650.922.0193
What’s the goal?
- eCommerce straight sale conversions
- Trial Offers
- Subscriptions
- Lead Generation
www.vendevor.com | [email protected] | +1 650.922.0193
What’s action do you want people to take?
www.vendevor.com | [email protected] | +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 | [email protected] | +1 650.922.0193
Homepage
Step 1
Step 2
Thank You
What are the steps?
www.vendevor.com | [email protected] | +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…
EPC = CR x CPAEarnings Per Click
www.vendevor.com | [email protected] | +1 650.922.0193
Conversion Rate
Cost per Acquisition
Version 1
Version 2
Version 3
Version 4
Version 5
Version 6
www.vendevor.com | [email protected] | +1 650.922.0193
LP1 LP2 LP3
Step 1
Step 2
Thank You
CR: 68%
CR: 17%
CR: 36%
www.vendevor.com | [email protected] | +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 | [email protected] | +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 | [email protected] | +1 650.922.0193
www.vendevor.com | [email protected] | +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 | [email protected] | +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 | [email protected] | +1 650.922.0193
AffiliatesSuper
Affiliates
Affiliate NetworksCPA Networks
Business / Advertiser
www.vendevor.com | [email protected] | +1 650.922.0193
Large Affiliate Networks:
- LinkShare
- Commission Junction (aka CJ)
- ShareASale
- Pepperjam
- Zillabyte (for b2b SAAS)
www.vendevor.com | [email protected] | +1 650.922.0193
CPA Networks:
- Clickbooth
- MundoMedia
- EpicDirect
- Adknowledge
www.vendevor.com | [email protected] | +1 650.922.0193