Lessons Learned from Internet Marketing Experts - Innotech 2009

Opening PanelLessons Learned from

Internet Marketing Experts

Welcome

Our Panelists

• Chris AaronsGeneral Manager, Ivy Worldwide

• Peter PoulinExecutive Vice President, Hoover’s Inc.

• Clay OlivierCMO & COO, Volusion

• Nick WeynandPresident & Strategy Director, TradeMark Media

Chris AaronsSocial Media Judo

• Marketers need to look for the Judo move to leverage the power of social media and deliver results with reduced budgets

• Judo and great social media campaigns are works of art in start with four key principles:1. Minimum effort and maximum efficiency/Leverage social media to

help market more effectively2. Mutual welfare and benefit for all/Campaigns that work more than just

the brand3. Master etiquette and Bushido/Transparency, honesty, credibility,

patience, respect, politeness4. Physical and mental acting in concert/Online and offline, traditional

marketing and social media, all working together

Humans are UnpredictableOctober 29, 2009

“Fix this landing page”

• Too busy• Unattractive layout• Too much text• Boring headline• Too many calls to action

What about this?

• Cleaner look• Less text• Bulleted benefits vs. narrative

Or, this…

• Blondes have more fun• De-emphasize phone number

How about more relevance?

• More faces to “connect” with• Different value prop• Bullets are specific to the Sales persona

Completely different

• More reflective graphic• Inquisitive vs. Directive

So which was the best fix?

Control

- 44% - 48%

- 48%- 18%

Sometimes it’s the offer

7.46% 13.76%

Free Leads, or…. Free Trial?

Sometimes it’s more subtle

05/03/2023 12

ControlWinner

(38% lift in conversion over the control)

Who Could Have Guessed These Drivers?

05/03/2023 13

Winning Variables Products and Services tab had a

5% lift Red text “Increase the reach . .”

had an 8% lift Try it FREE Today button had a

10% lift Privacy policy in the form had an

11% lift Removing phone number under

Why Hoover’s had a 13% lift Yellow background around form

had a 10% lift

Negative Impacts Form headline of “28

Million Companies Are Just a Click Away” had a -34% decrease

Text block next to form (as opposed to an image) had a -22% decrease

Be careful what you wish for

Control

Overall Clickthrus Lift = +220%

Overall Clickthrus Lift = +12%

Buy a report Lift = -50%

Buy a report Lift = +27%

Why should you care?

Increase leads/sales without increasing Marketing spend

Survive difficult economic times

You need to kiss a lot of frogs

Test

Publish

Adapt

Clay OlivierFrom Strategy to Action – 4 Tips to Use Right Now

• Leverage your competitors• Increasing Negative Keywords• Improving visibility with & ★ ►

• Product page best practices

Nick WeynandDeveloping your Interactive Strategy

• Define your goals & your behavior: What are you trying to do and how do you plan to do it?

• Understand your audience: Who are they and where do they go for information?

• Use the right tools: Which ones will reach your audience?

• Measure the results: Is what you’re doing working?• Repeat: How can you modify your strategy based on

what you know now?

Questions?

Slides available at:http://www.trademarkmedia.com/presentations