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8 (!) Most Expensive Online Marketing Mistakes
by Ewa Wysocka & Samuel Cook
MISTAKE #1
Putting Execution before STRATEGY
6 Fundamentals of Online Marketing STRATEGY
⭑ Your PERSONA
⭑ Market AWARENESS
⭑ Market SOPHISTICATION
⭑ Should you do online marketing AT ALL?
⭑ Your Unique Selling Proposition (USP)
⭑ Your BRANDING Kit
*Book recommendation: ‘Breakthrough Advertising’, Eugene Schwartz, 1966!
Building a website instead of a FUNNEL
MISTAKE #2
Traffic
Opt-in
$$$
Follow up
Your Funnel Storyboarding Formula
⭑ PATTERN INTERRUPT
⭑ PARADIGM SHIFT
⭑ RESULTS in advance
⭑ Build TRUST
⭑ SELL
⭑ Overcome OBJECTIONS
Frank Kern
Brendon Burchard
Does your marketing funnel look like this?
6 Keys To Funnel Mapping
Frank Kern
Brendon Burchard
⭑ ADS Plan Map
⭑ EMAIL Plan Map
⭑ Video Plan Map
⭑ WEBSITE Sitemap
⭑ AUTOMATION Plan
⭑ SOFTWARE Integration Plan
*Book recommendation: ‘Launch’, Jeff Walker, 2014
Great strategy, POOR EXECUTION...
MISTAKE #3
Frank Kern
Brendon Burchard
1. COPYWRITING
2. UI/UX Design
3. GRAPHIC Design
4. FRONT END Development
5. WEBSITE ECOMMERCE Development
6. Marketing AUTOMATION Setup
7. CRM Setup
8. ANALYTICS Setup
Funnel EXECUTION PROCESS
Not knowing your NUMBERS
MISTAKE #4
LTV > 3x(CAC)
*Book recommendation: ‘Automatic Customer’, John Warrillow, 2015
Doing SEO instead of CONTENT!
MISTAKE #5
5 Most Powerful Content Pieces
⭑ VIDEO
⭑ WEBINAR
⭑ Graphic (Infographic)
⭑ Blog Post
⭑ Social Media Post
NEIL PATEL
SETH GODIN
Failing to integrate the PAID TRAFFIC
MISTAKE #6
Running Traffic without OPTIMIZING
MISTAKE #7
5 Most Important OPTIMISATION Processes
Brendon Burchard
⭑ Qualitative Research: User Surveys
⭑ Quantitative Research: Heatmaps, Screen
Recording
⭑ Website Page A/B Testing
⭑ Multivariate Testing (MVT)
⭑ Email Campaign Split Testing
⭑ Emails and Ads Testing
Peep Laja
Not paying attention to CUSTOMER SERVICE
MISTAKE #8
Customer Support Tools:
Frank Kern
Brendon Burchard
1. EMAIL Support System.
2. PHONE support (Answer them)
3. Onsite CHAT (Get it)
4. Aftersale EMAIL SEQUENCE
5. Aftersale SURVEY
6. REFUND policy
7. UP-SELLING process
*Book recommendation: ‘Delivering Happiness’, Tony Hsieh, 2010
1. Execution Before STRATEGY.
2. Building The Website Instead Of a FUNNEL.
3. Great Strategy, Poor EXECUTION.
4. Not Knowing Your NUMBERS!
5. Doing SEO instead of CONTENT.
6. Failing To Integrate The PAID TRAFFIC.
7. Running Traffic Without OPTIMISING!
8. Not paying attention to CUSTOMER SERVICE.
‘6 Fundamentals of Online Strategy’
March 3rd, 7pm, Google Campus Warsaw
Video production & Photography by projecton
The “Hot Seat”
‘6 Fundamentals of Online Strategy’
March 3rd, 7pm, Google Campus Warsaw