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