This section of Ontraport for Marketing is about Performance Optimization. Marketing is time consuming and expensive, so you really need to know what’s working and what’s not so you can invest your resources well.
Now, with privacy rules changing and limiting the ad platforms’ ability to find prospects that are a good match for you on their own, it’s more important than ever for you to be tracking your marketing so you can help Facebook and Google find you good customers at a lower cost.
In this quick overview, we’ll talk about what you’re going to learn in this section so you can start optimizing your investments and getting more bang for your marketing buck.
At the end of the day, performance optimization comes down to getting a few things done right.
You first need to know where your leads and customers are coming from, and you’ll do that using UTM variables which we’ll explain in the next video.
Then, if you’re advertising on the big platforms, you’ll need to get setup to send your tracking data back to those platforms, so you can optimize correctly. We call this deep funnel conversion tracking, and it’s unfortunately the most complicated part of all this… but it’s the reality of online advertising these days, so we’ve broken it down in another video for you.
Next, you’ll want to be able to run marketing tests of your pages, messages and campaigns. To do that, you send portions of traffic to different versions of a page or a message and then see which version gets you the most conversions. Ontraport has all sorts of tools for managing this, and we’ll cover those in the third video.
Finally, you’ll want to be able to analyse the data so you can see clearly what’s working and what’s not. We covered basic Automation Performance Mode reporting in a previous video, but in this section we’ll dive into some more advanced features and examples so you can really dive into the details of what is driving conversions in your business.
By the end of this section, you’ll know more about how to optimize your marketing than 95% of online marketers in the world. It’s a great skill to have, and crucial if you’re investing real time or money into driving traffic to your business.
Let’s jump right in!