I have a strong passion for marketing online. In fact, that's what sets me apart from other technology gurus — the ability to communicate, market, and sell. I know how to stand out in a saturated market.
I have 11 years of hands-on experience with eCommerce, advertising, and search engines. I know how to maximize ROI through landing page optimization, conversion tracking, and web analytics. I'm responsible for 95% of the income for my business (all generated online).
Use the interactive tool below to see some case studies of my internet marketing experiences.
| Skill |
Years |
Skill |
Years |
| eCommerce |
11 |
Affiliate Marketing |
10 |
| Pay Per Click Advertising |
10 |
E-mail Marketing |
12 |
| Search Engine Marketing and Optimization |
11 |
Landing Page Creation and Optimization |
11 |
| Google Adwords and Bing/MSN Adcenter |
9 |
Web Analytics / Google Analytics |
9 |
| Advertising and Testing |
10 |
Conversion tracking |
9 |
| Video Marketing |
6 |
Copywriting and Editing |
11 |
Additional strengths: web design, keyword research, personas, press releases, communication, leadership, and project management.
Gave the site a fresh new look, adding more content, but making it easier to navigate.
Goal #1: Improve usability and navigation. Result: Analytics showed an increase in pageviews as we had hoped.
Goal #2: Increase downloads of the free trial to increase sales. Result: Web stats showed a 44% increase in trial downloads, increasing sales from the trial as expected.
Project was to redesign notation.com website to get sales back to pre-recession levels.
- Used bright, positive colors and a soft-sell approach.
- Crafted new marketing copy.
- Redesigned shopping cart.
- Performed all graphic design.
- Integrated pre-recorded marketing videos to site.
Result: Sales increase of 29% despite recession.
Strategy was to create large amounts of content to add value to the site and increase traffic from search engines.
- Created 40,000 search engine-friendly nutrition facts pages and released them in three stages.
- Created 12 free health tools, all optimized for specific keywords.
Results: 19% increase in web traffic once all pages were indexed by Google, MSN, and Yahoo.
Began using videos to market our products in 2006, when video marketing was fairly young.
- Quickly mastered Camtasia to create product demos.
- Best video was 5 minutes long. Web analytics showed that people were engaged through the entire video.
- Used personal experiences with weight loss to relate to the viewer.
- People were ready to buy after watching the video without taking the free trial.
Began using PPC advertising in 2001 and learned that ads require tweaking over time as the landscape changes. Recent changes involved:
- A/B testing.
- Lowering some ad positions and raising others.
- Unifying ad copy and landing page copy.
- Dropping keywords.
Results: 36% improvement in ROI.
Search Engine Optimization has become more important with rising bids in PPC.
- Goal has always been to achieve a top 5 spot for key search terms.
- Approach to SEO is "white hat" with solid, user-friendly content and no tricks.
- Currently hold #1 spot for 376 key search terms and have 1000+ in the top 5 for Google, MSN, and Yahoo.
Results: Organic traffic saves money while driving in traffic that accounts for 30% of sales.
An e-mail marketing campaign for a paid upgrade to Weight-By-Date version 3.0 proved to be tremendously profitable.
- Sent an e-mail blast to 25k customers in stages to test marketing strategies.
- Used Constant Contact and iContact to send HTML and plain text e-mails.
- Tested subject lines and hard/soft sell tactics.
- E-mail campaign resulted in a whopping 44% of our gross sales for that year.
From this campaign, I was able to fine-tune my marketing skills and conduct the type of testing that would pay off in future efforts.
Made improvements to our shopping cart that paid off immediately.
- Gave the cart a simple 1,2,3 process with clear indicators for each step.
- Improved the visual design of the checkout process.
- Added PayPal as a payment method, integrating PayPal APIs into the code.
- Put media reviews on main ordering page.
When you have a product that changes lives, you hear about it. Here's how I have used testimonials to our advantage:
- Rotating testimonials at the top of the web site that are targeted to the subject of the page (weight loss, nutrition, exercise, etc).
- Adding them to the bottom of pages next to another Buy Now button.
- Sprinkling them into the free trial version of the program.
- Proudly displaying them in the shopping cart to seal the deal.
- Creating a success stories page with inspiring user stories.
Affiliates are a big part of my online marketing efforts. While search engines still deliver the most traffic, there have been times when affiliates accounted for 40% of our sales.
I currently manage over 500 affiliates. Here are some of the lessons that I've learned:
- Use a reliable, trustworthy affiliate management service.
- Reward your top affiliates.
- Make time to seek out new affiliates.
- Build a relationship with them. Make sure they know how important they are.
- Be flexible and creative.
- Create and enforce an affiliate agreement.
- Give them everything they need to promote your product.
