Fastlane Marketing: Striking the balance between creativity and analytics

Marcel Knopf has been active in online marketing since his early twenties. As an infopreneur, he marketed digital products so successfully that large companies soon wanted to hire him as a performance marketing expert. Marcel Knopf declined this and all other lucrative job offers in order to found the agency Fastlane Marketing. His display campaigns in areas such as health and fitness have generated millions of clicks in a very short time. Working according to the motto “There’s no I in team”, he has built up a team of experienced performance marketing experts who can make the right decisions based on data and creatively build successful campaigns. He sees Fastlane’s collective performance marketing expertise as one of the core competitive advantages in a market filled with agencies that have grown out of traditional marketing.

Marcel Knopf is not only a performance marketing expert, he is also an experienced entrepreneur. He spoke about these roles with Digistore24, revealing both his shortcomings and his best practices:

Entrepreneur on your own or would you rather have business partners by your side? Marcel Knopf sums up the advantages and disadvantages of both models:

“When you are at the very beginning, a business partner is a catalyst that accelerates. With a business partner, you have someone with whom you can exchange ideas, who drives you forward and takes you further. In the active growth phase, however , you have to be careful with a business partner at your side so that the decision-making processes do not become too complex and time-consuming. If you have to coordinate all decisions with one another, it is easy to slow each other down. Then you either have to define clear areas of responsibility and trust each other 100%, or go separate ways."

This aspect is most underestimated by entrepreneurs:

“Many entrepreneurs underestimate the significance of the pricing strategy and set the price intuitively instead of based on numbers. But the price is the strongest economic factor. Nothing has such a strong and direct impact on profit as a change in price. I've already seen it with a customer that just a 10% increase in price doubled profits. On the subject of pricing, I recommend a great book by Professor Dr. Hermann Simon, the inventor of the train ticket - it's called “price units”.

Here's how entrepreneurs can effectively implement performance marketing:

“If you are still at the beginning and do a lot of things on your own, you often don't have the capacity to get really fit in the field of performance marketing, to create campaigns and to make data-based decisions. Entrepreneurs often have to operate in a very narrow time contingent and be as effective as possible. The perfect solution for the initial phase is to outsource performance marketing to an agency. As a company grows, you can either hire a good performance marketer or invest in training for a marketing employee as needed. "

Click-by-click instructions on how to attract users to your site with paid advertising, as well as practical examples of Google AdWords and Facebook ads, can be found in Marcel Knopf's new book Traffic.

With this sales strategy, we at Fastlane Marketing convert potential customers into paying customers:

“We invest a lot in building trust in our expertise. When it comes to larger projects, we agree generally several hours appointment with our office to the customer together deep into the marketing strategy to enter. I would like to emphasize that this is not a sales pitch, we actually work several hours on a strategy. If the customer is convinced of the strategy that has been developed, he will usually also want to work with us. Of course, this strategy-finding process has a sales intention, but above all it is also an opportunity to show customers the possibilities that digital marketing offers them. "

This is what Marcel Knopf learned from his EUR 6,500 mistake:

Situation:

“We invest a lot in building trust in our expertise. When it comes to larger projects, we agree generally several hours appointment with our office to the customer together deep into the marketing strategy to enter. I would like to emphasize that this is not a sales pitch, we actually work several hours on a strategy. If the customer is convinced of the strategy that has been developed, he will usually also want to work with us. Of course, this strategy-finding process has a sales intention, but above all it is also an opportunity to show customers the possibilities that digital marketing offers them. "

Conclusion:

“Through this mistake I learned that you have to keep a close eye on your campaigns. When it comes to performance marketing, you really have to be very careful and work very precisely. This accuracy is one of the key qualities I look for in a performance marketer. For me, a perfect marketer is a mixture of creative genius and analytical thinker. That is a very difficult combination that you rarely find. "

Marcel Knopf’s favorite features on Digistore24:

  • UPSELLS
    “The Upsells feature is the biggest lever to ensure the funnel performance potential is fully reached. The Upsells feature guarantees that the customer is offered additional products immediately after the purchase. Traditional payment providers aren’t familiar with this feature and don’t understand how crucial it is. That’s why classic payment functionalities should automatically be ruled out for all smart distributors of digital products.”
  • DIGICALLS
    “Unseren Kunden mit hochpreisigen Produkten empfehlen wir stets die Nutzung von DigiCalls. In diesem Segment ist es essentiell, den Kunden von dem Produktwert zu überzeugen. Mit DigiCalls kann man ein Telesales-Team aufbauen, um diese erklärungsbedürftigen Produkte effektiv zu vermarkten.”
  • CUSTOMIZATION OF SHIPPING COSTS
    “We always recommend the use of Digicalls to our customers with high-priced products. In this segment, it is essential to convince the customer of the product’s value. With Digicalls, you can build a telesales team to market these products effectively.”
  • CUSTOMIZED SALES FORM
    “The conversion-optimized sales form is permanently used by our customers. We adapt the sales form to the corporate design as well as to the respective product of our customers. This allows us to create a wonderful UX – the end customer is not even aware that Digistore24 acts as a reseller.”

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WRITTEN BY

Polina Katrikh

Senior Editor

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