The Ten Golden Rules of Internet Marketing by Jay Berkowitz
What is TenGoldenRules.com? • Marketing Consultants • Drive more visits to your site • Convert the visits to sales • Strategy, Creative, Web 2.0, Landing Pages, Search, Blogs, Optimized PR
Rule #1 - There are no ‘rules’ • Block everything you ‘know’ about marketing • Test, test and test again • Applies for site design, banners, search, email, pricing • Apply direct marketing practices – 40:40:20 rule – Identify ‘control’ • There are no bad ideas • PS – It is hard work
Rule #1 - There are no ‘rules’ Which banner performed best?
New Banner Previous 2.00%+ CTR Banner ~1.00% CTR
Rule #2 - The Internet is not television Common mistake with internet marketing, to use television strategy – Pareto Principle (80/20 rule) – Identify Differentiate Interact Customize 4 – 8 Second Rule
Personalization delivered!
Pay-Per-Click Search “Paid Advertising”
Free Search “PR” ‘Natural’ or ‘Organic’ 72% Prefer Left Side
Alexa Rank • Alexa.com http://download.alexa.com/index.cgi • Ranking based on unique visitors and page views • Traffic Details Free Golden Tool • Related Links
Alexa Rank #1
Alexa Rank #3
Alexa Rank 315,996
Page Rank – Google Page Rank http://toolbar.google.com – A link from page A to page B is a vote for page B. – Votes cast by "important" pages weigh more heavily – Relevant pages weigh more heavily – “score” from 1 to 10 Free Golden Tool
Google Page Rank 10/10
Three Keys for Free Traffic 1. The right words on the page 2. Links to your site 3. Matching meta tags
Target 250-1000 words on each page Copy and paste text into a word document. Word count determines there are 404 words
Reveals Meta Tags using keywords “Source” “View”
Build links in to your site 2,360 links to the site!!
Free Golden Tool www.SEODigger.com
Test a Google PPC Account
Sponsored Link Position #2
Rule #3 - Create a UVP Create a Unique Value Proposition, a (FREE) tool to engage consumers in an interactive relationship with you:
extremehalloween.com Create a “UVP” win a Plasma TV
Rule #4 If you build it… they won’t just come - Classic mistake that killed dot coms - Push, pull and drive consumers to your site. • Banners do work • Rich media is hot • Search Engine Optimization • Affiliate Marketing • Partner Marketing • Integrated Marketing (PR works well!)
Rule #5 Subscription Models Survive 1. . • 31 Million registered, add 50,000 per day! • 1.7 Million Paying members, $42 Annually 2. . • 8 million profiles • 800K paid, $24.95/mo. 3. . • 15 million profiles/newsletter subs, • 1.3 million paid, $12.00 mo. . • Moved to subscription model in Sept. ’99 • 2 million subscribers, $17/month
The Power of Newsletters • Reason for an ‘Opt-In’ • Builds permission to re-market • Opportunity to be top-of-mind • Include a send-to-a-friend (like-to-like) • Optimize the content for the search engines • Use article submission sites to syndicate content and build links • Discipline to regularly build content • Include a call-to-action on each page
Rule #6 Remember the Four P’s • Price – Test, niche, price should be less than offline, free plus paid • Place – Search Optimization, affiliates, partners, exclusive content, content placements, link trades • Promotion – FREE works online – WIN works online – Send to a friend • Product – Build a better mousetrap – Shop yourself
Rule #7 Use the Right Tactic • There is no silver bullet • Understand the medium • Paid Search & eMail work for acquisition • Newsletters are great tools for ongoing communication and relationship building • Rich Media is great for branding • Social Media builds community
Rule #8 Trust is Golden • Privacy Policy Prominent • Spam, CAN-SPAM – Spamlaws.com, law.spamcon.org • Opt-Ins, Double opt-ins • Secure (https, lock) • Unsubscribe is EASY • Study Security Safeguards • Add credible logos
Rule #9 The Best Never Rest 1. Great Online Marketers (and Direct marketers) are constantly testing, never settling… 2. Constant And Never Ending Improvement (CANEI) 3. Change = fresh 4. Test for customer acceptance 5. Site Credibility Stanford University Study – Design Look (46.1%) ‘Professional Looking’ – Info. Design/Structure (28.5%) ‘Well organized’ – Information Focus (25.1%) ‘The crap they fill it up with takes away’ – Company Motive (15.5%) ‘Seems too ‘commercial’
Rule #10 Lead the trends Social Media (Web 2.0) 1.
Google Page Alexa Rank 6 Rank 8/10 MySpace Community
YouTube – 100 Million Views/Day! http://www.YouTube.com Alexa Rank 3 Google Page Rank 8/10
Rule #10 Lead the trends 1. Social Media 2. Blended or Universal Search
GUS – Google Universal Search, add video, images
Rule #10 Lead the trends 1. Social Media 2. Blended or Universal Search 3. Web 3D (Virtual Worlds)
SecondLife.com – 7.9 Million Residents, US $1,689,886 spent 24hrs
Club Penguin – 1677 Alexa Subscription Model $350 million Bought by Disney for
Rule #10 Lead the trends 1. Social Media 2. Blended or Universal Search 3. Web 3D (Virtual Worlds) 4. Blogging
Rule #10 Lead the trends 1. Social Media 2. Blended or Universal Search 3. Web 3D (Virtual Worlds) 4. Blogging 5. Go Local
Rule #10 Lead the trends 1. Social Media 2. Blended or Universal Search 3. Web 3D (Virtual Worlds) 4. Blogging 5. Go Local 6. Podcasts
TenGoldenRules Podcast Selected for iTunes listing!
Rule #10 Lead the trends 1. Social Media 2. Blended or Universal Search 3. Web 3D (Virtual Worlds) 4. Blogging 5. Go Local 6. Podcasts 7. Conversion
Original landing page with low conversion rate
Landing Page Performance + 44%
Rule #10 Lead the trends 1. Social Media 2. Blended or Universal Search 3. Web 3D (Virtual Worlds) 4. Blogging 5. Go Local 6. Podcasts 7. Conversion 8. Web Optimized PR
Feature search engine optimized press release on your website
“better website roi” 202 searches and only 74 competitors!
Rule #10 Lead the trends 1. Social Media 2. Blended or Universal Search 3. Web 3D (Virtual Worlds) 4. Blogging 5. Go Local 6. Podcasts 7. Conversion 8. Web Optimized PR 9. Open Architecture/Widgets
Open Architecture / Widgets
Rule #10 Lead the trends 1. Social Media 2. Blended or Universal Search 3. Web 3D (Virtual Worlds) 4. Blogging 5. Go Local 6. Podcasts 7. Conversion 8. Web Optimized PR 9. Widgets/Open Architecture 10. Viral Marketing
Created Viral Marketing Campaign to Drive PR Coverage • Sales driver • Drive traffic with ‘Refer-a-Friend’ • Pet Wellness Quiz Registrations • Web Optimized Press Releases
“cute pet contests” MSN search Own page 1 of
Join the Conversation 1. Try 1 thing today! 2. Then, Join the Conversation – Listen to the Ten Golden Rules Podcast (http://podcast.tengoldenrules.com) and call to leave a comment at 206-888-6606 – Visit the Ten Golden Rules Blog (http://tengoldenrulesblog.blogspot.com/) and leave a comment – Jay Berkowitz is available to present the Ten Golden Rules of Internet Marketing to your organization – If you liked the presentation, we’d appreciate a testimonial / or link to our website – Visit our website at www.TenGoldenRules.com or call us at 561-620-9121
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