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The Ten Golden Rules of Internet Marketing
by Jay Berkowitz
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• Marketing Consultants• Drive more visits to your site• Convert the visits to sales• Strategy, Creative, Web 2.0, Landing Pages,
Search, Blogs, Optimized PR
What is TenGoldenRules.com?
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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
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Rule #1 - There are no ‘rules’
Which banner performed best?
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Previous Banner ~1.00% CTR
New Banner 2.00%+ CTR
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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– 8 Second Rule4
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Personalization delivered!
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Pay-Per-Click Search “Paid Advertising”
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Free Search “PR”‘Natural’ or ‘Organic’72% Prefer Left Side
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Alexa Rank
• Alexa.comhttp://download.alexa.com/index.cgi
• Ranking based on unique visitors and page views
• Traffic Details• Related Links
Free Golden Tool
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Alexa Rank #1
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Alexa Rank #3
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Alexa Rank 315,996
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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
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Google Page Rank 10/10
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Three Keys for Free Traffic
1. The right words on the page2. Links to your site3. Matching meta tags
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Target 250-1000 words on each page
Copy and paste text into a word document. Word count determines
there are 404 words
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“View”“Source”
Reveals Meta Tags using keywords
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2,360 links to the site!!
Build links in to your site
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Free Golden Tool
www.SEODigger.com
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Test a Google PPC Account
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Sponsored Link Position #2
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Rule #3 - Create a UVPCreate a Unique Value Proposition, a (FREE) tool to
engage consumers in an interactive relationship with you:
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extremehalloween.comCreate a “UVP” win a Plasma TV
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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!)
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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
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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
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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
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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
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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
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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 = fresh4. Test for customer acceptance5. 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’
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Rule #10 Lead the trends
1. Social Media (Web 2.0)
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MySpace Community
Alexa Rank 6Google Page
Rank 8/10
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YouTube – 100 Million Views/Day! http://www.YouTube.com
Alexa Rank 3Google Page
Rank 8/10
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Rule #10 Lead the trends
1. Social Media2. Blended or Universal Search
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GUS – Google Universal Search, add video, images
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Rule #10 Lead the trends
1. Social Media2. Blended or Universal Search3. Web 3D (Virtual Worlds)
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SecondLife.com – 7.9 Million Residents, US $1,689,886 spent 24hrs
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Club Penguin – 1677 AlexaSubscription Model
Bought by Disney for
$350 million
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Rule #10 Lead the trends
1. Social Media2. Blended or Universal Search3. Web 3D (Virtual Worlds)4. Blogging
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Rule #10 Lead the trends
1. Social Media2. Blended or Universal Search3. Web 3D (Virtual Worlds)4. Blogging5. Go Local
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Rule #10 Lead the trends
1. Social Media2. Blended or Universal Search3. Web 3D (Virtual Worlds)4. Blogging5. Go Local6. Podcasts
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TenGoldenRules Podcast Selected for iTunes listing!
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Rule #10 Lead the trends
1. Social Media2. Blended or Universal Search3. Web 3D (Virtual Worlds)4. Blogging5. Go Local6. Podcasts7. Conversion
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Original landing page with low conversion rate
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Landing Page Performance + 44%
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Rule #10 Lead the trends
1. Social Media2. Blended or Universal Search3. Web 3D (Virtual Worlds)4. Blogging5. Go Local6. Podcasts7. Conversion8. Web Optimized PR
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Feature search engine
optimized press release on your
website
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“better website roi”202 searches and
only 74 competitors!
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Rule #10 Lead the trends
1. Social Media2. Blended or Universal Search3. Web 3D (Virtual Worlds)4. Blogging5. Go Local6. Podcasts7. Conversion8. Web Optimized PR9. Open Architecture/Widgets
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Open Architecture / Widgets
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Rule #10 Lead the trends
1. Social Media2. Blended or Universal Search3. Web 3D (Virtual Worlds)4. Blogging5. Go Local6. Podcasts7. Conversion8. Web Optimized PR9. Widgets/Open Architecture10. Viral Marketing
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Created Viral Marketing Campaign to Drive PR Coverage
• Sales driver • Drive traffic with ‘Refer-a-Friend’• Pet Wellness Quiz Registrations• Web Optimized Press Releases
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Own page 1 of MSN search
“cute pet contests”
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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
Join the Conversation