The Ten Golden Rules of Internet Marketing by Jay Berkowitz What is - - PowerPoint PPT Presentation

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The Ten Golden Rules of Internet Marketing by Jay Berkowitz What is - - PowerPoint PPT Presentation

Jan 17, 2024 564 likes •1.18k views

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,

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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 Rule

4

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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.com

http://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 page
  • 2. Links to your site
  • 3. 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 UVP

Create a Unique Value Proposition, a (FREE) tool to

engage consumers in an interactive relationship with you:

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extremehalloween.com

Create 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 = 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’

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Rule #10 Lead the trends

1. Social Media (Web 2.0)

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MySpace Community

Alexa Rank 6 Google Page Rank 8/10

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YouTube – 100 Million Views/Day!

http://www.YouTube.com

Alexa Rank 3 Google Page Rank 8/10

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Rule #10 Lead the trends

1. Social Media 2. 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 Media 2. Blended or Universal Search 3. 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 Alexa Subscription Model

Bought by Disney for $350 million

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Rule #10 Lead the trends

1. Social Media 2. Blended or Universal Search 3. Web 3D (Virtual Worlds) 4. Blogging

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Rule #10 Lead the trends

1. Social Media 2. Blended or Universal Search 3. Web 3D (Virtual Worlds) 4. Blogging 5. Go Local

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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

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TenGoldenRules Podcast Selected for iTunes listing!

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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

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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 Media 2. Blended or Universal Search 3. Web 3D (Virtual Worlds) 4. Blogging 5. Go Local 6. Podcasts 7. Conversion 8. Web Optimized PR

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Feature search engine

  • ptimized press

release on your website

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“better website roi” 202 searches and

  • nly 74 competitors!
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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

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Open Architecture / Widgets

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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
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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

  • rganization

– 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