The Ten Golden Rules of Internet Marketing. Jay Berkowitz. Executive Summary. Presented to: WECAI. June 8,

Transcription

1 The Ten Golden Rules of Internet Marketing Executive Summary Presented to: WECAI June 8, 2005 Jay Berkowitz

2 Career Highlights Developed Live campaign used in 208 countries around the world Managed largest territory in Country. Promotion increased sales 34% Developed internet sales and marketing strategy, sold first integrated deal Created 4 of 6 Hall of Fame Banners Launched Tengoldenrules.com in 2003

3 Objectives Define the New Internet Boom What it means, why it s for real this time How to improve your website so it shows up in Google searches How to generate positive ROI What online business models are working How to build ongoing relationships How to capitalize on the Ten Leading Trends in online marketing today

4 Why it is For Real this time It always was real, the internet changes HOW WE DO business it doesn t change BUSINESS It works now! Websites work (High Speed, Search, Up time) ecommerce works Fulfillment works Your customers have internet access and many have high speed It makes life/business easier Companies are being forced to figure out online models Disintermediation Continues to drop prices and drop the cost of doing business My webmaster isn t 17

5 Rule #1 - There are no rules Block everything you know about marketing Test, test and test again Applies for site design, banners, search, , pricing Apply direct marketing practices 40:40:20 rule Identify control There are no bad ideas PS It is hard work

6 Rule #2 - The Internet is not television Common mistake with internet marketing, to use television strategy Pareto Principle IDIC 8 Second Rule

7 The 8 Second Rule. Make sure customers can find what they re looking for.

8 Good 8 Seconds! 1. Excellent Description 2. Logo Top Left 3. Navigation top (or left) 4. Special Offer (could be bottom right) 5. Testimonial

9 This design is a bit topheavy on name and introduction.

10 Ten Golden Tips for SEO Search Engine Optimization Evaluation 1. Find out Where You stand Search keywords on Google (MSN, Yahoo and AOL) Alexa.com Ranking based on unique visitors and page views Traffic Details Related Links

11 Alexa Rank #1

12 Alexa Rank 271,617

13 Ten Golden Tips for SEO Search Engine Optimization Evaluation 1. Find out Where You stand Search keywords on Google (MSN, Yahoo and AOL) Alexa.com Google Page Rank 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

14 Google Page Rank 10/10

15 Google Page Rank 5/10

16 1. Find out where you stand The site has a 3/10 Google Page rank (this is an important rating by Google of how many sites link to you). Your Alexa rank (web traffic score) 342,819 indicates high traffic to site

17 1. Find out where you stand The site has a 5/10 Google Page rank (this is an important rating by Google of how many sites link to you). Alexa ranks the site # 1,142,142 in the world for unique visitors and page views.

18 1. Find out where you stand The site has a 6/10 Google Page rank - this is great!

19 Rule #2 - The Internet is not television What does it cost to acquire a customer? What is your CPA?

20 Rule #2 - The Internet is not television. Step 1: What is a customer worth? LTV Life Time Value Analysis Step 2: What does it cost to acquire a customer? CPA Cost Per Acquisition Step 3: Make sure customers can find you: Search is the New Prime Time Ten tips for Search Engine Marketing

21 Pay-Per-Click Search Paid Advertising

22 Free Search PR Natural or Organic

23 Ten Golden Tips for SEO Evaluation 1. Find out Where You stand (Google, Alexa) 2. Use Free tools to evaluate your site/keywords: 3. Have a strong Title Tag and Description using most relevant keywords

24 Case Study BankAtlantic.com

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26 Title: Welcome to BankAtlantic.com

27 Keyword Suggestion Tool Over 120,000 searches each month include the term Florida Mortgage. (Multiply by 3 for all search engines).

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30 View and Source reveals html. Opportunity to improve Meta Tags. 1. Do keyword research 2. Include important Keyword Phrases in Title, Description and Keywords Meta Tags 3. The words must be on the page.

31 Ten Golden Tips for SEO Evaluation 1. Find out Where You stand 2. Use Free tools to evaluate your site Natural Optimization 3. Title and description must use your best keywords 4. Content on site features key words you want to target words is ideal

32 Great use of copy below the fold. Home page has 284 words. Ideal is words.

33 Opportunity to add more keyword rich copy. Ideal is words.

34 Ten Golden Tips for SEO Evaluation 1. Find out Where You stand 2. Use Free tools to evaluate your site Natural Optimization 3. Title and description must use your best keywords 4. Content on site features key words you want to target 5. Use Alt text tab on photos 6. Trade links from your site with other relevant, ranked sites (create a vote from site B for your site)

35 Link: reveals that has 671 links to the site

36 Link: reveals that has 42 links to the site. Opportunity to trade links with al members

37 Ten Golden Tips for SEO Evaluation 1. Find out Where You stand 2. Use Free tools to evaluate your site Natural Optimization 3. Title and description must use your best keywords 4. Content on site features key words you want to target 5. Use Alt text tab on photos 6. Trade links from your site with other relevant, ranked sites 7. Use free submission tools Paid Optimization 8. Paid Inclusion/Paid Listings 9. XML Feeds 10. Pay Per Click/Pay For Performance

38 Rule #3 - Create a UVP Create a Unique Value Proposition, a (FREE) tool to engage consumers in an interactive relationship with you:

39 extremehalloween.com Create a UVP win a Plasma TV

40 Top 150 Costumes

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42 Great UVP! Online Form could be bigger and more clear.

43 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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46 Rule #5 Subscription Models Survive Million registered, add 50,000 per day! 1.7 Million Paying members, $42 Annually million profiles 800K paid, $24.95/mo million profiles/newsletter subs, 1.3 million paid, $12.00 mo.. Moved to subscription model in Sept million subscribers, $20/month

47 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 N5R Send to a friend Product Build a better mousetrap Shop yourself

48 Rule #7 Use the Right Tactic There is no silver bullet Understand the medium Paid Search & work for acquisition Newsletters are great tools for ongoing communication and relationship building Rich Media is great for branding Banners can do both

49 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 logo s

50 Rule #9 The Best Never Rest 1. Great Online Marketers (and Direct marketers) are constantly testing, never settling 2. Constant Never Ending Improvement (CANI) 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

51 Rule #10 Lead the trends 1. Search, Search and Search 2. Contextual Marketing

52 Contextual Marketing AdSense

53 Rule #10 Lead the trends 1. Search, Search and Search 2. Contextual Marketing 3. Social Networking 4. Blogging

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55 Rule #10 Lead the trends 1. Search, Search and Search 2. Contextual Marketing 3. Social Networking 4. Blogging 5. Localization

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57 Rule #10 Lead the trends 1. Search, Search and Search 2. Contextual Marketing 3. Social Networking 4. Blogging 5. Localization 6. Shopping 7. Conversion

58 Conversion

59 Rule #10 Lead the trends 1. Search, Search and Search 2. Contextual Marketing 3. Social Networking 4. Blogging 5. Localization 6. Shopping 7. Conversion 8. Web Optimized PR

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62 Google Alerts: Alert Service

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64 Rule #10 Lead the trends 1. Search, Search and Search 2. Contextual Marketing 3. Social Networking 4. Blogging 5. Localization 6. Shopping 7. Conversion 8. Web Optimized PR 9. is Back!?!

65 is back! 35% click thru, 10x ROI!

66 Rule #10 Lead the trends 1. Search, Search and Search 2. Contextual Marketing 3. Social Networking 4. Blogging 5. Localization 6. Shopping 7. Conversion 8. Web Optimized PR 9. is Back!?! 10. Viral Marketing

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70 Ten Golden Rules of Online Marketing 1. There are no rules 2. The Internet is not television 3. Create a UVP 4. If you build it they won t just come 5. Subscription Models Survive 6. Remember the four P s 7. Trust is Golden 8. Use the right tactic 9. The Best Never Rest 10. Lead the Trends

71 Ten Golden Rules Workbook On Sale Soon: