The Ten Golden Rules of Internet Marketing: CRM Edition

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Jay Berkowitz, CEO, Ten Golden Rules, Las Dies Reglas de Internet Marketing: Edición CRM. The Ten Golden Rules of Internet Marketing: CRM Edition

Jay Berkowitz, CEO, Ten Golden Rules, Las Dies Reglas de Internet Marketing: Edición CRM. The Ten Golden Rules of Internet Marketing: CRM Edition

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  • 1. The Ten Golden Rules of Internet Marketing CRM Edition May 11, 2007 Jay Berkowitz [email_address] 561-620-9121
  • 2. Career Highlights
    • Developed ‘Live’ campaign used in 208 countries
    • 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 Atkins Diet Online, 22 diets overall
    • Launched TenGoldenRules.com in 2003
  • 3.
    • Marketing Consultants
    • Drive more visits to your site
    • Convert the visits to sales
    • Strategy, Creative, Affiliate Management, Landing Pages, Search, Blogs, Optimized PR
    What is TenGoldenRules.com?
  • 4. Objectives
    • Define the ‘CRM Internet Lifecycle’
    • How to integrate the internet and CRM activities
    • How to improve your website so it shows up in Google searches
    • What online business models are working, and not working today
    • How to build ongoing relationships with the customers who visit a website
    • How to capitalize on the Ten Leading Trends in online marketing today.
    • Review your websites
    • 1 Free Internet Marketing Consultation, $100 Yahoo Search
  • 5. CRM Internet Lifecycle Prospect / Customer
  • 6. CRM Internet Lifecycle Website Traffic Prospect / Customer
  • 7. CRM Internet Lifecycle Opt-In / Trial Website Traffic Prospect / Customer
  • 8. CRM Internet Lifecycle Lead Opt-In / Trial Website Traffic Prospect / Customer
  • 9. CRM Internet Lifecycle Follow-On Newsletter Lead Opt-In / Trial Website Traffic Prospect / Customer
  • 10. CRM Internet Lifecycle Sale Follow-On Newsletter Lead Opt-In / Trial Website Traffic Prospect / Customer
  • 11. CRM Internet Lifecycle Up Sell Retention Sale Follow-On Newsletter Lead Opt-In / Trial Website Traffic Prospect / Customer
  • 12. The Ten Golden Rules of Internet Marketing
  • 13. Rule #1 - There are no ‘rules’
    • Block everything you ‘know’ about marketing
    • Test, test and test again
  • 14. Rule #1 - There are no ‘rules’
  • 15. Best Banner ~1.00% CTR New Banner 2.00%+ CTR
  • 16. 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
  • 17. Rule #2 - The Internet is not television
    • Common mistake with internet marketing, to use television strategy
      • Pareto Principle
      • IDIC
      • 8 Second Rule
    4
  • 18.  
  • 19.  
  • 20.  
  • 21. Rule #2 - The Internet is not television.
    • Step 1: What is a customer worth?
    • LTV – Life Time Value Analysis
  • 22. Life Time Value Analysis
  • 23. 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
  • 24.  
  • 25. CPA – Cost Per Acquisition
  • 26. CPA – Cost Per Acquisition
  • 27. 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”
  • 28. Pay-Per-Click Search “Paid Advertising”
  • 29. Free Search “PR” ‘ Natural’ or ‘Organic’ 72% Prefer Left Side
  • 30. Key Website Measures
  • 31. Firefox Browser – SEO Quake Free Golden Tool
  • 32. http://www.mozilla.com/en-US/firefox Free Golden Tool
  • 33.  
  • 34. Key Website Measures
    • Alexa.com http:// download.alexa.com/index.cgi
    • Ranking based on unique visitors and page views
    • Traffic Details
    • Related Links
    Free Golden Tool
  • 35. Alexa Rank #1
  • 36. Alexa Rank #3
  • 37. Alexa Rank 320,721
  • 38. Alexa Rank 277,397
  • 39. Alexa Rank 13,555
  • 40. Alexa Rank 7,870
  • 41. Alexa Rank 42,065
  • 42. Alexa Rank 7,614
  • 43. Alexa Rank 182,650
  • 44. Alexa Rank 280,605
  • 45. Alexa Rank 52,751
  • 46. Alexa Rank 422,499
  • 47. 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
    Free Golden Tool
  • 48. Google Page Rank 10/10
  • 49. Google Page Rank 7/10
  • 50. Google Page Rank 6/10
  • 51. Google Page Rank 6/10
  • 52. Google Page Rank 5/10
  • 53. Google Page Rank 4/10
  • 54. Google Page Rank 4/10
  • 55. Google Page Rank 3/10
  • 56. Three Keys for Free Traffic
    • The right words on the page
    • Links to your site
    • Matching meta tags
  • 57. Yahoo! Search ‘Keyword Selector Tool’ http://inventory.overture.com Free Golden Tool
  • 58. Target 250-1000 words on each page Copy and paste text into a word document. Customers Forever has 1,046 words!
  • 59. Include Keywords in Meta Tags
  • 60. Build Links to the site 77 Links to the site
  • 61. Sponsored Link Position #2
  • 62. Test a Google PPC Account
  • 63. Rule #3 - Create a UVP
    • Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:
  • 64. Rule #3 - Create a UVP
    • Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:
  • 65. Rule #3 - Create a UVP
    • Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:
  • 66. Rule #3 - Create a UVP
    • Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:
  • 67. Rule #3 - Create a UVP
    • Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:
  • 68. Rule #3 - Create a UVP
    • Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:
  • 69. Rule #3 - Create a UVP
    • Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:
  • 70. extremehalloween.com Create a “UVP” win a Plasma TV
  • 71. Top 150 Costumes
  • 72.  
  • 73. 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!)
  • 74. Rule #5 Subscription Models Survive
    • .
    • 31 Million registered, add 50,000 per day!
    • 1.7 Million Paying members, $42 Annually
    • .
    • 8 million profiles
    • 800K paid, $24.95/mo.
    • .
    • 15 million profiles/newsletter subs,
    • 1.3 million paid, $12.00 mo.
    • .
    • Moved to subscription model in Sept. ’99
    • 2 million subscribers, $20/month
  • 75. 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
  • 76. 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 & relationship building
    • Rich Media is great for branding
    • Banners can do both
  • 77. CRM Internet Lifecycle Follow-On Newsletter Lead Opt-In / Trial Website Traffic Prospect / Customer
  • 78. Sample Follow-On Mailer
  • 79. Sample Newsletter
  • 80. 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 (donate/volunteer) on each page
  • 81. Blogs are Newsletters!
  • 82. 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
  • 83. Rule #9 The Best Never Rest
    • Great Online Marketers (and Direct marketers) are constantly testing, never settling…
    • Constant Never Ending Improvement (CANI)
    • Change = fresh
    • Test for customer acceptance
  • 84. Rule #9 The Best Never Rest
    • Great Online Marketers (and Direct marketers) are constantly testing, never settling…
    • Constant Never Ending Improvement (CANI)
    • Change = fresh
    • Test for customer acceptance
    • 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’
  • 85. Rule #10 Lead the trends
    • Search, Search and Search
    • Contextual Marketing
  • 86. Contextual Marketing “AdSense”
  • 87. Rule #10 Lead the trends
    • Search, Search and Search
    • Contextual Marketing
    • Social Networking
  • 88. Second Life
  • 89.  
  • 90.  
  • 91. Rule #10 Lead the trends
    • Search, Search and Search
    • Contextual Marketing
    • Social Networking
    • Blogging
  • 92.  
  • 93. Rule #10 Lead the trends
    • Search, Search and Search
    • Contextual Marketing
    • Social Networking
    • Blogging
    • Localization
  • 94.  
  • 95. Rule #10 Lead the trends
    • Search, Search and Search
    • Contextual Marketing
    • Social Networking
    • Blogging
    • Localization
    • Shopping
    • Conversion
  • 96.  
  • 97. Landing Page Performance + 44%
  • 98. Rule #10 Lead the trends
    • Search, Search and Search
    • Contextual Marketing
    • Social Networking
    • Blogging
    • Localization
    • Shopping
    • Conversion
    • Web Optimized PR
  • 99.  
  • 100.  
  • 101. Rule #10 Lead the trends
    • Search, Search and Search
    • Contextual Marketing
    • Social Networking
    • Blogging
    • Localization
    • Shopping
    • Conversion
    • Web Optimized PR
    • Email is Back!?!
  • 102.  
  • 103. Rule #10 Lead the trends
    • Search, Search and Search
    • Contextual Marketing
    • Social Networking
    • Blogging
    • Localization
    • Shopping
    • Conversion
    • Web Optimized PR
    • Email is Back!?!
    • Viral Marketing
  • 104.
    • Sales driver
    • Drive traffic with ‘Refer-a-Friend’
    • Pet Wellness Quiz Registrations
    • Web Optimized Press Releases
    Created Viral Marketing Campaign to Drive PR Coverage
  • 105. 10. Develop a “Viral” Idea
  • 106. 10. Develop a “Viral” Idea
  • 107. We own page 1 of MSN search “cute pet contests”
  • 108.  
  • 109. Ten Golden Rules of Online Marketing
    • There are no ‘rules’
    • The Internet is not television
    • Create a UVP
    • If you build it they won’t just come
    • Subscription Models Survive
    • Remember the four P’s
    • Trust is Golden
    • Use the right tactic
    • The Best Never Rest
    • Lead the Trends
  • 110. Ten Golden Rules Workbook On Sale Soon: http://www.tengoldenrules.com