The Ten Golden Rules of Internet Marketing CRM Edition May 11, 2007 Jay Berkowitz [email_address] 561-620-9121

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

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

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?

Marketing Consultants

Drive more visits to your site

Convert the visits to sales

Strategy, Creative, Affiliate Management, Landing Pages, Search, Blogs, Optimized PR

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

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

CRM Internet Lifecycle Prospect / Customer

CRM Internet Lifecycle Website Traffic Prospect / Customer

CRM Internet Lifecycle Opt-In / Trial Website Traffic Prospect / Customer

CRM Internet Lifecycle Lead Opt-In / Trial Website Traffic Prospect / Customer

CRM Internet Lifecycle Follow-On Newsletter Lead Opt-In / Trial Website Traffic Prospect / Customer

CRM Internet Lifecycle Sale Follow-On Newsletter Lead Opt-In / Trial Website Traffic Prospect / Customer

CRM Internet Lifecycle Up Sell Retention Sale Follow-On Newsletter Lead Opt-In / Trial Website Traffic Prospect / Customer

The Ten Golden Rules of Internet Marketing

Rule #1 - There are no ‘rules’ Block everything you ‘know’ about marketing Test, test and test again

Block everything you ‘know’ about marketing

Test, test and test again

Rule #1 - There are no ‘rules’

Best Banner ~1.00% CTR New Banner 2.00%+ CTR

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

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 #2 - The Internet is not television Common mistake with internet marketing, to use television strategy Pareto Principle IDIC 8 Second Rule 4

Common mistake with internet marketing, to use television strategy

Pareto Principle

IDIC

8 Second Rule

Rule #2 - The Internet is not television. Step 1: What is a customer worth? LTV – Life Time Value Analysis

Step 1: What is a customer worth?

LTV – Life Time Value Analysis

Life Time Value Analysis

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 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

CPA – Cost Per Acquisition

CPA – Cost Per Acquisition

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”

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”

Pay-Per-Click Search “Paid Advertising”

Free Search “PR” ‘ Natural’ or ‘Organic’ 72% Prefer Left Side

Key Website Measures

Firefox Browser – SEO Quake Free Golden Tool

http://www.mozilla.com/en-US/firefox Free Golden Tool

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

Alexa.com http:// download.alexa.com/index.cgi

Ranking based on unique visitors and page views

Traffic Details

Related Links

Alexa Rank #1

Alexa Rank #3

Alexa Rank 320,721

Alexa Rank 277,397

Alexa Rank 13,555

Alexa Rank 7,870

Alexa Rank 42,065

Alexa Rank 7,614

Alexa Rank 182,650

Alexa Rank 280,605

Alexa Rank 52,751

Alexa Rank 422,499

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

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

Google Page Rank 10/10

Google Page Rank 7/10

Google Page Rank 6/10

Google Page Rank 6/10

Google Page Rank 5/10

Google Page Rank 4/10

Google Page Rank 4/10

Google Page Rank 3/10

Three Keys for Free Traffic The right words on the page Links to your site Matching meta tags

The right words on the page

Links to your site

Matching meta tags

Yahoo! Search ‘Keyword Selector Tool’ http://inventory.overture.com Free Golden Tool

Target 250-1000 words on each page Copy and paste text into a word document. Customers Forever has 1,046 words!

Include Keywords in Meta Tags

Build Links to the site 77 Links to the site

Sponsored Link Position #2

Test a Google PPC Account

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

Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:

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

Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:

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

Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:

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

Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:

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

Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:

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

Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:

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

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

Top 150 Costumes

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!)

- 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 . 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

.

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

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

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 & relationship building Rich Media is great for branding Banners can do both

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

CRM Internet Lifecycle Follow-On Newsletter Lead Opt-In / Trial Website Traffic Prospect / Customer

Sample Follow-On Mailer

Sample Newsletter

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

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

Blogs are Newsletters!

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

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

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

Great Online Marketers (and Direct marketers) are constantly testing, never settling…

Constant Never Ending Improvement (CANI)

Change = fresh

Test for customer acceptance

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’

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’

Rule #10 Lead the trends Search, Search and Search Contextual Marketing

Search, Search and Search

Contextual Marketing

Contextual Marketing “AdSense”

Rule #10 Lead the trends Search, Search and Search Contextual Marketing Social Networking

Search, Search and Search

Contextual Marketing

Social Networking

Second Life

Rule #10 Lead the trends Search, Search and Search Contextual Marketing Social Networking Blogging

Search, Search and Search

Contextual Marketing

Social Networking

Blogging

Rule #10 Lead the trends Search, Search and Search Contextual Marketing Social Networking Blogging Localization

Search, Search and Search

Contextual Marketing

Social Networking

Blogging

Localization

Rule #10 Lead the trends Search, Search and Search Contextual Marketing Social Networking Blogging Localization Shopping Conversion

Search, Search and Search

Contextual Marketing

Social Networking

Blogging

Localization

Shopping

Conversion

Landing Page Performance + 44%

Rule #10 Lead the trends Search, Search and Search Contextual Marketing Social Networking Blogging Localization Shopping Conversion Web Optimized PR

Search, Search and Search

Contextual Marketing

Social Networking

Blogging

Localization

Shopping

Conversion

Web Optimized PR

Rule #10 Lead the trends Search, Search and Search Contextual Marketing Social Networking Blogging Localization Shopping Conversion Web Optimized PR Email is Back!?!

Search, Search and Search

Contextual Marketing

Social Networking

Blogging

Localization

Shopping

Conversion

Web Optimized PR

Email is Back!?!

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

Search, Search and Search

Contextual Marketing

Social Networking

Blogging

Localization

Shopping

Conversion

Web Optimized PR

Email is Back!?!

Viral Marketing

Sales driver Drive traffic with ‘Refer-a-Friend’ Pet Wellness Quiz Registrations Web Optimized Press Releases Created Viral Marketing Campaign to Drive PR Coverage

Sales driver

Drive traffic with ‘Refer-a-Friend’

Pet Wellness Quiz Registrations

Web Optimized Press Releases

10. Develop a “Viral” Idea

10. Develop a “Viral” Idea

We own page 1 of MSN search “cute pet contests”

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

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

Ten Golden Rules Workbook On Sale Soon: http://www.tengoldenrules.com