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The Ten Golden Rules of Internet Marketing: CRM Edition
 

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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    The Ten Golden Rules of Internet Marketing: CRM Edition The Ten Golden Rules of Internet Marketing: CRM Edition Presentation Transcript

    • 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
      • 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?
    • 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
    • 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
    • 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
    • Rule #2 - The Internet is not television
      • Common mistake with internet marketing, to use television strategy
        • Pareto Principle
        • IDIC
        • 8 Second Rule
      4
    •  
    •  
    •  
    • Rule #2 - The Internet is not television.
      • 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
    •  
    • 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”
    • 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 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 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
    • 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:
    • Rule #3 - Create a UVP
      • 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:
    • Rule #3 - Create a UVP
      • 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:
    • Rule #3 - Create a UVP
      • 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:
    • 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!)
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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’
    • Rule #10 Lead the trends
      • Search, Search and Search
      • Contextual Marketing
    • Contextual Marketing “AdSense”
    • Rule #10 Lead the trends
      • Search, Search and Search
      • Contextual Marketing
      • Social Networking
    • Second Life
    •  
    •  
    • Rule #10 Lead the trends
      • Search, Search and Search
      • Contextual Marketing
      • Social Networking
      • Blogging
    •  
    • Rule #10 Lead the trends
      • 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
    •  
    • Landing Page Performance + 44%
    • Rule #10 Lead the trends
      • 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!?!
    •  
    • 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
      • Sales driver
      • Drive traffic with ‘Refer-a-Friend’
      • Pet Wellness Quiz Registrations
      • Web Optimized Press Releases
      Created Viral Marketing Campaign to Drive PR Coverage
    • 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
    • Ten Golden Rules Workbook On Sale Soon: http://www.tengoldenrules.com