The Ten Golden Rules of Internet Marketing: CRM Edition

Slide 1: The Ten Golden Rules of Internet Marketing CRM Edition May 11, 2007 Jay Berkowitz jay@tengoldenrules.com 561-620-9121

Slide 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

Slide 3: 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

Slide 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

Slide 5: CRM Internet Lifecycle Prospect / Customer

Slide 6: CRM Internet Lifecycle Website Traffic Prospect / Customer

Slide 7: CRM Internet Lifecycle Website Traffic Opt-In / Trial Prospect / Customer

Slide 8: CRM Internet Lifecycle Website Traffic Opt-In / Trial Prospect / Customer Lead

Slide 9: CRM Internet Lifecycle Website Traffic Opt-In / Trial Prospect / Customer Lead Follow-On Newsletter

Slide 10: CRM Internet Lifecycle Website Traffic Opt-In / Trial Prospect / Customer Sale Lead Follow-On Newsletter

Slide 11: CRM Internet Lifecycle Website Traffic Up Sell Opt-In / Retention Trial Prospect / Customer Sale Lead Follow-On Newsletter

Slide 12: The Ten Golden Rules of Internet Marketing

Slide 13: Rule #1 - There are no ‘rules’ • Block everything you ‘know’ about marketing • Test, test and test again

Slide 14: Rule #1 - There are no ‘rules’

Slide 15: New Banner Best Banner 2.00%+ CTR ~1.00% CTR

Slide 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

Slide 17: Rule #2 - The Internet is not television Common mistake with internet marketing, to use television strategy – Pareto Principle – IDIC 4 – 8 Second Rule

Slide 21: Rule #2 - The Internet is not television. Step 1: What is a customer worth? LTV – Life Time Value Analysis

Slide 22: Life Time Value Analysis

Slide 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

Slide 25: CPA – Cost Per Acquisition

Slide 26: CPA – Cost Per Acquisition

Slide 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”

Slide 28: Pay-Per-Click Search “Paid Advertising”

Slide 29: Free Search “PR” ‘Natural’ or ‘Organic’ 72% Prefer Left Side

Slide 30: Key Website Measures

Slide 31: Firefox Browser – SEO Quake Free Golden Tool

Slide 32: http://www.mozilla.com/en-US/firefox Free Golden Tool

Slide 34: Key Website Measures • Alexa.com http:// download.alexa.com/index.cgi • Ranking based on unique visitors and page views • Traffic Details Free Golden Tool • Related Links

Slide 35: Alexa Rank #1

Slide 36: Alexa Rank #3

Slide 37: Alexa Rank 320,721

Slide 38: Alexa Rank 277,397

Slide 39: Alexa Rank 13,555

Slide 40: Alexa Rank 7,870

Slide 41: Alexa Rank 42,065

Slide 42: Alexa Rank 7,614

Slide 43: Alexa Rank 182,650

Slide 44: Alexa Rank 280,605

Slide 45: Alexa Rank 52,751

Slide 46: Alexa Rank 422,499

Slide 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

Slide 48: Google Page Rank 10/10

Slide 49: Google Page Rank 7/10

Slide 50: Google Page Rank 6/10

Slide 51: Google Page Rank 6/10

Slide 52: Google Page Rank 5/10

Slide 53: Google Page Rank 4/10

Slide 54: Google Page Rank 4/10

Slide 55: Google Page Rank 3/10

Slide 56: Three Keys for Free Traffic 1. The right words on the page 2. Links to your site 3. Matching meta tags

Slide 57: Yahoo! Search ‘Keyword Selector Tool’ http://inventory.overture.com Free Golden Tool

Slide 58: Target 250-1000 words on each page Copy and paste text into a word document. Customers Forever has 1,046 words!

Slide 59: Include Keywords in Meta Tags

Slide 60: Build Links to the site 77 Links to the site

Slide 61: Sponsored Link Position #2

Slide 62: Test a Google PPC Account

Slide 63: Rule #3 - Create a UVP Create a Unique Value Proposition, a (FREE) tool to engage consumers in an interactive relationship with you:

Slide 64: Rule #3 - Create a UVP Create a Unique Value Proposition, a (FREE) tool to engage consumers in an interactive relationship with you:

Slide 65: Rule #3 - Create a UVP Create a Unique Value Proposition, a (FREE) tool to engage consumers in an interactive relationship with you:

Slide 66: Rule #3 - Create a UVP Create a Unique Value Proposition, a (FREE) tool to engage consumers in an interactive relationship with you:

Slide 67: Rule #3 - Create a UVP Create a Unique Value Proposition, a (FREE) tool to engage consumers in an interactive relationship with you:

Slide 68: Rule #3 - Create a UVP Create a Unique Value Proposition, a (FREE) tool to engage consumers in an interactive relationship with you:

Slide 69: Rule #3 - Create a UVP Create a Unique Value Proposition, a (FREE) tool to engage consumers in an interactive relationship with you:

Slide 70: extremehalloween.com Create a “UVP” win a Plasma TV

Slide 71: Top 150 Costumes

Slide 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!)

Slide 74: Rule #5 Subscription Models Survive 1. . • 31 Million registered, add 50,000 per day! • 1.7 Million Paying members, $42 Annually 5. . • 8 million profiles • 800K paid, $24.95/mo. 9. . • 15 million profiles/newsletter subs, • 1.3 million paid, $12.00 mo. . • Moved to subscription model in Sept. ’99 • 2 million subscribers, $20/month

Slide 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

Slide 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

Slide 77: CRM Internet Lifecycle Website Traffic Opt-In / Trial Prospect / Customer Lead Follow-On Newsletter

Slide 78: Sample Follow- On Mailer

Slide 79: Sample Newsletter

Slide 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

Slide 81: Blogs are Newsletters!

Slide 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

Slide 83: 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

Slide 84: 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’

Slide 85: Rule #10 Lead the trends 1. Search, Search and Search 2. Contextual Marketing

Slide 86: Contextual Marketing “AdSense”

Slide 87: Rule #10 Lead the trends 1. Search, Search and Search 2. Contextual Marketing 3. Social Networking

Slide 88: Second Life

Slide 91: Rule #10 Lead the trends 1. Search, Search and Search 2. Contextual Marketing 3. Social Networking 4. Blogging

Slide 93: Rule #10 Lead the trends 1. Search, Search and Search 2. Contextual Marketing 3. Social Networking 4. Blogging 5. Localization

Slide 95: Rule #10 Lead the trends 1. Search, Search and Search 2. Contextual Marketing 3. Social Networking 4. Blogging 5. Localization 6. Shopping 7. Conversion

Slide 97: Landing Page Performance + 44%

Slide 98: 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

Slide 101: 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. Email is Back!?!

Slide 103: 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. Email is Back!?! 10. Viral Marketing

Slide 104: Created Viral Marketing Campaign to Drive PR Coverage • Sales driver • Drive traffic with ‘Refer-a-Friend’ • Pet Wellness Quiz Registrations • Web Optimized Press Releases

Slide 105: 10. Develop a “Viral” Idea

Slide 106: 10. Develop a “Viral” Idea

Slide 107: We own page 1 of MSN search “cute pet contests”

Slide 109: 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

Slide 110: Ten Golden Rules Workbook On Sale Soon: http://www.tengoldenrules.com