Ten Free or Low Cost Strategies for Marketing in a Recession Charleston AMA February 5, 2009 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 Wrote Ten Golden Rules for DMA July ‘03 Launched TenGoldenRules.com in 2003 J ay Berkowitz jay@tengoldenrules.com 561-620-9121

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

Wrote Ten Golden Rules for DMA July ‘03

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 Fit = clients who rely on internet for business 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

Fit = clients who rely on internet for business

What is TenGoldenRules.com? Landing Pages & Conversion

What is TenGoldenRules.com? Video

What is TenGoldenRules.com? Search Engine Marketing

Recent Media Wall Street Journal

Recent Media FOX Business TV

1. Maximize web site traffic by using Free Search Engine Optimization techniques.

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

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 192,423

Alexa Rank 370,765

Alexa Rank 2,687,504

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 7/10

Google Page Rank 6/10

Google Page Rank 6/10

Three Keys for Free Traffic The right words on the page Links to your site Meta tags internal links

The right words on the page

Links to your site

Meta tags internal links

Goal 250-1000 Words Per Page Target Phrases repeated 3 times Copy and paste text into a word document. Word count determines there are 304 words

Keyword Research - Searches (WordTracker)

Build links in to your site 9,761 links to the site

“ View” “ Source” Reveals Source Code Include Keywords in Meta Tags

Advanced SEO - Blended Search

Advanced SEO Reputation Management

2. Create a FREE Offer (UVP) on your site to get leads.

extremehalloween.com Create a “UVP” win a Plasma TV

Advanced Strategy - Stair Stepping

3. Measure the cost to acquire a lead and a sale

Advanced Strategy – Funnel Analysis

Advanced Strategy – Competitive Analysis

#5 Google Optimizer

Google Optimizer

6. Develop an eNewsletter.

The Power of eNewsletters 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

Advanced Strategy – Add articles to Ezine Articles

7. Create a virtual sales force using Affiliate Marketing

8. Engage in Social Media Marketing

YouTube – Dove Evolution

Facebook – Rising Star

Twitter – Micro Blogging

Technorati State of the Blogosphere Report 900,000 blog posts a day worldwide Blogs: 77.7 million unique visitors in the US 22.6 million US bloggers 77% of active Internet users read blogs Blogs with 100,000 or more unique visitors a month earn an average of $75,000 Jason Kottke quit his job to blog full-time and asked his readers to become "micropatrons" at a suggested rate of $30. He received $39,900 from 1,450 people

900,000 blog posts a day worldwide

Blogs: 77.7 million unique visitors in the US

22.6 million US bloggers

77% of active Internet users read blogs

Blogs with 100,000 or more unique visitors a month earn an average of $75,000

Jason Kottke quit his job to blog full-time and asked his readers to become "micropatrons" at a suggested rate of $30. He received $39,900 from 1,450 people

790,000 MySpace Friends

$5 - $2500

Micro Marketing

2006

Trend Weekly 1 hour podcasts subscribe on iTunes Adam Curry, Shel Holtz and Neville Hobson, That Affiliate Thing/GeekCast.FM, Daily Search Cast, Grapeline Radio style show… where you want it… when you want it. At work, on the treadmill, on the commute Podcasts and Blogs

Trend

Weekly 1 hour podcasts subscribe on iTunes

Adam Curry, Shel Holtz and Neville Hobson, That Affiliate Thing/GeekCast.FM, Daily Search Cast, Grapeline

Radio style show… where you want it… when you want it. At work, on the treadmill, on the commute

Blogger – Live in 8 minutes! Subscriptions and feeds

# 9 Using the New PR to Save Lives

Add Keyword Phrases to First paragraph, middle and end

Add Release to Site

Add Release to PR Web

Great Results! PR efforts raised over $20,000! 1800 Pet Meds donated the meds! Local vets donated time and services! Forever homes located for the rescued dogs!!! Efforts repeated in Wilma and other disasters!

PR efforts raised over $20,000!

1800 Pet Meds donated the meds!

Local vets donated time and services!

Forever homes located for the rescued dogs!!!

Efforts repeated in Wilma and other disasters!

“ keynote marketing presentation”

“ Start right now : as of this moment you're going to think of yourself differently! You're not an "employee" of General Motors …. Starting today you are a brand Tom Peters ‘The Brand Called You’ Fast Company in August 1997 Strategy #10 Build Your Personal Brand

1. Be You Own Brand Manger Develop your brand marketing plan. How are you going to promote your brand? How are you going to take it to the next level? Set specific, measurable goals

1. Be You Own Brand Manger

Develop your brand marketing plan.

How are you going to promote your brand? How are you going to take it to the next level?

Set specific, measurable goals

2. Determine Your USP What makes you Distinctive? How can you enhance your unique skills I determined my USP was a combination of brand and online I wrote “The Ten Golden Rules of Internet Marketing” which shaped my life

2. Determine Your USP

What makes you Distinctive?

How can you enhance your unique skills

I determined my USP was a combination of brand and online

I wrote “The Ten Golden Rules of Internet Marketing” which shaped my life

3. Follow your passion! Where do you like to hang out What do you love to read? Create your content in an area that you really care about http://garyvaynerchuk.com/2008/09/11/execute-on-being-you/

3. Follow your passion!

Where do you like to hang out

What do you love to read?

Create your content in an area that you really care about

4. Listen “ Listening is my first move in starting to understand social media. G o and read blogs. Go visit Twitter.com and more importantly search.twitter.com , and see what people are saying. Read comments on people’s blogs and see which ones seem to get any response. Search using Google and Technorati.com, and start listening to conversations that are out there.” Chris Brogan

4. Listen

“ Listening is my first move in starting to understand social media. G o and read blogs. Go visit Twitter.com and more importantly search.twitter.com , and see what people are saying. Read comments on people’s blogs and see which ones seem to get any response. Search using Google and Technorati.com, and start listening to conversations that are out there.”

5. Embrace Your Inner Author Create unique content. Write a blog. Write a book or a free eBook Submit articles to industry publications. Create a website. Build great content on Facebook and LinkedIn

5. Embrace Your Inner Author

Create unique content.

Write a blog. Write a book or a free eBook

Submit articles to industry publications.

Create a website.

Build great content on Facebook and LinkedIn

6. Build Your Net Set a goal to make a few quality connections Give to Get Ask about them Add new contacts and follow up Be my friend! Safety Net

6. Build Your Net

Set a goal to make a few quality connections

Give to Get

Ask about them

Add new contacts and follow up

Be my friend!

Safety Net

7. Volunteer to Shine Volunteer to develop new skills Work in a comfort zone then push yourself Enhance a skill through freelance opportunities. Guru, e-Lance and BINTRO offer an opportunity for you to sell personal assets that might not be part of your current job but can be on your future resume! Missy Ward winner of the ShareASale Pay It Forward Award!

7. Volunteer to Shine

Volunteer to develop new skills

Work in a comfort zone then push yourself

Enhance a skill through freelance opportunities. Guru, e-Lance and BINTRO offer an opportunity for you to sell personal assets that might not be part of your current job but can be on your future resume!

8. Innovate to Lead Test new technologies. Take a free trial. Report on how new tools they work on your blog. Position yourself as an early adopter and soon people will be asking you about the next big thing!

8. Innovate to Lead

Test new technologies. Take a free trial.

Report on how new tools they work on your blog.

Position yourself as an early adopter and soon people will be asking you about the next big thing!

9. Entrepreneur Entrepreneur is a verb I wish I started earlier in my career. Employers look to hire people who have managed their own business No barriers to starting. Start selling products as an affiliate CJ, LinkShare, or Share-A-Sale.

9. Entrepreneur

Entrepreneur is a verb

I wish I started earlier in my career.

Employers look to hire people who have managed their own business

No barriers to starting.

Start selling products as an affiliate CJ, LinkShare, or Share-A-Sale.

10. Speak Up! The biggest differentiator for my career Toastmasters Volunteered for the social committee at work and the charity association Presentation Zen Practice makes perfect!

10. Speak Up!

The biggest differentiator for my career

Toastmasters

Volunteered for the social committee at work and the charity association

Presentation Zen

Practice makes perfect!

Try 1 thing today! Join the Conversation Call the Podcast – 206-888-6606 Blog, Comment Speaking Opportunities Testimonial / Link Be my friend? Twitter.com/JayBerkowitz, Jaiku, Facebook, LinkedIn Live Q&A – 1 thing you learned and how you are going to apply it Join the Conversation J ay Berkowitz jay@tengoldenrules.com 561-620-9121

Try 1 thing today!

Join the Conversation

Call the Podcast – 206-888-6606

Blog, Comment

Speaking Opportunities

Testimonial / Link

Be my friend? Twitter.com/JayBerkowitz, Jaiku, Facebook, LinkedIn

Live Q&A – 1 thing you learned and how you are going to apply it

Ten Free or Low Cost Strategies for Marketing in a Recession FREE traffic from SEO Create a FREE Offer (UVP) Measure the cost to acquire a Lead Learn from the Competition Google Optimizer eNewsletters Create a virtual sales force Engage in Social Media Web Optimized PR Build Your Personal Brand J ay Berkowitz jay@tengoldenrules.com 561-620-9121

FREE traffic from SEO

Create a FREE Offer (UVP)

Measure the cost to acquire a Lead

Learn from the Competition

Google Optimizer

eNewsletters

Create a virtual sales force

Engage in Social Media

Web Optimized PR

Build Your Personal Brand