Top Ten Strategies to Market Your Company and Building Personal Brands - Legal Marketing Association

Web 2.0 - Discover the Top 10 Strategies to Market Your Company & Build Personal Brands on the Internet Legal Marketing Association April 2, 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

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?

Recent Media Wall Street Journal

Recent Media FOX TV Tech Bytes

Web 2.0 - What is it?

“ In the simplest terms it's the phrase being applied to 'the second coming' of the internet. Dot-com investors are partying like it's 1999 … getting everybody talking about the internet once more and its increasing relevance to our lives.”

“ Web 2.0 is a bit of a catch-all which covers a broad range of new online services, user-generated content, communities and social networking tools . The phrase also refers to the creation of far greater levels of interactivity.”

Silicon.com

Web 2.0 is a phrase coined by O'Reilly Media in 2004 to refer to a …second-generation of Internet-based services that let people collaborate and share information online in new ways — such as social networking sites, wikis, and communication tools.

http://www.oreillynet.com (Tim)

Web 3.0 - Wikipedia

Web 3.0, a phrase coined by John Markoff of the New York Times in 2006, refers to a supposed third generation of Internet-based services that collectively comprise what might be called 'the intelligent Web'—such as those using semantic web , microformats, natural language search, data mining, machine learning, recommendation agents, and artificial intelligence technologies —which emphasize machine-facilitated understanding of information in order to provide a more productive and intuitive user experience.

The Semantic Web is an evolving extension of the World Wide Web in which the semantics of information and services on the web is defined, making it possible for the web to understand and satisfy the requests of people and machines to use the web content

Bintro Match

# 1 – ‘User Generated Content’ MySpace Alexa Rank 6 Google Page Rank 9/10

YouTube – 100 Million Views/Day! The #2 Search Engine!

LinkedIn Groups – A Great Way to build real relationships in Social Networks

Facebook Fan Pages – Visible to Non-Members, Index in the Search Engines, eMail Sign Up

Trend

Self expression, ‘my page’, music, video

YouTube, Flickr, CraigsList

Up and Comer

Facebook.com

Strategies and Actions

Personal Brand – Facebook, LinkedIn, Join the Conversation! QIK streaming

Your Company – Online Recruiting, How-To Videos, Facebook Fan Pages,

# 1 – ‘User Generated Content’

#2 Micro Communications - Twitter

Micro Marketing

The Three E’s of Social Media - Educate

The Three E’s - Entertain

The Three E’s - Engage

Tweet Deck - Great Tool for Managing Twitter

Trend

Shorter attention span

Shorter Messaging

Up and Comer

Twitter

Personal Brand – Protect your @ name and your company, Listen First!, Follow, DM, @,

Your Company – Monitor your brand and key phrases on search.Twitter.com or TweetDeck, Customer Service, The Three E’s

# 2 – ‘Micro Communications’ - Twitter

# 3 – Free Tools Google Analytics

Google Page Rank 5/10 5,640 Pages Indexed ‘read’ by Google Site Age Dec 1, 1998 20,724 Links TO the site SEO Quake

Google Page Rank 6/10 4,370 Links TO the site Megan McKeon SEO Quake

Google Page Rank 5/10 797 Pages Indexed ‘read’ by Google Linda Ficano SEO Quake

Google Page Rank 4/10 206 Links TO the site Gail LaMarche SEO Quake

SEO Digger finds 3,982 results on the first two pages of Google Free Golden Tool

Trend

Google Analytics, SEO Quake, SEO Digger, Google Optimizer

Personal Brand – Track your blog or website

Company – Site traffic, Source, Exit, Bounce, Review customers or competitors with Compete, SpyFu and SEOQuake

# 3 – Free Tools

S e a r c h ™ Trend #4

292 workers compensation 388 medical malpractice 230 slip and fall lawyers 199 personal injury 115 new york lawyers 84 new york auto accident attorneys

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

Keyword Research - Searches from WordTracker or Keyword Discovery

How many links TO a site TenGoldenRules has 4,979 Links TO the site

View Source Reveals Meta Tags

“ Blended” Search Results – be sure to name videos and images with target keyword phrases

Google Web Search Results for “New York Construction Accident Lawyer ” #1 in local #2 and 3 in web for webpage and PR

Reputation Management

Website

Blog

Twitter

Podcast

Pubcon

(Reputation Management / Personal Brand)

Trend

Search!

The Player - Google

Personal Brand – Content and Links to your blog

Company – Build content, links in directories and relevant, important sites, meta tags, name videos, images and news with keyword phrases, map listings, reputation management

# 4 – Search Engine Optimization!

# 5 – Pay Per Click

# 5 – Pay Per Click - Local

Dynamic Keyword Insertion {KeyWord: Injury Attorney}

Website Optimizer

Landing Page Performance + 44%

Trend

Search!

The Player - Google

Personal Brand – Personal PPC

Company – Develop Campaigns, Test keywords, bid rates, ad copy, offers, landing pages, keyword insertion, local, daypart

# 5 – Pay Per Click

Long Tail - Why the Future of Business is Selling Less of More Chris Anderson

Amazon can ‘stock’ considerably wider inventory than a traditional book or music store which only has room for classics and bestsellers.

Best Sellers Sales The Long Tail

Lawyer’s Long Tail

Trend

Selling Less of More

Internet opens up self-publishing, independent music

The Players

Amazon, eBay, iTunes

Your brand – ‘Write that Book!’, comments!, Amazon Reviews

Your company – Long Tail Search, long tail commerce

# 6 – LongTail

# 7 – Open Architecture / Widgets ‘Blidget’

Trend

Programmers allowed to add to code (Linux)

Direct to the Desktop

The Players

MAC, Facebook, Google

Your brand – get widgetized, create a widget

Company – Develop Applications, Go straight to desktop, Develop a Facebook application, Create a Blidget

# 7 – Open Architecture / Widgets

Trend

Weekly 1 hour podcasts subscribe on iTunes

Daily Source Code, For Immediate Release, Daily Search Cast, That Affiliate Thing, Lost Podcast, Grapeline

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

# 8 –Podcasts and Blogs

Podcast.TenGoldenRules.com

Podcasts are Still in their Infancy

Pew Research Study

Downloads up 300% since ’06

More podcasts than radio stations

19% have downloaded a Podcast

27% 18-29 have downloaded

University courses

28% with Hi-Speed have downloaded

Millions of web competitors

Only 20-30 Podcast competitors!

Blogs!

Trend

Weekly 1 hour podcasts subscribe on iTunes

For Immediate Release, Daily Search Cast, That Affiliate Thing, Lost Podcast, Grapeline

The Players

BlogTalkRadio, Adam Curry, Shel Holtz, Legal Marketing Podcasts

Personal Brand – Up for a Podcast, Blog?

Your Company – WordPress Blog with your own Domain, Podcasts, Videocasts

# 8 –Podcasts and Blogs

#9 PR 2.0

Add Keywords to Headline and Subhead

Boca Raton Animal Rescue Team assists in Hurricane Katrina Relief Efforts

Hurricane relief donations are requested to assist animal recovery missions

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!

34 Searches per day (Google) 326,000 results

HARO – HelpAReporterOut.com

Trend

Paradigm Shift News Online!

Players – Google, PR Web

Personal Brand – PR Speaking and News

Your Company – Select 3 Phrases, Add to Site First, PR Web, HARO

# 9 – PR 2.0

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

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/

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

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

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!