Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

10 Golden Rules of Online Marketing - Version 10

677 views

Published on

This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: On the tenth anniversary of the groundbreaking 10 Golden Rules of Online Marketing we will examine the ten core strategies for successful digital marketing and 10 breakthrough case studies.

Published in: Business
  • Be the first to comment

10 Golden Rules of Online Marketing - Version 10

  1. 1.  What has changed?  10 best case studies  Strategies for search and social  The new tools and trends  The best way to learn (interactive)
  2. 2. Rule #1 - There are no ‘rules’ Photo Credit haven’t the slightest Flickr Block everything you ‘know’ about marketing Test, test and test again
  3. 3. Rule #1 - There are no ‘rules’
  4. 4. Best Banner ~1.00% CTR New Banner 2.00%+ CTR Applies for site design, banners, search, email, pricing, social media
  5. 5. Test ‘A’ Test ‘B’ Button Test Get Your Free ProfileStart Now
  6. 6. Test ‘A’ Test ‘B’ Image Test
  7. 7. A:B Testing Results
  8. 8. Marketing Math
  9. 9. Marketing Math
  10. 10. Rule #1 - There are no ‘rules’ Photo Credit Jack Crossen Flickr o Block everything you ‘know’ about marketing o Test, test and test again o Applies for site design, banners, search, email, pricing, Social Media o Apply direct marketing practices o Identify ‘control’ / A:B Test o Marketing Math o There are no bad ideas o PS – It is hard work
  11. 11. Rule #2 - The Internet is not television Photo Credit dailyinvention Flickr
  12. 12. The Pareto Principle (80:20 Rule) Photo Credit Jessie Reeder Flickr
  13. 13. I.D.I.C.
  14. 14. Rule #2 - The Internet is not television Photo Credit dailyinvention Flickr  Common mistake to use television strategy  Pareto Principle  IDIC
  15. 15. Rule #3 - Create a UVP
  16. 16. 25 Contest UVP Contest UVP
  17. 17. 26 Top 150 Costumes Content/Information UVP
  18. 18. 27
  19. 19. ebook UVP
  20. 20. SAVINGS CALCULATOR UVP
  21. 21. FREE VIDEO / INFO UVP UVP
  22. 22. LOGO UVP Pair, audience feedback
  23. 23. Rule #3 - Create a UVP o A free offer to engage with site visitors o ‘Irresistible Bribe’ o Savings calculator, Free ebook, Free software trial, contests, calculators functions o Develop and test your own UVPs
  24. 24. Rule #4 If you build it… they won’t just come
  25. 25. A B C D SEO The Internet Marketing Model 1
  26. 26. A B C D SEO 2 The Internet Marketing Model
  27. 27. A B C D SEO 3 The Internet Marketing Model
  28. 28. A B C D SEO 4 The Internet Marketing Model
  29. 29. 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. o o PPC / Search Engine Marketing o Search Engine Optimization – ABCs of SEO o Affiliate Marketing o Partner Marketing o Integrated Marketing (PR works well!)
  30. 30. Rule #5 Subscription Models Survive
  31. 31. MARKETING Rule #6 Remember the 4 P’s Photo Credit Flickr Amin Tabrizi's photostream
  32. 32. Product
  33. 33. Price
  34. 34. Place
  35. 35. Promotion
  36. 36. Rule #6 Remember the 4 P’s o Product - Build a better mousetrap, Shop yourself o Price - Test, niche, price should be less than offline, free plus paid o Place - Search Optimization, affiliates, partners, exclusive content, content placements, link trades o Promotion - FREE works online, WIN works online, Cyber Monday Flickr Photo Credits: Mark Anderson, chrisinplymouth,, Wee Sen Goh,
  37. 37. Rule #7 Trust is Golden
  38. 38. Rule #7 Trust is Golden
  39. 39. Rule #8 Use the Right Tactic o There is no silver bullet Photo Credit eschipul Flickr
  40. 40. Rule #8 Use the Right Tactic o There is no silver bullet o Understand the medium o Paid Search for the top of the funnel o Newsletters are great tools for ongoing communication and relationship building o SEO and Social take time Photo Credit eschipul Flickr
  41. 41. Rule #9 The Best Never Rest Photo Credit: delayed gratification Flickr
  42. 42. Great Online Marketers (and Direct marketers) are constantly testing, never settling…
  43. 43. Constant and Never-Ending Improvement (CANEI) Photo Credit: Randy Stewart Flickr
  44. 44. Original -- 2.14% Conversion Rate
  45. 45. Rev 1 -- 13.04% Conversion Rate
  46. 46. The Winner! 15.29% Conversion Rate
  47. 47. Rule #9 The Best Never Rest Photo Credit: delayed gratification Flickr 1. Great Marketers are constantly testing 2. Constant Never Ending Improvement 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’
  48. 48. Rule #10 Lead the trends Flickr Photo Credit: Marc
  49. 49. Rule #10 Lead the trends
  50. 50. Rule #10 Lead the trends
  51. 51. Photo credit - Wikipedia
  52. 52. Dr. Michael Salzhauer
  53. 53. Facebook Custom Audiences
  54. 54. Facebook Ads
  55. 55. Mobile! Mobile! Mobile! ++ 50% of searches Average person checks phone 150 Times/Day
  56. 56. Mobile! Mobile! Mobile! ++ 50% of searches Forms convert at 2% Calls convert at 29% Average person checks phone 150 Times/Day
  57. 57. Responsive Design
  58. 58. Responsive Design
  59. 59. Responsive Design
  60. 60. Mobile Call Extensions 70% of mobile searchers report they click-to-call directly
  61. 61. The Best Never Rest Test. Test. Test. Photo Credit: delayed gratification Flickr
  62. 62. 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
  63. 63. • Try 1 thing tonight! • @JayBerkowitz, Facebook, LinkedIn • Digital Marketers’ Roadmap Course • Ten Golden Rules • f/u • Q&A

×