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10 Golden Rules of Online Marketing - Version 10

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.

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10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
 What has changed?
 10 best case studies
 Strategies for search and social
 The new tools and trends
 The best way to learn (interactive)
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
Rule #1 - There are no ‘rules’
Photo Credit haven’t the slightest Flickr
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
Applies for site design, banners, search, email, pricing, social media
10 Golden Rules of Online Marketing - Version 10
Test ‘A’
Test ‘B’
Button Test
Get Your Free ProfileStart Now
Test ‘A’
Test ‘B’
Image Test
A:B Testing Results
Marketing Math
Marketing Math
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
Rule #2 - The Internet is not television
Photo Credit dailyinvention Flickr
The Pareto Principle (80:20 Rule)
Photo Credit Jessie Reeder Flickr
I.D.I.C.
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
Rule #2 - The Internet is not television
Photo Credit dailyinvention Flickr
 Common mistake to
use television strategy
 Pareto Principle
 IDIC
Rule #3 - Create a UVP
25
Contest UVP
Contest UVP
26
Top 150 Costumes
Content/Information UVP
27
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
ebook UVP
SAVINGS CALCULATOR UVP
FREE VIDEO / INFO UVP UVP
LOGO
UVP
Pair, audience feedback
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
Rule #4 If you build it… they won’t just come
A B C D
SEO
The Internet Marketing Model
1
A B C D
SEO
2
The Internet Marketing Model
A B C D
SEO
3
The Internet Marketing Model
A B C D
SEO
4
The Internet Marketing Model
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!)
Rule #5 Subscription Models Survive
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
MARKETING
Rule #6 Remember the 4 P’s
Photo Credit Flickr Amin Tabrizi's photostream
Product
Price
10 Golden Rules of Online Marketing - Version 10
Place
Promotion
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,
Rule #7 Trust is Golden
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
Rule #7 Trust is Golden
Rule #8 Use the Right Tactic
o There is no silver bullet
Photo Credit eschipul Flickr
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
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
Rule #9 The Best Never Rest
Photo Credit: delayed gratification Flickr
Great Online Marketers
(and Direct marketers) are constantly testing, never settling…
Constant and Never-Ending Improvement (CANEI)
Photo Credit: Randy Stewart Flickr
Original -- 2.14% Conversion Rate
Rev 1 -- 13.04% Conversion Rate
The Winner! 15.29% Conversion Rate
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’
Rule #10 Lead the trends
Flickr Photo Credit: Marc
Rule #10 Lead the trends
Rule #10 Lead the trends
Photo credit - Wikipedia
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
Dr. Michael Salzhauer
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
Facebook Custom Audiences
Facebook Ads
10 Golden Rules of Online Marketing - Version 10
10 Golden Rules of Online Marketing - Version 10
Mobile! Mobile! Mobile!
++ 50% of
searches
Average person
checks phone 150
Times/Day
Mobile! Mobile! Mobile!
++ 50% of
searches
Forms convert at 2%
Calls convert at 29%
Average person
checks phone 150
Times/Day
Responsive Design
Responsive Design
Responsive Design
Mobile Call
Extensions
70% of mobile
searchers report they
click-to-call directly
The Best Never Rest
Test. Test. Test.
Photo Credit: delayed gratification Flickr
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
• Try 1 thing tonight!
• @JayBerkowitz, Facebook, LinkedIn
• Digital Marketers’ Roadmap Course
• Ten Golden Rules
• f/u
• Q&A

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10 Golden Rules of Online Marketing - Version 10

  • 3.  What has changed?  10 best case studies  Strategies for search and social  The new tools and trends  The best way to learn (interactive)
  • 8. Rule #1 - There are no ‘rules’ Photo Credit haven’t the slightest Flickr Block everything you ‘know’ about marketing Test, test and test again
  • 9. Rule #1 - There are no ‘rules’
  • 10. Best Banner ~1.00% CTR New Banner 2.00%+ CTR Applies for site design, banners, search, email, pricing, social media
  • 12. Test ‘A’ Test ‘B’ Button Test Get Your Free ProfileStart Now
  • 17. 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
  • 18. Rule #2 - The Internet is not television Photo Credit dailyinvention Flickr
  • 19. The Pareto Principle (80:20 Rule) Photo Credit Jessie Reeder Flickr
  • 23. Rule #2 - The Internet is not television Photo Credit dailyinvention Flickr  Common mistake to use television strategy  Pareto Principle  IDIC
  • 24. Rule #3 - Create a UVP
  • 27. 27
  • 32. FREE VIDEO / INFO UVP UVP
  • 34. 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
  • 35. Rule #4 If you build it… they won’t just come
  • 36. A B C D SEO The Internet Marketing Model 1
  • 37. A B C D SEO 2 The Internet Marketing Model
  • 38. A B C D SEO 3 The Internet Marketing Model
  • 39. A B C D SEO 4 The Internet Marketing Model
  • 40. 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!)
  • 41. Rule #5 Subscription Models Survive
  • 48. MARKETING Rule #6 Remember the 4 P’s Photo Credit Flickr Amin Tabrizi's photostream
  • 50. Price
  • 52. Place
  • 54. 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,
  • 55. Rule #7 Trust is Golden
  • 59. Rule #7 Trust is Golden
  • 60. Rule #8 Use the Right Tactic o There is no silver bullet Photo Credit eschipul Flickr
  • 65. 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
  • 66. Rule #9 The Best Never Rest Photo Credit: delayed gratification Flickr
  • 67. Great Online Marketers (and Direct marketers) are constantly testing, never settling…
  • 68. Constant and Never-Ending Improvement (CANEI) Photo Credit: Randy Stewart Flickr
  • 69. Original -- 2.14% Conversion Rate
  • 70. Rev 1 -- 13.04% Conversion Rate
  • 71. The Winner! 15.29% Conversion Rate
  • 72. 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’
  • 73. Rule #10 Lead the trends Flickr Photo Credit: Marc
  • 74. Rule #10 Lead the trends
  • 75. Rule #10 Lead the trends
  • 76. Photo credit - Wikipedia
  • 92. Mobile! Mobile! Mobile! ++ 50% of searches Average person checks phone 150 Times/Day
  • 93. Mobile! Mobile! Mobile! ++ 50% of searches Forms convert at 2% Calls convert at 29% Average person checks phone 150 Times/Day
  • 97. Mobile Call Extensions 70% of mobile searchers report they click-to-call directly
  • 98. The Best Never Rest Test. Test. Test. Photo Credit: delayed gratification Flickr
  • 99. 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
  • 100. • Try 1 thing tonight! • @JayBerkowitz, Facebook, LinkedIn • Digital Marketers’ Roadmap Course • Ten Golden Rules • f/u • Q&A