The document outlines lessons learned from internet marketing experts during a panel discussion, touching on effective social media strategies, landing page optimizations, and the importance of understanding audience behavior. Key principles include maximizing efficiency, fostering mutual benefit, and integrating online and offline marketing efforts. Panelists provide actionable tips for leveraging competitors, enhancing visibility, and measuring success in marketing campaigns.

1. WelcomeOpening PanelLessons Learned fromInternet Marketing Experts

2. Our PanelistsChris AaronsGeneral Manager, Ivy WorldwidePeter PoulinExecutive Vice President, Hoover’s Inc.Clay OlivierCMO & COO, VolusionNick WeynandPresident & Strategy Director, TradeMark Media

3. Chris AaronsSocial Media JudoMarketers need to look for the Judo move to leverage the power of social media and deliver results with reduced budgetsJudo and great social media campaigns are works of art in start with four key principles:Minimum effort and maximum efficiency/Leverage social media to help market more effectivelyMutual welfare and benefit for all/Campaigns that work more than just the brandMaster etiquette and Bushido/Transparency, honesty, credibility, patience, respect, politenessPhysical and mental acting in concert/Online and offline, traditional marketing and social media, all working together

4. Humans are UnpredictableOctober 29, 2009

5. “Fix this landing page” Too busy

6. Unattractive layout

7. Too much text

8. Boring headline

9. Too many calls to actionWhat about this? Cleaner look

10. Less text

11. Bulleted benefits vs. narrativeOr, this… Blondes have more fun

12. De-emphasize phone numberHow about more relevance? More faces to “connect” with

13. Different value prop

14. Bullets are specific to the Sales personaCompletely different More reflective graphic

15. Inquisitive vs. DirectiveSo which was the best fix?- 44%- 48%Control- 18%- 48%

16. Sometimes it’s the offerFree Leads, or…. Free Trial?7.46%13.76%

17. Sometimes it’s more subtleWinner(38% lift in conversion over the control)Control10/28/200912

18. Who Could Have Guessed These Drivers?Winning Variables

19. Products and Services tab had a 5% lift