Ten Free or Low Cost Strategies for Marketing in a Recession


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Jay Berkowitz presents the Ten Free or Low Cost Strategies for Marketing in a Recession sponsored by Constant Contact on January 30, 2009.

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Ten Free or Low Cost Strategies for Marketing in a Recession

  1. 1. Ten Free or Low Cost Strategies for Marketing in a Recession January 29, 2009 Jay Berkowitz [email_address] 561-620-9121
  2. 2. Career Highlights <ul><li>Developed ‘Live’ campaign used in 208 countries </li></ul><ul><li>Managed largest territory in country. Promotion increased sales 34% </li></ul><ul><li>Developed internet sales and marketing strategy, sold first integrated deal </li></ul><ul><li>Created 4 of 6 ‘Hall of Fame’ banners </li></ul><ul><li>Launched Atkins Diet Online, 22 diets overall </li></ul><ul><li>Wrote Ten Golden Rules for DMA July ‘03 </li></ul><ul><li>Launched TenGoldenRules.com in 2003 </li></ul>J ay Berkowitz jay@tengoldenrules.com 561-620-9121
  3. 3. <ul><li>Marketing Consultants </li></ul><ul><li>Drive more visits to your site </li></ul><ul><li>Convert the visits to sales </li></ul><ul><li>Strategy, Creative, Affiliate Management, Landing Pages, Search, Blogs, Optimized PR </li></ul><ul><li>Fit = clients who rely on internet for business </li></ul>What is TenGoldenRules.com?
  4. 4. What is TenGoldenRules.com? Landing Pages & Conversion
  5. 5. What is TenGoldenRules.com? Video
  6. 6. What is TenGoldenRules.com? Search Engine Marketing
  7. 7. Recent Media Wall Street Journal
  8. 8. Recent Media FOX Business TV
  9. 9. 1. Maximize web site traffic by using Free Search Engine Optimization techniques.
  10. 10. Free Search “PR” ‘ Natural’ or ‘Organic’ 72% Prefer Left Side
  11. 11. Key Website Measures <ul><li>Alexa.com http:// download.alexa.com/index.cgi </li></ul><ul><li>Ranking based on unique visitors and page views </li></ul><ul><li>Traffic Details </li></ul><ul><li>Related Links </li></ul>Free Golden Tool
  12. 12. Alexa Rank 192,423
  13. 13. Alexa Rank 847!!!
  14. 14. Alexa Rank 985,963
  15. 15. Page Rank <ul><ul><li>Google Page Rank http://toolbar.google.com </li></ul></ul><ul><ul><ul><ul><li>A link from page A to page B is a vote for page B. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Votes cast by &quot;important&quot; pages weigh more heavily </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Relevant pages weigh more heavily </li></ul></ul></ul></ul>Free Golden Tool
  16. 16. Google Page Rank 4/10
  17. 17. Google Page Rank 4/10
  18. 18. Three Keys for Free Traffic <ul><li>The right words on the page </li></ul><ul><li>Links to your site </li></ul><ul><li>Meta tags internal links </li></ul>
  19. 19. Goal 250-1000 Words Per Page Copy and paste text into a word document. Word count determines there are 286words
  20. 20. Keyword Research - Searches (WordTracker)
  21. 21. Build links in to your site 2,336 links to the site
  22. 22. “ View” “ Source” Reveals Source Code Include Keywords in Meta Tags
  23. 24. Advanced SEO - Blended Search
  24. 25. Advanced SEO Reputation Management
  25. 26. 2. Create a FREE Offer (UVP) on your site to get leads.
  26. 27. extremehalloween.com Create a “UVP” win a Plasma TV
  27. 29. Home Page UVP
  28. 30. Advanced Strategy - Stair Stepping
  29. 31. 3. Measure the cost to acquire a lead and a sale
  30. 32. Advanced Strategy – Funnel Analysis
  31. 33. 4. Learn from the competition
  32. 35. Advanced Strategy – Competitive Analysis
  33. 36. #5 Google Optimizer
  34. 37. Google Optimizer
  35. 38. 6. Develop an eNewsletter.
  36. 39. The Power of eNewsletters <ul><li>Reason for an ‘Opt-In’ </li></ul><ul><li>Builds permission to re-market </li></ul><ul><li>Opportunity to be top-of-mind </li></ul><ul><li>Include a send-to-a-friend (like-to-like) </li></ul><ul><li>Optimize the content for the search engines </li></ul><ul><li>Use article submission sites to syndicate content and build links </li></ul><ul><li>Discipline to regularly build content </li></ul><ul><li>Include a call-to-action (donate/volunteer) on each page </li></ul>
  37. 40. Advanced Strategy – Add articles to Ezine Articles
  38. 41. 7. Create a virtual sales force using Affiliate Marketing
  39. 44. 8. Engage in Social Media Marketing
  40. 45. YouTube – Dove Evolution
  41. 46. Facebook – Rising Star
  42. 47. Twitter – Micro Blogging
  43. 48. Technorati State of the Blogosphere Report <ul><li>900,000 blog posts a day worldwide </li></ul><ul><li>Blogs: 77.7 million unique visitors in the US </li></ul><ul><li>22.6 million US bloggers </li></ul><ul><li>77% of active Internet users read blogs </li></ul><ul><li>Blogs with 100,000 or more unique visitors a month earn an average of $75,000 </li></ul><ul><li>Jason Kottke quit his job to blog full-time and asked his readers to become &quot;micropatrons&quot; at a suggested rate of $30. He received $39,900 from 1,450 people </li></ul>
  44. 49. 790,000 MySpace Friends
  45. 51. $5 - $2500
  46. 52. Micro Marketing
  47. 53. 2006
  48. 55. <ul><li>Trend </li></ul><ul><li>Weekly 1 hour podcasts subscribe on iTunes </li></ul><ul><li>Adam Curry, Shel Holtz and Neville Hobson, That Affiliate Thing/GeekCast.FM, Daily Search Cast, Grapeline </li></ul><ul><li>Radio style show… where you want it… when you want it. At work, on the treadmill, on the commute </li></ul>Podcasts and Blogs
  49. 57. Blogger – Live in 8 minutes! Subscriptions and feeds
  50. 58. # 9 Using the New PR to Save Lives
  51. 59. Add Keyword Phrases to First paragraph, middle and end
  52. 60. Add Release to Site
  53. 61. Add Release to PR Web
  54. 62. Great Results! <ul><li>PR efforts raised over $20,000! </li></ul><ul><li>1800 Pet Meds donated the meds! </li></ul><ul><li>Local vets donated time and services! </li></ul><ul><li>Forever homes located for the rescued dogs!!! </li></ul><ul><li>Efforts repeated in Wilma and other disasters! </li></ul>
  55. 63. “ keynote marketing presentation”
  56. 64. “ Start right now : as of this moment you're going to think of yourself differently! You're not an &quot;employee&quot; 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
  57. 65. <ul><li>1. Be You Own Brand Manger </li></ul><ul><li>Develop your brand marketing plan. </li></ul><ul><li>How are you going to promote your brand? How are you going to take it to the next level? </li></ul><ul><li>Set specific, measurable goals </li></ul>
  58. 66. <ul><li>2. Determine Your USP </li></ul><ul><li>What makes you Distinctive? </li></ul><ul><li>How can you enhance your unique skills </li></ul><ul><li>I determined my USP was a combination of brand and online </li></ul><ul><li>I wrote “The Ten Golden Rules of Internet Marketing” which shaped my life </li></ul>
  59. 67. <ul><li>3. Follow your passion! </li></ul><ul><li>Where do you like to hang out </li></ul><ul><li>What do you love to read? </li></ul><ul><li>Create your content in an area that you really care about </li></ul>http://garyvaynerchuk.com/2008/09/11/execute-on-being-you/
  60. 68. <ul><li>4. Listen </li></ul><ul><li>“ 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.” </li></ul>Chris Brogan
  61. 69. <ul><li>5. Embrace Your Inner Author </li></ul><ul><li>Create unique content. </li></ul><ul><li>Write a blog. Write a book or a free eBook </li></ul><ul><li>Submit articles to industry publications. </li></ul><ul><li>Create a website. </li></ul><ul><li>Build great content on Facebook and LinkedIn </li></ul>
  62. 70. <ul><li>6. Build Your Net </li></ul><ul><li>Set a goal to make a few quality connections </li></ul><ul><li>Give to Get </li></ul><ul><li>Ask about them </li></ul><ul><li>Add new contacts and follow up </li></ul><ul><li>Be my friend! </li></ul><ul><li>Safety Net </li></ul>
  63. 71. <ul><li>7. Volunteer to Shine </li></ul><ul><li>Volunteer to develop new skills </li></ul><ul><li>Work in a comfort zone then push yourself </li></ul><ul><li>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! </li></ul>Missy Ward winner of the ShareASale Pay It Forward Award!
  64. 72. <ul><li>8. Innovate to Lead </li></ul><ul><li>Test new technologies. Take a free trial. </li></ul><ul><li>Report on how new tools they work on your blog. </li></ul><ul><li>Position yourself as an early adopter and soon people will be asking you about the next big thing! </li></ul>
  65. 73. <ul><li>9. Entrepreneur </li></ul><ul><li>Entrepreneur is a verb </li></ul><ul><li>I wish I started earlier in my career. </li></ul><ul><li>Employers look to hire people who have managed their own business </li></ul><ul><li>No barriers to starting. </li></ul><ul><li>Start selling products as an affiliate CJ, LinkShare, or Share-A-Sale. </li></ul>
  66. 74. <ul><li>10. Speak Up! </li></ul><ul><li>The biggest differentiator for my career </li></ul><ul><li>Toastmasters </li></ul><ul><li>Volunteered for the social committee at work and the charity association </li></ul><ul><li>Presentation Zen </li></ul><ul><li>Practice makes perfect! </li></ul>
  67. 75. <ul><li>Try 1 thing today! </li></ul><ul><li>Join the Conversation </li></ul><ul><ul><li>Call the Podcast – 206-888-6606 </li></ul></ul><ul><ul><li>Blog, Comment </li></ul></ul><ul><ul><li>Speaking Opportunities </li></ul></ul><ul><ul><li>Testimonial / Link </li></ul></ul><ul><ul><li>Be my friend? Twitter.com/JayBerkowitz, Jaiku, Facebook, LinkedIn </li></ul></ul><ul><li>Live Q&A – 1 thing you learned and how you are going to apply it </li></ul><ul><li>January 29, 2009 Jay Berkowitz [email_address] 561-620-9121 </li></ul>Join the Conversation J ay Berkowitz jay@tengoldenrules.com 561-620-9121
  68. 76. Ten Free or Low Cost Strategies for Marketing in a Recession <ul><li>FREE traffic from SEO </li></ul><ul><li>Create a FREE Offer (UVP) </li></ul><ul><li>Measure the cost to acquire a Lead </li></ul><ul><li>Learn from the Competition </li></ul><ul><li>Google Optimizer </li></ul><ul><li>eNewsletters </li></ul><ul><li>Create a virtual sales force </li></ul><ul><li>Engage in Social Media </li></ul><ul><li>Web Optimized PR </li></ul><ul><li>Build Your Personal Brand </li></ul>J ay Berkowitz jay@tengoldenrules.com 561-620-9121