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


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Jay Berkowitz, CEO of Ten Golden Rules presents the Top 10 Strategies to Market Your Company and Build Personal Brands on the Internet at the Legal Marketing Association event on April 2, 2009.

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

  1. 1. 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
  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 in 2003 </li></ul>
  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>What is
  4. 4. Recent Media Wall Street Journal
  5. 5. Recent Media FOX TV Tech Bytes
  6. 6. Web 2.0 - What is it? <ul><li>“ 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.” </li></ul><ul><li>“ 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.” </li></ul><ul><li> </li></ul><ul><li>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. </li></ul><ul><li> (Tim) </li></ul>
  7. 7. Web 3.0 - Wikipedia <ul><li>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. </li></ul><ul><li>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 </li></ul>
  8. 8. Bintro Match
  9. 9. # 1 – ‘User Generated Content’ MySpace Alexa Rank 6 Google Page Rank 9/10
  10. 10. YouTube – 100 Million Views/Day! The #2 Search Engine!
  11. 11. LinkedIn Groups – A Great Way to build real relationships in Social Networks
  12. 12. Facebook Fan Pages – Visible to Non-Members, Index in the Search Engines, eMail Sign Up
  13. 13. <ul><li>Trend </li></ul><ul><li>Self expression, ‘my page’, music, video </li></ul><ul><li>YouTube, Flickr, CraigsList </li></ul><ul><li>Up and Comer </li></ul><ul><li> </li></ul><ul><li>Strategies and Actions </li></ul><ul><li>Personal Brand – Facebook, LinkedIn, Join the Conversation! QIK streaming </li></ul><ul><li>Your Company – Online Recruiting, How-To Videos, Facebook Fan Pages, </li></ul># 1 – ‘User Generated Content’
  14. 14. #2 Micro Communications - Twitter
  15. 15. Micro Marketing
  16. 17. The Three E’s of Social Media - Educate
  17. 18. The Three E’s - Entertain
  18. 19. The Three E’s - Engage
  19. 20. Tweet Deck - Great Tool for Managing Twitter
  20. 21. <ul><li>Trend </li></ul><ul><li>Shorter attention span </li></ul><ul><li>Shorter Messaging </li></ul><ul><li>Up and Comer </li></ul><ul><li>Twitter </li></ul><ul><li>Strategies and Actions </li></ul><ul><li>Personal Brand – Protect your @ name and your company, Listen First!, Follow, DM, @, </li></ul><ul><li>Your Company – Monitor your brand and key phrases on or TweetDeck, Customer Service, The Three E’s </li></ul># 2 – ‘Micro Communications’ - Twitter
  21. 22. # 3 – Free Tools Google Analytics
  22. 23. 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
  23. 24. Google Page Rank 6/10 4,370 Links TO the site Megan McKeon SEO Quake
  24. 25. Google Page Rank 5/10 797 Pages Indexed ‘read’ by Google Linda Ficano SEO Quake
  25. 26. Google Page Rank 4/10 206 Links TO the site Gail LaMarche SEO Quake
  26. 27. SEO Digger finds 3,982 results on the first two pages of Google Free Golden Tool
  27. 30. <ul><li>Trend </li></ul><ul><li>Google Analytics, SEO Quake, SEO Digger, Google Optimizer </li></ul><ul><li>Strategies and Actions </li></ul><ul><li>Personal Brand – Track your blog or website </li></ul><ul><li>Company – Site traffic, Source, Exit, Bounce, Review customers or competitors with Compete, SpyFu and SEOQuake </li></ul># 3 – Free Tools
  28. 31. S e a r c h ™ Trend #4
  29. 32. 292 workers compensation 388 medical malpractice 230 slip and fall lawyers 199 personal injury 115 new york lawyers 84 new york auto accident attorneys
  30. 33. Free Search “PR” ‘ Natural’ or ‘Organic’ 72% Prefer Left Side
  31. 34. Keyword Research - Searches from WordTracker or Keyword Discovery
  32. 35. How many links TO a site TenGoldenRules has 4,979 Links TO the site
  33. 36. View Source Reveals Meta Tags
  34. 37. “ Blended” Search Results – be sure to name videos and images with target keyword phrases
  35. 38. Google Web Search Results for “New York Construction Accident Lawyer ” #1 in local #2 and 3 in web for webpage and PR
  36. 39. Reputation Management <ul><li>Website </li></ul><ul><li>Blog </li></ul><ul><li>Twitter </li></ul><ul><li>Podcast </li></ul><ul><li>Pubcon </li></ul>(Reputation Management / Personal Brand)
  37. 40. <ul><li>Trend </li></ul><ul><li>Search! </li></ul><ul><li>The Player - Google </li></ul><ul><li>Strategies and Actions </li></ul><ul><li>Personal Brand – Content and Links to your blog </li></ul><ul><li>Company – Build content, links in directories and relevant, important sites, meta tags, name videos, images and news with keyword phrases, map listings, reputation management </li></ul># 4 – Search Engine Optimization!
  38. 41. # 5 – Pay Per Click
  39. 42. # 5 – Pay Per Click - Local
  40. 43. Dynamic Keyword Insertion {KeyWord: Injury Attorney}
  41. 44. Website Optimizer
  42. 45. Landing Page Performance + 44%
  43. 46. <ul><li>Trend </li></ul><ul><li>Search! </li></ul><ul><li>The Player - Google </li></ul><ul><li>Strategies and Actions </li></ul><ul><li>Personal Brand – Personal PPC </li></ul><ul><li>Company – Develop Campaigns, Test keywords, bid rates, ad copy, offers, landing pages, keyword insertion, local, daypart </li></ul># 5 – Pay Per Click
  44. 47. Long Tail - Why the Future of Business is Selling Less of More Chris Anderson <ul><li>Amazon can ‘stock’ considerably wider inventory than a traditional book or music store which only has room for classics and bestsellers. </li></ul>Best Sellers Sales The Long Tail
  45. 48. Lawyer’s Long Tail
  46. 49. <ul><li>Trend </li></ul><ul><li>Selling Less of More </li></ul><ul><li>Internet opens up self-publishing, independent music </li></ul><ul><li>The Players </li></ul><ul><li>Amazon, eBay, iTunes </li></ul><ul><li>Strategies and Actions </li></ul><ul><li>Your brand – ‘Write that Book!’, comments!, Amazon Reviews </li></ul><ul><li>Your company – Long Tail Search, long tail commerce </li></ul># 6 – LongTail
  47. 50. # 7 – Open Architecture / Widgets ‘Blidget’
  48. 51. <ul><li>Trend </li></ul><ul><li>Programmers allowed to add to code (Linux) </li></ul><ul><li>Direct to the Desktop </li></ul><ul><li>The Players </li></ul><ul><li>MAC, Facebook, Google </li></ul><ul><li>Strategies and Actions </li></ul><ul><li>Your brand – get widgetized, create a widget </li></ul><ul><li>Company – Develop Applications, Go straight to desktop, Develop a Facebook application, Create a Blidget </li></ul># 7 – Open Architecture / Widgets
  49. 52. <ul><li>Trend </li></ul><ul><li>Weekly 1 hour podcasts subscribe on iTunes </li></ul><ul><li>Daily Source Code, For Immediate Release, Daily Search Cast, That Affiliate Thing, Lost Podcast, 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># 8 –Podcasts and Blogs
  50. 53.
  51. 54. Podcasts are Still in their Infancy <ul><li>Pew Research Study </li></ul><ul><li>Downloads up 300% since ’06 </li></ul><ul><li>More podcasts than radio stations </li></ul><ul><ul><li>19% have downloaded a Podcast </li></ul></ul><ul><ul><li>27% 18-29 have downloaded </li></ul></ul><ul><ul><ul><li>University courses </li></ul></ul></ul><ul><ul><li>28% with Hi-Speed have downloaded </li></ul></ul><ul><li>Millions of web competitors </li></ul><ul><li>Only 20-30 Podcast competitors! </li></ul>
  52. 55. Blogs!
  53. 56. <ul><li>Trend </li></ul><ul><li>Weekly 1 hour podcasts subscribe on iTunes </li></ul><ul><li>For Immediate Release, Daily Search Cast, That Affiliate Thing, Lost Podcast, Grapeline </li></ul><ul><li>The Players </li></ul><ul><li>BlogTalkRadio, Adam Curry, Shel Holtz, Legal Marketing Podcasts </li></ul><ul><li>Strategies and Actions </li></ul><ul><li>Personal Brand – Up for a Podcast, Blog? </li></ul><ul><li>Your Company – WordPress Blog with your own Domain, Podcasts, Videocasts </li></ul># 8 –Podcasts and Blogs
  54. 57. #9 PR 2.0
  55. 58. Add Keywords to Headline and Subhead <ul><li>Boca Raton Animal Rescue Team assists in Hurricane Katrina Relief Efforts </li></ul><ul><li>Hurricane relief donations are requested to assist animal recovery missions </li></ul>
  56. 59. Add Keyword Phrases to First paragraph, middle and end
  57. 60. Add Release to Site
  58. 61. Add Release to PR Web
  59. 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>
  60. 63. 34 Searches per day (Google) 326,000 results
  61. 64. HARO –
  62. 65. <ul><li>Trend </li></ul><ul><li>Paradigm Shift News Online! </li></ul><ul><li>Players – Google, PR Web </li></ul><ul><li>Strategies and Actions </li></ul><ul><li>Personal Brand – PR Speaking and News </li></ul><ul><li>Your Company – Select 3 Phrases, Add to Site First, PR Web, HARO </li></ul># 9 – PR 2.0
  63. 66. <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>
  64. 67. <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>
  65. 68. <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>
  66. 69. <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 and more importantly , 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, and start listening to conversations that are out there.” </li></ul>Chris Brogan
  67. 70. <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>
  68. 71. <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>
  69. 72. <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!
  70. 73. <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>
  71. 74. <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>
  72. 75. <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>
  73. 76. <ul><li>Trend </li></ul><ul><li>Build your Partner’s Brands </li></ul><ul><li>Carve out a niche for your firm </li></ul><ul><li>Strategies and Actions </li></ul><ul><li>Personal Brand – Brand Manager, Follow your Passion! Innovate, Entrepreneur, Volunteer, Toastmasters </li></ul><ul><li>Your Company – eBooks, White Papers, Blogs, Podcasts, Webinars, Public Speaking - Presentation Zen </li></ul># 10 – Personal Brand
  74. 77. <ul><li>User Generated Content </li></ul><ul><li>Micro Communications </li></ul><ul><li>Free Tools </li></ul><ul><li>Sites Built for Search Success </li></ul><ul><li>Pay Per Click </li></ul><ul><li>Long Tail eCommerce </li></ul><ul><li>Open Architecture – Widgets </li></ul><ul><li>Podcasting and Blogging </li></ul><ul><li>PR 2.0 </li></ul><ul><li>Personal Brand </li></ul>Top Ten Strategies to Market Yourself, Your Chapter and Your Company
  75. 78. <ul><li>Try 1 thing today! </li></ul><ul><li>Please ‘pay-it-forward’ </li></ul><ul><ul><li>Join the Conversation </li></ul></ul><ul><ul><li>Podcast call in 206-888-6606 </li></ul></ul><ul><ul><li>Blog - </li></ul></ul><ul><ul><li>Speaking Opportunities </li></ul></ul><ul><li>$100 Yahoo, Can we help with your business? </li></ul><ul><li>Live Q&A </li></ul>Top Ten Strategies to Market Yourself, Your Chapter and Your Company