The Ten Golden Rules of Internet Marketing

by Jay Berkowitz

• Marketing Consultants• Drive more visits to your site• Convert the visits to sales• Strategy, Creative, Web 2.0, Landing Pages,

Search, Blogs, Optimized PR

What is TenGoldenRules.com?

Rule #1 - There are no ‘rules’• Block everything you ‘know’ about

marketing• Test, test and test again• Applies for site design, banners, search,

email, pricing • Apply direct marketing practices

– 40:40:20 rule– Identify ‘control’

• There are no bad ideas• PS – It is hard work

Rule #1 - There are no ‘rules’

Which banner performed best?

Previous Banner ~1.00% CTR

New Banner 2.00%+ CTR

Rule #2 - The Internet is not television

Common mistake with internet marketing, to use television strategy

– Pareto Principle (80/20 rule)– Identify Differentiate Interact Customize– 8 Second Rule4

Personalization delivered!

Pay-Per-Click Search “Paid Advertising”

Free Search “PR”‘Natural’ or ‘Organic’72% Prefer Left Side

Alexa Rank

• Alexa.comhttp://download.alexa.com/index.cgi

• Ranking based on unique visitors and page views

• Traffic Details• Related Links

Free Golden Tool

Alexa Rank #1

Alexa Rank #3

Alexa Rank 315,996

Page Rank

– Google Page Rank http://toolbar.google.com– A link from page A to page B is a vote for page B.– Votes cast by "important" pages weigh more heavily – Relevant pages weigh more heavily– “score” from 1 to 10

Free Golden Tool

Google Page Rank 10/10

Three Keys for Free Traffic

1. The right words on the page2. Links to your site3. Matching meta tags

Target 250-1000 words on each page

Copy and paste text into a word document. Word count determines

there are 404 words

“View”“Source”

Reveals Meta Tags using keywords

2,360 links to the site!!

Build links in to your site

Free Golden Tool

www.SEODigger.com

Test a Google PPC Account

Sponsored Link Position #2

Rule #3 - Create a UVPCreate a Unique Value Proposition, a (FREE) tool to

engage consumers in an interactive relationship with you:

extremehalloween.comCreate a “UVP” win a Plasma TV

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.

• Banners do work• Rich media is hot• Search Engine Optimization • Affiliate Marketing• Partner Marketing• Integrated Marketing (PR works well!)

Rule #5 Subscription Models Survive

1. .• 31 Million registered, add 50,000 per day! • 1.7 Million Paying members, $42 Annually

2. .• 8 million profiles• 800K paid, $24.95/mo.

3. .• 15 million profiles/newsletter subs, • 1.3 million paid, $12.00 mo.

.• Moved to subscription model in Sept. ’99• 2 million subscribers, $17/month

The Power of Newsletters• Reason for an ‘Opt-In’• Builds permission to re-market• Opportunity to be top-of-mind• Include a send-to-a-friend (like-to-like)• Optimize the content for the search

engines • Use article submission sites to syndicate

content and build links• Discipline to regularly build content• Include a call-to-action on each page

Rule #6 Remember the Four P’s

• Price– Test, niche, price should be less than offline, free

plus paid

• Place– Search Optimization, affiliates, partners, exclusive

content, content placements, link trades

• Promotion– FREE works online– WIN works online – Send to a friend

• Product– Build a better mousetrap– Shop yourself

Rule #7 Use the Right Tactic• There is no silver bullet• Understand the medium• Paid Search & eMail work for acquisition• Newsletters are great tools for ongoing

communication and relationship building• Rich Media is great for branding• Social Media builds community

Rule #8 Trust is Golden• Privacy Policy Prominent• Spam, CAN-SPAM

– Spamlaws.com, law.spamcon.org• Opt-Ins, Double opt-ins• Secure (https, lock)• Unsubscribe is EASY• Study Security Safeguards • Add credible logos

Rule #9 The Best Never Rest

1. Great Online Marketers (and Direct marketers) are constantly testing, never settling…

2. Constant And Never Ending Improvement (CANEI)3. Change = fresh4. Test for customer acceptance5. 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

1. Social Media (Web 2.0)

MySpace Community

Alexa Rank 6Google Page

Rank 8/10

YouTube – 100 Million Views/Day! http://www.YouTube.com

Alexa Rank 3Google Page

Rank 8/10

Rule #10 Lead the trends

1. Social Media2. Blended or Universal Search

GUS – Google Universal Search, add video, images

Rule #10 Lead the trends

1. Social Media2. Blended or Universal Search3. Web 3D (Virtual Worlds)

SecondLife.com – 7.9 Million Residents, US $1,689,886 spent 24hrs

Club Penguin – 1677 AlexaSubscription Model

Bought by Disney for

$350 million

Rule #10 Lead the trends

1. Social Media2. Blended or Universal Search3. Web 3D (Virtual Worlds)4. Blogging

Rule #10 Lead the trends

1. Social Media2. Blended or Universal Search3. Web 3D (Virtual Worlds)4. Blogging5. Go Local

Rule #10 Lead the trends

1. Social Media2. Blended or Universal Search3. Web 3D (Virtual Worlds)4. Blogging5. Go Local6. Podcasts

TenGoldenRules Podcast Selected for iTunes listing!

Rule #10 Lead the trends

1. Social Media2. Blended or Universal Search3. Web 3D (Virtual Worlds)4. Blogging5. Go Local6. Podcasts7. Conversion

Original landing page with low conversion rate

Landing Page Performance + 44%

Rule #10 Lead the trends

1. Social Media2. Blended or Universal Search3. Web 3D (Virtual Worlds)4. Blogging5. Go Local6. Podcasts7. Conversion8. Web Optimized PR

Feature search engine

optimized press release on your

website

“better website roi”202 searches and

only 74 competitors!

Rule #10 Lead the trends

1. Social Media2. Blended or Universal Search3. Web 3D (Virtual Worlds)4. Blogging5. Go Local6. Podcasts7. Conversion8. Web Optimized PR9. Open Architecture/Widgets

Open Architecture / Widgets

Rule #10 Lead the trends

1. Social Media2. Blended or Universal Search3. Web 3D (Virtual Worlds)4. Blogging5. Go Local6. Podcasts7. Conversion8. Web Optimized PR9. Widgets/Open Architecture10. Viral Marketing

Created Viral Marketing Campaign to Drive PR Coverage

• Sales driver • Drive traffic with ‘Refer-a-Friend’• Pet Wellness Quiz Registrations• Web Optimized Press Releases

Own page 1 of MSN search

“cute pet contests”

1. Try 1 thing today!2. Then, Join the Conversation

– Listen to the Ten Golden Rules Podcast (http://podcast.tengoldenrules.com) and call to leave a comment at 206-888-6606

– Visit the Ten Golden Rules Blog (http://tengoldenrulesblog.blogspot.com/) and leave a comment

– Jay Berkowitz is available to present the Ten Golden Rules of Internet Marketing to your organization

– If you liked the presentation, we’d appreciate a testimonial / or link to our website

– Visit our website at www.TenGoldenRules.com or call us at 561-620-9121

Join the Conversation