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The Ten Golden Rules of Internet Marketing: CRM Edition
The document outlines the ten golden rules of internet marketing, emphasizing the need for testing, the unique nature of online marketing compared to television, and the importance of creating a unique value proposition (UVP). It discusses various strategies for driving traffic, maintaining customer relationships, and leveraging current trends in online marketing. The rules serve as a guide for optimizing marketing efforts and sustaining growth in the digital landscape.
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The Ten Golden Rules of Internet Marketing: CRM Edition
- 1. The Ten GoldenRules of Internet Marketing CRM Edition May 11, 2007 Jay Berkowitz [email_address] 561-620-9121
- 2. Career Highlights Developed‘Live’ campaign used in 208 countries Managed largest territory in country. Promotion increased sales 34% Developed internet sales and marketing strategy, sold first integrated deal Created 4 of 6 ‘Hall of Fame’ banners Launched Atkins Diet Online, 22 diets overall Launched TenGoldenRules.com in 2003
- 3. Marketing Consultants Drivemore visits to your site Convert the visits to sales Strategy, Creative, Affiliate Management, Landing Pages, Search, Blogs, Optimized PR What is TenGoldenRules.com?
- 4. Objectives Define the‘CRM Internet Lifecycle’ How to integrate the internet and CRM activities How to improve your website so it shows up in Google searches What online business models are working, and not working today How to build ongoing relationships with the customers who visit a website How to capitalize on the Ten Leading Trends in online marketing today. Review your websites 1 Free Internet Marketing Consultation, $100 Yahoo Search
- 5. CRM Internet LifecycleProspect / Customer
- 6. CRM Internet LifecycleWebsite Traffic Prospect / Customer
- 7. CRM Internet LifecycleOpt-In / Trial Website Traffic Prospect / Customer
- 8. CRM Internet LifecycleLead Opt-In / Trial Website Traffic Prospect / Customer
- 9. CRM Internet LifecycleFollow-On Newsletter Lead Opt-In / Trial Website Traffic Prospect / Customer
- 10. CRM Internet LifecycleSale Follow-On Newsletter Lead Opt-In / Trial Website Traffic Prospect / Customer
- 11. CRM Internet LifecycleUp Sell Retention Sale Follow-On Newsletter Lead Opt-In / Trial Website Traffic Prospect / Customer
- 12. The Ten GoldenRules of Internet Marketing
- 13. Rule #1 -There are no ‘rules’ Block everything you ‘know’ about marketing Test, test and test again
- 14. Rule #1 -There are no ‘rules’
- 15. Best Banner ~1.00% CTR New Banner 2.00%+ CTR
- 16. 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
- 17. Rule #2 -The Internet is not television Common mistake with internet marketing, to use television strategy Pareto Principle IDIC 8 Second Rule 4
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- 21. Rule #2 -The Internet is not television. Step 1: What is a customer worth? LTV – Life Time Value Analysis
- 22. Life Time ValueAnalysis
- 23. Rule #2 -The Internet is not television. Step 1: What is a customer worth? LTV – Life Time Value Analysis Step 2: What does it cost to acquire a customer? CPA – Cost Per Acquisition
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- 25. CPA – CostPer Acquisition
- 26. CPA – CostPer Acquisition
- 27. Rule #2 -The Internet is not television. Step 1: What is a customer worth? LTV – Life Time Value Analysis Step 2: What does it cost to acquire a customer? CPA – Cost Per Acquisition Step 3: Make sure customers can find you: “ Search is the New Prime Time”
- 28. Pay-Per-Click Search “PaidAdvertising”
- 29. Free Search “PR” ‘ Natural’ or ‘Organic’ 72% Prefer Left Side
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- 31. Firefox Browser –SEO Quake Free Golden Tool
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- 34. Key Website MeasuresAlexa.com http:// download.alexa.com/index.cgi Ranking based on unique visitors and page views Traffic Details Related Links Free Golden Tool
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- 47. Page Rank GooglePage 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 Free Golden Tool
- 48. Google Page Rank10/10
- 49. Google Page Rank7/10
- 50. Google Page Rank6/10
- 51. Google Page Rank6/10
- 52. Google Page Rank5/10
- 53. Google Page Rank4/10
- 54. Google Page Rank4/10
- 55. Google Page Rank3/10
- 56. Three Keys forFree Traffic The right words on the page Links to your site Matching meta tags
- 57. Yahoo! Search ‘KeywordSelector Tool’ http://inventory.overture.com Free Golden Tool
- 58. Target 250-1000words on each page Copy and paste text into a word document. Customers Forever has 1,046 words!
- 59. Include Keywords inMeta Tags
- 60. Build Links tothe site 77 Links to the site
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- 62. Test a GooglePPC Account
- 63. Rule #3 -Create a UVP Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:
- 64. Rule #3 -Create a UVP Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:
- 65. Rule #3 -Create a UVP Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:
- 66. Rule #3 -Create a UVP Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:
- 67. Rule #3 -Create a UVP Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:
- 68. Rule #3 -Create a UVP Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:
- 69. Rule #3 -Create a UVP Create a Unique Value Proposition , a (FREE) tool to engage consumers in an interactive relationship with you:
- 70. extremehalloween.com Create a“UVP” win a Plasma TV
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- 73. Rule #4 Ifyou 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!)
- 74. Rule #5 SubscriptionModels Survive . 31 Million registered, add 50,000 per day! 1.7 Million Paying members, $42 Annually . 8 million profiles 800K paid, $24.95/mo. . 15 million profiles/newsletter subs, 1.3 million paid, $12.00 mo. . Moved to subscription model in Sept. ’99 2 million subscribers, $20/month
- 75. Rule #6 Rememberthe 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
- 76. Rule #7 Usethe Right Tactic There is no silver bullet Understand the medium Paid Search & eMail work for acquisition Newsletters are great tools for ongoing communication & relationship building Rich Media is great for branding Banners can do both
- 77. CRM Internet LifecycleFollow-On Newsletter Lead Opt-In / Trial Website Traffic Prospect / Customer
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- 80. The Power ofNewsletters 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 (donate/volunteer) on each page
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- 82. Rule #8 Trustis 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 logo’s
- 83. Rule #9 The Best Never Rest Great Online Marketers (and Direct marketers) are constantly testing, never settling… Constant Never Ending Improvement (CANI) Change = fresh Test for customer acceptance
- 84. Rule #9 The Best Never Rest Great Online Marketers (and Direct marketers) are constantly testing, never settling… Constant Never Ending Improvement (CANI) Change = fresh Test for customer acceptance 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’
- 85. Rule #10 Leadthe trends Search, Search and Search Contextual Marketing
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- 87. Rule #10 Leadthe trends Search, Search and Search Contextual Marketing Social Networking
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- 91. Rule #10 Leadthe trends Search, Search and Search Contextual Marketing Social Networking Blogging
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- 93. Rule #10 Leadthe trends Search, Search and Search Contextual Marketing Social Networking Blogging Localization
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- 95. Rule #10 Leadthe trends Search, Search and Search Contextual Marketing Social Networking Blogging Localization Shopping Conversion
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- 97. Landing Page Performance + 44%
- 98. Rule #10 Leadthe trends Search, Search and Search Contextual Marketing Social Networking Blogging Localization Shopping Conversion Web Optimized PR
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- 101. Rule #10 Leadthe trends Search, Search and Search Contextual Marketing Social Networking Blogging Localization Shopping Conversion Web Optimized PR Email is Back!?!
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- 103. Rule #10 Leadthe trends Search, Search and Search Contextual Marketing Social Networking Blogging Localization Shopping Conversion Web Optimized PR Email is Back!?! Viral Marketing
- 104. Sales driver Drive traffic with ‘Refer-a-Friend’ Pet Wellness Quiz Registrations Web Optimized Press Releases Created Viral Marketing Campaign to Drive PR Coverage
- 105. 10. Develop a“Viral” Idea
- 106. 10. Develop a“Viral” Idea
- 107. We own page1 of MSN search “cute pet contests”
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- 109. Ten Golden Rulesof Online Marketing There are no ‘rules’ The Internet is not television Create a UVP If you build it they won’t just come Subscription Models Survive Remember the four P’s Trust is Golden Use the right tactic The Best Never Rest Lead the Trends
- 110. Ten Golden RulesWorkbook On Sale Soon: http://www.tengoldenrules.com