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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
January 29, 2009
561-620-9121
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
• Wrote Ten Golden Rules for DMA July ‘03• Launched TenGoldenRules.com in 2003
Jay Berkowitz [email protected] 561-620-9121
• Marketing Consultants• Drive more visits to your site• Convert the visits to sales• Strategy, Creative, Affiliate Management, Landing Pages,
Search, Blogs, Optimized PR• Fit = clients who rely on internet for business
What is TenGoldenRules.com?
What is TenGoldenRules.com?Landing Pages & Conversion
What is TenGoldenRules.com?Video
What is TenGoldenRules.com?Search Engine Marketing
Recent MediaWall Street Journal
Recent MediaFOX Business TV
1. Maximize web site traffic by using Free Search Engine Optimization techniques.
Free Search “PR”‘Natural’ or ‘Organic’72% Prefer Left Side
Key Website Measures
• Alexa.com http://download.alexa.com/index.cgi
• Ranking based on unique visitors and page views
• Traffic Details
• Related Links Free Golden Tool
Alexa Rank 192,423
Alexa Rank 847!!!
Alexa Rank 985,963
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
Free Golden Tool
Google Page Rank 4/10
Google Page Rank 4/10
Three Keys for Free Traffic
1. The right words on the page
2. Links to your site
3. Meta tags internal links
Goal 250-1000 Words Per Page
Copy and paste text into a word
document. Word count determines
there are 286words
Keyword Research - Searches (WordTracker)
2,336 links to the site
Build links in to your site
“View”“Source”
Reveals Source Code
Include Keywords in Meta Tags
Advanced SEO - Blended Search
Advanced SEOReputation Management
2. Create a FREE Offer (UVP) on your site to get
leads.
extremehalloween.comCreate a “UVP” win a Plasma TV
Home Page UVP
Advanced Strategy - Stair Stepping
3. Measure the cost to acquire a lead and a sale
Advanced Strategy – Funnel Analysis
4. Learn from the competition
Advanced Strategy – Competitive Analysis
#5 Google Optimizer
Google Optimizer
6. Develop an eNewsletter.
The Power of eNewsletters
• 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
Advanced Strategy – Add articles to Ezine Articles
7. Create a virtual sales force using Affiliate Marketing
8. Engage in Social Media Marketing
YouTube – Dove Evolution
Facebook – Rising Star
Twitter – Micro Blogging
Technorati State of the Blogosphere Report
• 900,000 blog posts a day worldwide• Blogs: 77.7 million unique visitors in the US• 22.6 million US bloggers • 77% of active Internet users read blogs • Blogs with 100,000 or more unique visitors a
month earn an average of $75,000• Jason Kottke quit his job to blog full-time and
asked his readers to become "micropatrons" at a suggested rate of $30. He received $39,900 from 1,450 people
790,000 MySpace Friends
$5 - $2500
Micro Marketing
2006
Trend • Weekly 1 hour podcasts subscribe on iTunes• Adam Curry, Shel Holtz and Neville Hobson,
That Affiliate Thing/GeekCast.FM, Daily Search Cast, Grapeline
• Radio style show… where you want it… when you want it. At work, on the treadmill, on the commute
Podcasts and Blogs
Blogger – Live in 8 minutes!
Subscriptions and feeds
# 9 Using the New PR to Save Lives
Add Keyword Phrases to First paragraph, middle and end
Add Release to Site
Add Release to PR Web
Great Results!
• PR efforts raised over $20,000!• 1800 Pet Meds donated the meds!• Local vets donated time and services!• Forever homes located for the rescued dogs!!!• Efforts repeated in Wilma and other disasters!
“keynote marketing presentation”
Tom Peters ‘The Brand Called You’ Fast Company in August 1997
“Start right now: as of this moment you're going to think of yourself differently! You're not an "employee" of General Motors….Starting
today you are a brand
Strategy #10 Build Your Personal Brand
1. Be You Own Brand Manger
• Develop your brand marketing plan.
• How are you going to promote your brand? How are you going to take it to the next level?
• Set specific, measurable goals
2. Determine Your USP • What makes you
Distinctive?• How can you enhance
your unique skills • I determined my USP
was a combination of brand and online
• I wrote “The Ten Golden Rules of Internet Marketing” which shaped my life
3. Follow your passion!
• Where do you like to hang out
• What do you love to read?
• Create your content in an area that you really care about
http://garyvaynerchuk.com/2008/09/11/execute-on-being-you/
4. Listen “Listening is my first
move in starting to understand social media. Go 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.”
Chris Brogan
5. Embrace Your Inner Author
• Create unique content. • Write a blog. Write a
book or a free eBook • Submit articles to
industry publications. • Create a website. • Build great content on
Facebook and LinkedIn
6. Build Your Net• Set a goal to make a
few quality connections • Give to Get• Ask about them • Add new contacts and
follow up • Be my friend!• Safety Net
7. Volunteer to Shine
• Volunteer to develop new skills
• Work in a comfort zone then push yourself
• 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!
Missy Ward winner of the ShareASale Pay It Forward Award!
8. Innovate to Lead • Test new
technologies. Take a free trial.
• Report on how new tools they work on your blog.
• Position yourself as an early adopter and soon people will be asking you about the next big thing!
• 9. Entrepreneur
• Entrepreneur is a verb • I wish I started earlier
in my career. • Employers look to hire
people who have managed their own business
• No barriers to starting. • Start selling products
as an affiliate CJ, LinkShare, or Share-A-Sale.
10. Speak Up!
• The biggest differentiator for my career
• Toastmasters • Volunteered for the
social committee at work and the charity association
• Presentation Zen • Practice makes
perfect!
1. Try 1 thing today!2. Join the Conversation
– Call the Podcast – 206-888-6606– Blog, Comment– Speaking Opportunities– Testimonial / Link– Be my friend? Twitter.com/JayBerkowitz, Jaiku,
Facebook, LinkedIn3. Live Q&A – 1 thing you learned and how you
are going to apply it 4. January 29, 2009
Join the Conversation
Jay Berkowitz [email protected] 561-620-9121
Ten Free or Low Cost Strategies for Marketing in a Recession
1. FREE traffic from SEO2. Create a FREE Offer (UVP)3. Measure the cost to acquire a Lead 4. Learn from the Competition 5. Google Optimizer6. eNewsletters7. Create a virtual sales force 8. Engage in Social Media 9. Web Optimized PR10. Build Your Personal Brand
Jay Berkowitz [email protected] 561-620-9121
