Monday, October 12, 2015

Remember The 4 P's

Hi guys it’s Matt the Intern! I recently learned about the 4 P’s of Internet Marketing. The 4 P’s include Product, Price, Place, and Promotion. These four P’s comes from old-fashion marketing, and they set a backbone for your website, as well as a great structure build on.

If you work on a website, it is important to view yourself as a product manager; you are the one who should manage the products on your website. For example, Google calls their different divisions ‘products’, so things such as Search, Google+ and Google Drive are products.

View the different areas or divisions of your website as if you are a product manager. My awesome boss, Jay Berkowitz (coolest guy I know) was once a product manager for Coca-Cola. One of the tasks he had was to develop the new plastic Sprite bottles that were curvy and had dimples like the classic glass bottles. It is also very important to take a survey of your customers; what are they looking for? What else could you provide them? What are the things that they would love to get from a company like yours?  These are some typical questions that a product manager should ask, and should act on the answers given by the customer.

Price online.  Typically, price online is going to be less than the offline counterparts. Your price is going to be less online than offline, and you’ve got to make sure you’re competitive with the other online companies. It’s almost become a standard now that you get free shipping and free returns, which is something that Amazon, in particular, has created as a differentiator, but now it’s almost become a standard practice.

 The really important ways to think about “place” in the online model is two things.  One is a Google Maps result.  You must check that your business is accurately listed on Google Maps and comes up when people search it, or even the town that it is in. Two is when the location of your business comes up when the name of your website is searched in Google. “Location, location, location,” this is an old saying stating how important a retail company’s location is; today it is just as important for a company to show up on a search engine. How high up does your website come up in the left, free side, and how are you performing in the pay-per-click results when people search your website.

You can promote your products or services online through banner ads, keywords and phrases, and retargeting ads. For other ways to promote and optimize your products and services, check out this blog about how to drive more traffic to your website. How To Get Free SEO Traffic To Your Website and How To Get Free SEO Traffic To Your Website (Part 2).

Saturday, August 29, 2015

The ABC's of SEO

Hi guys its Matt the Intern. Today I learned about the ABC’s of SEO. These ABC’s are the fundamentals of becoming noticed by search engines such as Google, Yahoo, and Bing, and are the fundamentals to drive free ‘organic’ traffic to your website.

A is the Architecture and the structure of your website. The most important parts of the website must include a clean design that is easy for the Google spiders to read (Wordpress works well), meta tags, and a site map. After the basics, ask yourself if theres anything else that needs to be added or changed. Is the content organized and easy to read? Is it welcoming? Is it clear where to click for the main thing that your company is offering?

B is the Backlinks. This is when other sites link your website. When they do that it is beneficial because it is like a vote for your website in Google's algorithm. So, you want to have interesting and valuable things on your website that people want to link to. And now, social media ‘signals’ are valued like links to your website. Some examples are, tweets on Twitter, Likes on facebook, and pluses from Google+. The more links you have, the more important you are in the algorithms of the search engine. There have been times in the past where people would pay for links to their site or make a website with the primary purpose of linking to other websites. When Google found out about these, they made an algorithm update called Penguin, which penalizes you for bad or paid links, Google will not give your website a thumbs up in their algorithm.

Content- What keywords, images and videos do you have on your website. You have to have the words that people are searching for to find your website. It is good to have 250-1000 keywords on a page. This will help people to find your website. Your content must be great. You must have a wide spread of words that you use, so that Google will place you higher on keyword searches..

Monday, July 27, 2015

Free Content With Or Without Email Required?

Hey everyone, Matt the Intern here. Today I learned about the difference between free content with or without an email, and how they compare to each other when trying to capture leads on a website.

What’s the difference between requiring an email, or not?

Let's say that a website offers free content such as white paper, eBook, or a free software trial.  When you go to download the content, you are often required to enter your email. This is the “Email Required” tactic. When the content is available without an email requirement, it’s called the “ No Email” tactic.

The “No Email” tactic can often get 10x more downloads than the “email Required” tactic.

An example of where “No Email” and “Email Required” would be tested is on a website. Let’s say that over the course of a week that 1,000 people come to the website. At the website they offer a free ebook. If the “Email Required” tactic is used, typically 1-2% of the visitors will enter their email to access the content, reaching only 10-20 people. If the “No Email” tactic is used, and they give access to the free content without having people enter an email, then the percentage of content downloads get multiplied by ten moving the amount of downloads to 100-200 people.

In the “old days” of internet marketing Ten Golden Rules always recommended the email required strategy because once someone left a site they were gone forever. Today we can do remarketing (Here’s a blog about remarketing)  and show them a banner to bring them back to the website to make a purchase or fill out a lead form.

So, in order to determine the best results you need to test email required, vs no email required combined with remarketing.

Thursday, July 23, 2015

How come banner ads follow me!?

Whats up guys, its Matt the Intern. Today I learned about retargeting, and why it feels like I’m being stalked or followed by certain ads.

What is retargeting?
Retargeting is a technique that companies use to draw their customers back to a website.
An example would be to get retargeted by a clothing website. Let’s say that you need a new pair of flip flops. You visit Pacsun to see what they have to offer. You have a few that you like, but you don’t buy anything. Later that day, you check the weather, and to your surprise you see an ad for pacsun. It may just seem like a crazy coincidence, but what you didn't know is that you were being retargeted.
Screen Shot 2015-07-23 at 10.28.15 AM.png
The Goal
The reason why companies like to retarget is because it they already know that you are interested in their products or services, and it may remind you to go back and buy whatever you were looking at.

General and Specific
If you only visited Pacsun’s website without checking out any flipflops, the retargeting ad may just be for Pacsun’s website. If you visited Pacsun’s flip flop page, then the ad may be specified to Pacsun’s flip flops. If there was a pair of flip flops that you checked out on the website, then you could even be retargeted to that specific pair.

The Results
Retargeting is one of the most profitable types of digital marketing for most of our clients. If they have a Cost Per Sale of $10 in their Google Pay Per Click, the retargeting Cost Per Sale might come in at only $2 or $3.

Wednesday, July 22, 2015

Create a Virtual Sales Force: Whats a Commission? Whats an Affiliate?

Hi everyone it’s Matt the Intern. Today I learned some great information about what an affiliate is and how commissions work.

What is a commission sale?

A commission sale is when you make a percentage of money off of something that you helped to sell.

For example, let's say you work at a surf shop and receive minimum wage. The store allows that for every surfboard you help sell, you get 10% commission on that sale. If a board that you helped sell was $200, then you would get an additional $20 added to your paycheck.

An example of how you could help sell a surfboard is through reviews. Let's pretend that you are a part of an affiliate program. You have a website where your goal is for the customer to buy the product that you are promoting. You could write a review about one of the surfboards that the company sells. At the bottom of the page you would have a link that sends the customer back to the page where that surfboard is being sold. If a customer clicks that link and buys the board, you will be given commision; the link notifies the surfboard website that you sent the customer.

What is an affiliate?

An affiliate is the title of the person who gets the commission.

To find affiliate programs to sign up for, go to the website and see if they have an affiliate program link on the website.

You can also go to popular affiliate programs such as, Commision Junction,  and ShareASale.

You can even join the Amazon Affiliate Program.

Tuesday, July 21, 2015

What Are The Best Sales Prospects?

Hey everyone, Matt the Intern here. Today I learned who the best sales prospects are and am going to share this with you.

First off, what is a sales prospect?

A sales prospect is a potential customer for a company that has gone through some qualification to show that they are interested in what the company has to offer.

A sales prospect represents a solid opportunity for a sale.

The Best Sales Prospects:
  • Someone who is actively looking for your products or services. They ask one of his/her clients about who they use, and the client recommends you. Because the sales prospect was recommended by a friend or business associate that they trust, he/she is more inclined to come to you vs your competitors.

  • Someone who is not actively looking but they hear about your company.  An example is somebody who sees our CEO, Jay Berkowitz speak in an event hosted by the American Marketing Association. They see that Jay knows about digital marketing, but he still wasn’t endorsed by a friend, and they aren’t necessarily in the market for a digital agency.  

  • Cold calling - A client has never heard of your company, you just cold call them up out of the blue. There is no form of endorsement, they do not trust you, are most likely not interested in what you have to offer. These are very low quality prospects with a very low percentage of conversion to paying customers.

Monday, July 20, 2015

Facebook Only Shows 10% Of What You Post

Hey guys, Matt the Intern here. Today I learned that Facebook only shows fans of a page 10% of what companies post.

The biggest misconception companies have is that their fans see everything that they post. Facebook has a secret algorithm, and they determine how much of your content that they want to show to your fans.

So how should companies get Facebook to show more their content?

Get a higher engagement rate.

  • If more people “like, comment, or share” your content, then facebook will show more of your posts.
    • Here is an example of High engagement from the World Surf League (one of my favorite fan pages).

  • Here you can see that World Surf League’s post was perfect for their audience.
  • They received 23,000+ likes, 3,300+ shares, and  500+ comments on their video.
  • And, the video received over half a million views.

  • Spreading posts through your fans
    • If a fan “likes” your post, then that post will show up on the fan’s news feed for all of his/her friends to see. The same goes with commenting on and sharing a post.
    • When friends click on the post and come to you fan page you also get more engagement.

How do you get high engagement?

  • It is important to use videos or memes that people will engage with.
    • Here is a great example from’s facebook page
    • The purpose of this post is to engage the reader and spark positive energy into him/her, and to get likes shares and comments.
  • Run ads

  • Basically what Facebook is saying is that if you want more people to see your posts, you have to pay for the right to have them show up.

What ads can you run?
  • Dark Posts: A post that would show up on facebook anywhere except your fan page. This is an ad that targets people outside of your fan page.
  • Boosted post: A post that is advertised to people who seem to be a fit for what you are promoting. These types of ads target people through their likes, interests, and locations.

  • Ads can show up in 3 different places (see illustration below)
  1. Mobile News feed. These kinds of ads come up on a mobile device such as a smartphone.
  2. Desktop News Feed. Ads like these will show up on your news feed.
  3. Right Column. These ads will show up on the right hand side of your newsfeed.

Friday, July 17, 2015

Periscope Breathes New Life Into Twitter

Hey everyone, it’s Matt the Intern. A new app came out called Periscope, and I’m going to give you a rundown on what it is.
Flickr photo credit: Anthony Quintano

Periscope is a video streaming app where you can broadcast whatever you want to the whole world. All you need is a smartphone and internet connection, and you will be able to stream whatever you are doing live to the whole world.

Both Periscope and, it’s rival, Meerkat came to prominence at South by Southwest festival in Austin Texas this past spring.

Twitter clearly valued the app by buying it for just less than 100 million dollars cash.

The 3 current most loved Periscopes:
  1. Matthew Santoro
  2. Fahad
  3. Suisidegirls

All three of these Scopers have been love tapped over 50 million times!
In this case, a ‘love tap’ is when a viewer taps the screen while the broadcast is playing. As they tap the screen a heart flies up from the bottom right corner.

When a Scoper starts to broadcast, his/her followers will be notified on their smartphone.

This app looks like it has a bright future. Go download it now!

Amazing Insight From Google Analytics!

Hi, it’s Matt the Intern. Today I’m going to give you some insight on Google Analytics!
Google Analytics is great tool; all websites should use it. It will give you free info about how many people go to your website, where they come from, and what they do when on your website.
To set up Google Analytics:
  1. Follow the steps to create an account.
  2. Add the code to your website.
  3. Set up conversion goals. (Read more about conversions here)
    1. purchases
    2. contact us forms
    3. white paper downloads

When you open Google Analytics, they present you with a dashboard.
Set the date range in the top right portion of the dashboard.

You can also set a comparison range. You can compare a time period to the prior to previous ones (days, weeks, months, or years).

The analytics dashboard is the equivalent of the dashboard of a car or plane.
you can see all the important information in one place.
In a car, you can see your speed, and how much gas you have left, your radio station, and even if there are any safety warnings.

In analytics: you can see all your key web traffic measures.

In this example, we find out that we had 14,215 users (unique visitors) to the website
this year vs last year where we had 5,812 last year.

Some other key information: our bounce rate has decreased.
Google defines bounce rate as the number of people that come to your website and leave without visiting a second page, so they “bounce off,” of the website.

Bounce rate has decreased from 85.62% TO 78.73%, which is good.

Our percentage of new visitors has remained relatively constant at 85%.

In this chart we get a breakdown of where the traffic comes from. 61% of all visitors to the website came from  organic, or free search.

19.3% came from referral which means links from other websites.

13% was direct traffic, which means that they typed the website address into their web browser.

Only 1.4% was paid for through paid search.

This section of analytics shows:
  • Goal completions
    • This site has gone from 12 goals per month to 90 goals per month.

Needless to say, our client was very happy when we showed him this report.

How To Spy On Your Competitors

Hey guys, Matt the Intern here! Today I’m going to explain how to spy on your competitors.

This is the legal style of monitoring marketing activities, not the illegal spying you see in movies.

Here are three websites that we used for a client when they wanted to know what a competitor in California did for their online advertising:

First we entered the competitor's website address into, this showed us a 24 month history of how many unique visitors they had on their website. They had 12,467 visitors also called "uniques".

Next, using SpyFu, we were able to analyze how much they spent on paid Google Ads, they spent an amazing $469,000 per month! We also get a breakdown of the keywords they use, the ads they show on Google, and the landing pages they direct different keyword to, really amazing info!

The last tool is SEMRush (this is our CEO Jay Berkowitz's favorite) , it gives us a report on how the company performs in free Google listings or SEO. The company we analyzed has 845 terms on page 1 or page 2 of Google, very strong performance for SEO.

These websites give you the opportunity to measure your competition, and we use them to track on a quarterly basis. Also, when we looked at the keywords, ads and landing pages we got several ideas we will test for our clients.

Tuesday, July 14, 2015

How to get free SEO traffic to your website (part 2)

Hi everyone! Today I’m going to explain some more factors to get free SEO traffic on your website. - Matt the Intern

  1. Build links to your website

You can help optimize your website by adding links on other websites that link directly back to your website. There must be a valid relationship between the two sites for this to have a positive effect.

How do I build links to my website? First option is to get listed in web directories:

Doing this will boost your credibility in Search Engines. This will help your company rank higher.

  1. Create website Meta Tags

Meta Tags: Descriptors that appear at the beginning of the HTML code. They are not visible, but they are recognized by search engines and are incorporated as a part of their ranking algorithms.

  1. Optimize Images
When you search something on google, pictures will come up as well as websites. Make sure that pictures of your website or its logo come up when someone searches for your site.

  1. Reputation management

Definition: The strategy of proactively ensuring that your brand is protected on that all-important first page of Google.

For example: My boss and I start a surfboard company. When someone looks up my, or my boss's name, our website will come up first on Google. Doing this helps protect our brand.