Brad Fallon\s Vistage Presentation
Transcript of Brad Fallon\s Vistage Presentation
CreatingCustomersOutofThinAir
Internet Marketing for CEO’s
Brad FallonPresident, StomperNet
[email protected] 330-242-1029
Electronic Communication: A Long Way in 160 Years
Samuel Morse, 1844
Alexander Graham Bell, 1876
The ARPA Network, 1969
“It’s tough to make predictions, especially about the future.”
~Yogi Berra
“The stuff that used to work, well it don’t work now.”
~Warren Zevon
Two Themes
3.Things are changing.
4.Things are changing faster.
“Time is that thing in nature which prevents everything from happening all at once. Lately, it doesn’t seem to be working.”
~ Anonymous
Every morning in Africa, a gazelle wakes up. It knows it must run faster than the fastest lion or it will be killed.
Every morning in Africa, a gazelle wakes up. It knows it must run faster than the fastest lion or it will be killed.
Every morning a lion wakes up. It knows it must run faster than the slowest gazelle or it will starve to death.
Every morning in Africa, a gazelle wakes up. It knows it must run faster than the fastest lion or it will be killed.
Every morning a lion wakes up. It knows it must run faster than the slowest gazelle or it will starve to death.
It doesn’t matter if you are a lion or a gazelle . . . When the sun comes up, you’d better be running.
“If you have everything under control, you’re not moving fast enough.”
~Mario Andretti
TECHNOLOGY MEANS
Bigger IdeasAND
Better Execution
TECHNOLOGY MEANS
Historical Productivity of the Inc 500Output of goods and services / labor
1973 - 1993 1.5% growth per year
1995 - 2000 Average 2.5% growth
2002 - 2005 Average 3.5% growth(Average revenue/employee of Inc. 500
increased to $163,950 in 2005 from$130,735 in 2000, 25% in 5 years.)
Inc., November 2005
~ Rupert Murdoch
Otto Frederick Rohwedder (1880-1960)
Otto Frederick Rohwedder (1880-1960)
Inventor of:
Otto Frederick Rohwedder (1880-1960)
Inventor of: Sliced Bread
Inventing Sliced Bread
Inventing Sliced Bread
Idea…………………….....1912 (Found an Idea)
Timeline
Inventing Sliced Bread
Idea…………………….....1912 (Found an Idea)
Prototype…………………1916
Timeline
Inventing Sliced Bread
Idea…………………….....1912 (Found an Idea)
Prototype…………………1916
. . . . . . . . . . .
First Sale………………….1928
Timeline
Inventing Sliced Bread
Idea…………………….....1912 (Found an Idea)
Prototype…………………1916
. . . . . . . . . . .
First Sale………………….1928
Commercial Success……...1930 (Found a Market)
Wonder Bread – different company, different machine
Timeline
2004……………………….$1.2 million (Found a Market, SEO)
Timeline
Smart Marketing, Inc.
2004……………………….$1.2 million (Found a Market, SEO)
2005……………………….$7.8 million (Physical Products)
Timeline
Smart Marketing, Inc.
2004……………………….$1.2 million (Found a Market, SEO)
2005……………………….$7.8 million
2006……………………….$32 million (#9 of Atlanta’s Fastest Growing Companies)
Timeline
Smart Marketing, Inc.
TRAFFICTRAFFIC CONVERSIONCONVERSION
TRAFFICTRAFFIC CONVERSIONCONVERSION
Search
TRAFFICTRAFFIC CONVERSIONCONVERSION
Affiliates
Search
TRAFFICTRAFFIC CONVERSIONCONVERSION
Affiliates
FreeSearch
PPC
TRAFFICTRAFFIC CONVERSIONCONVERSION
Free
Paid (PPC)
TRAFFICTRAFFIC CONVERSIONCONVERSION
Internet Marketing 2.0Internet Marketing 2.0
COMMUNITYCOMMUNITY
StomperNet.com
StomperNet is the leading training program for internet marketing in the world.
More importantly, it's a network of cutting-edge internet businss owners who constantly compare notes and share ideas.
World Class Internet Marketing Training
StomperNet.com
Private member portal for learning anything about e-business
• Pure beginner to most advanced
• Organized by topic
• 30 paid moderators
• 10 full-time faculty members
• Live “office hours” every day
• Two personal calls per month (20 minutes each)
• Free live 3-day conferences, every four months
Pre Launch Results
• 438,000 Video Views and Downloads
• 57,000 Reverse Opt-ins
• 10,000 Questions Submitted
• 1,300 Blog Comments
• 9,000 Early Notification Requests
Actual Launch Results
• $800 x 12 months = $9,600 per sale
• 1,450 Sales in 12 Hours
• $12 Million in Sales in 12 Hours
• $2.2 Million in Credit Cards and PayPal
• 2-week/24-hour Total = $18 Million
• Members in more than 50 countries
Alexa RankingAlexa RankingOctober 3, 2007October 3, 2007
500+ HoursofInstructionalVideos
2004……………………….$1.2 million (Found a Market, SEO)
2005……………………….$7.8 million
2006……………………….$32 million (#9 of Atlanta’s Fastest Growing Companies)
2007………… The Greatest Thing Since Sliced Bread!
Timeline
Smart Marketing, Inc.
“Big will not beat small anymore. It will be the fast beating the slow.”
~ Rupert Murdoch
A
B
A
BMoney
Time
A
BMoney
Time
B
A
B
“The real constraint is almost always time, not money. Focus on speed.”
~ Brad Fallon
Leverage Point
Constraint
J.C.R. “Lick” Licklider (1915-1990)
“People tend to overestimate what can be done in one year and underestimate
what can be done in five years.” ~ J.C.R. Licklider
A B
Quantity Demanded
Demand Curve
Price
(Profit)
vVery High Margins
Quantity Demanded
Demand Curve
Price
Quantity Demanded
Demand Curve
Price
Quantity Demanded
Demand Curve
Price
Quantity Demanded
Demand Curve
Price
Free
The Free Line
$$$ $ $FREE
The Free Line
$$$
FREE
$$$$
$$
FREE$$
$$
$$$$
$$
FREE$$
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Subscriptions
Online Only $59
Print Only $125
Print AND Online $125
Subscriptions
Online Only $59 16
Print Only $125 0
Print AND Online $125 84
Subscriptions
Online Only $59 16
Print Only $125 0
Print AND Online $125 84
Online Only $59
Print AND Online $125
Subscriptions
Online Only $59 16
Print Only $125 0
Print AND Online $125 84
Online Only $59 62
Print AND Online $125 38
Subscriptions
Online Only $59 16
Print Only $125 0
Print AND Online $125 84
Online Only $59 62
Print AND Online $125 38
$11,444 $8,408
The Net Effect
The Arbitrage Conspiracy
Examples
FireFire
The WheelThe Wheel
Affiliate MarketingAffiliate Marketing
Affiliate MarketingAffiliate Marketing
Opportunity
DigitalDigitalMedia ProductsMedia Products
Online Online VideoVideo
Affiliate MarketingAffiliate Marketing
Opportunity
Source:comScore
Online VideoOnline VideoIn one month, there
were 175 Million Unique U.S. Internet
Users
131 Million Streamed
Video75%
Source:comScore
Online Video Is PervasiveOnline Video Is PervasiveIn one month, there
were 175 Million Unique U.S. Internet
Users
122,872,000 122,872,000 Unique U.S. Streamers Per MonthUnique U.S. Streamers Per Month
Source:comScore
Growth in Online ActivitiesGrowth in Online ActivitiesTop Five IncreasesTop Five Increases
Source:Mediamark Research
The Next Great Growth Opportunity:
Webucation
“Online continuing education is creating a new and distinct educational realm, and it is the future of education. There is a global market here that is potentially worth hundreds of billions of dollars.”
~ Peter Drucker Forbes, 2000
Example: University of Phoenix
Example: University of Phoenix
Annual tuition revenue over $1 billion
www.FreeLineReport.com
FreeLineReport
"It is not the strongest of the species that survive, nor the most intelligent, but the ones most responsive to change."
~Charles Darwin
“If you’re doing something you’re good at, that’s probably bad.”
~ Brad Fallon
’InternetMarketingforCEOs
TenThingstoKnow
1. Overview – (The Components of your strategy)
’InternetMarketingforCEOs
1. Overview – (The Components of your strategy)
2. SEO (Search Engine Optimization) – (More prospects for free)
’InternetMarketingforCEOs
You vs. Google
SEO – Search Engine Optimization
SEO – Search Engine OptimizationMultiple web site strategy Corporate Sites Blogs Microsites
SERM – Search Engine Reputation Management
Keyword Research
More JargonSEO – Search Engine OptimizationSEM – Search Engine MarketingPPC – PayperClickPaid Search – Same as PPCSERP – Search Engine Results PageFree/Natural/Organic vs. Paid Search
SEO Factors
SEO Factors
On Page Factors Off Page Factors
SEO Factors
On Page Factors
•Title Tags
Off Page Factors
SEO Factors
On Page Factors
•Title Tags•Keyword Density•Site Structure
Off Page Factors
•Link Popularity•PageRank®•Page Reputation
Atlanta CPA
IBIS, Inc.
OtherExamples
1. Overview – (The Components of your strategy)
2. SEO (Search Engine Optimization) – (More prospects for free)
3. PPC (Pay-per-Click) – (#1 in 10 minutes)
’InternetMarketingforCEOs
CAC – Customer Acquisition Cost
LCV – Lifetime Customer Value
FSCM – First Sale Customer Value
Metrics
1. Overview – (The Components of your strategy)
2. SEO (Search Engine Optimization) – (More prospects for free)
3. PPC (Pay-per-Click) – (#1 in 10 minutes)
4. Affiliate Marketing – (Referrals on steroids)
’InternetMarketingforCEOs
Ruth’s Chris
Examples
1. Overview – (The Components of your strategy)
2. SEO (Search Engine Optimization) – (More prospects for free)
3. PPC (Pay-per-Click) – (#1 in 10 minutes)
4. Affiliate Marketing – (Referrals on steroids)
5. Email and Auto-Responders – (From good to great)
6. Conversion Concepts – (Getting people to do the right thing)
7. Analytics and Testing – (The key to success)
8. Online Video – (The new standard in business communication)
9. Blogs, Web 2.0 & Social Media Marketing – (Things are different)
10. Resources – (It’s not what you know; it’s who you know)
’InternetMarketingforCEOs
. Googlevs Facebook
• 1 Million New Users per Week (25+)
. Googlevs YouTube
• 1 Million New Users per Week (25+)
• 50 Million Visitors per Month
YouTube
www.FreeLineReport.com
FreeLineReport
First Who,Then What.
“Do less, make more.”
~Brad Fallon
People You Need for Internet Marketing
• Webmaster
• Web Designer
• Programmer
• Copywriter(s)
• Online PR
• Sales Copy
• Video
www.FreeLineReport.com
FreeLineReport
Where to Advertise
• eLance.com• Craigslist.com• 99designs.com• Guru.com• Workaholics4hire.com (other “businesses”)• Rentacoder.com• Local paper – local, less competition, cheap• Monster.com• careerbuilder.com• Freelancewriting.com • Myspace.com (young, computer savvy)• dice.com (technology)
The Magic Formula
1. Have a web site (sites)
2. Dominate the search engines
3. Convert as many leads or sales as possible
4. Follow-up with a sequential autoresponder
5. Keep in touch with email
Creating Customers Out of Thin Air:Secrets of Online Marketing for Offline Businesses
www.BradFallon.com/book.html
Creating Customers Out of Thin Air:Secrets of Online Marketing for Offline Businesses
www.BradFallon.com/book.html
Free Line Reportwww.FreeLineReport.com
StomperNet The Net Effectwww.StomperNet.NET
SEO Researchwww.seoresearch.com
“ ’ . Thefutureaintwhatitusedtobe”
~ Yogi Berra
Brad FallonPresident, StomperNet
[email protected] 330-242-1029