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Alexi Neocleous
GROWING FROM $25M TO $100M
april 2013
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internet marketing magazine
april 2013
THE
STATE OF THE INTERNET
> INTERNET UPDATE
Inactive Emails Going Rotten
Email deliverability is getting more and more dif-
fcult in 2013 as Email Service Providers (ESPs) get
smarter and smarter technology.
I remember when frst starting off in Internet Mar-
keting 8-10 years ago the whole focus was on you
need to have a big list well that is no longer the
case. A big list certainly helps with monetisation,
but what is more important in 2013 and beyond is an
active and responsive list.
Email service providers such as Hotmail are chang-
ing their algorithms to review opens and clicks. If
a hotmail user hasnt opened an email or clicked a
link from you in 4 months then it is more likely that
your messages will now go to the spam folder, which
is not where you want them to go.
Ive used Hotmail in this example, but all ESPs are
heading this way.
Inactive emails are now like food pushed to the back
of the pantry they are great when you bought the
food but over time when neglected can go rotten.
As an email list owner you now need to actively seg-
ment off your lists inactives and try to re-engage
these people with high value irresistible free con-
tent.
If you still dont get any activity then the best course
of action is to delete those contacts. There is no
point of a full pantry where you cant eat most of it
and its affecting the health of the other food.
Adwords Now Allowing You To Bid on Trademarked
Terms
In certain parts of the world such as China, Hong
Kong, Macau, Taiwan, Australia, New Zealand, South
Korea, and Brazil in recent years you have not been
able to bid on Trademarked terms such as many
brand names within Google Adwords.
As of 23rd of April 2013 that will change so that key-
words that were restricted as a result of a trade-
mark complaint and investigation will no longer be
restricted in the affected regions.
Google states that the reason for this change is
Googles goal is to provide our users with the most
relevant information, whether from search results
or advertisements, and we believe users beneft
from having more choice. Our policy aims to bal-
ance the interests of users, advertisers, and trade-
mark owners, so we will continue to investigate
trademark complaints concerning use of trademarks
in ad text.
This is great news, especially for industries where
In this section of Internet Marketing Magazine our editor Greg Cassar covers the facts and provides
expert commentary on what are the big plays that have recently happened online and how they
affect you.
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internet marketing magazine
april 2013
one brand name is also the term that describes an
industry eg. Ugg Boot, as it enables more competi-
tion to advertise rather than one advertiser domi-
nating a market place.
Same Day Delivery But Not From Who You Would
Expect
When you think of same day eCommerce delivery,
most likely Amazon, eBay and Walmart come to
mind. But the latest player in this space is not who
you would necessarily think of in the same day de-
livery space Google.
Google is testing a same-day delivery service called
Google Shopping Express.
The search engine giant put out a call for consumer
testers for the service in the San Francisco Bay
area, and also announced that the following large
national e-retailers are taking part: Staples, Target,
Toys R Us, Walgreen Co. and several other Internet
Retailers and local San Francisco merchants.
Were still working out our long-term pricing plan
but early testers will get six months of free, un-
limited same-day delivery, advised Tom Fallows,
product management director, Google Shopping Ex-
press
This is an interesting play from Google who also now
has its Google Trusted Stores program. eCommerce
seems to be a major part of their strategy moving
forwards as consumers purchasing on line has be-
come main stream in recent years.
I believe Google will build an authority eCommerce
marketplace site like Amazon or eBay in the near
future, but time will tell.
Amazon Going Social
Amazon has recently announced the acquisition of
social reading service Goodreads for an undisclosed
fgure.
Goodreads boasts over 16 million users and has cat-
alogued more than 360 million books, adding 22 mil-
lion each month.
Goodreads is a social community for book lovers to
share what books theyve enjoyed and also to dis-
cover new books that they have a high probability
of liking based off the previous books theyve liked.
Amazon would have several motives with this move.
1. It just acquired an all ready thriving social
network of people who are its 100% target mar-
ket
2. It can very quickly and easily be integrated
with Kindle as Goodreads doesnt currently have
an eReader of choice.
3. This type of social integration could give
Amazon a major advantage over competition e-
sellers like Apple, who have no social components
to their product offerings.
Amazon will treat Goodreads similar to its acquisi-
tion of Zappos where it remains its own brand and
maintains its own culture.
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internet marketing magazine
april 2013
From the Desk of the Editor
If you havent got access to the members area
please feel free to do at http://internetmarket-
ingmag.net/become-member/ (its free). This
months complete audio interview with Alexi Neo-
cleous has now been added. It has lots of learn-
ings in it that were not included in the magazine,
so be sure to check it out.
A special thanks to those who have left reviews
in the apple platforms as it really helps us out. If
you are getting good value from Internet Market-
ing Magazine and you can spare 1 minute of your
time to click this link to give us a quick honest
review that would be greatly appreciated (click
view in iTunes then scroll down and click write
a review, thanks :).
We have started work on developing a new ver-
sion of the Internet Marketing Magazine Google
Play store app as the old one is out of date and
we have no easy way of updating it. We expect
this update to be 2-3 months off and will let you
know when it goes live.
Wishing you the best of success online,
Regards,
GregCassar
Greg Cassar
Internet Marketing Strategist & Editor
Internet Marketing Magazine
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internet marketing magazine
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> EXPERT INTERVIEW
An Interview by Internet Marketing Strategist Greg Cassar
Alexi Neocleous is one of the leading direct response freelance copywriters in the world. Alexi is a
proft strategist of the very highest magnitude, having driven many multiple millions of dollars in
sales for his high-end client base. Alexi is the author of some of the most well received advertis-
ing and marketing courses in the industry; titles, which include, Advertising Secrets, The Three
Minute Ad Formula, which he co-authored with Scott Bywater and the Kaizen Marketing System.
Alexi, for those who have not
come across your work before.
Can you please describe who is
Alexi Neocleous?
Alexi: The quick version is, frst
and foremost I do lots of direct
response copywriting - long copy
sales letters, video sales letters,
product launches and quite elab-
orate direct response marketing
campaigns. Secondly, Im also a
strategist.
In terms of who I am, I fell into
this work probably 12, 13 years
ago. One of the richest men in
the world at the time was Rene
Rivkin. I got it in to my mind one
day that I wanted to work with
him and I just kept sending him
ideas about his marketing; how
to improve his marketing, why his
marketing sucked - and so on and
so forth. Until ultimately he just
relented and said Come in. Lets
talk. Its quite a funny story be-
cause at the time I had no other
clients, I had no track record, I
had no website, no nothing, and
this is one of the richest men of
the country who acquiesced.
For me at the time it was just an
interesting adventure to try and
get him as a client, but truth-
fully I was scared he was very
famous. And then we started do-
ing some stuff together and I re-
alised quite early on that I had
some skill to help business own-
ers, both large and small. Then
it went on from there, and since
then weve worked with hundreds
of clients. Weve increased sales
by certainly tens or hundreds of
millions, its hard to say for sure.
Alexi, you have a unique way of
looking at High Level Marketing
and how it relates to your les-
sons with the Bow and Arrow.
Alexi: What I found working with
many business owners, both large
and small, Im always intrigued by
the thinking and behavioural pat-
terns that separates those who
are plodding along and those that
do really, really well. One of the
big differences between those
are doing ok, but those that are
doing spectacular in the tens of
millions and more, is those who
do spectacular have quite an in-
teresting perspective on how to
approach their campaigns. This
is something Ive cultivated as a
belief system. Its quite concrete
in my mind now in terms of how
strongly I believe it.
Its quite simply this, approach all
of your marketing as a scientist
every campaign is an experi-
ment and with every campaign
you will get feedback. That
feedback can either be posi-
tive or negative. A positive
feedback is where made money.
Negative is we lost money. But
both are quite arbitrary and just
to be treated as feedback.
Using all this feedback is quite
valuable, because you can re-
align your sights. A metaphor
that I use is my bow and arrow. A
few months ago I bought myself a
pretty high-end professional bow
and arrow. When you get a bow
and arrow you need to adjust
your sights. Ive got six level of
ALEXI NEOCLEOUS
DIRECT RESPONSE KEYS FOR
GROWING FROM $25M TO $100M
7
internet marketing magazine
april 2013
sights that I need to calibrate
for varying distances. So my top
sight is calibrated for 15 me-
tres, the second one for 25 me-
tres and so on. When you start
to frst shoot your bow and ar-
row youve got a whole bunch
of challenges you need to deal
with. Firstly, you need to culti-
vate your technique. Then you
need to improve your skill set.
Then on top of all that when
youre starting out you need to
calibrate the sights.
So what I had to do with mine
was, I would stand say ten me-
tres away and Id line up the top
sights and Id shoot the arrow.
Then Id see where the arrow
lands on the target in relation
to the bullseye. Then Id shoot
another arrow. And Id do that
a couple of times initially, just
to see if theres consistency in
my divergence from the bulls
eye. Lets say for example that
Im consistently a foot north of
the bulls eye; 30 centimetres
above the bullseye consistently.
That tells me straight away that
I need to realign the top sights
at least 30 centimetres.
Marketing is very much the same.
Whether youve got an Internet
business, or whether youve got
a traditional business doing stuff
offine, treat every market-
ing campaign is an experiment.
Then you throw traffc at your
sales page, or you throw traffc
at your ads and you track your
response and you see how many
calls did we get? How many con-
verted in to a sale? How many
converted in to a repeat buy?
If you treat every single cam-
paign as a test you eventually
get to the point where you hit
on a really big winning cam-
paign. All it takes is one big
winning campaign to make a
stack load of money. This is
what separates those who do
really well from those that just
plod along.
Those that plod along are very
scared to lose; are very scared
to treat each campaign as an
experiment. Those that hit out
of the park not only do they al-
locate a fxed amount in budget
and say, for this test campaign
were going to spend X dollars.
Win, lose or draw were going to
spend X dollars, and no matter
what happens were going to use
the data to improve next time.
For them its a matter of just
balancing their cash fow so they
can afford to have a succession
of losers, so to speak, until they
fnd a winner.

Greg: Then run those winners
along and cut the losers short.
Alexi: Exactly yes. Cutting the
losers short and running those
winners for as long as theyre
winners.

With one of your clients at the
moment youre working with
them on a journey from $25m
to $100m a year in sales. From
a strategic point of view what
are the sort of things that you
need to focus on to achieve
that goal?
Alexi: Every business is differ-
ent. In that clients case, up un-
til about a month ago the front
end was quite solid, we had mul-
tiple traffc sources where we
were sending millions of visitors
over many months, to a landing
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internet marketing magazine
april 2013
page, or a video sales letter. So in
this particular case until a month
ago the focus was on what hap-
pens after the sale. How did we
segment buyers? What do we do
with buyers after theyve pur-
chased? How do our up sell se-
quences look? Whats our custom-
er service like?
But then about a month ago we
decided to change the messaging
on the front end, partly for com-
pliance reasons.
What were doing to test is Im
working with the media buyer to
try a whole bunch of different
banners on the front end. On a
fortnightly basis or so Im send-
ing through a whole bunch of dif-
ferent creative for the banners.
The banners that get the biggest
click through, theyre the ones
that were going to turn in to and
amend the video sales letter copy
and the headline on the landing
page.
Most people what they do is, they
get an idea and theyd say ok,
so this is the idea were going to
head with our advertising. I ap-
proach it a different way. I said
to the guys, Listen, just forget
that. Put that to the side for the
moment. Our frst step is fnding
creative that works really well.
When we get banners that have
got awesome click throughs, our
cost per click is very manageable,
then we use that to amend the
opening and the headline of the
video sales letter. This will let us
fail faster.
Also to fail faster were going
to do email drops. I submitted
a whole bunch of subject lines
this morning for the exact same
email. Were just testing subject
lines with the goal being, if we
can get a bump, if one of those
can stand out more than the oth-
ers, then well stick them on ban-
ner creative, and if those results
stay consistent, then well amend
the VSL copy.
Greg: We do the same, but we
also do it with testing different
messaging on Facebook ads, or
Google ads if were sending it to
a Google compliant page.

One of the things Ive been doing
with Google lately to drive traffc
to somewhere that you couldnt
normally, say for example, like a
Bing style landing page which has
got beautiful imagery and just
the one primary course of action
what Ill do is make it the second
logical page on a site. So then we
send Google traffc directly then
to the home page and have like
a slider at the top with a really
prominent call to action to take
them to the non Google Compli-
ant landing page where I want
them to go. Then using Clicktale
Ill fgure out exactly whats go-
ing on to make sure that they
are clicking that and go over to
the landing page. So I can then
send Google traffc to non-Google
compliant landing pages by ef-
fectively making the non-Google
compliant landing page one step
away from where Im sending the
traffc.
Obviously you get some wastage.
Its not as good as the media buys
when youre buying traffc on De-
mand Side Platforms (DSPs) etc
when they really dont care what
sort of landing page that youre
sending it to.
Alexi: What we do is we look at is
the conversion rate on the sales
page. Ultimately thats what
separates the results. But until
we have hard and fast numbers
theres a whole bunch of analyti-
cal things that we do, like assess-
ing time on page, analysing the
video heat maps in Wistia. We
use Wistia as the video player so
that we can see where the drop
points are and where the replay
points are. For the most part we
have no player controls, but for
tests we also put on player
controls so the replay points
can jump out at me as well.
Wistia.com
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internet marketing magazine
april 2013
These are all things that we do now do to really as-
sess whats working and whats not working on the
page. So if need to improve the Video Sales Let-
ter we can improve it just by editing the drop-off
points. I bumped engagement by 20%. Very quickly
just by analysing drop-off points in Wistia. Depend-
ing on what youre selling, that could really make
a difference to your bottom line. If youve got a
lot of traffc and youve got some good margins,
youve got some good numbers to start with, a 20%
increase in engagement. Wow!
One of your strengths is that ability to really nail
the big idea for the client, or for any market
that youre going in to. What goes through your
thought processes when youre trying to nail the
big idea?
Alexi: The frst step always is understanding the
Avatar. Avatar means your ideal target prospect.
Its really getting to the mind of your target mar-
ket and fnding out where they are:
What are their issues?
What are their desires?
What are their fears?
What are their frustrations?
Whats going on in the media that relates to
them?
How is that affecting their perceptions?
What bias is that leading to?
Really understanding where theyre at. That is the
frst point.
So basically a lot of the work to do with coming up
with a big theme is related to research and under-
standing your market. If you really get where your
market is at then you can come up with a lot of the
creative ideas quite easily and accurately.
That then ties in with lead generation. Would
you then put out some kind of lead magnet that
is related to those messages that you wanted to
test from your big idea planning?
Alexi: Yes, exactly. But we take it a level further
by getting very specifc, depending on lead source.
Like for example, electronic direct mail (EDM) for
the readers of property magazines. That is quite a
sophisticated investor thats agreed to subscribe to
a magazine about property Investing. So our mes-
saging tends to be somewhat more sophisticated
and specifc then if we do Google AdWords. Google
AdWords traffc is less sophisticated usually, not
always, depending on the key word and if its a
long tail and so forth, but if were just talking in
general terms here Google AdWords traffc is less
sophisticated than targeted EDM traffc. Traffc on
junk related sites is even less sophisticated, yet
again, than AdWords. So that all infuences what I
put in the messaging.
When its more sophisticated we get very, very
specifc. We start to assume prior knowledge.
I wrote a campaign for a client in the states and
the product was for a vision supplement. After we
tested it we found that my copy got a 40% lift on
the control, which is a massive lift. The sub-heads
actually mentioned nutrients that I knew our audi-
ence had tried before. Now, because I knew our
audience, for that particular message and was
quite sophisticated I could safely put that in a sub-
head of the messaging.
Whereas if we were targeting very general traf-
fc, people that are not too familiar with the vi-
sion supplements, mentioning any of that stuff in
a headline is just going to confuse them because
its all new to them. So you would need to lead
with messages such as How to get rid of blurry
vision without needing glasses or How to get
clearer vision in three easy steps etc.

If you treat every single

campaign as a test you even-
tually get to the point where
you hit on a really big win-
ning campaign. All it takes is
one big winning campaign to
make a stack load of money.
This is what separates those
who do really well from those
that just plod along.

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internet marketing magazine
april 2013
Greg: Yes, very clever. So youre
catering message based on the so-
phistication of the market or the
traffc source where theyve come
from, which is a whole degree more
sophisticated than certainly most
people think about.
What about now taking them
from leads to sales, because get-
ting leads is one thing and sales
is another. Whats your thoughts
on most effective ways of taking
someone from a free trial, or lead
magnet to a paying customer?
Alexi: Theres so many different
ways to go about it, but Ill give you
the stuff that is just spectacular
where situations apply like getting
people onto a phone as soon as pos-
sible.
If youve got the pricing where
youre selling a somewhat bigger
ticket item getting people on to a
phone and pre-qualifying them and
again set an appointment using time
trade, maybe even paying a refund-
able deposit of X dollars so they
show up to the appointment that is
a massive opportunity.
It doesnt work for all situations like,
if youre selling a $150 supplement,
you cant get people on the phone,
you cant scale that, right. But if
youre selling a $450,000 property, or
if youre selling a $10,000 coaching
program, or even a $5,000 coaching
program, or an event in those price
points that gets viable. So the phone
is one big rock.
Another one is certainly Webinars.
To get people to act sooner, create
an event. And one of the easiest
events to create is a Webinar. Now,
again it doesnt work for all circum-
stances, but its pretty robust. If
youre selling a relatively low priced
product you can defnitely set up an
automated webinar sequence and
for some markets that works really
well. Other markets where most of
the people in that market are hip to
it, they know what youre up to.
Also Im a big fan of video sales let-
ters. I think for leverage theyre
pretty hard to go past.
I know you work with a certain
type of client, not everyone is
your ideal client so, really who
fts that mould? And also how can
our readers and listeners fnd out
more about you and where you are
hanging out online?
Alexi: The clients we work best
with are the ones that are direct re-
sponse savvy. Ideally doing at least
seven fgures in revenue. The really,
really good ones are doing eight fg-
ures, or beyond. When we work with
a client thats doing eight fgures
and beyond, Wow - The amount of
opportunity or potential that weve
got with an eight fgure and beyond
business is monumental.
And if anybody wants to know more
about us, there are two sites that
you can visit. The frst one is the
main consulting site. Theres loads
of content on there, videos, down-
load reports, thats MarketingBump.
com. Weve also got my blog. I write
a weekly article or so at MoreLead-
sAndCustomers.com
THE 4 KEYS TO A SUCCESSFUL
AUTOMATED WEBINAR
11
internet marketing magazine
april 2013
> WEBINARS
New strategies to get more cli-
ents to your offer are great, but
not when it comes at the expense
of time every week updating and
maintaining a system that is al-
ways fuid Does this sound a lit-
tle familiar to you?
Automated webinars are a great
solution and are quickly gaining
popularity. However there are 4
main keys to their success. Whats
the point of spending all the up-
front time pulling it together, only
to have it fall fat on its butt.
Here are our top 4 keys to a suc-
cessful automated webinar:
KEY ONE: Drive traffc
Driving traffc to your webinar is
the single most important part of
the process. In most cases, the
lack of traffc driving strategies
is the biggest failure amongst we-
binologists today (*A webinologist
being a person that practices the
art of webinars).
Need some ways to drive traffc?
PPC ads, opt-in on your website,
joint venture partners, emails to
your list, linked-in promotions,
Facebook ads I could go on, the
ways are endless!
KEY TWO: Get people to attend
Once people sign up for your we-
binar Who is to say that they will
actually show up? Have a strategy
that will make them tune in. My
recommendation is to give them
a few teaser emails including all
the usual suspects Beneft driv-
en outcomes, testimonials and a
sneak peak of some of the con-
tent.
KEY THREE: Provide Massive Val-
ue before, during and after the
webinar
There is an art of persuasion that
all good webinologists follow. Its
not as easy as just getting on the
webinar, talking about something
and then fogging your stuff. Here
is the way that we recommend
you structure your talking using
our WebinarNOW system (I love
a good acronym!):
W Wild, WOW Headline
Captureyour audience with your
headline For one of our clients
who was offering real estate
training, the headline was: How
we went from $0 to $750,000 in
18 months with no sales experi-
ence. That made the ears of the
real estate agents prick up, from
the moment the webinar began.
E Engaging Introduction
Capture the attention of the au-
dience from the beginning Make
sure they are listening to you in-
stead of writing emails, checking
Facebook, shopping on EBay, up-
dating twitter or the multitude of
other things they could be doing.
B Big, Bold Benefts
What will they learn by the end
of the webinar? List these as you
would in a sales letter: Beneft,
beneft, beneft!
I Irresistible Reasons Why
Why should they stick around to
the end? Tell them. In plain Eng-
lish. Again, you want to hit them
with beneft, beneft, beneft!
N Nice To meet You
This is where you get to build rap-
port with the attendee as if you
were one-on-one. Show them how
you became an expert in the feld
and how you know exactly how
they feel (depending on the topic
area!)
A A Journey To Remember
This is where you take them on
a journey with your content. You
teach them exactly what you
promised them in the beginning.
Butand a big Butyou dont
want to entirely scratch their itch.
This takes around 70% of the we-
binar and is very important that
what you tell them leads them to
the sale. No point in you teach-
ing them everything so they dont
need you! Teach them in a way
that naturally makes them want
to take the next step with you.
By Mare Jordanoski
THE 4 KEYS TO A SUCCESSFUL
AUTOMATED WEBINAR
12
internet marketing magazine
april 2013
R Results Desired
This could also be called creat-
ing the need for the solution.
This is where you say There is
only so much I can teach you in
a 1 hour webinar Future pace
your attendees to see how they
would feel once they have all the
benefts that your product or ser-
vice will give them. Make them
see how you could change their
lives or their business.
N Now its time for action
Unveil your product Show them
what you have! I usually break
down my products into 3 simple
components as it makes it easier
to understand, but you can choose
to do this any way you like. Just
keep it beneft driven and tight.
No wiffe waffe here.
O Offer: Inviting Instant Action
Tell them your offer. Very simply
tell them how to purchase. Have a
buy now button appear and make
sure it works (simple problem but
it happens more than most peo-
ple think!)
W Wrap Up In A Positive Power-
ful Way
End in a motivating fashion. Wrap
up the webinar and congratulate
those that have decided to take
the next step with you.
KEY FOUR: Follow Up
Following from your webinar,
there are a few lists you would
have created. There are the peo-
ple who attended and purchased;
attended and didnt purchase; did
not attend. Each of these requires
different follow up strategies and
communication. Make sure you
have this ready to roll before the
webinar so its all ready to go at a
click of the button, or even bet-
ter, its sent automatically so you
never have to think about it!
All in all, the importance of an
automated marketing strategy is
to ensure that you leverage your
time and set up your systems
properly to ensure its on auto-
pilot from day one. Follow these
four keys and youll be on the
road to success in no time.
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Entrepreneurs at
heart, Dr Tom and
Mare have created the
worlds frst Made For
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into your marketing strategy? Check
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step by step how to implement it at
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Magic words that cause 78% more people to read their emails. Amazing results collected after
studying the results of 1 billion emails.
Marketing strategist Alexi Neocleous revealing what he did
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13
internet marketing magazine
april 2013
PLAN FOR PROFITS
WITH A PROFIT CALENDAR
> PROFIT CALENDAR
I hear it from almost 90% of my
clients Ali, Im working 10-to-
12-hour days to run my business.
My husband and kids hardly see
me, and Im starting to burn out.
What am I doing wrong?
When I dig a little further, I usu-
ally fnd that the sense of over-
whelm is coming from the same
source: These people havent
identifed their most proftable
projects, and placed those tasks
ABOVE everything else in their
business priority list.
In other words, they havent cre-
ated a proft calendar.
A proft calendar helps you es-
tablish what your most proft-
able projects are for the months
aheadso you can focus your time
and energy into ONLY those tasks
that will generate maximum in-
come. By creating a proft cal-
endar, you get clear on the tasks
that are worth your time, and
those that arent. Its a powerful
tool to help you stay focused and
energized. And it WORKS.
In my Elevate online business
training program, we show our
members how to plan for prof-
its in these 5 easy steps. Heres
a quick peek at what we recom-
mend. Enjoy!
STEP 1: Plan to re-launch past
offerings, if any.
If youre an established business
owner, youre likely already sit-
ting on a hidden proft center
and thats your existing invento-
ry. Think of a service or product
that sold well for you in the past
that you can reintroduce to your
market. If you offered VIP coach-
ing days on the road, it might be
something worth launching again.
If theres an old product that you
want to get off your shelves, host
a closeout sale. The idea is to put
something out that will bring you
income with minimal effort. Its
about leveraging what youve al-
ready donenot reinventing the
wheel.
Now obviously, re-launching an
offering is going to take a bit of
prep. But all you want to do for
now is simply PLUG this launch
date into your calendar.
STEP 2: Plan to clear away the
dead wood.
Here, you want to take a look at
anything thats not propelling your
business forward and set a date
to end it. This could be ANYTHING
you feel is draining your energy,
money, time, etc. Maybe its a
problem client you dread working
with, a team member who isnt
pulling their weight, or that offce
space you rent but never use. It
could even be as simple as can-
celling your extra phone line and
fax if youre mostly scanning and
emailing docs to clients.
The point is to schedule in a day
when youll take decisive action
on these drains. Otherwise, its
too easy to let them get lost in
your daily shuffe.
STEP 3: Plan to improve on what
youve already got.
Go down the list of what you cur-
rently offer with a fne comb.
What small improvement could
you make to this one offering to
improve your profts by just 5%?
Im not talking about big, sweep-
ing improvements herejust mi-
nor tweaks that take very little
time to implement. Here are a
few examples:
Send an email to announce
that youre raising your rates,
and why.
Start running new ads on your
website or e-newsletter.
Add an upsell to your order
page, or start bundling your
products together.
Call three of your top refer-
ral sources and reconnect with
them.
Add a Facebook share button
to your sales pages
The above examples could be im-
plemented within a week. Make a
list of what youll take action on
By Ali Brown
14
internet marketing magazine
april 2013
on within the next 7 days and plug this into your
calendar.
STEP 4: Plan to launch new offerings.
If your creative juices are fowing and you have a
brilliant idea for a new product, video series, live
workshop, coaching program, etc. set the ideal
launch dates into your calendar.
Remember, you dont have to look very far to launch
something that is NEW to your list. You can always
repackage something you already created to give
it a fresh spin. If you hosted a live retreat (and re-
corded it), make it available as a home-study pro-
gram. If you hosted a 4-part teleseminar, turn it into
an e-book or a series of free reports.
STEP 5: Plan for regular business-building activi-
ties.
Dont overlook the important recurring activities
that you must do every week to keep your business
growing. Your weekly e-newsletter, blog posts, net-
working eventsthese should all be plugged into
your calendar.
Once you have a proft calendar in place, it will help
you prioritize your daily and weekly tasks. Youll
see what MUST get done from week to week, and
what can wait til the next week or be delegated.
You can plan launches around your vacations, kids
activitiesyou can even plan for big expenditures.
And thats when youll hit that sweet spot as an en-
trepreneur: turning your time into money, and your
off-time into fun!
Ali Brown
is the voice for womens entrepreneurial
success. As founder and CEO of Ali
International LLC, she has created a dynamic
enterprise that is devoted to empowering
women entrepreneurs around the world, and
currently has over 50,000 members in her
online and offine programs.
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15
internet marketing magazine
april 2013
STOP DOING
EMAIL NEWSLETTERS
> EMAIL NEWSLETTERS
Looks like my headline has grabbed your atten-
tion and youve started reading. Theres a pow-
erful teaching point in that which Ill get to in
just a sec.
For now let me get to the point, if you are dis-
tributing email newsletters stop doing them right
now. Why? Well there is not just one reason why
there are fve and Ive listed them below.
1. Attention Span
First of all, I want you to think of the state peo-
ple are in when they are checking and clearing
there emails. You have micro seconds to grab
there attention because all they are thinking in
their heads is, how fast can I delete you. So what
they would normally do is open, scroll how much
there is to read and if it looks too much theyll
hit delete and move on.
However if you can grab their attention with a
short piece of inciting copy and have an attrac-
tive reason to click on a link, then get magically
transported out of email mode (how fast can I
delete you), to now Im surfng the web. Once
this happens people attentions spans goes from
just a few seconds to a few minutes, which is
now enough time to draw them into your mes-
sage and offer.
To prove my point have you ever been on email,
clicked on a link and then two hours later saying
to yourself, What was I doing? Oh yeah thats
right I was clearing emails.
2. Training Your Customers
If you want to start selling more of your products
and services online (and you should), you need to
start training your customers to go to your web-
site. Because a person cant buy directly from a
HTML form inside an email, as its not a secure
environment.
So in the same way as Pavlovs dogs if you want
to sell products and services online you need to
condition your customers to go to your website,
because that is where all of the cool stuff and
action happens. Plus, once there, its only one
click away for your shopping cart and dollars in
your bank.
3. Content for Google
Next, lets talk about Google and this wonderful
thing called the Google Algorithm, which is the
process they use to rank your website compared
to all of the other websites on the internet.
Clearly your job is to get in favour with Google
because the better your ranking, the more free
traffc you get.
Now when people produce email newsletters, all
of this wonderful content gets traps in email -
and Google of course doesnt see or index any of
this content. So in the same way that, todays
news is tomorrows chip paper, once you create
an email newsletter it benefts people on that
day, but does nothing to serve you long term.
By Dale Beaumont
16
internet marketing magazine
april 2013
What you should do instead is take all of that won-
derful content that you have produced and add
it to something called a blog which sits on your
website. Then you take each of those blog entries
and optimise them for certain keywords that peo-
ple are searching for. Google will then index these
pages and they will become like spreading bread-
crumbs spread across the web, which leads new
people to your website.
4. Boosts Your Rankings
To further expand on the point above, commonly
known factors which affect Googles Algorithm are
having a keyword rich title tag, an effective meta
description and back links coming from high Page
Rank websites. However other factors include the
number of pages on your website, the length of
time people stay on your site and amount of return
visitors.
By moving your content out of emails and onto you
website; youre creating more pages on your web-
site; youre increasing the time that people stay on
your site; and youre ensuring that you have a lot
of people are coming back to your site on a regular
basis.
The net affect of these factors means the value
and importance of your website increases and this
will be refected in better rankings, more traffc,
more enquiries and ultimately more profts.
5. No Multi-Media Restrictions
In email you are restricted to what you can say and
do. If you use certain words like; earn extra cash,
compare rates, incredible deal or lowest price
- you might unintentionally trigger spam flters and
your emails wont get through.
In addition, you cant reliably embed videos or au-
dio messages into massive broadcast emails. This
is a major issue because videos are an excellent
way to connect with an engage your customers.
One way you can harness this medium is to start
producing videos once a month covering the latest
news in your industry. Or start producing videos
called your questions answered where you take
questions frequently asked by your customers and
answer them.
Another medium which is gaining signifcant mo-
mentum now is podcasting. This is where people
can subscribe to receive audio messages from you.
The beneft of this is your customers can access
your content during times when their bodies are
preoccupied but their minds are free. This could
be driving in the car, working out in the gym or
cleaning the house.
In Summary...
So to sum things up email newsletters are like a
fash in the pan. They give you some immediate
benefts but they do nothing for you longer term.
So what should you do instead?
My advice is to write your emails like a postcard.
This means keep them short and unintimidating.
As for the content your job should be to sell the
sizzle not the steak. In other words, write copy
that is intriguing and enticing, but dont give all
your secrets away. Share enough to get them in-
terested then include a link that takes them out of
their email and onto your website.
There you can proudly present your content, with-
out restrictions and you are creating content that
will earn you points with Google and provide you
benefts for many years to come.
Dale Beaumont
is a 16 times best-selling author, Business
Owner and Entrepreneur. Dale runs Austra-
lias leading business education and mas-
termind program called Business Blueprint.
See Dale live at NewRulesOfBusiness.com.au
17
internet marketing magazine
april 2013
> ADVERTISEMENT
18
internet marketing magazine
april 2013
Any business selling online should learn how to op-
timize their shopping carts so that as many cus-
tomers as possible will go through with their pur-
chases.
According to a computation on Baymard.com the
average abandonment rate for online shopping
carts is roughly 65.23% an overwhelming majority.
So what can business owners do to ensure that
their customers end up checking out? These nine
tips are a good way to start:
1. Provide free or fat shipping and make it vis-
ible
According to a Forrester study, 44% of online cus-
tomers abandon their shopping carts because of
high shipping costs. In the same vein, 22% aban-
don the carts because the seller did not mention
shipping costs at all. A similar study from E-tailing
Group also revealed that unconditional free ship-
ping is the most important factor that leads cus-
tomers to complete a purchase. In fact, 73% of
respondents listed unconditional free shipping as
critical.
Apart from completing their initial purchase, cus-
tomers are likely to buy more products because
of free shipping. A study conducted by Compete
stated that 93% of online buyers are encouraged
to buy more products if free shipping is included.
Customers who received free shipping also ended
up being more satisfed than those who had to pay
additional fees.
Zappos shopping cart is a good example of this,
emphasizing free shipping at the top of the web-
site, as well as within the item display on your
shopping cart.
2. Eliminate hidden charges
While having free shipping is important to custom-
ers, it is said that they also hate additional surprise
charges as they are checking out. WebCredible
UKs 2010 survey indicates that 49% of online shop-
pers abandon their purchases because of hidden
fees that are only revealed upon checkout. But if
online shoppers dislike these surprise charges, how
will business owners introduce additional variable
charges such as sales tax, and specialized shipping?
One way to do this is by adding a calculator or esti-
mator within the shopping cart as early in the pro-
cess as possible. In the below example, Best Buys
shopping cart has a built-in sales tax calculator to
avoid any additional surprise charges for custom-
ers.
9 WAYS TO DECREASE
SHOPPING CART ABANDONMENT
ON YOUR ECOMMERCE WEBSITE
> SHOPPING CART ABANDONMENT
By Russ Henneberry
19
internet marketing magazine
april 2013
3. Make cart items visible at all times
It can be tricky (and therefore frustrating) for cus-
tomers to keep backtracking and navigating a site
just to fnd their existing shopping cart and check
the items ready for purchase.
Though its simpler from a technical standpoint
to create customer shopping carts on a separate
page from your e-commerce store, customers need
ready access to the cart regardless of the page
they are on.
In one report, Movies Unlimited allowed its online
shoppers to see their existing cart via a dropdown
menu, rather than navigating to a separate page.
This led to an estimated decrease in cart abandon-
ment of 4% to 8%.
The below screenshot highlights this kind of feature
in action. In Green Mountain Coffees example, the
shopping cart shows up on the top right side of the
screen whenever you add a new item to the cart.
You can also easily make the cart viewable, if you
want to check it as youre shopping.
4. Reduce the number of pages involved in the
checkout process
The Webcredible report also mentioned that
around 10% of respondents abandon their shopping
cart because of a lengthy checkout process.
These are most likely multi-page checkouts that
keep presenting customers with additional forms,
questions, or products.
But what if these additional options are necessary?
This is where a feature like Express Checkout
comes in. In the below example, NameCheap pro-
vides customers with an Express Checkout op-
tion where, while viewing their cart, they can im-
mediately check out and complete the purchase.
5. Have a wide variety of payment options
The below example shows Walmarts extensive list
of payment options for their online store.
These include a variety of credit cards, third-party
online payment services such as PayPal, and even
Walmart rewards cards. Apart from these digital
payment options, they also receive payments for
online purchases via check. According to Walmart
representative Cynthia Lin, check payments help
them reach more customers. Initial data show
were reaching customers who have not bought
from us before, she said.
6. Remind customers of their abandoned carts
Just because a customer abandoned their shopping
cart, it doesnt mean that the transaction is over.
In the same report about Movies Unlimited, they
stated a 1.5% rise in transactions just by sending
out email campaigns to remind customers of their
abandoned carts. As a result, customers either
purchase the abandoned items, save them for
later, or clear the cart.
20
internet marketing magazine
april 2013
This move makes sense because the Forrester
study also found that 41% of online shoppers who
abandon their carts do so because they are unpre-
pared to make the purchase. Therefore, online
store owners should give customers the option to
complete their purchase when they are ready.
Apart from email reminders, another way to re-
mind customers to return to abandoned carts is
the Save for Later or Wishlist feature, which
is prevalent in most online shopping carts from es-
tablished retailers. Amazon is a leader in this de-
partment with its several Wishlist features. You
can create multiple wishlists, add a Wishlist Add-
on for your browser so you can bookmark items
from other websites, you can also jot items down
and shop for them later.
Also, if they see that youve browsed specifc items
or categories, theyll send you fully customized
emails reminding you to buy these items.
7. Ask the user to register an account after the
sale, not before
Webcredibles study shows that 29% of online shop-
pers do not like proprietary registration forms dur-
ing check out. In fact, one respondent stated that
because of their existing number of passwords,
they feel inconvenienced when yet another service
requires them to create an account.
But how can you track customer activity without
inconveniencing your customers? Walmart is a
great example of this. As youre checking out, they
give you 3 options for your account. You can login
with your existing Walmart account, register now,
or wait until later to create your own Walmart ac-
count. This puts less pressure on the customer,
knowing that he or she can complete the transac-
tion without registering.
While an email address is still required, creating
an online Walmart account is not.
8. Have high-quality, interactive product images
E-tailings 2011 Connected Consumer survey
showed that the website features online shoppers
found essential were high quality images, ability to
see the item in their preferred colors or styles, al-
ternate views of the item, and zoom functionality.
The below example from Timbuk2 is a great exam-
ple of this, since the pictures dominate the screen,
can be viewed from different angles, and clearly
display what the item will look like when youve
customized it.
9. Highlight your sales, discounts, and other spe-
cially priced items
The same E-tailing survey showed that 62% of on-
line shoppers think its important for an e-com-
merce website to have sections for specially priced
21
internet marketing magazine
april 2013
items. These include items on sale, coupon codes,
and items being cleared from inventory.
In the example here, sale items are prominent on
Steve Maddens website, including specially as-
signed sections for sale and clearance items.
As you can see, these tips arent just for improv-
ing conversion rates, they help make for a better
customer experience as well.
By applying even just a few of these tips to your
shopping cart, you might see your sales increase,
while providing a better, easier online shopping ex-
perience for your customers as well.
Russ Henneberry
a freelance content marketing and
analytics professional. Russ is the
managing editor of The Daily Egg and a
fanatic about all things marketing. Check
him out on Twitter.
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SPIKE HUMER, Entrepreneur &
Business Growth Expert
My goal is to raise $7,500.00 for
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Im walking a mile in high heels to raise critical funds for
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Be part of the solution to ending violence against wom-
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If you are in or plan to be in the Sacramento area, join
me at the fun flled event festival on May 4, 2013!
If youd like to fnd our more about WEAVE, you can
visit www.weaveinc.org
22
internet marketing magazine
april 2013
HOW TO SPEED UP YOUR
WORDPRESS SITE
> WORDPRESS
Is your blog slow?
Do you want to improve the experience for readers?
In this world of instant gratifcation, speed of con-
tent delivery really can impact your business.
Keep reading to discover ways to increase the speed
of your website.
Why Website Speed Is Important
First impressions matter.
One way to see how fast your website is loading is
to use Pingdom.
When new visitors come to your site, the frst thing
they notice is the load speed and then the design.
Even if you have a fantastic website, if your page
doesnt load fast enough, visitors might leave be-
fore they see your website design.
In addition to this, Google strives to deliver the best
search results, so they put a great value on website
loading speeds.
This means that if your site does not load fast
enough, you may lose ranking in Google search re-
sults despite all of your other online marketing ef-
forts. And this can easily lead to less traffc, which
then translates to lost subscribers and customers
for your business.
Here are some simple steps to help you improve
the speed of your WordPress site.
Start With the Basics
Heres a short summary of the basics you need to
know about how to increase your WordPress site
speed.
Keep the number of WordPress plugins you
use to a minimum. A high number of plugins
adds an overhead to your blog and slows your
website speed. Carefully choose your plugins
and only use the ones you really need for your
website.
Delete spam comments. Another practice
that slows the speed of your website is keep-
ing thousands of spam comments in your da-
tabase. Remember to regularly delete spam
comments from your database.
By Eugen Oprea
With Pingdom, you identify what areas of a web page are fast, slow
or too big, what best practices youre not following and so on.
Remove any plugins that you dont use or that you can easily
replace with a code snippet
Remove all spam comments when they get to a 3- to 4-fgure num-
ber. All you have to do is just to click on the Empty Spam button.
23
internet marketing magazine
april 2013
Delete post revisions. Just like spam com-
ments, copies of old post revisions make your
database heavier and slow down the speed of
your website. Be sure to delete your old post
revisions. Install the Better Delete Revision
plugin to remove the old revisions from your
posts and pages.
Get a Proper Hosting Provider
WordPress is just like a car; it can run faster if you
give it proper fuel.
In order to work, WordPress needs specifc resourc-
es, such as memory or central processing unit (CPU)
on the server where its hosted.
And sometimes those resources are not enough for it
to function properly. This is often the case on shared
hosting.
So if you started your website using a shared account
on a company like HostGator, Bluehost or Dream-
host, consider upgrading your hosting account as
soon as you can afford it.
You can get a Virtual Private Server (VPS) or dedi-
cated server, but what might work best is managed
WordPress hosting.
You can set up and optimize your own server dedi-
cated for your WordPress sites, like I do, but this
takes time and a certain level of expertise.
Here are some providers you can look into:
Synthesis
Page.ly
WP Engine
Each of these has different benefts, so check them
to see which one resonates more with your busi-
ness model and budget.
Choose Your Theme Wisely
Once youve looked into plugins and hosting provid-
ers, the next step is to look at thetheme you use for
your WordPress site.
First, I would recommend you choose not just a
simple theme, but a framework for additional
benefts to your blog, such as:
Improved speed
Built-in security enhancements
Basic search engine optimization
Beautiful designs
When you choose a theme/framework, you should
look at how often the framework is updated, how
seriously they take security or what kinds of designs
they can offer out of the box.
Additionally, one really important aspect is which
SEO features are included with your theme. To
strengthen your SEO, its important to easily be able
to add a custom title or custom meta description
to your articles.
Frameworks to consider are: Genesis Framework
from StudioPress, Thesis, AppThemes, WooThemes
or Headway Themes.
Optimize Your Database
In the basics mentioned above, you learned to de-
lete your spam comments and post revisions. That is
because they add a high overload on the database.
The database is the place where everything about
your WordPress site is stored and its different from
the physical fles, uploads, themes or plugins on the
server. WordPress uses the database to store posts,
pages, comments, settings and plugin information.
Every time a page is loaded, it reads the database. If
your database is bloated, the information can take
longer to be found and displayed.
Remove the old revisions from your posts and pages.
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internet marketing magazine
april 2013
This is the main reason why you need to optimize
your database regularly, especially if you have a
larger website.
To do this, you can install the WP-DBManager plu-
gin. This plugin helps you to back up, restore, re-
pair and optimize your database.
Use the WP-DBManager to back up, optimize and
repair your WordPress database.
Once you install it, youll see a Database item on
the left menu.
First, back up the database from the Backup DB
submenu.
Once the Checking Database Status is completed,
just press the Backup button to back up your Word-
Press database.
Next, repair the database from the Repair DB sub-
menu.
To repair your database, just select all of your ta-
bles and click the Repair button. To repair your da-
tabase, just select all of your tables and click the
Repair button.
Finally, its time to optimize the database from the
Optimize DB submenu.
To optimize your database, just select all of your
tables and click the Optimize button.
As you can see, this is easy to do.
And if you want to avoid doing this manually, you
can also schedule these tasks from the DB Options
submenu.
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internet marketing magazine
april 2013
Schedule the backup, optimization and repair of
your database.
I personally back up the database every day, op-
timize it every 3 days and repair it once a week.
You can follow this pattern too. But if you blog mul-
tiple times a day, I would recommend you schedule
these more often.
Optimize Images
Its also important to know what types of images
you can use and when.
For example, if you have simple images such as il-
lustrations or artwork, its recommended to use an
8-bit PNG. This makes your images smaller, which
makes them faster to load on your website.
But if you have complex images with lots of colors,
then JPG or 24-bit PNG is recommended. [Editors
note: 24-bit PNG fles are signifcantly larger than
JPG fles but are more visually stunning].
You can use a simple image editor to save images in
these formats, such as Paint.NET or more complex
editors like GIMP or Photoshop.
By using the proper format, youll reduce the size
of your images. And when theyre downloaded by
your visitors browsers, this operation will be much
faster.
This will increase your website load speed.
Use a Caching Plugin
Caching is a process thats essentially like taking
a picture of your content and providing it to your
visitors without requesting it from the database
each time.
WordPress is an entire mechanism and every time
you load a page, lots of things happen on the back
end.
But when you use a caching plugin, this process gets
simplifed: your content is served from the cache
without being generated over and over again.
The best plugin you can use to cache your content
is W3 Total Cache. Its effective and simple to use.
For simple images, illustrations or artwork, use an 8-bit PNG format.
If you need to save complex images that contain lots of colors, save
them as JPG or 24-bit PNG.
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Install W3 Total Cache and activate Page Cache,
Minify and Browser cache. You should also activate
the preview mode and preview your site before ac-
tivating your settings.
There are some advanced techniques you can use
here, but to start with, just install and activate it
and leave the default options on.
Deliver Your Content Through a Content Delivery
Network
A content delivery network (CDN) helps to deliver
your content, images and also CSS& JavaScript fles
from different locations across the globe.
Your content is served from the location that is
closest to your visitors. So, if your visitor is from
Europe, for example, then your content will come
from a server in Europe.
A CDN saves your bandwidth and visitors will experi-
ence faster loading speed.
You can get a free CDN from your hosting provider
or you can set one up yourself using Amazon Cloud-
Front and the W3 Total Cache plugin mentioned
above. This will require more technical skills.
Your Turn
Be sure to follow these steps to improve the loading
speed of your WordPress website and improve the
experience people have when visiting your site.
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customers using proven techniques that grow
your business. Get his Google Analytics course
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27
internet marketing magazine
april 2013
In a city populated by purse dogs, Matt Meeker
found New Yorks pet stores to be lacking in prod-
ucts for Hugo, his energetic, 100-lb. Great Dane
puppy. I was very obsessed with spoiling him,
Meeker says, but fnding toys and treats for a dog
of Hugos size wasnt easy.
Starting BarkBox a subscription-based service that
delivers boxes of goodies to dogs and their owners
once a monthwas Meekers solution. He let other
dog-lovers in on it toothousands of others, in fact.
Meeker co-founded BarkBox with Henrik Werde-
lin and Carly Strife, both veterans of the startup
scene, and the service launched in early 2012.
We just wanted to help dog parents who are ob-
sessed with their dogs discover the newest toys
and treats and bones for their dogs and provide it
to them on a monthly basis, Meeker says.
In a little under a year, the company has amassed
more than 20,000 customers, Meeker says. And,
event better, Meeker says the company has man-
aged to retain them at a steady rate of 93 to 95
percent for the frst year.
In fact, one of their biggest problems has been un-
derestimating growth. We had a stretch goal and
we raised the money in June of this year, Meeker
says. The story we were telling the investors was
that our goal for the year was to end with 8,000
customers, and the stretch goal was 10,000. And
we really thought 10,000 was not possible. But
theyve doubled that, and now theyre concentrat-
ing on building a fun, edgy, irreverent and some-
times inappropriate brand, he says.
We dont call anything marketing, Meeker says.
We call it customer acquisition or brand building,
so weve put a lot of emphasis on both. Weve tak-
en a lot of time to be thoughtful about our brand
and create a narrative around it.

At the heart of BarkBox is the idea that a dog is a
member of the family. We talk a lot about how
our customers are dog parents, Meeker says. We
see that everywhere. We see that with the people
we interact with on Facebook, commenting on ev-
erything we post, and people who write in or call
in to support with questions. They all fall into this
profle for sure.
BARKBOXS ROAD TO 20,000
CUSTOMERS AND 95% RETENTION
> CUSTOMER RETENTION
By Alyssa Karas
BarkBox founders Henrik Werdelin, Carly Strife, and Matt Meeker
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internet marketing magazine
april 2013
Because BarkBox knows its cus-
tomer basewomen with dispos-
able incomes, they tend to be 25-
to 35-year-old professionals with
no children, or 45- to 55-year old
empty nestersits founders have
been able to tailor the business
to their audiences wants and
needs, and interact with them in
as many ways as possible.
Our approach there over 2012
has been to try as many things
as we can as fast as we can and
see what works, Meeker says.
And when we fnd channels
that work, we go very heavy on
those.
For example, deal sites like
Groupon and Fab have proved to
be effective for bringing in big
groups of customers to BarkBox
over a short period of time, and
the companys referral program
is popular too. Customers earn a
free box for every new subscrib-
er they refer. We actually have
one woman who has now earned
over 24 years of free BarkBox,
he says. Shell be with us for
awhile.
Sometimes theyre surprised at
what works. One thing we kinda
stumbled into is people love to
do these unboxings and put it
on YouTube, Meeker says. The
Internet is flled with home vid-
eos of happy customers gleefully
describing the contents of this
months BarkBox while their dogs
nose through the toys and treats.
They actually translate really
well into new people discovering
it and purchasing, and so now
were a little more systematic
about identifying people who do
that.
The team recently launched a
BarkBox mobile app, which allows
customers to review and reorder
products, as well as check the
status of their boxes. But you
really cant do much with it un-
less youre a subscriber, Meeker
says. So its to add more value
there, to give people one more
way of discovering the brand and
interacting with it.
On the other hand, they focus
their energy where it matters.
When their retargeting service
wasnt bringing them the results
they wanted, We were spend-
ing hundreds of dollars per cus-
tomer, Meeker says, they opted
to switch to Perfect Audiences
services, which has been super,
super successful, he says.
That includes focusing their ener-
gy on certain groups of subscrib-
ers too. Customers can purchase
monthly, quarterly or half-year
subscriptions, with the half-
year plan being the best value.
Only three percent of customers
purchase the monthly package,
which is the most expensive, and
if they dont renew, they arent
chased down. We actually dont
put a lot of emphasis on reaching
out to them and trying to move
them into a different plan be-
cause its such a small group,
Meeker says. Because retention
rates for other packages are so
high, its not worth the time for
a small team.
In the future, Meeker and the
BarkBox team plan on expanding
the products and services they
offer. Currently three variet-
ies of boxes go out each month:
Ones for small, medium and
large dogs. Meeker said he hopes
to address dogs needs not just
based on size, but in categories
like age, geography and behav-
ior. Next year, six varieties of
boxes will be sent out in January,
12 will go out in February, and in
March theyll expand to 18. Year-
long subscriptions are on their
way too.
But behind everything, BarkBoxs
commitment is to its subscribers,
andespeciallyto dogs. Ten per-
cent of every subscription goes
to a shelter or rescue.
Its really not a technology com-
pany, Meeker says. We think of
it as a brand company, where its
a brand serving a particular au-
dience of people and doing that
every which way possible into
the future.
Perfect Audience
is the widest-used Facebook
retargeting platform. Perfect
Audience is the fastest and easiest
way to retarget lost web site visitors
on Facebook and bring them back to
convert. Follow PerfectAudience in
Twitter.
BarkBox.com
PerfectAudience.com
29
internet marketing magazine
april 2013
In the last few weeks Google has unveiled its frst
look at its new wearable technology that is still in
prototype called Google Glass. Googles aim for
this product is to have it available to the public at
the end of 2013.
Check out the video below to get a feel for how
Google Glass will be used in the future in everyday
situations.
GOOGLE UNVEILS FIRST LOOK
AT GOOGLE GLASS
> GOOGLE GLASS
By Greg Cassar
Heres how it looks:
30
internet marketing magazine
april 2013
Heres the offcial images from Google explaining what is does:
Greg Cassar
is Australias leading Internet
Marketing Strategist. With
InternetMarketingDoneForYou.com Greg
& his team provide traffc, development
and conversion optimization services for
medium to large businesses, enterprises
& eCommerce stores looking for
serious growth online. You can follow
Gregs latest updates by subscribing
to Internet Marketing Magazine at
InternetMarketingMag.net for the new members area
and the latest issue updates.
This technology is potentially as big a technology
game changer as the iPhone when it frst came
out. The uses for the technology are near limit-
less, especially if it is opened up to App develop-
ers like the current Android Operating system.
Who knows how it will affect your life in the years
to come a surgeon operating using it, you navi-
gating the streets of New York with a map app,
or using glass to flm your childs birthday party.
Its a game changer of that there is little doubt.
* Images and videos courtesy of Google at http://
www.google.com/glass/start
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internet marketing magazine
april 2013
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