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1. 40 DIMITRI
KOTOV
rules
for digital
marketers
in 2013
PRESENTING THE FORTY RULES ABOUT ..
Social Media, Content Marketing, Digital Advertising, and Mobile
Marketing that you need to know in 2013. Not to mention the 5 BEST
WAYS TO ADVERTISE ONLINE, and the winning duet of Facebook Ads and
Bitly links that drive huge traffic to your website.

2. media.
1
There's never been
a better time to be
a business that
cares about digital
Smartphone apps,
social media sites,
display advertising…
The options are
astounding in 2013.
But that also
means there are
too many options.
There's a lot of clutter out
there. Think of this as your
2
road map to an awesomely
digitised (but often
overwhelming) new world
of business.
GO

3. 3
*Users in Australia. Nov ‘12.
Let's start with the social media sites
you're using. Think about why you're
there. If your customers aren't on the
network then you shouldn't be there
either. The time spent talking to people
who will never buy your product would
be better spent talking to those who
would. Remember, everything you spend
your time on in your business should
result in some kind of return.
FACEBOOK LINKEDIN TWITTER
4 And just because social media marketing can cost less than
traditional forms, it doesn't mean that your return on time
(ROT) should be any less than your other business activities. GO

4. 5
WAYS TO ADVERTISE
ONLINE AS TESTED
BY DIMITRI KOTOV
If your website has
One new start up’s name you will want to drop
in your next meeting is Perfect Audience.
Linkedin is often
the only social network
where the big bosses
tend to play. This is
your best lead source if
you're a B2B business
or your product or
service is aimed at
the well-to-do. Facebook's
Google AdWords
will drive traffic to your
website, guaranteed.
What isn't is the ROI your
business will receive from
this traffic. Make sure you
monitor your lead quality
from Google, and
compare it to
GO
interest-based targeting others here.
large traffic, you is unrivalled by any other
online platform. If you're a
will find Retargeter start-up, or have a niche
to be a rich source product or service, Facebook
Ads will bring your business
of sales leads. more sales leads than any
other form of advertising
(online or traditional). But,
only when done right
Retargeter displays (see No.9). Perfect Audience
your banner ads across remarkets to your
the web to anyone who website visitors on
has visited your website. Facebook, essentially
It's like using a lasso to following them online
bring your customers from your website to
back to your website. Facebook.

5. 6 USE
THIS
There's a new way
to drive tra!c to
your enquiry page
on your website.
Looks like this.
The Hello Bar is a web toolbar that
"drives more attention to your most
important content". Use it to direct
people to your enquiry page.
Hey presto! More sales leads.
GO

6. GO
7
DIGITAL MEDIA
STRATEGIST
PROFILE
One type of online discussion site
you may want to investigate in your
digital media planning are forums.
In a shiny-object obsessed industry, forums still
Dimitri
Kotov
/ Digital Media Strategist
8
/ Speaker
remain relevant to many who were younger when / Consultant
the first dot-com boom sweeped through Australia.
Research what forums are still active in your Career Highlight: “A speaking
engagement that took me across
industry and whether it makes sense for you to Australia and found me sharing the
engage on the sites. For many businesses one stage with one of the world’s most
qualified lead on a niche forum can result in more prominent Marketing Professor”
Best Result For Client: “I spent just
revenue than a dozen from a generalist social media
$700 on Facebook Ads for a client and
site such as Facebook. created a Facebook community of over
10,000 target customers from scratch,
in less than 20 days”
Currently works: “For clients in the
Automotive and Sustainability
industries and Australian-based SME’s”

7. GO
DIGITAL MEDIA
STRATEGIST
PROFILE
Dimitri
Kotov
/ Digital Media Strategist
8
/ Speaker
/ Consultant
Career Highlight: “A speaking
engagement that took me across
Australia and found me sharing the
stage with one of the world’s most
prominent Marketing Professor”
Best Result For Client: “I spent just
$700 on Facebook Ads for a client and
created a Facebook community of over
10,000 target customers from scratch,
in less than 20 days”
Currently works: “For clients in the
Automotive and Sustainability
industries and Australian-based SME’s”

8. GO
9-14 Everybody loves Facebook.
Stodgy old behemoth brands and hot young start ups
have all gone wild for Facebook Ads. Use this handy
cheat sheet so you can keep up with how businesses
are using them to increase their sales.
AD PROMOTING AD LINKED TO AD LINKED TO
FACEBOOK OFFER CONVERSION PAGE YOUTUBE VIDEO
ON FACEBOOK
AD PROMOTING AD LINKED TO AD PROMOTING
FACEBOOK CONTENT CONVERSION FACEBOOK PAGE
PAGE ON WEBSITE

9. 15
USE
THIS
GO
The pin board seemed unimprovable for
The humble pin decades (Just ask brides to be and house
mums.) Then the folks at Pinterest designed an
board got a digital online pin board with social network
characteristics. If you’re business is fashion,
makeover in 2012. gardening, craft or home decoration you’re
missing out on valuable sales leads from your
target audience from this fast-growing network.

10. 16
Even your SEO
strategy has
gone social.
GO
In 2012, Google updated its algorithm penalising poor content (Panda
updates) and poor links (Penguin updates), whilst rewarding social
content. It’s likely that in 2013 Google will continue to place greater
emphasis on a business’s ‘social signals’. Here’s 4 things to include in your
social media strategy in 2013 that will help your SEO.
17 18 19 20
Encourage Encourage
Encourage
check-ins on customers to
Link content social
Facebook. reviews your
on social sharing of
Google business on
media sites content on
includes Yelp,
to content on your website,
this in its TrueLocal and
your website. especially
algorithm your Google+
+1’s.
Local listing.

11. 21
DIGITAL MEDIA
CASE
STUDY
How I doubled EnerLogic’s website
tra!c with Facebook Ads and Bitly
links in 60 days.
EnerLogic is a sustainable window film that GO
won two Australian Business Awards in 2012.
One for Product Innovation, and another for
Sustainability. Despite this, their website
wasn’t receiving the highest possible volume
of traffic. By implementing a number of
different Social Media best practices on the
EnerLogic Facebook Page we were able to
double website traffic within 60 days.

12. THIS IS A PREVIEW.
RULES 22-40 COMING MID JANUARY 2013.
INCLUDING .. Rules for Instagram, Blogging, and Tumblr not to mention 5 STEPS TO
GETTING MORE RETWEETS.
IN THE MEANTIME .. Connect with me on Linkedin: linkedin.com/in/dimitrikotov