This document discusses the evolution of electronic communication over time from Samuel Morse's telegraph in 1844 to the modern internet. It also discusses how technology and internet marketing are changing at an increasingly rapid pace, requiring businesses to move quickly. Several strategies for internet marketing are outlined, including search engine optimization, pay-per-click advertising, affiliate marketing, email marketing, video, blogs, and social media. Hiring the right people and testing different approaches are emphasized as keys to success.

1. CreatingCus ersOutofThinAir
tom
Internet Marketing for CEO’s
Brad Fallon
President, StomperNet
brad@stompernet.com
text 330-242-1029

6. Electronic Communication:
A Long Way in 160 Years
Samuel Morse, 1844
The ARPA Network, 1969
Alexander Graham Bell, 1876

7. “It’s tough to make predictions,
especially about the future.”
~Yogi Berra

8. “The stuff that used to work,
well it don’t work now.”
~Warren Zevon

9. Two Themes
3.Things are changing.
4.Things are changing faster.

11. “Time is that thing in nature which
prevents everything from happening
all at once. Lately, it doesn’t seem to
be working.”
~ Anonymous

13. Every morning in Africa, a
gazelle wakes up. It knows it
must run faster than the
fastest lion or it will be killed.

14. 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.

15. 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.

16. “If you have everything under control,
you’re not moving fast enough.”
~Mario Andretti

17. TECHNOLOGY MEANS

18. TECHNOLOGY MEANS
Bigger Ideas
AND
Better Execution

19. Historical Productivity of the Inc 500
Output 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

20. ~ Rupert Murdoch

23. Otto Frederick Rohwedder (1880-1960)

24. Inventor of:
Otto Frederick Rohwedder (1880-1960)

25. Inventor of: Sliced Bread
Otto Frederick Rohwedder (1880-1960)

26. Inventing Sliced Bread

27. Inventing Sliced Bread
Timeline
Idea…………………….....1912 (Found an Idea)

28. Inventing Sliced Bread
Timeline
Idea…………………….....1912 (Found an Idea)
Prototype…………………1916

29. Inventing Sliced Bread
Timeline
Idea…………………….....1912 (Found an Idea)
Prototype…………………1916
...........
First Sale………………….1928

30. Inventing Sliced Bread
Timeline
Idea…………………….....1912 (Found an Idea)
Prototype…………………1916
...........
First Sale………………….1928
Commercial Success……...1930 (Found a Market)
Wonder Bread – different company, different machine

32. Smart Marketing, Inc.
Timeline
2004……………………….$1.2 million (Found a Market, SEO)

35. Smart Marketing, Inc.
Timeline
2004……………………….$1.2 million (Found a Market, SEO)
2005……………………….$7.8 million (Physical Products)

41. Smart Marketing, Inc.
Timeline
2004……………………….$1.2 million (Found a Market, SEO)
2005……………………….$7.8 million
2006……………………….$32 million (#9 of Atlanta’s Fastest
Growing Companies)

44. TRAFFIC CONVERSION

45. TRAFFIC CONVERSION

46. Search
TRAFFIC CONVERSION

47. Search
TRAFFIC CONVERSION
Affiliates

48. PPC
Free
Search
TRAFFIC CONVERSION
Affiliates

50. Paid (PPC)
Free

52. Internet Marketing 2.0
TRAFFIC CONVERSION
COMMUNITY

53. StomperNet.com
World Class Internet Marketing Training
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.

55. 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

56. 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

57. 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

58. Alexa Ranking
October 3, 2007

60. 500+ Hoursof Instructional Videos

63. Smart Marketing, Inc.
Timeline
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!

67. “Big will not beat small anymore.
It will be the fast beating the slow.”
~ Rupert Murdoch

68. B
A

69. B
Money
Time
A

70. B
Money
Time
A

71. B
B
A

72. “The real constraint is almost always
time, not money. Focus on speed.”
~ Brad Fallon

73. Leverage Point
Constraint

76. J.C.R. “Lick” Licklider (1915-1990)

77. “People tend to overestimate what can
be done in one year and underestimate
what can be done in five years.”
~ J.C.R. Licklider

78. A B

79. Demand Curve
Very High Margins
Price
v
(Profit)
Quantity Demanded

80. Demand Curve
Price
Quantity Demanded

81. Demand Curve
Price
Quantity Demanded

82. Demand Curve
Price
Quantity Demanded

83. Demand Curve
Price
Quantity Demanded

84. Free

85. The Free Line
$
FREE
$
$
$
$

86. The Free Line
FREE
$
$
$

87. FREE
$
$
$
$
$

88. FREE
$
$
$
$
$

89. Subscriptions
Online Only $59
Print Only $125
Print AND Online $125

90. Subscriptions
Online Only $59 16
Print Only $125 0
Print AND Online $125 84

91. Subscriptions
Online Only $59 16 Online Only $59
Print Only $125 0
Print AND Online $125 84 Print AND Online $125

92. Subscriptions
Online Only $59 16 Online Only $59 62
Print Only $125 0
Print AND Online $125 84 Print AND Online $125 38

93. Subscriptions
Online Only $59 16 Online Only $59 62
Print Only $125 0
Print AND Online $125 84 Print AND Online $125 38
$11,444 $8,408

94. Ea p
x m les
The Net Effect
The Arbitrage Conspiracy

96. Fire

97. The Wheel

98. Affiliate Marketing

99. Affiliate Marketing
Opportunity

100. Affiliate Marketing
Opportunity
Digital Online
Media Products Video

102. Online Video
In one month, there
were 175 Million
Unique U.S. Internet
Users
Source:
comScore

103. Online Video Is Pervasive
In one month, there
were 175 Million
Unique U.S. Internet
Users
131 Million
Streamed
Video
75%
Source:
comScore

104. 122,872,000
Unique U.S. Streamers Per Month
Source:
comScore

105. Growth in Online Activities
Top Five Increases
Source:
Mediamark Research

107. 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

108. Example: University of Phoenix

109. Example: University of Phoenix
Annual tuition revenue over $1 billion

110. FreeLineReport
www.FreeLineReport.com

111. quot;It is not the strongest of the species that
survive, nor the most intelligent, but the
ones most responsive to change.quot;
~Charles Darwin

112. “If you’re doing something you’re
good at, that’s probably bad.”
~ Brad Fallon

113. InternetMa etingforC Os
rk E’
TenThingstoKnow

114. InternetMa etingforC Os
rk E’
1. Overview – (The Components of your strategy)

115. InternetMa etingforC Os
rk E’
1. Overview – (The Components of your strategy)
2. SEO (Search Engine Optimization) – (More prospects for free)

117. You vs. Google

118. SEO – Search Engine Optimization

119. SEO – Search Engine Optimization
Multiple web site strategy
 Corporate Sites
 Blogs
 Microsites
SERM – Search Engine
Reputation Management

120. Keyword Research

124. More Jargon
SEO – Search Engine Optimization
SEM – Search Engine Marketing
PPC – Pay­per­Click
Paid Search – Same as PPC
SERP – Search Engine Results Page
Free/Natural/Organic vs. Paid Search

125. SEO Factors

126. SEO Factors
On Page Factors Off Page Factors

127. SEO Factors
On Page Factors Off Page Factors
•Title Tags

128. SEO Factors
On Page Factors Off Page Factors
•Title Tags •Link Popularity
•Keyword Density •PageRank®
•Site Structure •Page Reputation

133. OtherExamples
Atlanta CPA
IBIS, Inc.

134. InternetMa etingforC Os
rk E’
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)

135. Metrics
CAC – Customer Acquisition Cost
LCV – Lifetime Customer Value
FSCM – First Sale Customer Value

136. InternetMa etingforC Os
rk E’
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)

137. Ea p
x m les
Ruth’s Chris

138. InternetMa etingforC Os
rk E’
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)

139. Googlevs F
. acebook

140. Facebook
• 1 Million New Users per Week (25+)

141. Googlevs Y
. ouTube

142. Facebook
• 1 Million New Users per Week (25+)
YouTube
• 50 Million Visitors per Month

144. FreeLineReport
www.FreeLineReport.com

145. First Who,
Then What.

146. “Do less, make more.”
~Brad Fallon

147. People You Need for Internet Marketing
• Webmaster
• Web Designer
• Programmer
• Copywriter(s)
• Online PR
• Sales Copy
• Video

148. FreeLineReport
www.FreeLineReport.com

149. 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)

150. Creating Customers Out of Thin Air:
Secrets of Online Marketing for Offline Businesses
www.BradFallon.com/book.html
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

151. Creating Customers Out of Thin Air:
Secrets of Online Marketing for Offline Businesses
www.BradFallon.com/book.html
Free Line Report
www.FreeLineReport.com
StomperNet The Net Effect
www.StomperNet.NET
SEO Research
www.seoresearch.com

152. “Thefutureaintw
’ hatitusedtobe”
.
~ Yogi Berra
Brad Fallon
President, StomperNet
brad@stompernet.com
text 330-242-1029