Tạp trí Internet Marketing Số 21 - APR 2013

april 2013

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GROWING FROM $25M TO $100M

Alexi Neocleous
>> THE ORIGINAL AND BEST INTERNET MARKETING MAGAZINE
DESIGNED SPECIFICALLY FOR THE IPAD, KINDLE FIRE, ANDROID AND THE WEB

>

INTERNET UPDATE

THE

STATE OF THE INTERNET

In this section of Internet Marketing Magazine our editor Greg Cassar cover’s the facts and provides
expert commentary on what are the big plays that have recently happened online and how they
affect you.
Inactive Emails Going Rotten
Email deliverability is getting more and more difficult in 2013 as Email Service Providers (ESP’s) get
smarter and smarter technology.
I remember when first starting off in Internet Marketing 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.

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 segment off your list’s inactive’s and try to re-engage
these people with high value irresistible free content.
If you still don’t get any activity then the best course
of action is to delete those contacts. There is no
point of a full pantry where you can’t eat most of it
and it’s affecting the health of the other food.

Email service providers such as Hotmail are changing their algorithms to review ‘opens and clicks’. If
a hotmail user hasn’t opened an email or clicked a Adwords Now Allowing You To Bid on Trademarked
link from you in 4 months then it is more likely that Terms
your messages will now go to the spam folder, which
is not where you want them to go.
In certain parts of the world such as China, Hong
Kong, Macau, Taiwan, Australia, New Zealand, South
I’ve used Hotmail in this example, but all ESP’s are Korea, and Brazil in recent years you have not been
heading this way.
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 keywords that were restricted as a result of a trademark complaint and investigation will no longer be
restricted in the affected regions.
Google states that the reason for this change is
“Google’s goal is to provide our users with the most
relevant information, whether from search results
or advertisements, and we believe users benefit
from having more choice. Our policy aims to balance the interests of users, advertisers, and trademark owners, so we will continue to investigate
trademark complaints concerning use of trademarks
in ad text.”
This is great news, especially for industries where

2

internet marketing magazine
april 2013

one brand name is also the term that describes an
industry eg. Ugg Boot, as it enables more competition to advertise rather than one advertiser dominating a market place.

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
Same Day Delivery… But Not From Who You Would
Expect
Amazon has recently announced the acquisition of
social reading service Goodreads for an undisclosed
figure.
Goodreads boasts over 16 million users and has catalogued more than 360 million books, adding 22 million each month.
Goodreads is a social community for book lovers to
share what books they’ve enjoyed and also to discover new books that they have a high probability
of liking based off the previous books they’ve liked.

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 delivery space – Google.
Google is testing a same-day delivery service called
Google Shopping Express.

Amazon would have several motives with this move.
1. It just acquired an all ready thriving social
network of people who are it’s 100% target market
2. It can very quickly and easily be integrated
with Kindle as Goodreads doesn’t currently have
an eReader of choice.
3. This type of social integration could give
Amazon a major advantage over competition esellers like Apple, who have no social components
to their product offerings.

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.
“We’re still working out our long-term pricing plan
but early testers will get six months of free, unlimited same-day delivery,” advised Tom Fallows,
product management director, Google Shopping Express
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 become main stream in recent years.

Amazon will treat Goodreads similar to it’s acquisition of Zappos where it remains its own brand and
maintains its own culture.

april 2013

3

We have started work on developing a new version of the Internet Marketing Magazine ‘Google
If you haven’t got access to the member’s area Play’ store app as the old one is out of date and
please feel free to do at http://internetmarket- we have no easy way of updating it. We expect
ingmag.net/become-member/ (it’s free). This this update to be 2-3 months off and will let you
month’s complete audio interview with Alexi Neo- know when it goes live.
cleous has now been added. It has lots of learning’s in it that were not included in the magazine, Wishing you the best of success online,
so be sure to check it out.
From the Desk of the Editor

A special thanks to those who have left reviews Regards,
in the apple platforms as it really helps us out. If
you are getting good value from Internet Marketing Magazine and you can spare 1 minute of your
time to click this link to give us a quick honest
Greg Cassar
review that would be greatly appreciated (click Internet Marketing Strategist & Editor
‘view in iTunes’ then scroll down and click ‘write Internet Marketing Magazine
a review’, thanks :).

GregCassar

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>

EXPERT INTERVIEW

ALEXI NEOCLEOUS
DIRECT RESPONSE KEYS FOR

GROWING FROM $25M TO $100M
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
profit 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 advertising 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?

get him as a client, but truth- in my mind now in terms of how
fully I was scared – he was very strongly I believe it.
famous. And then we started doing some stuff together and I realised quite early on that I had
Alexi: The quick version is, first some skill to help business ownand foremost I do lots of direct ers, both large and small. Then
response copywriting - long copy it went on from there, and since
sales letters, video sales letters, then we’ve worked with hundreds
product launches and quite elab- of clients. We’ve increased sales
orate direct response marketing by certainly tens or hundreds of
campaigns. Secondly, I’m also a millions, its hard to say for sure.
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. Let’s
talk”. It’s quite a funny story because 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

6

april 2013

Alexi, you have a unique way of
looking at High Level Marketing
and how it relates to your lessons with the Bow and Arrow.

It’s quite simply this, approach all
of your marketing as a scientist
– every campaign is an experiment and with every campaign
you will get feedback. That
Alexi: What I found working with feedback can either be “posimany business owners, both large tive” or “negative”. A positive
and small, I’m always intrigued by feedback is where made money.
the thinking and behavioural pat- Negative is we lost money. But
terns that separates those who both are quite arbitrary and just
are plodding along and those that to be treated as feedback.
do really, really well. One of the
big differences between those Using all this feedback is quite
are doing ok, but those that are valuable, because you can redoing spectacular in the tens of align your sights. A metaphor
millions and more, is those who that I use is my bow and arrow. A
do spectacular have quite an in- few months ago I bought myself a
teresting perspective on how to pretty high-end professional bow
approach their campaigns. This and arrow. When you get a bow
is something I’ve cultivated as a and arrow you need to adjust
belief system. It’s quite concrete your sights. I’ve got six level of

sights that I need to calibrate
for varying distances. So my top
sight is calibrated for 15 metres, the second one for 25 metres and so on. When you start
to first shoot your bow and arrow you’ve got a whole bunch
of challenges you need to deal
with. Firstly, you need to cultivate your technique. Then you
need to improve your skill set.
Then on top of all that when
you’re starting out you need to
calibrate the sights.

on a really big winning 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.

Marketing is very much the same.
Whether you’ve got an Internet
business, or whether you’ve got
a traditional business doing stuff
offline, treat every marketing campaign is an experiment.
Then you throw traffic at your
sales page, or you throw traffic
at your ads and you track your
response and you see – how many
calls did we get? How many converted in to a sale? How many
converted in to a repeat buy?

With one of your clients at the
moment you’re 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?

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 allocate a fixed amount in budget
and say, for this test campaign
So what I had to do with mine we’re going to spend X dollars.
was, I would stand say ten me- Win, lose or draw we’re going to
tres away and I’d line up the top spend X dollars, and no matter
sights and I’d shoot the arrow. what happens we’re going to use
Then I’d see where the arrow the data to improve next time.
lands on the target in relation For them it’s a matter of just
to the bullseye. Then I’d shoot balancing their cash flow so they
another arrow. And I’d do that can afford to have a succession
a couple of times initially, just of losers, so to speak, until they
to see if there’s consistency in find a winner.
my divergence from the bulls
eye. Let’s say for example that Greg: Then run those winners
I’m consistently a foot north of along and cut the losers short.
the bull’s eye; 30 centimetres
above the bullseye consistently. Alexi: Exactly yes. Cutting the
That tells me straight away that losers short and running those
I need to realign the top sights winners for as long as they’re
at least 30 centimetres.
winners.

If you treat every single campaign as a test you eventually
get to the point where you hit

Alexi: Every business is different. In that client’s case, up until about a month ago the front
end was quite solid, we had multiple traffic sources where we
were sending millions of visitors
over many months, to a landing

april 2013

7

page, or a video sales letter. So in
this particular case until a month
ago the focus was on what happens after the sale. How did we
segment buyers? What do we do
with buyers after they’ve purchased? How do our up sell sequences look? What’s our customer service like?
But then about a month ago we
decided to change the messaging
on the front end, partly for compliance reasons.
What we’re doing to test is I’m
working with the media buyer to
try a whole bunch of different
banners on the front end. On a
fortnightly basis or so I’m sending through a whole bunch of different creative for the banners.
The banners that get the biggest
click through, they’re the ones
that we’re 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 they’d say “ok,
so this is the idea we’re going to
head with our advertising”. I approach it a different way. I said
to the guys, “Listen, just forget
that. Put that to the side for the
moment. Our first step is finding
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 we’re going
to do email drops. I submitted
a whole bunch of subject lines
this morning for the exact same
email. We’re just testing subject

8

april 2013

lines with the goal being, if we
can get a bump, if one of those
can stand out more than the others, then we’ll stick them on banner creative, and if those results
stay consistent, then we’ll 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 we’re sending it to
a Google compliant page.
One of the things I’ve been doing
with Google lately to drive traffic
to somewhere that you couldn’t
normally, say for example, like a
Bing style landing page which has
got beautiful imagery and just
the one primary course of action –
what I’ll do is make it the second
logical page on a site. So then we
send Google traffic 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 Compliant landing page where I want
them to go. Then using Clicktale
I’ll figure out exactly what’s going on to make sure that they
are clicking that and go over to
the landing page. So I can then

send Google traffic to non-Google
compliant landing pages by effectively making the non-Google
compliant landing page one step
away from where I’m sending the
traffic.
Obviously you get some wastage.
It’s not as good as the media buys
when you’re buying traffic on Demand Side Platforms (DSPs) etc
when they really don’t care what
sort of landing page that you’re
sending it to.
Alexi: What we do is we look at is
the conversion rate on the sales
page. Ultimately that’s what
separates the results. But until
we have hard and fast numbers
there’s a whole bunch of analytical things that we do, like assessing 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

“

If you treat every single
campaign as a test you eventually get to the point where
you hit on a really big winning 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.

“

These are all things that we do now do to really assess what’s working and what’s not working on the
page. So if need to improve the Video Sales Letter 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. Depending on what you’re selling, that could really make
a difference to your bottom line. If you’ve got a
lot of traffic and you’ve got some good margins,
you’ve 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 you’re going in to. What goes through your
thought processes when you’re trying to nail the
sophisticated investor that’s agreed to subscribe to
‘big idea’?
a magazine about property Investing. So our messaging tends to be somewhat more sophisticated
Alexi: The first step always is understanding the
and specific then if we do Google AdWords. Google
‘Avatar’. Avatar means your ideal target prospect.
AdWords traffic is less sophisticated usually, not
It’s really getting to the mind of your target maralways, depending on the key word and if it’s a
ket and finding out where they are:
long tail and so forth, but if we’re just talking in
• What are their issues?
general terms here Google AdWords traffic is less
• What are their desires?
sophisticated than targeted EDM traffic. Traffic on
• What are their fears?
“junk related sites” is even less sophisticated, yet
• What are their frustrations?
again, than AdWords. So that all influences what I
• What’s going on in the media that relates to
put in the messaging.
them?
• How is that affecting their perceptions?
When it’s more sophisticated we get very, very
• What bias is that leading to?
specific. We start to assume prior knowledge.
Really understanding where they’re at. That is the
first point.
So basically a lot of the work to do with coming up
with a big theme is related to research and understanding 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.

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 audience had tried before. Now, because I knew our
audience, for that particular message and was
quite sophisticated I could safely put that in a subhead of the messaging.

That then ties in with lead generation. Would
Whereas if we were targeting very general trafyou then put out some kind of lead magnet that
fic, people that are not too familiar with the viis related to those messages that you wanted to
sion supplements, mentioning any of that stuff in
test from your big idea planning?
a headline is just going to confuse them – because
it’s all new to them. So you would need to lead
Alexi: Yes, exactly. But we take it a level further
with messages such as “How to get rid of blurry
by getting very specific, depending on lead source.
vision without needing glasses” or “How to get
Like for example, electronic direct mail (EDM) for
clearer vision in three easy steps” etc.
the readers of property magazines. That is quite a
april 2013

9

Greg: Yes, very clever. So you’re
catering message based on the sophistication of the market or the
traffic source where they’ve come
from, which is a whole degree more
sophisticated than certainly most
people think about.

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,
What about now taking them again it doesn’t work for all circumfrom leads to sales, because get- stances, but it’s pretty robust. If
ting leads is one thing and sales you’re selling a relatively low priced
is another. What’s your thoughts product you can definitely set up an
on most effective ways of taking automated webinar sequence – and
someone from a free trial, or lead for some markets that works really
magnet to a paying customer?
well. Other markets where most of
the people in that market are hip to
it, they know what you’re up to.
Also I’m a big fan of video sales letters. I think for leverage they’re
pretty hard to go past.

Alexi: There’s so many different
ways to go about it, but I’ll give you
the stuff that is just spectacular
where situations apply – like getting
people onto a phone as soon as possible.
If you’ve got the pricing where
you’re 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 refundable deposit of X dollars so they
show up to the appointment – that is
a massive opportunity.

I know you work with a certain
type of client, not everyone is
your ideal client – so, really who
fits that mould? And also how can
our readers and listeners find out
more about you and where you are
hanging out online?
Alexi: The clients we work best
with are the ones that are direct response savvy. Ideally doing at least
seven figures in revenue. The really,
really good ones are doing eight figures, or beyond. When we work with
a client that’s doing eight figures
and beyond, Wow - The amount of
opportunity or potential that we’ve
got with an eight figure and beyond
business is monumental.

And if anybody wants to know more
about us, there are two sites that
It doesn’t work for all situations like, you can visit. The first one is the
if you’re selling a $150 supplement, main consulting site. There’s loads
you can’t get people on the phone, of content on there, videos, downyou can’t scale that, right. But if load reports, that’s MarketingBump.
you’re selling a $450,000 property, or com. We’ve also got my blog. I write
if you’re selling a $10,000 coaching a weekly article or so at MoreLeadprogram, or even a $5,000 coaching sAndCustomers.com

10

april 2013

>

WEBINARS

THE 4 KEYS TO A SUCCESSFUL
AUTOMATED WEBINAR
By Mare Jordanoski

New strategies to get more clients to your offer are great, but
not when it comes at the expense
of time every week updating and
maintaining a system that is always fluid – Does this sound a little familiar to you?
Automated webinars are a great
solution and are quickly gaining
popularity. However there are 4
main keys to their success. What’s
the point of spending all the upfront time pulling it together, only
to have it fall flat on its butt.
Here are our top 4 keys to a successful automated webinar:
KEY ONE: Drive traffic
Driving traffic to your webinar is
the single most important part of
the process. In most cases, the
lack of traffic driving strategies
is the biggest failure amongst webinologists today (*A webinologist
being a person that practices the
art of webinars).
Need some ways to drive traffic?
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 webinar – 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 – Benefit driven outcomes, testimonials and a
sneak peak of some of the content.
KEY THREE: Provide Massive Value – before, during and after the
webinar

dience from the beginning – Make
sure they are listening to you instead of writing emails, checking
Facebook, shopping on EBay, updating twitter or the multitude of
other things they could be doing.

B – Big, Bold Benefits
What will they learn by the end
There is an art of persuasion that of the webinar? List these as you
all good webinologists follow. It’s would in a sales letter: Benefit,
not as easy as just getting on the benefit, benefit!
webinar, talking about something
and then flogging your stuff. Here I – Irresistible Reasons Why
is the way that we recommend Why should they stick around to
you structure your talking using the end? Tell them. In plain Engour “WebinarNOW” system (I love lish. Again, you want to hit them
a good acronym!):
with benefit, benefit, benefit!
N – Nice To meet You
This is where you get to build rapport with the attendee as if you
were one-on-one. Show them how
you became an expert in the field
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
W – Wild, WOW Headline
a journey with your content. You
Captureyour audience with your teach them exactly what you
headline – For one of our clients promised them in the beginning.
who was offering real estate But…and a big But…you don’t
training, the headline was: “How want to entirely scratch their itch.
we went from $0 to $750,000 in This takes around 70% of the we18 months with no sales experi- binar and is very important that
ence”. That made the ears of the what you tell them leads them to
real estate agents prick up, from the sale. No point in you teachthe moment the webinar began.
ing them everything so they don’t
need you! Teach them in a way
E – Engaging Introduction
that naturally makes them want
Capture the attention of the au- to take the next step with you.
april 2013

11

R – Results Desired
This could also be called ‘creating 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
benefits that your product or service will give them. Make them
see how you could change their
lives or their business.

tell them how to purchase. Have a
buy now button appear and make
sure it works (simple problem but
it happens more than most people think!)

N – Now it’s 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 benefit driven and tight.
No wiffle waffle here.

KEY FOUR: Follow Up
Following from your webinar,
there are a few lists you would
have created. There are the people who attended and purchased;
attended and didn’t 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 it’s all ready to go at a
click of the button, or even bet-

O – Offer: Inviting Instant Action
Tell them your offer. Very simply

W – Wrap Up In A Positive Powerful Way
End in a motivating fashion. Wrap
up the webinar and congratulate
those that have decided to take
the next step with you.

ter, it’s 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 it’s on autopilot from day one. Follow these
four keys and you’ll be on the
road to success in no time.
Dr. Tom Forfa & Mare Jordanoski

Entrepreneurs
at
heart, Dr Tom and
Mare have created the
world’s first ‘Made For
You’ Webinar System
to create webinars for
your website or businesses. This allows you
to automate your online marketing
and sales.
Not sure how to implement webinars
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out their free webinar showing you
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>

PROFIT CALENDAR

PLAN FOR PROFITS
WITH A PROFIT CALENDAR
By Ali Brown
I hear it from almost 90% of my
clients… “Ali, I’m working 10-to12-hour days to run my business.
My husband and kids hardly see
me, and I’m starting to burn out.
What am I doing wrong?”
When I dig a little further, I usually find that the sense of overwhelm is coming from the same
source: These people haven’t
identified their most profitable
projects, and placed those tasks
ABOVE everything else in their
business priority list.
In other words, they haven’t created a profit calendar.
A profit calendar helps you establish what your most profitable projects are for the months
ahead—so you can focus your time
and energy into ONLY those tasks
that will generate maximum income. By creating a profit calendar, you get clear on the tasks
that are worth your time, and
those that aren’t. It’s a powerful
tool to help you stay focused and
energized. And it WORKS.

ting on a hidden profit center—
and that’s your existing inventory. 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 coaching days on the road, it might be
something worth launching again.
If there’s 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. It’s
about leveraging what you’ve already done—not 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.

too easy to let them get lost in
your daily shuffle.
STEP 3: Plan to improve on what
you’ve already got.
Go down the list of what you currently offer with a fine comb.
What small improvement could
you make to this one offering to
improve your profits by just 5%?
I’m not talking about big, sweeping improvements here—just minor tweaks that take very little
time to implement. Here are a
few examples:
• Send an email to announce
that you’re 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 referral sources and reconnect with
them.
• Add a Facebook share button
to your sales pages

STEP 2: Plan to clear away the
dead wood.
Here, you want to take a look at
anything that’s 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 it’s a
problem client you dread working
In my Elevate online business with, a team member who isn’t
training program, we show our pulling their weight, or that office
members how to plan for prof- space you rent but never use. It
its in these 5 easy steps. Here’s could even be as simple as cana quick peek at what we recom- celling your extra phone line and
mend. Enjoy!
fax if you’re mostly scanning and
emailing docs to clients.
STEP 1: Plan to re-launch past
offerings, if any.
The point is to schedule in a day The above examples could be imIf you’re an established business when you’ll take decisive action plemented within a week. Make a
owner, you’re likely already sit- on these drains. Otherwise, it’s list of what you’ll take action on
april 2013

13

on within the next 7 days and plug this into your
calendar.

growing. Your weekly e-newsletter, blog posts, networking events—these should all be plugged into
your calendar.
STEP 4: Plan to launch new offerings.
Once you have a profit calendar in place, it will help
If your creative juices are flowing and you have a you prioritize your daily and weekly tasks. You’ll
brilliant idea for a new product, video series, live see what MUST get done from week to week, and
workshop, coaching program, etc. set the ideal what can wait ‘til the next week or be delegated.
launch dates into your calendar.
You can plan launches around your vacations, kid’s
activities—you can even plan for big expenditures.
Remember, you don’t have to look very far to launch And that’s when you’ll hit that sweet spot as an ensomething that is NEW to your list. You can always trepreneur: turning your time into money, and your
repackage something you already created to give off-time into fun!
it a fresh spin. If you hosted a live retreat (and recorded it), make it available as a home-study program. If you hosted a 4-part teleseminar, turn it into Ali Brown
is the voice for women’s entrepreneurial
an e-book or a series of free reports.
STEP 5: Plan for regular business-building activities.
Don’t overlook the important recurring activities
that you must do every week to keep your business

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 offline programs.

>

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>

EMAIL NEWSLETTERS

STOP DOING
EMAIL NEWSLETTERS
By Dale Beaumont
Looks like my headline has grabbed your attention and you’ve started reading. There’s a powerful teaching point in that which I’ll get to in
just a sec.
For now let me get to the point, if you are distributing email newsletters stop doing them right
now. Why? Well there is not just one reason why
there are five and I’ve listed them below.
1. Attention Span
First of all, I want you to think of the state people 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 they’ll
hit delete and move on.
However if you can grab their attention with a
short piece of inciting copy and have an attractive reason to click on a link, then get magically
transported out of email mode (how fast can I
delete you), to now I’m surfing 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 message 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 that’s
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 website. Because a person can’t buy directly from a

HTML form inside an email, as it’s not a secure
environment.
So in the same way as Pavlov’s 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, it’s 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
traffic you get.
Now when people produce email newsletters, all
of this wonderful content gets traps in email and Google of course doesn’t see or index any of
this content. So in the same way that, ‘today’s
news is tomorrow’s chip paper’, once you create
an email newsletter it benefits people on that
day, but does nothing to serve you long term.
april 2013

15

What you should do instead is take all of that wonderful 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 people are searching for. Google will then index these
pages and they will become like spreading breadcrumbs 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 Google’s 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.

your emails won’t get through.
In addition, you can’t reliably embed videos or audio 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 significant momentum now is podcasting. This is where people
can subscribe to receive audio messages from you.
The benefit 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
flash in the pan. They give you some immediate
benefits 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 don’t give all
By moving your content out of emails and onto you your secrets away. Share enough to get them inwebsite; you’re creating more pages on your web- terested then include a link that takes them out of
site; you’re increasing the time that people stay on their email and onto your website.
your site; and you’re ensuring that you have a lot
of people are coming back to your site on a regular There you can proudly present your content, withbasis.
out restrictions and you are creating content that
will earn you points with Google and provide you
The net affect of these factors means the value benefits for many years to come.
and importance of your website increases and this
will be reflected in better rankings, more traffic,
more enquiries and ultimately more profits.
Dale Beaumont

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 filters and

16

april 2013

is a 16 times best-selling author, Business
Owner and Entrepreneur. Dale runs Australia’s leading business education and mastermind program called Business Blueprint.
See Dale live at NewRulesOfBusiness.com.au

>

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april 2013

17

>

SHOPPING CART ABANDONMENT

9 WAYS TO DECREASE
SHOPPING CART ABANDONMENT
ON YOUR ECOMMERCE WEBSITE
By Russ Henneberry
Any business selling online should learn how to optimize their shopping carts so that as many customers as possible will go through with their purchases.
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 flat shipping – and make it visible
According to a Forrester study, 44% of online customers abandon their shopping carts because of
high shipping costs. In the same vein, 22% abandon the carts because the seller did not mention
shipping costs at all. A similar study from E-tailing
Group also revealed that unconditional free shipping is the most important factor that leads customers to complete a purchase. In fact, 73% of
respondents listed unconditional free shipping as
“critical.”
Apart from completing their initial purchase, customers 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 satisfied than those who had to pay
additional fees.
Zappo’s shopping cart is a good example of this,
emphasizing free shipping at the top of the website, as well as within the item display on your
shopping cart.

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april 2013

2. Eliminate hidden charges
While having free shipping is important to customers, it is said that they also hate additional surprise
charges as they are checking out. WebCredible
UK’s 2010 survey indicates that 49% of online shoppers 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 estimator within the shopping cart as early in the process as possible. In the below example, Best Buy’s
shopping cart has a built-in sales tax calculator to
avoid any additional surprise charges for customers.

3. Make cart items visible at all times
It can be tricky (and therefore frustrating) for customers to keep backtracking and navigating a site
just to find their existing shopping cart and check
the items ready for purchase.

tion where, while viewing their cart, they can immediately check out and complete the purchase.

Though it’s 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 abandonment of 4% to 8%.
The below screenshot highlights this kind of feature
in action. In Green Mountain Coffee’s 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 you’re 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 provides customers with an “Express Checkout” op-

5. Have a wide variety of payment options
The below example shows Walmart’s 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
we’re 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 doesn’t 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.
april 2013

19

This move makes sense because the Forrester
study also found that 41% of online shoppers who
abandon their carts do so because they are unprepared to make the purchase. Therefore, online
store owners should give customers the option to
complete their purchase when they are ready.

count. This puts less pressure on the customer,
knowing that he or she can complete the transaction without registering.
While an email address is still required, creating
an online Walmart account is not.

Apart from email reminders, another way to remind customers to return to abandoned carts is
the “Save for Later” or “Wishlist” feature, which
is prevalent in most online shopping carts from established retailers. Amazon is a leader in this department with its several “Wishlist” features. You
can create multiple wishlists, add a “Wishlist Addon” 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 you’ve browsed specific items
or categories, they’ll send you fully customized
emails reminding you to buy these items.

8. Have high-quality, interactive product images
E-tailing’s 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, alternate views of the item, and zoom functionality.
The below example from Timbuk2 is a great example of this, since the pictures dominate the screen,
can be viewed from different angles, and clearly
display what the item will look like when you’ve
customized it.

7. Ask the user to register an account after the
sale, not before
Webcredible’s study shows that 29% of online shoppers do not like proprietary registration forms during 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 you’re 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-

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april 2013

9. Highlight your sales, discounts, and other specially priced items
The same E-tailing survey showed that 62% of online shoppers think it’s important for an e-commerce website to have sections for specially priced

items. These include items on sale, coupon codes,
and items being cleared from inventory.
In the example here, sale items are prominent on
Steve Madden’s website, including specially assigned sections for sale and clearance items.

As you can see, these tips aren’t just for improving 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 experience 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.

>

CHARITABLE GIVING

SPIKE HUMER, Entrepreneur &
Business Growth Expert
My goal is to raise $7,500.00 for
victims of domestic violence &
sexual assault
I’m walking a mile in high heels to raise critical funds for
WEAVE - a dedicated provider of services for victims of
domestic violence and sexual assault since 1978.
Be part of the solution to ending violence against women and take the “next step” by supporting the Walk A
Mile in Her Shoes event. Make a quick and easy
donation here.
If you are in or plan to be in the Sacramento area, join
me at the fun filled event festival on May 4, 2013!
If you’d like to find our more about WEAVE, you can
visit www.weaveinc.org

april 2013

21

>

WORDPRESS

HOW TO SPEED UP YOUR
WORDPRESS SITE
By Eugen Oprea
Is your blog slow?

sults despite all of your other online marketing efforts. And this can easily lead to less traffic, which
Do you want to improve the experience for readers? then translates to lost subscribers and customers
for your business.
In this world of instant gratification, speed of content delivery really can impact your business.
Here are some simple steps to help you improve
the speed of your WordPress site.
Keep reading to discover ways to increase the speed
of your website.
Start With the Basics
Why Website Speed Is Important
First impressions matter.
One way to see how fast your website is loading is
to use Pingdom.

With Pingdom, you identify what areas of a web page are fast, slow
or too big, what best practices you’re not following and so on.

When new visitors come to your site, the first thing
they notice is the load speed and then the design.
Even if you have a fantastic website, if your page
doesn’t load fast enough, visitors might leave before 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-

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april 2013

Here’s 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.

Remove any plugins that you don’t use or that you can easily
replace with a code snippet

• Delete spam comments. Another practice
that slows the speed of your website is keeping thousands of spam comments in your database. Remember to regularly delete spam
comments from your database.

Remove all spam comments when they get to a 3- to 4-figure number. All you have to do is just to click on the Empty Spam button.

• Delete post revisions. Just like spam com- Here are some providers you can look into:
ments, copies of old post revisions make your
• Synthesis
database heavier and slow down the speed of
• Page.ly
your website. Be sure to delete your old post
• WP Engine
revisions. Install the Better Delete Revision
plugin to remove the old revisions from your Each of these has different benefits, so check them
posts and pages.
to see which one resonates more with your business model and budget.
Choose Your Theme Wisely
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.

Once you’ve looked into plugins and hosting providers, 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
benefits 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.

In order to work, WordPress needs specific resources, such as memory or central processing unit (CPU)
on the server where it’s 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 Dreamhost, consider upgrading your hosting account as
soon as you can afford it.
You can get a Virtual Private Server (VPS) or dedicated server, but what might work best is managed
WordPress hosting.
You can set up and optimize your own server dedicated for your WordPress sites, like I do, but this
takes time and a certain level of expertise.

Additionally, one really important aspect is which
SEO features are included with your theme. To
strengthen your SEO, it’s 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 delete 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 it’s different from
the physical files, 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.
april 2013

23

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 plugin. This plugin helps you to back up, restore, repair and optimize your database.

Use the WP-DBManager to back up, optimize and
repair your WordPress database.
Once you install it, you’ll see a Database item on
the left menu.
First, back up the database from the Backup DB
submenu.

Finally, it’s time to optimize the database from the
Optimize DB submenu.

Once the Checking Database Status is completed,
just press the Backup button to back up your WordPress database.
Next, repair the database from the Repair DB submenu.
To repair your database, just select all of your tables and click the Repair button. To repair your database, just select all of your tables and click the
Repair button.

24

april 2013

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.

If you need to save complex images that contain lots of colors, save
them as JPG or 24-bit PNG.

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, you’ll reduce the size
of your images. And when they’re downloaded by
your visitors’ browsers, this operation will be much
faster.
This will increase your website load speed.
Schedule the backup, optimization and repair of Use a Caching Plugin
your database.
Caching is a process that’s essentially like taking
I personally back up the database every day, op- a picture of your content and providing it to your
timize it every 3 days and repair it once a week. visitors without requesting it from the database
You can follow this pattern too. But if you blog mul- each time.
tiple times a day, I would recommend you schedule
these more often.
Optimize Images

WordPress is an entire mechanism and every time
you load a page, lots of things happen on the back
end.

It’s also important to know what types of images But when you use a caching plugin, this process gets
simplified: your content is served from the cache
you can use and when.
without being generated over and over again.
For example, if you have simple images such as illustrations or artwork, it’s recommended to use an
8-bit PNG. This makes your images smaller, which
makes them faster to load on your website.

The best plugin you can use to cache your content
is W3 Total Cache. It’s effective and simple to use.

For simple images, illustrations or artwork, use an 8-bit PNG format.

But if you have complex images with lots of colors,
then JPG or 24-bit PNG is recommended. [Editor’s
note: 24-bit PNG files are significantly larger than
JPG files but are more visually stunning].
april 2013

25

Install W3 Total Cache and activate Page Cache,
Minify and Browser cache. You should also activate
the preview mode and preview your site before activating 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 files
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 experience faster loading speed.
You can get a free CDN from your hosting provider
or you can set one up yourself using Amazon CloudFront 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.
Eugen Oprea
helps you convert more traffic into loyal
customers using proven techniques that grow
your business. Get his Google Analytics course
for free to learn more and check his new
WordPress plugin Elevatr.

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april 2013

>

CUSTOMER RETENTION

BARKBOX’S ROAD TO 20,000
CUSTOMERS AND 95% RETENTION
By Alyssa Karas
In a city populated by purse dogs, Matt Meeker
found New York’s pet stores to be lacking in products for Hugo, his energetic, 100-lb. Great Dane
puppy. “I was very obsessed with spoiling him,”
Meeker says, but finding toys and treats for a dog
of Hugo’s size wasn’t easy.
Starting BarkBox –a subscription-based service that
delivers boxes of goodies to dogs and their owners
once a month–was Meeker’s solution. He let other
dog-lovers in on it too–thousands of others, in fact.
Meeker co-founded BarkBox with Henrik Werdelin 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 obsessed 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 managed to retain them at a steady rate of 93 to 95
percent for the first year.
In fact, one of their biggest problems has been underestimating 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
they’ve doubled that, and now they’re concentrating on building a fun, edgy, irreverent and sometimes inappropriate brand, he says.
“We don’t call anything marketing,” Meeker says.
“We call it customer acquisition or brand building,
so we’ve put a lot of emphasis on both. We’ve taken a lot of time to be thoughtful about our brand
and create a narrative around it.”

BarkBox founders Henrik Werdelin, Carly Strife, and Matt Meeker

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 everything we post, and people who write in or call
in to support with questions. They all fall into this
profile for sure.”

april 2013

27

nose through the toys and treats.
“They actually translate really
well into new people discovering
it and purchasing, and so now
we’re a little more systematic
about identifying people who do
that.”

which is the most expensive, and
if they don’t renew, they aren’t
chased down. “We actually don’t
put a lot of emphasis on reaching
out to them and trying to move
them into a different plan because it’s such a small group,”
Meeker says. Because retention
BarkBox.com
The team recently launched a rates for other packages are so
Because BarkBox knows its cus- BarkBox mobile app, which allows high, it’s not worth the time for
tomer base–women with dispos- customers to review and reorder a small team.
able incomes, they tend to be 25- products, as well as check the
to 35-year-old professionals with status of their boxes. “But you In the future, Meeker and the
no children, or 45- to 55-year old really can’t do much with it un- BarkBox team plan on expanding
empty nesters–its founders have less you’re a subscriber,” Meeker the products and services they
been able to tailor the business says. “So it’s to add more value offer. Currently three varietto their audience’s wants and there, to give people one more ies of boxes go out each month:
needs, and interact with them in way of discovering the brand and Ones for small, medium and
as many ways as possible.
interacting with it.”
large dogs. Meeker said he hopes
to address dogs’ needs not just
“Our approach there over 2012 On the other hand, they focus based on size, but in categories
has been to try as many things their energy where it matters. like age, geography and behavas we can as fast as we can and When their retargeting service ior. Next year, six varieties of
see what works,” Meeker says. wasn’t bringing them the results boxes will be sent out in January,
“And when we find channels they wanted, “We were spend- 12 will go out in February, and in
that work, we go very heavy on ing hundreds of dollars per cus- March they’ll expand to 18. Yearthose.”
tomer,” Meeker says, they opted long subscriptions are on their
to switch to Perfect Audience’s way too.
For example, deal sites like services, which has been “super,
Groupon and Fab have proved to super successful,” he says.
But behind everything, BarkBox’s
be effective for bringing in big
commitment is to its subscribers,
groups of customers to BarkBox
and–especially–to dogs. Ten perover a short period of time, and
cent of every subscription goes
the company’s referral program
to a shelter or rescue.
is popular too. Customers earn a
free box for every new subscrib“It’s really not a technology comer they refer. “We actually have
pany,” Meeker says. “We think of
one woman who has now earned
it as a brand company, where it’s
over 24 years of free BarkBox,”
a brand serving a particular auhe says. “She’ll be with us for
dience of people and doing that
awhile.”
PerfectAudience.com
every which way possible into
Sometimes they’re 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 filled with home videos of happy customers gleefully
describing the contents of this
month’s BarkBox while their dogs

28

april 2013

That includes focusing their energy on certain groups of subscribers too. Customers can purchase
monthly, quarterly or half-year
subscriptions, with the halfyear plan being the best value.
Only three percent of customers
purchase the monthly package,

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.

>

GOOGLE GLASS

GOOGLE UNVEILS FIRST LOOK
AT GOOGLE GLASS
By Greg Cassar

In the last few weeks Google has unveiled its first Check out the video below to get a feel for how
look at its new wearable technology that is still in Google Glass will be used in the future in everyday
prototype called Google Glass. Google’s aim for situations.
this product is to have it available to the public at
the end of 2013.

Here’s how it looks:

april 2013

29

Here’s the official images from Google explaining what is does:

This technology is potentially as big a technology
game changer as the iPhone when it first came
out. The uses for the technology are near limitless, especially if it is opened up to App developers 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 navigating the streets of New York with a map app,
or using glass to film your childs birthday party.
It’s a game changer… of that there is little doubt.
* Images and videos courtesy of Google at http://
www.google.com/glass/start

Greg Cassar

is
Australia’s
leading
Internet
Marketing
Strategist.
With
InternetMarketingDoneForYou.com Greg
& his team provide traffic, development
and conversion optimization services for
medium to large businesses, enterprises
& eCommerce stores looking for
serious growth online. You can follow
Greg’s latest updates by subscribing
to Internet Marketing Magazine at
InternetMarketingMag.net for the new members area
and the latest issue updates.

30

april 2013

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Tạp trí Internet Marketing Số 21 - APR 2013

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