In a month where Fairfax Media announced 1,900 redundancies and News Ltd announced restructures and right sizing James Tuckerman (founder of anthillonline.com) hosted a seminar on conquering the Web with a guest list of Giant Spider Killer entrepreneurs. Here are their 7 secret steps of web marketing I learned in a day

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2. Remember the Commanders Intent!
(Your Mission Statement)
Your business needs a mission statement to
guide you when you hit the marketplace
and bullets fly in all directions! In the
internet the commander’s intent in the top
right box of your mind must always be:
0Make it Measureable (if it can’t be
measured don’t do it, it’s that simple)
0Findable (otherwise your wasting your
time)
0Shareable (maximise the value of word of
mouth and social media)
0Manageable (use tools and systems to
reduce the workload and focus on value
creating activity vs. ‘rinse and repeat’ tasks
that can be outsourced)
Reference: James Tuckerman @anthillonline.com

3. What’s your Pitch?
Break down your business value proposition into
simple, easy to understand language your 15 year
old nephew understands and your target market.
0Who is your target market?
0What we do...
0Benefits (to target market)
0Feelings
0Problems
When you verbalise your ‘elevator pitch’ it should
come across like:
0You know how...target market & problem
0What we do is...benefits & feeling
0In fact...evidence from past work or client
experience (NB: In 30 seconds or less – jargon
removed)
Then, Part 2: Set Measurable Goals e.g.
01) Get qualified sales leads
02) Sign up for my blog
03) Click and download a shareable piece of
knowledge (Product for Prospects) e.g. YouTube
video Reference: Anthony Gaddie

4. Who is Wang Xing?
what he wants to tell us?
He’s China’s Mark Zuckenberg and …
0Xing says, “Too many entrepreneurs sell
vitamins instead of selling headaches. “
What is your customers’ pain point?
It’s no good selling benefits when they are
healthy. Be there when they have a migraine
with your aspirin (value proposition).
Give free relevant small doses of business
information in advance of a migraine.
For example which of the following two offers
is more effective?
G.20% off Folate Web Ad or,
H.Ten Things a Pregnant Mother should not
eat with a tear off coupon on the bottom (for
20% off Folate)
Market to the 'headaches' of your target
market and remember the 7 deadly sins or
Maslow hierarchy of needs in understanding
their migraine points. Reference: James Tuckerman (Anthill Online fonder)

5. Your Website is Your Home
Planet – bring them home!
What is your website purpose? If it’s not
one of the four below you are wasting your
resources:
2.Sales
3.Pre-qualified leads
4.Coupons
5.Out-going clicks (advertising)
Use Measurement tools to measure your
website effectiveness, for example. They
are widely available and many are FREE!
Examples include:
0Google analytics
0Crazy Egg
Reference: James Tuckerman (Anthill Online fonder)
0Unbounce

6. Charm your customers
(Barry White style i.e. slowly)
The internet is a funnel not
a tunnel on the internet.
01000 visits =>
0100 email registrations =>
040 surveys =>
010 sales
Reference: James Tuckerman (Anthill Online fonder)

7. Search Engine Optimisation
(S.E.O.)
Hire the celebrity chefs and not the lawyers
of SEO. Pay for implementation.
Understand how search engines work.
0It’s the number of links and the quality of
links on your website.
0Understand how 'spiders' & 'bots' work
and how they like the size of the site and
ease of navigation, plus SPEED & RECENCY
count.
0Don’t forget Keywords. Update 'title tags'
on your page
0 Home page
0 Permanent pages
0 Posts
0Use "about 60 characters", and lead with
the Noun for title .
0Last but not least, create measurable
shareable content i.e. 'retweetable'
headlines that are interesting and sharable.
Reference: James Tuckerman (Anthill Online fonder)

8. Facebook
(Learning from Sam @Lorna Jane)
0 It’s a virtuous cycle and it goes like this:
Engage => Convert => Engage => Acquire =>
Engage…
Some Facebook from Sam:
0 Learn by doing (there are no experts out there,
we are all learning social media)
0 One thought per post (reduce redundancy &
duplicated links, etc.)
0 Aim for >1% engagement ratings (comments
over likes over fans)
0 People don’t read Facebook posts, they skim,
make your post clear, simple and standout from
the crowd
0 Only 11-23% of your fans on Facebook will
actually see your post
0 Use authorised 3rd party apps for competitions or
risk being banned from Facebook
0 Use simple multi-choice options e.g. like A or B or
like or dislike this prototype. Do not ask open
ended questions
0 Follow the leaders to learn e.g. George Takei
Reference: Sam Zivot – Lorna Jane

9. Consumers care about…
0 Bonus Guiding Principle:
Consumers only care about
themselves and content
relevant to themself
0 Marketing has
changed...from... rent the
eyeballs...to....own the
eyeballs e.g. twitter

10. Can we help you Creatovate?
0 Create smart Strategy?
0 Implement an Innovation
Process for your ideas?
0 Integrate or Internationalise
your marketing?
Contact Creatovate at:
t. +61 400 040 195
e. dermott@creatovate.com.au