One “secret” is being able to leverage off the experience and information of those who are successful. You can sign up for some of the free material that they offer, for example videos, e-books, webinars, courses, etc . Or you can get one on one or close to it from these folks themselves. It changes so fast that if you are new, you might be doing things that worked years ago, but are now outmoded.
Ultimately, do your best to avoid overmaster. Any web marketing secret will work for you if you keep it up long enough. Jumping around from one course, ebook, or program to the next will just leave you spinning your wheels in confusion.