The 7 Most Important Internet Marketing Lessons We Learned at Rocket Matter

The 7 Most I m p o r t a n t

In ternet Marketing Lessons We L e a r n e d A t

Thursday, July 25, 2013

1. Measure

Analytics are King

Google Analytics

Analytics Vocabulary

Pageviews are the total number of pages viewed. Duplicate views are counted.

Pageviews

A visit is a group of interactions that take place on your website within a given time frame. For example, a single visit can contain multiple pageviews. A visit is also known as a session.

Visits

Percentage of people who leave the site after visiting one page, i.e. people who leave the site after viewing the entrance or landing page.

Bounce Rate

Analytics Drive Strategy

Visits Leads

Analytics Reveal Insights

Based on actual RocketMatter.com site data for the same time period.

2. Know How to Respond

You Will Get Criticized Online

Everybodyʼs voice is loud. Some criticism will be fair, some wonʼt be fair. Some will be downright fraudulent. You will get mad.

Reviews are Everywhere

Responding Rules

Rule #1: Always remember: any service problem is an opportunity to win a raving fan.

Responding Rules

Rule #2: Never respond defensively or aggressively to online criticism.

Responding Rules

Rule #3: Respond, if possible, publicly visible in a comment thread and offer to help with a sincere apology.

Responding Rules

Rule #4: Remember that most consumers will discount the occasional bad review.

3. E-Mail Marketing is Also King

Pop Quiz!

On which three days of this period was our newsletter sent?

Pop Quiz!

On which three days of this period was our newsletter sent?

Encourage Sign Ups

Send Regularly

Link Back to Content

Most Clicks

2nd Place

Study the Results

4. Content Does Amazing Things

Rock the Blog

Blogging Statistics

Companies that blog have 55% more website visitors.

Rock the Webinar

Rock the EBook

Rock the Video

5. Build Your Site for Lead Conversion

Fact of Life #1

Exception are document pages like news. We focus on the task at hand, current or ongoing interests, and nervous-system trigger words (“sale”, “sex”, “death”).

We donʼt read pages. We scan them.

Fact of Life #1

Fact of Life #1We donʼt read pages. We scan them.

Fact of Life #2We donʼt make optimal choices. We satisfice. Studies have shown we take the first reasonable course of action, not the best of all possible choices.

Word! Satisfice = satisfy + suffice.

Fact of Life #3We donʼt figure out how things work. We muddle through. So you can make people feel smart and in control by having an intuitive site.

People succeed in using things in ways they werenʼt designed to be used, but itʼs inefficient and error-prone.

How long is the average visit to a website?

The average page visit lasts a little less than a minute.

Most web pages are garbage, and users know it.

Source: http://www.useit.com/alertbox/page-abandonment-time.html

The time on a Web page follows a Weibull distribution

You have ten seconds!

It's clear from the chart that the first 10 seconds of the page visit are critical for users' decision to stay or leave. The probability of leaving is very high during these first few seconds because users are extremely skeptical, having suffered countless poorly designed Web pages in the past. People know that most Web pages are useless, and they behave accordingly to avoid wasting more time than absolutely necessary on bad pages.

“Thursday, July 25, 2013

If the Web page survives this first — extremely harsh — 10-second judgment, users will look around a bit. However, they're still highly likely to leave during the subsequent 20 seconds of their visit. Only after people have stayed on a page for about 30 seconds does the curve become relatively flat. People continue to leave every second, but at a much slower rate than during the first 30 seconds.

RocketMatter.com Site Design

6. Be Everywhere, but Invest Time Wisely

I think Twitter is, arguably, the most powerful branding mechanism since television.

ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha

Prioritize as Follows

1. Blogging

1. Blogging2. Facebook - 1ce, 2ce a day

1. Blogging2. Facebook - 1ce, 2ce a day3. Twitter - 10 mins a day

1. Blogging2. Facebook - 1ce, 2ce a day3. Twitter - 10 mins a day4. LinkedIn - 10 mins / week

1. Blogging2. Facebook - 1ce, 2ce a day3. Twitter - 10 mins a day4. LinkedIn - 10 mins / week5. Google + - As you produce content

1. Blogging2. Facebook - 1ce, 2ce a day3. Twitter - 10 mins a day4. LinkedIn - 10 mins / week5. Google + - As you produce content6. Others - As you see fit

7. Understand SEO Basics

It Starts With Keywords

It Starts With KeywordsUse tools like Google AdWords to understand what keywords you should target based on traffic volume and competitiveness.

Our Belief: Pick 25

You should have a top 1, then a top 5, then top 10, then top 25. Trolling for the long tail with infinite variations divides your efforts.

Implement

Page elements need to be in synch: title, URL, meta description, h1 and h2 tags, content, and img alt attributes need to support your keywords.

Do Not Game the System

Google is smarter than us.

Thank You!

Free Internet Marketing Evaluation with a Rocket X1 Demo!

Learn more at www.rocketx1.comlarry@rocketmatter.com

The 7 Most Important Internet Marketing Lessons We Learned at Rocket Matter

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