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Internet Marketing requires a specific blend of creativity, visual eye, but more than anything, how to measure whether or not you’re effective. Over the past five years at Rocket Matter, we’ve built a company from nothing to the leading online legal practice management software using online marketing techniques. We continue to grow every month. Topics include: * Why social media is good but isn’t the end-all that people say it is. * How people use websites and how you can use that knowledge to your advantage. * What makes a good newsletter.
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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
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1. Measure
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X1
Analytics are King
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Google Analytics
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Analytics Vocabulary
Pageviews are the total number of pages viewed. Duplicate views are counted.
Pageviews
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Analytics Vocabulary
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
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Analytics Vocabulary
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
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Analytics Drive Strategy
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Analytics Drive Strategy
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Visits Leads
Analytics Reveal Insights
Based on actual RocketMatter.com site data for the same time period.
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2. Know How to Respond
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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.
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Reviews are Everywhere
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Responding Rules
Rule #1: Always remember: any service problem is an opportunity to win a raving fan.
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Responding Rules
Rule #2: Never respond defensively or aggressively to online criticism.
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Responding Rules
Rule #3: Respond, if possible, publicly visible in a comment thread and offer to help with a sincere apology.
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Responding Rules
Rule #4: Remember that most consumers will discount the occasional bad review.
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3. E-Mail Marketing is Also King
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Pop Quiz!
On which three days of this period was our newsletter sent?
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Pop Quiz!
On which three days of this period was our newsletter sent?
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Encourage Sign Ups
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Send Regularly
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Link Back to Content
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Most Clicks
2nd Place
Study the Results
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4. Content Does Amazing Things
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Rock the Blog
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Blogging Statistics
Companies that blog have 55% more website visitors.
55%
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Rock the Webinar
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Rock the EBook
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Rock the Video
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5. Build Your Site for Lead Conversion
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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.
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Fact of Life #1
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Fact of Life #1
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Fact of Life #1
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Fact of Life #1We donʼt read pages. We scan them.
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Fact of Life #1We donʼt read pages. We scan them.
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Fact of Life #1We donʼt read pages. We scan them.
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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.
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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.
New
Word!
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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.
New
Word! Satisfice = satisfy + suffice.
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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.
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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.
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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
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The time on a Web page follows a Weibull distribution
Source: http://www.useit.com/alertbox/page-abandonment-time.html
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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.
Source: http://www.useit.com/alertbox/page-abandonment-time.html
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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.
You have ten seconds!
Source: http://www.useit.com/alertbox/page-abandonment-time.html
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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.
You have ten seconds!
Source: http://www.useit.com/alertbox/page-abandonment-time.html
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RocketMatter.com Site Design
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6. Be Everywhere, but Invest Time Wisely
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I think Twitter is, arguably, the most powerful branding mechanism since television.
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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
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Prioritize as Follows
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Prioritize as Follows
1. Blogging
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Prioritize as Follows
1. Blogging2. Facebook - 1ce, 2ce a day
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Prioritize as Follows
1. Blogging2. Facebook - 1ce, 2ce a day3. Twitter - 10 mins a day
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Prioritize as Follows
1. Blogging2. Facebook - 1ce, 2ce a day3. Twitter - 10 mins a day4. LinkedIn - 10 mins / week
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Prioritize as Follows
1. Blogging2. Facebook - 1ce, 2ce a day3. Twitter - 10 mins a day4. LinkedIn - 10 mins / week5. Google + - As you produce content
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Prioritize as Follows
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
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7. Understand SEO Basics
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It Starts With Keywords
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It Starts With KeywordsUse tools like Google AdWords to understand what keywords you should target based on traffic volume and competitiveness.
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Our Belief: Pick 25
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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.
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Implement
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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.
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Do Not Game the System
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Do Not Game the System
Google is smarter than us.
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Thank You!
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Thank You!
Free Internet Marketing Evaluation with a Rocket X1 Demo!
Learn more at [email protected]
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