the 7 most important internet marketing lessons we learned at rocket matter
DESCRIPTION
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.TRANSCRIPT
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
Thursday, July 25, 2013
Thursday, July 25, 2013
1. Measure
Thursday, July 25, 2013
X1
Analytics are King
Thursday, July 25, 2013
Google Analytics
Thursday, July 25, 2013
Analytics Vocabulary
Pageviews are the total number of pages viewed. Duplicate views are counted.
Pageviews
Thursday, July 25, 2013
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
Thursday, July 25, 2013
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
Thursday, July 25, 2013
Analytics Drive Strategy
Thursday, July 25, 2013
Analytics Drive Strategy
Thursday, July 25, 2013
Visits Leads
Analytics Reveal Insights
Based on actual RocketMatter.com site data for the same time period.
Thursday, July 25, 2013
2. Know How to Respond
Thursday, July 25, 2013
Thursday, July 25, 2013
Thursday, July 25, 2013
Thursday, July 25, 2013
Thursday, July 25, 2013
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.
Thursday, July 25, 2013
Reviews are Everywhere
Thursday, July 25, 2013
Responding Rules
Rule #1: Always remember: any service problem is an opportunity to win a raving fan.
Thursday, July 25, 2013
Responding Rules
Rule #2: Never respond defensively or aggressively to online criticism.
Thursday, July 25, 2013
Responding Rules
Rule #3: Respond, if possible, publicly visible in a comment thread and offer to help with a sincere apology.
Thursday, July 25, 2013
Responding Rules
Rule #4: Remember that most consumers will discount the occasional bad review.
Thursday, July 25, 2013
3. E-Mail Marketing is Also King
Thursday, July 25, 2013
Pop Quiz!
On which three days of this period was our newsletter sent?
Thursday, July 25, 2013
Pop Quiz!
On which three days of this period was our newsletter sent?
Thursday, July 25, 2013
Encourage Sign Ups
Thursday, July 25, 2013
Send Regularly
Thursday, July 25, 2013
Link Back to Content
Thursday, July 25, 2013
Most Clicks
2nd Place
Study the Results
Thursday, July 25, 2013
4. Content Does Amazing Things
Thursday, July 25, 2013
Rock the Blog
Thursday, July 25, 2013
Blogging Statistics
Companies that blog have 55% more website visitors.
55%
Thursday, July 25, 2013
Rock the Webinar
Thursday, July 25, 2013
Rock the EBook
Thursday, July 25, 2013
Rock the Video
Thursday, July 25, 2013
5. Build Your Site for Lead Conversion
Thursday, July 25, 2013
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.
Thursday, July 25, 2013
Fact of Life #1
Thursday, July 25, 2013
Fact of Life #1
Thursday, July 25, 2013
Fact of Life #1
Thursday, July 25, 2013
Fact of Life #1We donʼt read pages. We scan them.
Thursday, July 25, 2013
Fact of Life #1We donʼt read pages. We scan them.
Thursday, July 25, 2013
Fact of Life #1We donʼt read pages. We scan them.
Thursday, July 25, 2013
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.
Thursday, July 25, 2013
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!
Thursday, July 25, 2013
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.
Thursday, July 25, 2013
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.
Thursday, July 25, 2013
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.
Thursday, July 25, 2013
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
Thursday, July 25, 2013
The time on a Web page follows a Weibull distribution
Source: http://www.useit.com/alertbox/page-abandonment-time.html
Thursday, July 25, 2013
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
“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.
You have ten seconds!
Source: http://www.useit.com/alertbox/page-abandonment-time.html
“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.
You have ten seconds!
Source: http://www.useit.com/alertbox/page-abandonment-time.html
“Thursday, July 25, 2013
RocketMatter.com Site Design
Thursday, July 25, 2013
6. Be Everywhere, but Invest Time Wisely
Thursday, July 25, 2013
Thursday, July 25, 2013
Thursday, July 25, 2013
Thursday, July 25, 2013
Thursday, July 25, 2013
I think Twitter is, arguably, the most powerful branding mechanism since television.
“Thursday, July 25, 2013
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
Thursday, July 25, 2013
Prioritize as Follows
Thursday, July 25, 2013
Prioritize as Follows
1. Blogging
Thursday, July 25, 2013
Prioritize as Follows
1. Blogging2. Facebook - 1ce, 2ce a day
Thursday, July 25, 2013
Prioritize as Follows
1. Blogging2. Facebook - 1ce, 2ce a day3. Twitter - 10 mins a day
Thursday, July 25, 2013
Prioritize as Follows
1. Blogging2. Facebook - 1ce, 2ce a day3. Twitter - 10 mins a day4. LinkedIn - 10 mins / week
Thursday, July 25, 2013
Prioritize as Follows
1. Blogging2. Facebook - 1ce, 2ce a day3. Twitter - 10 mins a day4. LinkedIn - 10 mins / week5. Google + - As you produce content
Thursday, July 25, 2013
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
Thursday, July 25, 2013
7. Understand SEO Basics
Thursday, July 25, 2013
It Starts With Keywords
Thursday, July 25, 2013
It Starts With KeywordsUse tools like Google AdWords to understand what keywords you should target based on traffic volume and competitiveness.
Thursday, July 25, 2013
Our Belief: Pick 25
Thursday, July 25, 2013
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.
Thursday, July 25, 2013
Implement
Thursday, July 25, 2013
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.
Thursday, July 25, 2013
Do Not Game the System
Thursday, July 25, 2013
Do Not Game the System
Google is smarter than us.
Thursday, July 25, 2013
Thank You!
Thursday, July 25, 2013
Thank You!
Free Internet Marketing Evaluation with a Rocket X1 Demo!
Learn more at [email protected]
Thursday, July 25, 2013