Rachel Yeomans  Marketing Director | Social Media  Astek Consultingwww.astekweb.com                      © Astek Consultin...
I’m on your site. Now what?                   The how                   The why                   Prove itwww.astekweb.com...
www.astekweb.com   © Astek Consulting 2011
Engagement               Bring your conversation to the               forefront               Don’t list, hook!www.astekwe...
Lower That Bounce Rate               What would keep you on a website?               Some basics                 Simple & ...
Incentives               Feature a contest                 Blogger contest for bloggers to                 review a public...
Add-Ons               It’s not all about you               Don’t tell, ask!www.astekweb.com                        © Astek...
www.astekweb.com   © Astek Consulting 2011
Product Teaserswww.astekweb.com            © Astek Consulting 2011
Subscription Incentiveswww.astekweb.com                    © Astek Consulting 2011
Subscription Incentiveswww.astekweb.com                    © Astek Consulting 2011
U.S. Department of Defensewww.astekweb.com                       © Astek Consulting 2011
U.S. Department of Defensewww.astekweb.com                       © Astek Consulting 2011
Show the Path                   Goal: Grow Email List                         Social                KEEP THEM CLICKING!   ...
Show the Path                   Goal: Sell publication(s)                                                    KEEP THEM CLI...
Remember…            Always have a path            Change your path (i.e. experiment)!            Make several paths at on...
www.astekweb.com   © Astek Consulting 2011
Stop Ignoring Social Media               Facebook                 Average user is connected to 80                 communit...
Stop Ignoring Social Media               Twitter                 31,017,254 unique visitors over the                 past ...
Stop Ignoring Social Media               YouTube                 YouTube is the second largest                 search engi...
www.astekweb.com   © Astek Consulting 2011
There Isn’t Just One Measurement               Your brand is different               Your website is different            ...
ROI               There’s a formula – it’s just not               always the same                 Individual Engagement Ra...
Case Study: Make a Wishwww.astekweb.com                    © Astek Consulting 2011
How You Measure               Analytics            Listening Tools               Dashboards                               ...
Analytics & Measurement               Email Marketing Benchmarks                   Industry   Open    Click Rate   Soft   ...
www.astekweb.com   © Astek Consulting 2011
Do Something               Start with one platform               Set your goals               Spend 15 minutes using the p...
Thank You!                   Rachel.Yeomans@AstekWeb.com                     Twitter.com/RachelYeomans                    ...
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How to Engage People Once They are On Your Site

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I'm on your website, now what? Rachel Yeomans of Astek walks you through the process of engaging individuals once they are on your website, and to keep them clicking! This was presented during the SIPA (Specialized Information Publishers Association) Marketing Conference in 2011.

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  • Intriguing image from an article by CFO.com above the fold on the home page
  • Bounce rate goal: under 2%http://blog.kissmetrics.com/2-percent-bounce-rate/
  • http://www.convinceandconvert.com/web-site-analytics-and-metrics/the-hitchhikers-guide-to-to-tracking-website-engagement/
  • http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/
  • How to Engage People Once They are On Your Site

    1. 1. Rachel Yeomans Marketing Director | Social Media Astek Consultingwww.astekweb.com © Astek Consulting 2011
    2. 2. I’m on your site. Now what? The how The why Prove itwww.astekweb.com © Astek Consulting 2011
    3. 3. www.astekweb.com © Astek Consulting 2011
    4. 4. Engagement Bring your conversation to the forefront Don’t list, hook!www.astekweb.com © Astek Consulting 2011
    5. 5. Lower That Bounce Rate What would keep you on a website? Some basics Simple & easy-to-find navigation Makeevery page count! KISS Key words (tag clouds, categories) Excerpts on your home page Links at the end of each post Update!www.astekweb.com © Astek Consulting 2011
    6. 6. Incentives Feature a contest Blogger contest for bloggers to review a publication Partner with authors or other publishers Have winner’s announced on websitewww.astekweb.com © Astek Consulting 2011
    7. 7. Add-Ons It’s not all about you Don’t tell, ask!www.astekweb.com © Astek Consulting 2011
    8. 8. www.astekweb.com © Astek Consulting 2011
    9. 9. Product Teaserswww.astekweb.com © Astek Consulting 2011
    10. 10. Subscription Incentiveswww.astekweb.com © Astek Consulting 2011
    11. 11. Subscription Incentiveswww.astekweb.com © Astek Consulting 2011
    12. 12. U.S. Department of Defensewww.astekweb.com © Astek Consulting 2011
    13. 13. U.S. Department of Defensewww.astekweb.com © Astek Consulting 2011
    14. 14. Show the Path Goal: Grow Email List Social KEEP THEM CLICKING! Media Thank You Website Page with Message: Online Landing “Write Our Write our Ads Page Email for Us” email for us (email submissions (and win)! sign-up) & feature emails from Email the past for inspirationwww.astekweb.com © Astek Consulting 2011
    15. 15. Show the Path Goal: Sell publication(s) KEEP THEM CLICKING! Social Media Thank You Message: Page with Website At 1pm hear embedded Online Landing from Expert ebook or Ads Page on increasing related (Live Online your web articles with Chat) traffic. discount Emailwww.astekweb.com © Astek Consulting 2011
    16. 16. Remember… Always have a path Change your path (i.e. experiment)! Make several paths at once Think outside of the boxwww.astekweb.com © Astek Consulting 2011
    17. 17. www.astekweb.com © Astek Consulting 2011
    18. 18. Stop Ignoring Social Media Facebook Average user is connected to 80 community pages, groups & events Global Audience: 656,870,980 US Audience is 23% of Global 8,695,560,138 visits/month Data from Compete.comwww.astekweb.com © Astek Consulting 2011
    19. 19. Stop Ignoring Social Media Twitter 31,017,254 unique visitors over the past 6 months 59,471 websites refer traffic to Twitter 1,399,127,428 average number of visits/month from December- February Data from Compete.com&Quantcastwww.astekweb.com © Astek Consulting 2011
    20. 20. Stop Ignoring Social Media YouTube YouTube is the second largest search engine on the web 50% of YouTube’s 300 million users go at least once a week Data from engaugemediawww.astekweb.com © Astek Consulting 2011
    21. 21. www.astekweb.com © Astek Consulting 2011
    22. 22. There Isn’t Just One Measurement Your brand is different Your website is different Your site visitors interact and transact differently Choose YOUR goals and set your own form of measurementwww.astekweb.com © Astek Consulting 2011
    23. 23. ROI There’s a formula – it’s just not always the same Individual Engagement Rates = Daily Instances of Each Action / Site’s Total Daily Unique Visitor Countswww.astekweb.com © Astek Consulting 2011
    24. 24. Case Study: Make a Wishwww.astekweb.com © Astek Consulting 2011
    25. 25. How You Measure Analytics Listening Tools Dashboards Radian6 Google Analytics Sysomos Omniture SM2 Hubspot CustomScoop SproutSocial SproutSocial Complete List: http://bit.ly/stmjRFwww.astekweb.com © Astek Consulting 2011
    26. 26. Analytics & Measurement Email Marketing Benchmarks Industry Open Click Rate Soft Hard Un- Rate Bounce Bounce suscribe Rate Rate RateMedia & 18.43% 3.39% .48% .63% .03% .11%PublishingMarketing & 18.79% 4.13% 1.39% 2.50% .08% .23%AdvertisingE-commerce 14.98% 3.36% .74% .88% .08% .25% Data from Mailchimp.comwww.astekweb.com © Astek Consulting 2011
    27. 27. www.astekweb.com © Astek Consulting 2011
    28. 28. Do Something Start with one platform Set your goals Spend 15 minutes using the platform per day Just get started!www.astekweb.com © Astek Consulting 2011
    29. 29. Thank You! Rachel.Yeomans@AstekWeb.com Twitter.com/RachelYeomans Twitter.com/AstekWeb LinkedIn.com/in/RachelYeomanswww.astekweb.com © Astek Consulting 2011
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