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

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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.

Published in: Business, Technology
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The 7 Most Important Internet Marketing Lessons We Learned at Rocket Matter

  1. 1. The 7 Most I m p o r t a n t Internet Marketing Lessons We L e a r n e d A t Thursday, July 25, 2013
  2. 2. Thursday, July 25, 2013
  3. 3. Thursday, July 25, 2013
  4. 4. 1. Measure Thursday, July 25, 2013
  5. 5. X1 Analytics are King Thursday, July 25, 2013
  6. 6. Google Analytics Thursday, July 25, 2013
  7. 7. Analytics Vocabulary Pageviews are the total number of pages viewed. Duplicate views are counted. Pageviews Thursday, July 25, 2013
  8. 8. 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
  9. 9. 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
  10. 10. Analytics Drive Strategy Thursday, July 25, 2013
  11. 11. Analytics Drive Strategy Thursday, July 25, 2013
  12. 12. Visits Leads Analytics Reveal Insights Based on actual RocketMatter.com site data for the same time period. Thursday, July 25, 2013
  13. 13. 2. Know How to Respond Thursday, July 25, 2013
  14. 14. Thursday, July 25, 2013
  15. 15. Thursday, July 25, 2013
  16. 16. Thursday, July 25, 2013
  17. 17. Thursday, July 25, 2013
  18. 18. 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
  19. 19. Reviews are Everywhere Thursday, July 25, 2013
  20. 20. Responding Rules Rule #1: Always remember: any service problem is an opportunity to win a raving fan. Thursday, July 25, 2013
  21. 21. Responding Rules Rule #2: Never respond defensively or aggressively to online criticism. Thursday, July 25, 2013
  22. 22. 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
  23. 23. Responding Rules Rule #4: Remember that most consumers will discount the occasional bad review. Thursday, July 25, 2013
  24. 24. 3. E-Mail Marketing is Also King Thursday, July 25, 2013
  25. 25. Pop Quiz! On which three days of this period was our newsletter sent? Thursday, July 25, 2013
  26. 26. Pop Quiz! On which three days of this period was our newsletter sent? Thursday, July 25, 2013
  27. 27. Encourage Sign Ups Thursday, July 25, 2013
  28. 28. Send Regularly Thursday, July 25, 2013
  29. 29. Link Back to Content Thursday, July 25, 2013
  30. 30. Most Clicks 2nd Place Study the Results Thursday, July 25, 2013
  31. 31. 4. Content Does Amazing Things Thursday, July 25, 2013
  32. 32. Rock the Blog Thursday, July 25, 2013
  33. 33. Blogging Statistics Companies that blog have 55% more website visitors. 55% Thursday, July 25, 2013
  34. 34. Rock the Webinar Thursday, July 25, 2013
  35. 35. Rock the EBook Thursday, July 25, 2013
  36. 36. Rock the Video Thursday, July 25, 2013
  37. 37. 5. Build Your Site for Lead Conversion Thursday, July 25, 2013
  38. 38. 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
  39. 39. Fact of Life #1 Thursday, July 25, 2013
  40. 40. Fact of Life #1 Thursday, July 25, 2013
  41. 41. Fact of Life #1 Thursday, July 25, 2013
  42. 42. Fact of Life #1 We donʼt read pages. We scan them. Thursday, July 25, 2013
  43. 43. Fact of Life #1 We donʼt read pages. We scan them. Thursday, July 25, 2013
  44. 44. Fact of Life #1 We donʼt read pages. We scan them. Thursday, July 25, 2013
  45. 45. Fact of Life #2 We 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
  46. 46. Fact of Life #2 We 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
  47. 47. Fact of Life #2 We 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
  48. 48. Fact of Life #3 We 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
  49. 49. Fact of Life #3 We 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
  50. 50. 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
  51. 51. The time on a Web page follows a Weibull distribution Source: http://www.useit.com/alertbox/page-abandonment-time.html Thursday, July 25, 2013
  52. 52. 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
  53. 53. 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
  54. 54. 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
  55. 55. RocketMatter.com Site Design Thursday, July 25, 2013
  56. 56. 6. Be Everywhere, but Invest Time Wisely Thursday, July 25, 2013
  57. 57. Thursday, July 25, 2013
  58. 58. Thursday, July 25, 2013
  59. 59. Thursday, July 25, 2013
  60. 60. Thursday, July 25, 2013
  61. 61. I think Twitter is, arguably, the most powerful branding mechanism since television. “ Thursday, July 25, 2013
  62. 62. 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
  63. 63. Prioritize as Follows Thursday, July 25, 2013
  64. 64. Prioritize as Follows 1. Blogging Thursday, July 25, 2013
  65. 65. Prioritize as Follows 1. Blogging 2. Facebook - 1ce, 2ce a day Thursday, July 25, 2013
  66. 66. Prioritize as Follows 1. Blogging 2. Facebook - 1ce, 2ce a day 3. Twitter - 10 mins a day Thursday, July 25, 2013
  67. 67. Prioritize as Follows 1. Blogging 2. Facebook - 1ce, 2ce a day 3. Twitter - 10 mins a day 4. LinkedIn - 10 mins / week Thursday, July 25, 2013
  68. 68. Prioritize as Follows 1. Blogging 2. Facebook - 1ce, 2ce a day 3. Twitter - 10 mins a day 4. LinkedIn - 10 mins / week 5. Google + - As you produce content Thursday, July 25, 2013
  69. 69. Prioritize as Follows 1. Blogging 2. Facebook - 1ce, 2ce a day 3. Twitter - 10 mins a day 4. LinkedIn - 10 mins / week 5. Google + - As you produce content 6. Others - As you see fit Thursday, July 25, 2013
  70. 70. 7. Understand SEO Basics Thursday, July 25, 2013
  71. 71. It Starts With Keywords Thursday, July 25, 2013
  72. 72. It Starts With Keywords Use tools like Google AdWords to understand what keywords you should target based on traffic volume and competitiveness. Thursday, July 25, 2013
  73. 73. Our Belief: Pick 25 Thursday, July 25, 2013
  74. 74. 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
  75. 75. Implement Thursday, July 25, 2013
  76. 76. 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
  77. 77. Do Not Game the System Thursday, July 25, 2013
  78. 78. Do Not Game the System Google is smarter than us. Thursday, July 25, 2013
  79. 79. Thank You! Thursday, July 25, 2013
  80. 80. Thank You! Free Internet Marketing Evaluation with a Rocket X1 Demo! Learn more at www.rocketx1.com larry@rocketmatter.com Thursday, July 25, 2013

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