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.
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. 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
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.
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20. Responding Rules
Rule #1: Always remember: any
service problem is an opportunity to
win a raving fan.
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21. Responding Rules
Rule #2: Never respond defensively or
aggressively to online criticism.
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22. 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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23. Responding Rules
Rule #4: Remember that most
consumers will discount the occasional
bad review.
Thursday, July 25, 2013
37. 5. Build Your Site for
Lead Conversion
Thursday, July 25, 2013
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.
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42. Fact of Life #1
We donʼt read pages. We scan them.
Thursday, July 25, 2013
43. Fact of Life #1
We donʼt read pages. We scan them.
Thursday, July 25, 2013
44. Fact of Life #1
We donʼt read pages. We scan them.
Thursday, July 25, 2013
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. 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. 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. 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. 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. 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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51. The time on a Web page
follows a Weibull distribution
Source: http://www.useit.com/alertbox/page-abandonment-time.html
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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. 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. 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
66. Prioritize as Follows
1. Blogging
2. Facebook - 1ce, 2ce a day
3. Twitter - 10 mins a day
Thursday, July 25, 2013
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. 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. 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
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
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
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. Do Not Game the System
Thursday, July 25, 2013
78. Do Not Game the System
Google is smarter
than us.
Thursday, July 25, 2013