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

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

1. Measure

X1
Analytics are King

Google Analytics

Analytics Vocabulary
Pageviews are the total number of
pages viewed. Duplicate views are
counted.
Pageviews

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

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

Analytics Drive Strategy

Visits Leads
Analytics Reveal Insights
Based on actual RocketMatter.com site
data for the same time period.

2. Know How
to Respond

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.

Reviews are Everywhere

Responding Rules
Rule #1: Always remember: any
service problem is an opportunity to
win a raving fan.

Responding Rules
Rule #2: Never respond defensively or
aggressively to online criticism.

Responding Rules
Rule #3: Respond, if possible, publicly
visible in a comment thread and offer to
help with a sincere apology.

Responding Rules
Rule #4: Remember that most
consumers will discount the occasional
bad review.

3. E-Mail Marketing
is Also King

Pop Quiz!
On which three days of this period was
our newsletter sent?

Encourage Sign Ups

Send Regularly

Link Back to Content

Most Clicks
2nd Place
Study the Results

4. Content Does
Amazing Things

Rock the Blog

Blogging Statistics
Companies that blog have 55% more
website visitors.
55%

Rock the Webinar

Rock the EBook

Rock the Video

5. Build Your Site for
Lead Conversion

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.

Fact of Life #1

Fact of Life #1
We donʼt read pages. We scan them.

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.

Fact of Life #2
New
Word!

Fact of Life #2
New
Word!
Satisfice = satisfy + suffice.

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.

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.

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

The time on a Web page
follows a Weibull distribution

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.
“

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!
“

RocketMatter.com Site Design

6. Be Everywhere, but
Invest Time Wisely

I think Twitter is, arguably,
the most powerful
branding mechanism
since television.
“

ha ha ha ha ha ha ha

Prioritize as Follows

1. Blogging

1. Blogging
2. Facebook - 1ce, 2ce a day

1. Blogging
3. Twitter - 10 mins a day

1. Blogging
4. LinkedIn - 10 mins / week

1. Blogging
5. Google + - As you produce content

1. Blogging
5. Google + - As you produce content
6. Others - As you see ﬁt

7. Understand
SEO Basics

It Starts With Keywords

It Starts With Keywords
Use tools like Google AdWords to
understand what keywords you should
target based on trafﬁc volume and
competitiveness.

Our Belief: Pick 25

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.

Implement

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.

Do Not Game the System

Do Not Game the System
Google is smarter
than us.

Thank You!

Thank You!
Free Internet Marketing Evaluation with a
Rocket X1 Demo!
Learn more at www.rocketx1.com
larry@rocketmatter.com

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

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