March 29, 2007 by ian
I haven't forgotten about the video tutorials, I promise. Here's the latest, in which I go over Google Analytics' cool visitor segmentation feature. Before you watch, note that my brain shut down for part of the tutorial, and I made at least four mistakes when typing in the javascript code - don't use the example I type in during the tutorial. Instead, use this: <script type=“text/javascriptâ€> __utmSetVar('readhomepage'); </script> Note the single quotes, and the correct script name. Do as I type in my blog, not as I type in my videos. Online Videos by Veoh.com Click here to play…
Continue Reading Google Analytics Tutorial 6: Visitor Segmentation »
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March 29, 2007 by ian
If you're faint of heart, cover your ears, for I speak heresy: Clicks aren't all that matter. A study by Millward Brown Interactive showed that banner exposure can boost brand awareness by as much as 9%, even if a user doesn't click. Why I Agree I'm a branding curmudgeon: If it isn't generating sales right now I tend to feel somehow betrayed by display advertising. However, there's no question that brand-building is a legitimate, beneficial exercise. And a well-planned, well-designed banner campaign can do that, even if no one clicks on your banners. Why I Disagree This is a…
Continue Reading Clickthroughs Aren't Everything: Banner Ads and Brands »
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March 27, 2007 by ian
Seems like a no-brainer: A faster-loading site will increase conversions. But do you know how much more you can earn if your site loads in 4 seconds instead of, say, 10? We made a change to a client's site yesterday that reduced page loads by 6 seconds. Sales doubled. They doubled. Folks often tell me it'll “take too long†to fix speed issues on their sites. I think maybe it should be a higher priority... Technorati Tags: analytics, internet marketing, web analytics…
Continue Reading Better Sales From Faster Download Speeds »
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March 27, 2007 by ian
I'd be more sympathetic, except that he got vandalized because his staff used a template without giving credit to the designer. Full story here. Technorati Tags: ethics, fun…
Continue Reading John McCain MySpace Page Defaced »
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March 26, 2007 by ian
Provide an easy way for folks to reach you. Answer e-mail information requests in less than a day. Make sure every page loads in 3 seconds or less on a broadband connection. Make sure your site looks the same in Internet Explorer 6 and 7, Firefox 1 and 2. Let people opt in. Let people opt out. That's it. Do those 5 simple things, and you'll be in the top 10% of web sites. Technorati Tags: internet marketing…
Continue Reading 5 Easy Tips for Internet Marketing Best Practices »
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March 24, 2007 by ian
Which is better? The idea that everyone likes? Or the one that everyone talks about?…
Continue Reading Question of the Day: Focus Groups »
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March 22, 2007 by ian
IT? Or Marketing? Or Sales? The IT Department is buried with infrastructure tasks, security concerns and support. No one else at the company can do what they do. And they have no time to do anything else. The marketing department is responsible for making sure people know the company when they need what it provides. The sales department is responsible for converting those people to customers. If you ask the IT department to fix/change the web site, you'll be in line behind those security and infrastructure concerns. Rightfully so. If your internal network fails, or is breached, the web…
Continue Reading Who Runs The Web Site? »
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March 21, 2007 by ian
You've got your new site. You're so dang proud of it. And today it goes live! OK, now what? Here are six things you should always do when launching a new web site. Note: They're all free. Download Xenu Link Sleuth (Windows only, sorry) and check your site for busted links. Of course you already did that before launch, but you never know what happens when you move a site from your computer to a server, or launch your blog. Things change. Make sure you check. Test your contact us link or form (you have one, right?). Make sure…
Continue Reading Website Launch Checklist »
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March 20, 2007 by ian
Brief business interlude: My company, Portent Interactive, is hiring. We need an Account Executive with at least 1 years' experience in that role. If you have any questions, please e-mail me: ian AT portentinteractive DOT com.…
Continue Reading Account Executive Wanted »
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March 20, 2007 by ian
I was just on the phone advising a client when a spider the size of my wallet came crawling up my arm. Seattle is the spider capital of America, by the way. I flicked it off without missing a beat. I doubt the client even noticed. I didn't scream at 40 decibels or anything. If that's not customer focus, I don't know what is... Technorati Tags: fun…
Continue Reading Customer Focus & Spiders »
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March 19, 2007 by ian
In a single, really big image (don't worry, it's a cartoon, and it's totally work-appropriate). http://www.gapingvoid.com/theweb2point0thing334.jpg Technorati Tags: fun…
Continue Reading My Feelings About 'Web 2.0' »
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March 19, 2007 by ian
John Battelle has a three-parter on his blog about 'Conversational Media'. He comes at Conversation Marketing from a different angle, talking about Packaged Goods Media versus Conversational Media: Packaged Goods Media provides you with a one-way, broadcast medium. You print/film/edit and then send it out. Then cross your fingers. John points out that this kind of media is handled by the giants: Fox, AOL, etc.. Conversational Media, he says, is driven by “social media†or “consumer contentâ€. From there on I have to differ a bit: Conversational Media Is More I may have gotten confused, having read these articles…
Continue Reading John Battelle On Conversational Media »
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March 18, 2007 by ian
It's Sunday, and I'm noodling around with ways to post photos to my various family sites. I use Flickr, of course, and I used to post photos using a script in Photoshop, but recently I found two other tools everyone may want to try: JAlbum is a great way to create, organize and skin albums on your web site. You need to know your server's FTP settings, first. Your hosting provider can provide those. Download JAlbum for free from JAlbum.net. BananaAlbumCreator is even cooler, doing pretty Flash-driven albums, but requires a bit more geekiness to get it working smoothly.…
Continue Reading Cool Photo Album Publishing Tools »
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March 15, 2007 by ian
“It'll cost $X to build your new site.â€, I say. “WHAT?!â€. Your mouth drops open, “Why on earth would it cost that much?!†Here we go. These are the steps it takes to create a website that will look cool and actually (gasp) help you do business: Step 0: Why? Why do you need a site? What do you need to do? Get more leads? Sales? Votes? Look cool? Will search engines be important? If you can't answer, better wait until you have a strategic plan for your company overall. Step 1: Audience Before anything else, you have to…
Continue Reading 10 Steps In Good Web Design »
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March 14, 2007 by ian
Seven ways to guarantee that you get zero return on your internet investment: Treat your website as an island. It's just a web site, after all. Don't worry about getting people to find you, or how you'll collect and manage leads, or how you'll handle fulfillment. Build a site you love. Use all of your favorite pictures, colors and fonts. Add some animation that has no purpose but looks nice. Think huge. Throw in every feature you might need in the next five years. Never mind that your site will likely be rebuilt four times before then. Design by…
Continue Reading 7 Ways to Wreck Internet Marketing »
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March 13, 2007 by ian
Justin pointed out an error I'd made in Google Analytics Tutorial 3: I wanted to bring up one point re: Tutorial #3. In the video you show how to cross segment referral traffic based on Content. I think this part of the video may be a bit off. When I cross segment my Referring Source based on Content I do not see the content from my site, I see the content from the referral site. Google Analytics is showing me the page on the referral site where the link to my site appeared. In general, 'Content' referrs to the…
Continue Reading Google Analytics Video Tutorial 3: A Correction »
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March 12, 2007 by ian
While we wait for my goal tracking data to percolate a bit, I've reviewed some of the practical ways you can use Google Analytics to measure search engine optimization & paid search efforts. This lesson includes: Interpreting keyword data. Judging the value of keywords against each other. Placing keyword and search traffic in the context of individual pages. Plus, I learned something new: My blog ranks #1 on Google for 'internet marketing QA', and that generates traffic. Who knew... Watch the video in Flash: Online Videos by Veoh.com Or in Quicktime format, full-sized (960 pixels wide). Previous Sessions: Google…
Continue Reading Google Analytics Video Tutorial 5: Search Analytics »
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March 10, 2007 by ian
The amount of time folks spend on a page may tell you something's wrong. So, why does this video have an average view time of 1:30, when the others all average 4 minutes or more? I'm guessing three possible reasons: I don't have a large-size, downloadable video available for download. So, I'm going to replace the smaller video with a larger quicktime version. The concept of goal tracking is far more complex, and I may have done a lousy job of explaining it. I'm going to do an additional, supplemental video on the subject shortly. People may just not…
Continue Reading Use Analytics To Adjust Your Site: An Example »
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March 9, 2007 by ian
No, I haven't disappeared. I have been really busy as my firm has signed additional clients (a good problem). The next Google Analytics tutorial will be up in the next few days...…
Continue Reading Busy Busy »
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March 7, 2007 by ian
Ink & Toner: The Gift Of Love Really - I just received an unsolicited e-mail that had that as the subject line. Technorati Tags: spam…
Continue Reading Greatest Spam Subject Line Ever »
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March 6, 2007 by ian
Google is really pushing personalized search these days. That's going to have a profound effect on search marketing, because you won't be able to game web sites by over-focusing on a single phrase. Since Google Account holders' search results will be based, in part, on their search history, stuffing your site to bursting with a single keyphrase just won't work. Neither will collecting thousands of worthless links. So what to do? If everyone gets slightly different results, how will you stay on top? By being smart: Write a great title and a great description tag. Clicks are actually going…
Continue Reading 4 Ways to Prepare for Google Personalized Search »
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March 4, 2007 by ian
My recipe for a presidential campaign web site. If you're running for president, save yourself some time and just cut-and-paste: ---------------------- Hi, my name is INSERT NAME HERE. Come watch videos of me on INSERT NAME HERE TV. Join my team! Read my blog, even though I never write on it! I'm one of you! Look! I even have a Facebook page that I have yet to update! ---------------------- In spite of my cynical exterior, I am an idealist. I want a dynamic candidate who really does offer something different. Right now, though, I sure can't figure that out…
Continue Reading Presidential Campaign Web Site: The Recipe »
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March 2, 2007 by ian
Never let it be said that I don't observe & adjust! Almost 100% of those who've contacted me since I started doing these has asked for a presentation on using goals. This is my first crack at it. In this video, I review: What a goal really is. Different kinds of goals. How to set up basic goal tracking. How to read goal tracking data. Update: Here's the video in Flash format: Online Videos by Veoh.com Or, watch it at full size (956 pixels wide), in Quicktime format: If this is too elementary, or too complex, or you have…
Continue Reading Google Analytics Tutorial 4: Working With Goals »
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