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RSS Works: Hard Metrics to Prove It
Marketers are constantly asking if RSS marketing works and if
this can be proved.
It's time to take a look at some real-life RSS metrics from
real-life marketers. These will show you what kind of results you
can expect to see from RSS.
I first presented this data at the Syndicate Conference in New
York City, the first conference entirely devoted to RSS.
To make a point, we'll take a look at RSS metrics from 4
different viewpoints, each demonstrating one facet of RSS
marketing and a different way of capturing RSS metrics. This data
combined will give you the answer of whether RSS marketing is for
you, as an addition to e-mail marketing, or not.
1. CLICK-THROUGH RATES FROM RSS FEED TO SITE: THE RSS
AGGREGATOR SIDE
RSS statistics should be most relevant when coming from actual
RSS aggregators and their vendors, since these people can measure
precisely how their users are actually using RSS.
Customer Reader [http://www.customreader.com], who just
recently launched a desktop RSS aggregator, which marketers can
brand for themselves and then distribute to their readers,
supplied us with their latest data. This data is based on 3,500
users of their brandable RSS aggregator and on the last [two
weeks ago] 48 hours of their reader usage.
The most interesting piece of data is the 23% average CTR
(click-through rate) from feed to site within last 48 hours,
which proves that RSS works in terms of getting readers from the
outbout message to the site. RSS users are actually clicking on
RSS content!
Now, what is the "feed-to-side" CTR? It simply means that 23%
of the end-users that subscribe to various feeds, clicked at
least once on one of the content items in the feeds they are
subscribed to.
2. CLICK-THROUGH RATES FROM CONTENT ITEM TO SITE: THE RSS
SOLUTION VENDOR SIDE
Considering the different RSS metrics systems and the fact
that no marketing tool whatsoever can be measured 100% precisely
from the outside tracking service side, seeing stats from RSS
solutions vendors is important as well.
On this end, some basic stats were supplied from SimpleFeed
[http://www.simplefeed.com], the providers of one of the more
advanced RSS marketing solutions.
The stats are based on an app. 10,000 end-user sample, 30 day
average and 4 months of data.
They are seeing a 6.8% average CTR from content item
[individual content item in an RSS feed] to site and a 150% [1.5
clicks] average CTR from feed to site within 30 days.
3. SUBSCRIPTIONS AND CLICK-THROUGH RATES: THE
MARKETER/PUBLISHER SIDE
And finally, let's take a look at the stats from the
publisher/marketer point of view.
Lockergnome.com is one of the most popular tech sites on the
internet.
Although they are serving a more tech savvy audience,
Lockergnome is an excellent example of the results you can
ultimately hope to achieve using RSS.
First of all, they are seeing a ration of 5:1 in favor of the
number of RSS subscribers against e-mail subscribers, and even
more interesting, a 500% better clickthrough ratio with RSS than
with e-mail.
4. SEARCH ENGINE VISIBILITY
The BTI Group is a smaller VoIP provider and, through their
high ranking blogsite [http://blog.btigroup.com/], the proof that
RSS works for search engine positioning.
Here are just some of their achievements, as a result of their
RSS marketing activities ?
a] 120 page-one search results on important industry search
terms #1 Voip vs traditional phone system #1 VoIP solution
provider #2 VoIP small business #2 VoIP architecture #5 VoIP
phone equipment #6 VoIP benefits #7 VoIP Small Business costs
b] A 75% increase in traffic to the corporate website
c] BTI's link popularity jumped from 164 in June 2003 to 1312
in December 2004 to 1405 in February 2005
OVERVIEW
These metrics clearly show that RSS works for marketers and
publishers.
This data alone, also considering that RSS clearly gets 100%
of your content delivered and actually provides you with an
abundance of new marketing opportunities, such as podcasting,
should be enough to make you do something about RSS now.
Copyright 2005 Rok Hrastnik
Rok Hrastnik is the author of »Unleash the Marketing
& Publishing Power of RSS«, acclaimed as the best and
most comprehensive guide to RSS for marketers by leading RSS
experts. The complete guide on RSS for marketers: http://rss.marketingstudies.net/index.html?src=sa7
MORE RESOURCES updated Sat. July / 27 / 2024
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