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Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)
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Adrian Lloyd Partner Sales Director at Ektron @AdiLloyd
RESULTS MAKE MARKETERS HAPPY
Inbound Websites Deliver • More Visitors • More Leads • More Delighted
Customers • More Revenue
Your visitors are bombarded
by 100’s of digital messages
each day
One
every 5 minutes
Business
email,
101 Personal
email,
54
Texts,
30
Sites
visited, 10
Searches
conducted,
5
posts, 1.2
Your visitors
have one
digital
interaction
EVERY 5
MINUTES
IT’S DIGITAL
67 percent of the
buyer’s
journey is
digital
6
CONVERSION: WHAT YOU WANT TO HAPPEN
Awareness
Consideration
Conversion
Visitor Member
7
CONVERSION: WHAT REALLY HAPPENS
Awareness Consideration
Close
Visitor
The only way to cut through the clutter
is TO CONNECT
with visitors on a personal level
THE BUYER HAS CHANGED
• Savvy, noise resistant, information
seekers
• Informed, social, & earned vs. bought
78% start their research with search 78% view vendor websites 4+ pieces of content
FOCUS ON THE BUYER’S JOURNEY
Not your process
Content
Marketing
Drives
Engagement
INBOUND WEBSITE
Attract Visitors Blog Keywords Social
Media
Convert Leads Targeted
CTAs Landing Pages
Premium Content
Close Customers MAP + CRM Integration
Targeted Content
Social Networking
Delight Happy Customers
Targeted CTAs
MAP + CRM Integration
Customer Service
THE INBOUND WEBSITE
SEO / Content Optimisation
Blog
Premium Offers
Personas
Mobile
Multichannel
Calls to Action
Landing Pages
Targeting
A/B Testing
Faceted Search
Social Amplification
Analytics
Content Context
Relevance Results
25%
26%
33%
40%
50%
57%
0% 20% 40% 60%
Website integration
Develop an influencer
relations or ambassador
program
Provide direct customer
support through social
channels
Listen/learn from customers
Develop ongoing dialog and
engagement with customers
Content Marketing
IN 2013, WHAT IS YOUR TOP EXTERNAL SOCIAL STRATEGY OBJECTIVE?
Content
Marketing is the top
go to
market priority in
2013
Problem: Most Content Performs
Poorly …
Typical Case: 20% of the content
drives 80%+ of organic traffic
Content / Traffic Performance (6/12 – 5/13)
STEP 1: GET FOUND
• Have a Keyword Strategy
• Search Engine Optimisation – Create Relevant Content
• Be Social
• Build a Platform for Your Content
KEYWORD WORKSHEET
USE CONTEXTUAL CONTENT
“Tell a story that
resonates!”
-Seth Goden
Treat your blog like a publication
Keep it fresh, relevant and sharable
9x increase in inbound traffic
in 6 months
STEP 2: BE RELEVANT
• Create Calls to Action
• Create a Relevant Personalised
Experience
– Target Content
– Nurture Leads with the Right
Content at the Right Time
• Content Plan
– Blogs
– Premium
CREATE CALLS TO ACTION
• Surface Relevant Content
• Move Visitors Through the
Buyers Journey
• Test & Optimise
POOR VISITOR CONTEXT
IMPROVED VISITOR EXPERIENCE
WAYS TO TARGET CONTENT
Anonymous Visitors • Geo-location
• Search term
• Industry
• Company
• Device type
Known Visitors • Geolocation
• Search terms
• Industry
• Company • Title
• Customer status
• Social graph
• Behavioral attributes
Must Have Attributes • Is a customer • With X products • In Canada Nice to have • Responded to upgrade
campaign
Must Have Attributes • Is a prospect • In the Healthcare
industry Target content
“Great web experiences in your patient portal” webinar
Target content “Getting the most out of your CMS” eBook
PERSONA MANAGEMENT
STEP 3: BE CONSISTENT
• Use Mobile Design
– RWD
– Adaptive Content
• Focus on the What the
Visitor Wants to
Accomplish
• Social Amplification
USE RESPONSIVE WEB DESIGN
RWD BENEFITS
• Google Preferred
• Easy to Update
• Designer Friendly
• Future Proof
300% increase in mobile leads
UPLOAD ONE IMAGE
… and automatically resize for breakpoints
5 MB
480 px
768 px
940 px 1210 px
…by
swapping
images for
different
device types
BOOST CONTEXT
MOBILE CONTEXT
Silicon
Valley
Bank
STEP 4: ANALYSE & OPTIMISE
• Figure Out What to
Measure
• Keep Customers
Engaged
• Improve Results
CONVERSIONS: SEE WHICH
EVENTS MOVED THE SALES
PROCESS ALONG
SEE WHICH CHANNELS DRIVE YOUR
BEST TRAFFIC AND LEADS
MAKE YOUR PAGES
CONVERT BETTER
BEST VISITOR EXPERIENCE
Mobile Optimised + Personas + Relevant Content + Blogs Best Results & Most Relevant Experience
GET STARTED NOW
1. Start with your strategy and prioritise
2. Know your visitors (personas), write relevant
content
3. Build out journeys
4. Identify success factors and what/how to measure
5. Start small
6. Analyse, iterate, optimise
www.ektron.co.uk
Adrian Lloyd
EMEA Partner Sales
Director at Ektron
@AdiLloyd
THANK YOU
• Questions?
• Put these Best
Practices into place
• Let me know how it
went