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Presentation by Adrian Lloyd at the Digital Marketing Show at Excel in London on the 26th to the 28th November 2013
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Adrian Lloyd Partner Sales Directorat 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
Busi-ness
email; 101
Per-sonal email;
54
Texts; 30
Sites visited; 10Searches
conducted; 5Facebook 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
ConsiderationConversion
Visitor Member
7
CONVERSION: WHAT REALLY HAPPENS
AwarenessConsideration
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 KeywordsSocialMedia
Convert Leads Targeted CTAs
Landing Pages
Premium Content
Close Customers MAP + CRM Integration
Targeted Content
Social Networking
Delight HappyCustomers
Targeted CTAs
MAP + CRM Integration
Customer Service
THE INBOUND WEBSITESEO / ContentOptimisation
Blog
PremiumOffers
PersonasMobile
Multichannel
Calls to Action
Landing Pages
Targeting
A/B Testing
Faceted Search
SocialAmplification
Analytics
ContentContext
RelevanceResults
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
0% 10%20%30%40%50%60%
25%
26%
33%
40%
50%
57%
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
240% Increase
in Clicks
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 CanadaNice 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 px1210 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 prioritise2. Know your visitors (personas), write
relevant content3. Build out journeys4. Identify success factors and what/how to
measure5. Start small6. Analyse, iterate, optimise
www.ektron.co.uk
Adrian LloydEMEA Partner Sales Director at Ektron
@AdiLloyd
THANK YOU
• Questions?
• Put these Best Practices into place
• Let me know how it went