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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 Reve...
Your visitors are bombarded
by 100’s of digital messages
each day
Sites
visited, 10

Searches
Facebook
conducted, posts, 1.2
5

Texts,
30

Personal
email,
54

Business
email,
101

Your vis...
IT’S DIGITAL

67 percent
of the
buyer’s
journey is
digital
CONVERSION: WHAT YOU WANT TO HAPPEN
Awareness
Consideration
Conversion

Visitor

Member

6
CONVERSION: WHAT REALLY HAPPENS
Awareness
Consideration
Close

Visitor

7
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 th...
FOCUS ON THE BUYER’S JOURNEY
Not your process

Content
Marketing
Dri v es
Engagement
INBOUND WEBSITE
Social

Attract

Visitors

Blog

Keywords

Convert

Leads

Targeted
CTAs

Landing
Pages

Premium
Content

...
THE INBOUND WEBSITE
SEO / Content
Optimisation

Blog

Landing Pages

Analytics

A/B Testing

Social
Amplification

Calls t...
IN 2013, WHAT IS YOUR TOP EXTERNAL
SOCIAL STRATEGY OBJECTIVE?
Content Marketing

57%

Develop ongoing dialog and
engagemen...
Problem: Most Content Performs
Poorly …
Content / Traffic Performance (6/12 – 5/13)

Typical Case: 20%
of the content
driv...
STEP 1: GET FOUND
• Have a Keyword
Strategy
• Search Engine
Optimisation
– Create Relevant Content

• Be Social
• Build a ...
KEYWORD WORKSHEET
USE CONTEXTUAL CONTENT

“Tell a story that
resonates!”
-Seth Goden
Treat your blog like a
publication
Keep it fresh, relev...
STEP 2: BE RELEVANT
• Create Calls to Action
• Create a Relevant Personalised
Experience
– Target Content
– Nurture Leads ...
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
...
PERSONA MANAGEMENT
Must Have Attributes
•
Is a prospect
•
In the Healthcare
industry
Target content
“Great web experiences...
STEP 3: BE CONSISTENT
• Use Mobile Design
– RWD
– Adaptive Content

• Focus on the What the
Visitor Wants to
Accomplish
• ...
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

768 px

5 MB

480 px

940 px

1210 px
BOOST CONTEXT
…by
swapping
images for
different
device types
MOBILE CONTEXT

Silicon
Valley
Bank
STEP 4: ANALYSE & OPTIMISE
• Figure Out What to
Measure
• Keep Customers
Engaged
• Improve Results
SEE WHICH CHANNELS DRIVE YOUR
BEST TRAFFIC AND LEADS

CONVERSIONS: SEE WHICH
EVENTS MOVED THE SALES
PROCESS ALONG

MAKE YO...
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. Bui...
www.ektron.co.uk
THANK YOU
• Questions?
Adrian Lloyd
EMEA Partner Sales
Director at Ektron
@AdiLloyd

• Put these Best
Practices into place...
Build The Ultimate Inbound Wesbite by Adrian Lloyd
Build The Ultimate Inbound Wesbite by Adrian Lloyd
Build The Ultimate Inbound Wesbite by Adrian Lloyd
Build The Ultimate Inbound Wesbite by Adrian Lloyd
Build The Ultimate Inbound Wesbite by Adrian Lloyd
Build The Ultimate Inbound Wesbite by Adrian Lloyd
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Build The Ultimate Inbound Wesbite by Adrian Lloyd

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Transcript of "Build The Ultimate Inbound Wesbite by Adrian Lloyd"

  1. 1. Adrian Lloyd Partner Sales Director at Ektron @AdiLloyd
  2. 2. RESULTS MAKE MARKETERS HAPPY Inbound Websites Deliver • More Visitors • More Leads • More Delighted Customers • More Revenue
  3. 3. Your visitors are bombarded by 100’s of digital messages each day
  4. 4. Sites visited, 10 Searches Facebook conducted, posts, 1.2 5 Texts, 30 Personal email, 54 Business email, 101 Your visitors One have one digital every 5 interaction minutes EVERY 5 MINUTES
  5. 5. IT’S DIGITAL 67 percent of the buyer’s journey is digital
  6. 6. CONVERSION: WHAT YOU WANT TO HAPPEN Awareness Consideration Conversion Visitor Member 6
  7. 7. CONVERSION: WHAT REALLY HAPPENS Awareness Consideration Close Visitor 7
  8. 8. The only way to cut through the clutter is TO CONNECT with visitors on a personal level
  9. 9. 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
  10. 10. FOCUS ON THE BUYER’S JOURNEY Not your process Content Marketing Dri v es Engagement
  11. 11. INBOUND WEBSITE Social Attract Visitors Blog Keywords 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 Media Customer Service
  12. 12. THE INBOUND WEBSITE SEO / Content Optimisation Blog Landing Pages Analytics A/B Testing Social Amplification Calls to Action Content Context Relevance Results Targeting Premium Offers Faceted Search Mobile Multichannel Personas
  13. 13. IN 2013, WHAT IS YOUR TOP EXTERNAL SOCIAL STRATEGY OBJECTIVE? Content Marketing 57% Develop ongoing dialog and engagement with customers 50% Listen/learn from customers 40% Provide direct customer support through social channels 33% Develop an influencer relations or ambassador program 26% Website integration 25% 0% 20% 40% 60% Content Marketing is the top go to market priority in 2013
  14. 14. Problem: Most Content Performs Poorly … Content / Traffic Performance (6/12 – 5/13) Typical Case: 20% of the content drives 80%+ of organic traffic
  15. 15. STEP 1: GET FOUND • Have a Keyword Strategy • Search Engine Optimisation – Create Relevant Content • Be Social • Build a Platform for Your Content
  16. 16. KEYWORD WORKSHEET
  17. 17. 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
  18. 18. 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
  19. 19. CREATE CALLS TO ACTION • Surface Relevant Content • Move Visitors Through the Buyers Journey • Test & Optimise
  20. 20. POOR VISITOR CONTEXT
  21. 21. IMPROVED VISITOR EXPERIENCE
  22. 22. 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
  23. 23. PERSONA MANAGEMENT Must Have Attributes • Is a prospect • In the Healthcare industry Target content “Great web experiences in your patient portal” webinar Must Have Attributes • Is a customer • With X products • In Canada Nice to have • Responded to upgrade campaign Target content “Getting the most out of your CMS” eBook
  24. 24. STEP 3: BE CONSISTENT • Use Mobile Design – RWD – Adaptive Content • Focus on the What the Visitor Wants to Accomplish • Social Amplification
  25. 25. USE RESPONSIVE WEB DESIGN
  26. 26. RWD BENEFITS • Google Preferred • Easy to Update • Designer Friendly • Future Proof
  27. 27. 300% increase in mobile leads
  28. 28. UPLOAD ONE IMAGE … and automatically resize for breakpoints 768 px 5 MB 480 px 940 px 1210 px
  29. 29. BOOST CONTEXT …by swapping images for different device types
  30. 30. MOBILE CONTEXT Silicon Valley Bank
  31. 31. STEP 4: ANALYSE & OPTIMISE • Figure Out What to Measure • Keep Customers Engaged • Improve Results
  32. 32. SEE WHICH CHANNELS DRIVE YOUR BEST TRAFFIC AND LEADS CONVERSIONS: SEE WHICH EVENTS MOVED THE SALES PROCESS ALONG MAKE YOUR PAGES CONVERT BETTER
  33. 33. BEST VISITOR EXPERIENCE Mobile Optimised + Personas + Relevant Content + Blogs Best Results & Most Relevant Experience
  34. 34. 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
  35. 35. www.ektron.co.uk
  36. 36. THANK YOU • Questions? Adrian Lloyd EMEA Partner Sales Director at Ektron @AdiLloyd • Put these Best Practices into place • Let me know how it went
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