M B F003  Swensrud 091707
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M B F003 Swensrud 091707

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Full session information and video available on successforce.com.

Full session information and video available on successforce.com.

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M B F003  Swensrud 091707 M B F003 Swensrud 091707 Presentation Transcript

  • Your Website – The Hub of Marketing Jon Cline, Enthusiast Web Solutions Brett Crosby, Google Kraig Swensrud, salesforce.com
  • The Heart of Your Marketing Strategy Your Website
  • QUESTIONS:
    • How many people came to your website last week?
    • Where did they come from?
    • How many of them came from paid search?
    • What did they click on?
    • How many of them did you capture?
    • What is your expected pipeline from those visitors?
    • What will those numbers be next week?
  • The Traditional Marketing/Sales Funnel Customers Leads Pipeline
  • Web Initiatives Fill the Lead Funnel Customers Leads Pipeline Next Actions Visitors
  • All Programs Fill the Web Visitor Funnel Customers Leads Pipeline Next Actions Visitors Impressions Clicks
  • Building Your Web Funnel Jon Cline Acquiring Web Vistors Brett Crosby Analyzing Web Traffic Kraig Swensrud Web Conversions and ROI New Customers
  • Acquiring Website Visitors On-boarding Your Virtual Salesperson Jon Cline Director of Marketing Enthusiast Web Solutions sfdc.whatsthegoal.com
  • The Web Sales Language
    • Hyperlink
    • Email
    • Open 24x7
    • Search
    • Interaction
    • Syndication
    “ All economic activity is by definition high risk . And defending yesterday - that is, not innovating - is far more risky than making tomorrow.” -Peter Drucker 100,000,000 + Internet users 20,000,000 + Internet users 1,000,000 + Internet users
  • The Hyperlink / Bookmark
    • Build reputation/rapport
    • Maximize relationships
  • Email
    • Most Efficient
    • Notification
    • Testing
  • The Internet is Open 24x7
    • Your best sales person
    • Clear next actions
    • Asynchronous conversation
    • Relevance!
    • Grow archive equity
    Search and Association “ Live your life honestly, because whatever you do, whatever mistakes you make, will be searchable one day” – Thomas Friedman, ‘The World Is Flat’
  • Interaction with Offline Programs
    • Integrate web offers with offline programs
    • Deliver online relevance with offline programs
    • Use obvious and clear next actions
    Your Website
  • Syndication and Blogging / RSS
  • Example: MAP Consulting
    • Challenges
      • Limited resources (1 person)
      • Website not part of strategy
    • Solution
      • Set goals and measurements
      • Integrated with CRM
      • Sales team trained on new site
    • Results (180 days later)
      • 34% increase in unique visitors
      • 40% increase in page views
      • 560% increase in search referrals
    www.mapconsulting.com
  • Your Action Plan 5 Steps to Guaranteed Progress Tomorrow
    • D - Develop sales/marketing plan with vital web role
    • R - Record next actions to measure success
    • E - Execute next actions in simple and clear ways
    • A - Assess results and adapt
    • M - Meet your audience in new innovative ways
  • Analyzing Website Visitors Brett Crosby Senior Manager Google Analytics analytics.google.com
  • Think of Your Business as a House
  • Think of Your Business as a House
  • Same With Building a Business
    • Start with a plan and a goal, drive people to that goal, measure and improve
    Drive Traffic • Clear call to action Targeted Landing Page 2 Succeed online 1 Recipe for success You need this to succeed, Success made simple! www.companyx.com • Variety of marketing campaigns • Sale, lead capture, branding, etc Generate Lead 3
  • How Web Analytics Works Data Collector Report Data Recipe for success You need this to succeed Success made simple! www.companyx.com Your Website
  • Website Analytics
  • Analyze Your Marketing Campaigns Your Website Determine which marketing initiatives are driving the best traffic to your site
  • Referral Dashboard: Macro View A B C D
  • Where Are My Visitors Coming From?
  • Content Performance: Macro View A B C
  • Content Performance: Micro View A B C
  • Where are Visitors Dropping Out? Next Actions Visitors Opens Impressions X
  • A B C D Where’s the Leakage?
  • A B Website Overlay
  • Website Optimizer: Test Your Pages ? ? Test an Image Test a Headline
  • Test Multiple Combinations
  • Test Multiple Combinations
  • Test Multiple Combinations
  • Watch the Results of Your Tests
  • Increased Advertising ROI by 190%
    • Goal
    • Speak to a new audience through search-based advertising
    • Tactics
    • Discovered how customers found them
    • Identified keywords that worked the best
    • Improved their sites to enhance content and visitor experience
      • International footwear company
      • Teva sandals, Simple shoes, UGG
  • Your Action: Get the Right Tools, Use Them
    • Consider adding:
      • Web Analytics
      • Multivariate testing
    • Start improving your “lead generation machine”
  • Web Conversions and ROI Kraig Swensrud Salesforce Marketing salesforce.com/marketing
  • Web Initiatives Fill the Sales Funnel Customers Leads Pipeline Next Actions Visitors Opens Impressions X
  • Take Me to the Web
  • FACT:
    • 4 out of every 5 Salesforce customers direct traffic from email and searchmarketing campaigns to their homepage
  • Converting Visitors With Landing Pages Home Page Landing Page www.yamaha.com www.yamaha.com/disklavieroffer Boats, Guitars, Motorcycles, Speakers, Keyboards, MP3 Players, Amplifiers, Gold carts, Mixing Boards…. The Disklavier Digital Piano
  • Breakin’ It Down to the Essentials Offer Call-to-Action Relevant Product Imagery Web-to-Lead Form Description Branding
  • Best Practices Clear Offer Presented with bright font color Eliminate fields and don’t scare me away with crazy validation Color the CTA button and use an actionable verb Above the fold at 1024x768 What does this imagery have to do with the offer? Keep it simple! Don’t over do it with excessive flash or funky javascript Branding
  • Take Me to the Web
  • Measure, Tweak, Repeat 10.8% Lead Capture 7.9% Lead Capture B outperformed A by 36% Copy Above Form Double-Column Form Copy Left of Form Single-Column Form
  • “ How Did You Hear About Us?” Web Source Tracking (Released in Spring ’07)
  • Measure Success with Salesforce Dashboards
  • Your Action Plan 7 Steps to Guaranteed Progress Tomorrow
    • D - Develop sales/marketing plan with vital web role
    • R - Record next actions to measure success
    • E - Execute next actions in simple and clear ways
    • A - Assess results and adapt
    • M - Meet your audience in new innovative ways
  • Q&A Jon Cline, Enthusiast Web Solutions Brett Crosby, Google Kraig Swensrud, salesforce.com