Powering Your Inbound Machine:Creating an Inbound Website

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Bob Canaway and Jim Carney will be discussing how to effectively use your website to power your Inbound Marketing Machine and deliver real results for your company. They will demonstrate how to do it!

Some of the key takeaways on how to create an Inbound Website that they will cover include:

• What content targeting is, and how it can be applied to increase your Inbound performance
• How to track and measure your Inbound Marketing results
• How to bring your IT, Development and Marketing departments together through an Inbound Website

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  • TOM
  • Generating enough content is a task in itself. So at Ektron, we have person who plans the content around the overall marketing strategy we have going. This allows content to be always in production which emphasizes our current campaigns. Disconnected content can weaken your efforts, especially when it’s disconnected from each other. So producing a blog or premium piece of content based on subject, around a market vertical, and around the time you are planning your outbound activities helps eventuate these efforts, while tunneling out the conversion paths in your website. Easier said than done right? I’m sure a lot of people who are attending have problems with buy-in from people at the company and producing blogs. What are some of the reasons you hear about producing content?“It’s like a homework assignment”, “it’s not my job”, “I can’t write”, I’m sure you’ve heard all of these excuses. These excuses are easily overcome with producing a content plan that outlines what posts are going to be created by whom, and at what time. This helps create accountability for certain departments, or even just to gauge how well your company can handle producing a lot of content.
  • So you’re producing content now, the engine is running, the staff and various departments are producing content. What is step 1 around making it engaging? Well, the first thing to do is to first make your content engaging. At Ektron, we work both inbound and outbound around each other. We don’t overtly do so, but they each eventuate the other. There is definitely a balancing act. To make your content more engaging, think conversationally. Try to think of subjects that you say in a regular conversation, as well as concepts and innovations you or your organization have just come up with. There are numerous subjects that you can come up with to blog about or to explore with your company. Usually, its not about what you are having trouble blogging about, but how.Always think about these questions when you blog.Who is this piece of content for? (buyer personas)-This is the single most important attribute to know who you are blogging to capture. Where are they going on the internet, what are their tendencies, who are they as a person outside of their profession.What stage in the buying process are they at? (lead scoring)Be social, not sales social, just be social. Always be offering a piece of useful content to people where they would like to see a piece of useful content. Shoving content down someones throat over and over isnt going to get you anywhere, plus, youre followers will start to recognize that you’re not really offering them value. Follow the 10:2:1 rule which states you want to give your users 10 useful of anything from anywhere that they would find incredibly useful to 2 posts that are specifically about your company, to 1 straight up advertisement.
  • Always think about these questions when you blog.1. Who is this piece of content for? (buyer personas)-This is the single most important attribute to know who you are blogging to capture. Where are they going on the internet, what are their tendencies, who are they as a person outside of their profession.2. What stage in the buying process are they at? (lead scoring)3. Be social, not sales social, just be social. Always be offering a piece of useful content to people where they would like to see a piece of useful content. Shoving content down someones throat over and over isnt going to get you anywhere, plus, youre followers will start to recognize that you’re not really offering them value. Follow the 10:2:1 rule which states you want to give your users 10 useful of anything from anywhere that they would find incredibly useful to 2 posts that are specifically about your company, to 1 straight up advertisement
  • As you can, and I’m sure most of you have seen this diagram before in some kind of variance one way or another. But this is the funnel from going from awareness of a visitor to conversion. First things first, however. A lot of companies all what you to convert. Always making sure you’re convert your visitors. Often overlooked is what an actual conversion means. As an inbound marketer, we can make any number seem like a conversion number. It’s fairly easy since we tend to know where the higher conversion rates will be.Knowing what you actually want to convert is key to developing an Inbound Strategy. We all look to convert visitors to dollars, which is possible. However, there are conversion steps that bridge that gap from visitor to customer that need to be constructed. Once you know what those conversions are, you can focus them as check points.One of the biggest weapons in assuring these check points are met is content targeting.
  • Content targeting is one of your biggest weapons in your arsenal in moving a buyer through your funnel. You’re conversion funnel is never a straight. There will never be a buyer who goes to your site, looks at a piece of content, engages, and decides to buy based solely on those actions.That’s where content targeting comes in. Using data about your visitors to provide relevant contextual content to move them along in the buyer journey. Most of you are already doing this on a basic level with keywords. For example, when someone enters a search query, and you have piece of content tailor made for that search, you’re in essence performing content targeting. But, that’s just one level. Let’s take a look at a more advanced approach to content targeting.
  • As you can see here, the buyer’s journey is never a straight line. A visitor will come to your site via various channels: organic/paid search, Social, direct, referrals, look things over, then leave, so may never return, some will.How do you capture and convert as many of those visitors with the right amount of content? Well, we use content targeting to make sure that the right piece of content is being shown to the right person, at the right time.
  • There are essentially 2 different types of content targeting as you can see here. Anonymous, where you only know that them a visitor to your site, and known visitors, where you have captured their information through a registration page, or other form of lead capturing tool.The differences are the different parameters that you can use content targeting on. For Anonymous visitors you can still target content on your website based on their geolocation, company, industry, just from their IP address. For example, for higher education sites, during the enrollment process if you have someone visiting from New England in the winter, and your institution is based in Florida, you could show more content of students studying on the beach or more nice themed weather to have them engage further in the application process.In terms of known visitors, it’s all about nurturing, and there are a number of possibilities and strategies you could take. However, it’s all about nurturing the known visitor to create a more individualized experience in solving the specific problem they have and are looking to solve, to get them more information, that works them down the funnel further to inevitably becoming a customer.
  • Creating CTA’s are used for a number of different things. CTA’s are a form of premium content where a user will need to input their information to consume the piece of content. For example, This is a screen shot of our generic homepage with no content targeting taking place. We have various CTA’s such as, download an e-book or participate in a webinar.CTA’s are used for a number of different reasons. They give the user a great piece of content that they are looking to consumeConverts the user from a passive user to an engaged user by getting information such as name, position, industry, company, project time frame, picture, social networks, etc.They can be used as “check points” in the buying cycle. Offering different CTA’s for different prospects depending on their buyer cycle level helps to deliver the right content at the right timeCTA’s help in content targeting to emphasize and support non-premium content.
  • You can see here, based on a number of different anonymous values, we can completely change the look, and CTA’s offered. In this case, this page is served as our homepage based on the what industry a person is coming from, which is education. By offering targeted content based on just a couple anonymous values, it brings a 2 fold benefit.It helps us capture anonymous users information by them consuming the piece of content.It individualizes their experience by making the content they most likely want to see more accessible for them, and thereby increasing their likelihood in consuming more content and eventually converting down the funnel further.
  • A lot of folks get caught at the base of the SEO mountain, and try to run up it. They gauge all of their efforts solely around their keyword strategy. Now don’t get me wrong. A keyword strategy is extremely important to your inbound strategy. However, what you don’t want to do is have a tactic dictate your entire strategy.SEO is one of the more important things, but the way to climb the SEO mountain involves a lot more than just keywords, it’s more about content, and even more so about catering to exactly what your customers are doing.There are an incredible amount of things that you can track. From broad indicators such as bounce rate, unique visitors to extremely specific such as scroll speed on certain pieces of content, or social sharing. As you can see, we have a few things that we track. We also make it this tracking accessible, so we can drill down in the specifics of it. One of the tactics we use for analytics is the segmentation of our link structure, which is prevalent in our blogs. If you go to our blog right now, you’ll notice that our link structure is www.ektron.com/community, this shows us the collection of blogs that we have. When you click on a blog, you will see the link structure change to www.ektron.com/blogs/author-name/name-of-blog. By doing this, we have the ability to segment a lot of things to see how the blog as a whole is doing, how specific authors are doing with their metrics, as well seeing what the most popular posts we have are.What you measure depends very heavily on what kind of company you are(B2B or B2C), as well as what the overall point of your website is. Always put yourself in your customers’ shoes. Think about what their journey is, and what they’re doing along the way. Reviewing some past sales data you have will help show you some buying indicators. Knowing what those indicators are, you can start formulating some analytics around that.For most, HubSpot, or any analytics software package won’t deliver what you’re looking for. Google Analytics has a lot of flexibility in tracking a lot of things, but even that had it’s obstacles. Being able to change your analytical software over time, as your company grows, or even as you discover new things about your users is the best thing in optimizing for inbound.
  • As you can see, different stages in the buyer journey, it becomes apparent that having one system isn't always optimal because of the reason that more and more systems are being specifically developed to see very specific things around each stage.For us, we focus on gaining traction through organic search. So we see where the ebb and flow of the search terms are. The best results we have been seeing, however, is to focus on content first. Doing that really increases your overall organic search. Especially from content targeting as well. We use numerous systems due to the fact that we believe each has been developed for the sole reason in gathering data during that stage.
  • From your company’s perspective, these are some essential metrics to track and follow. Whether content is resonating with your audience by measuring time spend on pages, or whether or not you’re being social and people are wanting to share your content with the world, there is still a point in which inbound marketing contributes to bottom line effectiveness and is held to an accountability.These metrics are what drive inbound marketing, and are the end game to measuring your overall effectiveness.
  • Seed QuestionsWhat is the most difficult thing you are experiencing about Inbound Marketing?How do you produce content? Keywords before content, or content before keywords?Are there any specific metrics that you track that show success of Inbound Marketing?How do you organize your marketing team to facilitate inbound marketing the best?How much do you plan your content, or is it on a week to week basis?Survey QuestionAt what stage are you with Inbound Marketing? A. Considering it B. Implementing It C. We use it, and it’s the best thing since sliced breadWhat percentage of efforts do you put into inbound marketing as opposed to outbound marketing A. 100% inbound/0% outbound B. 50/50 C. 100% outbound D. Varying mix of bothWhat it is the most frustrating/difficult part of inbound marketing? A. Effective Analysis and Tracking B. Content Creation C. Conversion D. Calculating ROI
  • Powering Your Inbound Machine:Creating an Inbound Website

    1. 1. The webinar will begin in just a few moments….V1.01
    2. 2. Powering Your Inbound Machine:Creating an Inbound Website
    3. 3. Powering Your Inbound Machine Bob Canaway VP of Marketing Ektron @BobCanaway Jim Carney Inbound Marketing Manager Ektron @JimmCarney #InboundWebsite
    4. 4. HOUSEKEEPING How to participate • For audio choose “Use Mic & Speakers” or “Use Telephone” in your Audio window • Submit your text question using the Questions pane • Note: A recording will be made available
    5. 5. About Ektron• Founded in 1998• Headquarters in Nashua, NH - Worldwide offices in Australia, Canada, and theUnited Kingdom• 200+ Employees• Over 3,700 customers and 12,000 sitesMISSION: Empower marketers to connect content torevenue through best-in-class solutions for WCM andDXM WEB CONTENT MANAGEMENT Create, deploy, and manage enterprise- scale, global, dynamic websites. DIGITAL EXPERIENCE MANAGEMENT Personalize, analyze, and optimize content delivery to digital channels – web, mobile, and social.
    6. 6. The Way Things WereThe Old Way• Tactics: • Results: • Email • Cost per lead way • Email above industry norm • Email • Cost per qualified leads • Tradeshows unreasonable • Email • Reputation as a “spammer” • Email • Low Conversions• Email outstripped other marketing by 2:1
    7. 7. There Has to be a Better Way
    8. 8. EVERYONE IS TIRED OF MARKETERS INTERRUPTING THEIR LIVES.IT’S TIME TO CHANGE THE WAY YOU MARKET TO YOUR CUSTOMERS – AND THAT MEANS FOCUSING ON CUSTOMER EXPERIENCE
    9. 9. UNDERSTANDYOURCUSTOMERSCreatingcontent andmapping it tothe buyersjourney
    10. 10. Digital Experience Management GET FOUND ANALYZE BE RELEVANT + OPTIMIZE BE CONSISTENT
    11. 11. The Way Things AREThe NEW Way• Tactics: • Results: • SEO • Cost per lead below • Syndication industry norm • Social • Cost per qualified leads • Tradeshows sustainable • Nurturing • Reputation as a company that practices • Referral what we preach • Email • Targeted content• Our mix is much converts at 2x the rate more balanced
    12. 12. Take Control of your Content
    13. 13. Engage Your Visitors
    14. 14. Always think about these questions when you blog• Who is this piece of content for?• What stage in the buying process are they at?• Be social, not sales social, just be social. • Follow the 10:2:1 rule
    15. 15. CONVERSION: WHAT YOU WANT TO HAPPEN Awareness Consideration ConversionVisitor
    16. 16. CONTENT TARGETING Verb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey
    17. 17. CONVERSION: WHAT REALLY HAPPENS Awareness Consideration ConversionVisitor
    18. 18. WAYS TO TARGET CONTENTAnonymous Visitors Known Visitors • Geolocation• Geolocation • Search terms• Search term • Industry• Industry • Company • Title• Company • Role• Time • Customer status (prospect or customer)• Device type • Social graph • Behavioral attributes (previously consumed content)
    19. 19. Example of Content Targeting
    20. 20. How and What to Measure
    21. 21. THE BUYER JOURNEY KNOWN ANONYMOUS VISITOR VISITOR CUSTOMERWHAT Visit 1 Visit 2 Visit 3THEY DO Search • Your site • Consume Tweet Download premium • Video • Read blog contentSYSTEMS or -Search terms -CTR of your site -scroll speed -Name -Proprietary insight tailored to your -What people -Video drop -social -Industry specific goals are looking for off/interaction sharing/social -content -Frequency -content clicked profile consumed/intera -Time -company cted with -frequency vs -time spent on -Email recency certain pages -Buyer statusYOUR -Visitor flow -most popular -ROI of onlineINSIGHT -Device accessed content marketing efforts -GeoLocation -video drop off
    22. 22. Most Important Metrics to Track and Measure # of visits to any particular piece of content # of desired actions taken as a result Conversion Rate Your total overall number of leads Percentage of# of visitors to your site that give you lead information (MQL) Pipeline Total amount of marketing $ spent # of Marketing Qualified Leads(MQL’s) Acquisition Cost # of total leads produced # of total leads closed Win Rate aka The Holy Grail
    23. 23. Powering Your Inbound Machine Bob Canaway VP of Marketing Ektron @BobCanaway Jim Carney Inbound Marketing Manager Ektron @JimmCarney #InboundWebsite

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