#wakeupyourwebsite

BOB CANAWAY @bobcanaway Vice President, Marketing, Ektron
ADAM KEMPA @adamkempa Senior Software Engine...
#wakeupyourwebsite

WHAT YOU WILL LEARN:
• Website and Digital Marketing Trends

• How to Wake Up Your Website
• Increasin...
#wakeupyourwebsite

VISITOR

Trends
#wakeupyourwebsite

SMARTPHONE
OWNERSHIP BY AGE
18-24

79%

25-34

81%

35-44

69%

45-54

55%

55-64
65+

39%
18%

80%
of...
#wakeupyourwebsite

TIME SPENT ONLINE

63%
desktop

MOBILE DATA
USAGE

2017
2012

37%

mobile
#wakeupyourwebsite
#wakeupyourwebsite
#wakeupyourwebsite

67 percent
of the
buyer’s
journey is
digital
#wakeupyourwebsite

Your visitors are bombarded
by 100’s of digital messages
each day
#wakeupyourwebsite

Sites
visited, 10

Searches
Facebook
conducted, posts, 1.2
5

Texts, 3
0

Personal
email, 5
4

Busines...
#wakeupyourwebsite

The only way to
cut through the clutter
is TO CONNECT
with visitors on a personal
level
#wakeupyourwebsite

DIGITAL MARKETING & WEBSITE TRENDS
#wakeupyourwebsite

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

57%

Develop ongoing ...
#wakeupyourwebsite

WHAT PERCENTAGE OF MARKETING BUDGET
IS ALLOCATED TO CONTENT MARKETING?
20%

15.20%
13.30%

8.70%
6.40%...
#wakeupyourwebsite

HOW IS CONTENT PRODUCTION ACTIVITY
CHANGING IN THE NEXT 12 MONTHS?
1.40%

16.80%

50%

32%

Increases
...
#wakeupyourwebsite

DO YOU HAVE A DOCUMENTED
CONTENT STRATEGY? IS SOMEONE
RESPONSIBLE FOR CONTENT
STRATEGY?
6%

44%

50%

...
#wakeupyourwebsite

WHAT ARE YOUR ORGANIZATIONAL
GOALS FOR CONTENT MARKETING?
Brand Awareness

82%

Lead Generation

74%

...
#wakeupyourwebsite

DO YOU HAVE A BLOG?

77%

• 77% of
organizations
have a blog

• But only 15%
of blogs are
active
#wakeupyourwebsite

INTEGRATION WITH MARKETING AUTOMATION
We use marketing
automation to generate
leads

36.7%

We use mar...
#wakeupyourwebsite

SEARCH
97%

343%
longer

BOUNCE RATE

VISIT DURATION

209%

PAGE VIEWS

Site search
helps your
visitor...
#wakeupyourwebsite

WHAT ARE THE BENEFITS OF USING DATA IN
MAKING DECISIONS?
More accurate decisions

58%

Better business...
#wakeupyourwebsite
#wakeupyourwebsite
#wakeupyourwebsite

THE BUYER HAS CHANGED
• Savvy, noise resistant, information
seekers
• Informed, social, & earned vs. b...
#wakeupyourwebsite

CONVERSION: WHAT YOU WANT TO HAPPEN
Awareness

Consideration
Conversion

Visitor
#wakeupyourwebsite

CONVERSION: WHAT REALLY HAPPENS
Awareness
Consideration
Close

Visitor
#wakeupyourwebsite

THE BUYER JOURNEY
KNOWN
VISITOR

ANONYMOUS VISITOR
WHAT
THEY DO

SYSTEMS

Search

Visit 1

• Your site...
#wakeupyourwebsite

FOCUS ON THE BUYER’S JOURNEY
Not your process

Content
Marketing
Drives
Engagement
#wakeupyourwebsite

INBOUND WEBSITE
Attract

Visitors

Blog

Keywords

Social
Media

Convert

Leads

Targeted
CTAs

Landin...
#wakeupyourwebsite
#wakeupyourwebsite
#wakeupyourwebsite

BEST VISITOR EXPERIENCE
#wakeupyourwebsite

Personas
Inbound
• Blogs
• SEO

Content
Targeting

Mobile
#wakeupyourwebsite

BLOGS
#wakeupyourwebsite

Easy, Actio
nable SEO
#wakeupyourwebsite

PERSONA
Noun – a
representation of
a segment of
customers
#wakeupyourwebsite

PERSONA MANAGEMENT
#wakeupyourwebsite

CONTENT TARGETING
Verb – Using data
about your visitors to
provide
relevant, contextual
content to mov...
#wakeupyourwebsite

TARGET THAT CONTENT
Desired
business
results

Content targeting
#wakeupyourwebsite

S
#wakeupyourwebsite

HOW TO GET THERE
Persona

Actionable
view of your
customer
Intent
#wakeupyourwebsite

WAYS TO TARGET CONTENT
Anonymous Visitors
• Geo-location
• Search term
• Industry
• Company
• Device t...
#wakeupyourwebsite

PERSONA MANAGEMENT
Must Have Attributes
•
Is a prospect
•
In the Healthcare
industry
Target content
“G...
#wakeupyourwebsite

6 ways to
CAPITALIZE on
mobile
#wakeupyourwebsite

1. Use Responsive Web Design
#wakeupyourwebsite

BENEFITS OF RESPONSIVE DESIGN
1. Improved SEO
2. Increased
Productivity
3. Time to work
on strategy
no...
#wakeupyourwebsite

FUTUREFUTURE
PROOF

PROOF
#wakeupyourwebsite

1/3
Bounce
rate

20%
Visit
duration

http://www.ektron.com/Case-Studies/Education/Hendrix-College/

15...
#wakeupyourwebsite

2. Define
the mobile
experience
by easily
setting
breakpoints
#wakeupyourwebsite

3. Upload 1 image and
automatically resize for
breakpoints
768 px

5 MB

480 px

940 px

1210 px
#wakeupyourwebsite

4. Work faster and smarter by
previewing content on mobile
devices
#wakeupyourwebsite

4. Work faster and smarter by
previewing content on mobile
devices
#wakeupyourwebsite

5. Increase
engagement
with content
tailored to
specific
devices
#wakeupyourwebsite

6. Boost
context

by swapping
images for
different
device types
#wakeupyourwebsite

BEST VISITOR EXPERIENCE
#wakeupyourwebsite

DIGITAL EXPERIENCE
MANAGEMENT
PLATFORM
E
C

O
M

MARKETING OPTIMIZATION
BLOGS &
COMMUNITIES

PERSONA
M...
#wakeupyourwebsite

HOW TO GET STARTED
1. Start with your strategy and prioritize
2. Know your visitors (personas)
3. Buil...
#wakeupyourwebsite

Boston, MA ~ May 4-6
Training Day on May 7
Marketing, User, Developer
Early Bird Discount ~ Save $300!
#wakeupyourwebsite

Bob Canaway
@bobcanaway
bob.canaway@ektron.com
Adam Kempa
@adamkempa
akempa@enlighten.com
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Wake Up Your Website Chicago October 22 2013

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New ways to connect and engage more prospects, as well as acquire and retain more customers. We’ll even show you the tools that help make this possible.

Topics Include:

Digital Marketing Trends
Optimizing the mobile experience
Why personalization matters more than ever
Best Practices

Published in: Technology, Business
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  •   
  • Pew internet
  • Pew and strategy analytics
  • Wrap it all up & transition in to Ektron 9.0
  •  
  • 90% of all web-data in the world was created in the last 2 years1 in 5 minutes spent online is on social networking sitesFacebook adds 600,000 mobile users per day
  • 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.
  • 300% more marketing conversions take place on outbound vs. inbound33% of Ektron’s Marketing Qualified Leads are via inbound13% of overall leads
  • Part 1: Social & SEOPart 2: Content Targeting, Lead Nurturing, and how to make a good impressionPart 3: Key Analytics and Conversion Rates
  • 200% more interaction with the site amb visitors taking multiple actions
  • Show targeting with personas
  • Animoca – game dev, testing 400 android devicesTrends to build sites that use a Responsive Framework like Twitter Bootstrap, Skeleton orFoundation
  • All of our levels of our design have worked really well, we’ve had a really great increase in the quality of our site traffic, the bounce rate has dropped by about a third and the visit duration is increased by over 20%, which means that people are coming to the site and they are not instantly leaving and they are staying and looking around, which to us means that there is a greater chance that they are going to take some actions that we’ve set our as conversation goals or they are just really interested in learning more about the college. Our biggest increase is we’ve noticed has been in mobile traffic which has increased by about 150% since our redesign. That is an intense huge amount of increase. We can’t even really qualify it all as part of our redesign, although we think it is a lot. Some of it could simply be the turnover increase of global devices in recent years, well in not recent years but since we’ve posted in our redesign which is in January last year. Some of the anecdotal evidence that we’ve got though is really telling us that it was successful and that people are telling us they can find things more easily, this is our incoming students, our current students, our faculty staff, just people telling us hey, I needed something and it was exactly where I thought it would be or I searched for it and it was easy to find. One of the unexpected outcomes that’s actually been very interesting for us is we’re also part of our IT department and that is that our support calls for pages on mobile devices have increased specifically on things that are complex, that are a little bit more out of our control which are integrations with our SIS portal system, because our students are using it more and they are taking for granted the fact that it's going to work on any device they hit, no matter what. And at first that was really a reward for focusing on the mobile was that it's being used, it's being used a lot.
  • Ektron’s core product is the Web Content Management System that provides everything you need to create and manage your website. From powerful content editing, visual page layout, mobile, search, cloud deployment and much more you have a powerful toolset used by almost 4000 organizations around the world. Ektron Marketing Optimization delivers powerful, easy to use tools for creating and managing personas, targeting content, optimizing content for search engines, a/b and multivariate testing, along with the ability to create blogs and social communities, and publish information across social channels. You can easily connect the CMS and Marketing Optimation offerings to analytics, marketing automation, crm, sharepoint and other systems, so you can use the best tools for the job. Plus you have the freedom and flexibility to change systems easily without the need for complex coding for API integrations. And the Ektron Ecommerce accelerator helps you provide shoppers with a convenient way to purchase your products and easily collect online payments
  • Wake Up Your Website Chicago October 22 2013

    1. 1. #wakeupyourwebsite BOB CANAWAY @bobcanaway Vice President, Marketing, Ektron ADAM KEMPA @adamkempa Senior Software Engineer, Enlighten
    2. 2. #wakeupyourwebsite WHAT YOU WILL LEARN: • Website and Digital Marketing Trends • How to Wake Up Your Website • Increasing Context and Relevancy with Personas and Content Targeting • 6 Ways to Capitalize on Mobile • How Jimmy John’s has a Freaky Fast Mobile Experience
    3. 3. #wakeupyourwebsite VISITOR Trends
    4. 4. #wakeupyourwebsite SMARTPHONE OWNERSHIP BY AGE 18-24 79% 25-34 81% 35-44 69% 45-54 55% 55-64 65+ 39% 18% 80% of adults under the age of 34 have a smartphone
    5. 5. #wakeupyourwebsite TIME SPENT ONLINE 63% desktop MOBILE DATA USAGE 2017 2012 37% mobile
    6. 6. #wakeupyourwebsite
    7. 7. #wakeupyourwebsite
    8. 8. #wakeupyourwebsite 67 percent of the buyer’s journey is digital
    9. 9. #wakeupyourwebsite Your visitors are bombarded by 100’s of digital messages each day
    10. 10. #wakeupyourwebsite Sites visited, 10 Searches Facebook conducted, posts, 1.2 5 Texts, 3 0 Personal email, 5 4 Business email, 1 01 Your visitors have one One digital every 5 interaction minutes EVERY 5 MINUTES
    11. 11. #wakeupyourwebsite The only way to cut through the clutter is TO CONNECT with visitors on a personal level
    12. 12. #wakeupyourwebsite DIGITAL MARKETING & WEBSITE TRENDS
    13. 13. #wakeupyourwebsite 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% 10% 20% 30% 40% 50% 60% Content Marketing is the top go to market priority in 2013
    14. 14. #wakeupyourwebsite WHAT PERCENTAGE OF MARKETING BUDGET IS ALLOCATED TO CONTENT MARKETING? 20% 15.20% 13.30% 8.70% 6.40% 2.90% 3.90% 4% 3.70% 1.50% 0 0.60% 10 20 30 40 50 60 70 80 90 100 Percentage of budget B2b Content Marketing Trends 2013 Organizations are spending between 2030% of budget on Content Marketing
    15. 15. #wakeupyourwebsite HOW IS CONTENT PRODUCTION ACTIVITY CHANGING IN THE NEXT 12 MONTHS? 1.40% 16.80% 50% 32% Increases Increases slightly Stays flat Decreases B2b Content Marketing Trends 2013 82% of organizations are INCREASING their content production
    16. 16. #wakeupyourwebsite DO YOU HAVE A DOCUMENTED CONTENT STRATEGY? IS SOMEONE RESPONSIBLE FOR CONTENT STRATEGY? 6% 44% 50% • 44% of B2B Marketing teams have a documented content strategy Yes No Unsure • 73% have an individual responsible for content strategy
    17. 17. #wakeupyourwebsite WHAT ARE YOUR ORGANIZATIONAL GOALS FOR CONTENT MARKETING? Brand Awareness 82% Lead Generation 74% Customer Acquisition 71% Thought Leadership 68% Enagement 57% Customer Retention/Loyalty 57% Website Traffic 57% Lead Management/Nurturi… 47% sales 45% 0% 20% 40% 60% 80% 100% B2B firms are using content to communicate brand, and generate and acquire customers
    18. 18. #wakeupyourwebsite DO YOU HAVE A BLOG? 77% • 77% of organizations have a blog • But only 15% of blogs are active
    19. 19. #wakeupyourwebsite INTEGRATION WITH MARKETING AUTOMATION We use marketing automation to generate leads 36.7% We use marketing automation to nurture leads 36.1% We actively create content to feed automated campaigns 28% We use marketing automation to engage with customers We sporadically use content for marketing automation campaigns • Adoption and use of Marketing Automation is on the rise • < 20% of Ektron customers have marketing automation systems today 26% 15.1% We don't use marketing automation B2b Content Marketing Trends 2013 39%
    20. 20. #wakeupyourwebsite SEARCH 97% 343% longer BOUNCE RATE VISIT DURATION 209% PAGE VIEWS Site search helps your visitors accomplish their goals, and helps you DRIVE THEM through your desired journey
    21. 21. #wakeupyourwebsite WHAT ARE THE BENEFITS OF USING DATA IN MAKING DECISIONS? More accurate decisions 58% Better business results (revenue, profit, etc) 49% More efficient use of resources, reduced cost 44% Identified a new opportunity, new competitive advantage 43% Faster decision 31% 45% of marketers note that DATA is the most underutilized asset in marketing
    22. 22. #wakeupyourwebsite
    23. 23. #wakeupyourwebsite
    24. 24. #wakeupyourwebsite 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  5576 emails ~ Exec 10x
    25. 25. #wakeupyourwebsite CONVERSION: WHAT YOU WANT TO HAPPEN Awareness Consideration Conversion Visitor
    26. 26. #wakeupyourwebsite CONVERSION: WHAT REALLY HAPPENS Awareness Consideration Close Visitor
    27. 27. #wakeupyourwebsite THE BUYER JOURNEY KNOWN VISITOR ANONYMOUS VISITOR WHAT THEY DO SYSTEMS Search Visit 1 • Your site • Video Visit 2 • • Consume Tweet Read blog Visit 3 Download premium content or CUSTOMER
    28. 28. #wakeupyourwebsite FOCUS ON THE BUYER’S JOURNEY Not your process Content Marketing Drives Engagement
    29. 29. #wakeupyourwebsite INBOUND WEBSITE Attract Visitors Blog Keywords Social Media Convert Leads Targeted CTAs Landing Pages Forms Close Customers MAP + CRM Integration Targeted Content Social Networking Delight Happy Customers Targeted CTAs MAP + CRM Integration Customer Service
    30. 30. #wakeupyourwebsite
    31. 31. #wakeupyourwebsite
    32. 32. #wakeupyourwebsite BEST VISITOR EXPERIENCE
    33. 33. #wakeupyourwebsite Personas Inbound • Blogs • SEO Content Targeting Mobile
    34. 34. #wakeupyourwebsite BLOGS
    35. 35. #wakeupyourwebsite Easy, Actio nable SEO
    36. 36. #wakeupyourwebsite PERSONA Noun – a representation of a segment of customers
    37. 37. #wakeupyourwebsite PERSONA MANAGEMENT
    38. 38. #wakeupyourwebsite CONTENT TARGETING Verb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey
    39. 39. #wakeupyourwebsite TARGET THAT CONTENT Desired business results Content targeting
    40. 40. #wakeupyourwebsite S
    41. 41. #wakeupyourwebsite HOW TO GET THERE Persona Actionable view of your customer Intent
    42. 42. #wakeupyourwebsite WAYS TO TARGET CONTENT Anonymous Visitors • Geo-location • Search term • Industry • Company • Device type Known Visitors • • • • • • • • • Geolocation Search terms Industry Company Title Role Customer status Social graph Behavioral attributes Personas
    43. 43. #wakeupyourwebsite 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
    44. 44. #wakeupyourwebsite 6 ways to CAPITALIZE on mobile
    45. 45. #wakeupyourwebsite 1. Use Responsive Web Design
    46. 46. #wakeupyourwebsite BENEFITS OF RESPONSIVE DESIGN 1. Improved SEO 2. Increased Productivity 3. Time to work on strategy not devices
    47. 47. #wakeupyourwebsite FUTUREFUTURE PROOF PROOF
    48. 48. #wakeupyourwebsite 1/3 Bounce rate 20% Visit duration http://www.ektron.com/Case-Studies/Education/Hendrix-College/ 150% Mobile traffic
    49. 49. #wakeupyourwebsite 2. Define the mobile experience by easily setting breakpoints
    50. 50. #wakeupyourwebsite 3. Upload 1 image and automatically resize for breakpoints 768 px 5 MB 480 px 940 px 1210 px
    51. 51. #wakeupyourwebsite 4. Work faster and smarter by previewing content on mobile devices
    52. 52. #wakeupyourwebsite 4. Work faster and smarter by previewing content on mobile devices
    53. 53. #wakeupyourwebsite 5. Increase engagement with content tailored to specific devices
    54. 54. #wakeupyourwebsite 6. Boost context by swapping images for different device types
    55. 55. #wakeupyourwebsite BEST VISITOR EXPERIENCE
    56. 56. #wakeupyourwebsite DIGITAL EXPERIENCE MANAGEMENT PLATFORM E C O M MARKETING OPTIMIZATION BLOGS & COMMUNITIES PERSONA MGMT CONTENT TARGETING MARKETING AUTOMATION SOCIAL PUBLISHING SEO MV TESTING SOCIAL M CONTENT MANAGEMENT E R C E CRM ESYNC CLOUD MANAGER EDITING AND WORKFLO W MOBILE SITE CREATION AND MGMT VISUAL PAGE LAYOUT SITE SEARCH WEB ANALYTICS SHAREPOINT VIDEO
    57. 57. #wakeupyourwebsite HOW TO GET STARTED 1. Start with your strategy and prioritize 2. Know your visitors (personas) 3. Build out visitor journeys 4. Identify success factors and what/how to measure 5. Start small – NO OCEAN BOIL! 6. Analyze, iterate, optimize 7. Come to Synergy!!!
    58. 58. #wakeupyourwebsite Boston, MA ~ May 4-6 Training Day on May 7 Marketing, User, Developer Early Bird Discount ~ Save $300!
    59. 59. #wakeupyourwebsite Bob Canaway @bobcanaway bob.canaway@ektron.com Adam Kempa @adamkempa akempa@enlighten.com

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