#wakeupyourwebsite

BOB CANAWAY @bobcanaway Vice President of Marketing, Ektron
JEFF WILLINGER
@jwillie
Director of Everyt...
#wakeupyourwebsite

WHAT YOU WILL LEARN:
• Website and Digital Marketing Trends

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

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
#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

FOCUS ON THE BUYER’S JOURNEY
Not your process

Content
Marketing
Drives
Engagement
#wakeupyourwebsite

Unprecedented Changes in
Marketing
#wakeupyourwebsite

INBOUND WEBSITE
Attract

Visitors

Blog

Keywords

Social
Media

Convert

Leads

Targeted
CTAs

Landin...
#wakeupyourwebsite
#wakeupyourwebsite
#wakeupyourwebsite

BEST VISITOR EXPERIENCE
#wakeupyourwebsite
#wakeupyourwebsite
#wakeupyourwebsite
#wakeupyourwebsite

THE BLOG: UNIQUE PAGE VIEWS
Q4 2012
44 POSTS
Q1 2013
37 POSTS
Q2 2013
53 POSTS

Q4 2012

Q1 2013

Q2 2...
#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

#wakeupyourwebsite

BOB CANAWAY @bobcanaway Vice President of Marketing, Ektron
JEFF WILLINGER
@jwilli...
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Wake Up Your Website: Minneapolis, MN October 23 2013

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You need to make each of your visits to your website count. This breakfast workshop covered the latest trends,strategies and best practices on how to get the most out of your digital and content marketing initiatives.

Published in: Technology, Business
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  •   
  • 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
  • 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
  • Blog became an Ektron “Publication” and traffic & activity increased 500%
  • 100% increase in raw leads
  • 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: Minneapolis, MN October 23 2013

    1. 1. #wakeupyourwebsite BOB CANAWAY @bobcanaway Vice President of Marketing, Ektron JEFF WILLINGER @jwillie Director of Everything Cool, RightPoint
    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 RightPoint Helps Ektron Customers
    3. 3. #wakeupyourwebsite TIME SPENT ONLINE 63% desktop MOBILE DATA USAGE 2017 2012 37% mobile
    4. 4. #wakeupyourwebsite
    5. 5. #wakeupyourwebsite
    6. 6. #wakeupyourwebsite 67 percent of the buyer’s journey is digital
    7. 7. #wakeupyourwebsite Your visitors are bombarded by 100’s of digital messages each day
    8. 8. #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
    9. 9. #wakeupyourwebsite The only way to cut through the clutter is TO CONNECT with visitors on a personal level
    10. 10. #wakeupyourwebsite DIGITAL MARKETING & WEBSITE TRENDS
    11. 11. #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
    12. 12. #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
    13. 13. #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
    14. 14. #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
    15. 15. #wakeupyourwebsite DO YOU HAVE A BLOG? 77% • 77% of organizations have a blog • But only 15% of blogs are active
    16. 16. #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%
    17. 17. #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
    18. 18. #wakeupyourwebsite
    19. 19. #wakeupyourwebsite
    20. 20. #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
    21. 21. #wakeupyourwebsite CONVERSION: WHAT YOU WANT TO HAPPEN Awareness Consideration Conversion Visitor
    22. 22. #wakeupyourwebsite CONVERSION: WHAT REALLY HAPPENS Awareness Consideration Close Visitor
    23. 23. #wakeupyourwebsite FOCUS ON THE BUYER’S JOURNEY Not your process Content Marketing Drives Engagement
    24. 24. #wakeupyourwebsite Unprecedented Changes in Marketing
    25. 25. #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
    26. 26. #wakeupyourwebsite
    27. 27. #wakeupyourwebsite
    28. 28. #wakeupyourwebsite BEST VISITOR EXPERIENCE
    29. 29. #wakeupyourwebsite
    30. 30. #wakeupyourwebsite
    31. 31. #wakeupyourwebsite
    32. 32. #wakeupyourwebsite THE BLOG: UNIQUE PAGE VIEWS Q4 2012 44 POSTS Q1 2013 37 POSTS Q2 2013 53 POSTS Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q3 2013 56 POSTS
    33. 33. #wakeupyourwebsite Easy, Actio nable SEO
    34. 34. #wakeupyourwebsite PERSONA Noun – a representation of a segment of customers
    35. 35. #wakeupyourwebsite PERSONA MANAGEMENT
    36. 36. #wakeupyourwebsite CONTENT TARGETING Verb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey
    37. 37. #wakeupyourwebsite TARGET THAT CONTENT Desired business results Content targeting
    38. 38. #wakeupyourwebsite S
    39. 39. #wakeupyourwebsite HOW TO GET THERE Persona Actionable view of your customer Intent
    40. 40. #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
    41. 41. #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
    42. 42. #wakeupyourwebsite 6 ways to CAPITALIZE on mobile
    43. 43. #wakeupyourwebsite 1. Use Responsive Web Design
    44. 44. #wakeupyourwebsite BENEFITS OF RESPONSIVE DESIGN 1. Improved SEO 2. Increased Productivity 3. Time to work on strategy not devices
    45. 45. #wakeupyourwebsite FUTUREFUTURE PROOF PROOF
    46. 46. #wakeupyourwebsite 1/3 Bounce rate 20% Visit duration http://www.ektron.com/Case-Studies/Education/Hendrix-College/ 150% Mobile traffic
    47. 47. #wakeupyourwebsite 2. Define the mobile experience by easily setting breakpoints
    48. 48. #wakeupyourwebsite 3. Upload 1 image and automatically resize for breakpoints 768 px 5 MB 480 px 940 px 1210 px
    49. 49. #wakeupyourwebsite 4. Work faster and smarter by previewing content on mobile devices
    50. 50. #wakeupyourwebsite 4. Work faster and smarter by previewing content on mobile devices
    51. 51. #wakeupyourwebsite 5. Increase engagement with content tailored to specific devices
    52. 52. #wakeupyourwebsite 6. Boost context by swapping images for different device types
    53. 53. #wakeupyourwebsite BEST VISITOR EXPERIENCE
    54. 54. #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
    55. 55. #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!!!
    56. 56. #wakeupyourwebsite Boston, MA ~ May 4-6 Training Day on May 7 Marketing, User, Developer Early Bird Discount ~ Save $300!
    57. 57. #wakeupyourwebsite #wakeupyourwebsite BOB CANAWAY @bobcanaway Vice President of Marketing, Ektron JEFF WILLINGER @jwillie Director of Everything Cool, RightPoint
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