Big Ideas. Big Results. SearchFest 2013

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Big ideas drive big results. Susan Delz shares five strategies for big results at SearchFest 2013.

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  • An effective trategy starts with quality content. We can define quality content with a bevy of adjectives like unique, valuable, engaging, useful, relevant, well researched, credible and so many more.
  • Innovate and Iterate. Always be learning. Always be testing.
  • Big Ideas. Big Results. SearchFest 2013

    1. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Big Ideas. Big Results. Susan Delz ion interactive @SusanDelz
    2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    3. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Cookie Cutter Marketing Yield Cookie Cutter Results
    5. © i-on interactive, inc. All rights reserved • www.ioninteractive.com This is death to your brand.
    6. Brilliance lives in the epicenter © i-on interactive, inc. All rights reserved • www.ioninteractive.com Where do Big Things Come From? User ExperienceBig Ideas Content Marketing Brilliant Landing Experiences
    7. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    8. 5© i-on interactive, inc. All rights reserved • www.ioninteractive.com
    9. Big Results © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    10. 1. Start with great CONTENT. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    11. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What exactly is content?
    12. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Webinars
    13. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Infographics
    14. © i-on interactive, inc. All rights reserved • www.ioninteractive.com White Papers
    15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What makes content Great? • Evaluate your content through the lens of your users: • Is it relevant to your target audience? • Does it serve to engage?? • Will it be useful? • Is it human? • Is your content valuable? • Is your content timely? • Is it different??
    16. 2. DESIGN boldly. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    17. Brilliance comes in many shapes and sizes. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Something for Everyone •Conversion paths •Microsites •Multi-step experiences •Segmentation
    18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    21. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    23. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    24. 3. Make it RELEVANT. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    25. Promote or offer audience specific content. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Who are they?
    26. Make it easy for your audience to find exactly what they are looking for. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What are they looking for?
    27. Are they at the top of the funnel? Deeper in the funnel? © i-on interactive, inc. All rights reserved • www.ioninteractive.com Where are they?
    28. Are they at the top of the funnel? © i-on interactive, inc. All rights reserved • www.ioninteractive.com Where are they?
    29. Deeper in the funnel? © i-on interactive, inc. All rights reserved • www.ioninteractive.com Where are they?
    30. Your landing page should be message-matched with the traffic source. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What drove the click?
    31. The user’s experience should be relevant to the device they are using. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Where did the come from?
    32. You’ll get more when you give more. © i-on interactive, inc. All rights reserved • www.ioninteractive.com All of the above? Brilliance.
    33. 4. Always be TESTING. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    34. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What kind of tester are you? Rock Star Pragmatist Purist View of Testing ROI Work Knowledge Pre-Test Focus Strategy & Revenue Creative & Production Metrics & Attribution Performance Granularity Campaign Landing Experience Page or Element Post-Test Focus Next Innovation Next Wave Last Wave Confidence Level Mid (85-95%) Low (80-85%) High (95-99%)
    35. Government Solutions © i-on interactive, inc. All rights reserved • www.ioninteractive.com Dell VSVersion A Version B
    36. Winner! © i-on interactive, inc. All rights reserved • www.ioninteractive.com Dell
    37. Marketing Profs SmartTools Newsletter © i-on interactive, inc. All rights reserved • www.ioninteractive.com Which Test Won? VSVersion A Version B
    38. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    39. 5. Culture of EXPERIMENTATION © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    40. © i-on interactive, inc. All rights reserved • www.ioninteractive.com >1600% Conversion lift
    41. Double-click to edit © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    42. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    43. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    44. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    45. 5 Strategies to Gain Big Results © i-on interactive, inc. All rights reserved • www.ioninteractive.com •Start with great CONTENT •DESIGN boldly •Make it RELEVANT •Always be TESTING •Culture of EXPERIMENTATION Let’s wrap it up!
    46. Want to get BIG results? © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! Tweet to me: @SusanDelz Want more? ioninteractive.com
    47. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Landing Page Resources • Conversion Content Marketing • Landing Page Toolkit • 10 Point Landing Page Buyers Guide • Guide to Online Testing Tweet to me @SusanDelz and ion will send you a link. No registration required.

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