Make the Most of Your Traffic
 

Make the Most of Your Traffic

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Is Web Traffic Decreasing? Make More of What You Get. Everyone’s investing heavily in content marketing, while industry pundits are chattering about the content overload problem. Marketing apps can ...

Is Web Traffic Decreasing? Make More of What You Get. Everyone’s investing heavily in content marketing, while industry pundits are chattering about the content overload problem. Marketing apps can solve this by leveraging trends around Youtility to make static content useful and valuable. Find out how to put your content to work in interactive marketing apps that engage visitors, collect valuable user data and ultimately increase conversion rates.

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Make the Most of Your Traffic Make the Most of Your Traffic Presentation Transcript

  • Make The Most Of Your Traffic © i-on interactive, inc. All rights reserved • www.ioninteractive.com SFIMA Pubcon 4/24/14 @AnnaTalerico atalerico@ioninteractive.com ion interactive, co-founder
  • 4 Things You Can You Do You Do If Your Web Traffic Is Declining. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 1. Panic © i-on interactive, inc. All rights reserved • www.ioninteractive.com View slide
  • 2. Hide © i-on interactive, inc. All rights reserved • www.ioninteractive.com View slide
  • 3. Throw Money At It © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 4. Make The Most Of Every Visitor You Do Have © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Complete A Form Buy Subscribe Download Tweet Register Like Follow Everything We Do In Online Marketing Is To Get A Visitor To Take An Action
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com But Generally, We Don’t Do A Great Job At It.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com This Presentation Will Give You Ideas To Get More Of Your Visitors To Take Action
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com To start, if you are an online marketing tasked with getting visitors to take action:
  • Be Afraid. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • Very Afraid. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • User Experience Trends Have Changed Drastically In The Past 12 Months. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • And With It, User Expectations Have Changed Drastically Too. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • If You Don’t Meet Your Visitors Expectations, You Can’t Expect Them To Take Action. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • Trends Like These Are Impacting What Your Visitors Expect From You: © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • Responsive Design © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • Video Backgrounds © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Entire Background Of This Page Is A Video!
  • Minimized Navigation © i-on interactive, inc. All rights reserved • www.ioninteractive.com Simplicity
  • Single Page Design © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • Sticky Nav & Content © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • Parallax Scrolling © i-on interactive, inc. All rights reserved • www.ioninteractive.com Don’t Know What Parallax Scrolling Is? ! Search For It To Learn More.
  • Cards & Tiles © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • Minimized Text © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com App-Like Interaction
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Utility
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Youtility Is A Must Read Book For Online Marketers. ! Your Visitors Want Usefulness.
  • The State Of Web Design Has Changed Drastically In The Past 12 Months. ! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • ! Your Visitors Expect Interaction. ! Your Visitors Expect Usefulness. ! Your Visitors Expect Mobile- Friendly/Responsive. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • Ok, Let’s Not Panic. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Here’s what to do…
  • 1. Be App-Like 2. Be Useful 3. Be Committed © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • Be App-Like © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com “Marketing is moving from the business of communication to the business of delivering experiences … not just shoving more content at people.”
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com "They were innovating new ways of enticing prospects beyond the typical fill-out-form, download-an-asset approach that everyone else was doing. As we saw them double and triple their conversion rates with these new strategies”
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com “..the world is shifting from landing pages that gate content to marketing apps that ARE content…”
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com So What Is A 
 Marketing App? ?
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com A Marketing App is….. A browser-based digital experience designed for user interaction.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Types of Marketing Apps • Quizzes/Assessments • Surveys • Contests • Conversion Paths • Calculators • eBooks • Wizards/ Configurators • eCatalogs • Interactive White Papers • Look Books
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com A Marketing App must be….. Useful Engaging Easy App-like Responsive
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Here are 9 examples of marketing apps
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Visitors step themselves through a series of simple choices to quickly get to the most relevant and targeted information Conversion Path
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Great example of a conversion path! Help visitors drill down to the right information quickly, but giving them simple, clear choices.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Deliver personalized recommendations for improvements based on visitor responses. Use the data you gain from the answers to drive targeted marketing automation programs and surface warmer leads to sales with pre-fab insight into pains. Quiz/Assessment
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Really awesome educational quiz from Exxon. Uses great interaction design to keep the user engaged, while presenting valuable content.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com The SubjectLine.com assessment is USEFUL!
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com ion’s own post-click assessment steps visitors through 13 brief questions…
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com …and then provides a score, and personal recommendations based on each response.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Offer visitors a pricing calculator to set their expectations immediately. Calculators can also provide the immediate gratification that B2B buyers crave while allowing sales
 to continue to build value prior to delivering a specific 
 price quote. Calculator
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Who wants to read about the statistics necessary to calculate test duration, when a simple interactive calculator will do all the work for you?
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Tesla cost calculator is HIGHLY useful and enlightening! Visitors love marketing apps that calculate data for them based on inputs.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Allow visitors to assemble or package your product or service to what they specifically are looking for. Configurator
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com The auto brands know how to rock an online configurator!
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Rather than answering survey questions for themselves, visitors can participate in guessing-type games. In answering, they are exposed to shared pains, problems, and solutions that drive demand. Game The Game of HR Learn all the answersLearn all the answers in this FREE reportin this FREE report Which do you think it was?
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Want a trip down under? Play this game for a chance to win!
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com When the reveal of results shows shared pain that can be solved by the brand, engagement can turn into persuasion. Voting/Survey Enter to win a yearEnter to win a year of FREE HR Softwareof FREE HR Software
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Cintas knows everyone loves a clean bathroom, and they even let you vote for your favorite.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Provide the same information you would in a white paper, but with much more engagement. Interactive White Paper/eBook Learn More about whatLearn More about what Interactive white papersInteractive white papers Target & Inform your Customers with Interactive White Papers Take a Quiz White Paper White Paper quickly navigate through content playful and engaging layout Organize your Information
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Turn otherwise static content into a navigable, interactive, engaging online experience!
  • Be Helpful. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Yo! Read The Book!
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Jay Baer’s Youtility In a world where every prospective customer is facing an invitation avalanche, where every business is asking people to follow their tweets, read their blog, or watch their videos, you must resist the temptation to communicate solely and endlessly about your company, hoping for the quick sale. Helping can replace selling, or at the very least reduce the friction within that sales transaction. And you can do this. You can help your customers learn… You can help them plan… You can help them enjoy. “
  • Be Committed. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • Be Committed To Delivering Exceptional Digital Experiences. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Make visitors WANT to engage with you via interactivity & usefulness & modern, responsive design
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com This is IMPORTANT.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Digital touch points can drive revenue, lower costs, build brands, and engender customer loyalty. But to achieve these potential benefits, companies must deliver digital interactions that meet their customers’ needs in easy and enjoyable ways. “ ”Forrester Research, Top 10 Ways to Improve Digital Experiences
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Users expect useful, meaningful digital experiences every time they interact with your brand. ” “ Forrester Research, Top 10 Ways to Improve Digital Experiences
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Demand Metric, Digital Marketing Landscape, The Power Of Digital Experiences In 2014 A relationships exists between placing a high priority on digital experience marketing and revenue growth. 76% of participants reporting revenue growth in the most recent fiscal year also put a high priority on digital experience creation. For organization that reports declining revenue growth, only 6% report digital experience creation as a high priority. “ ”
  • You Must Commit To Delivering Exceptional Digital Experiences. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Action is fueled by interactivity and engagement.
  • © i-on interactive, inc. All rights reserved • www.ioninteractive.com @AnnaTalerico atalerico@ioninteractive.com