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Inbound Marketing Consistency: Maintain The Scent Trail


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Whether your customers enter your website from Facebook, search, email, display or another inbound marketing channel, your goal is to keep them there and likely get them to complete a conversion goal. …

Whether your customers enter your website from Facebook, search, email, display or another inbound marketing channel, your goal is to keep them there and likely get them to complete a conversion goal. This webinar will explore successful tactics online marketers are using to create relevant customer experiences that extend beyond the landing page to the entire website visit and even subsequent visits.

Nathan Richter, Monetate's Strategic Services Director, recently presented during a ClickZ webinar along with Tim Ash from SiteTuners. You can view the entire webinar at

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  • 1. Inbound MarketingConsistency:Maintain the Scent TrailNathan RichterStrategic Services DirectorJuly 25, 2012 #inboundwebinar
  • 2. who we are@Monetate #inboundwebinar
  • 3. how many campaigns we run 21,321 campaigns launched in 2011 ...and that doesn t include splits!@Monetate #inboundwebinar
  • 4. who are your customers?@Monetate #inboundwebinar
  • 5. the prep lurks in every segment, of every metric. Start with high-volume or high-value segments. Inbound Visitor Profile Search keyword/term, Visitor brand affinity, prior search engine, social referrer purchase history, preferences, etc. Customer Groups Time Affinity, preferences, When do they visit, when do they multi-channel, member research Behavior Geography Visitor recency, frequency, Geo location of visitor, location of site interaction nearest store, nearest distribution center@Monetate #inboundwebinar
  • 6. personalize the site experience Customer Profile Site Content Keyword@Monetate #inboundwebinar
  • 7. assessing your opportunity Resources Available Business Unit Support • Testing tool(s) • Merchandising • Platform capabilities • Creative/Design • People power • IT/Development • Promotions? • Analytics@Monetate #inboundwebinar
  • 8. @Monetate #inboundwebinar
  • 9. @Monetate #inboundwebinar
  • 10. Gear - Official Site 100’s of waterproof jackets in stock FREE shipping on all orders over $60@Monetate #inboundwebinar
  • 11. @Monetate #inboundwebinar
  • 12. @Monetate #inboundwebinar
  • 13. Value prop echo@Monetate #inboundwebinar
  • 14. relevant hero image@Monetate #inboundwebinar
  • 15. Smart Merchandising@Monetate #inboundwebinar
  • 16. merchandising support waterprroof waterprroof@Monetate #inboundwebinar
  • 17. message consistencyAverage conversion improvement range 5% to 20% (as high as 100%) 1. Copy 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60 2. Images 3. Product@Monetate #inboundwebinar
  • 18. power in the offer@Monetate #inboundwebinar
  • 19. Free Shipping On Orders Over $50! *Details@Monetate #inboundwebinar
  • 20. Free Shipping On All Orders - No Minimum *Details@Monetate #inboundwebinar
  • 21. promotion promotionAverage conversion improvement range 25% to 40% (as high as 150%) Free Shipping 1. Natural - lower acquisition cost On All Orders - No Minimum *Details 2. Paid - part of ROI analysis Free Shipping On Orders Over $50! *Details@Monetate #inboundwebinar
  • 22. think local@Monetate #inboundwebinar
  • 23. local relevance 100’s de chaquetas impermeables en el envío de archivo LIBRE de todos los pedidos de más de $ 60@Monetate #inboundwebinar
  • 24. @Monetate #inboundwebinar
  • 25. Use Visitor Location to Your Advantage Geo-targeting = conversion improvement as high as 100%@Monetate #inboundwebinar
  • 26. @Monetate #inboundwebinar
  • 27. @Monetate #inboundwebinar
  • 28. Make it a Landing Session@Monetate #inboundwebinar
  • 29. @Monetate #inboundwebinar
  • 30. @Monetate #inboundwebinar
  • 31. @Monetate #inboundwebinar
  • 32. @Monetate #inboundwebinar
  • 33. @Monetate #inboundwebinar
  • 34. what makes a session?@Monetate #inboundwebinar
  • 35. understand the buying lifecyle Not all purchases happen in the same visit. Expand your message to the relevant buying lifecycle. Are there transition messages to convey within that process?@Monetate #inboundwebinar
  • 36. tactics to improve consistency Message, Image, Merchandise... Average conversion improvement = 5% to 20% Product Badging Up to 55% conversion impact Promotional Testing Up to 150% conversion improvement International / Geo-Target Messaging Up to 100% conversion impact Think Beyond the Landing Page Priceless!@Monetate #inboundwebinar
  • 37. thank you! Valuable case studies, eBooks, white papers, webinars, infographics and more! Email: #inboundwebinar