Build the ultimate inbound wesbite Adrian Lloyd

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Presentation by Adrian Lloyd at the Digital Marketing Show at Excel in London on the 26th to the 28th November 2013

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  • 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
  • 200% more interaction with the site amb visitors taking multiple actions
  • Show targeting with personas
  • Build the ultimate inbound wesbite Adrian Lloyd

    1. 1. Adrian Lloyd Partner Sales Director at Ektron @AdiLloyd
    2. 2. RESULTS MAKE MARKETERS HAPPY Inbound Websites Deliver • More Visitors • More Leads • More Delighted Customers • More Revenue
    3. 3. Your visitors are bombarded by 100’s of digital messages each day
    4. 4. Sites visited, 10 Searches Facebook conducted, posts, 1.2 5 Texts, 3 0 Personal email, 5 4 Business email, 1 01 Your visitors One have one digital every 5 interaction minutes EVERY 5 MINUTES
    5. 5. IT’S DIGITAL 67 percent of the buyer’s journey is digital
    6. 6. CONVERSION: WHAT YOU WANT TO HAPPEN Awareness Consideration Conversion Visitor Member 6
    7. 7. CONVERSION: WHAT REALLY HAPPENS Awareness Consideration Close Visitor 7
    8. 8. The only way to cut through the clutter is TO CONNECT with visitors on a personal level
    9. 9. 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
    10. 10. FOCUS ON THE BUYER’S JOURNEY Not your process Content Marketing Driv es Engagement
    11. 11. INBOUND WEBSITE Social Attract Visitors Blog Keywords Convert Leads Targeted CTAs Landing Pages Premium Content Close Customers MAP + CRM Integration Targeted Content Social Networking Delight Happy Customers Targeted CTAs MAP + CRM Integration Media Customer Service
    12. 12. THE INBOUND WEBSITE SEO / Content Optimisation Blog Landing Pages Analytics A/B Testing Social Amplification Calls to Action Content Context Relevance Results Targeting Premium Offers Faceted Search Mobile Multichannel Personas
    13. 13. 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. Problem: Most Content Performs Poorly … Content / Traffic Performance (6/12 – 5/13) Typical Case: 20% of the content drives 80%+ of organic traffic
    15. 15. STEP 1: GET FOUND • Have a Keyword Strategy • Search Engine Optimisation – Create Relevant Content • Be Social • Build a Platform for Your Content
    16. 16. KEYWORD WORKSHEET
    17. 17. USE CONTEXTUAL CONTENT “Tell a story that resonates!” -Seth Goden Treat your blog like a publication Keep it fresh, relevant and sharable 9x increase in inbound traffic in 6 months
    18. 18. STEP 2: BE RELEVANT • Create Calls to Action • Create a Relevant Personalised Experience – Target Content – Nurture Leads with the Right Content at the Right Time • Content Plan – Blogs – Premium
    19. 19. CREATE CALLS TO ACTION • Surface Relevant Content • Move Visitors Through the Buyers Journey • Test & Optimise
    20. 20. POOR VISITOR CONTEXT
    21. 21. IMPROVED VISITOR EXPERIENCE
    22. 22. WAYS TO TARGET CONTENT Anonymous Visitors • Geo-location • Search term • Industry • Company • Device type Known Visitors • • • • • • • • Geolocation Search terms Industry Company Title Customer status Social graph Behavioral attributes
    23. 23. 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
    24. 24. STEP 3: BE CONSISTENT • Use Mobile Design – RWD – Adaptive Content • Focus on the What the Visitor Wants to Accomplish • Social Amplification
    25. 25. USE RESPONSIVE WEB DESIGN
    26. 26. RWD BENEFITS • Google Preferred • Easy to Update • Designer Friendly • Future Proof
    27. 27. 300% increase in mobile leads
    28. 28. UPLOAD ONE IMAGE … and automatically resize for breakpoints 768 px 5 MB 480 px 940 px 1210 px
    29. 29. BOOST CONTEXT …by swapping images for different device types
    30. 30. MOBILE CONTEXT Silicon Valley Bank
    31. 31. STEP 4: ANALYSE & OPTIMISE • Figure Out What to Measure • Keep Customers Engaged • Improve Results
    32. 32. SEE WHICH CHANNELS DRIVE YOUR BEST TRAFFIC AND LEADS CONVERSIONS: SEE WHICH EVENTS MOVED THE SALES PROCESS ALONG MAKE YOUR PAGES CONVERT BETTER
    33. 33. BEST VISITOR EXPERIENCE Mobile Optimised + Personas + Relevant Content + Blogs Best Results & Most Relevant Experience
    34. 34. GET STARTED NOW 1. Start with your strategy and prioritise 2. Know your visitors (personas), write relevant content 3. Build out journeys 4. Identify success factors and what/how to measure 5. Start small 6. Analyse, iterate, optimise
    35. 35. www.ektron.co.uk
    36. 36. THANK YOU • Questions? Adrian Lloyd EMEA Partner Sales Director at Ektron @AdiLloyd • Put these Best Practices into place • Let me know how it went

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