Build The Ultimate Inbound Wesbite by Adrian Lloyd

1,408 views

Published on

Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

Published in: Marketing, Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,408
On SlideShare
0
From Embeds
0
Number of Embeds
1,007
Actions
Shares
0
Downloads
6
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Build The Ultimate Inbound Wesbite by 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, 30 Personal email, 54 Business email, 101 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 Dri v 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% 20% 40% 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

×