Today, a surprising number of corporate websites, even those with a contemporary, mobile-friendly design, are not delivering on their main purpose – to act as demand generation engines. Given that during most of the buyer’s journey, potential customers learn about your company without contacting you, it’s vital to ensure that they find your site and that when they arrive, they quickly reach conversion points that offer compelling calls to action. Getting your digital presence right must be your number one priority – your other marketing programs are useless if your website doesn’t provide visitors with reasons to become leads. The author, Ellen Cliggott, is a proven marketing veteran, with over 15 years of experience developing communications programs in fast-paced environments with tight budgets. She’s been in the trenches for the digital revolution and been hands-on in developing a programmatic, analytical approach to turning websites and social media platforms into demand gen engines. Connect with Ellen at www.linked.com/in/ellencliggott and @ellencliggott.

6. DIAGNOSE

8. STRENGTHS WEAKNESSES
 Organizational buy-in
to social media
programs
 Existing webinar series
 Existing lead nurturing
program
 Homepage doesn’t
illustrate company
mission
 Basic social media
presence
 Graphics support
 Limited product news

9. OPPORTUNITIES THREATS
 Increase social media
activity
 Try LinkedIn ads and
ads with trade
publications
 Leverage trade group
memberships
 Improve content on
website
 Can-Spam/CASL
compliance
 Government client
issues
 Competitors

10. Metric 2013 (Goals) 2012 2011
Traffic (Visits) 80,700 64,563 73,383
Bounce Rate 55% 58.74% 62%
Pages/Visit 2.7 2.57 2.47
Avg. Visit Duration 2:20 2:04 2:02
Conversion Rate 3.5% 2.5% 2%
Referral Traffic
(% of Total Traffic)
15% 9.86% 10.15%
Social Network Referrals 1,250 1,078 917
Blog Posts 48 22 42
Case Study Downloads 1200 600 -

12.  Approx. $3k/month budget focused on
Google AdWords
 Low conversion/expensive
12

13.  Improve the overall user experience
 Position VFA as industry resource
 Drive traffic

14. PRESCRIBE

15.  Homepage with clear definition
 Efficient navigation
 Bring content assets higher on the site
 Increase traffic through social and SEM
 Make it easy for visitors to provide
their info

16.  Homepage: Add text and video to define VFA
at a glance
 Modernize the navigation and condense
menu options
 Add Resource Center
 Experiment with SEM
 Promote webinars through social media
 Elevate conversion points

18. TREATMENT

19.  Clearly identify what VFA is/does
 Promote the site’s best assets via homepage
links and navigation
 Add site search

24.  Create highly visible and optimized Resource
Center to educate prospects
 Direct visitors to content previously only
found deep in site
 Add to the site navigation and homepage for
visibility

26.  Condense offers
 Launch new offers
 Experiment with media partnerships
 Leverage LinkedIn

27.  Event support – build awareness of and
registrants for VFA webinars
 Audience building push (Twitter & LinkedIn)
 Hashtag research
 Headline writing/sticky content
 Ask questions/encourage engagement

29. TEST AND
ANALYZE
RESULTS

30.  Traffic
◦ Referral traffic from social platforms and digital
partners
◦ Organic Search traffic from increased brand
awareness
 Time on Site
 Pages/Visit
 Bounce Rate
 Conversion Rate
 Resource Downloads/Views
 Social Shares/Mentions

31. Pages/Visit Avg. Visit
Duration
Bounce Rate
Site Average
2013
2.23 1:35 66%
Site Average
2014
2.45 2:33 57%
Homepage 2013 n/a 1:38 68%
Homepage 2014 n/a 2:09 54%
Overall site:
• Pages/visit improved by 10%
• Avg. Visit Duration improved by 61%
• Bounce Rate reduced by 13%
Homepage:
• Avg. Time on Page improved by 31%
• Bounce Rate reduced by 21%

32. • Digital activity was responsible for
approximately 12% of 2014 webinar
registrations; increase over 0 in 2013
3
2
Source Total
Website 201
Linkedin 35
Facebook 0
Twitter 1
IFMA 13
Total Web 250
Total Registered 2156

34. Pay Per Click 2014 YTD 2013
Clicks 4,508 18,946
Impressions 1,753,816 17,729,753
CTR 0.09 0.11%
Avg. CPC 0.58$ 2.07$
Conversions 169 1,006
Cost/Conversion 14.16$ 38.96$
Cost 8,054.51$ 39,189.19$
LinkedIn Paid
Followers Gained 8
Clicks 115
Conversions 38
Cost 588.32$
Cost/Conversion 15.48$
FMJ - UK
Clicks 0
Conversions 1
Cost 1,675.00$
Cost/Conversion 1,675.00$
Buildings.com
Clicks 34
Conversions 5
Cost 3,000.00$
Cost/Conversion 300.00$
CPM
Clicks 0
Conversions 0
Cost 805.00$
Cost/Conversion -$
IFMA
Clicks 116
Conversions 11
Cost 4,500.00$
Cost/Conversion 204.55$
CFM&D
Clicks 0
Conversions 0
Cost 847.00$
Cost/Conversion -$

35. Twitter January February March April May June July August September October 2014 YTD Goals 2013
Followers 648 656 673 664 673 678 686 698 706 725 764 637
Retweets/Mentions 4 19 11 7 7 17 9 5 12 19 110 123
Twitter UK Goals 2013
Followers 107 110 115 114 114 119 123 127 129 135 122 101
Retweets/Mentions 0 1 0 0 1 4 1 0 1 2 10 13
Twitter Cananda Goals 2013
Followers 46 45 45 50 54 55 57 62 63 67 60 49
Retweets/Mentions 0 0 2 0 1 0 0 1 7 6 17 8
LinkedIn Goals 2013
Followers 557 564 572 574 576 587 601 609 614 632 675 544
Interactions* 84 109 96 56 61 113 41 34 48 34 676
Social 2014 YTD Goals 2013
Referral Traffic 73 92 181 138 113 64 79 68 67 164 1039 1276 1,064
LinkedIn Followers 557 564 572 574 576 587 601 609 614 632 675 544
LinkedIn Group Members 402 411 418 425 430 434 441 455 464 466 460 383
Twitter Followers (total) 801 811 833 828 841 852 866 887 898 927 945 787
Facebook Likes 141 141 144 144 144 144 144 148 151 153 155 138
YouTube Video Views 215 189 175 133 131 165 141 137 195 155 1636 1750 1,233

37. Ellen Cliggott
@ellencliggott