Sitecore. Compelling Web Experiences




     The Art of Persuasion in the
     New Content Marketing World
     Eric Bowz...
Sitecore. Compelling Web Experiences




     Advertising still works: Continuity of messaging
        Landing pages need ...
Sitecore. Compelling Web Experiences




        Page 3                         www.sitecore.net
Sitecore. Compelling Web Experiences




        Learn to listen, listening to learn
        Learning to listen
          ...
Sitecore. Compelling Web Experiences




        Page 5                         www.sitecore.net
Sitecore. Compelling Web Experiences




        Page 6                         www.sitecore.net
Sitecore. Compelling Web Experiences



    Harnessing the 1000 geese

        The show isn’t over after the first dance
 ...
Sitecore. Compelling Web Experiences




        Page 8                         www.sitecore.net
Sitecore. Compelling Web Experiences




        Blue Crickets and self segmentation

        Traditional segmentation isn...
Sitecore. Compelling Web Experiences




        Page 10                        www.sitecore.net
Sitecore. Compelling Web Experiences




        Page 11                        www.sitecore.net
Sitecore. Compelling Web Experiences




        Waiting for the right moment
        Pick your pitch
                   ...
Sitecore. Compelling Web Experiences




        Page 13                        www.sitecore.net
Sitecore. Compelling Web Experiences




        Thanks!
        Addition information can be found at:
        www.sitecor...
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The Art Of Persuasion In The New Content Marketing World (Dallas)

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The Art Of Persuasion In The New Content Marketing World (Dallas)

  1. 1. Sitecore. Compelling Web Experiences The Art of Persuasion in the New Content Marketing World Eric Bowzer, Regional Director, United States South and Southwest eb@sitecore.net Page 1 www.sitecore.net
  2. 2. Sitecore. Compelling Web Experiences Advertising still works: Continuity of messaging Landing pages need to deliver on the ad’s promise  Copy and calls to action must be in line  Engage user with expertise  Start finding the problem  6th man Keep telling the story as they move deeper into your site  Understand the sales process  Overcome objection Benefits  Reduce bounce rates  Increase conversion rates and lead quality  Build credibility with prospects and customers Page 2 www.sitecore.net
  3. 3. Sitecore. Compelling Web Experiences Page 3 www.sitecore.net
  4. 4. Sitecore. Compelling Web Experiences Learn to listen, listening to learn Learning to listen  Scoring your content and actions  Testing and validating with polls and surveys  Tag community content and score engagement  What profiling can tell you  Measure performance by segment and persona  Test, test, test: Test messaging with MVT Benefits  Better understanding of each and every customer  Incrementally improve campaign performance by segment Page 4 www.sitecore.net
  5. 5. Sitecore. Compelling Web Experiences Page 5 www.sitecore.net
  6. 6. Sitecore. Compelling Web Experiences Page 6 www.sitecore.net
  7. 7. Sitecore. Compelling Web Experiences Harnessing the 1000 geese The show isn’t over after the first dance  Content marketing mixed with episodic delivery to keep them coming back  Build content assets worth subscribing to  Pull visitors back with community engagement  Tap Wisdom of the Crowd content: help customers filter  Nurture campaigns Benefits  Engagement leads to buying  Drive residual value of ad spend Page 7 www.sitecore.net
  8. 8. Sitecore. Compelling Web Experiences Page 8 www.sitecore.net
  9. 9. Sitecore. Compelling Web Experiences Blue Crickets and self segmentation Traditional segmentation isn’t enough  Use community as a magnet and microscope  Identify latent needs  Allow visitors to self segment  Match content to emerging segments  Remember: landing page is just the start Benefits  Build credibility with visitors and prospects  Higher conversion rates (leads, transactions, self service, etc.) Page 9 www.sitecore.net
  10. 10. Sitecore. Compelling Web Experiences Page 10 www.sitecore.net
  11. 11. Sitecore. Compelling Web Experiences Page 11 www.sitecore.net
  12. 12. Sitecore. Compelling Web Experiences Waiting for the right moment Pick your pitch  Visitors aren’t always ready to engage  Understand intimacy levels  Lead scoring helps find buying signals  Customers filter advertising because it’s always on  Make it personal, make it matter  Deliver value Benefits  Improve conversions on site  Differentiating experiences  Word of Mouth (WOM) marketing Page 12 www.sitecore.net
  13. 13. Sitecore. Compelling Web Experiences Page 13 www.sitecore.net
  14. 14. Sitecore. Compelling Web Experiences Thanks! Addition information can be found at: www.sitecore.net Follow up questions please contact: Eric Bowzer eb@sitecore.net Page 14 www.sitecore.net

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