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Wake Up Your Website Chicago October 22 2013

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New ways to connect and engage more prospects, as well as acquire and retain more customers. We’ll even show you the tools that help make this possible.

Topics Include:

Digital Marketing Trends
Optimizing the mobile experience
Why personalization matters more than ever
Best Practices

Published in: Technology, Business
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Wake Up Your Website Chicago October 22 2013

  1. 1. #wakeupyourwebsite BOB CANAWAY @bobcanaway Vice President, Marketing, Ektron ADAM KEMPA @adamkempa Senior Software Engineer, Enlighten
  2. 2. #wakeupyourwebsite WHAT YOU WILL LEARN: • Website and Digital Marketing Trends • How to Wake Up Your Website • Increasing Context and Relevancy with Personas and Content Targeting • 6 Ways to Capitalize on Mobile • How Jimmy John’s has a Freaky Fast Mobile Experience
  3. 3. #wakeupyourwebsite VISITOR Trends
  4. 4. #wakeupyourwebsite SMARTPHONE OWNERSHIP BY AGE 18-24 79% 25-34 81% 35-44 69% 45-54 55% 55-64 65+ 39% 18% 80% of adults under the age of 34 have a smartphone
  5. 5. #wakeupyourwebsite TIME SPENT ONLINE 63% desktop MOBILE DATA USAGE 2017 2012 37% mobile
  6. 6. #wakeupyourwebsite
  7. 7. #wakeupyourwebsite
  8. 8. #wakeupyourwebsite 67 percent of the buyer’s journey is digital
  9. 9. #wakeupyourwebsite Your visitors are bombarded by 100’s of digital messages each day
  10. 10. #wakeupyourwebsite Sites visited, 10 Searches Facebook conducted, posts, 1.2 5 Texts, 3 0 Personal email, 5 4 Business email, 1 01 Your visitors have one One digital every 5 interaction minutes EVERY 5 MINUTES
  11. 11. #wakeupyourwebsite The only way to cut through the clutter is TO CONNECT with visitors on a personal level
  12. 12. #wakeupyourwebsite DIGITAL MARKETING & WEBSITE TRENDS
  13. 13. #wakeupyourwebsite 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. #wakeupyourwebsite WHAT PERCENTAGE OF MARKETING BUDGET IS ALLOCATED TO CONTENT MARKETING? 20% 15.20% 13.30% 8.70% 6.40% 2.90% 3.90% 4% 3.70% 1.50% 0 0.60% 10 20 30 40 50 60 70 80 90 100 Percentage of budget B2b Content Marketing Trends 2013 Organizations are spending between 2030% of budget on Content Marketing
  15. 15. #wakeupyourwebsite HOW IS CONTENT PRODUCTION ACTIVITY CHANGING IN THE NEXT 12 MONTHS? 1.40% 16.80% 50% 32% Increases Increases slightly Stays flat Decreases B2b Content Marketing Trends 2013 82% of organizations are INCREASING their content production
  16. 16. #wakeupyourwebsite DO YOU HAVE A DOCUMENTED CONTENT STRATEGY? IS SOMEONE RESPONSIBLE FOR CONTENT STRATEGY? 6% 44% 50% • 44% of B2B Marketing teams have a documented content strategy Yes No Unsure • 73% have an individual responsible for content strategy
  17. 17. #wakeupyourwebsite WHAT ARE YOUR ORGANIZATIONAL GOALS FOR CONTENT MARKETING? Brand Awareness 82% Lead Generation 74% Customer Acquisition 71% Thought Leadership 68% Enagement 57% Customer Retention/Loyalty 57% Website Traffic 57% Lead Management/Nurturi… 47% sales 45% 0% 20% 40% 60% 80% 100% B2B firms are using content to communicate brand, and generate and acquire customers
  18. 18. #wakeupyourwebsite DO YOU HAVE A BLOG? 77% • 77% of organizations have a blog • But only 15% of blogs are active
  19. 19. #wakeupyourwebsite INTEGRATION WITH MARKETING AUTOMATION We use marketing automation to generate leads 36.7% We use marketing automation to nurture leads 36.1% We actively create content to feed automated campaigns 28% We use marketing automation to engage with customers We sporadically use content for marketing automation campaigns • Adoption and use of Marketing Automation is on the rise • < 20% of Ektron customers have marketing automation systems today 26% 15.1% We don't use marketing automation B2b Content Marketing Trends 2013 39%
  20. 20. #wakeupyourwebsite SEARCH 97% 343% longer BOUNCE RATE VISIT DURATION 209% PAGE VIEWS Site search helps your visitors accomplish their goals, and helps you DRIVE THEM through your desired journey
  21. 21. #wakeupyourwebsite WHAT ARE THE BENEFITS OF USING DATA IN MAKING DECISIONS? More accurate decisions 58% Better business results (revenue, profit, etc) 49% More efficient use of resources, reduced cost 44% Identified a new opportunity, new competitive advantage 43% Faster decision 31% 45% of marketers note that DATA is the most underutilized asset in marketing
  22. 22. #wakeupyourwebsite
  23. 23. #wakeupyourwebsite
  24. 24. #wakeupyourwebsite 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  5576 emails ~ Exec 10x
  25. 25. #wakeupyourwebsite CONVERSION: WHAT YOU WANT TO HAPPEN Awareness Consideration Conversion Visitor
  26. 26. #wakeupyourwebsite CONVERSION: WHAT REALLY HAPPENS Awareness Consideration Close Visitor
  27. 27. #wakeupyourwebsite THE BUYER JOURNEY KNOWN VISITOR ANONYMOUS VISITOR WHAT THEY DO SYSTEMS Search Visit 1 • Your site • Video Visit 2 • • Consume Tweet Read blog Visit 3 Download premium content or CUSTOMER
  28. 28. #wakeupyourwebsite FOCUS ON THE BUYER’S JOURNEY Not your process Content Marketing Drives Engagement
  29. 29. #wakeupyourwebsite INBOUND WEBSITE Attract Visitors Blog Keywords Social Media Convert Leads Targeted CTAs Landing Pages Forms Close Customers MAP + CRM Integration Targeted Content Social Networking Delight Happy Customers Targeted CTAs MAP + CRM Integration Customer Service
  30. 30. #wakeupyourwebsite
  31. 31. #wakeupyourwebsite
  32. 32. #wakeupyourwebsite BEST VISITOR EXPERIENCE
  33. 33. #wakeupyourwebsite Personas Inbound • Blogs • SEO Content Targeting Mobile
  34. 34. #wakeupyourwebsite BLOGS
  35. 35. #wakeupyourwebsite Easy, Actio nable SEO
  36. 36. #wakeupyourwebsite PERSONA Noun – a representation of a segment of customers
  37. 37. #wakeupyourwebsite PERSONA MANAGEMENT
  38. 38. #wakeupyourwebsite CONTENT TARGETING Verb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey
  39. 39. #wakeupyourwebsite TARGET THAT CONTENT Desired business results Content targeting
  40. 40. #wakeupyourwebsite S
  41. 41. #wakeupyourwebsite HOW TO GET THERE Persona Actionable view of your customer Intent
  42. 42. #wakeupyourwebsite WAYS TO TARGET CONTENT Anonymous Visitors • Geo-location • Search term • Industry • Company • Device type Known Visitors • • • • • • • • • Geolocation Search terms Industry Company Title Role Customer status Social graph Behavioral attributes Personas
  43. 43. #wakeupyourwebsite 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
  44. 44. #wakeupyourwebsite 6 ways to CAPITALIZE on mobile
  45. 45. #wakeupyourwebsite 1. Use Responsive Web Design
  46. 46. #wakeupyourwebsite BENEFITS OF RESPONSIVE DESIGN 1. Improved SEO 2. Increased Productivity 3. Time to work on strategy not devices
  47. 47. #wakeupyourwebsite FUTUREFUTURE PROOF PROOF
  48. 48. #wakeupyourwebsite 1/3 Bounce rate 20% Visit duration http://www.ektron.com/Case-Studies/Education/Hendrix-College/ 150% Mobile traffic
  49. 49. #wakeupyourwebsite 2. Define the mobile experience by easily setting breakpoints
  50. 50. #wakeupyourwebsite 3. Upload 1 image and automatically resize for breakpoints 768 px 5 MB 480 px 940 px 1210 px
  51. 51. #wakeupyourwebsite 4. Work faster and smarter by previewing content on mobile devices
  52. 52. #wakeupyourwebsite 4. Work faster and smarter by previewing content on mobile devices
  53. 53. #wakeupyourwebsite 5. Increase engagement with content tailored to specific devices
  54. 54. #wakeupyourwebsite 6. Boost context by swapping images for different device types
  55. 55. #wakeupyourwebsite BEST VISITOR EXPERIENCE
  56. 56. #wakeupyourwebsite DIGITAL EXPERIENCE MANAGEMENT PLATFORM E C O M MARKETING OPTIMIZATION BLOGS & COMMUNITIES PERSONA MGMT CONTENT TARGETING MARKETING AUTOMATION SOCIAL PUBLISHING SEO MV TESTING SOCIAL M CONTENT MANAGEMENT E R C E CRM ESYNC CLOUD MANAGER EDITING AND WORKFLO W MOBILE SITE CREATION AND MGMT VISUAL PAGE LAYOUT SITE SEARCH WEB ANALYTICS SHAREPOINT VIDEO
  57. 57. #wakeupyourwebsite HOW TO GET STARTED 1. Start with your strategy and prioritize 2. Know your visitors (personas) 3. Build out visitor journeys 4. Identify success factors and what/how to measure 5. Start small – NO OCEAN BOIL! 6. Analyze, iterate, optimize 7. Come to Synergy!!!
  58. 58. #wakeupyourwebsite Boston, MA ~ May 4-6 Training Day on May 7 Marketing, User, Developer Early Bird Discount ~ Save $300!
  59. 59. #wakeupyourwebsite Bob Canaway @bobcanaway bob.canaway@ektron.com Adam Kempa @adamkempa akempa@enlighten.com

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