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Wake Up Your Website: Minneapolis, MN October 23 2013

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You need to make each of your visits to your website count. This breakfast workshop covered the latest trends,strategies and best practices on how to get the most out of your digital and content marketing initiatives.

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Wake Up Your Website: Minneapolis, MN October 23 2013

  1. 1. #wakeupyourwebsite BOB CANAWAY @bobcanaway Vice President of Marketing, Ektron JEFF WILLINGER @jwillie Director of Everything Cool, RightPoint
  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 RightPoint Helps Ektron Customers
  3. 3. #wakeupyourwebsite TIME SPENT ONLINE 63% desktop MOBILE DATA USAGE 2017 2012 37% mobile
  4. 4. #wakeupyourwebsite
  5. 5. #wakeupyourwebsite
  6. 6. #wakeupyourwebsite 67 percent of the buyer’s journey is digital
  7. 7. #wakeupyourwebsite Your visitors are bombarded by 100’s of digital messages each day
  8. 8. #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
  9. 9. #wakeupyourwebsite The only way to cut through the clutter is TO CONNECT with visitors on a personal level
  10. 10. #wakeupyourwebsite DIGITAL MARKETING & WEBSITE TRENDS
  11. 11. #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
  12. 12. #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
  13. 13. #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
  14. 14. #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
  15. 15. #wakeupyourwebsite DO YOU HAVE A BLOG? 77% • 77% of organizations have a blog • But only 15% of blogs are active
  16. 16. #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%
  17. 17. #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
  18. 18. #wakeupyourwebsite
  19. 19. #wakeupyourwebsite
  20. 20. #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
  21. 21. #wakeupyourwebsite CONVERSION: WHAT YOU WANT TO HAPPEN Awareness Consideration Conversion Visitor
  22. 22. #wakeupyourwebsite CONVERSION: WHAT REALLY HAPPENS Awareness Consideration Close Visitor
  23. 23. #wakeupyourwebsite FOCUS ON THE BUYER’S JOURNEY Not your process Content Marketing Drives Engagement
  24. 24. #wakeupyourwebsite Unprecedented Changes in Marketing
  25. 25. #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
  26. 26. #wakeupyourwebsite
  27. 27. #wakeupyourwebsite
  28. 28. #wakeupyourwebsite BEST VISITOR EXPERIENCE
  29. 29. #wakeupyourwebsite
  30. 30. #wakeupyourwebsite
  31. 31. #wakeupyourwebsite
  32. 32. #wakeupyourwebsite THE BLOG: UNIQUE PAGE VIEWS Q4 2012 44 POSTS Q1 2013 37 POSTS Q2 2013 53 POSTS Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q3 2013 56 POSTS
  33. 33. #wakeupyourwebsite Easy, Actio nable SEO
  34. 34. #wakeupyourwebsite PERSONA Noun – a representation of a segment of customers
  35. 35. #wakeupyourwebsite PERSONA MANAGEMENT
  36. 36. #wakeupyourwebsite CONTENT TARGETING Verb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey
  37. 37. #wakeupyourwebsite TARGET THAT CONTENT Desired business results Content targeting
  38. 38. #wakeupyourwebsite S
  39. 39. #wakeupyourwebsite HOW TO GET THERE Persona Actionable view of your customer Intent
  40. 40. #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
  41. 41. #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
  42. 42. #wakeupyourwebsite 6 ways to CAPITALIZE on mobile
  43. 43. #wakeupyourwebsite 1. Use Responsive Web Design
  44. 44. #wakeupyourwebsite BENEFITS OF RESPONSIVE DESIGN 1. Improved SEO 2. Increased Productivity 3. Time to work on strategy not devices
  45. 45. #wakeupyourwebsite FUTUREFUTURE PROOF PROOF
  46. 46. #wakeupyourwebsite 1/3 Bounce rate 20% Visit duration http://www.ektron.com/Case-Studies/Education/Hendrix-College/ 150% Mobile traffic
  47. 47. #wakeupyourwebsite 2. Define the mobile experience by easily setting breakpoints
  48. 48. #wakeupyourwebsite 3. Upload 1 image and automatically resize for breakpoints 768 px 5 MB 480 px 940 px 1210 px
  49. 49. #wakeupyourwebsite 4. Work faster and smarter by previewing content on mobile devices
  50. 50. #wakeupyourwebsite 4. Work faster and smarter by previewing content on mobile devices
  51. 51. #wakeupyourwebsite 5. Increase engagement with content tailored to specific devices
  52. 52. #wakeupyourwebsite 6. Boost context by swapping images for different device types
  53. 53. #wakeupyourwebsite BEST VISITOR EXPERIENCE
  54. 54. #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
  55. 55. #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!!!
  56. 56. #wakeupyourwebsite Boston, MA ~ May 4-6 Training Day on May 7 Marketing, User, Developer Early Bird Discount ~ Save $300!
  57. 57. #wakeupyourwebsite #wakeupyourwebsite BOB CANAWAY @bobcanaway Vice President of Marketing, Ektron JEFF WILLINGER @jwillie Director of Everything Cool, RightPoint

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