Big Ideas. Big Results. SearchFest 2013

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Big ideas drive big results. Susan Delz shares five strategies for big results at SearchFest 2013.

Business News & Politics

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Big Ideas. Big Results.
Susan Delz
ion interactive
@SusanDelz

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Cookie Cutter Marketing
Yield Cookie Cutter Results

Brilliance lives in the epicenter
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Where do Big Things Come From?
User ExperienceBig Ideas
Content Marketing
Brilliant
Landing
Experiences

5© i-on interactive, inc. All rights reserved • www.ioninteractive.com

Big Results
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1. Start with great CONTENT.
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What exactly is content?

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Webinars

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Infographics

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White Papers

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What makes content Great?
• Evaluate your content through the lens
of your users:
• Is it relevant to your target audience?
• Does it serve to engage??
• Will it be useful?
• Is it human?
• Is your content valuable?
• Is your content timely?
• Is it different??

2. DESIGN boldly.
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Brilliance comes in many shapes and sizes.
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Something for Everyone
•Conversion paths
•Microsites
•Multi-step experiences
•Segmentation

3. Make it RELEVANT.
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Promote or offer audience specific content.
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Who are they?

Make it easy for your audience to find exactly what they are looking for.
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What are they looking for?

Are they at the top of the funnel? Deeper in the funnel?
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Where are they?

Are they at the top of the funnel?
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Where are they?

Deeper in the funnel?
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Where are they?

Your landing page should be message-matched with the traffic source.
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What drove the click?

The user’s experience should be relevant to the device they are using.
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Where did the come from?

You’ll get more when you give more.
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All of the above? Brilliance.

4. Always be TESTING.
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What kind of tester are you?
Rock Star Pragmatist Purist
View of Testing ROI Work Knowledge
Pre-Test Focus
Strategy &
Revenue
Creative &
Production
Metrics &
Attribution
Performance
Granularity
Campaign Landing
Experience Page or Element
Post-Test Focus Next Innovation Next Wave Last Wave
Confidence Level Mid (85-95%) Low (80-85%) High (95-99%)

Government Solutions
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Dell
VSVersion A Version B

Winner!
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Dell

Marketing Profs SmartTools Newsletter
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Which Test Won?
VSVersion A Version B

5. Culture of EXPERIMENTATION
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>1600%
Conversion
lift

Double-click to edit
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5 Strategies to Gain Big Results
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
•Start with great CONTENT
•DESIGN boldly
•Make it RELEVANT
•Always be TESTING
•Culture of EXPERIMENTATION
Let’s wrap it up!

Want to get BIG results?
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Thank you!
Tweet to me:
@SusanDelz
Want more?
ioninteractive.com

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Landing Page Resources
• Conversion Content Marketing
• Landing Page Toolkit
• 10 Point Landing Page Buyers Guide
• Guide to Online Testing
Tweet to me @SusanDelz and
ion will send you a link. No registration required.

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6. Brilliance lives in the epicenter © i-on interactive, inc. All rights reserved • www.ioninteractive.com Where do Big Things Come From? User ExperienceBig Ideas Content Marketing Brilliant Landing Experiences

15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What makes content Great? • Evaluate your content through the lens of your users: • Is it relevant to your target audience? • Does it serve to engage?? • Will it be useful? • Is it human? • Is your content valuable? • Is your content timely? • Is it different??

17. Brilliance comes in many shapes and sizes. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Something for Everyone •Conversion paths •Microsites •Multi-step experiences •Segmentation

34. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What kind of tester are you? Rock Star Pragmatist Purist View of Testing ROI Work Knowledge Pre-Test Focus Strategy & Revenue Creative & Production Metrics & Attribution Performance Granularity Campaign Landing Experience Page or Element Post-Test Focus Next Innovation Next Wave Last Wave Confidence Level Mid (85-95%) Low (80-85%) High (95-99%)

45. 5 Strategies to Gain Big Results © i-on interactive, inc. All rights reserved • www.ioninteractive.com •Start with great CONTENT •DESIGN boldly •Make it RELEVANT •Always be TESTING •Culture of EXPERIMENTATION Let’s wrap it up!

47. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Landing Page Resources • Conversion Content Marketing • Landing Page Toolkit • 10 Point Landing Page Buyers Guide • Guide to Online Testing Tweet to me @SusanDelz and ion will send you a link. No registration required.

Editor's Notes

An effective trategy starts with quality content. We can define quality content with a bevy of adjectives like unique, valuable, engaging, useful, relevant, well researched, credible and so many more.
Innovate and Iterate. Always be learning. Always be testing.

Big Ideas. Big Results. SearchFest 2013

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