7-Step Digital Marketing Roadmap
1️⃣ Doing thorough market research
2️⃣ Audience segmentation
3️⃣ Content creation strategy
4️⃣ Online advertising strategy
5️⃣ Collaboration strategy
6️⃣ Analyzing KPIs
7️⃣ Updating strategies
Read complete blog here -
https://sampritiroy.in/digital-marketing-roadmap/
Want to discuss Growth Strategies your Small Business?
Reach me out at
Digital Media Marketing For Headphone BrandsIffort
Digital marketing ethos needs to be carried out in a well thought out process.
Here is the 360 degree overview of the digital campaign for international audio brand like Skullcandy on the Indian webosphere.
Here's the deck from my Performance Marketing Session at Upgrad Exchange in Bangalore. Please leave your queries /feedback below.
(Link to plan in deck seems expired, here is the link - https://docs.google.com/spreadsheets/d/10c3ITcbOEWOUbFOyTuHlK1M5wJlMQBdZ2QfP3Fss1RU/edit#gid=752459564)
Well, Performance Marketing is quite a buzz word today. But for many marketers or entrepreneurs, it's easy to get lost in jargons and not catch the real essence. My goal was to simplify the concepts in performance marketing with examples everyone can relate to.
The deck also covers a performance mindset, and a spend management strategy that can help brands optimize their spends towards metrics that matter.
To deck covers
- The Marketing funnel & How most marketing teams are structured today.
- Performance marketing with a case-study, where I have detailed a spend strategy with channels & metrics
- Wrapping up, the deck talks about growth engines & growth hacks - with some inspiring examples.
Growing your customer base organically can be quite a daunting task, and that is why entrepreneurs take the help of paid advertising to attract customers from worldwide. Search engine marketing makes it easy for marketers to publicize their products and services and expand business reach. Clients look for PPC and other advertising services for their company's growth. Therefore, if you are a marketing professional and deal in advertising services, then you certainly need our Adwords Professionals Proposal PowerPoint Presentation Slides to make a stellar pitch. Elaborate on your professional services and state key deliverables in the engaging cover letter. A well-crafted table of contents is included in this proposal to provide a complete overview for readers convenience. Highlight the project context and project objectives clearly in this presentation so clients know if it matches their goals. Promise to build brand awareness, increase customer engagement, and generate revenue with our professionally-designed online advertising PowerPoint template. Captivate your audience's attention and describe your scope of services including, research, competitor analysis, in-depth analysis of the company’s website, and online presence by incorporating our topic-specific search engine marketing PowerPoint theme. Take the assistance of our content-ready web advertising PowerPoint slideshow to elucidate the strategy to attain marketing goals and maximize profits. List the different services you are an expert at, like lead generation, conversion purchase monitoring, brand awareness, campaign optimization, and PDF download tracking. Explain your campaign and execution processes such as bid optimization, landing page, ad group optimization, text ad development, keywords, contextual targeting, interest category, and remarketing. Assign the time duration to each task separately and display it in a time frame slide for better clarity. Showcase the funds required for procuring your services with our readily available digital advertising PPT template. Discuss your achievements and testimonials by downloading this engaging internet advertising PowerPoint design and unfold your magic. https://bit.ly/2RDSgbx
7-Step Digital Marketing Roadmap
1️⃣ Doing thorough market research
2️⃣ Audience segmentation
3️⃣ Content creation strategy
4️⃣ Online advertising strategy
5️⃣ Collaboration strategy
6️⃣ Analyzing KPIs
7️⃣ Updating strategies
Read complete blog here -
https://sampritiroy.in/digital-marketing-roadmap/
Want to discuss Growth Strategies your Small Business?
Reach me out at
Digital Media Marketing For Headphone BrandsIffort
Digital marketing ethos needs to be carried out in a well thought out process.
Here is the 360 degree overview of the digital campaign for international audio brand like Skullcandy on the Indian webosphere.
Here's the deck from my Performance Marketing Session at Upgrad Exchange in Bangalore. Please leave your queries /feedback below.
(Link to plan in deck seems expired, here is the link - https://docs.google.com/spreadsheets/d/10c3ITcbOEWOUbFOyTuHlK1M5wJlMQBdZ2QfP3Fss1RU/edit#gid=752459564)
Well, Performance Marketing is quite a buzz word today. But for many marketers or entrepreneurs, it's easy to get lost in jargons and not catch the real essence. My goal was to simplify the concepts in performance marketing with examples everyone can relate to.
The deck also covers a performance mindset, and a spend management strategy that can help brands optimize their spends towards metrics that matter.
To deck covers
- The Marketing funnel & How most marketing teams are structured today.
- Performance marketing with a case-study, where I have detailed a spend strategy with channels & metrics
- Wrapping up, the deck talks about growth engines & growth hacks - with some inspiring examples.
Growing your customer base organically can be quite a daunting task, and that is why entrepreneurs take the help of paid advertising to attract customers from worldwide. Search engine marketing makes it easy for marketers to publicize their products and services and expand business reach. Clients look for PPC and other advertising services for their company's growth. Therefore, if you are a marketing professional and deal in advertising services, then you certainly need our Adwords Professionals Proposal PowerPoint Presentation Slides to make a stellar pitch. Elaborate on your professional services and state key deliverables in the engaging cover letter. A well-crafted table of contents is included in this proposal to provide a complete overview for readers convenience. Highlight the project context and project objectives clearly in this presentation so clients know if it matches their goals. Promise to build brand awareness, increase customer engagement, and generate revenue with our professionally-designed online advertising PowerPoint template. Captivate your audience's attention and describe your scope of services including, research, competitor analysis, in-depth analysis of the company’s website, and online presence by incorporating our topic-specific search engine marketing PowerPoint theme. Take the assistance of our content-ready web advertising PowerPoint slideshow to elucidate the strategy to attain marketing goals and maximize profits. List the different services you are an expert at, like lead generation, conversion purchase monitoring, brand awareness, campaign optimization, and PDF download tracking. Explain your campaign and execution processes such as bid optimization, landing page, ad group optimization, text ad development, keywords, contextual targeting, interest category, and remarketing. Assign the time duration to each task separately and display it in a time frame slide for better clarity. Showcase the funds required for procuring your services with our readily available digital advertising PPT template. Discuss your achievements and testimonials by downloading this engaging internet advertising PowerPoint design and unfold your magic. https://bit.ly/2RDSgbx
Adfactors B2B is India’s first specialized, full-service B2B integrated marketing communications (IMC) consultancy primarily serving business-to-business (B2B) enterprises across all sectors and economic segments. A subsidiary of the multi-dimensional independent communications enterprise Adfactors Group that comprises Adfactors PR, Adfactors Advertising, Chlorophyll Brand Consultancy, Economic Research India Pvt. Ltd and Saffron Media Pvt. Ltd.
At Adfactors B2B, our passion is to build B2B brand leaders by helping small and growing companies attract new business by highlighting their strengths, thus helping them to gain visibility and build thought leadership in its domain.
We believe that the B2B enterprise segment needs communication tools that are specialized and radically different from conventional consumer communications. Adfactors B2B has developed specialized B2B expertise to offer integrated solutions such as Brand Consultancy, Public Relations, Digital & Social Media, Direct Marketing, Advertising and Specialized Content Creation. Our specialist teams understand the complexities of the B2B marketplace. We design campaigns that help B2B organizations generate and convert leads, stand out as thought leaders in crowded markets, engage communities, attract talent and, of course, effectively manage crisis if they do happen. Our focus is unapologetically commercial and our efforts are focused to positively impact your bottom line.
With a clear understanding of your marketing budget and communications objectives, we design campaigns that cut across multiple tools of communications, integrated through unified messaging.
Digital Trends for 2022 with specific focus on:
- The Evolution of Digital Marketing
- Digital Customer Experiences X Data Driven Strategies
- Strategic Content Marketing - PR, Thought Leadership and SEO
- Mixed Reality is the New Reality
- The Talent War is just beginning…
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
ReportGarden’s social media proposal template will provide a comprehensive example to let your client know the workflow with case studies,deliverables etc and explain how your social media strategies like brand promotion, campaigns, engagement, lead generation, will increase the conversion rate while providing a definite timeline for your client.
Upcoming Trends in Digital Marketing in 2024.pptxdollykaushal3
Upcoming Trends in Digital Marketing in 2024
AI Revolutionizing Content Creation
Video Dominance Continues on YouTube
Instagram's Evolution: From Pictures to Shopping
AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023Tinuiti
We all know the Amazon landscape has changed vastly since 2020 – but has your strategy adapted accordingly? Because the old playbook won’t cut it anymore.
During this session, hear from Tinuiti’s Marketplaces expert and digital marketing forecasting agency, Stratably, to hear what 2023 will look like and the tactics you need to leverage so you don’t miss out on new sales and stay ahead of the curve.
A systematic framework for implementing a leading digital marketing planning program including lessons learned from launching several product and services in the Internet, e-commerce and mobile industries.
3 Pillars of Content Marketing: Strategy, Creativity & PromotionKevin Gibbons
What REALLY makes content marketing a success? Find out in this SMX London presentation about content, keyword research & the art of audience engagement.
SEO Warriors is one of the best digital marketing agency in the world. We are providing wide range of digital marketing services.As an Digital Marketing Agency, we take care of your entire business promotion to rank your website and social media presence.
360° Digital marketing an online marketing firm, we combine advanced technology with smart talent to deliver our clients quality digital solutions that work for them. Providing a rich array of services that, we aim at creating suitable digital strategy that helps in attracting the target audience and increasing conversion figures. As a one-stop digital solutions provider, we cater to businesses of all shapes and sizes, and diverse industry verticals, helping them improve their web presence, optimize websites for better search results and sell more through marketing campaigns.
360° Digital Marketing delivers you the experience, technical know-how coupled with creativity to take your business a notch higher!
Our in-house services include:
• Search Engine Optimization (SEO)
• Social Media Marketing
• Paid Marketing
• Web Design & Development
• Data analytics
• YouTube Videos & Promotions
• E-mail marketing
• SMS Marketing
• Reputation Management
• Mobile App development
• Telemarketing
In today’s digital business world, you need a partner who can help you take advantage of marketing opportunities across a variety of channels in real-time. 360 ° Digital Marketing combines a data-driven approach with knowledge gained from years in digital marketing to deliver outstanding results to our clients.
Adfactors B2B is India’s first specialized, full-service B2B integrated marketing communications (IMC) consultancy primarily serving business-to-business (B2B) enterprises across all sectors and economic segments. A subsidiary of the multi-dimensional independent communications enterprise Adfactors Group that comprises Adfactors PR, Adfactors Advertising, Chlorophyll Brand Consultancy, Economic Research India Pvt. Ltd and Saffron Media Pvt. Ltd.
At Adfactors B2B, our passion is to build B2B brand leaders by helping small and growing companies attract new business by highlighting their strengths, thus helping them to gain visibility and build thought leadership in its domain.
We believe that the B2B enterprise segment needs communication tools that are specialized and radically different from conventional consumer communications. Adfactors B2B has developed specialized B2B expertise to offer integrated solutions such as Brand Consultancy, Public Relations, Digital & Social Media, Direct Marketing, Advertising and Specialized Content Creation. Our specialist teams understand the complexities of the B2B marketplace. We design campaigns that help B2B organizations generate and convert leads, stand out as thought leaders in crowded markets, engage communities, attract talent and, of course, effectively manage crisis if they do happen. Our focus is unapologetically commercial and our efforts are focused to positively impact your bottom line.
With a clear understanding of your marketing budget and communications objectives, we design campaigns that cut across multiple tools of communications, integrated through unified messaging.
Digital Trends for 2022 with specific focus on:
- The Evolution of Digital Marketing
- Digital Customer Experiences X Data Driven Strategies
- Strategic Content Marketing - PR, Thought Leadership and SEO
- Mixed Reality is the New Reality
- The Talent War is just beginning…
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
ReportGarden’s social media proposal template will provide a comprehensive example to let your client know the workflow with case studies,deliverables etc and explain how your social media strategies like brand promotion, campaigns, engagement, lead generation, will increase the conversion rate while providing a definite timeline for your client.
Upcoming Trends in Digital Marketing in 2024.pptxdollykaushal3
Upcoming Trends in Digital Marketing in 2024
AI Revolutionizing Content Creation
Video Dominance Continues on YouTube
Instagram's Evolution: From Pictures to Shopping
AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023Tinuiti
We all know the Amazon landscape has changed vastly since 2020 – but has your strategy adapted accordingly? Because the old playbook won’t cut it anymore.
During this session, hear from Tinuiti’s Marketplaces expert and digital marketing forecasting agency, Stratably, to hear what 2023 will look like and the tactics you need to leverage so you don’t miss out on new sales and stay ahead of the curve.
A systematic framework for implementing a leading digital marketing planning program including lessons learned from launching several product and services in the Internet, e-commerce and mobile industries.
3 Pillars of Content Marketing: Strategy, Creativity & PromotionKevin Gibbons
What REALLY makes content marketing a success? Find out in this SMX London presentation about content, keyword research & the art of audience engagement.
SEO Warriors is one of the best digital marketing agency in the world. We are providing wide range of digital marketing services.As an Digital Marketing Agency, we take care of your entire business promotion to rank your website and social media presence.
360° Digital marketing an online marketing firm, we combine advanced technology with smart talent to deliver our clients quality digital solutions that work for them. Providing a rich array of services that, we aim at creating suitable digital strategy that helps in attracting the target audience and increasing conversion figures. As a one-stop digital solutions provider, we cater to businesses of all shapes and sizes, and diverse industry verticals, helping them improve their web presence, optimize websites for better search results and sell more through marketing campaigns.
360° Digital Marketing delivers you the experience, technical know-how coupled with creativity to take your business a notch higher!
Our in-house services include:
• Search Engine Optimization (SEO)
• Social Media Marketing
• Paid Marketing
• Web Design & Development
• Data analytics
• YouTube Videos & Promotions
• E-mail marketing
• SMS Marketing
• Reputation Management
• Mobile App development
• Telemarketing
In today’s digital business world, you need a partner who can help you take advantage of marketing opportunities across a variety of channels in real-time. 360 ° Digital Marketing combines a data-driven approach with knowledge gained from years in digital marketing to deliver outstanding results to our clients.
Adapted from a multi-day corporate B2B workshop (plus selected MBA modules) on marketing management. Includes the marketing planning process, tactical marketing, value creation and delivery, and integrated marketing communications.
Scott Stocker shares the best practices you can follow while upgrading your Sitecore environment to its latest version. He also shares handy solutions for common challenges you may face.
Explore LinkedIn’s demand generation capabilities and get equipped to create LinkedIn advertising campaigns that effectively generate and nurture high-quality leads.
Digital Marketing and Lead Generation for Startups. Focused on online lead generation, but also covering Outbound lead generation processes. Covers identifying target buyers; value proposition; website design for lead generation; content marketing; paid online ads; Search Engine Optimization, email marketing, social media marketing. Describes key steps in Outbound lead generation too - prospecting, prospecting tools, initial email contacts, follow-up and conversion.
Digital Marketing for Startups: a seminar on how to use web marketing to generate leads and acquire customers. Includes defining your Value Proposition; identifying your Ideal Customer Profile; revising your Website design to support lead generation; using Content Marketing, SEO, Social Media and paid online adds to generate traffic; using landing pages, content and downloads to convert that traffic to leads; and using lead nurturing to convert those leads to sales opportunities. Also discusses using Outbound Lead Generation campaigns in parallel with Online / Inbound Lead generation to maximize results for early stage tech firms.
Showcasing Human Capital: How to Effectively Market a Professional Services FirmAchieve Internet
Effective marketing tactics for professional services firm marketing. In a service firm marketers do not have the luxury of marketing product features. The one key differentiator becomes the quality of your people and your core competencies. This presentation covers the importance of your Human Capital and the people that make up your Professional Services Firm
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
Within the last few years Social Media Marketing has continued to grow exponentially. While participating in social media used to be optional, it has now become a key channel for business to engage their consumers in. Connie Bensen explores 8 key areas where brands can harness social media marketing.
DST Marketing Town Hall (Selected Slides), 2014Joe Hagen
These are (selected) slides that I collaborated with marketing leadership to produce for a marketing town hall in 2014. The issues that we were dealing with at the time were non-integrated sales and marketing teams, a lack of quality content being produced and numerous/disjointed marketing technology platforms... I am proud that I was a part of the team that laid the foundation for amazing success.
Contextual Commerce: Best Practices for Winning with Customer Experience with...edynamic
Commerce has evolved. To win customers, you need to win their hearts and minds with customer experience. Great commerce experiences start with understanding your customers, delivering relevant content based on who they are and where they are in the buying journey to allow shoppers to make better-informed decisions and bringing convenience to the buying process.
Demand Gen Report's Killer Content Awards 2016Sigma_Group
Honoring Buyer-Focused Content That Drives Engagement Across Channels
Feb 2015 With the fourth annual Killer Content Awards (KCAs), Demand Gen Report recognizes B2B companies that have helped innovate the content marketing landscape across all channels and leveraged evolving buyer behaviors.
A few themes have emerged from this year’s crop of outstanding campaigns, including an increased focus on buyer-centric content, lead nurturing at all stages of the buying cycle and influencer campaigns.
http://www.demandgenreport.com/industry-resources/ebooks/3124-honoring-buyer-focused-content-that-drives-engagement-across-channels.html#.VOeKZrDF9go
Similar to B2B Corporate Website Best Practices (20)
Triggered Nurturing using Marketing Automation in Sitecore 9edynamic
In the past, triggering a lead nurturing program off of website behavior necessitated the use of data and analytics integrations of some type. For most platforms, it still does, but Sitecore had brought this functionality under one roof in their last version, and improved it even further in Sitecore 9.
Studies upon studies have been done on how efficient you could be, and how much more ROI you’d gain, if you’d just put an organized lead management process in place. Easier said than done though, and best practices are only a good starting point to get your mind around the concept.
Whether you are looking to optimize your CMS or Re-platform to a new one, attend this webinar to walk away with actionable best practices. This webinar will also help you understand the latest cutting edge features available today in best of breed CMS systems and how to use these features to its maximum potential to drive real results.
Law Firm Websites in 2018: Bottlenecks & Recommendationsedynamic
The legal industry is facing significant headwinds due to flat growth, increased competition, and increased client demands. In order to compete in a crowded marketplace, firms must evolve and differentiate themselves to win new business and grow
Progressive Web Apps, also known as Installable Web Apps or Hybrid Web Apps, is the latest industry trend helping businesses create more engaged and loyal customers by presenting regular web pages or websites as traditional applications or native mobile applications to the users.
A Revenue Engine increases revenue for organizations by seamlessly aligning demand gen strategies with business processes and the customer journey, providing a single view of the customer and integrating an optimized CX tech stack.
As marketers, we are all feeling the pressure to measure the impact of every dollar we spend on marketing, and today, there is mounting focus put on the direct revenue impact of marketing on revenue. During this webinar we will showcase a framework for revenue marketers to maximize ROI through their digital marketing efforts.
Engagement strategies for law firms to compete in the age of the customeredynamic
Today’s business relationships can be initiated online using personalized thought leadership content to attract prospects to your firm, engage with your attorneys, and transport them along a buying journey to becoming a client. Your digital platform is now the tool that builds trust and relationships with your clients.
Mid-market marketers’ task is lot tougher compared to large enterprise marketers due to limited budget, lean resources, and complex client needs. For mid-market businesses, it’s vital to be able to compete on a level playing field with industry giants.
Learn how a winning combination of a best-in-class digital experience platform in combination with an award-winning agency with a full Marketing Operations model can drive business success and measurable marketing ROI.
Customers no longer follow neat, linear paths toward a purchase. Instead, they utilize various channels across their lifecycle and with each interaction, your organization must be able to capture their past interactions, preferences, and data to advance their journey – and provide the right customer experience, no matter the channel. With the modern customer journey being nearly impossible to predict, the impact of omni-channel consistency is key.
In the complex mobile technology ecosystem, selecting the right development approach can be intimidating.Sitecore mobile solution makes the entire process simple for marketers and technologists.
Why Marketing is Broken, and how Time to Value fixes it!edynamic
Time to Value is a methodology to increase measurable business revenue using Sitecore in under 30 days. Business demands positive results, Marketers who don’t shift the needle, and who are not data driven simply won’t survive the customer experience revolution.
Crossing Paths: Meet Customers Wherever They Are on Their Journeyedynamic
Caroline Schmid, edynamic’s Vice President for Demand Generation Services will help you to encounter your customers and prospects one-to-one in her session – combining marketing technologies for omni-channel communication.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Coca Cola Branding Strategy and strategic marketing plan
B2B Corporate Website Best Practices
1. A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
B2BCorporateWebsite
BestPractices
Makeeachinteractionwithyour
keydigitalassetmeaningful
3. 2
IT IS THE WINDOW TO YOUR WORLD…
IT IS THE FIRST IMPRESSION … AND IT COULD BE
THE LAST…
4. 3
The importance of your website cannot be
overstated
Buyers use the site as a tool to buy
80% of buyers said they found
the vendor, not the other way
round.
Source: MarketingSherpa B2B
Marketing Benchmark Survey
2008
Buyers are doing most of their initial research online
before initiating conversations.
Shift in focus from traditional traditional techniques
like mail shots and cold calling, to techniques based
on websites and ‘content-based’marketing.
5. 4
The importance of your website cannot be
overstated
Website is the most important marketing asset for a b2b
organization
Website is the number 1 tactic
used
Source: B2B Technology
Marketing Benchmark Survey
2008
6. 55
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3 CONTENT
4
THE POWER OF
CONTEXT
5 SEARCH
6 MULTI-CHANNEL
7 SOCIAL MEDIA
8 SEO
9
WEBSITE
CONVERSION
10 TECHNOLOGY
8. 7
Digital Maturity Curve for B2B Companies
Organizations looking to optimize their investment in digital
technologies must ascend the Digital Maturity Curve
1995-2005
IT Led
•Brochure-ware
•Webmaster
bottleneck
2005 – Now
Marketing driven
informational
marketing
•Spray and pray
•Static content
•Marketing-driven
•Interactive
•Some intelligence
•Disconnected assets
2011+
Digital
Engagement
•Personal and
contextual
•Social
•Multi-device
experiences
•Predictive 1 to 1
marketing
•Measurement
•Focus on ROI
10. 9
Focus:
• Presence
• Brochure-ware
• KPI’s are traffic
related
Focus:
• Use web to grow
revenues
• KPI’s are related to
business objectives
• Social media is
about listening
Focus:
• Optimize digital
presence to get
higher engagement
• Optimize marketing
spend
• KPI’s have monthly
targets
• Social is optimized to
enhance the brand
and drive leads
Focus:
• Nurture prospects
and customers
• Support is
automated through
peer-to-peer and self
help communities
• KPI’s are tied with
lead generation and
revenue
• Social is automated
& integrated w CRM
Focus:
• Relevant 1-to-1
conversations with
customers, blending offline
and online behavior
• Building Customer profile
with relevant data
• KPI’s are linked to CRM and
measure wins, revenue &
loss through integrated
online / offline cross-
channels
• Deep relationships are
formed with advocates
Goals
• Basic website for
branding
• Newsletter
• Web analytics
• Multichannel with
mobile presence
• Cross-channel
engagement
analytics
• Sales Enablement
(B2B)
• Segmented e-mail
campaigns
• Campaign
management
• Rules based
personalization
• Optimization
• Personas & Profiling
• Predictive
personalization
• Cross digital channel
automation
• Trigger based e-mail
dialogue
• Reduced cost
• Bridging the online and
offline - one view of
customer
• Integration to CRM
• Online and offline
automation
• Up/cross sell
• Effective onboarding
• Increased LTV
Where are you on the Curve?
By preparing a plan to move up the digital maturity curve, marketers can
create truly engaging experiences
Static Tactical Optimizing Automation Engaging
11. 1010
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3
4
5
6
7
8
9
10
12. 11
24%
OUT A GLOBAL SURVEY OF
500 BUSINESSES, 24
PERCENT OF THEIR ANNUAL
ONLINE REVENUE WAS LOST
DUE TO A BAD WEBSITE
EXPERIENCE.eConsultancy, June 2011
13. 12
B2B Website User Experience (UX)
User experience is a broad range of disciplines with
the objective delivering satisfying and engaging
experiences
User
Experience
• Branding
• Usability
• Information
architecture
• Design
Satisfaction
• Pleasure
• Fun
• Surprise
• Achievement
14. 13
What are the Culprits of poor UX?
What is regularly found
Crowdedpage—lackofwhite
spacearoundelements
Misalignedsitemap—menus
donotreflecttheimportance
andrelevanceofinformation
Hierarchicalmenus—difficultto
usemulti-tiernavigation
Deepsitenavigation—visitors
click3-4levelstogettothe
informationtheyseek
Search—overwhelming,
irrelevantsearchresults
“Problems with text
legibility, task flow, links to
privacy and security
policies, and use of space
have dominated the top
failure list since 2005.”
Forrester, 2012
19. 18
Key questions to ask
• How effectively do we
communicate our elevator pitch
• Will they understand what page
they're looking at and it’s
context?
• Will they know what to do next?
• Will it drive engagement? Is the
content valuable enough to drive
lead generation?
Content impacts experience
Content is a critical aspect of your experience
Things to consider
• Effective information architecture
• Merchandize products and
services
• Develop an effective content
strategy
• Thought leadership drives leads
20. 19
Content structure is critical to
effective experience
• Strong information
architecture
• Structuredcontent
• CMS that drives structure
and allowsease of use and
management
• Improved user experience
by improved findability
21. 20
Merchandize products – looking good!
1. Merchandize your products – tangible or intangible.
Users are unwilling to wait for price information.
2. Apple’s approach to merchandize products makes
the products appealing
22. 21
The Challenge with Content
Producing content that engages clients is a challenge
36% of B2B marketers said their
biggest challenge is “producing the
kind of content that engages
prospects and customers”
23. 22
• Focus on Buyers needs
• Consider mapping the buying lifecycle
• Keep copy minimal
• Focus on thought leadership content
• Ensure your content is findable
• Leverage interactive content like videos
• Content Relationships need to be structured and implemented
effectively
Content Strategy
Your content strategy should focus on the needs of the buyer, while
ensuring other audiences such as talent get the information they need
24. 23
Compelling content specifically mapped tobuyers’personas,
journey and buying stages is the most effective.
Develop an intelligent content strategy to get the right message
to the right person at the right time
Segment your Audience
Understand
Motivations/Pain Pts
Map the Messages
Understand
Communication
Channels
Content Strategy
25. 24
Thought Leadership
Your website is the ideal vehicle for thought
leadership marketing (TLM) to drive client
Acquisition through engagement
WEBSITE
WHITE
PAPERS
WEBINARS EVENTS BLOGS FORUMS
26. 25
Show them what you know
Thought Leadership Marketing (TLM)
The principle of TLM is simple enough: You give away
a little valuable intellectual property to establish
your potential usefulness to the client, in the
expectation that the client will use your expertise
and services
Rolf Jester, VP, Gartner, 2010
27. 26
Making TLM Matter to clients
Prospects Want Your Perspective, Not Your Service: they
wantto“buy into” your approach and perspective to
solving their problems
Take a Stand:
Develop a POV on
a subject
Tell Me Something I
Don't Already Know:
Make yourself
valuable to your
audience
Be Vertically Famous:
Be known for
depth in a
specialty
What Does Your
Competition Miss?
Fill the gaps in
their offerings and
messages
Develop Your "Voice":
Consciously create
a style and
approach to your
communication
Tell a Story: Make it
a long-term,
engaging
relationship—they
want to come back
28. 27
TLM to entice and engage
TLMconsiderations
Findability(SEO)—prospectsuse
Googlesearchtofindsolutionsto
problems
Use industry vernacular
that people would use to
describe their problem
Use tools like Google
Insight and Trends to
confirm your key word
relevance to a market
Gatethecontent—require
registrationbeforeaccess—they
givetoget
Follow-upwithemailtocreatea
closed-loopmarketingcycle—create
nurturingrelationship
29. 28
Use different types of content
Content takes place inthe
form of:
Imagery
(including infographics)
Video
Audio
Online utility tools (e.g.
Website Grader)
Games
30. 2929
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3 CONTENT
4
THE POWER OF
CONTEXT
5
6
7
8
9
10
31. 30
What is Context-driven Marketing?
Engaging customers where they are at—at their point in the
buying cycle—with relevant content that promotes action
32. 31
Employ a closed-loop engagement
cycle
Build the profile, analyze the profile
and respond to the prospect
Characterize prospect
Properties include buying cycle state
and segmentation parameters
Develop content to align with the
prospect expectations
Content will speak directly to a
prospect profile
Automate the closed-loop prospect
engagement
Use web CMS and marketing
automation platforms to automate the
engagement cycle
Understanding Context
Context is about leveraging information about the visitor to
optimize the interaction and engagement across all channels
Here is how
Visitor generated: Implicit information
captured from the website journey—the
“digital footprints” left by the visitor
Indicators of preference, predispositions,
lead maturity
Visitor supplied: Explicit information
supplied by the visitor as they complete
questionnaires, quizzes and other facilities
Common demographics—name, age,
gender, interests
Externally supplied: Information captured
by external service providers, emerging
context-enriched services
Location, presence, social attributes,
cross-vendor buying habits
33. 32
Delivering personalized
messages across channels to
customers requires a common
understanding of the customer
Challenges
Customer information—both
behavioral and profile—is
stored in “siloed” systems
Integrated or third-party
analytics platforms, along with
the CRM platform, are typically
disparate systems
Context Requires a Common View
Consistent personalization across multiple channels requires
that each channel has the same customer view
Coremetrics and Bloomberg BusinessWeek
Report on Optimizing Online Marketing 2009
34. 33
Deliver the messages and
capture the reaction
Use analytics and forms to
capture behavior and profile
Understand the customer
context
Analyze the customer context
Align the content to customer
expectations
Package the content to align
with the customer context
Closed-loop Engagement Cycle
The closed loop engagement cycle is the model used to gain
customer understanding, adjust and communicate the message
35. 34
Understand your buying cycle
Understand your customer’s mindset through the buying cycle journey
Segment your audience
Determine the target groups within your audience
Map the messages
Understand and align the messages with the segment and their objections
Implement the platforms
Implement the multi-channel platforms
Using Buying Cycle to Define Engagement
Use the buying cycle to understand how, when and with
what to engage prospects at each step of buying process
Understand your
Buying Cycle
Segment your
audience
Map the
Messages
Implement the
Platforms
36. 35
Understand your Buying Cycle
This is typically 5-6 stages customers pass through from the
point of need recognition to a purchase decision
37. 36
Need
Recognition
Information
Search
Evaluate
Options
Decision Engagement
IT
-Technical fit
-Product capability
-Performance
-Costs(budget)
-Company
credibility
-RFI/RFP Stage`
Problems that
need to be solved -SW proves itself
in customer’s
environment
-Demonstrate the
ability to solve
their specific
problem
-Relative to their
needs
-Demo using their
assets
-Prof services
engaged??
Ongoing support
and upsell
References
Research website
to find information
Example of a Buying Cycle
IT buyer looking for a b2b software
product
38. 37
Segment yourAudience
Who is buying from you? Understand the distinct
buying groups within your prospect population
Understand your
Buying Cycle
Segment your
audience
Map the
Messages
Implement the
Platforms
39. 38
Align Content to the Segmentation
Identify content that address customer expectations. Consider
buying cycle, segmentation, pain points and motivators
Understand your
Buying Cycle
Segment your
audience
Map the
Messages
Implement the
Platforms
40. 39
Mapping content
Per stage in the buying cycle
Per segment
Put yourself in their shoes
What questions would they
have at this stage?
What information would they
need to move forward?
What fear, uncertainty and
doubt (FUD) must be
overcome?
Map the Messaging
Objective: Understand prospect needs and motivations per
segment per stage, walk the buying cycle like they would
41. 40
1. Understand the buying cycle
Dothestandardstagesapplyyourcustomer?
B2BversusB2Cdifferences
2. Perform a segmentation exercise
Industries
Roles
Painpointsandmotivators
3. Define a content map
Identifycontentthataddressescustomerexpectations
Summary
42. 4141
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3 CONTENT
4
THE POWER OF
CONTEXT
5 SEARCH
6
7
8
9
10
43. 42
90%
90 PERCENT OF COMPANIES
REPORT THAT SEARCH IS
THE NO.1 MEANS OF
NAVIGATION ON THEIR SITE.
Search Technology: Resurrecting the Web’s Workhorse, Jupiter Media
Metrix
44. 43
82%
82 PERCENT OF VISITORS
USE SITE SEARCH TO FIND
THE INFORMATION THEY
NEED.
Specialize Your Site’s Search, Forrester Research
45. 44
Search is your welcome mat
Make itobvious
Putitwherepeopleexpect
Makeitlooklikeasearchbox
Make itconsistent
Sameplaceoneverypage
Samebehavioroneverypage
Good Practice
Use“Search”or“Find”instead
of“Go”
Includeasamplesearchquery
intheinputtosuggesttousers
whatfunctioncanbeusedfor.
46. 45
Searching Flat content
Need to filter alarge amount
quickly? Use Faceted Search
Flat content
Oftenalargevolume:
Thousands(ortensof
thousands)ofitems
Typically attributerich:Filtering
byattributescannarrowthe
searchquickly
Generallyaconsistentstructure:
Makesiteasiertoshowspecific
detailsinthesearchresult
47. 46
49%
49 PERCENT OF VISITORS DO
NOT BOTHER TO
REFORMULATE THEIR
SEARCH QUERIES AFTER THE
FIRST FAILED RESULTS
Jakob Nielsen, 2011
48. 47
Get it right the first time
Search Success
Eachsuccessiverequiredsearchquerywilllosemorevisitors
Gettingafirst-timesatisfactorysearchresultsingreaterengagement
First query
51%
Second
query
32%
Third
query
18%
49. 48
Key capabilities to get right
1. Auto-Suggest
Recommendcontentthatdoes
existinyourwebsite
Providesconvenience
2. Synonyms
Makesmartsubstitutions
3. Auto-correct
Fixmisspellingson-the-fly
Avoid“NoResults”
4. phrase-based searches
Deliverrelevantresultsaround
multi-wordsearches
50. 4949
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3 CONTENT
4
THE POWER OF
CONTEXT
5 SEARCH
6 MULTI-CHANNEL
7
8
9
10
52. 51
24%
WITH NEARLY ONE IN FOUR
SMARTPHONE OWNERS (OR
24%) ALSO USING TABLETS
DURING THE FIRST THREE
MONTHS IN 2012.
comScore, Inc. 2012
53. 52
Mobile apps for your firm?
Do B2B Companies “need an
App for That”?
Appsareexpensive:Mustbe
writtenforiPhone,Droid,
Blackberry
Appsaretask-centric:Ideally
suitedforrepetitivetaskspeople
needtoperformwhilemobile
Appsarehardtofind:Appsmust
areonlyfoundinamarket
Appsarecool:Theyposition
yourfirmasfuturefacing
54. 53
ADOPTING A MOBILE-FIRST STRATEGY
A MOBILE-FIRST STRATEGY
Think about your website as
MOBILE site first—start with
mobile as the premise for your
site
WHY MOBILE-FIRST?
1. Opportunity: A growing use
of tablets and smartphones
2. Constraints: Screen size,
Network speed, Modes of
use
3. Capabilities: Location
(GPS), Visual input,
Gesturing
“WE REALLY NEED TO
SHIFT NOW TO START
THINKING ABOUT BUILDING
MOBILE FIRST. THIS IS AN
EVEN BIGGER SHIFT THAN
THE PC REVOLUTION.”
Kevin Lynch, CTO Adobe
“WE'RE JUST NOW
STARTING TO THINK
ABOUT MOBILE FIRST AND
DESKTOP SECOND FOR A
LOT OF OUR PRODUCTS.”
Kate Aronowitz, Design Director
Facebook
55. 54
Getting to a Mobile-first Strategy
Responsive design
Onewebsite:Notaseparate
mobileanddesktopsite
HTML5&CSS3:New
technologiestocreatesitesthat
respondtoscreensizesand
orientation
Futureproofing:Doyouknow
whatisnext?
57. 5656
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3 CONTENT
4
THE POWER OF
CONTEXT
5 SEARCH
6 MULTI-CHANNEL
7 SOCIAL MEDIA
8
9
10
58. 57
56%
56 PERCENT OF B2B
MARKETERS REPORTED
ACQUIRING NEW
BUSINESS
PARTNERSHIPS BY
UTILIZING SOCIAL MEDIASocial Media Marketing Report. 2012
59. 58
Integrating Social Media
Business blog bring Leads
• ReleaseBlogpostsasfrequentlyaspossible.
Businessblogbeginsgeneratingsignificantly moreleadswhentheyhave
amedianof24ormorearticlesposted,accordingtoaresearchby
Hubspot
• Dogetsalespitchy.Informativecontentisamustasvisitorsareunlikelyto
returnifyoufailtoofferthemanythingofvalue.
• Keepyourblogsshortandsweet!
• Don’tforgettheheadline.
• Promoteit.Don’tassumepeoplewillcomeandfindit.Giveaprominent
placeonyourhomepage,emailsignatures,etc.
• GetSocial.
60. 59
Integrating Social Media
Visible Social Media Buttons
Bigboldbuttonscatchesyour
eye
Smallsubtlebuttonssuitssome
sites
Featuredatthetop
61. 60
Integrating Social Media
Integrate Social Where it
Makes Sense
usesocialmediatokeepyour
customersorclientsapprised
manageyouroutletsonadaily
orbi-weeklybasis
showcaseyourTwitterfeedor
Facebookpostsdirectlyonyour
website.
62. 61
Integrating Social Media
Include Share Buttons
enablewebsite-goersto
seamlesslyshareor
recommendaproduct.
Stay Knowledgeable
IncludeUp-to-DateButtons
Thereisnocorrelationbetween
Likingaspecificwebsitepage
anddirectingusersto“Like”
yourbrandedFacebookpage
63. 62
Integrating Social Media
1. Pay Attention toTerms
and Conditions
YoucannotuseGoogle+for
contestentries.
ApersonalFacebookpage
shouldn’tbeusedtooperatea
brand
2. Don’t Over-Do It
Isthereinformationherethat
peoplewouldfindworth
sharing?
64. 6363
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3 CONTENT
4
THE POWER OF
CONTEXT
5 SEARCH
6 MULTI-CHANNEL
7 SOCIAL MEDIA
8 SEO
9
10
65. 64
Getting found
1. Show upon Google
Googletypicallypullsthefirst150
charactersforthesearchresults
2. Use the right words
Bedescriptiveanddifferentiating—
whatmakesyoudifferent
Useyourtargetedkeyphrases2-3
timesinanaveragepageof200-250
words
3. Do not forget the links
In-boundandout-boundlinks
determinerelevancy
Linktopageswithinyoursites,
externalarticles,news
66. 65
Getting found
Keyword Targeted URLs
yourwebsite/section-targeted-
keyphrase.htm
Keyword Targeted Menu
Items
useyourtargetedkeyphrasein
yourmenuitems
Title Tag
shouldbe70charactersorless
Ifyouwanttoincludeyourbrand
name,putitattheendofthetag
META Keywords Tag
Thistagisnotevaluatedinthe
Googlealgorithm,soitisnot
necessarytopopulate
META Description Tag
155charactersisoptimal
Page Heading or H1 Tag
Youshouldincorporateyour
targetedkeyphrase
Trytoavoidtheuseofyour
brandorproductnaming
67. 6666
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3 CONTENT
4
THE POWER OF
CONTEXT
5 SEARCH
6 MULTI-CHANNEL
7 SOCIAL MEDIA
8 SEO
9
WEBSITE
CONVERSION
10
68. 67
• Merchandise your product –
make whitepaper seem like a
significant item
• Create Scent - Cues that
people use to drive if path is
interesting
• Simple and persuasive content
• Obvious and Engaging call to
action
• Simple forms
• Relevance, value and what
happens next
Call to action ‘tips’prospects over
Call to action is key to driving conversion
69. 68
- Call to action buttons, offers,
copy and navigation
What tactics drive conversion?
Simple tactics drive leads
70. 69
- Several capabilities in marketing's
hands
- A/B, Analytics review and
Segmentation are must haves for B2B
marketers
- 53% said it was “highly valuable” and
a further
- 42% said they believed it was “quite
valuable”.*
- MVT is not widely used despite
effectiveness
- If you do this – you will see
improvement
- “The majority of client-side
respondents (70%) reported
improved conversion rates in the
past 12 months.” *eMarkerter
Test, Test and test some more!
Testing and optimizing is the most important strategy to
improve testing;
*eMarketer
71. 7070
TOP 10 THINGS TO CONSIDER
1 STRATEGY
2
USER
EXPERIENCE
3 CONTENT
4
THE POWER OF
CONTEXT
5 SEARCH
6 MULTI-CHANNEL
7 SOCIAL MEDIA
8 SEO
9
WEBSITE
CONVERSION
10 TECHNOLOGY
73. 72
Trends to watch
Vendors are focused on
differentiation, as CMS
capabilities are commoditized
Vendors are encroaching on
other solutions: marketing/email
automation, digital asset
management
Focus on customer
engagement through
personalization and context
Acquisition and consolidation
Web Content Management Systems
WCMS is typically the center of a digital platform strategy that
becomes the foundation for other surrounding solutions
Considerations
Technology platform
Focus on how rather what
Beyond CMS; extension of core
capabilities
User expectations
Ease of use
Same features, different
approach
Platforms
Sitecore, Day, SDL Tridion,
Microsoft, Drupal , Autonomy,
Fatwire, Ektron
74. 73
Trends to watch
Solutions are providing unified
search across platforms
Semantic search will quickly
become common place
Faceted search is now available
in most search solutions
Site Search
Site search has typically been included as part of many CMS
platforms, but search must now work across digital platforms
Considerations
Will the CMS-integrated search
work across platforms
Structure bias of your content
Control over the search results
Sophistication of visitors
Out-of-the-box connectors
Platforms
FAST, Coveo, Autonomy,
Endeca, Lucene
75. 74
Industry Trends
Vendors focus on driving
actions, not just reports
Support of integrated marketing
across channels is common
Social media listening tools are
gaining notice and value
Measurement of visitor
engagement across sessions
Mobile analytics become an
integrated part of the picture
Analytics
Analytics is becoming more common within CMS platforms, but
cross-platform analytics may warrant an external solution
Considerations
Will pre-integrated CMS
Analytics work across platforms
Using platform-specific Analytics
platforms
Out-of-the-box connectors
Fewer options
Platforms
Omniture, Unica, Coremetrics,
Webtrends, Nedstat
76. 75
The Trifecta for Richer Engagement
Unifying three technology platforms delivers an customer
experience based on a common context
Web CMS
Marketing
AutomationCRM
Common
Customer
Context
77. 76
The Trifecta for Richer Engagement
Unifying three technology platforms delivers an customer
experience based on a common context
Web CMS
Marketing
AutomationCRM
Common
Customer
Context
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In minimalist designs, typography plays a large part in the layout and theme of the design. The Morning News uses clean and appropriately-spaced fonts with subtle colors to create a clean and crisp atmosphere.
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The number one challenge is … producing truly
engaging, compelling content (48 percent). This is
content that grabs your audience and makes them want
to reach out to you. The next biggest content marketing
challenge is producing enough content to serve the
needs of your marketing programs (44 percent).
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Content marketing is complex and requires
a very different approach and skill set
compared to traditional marketing tactics.
When it comes to online marketing, the top challenges marketers face relate to gaining an all-encompassing view of operations and in determining the value they are deriving from the data they collect, including obtaining an integrated view of customers, understanding the influence of the marketing campaign, and interpreting this data to make business decisions
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Messaging layer
Platform layer
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