Watch this on-demand webinar as Luke Summerfield, HubSpot's Chief Evangelist for Growth Driven Design and Hannah Eisenberg, 3P Creative Group's founder and award-winning website strategist will crack the secret code and reveal:
How we increased a software company's lead pipeline by 13x within 5 months of going live
Why the traditional website design process is crippling your website performance
How to approach your website design process to be faster, less expensive and always in scope
What you can do today to take the first steps to get more out of your website
What to look out for when hiring a website design company for your next redesign
In this presentation , we share our unique approach for helping owners quickly get focused on the best few ideas that will really move their business forward. This process efficiently goes from brainstorming, to prioritization to the details of an actionable roadmap.
Growing your company requires establishing an excellent sales and marketing function
Failure to grow creates huge long term issues. In this presentation Bill walks through key factors in how to increase sales and improve your overall sales function.
Rethinking Website Design: Creating a Peak-Performing Website with Less Risk ...HubSpot
The traditional web design process is very broken. Growth-driven design is the smarter, more agile approach that will produce better results with little risk. It's time for you to learn this new process: http://bit.ly/1UtMGz2
Design Thinking – The Ultimate Growth Tool by Zack Onisko, CEO, DribbbleTraction Conf
TractionConf.io 2017. From the performance of your ad creative, the conversion rate of your landing page, optimizing revenue in your checkout flow, to building a product that people love, tell their friends about and come back to over and over again – design thinking is needed at every step of the funnel. Zack will teach you how thinking about the design of your product through the lens of your user is the most impactful tool in your growth toolbox.
View the full webinar recording (hosted by HubSpot & IMPACT) and access additional resources to help you fix these 10 common website mistakes here: http://www.impactbnd.com/blog/common-website-mistakes-the-resources-to-fix-them-right-now
In this presentation , we share our unique approach for helping owners quickly get focused on the best few ideas that will really move their business forward. This process efficiently goes from brainstorming, to prioritization to the details of an actionable roadmap.
Growing your company requires establishing an excellent sales and marketing function
Failure to grow creates huge long term issues. In this presentation Bill walks through key factors in how to increase sales and improve your overall sales function.
Rethinking Website Design: Creating a Peak-Performing Website with Less Risk ...HubSpot
The traditional web design process is very broken. Growth-driven design is the smarter, more agile approach that will produce better results with little risk. It's time for you to learn this new process: http://bit.ly/1UtMGz2
Design Thinking – The Ultimate Growth Tool by Zack Onisko, CEO, DribbbleTraction Conf
TractionConf.io 2017. From the performance of your ad creative, the conversion rate of your landing page, optimizing revenue in your checkout flow, to building a product that people love, tell their friends about and come back to over and over again – design thinking is needed at every step of the funnel. Zack will teach you how thinking about the design of your product through the lens of your user is the most impactful tool in your growth toolbox.
View the full webinar recording (hosted by HubSpot & IMPACT) and access additional resources to help you fix these 10 common website mistakes here: http://www.impactbnd.com/blog/common-website-mistakes-the-resources-to-fix-them-right-now
How to apply design thinking to customer developmentHarry Alford
For entrepreneurs with a concept or early-stage startup, there is a problem/solution fit before product/market fit. This also couldn't be more the case when launching a new project or spinning out a venture within a large enterprise.
According to Simon-Kucher & Partners, customers don't care about seven out of 10 new products introduced to the market. One way to ensure customers want your product is by having a strong value proposition.
Utilizing design thinking tools allows you to design products and services that customers want regardless of the size of your enterprise.
Design thinking and customer development are both customer discovery processes. However, if you want to get it right before making big bets while optimizing for speed on limited resources, then these processes are a winning combination.
Above, in the presentation, are four excellent exercises to utilize to drive innovation forward at your enterprise:
Sailboat
Empathy Map
Lean Canvas
Cover Story
If you're scaling disruptive innovations with new business models, then you are targeting non-consumers of a category. This increases the level of difficulty and rate of failure. But sometimes the problems are well defined and can be solved through design thinking exercises.
These are just four ways to apply design thinking to customer development. Still, when facilitated appropriately, they provide a strong foundation for defining the current state, understanding the customer, making a business case, and visioning success.
AMA Experience 2016: Google & Your Business: Planning for Today, Tomorrow and...Webspec Design
Many of us use Google every day, but do you know why it’s important to consider the impact that Google can have on your business and website? Alex Karei and Lindsey LaMair of Webspec Design discuss the basics of the search engine superpower, what you might not know about Google, and what you can do today, tomorrow and in 2016 to help optimize your position in the eyes of the largest influence of search.
A minimum viable product (MVP) is a product with just enough features to gain insight about the product and its future. If you're trying to launch a tech-enabled startup or build a mobile application to solve a problem that matters, the lean startup methodology is an ideal resource for any entrepreneur. It's imperative to run lean because your initial vision is built largely on untested assumptions. In this guideline, you'll learn what entrepreneurs should consider doing before launching an MVP in a timely and cost-effective fashion.
Building a Community of Half a Billion by Aatif Awan, VP Growth, LinkedInTraction Conf
TractionConf.io 2017. Since its 2003 inception, LinkedIn has transformed from a networking hub to a beacon of economic opportunity for more than 500 million global members. Vice President of Growth at LinkedIn, Aatif Awan, will explore vital contributors to its growth at milestones throughout LinkedIn’s history, from product innovations and team structure to international expansion. Sharing key lessons learned through this journey, Awan will discuss LinkedIn’s alignment of growth strategy to company vision rather than metrics, and the impact this approach has had on attracting, retaining and servicing its more than half billion members.
What Are Growth Teams For, and What Do They Work On? By Greylock's Growth Adv...Greylock Partners
I receive a lot of questions about growth teams. Naturally, there is a lot of confusion. Is this marketing being re-branded? Who does this team report to? What is the goal of it? What do they actually work on? When do I start a growth team for my business?
The purpose of growth is to scale the usage of a product that has product-market fit. You do this by building a playbook on how to scale the usage of a product. A playbook can also be called a growth model or a loop.
The first question you should ask before asking about growth is if you have product-market fit?
Want more website traffic? Don't we all! Just because you have a great WordPress website it doesn't mean the traffic is automatically going to come your way Check out this presentation where we discuss a handful of proven brand awareness and quality website traffic tactics. WordCamp Atlanta 208
Finding the one growth metric that mattersSean Ellis
From social media to website analytics, there are literally hundreds of things you could track, measure and try to improve. But what is the one metric that if improved would mean a big win for your business?
This deck will help you hone in on the metrics that really matter to your business. You’ll get their insights on the tools and strategies you need to find, prioritize and grow the numbers that will result in big wins for your business.
It’s that time of year again!
No, we’re not talking about presents under the tree or hot apple cider or snowball fights.
We’re talking marketing budget, new resource planning, strategic marketing plans and more!
We realize both end-of-year business planning as well as holiday preparations can both be stressful. We can’t really help you with your shopping, but we can offer a series of best practice guides and advice on how to plan for and hit the ground running on some focused, strategic sales and marketing initiatives to start the New Year right.
Enjoy!
Two fundamental truths exist when marketing a startup.
“Nothi Ng kills a bad compaNy faster thaN good marketiNg.”
OnE iS THAT A grEAT PrODUCT ALOnE iS nOT EnOUgH TO SUCCEED.
THE OTHEr iS THAT nO AMOUnT OF MArKETing WiLL MAKE A CrAP PrODUCT gAin A MASS AUDiEnCE.
Pete Caputa (@pc4media) and Melanie Collins (@melaniecollins1) present why media companies love HubSpot, the inbound media methodology, and how HubSpot is bringing media companies and agency partners together in the new media matchmaking program.
How to apply design thinking to customer developmentHarry Alford
For entrepreneurs with a concept or early-stage startup, there is a problem/solution fit before product/market fit. This also couldn't be more the case when launching a new project or spinning out a venture within a large enterprise.
According to Simon-Kucher & Partners, customers don't care about seven out of 10 new products introduced to the market. One way to ensure customers want your product is by having a strong value proposition.
Utilizing design thinking tools allows you to design products and services that customers want regardless of the size of your enterprise.
Design thinking and customer development are both customer discovery processes. However, if you want to get it right before making big bets while optimizing for speed on limited resources, then these processes are a winning combination.
Above, in the presentation, are four excellent exercises to utilize to drive innovation forward at your enterprise:
Sailboat
Empathy Map
Lean Canvas
Cover Story
If you're scaling disruptive innovations with new business models, then you are targeting non-consumers of a category. This increases the level of difficulty and rate of failure. But sometimes the problems are well defined and can be solved through design thinking exercises.
These are just four ways to apply design thinking to customer development. Still, when facilitated appropriately, they provide a strong foundation for defining the current state, understanding the customer, making a business case, and visioning success.
AMA Experience 2016: Google & Your Business: Planning for Today, Tomorrow and...Webspec Design
Many of us use Google every day, but do you know why it’s important to consider the impact that Google can have on your business and website? Alex Karei and Lindsey LaMair of Webspec Design discuss the basics of the search engine superpower, what you might not know about Google, and what you can do today, tomorrow and in 2016 to help optimize your position in the eyes of the largest influence of search.
A minimum viable product (MVP) is a product with just enough features to gain insight about the product and its future. If you're trying to launch a tech-enabled startup or build a mobile application to solve a problem that matters, the lean startup methodology is an ideal resource for any entrepreneur. It's imperative to run lean because your initial vision is built largely on untested assumptions. In this guideline, you'll learn what entrepreneurs should consider doing before launching an MVP in a timely and cost-effective fashion.
Building a Community of Half a Billion by Aatif Awan, VP Growth, LinkedInTraction Conf
TractionConf.io 2017. Since its 2003 inception, LinkedIn has transformed from a networking hub to a beacon of economic opportunity for more than 500 million global members. Vice President of Growth at LinkedIn, Aatif Awan, will explore vital contributors to its growth at milestones throughout LinkedIn’s history, from product innovations and team structure to international expansion. Sharing key lessons learned through this journey, Awan will discuss LinkedIn’s alignment of growth strategy to company vision rather than metrics, and the impact this approach has had on attracting, retaining and servicing its more than half billion members.
What Are Growth Teams For, and What Do They Work On? By Greylock's Growth Adv...Greylock Partners
I receive a lot of questions about growth teams. Naturally, there is a lot of confusion. Is this marketing being re-branded? Who does this team report to? What is the goal of it? What do they actually work on? When do I start a growth team for my business?
The purpose of growth is to scale the usage of a product that has product-market fit. You do this by building a playbook on how to scale the usage of a product. A playbook can also be called a growth model or a loop.
The first question you should ask before asking about growth is if you have product-market fit?
Want more website traffic? Don't we all! Just because you have a great WordPress website it doesn't mean the traffic is automatically going to come your way Check out this presentation where we discuss a handful of proven brand awareness and quality website traffic tactics. WordCamp Atlanta 208
Finding the one growth metric that mattersSean Ellis
From social media to website analytics, there are literally hundreds of things you could track, measure and try to improve. But what is the one metric that if improved would mean a big win for your business?
This deck will help you hone in on the metrics that really matter to your business. You’ll get their insights on the tools and strategies you need to find, prioritize and grow the numbers that will result in big wins for your business.
It’s that time of year again!
No, we’re not talking about presents under the tree or hot apple cider or snowball fights.
We’re talking marketing budget, new resource planning, strategic marketing plans and more!
We realize both end-of-year business planning as well as holiday preparations can both be stressful. We can’t really help you with your shopping, but we can offer a series of best practice guides and advice on how to plan for and hit the ground running on some focused, strategic sales and marketing initiatives to start the New Year right.
Enjoy!
Two fundamental truths exist when marketing a startup.
“Nothi Ng kills a bad compaNy faster thaN good marketiNg.”
OnE iS THAT A grEAT PrODUCT ALOnE iS nOT EnOUgH TO SUCCEED.
THE OTHEr iS THAT nO AMOUnT OF MArKETing WiLL MAKE A CrAP PrODUCT gAin A MASS AUDiEnCE.
Pete Caputa (@pc4media) and Melanie Collins (@melaniecollins1) present why media companies love HubSpot, the inbound media methodology, and how HubSpot is bringing media companies and agency partners together in the new media matchmaking program.
Does the thought of putting together an editorial calendar overwhelm you?
In this presentation, I provide an editorial calendar methodology that is designed to:
-get you up-and-running quickly
-start with core elements and then add in advanced strategies
-align content with business objectives
- make your content assets stretch
- provide easy ways to use advanced optimization techniques
You will also learn how to sell your editorial strategy to your executive team.
Content Marketing - Claim Conversation Globally by Rolf VisserRolf
This presentation is about content marketing / inbound marketing, a best practice by Rolf Visser with solid results, how to claim the conversation globally. Presented at Meltwater Outside Insight in Rotterdam, May 2016 https://vimeo.com/171382868/c123791d4e
The gulen-movement-turkeys-islamic-supremacist-cult-and-its-contirbutions-to-...Gulen Cemaat
Gulen Movement history and it's political, economic, and social agenda in the United States of America. Is the Gulen Movement about Dialogue, Peace and Tolerance or are they the underhanded organized crime of terror FETO as declared in the Republic of Turkey. Its up for you to decide what this Billion dollar islamic organization is about., but they must be transparent with the American people if they wish to remain in America operating schools.
How to Not Suck as a Client (and Vice Versa) – Keys to a Thriving Client-Agency Partnership
Speakers
Micah Perzichilli, of Augurian (meet the speaker)
Hannah Kaeter, of Edina Realty (meet the speaker)
Ever wish you could dive inside the mind of [insert your client/agency’s name here] to hear their thoughts – uncensored? This session will examine the client-agency relationship from within an active partnership between Edina Realty and Augurian. Join us as we explore topics such as: agency-splaining and why to avoid it, partnership advocacy, and opportunities for innovation and collaboration.
By the end of the session, digital marketers (on both sides of the client-agency partnership) will take away:
Actionable tips to get better and faster results from your partnership
Recommended tools and technology to maximize your role in the agency-client relationship
Examples of what a thriving partnership can achieve
Conversion rate optimization CRO breakfast seminar Stockholm, August 2015 ThisIsNansen
An introduction to conversion rate optimisation, CRO and how you can start working with continuously evolving and improving the conversions on your website.
How to Increase Your Product Sense by ServiceNow Senior PMProduct School
Main takeaways:
- Framework of learning and improving your product sense
- Learn how to do your skill gap analysis and ideas to level up
- How to build it as a muscle and create successful products
Conversion Optimization Framework to Build Sustainable and Repeat GrowthTushar Purohit
The goal of the this presentation on Conversion optimization Framework is to remove the guesswork from the conversion optimization process. It provides comprehensive analysis to anyone interested in optimization with a specific methodology to produce consistent results.
PPC, SEO & Landing Page Best Practices To Maximize ConversionsSearchSpring
Learn from subject matter experts Social SEO and Searchspring five best practices your marketing and eCommerce team can implement to drive high quality paid, organic traffic and maximize your landing page conversion rates this holiday season.
Internet Summit 2014 - Windsor Circle SummaryWhatConts
We attended Internet Summit 2014 in Raleigh, NC last week. In an effort to compile everything we learned at ISUM14, we have created this slideshare which we now share with you! This deck gives a quick overview of content marketing, design, and SEO.
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfTechSoup
In this webinar, Joe DiGiovanni and Kyle Barkins, Co-Founders of Tapp Network shared some insights on the strategic process of creating a website that captures attention and drives meaningful impact.
13 Tried and True Growth Hacking StrategiesWishpond
This slidedeck will break down 13 specific strategies we've used (or seen used) to great effect to grow business online. Lead generation, lead nurturing, site optimization, it's all here and more.
This presentation gives you the process to build a website that will convert traffic into qualified leads.
The process begins with marketing strategy and planning. This is to work out your marketing messages and your target audience.
We show you how to profile your target audience using persona mapping. This is the secrete of website conversion.
עיצוב מחדש של אתר אינטרנט ומעבר למערכת דרופלAmir Simantov
מערכת ניהול התכנים דרופל מספקת יכולות רבות שיעזרו לכם לעבור מאתר אינטרנט ישן לאתר חדש. חשוב לעשות זאת בשֹוּם-שֹכל ולא באופן רגשני. מומלץ לקרוא ולהיעזר.
ותודה לחברת media current
The 2017 eCommerce Marketer's Virtual Summit - Optimizing Your Key Conversion...Trustpilot
Trustpilot was featured in The 2017 eCommerce Marketer's Virtual Summit. We offered 5 outside-of-the-box elements to consider working into your conversion testing, with tactical tips, real-world examples, and benchmarked results from other companies. We also briefly covered some common pitfalls of today’s A/B testing protocol to ensure your testing provides clean, actionable results.
Optimizing Your Key Conversion Points: 5 Things You Might’ve MissedTinuiti
Topics Discussed:
Conversion – what, where, how, why
5 things your key conversion points might be missing
Common pitfalls to watch out for when testing
Live Q&A
Ask The Expert! Nonprofit Website Tools, Tips, and Technology.pdfTechSoup
In this webinar, Kyle Barkins and Julian Gerace unpack the intricacies of website optimization specifically tailored for nonprofits. They'll delve into cutting-edge tools and technologies pivotal for digital success in today's online sphere. It's an opportunity to elevate your nonprofit's online stature and transform your website into a potent instrument for advancing your mission.
Everyone hates website redesigns.
We all know that your website is life-critical to your company. Yet the traditional web design process is deeply flawed and oh, so frustrating. Worse, all too often it doesn’t even deliver the results your business needs to grow and thrive. You’re wasting time and resources and missing out on opportunities in the process.
It's time to find a better way. You need Growth-Driven Design.
Growth-driven design is a process of ongoing modular website design, testing, and iteration, rather than the traditional large, expensive, fixed-scope website redesign process. It allows companies to incorporate real-time visitor behavior into the design process for faster turnaround and improvements, and signficantly less up-front risk.
Intro to Product Management by Trunk Club Product ManagerProduct School
Ever wondered what it’s like to work as a Product Manager? What about as a Product Manager at Trunk Club?
Matt Holihan, Product Manager at Trunk Club, discussed what it’s like to work in this dynamic role and what it takes to get your foot in the door. He also gave the inside scoop on the day-to-day work as a Product Manager, the challenges of the job and personal insight.
Digital marketing is a comprehensive and dynamic approach to promoting products or services using various digital channels. It encompasses a wide range of strategies and techniques that leverage the power of the internet and digital technologies to reach and engage with a target audience. With the increasing reliance on digital platforms for information and communication, digital marketing has become an essential tool for businesses of all sizes and industries.
Necessary Elements of Digital Marketing to Grow Your BusinessDigital Vidya
Care about how to leverage 'Necessary Elements of Digital Marketing to Grow Your Business'. You will find this deck presented by the industry expert Srihari Palangala, Director and Head of Marketing at EMC during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Similar to Cracking The Secret Code To Ridiculously Well Performing Websites (20)
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.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
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.
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 Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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.
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
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
2. Luke Summerfield
❏ Evangelist for Growth-Driven
Design at Hubspot
❏ Helped grow a digital agency
for 4 years until they were
acquired
❏ Fun Fact: Knocked out in
Russia in front of 4,000 people
Hannah Eisenberg
❏ Strategist at 3P Creative
Group
❏ Global Marketing & Corporate
Strategy @ SAP for 10 years
❏ Fun Fact: I want to get back
into the saddle.
3. Agenda
❏ The Traditional Web Design
Process Is Broken
❏ 9 Secrets To Creating
Peak-Performing Websites
❏ A Better Approach:
Growth-Driven Design
4. Example: Marks & Spencer
Glowing reviews after relaunch
❖ Site was 2 years in the making before relaunch
❖ New website focused on curation, content and
clustering ideas/outfits
➢ High-end glossy magazine style images
➢ 44% of Xmas website traffic was from
tablets
➢ 4 months worth of editorial content upon
relaunch
Issues found after drop in sales
❖ 8.1% drop in sales, blamed on website relaunch
❖ Suggestions were not based on behavior but on
prewritten, editor-curated outfits i.e. city night
out
❖ Severe UX issues (e.g., “Checkout” button
reloaded page, items disappeared from cart,
“Deliver to store” returned no results)
6. The Traditional Web Design Process Is Broken
UNCERTAIN RESULTS
HIGH-RISK INVESTMENT
7. 72% of marketers say their
website is mission-critical for
new business development.
Why are some websites better than others?
8. Ridiculously Well Performing
Websites Usually Are
1) Extremely User Centric
2) Has A Clear Value Add
3) No Conversion Leaks
4) Incredibly Sticky
5) Not Based On Personal Preference, But Data
6) Small, Iterative Improvements
7) Thinking Outside The Box
8) Managed In An Agile Way
9) Tightly Integrated With Marketing & Sales
9. 1) Extremely User Centric
Only 45% of B2B marketers are confident that they have
decent, if not high, levels of customer centricity. (FierceCMO)
❏ What problem are they primarily trying to solve? (e.g.,
find right contact information)
❏ What devices are they using to access the website?
(smartphones/tablets vs. PC/laptop)
❏ Are there alternative solutions that would solve their
problems better? (e.g., online shop vs. subscription)
Pro Tip: Start with your primary conversion path!
❏ How do prospects convert in reality?
❏ Ask prospects to walk you through it on the website
step by step and see where they struggle.
Hannah will present -
feel free to add from
your experience
10. 2) Has A Clear Value Add
47% of website visitors check out a company's
products/services page before looking at any
other sections of the site. (Source: KoMarketing)
● Create website pages, resources, and
content that provide stand-alone value.
● Know your prospect and where they are in
their purchase decision process.
Pro Tip: To tackle your value proposition, imagine
you are at a cocktail party and your friend asks
you what your company does.
❏ Explain your company’s value proposition
without jargon,
❏ Frame your products/services in “Problems
We Solve” instead of product featuresLeanLabs Results:
● Bounce Rate Decreased 65%
● Visits-To-Contact Conversion Rate Increased 271%
11. 3) No Conversion Leaks
Poorly performing conversion funnels are like
leaky pipes — they lose a lot of potential leads
along the way.
Pro Tips:
❏ Identify any key pages (lots of views / little
conversions) on your website.
❏ Set up funnel analysis or visitor recording to find
potential issues your visitors are running into so
you can fix them!
12. 4) Incredibly Sticky!
Stickiness = Have them coming back for more!
Create something that forms a habit!
❏ Content
❏ Apps
❏ Community & forums
❏ Innovation/Diversification
Pro Tips:
❏ Find out how your audience likes to research
problems? (e.g., Forum)
❏ How do they communicate with other users of
your product? (e.g., LinkedIn Group)
13. 5) Not Based On Personal Preference, But Data
78% of marketers say they are willing to change
their website based on user actions, but only 58%
base design choices on what works, not what they
think looks best!
→ Base your decisions not on personal taste or
power position within the company, but based on
actual data (= performance)
Pro Tips:
❏ Do qualitative (e.g., user interviews) as well as
quantitative (e.g., website analytics) user research
— depending on the problem you are trying to
solve.
78% Increase
50% Increase
14. 6) Small, Iterative Improvements
Small, strategically planned iterations have several
advantages over big-bang redesigns every 2-3 years:
● Systematic easy-to-scope approach shortens the
time to launch and focuses on real impact
● Constantly researching, testing, and learning
● Previous iterations inform subsequent steps → only
way to reach peak performance.
Pro Tips:
● Spend a few hours brainstorming a big list of
features, functions, assets, tools, etc. that your
website should have.
● Then categorize and prioritize them according to
impact on your business.
● Tackle each item, starting with the highest impact
ones, in small iterations.
15. 75% scrolled under form
In the last 6 days (time period
measured), the # of MQLs
increased by 3%!
Much higher engagement with the
page as well as with the product
page
16. 7) Thinking Outside The Box
Outstanding websites provide solutions that are
outside the box.
❏ Enable a unique business model
❏ Convenient way of choosing a product
❏ Form habits in unexpected ways
Pro Tips:
❏ Start by thinking about what problem your
customers are really trying to solve
❏ Come up with innovative ways how you can
solve it better.
17. 8) Managed In An Agile Way
On average, SCRUM projects are 300% more successful than
projects managed with the Waterfall method.
Minimize the risks associated with traditional web design by
adopting an agile project management methodology.
Pro Tip: To learn more about agile project management, read
“SCRUM - The art of doing twice the work in half the time”
18. 9) Tightly Integrated With Marketing & Sales
❖ Traditionally, website design
development was owned by a specific
team or contracted out to a third party
❖ Tightly integrated with marketing &
sales → helps inform and improve
marketing & sales strategies and
tactics (and vice versa)
❖ Reinforces your Inbound Marketing
efforts instead of being a static,
separate entity
Pro Tips:
❏ Include your Inbound Marketing
Specialist in your GDD team
❏ Align your marketing & sales team,
consider a formal SLA agreement
20. Growth-Driven Design
Growth-Driven Design
Iterative, agile process of improving the website on an ongoing
basis using user feedback, heat maps and other technology to
create a website based on what the user wants and finds useful.
21. Growth-Driven Design Process
❖ Strategy for Inbound Marketing
& Growth-Driven Design Strategy
❖ Launchpad (20% of features →
80% of impact)
❖ Continuous improvement &
execution (monthly execution of
GDD methodology & inbound
marketing working hand in hand)
22. 1) Strategy
❖ Business. Marketing, & Website Goals (SMART)
❖ Buyer Persona Definition & Research
❖ Quantitative Research - Website, Analytics Audit -
identifying gaps, conversion opportunities
❖ Qualitative Research - User Research
❖ Fundamental Assumptions (Guardrails)
❖ Global & Page Strategy
❖ Brainstorm and Prioritize Website Wish list →
categorize and prioritize them by impact
Pro Tip: Start heatmaps on critical pages as soon as
possible to get as much data as possible!
23. 2) Launchpad Website
Define key elements of a Launchpad site and
what should be done for it:
➢ High impact pages
➢ Medium impact pages
➢ Low impact pages
➢ Pages to migrate for now
❖ Start building out website architecture
❖ Wireframes, messaging, etc. for
high-impact pages
❖ Design & Develop Launchpad Website
24. 3) Continuous Improvement
❖
❖ "Nice to Have" improvements depending on wish list, as well as
basic inbound marketing supplemented by PPC until traffic builds
up organically
❖ "Continuous Improvement Cycle" starting with "Audience"
supporting and enabling the efforts of the Inbound Marketing - e.g.,
❏ Designing/improving blog template for readability and conversion
❏ Continuous Blogging to answer buyer persona’s questions, help
them overcome obstacles, and educate them
❏ Creating Content Marketing (infographics, quizzes, etc.) & Lead
Conversion Assets (eBooks, Guides, etc.)
❏ Carefully craft or optimize conversion paths
❏ Build new product & solution pages
❏ Lead nurturing sequence (list segmentation, workflow, promotional
emails)
❖ Once Audience threshold is reached, we move on to "Value" while
keeping up the inbound marketing
25. What do you need to get started?
For heatmaps, funnel analysis,
popup polls, visitor recordings,
surveys and much more.
Sign up for free
Websites • Blog • Landing Pages •
Centralized User Record +
Timeline • Integrations With
Research Tools And Zapier •
Personalization • A/B Testing •
Hosted platform • Inbound
Marketing & Sales Tools
Sign up for a 30-day trial
Tool Selection Criteria:
❏ Look for an all-in-one tool so you have one version of the truth (all data in one central
repository accessible to all)
❏ Focus on efficiencies and simplicity, real-time collaboration
26. Get started today:
Learn more about Growth-Driven Design:
❏ Growth-Driven Design 101 (Introduction eBook)
❏ GDD Deep Dive Course for Marketers
Consultation:
❏ GDD Audit & Coaching Session