Your Bullet-proof, All-in-One Searchlight Web Presence Management (WPM) Starter Plan -- Wakefly + Beckman Coulter Life Sciences
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You’ve got big Web Presence Management (WPM) dreams, but how do you turn those into solid wins? Learn from Wakefly’s Ren Lacerda, who, after nearly 100 successful Conductor Searchlight implementations, has WPM strategy down to an elegant science. You’ll also hear from Beckman Coulter’s Steve Hill, sharing one of the trickiest WPM setups to date (and the duo’s ingenious workarounds). This session contains a WPM formula that tackles everything from inspiring corporate buy-in to ramping up your ROI. Presentation by: Steve Hill – Global Search Marketing Manager, Beckman Coulter Life Sciences Ren Lacerda – Digital Marketing Strategist, Wakefly This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
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Your Bullet-proof, All-in-One Searchlight Web Presence Management (WPM) Starter Plan -- Wakefly + Beckman Coulter Life Sciences
- 1. N E W Y O R K C I T Y | O C T O B E R 2 8 - 2 9 , 2 0 1 5 C3 2015 BREAKOUT SESSION Digital Marketing Strategist Ren Lacerda THE SCIENTIFIC ART OF WEB PRESENCE MANAGEMENT GET BEYOND CHASING THE ALGORITHM
- 2. N E W Y O R K C I T Y | O C T O B E R 2 8 - 2 9 , 2 0 1 5 C3 2015 BREAKOUT SESSION THE SCIENTIFIC ART OF WEB PRESENCE MANAGEMENT GET BEYOND CHASING THE ALGORITHM Global Search Marketing Manager Steve Hill
- 3. #C3NY 1. Unleash Your WPM Superpowers 2. Be The King Of Goals 3. Avoid Major Pitfalls 4. Tips & Hacks 5. Beckman Coulter: The Leader, The WPM Challenge and the WPM Solution 6. Beckman Coulter: The Challenges Uncovered & The Data Supported Optimizations 7. Q & A AGENDA
- 4. #C3NY • Make Decisions based on Quality Data • Combine Business + Technology = More Effective Strategies • Help Stakeholders See the Impact on Business Goals • Show Them the Money from WPM • Enable Your Team to Improve Efficiency UNLEASH YOUR WPM SUPERPOWERS
- 5. #C3NY • Define Specific Business Goals for WPM to Impact • Define CLEAR Analytics Goals to Track WPM Performance • Translate Business Goals into – WPM Success Metrics – Supporting KPIs • Plan and Document Searchlight Implementation Plan BE THE KING OF GOALS
- 6. #C3NY • Skip Documenting Searchlight Implementation Calendar • Expect Searchlight to solve your problems alone • Underuse/Misuse Conductor Customer Success Structure AVOID MAJOR PITFALLS
- 7. #C3NY • Model a BPM Process for your Implementation • Understand Your Resources and Model Process Accordingly • Nominate DRIs – Directly Responsible Individuals • Understand the Conductor Customer Success Resource • Tech Support is Your Hero: Give Love, Get Love TIPS AND HACKS
- 8. #C3NY • 80 Years of Advancing Science Through Discovery • Global Presence in 6 Continents • Diagnostics: Clinical Applications • Life Science Research BECKMAN COULTER: THE LEADER
- 9. #C3NY HIGHLY TECHNICAL, EXTENSIVE PRODUCT LINE • Centifugation • Liquid Handling & Genomics • Flow Cytometry • Particle Counting& Characterization
- 10. #C3NY COMPLEX BUSINESS MODEL • Each Business unit multiplies into several niches by: – Application – Laboratory Types – Tests by Discipline
- 11. #C3NY LONG B2B BUYER’S JOURNEY • B2B High Ticket Product Becomes an Asset • Very Long Sales Cycle • Multiple Buyer Personas per Prospect
- 12. #C3NY COMPLEX CONTENT MANAGEMENT SCENARIO • Large number of very unique pain points, goals, values • Large number of content for all stages of buyer’s journey • Content can get outdated often and consistently
- 13. #C3NY • Microsite Strategy – 16 unique domains covering different niches and products • Trending Not Positive – Traffic, engagement and leads down • Customer Satisfaction Down – Survey showed low levels BECKMAN COULTER: THE WPM CHALLENGE
- 14. #C3NY • Focus on Main Domain: Fully Loaded Conductor Implementation • Strong Content Segments Implementation on Main Domain • Set Main Domain as Comparison on All Microsites Accounts • 5,700+ Keywords, 16 Domains, • Business Based Local & Mobile BECKMAN COULTER: THE WPM SOLUTION
- 15. MICROSITES
- 17. 36 SOLID BUSINESS-BASED KEYWORD CATEGORIES
- 18. BUSINESS NEEDS BASED LOCAL AND MOBILE TRACKING
- 19. #C3NY • Microsite Cannibalizing Confirmed • Engagement data proved UX improvement was needed BECKMAN COULTER: THE CHALLENGES UNCOVERED
- 20. MICROSITES & MAIN SITE CANNIBALIZATION
- 22. #C3NY • Enhance Internal Search to get insights on visitor’s new keyword trends and search intent • Consolidate content across multiple personas • Improve navigation and user experience by leveraging consolidated content to evolve site architecture BECKMAN COULTER: THE DATA SUPPORTED OPTIMIZATIONS
- 23. #C3NY Steve Hill @epiclysteve http://stevenahill.com linkedin.com/in/stevenandrewhill Q & A Ren Lacerda @Ren_MBA linkedin.com/in/renlacerda
Editor's Notes
- Point #1 You can leverage a well implemented Searchlight account to appear to have super powers and actually are just acting upon data that has been well-designed to provide the most insight into your business – Super Powers examples: Superhuman Vision – Use Keyword Opportunity reporting to see opportunities before anyone else does ESP – Leverage content segments and GA integrations to know how your users value elements on your site Superhuman Reflexes – Adjust more quickly and precisely to augment or revert trends in your metrics Teleportation – Use local and mobile insights to be everywhere and completely relevant all the time Point #3 Drive web presence to positively impact business goals and establish attribution to your WPM activities. The key here is documentation and tracking because the bigger question will not be what you know but how do you know. Point #4 The reason companies have invested more in Digital Marketing can be explained in any of thousands of possibilities, but the one that is most often mentioned includes better direct attribution. The problem is the quality of that attribution and therefore the challenge that we face is no longer simply attribution, but also the cross channel collaboration of the WPM efforts to maximize efficiencies while still driving results. Few organizations understand this better than agencies because we constantly have to justify our worth to a myriad of clients with varying business goals, insights, tracking and understanding of what we do. Point #5 Beckman Coulter uses the process of Kaizen to seek constant refinement and improve efficiency. Use
- Point #1 Know the end game of what you will be expected to accomplish and the impact it should provide on the business before you begin to plan your WPM activities. Point #2 Next, do not plan yet because you need to know how success looks prior to knowing what to track and how to plan. BC uses a phrase called “Show me what Good looks Like” to be able to visualize success and see it in action. Point #4 The key part of documenting this plan is to enable your team to understand the context of sequence and dependencies associated with the development of implementation tactics. It is all about knowing what elements of Searchlight you need to be activated and how they should be used in order to be successful in achieving your business goals and success metrics, clearly seeing that you are making progress in your KPIs.
- Point #2 A tool is only as effective as the individual who knows how to use it. If you fail to plan, you may as well finish the Cliché because you are planning to fail. Take the time to understand how you need to use Searchlight before you begin to leverage it to accomplish undefined goals.
- *Important to mention the challenges of Life Sciences vs. Diagnostics in federal regulatory restrictions.
- Just by looking at the websites we suspected of the possibility of Keyword and content cannibalization.
- *Explain the idea that we are attempting to aggregate a series of Microsites that were cannibalizing DA from the main domain, and also looking to improve UX on the site. *Discuss the need to accomplish all of the following site optimizations capitalize on Site Search Functionality to monitor market shifts and search intent create aggregation of content that is valuable across multiple personas develop these aggregations into a more intuitive site architecture and navigation that lends to a better UX for visitors
- *Explain the idea that we are attempting to aggregate a series of Microsites that were cannibalizing DA from the main domain, and also looking to improve UX on the site. *Discuss the need to accomplish all of the following site optimizations capitalize on Site Search Functionality to monitor market shifts and search intent create aggregation of content that is valuable across multiple personas develop these aggregations into a more intuitive site architecture and navigation that lends to a better UX for visitors