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Adrian Lloyd
Partner Sales Director
at Ektron @AdiLloyd
RESULTS MAKE MARKETERS HAPPY

Inbound Websites Deliver
• More Visitors
• More Leads
• More Delighted
Customers
• More Revenue
Your visitors are bombarded
by 100’s of digital messages
each day
Sites
visited, 10

Searches
Facebook
conducted, posts, 1.2
5

Texts,
30

Personal
email,
54

Business
email,
101

Your visitors
One
have one
digital
every 5
interaction
minutes
EVERY 5
MINUTES
IT’S DIGITAL

67 percent
of the
buyer’s
journey is
digital
CONVERSION: WHAT YOU WANT TO HAPPEN
Awareness
Consideration
Conversion

Visitor

Member

6
CONVERSION: WHAT REALLY HAPPENS
Awareness
Consideration
Close

Visitor

7
The only way to
cut through the clutter
is TO CONNECT
with visitors on a personal
level
THE BUYER HAS CHANGED
• Savvy, noise resistant, information
seekers
• Informed, social, & earned vs. bought
 78% start their research with search
 78% view vendor websites
 4+ pieces of content
FOCUS ON THE BUYER’S JOURNEY
Not your process

Content
Marketing
Dri v es
Engagement
INBOUND WEBSITE
Social

Attract

Visitors

Blog

Keywords

Convert

Leads

Targeted
CTAs

Landing
Pages

Premium
Content

Close

Customers

MAP + CRM
Integration

Targeted
Content

Social
Networking

Delight

Happy
Customers

Targeted
CTAs

MAP + CRM
Integration

Media

Customer
Service
THE INBOUND WEBSITE
SEO / Content
Optimisation

Blog

Landing Pages

Analytics

A/B Testing

Social
Amplification

Calls to Action

Content
Context
Relevance
Results

Targeting

Premium
Offers
Faceted Search

Mobile
Multichannel

Personas
IN 2013, WHAT IS YOUR TOP EXTERNAL
SOCIAL STRATEGY OBJECTIVE?
Content Marketing

57%

Develop ongoing dialog and
engagement with customers

50%

Listen/learn from customers

40%

Provide direct customer
support through social
channels

33%

Develop an influencer
relations or ambassador
program

26%

Website integration

25%
0%

20%

40%

60%

Content
Marketing
is the top
go to
market
priority in
2013
Problem: Most Content Performs
Poorly …
Content / Traffic Performance (6/12 – 5/13)

Typical Case: 20%
of the content
drives 80%+ of
organic traffic
STEP 1: GET FOUND
• Have a Keyword
Strategy
• Search Engine
Optimisation
– Create Relevant Content

• Be Social
• Build a Platform for Your
Content
KEYWORD WORKSHEET
USE CONTEXTUAL CONTENT

“Tell a story that
resonates!”
-Seth Goden
Treat your blog like a
publication
Keep it fresh, relevant
and sharable
9x increase in inbound
traffic
in 6 months
STEP 2: BE RELEVANT
• Create Calls to Action
• Create a Relevant Personalised
Experience
– Target Content
– Nurture Leads with the Right
Content at the Right Time

• Content Plan
– Blogs
– Premium
CREATE CALLS TO ACTION
• Surface Relevant Content
• Move Visitors Through the
Buyers Journey
• Test & Optimise
POOR VISITOR CONTEXT
IMPROVED VISITOR EXPERIENCE
WAYS TO TARGET CONTENT
Anonymous Visitors
• Geo-location
• Search term
• Industry
• Company
• Device type

Known Visitors
•
•
•
•
•
•
•
•

Geolocation
Search terms
Industry
Company
Title
Customer status
Social graph
Behavioral attributes
PERSONA MANAGEMENT
Must Have Attributes
•
Is a prospect
•
In the Healthcare
industry
Target content
“Great web experiences
in your patient portal”
webinar

Must Have Attributes
•
Is a customer
•
With X products
•
In Canada
Nice to have
•
Responded to upgrade
campaign
Target content
“Getting the most out of your
CMS” eBook
STEP 3: BE CONSISTENT
• Use Mobile Design
– RWD
– Adaptive Content

• Focus on the What the
Visitor Wants to
Accomplish
• Social Amplification
USE RESPONSIVE WEB DESIGN
RWD BENEFITS
• Google Preferred
• Easy to Update
• Designer Friendly
• Future Proof
Build The Ultimate Inbound Wesbite by Adrian Lloyd
Build The Ultimate Inbound Wesbite by Adrian Lloyd
Build The Ultimate Inbound Wesbite by Adrian Lloyd
Build The Ultimate Inbound Wesbite by Adrian Lloyd
Build The Ultimate Inbound Wesbite by Adrian Lloyd
300% increase in
mobile leads
UPLOAD ONE IMAGE
… and automatically

resize for breakpoints

768 px

5 MB

480 px

940 px

1210 px
BOOST CONTEXT
…by
swapping
images for
different
device types
MOBILE CONTEXT

Silicon
Valley
Bank
Build The Ultimate Inbound Wesbite by Adrian Lloyd
STEP 4: ANALYSE & OPTIMISE
• Figure Out What to
Measure
• Keep Customers
Engaged
• Improve Results
SEE WHICH CHANNELS DRIVE YOUR
BEST TRAFFIC AND LEADS

CONVERSIONS: SEE WHICH
EVENTS MOVED THE SALES
PROCESS ALONG

MAKE YOUR PAGES
CONVERT BETTER
BEST VISITOR EXPERIENCE
Mobile Optimised
+ Personas
+ Relevant Content
+ Blogs
Best Results & Most
Relevant Experience
GET STARTED NOW
1. Start with your strategy and prioritise
2. Know your visitors (personas), write relevant
content
3. Build out journeys
4. Identify success factors and what/how to measure
5. Start small
6. Analyse, iterate, optimise
www.ektron.co.uk
THANK YOU
• Questions?
Adrian Lloyd
EMEA Partner Sales
Director at Ektron
@AdiLloyd

• Put these Best
Practices into place
• Let me know how it
went

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Build The Ultimate Inbound Wesbite by Adrian Lloyd

  • 1. Adrian Lloyd Partner Sales Director at Ektron @AdiLloyd
  • 2. RESULTS MAKE MARKETERS HAPPY Inbound Websites Deliver • More Visitors • More Leads • More Delighted Customers • More Revenue
  • 3. Your visitors are bombarded by 100’s of digital messages each day
  • 4. Sites visited, 10 Searches Facebook conducted, posts, 1.2 5 Texts, 30 Personal email, 54 Business email, 101 Your visitors One have one digital every 5 interaction minutes EVERY 5 MINUTES
  • 5. IT’S DIGITAL 67 percent of the buyer’s journey is digital
  • 6. CONVERSION: WHAT YOU WANT TO HAPPEN Awareness Consideration Conversion Visitor Member 6
  • 7. CONVERSION: WHAT REALLY HAPPENS Awareness Consideration Close Visitor 7
  • 8. The only way to cut through the clutter is TO CONNECT with visitors on a personal level
  • 9. THE BUYER HAS CHANGED • Savvy, noise resistant, information seekers • Informed, social, & earned vs. bought  78% start their research with search  78% view vendor websites  4+ pieces of content
  • 10. FOCUS ON THE BUYER’S JOURNEY Not your process Content Marketing Dri v es Engagement
  • 11. INBOUND WEBSITE Social Attract Visitors Blog Keywords Convert Leads Targeted CTAs Landing Pages Premium Content Close Customers MAP + CRM Integration Targeted Content Social Networking Delight Happy Customers Targeted CTAs MAP + CRM Integration Media Customer Service
  • 12. THE INBOUND WEBSITE SEO / Content Optimisation Blog Landing Pages Analytics A/B Testing Social Amplification Calls to Action Content Context Relevance Results Targeting Premium Offers Faceted Search Mobile Multichannel Personas
  • 13. IN 2013, WHAT IS YOUR TOP EXTERNAL SOCIAL STRATEGY OBJECTIVE? Content Marketing 57% Develop ongoing dialog and engagement with customers 50% Listen/learn from customers 40% Provide direct customer support through social channels 33% Develop an influencer relations or ambassador program 26% Website integration 25% 0% 20% 40% 60% Content Marketing is the top go to market priority in 2013
  • 14. Problem: Most Content Performs Poorly … Content / Traffic Performance (6/12 – 5/13) Typical Case: 20% of the content drives 80%+ of organic traffic
  • 15. STEP 1: GET FOUND • Have a Keyword Strategy • Search Engine Optimisation – Create Relevant Content • Be Social • Build a Platform for Your Content
  • 17. USE CONTEXTUAL CONTENT “Tell a story that resonates!” -Seth Goden Treat your blog like a publication Keep it fresh, relevant and sharable 9x increase in inbound traffic in 6 months
  • 18. STEP 2: BE RELEVANT • Create Calls to Action • Create a Relevant Personalised Experience – Target Content – Nurture Leads with the Right Content at the Right Time • Content Plan – Blogs – Premium
  • 19. CREATE CALLS TO ACTION • Surface Relevant Content • Move Visitors Through the Buyers Journey • Test & Optimise
  • 22. WAYS TO TARGET CONTENT Anonymous Visitors • Geo-location • Search term • Industry • Company • Device type Known Visitors • • • • • • • • Geolocation Search terms Industry Company Title Customer status Social graph Behavioral attributes
  • 23. PERSONA MANAGEMENT Must Have Attributes • Is a prospect • In the Healthcare industry Target content “Great web experiences in your patient portal” webinar Must Have Attributes • Is a customer • With X products • In Canada Nice to have • Responded to upgrade campaign Target content “Getting the most out of your CMS” eBook
  • 24. STEP 3: BE CONSISTENT • Use Mobile Design – RWD – Adaptive Content • Focus on the What the Visitor Wants to Accomplish • Social Amplification
  • 26. RWD BENEFITS • Google Preferred • Easy to Update • Designer Friendly • Future Proof
  • 33. UPLOAD ONE IMAGE … and automatically resize for breakpoints 768 px 5 MB 480 px 940 px 1210 px
  • 37. STEP 4: ANALYSE & OPTIMISE • Figure Out What to Measure • Keep Customers Engaged • Improve Results
  • 38. SEE WHICH CHANNELS DRIVE YOUR BEST TRAFFIC AND LEADS CONVERSIONS: SEE WHICH EVENTS MOVED THE SALES PROCESS ALONG MAKE YOUR PAGES CONVERT BETTER
  • 39. BEST VISITOR EXPERIENCE Mobile Optimised + Personas + Relevant Content + Blogs Best Results & Most Relevant Experience
  • 40. GET STARTED NOW 1. Start with your strategy and prioritise 2. Know your visitors (personas), write relevant content 3. Build out journeys 4. Identify success factors and what/how to measure 5. Start small 6. Analyse, iterate, optimise
  • 42. THANK YOU • Questions? Adrian Lloyd EMEA Partner Sales Director at Ektron @AdiLloyd • Put these Best Practices into place • Let me know how it went