Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

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

16. KEYWORD WORKSHEET

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

20. POOR VISITOR CONTEXT

21. IMPROVED VISITOR EXPERIENCE

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

25. USE RESPONSIVE WEB DESIGN

26. RWD BENEFITS
• Google Preferred
• Easy to Update
• Designer Friendly
• Future Proof

32. 300% increase in
mobile leads

33. UPLOAD ONE IMAGE
… and automatically
resize for breakpoints
768 px
5 MB
480 px
940 px
1210 px

34. BOOST CONTEXT
…by
swapping
images for
different
device types

35. MOBILE CONTEXT
Silicon
Valley
Bank

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

41. www.ektron.co.uk

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