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#wakeupyourwebsite

BOB CANAWAY @bobcanaway Vice President, Marketing, Ektron
ADAM KEMPA @adamkempa Senior Software Engineer, Enlighten
#wakeupyourwebsite

WHAT YOU WILL LEARN:
• Website and Digital Marketing Trends

• How to Wake Up Your Website
• Increasing Context and Relevancy
with Personas and Content Targeting
• 6 Ways to Capitalize on Mobile
• How Jimmy John’s has a Freaky Fast
Mobile Experience
#wakeupyourwebsite

VISITOR

Trends
#wakeupyourwebsite

SMARTPHONE
OWNERSHIP BY AGE
18-24

79%

25-34

81%

35-44

69%

45-54

55%

55-64
65+

39%
18%

80%
of adults
under the
age of 34
have a
smartphone
#wakeupyourwebsite

TIME SPENT ONLINE

63%
desktop

MOBILE DATA
USAGE

2017
2012

37%

mobile
#wakeupyourwebsite
#wakeupyourwebsite
#wakeupyourwebsite

67 percent
of the
buyer’s
journey is
digital
#wakeupyourwebsite

Your visitors are bombarded
by 100’s of digital messages
each day
#wakeupyourwebsite

Sites
visited, 10

Searches
Facebook
conducted, posts, 1.2
5

Texts, 3
0

Personal
email, 5
4

Business
email, 1
01

Your visitors
have one
One
digital
every 5
interaction
minutes
EVERY 5
MINUTES
#wakeupyourwebsite

The only way to
cut through the clutter
is TO CONNECT
with visitors on a personal
level
#wakeupyourwebsite

DIGITAL MARKETING & WEBSITE TRENDS
#wakeupyourwebsite

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% 10% 20% 30% 40% 50% 60%

Content
Marketing
is the top
go to
market
priority in
2013
#wakeupyourwebsite

WHAT PERCENTAGE OF MARKETING BUDGET
IS ALLOCATED TO CONTENT MARKETING?
20%

15.20%
13.30%

8.70%
6.40%
2.90%

3.90% 4% 3.70%
1.50%

0

0.60%

10 20 30 40 50 60 70 80 90 100
Percentage of budget

B2b Content Marketing Trends 2013

Organizations
are spending
between 2030% of
budget on
Content
Marketing
#wakeupyourwebsite

HOW IS CONTENT PRODUCTION ACTIVITY
CHANGING IN THE NEXT 12 MONTHS?
1.40%

16.80%

50%

32%

Increases

Increases slightly

Stays flat

Decreases

B2b Content Marketing Trends 2013

82% of
organizations
are
INCREASING
their content
production
#wakeupyourwebsite

DO YOU HAVE A DOCUMENTED
CONTENT STRATEGY? IS SOMEONE
RESPONSIBLE FOR CONTENT
STRATEGY?
6%

44%

50%

• 44% of B2B
Marketing
teams have a
documented
content
strategy

Yes
No
Unsure

• 73% have an
individual
responsible for
content
strategy
#wakeupyourwebsite

WHAT ARE YOUR ORGANIZATIONAL
GOALS FOR CONTENT MARKETING?
Brand Awareness

82%

Lead Generation

74%

Customer Acquisition

71%

Thought Leadership

68%

Enagement

57%

Customer
Retention/Loyalty

57%

Website Traffic

57%

Lead
Management/Nurturi…

47%

sales

45%
0%

20%

40%

60%

80% 100%

B2B firms are
using content to
communicate
brand, and
generate and
acquire
customers
#wakeupyourwebsite

DO YOU HAVE A BLOG?

77%

• 77% of
organizations
have a blog

• But only 15%
of blogs are
active
#wakeupyourwebsite

INTEGRATION WITH MARKETING AUTOMATION
We use marketing
automation to generate
leads

36.7%

We use marketing
automation to nurture leads

36.1%

We actively create content
to feed automated
campaigns

28%

We use marketing
automation to engage with
customers
We sporadically use content
for marketing automation
campaigns

• Adoption and
use of
Marketing
Automation is
on the rise
• < 20% of Ektron
customers have
marketing
automation
systems today

26%

15.1%

We don't use marketing
automation
B2b Content Marketing Trends 2013

39%
#wakeupyourwebsite

SEARCH
97%

343%
longer

BOUNCE RATE

VISIT DURATION

209%

PAGE VIEWS

Site search
helps your
visitors
accomplish
their
goals, and
helps you
DRIVE THEM
through your
desired
journey
#wakeupyourwebsite

WHAT ARE THE BENEFITS OF USING DATA IN
MAKING DECISIONS?
More accurate decisions

58%

Better business results
(revenue, profit, etc)

49%

More efficient use of
resources, reduced cost

44%

Identified a new
opportunity, new
competitive advantage

43%

Faster decision

31%

45% of
marketers
note that
DATA is the
most
underutilized
asset in
marketing
#wakeupyourwebsite
#wakeupyourwebsite
#wakeupyourwebsite

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
 5576 emails ~ Exec 10x
#wakeupyourwebsite

CONVERSION: WHAT YOU WANT TO HAPPEN
Awareness

Consideration
Conversion

Visitor
#wakeupyourwebsite

CONVERSION: WHAT REALLY HAPPENS
Awareness
Consideration
Close

Visitor
#wakeupyourwebsite

THE BUYER JOURNEY
KNOWN
VISITOR

ANONYMOUS VISITOR
WHAT
THEY DO

SYSTEMS

Search

Visit 1

• Your site
• Video

Visit 2
•
•

Consume
Tweet
Read blog

Visit 3
Download
premium
content

or

CUSTOMER
#wakeupyourwebsite

FOCUS ON THE BUYER’S JOURNEY
Not your process

Content
Marketing
Drives
Engagement
#wakeupyourwebsite

INBOUND WEBSITE
Attract

Visitors

Blog

Keywords

Social
Media

Convert

Leads

Targeted
CTAs

Landing
Pages

Forms

Close

Customers

MAP + CRM
Integration

Targeted
Content

Social
Networking

Delight

Happy
Customers

Targeted
CTAs

MAP + CRM
Integration

Customer
Service
#wakeupyourwebsite
#wakeupyourwebsite
#wakeupyourwebsite

BEST VISITOR EXPERIENCE
#wakeupyourwebsite

Personas
Inbound
• Blogs
• SEO

Content
Targeting

Mobile
#wakeupyourwebsite

BLOGS
#wakeupyourwebsite

Easy, Actio
nable SEO
#wakeupyourwebsite

PERSONA
Noun – a
representation of
a segment of
customers
#wakeupyourwebsite

PERSONA MANAGEMENT
#wakeupyourwebsite

CONTENT TARGETING
Verb – Using data
about your visitors to
provide
relevant, contextual
content to move them
along in the buyer
journey
#wakeupyourwebsite

TARGET THAT CONTENT
Desired
business
results

Content targeting
#wakeupyourwebsite

S
#wakeupyourwebsite

HOW TO GET THERE
Persona

Actionable
view of your
customer
Intent
#wakeupyourwebsite

WAYS TO TARGET CONTENT
Anonymous Visitors
• Geo-location
• Search term
• Industry
• Company
• Device type

Known Visitors
•
•
•
•
•
•
•
•
•

Geolocation
Search terms
Industry
Company
Title
Role
Customer status
Social graph
Behavioral attributes

Personas
#wakeupyourwebsite

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
#wakeupyourwebsite

6 ways to
CAPITALIZE on
mobile
#wakeupyourwebsite

1. Use Responsive Web Design
#wakeupyourwebsite

BENEFITS OF RESPONSIVE DESIGN
1. Improved SEO
2. Increased
Productivity
3. Time to work
on strategy
not devices
#wakeupyourwebsite

FUTUREFUTURE
PROOF

PROOF
#wakeupyourwebsite

1/3
Bounce
rate

20%
Visit
duration

http://www.ektron.com/Case-Studies/Education/Hendrix-College/

150%
Mobile
traffic
#wakeupyourwebsite

2. Define
the mobile
experience
by easily
setting
breakpoints
#wakeupyourwebsite

3. Upload 1 image and
automatically resize for
breakpoints
768 px

5 MB

480 px

940 px

1210 px
#wakeupyourwebsite

4. Work faster and smarter by
previewing content on mobile
devices
#wakeupyourwebsite

4. Work faster and smarter by
previewing content on mobile
devices
#wakeupyourwebsite

5. Increase
engagement
with content
tailored to
specific
devices
#wakeupyourwebsite

6. Boost
context

by swapping
images for
different
device types
#wakeupyourwebsite

BEST VISITOR EXPERIENCE
#wakeupyourwebsite

DIGITAL EXPERIENCE
MANAGEMENT
PLATFORM
E
C

O
M

MARKETING OPTIMIZATION
BLOGS &
COMMUNITIES

PERSONA
MGMT

CONTENT
TARGETING

MARKETING
AUTOMATION

SOCIAL
PUBLISHING

SEO

MV TESTING

SOCIAL

M

CONTENT MANAGEMENT

E
R

C
E

CRM

ESYNC

CLOUD
MANAGER

EDITING AND
WORKFLO W

MOBILE

SITE CREATION
AND MGMT

VISUAL
PAGE
LAYOUT

SITE SEARCH

WEB ANALYTICS
SHAREPOINT
VIDEO
#wakeupyourwebsite

HOW TO GET STARTED
1. Start with your strategy and prioritize
2. Know your visitors (personas)
3. Build out visitor journeys
4. Identify success factors and
what/how to measure
5. Start small – NO OCEAN BOIL!
6. Analyze, iterate, optimize
7. Come to Synergy!!!
#wakeupyourwebsite

Boston, MA ~ May 4-6
Training Day on May 7
Marketing, User, Developer
Early Bird Discount ~ Save $300!
#wakeupyourwebsite

Bob Canaway
@bobcanaway
bob.canaway@ektron.com
Adam Kempa
@adamkempa
akempa@enlighten.com

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Wake Up Your Website Chicago October 22 2013

Notas del editor

  1.   
  2. Pew internet
  3. Pew and strategy analytics
  4. Wrap it all up &amp; transition in to Ektron 9.0
  5.  
  6. 90% of all web-data in the world was created in the last 2 years1 in 5 minutes spent online is on social networking sitesFacebook adds 600,000 mobile users per day
  7. As you can see, different stages in the buyer journey, it becomes apparent that having one system isn&apos;t always optimal because of the reason that more and more systems are being specifically developed to see very specific things around each stage.For us, we focus on gaining traction through organic search. So we see where the ebb and flow of the search terms are. The best results we have been seeing, however, is to focus on content first. Doing that really increases your overall organic search. Especially from content targeting as well. We use numerous systems due to the fact that we believe each has been developed for the sole reason in gathering data during that stage.
  8. 300% more marketing conversions take place on outbound vs. inbound33% of Ektron’s Marketing Qualified Leads are via inbound13% of overall leads
  9. Part 1: Social &amp; SEOPart 2: Content Targeting, Lead Nurturing, and how to make a good impressionPart 3: Key Analytics and Conversion Rates
  10. 200% more interaction with the site amb visitors taking multiple actions
  11. Show targeting with personas
  12. Animoca – game dev, testing 400 android devicesTrends to build sites that use a Responsive Framework like Twitter Bootstrap, Skeleton orFoundation
  13. All of our levels of our design have worked really well, we’ve had a really great increase in the quality of our site traffic, the bounce rate has dropped by about a third and the visit duration is increased by over 20%, which means that people are coming to the site and they are not instantly leaving and they are staying and looking around, which to us means that there is a greater chance that they are going to take some actions that we’ve set our as conversation goals or they are just really interested in learning more about the college. Our biggest increase is we’ve noticed has been in mobile traffic which has increased by about 150% since our redesign. That is an intense huge amount of increase. We can’t even really qualify it all as part of our redesign, although we think it is a lot. Some of it could simply be the turnover increase of global devices in recent years, well in not recent years but since we’ve posted in our redesign which is in January last year. Some of the anecdotal evidence that we’ve got though is really telling us that it was successful and that people are telling us they can find things more easily, this is our incoming students, our current students, our faculty staff, just people telling us hey, I needed something and it was exactly where I thought it would be or I searched for it and it was easy to find. One of the unexpected outcomes that’s actually been very interesting for us is we’re also part of our IT department and that is that our support calls for pages on mobile devices have increased specifically on things that are complex, that are a little bit more out of our control which are integrations with our SIS portal system, because our students are using it more and they are taking for granted the fact that it&apos;s going to work on any device they hit, no matter what. And at first that was really a reward for focusing on the mobile was that it&apos;s being used, it&apos;s being used a lot.
  14. Ektron’s core product is the Web Content Management System that provides everything you need to create and manage your website. From powerful content editing, visual page layout, mobile, search, cloud deployment and much more you have a powerful toolset used by almost 4000 organizations around the world. Ektron Marketing Optimization delivers powerful, easy to use tools for creating and managing personas, targeting content, optimizing content for search engines, a/b and multivariate testing, along with the ability to create blogs and social communities, and publish information across social channels. You can easily connect the CMS and Marketing Optimation offerings to analytics, marketing automation, crm, sharepoint and other systems, so you can use the best tools for the job. Plus you have the freedom and flexibility to change systems easily without the need for complex coding for API integrations. And the Ektron Ecommerce accelerator helps you provide shoppers with a convenient way to purchase your products and easily collect online payments