New ways to connect and engage more prospects, as well as acquire and retain more customers. We’ll even show you the tools that help make this possible.
Topics Include:
Digital Marketing Trends
Optimizing the mobile experience
Why personalization matters more than ever
Best Practices
2. #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
13. #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
14. #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
15. #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
16. #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
17. #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
19. #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%
21. #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
42. #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
43. #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
57. #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!!!
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
As you can see, different stages in the buyer journey, it becomes apparent that having one system isn'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.
300% more marketing conversions take place on outbound vs. inbound33% of Ektron’s Marketing Qualified Leads are via inbound13% of overall leads
Part 1: Social & SEOPart 2: Content Targeting, Lead Nurturing, and how to make a good impressionPart 3: Key Analytics and Conversion Rates
200% more interaction with the site amb visitors taking multiple actions
Show targeting with personas
Animoca – game dev, testing 400 android devicesTrends to build sites that use a Responsive Framework like Twitter Bootstrap, Skeleton orFoundation
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'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's being used, it's being used a lot.
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