Wake Up Your Website: Minneapolis, MN October 23 2013
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You need to make each of your visits to your website count. This breakfast workshop covered the latest trends,strategies and best practices on how to get the most out of your digital and content marketing initiatives.
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Wake Up Your Website: Minneapolis, MN October 23 2013
- 1. #wakeupyourwebsite BOB CANAWAY @bobcanaway Vice President of Marketing, Ektron JEFF WILLINGER @jwillie Director of Everything Cool, RightPoint
- 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 RightPoint Helps Ektron Customers
- 3. #wakeupyourwebsite TIME SPENT ONLINE 63% desktop MOBILE DATA USAGE 2017 2012 37% mobile
- 6. #wakeupyourwebsite 67 percent of the buyer’s journey is digital
- 7. #wakeupyourwebsite Your visitors are bombarded by 100’s of digital messages each day
- 8. #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
- 9. #wakeupyourwebsite The only way to cut through the clutter is TO CONNECT with visitors on a personal level
- 10. #wakeupyourwebsite DIGITAL MARKETING & WEBSITE TRENDS
- 11. #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
- 12. #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
- 13. #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
- 14. #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
- 15. #wakeupyourwebsite DO YOU HAVE A BLOG? 77% • 77% of organizations have a blog • But only 15% of blogs are active
- 16. #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%
- 17. #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
- 20. #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
- 21. #wakeupyourwebsite CONVERSION: WHAT YOU WANT TO HAPPEN Awareness Consideration Conversion Visitor
- 22. #wakeupyourwebsite CONVERSION: WHAT REALLY HAPPENS Awareness Consideration Close Visitor
- 23. #wakeupyourwebsite FOCUS ON THE BUYER’S JOURNEY Not your process Content Marketing Drives Engagement
- 25. #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
- 32. #wakeupyourwebsite THE BLOG: UNIQUE PAGE VIEWS Q4 2012 44 POSTS Q1 2013 37 POSTS Q2 2013 53 POSTS Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q3 2013 56 POSTS
- 34. #wakeupyourwebsite PERSONA Noun – a representation of a segment of customers
- 36. #wakeupyourwebsite CONTENT TARGETING Verb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey
- 39. #wakeupyourwebsite HOW TO GET THERE Persona Actionable view of your customer Intent
- 40. #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
- 41. #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
- 42. #wakeupyourwebsite 6 ways to CAPITALIZE on mobile
- 43. #wakeupyourwebsite 1. Use Responsive Web Design
- 44. #wakeupyourwebsite BENEFITS OF RESPONSIVE DESIGN 1. Improved SEO 2. Increased Productivity 3. Time to work on strategy not devices
- 47. #wakeupyourwebsite 2. Define the mobile experience by easily setting breakpoints
- 48. #wakeupyourwebsite 3. Upload 1 image and automatically resize for breakpoints 768 px 5 MB 480 px 940 px 1210 px
- 49. #wakeupyourwebsite 4. Work faster and smarter by previewing content on mobile devices
- 50. #wakeupyourwebsite 4. Work faster and smarter by previewing content on mobile devices
- 51. #wakeupyourwebsite 5. Increase engagement with content tailored to specific devices
- 52. #wakeupyourwebsite 6. Boost context by swapping images for different device types
- 54. #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
- 55. #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!!!
- 56. #wakeupyourwebsite Boston, MA ~ May 4-6 Training Day on May 7 Marketing, User, Developer Early Bird Discount ~ Save $300!
- 57. #wakeupyourwebsite #wakeupyourwebsite BOB CANAWAY @bobcanaway Vice President of Marketing, Ektron JEFF WILLINGER @jwillie Director of Everything Cool, RightPoint
Notas del editor
- Pew and strategy analytics
- Wrap it all up & transition in to Ektron 9.0
- 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
- 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
- Blog became an Ektron “Publication” and traffic & activity increased 500%
- 100% increase in raw leads
- 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