Are traffic, engagement, and conversion vital to your website's success? Then this is the meetup you don't want to miss!
Websites aren't a Field of Dreams. Visitors won't just come if you build it. Once your site has launched, a whole new journey begins – building, engaging, and delighting your audience.
There are as many ways to market a website as there are Drupal modules; search engine optimization (SEO), social media, paid search (PPC), email marketing, content marketing, and much more. But fear not! Just as there is a standard set of modules you should use on every Drupal site, there is a standard mix of marketing techniques you should use as well.
In this presentation we will walk through the tools and tactics essential for making your website an inbound marketing machine. We will cover how to:
• build content that attracts visitors
• optimize your content for search engines (SEO)
• leverage social media to keep your audience engaged
• convert visitors into leads (or registrations and purchases)
• nurture leads into sales (marketing automation)
• keep your audience engaged and coming back for more
• use analytics to properly measure ROI and improve results
6. fish were the fish are
1 2012 Google Official History, Comscore
2 DMR Sept 2013 report
5.1B searches/day1
Search
1.15B users2
500MM users2
343MM users2 238MM users2
Social
organic search
social media
paid search
$
13. Planning: results
increase bike
sales
become a
recognized leader
in the local biking
community
Show the
pictorial history
of results bikes
The site should
be intuitive and
easy to navigate
The site should
have a clean and
professional look
Be more viral
To increase
traffic to the site
Increase bike
rentals by 100%
Reduce routine
customer call
inquires by 50%
Sell more bike
repair services
Sell more bikes
online
Double our
mailing list
Staff should be
able to add and
edit content
Expand our
digital footprint
Get 500 “Likes”
on Facebook
Visitors should be
able to find what
they want in no
more than 3 clicks
16. Create: remarkable content
Blend the art of story telling (literature)
with the science of reporting (journalism)
Be human
Share or solve; don’t shill
Delight and surprise
18. attract: tools
high impact look
style guide integration
multi-media
responsive (mobile)
fast load time
first impression
taxonomy
quality search
recommendations
social commenting
social sharing
subscribing
engagement
attraction content
attract
convert
improve
19. optimize & promote
attract
convert
improve
attraction content (blog)
seo
social media
subscribe
keyword research
on page optimization
authority link intelligence
social sharing
social follow
social publishing
feeds
feed by email
newsletter
28. premium content: top of the funnel
search
engines
primary
secondary
tertiary
solve their most pressing problems
• what are their biggest pains day to day
• what keeps them up at night
34. lead nurturing
Visit from Google
Read a post
Positive first
impression
Sales call
Share on social
Found post
Highly valuable
Give marketing permission
Enticed by
premium offer
Impressed by
premium offer
Register for followup offer
Impressed by
followup offer
willingness to engage
depthofengagement
37. thank you!
Tom McCracken
LevelTen Interactive
Director
Phone: 214.887.8586
Email: tom@leveltendesign.com
Twitter: @levelten_tom
Blog: leveltendesign.com/blog/tom
LinkedIn: linkedin.com/in/tommccracken
Notas del editor
The typical website most organizations have is what I call a brochureware website. It is bunch of page talking about the company and their products and services. The good part about these kinds of sites is they are cheap to do, particularly if you don’t care how impressive the look and feel is. But anyone who has owned this kind of website realize the problem, they don’t generate any business.Hardly anybody comes to these sites and those that do rarely turn into leads.
The web is not a Field of Dreams. You can not just build it and they will come.
Content is King.But not any content, you need to be strategic with your content. You need to engage and attract with your content. That is what we are going to be talking about in this session, I will cover the basics about how to create content, but we will spend most of our time on the attract and engage part.
Number of ads in a day
Inbound marketing starts with content. But not just any kind, content that is designed to attract, delight and engage. We call this attraction content. The most popular form of attraction content is blogs. But they can be videos, podcasts, wiki pages, forums and any number of a variety of other types. The key is that this content is all about your audience. It targets what they want, and what gets them excited. Attraction content is designed to build goodwill and creditability. To do that right, you need more than just great content. You need to move people from just reading your content to getting them engaged.
If you want a successful website, you need to start thinking like a publisher.
It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
So we need to create content and we need content to connect with our users
So we need to create content and we need content to connect with our users
Since most people are familare with wr[photo: http://www.flickr.com/photos/mag3737/2940469019/]
Inbound marketing starts with content. But not just any kind, content that is designed to attract, delight and engage. We call this attraction content. The most popular form of attraction content is blogs. But they can be videos, podcasts, wiki pages, forums and any number of a variety of other types. The key is that this content is all about your audience. It targets what they want, and what gets them excited. Attraction content is designed to build goodwill and creditability. To do that right, you need more than just great content. You need to move people from just reading your content to getting them engaged.
Inbound marketing starts with content. But not just any kind, content that is designed to attract, delight and engage. We call this attraction content. The most popular form of attraction content is blogs. But they can be videos, podcasts, wiki pages, forums and any number of a variety of other types. The key is that this content is all about your audience. It targets what they want, and what gets them excited. Attraction content is designed to build goodwill and creditability. To do that right, you need more than just great content. You need to move people from just reading your content to getting them engaged.To get the most from attraction content we need to do a few a few extra things. First we need to optimize it for the search engines. This involves determining the best keyword phrases to target for each post and then optimizing the content around those keywords. If you are going after highly competitive keywords, you will need to cluster of posts to build up topical authority pages.Next we need to make the content social. This involves three essential components. First we need to make sure that our audiences can easily share the content with fiends in their preferred social networks such as Twitter, Facebook, LinkedIn and Google+. We also need to seed and feed the buzz buy sharing the content to our own fans. Then to complete the cycle we need to make sure that it is easy for people who enjoy the content to become social fans of our brand.Finally, you want to convert any casual or first time readers into repeat visitors by providing methods for people to subscribe to your content. RSS feeds and subscribe via email are two must haves to keep people coming back. For those serious about their inbound marketing should build their newsletter database via a subscribe form.
The second phase of the inbound marketing cycle is conversion. The most common type of conversion businesses are interested in is when a visitor submits a form to become a lead. There are other types of conversions such as when someone makes an online purchase, registers on a site or downloads a mobile app. For now lets just look at lead generation conversions.A common method for generating leads is a contact us form or request a quote. However, many savvy companies have realized that many of the visitors coming to their site are not ready to talk to a sale person. You don’t want to loose these potential future leads though. A great way to capture these prospects is to use premium offers.Examples of premium offers are ebooks, whitepapers or other giveaways that people would find valuable enough to submit their contact information. The optmial way to setup a premium offer is to create a landing page with a completing pitch and a webform. When the webform is submitted they would be redirected to a thank you page that would enable them to access the offer.There are many ways to promote the landing page, but one of the best is to drive traffic from your attraction content using well targeted Call to action.
If you want a successful website, you need to start thinking like a publisher.
If you want a successful website, you need to start thinking like a publisher.
If you want a successful website, you need to start thinking like a publisher.
The second phase of the inbound marketing cycle is conversion. The most common type of conversion businesses are interested in is when a visitor submits a form to become a lead. There are other types of conversions such as when someone makes an online purchase, registers on a site or downloads a mobile app. For now lets just look at lead generation conversions.A common method for generating leads is a contact us form or request a quote. However, many savvy companies have realized that many of the visitors coming to their site are not ready to talk to a sale person. You don’t want to loose these potential future leads though. A great way to capture these prospects is to use premium offers.Examples of premium offers are ebooks, whitepapers or other giveaways that people would find valuable enough to submit their contact information. The optmial way to setup a premium offer is to create a landing page with a completing pitch and a webform. When the webform is submitted they would be redirected to a thank you page that would enable them to access the offer.There are many ways to promote the landing page, but one of the best is to drive traffic from your attraction content using well targeted Call to action.