DIY Tactics for Driving Business to Your Website with Ektron
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DIY Tactics for Driving Business to Your Site with Ektron CHRIS OSTERHOUT WSOL | DIRECTOR OF ENTERPRISE SOLUTIONS
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Ever wonder what you’re not doing that you should be doing to drive more business to your Ektron website? You're not alone. Companies are struggling to engage with their target audiences and increase conversions on their website. Fortunately, there are a lot of Sales and Marketing Automation tools like Hubspot, Marketo, Silver Pop and Salesforce that can help you. The big challenge however, is in understanding how you can and should be using them to your advantage. How do they map to tactics that can be put into action today? How do you get them to work in tandem with Ektron to generate more leads, more e-commerce conversions, and ultimately more business? In this session, you will learn through real world scenarios how to identify gaps in your website strategy and maximize Ektron's capabilities to fill these voids.
Transcript of DIY Tactics for Driving Business to Your Website with Ektron
DIY Tactics for Driving Business to Your Site with Ektron
CHRIS OSTERHOUT
WSOL | DIRECTOR OF ENTERPRISE SOLUTIONS
CONTENT IS KING.
SO
UR
CE
AC
TIV
EL
EA
RN
ING
PS
.CO
M
CONVERSIONSTRAFFIC
Because more and more traffic isn’t working.
ONE DOES NOT SIMPLY
ADD GOOGLE ANALYTICS
Where does Ektron fit in?
What’s in your Toolbox?
PAGE BUILDER TARGETED
CONTENT
MAP
CRM
The Customer Journey
Website Call to Actions (CTAs)Starting the Conversation
Make the CTA action-oriented e.g. download, register, etc.
Target the CTA to the website visitor based on what you know
Quick Recap – CTA OptimizationMake it clear what the offer is
Landing Pages and Web to Lead FormsCompleting the Conversion
A brief interlude for one of my pet peeves…
Brief Interlude Complete
Can this really happen with Ektron?
Quick Recap – Ektron Landing Page Optimization
Explain the value of the offerRemove any unnecessary fieldsDon’t ask for the same information more than once
Identifying GapsYou are what you capture
How do I track Ektron File Downloads?I am using Google Analytics
I have a customer portal or logged in area of my website, how do I know what my logged
in members are looking at?
I am using Google Analytics.
I am using a Marketing Automation Platform but I lose track of my visitors’ behavior when they switch computers.
What types of metrics have we seen utilizing these tools with Ektron?
2012 - 2013
136% increase in unique website visitorsOnly a 20% increase in conversions
2013 - 2014
An additional 60% increase in unique website visitors
118% increase in conversionsAn additional 83% increase in conversions in the past 4 months alone
Captured Data+
Relevant Visitor Experience
More Conversions
Recap
You are what you capture
Questions?
CHRIS OSTERHOUT
WSOL | DIRECTOR OF ENTERPRISE
SOLUTIONS
630 375 6833
@chrisosterhout
BIG CREATIVE THANK YOU TO
DENNIS KARDYS
@dkardys
&
DAN ROSE
@dblizzyMORE QUESTIONS? VISIT US AT
WWW.WSOL.COM
