Welcome to the Inbound Lunch Bunch

February 2017

eCommerce for Associations

Introductions

Maneesha Manges, Director of Consulting• Over 15 years of experience in digital marketing• Consulting experience in the association world

around digital strategy, field and social media marketing and change management

• Expertise in lead generation

Ways to Connect:• Twitter: @maneeshamanges• LinkedIn: www.linkedin.com/in/maneeshamanges• Email: mmanges@highroadsolution.com

• Housekeeping:• Tons of resources available:• All of last year’s Inbound Lunch Sessions available on

demand: http://site.highroadsolution.com/inbound-lunch-bunch-page• Toolkits: http://pages.highroadsolution.com/toolkit-list

• If I suddenly drop off the call, hang tight, I will dial back in!• Post any questions in the Chat window and I will

try to answer as we go through the presentation

Inbound Refresher.

Smart MarTech Stack

The Buyer’s Journey is Rarely Linear• There are Several Touchpoints Before the Buyer

Purchases• Marketing Automation Programs Tracks the

Touchpoints• Trigger Contextual Content Based on the Touchpoints• Context Drives the Purchase

Typical Buyer Journey Touchpoints (think Inbound)• SEO Search for solving pain point• Website Find Blog with information, visit some more

pages• Retargeting Ads Brings possible solution to my pain

point top of mind• Email Provides me with an offer (incentive)• Landing Page Collects my info and I get my offer

(coupon)• Shopping Cart Conversion

When’s the Last Time You Really Looked at

Your eCommerce Experience?

• Evaluate your e-Commerce Platform• Is it modern?• Does it look easy to use?• Does it instill buyer confidence?• Do you have the right information to answer questions that

are part of the buyer’s journey?• Are you cross promoting?• Is the content static?• Is there any way to further engage with the user?• Do you have paths mapped for users that do purchase?• Do you have paths mapped for users that do NOT purchase?

Break with Traditional Model• Microsites for your Products• Opportunity to reduce text, focus on content that

answers a question in the buyers journey• Imagery that appeals to the visitor• Opportunity for personalization

• “You last looked at xxxx would you like to download this new eBook?”

• Avoid the risk of having critical information lost in the e-commerce section of the website• Pop ups offering incentives such as coupons or related

materials

Evaluate Cross Promotion Efforts:• Do you have testimonials or product reviews?• Do you recommend similar products?• Do you share other products / information that might

be of interest?• Do you push content after the visitor has left the site

or unpurchased items in their shopping cart?

• BrightInfo

• Show Your User You Know Them – Smart Content

Recap:• Evaluate your ecommerce experience• Is it user centric?• Does it reflect the buyers journey?• Are you capitalizing on opportunities to covert?

• Leverage integrated marketing campaigns to enhance and elevate the buying experience

DO GOOD WORK.MAKE TODAY GREAT.