Wake Up Your Website - Ektron Breakfast Seminar
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Transcript of Wake Up Your Website - Ektron Breakfast Seminar
JONATHAN WALL Director, Product Marketing, Ektron JAMES WILLIAMSON Partner, MethodFactory STEVE WALTER Partner, MethodFactory
WHAT YOU WILL LEARN:
• Visitor, Site and Digital Marketing Trends
• How to Wake Up Your Website
• Personas and Content Targeting
• Personas and Site Search in the Real World
• 6 Ways to Get the Most Out of Mobile
18%
39%
55%
69%
81%
79%
65+
55-64
45-54
35-44
25-34
18-24
SMARTPHONE OWNERSHIP BY AGE
80% of adults under the age of 34
have a smartphone
One every 5 minutes
Business email,
101 Personal
email, 54
Texts, 30
Sites visited, 10
Searches conducted,
5
Facebook posts, 1.2
Your visitors have one
digital interaction
EVERY 5 MINUTES
25%
26%
33%
40%
50%
57%
0% 20% 40% 60%
Website integration
Develop an influencer relations or ambassador
program
Provide direct customer support through social
channels
Listen/learn from customers
Develop ongoing dialog and engagement with customers
Content Marketing
IN 2013, WHAT IS YOUR TOP EXTERNAL SOCIAL STRATEGY OBJECTIVE?
Content Marketing is the top go to market priority in 2013
WHAT PERCENTAGE OF MARKETING BUDGET IS ALLOCATED TO CONTENT MARKETING?
2.90%
13.30%
20%
15.20%
8.70%
6.40%
3.90% 4% 3.70%
1.50% 0.60%
0 10 20 30 40 50 60 70 80 90 100
Organizations are spending between 20-30% of budget on Content Marketing
B2b Content Marketing Trends 2013
Percentage of budget
50% 32%
16.80%
1.40%
Increases Increases slightly
Stays flat Decreases
82% of organizations are INCREASING their content production
HOW IS CONTENT PRODUCTION ACTIVITY CHANGING IN THE NEXT 12 MONTHS?
B2b Content Marketing Trends 2013
INTEGRATION WITH MARKETING AUTOMATION
39%
15.1%
26%
28%
36.1%
36.7%
We don't use marketing automation
We sporadically use content for marketing automation
campaigns
We use marketing automation to engage with
customers
We actively create content to feed automated
campaigns
We use marketing automation to nurture leads
We use marketing automation to generate
leads Adoption and use of Marketing Automation is on the rise
B2b Content Marketing Trends 2013
Site search helps your
visitors accomplish their goals,
and helps you DRIVE THEM through your
desired journey
SEARCH
343% longer
97%
BOUNCE RATE VISIT DURATION
209%
PAGE VIEWS
WHAT ARE THE BENEFITS OF USING DATA IN MAKING DECISIONS?
45% of marketers note that DATA is the most underutilized asset in marketing 31%
43%
44%
49%
58%
Faster decision
Identified a new opportunity, new
competitive advantage
More efficient use of resources, reduced cost
Better business results (revenue, profit, etc)
More accurate decisions
THE INBOUND MARKETING RECIPE
Ingredients • Heaps of content
• Blogs & Infographics • Ebooks and whitepapers • Videos • Webinars
• Social tools • Search Engine
Optimization • Content Targeting • Calls to Action • Landing pages
Steps 1. Create buyer focused
content
2. Optimize to get found 3. Amplify with social tools
4. Analyze and iterate for the future
Search Visit 1
• Your site • Video
THE VISITOR JOURNEY
WHAT THEY DO
ANONYMOUS VISITOR CUSTOMER
SYSTEMS
Visit 2 • Consume
Tweet • Read blog
Visit 3 Download premium content
KNOWN VISITOR
or
CONTENT TARGETING
Verb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey
HOW TO GET THERE
Connected sys tems that
work together
M o v i n g d a t a b i -
d i r e c t i o n a l l y w h e n n e e d e d
Unified view of
your customer
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
Must Have Attributes • Is a customer • With X products • In Canada Nice to have • Responded to upgrade
campaign
Must Have Attributes • Is a prospect • In the Healthcare
industry Target content “Great web experiences in your patient portal” webinar
Target content “Getting the most out of your CMS” eBook
PERSONA MANAGEMENT
PERSONA MANAGEMENT Persona Management is not new - Catalogers have been
doing it for half a century - Customer segmentation - Targeted copywriting &
imagery - ROI / conversion tracking - Multivariate testing
SOME B2C RETAIL PERSONAS Personas are useful in B2C settings, to connect with your audience
Rawlings speaks to Coaches, Parents, and Players
Durability
Safety Status
SOME B2C RETAIL PERSONAS
Coleman speaks to campers…
They both need tents and grills… ,but they’re totally different audiences
Personas are useful in B2C settings, to connect with your audience
METHODFACTORY’S PERSONAS
Marketer IT Person Persona Name Sue Joe Title Director, eCommerce Director, Applications Age 38 52 Gender Female Male Education BS, MS BS Personality Traits Hard-working, responsible, flexible, works within
confines of large company Fast paced, decisive, independent, impatient
Technical literacy
Works from several mobile devices including her tablet. High level of knowledge about space related technology.
Highly functioning computer VISITOR accessing the site on a desktop at work. Highly literate in his IT field.
High-level goals - Understand feature sets of available Commerce systems - Get qualitative information what peers in her industry are doing
- Minimize support costs for the selected Commerce system - Get SLA/guarantees for security, up-time, etc
Specific tasks for this VISITOR
- Review feature comparisons of Commerce systems - Download whitepapers on Commerce systems - Review Commerce case studies, focusing on peer industry - Review marketing & Commerce blog posts
- Review underlying technologies of Commerce systems - Review SLAs and TCO of Commerce systems - Review Commerce case studies - Review IT & Commerce blog posts
How does the VISITOR find the site?
Search engine, Software partner links, social post links, blog posts
Search engine, Software partner links, social post links, blog posts
What’s success look like?
Demo inquiry, best practice consultation TCO calculation inquiry, security audit inquiry
Personas work in B2B settings
METHODFACTORY’S PERSONA SLICES
I’m a… from a…
located in the...
and I’m interested in…
I ’ m S u e - a m a r k e t e r f r o m
a m i d - s i z e d a s s o c i a t i o n
l o c a t e d i n t h e S o u t h e a s t , a n d I ’ m i n t e r e s t e d i n c o m m e r c e .
HOW DO YOU GET THE PERSONA INFO?
Interes t • R e f e r r i n g
U R L ’ s • G o o g l e
A d w o r d s C a m p a i g n s
• S e a r c h S t r i n g
I n d u s t r y , L o c a t i o n , S i z e • I P L o o k u p • D e m a n d B a s e • H u b S p o t • I n t e r n a l I D
W o r k
V i s i t o r T y p e • T a r g e t e d a d s • S e l f
S e g m e n t a t i on
• Q u i c k P o l l s • P a g e V i e w
S c o r i n g
PERSONA TEMPLATE – CONTENT TARGETING
I n d u s t r y
I n t e r e s t
L o c a t i o n
S i z e
V i s i t o r T y p e
V i s i t o r T y p e
PERSONA TEMPLATE – CONTENT TARGETING
I ’ m S u e - a m a r k e t e r f r o m a
m i d - s i z e d a s s o c i a t i o n
l o c a t e d i n t h e S o u t h e a s t , a n d
I ’ m i n t e r e s t e d i n c o m m e r c e .
I n d u s t r y
I n t e r e s t
L o c a t i o n
S i z e
V i s i t o r T y p e
V i s i t o r T y p e
PERSONA TEMPLATE – CONTENT TARGETING
I ’ m J o e - a n I T p e r s o n f r o m a
l a r g e c o n s u m e r g o o d s f i r m l o c a t e d i n
C e n t r a l U S , a n d I ’ m i n t e r e s t e d i n
c o m m e r c e .
I n d u s t r y
I n t e r e s t
L o c a t i o n
S i z e
V i s i t o r T y p e
V i s i t o r T y p e
VISITOR JOURNEY Persona profiling + Content targeting + Target VISITOR journey (path) + Defined (measureable) success target = Optimized dialogue with the site visitor.
Action
Desire
Interest
Attention
VISITOR JOURNEY – LET’S FOLLOW SUE Persona Visitor Information
Name
Title
Phone
Visitor Type
Interest Commerce
Company National Association of Marketers
Company Size
$10-100M
Industry Association
Location Southeast US
Commerce Landing Page
Google – Commerce
AdWords Campaign
VISITOR JOURNEY – LET’S FOLLOW SUE Persona Visitor Information
Name
Title
Phone
Visitor Type Marketer
Interest Commerce
Company National Association of Marketers
Company Size
$10-100M
Industry Association
Location Southeast US
Commerce Landing Page
Google – Commerce
AdWords Campaign
Commerce Landing Page: Marketing copy
Visitor Interest
Poll
Commerce blog posts
VISITOR JOURNEY – LET’S FOLLOW SUE Persona Visitor Information
Name
Title
Email [email protected]
Phone
Visitor Type Marketer
Interest Commerce
Company National Association of Marketers
Company Size $10-100M
Industry Association
Location Southeast US
Commerce Landing Page
Google – Commerce
AdWords Campaign
Commerce Landing Page: Marketing copy
Visitor Interest
Poll
Commerce blog posts
Newsletter sign-up (Mini-win)
Out
VISITOR JOURNEY – LET’S FOLLOW SUE Persona Visitor Information
Name
Title
Email [email protected]
Phone
Visitor Type Marketer
Interest Commerce
Company National Association of Marketers
Company Size $10-100M
Industry Association
Location Southeast US
Commerce Landing Page
Google – Commerce
AdWords Campaign
Commerce Landing Page: Marketing copy
Visitor Interest
Poll
Insite Software pages
Commerce Server pages
Commerce blog posts
Newsletter sign-up (Mini-win)
Out Newsletter link
Commerce Landing Page: Marketing copy
Commerce system comparison
VISITOR JOURNEY – LET’S FOLLOW SUE Persona Visitor Information
Name Sue Smith
Title Director of Marketing
Email [email protected]
Phone 888-545-2000
Visitor Type Marketer
Interest Commerce
Company National Association of Marketers
Company Size $10-100M
Industry Association
Location Southeast US
Commerce Landing Page
Google – Commerce
AdWords Campaign
Commerce Landing Page: Marketing copy
Visitor Interest
Poll
Insite Software pages
Commerce Server pages
Commerce blog posts
Newsletter sign-up (Mini-win)
Out Newsletter link
Commerce Landing Page: Marketing copy
Commerce system comparison
Commerce system demo request (Win)
SYSTEMS - CRM
I ’ m S u e - a m a r k e t e r f r o m a
m i d - s i z e d a s s o c i a t i o n
l o c a t e d i n t h e S o u t h e a s t , a n d
I ’ m i n t e r e s t e d i n c o m m e r c e .
WEB SEARCH - MODERN T h e t i c k e t
t o t h e d a n c e
A u t o -c o m p l e t e S y n o n y m s M i s s p e l l i n g s S u g g e s t i o n s L a n d i n g p a g e s S o r t F i l t e r / f a c e t H i g h l i g h t i n g M o b i l e p r e s e n t a t i o n R e p o r t i n g
MOBILE SEARCH When we’re mobile - @ home (84%) - @ work (64%) - Waiting in lines
(74%)
We tend to fill waiting moments with web activity - Waiting in lines - Elevator - On-hold - @ red lights
Micro-sessions
MOBILE SEARCH Micro-sessions
I ’ m g o i n g t o t h e s t o r e
I ’ m r e s e a r c h i n g a n e w t e n t f o r m y u p c o m i n g c a m p i n g t r i p
Leave the office
Red light
Coleman.com Search ‘t-e-n-t’ Auto-suggest Dome Tent That’s what I want – green light
Coleman.com Search ‘t-e-n-t’ Auto-suggest Dome Tent That’s what I want – green light
MOBILE SEARCH Micro-sessions
Leave the office
Red light
Arrive @ store
Elevator
I ’ m g o i n g t o t h e s t o r e
I ’ m r e s e a r c h i n g a n e w t e n t f o r m y u p c o m i n g c a m p i n g t r i p
Back to Coleman.com Filter by price Return counts & filters Filter by rating – Door’s open
Coleman.com Search ‘t-e-n-t’ Auto-suggest Dome Tent That’s what I want – green light
MOBILE SEARCH Micro-sessions
Leave the office
Red light
Arrive @ store
Elevator Shopping Checkout line
I ’ m g o i n g t o t h e s t o r e
I ’ m r e s e a r c h i n g a n e w t e n t f o r m y u p c o m i n g c a m p i n g t r i p
Back to Coleman.com Filter by price Return counts & filters Filter by rating – Door’s open
Read reviews Checkout comparison guide
Coleman.com Search ‘t-e-n-t’ Auto-suggest Dome Tent That’s what I want – green light
MOBILE SEARCH Micro-‐sessions
Leave the office
Red light
Arrive @ store
Elevator
Back to Coleman.com Filter by price Return counts & filters Filter by rating – Door’s open
Shopping Checkout line
Drive home
Red light
Read reviews Checkout comparison guide
Short list product Add to cart
I ’ m g o i n g t o t h e s t o r e
I ’ m r e s e a r c h i n g a n e w t e n t f o r m y u p c o m i n g c a m p i n g t r i p
Coleman.com Search ‘t-e-n-t’ Auto-suggest Dome Tent That’s what I want – green light
MOBILE SEARCH Micro-‐sessions
Leave the office
Red light
Arrive @ store
Elevator Shopping Checkout line
Drive home
Red light
At home
Short list product Add to cart
Complete purchase on home computer
I ’ m g o i n g t o t h e s t o r e
I ’ m r e s e a r c h i n g a n e w t e n t f o r m y u p c o m i n g c a m p i n g t r i p
Back to Coleman.com Filter by price Return counts & filters Filter by rating – Door’s open
Read reviews Checkout comparison guide
THE IMPACT OF BAD SEARCH I n e e d a
p a i r o f p a n t s …
H e h ?
Poor search relevance = poor conversion and high page exits
THE IMPACT OF BAD SEARCH I n e e d t o
r e p l a c e m y l a p t o p …
I ’ m o u t o f
h e r e !
12% of users will go to a
competitor after an unsuccessful
search
SITE SEARCH BEST PRACTICE Business • Know thy self
• Business • Offering • Customers / personas • Terms / language
• Write for search – relevant content
• Manage rank & relevancy of search results
• Implement dynamic refinement & sorting
• Personalize search results • Collect & analyze search
data, in the context of your customer’s search habits
SEARCH BEST PRACTICE Technical • ‘Ticket to the dance’ features
• Auto-complete • Synonyms, misspellings &
suggestions • Landing pages • Sort • Filter / facet • Highlighting • Mobile presentation • Reporting
• Multiple content source indexing • Relevance tuning (boost fields,
phrases, queries, etc.) • Optimize efficiency & speed
Business • Know thy self
• Business • Offering • Customers / personas • Terms / language
• Write for search – relevant content
• Manage rank & relevancy of search results
• Implement dynamic refinement & sorting
• Personalize search results • Collect & analyze search
data, in the context of your customer’s search habits
RESPONSIVE WEB DESIGN
“A website that responds to the device that accesses it and delivers the appropriate output.”
RESPONSIVE VS. M.DOT VS. NATIVE APP Responsive Web M.dot Native App
Easy to update content
Accessible to all, no installation required
No need to download new version to upgrade
Content discoverable through search
User experience similar on different mobile platforms
Lower cost/time to develop
Full website content providers
Only need to update one site
Offline use
Uses device capabilities – camera, accelerometer
http://gomobile.tamu.edu/Texas_A_M_Mobile_Strategy/index.php
BENEFITS OF RESPONSIVE DESIGN
1. Improved SEO
2. Increased Productivity
3. Time to work on strategy not devices
http://www.ektron.com/Case-Studies/Education/Hendrix-College/
Visit duration
Mobile traffic
Bounce rate
1/3 20% 150%
BEST VISITOR EXPERIENCE Mobile Optimized + Personas + Personalized Content +Site Search + Blogs ________________ Best Results and Most Relevant Experience
CRM
MARKETING AUTOMATION
SOCIAL
CONTENT MANAGEMENT
MARKET ING OPT IMIZAT ION
E D I T I N G A N D W O R K F L O W
E S Y N C C L O U D
M A N A G E R M O B I L E V I S U A L P A G E L A Y O U T
S I T E C R E A T I O N A N D M G M T S I T E S E A R C H
C O N T E N T T A R G E T I N G
S E O M V T E S T I N G
ECOMMERCE
B L O G S & C O M M U N I T I E S
S O C I A L P U B L I S H I N G
P E R S O N A M G M T
WEB ANALYTICS
SHAREPOINT
VIDEO
DIGITAL EXPERIENCE MANAGEMENT PLATFORM
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 6. Analyze, iterate, optimize
Jonathan Wall @jwall [email protected] James Williamson [email protected] Steve Walter [email protected] @MethodFactory