b2b logistics website conversion mapping & content overhaul [case study]
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Small Business Center - LFC
Using Social Integration and Lead Generation
to Multiply Online Revenue
Joey Barker, FedEx Digital Programs – January 2014
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Performance Overview – SBC Website
High Traffic
• Over 1 Million page views in the last 90 days
• From more than 525k visits
• SBC is where 256k+ enter the FedEx website
Low Engagement
• Average visitor sees 2 pages before exiting
• More than 90 percent of those visitors are unique
• 52 percent of them leave immediately
• The remaining visitors will go 6+ pages deep before exiting
• Average time spent = 2.56 minutes
Source: Adobe SiteCatalyst 2
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LEAD GENERATION Using forms, triggers and existing content to drive conversions
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Make it Easy to Sign Up Email Capture and Google+
Integrating Google+ will also significantly improve SEO rankings (local and mobile especially), while
reducing the bounce rate with relevance via B2B traffic
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Lead Generation Overview Map of Continuous Engagement using Free Content for Lead Management
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Upsell Relevant Content with a Sidebar
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Blogs attract loyal readers who are likely to subscribe, but far less likely to engage beyond the
blog. They come to read—often to surgically read a specific post. They’re highly focused visitors
on a mission.
In order to turn some of that focused attention toward something else, the distraction must be
highly relevant to what they came to read. Rule #1: Related content must be highly relevant.
Example: Free Demo of FedEx Desktop next to featured article (ALOHA)
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Upsell Relevant Content to Capture Leads
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Unlike pre-webinar promotion, there’s a lot to work
with after the webinar. Extract a highlight reel
trailer of key moments from the recording and use
that for public pass along/social sharing. In the rail
of the trailer playback page, add a CTA to watch
the entire webinar or to download the companion slides.
Pull that traffic back to a dedicated landing experience that includes the promised asset and
upsell to subscribe.
Webinar Recordings > Brazil articles on SBC (ALOHA)
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Sidebar for Easy Subscription to Updates
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Most blogs encourage readers to subscribe to a feed or email stream of new-content notifications.
That’s great, but once you have a blog subscriber, why not go for a broader nurture subscriber?
The promise of deeper, topic-specific content—beyond only the blog—is enough to encourage
some percentage of your blog subscribers to add themselves to your lead database and opt-in to
your nurture program.
TARGET = FedEx Updates Email List
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Why this Matters?
High-ER Traffic
• Improved SEO via Lead Gen landing pages
– More pages, backlinks, and social sharing (with anchor text for each keyword or topic)
Higher Engagement
• Increased number of return visits, page views, and via social sharing – uniques
that are much more relevant upon visiting
More Conversions
• Integrating with ALOHA and FedEx Updates content will boost content
relevance, pages per visit, social shares, leads generated and (presuming
Conversion Rate similar to current)…REVENUE
• It will also make each piece of content much more easy-to-find online
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SOCIAL INTEGRATION Use social login and sharing to create a 360-degree user view
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SBC is a Hub for Social Content
Social Ecosystem
Awareness
Web Traffic
Engaged
User
Acquisition
Social
Influencer
New
Customer
Retention
Referral
Social Sharing
Repeat Visitors
Social interactions
Lead Generation
Contest & Sweeps
Opens FedEx Account
Joins Communities
Shares personally (web & social)
Posts FedEx content to social
Subscribes to email & SMS lists
Ships (to Friend, or Respond to Promo Offer
Repeat Shipper
FedEx Rewards
Positive W-O-M
Affiliate Offers
Refer-A-Friend Promos
Reviews / Blog / Forums
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Improving Social Integration
• Connect webinars, conferences, etc. to Events on Facebook page
SlideShare
• Upcoming social addition – perfect for presentations, PDFs, etc.
• SEO dominant, with inbound linking and lead generation forms built-in
• Like YouTube, this content is universally shareable and easy to embed
YouTube
• Linking strategy for videos relevant to SBC content
Google+
• Local optimization, social integration to improve SEO, and leveraging this channel (with
LinkedIn, Twitter, and SlideShare) to reach Small Biz owners
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