build the ultimate inbound wesbite adrian lloyd
DESCRIPTION
Presentation by Adrian Lloyd at the Digital Marketing Show at Excel in London on the 26th to the 28th November 2013TRANSCRIPT
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Adrian Lloyd Partner Sales Directorat Ektron @AdiLloyd
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RESULTS MAKE MARKETERS HAPPY
Inbound Websites Deliver• More Visitors• More Leads• More Delighted
Customers• More Revenue
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Your visitors are bombarded by 100’s of digital messages
each day
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One every 5 minutes
Busi-ness
email; 101
Per-sonal email;
54
Texts; 30
Sites visited; 10Searches
conducted; 5Facebook posts;
1.2 Your visitors
have one digital
interaction EVERY 5 MINUTES
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IT’S DIGITAL
67 percent of the buyer’s journey is digital
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6
CONVERSION: WHAT YOU WANT TO HAPPEN
Awareness
ConsiderationConversion
Visitor Member
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7
CONVERSION: WHAT REALLY HAPPENS
AwarenessConsideration
Close
Visitor
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The only way to cut through the clutter
is TO CONNECT with visitors on a personal
level
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THE BUYER HAS CHANGED
• Savvy, noise resistant, information seekers
• Informed, social, & earned vs. bought 78% start their research with search 78% view vendor websites 4+ pieces of content
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FOCUS ON THE BUYER’S JOURNEY
Not your process
Content Marketing
Drives Engagement
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INBOUND WEBSITE
Attract Visitors Blog KeywordsSocialMedia
Convert Leads Targeted CTAs
Landing Pages
Premium Content
Close Customers MAP + CRM Integration
Targeted Content
Social Networking
Delight HappyCustomers
Targeted CTAs
MAP + CRM Integration
Customer Service
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THE INBOUND WEBSITESEO / ContentOptimisation
Blog
PremiumOffers
PersonasMobile
Multichannel
Calls to Action
Landing Pages
Targeting
A/B Testing
Faceted Search
SocialAmplification
Analytics
ContentContext
RelevanceResults
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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
0% 10%20%30%40%50%60%
25%
26%
33%
40%
50%
57%
IN 2013, WHAT IS YOUR TOP EXTERNAL SOCIAL STRATEGY OBJECTIVE?
Content Marketing is the top go to market priority in 2013
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Problem: Most Content Performs Poorly …
Typical Case: 20% of the content drives 80%+ of organic traffic
Content / Traffic Performance (6/12 – 5/13)
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STEP 1: GET FOUND
• Have a Keyword Strategy
• Search Engine Optimisation– Create Relevant Content
• Be Social• Build a Platform for
Your Content
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KEYWORD WORKSHEET
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USE CONTEXTUAL CONTENT
“Tell a story that resonates!”-Seth Goden
Treat your blog like a publication
Keep it fresh, relevant and sharable
9x increase in inbound traffic
in 6 months
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STEP 2: BE RELEVANT
• Create Calls to Action• Create a Relevant
Personalised Experience– Target Content– Nurture Leads with the Right
Content at the Right Time
• Content Plan– Blogs– Premium
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CREATE CALLS TO ACTION
• Surface Relevant Content• Move Visitors Through the
Buyers Journey• Test & Optimise
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POOR VISITOR CONTEXT
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IMPROVED VISITOR EXPERIENCE
240% Increase
in Clicks
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WAYS TO TARGET CONTENT
Anonymous Visitors• Geo-location• Search term• Industry• Company• Device type
Known Visitors• Geolocation• Search terms• Industry• Company• Title • Customer status• Social graph• Behavioral attributes
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Must Have Attributes• Is a customer• With X products• In CanadaNice 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
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STEP 3: BE CONSISTENT
• Use Mobile Design– RWD– Adaptive Content
• Focus on the What the Visitor Wants to Accomplish
• Social Amplification
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USE RESPONSIVE WEB DESIGN
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RWD BENEFITS
• Google Preferred
• Easy to Update
• Designer Friendly
• Future Proof
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300% increase in mobile leads
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UPLOAD ONE IMAGE
… and automatically resize for breakpoints
5 MB
480 px
768 px
940 px1210 px
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…by swapping images for different device types
BOOST CONTEXT
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MOBILE CONTEXT
Silicon Valley Bank
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STEP 4: ANALYSE & OPTIMISE
• Figure Out What to Measure
• Keep Customers Engaged
• Improve Results
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CONVERSIONS: SEE WHICH EVENTS MOVED
THE SALES PROCESS ALONG
SEE WHICH CHANNELS DRIVE YOUR BEST TRAFFIC AND
LEADS
MAKE YOUR PAGES CONVERT
BETTER
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BEST VISITOR EXPERIENCE
Mobile Optimised+ Personas+ Relevant Content+ Blogs
Best Results & Most Relevant Experience
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GET STARTED NOW
1. Start with your strategy and prioritise2. Know your visitors (personas), write
relevant content3. Build out journeys4. Identify success factors and what/how to
measure5. Start small6. Analyse, iterate, optimise
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www.ektron.co.uk
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Adrian LloydEMEA Partner Sales Director at Ektron
@AdiLloyd
THANK YOU
• Questions?
• Put these Best Practices into place
• Let me know how it went