[Webinar]Power-Up Your Website to Get Its Full ROI

Introductions:

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Alex GregerSr. Demand Gen Technologist| @AlexMGreger

Craig MinchDirector of Creative Services| @craigminch

Agenda:

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• Level 1: Goals & Measurement

• Level 2: Usability & Management

• Level 3: Integration & Personalization

• Bonus Round

• Cheat Codes (Takeaways)

Level 1:Goals & Measurement

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Do You Have Set Goals?

Goals

• Increase awareness level• Generate qualified leads• Increase lead conversion rate• Decrease shopping cart

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There are many goals that can be specific to your brand/company, but to keep things general, here are some common website goals to maximize ROI:

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How Do You Measure Goals?How can we measure these goals to maximize ROI?

Is Your Site Mobile-Friendly?

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• In 2015, nearly 2/3 of U.S adults owned a smart phone (Pew Research Center)

• 9 out of 10 mobile searches lead to action; • more than 50% lead to sales (SearchEngineLand)

Is Your Site Optimized for Search?

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1. TechnicalCan search engines find your site?

2. AccessibleCan search engines read your site?

3. ContentIs your site optimized for your target keywords?

4. AuthorityDoes your site have the appropriate internal/external link structure?

5. UsabilityDoes your site frustrate users?

Do You Have a Defined Content Strategy?

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Fewer B2B marketers have a documented content marketing strategy in 2016, compared to 2015 (32% to 35%) (CMI)

1. Content goals

2. Personas

3. Content execution plan

4. Content promotion

5. Measurement

Level 2:Usability & Management

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What Does “User-Friendly” Mean Anyway?

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1. Does your navigation make sense?

2. Content – amount and relevancy

3. Images, graphics, fonts…oh my!

or

4. Can visitors easily contact you?

5. Load time

6. How does this desktop experience

compare to tablet or mobile?

Do You Have a Platform to Manage Website Content?

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• Having somewhere to manage your content, like a CMS, allows for flexibility and easy updating

• Managing a website with templates ensures that all your pages will look cohesive and uniform

• A CMS allows for seamless SEO integrations

• In a CMS, content can be written and scheduled to go live at different times

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Do You Have a Strategy to Collect Leads?

• Is the only form on your website a contact us?

• Gated vs. Ungated content - 25% conversion rate with only 3 fields vs. 15% conversion rate when using 6+

• Using content pillars or anchor pieces

• Prevalent calls-to-action on your website

• Marketers and salespeople have lead numbers and sales quotas to hit;to hit those numbers, you need, well, leads

• Once collected – now what?

Level 3:Integration & Personalization

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Do You Integrate with 3rd Parties?• Technology allows you to lay platforms on top of one another and talk to each other

• Tools to personalize content on your website dynamically, collect data and automate processes for sales, track and predict visitor actions and help make your website and company more efficient

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Does Your Site Provide a Personalized Experience?• Using tactics like Marketing Automation, Predictive Analytics, or Dynamic Content

Insertion allows you to personalize the visitors experience and engagement with your brand

• When somebody reaches your website, it usually was for a certain reason - make sure your website helps answer or solves the reason the visitor visited

Do You Have a Re-Engagement Strategy?

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1. Turn unknown visitors into known leads

2. Remarketing is a low cost, high value tactic

3. Remarketing networks:

• Google/Bing Display

• Facebook/Twitter

• Custom audiences/email

• Surveys/polls

The industry average for site-wide conversion rates is around 2%. What do you do for the 98% that leave unknown?

Bonus!

Do You Have an Ongoing Strategy?

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1. Optimizing

2. Testing

3. Reporting

Cheat Codes

Cheat Codes:

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• Set goals at the beginning.• Mobile matters.• Search matters, too.• Talk to the right person at the right time, or it’s all for nothing.• Consistency is key.• Don’t give away your best stuff for free.• Personalize, [my.firstname].• Turn unknown visitors into known leads.

Like anything, a website is an ongoing process. Test, report, optimize.

More Cheat Codes: http://bit.ly/PowerUpWebsite

Questions?