wake up your website: minneapolis, mn october 23 2013
DESCRIPTION
You need to make each of your visits to your website count. This breakfast workshop covered the latest trends,strategies and best practices on how to get the most out of your digital and content marketing initiatives.TRANSCRIPT
BOB CANAWAY @bobcanaway Vice President of Marketing, EktronJEFF WILLINGER @jwillie Director of Everything Cool, RightPoint
#wakeupyourwebsite
#wakeupyourwebsite
WHAT YOU WILL LEARN:
• Website and Digital Marketing Trends
• How to Wake Up Your Website
• Increasing Context and Relevancy with Personas and Content Targeting
• 6 Ways to Capitalize on Mobile
• How RightPoint Helps Ektron Customers
#wakeupyourwebsite
MOBILE DATA USAGE
201763% desktop
37%mobile
2 0 12
TIME SPENT ONLINE
#wakeupyourwebsite
#wakeupyourwebsite
#wakeupyourwebsite
67 percent of the buyer’s journey is digital
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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
#wakeupyourwebsite
The only way to cut through the clutter
is TO CONNECT with visitors on a personal
level
#wakeupyourwebsite
DIGITAL MARKETING & WEBSITE TRENDS
#wakeupyourwebsite
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
#wakeupyourwebsite
WHAT PERCENTAGE OF MARKETING BUDGET IS ALLOCATED TO CONTENT MARKETING?
0 10 20 30 40 50 60 70 80 90 100
2.90%
13.30%
20.00%
15.20%
8.70%
6.40%
3.90%4.00%3.70%
1.50%0.60%
Organizations are spending between 20-30% of budget on Content Marketing
B2b Content Marketing Trends 2013
Percentage of budget
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50%32%
17%
1%
Increases Increases slightlyStays 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
#wakeupyourwebsite
• 44% of B2B Marketing teams have a documented content strategy
• 73% have an individual responsible for content strategy
DO YOU HAVE A DOCUMENTED CONTENT STRATEGY? IS SOMEONE RESPONSIBLE FOR CONTENT STRATEGY?
44%
49%
6%
Yes
No
Unsure
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• 77% of organizations have a blog
• But only 15% of blogs are active
77%
DO YOU HAVE A BLOG?
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INTEGRATION WITH MARKETING AUTOMATION
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
39.0%
15.1%
26.0%
28.2%
36.1%
36.7% • Adoption and use of Marketing Automation is on the rise
• < 20% of Ektron customers have marketing automation systems today
B2b Content Marketing Trends 2013
#wakeupyourwebsite
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
#wakeupyourwebsite
#wakeupyourwebsite
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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 5576 emails ~ Exec 10x
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CONVERSION: WHAT YOU WANT TO HAPPEN
Awareness
ConsiderationConversion
Visitor
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CONVERSION: WHAT REALLY HAPPENS
AwarenessConsideration
Close
Visitor
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FOCUS ON THE BUYER’S JOURNEY
Not your process
Content Marketing
Drives Engagement
#wakeupyourwebsite
Unprecedented Changes in Marketing
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INBOUND WEBSITE
Attract Visitors Blog KeywordsSoc ia lMedia
Convert Leads Targeted CTAs
Landing Pages
Forms
Close Customers M AP + C RM I n t e g ra t i o n
Ta rge te d C o n t e n t
So c i a l N e t w o rk i ng
Delight Happy Customers
Ta rge te d C TAs
M A P + C R M I n t e g r a t i o n
C us to m e r Se rv i ce
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BEST VISITOR EXPERIENCE
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THE BLOG: UNIQUE PAGE VIEWS
Q1 201337 POSTS
Q4 201244 POSTS
Q2 201353 POSTS
Q3 201356 POSTS
Q4 2012 Q1 2013 Q2 2013 Q3 2013
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Easy, Actionable SEO
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PERSONA
Noun – a representation of a segment of customers
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PERSONA MANAGEMENT
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CONTENT TARGETINGVerb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey
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TARGET THAT CONTENT
Content targeting
Desired business results
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S
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HOW TO GET THERE
Persona
Intent
Actionable view of your
customer
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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 • Role• Customer status• Social graph• Behavioral attributes
Personas
#wakeupyourwebsite
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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6 ways to CAPITALIZE on
mobile
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1. Use Responsive Web Design
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BENEFITS OF RESPONSIVE DESIGN
1. Improved SEO
2. Increased Productivity
3. Time to work on strategy not devices
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FUTURE PROOFFUTURE PROOF
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http://www.ektron.com/Case-Studies/Education/Hendrix-College/
Visit duration
Mobile traffic
Bounce rate
1/320%
150%
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2. Define the mobile experience by easily setting breakpoints
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3. Upload 1 image and automatically resize
for breakpoints
5 MB
480 px
768 px
940 px1210 px
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4. Work faster and smarter by previewing content on
mobile devices
#wakeupyourwebsite
4. Work faster and smarter by previewing content on
mobile devices
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5. Increase engagement with content tailored to specific devices
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6. Boost context by swapping images for different device types
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BEST VISITOR EXPERIENCE
#wakeupyourwebsite
CRM
MARKETING AUTOMATION
SOCIAL
CONTENT MANAGEMENT
MARKETING OPTIMIZATION
E D I T I N G A N D W O R K F LO W
E S Y N CC LO U D
M A N AG E RM O B I L E
V I S U A L PA G E
L AYO U T
S I T E C R E AT I O N A N D M G M T S I T E S E A RC H
C O N TE N T TA RG E T I N G
SE O M V TE ST I N GECOMMERCE
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 RSON A M G M T
WEB ANALYTICS
SHAREPOINT
VIDEO
DIGITAL EXPERIENCE MANAGEMENT PLATFORM
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HOW TO GET STARTED
1. Start with your strategy and prioritize
2.Know your visitors (personas)3. Build out visitor journeys4. Identify success factors and
what/how to measure5. Start small – NO OCEAN BOIL!6. Analyze, iterate, optimize7. Come to Synergy!!!
#wakeupyourwebsite
Boston, MA ~ May 4-6Training Day on May 7
Marketing, User, DeveloperEarly Bird Discount ~ Save $300!
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BOB CANAWAY @bobcanaway Vice President of Marketing, EktronJEFF WILLINGER @jwillie Director of Everything Cool, RightPoint
#wakeupyourwebsite