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

Trends VISITOR

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

MOBILE DATA USAGE

2017 63% desktop

37% mobile

2 0 1 2

TIME SPENT ONLINE

67 percent of the buyer’s journey is digital

Your visitors are bombarded by 100’s of digital messages

each day

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

The only way to cut through the clutter

is TO CONNECT with visitors on a personal

level

DIGITAL MARKETING & WEBSITE TRENDS

•  52% of organizations have a blog

•  ~30% of blogs are active

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?


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


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

Inbound •  Blogs •  SEO

Content Targeting & Personas

Mobile Site search

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

BLOGS

Easy, Actionable SEO

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

FOCUS ON THE VISITOR JOURNEY Not your process

Content Market ing

Dr ives Engagement

PERSONA

Noun – a representation of a segment of customers

PERSONA MANAGEMENT

CONTENT TARGETING

Verb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey

TARGET THAT CONTENT

Content targeting

Desired business results

CONVERSION: WHAT YOU WANT TO HAPPEN

Awareness

Consideration Conversion

Visitor

CONVERSION: WHAT REALLY HAPPENS

Awareness Consideration

Conversion

Visitor

DOES THIS LOOK FAMILIAR?

CMS CRM Marketing Automation

Analytics

ERP Enterprise Repositories

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

PERSONAS & SITE SEARCH IN THE REAL WORLD James Williamson Steve Walter

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



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




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



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

Email

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


Name

Title

Email

Phone

Visitor Type Marketer

Interest Commerce


Company Size

$10-100M




Google – Commerce

AdWords Campaign

Commerce Landing Page: Marketing copy

Visitor Interest

Poll

Commerce blog posts


Name

Title

Email [email protected]

Phone


Interest Commerce


Company Size $10-100M




Google – Commerce

AdWords Campaign


Visitor Interest

Poll

Commerce blog posts

Newsletter sign-up (Mini-win)

Out


Name

Title


Phone


Interest Commerce






Google – Commerce

AdWords Campaign


Visitor Interest

Poll

Insite Software pages

Commerce Server pages

Commerce blog posts


Out Newsletter link


Commerce system comparison


Name Sue Smith

Title Director of Marketing


Phone 888-545-2000


Interest Commerce






Google – Commerce

AdWords Campaign


Visitor Interest

Poll

Insite Software pages

Commerce Server pages

Commerce blog posts


Out Newsletter link


Commerce system comparison

Commerce system demo request (Win)

SYSTEMS – WCM

SYSTEMS – MARKETING AUTOMATION

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 .

ANALYTICS

WEB SEARCH – THE EARLY DAYS

WEB SEARCH - MODERN Or, what used to be modern

WEB SEARCH - MODERN

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



Leave the office

Red light

Arrive @ store

Elevator



Back to Coleman.com Filter by price Return counts & filters Filter by rating – Door’s open



Leave the office

Red light

Arrive @ store

Elevator Shopping Checkout line




Read reviews Checkout comparison guide


MOBILE SEARCH Micro-‐sessions

Leave the office

Red light

Arrive @ store

Elevator


Shopping Checkout line

Drive home

Red light


Short list product Add to cart




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





Site Search Reporting

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

PRACTICAL SEARCH EXAMPLE







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

6 ways to CAPITALIZE on

mobile

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

1. Use Responsive Web Design

BENEFITS OF RESPONSIVE DESIGN

1.  Improved SEO

2.  Increased Productivity

3.  Time to work on strategy not devices

FUTURE PROOF FUTURE PROOF

http://www.ektron.com/Case-Studies/Education/Hendrix-College/

Visit duration

Mobile traffic

Bounce rate

1/3 20% 150%

2. Define the mobile experience by easily setting breakpoints

3. Upload 1 image and automatically resize for

breakpoints

5 MB

480 px

768 px

940 px 1210 px

4. Work faster and smarter by previewing content on mobile

devices

4. Work faster and smarter by previewing content on mobile

devices

5. Increase engagement with content tailored to specific devices

6. Boost context by swapping images for different device types

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

Wake Up Your Website - Ektron Breakfast Seminar

Technology

customers content marketing

product marketing

digital marketing trends

marketing automation

dont use marketing automation

percentage of marketing

content production activity

trends visitor