Build the ultimate inbound wesbite Adrian Lloyd

Adrian Lloyd Partner Sales Directorat Ektron @AdiLloyd

RESULTS MAKE MARKETERS HAPPY

Inbound Websites Deliver• More Visitors• More Leads• More Delighted

Customers• More Revenue

Your visitors are bombarded by 100’s of digital messages

each day

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

IT’S DIGITAL

67 percent of the buyer’s journey is digital

6

CONVERSION: WHAT YOU WANT TO HAPPEN

Awareness

ConsiderationConversion

Visitor Member

7

CONVERSION: WHAT REALLY HAPPENS

AwarenessConsideration

Close

Visitor

The only way to cut through the clutter

is TO CONNECT with visitors on a personal

level

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

FOCUS ON THE BUYER’S JOURNEY

Not your process

Content Marketing

Drives Engagement

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

THE INBOUND WEBSITESEO / ContentOptimisation

Blog

PremiumOffers

PersonasMobile

Multichannel

Calls to Action

Landing Pages

Targeting

A/B Testing

Faceted Search

SocialAmplification

Analytics

ContentContext

RelevanceResults

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

Problem: Most Content Performs Poorly …

Typical Case: 20% of the content drives 80%+ of organic traffic

Content / Traffic Performance (6/12 – 5/13)

STEP 1: GET FOUND

• Have a Keyword Strategy

• Search Engine Optimisation– Create Relevant Content

• Be Social• Build a Platform for

Your Content

KEYWORD WORKSHEET

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

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

CREATE CALLS TO ACTION

• Surface Relevant Content• Move Visitors Through the

Buyers Journey• Test & Optimise

POOR VISITOR CONTEXT

IMPROVED VISITOR EXPERIENCE

240% Increase

in Clicks

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

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

STEP 3: BE CONSISTENT

• Use Mobile Design– RWD– Adaptive Content

• Focus on the What the Visitor Wants to Accomplish

• Social Amplification

USE RESPONSIVE WEB DESIGN

RWD BENEFITS

• Google Preferred

• Easy to Update

• Designer Friendly

• Future Proof

300% increase in mobile leads

UPLOAD ONE IMAGE

… and automatically resize for breakpoints

5 MB

480 px

768 px

940 px1210 px

…by swapping images for different device types

BOOST CONTEXT

MOBILE CONTEXT

Silicon Valley Bank

STEP 4: ANALYSE & OPTIMISE

• Figure Out What to Measure

• Keep Customers Engaged

• Improve Results

CONVERSIONS: SEE WHICH EVENTS MOVED

THE SALES PROCESS ALONG

SEE WHICH CHANNELS DRIVE YOUR BEST TRAFFIC AND

LEADS

MAKE YOUR PAGES CONVERT

BETTER

BEST VISITOR EXPERIENCE

Mobile Optimised+ Personas+ Relevant Content+ Blogs

Best Results & Most Relevant Experience

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

www.ektron.co.uk

Adrian LloydEMEA Partner Sales Director at Ektron

@AdiLloyd

THANK YOU

• Questions?

• Put these Best Practices into place

• Let me know how it went