big ideas. big results. searchfest 2013
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Big Ideas. Big Results.
Susan Delzion interactive@SusanDelz
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Cookie Cutter Marketing Yield Cookie Cutter Results
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This is death to your brand.
Brilliance lives in the epicenter
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Where do Big Things Come From?
User ExperienceBig Ideas
Content Marketing
BrilliantLanding
Experiences
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5© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Big Results
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1. Start with great CONTENT.
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
What exactly is content?
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Webinars
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Infographics
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White Papers
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What makes content Great?
• Evaluate your content through the lens of your users:
• Is it relevant to your target audience?• Does it serve to engage??• Will it be useful?• Is it human?• Is your content valuable?• Is your content timely?• Is it different??
2. DESIGN boldly.
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Brilliance comes in many shapes and sizes.
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Something for Everyone
•Conversion paths•Microsites•Multi-step experiences•Segmentation
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
3. Make it RELEVANT.
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Promote or offer audience specific content.
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Who are they?
Make it easy for your audience to find exactly what they are looking for.
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What are they looking for?
Are they at the top of the funnel? Deeper in the funnel?
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Where are they?
Are they at the top of the funnel?
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Where are they?
Deeper in the funnel?
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Where are they?
Your landing page should be message-matched with the traffic source.
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What drove the click?
The user’s experience should be relevant to the device they are using.
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Where did the come from?
You’ll get more when you give more.
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All of the above? Brilliance.
4. Always be TESTING.
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
What kind of tester are you?
Rock Star Pragmatist Purist
View of Testing ROI Work Knowledge
Pre-Test FocusStrategy & Revenue
Creative & Production
Metrics & Attribution
Performance Granularity
Campaign Landing Experience
Page or Element
Post-Test FocusNext Innovation Next Wave Last Wave
Confidence LevelMid (85-95%) Low (80-85%) High (95-99%)
Government Solutions
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Dell
VSVersion A Version B
Winner!
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Dell
Marketing Profs SmartTools Newsletter
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Which Test Won?
VSVersion A Version B
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5. Culture of EXPERIMENTATION
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
>1600%Conversion
lift
Double-click to edit
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
5 Strategies to Gain Big Results
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•Start with great CONTENT•DESIGN boldly•Make it RELEVANT•Always be TESTING•Culture of EXPERIMENTATION
Let’s wrap it up!
Want to get BIG results?
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Thank you!
Tweet to me: @SusanDelz
Want more?ioninteractive.com
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Landing Page Resources
• Conversion Content Marketing• Landing Page Toolkit• 10 Point Landing Page Buyers Guide• Guide to Online Testing
Tweet to me @SusanDelz and ion will send you a link. No registration required.
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