build the ultimate inbound wesbite by adrian lloyd

Adrian Lloyd Partner Sales Director at 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

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

IT’S DIGITAL

67 percent of the

buyer’s

journey is

digital

6

CONVERSION: WHAT YOU WANT TO HAPPEN

Awareness

Consideration

Conversion

Visitor Member

7

CONVERSION: WHAT REALLY HAPPENS

Awareness Consideration

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 Keywords Social

Media

Convert Leads Targeted

CTAs Landing Pages

Premium Content

Close Customers MAP + CRM Integration

Targeted Content

Social Networking

Delight Happy Customers

Targeted CTAs

MAP + CRM Integration

Customer Service

THE INBOUND WEBSITE

SEO / Content Optimisation

Blog

Premium Offers

Personas

Mobile

Multichannel

Calls to Action

Landing Pages

Targeting

A/B Testing

Faceted Search

Social Amplification

Analytics

Content Context

Relevance Results

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

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

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 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

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 px 1210 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 prioritise

2. Know your visitors (personas), write relevant

content

3. Build out journeys

4. Identify success factors and what/how to measure

5. Start small

6. Analyse, iterate, optimise

www.ektron.co.uk

Adrian Lloyd

EMEA Partner Sales

Director at Ektron

@AdiLloyd

THANK YOU

• Questions?

• Put these Best

Practices into place

• Let me know how it

went