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Bob Canaway and Jim Carney will be discussing how to effectively use your website to power your Inbound Marketing Machine and deliver real results for your company. They will demonstrate how to do it! Some of the key takeaways on how to create an Inbound Website that they will cover include: • What content targeting is, and how it can be applied to increase your Inbound performance • How to track and measure your Inbound Marketing results • How to bring your IT, Development and Marketing departments together through an Inbound Website
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The webinar will begin in just a few moments….
Powering Your Inbound
Machine: Creating an Inbound
Website
Powering Your Inbound Machine
#InboundWebsite
Jim CarneyInbound Marketing Manager
Ektron@JimmCarney
Bob Canaway VP of Marketing
Ektron@BobCanaway
• For audio choose “Use Mic & Speakers” or “Use Telephone” in your Audio window
• Submit your text question using the Questions pane
• Note: A recording will be made available
HOUSEKEEPING
How to participate
• Founded in 1998
• Headquarters in Nashua, NH
- Worldwide offices in Australia, Canada, and the United Kingdom
• 200+ Employees
• Over 3,700 customers and 12,000 sites
MISSION: Empower marketers to connect content to revenue through best-in-class solutions for WCM and DXM
WEB CONTENT MANAGEMENT
Create, deploy, and manage enterprise-scale, global, dynamic websites.
DIGITAL EXPERIENCE MANAGEMENT
Personalize, analyze, and optimize content delivery to digital channels – web, mobile, and social.
About Ektron
The Way Things Were
The Old Way• Tactics:
• Email• Email• Email• Tradeshows• Email• Email
• Email outstripped other marketing by 2:1
• Results: • Cost per lead way
above industry norm• Cost per qualified leads
unreasonable• Reputation as a
“spammer”• Low Conversions
There Has to be a Better Way
EVERYONE IS TIRED OF MARKETERS INTERRUPTING THEIR LIVES.
IT’S TIME TO CHANGE THE WAY YOU
MARKET TO YOUR CUSTOMERS – AND THAT MEANS FOCUSING ON
CUSTOMER EXPERIENCE
UNDERSTAND YOUR CUSTOMERS
Creating content and mapping it to the buyers journey
Digital Experience Management
BE RELEVANT
BE CONSISTENT
ANALYZE+
OPTIMIZE
GET FOUND
The Way Things ARE
The NEW Way• Tactics:
• SEO• Syndication • Social• Tradeshows• Nurturing• Referral • Email
• Our mix is much more balanced
• Results: • Cost per lead below
industry norm• Cost per qualified leads
sustainable• Reputation as a
company that practices what we preach
• Targeted content converts at 2x the rate
Take Control of your Content
Engage Your Visitors
Always think about these questions when you blog
• Who is this piece of content for?• What stage in the buying process are
they at? • Be social, not sales social, just be
social. • Follow the 10:2:1 rule
CONVERSION: WHAT YOU WANT TO HAPPEN
Awareness
ConsiderationConversion
Visitor
CONTENT TARGETINGVerb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey
CONVERSION: WHAT REALLY HAPPENS
AwarenessConsideration
Conversion
Visitor
WAYS TO TARGET CONTENT
Anonymous Visitors• Geolocation• Search term• Industry• Company• Time• Device type
Known Visitors• Geolocation• Search terms• Industry• Company• Title • Role• Customer status
(prospect or customer)• Social graph• Behavioral attributes
(previously consumed content)
Example of Content
Targeting
How and What to Measure
-Search terms-What people are looking for-Frequency
-CTR of your site-Video drop off/interaction-content clicked-Time-frequency vs recency -Visitor flow-Device accessed-GeoLocation
-scroll speed-social sharing/social profile-company-time spent on certain pages-most popular content-video drop off
-Name-Industry-content consumed/interacted with-Email-Buyer status-ROI of online marketing efforts
-Proprietary insight tailored to your specific goals
SearchVisit 1• Your
site• Video
THE BUYER JOURNEY
WHAT THEY DO
YOUR INSIGHT
ANONYMOUS VISITOR CUSTOMER
SYSTEMS
Visit 2• Consume
Tweet• Read blog
Visit 3Download premium content
KNOWN VISITOR
or
Most Important Metrics to Track and Measure
# of visits to any particular piece of content
# of desired actions taken as a result
Your total overall number of leads
# of visitors to your site that give you lead information (MQL)
Total amount of marketing $ spent# of Marketing Qualified Leads(MQL’s)
# of total leads produced# of total leads closed
Conversion Rate
Percentage of Pipeline
Acquisition Cost
Win Rate aka The Holy Grail
Powering Your Inbound Machine
#InboundWebsite
Jim CarneyInbound Marketing Manager
Ektron@JimmCarney
Bob Canaway VP of Marketing
Ektron@BobCanaway
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