Big Ideas. Big Results. SearchFest 2013

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

Big Ideas. Big Results.

Susan Delzion interactive@SusanDelz

http://www.ioninteractive.com/






Cookie Cutter Marketing Yield Cookie Cutter Results



This is death to your brand.


Brilliance lives in the epicenter


Where do Big Things Come From?

User ExperienceBig Ideas

Content Marketing

BrilliantLanding

Experiences




5© i-on interactive, inc. All rights reserved • www.ioninteractive.com


Big Results



1. Start with great CONTENT.




What exactly is content?



Webinars



Infographics



White Papers



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.



Brilliance comes in many shapes and sizes.


Something for Everyone

•Conversion paths•Microsites•Multi-step experiences•Segmentation













3. Make it RELEVANT.


Promote or offer audience specific content.


Who are they?

Make it easy for your audience to find exactly what they are looking for.


What are they looking for?

Are they at the top of the funnel? Deeper in the funnel?


Where are they?

Are they at the top of the funnel?


Where are they?

Deeper in the funnel?


Where are they?

Your landing page should be message-matched with the traffic source.


What drove the click?

The user’s experience should be relevant to the device they are using.


Where did the come from?

You’ll get more when you give more.


All of the above? Brilliance.

4. Always be TESTING.



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


Dell

VSVersion A Version B

Winner!


Dell

Marketing Profs SmartTools Newsletter


Which Test Won?

VSVersion A Version B


5. Culture of EXPERIMENTATION



>1600%Conversion

lift

Double-click to edit





5 Strategies to Gain Big Results


•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?


Thank you!

Tweet to me: @SusanDelz

Want more?ioninteractive.com


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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Big Ideas. Big Results. SearchFest 2013