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Your Website – The Hub of Marketing
Jon Cline, Enthusiast Web SolutionsBrett Crosby, GoogleKraig Swensrud, salesforce.com
The Heart of Your Marketing Strategy
Your Website
QUESTIONS:
How many people came to your website last week?
Where did they come from?
How many of them came from paid search?
What did they click on?
How many of them did you capture?
What is your expected pipeline from those visitors?
What will those numbers be next week?
The Traditional Marketing/Sales Funnel
Customers
Leads
Pipeline
Web Initiatives Fill the Lead Funnel
Customers
Leads
Pipeline
Next Actions
Visitors
All Programs Fill the Web Visitor Funnel
Customers
Leads
Pipeline
Next Actions
Visitors
Impressions
Clicks
Building Your Web Funnel
Jon ClineAcquiring Web Vistors
Brett CrosbyAnalyzing Web Traffic
Kraig SwensrudWeb Conversions and ROI
New Customers
Acquiring Website VisitorsOn-boarding Your Virtual Salesperson
Jon ClineDirector of MarketingEnthusiast Web Solutions
sfdc.whatsthegoal.com
The Web Sales Language
100,000,000 + Internet users
20,000,000 + Internet users
1,000,000 + Internet users
“All economic activity is by definition high risk. And defending yesterday - that is, not innovating - is far more risky than making tomorrow.” -Peter Drucker
Hyperlink
Open 24x7
Search
Interaction
Syndication
The Hyperlink / Bookmark
Build reputation/rapport Maximize relationships
Most Efficient
Notification
Testing
The Internet is Open 24x7
Your best sales person Clear next actions
Asynchronous conversation
Relevance!
Grow archive equity
Search and Association
“Live your life honestly, because whatever you do, whatever mistakes you make, will be searchable one day”
– Thomas Friedman, ‘The World Is Flat’
Interaction with Offline Programs
Your Website
Integrate web offers
with offline programs
Deliver online
relevance with
offline programs
Use obvious and
clear next actions
Syndication and Blogging / RSS
Example: MAP Consulting
Challenges Limited resources (1 person) Website not part of strategy
Solution Set goals and measurements Integrated with CRM Sales team trained on new site
Results (180 days later) 34% increase in unique visitors 40% increase in page views 560% increase in search referrals
www.mapconsulting.com
Your Action Plan 5 Steps to Guaranteed Progress Tomorrow
1. D - Develop sales/marketing plan with vital web role
2. R - Record next actions to measure success
3. E - Execute next actions in simple and clear ways
4. A - Assess results and adapt
5. M - Meet your audience in new innovative ways
Analyzing Website Visitors
Brett CrosbySenior ManagerGoogle Analytics
analytics.google.com
19
Think of Your Business as a House
20
Think of Your Business as a House
Same With Building a Business
Drive Traffic
• Clear call to action
Targeted Landing Page2
Succeed online
1
Recipe for successYou need this to succeed,Success made simple!www.companyx.com
Recipe for successYou need this to succeed,Success made simple!www.companyx.com
• Variety of marketing campaigns
• Sale, lead capture, branding, etc
Generate Lead3
Start with a plan and a goal, drive people to that
goal, measure and improve
How Web Analytics Works
Data Collector Report Data
Recipe for successYou need this to succeedSuccess made simple!www.companyx.com
Recipe for successYou need this to succeedSuccess made simple!www.companyx.com
Your Website
23
Website Analytics
Your Website
Determine which marketing initiatives are driving the best traffic to your site
Analyze Your Marketing Campaigns
25
Referral Dashboard: Macro View
A
B
C D
26
Where Are My Visitors Coming From?
27
Content Performance: Macro View
A
B
C
28
Content Performance: Micro View
A
BC
Where are Visitors Dropping Out?
Next Actions
Visitors
Opens
Impressions
X
30
A
B
C D
Where’s the Leakage?
31
AB
Website Overlay
Website Optimizer: Test Your Pages
?
?Test an Image
Test a Headline
Test Multiple Combinations
Test Multiple Combinations
Test Multiple Combinations
Watch the Results of Your Tests
Increased Advertising ROI by 190%
Goal
Speak to a new audience through search-
based advertising
Tactics
Discovered how customers found them
Identified keywords that worked the best
Improved their sites to enhance content and
visitor experience
International footwear companyTeva sandals, Simple shoes, UGG
Your Action: Get the Right Tools, Use Them
Consider adding:
Web Analytics
Multivariate testing
Start improving your “lead generation machine”
Web Conversions and ROI
Kraig SwensrudSalesforce Marketing
salesforce.com/marketing
Web Initiatives Fill the Sales Funnel
Customers
Leads
Pipeline
Next Actions
Visitors
Opens
Impressions
X
Take Me to the Web
FACT:4 out of every 5 Salesforce
customers direct traffic from email
and searchmarketing campaigns
to their homepage
Converting Visitors With Landing Pages
Home Page Landing Pagewww.yamaha.com www.yamaha.com/disklavieroffer
Boats, Guitars, Motorcycles, Speakers, Keyboards, MP3 Players, Amplifiers, Gold carts, Mixing Boards….
The Disklavier Digital Piano
Breakin’ It Down to the Essentials
Offer
Call-to-Action
RelevantProductImagery
Web-to-Lead Form
Description
Branding
Best Practices
Clear Offer Presented with bright font color
Eliminate fields and don’t scare me away with crazy validation
Color the CTA button and use an actionable verb
Above the fold at 1024x768
What does this imagery have to do with the offer?
Keep it simple! Don’t over do it with excessive flash or funky javascript
Branding
Take Me to the Web
Measure, Tweak, Repeat
10.8% Lead Capture7.9% Lead Capture
B outperformed A by 36%
Copy Above FormDouble-Column Form
Copy Left of FormSingle-Column Form
Web Source Tracking (Released in Spring ’07)“How Did You Hear About Us?”
Measure Success with Salesforce Dashboards
Your Action Plan7 Steps to Guaranteed Progress Tomorrow
D - Develop sales/marketing plan with vital web role
R - Record next actions to measure success
E - Execute next actions in simple and clear ways
A - Assess results and adapt
M - Meet your audience in new innovative ways
Q&AJon Cline, Enthusiast Web Solutions
Brett Crosby, GoogleKraig Swensrud, salesforce.com