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Nikolaas De Geyndt
27/06/2012                                @ndegeyndt


      It’s not just web, it’s your business
How to improve the ROI
 of your B2B website?
Topics for Today
  Marketing Fantasy
      Let’s invest to boost ROI
          Inbound Marketing
              Take-aways
Research & Analysis

 Get over your own opinion
How to improve ROI for your B2B Website
How to improve ROI for your B2B Website
“I see what yer doin’ here”
How to improve ROI for your B2B Website
How to improve ROI for your B2B Website
How to improve ROI for your B2B Website
How to improve ROI for your B2B Website
How to improve ROI for your B2B Website
How to improve ROI for your B2B Website
How to improve ROI for your B2B Website
How to improve ROI for your B2B Website
Research by The Reference (2011)


                         TOTAL      DIGITAL
                                                BUDGET
                      MARKETING MARKETING                                              20%
                                                 SHARE
                      BUDGET 2011 BUDGET 2011
ALL COMPANIES          € 150.000    € 30.000     20%
TARGET GROUP
B2C                    € 750.000   € 150.000     20%
B2B                     € 37.500    € 13.125     35%
Other                  € 150.000    € 30.000     20%                    80%
LOCATION
Flanders               € 150.000    € 30.000     20%
Brussels / Wallonia    € 400.000   € 100.000     25%
SIZE
Small (1-50)            € 37.500    € 13.125     35%
Medium (51-250)        € 250.000    € 62.500     25%     Spent on digital marketing   Spent on offline marketing
Large (250+)           € 750.000   € 131.250     18%




 Download: http://www.slideshare.net/TheReference/digital-marketing-landscape-in-belgium
Research by The Reference (2011)
30K digital budget spent on
                   Classic websites              22%
                    Social presence        12%
                               SEO         11%
                            E-mail…        11%
                               SEA     8%
                      E-commerce… 6%
                     Web analytics    6%
                            Banner… 5%
                      Social media… 5%
                         Social ads   4%
                       Mobile sites   4%
                       Mobile apps    3%
                        Mobile ads    1%
                     Mobile games     0%

Download: http://www.slideshare.net/TheReference/digital-marketing-landscape-in-belgium
B2B Purchase Journey

  Search-initiated - Most people begin their research of
  a new product via search engines, 78% of Internet
  users conduct product research online
  Social-powered –90 million tweets per day, with 24%
  of adults posted comments or reviews online about
  the things they buy.
   Buyer controlled - People can now choose where and
  when to engage with your brand, plus what content
  they would like to consume.
ROI

  So you’ve made a huge investment on your B2B
  website. How to get that return everybody’s asking
  for?
Online & Offline

  Brand & content above the line = integration in online
  Vanity URLs (linked to advertising campaign)
  Search for “x”
  Direct mailing reference numbers
Focus on the user

  Make sure that your homepage is task driven
Focus on the user

  Make sure that your homepage is task driven
Focus on the user

  Make sure that your homepage is task driven
Focus on the user

  Make sure that your offering/navigation is clear
Focus on the user

  Make sure that your offering/navigation is clear
Focus on the user

  Make sure that your offering/navigation is clear
Focus on the user

  Make sure that your offering/navigation is clear
Focus on the user

  Make sure that your offering/navigation is clear
Focus on the user

  Make sure that your offering/navigation is clear
Focus on the user

  Guide the user to the product you’d love him to buy
Focus on the user

  Guide the user to the product you’d love him to buy
Focus on the user

  Offering product information that is relevant
Focus on the user

  Offering product information that is relevant
Focus on the user

  Offering product information that is relevant
Focus on the user

  Offering product features and advantages
Focus on the user

  Offering and showing product features and advantages
Focus on the user

  images
Focus on the user

      images




                           +48%
                   Converion rate
                                                                           +95%
                                                                  Converion rate



More: http://37signals.com/svn/posts/2991-behind-the-scenes-ab-testing-part-3-final
http://visualwebsiteoptimizer.com/split-testing-blog/human-landing-page-increase-conversion-rate/
Focus on the user

                    Call To Action
                      Text
                      Color
                      Placement
                      Favorites
Focus on the user

  Registration & Optional fields in forms
Focus on the user

  Extra tip: use A/B or MVT testing
  tools
    http://visualwebsiteoptimizer.com/
    www.optimizely.com
    http://experiment.ly/ (free)
    www.google.com/websiteoptimizer
    (free)
  Microsoft are avid testers
  themselves
    Online Experimentation at Microsoft
    (This paper won 3rd place at the
    Third Workshop on Data Mining Case
    Studies and Practice Prize)
Focus on the user




        1.   Focus on product specifications
              •    To a certain extent on the order
                   button
        2.   Little focus on alternative tariff
             plans
        3.   Tariff Advisor goes unnoticed
        4.   Options, etc are irrelevant to the
             user


Performed with http://www.clicktale.com
Focus on the user

  User testing and in-person customer interviews are
  great, but most companies don’t have the resources to
  run them continuously. You do have the resources to
  continuously learn by asking questions online.
  KISSinsights
  Pop-Survey
  Kampyle
Focus on the user
Focus on the user
Focus on the user




                    winnendeorigineel
                             variant
Focus on the user




                         origineel
                    winnende variant
Focus on the content

  So you’ve made a huge investment on your B2B
  website? How to get that return everybody’s asking
  for
  1. OK, we’ve got our website optimized for conversion
  2. Let’s attract visitors:
    You can spend money on “advertising” to get visitors and that
    return. (Contradictary?)
    Or you can use “Inbound Marketing”
Inbound Marketing

        concept of earning the attention of prospects, making
        yourself easy to be found, and drawing customers to
        your website by producing content customers value.
          If you want to pay for ‘attention’ there’s of
          course cold-calling, direct paper mail, radio,
          TV, trade shows, telemarketing, and traditional
                      As soon as you publish content, you’re doing
          advertising
                      SEO…             Everybody says they’re great, the
                                       best, “leader”, but what is the value to the
                                       prospect/customer?




Source: http://en.wikipedia.org/wiki/Inbound_marketing , because wikipedia can tell things clearer than me ;)
Inbound Marketing
Inbound Marketing




 Source: http://blog.eloqua.com/the-content-grid-v2/
Content is the valet to ROI

   Understand you do NOT have to regularly publish
   content. Spending your precious resources on
   excellence is almost always a better strategy than
   trying to regularly produce “stuff.”
   Salon.com wrote 33% fewer articles and increased
   traffic by 40%
   Okcupid’s 23 post blog has received almost 5,000
   linking domains
   Codecademy’s one page microsite Code Year received
   over 450,000 email addresses
Types of content

  Created: Original content that was created from scratch.
  (white papers, infographics, articles and slideshares.)
  Curated: pointing to the best resources from the web on
  this topic and add insightful comments
  Collaborative: reach out to thought leaders around your
  topics and see if they would contribute some content.
  Legacy: repurpose content they already have into different
  assets. (take videos and turnthem into articles or vice
  versa)
Content is the valet to I’m a big player!
                         ROI



                                    My prospects don’t search
                                         for my products


              Big players have
                more budget



                                            My niche is boring
                                             No one cares!
Big players
Oh…I get it

 OK I know content is all great and important
 but what
        content does our
 audience wants? Told you we’re in a
 boring niche!
First of all – do KWR

   Know what people are searching for!
     http://www.ubersuggest.org
     http://www.soovle.com/
     http://www.bing.com/toolbox/keywords
     https://adwords.google.be/o/Targeting/Explorer?__u=10000
     00000&__c=1000000000&ideaRequestType=KEYWORD_IDEA
     S
First of all – do KWR
Your industry is boring? Your users don’t think so
supply chain management                    supply chain management best practices   supply chain management forum             supply chain management outsourcing
supply chain management salary             supply chain management bls              supply chain management for small         supply chain management online masters
supply chain management jobs               supply chain management benefits         business                                  degree
supply chain management certification      supply chain management blog             supply chain management fundamentals      supply chain management online degree
supply chain management review             supply chain management bachelor's       supply chain management food industry     programs
supply chain management software           degree                                   supply chain management formulas          supply chain management programs
supply chain management degree             supply chain management business         supply chain management failures          supply chain management process
supply chain management internships        supply chain management books            supply chain management from vision to    supply chain management pdf
supply chain management article            supply chain management careers          implementation pdf                        supply chain management principles
supply chain management articles 2012      supply chain management companies        supply chain management graduate          supply chain management penn state
supply chain management definition         supply chain management courses          programs                                  supply chain management positions
supply chain management association        supply chain management case study       supply chain management game              supply chain management ppt
supply chain management adds value for     supply chain management conferences      supply chain management goals             supply chain management professionals
customers by                               2012                                     supply chain management graphics          supply chain management planning
supply chain management a logistics        supply chain management consulting       supply chain management group             supply chain management procurement
perspective                                supply chain management chopra           supply chain management growth            supply chain management questions
supply chain management asu                supply chain management classes          supply chain management glossary          supply chain management qualifications
supply chain management an international   supply chain management career paths     supply chain management graduate degree   supply chain management quotes
journal                                    supply chain management defined          supply chain management good major        supply chain management quality
supply chain management average salary     supply chain management degree jobs      supply chain management globalization
supply chain management amazon                                                      supply chain management healthcare        …
supply chain management and logistics                                               supply chain management handbook
supply chain management basics                                                      supply chain management history
supply chain management degree houston
supply chain management distribution
                                                                                    supply chain management hospital
                                                                                    supply chain management history and       = I found 379
supply chain management examples                                                    evolution
                                                                                    supply chain management houston
                                                                                    supply chain management handbook pdf      results in 5
                                                                                                                              seconds

               It’s all about being an authority in your niche
First of all – do KWR
First of all – do KWR
    20,585
                                                                                                        9,466


                                                                                          Geboortegedi
                Doop                                                                         chten
          (suiker & kaartjes)                                                                  &
                                                     Laten ontwerpen
                                                                                            Teksten
                                             Combinatie kaartjes      E-cards

                                            Stad/Gemeente           Seasonal
                                                                  Papier & Enveloppen
    447                                   Partners
                                     Ideeën
                              & Voorbeelden                                 Drukken/Drukkerij                     Current search
          Babyborrel                                                                            1,221
                                                         Bestellen                Versturen                         opportunity:
                            Voorbereiding                                              Post                                25.5K
                                              Kleuren                                                           Extended search
                                                                     Zelf maken
                                                          Prijs                   7,487                              opportunity
                   Fotogr              Categorieën
                    afie                   &                                                                                 31K
             156
                                         Stijlen
                                                                         18,100


                                                     Geboortekaartjes
Map the keywords to the page

  1 page = 1 keyword (or keyphrase)
Power of Content
Power of Content
Power of Content

            Change happened here
Power of Content

   They thought online dating couldn't be a thought-
            leadership play until OKTrends.
                   Research


    Lists


                            Social
                         Interaction
Power of Content

  Elevator installations? Boring… until Grant (earned #1
              rankings for "Home Elevators.“)

Infographics



                                           Case Studies
Power of Content

 Marketers said personal finance was boring until Mint.
                                 Great
                                  tips
                                               Community




                      Articles
Power of Content

                                                                  Simply Business are an
                                                                  insurance broker
                                                                  Created content and which
                                                                  small business owners will
                                                                  find useful. In addition to
                                                                  creating short-form blog
                                                                  post content they’ve also
                                                                  created guides for social
                                                                  media, PPC and
                                                                  productivity



Source: http://www.simplybusiness.co.uk/microsites/productivity/email-guide/
Power of Content


                                                      Everybody knows
                                                      salesforce.com right?
                                                      created some fantastic
                                                      content around how
                                                      businesses can harness the
                                                      power of social media
                                                      including expert
                                                      interviews, how to guides
                                                      and case studies
                                                      Tip: read about
                                                      salesforce.com’s complete
                                                      social media strategy here:
Source: http://www.salesforce.com/uk/socialsuccess/
So

     Build it and they will come?
     Some tactics to promote your content / product launch
        Facebook/Twitter: share via our own Facebook, Twitter and Google+ pages

        Take over the home page of the corporate site to promote the new content

        Expert advocates: Collaborate with experts (who are kind enough to share content
        with their networks. = reach!)

        Email/Newsletter: Promote the content to your email database and created topical
        newsletter (non-branded centric please!) to keep connected with users who signed up
        or downloaded a white paper.

        Guest Blogging: guest blog on relevant sites

        PR: do PR around the content you produced (also offline)

        Employees: galvanize your internal employees to share with their external networks
So

     And support it by outbound tactics
       Sponsered Tweets (for premium content)
       LinkedIn Banner Ads (great for targeting)
       Bing & Google Display Network
ROI?

  salesforce.com case study
  The microsite launched in 2012
  Results from april 2012:
       Traffic for January was up 80% YoY
       Traffic from social sites was up 2500 %
       Over 6500 people signed up to the newsletter
       The eBook has been downloaded over 10,000 times
       (generating 10,000 leads)
Summing it up

  Make sure that your homepage is task driven
  Navigation is clear
  Offering of most important products on the homepage
  Offering and showing product features and advantages
  Images
  CTA, registration, forms, …
Summing it up
                        Research, create
                       content your users
                          care about




   Make sure the                            Distribute and make
content is optimized                        visible content your
 for SE and Users                            users care about
You’re more likely to
   improve conversion by 1% by changing a 1000 things,
than changing 1 thing that will improve conversion by 1000%
Q&A

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How to improve ROI for your B2B Website

  • 1. Nikolaas De Geyndt 27/06/2012 @ndegeyndt It’s not just web, it’s your business
  • 2. How to improve the ROI of your B2B website?
  • 3. Topics for Today Marketing Fantasy Let’s invest to boost ROI Inbound Marketing Take-aways
  • 4. Research & Analysis Get over your own opinion
  • 7. “I see what yer doin’ here”
  • 16. Research by The Reference (2011) TOTAL DIGITAL BUDGET MARKETING MARKETING 20% SHARE BUDGET 2011 BUDGET 2011 ALL COMPANIES € 150.000 € 30.000 20% TARGET GROUP B2C € 750.000 € 150.000 20% B2B € 37.500 € 13.125 35% Other € 150.000 € 30.000 20% 80% LOCATION Flanders € 150.000 € 30.000 20% Brussels / Wallonia € 400.000 € 100.000 25% SIZE Small (1-50) € 37.500 € 13.125 35% Medium (51-250) € 250.000 € 62.500 25% Spent on digital marketing Spent on offline marketing Large (250+) € 750.000 € 131.250 18% Download: http://www.slideshare.net/TheReference/digital-marketing-landscape-in-belgium
  • 17. Research by The Reference (2011) 30K digital budget spent on Classic websites 22% Social presence 12% SEO 11% E-mail… 11% SEA 8% E-commerce… 6% Web analytics 6% Banner… 5% Social media… 5% Social ads 4% Mobile sites 4% Mobile apps 3% Mobile ads 1% Mobile games 0% Download: http://www.slideshare.net/TheReference/digital-marketing-landscape-in-belgium
  • 18. B2B Purchase Journey Search-initiated - Most people begin their research of a new product via search engines, 78% of Internet users conduct product research online Social-powered –90 million tweets per day, with 24% of adults posted comments or reviews online about the things they buy. Buyer controlled - People can now choose where and when to engage with your brand, plus what content they would like to consume.
  • 19. ROI So you’ve made a huge investment on your B2B website. How to get that return everybody’s asking for?
  • 20. Online & Offline Brand & content above the line = integration in online Vanity URLs (linked to advertising campaign) Search for “x” Direct mailing reference numbers
  • 21. Focus on the user Make sure that your homepage is task driven
  • 22. Focus on the user Make sure that your homepage is task driven
  • 23. Focus on the user Make sure that your homepage is task driven
  • 24. Focus on the user Make sure that your offering/navigation is clear
  • 25. Focus on the user Make sure that your offering/navigation is clear
  • 26. Focus on the user Make sure that your offering/navigation is clear
  • 27. Focus on the user Make sure that your offering/navigation is clear
  • 28. Focus on the user Make sure that your offering/navigation is clear
  • 29. Focus on the user Make sure that your offering/navigation is clear
  • 30. Focus on the user Guide the user to the product you’d love him to buy
  • 31. Focus on the user Guide the user to the product you’d love him to buy
  • 32. Focus on the user Offering product information that is relevant
  • 33. Focus on the user Offering product information that is relevant
  • 34. Focus on the user Offering product information that is relevant
  • 35. Focus on the user Offering product features and advantages
  • 36. Focus on the user Offering and showing product features and advantages
  • 37. Focus on the user images
  • 38. Focus on the user images +48% Converion rate +95% Converion rate More: http://37signals.com/svn/posts/2991-behind-the-scenes-ab-testing-part-3-final http://visualwebsiteoptimizer.com/split-testing-blog/human-landing-page-increase-conversion-rate/
  • 39. Focus on the user Call To Action Text Color Placement Favorites
  • 40. Focus on the user Registration & Optional fields in forms
  • 41. Focus on the user Extra tip: use A/B or MVT testing tools http://visualwebsiteoptimizer.com/ www.optimizely.com http://experiment.ly/ (free) www.google.com/websiteoptimizer (free) Microsoft are avid testers themselves Online Experimentation at Microsoft (This paper won 3rd place at the Third Workshop on Data Mining Case Studies and Practice Prize)
  • 42. Focus on the user 1. Focus on product specifications • To a certain extent on the order button 2. Little focus on alternative tariff plans 3. Tariff Advisor goes unnoticed 4. Options, etc are irrelevant to the user Performed with http://www.clicktale.com
  • 43. Focus on the user User testing and in-person customer interviews are great, but most companies don’t have the resources to run them continuously. You do have the resources to continuously learn by asking questions online. KISSinsights Pop-Survey Kampyle
  • 44. Focus on the user
  • 45. Focus on the user
  • 46. Focus on the user winnendeorigineel variant
  • 47. Focus on the user origineel winnende variant
  • 48. Focus on the content So you’ve made a huge investment on your B2B website? How to get that return everybody’s asking for 1. OK, we’ve got our website optimized for conversion 2. Let’s attract visitors: You can spend money on “advertising” to get visitors and that return. (Contradictary?) Or you can use “Inbound Marketing”
  • 49. Inbound Marketing concept of earning the attention of prospects, making yourself easy to be found, and drawing customers to your website by producing content customers value. If you want to pay for ‘attention’ there’s of course cold-calling, direct paper mail, radio, TV, trade shows, telemarketing, and traditional As soon as you publish content, you’re doing advertising SEO… Everybody says they’re great, the best, “leader”, but what is the value to the prospect/customer? Source: http://en.wikipedia.org/wiki/Inbound_marketing , because wikipedia can tell things clearer than me ;)
  • 51. Inbound Marketing Source: http://blog.eloqua.com/the-content-grid-v2/
  • 52. Content is the valet to ROI Understand you do NOT have to regularly publish content. Spending your precious resources on excellence is almost always a better strategy than trying to regularly produce “stuff.” Salon.com wrote 33% fewer articles and increased traffic by 40% Okcupid’s 23 post blog has received almost 5,000 linking domains Codecademy’s one page microsite Code Year received over 450,000 email addresses
  • 53. Types of content Created: Original content that was created from scratch. (white papers, infographics, articles and slideshares.) Curated: pointing to the best resources from the web on this topic and add insightful comments Collaborative: reach out to thought leaders around your topics and see if they would contribute some content. Legacy: repurpose content they already have into different assets. (take videos and turnthem into articles or vice versa)
  • 54. Content is the valet to I’m a big player! ROI My prospects don’t search for my products Big players have more budget My niche is boring No one cares!
  • 56. Oh…I get it OK I know content is all great and important but what content does our audience wants? Told you we’re in a boring niche!
  • 57. First of all – do KWR Know what people are searching for! http://www.ubersuggest.org http://www.soovle.com/ http://www.bing.com/toolbox/keywords https://adwords.google.be/o/Targeting/Explorer?__u=10000 00000&__c=1000000000&ideaRequestType=KEYWORD_IDEA S
  • 58. First of all – do KWR
  • 59. Your industry is boring? Your users don’t think so supply chain management supply chain management best practices supply chain management forum supply chain management outsourcing supply chain management salary supply chain management bls supply chain management for small supply chain management online masters supply chain management jobs supply chain management benefits business degree supply chain management certification supply chain management blog supply chain management fundamentals supply chain management online degree supply chain management review supply chain management bachelor's supply chain management food industry programs supply chain management software degree supply chain management formulas supply chain management programs supply chain management degree supply chain management business supply chain management failures supply chain management process supply chain management internships supply chain management books supply chain management from vision to supply chain management pdf supply chain management article supply chain management careers implementation pdf supply chain management principles supply chain management articles 2012 supply chain management companies supply chain management graduate supply chain management penn state supply chain management definition supply chain management courses programs supply chain management positions supply chain management association supply chain management case study supply chain management game supply chain management ppt supply chain management adds value for supply chain management conferences supply chain management goals supply chain management professionals customers by 2012 supply chain management graphics supply chain management planning supply chain management a logistics supply chain management consulting supply chain management group supply chain management procurement perspective supply chain management chopra supply chain management growth supply chain management questions supply chain management asu supply chain management classes supply chain management glossary supply chain management qualifications supply chain management an international supply chain management career paths supply chain management graduate degree supply chain management quotes journal supply chain management defined supply chain management good major supply chain management quality supply chain management average salary supply chain management degree jobs supply chain management globalization supply chain management amazon supply chain management healthcare … supply chain management and logistics supply chain management handbook supply chain management basics supply chain management history supply chain management degree houston supply chain management distribution supply chain management hospital supply chain management history and = I found 379 supply chain management examples evolution supply chain management houston supply chain management handbook pdf results in 5 seconds It’s all about being an authority in your niche
  • 60. First of all – do KWR
  • 61. First of all – do KWR 20,585 9,466 Geboortegedi Doop chten (suiker & kaartjes) & Laten ontwerpen Teksten Combinatie kaartjes E-cards Stad/Gemeente Seasonal Papier & Enveloppen 447 Partners Ideeën & Voorbeelden Drukken/Drukkerij Current search Babyborrel 1,221 Bestellen Versturen opportunity: Voorbereiding Post 25.5K Kleuren Extended search Zelf maken Prijs 7,487 opportunity Fotogr Categorieën afie & 31K 156 Stijlen 18,100 Geboortekaartjes
  • 62. Map the keywords to the page 1 page = 1 keyword (or keyphrase)
  • 65. Power of Content Change happened here
  • 66. Power of Content They thought online dating couldn't be a thought- leadership play until OKTrends. Research Lists Social Interaction
  • 67. Power of Content Elevator installations? Boring… until Grant (earned #1 rankings for "Home Elevators.“) Infographics Case Studies
  • 68. Power of Content Marketers said personal finance was boring until Mint. Great tips Community Articles
  • 69. Power of Content Simply Business are an insurance broker Created content and which small business owners will find useful. In addition to creating short-form blog post content they’ve also created guides for social media, PPC and productivity Source: http://www.simplybusiness.co.uk/microsites/productivity/email-guide/
  • 70. Power of Content Everybody knows salesforce.com right? created some fantastic content around how businesses can harness the power of social media including expert interviews, how to guides and case studies Tip: read about salesforce.com’s complete social media strategy here: Source: http://www.salesforce.com/uk/socialsuccess/
  • 71. So Build it and they will come? Some tactics to promote your content / product launch Facebook/Twitter: share via our own Facebook, Twitter and Google+ pages Take over the home page of the corporate site to promote the new content Expert advocates: Collaborate with experts (who are kind enough to share content with their networks. = reach!) Email/Newsletter: Promote the content to your email database and created topical newsletter (non-branded centric please!) to keep connected with users who signed up or downloaded a white paper. Guest Blogging: guest blog on relevant sites PR: do PR around the content you produced (also offline) Employees: galvanize your internal employees to share with their external networks
  • 72. So And support it by outbound tactics Sponsered Tweets (for premium content) LinkedIn Banner Ads (great for targeting) Bing & Google Display Network
  • 73. ROI? salesforce.com case study The microsite launched in 2012 Results from april 2012: Traffic for January was up 80% YoY Traffic from social sites was up 2500 % Over 6500 people signed up to the newsletter The eBook has been downloaded over 10,000 times (generating 10,000 leads)
  • 74. Summing it up Make sure that your homepage is task driven Navigation is clear Offering of most important products on the homepage Offering and showing product features and advantages Images CTA, registration, forms, …
  • 75. Summing it up Research, create content your users care about Make sure the Distribute and make content is optimized visible content your for SE and Users users care about
  • 76. You’re more likely to improve conversion by 1% by changing a 1000 things, than changing 1 thing that will improve conversion by 1000%
  • 77. Q&A