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
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
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 ;)
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
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%