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Big Ideas. Big Results.
Susan Delz
ion interactive
@...
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Cookie Cutter Marketing
Yield Cookie Cutter Results
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This is death to
your brand.
Brilliance lives in the epicenter
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Where do Big Thing...
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5© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Big Results
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1. Start with great CONTENT.
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
What exactly is content?
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Webinars
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Infographics
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White Papers
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What makes content Great?
• Evaluate your content th...
2. DESIGN boldly.
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Brilliance comes in many shapes and sizes.
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Something...
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
3. Make it RELEVANT.
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Promote or offer audience specific content.
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Who are ...
Make it easy for your audience to find exactly what they are looking for.
© i-on interactive, inc. All rights reserved • w...
Are they at the top of the funnel? Deeper in the funnel?
© i-on interactive, inc. All rights reserved • www.ioninteractive...
Are they at the top of the funnel?
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Where are they?
Deeper in the funnel?
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Where are they?
Your landing page should be message-matched with the traffic source.
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The user’s experience should be relevant to the device they are using.
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You’ll get more when you give more.
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All of the above...
4. Always be TESTING.
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What kind of tester are you?
Rock Star Pragmatist Pu...
Government Solutions
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Dell
VSVersion A Version B
Winner!
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Dell
Marketing Profs SmartTools Newsletter
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Which Test Won...
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5. Culture of EXPERIMENTATION
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>1600%
Conversion
lift
Double-click to edit
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
5 Strategies to Gain Big Results
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•Start with great C...
Want to get BIG results?
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Thank you!
Tweet to me:
@Su...
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Landing Page Resources
• Conversion Content Marketin...
Prochain SlideShare
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Big Ideas. Big Results. SearchFest 2013

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Big ideas drive big results. Susan Delz shares five strategies for big results at SearchFest 2013.

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Big Ideas. Big Results. SearchFest 2013

  1. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Big Ideas. Big Results. Susan Delz ion interactive @SusanDelz
  2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  3. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Cookie Cutter Marketing Yield Cookie Cutter Results
  5. © i-on interactive, inc. All rights reserved • www.ioninteractive.com This is death to your brand.
  6. Brilliance lives in the epicenter © i-on interactive, inc. All rights reserved • www.ioninteractive.com Where do Big Things Come From? User ExperienceBig Ideas Content Marketing Brilliant Landing Experiences
  7. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  8. 5© i-on interactive, inc. All rights reserved • www.ioninteractive.com
  9. Big Results © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  10. 1. Start with great CONTENT. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  11. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What exactly is content?
  12. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Webinars
  13. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Infographics
  14. © i-on interactive, inc. All rights reserved • www.ioninteractive.com White Papers
  15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 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??
  16. 2. DESIGN boldly. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  17. Brilliance comes in many shapes and sizes. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Something for Everyone •Conversion paths •Microsites •Multi-step experiences •Segmentation
  18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  21. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  23. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  24. 3. Make it RELEVANT. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  25. Promote or offer audience specific content. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Who are they?
  26. Make it easy for your audience to find exactly what they are looking for. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What are they looking for?
  27. Are they at the top of the funnel? Deeper in the funnel? © i-on interactive, inc. All rights reserved • www.ioninteractive.com Where are they?
  28. Are they at the top of the funnel? © i-on interactive, inc. All rights reserved • www.ioninteractive.com Where are they?
  29. Deeper in the funnel? © i-on interactive, inc. All rights reserved • www.ioninteractive.com Where are they?
  30. Your landing page should be message-matched with the traffic source. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What drove the click?
  31. The user’s experience should be relevant to the device they are using. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Where did the come from?
  32. You’ll get more when you give more. © i-on interactive, inc. All rights reserved • www.ioninteractive.com All of the above? Brilliance.
  33. 4. Always be TESTING. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  34. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What kind of tester are you? Rock Star Pragmatist Purist View of Testing ROI Work Knowledge Pre-Test Focus Strategy & Revenue Creative & Production Metrics & Attribution Performance Granularity Campaign Landing Experience Page or Element Post-Test Focus Next Innovation Next Wave Last Wave Confidence Level Mid (85-95%) Low (80-85%) High (95-99%)
  35. Government Solutions © i-on interactive, inc. All rights reserved • www.ioninteractive.com Dell VSVersion A Version B
  36. Winner! © i-on interactive, inc. All rights reserved • www.ioninteractive.com Dell
  37. Marketing Profs SmartTools Newsletter © i-on interactive, inc. All rights reserved • www.ioninteractive.com Which Test Won? VSVersion A Version B
  38. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  39. 5. Culture of EXPERIMENTATION © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  40. © i-on interactive, inc. All rights reserved • www.ioninteractive.com >1600% Conversion lift
  41. Double-click to edit © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  42. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  43. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  44. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  45. 5 Strategies to Gain Big Results © i-on interactive, inc. All rights reserved • www.ioninteractive.com •Start with great CONTENT •DESIGN boldly •Make it RELEVANT •Always be TESTING •Culture of EXPERIMENTATION Let’s wrap it up!
  46. Want to get BIG results? © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! Tweet to me: @SusanDelz Want more? ioninteractive.com
  47. © i-on interactive, inc. All rights reserved • www.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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