More Related Content More from ion interactive (20) Big Ideas. Big Results. SearchFest 20131. Ā© i-on interactive, inc. All rights reserved ā¢ www.ioninteractive.com
Big Ideas. Big Results.
Susan Delz
ion interactive
@SusanDelz
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Cookie Cutter Marketing
Yield Cookie Cutter Results
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This is death to
your brand.
6. Brilliance lives in the epicenter
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Where do Big Things Come From?
User ExperienceBig Ideas
Content Marketing
Brilliant
Landing
Experiences
10. 1. Start with great CONTENT.
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What exactly is content?
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What makes content Great?
ā¢ Evaluate your content through the lens
of your users:
ā¢ Is it relevant to your target audience?
ā¢ Does it serve to engage??
ā¢ Will it be useful?
ā¢ Is it human?
ā¢ Is your content valuable?
ā¢ Is your content timely?
ā¢ Is it different??
17. Brilliance comes in many shapes and sizes.
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Something for Everyone
ā¢Conversion paths
ā¢Microsites
ā¢Multi-step experiences
ā¢Segmentation
24. 3. Make it RELEVANT.
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25. Promote or offer audience specific content.
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Who are they?
26. Make it easy for your audience to find exactly what they are looking for.
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What are they looking for?
27. Are they at the top of the funnel? Deeper in the funnel?
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Where are they?
28. Are they at the top of the funnel?
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Where are they?
29. Deeper in the funnel?
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Where are they?
30. Your landing page should be message-matched with the traffic source.
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What drove the click?
31. The userās experience should be relevant to the device they are using.
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Where did the come from?
32. Youāll get more when you give more.
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All of the above? Brilliance.
33. 4. Always be TESTING.
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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%)
37. Marketing Profs SmartTools Newsletter
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Which Test Won?
VSVersion A Version B
39. 5. Culture of EXPERIMENTATION
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45. 5 Strategies to Gain Big Results
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ā¢Start with great CONTENT
ā¢DESIGN boldly
ā¢Make it RELEVANT
ā¢Always be TESTING
ā¢Culture of EXPERIMENTATION
Letās wrap it up!
46. Want to get BIG results?
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Thank you!
Tweet to me:
@SusanDelz
Want more?
ioninteractive.com
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Landing Page Resources
ā¢ Conversion Content Marketing
ā¢ Landing Page Toolkit
ā¢ 10 Point Landing Page Buyers Guide
ā¢ Guide to Online Testing
Tweet to me @SusanDelz and
ion will send you a link. No registration required.
Editor's Notes An effective trategy starts with quality content. We can define quality content with a bevy of adjectives like unique, valuable, engaging, useful, relevant, well researched, credible and so many more. Innovate and Iterate. Always be learning. Always be testing.