Big Ideas. Big Results. SearchFest 2013

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ion interactive

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

Business News & Politics

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Big Ideas. Big Results.
Susan Delz
ion interactive
@SusanDelz

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Cookie Cutter Marketing
Yield Cookie Cutter Results

Brilliance lives in the epicenter
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Where do Big Things Come From?
User ExperienceBig Ideas
Content Marketing
Brilliant
Landing
Experiences

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 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??

2. DESIGN boldly.
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Brilliance comes in many shapes and sizes.
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Something for Everyone
•Conversion paths
•Microsites
•Multi-step experiences
•Segmentation

3. Make it RELEVANT.
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Promote or offer audience specific content.
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Who are they?

Make it easy for your audience to find exactly what they are looking for.
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What are they looking for?

Are they at the top of the funnel? Deeper in the funnel?
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Where are they?

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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What drove the click?

The user’s experience should be relevant to the device they are using.
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Where did the come from?

You’ll get more when you give more.
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All of the above? Brilliance.

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%)

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?
VSVersion A Version B

5. Culture of EXPERIMENTATION
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
>1600%
Conversion
lift

Double-click to edit
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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!

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

© 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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