Watch the webinar: http://monetate.com/webinar/inbound-marketing-consistency-maintain-the-scent-trail/ Whether your customers enter your website from Facebook, search, email, display or another inbound marketing channel, your goal is to keep them there and likely get them to complete a conversion goal. This webinar will explore successful tactics online marketers are using to create relevant customer experiences that extend beyond the landing page to the entire website visit and even subsequent visits. Presenters: • Nathan Richter, Strategic Services Director, Monetate • Tim Ash, President & CEO, SiteTuners

1. Inbound Marketing
Consistency:
Maintain the Scent Trail
Nathan Richter
Strategic Services Director
July 25, 2012 #inboundwebinar

2. who we are
@Monetate #inboundwebinar

3. how many campaigns we run
21,321
campaigns launched in
2011
...and that doesn t include splits!
@Monetate #inboundwebinar

4. who are your customers?
@Monetate #inboundwebinar

5. the prep
lurks in every segment, of every metric.
Start with high-volume or high-value segments.
Inbound Visitor Profile
Search keyword/term, Visitor brand affinity, prior
search engine, social referrer purchase history, preferences, etc.
Customer Groups Time
Affinity, preferences, When do they visit, when do they
multi-channel, member research
Behavior Geography
Visitor recency, frequency, Geo location of visitor, location of
site interaction nearest store, nearest distribution
center
@Monetate #inboundwebinar

6. personalize the site experience
Customer Profile
Site Content
Keyword
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7. assessing your opportunity
Resources Available Business Unit Support
• Testing tool(s) • Merchandising
• Platform capabilities • Creative/Design
• People power • IT/Development
• Promotions? • Analytics
@Monetate #inboundwebinar

8. @Monetate #inboundwebinar

9. @Monetate #inboundwebinar

10. Gear - Official Site
100’s of waterproof jackets in stock
FREE shipping on all orders over $60
@Monetate #inboundwebinar

11. @Monetate #inboundwebinar

12. @Monetate #inboundwebinar

13. Value prop echo
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14. relevant hero image
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15. Smart
Merchandising
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16. merchandising support
waterprroof
waterprroof
@Monetate #inboundwebinar

17. message consistency
Average conversion improvement range 5% to 20% (as high as 100%)
1. Copy 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
2. Images
3. Product
@Monetate #inboundwebinar

18. power in the offer
@Monetate #inboundwebinar

19. Free Shipping
On Orders Over $50!
*Details
@Monetate #inboundwebinar

20. Free Shipping
On All Orders - No Minimum
*Details
@Monetate #inboundwebinar

21. promotion promotion
Average conversion improvement range 25% to 40% (as high as 150%)
Free Shipping
1. Natural - lower acquisition cost On All Orders - No Minimum
*Details
2. Paid - part of ROI analysis Free Shipping
On Orders Over $50!
*Details
@Monetate #inboundwebinar

22. think local
@Monetate #inboundwebinar

23. local relevance
100’s de chaquetas impermeables en el envío de archivo
LIBRE de todos los pedidos de más de $ 60
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24. @Monetate #inboundwebinar

25. Use Visitor Location to Your Advantage
Geo-targeting = conversion improvement as high as 100%
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26. @Monetate #inboundwebinar

27. @Monetate #inboundwebinar

28. Make it
a Landing Session
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29. @Monetate #inboundwebinar

30. @Monetate #inboundwebinar

31. @Monetate #inboundwebinar

32. @Monetate #inboundwebinar

33. @Monetate #inboundwebinar

34. what makes a session?
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35. understand the buying lifecyle
Not all purchases happen in the same visit.
Expand your message to the relevant buying lifecycle.
Are there transition messages to convey within that process?
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36. tactics to improve consistency
Message, Image, Merchandise...
Average conversion improvement = 5% to 20%
Product Badging
Up to 55% conversion impact
Promotional Testing
Up to 150% conversion improvement
International / Geo-Target Messaging
Up to 100% conversion impact
Think Beyond the Landing Page
Priceless!
@Monetate #inboundwebinar

37. thank you!
Valuable case studies, eBooks, white papers, webinars,
infographics and more!
monetate.com/resources Email: nrichter@monetate.com
@Monetate #inboundwebinar