beyond the landing page-the 7 habits of maximizing web site advertising spend

Sitecore. Compelling Web Experiences

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Beyond the Landing Page-The 7 Habits of Maximizing Web Site Advertising Spend

Darren Guarnaccia, VP Product [email protected]

mailto:[email protected]


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About Sitecore

Leading provider of enterprise-class .NET web content management and portal software for mid-to-large organizations

Presence San Francisco, Portland, Boston, Copenhagen, London, Munich, Amsterdam and Brisbane

Stability Profitable since inception in 1999, same owners, same vision and same technology (.NET)

Customers Over 1600 client installations managing over 20,000 web sites worldwide

Recognized Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft

Gold Partner Gartner “Cool Vendor in WCM” 2008 Gartner WCM Marketscope rating: Positive

Supported Over 450 Sitecore Certified Partners worldwide, with over 150 in North America


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Sitecore’s 1600+ customers include:

http://www.naa.org/Home/NAAOrg.aspx


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Did you hear the news?

Advertising is dying…

TV viewing is declining and time shifted

People are better than ever at ignoring ads

People want what they want, and not much else

Newspapers and magazines are dying out…

Our credibility is at an all time low


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Did you hear the news?

Add in the new statusphere and attention economy

We don’t own our own brand

Long tail society

Segmentation isn’t enough anymore


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Most Web Sites underperform

Many organizations do not live up their potential to convert advertising traffic Advertising is growing more expensive Delivering weaker results Advertising spend is not yielding residual value Attention fragmentation undermines CLV


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Introduction to the 7 Habits

Steven Covey’s book, “The 7 Habits of Highly Effective People” (Simon & Schuster, 1989)

Apply the same rules to your Web site

Your Web site is a mechanism to build and grow an online relationship with your audience


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What can we do?

We can improve how our websites maximize our Ad spend

Improve ad conversion

Improve our spending decision processes

Increase residual value of advertising

Re-engage with customers on a long-term basis


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Habit #1 Deliver what the customer expects with continuity of messaging Landing pages need to deliver on the ad’s promise

Copy and calls to action must be in line Offer expertise based on the ad’s subject Engage the user and build trust quickly Start looking for the problem

Keep telling the story as they move deeper into your site Consistently message to the user throughout their experience Uncover the customer needs and deliver solutions

Benefits Reduce bounce rates Increase conversion rates Build credibility with prospects and customers


www.sitecore.net


www.sitecore.net

Habit #2 Segment and balance user experiences with site goals

Not as obvious as you think Align your promises with your calls to action Identify latent needs Allow visitors to self segment Guide users where you want them to go Remember: landing page is just the start

Ask yourself… How will each segment react What different types of goals do they have?

Benefits Build credibility with visitors and prospects Higher conversion rates (leads, transactions, self service, etc.)


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www.sitecore.net

Habit #3 Deliver value back to your Web visitors by waiting for the right moment Pick your pitch

User experience must win out Visitors aren’t always ready to engage Understand intimacy levels Lead scoring helps find buying signals Customers filter advertising because it’s always on Make it personal, make it matter Deliver value

Benefits Improve conversions on site Differentiating experiences Word of Mouth (WOM) marketing


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www.sitecore.net

Habit #4 Learn to learn, listening to your segments and optimizing messaging Learning to listen

Scoring your content and actions Testing and validating with polls and surveys What profiling can tell you Measure performance by segment and persona Test, test, test: Test messaging with MVT

Benefits Better understand of each and every customer Incrementally improve campaign performance by segment


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www.sitecore.net

Habit #5 Overcome objections and barriers using community content and engagement Understand your customers hurdles

Ask your sales team Understand the sales lifecycle Use community to overcome fear and build trust Use content marketing to overcome objections The 6th man of your sales team

Benefits Drive leads deeper into the funnel for your sales team Reduce cost of sales Improved conversion rates and win ratios


www.sitecore.net


www.sitecore.net

Habit #6 Get the conversation started: Long-term customer value through ongoing dialog

Create an ongoing conversation with your customer Engage users in community content Put your customer community to work for you Offer community content interchangeably with your content Build trust and confidence using your community

Benefits Creates value for the customer Greater customer intimacy / Loyalty Expands the customer relationship Deeper understanding of customer needs


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www.sitecore.net

Habit #7 Provide the ongoing content and experience for which visitors hunger and return

The show isn’t over after the first dance Content marketing mixed with episodic delivery to keep them coming back Build content assets worth subscribing to Pull visitors back with community engagement Tap Wisdom of the Crowd content: help customers filter Nurture campaigns

Benefits Engagement leads to buying Drive residual value of ad spend


www.sitecore.net


www.sitecore.net

The Seven Habits

Deliver what the customer expects with continuity of messaging

Segment and balance user experiences with site goals

Deliver value back to your Web visitors by waiting for the right moment

Learn to learn, listening to your segments and optimizing messaging

Overcome objections and barriers using community content and engagement

Get the conversation started–Longer-term customer value through ongoing dialog

Provide the ongoing content and experience for which visitors hunger and return


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Putting the Habits to Work

Improve the effectiveness of your ad spend using your websites with these 7 habits

Improve ad conversion

Improve our spending decision processes

Increase residual value of advertising

Re-engage with customers on a long-term basis


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Q & A

Addition information can be found at:

www.sitecore.net

Follow up questions please contact:

Darren Guarnaccia

[email protected]

http://www.sitecore.net/


www.sitecore.net

beyond the landing page-the 7 habits of maximizing web site advertising spend

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