inbound marketing consistency: maintain the scent trail
TRANSCRIPT
Nathan RichterStrategic Services Director
Inbound MarketingConsistency: Maintain the Scent Trail
July 25, 2012 #inboundwebinar
who we are
#inboundwebinar@Monetate
how many campaigns we run
...and that doesn’t include splits!
campaigns launched in
21,3212011
#inboundwebinar@Monetate
who are your customers?
#inboundwebinar@Monetate
lurks in every segment, of every metric. Start with high-volume or high-value segments.
InboundSearch keyword/term, search engine, social referrer
Visitor ProfileVisitor brand affinity, prior purchase history, preferences, etc.
TimeWhen do they visit, when do they research
BehaviorVisitor recency, frequency, site interaction
GeographyGeo location of visitor, location of nearest store, nearest distribution center
Customer GroupsAffinity, preferences,multi-channel, member
the prep
#inboundwebinar@Monetate
personalize the site experience
Site ContentCustomer Profile
Keyword
#inboundwebinar@Monetate
• Merchandising• Creative/Design• IT/Development• Analytics
assessing your opportunity
Resources Available Business Unit Support
• Testing tool(s)• Platform capabilities• People power• Promotions?
#inboundwebinar@Monetate
#inboundwebinar@Monetate
#inboundwebinar@Monetate
Gear - Official Site
100’s of waterproof jackets in stockFREE shipping on all orders over $60
#inboundwebinar@Monetate
#inboundwebinar@Monetate
#inboundwebinar@Monetate
Value prop echo
#inboundwebinar@Monetate
relevant hero image
#inboundwebinar@Monetate
Smart Merchandising
#inboundwebinar@Monetate
waterprroof
#inboundwebinar@Monetate
merchandising support
waterprroof
Average conversion improvement range 5% to 20% (as high as 100%)message consistency
1. Copy 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
2. Images
3. Product
#inboundwebinar@Monetate
power in the offer#inboundwebinar@Monetate
Free ShippingOn Orders Over $50!
*Details
#inboundwebinar@Monetate
Free ShippingOn All Orders - No Minimum
*Details
#inboundwebinar@Monetate
Average conversion improvement range 25% to 40% (as high as 150%)promotion promotion
1. Natural - lower acquisition costFree Shipping
On All Orders - No Minimum*Details
Free ShippingOn Orders Over $50!
*Details
2. Paid - part of ROI analysis
#inboundwebinar@Monetate
think local#inboundwebinar@Monetate
100’s de chaquetas impermeables en el envío de archivo LIBRE de todos los pedidos de más de $ 60
#inboundwebinar@Monetate
local relevance
#inboundwebinar@Monetate
Geo-targeting = conversion improvement as high as 100%
Use Visitor Location to Your Advantage
#inboundwebinar@Monetate
#inboundwebinar@Monetate
#inboundwebinar@Monetate
a Landing Session
Make it
#inboundwebinar@Monetate
#inboundwebinar@Monetate
#inboundwebinar@Monetate
#inboundwebinar@Monetate
#inboundwebinar@Monetate
#inboundwebinar@Monetate
what makes a session?#inboundwebinar@Monetate
#inboundwebinar@Monetate
Not all purchases happen in the same visit.
understand the buying lifecyle
Expand your message to the relevant buying lifecycle.
Are there transition messages to convey within that process?
tactics to improve consistencyMessage, Image, Merchandise...Average conversion improvement = 5% to 20%
Product BadgingUp to 55% conversion impact
Promotional TestingUp to 150% conversion improvement
International / Geo-Target MessagingUp to 100% conversion impact
Think Beyond the Landing PagePriceless!
#inboundwebinar@Monetate
#inboundwebinar@Monetate
thank you!Valuable case studies, eBooks, white papers, webinars, infographics and more!
Email: [email protected]/resources