JOURNEY OPTIMIZING YOUR CUSTOMER S
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1 How Ektron s Guided Optimization helps marketers predict customer behavior and convert digital interactions to immediate results OPTIMIZING YOUR CUSTOMER S JOURNEY In this ebook you will learn how search is an effective tool to perfect your content marketing strategy - from planning to promoting to publishing. You will also learn how search can be used to enhance customer personalization, allowing you as a marketer to gain actionable insight to increase customer engagement, conversions, and revenue.
2 DEPARTURES ARRIVALS FREQUENT FLYER MILES PAY $375 $325 ARRIVALS $275 FLIGHTS FLIGHTS TAKE THEIR WORD FOR IT A personalized customer journey starts with understanding your customers. What better way to understand them than by using their behavior and the actions they take on your website? Depending on their site behavior, two people can search for the same term but have very different journeys. The secret to optimizing website performance through an effective content marketing strategy? Adopting innovative search technology and leveraging these tools as part of your digital content marketing foundation. 1
3 A MORE PERSONALIZED SITE EXPERIENCE LEADS TO MORE CONVERSIONS. (Source: Steelhouse) USING THE CORRECT TARGETING & TESTING METHODS CAN INCREASE CONVERSION RATES UP TO Challenges for Marketers Marketers face the daily challenge of getting their message out, having it resonate in the marketplace, and having prospects listen, react, and convert to that message. As the adoption of content and inbound marketing strategies continue, marketers are creating more and more great content. The glaring problem hardly anyone is finding that content, reading it, and converting from it. Additionally, marketers can t get the actionable insight they need from their website to deliver results to their company s pipeline. The problem stems from marketers not knowing how to most effectively publish and promote content across their site and through other channels across the buyer s journey. Why? Because they don t have the insight and analytics to know what content is best promoted when, and through what, channels. Marketers need to truly understand the buyer s journey their visitors are taking to determine where best to publish and post the right content. By understanding what visitors are searching for and when, marketers can then surface the right content for the right visitor making a personalized and optimized experience. 2
4 STEP 4 PERSONALIZE STEP 1 PLAN STEP 5 STEP 2 PROMOTE PRODUCE STEP 6 PROVE STEP 3 PUBLISH TO EFFECTIVELY CREATE AND EXECUTE A CONTENT MARKETING STRATEGY, PROVIDE RELEVANT CONTENT THROUGHOUT THE SITE EXPERIENCE, AND GET THE INSIGHT TO OPTIMIZE THE DIGITAL BUYER S JOURNEY IT S ALL ABOUT THE STEPS OF: PLAN, PRODUCE, PUBLISH, PERSONALIZE, PROMOTE, AND PROVE. 3
5 First step, plan out your content strategy and make sure it touches upon each part of the buyer s journey. Every organization is different, if you are a B2B company you might only interact with your customers digitally, e.g. web, mobile, tablet, social. Conversely, if you are a B2C organization you may interact not only digitally with your customers but also through a physical or online store location. In all cases, the buyer s journey is complex. Be sure to take into account your prospect s business objectives and goals when determining what content to produce and in what verticals or horizontals would be most beneficial to your organization. This planning process can be revamped monthly, quarterly, or whatever works best for your business needs and the stamina of your content marketing team. Establish and prioritize content deliverables for your team each quarter/month and agree upon timelines and deadlines for everyone. Don t forget to produce content for the steps within the buyer s journey that have the most impact on your organization and generate the most effective leads. Start the journey by simply publishing the content where it would normally reside on your site then add tags, topic structure, or facets based on your current site search mapping. Use content tagging to optimize your content creation. When a piece of content is created, make sure to appropriately tag content to the correct stage of the buying cycle, along with other appropriate tags like topics, author, and persona. Search technology can help personalize the digital experience for your visitors and customers. By using a guided optimization process, you can use search to provide the best recommendations. START BY TARGETING CONTENT ON: New Product Offerings Popular Products / Content Right Now Top Rated Products / Content AS YOU START TO LEARN MORE ABOUT YOUR VISITOR AND THEIR SITE SEARCH BEHAVIOR, HAVE SEARCH GUIDE, PROMOTE, AND SURFACE CONTENT BASED ON: Site Behavior Profile Geolocation Demographics Firmographics* Just make sure your plan connects content to the buyer s journey. Use information and analytics to understand what past content items have worked best for lead conversion and what topics resonate with your prospects. You can get this insight from your sales reps and your sales database. But don t forget to also use site search analytics, conversion metrics from landing pages and CTAs, and other toolsets. Marketers and content authors don t want a manual process to determine what content to promote or suggest. Use search technology (based on content tagging) to have your system auto-generate and surface appropriately related content, related calls to action, and popular content to be promoted on your web pages. * Firmographics is a combination of demographics and geographies. Commonly used firmographics include SIC, company size, and location. 4
6 USE SEARCH TO HELP CROSS-SELLING AND UPSELLING, BASE OFFERS ON: Suggested promotions of people who bought this, also bought this next item Suggested promotions of people who viewed this, were also interested in these other items Digital marketers can learn not just from the technology innovations in search recommendations and personalization, but also from the approach. Making guided recommendations for content offerings provides an optimized journey for site visitors and will lead to an increase in conversions. Digital marketers don t have to think about showing relevant content in multiple and different entry points of the website. If search is utilized correctly, it will automatically provide the relevant content at pre-determined entry points for the site visitor. 5
7 Digital marketers often struggle with the best way to optimize content across multiple channels whether mobile, social, etc. Marketers are challenged with an abundance of data to analyze, which channels are working, and what content on those channels are performing best. The challenge is both how to optimize content and to gain better insight into how content and offers are performing and converting as visitors move throughout the buyer s journey and down the funnel. It s important to understand what is performing best - utilizing data collected from the campaign performance will help you achieve just that. Additionally, you can use A/B testing to determine which offers generate more success. Don t forget to promote offers, content, and more through mobile channels! More and more visitors turn to their trusted devices to search and use site search to get their questions answers on-the-go, at a moment s notice, at any time of day or night across the globe. Most marketers are still doing all the heavy lifting when it comes to guiding visitors down the buyer s journey on their site. The digital marketer is manually creating many of the personalized web experiences. Rather than this manual and time-consuming process, turn to search technology and website behavior and automate the process to provide a personalized experience to each and every visitor that enters your site. Guided Optimization refers to an approach to content targeting and user experience management delivered through machineenhanced curation of user profiles (personas) and content. In a digital marketing context, Ektron s Guided Optimization enables marketers to inspect and tune the targeting criteria generated by the system using simple and intuitive feedback and editing tools to truly provide the personalized experience the customer is looking for driving more conversions, longer page views, and building more trust in your brand. In other words, it allows marketers to predict customer behavior and convert those pivotal digital interactions to immediate results. Websites must provide a guided experience for the visitor down the intended buyer s journey. Provide a guided experience on your site by using the best in search technology and start increasing conversion rates, revenue, and other key metrics for your organization. Ektron provides digital marketing solutions that drive transformational outcomes and deliver rapid ROI. Ektron s Marketer-Centric approach allows marketing professionals to instantly seize every digital opportunity. Ektron is headquartered in the greater Boston area with offices in Australia, Singapore, and the United Kingdom. 6
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