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Digital Marketing with Sitefinity in Three Minutes

Jul 22, 2019

Note: This video references Sitefinity Digital Experience Cloud which was renamed to Sitefinity Insight as a part of the Sitefinity 13.0 release. Learn more about Sitefinity Insight.

Today I am going to talk about how to make life better for digital marketers. One of the challenges that Digital marketers face is that they just don't know the actual value of their content. You might have analytics but do you actually know how each page is contributing to your overall objectives and the metrics that you have to report on?

That's where the Sitefinity Insight comes in and we're going to take a look at that today and give you an overview.

This is the dashboard of the Sitefinity Insight and at a high level it's giving you a lot of information about your content, your conversions and it's helping the sales funnel and it also helps you understand how each one of your personas uses your Website.

Let's take a closer look. Think of all your content as touch points that help you construct a conversation with each individual user. The touch points are used to measure the effectiveness of your conversions. Let's look at one of those conversions.

In this accessibility White Paper example we're seeing how different activities that we've been performing are contributing to the download of white paper we published on our Website. We have a landing page that talks about it. We ran an email campaign and we have some blog posts and ultimately the form that passed for your information before you can get that pdf. All of this is now managed in a very convenient way to help us understand how people are getting here, where they're coming from, and whether they're even taking action.

Another key metric is lead scoring which is a great tool for helping you digitalize your sales funnel. The way that this works is that it results in actual contacts. These are real people that you can give to your sales team so that it makes their job that much easier. What's fantastic about the way this works is that it actually gives you contact information. It shows you which persona for each user at most closely matches but this is pretty cool -- it shows you the journey that that user went on before they contacted you so that you can understand what was influencing their decision to reach out.

Another great tool inside the Sitefinity Insight is personas. Personas create a digital representation of each audience segment and you can build rules to help monitor the behavior of people on your Website and fit them into the audience segments that they most closely resemble. That helps you get more fine-tuned with the content that you're publishing and how you're organizing your Website.

All in all you can see the Sitefinity Insight is a powerful tool. And that all contributes to make it a digital markers life that much easier.

Scott Snowden is Technology & Business Strategy at Flywheel Strategic, a Progress Sitefinity partner.

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