from content to conversion - optimizing web forms to increase content marketing roi

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From Content to Conversion A Formstack Webinar with Ann Handley of Marketing Profs. @marketingprofs | @formstack | #formchat Tuesday, August 12 | 1 p.m. EST

Post on 20-Oct-2014

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Slides created for a live webinar that aired on August 12, 2014. The webinar was sponsored by Formstack, an online form building tool, and featured content marketer Ann Handley (CCO of Marketing Profs). With these slides, learn how to: - Tweak submit button language to boost conversions up to 250% - Promote your form when your customers are active online - Create killer content that will incentivize form completion

TRANSCRIPT

Page 1: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI

From Content to

ConversionA Formstack Webinar with

Ann Handley of Marketing Profs.

@marketingprofs | @formstack | #formchat

Tuesday, August 12 | 1 p.m. EST

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@marketingprofs | @formstack | #formchat

Flexible online form building platform. Convert more web traffic

with marketer-friendly forms.

Page 3: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI

@marketingprofs | @formstack | #formchat

Join the Conversation!• Twitter: use #formchat

• Use comment box to ask questions!

• We are recording this webinar and will send all registrants the video.

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@marketingprofs | @formstack | #formchat

Today’s Presenters

Ann Handley CCO, Author

Marketing Profs

Chris Lucas VP of Marketing

Formstack

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@marketingprofs | @formstack | #formchat

Win a copy of Ann’s new book!

• “Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content”

• Available: September 15th 2014

• Tweet and use #formchat during the webinar to enter!

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@marketingprofs | @formstack | #formchat

• Part 1: Key Takeaways from “Everybody Writes”

• Part 2: Finding the User

• Part 3: Motivating the User

Today’s Webinar Agenda

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@marketingprofs | @formstack | #formchat

Part 1: Key Takeaways from “Everybody Writes”

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@marketingprofs | @formstack | #formchat

Part 1: Key Takeaways from “Everybody Writes”

What people think writing is:

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@marketingprofs | @formstack | #formchat

What writing actually is:

Part 1: Key Takeaways from “Everybody Writes”

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@marketingprofs | @formstack | #formchat

Part 1: Key Takeaways from “Everybody Writes”

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93% (90% B2C) of marketers are creating content.

@marketingprofs | @formstack | #formchat

B2B Content Marketing North American 2014 Benchmarks,Budgets,TrendsMarketingProfs, Content Marketing Institute

93%

Part 1: Key Takeaways from “Everybody Writes”

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58% (60% B2C) of marketers are upping content budgets.

@marketingprofs | @formstack | #formchat

B2B Content Marketing North American 2014 Benchmarks,Budgets,TrendsMarketingProfs, Content Marketing Institute

Part 1: Key Takeaways from “Everybody Writes”

58%

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@marketingprofs | @formstack | #formchat

Part 1: Key Takeaways from “Everybody Writes”

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Just 44% of marketers say they have a content strategy.

@marketingprofs | @formstack | #formchat

Part 1: Key Takeaways from “Everybody Writes”

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…and 42% of marketers say their content is effective.

@marketingprofs | @formstack | #formchat

Part 1: Key Takeaways from “Everybody Writes”

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@marketingprofs | @formstack | #formchat

Part 1: Key Takeaways from “Everybody Writes”

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@marketingprofs | @formstack | #formchat

The simple formula for great content…

Part 1: Key Takeaways from “Everybody Writes”

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@marketingprofs | @formstack | #formchat

Useful x Empathy x Inspired = Great Content

Part 1: Key Takeaways from “Everybody Writes”

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@marketingprofs | @formstack | #formchat

Useful x Empathy x Inspired = Great Content

Multiplication signs are key.

Part 1: Key Takeaways from “Everybody Writes”

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@marketingprofs | @formstack | #formchat

1. Don’t waste an opportunity to differentiate yourself. (Like Woot)

Part 1: Key Takeaways from “Everybody Writes”

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@marketingprofs | @formstack | #formchat

Part 1: Key Takeaways from “Everybody Writes”

1. Don’t waste an opportunity to differentiate yourself. (Like Woot)

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@marketingprofs | @formstack | #formchat

2. Pathological empathy: “No one will complain that you made something too simple to understand.”

• Company-centric: We offer accelerated application development.

Part 1: Key Takeaways from “Everybody Writes”

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@marketingprofs | @formstack | #formchat

• Company-centric: We offer accelerated application development.

• Customer-centric: Deploy an app to the cloud at lunch hour. And still have time to eat. (kinvey.com)

Part 1: Key Takeaways from “Everybody Writes”

2. Pathological empathy: “No one will complain that you made something too simple to understand.”

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3. Empathy Hack: Use you

@marketingprofs | @formstack | #formchat

• Company-centric: We offer accelerated application development.

• Customer-centric: Deploy an app to the cloud at lunch hour. And still have time to eat. (kinvey.com)

Part 1: Key Takeaways from “Everybody Writes”

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@marketingprofs | @formstack | #formchat

MarketingProfs

Part 1: Key Takeaways from “Everybody Writes”

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@marketingprofs | @formstack | #formchat

Poll: Choose your social network

Part 1: Key Takeaways from “Everybody Writes”

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@marketingprofs | @formstack | #formchat

Poll: Choose your social network

“Isn’t this fun? Know what’s more fun? Joining MarketingProfs. You’ll get answers like this, as well as

real-world answers to almost any marketing problem…. !

(Not ready to join? No problem. But know that you’ve broken our hearts.)”

Part 1: Key Takeaways from “Everybody Writes”

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@marketingprofs | @formstack | #formchat

Part 2: Finding the User Promoting Content that Generates Leads and Revenue

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Formstack’s Form Conversion Report

T H E F O R M C O N V E R S I O N R E P O R T

2 0 1 4

Part 2: Finding the User

@marketingprofs | @formstack | #formchat

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Promoting Content It’s about the “Where” and “When.”

@marketingprofs | @formstack | #formchat

Part 2: Finding the User

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Find your user’s peak activity times.

Surveys

Order/Payments

Donations

Event Registrations

Contests

Contact

10 AM - 1 PM

11 AM - 2 PM

12 - 3 PM

1 - 4 PM

1 - 3 PM ; 8 PM

3 - 5 PM

As seen in

the Form

Conversion

Report!

@marketingprofs | @formstack | #formchat

Part 2: Finding the User

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@marketingprofs | @formstack | #formchat

Prep Obsessed

Part 2: Finding the User

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Not all social activity is created equal.

@marketingprofs | @formstack | #formchat

Part 2: Finding the User

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Studies show that Facebook engagement rates are 18% higher on Thursdays and Fridays, with the most sharing happening on Saturday.

+18%THURS &FRI

@marketingprofs | @formstack | #formchat

Part 2: Finding the User

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The highest Twitter engagement is midweek through the weekend.

@marketingprofs | @formstack | #formchat

Part 2: Finding the User

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LinkedIn’s professional users are most active right before and right after work hours. Tuesdays and Thursdays are the biggest days for activity.

@marketingprofs | @formstack | #formchat

Part 2: Finding the User

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Leverage email marketingIn a survey of 250 Formstack customers, 61% said email marketing platforms drove the most traffic to their forms.

@marketingprofs | @formstack | #formchat

Part 2: Finding the User

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Part 3: Motivating the User Creating Action and Driving Experience

@marketingprofs | @formstack | #formchat

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Even the submit button is content!

As seen in

the Form

Conversion

Report!

@marketingprofs | @formstack | #formchat

Part 3: Motivating the User

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Don’t forget the power of mobile.

150x

@marketingprofs | @formstack | #formchat

Part 3: Motivating the User

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@marketingprofs | @formstack | #formchat

Progressive: Show, don’t tell.

Part 3: Motivating the User

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@marketingprofs | @formstack | #formchat

Part 3: Finding the User

Progressive: Show, don’t tell.

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Brand your form to create a smooth customer experience.

42% 62%

62% said they get more conversions when they embed their form on their site.

42% say creating a custom theme maximizes their conversion rate.

As seen in the Form Conversion Report!

@marketingprofs | @formstack | #formchat

Part 3: Motivating the User

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Use other types of forms to get more out of your content.

Event RegistrationSurvey DonationContestOrder/Payment Contact

0

6

12

18

24

30

6%

3% 4%

28%

11%

21%

Form Conversion Rate (%) As seen in the Form Conversion Report!

@marketingprofs | @formstack | #formchat

Part 3: Motivating the User

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Questions?

Conclusion

@marketingprofs | @formstack | #formchat

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Download the Form Conversion Report

https://www.formstack.com/form-conversion-report

@marketingprofs | @formstack | #formchat

Conclusion

Pre-order “Everybody Writes!”

www.EverybodyWrites.com

Order by August 20 and get the

Everybody Writes Anti-Mediocrity Content Toolkit

FREE!