from content to conversion - optimizing web forms to increase content marketing roi
Post on 20-Oct-2014
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DESCRIPTION
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 completionTRANSCRIPT
From Content to
ConversionA Formstack Webinar with
Ann Handley of Marketing Profs.
@marketingprofs | @formstack | #formchat
Tuesday, August 12 | 1 p.m. EST
@marketingprofs | @formstack | #formchat
Flexible online form building platform. Convert more web traffic
with marketer-friendly forms.
@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.
@marketingprofs | @formstack | #formchat
Today’s Presenters
Ann Handley CCO, Author
Marketing Profs
Chris Lucas VP of Marketing
Formstack
@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!
@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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Part 1: Key Takeaways from “Everybody Writes”
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Part 1: Key Takeaways from “Everybody Writes”
What people think writing is:
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What writing actually is:
Part 1: Key Takeaways from “Everybody Writes”
@marketingprofs | @formstack | #formchat
Part 1: Key Takeaways from “Everybody Writes”
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”
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%
@marketingprofs | @formstack | #formchat
Part 1: Key Takeaways from “Everybody Writes”
Just 44% of marketers say they have a content strategy.
@marketingprofs | @formstack | #formchat
Part 1: Key Takeaways from “Everybody Writes”
…and 42% of marketers say their content is effective.
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Part 1: Key Takeaways from “Everybody Writes”
@marketingprofs | @formstack | #formchat
Part 1: Key Takeaways from “Everybody Writes”
@marketingprofs | @formstack | #formchat
The simple formula for great content…
Part 1: Key Takeaways from “Everybody Writes”
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Useful x Empathy x Inspired = Great Content
Part 1: Key Takeaways from “Everybody Writes”
@marketingprofs | @formstack | #formchat
Useful x Empathy x Inspired = Great Content
Multiplication signs are key.
Part 1: Key Takeaways from “Everybody Writes”
@marketingprofs | @formstack | #formchat
1. Don’t waste an opportunity to differentiate yourself. (Like Woot)
Part 1: Key Takeaways from “Everybody Writes”
@marketingprofs | @formstack | #formchat
Part 1: Key Takeaways from “Everybody Writes”
1. Don’t waste an opportunity to differentiate yourself. (Like Woot)
@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”
@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.”
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”
@marketingprofs | @formstack | #formchat
MarketingProfs
Part 1: Key Takeaways from “Everybody Writes”
@marketingprofs | @formstack | #formchat
Poll: Choose your social network
Part 1: Key Takeaways from “Everybody Writes”
@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”
@marketingprofs | @formstack | #formchat
Part 2: Finding the User Promoting Content that Generates Leads and Revenue
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
Promoting Content It’s about the “Where” and “When.”
@marketingprofs | @formstack | #formchat
Part 2: Finding the User
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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Prep Obsessed
Part 2: Finding the User
Not all social activity is created equal.
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Part 2: Finding the User
Studies show that Facebook engagement rates are 18% higher on Thursdays and Fridays, with the most sharing happening on Saturday.
+18%THURS &FRI
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Part 2: Finding the User
The highest Twitter engagement is midweek through the weekend.
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Part 2: Finding the User
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
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
Part 3: Motivating the User Creating Action and Driving Experience
@marketingprofs | @formstack | #formchat
Even the submit button is content!
As seen in
the Form
Conversion
Report!
@marketingprofs | @formstack | #formchat
Part 3: Motivating the User
Don’t forget the power of mobile.
150x
@marketingprofs | @formstack | #formchat
Part 3: Motivating the User
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Progressive: Show, don’t tell.
Part 3: Motivating the User
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Part 3: Finding the User
Progressive: Show, don’t tell.
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
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!
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Part 3: Motivating the User
Questions?
Conclusion
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Download the Form Conversion Report
https://www.formstack.com/form-conversion-report
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Conclusion
Pre-order “Everybody Writes!”
www.EverybodyWrites.com
Order by August 20 and get the
Everybody Writes Anti-Mediocrity Content Toolkit
FREE!