From
Content to
Conversion
A Formstack Webinar with
Ann Handley of
Marketing Profs.
@marketingprofs | @formstack | #formch...
@marketingprofs | @formstack | #formchat
Flexible online form building
platform. Convert more web traffic
with marketer-frie...
@marketingprofs | @formstack | #formchat
Join the Conversation!
• Twitter: use #formchat
• Use comment box to ask question...
@marketingprofs | @formstack | #formchat
Today’s Presenters
Ann Handley
CCO, Author
Marketing Profs
Chris Lucas
VP of Mark...
@marketingprofs | @formstack | #formchat
Win a copy of Ann’s new book!
• “Everybody Writes: Your Go-To Guide to
Creating R...
@marketingprofs | @formstack | #formchat
• Part 1: Key Takeaways from“Everybody
Writes”
• Part 2: Finding the User
• Part ...
@marketingprofs | @formstack | #formchat
Part 1:
Key Takeaways from
“Everybody Writes”
@marketingprofs | @formstack | #formchat
Part 1: Key Takeaways from“Everybody Writes”
What people
think writing is:
@marketingprofs | @formstack | #formchat
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 Amer...
58% (60% B2C) of marketers are
upping content budgets.
@marketingprofs | @formstack | #formchat
B2B Content Marketing Nort...
@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 fro...
…and 42% of
marketers say their
content is effective.
@marketingprofs | @formstack | #formchat
Part 1: Key Takeaways from“E...
@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”
@marketingprofs | @formstack | #formchat
Useful x Empathy x Inspired
= Great Content
Part 1: Key Takeaways from“Everybody ...
@marketingprofs | @formstack | #formchat
Useful x Empathy x Inspired
= Great Content
Multiplication signs are key.
Part 1:...
@marketingprofs | @formstack | #formchat
1. Don’t waste an opportunity to differentiate yourself. (Like Woot)
Part 1: Key T...
@marketingprofs | @formstack | #formchat
Part 1: Key Takeaways from“Everybody Writes”
1. Don’t waste an opportunity to diff...
@marketingprofs | @formstack | #formchat
2. Pathological empathy: “No one will complain that you made
something too simple...
@marketingprofs | @formstack | #formchat
• Company-centric: We offer accelerated application development.
• Customer-centri...
3. Empathy Hack: Use you
@marketingprofs | @formstack | #formchat
• Company-centric: We offer accelerated application devel...
@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
M...
@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
@marketi...
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
1...
@marketingprofs | @formstack | #formchat
Prep Obsessed
Part 2: Finding the User
Not all social activity is
created equal.
@marketingprofs | @formstack | #formchat
Part 2: Finding the User
Studies show that
Facebook engagement
rates are 18% higher on
Thursdays and Fridays,
with the most sharing
happening on Sa...
The highest Twitter
engagement is
midweek through the
weekend.
@marketingprofs | @formstack | #formchat
Part 2: Finding th...
LinkedIn’s professional
users are most active right
before and right after
work hours.
Tuesdays and Thursdays
are the bigg...
Leverage email
marketing
In a survey of 250 Formstack customers,
61% said email marketing platforms drove
the most traffic t...
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:...
Don’t forget the power of
mobile.
150x
@marketingprofs | @formstack | #formchat
Part 3: Motivating the User
@marketingprofs | @formstack | #formchat
Progressive:
Show, don’t tell.
Part 3: Motivating the User
@marketingprofs | @formstack | #formchat
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 f...
Use other types of forms to get more out of your content.
Event RegistrationSurvey DonationContestOrder/Payment Contact
0
...
Questions?
Conclusion
@marketingprofs | @formstack | #formchat
Download the Form
Conversion Report
https://www.formstack.com/form-conversion-report
@marketingprofs | @formstack | #formc...
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From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI

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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

Published in: Marketing
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From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI

  1. 1. From Content to Conversion A Formstack Webinar with Ann Handley of Marketing Profs. @marketingprofs | @formstack | #formchat Tuesday, August 12 | 1 p.m. EST
  2. 2. @marketingprofs | @formstack | #formchat Flexible online form building platform. Convert more web traffic with marketer-friendly forms.
  3. 3. @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.
  4. 4. @marketingprofs | @formstack | #formchat Today’s Presenters Ann Handley CCO, Author Marketing Profs Chris Lucas VP of Marketing Formstack
  5. 5. @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!
  6. 6. @marketingprofs | @formstack | #formchat • Part 1: Key Takeaways from“Everybody Writes” • Part 2: Finding the User • Part 3: Motivating the User Today’s Webinar Agenda
  7. 7. @marketingprofs | @formstack | #formchat Part 1: Key Takeaways from “Everybody Writes”
  8. 8. @marketingprofs | @formstack | #formchat Part 1: Key Takeaways from“Everybody Writes” What people think writing is:
  9. 9. @marketingprofs | @formstack | #formchat What writing actually is: Part 1: Key Takeaways from“Everybody Writes”
  10. 10. @marketingprofs | @formstack | #formchat Part 1: Key Takeaways from“Everybody Writes”
  11. 11. 93% (90% B2C) of marketers are creating content. @marketingprofs | @formstack | #formchat B2B Content Marketing North American 2014 Benchmarks,Budgets,Trends
 MarketingProfs, Content Marketing Institute 93% Part 1: Key Takeaways from“Everybody Writes”
  12. 12. 58% (60% B2C) of marketers are upping content budgets. @marketingprofs | @formstack | #formchat B2B Content Marketing North American 2014 Benchmarks,Budgets,Trends
 MarketingProfs, Content Marketing Institute Part 1: Key Takeaways from“Everybody Writes” 58%
  13. 13. @marketingprofs | @formstack | #formchat Part 1: Key Takeaways from“Everybody Writes”
  14. 14. Just 44% of marketers say they have a content strategy. @marketingprofs | @formstack | #formchat Part 1: Key Takeaways from“Everybody Writes”
  15. 15. …and 42% of marketers say their content is effective. @marketingprofs | @formstack | #formchat Part 1: Key Takeaways from“Everybody Writes”
  16. 16. @marketingprofs | @formstack | #formchat Part 1: Key Takeaways from“Everybody Writes”
  17. 17. @marketingprofs | @formstack | #formchat The simple formula for great content… Part 1: Key Takeaways from“Everybody Writes”
  18. 18. @marketingprofs | @formstack | #formchat Useful x Empathy x Inspired = Great Content Part 1: Key Takeaways from“Everybody Writes”
  19. 19. @marketingprofs | @formstack | #formchat Useful x Empathy x Inspired = Great Content Multiplication signs are key. Part 1: Key Takeaways from“Everybody Writes”
  20. 20. @marketingprofs | @formstack | #formchat 1. Don’t waste an opportunity to differentiate yourself. (Like Woot) Part 1: Key Takeaways from“Everybody Writes”
  21. 21. @marketingprofs | @formstack | #formchat Part 1: Key Takeaways from“Everybody Writes” 1. Don’t waste an opportunity to differentiate yourself. (Like Woot)
  22. 22. @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”
  23. 23. @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.”
  24. 24. 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”
  25. 25. @marketingprofs | @formstack | #formchat MarketingProfs Part 1: Key Takeaways from“Everybody Writes”
  26. 26. @marketingprofs | @formstack | #formchat Poll: Choose your social network Part 1: Key Takeaways from“Everybody Writes”
  27. 27. @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”
  28. 28. @marketingprofs | @formstack | #formchat Part 2: Finding the User Promoting Content that Generates Leads and Revenue
  29. 29. 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
  30. 30. Promoting Content It’s about the“Where”and“When.” @marketingprofs | @formstack | #formchat Part 2: Finding the User
  31. 31. 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
  32. 32. @marketingprofs | @formstack | #formchat Prep Obsessed Part 2: Finding the User
  33. 33. Not all social activity is created equal. @marketingprofs | @formstack | #formchat Part 2: Finding the User
  34. 34. 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
  35. 35. The highest Twitter engagement is midweek through the weekend. @marketingprofs | @formstack | #formchat Part 2: Finding the User
  36. 36. 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
  37. 37. Leverage email marketing In 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
  38. 38. Part 3: Motivating the User Creating Action and Driving Experience @marketingprofs | @formstack | #formchat
  39. 39. Even the submit button is content! As seen in the Form Conversion Report! @marketingprofs | @formstack | #formchat Part 3: Motivating the User
  40. 40. Don’t forget the power of mobile. 150x @marketingprofs | @formstack | #formchat Part 3: Motivating the User
  41. 41. @marketingprofs | @formstack | #formchat Progressive: Show, don’t tell. Part 3: Motivating the User
  42. 42. @marketingprofs | @formstack | #formchat Part 3: Finding the User Progressive: Show, don’t tell.
  43. 43. 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 inthe FormConversionReport! @marketingprofs | @formstack | #formchat Part 3: Motivating the User
  44. 44. 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 inthe FormConversionReport! @marketingprofs | @formstack | #formchat Part 3: Motivating the User
  45. 45. Questions? Conclusion @marketingprofs | @formstack | #formchat
  46. 46. 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!
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