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 …

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

More in: Marketing
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  • 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. @marketingprofs | @formstack | #formchat Flexible online form building platform. Convert more web traffic with marketer-friendly forms.
  • 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. @marketingprofs | @formstack | #formchat Today’s Presenters Ann Handley CCO, Author Marketing Profs Chris Lucas VP of Marketing Formstack
  • 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. @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. @marketingprofs | @formstack | #formchat Part 1: Key Takeaways from “Everybody Writes”
  • 8. @marketingprofs | @formstack | #formchat Part 1: Key Takeaways from“Everybody Writes” What people think writing is:
  • 9. @marketingprofs | @formstack | #formchat What writing actually is: Part 1: Key Takeaways from“Everybody Writes”
  • 10. @marketingprofs | @formstack | #formchat Part 1: Key Takeaways from“Everybody Writes”
  • 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. 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. @marketingprofs | @formstack | #formchat Part 1: Key Takeaways from“Everybody Writes”
  • 14. Just 44% of marketers say they have a content strategy. @marketingprofs | @formstack | #formchat Part 1: Key Takeaways from“Everybody Writes”
  • 15. …and 42% of marketers say their content is effective. @marketingprofs | @formstack | #formchat Part 1: Key Takeaways from“Everybody Writes”
  • 16. @marketingprofs | @formstack | #formchat Part 1: Key Takeaways from“Everybody Writes”
  • 17. @marketingprofs | @formstack | #formchat The simple formula for great content… Part 1: Key Takeaways from“Everybody Writes”
  • 18. @marketingprofs | @formstack | #formchat Useful x Empathy x Inspired = Great Content Part 1: Key Takeaways from“Everybody Writes”
  • 19. @marketingprofs | @formstack | #formchat Useful x Empathy x Inspired = Great Content Multiplication signs are key. Part 1: Key Takeaways from“Everybody Writes”
  • 20. @marketingprofs | @formstack | #formchat 1. Don’t waste an opportunity to differentiate yourself. (Like Woot) Part 1: Key Takeaways from“Everybody Writes”
  • 21. @marketingprofs | @formstack | #formchat Part 1: Key Takeaways from“Everybody Writes” 1. Don’t waste an opportunity to differentiate yourself. (Like Woot)
  • 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. @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. 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. @marketingprofs | @formstack | #formchat MarketingProfs Part 1: Key Takeaways from“Everybody Writes”
  • 26. @marketingprofs | @formstack | #formchat Poll: Choose your social network Part 1: Key Takeaways from“Everybody Writes”
  • 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. @marketingprofs | @formstack | #formchat Part 2: Finding the User Promoting Content that Generates Leads and Revenue
  • 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. Promoting Content It’s about the“Where”and“When.” @marketingprofs | @formstack | #formchat Part 2: Finding the User
  • 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. @marketingprofs | @formstack | #formchat Prep Obsessed Part 2: Finding the User
  • 33. Not all social activity is created equal. @marketingprofs | @formstack | #formchat Part 2: Finding the User
  • 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. The highest Twitter engagement is midweek through the weekend. @marketingprofs | @formstack | #formchat Part 2: Finding the User
  • 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. 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. Part 3: Motivating the User Creating Action and Driving Experience @marketingprofs | @formstack | #formchat
  • 39. Even the submit button is content! As seen in the Form Conversion Report! @marketingprofs | @formstack | #formchat Part 3: Motivating the User
  • 40. Don’t forget the power of mobile. 150x @marketingprofs | @formstack | #formchat Part 3: Motivating the User
  • 41. @marketingprofs | @formstack | #formchat Progressive: Show, don’t tell. Part 3: Motivating the User
  • 42. @marketingprofs | @formstack | #formchat Part 3: Finding the User Progressive: Show, don’t tell.
  • 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. 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. Questions? Conclusion @marketingprofs | @formstack | #formchat
  • 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!