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Slides from a presentation at Go Inbound Marketing 2014, presented by Element Three.
Presenters: Lance Padgett; Eva McKnight
Search engine optimization is a great strategy to target customers who are searching for products or services in your industry. But what about the customers who aren't even searching for you at all? How do you target potential customers who don't even realize they need your product yet? Through keyword research and the creation of customized landing pages, you can create a product funnel for consumers who might have the needs your product answers, but aren't aware of your company yet.
After finding that hundreds of qualified leads were searching for alternatives to popular competitors, Formstack, an online form building platform, developed a series of "product alternative" websites featuring many of these search keywords. These pages compare Formstack's pricing and features with its competitors, proving through the research that Formstack is a stronger alternative.
Formstack's first alternative page launched in summer of 2012. It now averages an 11% trial-to-conversion rate from the qualified leads that find the page through search, almost double the average conversion rate from visitors that land on the main Formstack site.
Through a proven-by-the-numbers case study, Eva McKnight and Lance Padgett will walk the audience through the best way to identify this market of consumers who are researching solutions that can be provided by their businesses. In addition, he will help the audience discover unique ways to target these customers without losing their company voice and tone.
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