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6 Ways to Increase Conversions With Inbound Marketing

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During this webinar you will learn:

- How you can use inbound marketing to maximize your conversions
- Expert tips on tailoring content to your consumers
- How to avoid common inbound marketing pitfalls
- Best practices on optimizing inbound marketing with Formstack

Published in: Marketing
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6 Ways to Increase Conversions With Inbound Marketing

  1. 1. 6 Ways to Increase Conversions with Inbound Marketing 1
  2. 2. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg2 Flexible online form building platform. Quickly capture responses with branded web forms.
  3. 3. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg3 Join the conversation on Twitter! • @tiffanysauder, @chris_c_lucas, #goinboundmktg • This webinar is being recorded and will be emailed to registrants.
  4. 4. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg4 Tiffany Sauder Chris Lucas Chris Lucas is the VP of Marketing at Formstack Tiffany Sauder is the President of Element Three
  5. 5. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg5 Today’s Webinar Agenda 1. Understand the Basics of Inbound Marketing 2. See Inbound Marketing in the Big Picture 3. Tailor Content to the Consumer 4. Avoid Common Inbound Marketing Mistakes 5. Leverage Forms to Drive Inbound Leads 6. Examples
  6. 6. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg6 Understand the Basics of Inbound Marketing
  7. 7. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg7 What is Inbound Marketing?
  8. 8. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg8 Why Invest in Inbound Marketing? · 93% of B2B Buyers use search to begin the buying process · 90% of B2B Buyers say when they’re ready to buy, they’ll find you · 84% of 25-34 year olds have left a favorite website because of intrusive or irrelevant advertising
  9. 9. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg9 See Inbound Marketing in the Big Picture
  10. 10. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg10 Inbound marketing content is your company's owned media.
  11. 11. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg11 Owned media is supplemented by paid and earned media.
  12. 12. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg12 Owned + Paid Media Examples THE FORM CONVERSION REPORT 2015 15 An in-depth look at how various online forms are converting across ten industries and more than 650,000 form users. See what inspires your web visitors to click from form fields all the way through to “submit” buttons.
  13. 13. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg13 Quality content helps leads enter the sales funnel.
  14. 14. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg14 Tailor Content to the Consumer
  15. 15. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg15 Understand your target group/persona
  16. 16. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg16 Address Frequently Asked Questions ???
  17. 17. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg17 Acknowledge all stages of the customer lifecycle · Nurtured leads have a 9% higher average deal size (source: Market2Lead) · Nurtured leads have 23% shorter deal time compared to non- nurtured leads (source: market2lead) · 35-50% of sales go to the vendor that responds first (source: sales study via InsideSales.com)
  18. 18. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg18
  19. 19. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg19 Consider the distribution channel
  20. 20. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg20 Avoid Common Inbound Marketing Mistakes
  21. 21. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg21 Failing to craft a solid content strategy Content Strategy
  22. 22. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg22 Deciding you don’t need a blog
  23. 23. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg23 Producing generic, substandard content
  24. 24. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg24 Spending too little time on content distribution
  25. 25. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg25 Ignoring the importance of measuring results and making adjustments
  26. 26. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg26 Leveraging Forms to Drive Inbound Leads
  27. 27. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg27 Use lead gen forms for content downloads and webinar registrations to convert 10% more traffic than static contact forms. +10%
  28. 28. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg28 Integrate your form with Social Autofill and convert up to 189% more traffic.
  29. 29. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg29 Embed your forms on your Facebook page with Facebook Tab Embed and convert up to 122% more leads.
  30. 30. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg30 Tailor your forms to consumers with Form A/B Testing.
  31. 31. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg31 Questions?
  32. 32. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg32 Examples of Successful Inbound Marketing Campaigns
  33. 33. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg33 • Founder and Creative Director Evan McBroom attended GoInbound 2013 and had this to say: “No lie – within the first 90 minutes I knew in my soul that inbound marketing was going to revolutionize things at Fishhook and that there was a huge, untapped opportunity for our clients to meet their goals in a new way.” • First steps: Hired online engagement specialist and signed on with a platform • Made the decision not to question if inbound was working or if they should continue it until hitting the one- year mark
  34. 34. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg34 • Developed an inbound marketing strategy with persona development, keyword strategy, blogging, etc. • Saw organic traffic increase 347%, total traffic increase 232%, and total leads grow 213%
  35. 35. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg35 • Decided to focus on customer stories/ conversations • Saw a 35% increase in content engagement and a 43% increase in company mentions across social channels
  36. 36. 6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg36 • Harnesses the power of branding/personality and utility • Boasts a robust resource library packed with useful content • Created Hootsuite University for additional educational content

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