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The State of Lead Gen in 2015: 4 Secrets to Boost Your Results

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Slides from a webinar on getting the most from your lead gen efforts. Jay Baer, founder of the world's #1 content marketing blog and Formstack's Eva McKnight, the brains behind the 2015 Form Conversion Report, share insider secrets for harnessing conversion rate optimization for more leads.

You will learn:
Why "leads" matter more than "likes"
Social media tips for 189% conversion lift
How to better convert traffic from social media
The form type with a 35% conversion rate

Published in: Marketing
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The State of Lead Gen in 2015: 4 Secrets to Boost Your Results

  1. The State of Lead Gen in 2015: 4 Secrets to Boost Your Results A WEBINAR BY FORMSTACK
 FEATURING JAY BAER & EVA MCKNIGHT
  2. Flexible online form building platform. Quickly capture responses with branded web forms. INTRODUCTION #formreport
  3. @formstack #formreport Join the conversation on Twitter! This webinar is being recorded and will be emailed to registrants. INTRODUCTION #formreport
  4. Jay Baer Jay Baer is a renowned business strategist, speaker, and author. @jaybaer Eva McKnight Eva McKnight is the Content Team Lead at Formstack. @evachristine09 INTRODUCTION #formreport
  5. The Problem with Online Marketing and Social Media #formreport
  6. Many (most?) people think of social media
 as a way to get visitors to their website. THE PROBLEM WITH ONLINE MARKETING #formreport
  7. And one of the main social media success
 metrics for many companies is how much
 website traffic comes from Facebook, Twitter, LinkedIn, et al. cation THE PROBLEM WITH ONLINE MARKETING #formreport
  8. That's not the only social media
 measurement, and it CERTAINLY isn't the best. THE PROBLEM WITH ONLINE MARKETING #formreport
  9. Why? Because traffic is a means to an end,
 not the goal. THE PROBLEM WITH ONLINE MARKETING #formreport
  10. If you pay a lot of attention to website
 visits (from social media or other sources),
 you need to dig a LOT deeper. THE PROBLEM WITH ONLINE MARKETING #formreport
  11. You need to focus instead on ACTIONS, not EYEBALLS. THE PROBLEM WITH ONLINE MARKETING #formreport
  12. You need to focus instead on ACTIONS, not EYEBALLS (unless you're selling ads, which you probably aren’t). THE PROBLEM WITH ONLINE MARKETING #formreport
  13. It's much easier (and less expensive) to build
 your business with post-click improvements
 rather than pre-click reach and exposure. THE PROBLEM WITH ONLINE MARKETING #formreport
  14. Website Traffic 50,000 Conversion Rate 2% Total Conversions 1,000 Total Sales (@$50/each) $50,000 THE PROBLEM WITH ONLINE MARKETING #formreport
  15. Website Traffic 100,000 Conversion Rate 2% Total Conversions 2,000 Total Sales (@$50/each) $100,000 THE PROBLEM WITH ONLINE MARKETING #formreport
  16. Website Traffic 50,000 Conversion Rate 4% Total Conversions 2,000 Total Sales (@$50/each) $100,000 THE PROBLEM WITH ONLINE MARKETING #formreport
  17. In almost every case, it will be far less
 expensive (and more controllable) to double
 your conversion rate, compared to doubling
 your website traffic. THE PROBLEM WITH ONLINE MARKETING #formreport
  18. But comparatively few companies pay
 attention to landing page and form optimization because it isn't sexy. THE PROBLEM WITH ONLINE MARKETING #formreport
  19. If we all (including me) spent as much time
 on post-click optimization as we did on pre-click social media shenanigans, we'd be
 WAY better off. THE PROBLEM WITH ONLINE MARKETING #formreport
  20. So, Now What? #formreport
  21. Let's say you got someone to click a link on your tweet (yay!) and they end up on your landing page. What should you ask them to do next? ? #formreport
  22. A lot of companies don't know! ! #formreport
  23. For EVERY page of your site, you should know (and document) your top 3 preferential behaviors. #formreport
  24. Preferential Behavior = Ideally, what's the
 OPTIMAL thing we would want a visitor to this
 page to do next. #formreport
  25. Preferential Behavior • Fill out form
 (duh) #formreport
  26. Of course, you want the "hard conversion" that
 yields sales or leads or awesomeness. But you
 also have to give people other options that don't require a full commitment. #formreport
  27. Not everyone wants to "put a ring on it" instantly… #formreport
  28. Other Preferential Behaviors • Email sign-up • Webinar sign-up • Whitepaper download • Video view • Podcast download • Contests #formreport
  29. Formstack found that contests and event
 registrations are the most effective mechanisms
 for enticing a form completion #formreport
  30. 4 Secrets for Better Lead-Gen: 1. Experiment with Form Type 2. Create a Social-Friendly Form 3. Find Your Submissions Sweet Spot 4. Test Your Perfect Form #formreport
  31. Secret #1: Experiment with Form Type #formreport
  32. Highest performing form types: • Contests - 35% • Surveys - 14% • Lead Gen & Event Registration - 11% SECRET #1: EXPERIMENT WITH FORM TYPE #formreport
  33. Secret #2: Create a Social-Friendly Form #formreport
  34. Take advantage of your users’ addiction
 to social media. Social Autofill boasts a 189% conversion rate lift. SECRET #2: CREATE A SOCIAL-FRIENDLY FORM #formreport
  35. Get more out of Facebook. Embedded contest forms on Facebook Page saw conversion rates more than double. SECRET #2: CREATE A SOCIAL-FRIENDLY FORM #formreport
  36. Secret #3: Find Your Submissions Sweet Spot #formreport
  37. Peak submissions times vary by form type and industry. SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT #formreport
  38. Event registrations are most popular on
 Wednesdays from 11 a.m. to 12 p.m. SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT #formreport
  39. Forms in the technology industry see peak submissions Thursdays 1 p.m. to 2 p.m. SECRET #3: FIND YOUR SUBMISSIONS SWEET SPOT #formreport
  40. Secret #4: Test Your Perfect Form #formreport
  41. Submit button copy can influence
 your conversion rates. “Submit Survey” has quadruple the clicks as just “Submit.” SECRET #4: TEST YOUR PERFECT FORM #formreport
  42. A/B Test your forms to find out which button copy gets your customers to click submit. SECRET #4: TEST YOUR PERFECT FORM #formreport
  43. Test beyond the button. Use A/B Testing to tweak colors, headlines, fields, form length, and more. Optimize for your audience! SECRET #4: TEST YOUR PERFECT FORM #formreport
  44. Savvy social strategies
 + insider form secrets 
 = More Conversions! SECRET #4: TEST YOUR PERFECT FORM #formreport
  45. Questions? CONCLUSION @jaybaer | @evachristine09 | @formstack | #formreport
  46. Sources: Formstack’s 2015 Form Conversion Report Images: flaticon.com | Freepik, Appzgear, Yannick, Atzeni, Icon Works CONCLUSION #formreport
  47. Thanks for Joining Us!

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