Eva McKnight & Lance Padgett Capturing Customers

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SEO targets customers searching for products or
services in your industry. But what about customers
who aren’t searching for you at all? How do you reach potential customers who don’t realize they need your product? Through a proven-by-the-numbers case study, Eva McKnight and Lance Padgett of Formstack share their content, PR and SEO expertise and the best ways to identify this market of consumers.

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Eva McKnight & Lance Padgett Capturing Customers

  1. 1. @formstack Lance Padgett, Eva McKnight Formstack 6/19/14 #goinboundmktg CAPTURING CUSTOMERS (BEFORE THEY KNOW THEY NEED YOU)
  2. 2. @formstack
  3. 3. @formstack AN EPIPHANY How we searched our way to a new marketing initiative.
  4. 4. @formstack Identifying a trend in product alternative searches.
  5. 5. @formstack THE FIRST TEST PAGE Formstack’s “Wufoo Alternative” Landing Page
  6. 6. @formstack
  7. 7. @formstack
  8. 8. @formstack Convincing data and a call-to- action.
  9. 9. @formstack TRAFFIC + CONVERSION •25,000+ unique visitors to date •11.3% visitor-to-trial rate •18.7% trial-to-conversion rate •2.1% overall traffic-to-paid customer rate
  10. 10. @formstack IDENTIFYING QUALIFIED PROSPECTS 3 strategies to engage the curious lead.
  11. 11. @formstack Competitor alternatives Your Company vs. Indirect products/services Research Product/Service Alternatives
  12. 12. @formstack Identify Long-Tail Keywords 70% of web traffic comes from long-tail search.
  13. 13. @formstack Answer Industry Questions Case Study: Marcus Sheridan @TheSalesLion
  14. 14. @formstack TAILORING CONTENT FOR YOUR LEAD SEGMENTS
  15. 15. @formstack START WITH ONE MARKET
  16. 16. @formstack IDENTIFY MARKET PAIN POINTS
  17. 17. @formstack BE SUBJECTIVE-LY OBJECTIVE
  18. 18. @formstack RESTARTING YOUR LEAD CYCLE Maximizing the potential of your content.
  19. 19. @formstack WEBINARS
  20. 20. @formstack SOCIAL CONVERSATION
  21. 21. @formstack INFOGRAPHICS
  22. 22. @formstack LEVERAGE MARKETING AUTOMATION TOOLS
  23. 23. @formstack RECAP 1. Identify qualified prospects through search. 2. Tailor your content for one target market. 3. Repurpose content to engage new or current leads. 4. Use marketing automation and analytics to nurture sales leads.

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