Content, Conversions
& Lead Generation
Andy Crestodina
#wineweb @orbiteers
Wine & Web #36
This is your funnel
This is your funnel on content…
%
of buying decisions are made
before contacting a sales rep
source: Corporate Executive Board, Marketing Leadership Counc...
TOP OF THE
FUNNEL
It’s all about empathy…
What topics do
they want?
Help your audience
make a buying decision.
Your website is the mousetrap,
Your content is the cheese…
- Barry Feldman
1. Keywords
2. Q&A Sites
3. Listening
Sources of Topics
Finding Topics: Google Suggest
Finding Topics: Ubersuggest
Source: Ubersuggest.org
Finding Topics: Soovle
Source: Soovle.com
Google
Keyword
Planner
#convcon @crestodina
Finding Topics: Analytics Queries
Finding Topics: Analytics Site Search
source: Justin Rondeau
Finding Topics: Analytics Site Search
Finding Topics: Yahoo! Answers
Source: Yahoo! Answers #convcon @crestodina
Finding Topics: Quora.com
Source: Quora.com #convcon @crestodina
Finding Topics: Listening
1. Sales Team
2. Customer Service Team
3. Client Stories
source: Deana Goldasich #convcon @crestodina
Source: Periodic Table of Content
A Family
of Keyphrases
Many pages, many phrases
Home Page
Main Navigation
Blog Posts
Home Page
Main Navigation
Blog Posts
many pages…
PRIMARY KEYPHRASE
most competitive phrase
SECONDARY PHRASES
product categories, services
pages
TERTIARY PHRASES
problem-re...
Which posts have
ranking potential?
Low hanging fruit is delicious!
Top content…
Find your traffic champions
The Spike and the Long Tail
Initial spike from
email marketing
and social promotion
(one week)
20 to 40 visits per day
fro...
Queries Report with Advanced Filter for “Average Position” set to Greater than 10
Posts that rank high on page two…
Posts that rank high on page
two!
Queries Report with Advanced Filter for “Average Position” set to Greater than 10
1. View: Search Engine Optimization > Queries
2. Set Advanced Filter: “Average Position”
greater than 10
3. Sort by “Avera...
Now for a little
on-page SEO…
Let’s indicate the relevance.
A. Once at the beginning of the title <title>
B. Once in the first header <h1>
C. Four to six times in the body of the pag...
1. Title: Once in the beginning
…and it’s the link in Google search results!
It appears above the address bar in your brow...
<title>Home</title><title>Home</title>
2. Header: once, anywhere
3. Body: 4 - 6 Times
Don’t be too
aggressive!
This stuff works…
A Hidden
Ranking Factor
User Interaction Signals? What’s that?
more info: Ideal Length for Blog Posts …and everything else
source: Blind Five Year Old, Social Signals and SEO
User Interaction Signals
• Time on page after clicking from Google
• Quick bounce vs. “the long click”
• Comments, shares
...
Why doesn’t MOZ study this?
It’s deep in the survey: “dwell time”
Increase Time on Page!
• Formatting that draws readers in…
• Great design
• Write longer, in-depth content
• Add Video
MIDDLE OF
THE FUNNEL
Optimize for
subscribers…
Before…
After…
1900% increase. Not bad!
Why it works
1.Prominence
2.Promise
3.Proof
Call to Action Conform
GOOD
BAD
Find Your
Conversion
Champions
Which are your most compelling posts?
Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/
Subscribers per blog post…
Pageviews per blog post…
…well hello, champions!
Subscribers per page view per blog post
Let’s watch that in slo-mo…
• Put it into heavy rotation on the social streams
• Add it to your home page slideshow
• Link to it from your email signa...
BOTTOM OF
THE FUNNEL
Testimonials = supportive evidence
Never make a testimonials page
When you say it, it’s marketing…
When they say it, it’s social proof.
Speaking of trust…
source: Dr. Albert Mehrabian
Regardless of your age, if you’re searching for the answer to
the question, “what do you want to be when you grow up?”
you...
Video…
SUBSEQUENT
CONVERSIONS
But wait! There’s more…
Subsequent Conversions…
Where there’s traffic, there’s hope...
Your Pages.
Your Funnel.
Let’s break it down.
#convcon @crestodina
#convcon @crestodina
source: Lead Generation Best Practices
Bottom Line.
Any questions?
Thank you!
Andy Crestodina
@crestodina
#wineweb
Wine & Web: Content, Conversions and Lead Generation
Wine & Web: Content, Conversions and Lead Generation
Wine & Web: Content, Conversions and Lead Generation
Wine & Web: Content, Conversions and Lead Generation
Wine & Web: Content, Conversions and Lead Generation
Wine & Web: Content, Conversions and Lead Generation
Wine & Web: Content, Conversions and Lead Generation
Wine & Web: Content, Conversions and Lead Generation
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Wine & Web: Content, Conversions and Lead Generation

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In this presentation, we analyze the birth of a lead, deconstructing each page in the process and each stage in the funnel. Discover the topics and types of content that attract and engage visitors.

Finally, we breakdown the page elements of each step in the process. This presentation shows you how to create content that drives results at every stage of the funnel, from high-ranking blog post to the page after the thank you page.

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Wine & Web: Content, Conversions and Lead Generation

  1. 1. Content, Conversions & Lead Generation Andy Crestodina #wineweb @orbiteers Wine & Web #36
  2. 2. This is your funnel
  3. 3. This is your funnel on content…
  4. 4. % of buying decisions are made before contacting a sales rep source: Corporate Executive Board, Marketing Leadership Council survey of 1900 B2B customers
  5. 5. TOP OF THE FUNNEL
  6. 6. It’s all about empathy… What topics do they want?
  7. 7. Help your audience make a buying decision.
  8. 8. Your website is the mousetrap, Your content is the cheese… - Barry Feldman
  9. 9. 1. Keywords 2. Q&A Sites 3. Listening Sources of Topics
  10. 10. Finding Topics: Google Suggest
  11. 11. Finding Topics: Ubersuggest Source: Ubersuggest.org
  12. 12. Finding Topics: Soovle Source: Soovle.com
  13. 13. Google Keyword Planner
  14. 14. #convcon @crestodina
  15. 15. Finding Topics: Analytics Queries
  16. 16. Finding Topics: Analytics Site Search source: Justin Rondeau
  17. 17. Finding Topics: Analytics Site Search
  18. 18. Finding Topics: Yahoo! Answers Source: Yahoo! Answers #convcon @crestodina
  19. 19. Finding Topics: Quora.com Source: Quora.com #convcon @crestodina
  20. 20. Finding Topics: Listening 1. Sales Team 2. Customer Service Team 3. Client Stories
  21. 21. source: Deana Goldasich #convcon @crestodina
  22. 22. Source: Periodic Table of Content
  23. 23. A Family of Keyphrases Many pages, many phrases
  24. 24. Home Page Main Navigation Blog Posts
  25. 25. Home Page Main Navigation Blog Posts many pages…
  26. 26. PRIMARY KEYPHRASE most competitive phrase SECONDARY PHRASES product categories, services pages TERTIARY PHRASES problem-related phrases, how-to content many phrases…
  27. 27. Which posts have ranking potential? Low hanging fruit is delicious!
  28. 28. Top content…
  29. 29. Find your traffic champions
  30. 30. The Spike and the Long Tail Initial spike from email marketing and social promotion (one week) 20 to 40 visits per day from organic search (months or years)
  31. 31. Queries Report with Advanced Filter for “Average Position” set to Greater than 10 Posts that rank high on page two…
  32. 32. Posts that rank high on page two! Queries Report with Advanced Filter for “Average Position” set to Greater than 10
  33. 33. 1. View: Search Engine Optimization > Queries 2. Set Advanced Filter: “Average Position” greater than 10 3. Sort by “Average Position” 4. Confirm the rank and the post by searching for the phrase Finding posts with ranking potential
  34. 34. Now for a little on-page SEO… Let’s indicate the relevance.
  35. 35. A. Once at the beginning of the title <title> B. Once in the first header <h1> C. Four to six times in the body of the page D. Within the links to the page from other pages on your site. Use the phrase in 4 places
  36. 36. 1. Title: Once in the beginning …and it’s the link in Google search results! It appears above the address bar in your browser…
  37. 37. <title>Home</title><title>Home</title>
  38. 38. 2. Header: once, anywhere
  39. 39. 3. Body: 4 - 6 Times
  40. 40. Don’t be too aggressive!
  41. 41. This stuff works…
  42. 42. A Hidden Ranking Factor User Interaction Signals? What’s that?
  43. 43. more info: Ideal Length for Blog Posts …and everything else
  44. 44. source: Blind Five Year Old, Social Signals and SEO
  45. 45. User Interaction Signals • Time on page after clicking from Google • Quick bounce vs. “the long click” • Comments, shares • Correlate with engagement • Impossible to study
  46. 46. Why doesn’t MOZ study this?
  47. 47. It’s deep in the survey: “dwell time”
  48. 48. Increase Time on Page! • Formatting that draws readers in… • Great design • Write longer, in-depth content • Add Video
  49. 49. MIDDLE OF THE FUNNEL
  50. 50. Optimize for subscribers…
  51. 51. Before… After…
  52. 52. 1900% increase. Not bad!
  53. 53. Why it works 1.Prominence 2.Promise 3.Proof
  54. 54. Call to Action Conform
  55. 55. GOOD
  56. 56. BAD
  57. 57. Find Your Conversion Champions Which are your most compelling posts?
  58. 58. Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/ Subscribers per blog post…
  59. 59. Pageviews per blog post…
  60. 60. …well hello, champions! Subscribers per page view per blog post
  61. 61. Let’s watch that in slo-mo…
  62. 62. • Put it into heavy rotation on the social streams • Add it to your home page slideshow • Link to it from your email signature • Run an ad using PPC, Facebook, etc. • Write a guest post. Link back to the page • Include it in a roundup of your best posts • Link to it from other high traffic pages Now put on your traffic driving gloves…
  63. 63. BOTTOM OF THE FUNNEL
  64. 64. Testimonials = supportive evidence
  65. 65. Never make a testimonials page
  66. 66. When you say it, it’s marketing… When they say it, it’s social proof.
  67. 67. Speaking of trust… source: Dr. Albert Mehrabian
  68. 68. Regardless of your age, if you’re searching for the answer to the question, “what do you want to be when you grow up?” you are not alone. Survey after survey shows that the majority of working adults wish they could start over in a different career. They also wish they had more information and better information in making that decision and I couldn’t agree more. Choosing the right career is one of the most important decisions that you’ll make in your lifetime. …versus text.
  69. 69. Video…
  70. 70. SUBSEQUENT CONVERSIONS
  71. 71. But wait! There’s more…
  72. 72. Subsequent Conversions…
  73. 73. Where there’s traffic, there’s hope...
  74. 74. Your Pages. Your Funnel. Let’s break it down.
  75. 75. #convcon @crestodina
  76. 76. #convcon @crestodina
  77. 77. source: Lead Generation Best Practices
  78. 78. Bottom Line.
  79. 79. Any questions?
  80. 80. Thank you! Andy Crestodina @crestodina #wineweb

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