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.

1. @formstack
Lance Padgett, Eva McKnight
Formstack
6/19/14
#goinboundmktg
CAPTURING CUSTOMERS
(BEFORE THEY KNOW THEY NEED YOU)

2. @formstack

3. @formstack
AN EPIPHANY
How we searched our way to a new marketing
initiative.

4. @formstack
Identifying a trend in product
alternative searches.

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THE FIRST TEST PAGE
Formstack’s “Wufoo Alternative” Landing Page

6. @formstack

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Convincing data and a call-to-
action.

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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

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IDENTIFYING
QUALIFIED
PROSPECTS
3 strategies to engage the curious lead.

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Competitor alternatives
Your Company vs.
Indirect products/services
Research Product/Service
Alternatives

12. @formstack
Identify Long-Tail Keywords
70% of web traffic comes from long-tail search.

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Answer Industry Questions
Case Study:
Marcus Sheridan
@TheSalesLion

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TAILORING
CONTENT FOR
YOUR LEAD
SEGMENTS

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START WITH ONE MARKET

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IDENTIFY MARKET PAIN
POINTS

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BE SUBJECTIVE-LY
OBJECTIVE

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RESTARTING
YOUR LEAD
CYCLE
Maximizing the potential of your content.

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WEBINARS

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SOCIAL CONVERSATION

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INFOGRAPHICS

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LEVERAGE MARKETING
AUTOMATION TOOLS

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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.