Build the Ultimate Inbound Website: Optimizing Your Site for Search, Lead Generation & Conversions
Content, Conversions, and Lead Generation
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Transcript of Content, Conversions, and Lead Generation
Andy Crestodina - Orbit Media Studios - @crestodina Andy Crestodina is a co-founder and the Strategic Director of Orbit Media, an award-winning 38-person web design company in Chicago. Andy’s a top-rated speaker at national conferences. He’s wri!en hundreds of articles on content marketing topics including search engine optimization, social media, Analytics and content strategy. He is also the author of “Content Chemistry: The Illustrated Handbook for Content Marketing.”
Introduction
Content. It’s why they visit and why they convert (or don’t). Content is part of every step in your funnel.
So how’s it working on your site? How can you measure the impact of your content? How can you
create content that converts?
Let’s analyze the birth of a lead, deconstructing each page in the process and each stage in the funnel.
Together, we’ll discover:
• Which topics a!ract visitors and deepen engagement?
• How to create content for every stage of the funnel?
• What elements on pages and posts ultimately drive leads?
This session covers how content affects the conversion funnel, from high-ranking blog post to the
thank you page a#er the thank you page.
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• More formal • Longer (polysyllabic) • Fancy, proper Examples acquire, transmit, construct, resist, deposit, imitate, determined
Latinate Words
Anglo-Saxon Words • Less formal • Short (o#en monosyllabic) • Forceful, direct Examples get, send, build, stop, put, mock, set
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)
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 “Average Position” 4. Confirm the rank and the post by searching for the phrase
Finding posts with ranking potential
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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
1. Title: Once in the beginning
…and it’s the link in Google search results!
It appears above the address bar in your browser…
Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/
Subscribers per blog post…
• 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…
Questions?
Andy Crestodina Co-founder, Strategic Director
Orbit Media Studios @crestodina
Thue Madsen Marketing Associate
KISSmetrics @thuelmadsen