From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI
-
date post
20-Oct-2014 -
Category
Marketing
-
view
459 -
download
0
description
Transcript of From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI
![Page 1: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/1.jpg)
From Content to
ConversionA Formstack Webinar with
Ann Handley of Marketing Profs.
@marketingprofs | @formstack | #formchat
Tuesday, August 12 | 1 p.m. EST
![Page 2: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/2.jpg)
@marketingprofs | @formstack | #formchat
Flexible online form building platform. Convert more web traffic
with marketer-friendly forms.
![Page 3: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/3.jpg)
@marketingprofs | @formstack | #formchat
Join the Conversation!• Twitter: use #formchat
• Use comment box to ask questions!
• We are recording this webinar and will send all registrants the video.
![Page 4: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/4.jpg)
@marketingprofs | @formstack | #formchat
Today’s Presenters
Ann Handley CCO, Author
Marketing Profs
Chris Lucas VP of Marketing
Formstack
![Page 5: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/5.jpg)
@marketingprofs | @formstack | #formchat
Win a copy of Ann’s new book!
• “Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content”
• Available: September 15th 2014
• Tweet and use #formchat during the webinar to enter!
![Page 6: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/6.jpg)
@marketingprofs | @formstack | #formchat
• Part 1: Key Takeaways from “Everybody Writes”
• Part 2: Finding the User
• Part 3: Motivating the User
Today’s Webinar Agenda
![Page 7: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/7.jpg)
@marketingprofs | @formstack | #formchat
Part 1: Key Takeaways from “Everybody Writes”
![Page 8: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/8.jpg)
@marketingprofs | @formstack | #formchat
Part 1: Key Takeaways from “Everybody Writes”
What people think writing is:
![Page 9: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/9.jpg)
@marketingprofs | @formstack | #formchat
What writing actually is:
Part 1: Key Takeaways from “Everybody Writes”
![Page 10: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/10.jpg)
@marketingprofs | @formstack | #formchat
Part 1: Key Takeaways from “Everybody Writes”
![Page 11: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/11.jpg)
93% (90% B2C) of marketers are creating content.
@marketingprofs | @formstack | #formchat
B2B Content Marketing North American 2014 Benchmarks,Budgets,TrendsMarketingProfs, Content Marketing Institute
93%
Part 1: Key Takeaways from “Everybody Writes”
![Page 12: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/12.jpg)
58% (60% B2C) of marketers are upping content budgets.
@marketingprofs | @formstack | #formchat
B2B Content Marketing North American 2014 Benchmarks,Budgets,TrendsMarketingProfs, Content Marketing Institute
Part 1: Key Takeaways from “Everybody Writes”
58%
![Page 13: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/13.jpg)
@marketingprofs | @formstack | #formchat
Part 1: Key Takeaways from “Everybody Writes”
![Page 14: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/14.jpg)
Just 44% of marketers say they have a content strategy.
@marketingprofs | @formstack | #formchat
Part 1: Key Takeaways from “Everybody Writes”
![Page 15: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/15.jpg)
…and 42% of marketers say their content is effective.
@marketingprofs | @formstack | #formchat
Part 1: Key Takeaways from “Everybody Writes”
![Page 16: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/16.jpg)
@marketingprofs | @formstack | #formchat
Part 1: Key Takeaways from “Everybody Writes”
![Page 17: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/17.jpg)
@marketingprofs | @formstack | #formchat
The simple formula for great content…
Part 1: Key Takeaways from “Everybody Writes”
![Page 18: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/18.jpg)
@marketingprofs | @formstack | #formchat
Useful x Empathy x Inspired = Great Content
Part 1: Key Takeaways from “Everybody Writes”
![Page 19: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/19.jpg)
@marketingprofs | @formstack | #formchat
Useful x Empathy x Inspired = Great Content
Multiplication signs are key.
Part 1: Key Takeaways from “Everybody Writes”
![Page 20: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/20.jpg)
@marketingprofs | @formstack | #formchat
1. Don’t waste an opportunity to differentiate yourself. (Like Woot)
Part 1: Key Takeaways from “Everybody Writes”
![Page 21: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/21.jpg)
@marketingprofs | @formstack | #formchat
Part 1: Key Takeaways from “Everybody Writes”
1. Don’t waste an opportunity to differentiate yourself. (Like Woot)
![Page 22: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/22.jpg)
@marketingprofs | @formstack | #formchat
2. Pathological empathy: “No one will complain that you made something too simple to understand.”
• Company-centric: We offer accelerated application development.
Part 1: Key Takeaways from “Everybody Writes”
![Page 23: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/23.jpg)
@marketingprofs | @formstack | #formchat
• Company-centric: We offer accelerated application development.
• Customer-centric: Deploy an app to the cloud at lunch hour. And still have time to eat. (kinvey.com)
Part 1: Key Takeaways from “Everybody Writes”
2. Pathological empathy: “No one will complain that you made something too simple to understand.”
![Page 24: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/24.jpg)
3. Empathy Hack: Use you
@marketingprofs | @formstack | #formchat
• Company-centric: We offer accelerated application development.
• Customer-centric: Deploy an app to the cloud at lunch hour. And still have time to eat. (kinvey.com)
Part 1: Key Takeaways from “Everybody Writes”
![Page 25: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/25.jpg)
@marketingprofs | @formstack | #formchat
MarketingProfs
Part 1: Key Takeaways from “Everybody Writes”
![Page 26: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/26.jpg)
@marketingprofs | @formstack | #formchat
Poll: Choose your social network
Part 1: Key Takeaways from “Everybody Writes”
![Page 27: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/27.jpg)
@marketingprofs | @formstack | #formchat
Poll: Choose your social network
“Isn’t this fun? Know what’s more fun? Joining MarketingProfs. You’ll get answers like this, as well as
real-world answers to almost any marketing problem…. !
(Not ready to join? No problem. But know that you’ve broken our hearts.)”
Part 1: Key Takeaways from “Everybody Writes”
![Page 28: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/28.jpg)
@marketingprofs | @formstack | #formchat
Part 2: Finding the User Promoting Content that Generates Leads and Revenue
![Page 29: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/29.jpg)
Formstack’s Form Conversion Report
T H E F O R M C O N V E R S I O N R E P O R T
2 0 1 4
Part 2: Finding the User
@marketingprofs | @formstack | #formchat
![Page 30: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/30.jpg)
Promoting Content It’s about the “Where” and “When.”
@marketingprofs | @formstack | #formchat
Part 2: Finding the User
![Page 31: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/31.jpg)
Find your user’s peak activity times.
Surveys
Order/Payments
Donations
Event Registrations
Contests
Contact
10 AM - 1 PM
11 AM - 2 PM
12 - 3 PM
1 - 4 PM
1 - 3 PM ; 8 PM
3 - 5 PM
As seen in
the Form
Conversion
Report!
@marketingprofs | @formstack | #formchat
Part 2: Finding the User
![Page 32: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/32.jpg)
@marketingprofs | @formstack | #formchat
Prep Obsessed
Part 2: Finding the User
![Page 33: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/33.jpg)
Not all social activity is created equal.
@marketingprofs | @formstack | #formchat
Part 2: Finding the User
![Page 34: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/34.jpg)
Studies show that Facebook engagement rates are 18% higher on Thursdays and Fridays, with the most sharing happening on Saturday.
+18%THURS &FRI
@marketingprofs | @formstack | #formchat
Part 2: Finding the User
![Page 35: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/35.jpg)
The highest Twitter engagement is midweek through the weekend.
@marketingprofs | @formstack | #formchat
Part 2: Finding the User
![Page 36: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/36.jpg)
LinkedIn’s professional users are most active right before and right after work hours. Tuesdays and Thursdays are the biggest days for activity.
@marketingprofs | @formstack | #formchat
Part 2: Finding the User
![Page 37: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/37.jpg)
Leverage email marketingIn a survey of 250 Formstack customers, 61% said email marketing platforms drove the most traffic to their forms.
@marketingprofs | @formstack | #formchat
Part 2: Finding the User
![Page 38: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/38.jpg)
Part 3: Motivating the User Creating Action and Driving Experience
@marketingprofs | @formstack | #formchat
![Page 39: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/39.jpg)
Even the submit button is content!
As seen in
the Form
Conversion
Report!
@marketingprofs | @formstack | #formchat
Part 3: Motivating the User
![Page 40: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/40.jpg)
Don’t forget the power of mobile.
150x
@marketingprofs | @formstack | #formchat
Part 3: Motivating the User
![Page 41: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/41.jpg)
@marketingprofs | @formstack | #formchat
Progressive: Show, don’t tell.
Part 3: Motivating the User
![Page 42: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/42.jpg)
@marketingprofs | @formstack | #formchat
Part 3: Finding the User
Progressive: Show, don’t tell.
![Page 43: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/43.jpg)
Brand your form to create a smooth customer experience.
42% 62%
62% said they get more conversions when they embed their form on their site.
42% say creating a custom theme maximizes their conversion rate.
As seen in the Form Conversion Report!
@marketingprofs | @formstack | #formchat
Part 3: Motivating the User
![Page 44: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/44.jpg)
Use other types of forms to get more out of your content.
Event RegistrationSurvey DonationContestOrder/Payment Contact
0
6
12
18
24
30
6%
3% 4%
28%
11%
21%
Form Conversion Rate (%) As seen in the Form Conversion Report!
@marketingprofs | @formstack | #formchat
Part 3: Motivating the User
![Page 45: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/45.jpg)
Questions?
Conclusion
@marketingprofs | @formstack | #formchat
![Page 46: From Content to Conversion - Optimizing Web Forms to Increase Content Marketing ROI](https://reader036.fdocuments.in/reader036/viewer/2022081403/544501f7afaf9fdf2b8b462a/html5/thumbnails/46.jpg)
Download the Form Conversion Report
https://www.formstack.com/form-conversion-report
@marketingprofs | @formstack | #formchat
Conclusion
Pre-order “Everybody Writes!”
www.EverybodyWrites.com
Order by August 20 and get the
Everybody Writes Anti-Mediocrity Content Toolkit
FREE!