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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- 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.
- 5. @formstack THE FIRST TEST PAGE Formstacks Wufoo Alternative
Landing Page
- 6. @formstack
- 7. @formstack
- 8. @formstack Convincing data and a call-to- action.
- 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. @formstack IDENTIFYING QUALIFIED PROSPECTS 3 strategies to
engage the curious lead.
- 11. @formstack 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.
- 13. @formstack Answer Industry Questions Case Study: Marcus
Sheridan @TheSalesLion
- 14. @formstack TAILORING CONTENT FOR YOUR LEAD SEGMENTS
- 15. @formstack START WITH ONE MARKET
- 16. @formstack IDENTIFY MARKET PAIN POINTS
- 17. @formstack BE SUBJECTIVE-LY OBJECTIVE
- 18. @formstack RESTARTING YOUR LEAD CYCLE Maximizing the
potential of your content.
- 19. @formstack WEBINARS
- 20. @formstack SOCIAL CONVERSATION
- 21. @formstack INFOGRAPHICS
- 22. @formstack LEVERAGE MARKETING AUTOMATION TOOLS
- 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.