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.
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