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6 Ways to Increase Conversions with Inbound Marketing
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6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg2
Flexible online form building platform. Quickly capture responses with branded web forms.
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg3
Join the conversation on Twitter! • @tiffanysauder, @chris_c_lucas, #goinboundmktg
• This webinar is being recorded and will be emailed to registrants.
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg4
Tiffany Sauder Chris LucasChris Lucas is the VP of Marketing at Formstack
Tiffany Sauder is the President of Element Three
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg5
Today’s Webinar Agenda 1. Understand the Basics of Inbound Marketing 2. See Inbound Marketing in the Big Picture 3. Tailor Content to the Consumer 4. Avoid Common Inbound Marketing Mistakes 5. Leverage Forms to Drive Inbound Leads 6. Examples
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg6
Understand the Basics of Inbound Marketing
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg7
What is Inbound Marketing?
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg8
Why Invest in Inbound Marketing?
· 93% of B2B Buyers use search to begin the buying process
· 90% of B2B Buyers say when they’re ready to buy, they’ll find you
· 84% of 25-34 year olds have left a favorite website because of intrusive or irrelevant advertising
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg9
See Inbound Marketing in the Big Picture
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg10
Inbound marketing content is your company's owned media.
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg11
Owned media is supplemented by paid and earned media.
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg12
Owned + Paid Media Examples
T H E F O R M C O N V E R S I O N R E P O R T
201515
An in-depth look at how various online forms are converting across ten industries and more than 650,000 form users. See what inspires your web visitors to click from form fields all the
way through to “submit” buttons.
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg13
Quality content helps leads enter the sales funnel.
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg14
Tailor Content to the Consumer
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg15
Understand your target group/persona
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg16
Address Frequently Asked Questions ???
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg17
Acknowledge all stages of the customer lifecycle
· Nurtured leads have a 9% higher average deal size (source: Market2Lead)
· Nurtured leads have 23% shorter deal time compared to non-nurtured leads (source: market2lead)
· 35-50% of sales go to the vendor that responds first (source: sales study via InsideSales.com)
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg18
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg19
Consider the distribution channel
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg20
Avoid Common Inbound Marketing Mistakes
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg21
Failing to craft a solid content strategy
Content Strategy
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg22
Deciding you don’t need a blog
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg23
Producing generic, substandard content
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg24
Spending too little time on content distribution
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg25
Ignoring the importance of measuring results and making adjustments
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg26
Leveraging Forms to Drive Inbound Leads
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg27
Use lead gen forms for content downloads and webinar registrations to convert 10% more traffic than static contact forms.
+10%
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg28
Integrate your form with Social Autofill and convert up to 189% more traffic.
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg29
Embed your forms on your Facebook page with Facebook Tab Embed and convert up to 122% more leads.
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg30
Tailor your forms to consumers with Form A/B Testing.
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg31
Questions?
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg32
Examples of Successful Inbound Marketing Campaigns
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg33
• Founder and Creative Director Evan McBroom attended GoInbound 2013 and had this to say: “No lie – within the first 90 minutes I knew in my soul that inbound marketing was going to revolutionize things at Fishhook and that there was a huge, untapped opportunity for our clients to meet their goals in a new way.”
• First steps: Hired online engagement specialist and signed on with a platform
• Made the decision not to question if inbound was working or if they should continue it until hitting the one-year mark
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg34
• Developed an inbound marketing strategy with persona development, keyword strategy, blogging, etc.
• Saw organic traffic increase 347%, total traffic increase 232%, and total leads grow 213%
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg35
• Decided to focus on customer stories/conversations
• Saw a 35% increase in content engagement and a 43% increase in company mentions across social channels
6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg36
• Harnesses the power of branding/personality and utility
• Boasts a robust resource library packed with useful content
• Created Hootsuite University for additional educational content