From Content to
ConversionA Formstack Webinar with
Ann Handley of Marketing Profs.
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Tuesday, August 12 | 1 p.m. EST
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Flexible online form building platform. Convert more web traffic
with marketer-friendly forms.
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Join the Conversation!• Twitter: use #formchat
• Use comment box to ask questions!
• We are recording this webinar and will send all registrants the video.
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Today’s Presenters
Ann Handley CCO, Author
Marketing Profs
Chris Lucas VP of Marketing
Formstack
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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!
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• Part 1: Key Takeaways from “Everybody Writes”
• Part 2: Finding the User
• Part 3: Motivating the User
Today’s Webinar Agenda
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Part 1: Key Takeaways from “Everybody Writes”
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Part 1: Key Takeaways from “Everybody Writes”
What people think writing is:
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What writing actually is:
Part 1: Key Takeaways from “Everybody Writes”
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Part 1: Key Takeaways from “Everybody Writes”
93% (90% B2C) of marketers are creating content.
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B2B Content Marketing North American 2014 Benchmarks,Budgets,TrendsMarketingProfs, Content Marketing Institute
93%
Part 1: Key Takeaways from “Everybody Writes”
58% (60% B2C) of marketers are upping content budgets.
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B2B Content Marketing North American 2014 Benchmarks,Budgets,TrendsMarketingProfs, Content Marketing Institute
Part 1: Key Takeaways from “Everybody Writes”
58%
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Part 1: Key Takeaways from “Everybody Writes”
Just 44% of marketers say they have a content strategy.
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Part 1: Key Takeaways from “Everybody Writes”
…and 42% of marketers say their content is effective.
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Part 1: Key Takeaways from “Everybody Writes”
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Part 1: Key Takeaways from “Everybody Writes”
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The simple formula for great content…
Part 1: Key Takeaways from “Everybody Writes”
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Useful x Empathy x Inspired = Great Content
Part 1: Key Takeaways from “Everybody Writes”
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Useful x Empathy x Inspired = Great Content
Multiplication signs are key.
Part 1: Key Takeaways from “Everybody Writes”
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1. Don’t waste an opportunity to differentiate yourself. (Like Woot)
Part 1: Key Takeaways from “Everybody Writes”
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Part 1: Key Takeaways from “Everybody Writes”
1. Don’t waste an opportunity to differentiate yourself. (Like Woot)
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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”
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• 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.”
3. Empathy Hack: Use you
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• 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”
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MarketingProfs
Part 1: Key Takeaways from “Everybody Writes”
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Poll: Choose your social network
Part 1: Key Takeaways from “Everybody Writes”
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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”
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Part 2: Finding the User Promoting Content that Generates Leads and Revenue
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
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Promoting Content It’s about the “Where” and “When.”
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Part 2: Finding the User
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!
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Part 2: Finding the User
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Prep Obsessed
Part 2: Finding the User
Not all social activity is created equal.
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Part 2: Finding the User
Studies show that Facebook engagement rates are 18% higher on Thursdays and Fridays, with the most sharing happening on Saturday.
+18%THURS &FRI
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Part 2: Finding the User
The highest Twitter engagement is midweek through the weekend.
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Part 2: Finding the User
LinkedIn’s professional users are most active right before and right after work hours. Tuesdays and Thursdays are the biggest days for activity.
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Part 2: Finding the User
Leverage email marketingIn a survey of 250 Formstack customers, 61% said email marketing platforms drove the most traffic to their forms.
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Part 2: Finding the User
Part 3: Motivating the User Creating Action and Driving Experience
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Even the submit button is content!
As seen in
the Form
Conversion
Report!
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Part 3: Motivating the User
Don’t forget the power of mobile.
150x
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Part 3: Motivating the User
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Progressive: Show, don’t tell.
Part 3: Motivating the User
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Part 3: Finding the User
Progressive: Show, don’t tell.
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!
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Part 3: Motivating the User
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!
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Part 3: Motivating the User
Questions?
Conclusion
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Download the Form Conversion Report
https://www.formstack.com/form-conversion-report
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Conclusion
Pre-order “Everybody Writes!”
www.EverybodyWrites.com
Order by August 20 and get the
Everybody Writes Anti-Mediocrity Content Toolkit
FREE!
