Slides created for a live webinar that aired on August 12, 2014. The webinar was sponsored by Formstack, an online form building tool, and featured content marketer Ann Handley (CCO of Marketing Profs).
With these slides, learn how to:
- Tweak submit button language to boost conversions up to 250%
- Promote your form when your customers are active online
- Create killer content that will incentivize form completion
1. From
Content to
Conversion
A Formstack Webinar with
Ann Handley of
Marketing Profs.
@marketingprofs | @formstack | #formchat
Tuesday, August 12 | 1 p.m. EST
2. @marketingprofs | @formstack | #formchat
Flexible online form building
platform. Convert more web traffic
with marketer-friendly forms.
3. @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.
4. @marketingprofs | @formstack | #formchat
Today’s Presenters
Ann Handley
CCO, Author
Marketing Profs
Chris Lucas
VP of Marketing
Formstack
5. @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!
6. @marketingprofs | @formstack | #formchat
• 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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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”
19. @marketingprofs | @formstack | #formchat
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”
21. @marketingprofs | @formstack | #formchat
Part 1: Key Takeaways from“Everybody Writes”
1. Don’t waste an opportunity to differentiate yourself. (Like Woot)
22. @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”
23. @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.”
24. 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”
26. @marketingprofs | @formstack | #formchat
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”
28. @marketingprofs | @formstack | #formchat
Part 2:
Finding the User
Promoting Content that Generates Leads and Revenue
29. 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
30. Promoting Content
It’s about the“Where”and“When.”
@marketingprofs | @formstack | #formchat
Part 2: Finding the User
31. 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
33. Not all social activity is
created equal.
@marketingprofs | @formstack | #formchat
Part 2: Finding the User
34. 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
35. The highest Twitter
engagement is
midweek through the
weekend.
@marketingprofs | @formstack | #formchat
Part 2: Finding the User
36. 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
37. Leverage email
marketing
In 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
38. Part 3:
Motivating the User
Creating Action and Driving Experience
@marketingprofs | @formstack | #formchat
39. Even the submit button is content!
As seen in
the Form
Conversion
Report!
@marketingprofs | @formstack | #formchat
Part 3: Motivating the User
40. Don’t forget the power of
mobile.
150x
@marketingprofs | @formstack | #formchat
Part 3: Motivating the User
43. 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 inthe FormConversionReport!
@marketingprofs | @formstack | #formchat
Part 3: Motivating the User
44. 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 inthe FormConversionReport!
@marketingprofs | @formstack | #formchat
Part 3: Motivating the User
46. 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!