Content, Conversions and Lead Generation Webinar (presented by Andy Crestodina of Orbit Media)

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Content, Conversions &
Lead Generation:
Writing Content for Every Stage of Your
Conversion Funnel
Featuring Andy Crestodina
Strategic Director
Orbit Media
@crestodina

About SiteTuners
• Conversion Rate Optimization agency
• More than 1,200 large and small company
clients worldwide
Practice areas:
– Conversion-focused website blueprints (full
redesigns & quick facelifts)
– Landing page test plans & testing strategy
development
– Conversion Management

Andy Crestodina
• Strategic Director, Orbit Media Studios
• Author, “Content Chemistry”
• Top rated speaker at Conversion Conference
• Prolific blogger on content marketing topics including
SEO, email marketing, social media and analytics
ANDY'S INTERESTS
• SCUBA
• Piano
• Trees (volunteer Treekeeper for Openlands)
• Skyscrapers (former docent for CAF)
• Environmentalism

#convcon @crestodina
This is your funnel

This is your funnel on content…

It’s all about empathy…
What topics do
they want?

Help your audience
make a buying decision.

Your website is the mousetrap,
Your content is the cheese…
- Barry Feldman

1. Keywords
2. Q&A Sites
3. Listening
Sources of Topics

Finding Topics: Google Suggest

Finding Topics: Ubersuggest
Source: Ubersuggest.org

Finding Topics: Soovle
Source: Soovle.com

Finding Topics: Analytics Queries

Finding Topics: Analytics Site Search
source: Justin Rondeau

Finding Topics: Analytics Site Search

Finding Topics: Yahoo! Answers
Source: Yahoo! Answers #convcon @crestodina

Finding Topics: Quora.com
Source: Quora.com #convcon @crestodina

Finding Topics: Listening
1. Sales Team
2. Customer Service Team
3. Client Stories

source: Deana Goldasich #convcon @crestodina

Source: Periodic Table of Content

…it’s all about readability.
Which Words
Convert?

• More formal
• Longer (polysyllabic)
• Fancy, proper
Examples
acquire, transmit,
construct, resist,
deposit, imitate,
determined
Latinate Words

Anglo-Saxon
Words
• Less formal
• Short (often
monosyllabic)
• Forceful, direct
Examples
get, send, build, stop,
put, mock, set

…but don’t dumb it down
Write like an 8th grader!
Source: NN Group #convcon @crestodina

Which posts have
ranking potential?
Low hanging fruit is delicious!

The Spike and the Long Tail
Initial spike from
email marketing
and social promotion
(one week)
20 to 40 visits per day
from organic search
(months or years)

Queries Report with Advanced Filter for “Average Position” set to Greater than 10
Posts that rank high on page two…

Posts that rank high on page
two!
Queries Report with Advanced Filter for “Average Position” set to Greater than 10

1. View: Search Engine Optimization > Queries
2. Set Advanced Filter: “Average Position”
greater than 10
3. Sort by “Average Position”
4. Confirm the rank and the post by searching
for the phrase
Finding posts with ranking potential

Now for a little
on-page SEO…
Let’s indicate the relevance.

A. Once at the beginning of the title <title>
B. Once in the first header <h1>
C. Four to six times in the body of the page
D. Within the links to the page from other
pages on your site.
Use the phrase in 4 places

1. Title: Once in the beginning
…and it’s the link in Google search results!
It appears above the address bar in your browser…

This stuff works…

Before…
After…

1900% increase. Not bad!

Why it works
1.Prominence
2.Promise
3.Proof

Call to Action Conform

Find Your
Conversion
Champions
Which are your most compelling posts?

Reverse Goal Path with Advanced Filter for “Goal Previous Step 1” set to /blog/
Subscribers per blog post…

…well hello, champions!
Subscribers per page view per blog post

Let’s watch that in slo-mo…

• Put it into heavy rotation on the social streams
• Add it to your home page slideshow
• Link to it from your email signature
• Run an ad using PPC, Facebook, etc.
• Write a guest post. Link back to the page
• Include it in a roundup of your best posts
• Link to it from other high traffic pages
Now put on your traffic driving gloves…

Testimonials = supportive evidence

Never make a testimonials page

“When you say it, it’s marketing…
When they say it, it’s social proof.”

Speaking of trust…
source: Dr. Albert Mehrabian #convcon @crestodina

Regardless of your age, if you’re searching for the answer to
the question, “what do you want to be when you grow up?”
you are not alone.
Survey after survey shows that the majority of working adults
wish they could start over in a different career. They also wish
they had more information and better information in making
that decision and I couldn’t agree more.
Choosing the right career is one of the most important
decisions that you’ll make in your lifetime.
…versus text.

But wait! There’s more…

Subsequent Conversions…

Where there’s traffic, there’s hope...

Your Pages.
Your Funnel.
Let’s break it down.

source: Lead Generation Best Practices #convcon @crestodina

Bottom Line.

May 13-15, 2015
REGISTER NOW AND SAVE!
www.ConversionConference.com

Special Offer – Free 15 Minute Website Review
• Interactive review of a website or landing
page
• Conducted by SiteTuners conversion staff
• Identify key elements that could be affecting
your conversion
• Video transcript recorded via GoToMeeting
To take advantage of this FREE offer
you must schedule by August 10, 2014
Bit.ly/CROreview

Content, Conversions and Lead Generation Webinar (presented by Andy Crestodina of Orbit Media)

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