You’re finally driving traffic to your website, but it’s just not capturing qualified leads. The cause might be a small tactical thing or it could be that your brand story isn’t compelling the right people to take action at the right time. Shelly Bowen, 16-year digital content strategist and founder of Pybop, brings you nine surprisingly common content strategy mistakes that make leads hesitate and even turn them away. Learn how to: Optimize lead capture and conversion by eliminating common mistakes Leverage your audience journey to find opportunities for user experience improvements Identify whether your brand story is strong enough to convince your audience Make taking action a compelling and satisfying experience for your audience Learn more about the speaker: http://pybop.com/about-shelly-bowen/

1. #SDAOM @PYBOP
SHELLY BOWEN, CHIEF CONTENT STRATEGIST
Why Aren’t My Leads Converting?

2. #SDAOM @PYBOP
Success: Leads captured!
Problem: They’re not active.
Why???
The Setup

3. #SDAOM @PYBOP
The Data
Blend
Timing
TacticalBrand Story

4. #SDAOM @PYBOP
Compel people to take action with
the right story at the right time.
The Goal

5. #SDAOM @PYBOP
9 Common Mistakes to Avoid

6. #SDAOM @PYBOP
The wrong people are being captured.
WHY AREN’T MY LEADS CONVERTING?
Mistake #1

7. #SDAOM @PYBOP
Mistake #2
You asked too soon.
Or too late.
Or too often.
WHY AREN’T MY LEADS CONVERTING?

8. #SDAOM @PYBOP
Mistake #3
You interrupted something more
important.
WHY AREN’T MY LEADS CONVERTING?

9. #SDAOM @PYBOP
Mistake #4
It’s too difficult.
WHY AREN’T MY LEADS CONVERTING?

10. #SDAOM @PYBOP
Mistake #5
You asked without a why.
WHY AREN’T MY LEADS CONVERTING?

11. #SDAOM @PYBOP
Mistake #6
It’s all about you, not them.
WHY AREN’T MY LEADS CONVERTING?
(On the flipside, you got creepy-
personal.)

12. #SDAOM @PYBOP
Mistake #7
You forgot a layer of authenticity
and credibility.
WHY AREN’T MY LEADS CONVERTING?

13. #SDAOM @PYBOP
Mistake #8
Too many calls to action or
choices.
WHY AREN’T MY LEADS CONVERTING?

14. #SDAOM @PYBOP
Mistake #9
You didn’t ask.
WHY AREN’T MY LEADS CONVERTING?

15. #SDAOM @PYBOP
Activity
1. The wrong people are being captured.
2. You asked too soon.
3. You interrupted something more
important.
4. It’s too difficult.
5. You asked without a why.
6. It’s all about you, not them.
7. You forgot authenticity and credibility.
8. Too many calls to action or choices.
9. You didn’t ask.
WHY AREN’T MY LEADS CONVERTING?
}
Tactical
Timing
Brand
story

16. #SDAOM @PYBOP
1. The wrong people are
being captured.
4. It’s too difficult.
9. You didn’t ask.
Blend
Timing
TacticalBrand Story
2. You asked
too soon.
3. You interrupted
something more
important.
5. You asked without a why.
6. It’s all about you, not them.
7. You forgot
authenticity and
credibility.
8. Too many calls to
action or choices.

17. #SDAOM @PYBOP
Shelly Bowen
Shelly@pybop.com
@shelbow
Questions? Ask a Content Strategist!