content, conversions and lead generation webinar (presented by andy crestodina of orbit media)

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Copyright © 2014, SiteTuners - All Rights Reserved. Content, Conversions & Lead Generation: Writing Content for Every Stage of Your Conversion Funnel Featuring Andy Crestodina Strategic Director Orbit Media @crestodina

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  • 1. Copyright 2014, SiteTuners - All Rights Reserved. Content, Conversions & Lead Generation: Writing Content for Every Stage of Your Conversion Funnel Featuring Andy Crestodina Strategic Director Orbit Media @crestodina

2. Copyright 2014, SiteTuners - All Rights Reserved. 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 3. Copyright 2014, SiteTuners - All Rights Reserved. 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 4. #convcon @crestodina This is your funnel 5. #convcon @crestodina This is your funnel on content 6. TOP OF THE FUNNEL 7. Its all about empathy What topics do they want? 8. Help your audience make a buying decision. #convcon @crestodina 9. Your website is the mousetrap, Your content is the cheese - Barry Feldman 10. 1. Keywords 2. Q&A Sites 3. Listening Sources of Topics #convcon @crestodina 11. Finding Topics: Google Suggest #convcon @crestodina 12. Finding Topics: Ubersuggest Source: Ubersuggest.org 13. Finding Topics: Soovle Source: Soovle.com 14. Google Keyword Planner 15. #convcon @crestodina 16. Finding Topics: Analytics Queries 17. Finding Topics: Analytics Site Search source: Justin Rondeau 18. Finding Topics: Analytics Site Search 19. Finding Topics: Yahoo! Answers Source: Yahoo! Answers #convcon @crestodina 20. Finding Topics: Quora.com Source: Quora.com #convcon @crestodina 21. Finding Topics: Listening 1. Sales Team 2. Customer Service Team 3. Client Stories #convcon @crestodina 22. source: Deana Goldasich #convcon @crestodina 23. Source: Periodic Table of Content 24. #convcon @crestodina 25. #convcon @crestodina 26. its all about readability. Which Words Convert? 27. More formal Longer (polysyllabic) Fancy, proper Examples acquire, transmit, construct, resist, deposit, imitate, determined Latinate Words 28. Anglo-Saxon Words Less formal Short (often monosyllabic) Forceful, direct Examples get, send, build, stop, put, mock, set #convcon @crestodina 29. #convcon @crestodina 30. #convcon @crestodina 31. but dont dumb it down Write like an 8th grader! Source: NN Group #convcon @crestodina 32. #convcon @crestodina 33. Which posts have ranking potential? Low hanging fruit is delicious! 34. Top content 35. Find your traffic champions 36. 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) #convcon @crestodina 37. Queries Report with Advanced Filter for Average Position set to Greater than 10 Posts that rank high on page two 38. Posts that rank high on page two! Queries Report with Advanced Filter for Average Position set to Greater than 10 39. 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 #convcon @crestodina 40. Now for a little on-page SEO Lets indicate the relevance. 41. A. Once at the beginning of the title B. Once in the first header 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 42. 1. Title: Once in the beginning and its the link in Google search results! It appears above the address bar in your browser 43. HomeHome 44. 2. Header: once, anywhere 45. 3. Body: 4 - 6 Times 46. Dont be too aggressive! 47. This stuff works #convcon @crestodina 48. MIDDLE OF THE FUNNEL 49. Optimize for subscribers 50. Before After #convcon @crestodina 51. 1900% increase. Not bad! #convcon @crestodina 52. Why it works 1.Prominence 2.Promise 3.Proof #convcon @crestodina 53. Call to Action Conform #convcon @crestodina 54. GOOD 55. BAD #convcon @crestodina 56. Find Your Conversion Champions Which are your most compelling posts? 57. Reverse Goal Path with Advanced Filter for Goal Previous Step 1 set to /blog/ Subscribers per blog post 58. Pageviews per blog post 59. well hello, champions! Subscribers per page view per blog post #convcon @crestodina 60. Lets watch that in slo-mo 61. 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 #convcon @crestodina 62. BOTTOM OF THE FUNNEL 63. Testimonials = supportive evidence 64. Never make a testimonials page 65. When you say it, its marketing When they say it, its social proof. #convcon @crestodina 66. Speaking of trust source: Dr. Albert Mehrabian #convcon @crestodina 67. Video #convcon @crestodina 68. Regardless of your age, if youre 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 couldnt agree more. Choosing the right career is one of the most important decisions that youll make in your lifetime. versus text. #convcon @crestodina 69. SUBSEQUENT CONVERSIONS 70. But wait! Theres more #convcon @crestodina 71. Subsequent Conversions #convcon @crestodina 72. Where theres traffic, theres hope... 73. Your Pages. Your Funnel. Lets break it down. 74. #convcon @crestodina 75. #convcon @crestodina 76. #convcon @crestodina 77. #convcon @crestodina 78. #convcon @crestodina 79. source: Lead Generation Best Practices #convcon @crestodina 80. #convcon @crestodina Bottom Line. 81. Any questions? 82. Copyright 2014, SiteTuners - All Rights Reserved. May 13-15, 2015 REGISTER NOW AND SAVE! www.ConversionConference.com 83. Copyright 2014, SiteTuners - All Rights Reserved. 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