content, conversions, and lead generation
TRANSCRIPT
Andy Crestodina
Content, Conversions and Lead Generation November 2014 Presentation
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Andy Crestodina - Orbit Media Studios - @crestodina Andy Crestodina is a co-founder and the Strategic Director of Orbit Media, an award-winning 38-person web design company in Chicago. Andy’s a top-rated speaker at national conferences. He’s wri!en hundreds of articles on content marketing topics including search engine optimization, social media, Analytics and content strategy. He is also the author of “Content Chemistry: The Illustrated Handbook for Content Marketing.”
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Introduction
Content. It’s why they visit and why they convert (or don’t). Content is part of every step in your funnel.
So how’s it working on your site? How can you measure the impact of your content? How can you
create content that converts?
Let’s analyze the birth of a lead, deconstructing each page in the process and each stage in the funnel.
Together, we’ll discover:
• Which topics a!ract visitors and deepen engagement?
• How to create content for every stage of the funnel?
• What elements on pages and posts ultimately drive leads?
This session covers how content affects the conversion funnel, from high-ranking blog post to the
thank you page a#er the thank you page.
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This is your funnel
This is your funnel on content…
Top of the Funnel
1
What topics do they want?
It’s all about empathy…
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
Google Keyword Planner
Finding Topics: Analytics Queries
Finding Topics: Analytics Site Search
source: Justin Rondeau
Finding Topics: Analytics Site Search
Finding Topics: Yahoo! Answers
Source: Yahoo! Answers
Finding Topics: Quora.com
Source: Quora.com
Finding Topics: Listening
1. Sales Team 2. Customer Service Team 3. Client Stories
source: Deana Goldasich
Source: Periodic Table of Content
Which words convert?
It’s all about readability…
• More formal • Longer (polysyllabic) • Fancy, proper Examples acquire, transmit, construct, resist, deposit, imitate, determined
Latinate Words
Anglo-Saxon Words • Less formal • Short (o#en 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
Which posts have ranking
potential? Low hanging fruit is delicious!
Top content…
Find your traffic champions
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
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Now for a li!le 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…
<title>Home</title> <title>Home</title>
2. Header: once, anywhere
3. Body: 4 - 6 Times
Don’t be too aggressive!
This stuff works…
Middle of the Funnel
2
Optimize for subscribers
Grow. Your. List.
Before…
A#er…
1900% increase. Not bad!
Why it works 1. Prominence
2. Promise
3. Proof
Call to Action Conform
GOOD
BAD
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…
Pageviews 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…
Are they finding what they’re looking
for? Your website unsatisfying…
Are they reading what you’re writing?
The creation / consumption gap…
source: Avinash Kaushik
Percent Content Consumption
Bo!om of the Funnel
3
Testimonials = supportive evidence
Never make a testimonials page
“When you say it, it’s marketing…
When they say it, it’s social proof.”
Where there’s traffic, there’s hope...
Subsequent conversions
The thank you page a#er the thank you page…
But wait! There’s more…
Subsequent Conversions…
Your pages. Your funnel.
Let’s break it down…
source: Lead Generation Best Practices
Bo$om Line.
Questions?
Andy Crestodina Co-founder, Strategic Director
Orbit Media Studios @crestodina
Thue Madsen Marketing Associate
KISSmetrics @thuelmadsen
THANK YOU
Andy Crestodina Orbit Media Studios