6 Ways to Increase Conversions with Inbound Marketing

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6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg2

Flexible online form building platform. Quickly capture responses with branded web forms.

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg3

Join the conversation on Twitter! • @tiffanysauder, @chris_c_lucas, #goinboundmktg

• This webinar is being recorded and will be emailed to registrants.

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg4

Tiffany Sauder Chris LucasChris Lucas is the VP of Marketing at Formstack

Tiffany Sauder is the President of Element Three

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg5

Today’s Webinar Agenda 1. Understand the Basics of Inbound Marketing 2. See Inbound Marketing in the Big Picture 3. Tailor Content to the Consumer 4. Avoid Common Inbound Marketing Mistakes 5. Leverage Forms to Drive Inbound Leads 6. Examples

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg6

Understand the Basics of Inbound Marketing

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg7

What is Inbound Marketing?

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg8

Why Invest in Inbound Marketing?

· 93% of B2B Buyers use search to begin the buying process

· 90% of B2B Buyers say when they’re ready to buy, they’ll find you

· 84% of 25-34 year olds have left a favorite website because of intrusive or irrelevant advertising

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg9

See Inbound Marketing in the Big Picture

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg10

Inbound marketing content is your company's owned media.

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg11

Owned media is supplemented by paid and earned media.

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Owned + Paid Media Examples

T H E F O R M C O N V E R S I O N R E P O R T

201515

An in-depth look at how various online forms are converting across ten industries and more than 650,000 form users. See what inspires your web visitors to click from form fields all the

way through to “submit” buttons.

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg13

Quality content helps leads enter the sales funnel.

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg14

Tailor Content to the Consumer

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg15

Understand your target group/persona

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg16

Address Frequently Asked Questions ???

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Acknowledge all stages of the customer lifecycle

· Nurtured leads have a 9% higher average deal size (source: Market2Lead)

· Nurtured leads have 23% shorter deal time compared to non-nurtured leads (source: market2lead)

· 35-50% of sales go to the vendor that responds first (source: sales study via InsideSales.com)

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg18

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg19

Consider the distribution channel

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg20

Avoid Common Inbound Marketing Mistakes

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg21

Failing to craft a solid content strategy

Content Strategy

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Deciding you don’t need a blog

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Producing generic, substandard content

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Spending too little time on content distribution

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg25

Ignoring the importance of measuring results and making adjustments

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg26

Leveraging Forms to Drive Inbound Leads

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg27

Use lead gen forms for content downloads and webinar registrations to convert 10% more traffic than static contact forms.

+10%

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg28

Integrate your form with Social Autofill and convert up to 189% more traffic.

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg29

Embed your forms on your Facebook page with Facebook Tab Embed and convert up to 122% more leads.

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg30

Tailor your forms to consumers with Form A/B Testing.

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg31

Questions?

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Examples of Successful Inbound Marketing Campaigns

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• Founder and Creative Director Evan McBroom attended GoInbound 2013 and had this to say: “No lie – within the first 90 minutes I knew in my soul that inbound marketing was going to revolutionize things at Fishhook and that there was a huge, untapped opportunity for our clients to meet their goals in a new way.”

• First steps: Hired online engagement specialist and signed on with a platform

• Made the decision not to question if inbound was working or if they should continue it until hitting the one-year mark

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg34

• Developed an inbound marketing strategy with persona development, keyword strategy, blogging, etc.

• Saw organic traffic increase 347%, total traffic increase 232%, and total leads grow 213%

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg35

• Decided to focus on customer stories/conversations

• Saw a 35% increase in content engagement and a 43% increase in company mentions across social channels

6 Ways to Increase Conversions with Inbound Marketing @tiffanysauder, @chris_c_lucas, #goinboundmktg36

• Harnesses the power of branding/personality and utility

• Boasts a robust resource library packed with useful content

• Created Hootsuite University for additional educational content