Building Successful Conversion Paths

AGENDA Start with a plan Build it and they will…convert Track, Edit, Repeat Questions

1 Start with a plan.

How Many of You Start With a Plan?

Develop Personas

Sample Sally BACKGROUND: Head of Human Resources Worked at the same company for 10 years; worked her way up from HR Associate Married with 2 children (10 and 8) DEMOGRAPHICS: Skews female Age 30-45 Dual HH Income: $140,000 Suburban IDENTIFIERS: Calm demeanor Probably has an assistant screening calls Asks to receive collateral mailed/printed

Audit Your Current Content

Map Your Offer to the Buyer’s Journey Content Level – Image Text Orientation 1

Consideration/Validation Stage Decision Stage Buyer’s Journey Research Stage Consideration/Validation Stage Decision Stage Content Level – Lists: Comparative

2 Build it and they will… CONVERT.

What is a Conversion Path? Call to Action (CTA) Landing Page (LP) Thank You Page (TYP) Content Level – Lists: Comparative

Landing Pages

Landing Page: Header & Sub-Header

Landing Page: Include an image

Landing Page: Copy

Landing Page: Form

Landing Page: Automated Follow Up Email

Best Practices For Landing Pages Create a clear, compelling header so the visitor understands the purpose of the page – Remember the blink test! Use a sub-header to promote the benefit of the offer Include an Image on the page. PRO TIP: Use the cover of the offer Relate to the problem or issue you are solving for in the top paragraph. Build the reader’s interest! Use bullet points to highlight items the reader will take away – Use numbers & “How to” lines Provide a wrap up sentence to build urgency for the reader – Play on the readers fears or problems Add form fields based on where offer fits In the buyers journey – Use Smart Forms to help make this easier

Thank You Pages 1 2 3

Best Practices For Thank You Pages Be sure the download link stands out and is very easy to find – Think Blink Test! Consider the next step you want the lead to take – remember the buyers journey Give a brief description on what the person should do – Loop in your Sales team for input on this Provide 2 paths for the lead: One path to the next stage in the funnel and another for them to move to BoFu – Spoon feed the path for the lead Make sure to return the navigation to the Thank You Page

Calls to Action

Best Practices For Thank You Pages Match the CTA with the headline of the landing page – Offer a congruent experience for the reader Tell the reader what to do – Download Our Ebook, Request a Demo Use pictures: cover of the content offer, picture that relates – Remember blink test! Place your CTAs on pages that match your reader’s needs (e.g. case studies on a pricing page) - Use the buyer’s journey to determine where to place CTAs Give the visitor a reason to click on your CTA - Use fear & doubt to attract click through

4 Track, Edit, Repeat

Playbook for your marketing campaigns! Use the Campaigns Tool… Content Level – Image Text Orientation 1 Playbook for your marketing campaigns!

Look at Persona Metrics…

Ask Questions… Which emails did the best at bringing people into the campaign? Which offers were most popular? What blog topics generated the most leads? How did PPC do compared to social? What channels were most effective in this campaign? Are these outliers or trends? Content Level – Lists: Comparative

Ask Critical Questions… Do we really know our persona? Do we do a good enough job targeting our persona? Are the landing pages compelling enough? Is the content we offer valuable? What has worked? (Don’t forget to look at the positives!) Content Level – Lists: Comparative

Answers to tough questions drive IMPROVEMENT! PERSPECTIVE: Consumer/ Prospect WHAT IS A KEYWORD? Answers to tough questions drive IMPROVEMENT! Content Level – Image Text Orientation 3

QUESTIONS?