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HOW TO презентация
Содержание
- 1. HOW TO
- 2. ABOUT UBERFLIP We help marketers create,
- 3. WHY CONTENT? Awareness / Engagement Subscribers
- 4. The Content Journey Crafting Your Content The
- 5. THE CONTENT JOURNEY
- 6. Know who you’re talking to…
- 7. Learn what they’ll need…
- 8. Learn what they’ll need…
- 9. Fantasy… Source: Rand Fishkin
- 10. Reality… Source: Rand Fishkin
- 11. CRAFTING CONTENT
- 12. It depends – value is subjective! Focus
- 13. But what do all of those things mean?!
- 14. Relevant Is it right for your audience?
- 15. Consistent Does it align with their expectations? Frequency? Branding?
- 16. Trustworthy Is it believable or is it bullshit? Credibility? Grammar? Spelling?
- 17. Authentic Does it prove you’re a human? Jargon? Personality?
- 18. Useful Does it benefit your audience now? Practical? Actionable?
- 19. Engaging Is it an enjoyable experience overall? Scan, Share, Scale, Act
- 20. Great, but how do I get this well-crafted, well-targeted content to actually generate leads?!
- 21. It’s the content, stupid. “ experience >
- 22. The Content (user) Experience The overall content
- 23. HIGH CONVERTING KEY ELEMENTS OF A CONTENT EXPERIENCE
- 24. Easy to navigate (menu structure) Easy to
- 25. Learn from Ikea! Where should people go
- 26. No distinct call to action No recommended
- 27. Call to action Recommend content Useful image Discoverable ☺
- 28. INCLUDE Targeted Contextual CALL-TO-ACTIONS
- 29. ☹
- 30. ☺
- 31. PERSONALIZE THE EXPERIENCE
- 32. Generic
- 33. Tailored
- 34. GENERATE LEADS GATING CONTENT TO
- 35. Should I gate it, or leave it?
- 36. What is your goal? More leads
- 37. HOW TO GATE CONTENT: 2 APPROACHES (1) LANDING PAGES (2) OVERLAY CTAs
- 38. Simple, clear and concise Call-to-action Optimize forms
- 39. Concise message Context matters Source traffic matters CTA Overlays
- 42. A few examples…
- 43. Limited fields (using progressive profiling) Responsive Compelling messaging Eliminating steps
- 48. Number of fields weeds out “fake” leads
- 49. Large, attention grabbing image dominates page Responsive
- 50. Only one field (higher conversion?)
- 51. Smart fields and Progressive Profiling
- 54. MEASURE PERFORMANCE & TEST And then test again.
- 55. Landing Page
- 56. Landing Page CTA Overlay
- 57. 250% increase in conversion Landing Page CTA Overlay
- 58. 250% increase in conversion Landing Page CTA Overlay
- 59. YOU’RE GENERATING LEADS!
- 60. Now what? YOU’RE GENERATING LEADS!
- 61. The Definitive Guide to Lead Nurturing by
- 62. THANK YOU! Questions? I’ve got answers! hub.uberflip.com
Слайд 2
ABOUT UBERFLIP
We help marketers create, manage and optimize the content experience
at every stage of the funnel – no IT required!
Power your content library, resource center, blog and more.
Power your content library, resource center, blog and more.
Слайд 3WHY CONTENT?
Awareness / Engagement
Subscribers
Lead Generation
Purchases / Sales
What’s your conversion
goal?
Слайд 4The Content Journey
Crafting Your Content
The Content (user) Experience
Gating Content for Lead
Gen
Creating Content That Converts
Слайд 12It depends – value is subjective!
Focus on being:
Relevant
Consistent
Trustworthy
Authentic
Useful
Engaging
What the
is “valuable” content?
Слайд 20Great, but how do I get this well-crafted, well-targeted content to
actually generate leads?!
Слайд 22The Content (user) Experience
The overall content experience (blog, resource center etc.)
Gate
“premium” content (eBooks, webinars etc.) to generate leads
Слайд 24Easy to navigate (menu structure)
Easy to find stuff (search ability)
Mobile friendly
MAKE
IT EASY
Слайд 25Learn from Ikea!
Where should people go next?
Recommended content
Call-to-actions
CREATE AN ENGAGEMENT
PATH
Слайд 26No distinct call to action
No recommended content
Nowhere to subscribe
No images or
videos
No links to learn more
No links to learn more
AVOID THIS!
☹
Слайд 36What is
your goal?
More leads
Increase awareness and reach
Is the content high
value?
Yes!
Not gated
No
No
Do you have a large enough audience?
Yes!
Gated content
Create content
Слайд 38Simple, clear and concise
Call-to-action
Optimize forms for goals
Add a human being
Landing Pages
Слайд 48Number of fields weeds out “fake” leads
Images
Responsive
Descriptive
(highlighting the value and
explaining the purpose)
Clear call-to-action
Слайд 49Large, attention grabbing image dominates page
Responsive
Brief description
(straight to the point)
Clear
calls-to-action
Слайд 61The Definitive Guide to Lead Nurturing by Marketo (get eBook)
Demystifying Valuable
Content by Uberflip (read article)
The Do’s &Don’ts of Gating Content by Uberflip (watch video)
The 7 Day Lead Gen Landing Page Course by Unbounce (sign up)
Why Great Content Isn’t Enough to Generate Leads by DGR (read article)
The Do’s &Don’ts of Gating Content by Uberflip (watch video)
The 7 Day Lead Gen Landing Page Course by Unbounce (sign up)
Why Great Content Isn’t Enough to Generate Leads by DGR (read article)
More Kick-Ass Resources
