Top of the Funnel: Generating Traffic and Leads From ALL Inbound Channels

Top of the FunnelGenerating Traffic and Leads from ALL

Inbound Channels

@ChadPollitt | relevance.com

• What most of your website visitors are thinking

Today You Will Learn

• The inbound marketing mindset

• The inbound marketing mindset• The power of problem solving content

• The inbound marketing mindset• The power of problem solving content• The inbound marketing sales funnel

• The inbound marketing mindset• The power of problem solving content• The inbound marketing sales funnel• How to execute inbound marketing

About Me » @Chad Pollitt

• Director of Marketing at DigitalRelevance

• Former Army Commander and Iraq War Veteran

• Author of 51 Things Your Mother Taught You About Inbound Marketing and regular contributor to the Huffington Post

• Member of a Forbes Top 100 List

Agenda

1. Who’s in My Funnel?

Agenda

1. Who’s in My Funnel?2. The Role of SEO & Social Media

Agenda

1. Who’s in My Funnel?2. The Role of SEO & Social Media3. The Effects of Content Marketing on Traffic &

Conversions by Channel

Agenda

Conversions by Channel4. Content Marketing and Conversions in Context

Agenda

Conversions by Channel4. Content Marketing and Conversions in Context5. The Inbound Campaign Structure

Who’s in My Funnel?

TOFU » top of the funnel

96% of First-time Visitors to Your Website are NOT there to do Business with You

-HubSpot

TOFU » top of the funnel

People seeking to be empowered with the knowledge

(content) to solve their own problems

MOFU » middle of the funnel

People willing to overcome high or multiple barriers to consumption in

order to consume content

– due to trust or perceived value

BOFU » bottom of the funnel

People seeking knowledge (content) in order to decide who will solve

their problems.

“I only stopped by for your

TAKEAWAY #1Build Trust and Perceived Value

in Your Brand by Creating Mostly TOFU Content

The Role of SEO & Social Media

The Role of SEO & Social

1» BRAND

2» CONTENT

1» BRAND

2» CONTENT

3» DISTRIBUTION

1» BRAND

2» CONTENT

3» DISTRIBUTION

4» ENGAGEMENT

TAKEAWAY #2Spend 80% of Time Creating Content

and Only 20% on Distribution and Engagement

Move The Needle

Earn Media with the other 20%

1. Create a Twitter list of “C” and “B” list bloggers and journalists that are relevant to your business.

2. Start networking with them by commenting and sharing their content.

3. After you build a real relationship ask them to give you feedback on something you’ve written.

4. Ask them if you can interview them for a blog post – they’ll promote it.

5. When appropriate, ask if they’ll let you guest post.

6. Write a good article and make sure to include a link to a TOFU landing page that’s appropriate for the post.

The Effects of Content Marketing on Traffic &

Conversions by Channel

» Traffic & Conversions by Channel

TAKEAWAY #3Content Marketing Positively Effects

ALL Inbound Channels

Content Marketing and Conversions in Context

TAKEAWAY #4Expect Demand Generation to Create

Demand for Your Content and NOT for Your Products or Services

The Inbound Campaign Structure

TAKEAWAY #5The Inbound Campaign Structure

is an Attraction, Conversion and Nurture Process

Takeaway Recap

1. Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content

Takeaway Recap

2. Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement

Takeaway Recap

2. Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement

3. Content Marketing Positively Effects ALL Inbound Conversion Channels

Takeaway Recap

4. Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services

Takeaway Recap

4. Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services

5. The Inbound Campaign Structure is an Attraction, Conversion and Nurture Process

FINAL TAKEAWAYRight Content + Right Person

+ Right Time + Right Channel =

Wider Sales Funnel + Acceleration Through it

"Is your Mom the best content marketer ever? Could be, as this informative, timely, and compelling eBook uses maternal wisdom to guide you effectively through the often wooly world of content success. Well done!"

- Jay Baer, New York Times Best Selling Author, Digital Pioneer

bit.ly/51thingsmom

FREE EBOOK

Top of the Funnel: Generating Traffic and Leads From ALL Inbound Channels

Business

PROPUESTA DE GUÍA ACADÉMICA 2010-2011€¦ · Marketing de Contenidos. Inbound MKT. Costumer Journey. Herramientas de Inbound. Herramientas de Funnel y Calendario Editorial. ¿Cómo

2 Kinetic Content fileof their sales funnel According to Hubspot’s research on the state of inbound marketing in 2018, the highest quality leads are generated from inbound content

Back to the Basics! Breaking Down the Funnel. Introduction Spencer Powell Chipotle Lover Inbound Marketing Director Beach Volleyball Player Entrepreneur

Novo Recruitement... · 2019-06-04 · Inbound Recruiting: Recruiting teams have traditionally been heavily invested in transactional outbound, top of the funnel recruiting strategies

High ticket sales funnel #2 webinar funnel

The Beginners Guide to Generating Inbound Leads · What is inbound lead generation? It's a solution that can ... qualifying the person as a lead for the company's recruiting team

How to Create a World Class Marketing Funnel with …schd.ws/hosted_files/wsidigitalsummituk2015/ea/Ian Stanley HubSpot...How to Create a World Class Marketing Funnel with Inbound

Rocketship Inbound Methodology€¦ · INBOUND IS AN APPROACH TO MARKETING THAT REACHES TODAY’S CONSUMER Understand what content pulls your buyers through the sales funnel, and

Inbound marketing funnel by Sylvie Duerinck, OMCollective

FULL FUNNEL - AdRoll · PDF fileFull-Funnel Marketing Strategies with AdRoll WHY A FULL-FUNNEL PERSPECTIVE IS IMPORTANT The full-funnel perspective

STEVE VAUGHAN€¦ · • Personalize your marketing • Identify buyer needs • Understand what content pulls constituents through sales funnel Inbound updates the playbook based

Generating more revenue with a healthy sales funnel

High ticket sales funnel #3 launch funnel

Your Road To Success - vlerick.com/media/Corporate/Pdf-presentations/sales... · decision lifecycle . ... marketing funnel Discover inbound accounts to ... Traffic generation (new/existing)

Inbound Marketing Methodology...What Is Inbound Marketing? An Approach to Marketing That Reaches Today’s Consumer 3 Understand what content pulls your buyers through the sales funnel,

Inbound Marketing Primer · INBOUND IS AN APPROACH TO MARKETING THAT REACHES TODAY’S CONSUMER. Understand what content pulls your buyers through the sales funnel, and use that context

1 funnel plastic funnel plastic funnel special plastic flex.spout for

· · 2010-03-30CONTENTS KSD Services Global Exchange21 Outboud Inbound Inbound Inbound Inbound Inbound Inbound ISSUES PROPOSAL KSD

INTRODUCTION - salesandmarketingboost.comsalesandmarketingboost.com/wp-content/uploads/2016/05/future_of... · INTRODUCTION Inbound marketing, ... • Contact Lifecycle Funnel

Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers