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

#TOFU



• The inbound marketing mindset


#TOFU



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


#TOFU



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


#TOFU



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


#TOFU


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

#TOFU

http://connect.relevance.com/51-things-your-mother-taught-you-about-inbound-marketing

http://connect.relevance.com/51-things-your-mother-taught-you-about-inbound-marketing


Agenda

1. Who’s in My Funnel?

#TOFU


Agenda

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

#TOFU


Agenda

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

Conversions by Channel

#TOFU


Agenda


Conversions by Channel4. Content Marketing and Conversions in Context

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Agenda


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

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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


TOFU » top of the funnel

People seeking to be empowered with the knowledge

(content) to solve their own problems

#TOFU


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

#TOFU


BOFU » bottom of the funnel

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

their problems.

#TOFU


“I only stopped by for your

TOFU


TAKEAWAY #1Build Trust and Perceived Value

in Your Brand by Creating Mostly TOFU Content

#TOFU


The Role of SEO & Social Media


The Role of SEO & Social

1» BRAND

#TOFU



1» BRAND

2» CONTENT

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1» BRAND

2» CONTENT

3» DISTRIBUTION

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1» BRAND

2» CONTENT

3» DISTRIBUTION

4» ENGAGEMENT

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TAKEAWAY #2Spend 80% of Time Creating Content

and Only 20% on Distribution and Engagement

#TOFU


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.

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

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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.

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

#TOFU




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

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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.

#TOFU


The Effects of Content Marketing on Traffic &

Conversions by Channel


» Traffic & Conversions by Channel

















TAKEAWAY #3Content Marketing Positively Effects

ALL Inbound Channels

#TOFU


Content Marketing and Conversions in Context






TAKEAWAY #4Expect Demand Generation to Create

Demand for Your Content and NOT for Your Products or Services

#TOFU


The Inbound Campaign Structure



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TAKEAWAY #5The Inbound Campaign Structure

is an Attraction, Conversion and Nurture Process

#TOFU


Takeaway Recap

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

#TOFU


Takeaway Recap


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

#TOFU


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

#TOFU


Takeaway Recap

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

#TOFU


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

#TOFU


FINAL TAKEAWAYRight Content + Right Person

+ Right Time + Right Channel =

Wider Sales Funnel + Acceleration Through it

#TOFU


"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

#TOFU

http://bit.ly/51thingsmom