is your marketing funnel broken?: uniting lead nurturing & search strategies
TRANSCRIPT
Is Your Marketing Funnel Broken?
How to Unite Your Lead Nurturing and Search Strategies
Liz Ryan Steve Krull
• CEO and Founder, Relish Tray Media
• HubSpot & Pardot Partner
• Experience: 14 years in Email Marketing.
Liz Ryan
Steve Krull• CEO and Co-Founder, Be Found Online - BFO
• Believes in “Lead by Example”, collaboration and teamwork
• Experience: 15 years in Search. 10 years agency life.
Agenda• Marketing Today = Magnetic
Marketing• The Highs & Lows
• Top of the Funnel: Awareness• Big Magical Stuff• Ideas & Tactics
• Middle Funnel: Consideration• The Real Magic
• Bottom Funnel: Conversion• Shake your Money Maker
• Closing Thoughts• Download Me!
We Want You!!!• To…
• Leave Happy
• Get Smater…lol we mean Smarter!
• Have Ideas you Can Test/Implement
• Crank up your Lead Gen Programs
• Succeed!
Magnetic Marketing
• Is Marketing That
Attracts
Encourages
Enables
“We LovesCustomerCentricInbound
Marketing”
Buyer: Relatively uniformed
Buyer journey: Linear
Marketing Playbook: Interrupt by cold calls and ads
Then
Buyer: Informed
Buyer journey: Fluid Starts with Search (Google, Bing, Yahoo)
Marketing Playbook: Thought leadership thru content
Now
Marketing: Then & NowIt’s changed a lot in 10 years
The Role of Content
Align the content you publish with your customers’ interests.
Not just “What” you do, but “Why”
Getting it right you earn permission to market to them and earn their business.
Magnetic Wrap Up• You don’t need to be a Rocket Surgeon, but common sense & a
stepwise approach are good assets
• You need the right tools for the job!• Content Assets• Marketing Automation• Digital Marketing Chops
Creating Interest & AwarenessContent Starts this Party but Search is Invited!
• Content
• SEO
• Paid Search
• Landing Pages
Awareness Level ContentHow to reach today’s consumer
Content (website pages, blog articles, social messages)
optimized for search and social media.
Understand what content pulls your
buyers into the marketing funnel, and
use that context to personalize.
Marketing Funnel
SEO
SEO focus has changed and
continues to evolve.
Companies need to constantly enhance their strategies to
align with ever-updating algorithm
updates.
Paid SearchSearch query/keyword
• Choose keywords• Write ad copy• Set bids• Launch on
Google • People search on
your search terms
• Interested users click your ad and visit client’s website
Paid SearchAdvanced Techniques
• In-depth keyword strategy and process• Portfolio Bid strategy• Audience segmentation• RLSA’s (Remarketing Lists for Search Ads)• Product Listings Ads• Ad extensions• Copy & Landing page testing• Search Funnel Attribution• Cross-Device Measurement
We have Contact!• Every Call To Action
should call for a click leading to a landing page.
• The landing page fulfills the offer where the prospect submits information prior to receiving any content.
Landing Pages Do’s and Don’ts
Do
• Gated giveaway• Checkboxes for services of
interest• Singular purpose• Ad specific content• Include images that show or
reflect offer
Don’t
• Free content• Sell• No ads• Big NoNo! One landing page
for multiple ads• No text only.
Interest Wrap Up• Do the things that
generate interest in your Brand, Product or Service.
• Develop Campaign Brief with Strategy, Goals, Expected Outcomes & Reports before you begin!
Consideration Level Content
• Multiple Touch Points
• Many Messages
• Many Content Types
• Many Wrong Ways
So many touch points
and messages
can create a long decision
cycle.
More opportunities for a decision to be swayed.
So a visitor clicked your ad, filled out your landing page form and downloaded your content…but didn’t buy. What next?
Marketing Automation
Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads.
Marketing AutomationEmail
• Trigger based on action• Target based on stage of the funnel• Establish value through quality content• Build a relationship• Stay in front of prospects!
Marketing AutomationKeep the Funnel Moving
*Companies that invest in Marketing Automation see 70% faster cycle times!**Bulldog Solutions
To be successful, increase the value of each touch through the knowledge and consistency delivered by marketing automation.
Once you’ve attracted the right visitors and captured the right leads, you need to transform those leads into customers with targeted, automated email nurturing and social media interaction.
Personalization
Content informed by context and lifecycle stage makes it possible to deliver targeted and consistent messaging.
Landing Page Elements: Dynamic and Personalized
Download the eBook
Personalized Content
“Trident changed my life.” J. Smith
Progressive profiling
Decision Level Content
Content at this stage provides instructions on how to move forward.
Maybe? YES!
Offers
Restate your Value. Remind of Benefits. Direct to CTA.
• Schedule your appointment today.• Call now for your complimentary consultation!• Add to cart• Order now• Register!
You’re Not DoneDeliver on your offer. If they convert or buy, email
them a confirmation…
Delight: Upsell & referralsEducate on how to use product
Funnelicious Offer Ideas!• Top of the Funnel (ToFu) Offer Examples
• Email Newsletters• Checklists• Ebooks• Templates• Whitepapers
• Middle of the Funnel (MoFu) Offer Examples• Webinars / Podcasts / Live Event• Case Studies• Free Trial or Product Demo• Assessments
• Bottom of the Funnel (BoFu) Offer Examples• Free Trial or Demo• Audits or Assessments• Meeting or Consultation• Coupon or Limited Time Offer
Landing Pages Do’s and Don’ts
Do
• Gated giveaway• Checkboxes for services of
interest• Singular purpose• Ad specific content• Include images that show or
reflect offer
Don’t
• Free content• Sell• No ads• Big NoNo! One landing page
for multiple ads• No text only.
When Should a Lead Go To Sales?
Contacts In Nurturing Marketing Qualified Contacts*
Sales Accepted LeadsOpportunities / CRM TrackedRevenue
Marketing Funnel Sales Funnel
Integrate your CRM with Marketing
Automation to know what
prospects are most qualified.
Sales must keep CRM data clean and up-to-
date.
Final ThoughtsStrategic – Above the LineDraft the BriefsObjectives Before TacticsTie Marketing & Sales TogetherLeverage the TechnologyBe Not Afraid to Try
Tactical – Below the LineDashboards are King!Know thy ToolsTie Tech TogetherManage to GoalsDouble-Sided Reporting