saasfest 2015 - "building a long lasting saas top of funnel" by hiten shah of quicksprout
TRANSCRIPT
1. Why you should love TOFU
2. The KISSmetrics content marketing secret
3. 7 key content marketing lessons I’ve learned
What’s in it for me? (WIIFM)
Evolution of Channels
There is a pa!ern here!
Minecra"!!!
Just like humans,
Everything gets old and dies :(
top of the funnel
The Product Experience
Influences Word of Mouth
PRODUCT TOFU
Outbound Sales & Customer Referrals
Finds Customer You Can Help
SALES TOFU
Content Marketing & Branding
Brings People to You
MARKETING TOFU
Content Marketing
The best way to build a long-lasting top of funnel is content
marketing.
We have to be clear about what we want people to remember about us.
Steve Jobs
Our B2B Businesses Have Had
83,232,461 Visits Since 2003 Because of Content Marketing
THE KISSMETRICS CONTENT MARKETING SECRET
MARKETING 101
WHO ARE YOUR
Customers?MARKETING 101
WHERE DO THEY
Hang Out?MARKETING 101
HOW SHOULD YOU
Engage?MARKETING 101
$7.35 COST PER SIGN UP
MARKETING 101
ONLINE MARKETERS ARE OUR CUSTOMERS
MARKETING 101
THEY WERE HANGING OUT ON TWITTER USING THE
HASHTAG #MEASURE
MARKETING 101
WE STARTED TO SHARE USEFUL LINKS FOR THEM ON TWITTER USING THE
#MEASURE HASHTAGMARKETING 101
ContentMarketingLESSON 1
Content = Marketing
You already create lots of content
The art of marketing is to create better content.
The science helps you measure its performance.
January 2015
1,876 companies
January 2014
947 companies
Find pages with high traffic and high bounce rate
HTTP://GOOGLE.COM/ANALYTICS
Increase Conversions By A/B Testing
Do a Happy Dance But Watch it Closely
Get More Traffic So You Can Start A/B Testing
Get More Traffic So You Can Do a Happy Dance
High Traffic
Low Traffic
High ConversionsLow Conversions
How To Figure Out What To Improve
LESSON 2
People ignore ads but they love great content.
They’ll even search for it!
SIMPLE RULE OF CONTENT Easy to understand. Difficult to execute.
Quality + Quantity = EYEBALLS
Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 - 4 monthly posts.
HTTP://BLOG.HUBSPOT.COM/MARKETING/BLOGGING-FREQUENCY-BENCHMARKS
30+ marketing guides
70+ webinars
LESSON 3
CONTENT MARKETING CAN BE REVERSE ENGINEERED
And imitated too!
SIMPLE RULE OF MARKETING
Figure out what’s working. Do more of it.
Figure out what’s working. for others
Imitate it. but don’t rip it
LESSON 4
HEADLINES ARE EVERYTHING!
They get people to click.
8 out of 10 people will read your headline, but only 2 out of 10 people will read the rest of your post.
HTTP://KISS.LY/HEADLINEFORMULA
✓ Negative words and numbers cause more clicks ✓ Keep under 65 characters to ensure search visibility ✓ Use specific headlines that match your content ✓ Odd numbers perform be!er than even ones ✓ Aim to have six words in your headlines ✓ Avoid words that have multiple meanings ✓ Include power verbs and interesting adjectives
Tip For Be"er Blog Headlines
FIVE SHOCKING FACTS THAT WILL CHANGE YOUR
ENTIRE APPROACH TO SOCIAL MEDIA
✓ Negative words and numbers cause more clicks ✓ Keep under 65 characters to ensure search visibility ✓ Use specific headlines that match your content ✓ Odd numbers perform be!er than even ones ✓ Aim to have six words in your headlines ✓ Avoid words that have multiple meanings ✓ Include power verbs and interesting adjectives
Five Shocking Facts That Will Change Your Entire Approach to Social Media
5/7
LESSON 5
Organic Search is the TOP traffic source for content marketing
Content Marketing
SEO vs Content Marketing
Where traffic came from for five popular blogs
1%5%
10%4%
21% 58%
6%7%
29%
18%
39%3%5%
5%11%
77%
Organic Search Direct Social Referral Other Email
14%2%
9%
8%
21%
47%
3%2%8%
9%
15% 64%
A B C D E
A couple of outliers
1%5%
10%4%
21% 58%
6%7%
29%
18%
39%3%5%
5%11%
77%
Organic Search Direct Social Referral Other Email
14%
2%
9%
8%
21%
47%
3%2%8%
9%
15% 64%
A B C D E
60+ infographics
LESSON 6
CONTENT HELPS YOU TELL YOUR STORY
When things are bad :(
When you want to share customer successes
When you’ve got a new feature =)
LESSON 7
CONTENT CREATES CONVERSION OPPORTUNITIES
Which leads to sustainable growth!
30+ marketing guides
70+ webinars
1,145% Increase in Trial Signups
33% Increase in Signups from the blog!
For KISSmetrics, Crazy Egg and Quick Sprout content directly leads to…
Newsle!er Subscribers Webinar A!endees
Website Visitors Trial Signups
Downloads Backlinks
Brand
And so much more…
And we aren’t the only ones!!!37signals
Buffer Groove
Help Scout HubSpot Intercom
Moz Price Intelligently
Wistia
And many many more =)
Thank you =)
How may I help you? (Email me any time!)
Hiten Shah