your marketing funnel is a hot mess
TRANSCRIPT
Meet Your Presenters
• PPC Evangelist & Community Manager at WordStream
• Has specialized in Paid Search for 4+ years
• Tweet me! @erinsagin
• Content Marketing Manager at GetResponse
• Email Marketing junkie for 5+ years
• @mrleszczynski
Know Your Funnel
Top: Get people to your website
Middle: Nurture Existing Leads
Bottom: Get Them to Choose You
#1 Your Funnel Is at Risk of Being Extinguished
How Are You Filling Your Funnel?
SEO Can Be Turbulent
Organic Listings Are Boring
64.6%
35.4%
Organic Listings Are Boring
64.6%
35.4%
Mobile is Killing SEO
Even Scarier…
Even Scarier…
#1
#2#3#4
FOUR?!?
Solution #1: Supplement Your SEO Efforts with Paid
Search
Turn to Paid Search
Use Content to Engage New Fans
#2 You’re Treating All of Your Paid Traffic Equally
Keywords Tell You A LOT About a
Searcher
Assessing Keyword Intent
Identifying High Commercial Intent Keywords
Real World Example: Wedding Season
Buying the Dress -“I Know What I Want”
Color!
Style!Brand!
Size!
Buying the Gift -“I’m Ready to Purchase”
I have my wallet out!
Fixing My Tooth - “I need this immediately”
Emergency!
Solution #2: Identify and Prioritize
High-Intent Terms
It’s Not Just a Guessing Game
Make Bidding Adjustments to Secure Visibility
#3 You Have Leaks in Your Funnel
Most Visitors Don’t Convert Right Off the Bat
Consider the Decision Making Cycle
It’s Not You, It’s Me
A Goldfish My Boss
It’s Not You, It’s Me
A Goldfish My Boss
9seconds
8seconds
Solution #3: Patch Your Leaky Funnel with Remarketing
Stay Top-of-Mind for Interested Prospects
Works Like A Charm (Believe me, I have first-hand experience)
Dress: 1, Erin’s Bank Account: 0
#4 You’re Underestimating Top Prospects
Keeping Your Customers Happy is Key
Solution #4: Cross-Sell, Up-Sell and Resell with Identity Based PPC
Like That Dress You Bought?
Use Facebook’s Custom Audiences to Woo Customers
Try AdWords’ NEW Customer Match Feature
#5 You Expect That Everyone Will Join Your Email List
Playing Hide n Seek
1 second delay in website’s page load time leads to a 7% decrease in conversions. (KISSmetrics)
How about your sign ups?
What’s in it For Me?
Tell Us Everything At Once
• Many fields • All required • All necessary? • What were the conversions?
Solution #5 Optimize Your Forms
Make it Pop
Smart Insights
Focus on Benefits
Focus on Benefits
Focus on Benefits & Take it Slow
#6 You're Treating Your New Leads Like Any Other Subscribers
3…2…1…Go!
Solution #6 Segment Your Lists
Content Marketing Institute
Ask Questions
Analyze Data
What do you know?
• What offers they’ve clicked on
• When do they open and shop?
• Who are they?
• How did they sign up?
Dave Chaffey: Smart Insights
Case Study: Technology Advice
Marketing Sherpa
Results?
Before: 20% Open Rates 2% CTR
After: 40% Open Rates 6% CTR
#7 You Neglect Mobile Audience
You Can Read But You Can’t Buy
Solution #7 Go Responsive
• Size of the CTAs • Spacing around the CTAs • Length of the email • Size and quality of the
images • Mobile check-out
aaronweiche.com
#8 You Never Learn
Sending Same Messages, Expecting Different Results
Blindly Believing that the Bigger the List the Better?
Solution #8 Observe, Test & Optimize
Locating Problems
1. Low Open Rates? 2. Low Deliverability? 3. High Complaint Rates? 4. Low CTR? 5. Low Conversions?
Testing
Things you may want to test:
• Subject lines • From names • Content • Time of delivery
e.g. 10% of your list another 10%
Q&A
Thank your for joining us today - let’s keep in touch!
[email protected] @mrleszczynski
[email protected] @erinsagin