Generating Traffic and Leads From All Inbound Channels

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Generating Traffic and Leads From All Inbound Channels

  1. 1. Top of the Funnel: Generating Traffic and Leads from ALL Inbound Channels Chad Pollitt Director of Marketing DigitalRelevance
  2. 2. Today You Will Learn • What most of your website visitors are thinking @ChadPollitt
  3. 3. Today You Will Learn • What most of your website visitors are thinking • The inbound marketing mindset @ChadPollitt
  4. 4. Today You Will Learn • What most of your website visitors are thinking • The inbound marketing mindset • The power of problem solving content @ChadPollitt
  5. 5. Today You Will Learn • What most of your website visitors are thinking • The inbound marketing mindset • The power of problem solving content • The inbound marketing sales funnel @ChadPollitt
  6. 6. Today You Will Learn • What most of your website visitors are thinking • The inbound marketing mindset • The power of problem solving content • The inbound marketing sales funnel • How to execute inbound marketing @ChadPollitt
  7. 7. About Me » @ChadPollitt • Director of Marketing at DigitalRelevance • Former Army Commander and Iraq War Veteran • Co-author of The Enterprise Blog Post Optimization Guide and regular contributor to the Huffington Post • Member of a Forbes Top 100 List
  8. 8. Agenda 1. Who’s in My Funnel? @ChadPollitt
  9. 9. Agenda 1. Who’s in My Funnel? 2. The Role of SEO & Social Media @ChadPollitt
  10. 10. Agenda 1. Who’s in My Funnel? 2. The Role of SEO & Social Media 3. The Effects of Content Marketing on Traffic & Conversions by Channel @ChadPollitt
  11. 11. Agenda 1. Who’s in My Funnel? 2. The Role of SEO & Social Media 3. The Effects of Content Marketing on Traffic & Conversions by Channel 4. Content Marketing and Conversions in Context @ChadPollitt
  12. 12. Agenda 1. Who’s in My Funnel? 2. The Role of SEO & Social Media 3. The Effects of Content Marketing on Traffic & Conversions by Channel 4. Content Marketing and Conversions in Context 5. The Inbound Campaign Structure @ChadPollitt
  13. 13. Who’s in My Funnel? @ChadPollitt
  14. 14. TOFU » top of the funnel 96% of First-time Visitors to Your Website are NOT there to do Business with You -HubSpot @ChadPollitt
  15. 15. TOFU » top of the funnel People seeking to be empowered with the knowledge (content) to solve their own problems @ChadPollitt
  16. 16. 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 @ChadPollitt
  17. 17. BOFU » bottom of the funnel People seeking knowledge (content) in order to decide who will solve their problems. @ChadPollitt
  18. 18. TOFU
  19. 19. TAKEAWAY #1 Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content @ChadPollitt
  20. 20. The Role of SEO & Social Media @ChadPollitt
  21. 21. The Role of SEO & Social 1» BRAND @ChadPollitt
  22. 22. The Role of SEO & Social 1» BRAND 2» CONTENT @ChadPollitt
  23. 23. The Role of SEO & Social 1» BRAND 2» CONTENT 3» DISTRIBUTION @ChadPollitt
  24. 24. The Role of SEO & Social 1» BRAND 2» CONTENT 3» DISTRIBUTION 4» ENGAGEMENT @ChadPollitt
  25. 25. TAKEAWAY #2 Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement @ChadPollitt
  26. 26. Move The Needle
  27. 27. Move The Needle 1. Create a Twitter list of “C” and “B” list bloggers and journalists that are relevant to your business. Earn media with the other 20%
  28. 28. Move The Needle 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. Earn media with the other 20%
  29. 29. Move The Needle 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. Earn media with the other 20%
  30. 30. Move The Needle 4. Ask them if you can interview them for a blog post – they’ll promote it. Earn media with the other 20%
  31. 31. Move The Needle 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. Earn media with the other 20%
  32. 32. Move The Needle 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. Earn media with the other 20%
  33. 33. The Effects of Content Marketing on Traffic & Conversions by Channel @ChadPollitt
  34. 34. Traffic & Conversions by Channel @ChadPollitt
  35. 35. Traffic & Conversions by Channel @ChadPollitt
  36. 36. Traffic & Conversions by Channel @ChadPollitt
  37. 37. Traffic & Conversions by Channel @ChadPollitt
  38. 38. Traffic & Conversions by Channel @ChadPollitt
  39. 39. Traffic & Conversions by Channel @ChadPollitt
  40. 40. Traffic & Conversions by Channel @ChadPollitt
  41. 41. Traffic & Conversions by Channel @ChadPollitt
  42. 42. TAKEAWAY #3 Content Marketing Positively Effects ALL Inbound Channels @ChadPollitt
  43. 43. Content Marketing and Conversions in Context @ChadPollitt
  44. 44. TAKEAWAY #4 Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services @ChadPollitt
  45. 45. The Inbound Campaign Structure @ChadPollitt
  46. 46. Inbound Ops » offer @ChadPollitt
  47. 47. Inbound Ops » landing pages + CTAs @ChadPollitt
  48. 48. Inbound Ops » lead nurturing @ChadPollitt
  49. 49. Inbound Ops » email @ChadPollitt
  50. 50. Inbound Ops » blog, earned, owned @ChadPollitt
  51. 51. Inbound Ops » social @ChadPollitt
  52. 52. Inbound Ops » analyze & adjust @ChadPollitt
  53. 53. TAKEAWAY #5 The Inbound Campaign Structure is an Attraction, Conversion and Nurture Process @ChadPollitt
  54. 54. TAKEAWAY RECAP 1. Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content @ChadPollitt
  55. 55. TAKEAWAY RECAP 1. Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content 2. Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement @ChadPollitt
  56. 56. TAKEAWAY RECAP 1. Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content 2. Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement 3. Content Marketing Positively Effects ALL Inbound Conversion Channels @ChadPollitt
  57. 57. TAKEAWAY RECAP 4. Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services @ChadPollitt
  58. 58. 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 @ChadPollitt
  59. 59. FINAL TAKEAWAY Right Content + Right Person + Right Time + Right Channel = Wider Sales Funnel + Acceleration Through It! @ChadPollitt
  60. 60. www.onlinemarketinginstitute.org Thank You! Learn more at @ChadPollitt

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