Aligning Online Content with the Sales Funnel

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This presentation takes a deep dive into how to use online content to identify where someone likely resides in your sales funnel, if at all. In addition, it creates a road map for strategically creating lead nurturing campaigns.

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Aligning Online Content with the Sales Funnel

  1. 1. Aligning Online Content with the Sales Funnel
  2. 2. TOFU MOFUAligning Content With The Funnel @drelevance | relevance.com
  3. 3. BUSINESSES SOLVE PROBLEMS @drelevance | relevance.com
  4. 4. CONSUMERS DEMAND SOLUTIONS @drelevance | relevance.com
  5. 5. CONTENT isthe SOLUTIONVESSEL @drelevance | relevance.com
  6. 6. Our Job? MATCHPROBLEMS to SOLUTIONS @drelevance | relevance.com
  7. 7. Our Job?FILL the VESSEL @drelevance | relevance.com
  8. 8. Our Job? @drelevance | relevance.com
  9. 9. BUT HOW? @drelevance | relevance.com
  10. 10. SALES FUNNEL @drelevance | relevance.com
  11. 11. TOFU MOFUBOFU @drelevance | relevance.com
  12. 12. TOP of the FUNNEL People seeking to be empowered with the knowledge(content) to solve their own problems. @drelevance | relevance.com
  13. 13. MIDDLE of the FUNNELPeople willing to overcome high ormultiple barriers to consumption in order to consume content – due to trust or perceived value @drelevance | relevance.com
  14. 14. BOTTOM of the FUNNELPeople seeking knowledge (content) in order to decide who will solve their problems. @drelevance | relevance.com
  15. 15. LOOK to thePAST FIRST @drelevance | relevance.com
  16. 16. No Past? Use. . .BARRIERS to CONSUMPTION @drelevance | relevance.com
  17. 17. PRIVACY @drelevance | relevance.com
  18. 18. @drelevance | relevance.com
  19. 19. @drelevance | relevance.com
  20. 20. TIME @drelevance | relevance.com
  21. 21. @drelevance | relevance.com
  22. 22. @drelevance | relevance.com
  23. 23. MOFU @drelevance | relevance.com
  24. 24. WORK @drelevance | relevance.com
  25. 25. @drelevance | relevance.com
  26. 26. @drelevance | relevance.com
  27. 27. MOFU @drelevance | relevance.com
  28. 28. MONEY @drelevance | relevance.com
  29. 29. @drelevance | relevance.com
  30. 30. MOFU@drelevance | relevance.com
  31. 31. @drelevance | relevance.com
  32. 32. BOFU @drelevance | relevance.com
  33. 33. TOPIC @drelevance | relevance.com
  34. 34. @drelevance | relevance.com
  35. 35. TOFU @drelevance | relevance.com
  36. 36. INBOX @drelevance | relevance.com
  37. 37. INBOX @drelevance | relevance.com
  38. 38. MOFU @drelevance | relevance.com
  39. 39. BARRIERS to CONSUMPTION 1. Privacy 4. Money 2. Time 5. Topic 3. Work 6. Inbox @drelevance | relevance.com
  40. 40. How Do You OvercomeBARRIERS to CONSUMPTION? @drelevance | relevance.com
  41. 41. TRUST and/orPERCEIVED VALUEthrough NURTURING @drelevance | relevance.com
  42. 42. Questions? @drelevance | relevance.com

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