Top of the Funnel: Generating Traffic and Leads From ALL Inbound Channels

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This presentation explores the relationship between online content, its channels of distribution and the top of the sales funnel using over three years' worth of data. We will also define and dissect …

This presentation explores the relationship between online content, its channels of distribution and the top of the sales funnel using over three years' worth of data. We will also define and dissect the inbound marketing campaign process.

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  • 1. Top of the Funnel Generating Traffic and Leads from ALL Inbound Channels
  • 2. #TOFU Today You Will Learn • What most of your website visitors are thinking @ChadPollitt | relevance.com
  • 3. #TOFU Today You Will Learn • What most of your website visitors are thinking • The inbound marketing mindset @ChadPollitt | relevance.com
  • 4. #TOFU Today You Will Learn • What most of your website visitors are thinking • The inbound marketing mindset • The power of problem solving content @ChadPollitt | relevance.com
  • 5. #TOFU 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 | relevance.com
  • 6. #TOFU 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 | relevance.com
  • 7. #TOFU About Me » @Chad Pollitt • Director of Marketing at DigitalRelevance • Former Army Commander and Iraq War Veteran • Author of 51 Things Your Mother Taught You About Inbound Marketing and regular contributor to the Huffington Post • Member of a Forbes Top 100 List @ChadPollitt | relevance.com
  • 8. #TOFU Agenda 1. Who’s in My Funnel? @ChadPollitt | relevance.com
  • 9. #TOFU Agenda 1. Who’s in My Funnel? 2. The Role of SEO & Social Media @ChadPollitt | relevance.com
  • 10. #TOFU 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 | relevance.com
  • 11. #TOFU 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 | relevance.com
  • 12. #TOFU 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 | relevance.com
  • 13. Who’s in My Funnel? @ChadPollitt | relevance.com
  • 14. #TOFU TOFU » top of the funnel 96% of First-time Visitors to Your Website are NOT there to do Business with You -HubSpot @ChadPollitt | relevance.com
  • 15. #TOFU TOFU » top of the funnel People seeking to be empowered with the knowledge (content) to solve their own problems @ChadPollitt | relevance.com
  • 16. #TOFU 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 | relevance.com
  • 17. #TOFU BOFU » bottom of the funnel People seeking knowledge (content) in order to decide who will solve their problems. @ChadPollitt | relevance.com
  • 18. TOFU @ChadPollitt | relevance.com
  • 19. #TOFU TAKEAWAY #1 Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content @ChadPollitt | relevance.com
  • 20. The Role of SEO & Social Media @ChadPollitt | relevance.com
  • 21. The Role of SEO & Social 1» #TOFU BRAND @ChadPollitt | relevance.com
  • 22. The Role of SEO & Social 1» BRAND 2» #TOFU CONTENT @ChadPollitt | relevance.com
  • 23. The Role of SEO & Social 1» BRAND 2» CONTENT 3» #TOFU DISTRIBUTION @ChadPollitt | relevance.com
  • 24. The Role of SEO & Social 1» BRAND 2» CONTENT 3» DISTRIBUTION 4» #TOFU ENGAGEMENT @ChadPollitt | relevance.com
  • 25. @ChadPollitt | relevance.com
  • 26. #TOFU TAKEAWAY #2 Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement @ChadPollitt | relevance.com
  • 27. Move The Needle @ChadPollitt | relevance.com
  • 28. #TOFU Earn Media with the other 20% 1. Create a Twitter list of “C” and “B” list bloggers and journalists that are relevant to your business. @ChadPollitt | relevance.com
  • 29. #TOFU Earn Media with the other 20% 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. @ChadPollitt | relevance.com
  • 30. #TOFU Earn Media with the other 20% 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. @ChadPollitt | relevance.com
  • 31. #TOFU Earn Media with the other 20% 4. Ask them if you can interview them for a blog post – they’ll promote it. @ChadPollitt | relevance.com
  • 32. #TOFU Earn Media with the other 20% 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. @ChadPollitt | relevance.com
  • 33. #TOFU Earn Media with the other 20% 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. @ChadPollitt | relevance.com
  • 34. The Effects of Content Marketing on Traffic & Conversions by Channel @ChadPollitt | relevance.com
  • 35. » Traffic & Conversions by Channel @ChadPollitt | relevance.com
  • 36. » Traffic & Conversions by Channel @ChadPollitt | relevance.com
  • 37. » Traffic & Conversions by Channel @ChadPollitt | relevance.com
  • 38. » Traffic & Conversions by Channel @ChadPollitt | relevance.com
  • 39. » Traffic & Conversions by Channel @ChadPollitt | relevance.com
  • 40. » Traffic & Conversions by Channel @ChadPollitt | relevance.com
  • 41. » Traffic & Conversions by Channel @ChadPollitt | relevance.com
  • 42. » Traffic & Conversions by Channel @ChadPollitt | relevance.com
  • 43. @ChadPollitt | relevance.com
  • 44. #TOFU TAKEAWAY #3 Content Marketing Positively Effects ALL Inbound Channels @ChadPollitt | relevance.com
  • 45. Content Marketing and Conversions in Context @ChadPollitt | relevance.com
  • 46. @ChadPollitt | relevance.com
  • 47. @ChadPollitt | relevance.com
  • 48. @ChadPollitt | relevance.com
  • 49. @ChadPollitt | relevance.com
  • 50. #TOFU TAKEAWAY #4 Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services @ChadPollitt | relevance.com
  • 51. The Inbound Campaign Structure @ChadPollitt | relevance.com
  • 52. #TOFU The Inbound Campaign Structure @ChadPollitt | relevance.com
  • 53. #TOFU The Inbound Campaign Structure @ChadPollitt | relevance.com
  • 54. #TOFU The Inbound Campaign Structure @ChadPollitt | relevance.com
  • 55. #TOFU The Inbound Campaign Structure @ChadPollitt | relevance.com
  • 56. #TOFU The Inbound Campaign Structure @ChadPollitt | relevance.com
  • 57. #TOFU The Inbound Campaign Structure @ChadPollitt | relevance.com
  • 58. #TOFU The Inbound Campaign Structure @ChadPollitt | relevance.com
  • 59. @ChadPollitt | relevance.com
  • 60. #TOFU TAKEAWAY #5 The Inbound Campaign Structure is an Attraction, Conversion and Nurture Process @ChadPollitt | relevance.com
  • 61. #TOFU Takeaway Recap 1. Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content @ChadPollitt | relevance.com
  • 62. #TOFU 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 | relevance.com
  • 63. #TOFU 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 | relevance.com
  • 64. #TOFU Takeaway Recap 4. Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services @ChadPollitt | relevance.com
  • 65. #TOFU 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 | relevance.com
  • 66. #TOFU FINAL TAKEAWAY Right Content + Right Person + Right Time + Right Channel = Wider Sales Funnel + Acceleration Through it @ChadPollitt | relevance.com
  • 67. #TOFU FREE EBOOK "Is your Mom the best content marketer ever? Could be, as this informative, timely, and compelling eBook uses maternal wisdom to guide you effectively through the often wooly world of content success. Well done!" - Jay Baer, New York Times Best Selling Author, Digital Pioneer bit.ly/51thingsmom @ChadPollitt | relevance.com