Building Your Marketing Funnel - DFWSEM

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My presentation on how to build your marketing funnel to market to your customers at every step of their journey on your website.

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Building Your Marketing Funnel - DFWSEM

  1. 1. Building Your Marketing Funnel John Doherty Online Marketing HotPads.com
  2. 2. Who am I? John Doherty t: @dohertyjf e: jdoherty@hotpads.com w: http://hotpads.com
  3. 3. Who am I? John Doherty t: @dohertyjf e: jdoherty@hotpads.com w: http://hotpads.com This is my conference shirt  @dohertyjf | HotPads
  4. 4. I got tired of fighting Google (not provided) rising Algo changes at whim @dohertyjf | HotPads
  5. 5. I got tired of fighting Google (not provided) rising Algo changes at whim So I joined HotPads.com, where I think about the whole funnel. @dohertyjf | HotPads
  6. 6. If I know you (the audience) well @dohertyjf | HotPads
  7. 7. If I know you (the audience) well This scares the crap out of you @dohertyjf | HotPads
  8. 8. If I know you (the audience) well Source: all-puppies.com But it shouldn’t. @dohertyjf | HotPads
  9. 9. If I know you (the audience) well Source: all-puppies.com Read this (on Moz) @dohertyjf | HotPads
  10. 10. Read Joanna’s post on retention marketing FUNNELS ARE A JOURNEY @dohertyjf | HotPads
  11. 11. We have to dig deeper than this @dohertyjf | HotPads
  12. 12. We have to dig deeper than this @dohertyjf | HotPads
  13. 13. Think of it this way @dohertyjf | HotPads
  14. 14. Think of it this way Introduction Handshake High five @dohertyjf | HotPads
  15. 15. Think of it this way Introduction Handshake High five Man hug @dohertyjf | HotPads
  16. 16. Introduction TOP OF FUNNEL @dohertyjf | HotPads
  17. 17. “Hi nice to meet you” • Acquisition -> Site Content -> Landing Pages • Secondary Dimension: Medium @dohertyjf | HotPads
  18. 18. *Caveat Direct traffic can be misleading “Dark social”, “dark search”, and “dark email” are very real Watch for large spikes in Direct traffic to know when an issue might exist https://support.google.com/analytics/answer/ 1033867?hl=en @dohertyjf | HotPads
  19. 19. *Caveat Direct traffic can be misleading “Dark social”, “dark search”, and “dark email” are very real Watch for large spikes in Direct traffic to know when an issue might exist These were reported as Direct Traffic @dohertyjf | HotPads
  20. 20. *Caveat Actually they were Medium posts. Oops. @dohertyjf | HotPads
  21. 21. *Caveat iOS Dark Search http://www.definemg.com/ios-7-darkgoogle-seo-analytics/ @dohertyjf | HotPads
  22. 22. @dohertyjf | HotPads
  23. 23. We’re good at getting them in • • • • • Search Content marketing Content strategy Social media promotion Paid media @dohertyjf | HotPads
  24. 24. To drive more traffic Ask yourself “What sources are we not investing in? • Search? • Social? • Email? • Content? @dohertyjf | HotPads
  25. 25. To drive more traffic Ask yourself “What sources are we not investing in? • Search? • Social? Notice we are not thinking in terms of “links” or • Email? “social shares”. Those are benefits of the big channels, • Content? not primary actions. @dohertyjf | HotPads
  26. 26. Hopefully you’re seeing this now Traffic should go this way @dohertyjf | HotPads
  27. 27. “But what do I do with them now?” Image source @dohertyjf | HotPads
  28. 28. This @dohertyjf | HotPads
  29. 29. Or this @dohertyjf | HotPads
  30. 30. Or this @dohertyjf | HotPads
  31. 31. Handshake hello MIDDLE OF FUNNEL @dohertyjf | HotPads
  32. 32. What’s in the middle? @dohertyjf | HotPads
  33. 33. What’s in the middle? Text to Columns > Delimited “>” @dohertyjf | HotPads
  34. 34. Narrow by Channel
  35. 35. Narrow by Channel “When the first touch is organic, the second touch is usually organic, direct, or email. Social drastically underperforms so we should build that up over time but concentrate now on Direct and Email as we invest in Organic.”
  36. 36. Move them through the funnel -> @dohertyjf | HotPads
  37. 37. Send them content @dohertyjf | HotPads
  38. 38. Tweet @dohertyjf | HotPads
  39. 39. Post @dohertyjf | HotPads
  40. 40. Blog @dohertyjf | HotPads
  41. 41. Always be upselling
  42. 42. Always be upselling
  43. 43. Always be upselling
  44. 44. High five BOTTOM OF FUNNEL @dohertyjf | HotPads
  45. 45. High five BOTTOM OF FUNNEL @dohertyjf | HotPads
  46. 46. What converts best? Select your goal @dohertyjf | HotPads
  47. 47. What converts best? @dohertyjf | HotPads
  48. 48. Optimize the funnel Logged out @dohertyjf | HotPads
  49. 49. Optimize the funnel Logged In @dohertyjf | HotPads
  50. 50. Optimize the funnel Where are people dropping off? http://www.lunametrics.com/blog/2012/11/13/track-form-abandonment-google-analytics/ @dohertyjf | HotPads
  51. 51. Optimize the funnel Where are people dropping off? http://www.lunametrics.com/blog/2012/11/13/track-form-abandonment-google-analytics/ @dohertyjf | HotPads
  52. 52. Email them We see you ran into some issues. Here’s a quick tip (and a discount code)
  53. 53. Test everything Usability/Clicks/Features Optimizely or VWO Homegrown Tools Offers and Email Timing
  54. 54. Finally, test big things too
  55. 55. EXAMPLE TIME @dohertyjf | HotPads
  56. 56. Here’s an example I wrote this post http://www.singlegeared.com/articles/living-life-purpose @dohertyjf | HotPads
  57. 57. Here’s an example Selena reads it @dohertyjf | HotPads
  58. 58. Here’s an example She recommends us to @TheLAScene @dohertyjf | HotPads
  59. 59. Here’s an example They have a lot of followers. @dohertyjf | HotPads
  60. 60. Here’s an example HotPads responds. Maybe we get a follow. @dohertyjf | HotPads
  61. 61. NOW THE WORK BEGINS @dohertyjf | HotPads
  62. 62. How do we get her to come back? @dohertyjf | HotPads
  63. 63. Thank you! Any brief questions? Feel free to find me after as well.

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