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Building Your Marketing Funnel - DFWSEM
 

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.

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 Building Your Marketing Funnel - DFWSEM Presentation Transcript

    • Building Your Marketing Funnel John Doherty Online Marketing HotPads.com
    • Who am I? John Doherty t: @dohertyjf e: jdoherty@hotpads.com w: http://hotpads.com
    • Who am I? John Doherty t: @dohertyjf e: jdoherty@hotpads.com w: http://hotpads.com This is my conference shirt  @dohertyjf | HotPads
    • I got tired of fighting Google (not provided) rising Algo changes at whim @dohertyjf | HotPads
    • 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
    • If I know you (the audience) well @dohertyjf | HotPads
    • If I know you (the audience) well This scares the crap out of you @dohertyjf | HotPads
    • If I know you (the audience) well Source: all-puppies.com But it shouldn’t. @dohertyjf | HotPads
    • If I know you (the audience) well Source: all-puppies.com Read this (on Moz) @dohertyjf | HotPads
    • Read Joanna’s post on retention marketing FUNNELS ARE A JOURNEY @dohertyjf | HotPads
    • We have to dig deeper than this @dohertyjf | HotPads
    • We have to dig deeper than this @dohertyjf | HotPads
    • Think of it this way @dohertyjf | HotPads
    • Think of it this way Introduction Handshake High five @dohertyjf | HotPads
    • Think of it this way Introduction Handshake High five Man hug @dohertyjf | HotPads
    • Introduction TOP OF FUNNEL @dohertyjf | HotPads
    • “Hi nice to meet you” • Acquisition -> Site Content -> Landing Pages • Secondary Dimension: Medium @dohertyjf | HotPads
    • *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
    • *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
    • *Caveat Actually they were Medium posts. Oops. @dohertyjf | HotPads
    • *Caveat iOS Dark Search http://www.definemg.com/ios-7-darkgoogle-seo-analytics/ @dohertyjf | HotPads
    • @dohertyjf | HotPads
    • We’re good at getting them in • • • • • Search Content marketing Content strategy Social media promotion Paid media @dohertyjf | HotPads
    • To drive more traffic Ask yourself “What sources are we not investing in? • Search? • Social? • Email? • Content? @dohertyjf | HotPads
    • 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
    • Hopefully you’re seeing this now Traffic should go this way @dohertyjf | HotPads
    • “But what do I do with them now?” Image source @dohertyjf | HotPads
    • This @dohertyjf | HotPads
    • Or this @dohertyjf | HotPads
    • Or this @dohertyjf | HotPads
    • Handshake hello MIDDLE OF FUNNEL @dohertyjf | HotPads
    • What’s in the middle? @dohertyjf | HotPads
    • What’s in the middle? Text to Columns > Delimited “>” @dohertyjf | HotPads
    • Narrow by Channel
    • 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.”
    • Move them through the funnel -> @dohertyjf | HotPads
    • Send them content @dohertyjf | HotPads
    • Tweet @dohertyjf | HotPads
    • Post @dohertyjf | HotPads
    • Blog @dohertyjf | HotPads
    • Always be upselling
    • Always be upselling
    • Always be upselling
    • High five BOTTOM OF FUNNEL @dohertyjf | HotPads
    • High five BOTTOM OF FUNNEL @dohertyjf | HotPads
    • What converts best? Select your goal @dohertyjf | HotPads
    • What converts best? @dohertyjf | HotPads
    • Optimize the funnel Logged out @dohertyjf | HotPads
    • Optimize the funnel Logged In @dohertyjf | HotPads
    • Optimize the funnel Where are people dropping off? http://www.lunametrics.com/blog/2012/11/13/track-form-abandonment-google-analytics/ @dohertyjf | HotPads
    • Optimize the funnel Where are people dropping off? http://www.lunametrics.com/blog/2012/11/13/track-form-abandonment-google-analytics/ @dohertyjf | HotPads
    • Email them We see you ran into some issues. Here’s a quick tip (and a discount code)
    • Test everything Usability/Clicks/Features Optimizely or VWO Homegrown Tools Offers and Email Timing
    • Finally, test big things too
    • EXAMPLE TIME @dohertyjf | HotPads
    • Here’s an example I wrote this post http://www.singlegeared.com/articles/living-life-purpose @dohertyjf | HotPads
    • Here’s an example Selena reads it @dohertyjf | HotPads
    • Here’s an example She recommends us to @TheLAScene @dohertyjf | HotPads
    • Here’s an example They have a lot of followers. @dohertyjf | HotPads
    • Here’s an example HotPads responds. Maybe we get a follow. @dohertyjf | HotPads
    • NOW THE WORK BEGINS @dohertyjf | HotPads
    • How do we get her to come back? @dohertyjf | HotPads
    • Thank you! Any brief questions? Feel free to find me after as well.