7. Desire- Person begins to
move from “nice to
have” to “must have”
mentality
Action- Person
puts desire into
action and
makes a
purchase
decision
THE SALES FUNNEL
Awareness & Interest- Person gains
awareness of brand and begins to
express interest
9. This leads to
an action
Interest is
sparked by
content
WHY IS CONTENT IMPORTANT?
image from http://usf.usfca.edu/usfmagazine/fall09/f3_womenscience_4.html
10. CTAs are your #1 player!
Sign Up for a FREE
14-Day Trial
12. TOP OF THE FUNNEL CONTENT
Purpose is to drive visits
to your website
(awareness stage)
This content builds your
“foundation”
• Blog articles
• Social Media
• Downloadable
content
14. EXAMPLE: DOWNLOAD
• Total Visits: 10,604
• Total Leads: 4,889
• First Time Leads: 2,634
• Visit to Lead: 46.1%
15. MIDDLE OF THE FUNNEL CONTENT
Directed towards leads
that are aware of your
product/services and
want to know more
(evaluation stage)
Share with them your
expertise
• Webinars
• eBooks
• Presentations
17. Geared towards those
who are ready to buy
(purchase stage)
Audience-sensitive; can
scare off anyone not in
this stage
• Free trials
• Demos
• Discounts
BOTTOM OF THE FUNNEL CONTENT
20. 68% of consumers are likely to spend time reading
content from a brand they are interested in.
–The CMA
B2B companies that blog generate
67% more leads per month than those
who do not blog. -Social Media B2B
Organic search leads have a 14.6% close rate,
while outbound marketing leads have a 1.7% close
rate -Hubspot
21. Oh, you want more?
80% of business decision-makers
(and 70% of consumers)
prefer to get company information
in a series of articles
versus an advertisement.
-Content Marketing Institute
90% of consumers find
custom content useful,
and 78% believe that
organizations behind
the content are
interested in building
good relationships.
-TMG Custom Media
23. example
Scarlet Oak Cabins
Background
o Private luxury cabins with
views located in North
Georgia
o Accommodations
include hot tubs, pool
tables, all wood interiors,
granite countertops and
Internet
1
Example
1
24. 1
example
Example
2
Background
o Sells organic, all-natural
health and beauty
products
o Love to share expertise
on natural living
o Mothers are a big target
market for this brand
LovEco Market
25. 1
Example
3
Background
o An online marketing
company that offers
services such as
advertising, email, social
media and inbound
marketing.
Site Marketing
27. Questions?
You can download this presentation at-
http://go.esocialstrategies.com/SIG-lead-generation
Visit our blog for more information and downloads-
www.blog.esocialstrategies.com
Editor's Notes
Inbound marketing earns the attention of customers,makes the company easy to be found and draws customers to the website by producing interesting content.David Meerman Scott recommends that marketers "earn their way in" (via publishing helpful information on a blog etc.) in contrast to outbound marketing where they "buy, beg, or bug their way in" (via paid advertisements, issuing press releases, or paying commissioned sales people, respectively)-Wikipedia
Discuss how inbound marketing turns strangers into customers, and customers into promoters of the business. Emphasis: CTAs - http://blog.hubspot.com/horrifying-display-advertising-stats - http://academy.hubspot.com/blog/?Tag=Calls+to+Action
“Sharing is caring and inbound marketing is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound marketing attracts qualified prospects to your business and keeps them coming back for more.”“By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive. Now that’s marketing people can love.” -Hubspot
Content sparks interest which leads to action (as the sales funnel tells us)Call-to-actions are the catalyst to an action– image from http://usf.usfca.edu/usfmagazine/fall09/f3_womenscience_4.html
Have each phase fade in at different times. Talk about how content will vary for each part of the sales funnel. So, in order to have content for each persona to nurture leads in each stage in the sales cycle, you'll need to identify 3 of your best generally targeted offers for each stage: 1) your best top-of-the-funnel offer (which caters to leads in the awareness stage ), 2) your best middle-of-the-funnel offer (which caters to leads in the evaluation stage ), and 3) your best bottom-of-the-funnel offer (which caters to leads in the purchase stage ).
So, in order to have content for each persona to nurture leads in each stage in the sales cycle, you'll need to identify 3 of your best generally targeted offers for each stage: 1) your best top-of-the-funnel offer (which caters to leads in the awareness stage ), 2) your best middle-of-the-funnel offer (which caters to leads in the evaluation stage ), and 3) your best bottom-of-the-funnel offer (which caters to leads in the purchase stage ).
For this particular client, we vary the messaging on the landing page and tailor it towards student, professor, health care professional.
Maybe mention that we can give them more stats if they’d like. There are tons. http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/279437/55-Shareable-Stats-on-Content-Marketing-Trends-and-Tactics
Give envelopes to tables with a mock company, target audience, and services offered and they will create a content lead generation strategy
