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Your marketing funnel is a hot mess

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Your Marketing Funnel is a Hot Mess - 8 Strategies for Improvement - check out the SlideShare presentation by Erin Sagin, PPC Evangelist & Community Manager at Wordstream and Michal Leszczynski, Content Marketing Manager at GetResponse.

You can access the webinar recording on GetResponseTV - http://bit.ly/GR-Funnel-Webinar

Published in: Marketing
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Your marketing funnel is a hot mess

  1. 1. Meet Your Presenters • PPC Evangelist & Community Manager at WordStream • Has specialized in Paid Search for 4+ years • Tweet me! @erinsagin • Content Marketing Manager at GetResponse • Email Marketing junkie for 5+ years • @mrleszczynski
  2. 2. Know Your Funnel Top: Get people to your website Middle: Nurture Existing Leads Bottom: Get Them to Choose You
  3. 3. #1 Your Funnel Is at Risk of Being Extinguished
  4. 4. How Are You Filling Your Funnel?
  5. 5. SEO Can Be Turbulent
  6. 6. Organic Listings Are Boring 64.6% 35.4%
  7. 7. Organic Listings Are Boring 64.6% 35.4%
  8. 8. Mobile is Killing SEO
  9. 9. Even Scarier…
  10. 10. Even Scarier… #1 #2 #3 #4 FOUR?!?
  11. 11. Solution #1: Supplement Your SEO Efforts with Paid Search
  12. 12. Turn to Paid Search
  13. 13. Use Content to Engage New Fans
  14. 14. #2 You’re Treating All of Your Paid Traffic Equally
  15. 15. Keywords Tell You A LOT About a Searcher
  16. 16. Assessing Keyword Intent
  17. 17. Identifying High Commercial Intent Keywords
  18. 18. Real World Example: Wedding Season
  19. 19. Buying the Dress -“I Know What I Want” Color! Style! Brand! Size!
  20. 20. Buying the Gift -“I’m Ready to Purchase” I have my wallet out!
  21. 21. Fixing My Tooth - “I need this immediately” Emergency!
  22. 22. Solution #2: Identify and Prioritize High-Intent Terms
  23. 23. It’s Not Just a Guessing Game
  24. 24. Make Bidding Adjustments to Secure Visibility
  25. 25. #3 You Have Leaks in Your Funnel
  26. 26. Most Visitors Don’t Convert Right Off the Bat
  27. 27. Consider the Decision Making Cycle
  28. 28. It’s Not You, It’s Me A Goldfish My Boss
  29. 29. It’s Not You, It’s Me A Goldfish My Boss 9 seconds 8 seconds
  30. 30. Solution #3: Patch Your Leaky Funnel with Remarketing
  31. 31. Stay Top-of-Mind for Interested Prospects
  32. 32. Works Like A Charm (Believe me, I have first- hand experience) Dress: 1, Erin’s Bank Account: 0
  33. 33. #4 You’re Underestimating Top Prospects
  34. 34. Keeping Your Customers Happy is Key
  35. 35. Solution #4: Cross-Sell, Up-Sell and Resell with Identity Based PPC
  36. 36. Like That Dress You Bought?
  37. 37. Use Facebook’s Custom Audiences to Woo Customers
  38. 38. Try AdWords’ NEW Customer Match Feature
  39. 39. #5 You Expect That Everyone Will Join Your Email List
  40. 40. Playing Hide n Seek 1 second delay in website’s page load time leads to a 7% decrease in conversions. (KISSmetrics) How about your sign ups?
  41. 41. What’s in it For Me?
  42. 42. Tell Us Everything At Once • Many fields • All required • All necessary? • What were the conversions?
  43. 43. Solution #5 Optimize Your Forms
  44. 44. Make it Pop Smart Insights
  45. 45. Focus on Benefits
  46. 46. Focus on Benefits
  47. 47. Focus on Benefits & Take it Slow
  48. 48. #6 You're Treating Your New Leads Like Any Other Subscribers
  49. 49. 3…2…1…Go!
  50. 50. Solution #6 Segment Your Lists
  51. 51. Content Marketing Institute
  52. 52. Ask Questions
  53. 53. Analyze Data What do you know? • What offers they’ve clicked on • When do they open and shop? • Who are they? • How did they sign up? Dave Chaffey: Smart Insights
  54. 54. Case Study: Technology Advice Marketing Sherpa
  55. 55. Results? Before: 20% Open Rates 2% CTR After: 40% Open Rates 6% CTR
  56. 56. #7 You Neglect Mobile Audience
  57. 57. You Can Read But You Can’t Buy
  58. 58. Solution #7 Go Responsive
  59. 59. • Size of the CTAs • Spacing around the CTAs • Length of the email • Size and quality of the images • Mobile check-out aaronweiche.com
  60. 60. #8 You Never Learn
  61. 61. Sending Same Messages, Expecting Different Results
  62. 62. Blindly Believing that the Bigger the List the Better?
  63. 63. Solution #8 Observe, Test & Optimize
  64. 64. Locating Problems 1. Low Open Rates? 2. Low Deliverability? 3. High Complaint Rates? 4. Low CTR? 5. Low Conversions?
  65. 65. Testing bloomberg.com
  66. 66. Testing Things you may want to test: • Subject lines • From names • Content • Time of delivery e.g. 10% of your list another 10%
  67. 67. Q&A
  68. 68. Thank your for joining us today - let’s keep in touch! mleszczynski@getresponse.com @mrleszczynski esagin@wordstream.com @erinsagin

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