How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013

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INBOUND 2013 presentation by Pamela Vaughan.
Register for INBOUND 2014 at www.inbound.com

How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013

  1. 1. How to Optimize Your Blog for Every Stage of the Marketing Funnel Pamela Vaughan #INBOUND13
  2. 2. PAMELA VAUGHAN @pamelump I’ve written over 750 HubSpot blog posts, and most of the ideas for them come to me at inopportune times ... like when I’m in the shower.
  3. 3. forget about your blog for a minute
  4. 4. let’s talk about another 4-letter word …
  5. 5. think about the relationship funnel
  6. 6. first date
  7. 7. casual dating
  8. 8. serious relationship
  9. 9. engagement
  10. 10. marriage
  11. 11. sounds a lot like the inbound marketing methodology … First Date Casual Dating Serious Relationship Engagement Marriage
  12. 12. your blog
  13. 13. IT’S ALL ABOUT CONTEXT
  14. 14. AGENDA 1  2  3  4  How to Nurture Visitors Into Subscribers How to Nurture Subscribers Into Leads How to Nurture Leads Into Customers How to Nurture Customers Into Promoters
  15. 15. 1 NURTURING VISITORS INTO SUBSCRIBERS
  16. 16. GOAL: get visitors to like your content enough to commit to keep coming back for more
  17. 17. relationship equivalent: casual dating
  18. 18. encourage blog subscription (primarily email)
  19. 19. 14% 14% of monthly traffic to the HubSpot Inbound Marketing Blog comes from email Internal HubSpot Blog Data
  20. 20. display your main blog subscribe module above the fold
  21. 21. incentivize blog subscription using free offers
  22. 22. create an end-ofpost subscribe CTA, but show it only to those not yet subscribed
  23. 23. do this by creating “magic” CTAs
  24. 24. who you want to suppress set up your “magic” Smart CTA rules
  25. 25. choose ‘no styling’ configure your invisible CTA input the HTML code for ‘space’ to create an invisible CTA enter a URL (this doesn’t matter b/c it won’t show up)
  26. 26. create a subscribe landing page, and offer frequency options social proof frequency options value email emphasis
  27. 27. install a recommendation plugin to improve blog stickiness
  28. 28. promote social media subscription (tip: leverage social proof like Mashable does here)
  29. 29. 2 NURTURING SUBSCRIBERS INTO LEADS
  30. 30. GOAL: retain subscribers and get them to convert on an offer for lead generation
  31. 31. relationship equivalent: serious relationship
  32. 32. personalize it remind them what they signed up for warm up to new subscribers with a welcome email reiterate frequency options
  33. 33. specify your recipients set up your blog welcome email with workflows set timing choose your email
  34. 34. create an email frequency preferences page explain their options
  35. 35. segment Smart CTAs on blog posts by lifecycle stage to show subscribers offers suited for the top of the funnel (segment by lists for more granular segmentation)
  36. 36. how it’d look on a blog post if you weren’t yet a lead
  37. 37. EXAMPLES OF TOP-OF-THE-FUNNEL OFFERS
  38. 38. use other blog real estate for lead gen CTAs (e.g. sidebar, banner)
  39. 39. include Smart CTAs within RSS notification emails
  40. 40. create marketing offers to align with your blog content
  41. 41. include anchor textbased CTAs within blog copy for top-ofthe-funnel offers
  42. 42. A/B test CTAs to improve performance
  43. 43. CTA VARIABLES TO TEST " " " " " Design Layout Color Schemes Copy Subject Matter
  44. 44. 3 NURTURING LEADS INTO CUSTOMERS
  45. 45. GOAL: move leads further along in the marketing funnel and closer to sales readiness
  46. 46. relationship equivalent: engagement
  47. 47. enable your sales team with top blog content
  48. 48. segment Smart CTAs to show middle- and bottom-of-thefunnel offers to existing leads
  49. 49. EXAMPLES OF MIDDLE- & BOTTOM-OF-THEFUNNEL OFFERS
  50. 50. attract contacts who are already leads but not yet blog subscribers
  51. 51. add a blog opt-in/subscribe check box to landing page forms
  52. 52. HubSpot increased email subscribers by 128% in 3 months using blog opt-in check boxes on landing pages Internal HubSpot Data
  53. 53. create a new contact property make it a check box
  54. 54. DON’T make it required add a field for this new property to your forms (and make it smart!) make it smart DON’T make it checked off by default
  55. 55. include everyone who checked the box create a Smart List
  56. 56. select your Smart List set the blog subscriber contact property & frequency send a welcome email set up a workflow
  57. 57. integrate blog subscription with your email preference center
  58. 58. create a Smart List
  59. 59. select your Smart List set up your email preference center opt-in workflow set the blog subscriber contact property & frequency send a welcome email
  60. 60. 4 NURTURING CUSTOMERS INTO PROMOTERS
  61. 61. GOAL: delighting customers so they become promoters of your content
  62. 62. relationship equivalent: happy marriage
  63. 63. use Smart CTAs to show special offers to customers only
  64. 64. EXAMPLES OF CUSTOMEREXCLUSIVE OFFERS " " " " " Discounts Coupons Sneak Peeks Beta Testing Freebies
  65. 65. use “magic” CTAs to display special messages to customers only within blog copy
  66. 66. who you want to see the “magic” copy (set by list or lifecycle stage) set up your “magic” copy Smart Rules
  67. 67. choose ‘no styling’ configure your “magic” copy copy goes here relevant URL goes here
  68. 68. choose ‘no styling’ configure your invisible copy input the HTML code for ‘space’ to create an invisible CTA enter a URL (this doesn’t matter b/c it won’t show up)
  69. 69. THE ABILITY TO NURTURE YOUR BLOG VISITORS ALL BOILS DOWN TO CONTEXT #INBOUND13
  70. 70. YOUR BLOG First Date Casual Dating Serious Relationship Engagement Marriage
  71. 71. QUESTIONS?

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