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How to Build a Digital Marketing Funnel

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Spring 2017 Des Moines HubSpot User Group Meetup.

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How to Build a Digital Marketing Funnel

  1. 1. Spring 2017 HubSpot User Group and Inbound Marketing Meetup
  2. 2. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY What Is HUG!?!
  3. 3. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY What Is HUG!?! • IT IS… • A group for marketers and marketers-in-progress • Worldwide in 150 cities! • For HubSpot users • For small business owners • A place to share ideas • The gift of free sandwiches • For all agencies and companies looking to learn
  4. 4. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY What Is HUG!?! • IT IS… • A group for marketers and marketers-in-progress • Worldwide in 150 cities! • For HubSpot users • For small business owners • A place to share ideas • The gift of free sandwiches • For all agencies and companies looking to learn • IT IS NOT… • Hugging strangers • A SparkReaction-specific event • A sales pitch • The place to give a sales pitch • An exclusive group • A static topic
  5. 5. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY Who’s Here? • Entry-level marketers <—> inbound experts • Entrepreneurs <—> enterprises • Marketers <—> agencies
  6. 6. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY Who are you, and what brought you here today?
  7. 7. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY Who are you, and what brought you here today?
  8. 8. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY Today’s Agenda: 1. Welcome + introductions 2. Defining “inbound marketing funnel…” 3. “Attract” stage content 4. “Convert” stage content 5. “Close” stage content 6. “Delight” stage content 7. Q&A + next meetup
  9. 9. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY What the fudge is “inbound funnel?”
  10. 10. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY What the fudge is “inbound funnel?” • Your marketing funnel needs to work. for. you. 1. Make visitors more eager to explore. 2. Qualified leads convert for value. 3. Educate leads before sales.
  11. 11. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY Why do I need a funnel? 79% of people considered "leads" never buy from a company due to lack of education and lead nurture. - MarketingSherpa
  12. 12. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY “Attract” Content - Get Found — blogging, SEO, local SEO, answering questions — • Before your audience understands their exact problem. • Full, optimized site with lots of high-value pages that answer questions. • Anticipate visitor hesitations. Sales pushback = potential page.
  13. 13. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY “Attract” Content - Get Found • Links from: partner businesses, industry blogs, guest blog posts. • Be seen––outside your bubble. • Use audience of others + exchange value. • Get on existing “Top X Companies Who…” lists. • Employee social media networks for LinkedIn and FB groups.
  14. 14. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY “Attract” Content - Get Found • LSI = Latent Semantic Indexing
  15. 15. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY “Attract” Content - Get Found “If you are not optimized for mobile viewers, you are living in a world where the Backstreet Boys are relevant.” - Everyone
  16. 16. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY Actionable strategies • Use the Website Grader on your site: website.grader.com
  17. 17. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY Actionable strategies • “3 Tactics for Hyper Local Keywords,” Moz Whiteboard Friday: http:// bit.ly/2kTsZZz • “SEO Strategy for 2017,” Moz Whiteboard Friday: http://bit.ly/2ix1ccK • LSI Graph: http://lsigraph.com/
  18. 18. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY Example funnel: “Perfect Photo LLC”
  19. 19. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY “Perfect Photo’s” Attract Content • SSL certification • Mobile + tablet testing • Intentional optimization: “Des Moines wedding photographer,” “top wedding photographers in Iowa,” “engagement photos Des Moines.”
  20. 20. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY “Perfect Photo’s” Attract Content • Create new indexed (“crawled”) pages: • “Best places to take engagement photos in Des Moines?” • “How much should I spend on a wedding photographer?” • “If I find a photographer I love and splurge, where else could I save $?”
  21. 21. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY “Perfect Photo’s” Attract Content • 2x weekly blog posts • Blog subscribe function to build her list. • Find peak posting/engagement times and days. • Partner with her vendors to build links and social tags. • Google My Business Page, and ask existing customers for reviews on her Facebook and Google listings.
  22. 22. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY “Convert” Content - Get Leads — premium content, exclusive access — How do you give value to your visitors in exchange for contact information?
  23. 23. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY “Convert” Content - Get Leads • Gate what is of the highest value to your visitors. • Ask only what you need to: keep forms short. • Research competitors’ content + be better. • Improve existing gated content.
  24. 24. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY “Convert” Content - Get Leads • Improve existing gated content. • Placed on relevant pages • Call to value • CTA matches landing page? • Smart forms
  25. 25. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY “Perfect Photo’s” Convert Content • CTAs on blog posts to get viewers —> convert on: • Coffee call/date to talk wedding planning • See her pricing sheet • Access exclusive galleries relevant to them.
  26. 26. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY “Close” Content - Make $$ — audits, assessments, consultations, demos — • What would it take for you to be convinced at this point? • How are leads comparing you to competitors? • Offer a slice of your services for free––knowing it could be the tipping point.
  27. 27. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY “Close” Content - Make $$ — audits, assessments, consultations, demos — • What would it take for you to be convinced at this point? • How are leads comparing you to competitors? • Offer a slice of your services for free––knowing it could be the tipping point.
  28. 28. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY “Perfect Photo’s” Close Content • Care package: sample prints, testimonial for similar event, hand-written thank you for interest. • What bonus upgrade might close the deal for them? Can she give them a free ~$50 print that closes the $2,000 deal—just because it’s exactly what they wanted ?
  29. 29. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY “Delight” Content - Repeat + Referrals — features, upgrades, bonus for referrals — • Customer and employee B2B referrals 3x more likely to close as deals than lead lists, tradeshows, ads, and paid search. - http://sforce.co/1VVw5Gd • Make it easy for customers = repeat customers, refer friends, and become the cheapest salesperson at your company.
  30. 30. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY “Delight” Content - Repeat + Referrals • Can people buy from you more than once? • Can you up-sell them? • Can you pamper them just a bit more after the purchase? • Are you even asking them for referrals and spreading the good word?
  31. 31. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY • Blog posts open about loyalty, upgrades, and new features. • Give free “trials” of new products and sneak peeks to your customers first. • Ask for friends after you’ve delighted the crap out of your customer • Incentivize your customers to give you referrals, leave reviews, and let you feature them with their unique value proposition. “Delight” Content - Repeat + Referrals
  32. 32. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY “Perfect Photo’s” Delight Content • Campaign for past clients on social media + blog. Tag, personal notes, and respond to family comments. • Referral process. • Holiday email blast about $50 off a print. • New email lead? Reach out first. Nurture campaign/workflow.
  33. 33. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY Your Funnel
  34. 34. Q&A
  35. 35. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY Looking forward:
  36. 36. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY Next Group Meetup: Looking forward:
  37. 37. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY Next Group Meetup: June 2017 (Q2). This is your meetup. Respond to the survey! Looking forward:
  38. 38. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY Next Group Meetup: June 2017 (Q2). This is your meetup. Respond to the survey! One of our Q2 attendees will win an Echo Dot— courtesy of HubSpot. Looking forward:
  39. 39. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY Next Group Meetup: June 2017 (Q2). This is your meetup. Respond to the survey! One of our Q2 attendees will win an Echo Dot— courtesy of HubSpot. Not relevant to you? Looking forward:
  40. 40. © 2016 SparkReaction, LLC FOR INTERNAL USE ONLY Next Group Meetup: June 2017 (Q2). This is your meetup. Respond to the survey! One of our Q2 attendees will win an Echo Dot— courtesy of HubSpot. Not relevant to you? Send the person from your company who would be a better fit. Looking forward:

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