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How to Drive Bottom of Funnel Results from your Blog

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This walkthrough takes you through the exact, step-by-step strategy we've used to improve our blog's conversion rate by 80% in the past 12 months.

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How to Drive Bottom of Funnel Results from your Blog

  1. 1. HOW TO GET BOTTOM-OF-FUNNEL RESULTS FROM YOUR BLOG: A WALKTHROUGH wishpond
  2. 2. BLOGGING IS NOTHING NEW. More than 3,000,000 blog posts will be published today.
  3. 3. BUT TURNING READERS INTO SALES? That's a bit more complicated.
  4. 4. Big traffic. Low conversions.
  5. 5. 12 MONTHS LATER, AND WE'RE CONVERTING 80% MORE READERS.
  6. 6. THE STRATEGY... #1. DRIVING TRAFFIC
  7. 7. CREATE AWESOME CONTENT ❏ Long-form (1,200+ words) ❏ Images ❏ Examples ❏ Actionable ❏ New ❏ Proven ❏ Stories/Personality
  8. 8. ENGAGE WITH INFLUENCERS ❏ Create content which includes, features or references an influencer. ❏ Create content which relates to ideas you know an influencer is interested in.
  9. 9. THE STRATEGY... #2. GENERATING LEADS
  10. 10. GENERATE BLOG SUBSCRIBERS ❏ Readers subscribe to receive more of the value you're delivering. ❏ Use a sidebar scroll popup, opt-in bar, welcome mat or entry popup to prompt subscription in-article.
  11. 11. GENERATE DEMOS ❏ Exclusively on bottom-of-funnel content (content focused on showcasing your product or service), prompt a demo with your team. ❏ Use a call-to-action at the bottom of your article.
  12. 12. USE CONTENT UPGRADES ❏ Offer an article-exclusive PDF which delivers more value. Try a downloadable copy of the article or a checklist of strategies. ❏ Use a top-of-article link to trigger a click popup that prompts conversion on-page.
  13. 13. USE CONTENT UPGRADES We tested click popups vs landing pages for our content upgrades. Out of 9 we tested, click popups converted at an average rate of 40%. 33% more than the average rate of our landing pages.
  14. 14. THE STRATEGY... #3. NURTURING LEADS
  15. 15. #3. NURTURING LEADS This step requires marketing automation - the most powerful way for you to grow your business while you sleep
  16. 16. SEGMENTATION Interest Segmentation: Based on blog article URL (for subscription) and hidden fields embedded in forms (for content upgrades). Industry Segmentation: Prompt self-segmentation within VIP demo forms to enable your sales team to sell more effectively.
  17. 17. NURTURING VIP DEMO'ERS Email 1 Email 2 Email 3
  18. 18. NURTURING VIP DEMO'ERS Email 1: Let's book a time to talk! Email 2: Following up. Do you have a second to chat [subject]? Email 3: Re: [Business Name] Demo. Let's talk [subject]!
  19. 19. NURTURING BLOG SUBSCRIBERS Email 1 Email 2 Email 3 Email 4 Email 5
  20. 20. NURTURING BLOG SUBSCRIBERS Email 1: Thank you for subscribing! Email 2: Top Examples of Successful [Interest Subject] Strategies Email 3: Have time this week to talk [Interest Subject]?
  21. 21. NURTURING BLOG SUBSCRIBERS Email 4: How [Business] Achieved [Positive Result] (Case Study) Email 5: Get [Discount] When you Try out [Your Platform]
  22. 22. NURTURING CONTENT UPGRADE'ERS Email 1 Email 2 Email 3 Email 4 Email 5Email 6Email 7
  23. 23. NURTURING CONTENT UPGRADE'ERS Email 1: Here's your download Email 2: Top Examples of Successful [Interest Subject] Email 3: Have time this week to talk [Interest Subject]? Email 4: How [Business] Achieved [Positive Result]
  24. 24. NURTURING CONTENT UPGRADE'ERS Email 5: Free Access to our On-Demand [Interest Subject] Webinar/Video/Podcast Email 6: [#] Proven Strategies for [Interest Subject] Success Email 7: Now until [7 days after sending]: Get [Discount]
  25. 25. FOR MORE ON THIS SUBJECT.... Check out blog.wishpond.com

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