An introduction and foundation building approach to adding top of funnel and middle of funnel lead capture elements to your marketing and especially your website. Originally presented for the TiE Institute in Ottawa, Ontario, Canada on May 28, 2019. All photo credits to the awesome photographers providing images through Pixabay. Happy to answer any questions related to this presentation or digital marketing on Twitter, find me there as @ShawnaActually or via @Iversoft.

1. 1 Your Company Name Here
ADD MORE TOFU & MOFU
TO YOUR MARKETING MENU
SHAWNA TREGUNNA, IVERSOFT

2. 2 Your Company Name Here

3. 3 Your Company Name Here
DISCOVERY & AWARENESS
INTEREST & INTRIGUE
CONSIDERATION
INTENT

4. 4 Your Company Name Here
Your website
should be
CHOOSE YOUR
OWN ADVENTURE
where every path
leads to a
CONVERSION.

5. 5 Your Company Name Here
Look to
GIVE
before you
RECEIVE

6. 6 Your Company Name Here
SMALL STEPS
What does your prospect need
at each stage of their journey?
IT’S NOT CALLED A
BUYER JOURNEY
FOR NOTHING

7. 7 Your Company Name Here
DISCOVERY & AWARENESS
INTEREST & INTRIGUE
CONSIDERATION
INTENT

8. 8 Your Company Name Here
DISCOVERY & AWARENESS
TOP OF
FUNNEL
It’s not enough to
simply be
discovered, you
must CAPTURE
your prospects to
draw them through
the funnel.

9. 9 Your Company Name Here
EVENTS
A. Follow up email (with a give)
B. Recap on website (with attendee focus)
01
SOCIAL MEDIA
A. Review follower demographics for content development
B. Be discovered by hashtags, shares, promotion
C. Earn click-throughs to website
02
SEO
A. Trigger a pixel
B. Incorporate a relevant conversion call to action
03
PRESS / MEDIA COVERAGE
A. Amplify on website & social media with industry keywords
B. Trigger pixel, earn follow & click
04
ADS
A. Earn engagement, click throughs, follows
B. Optimize performance
05

10. 10 Your Company Name Here
DISCOVERY & AWARENESS
INTEREST & INTRIGUE
CONSIDERATION
INTENT

11. 11 Your Company Name Here
INTEREST & INTRIGUE

12. 12 Your Company Name Here
TOP OF
FUNNEL
Be more than a
sales pitch and
your content will do
the work for you.
Offer information,
thought leadership,
entertainment, non
salesy resources.
INTEREST & INTRIGUE

13. 13 Your Company Name Here
LANDING PAGES
A. Trigger pixel
B. Conversion CTA (form, gated content, event rsvp)
01
BLOG POSTS
A. Trigger pixel
B. Conversion CTA (form, gated content, webinar rsvp)
C. Clicks to other pages
02
NON-SALES TOOLS
A. Worksheets, calculators, checklists, guides
B. Gate this content with logins or email exchanges
03
THOUGHT LEADER SPOKESPEOPLE
A. Webinars, events, Q&As
B. Their social media followings
04
EMAIL NEWSLETTER
A. Anticipate questions, serve with informative & interesting
content
B. Sales CTA second – but present
05

14. 14 Your Company Name Here
DISCOVERY & AWARENESS
INTEREST & INTRIGUE
CONSIDERATION
INTENT

15. 15 Your Company Name Here
CONSIDERATION

16. 16 Your Company Name Here
CONSIDERATION
MIDDLE OF
FUNNEL
The prospect is
now on their first
steps on their buyer
journey, anticipate
their needs,
address their pain
points, be their
friend & resource.

17. 17 Your Company Name Here
CASE STUDIES + WHITE PAPERS
A. Tools to get other people to buy in (PDFs + links)
B. Suggested content, CTAs
01
REVIEWS + TESTIMONIALS
A. Social proof
B. Comparison to alternatives (review site or on page)
02
SALES TOOLS
A. ROI Calculators, set up checklists, competition qs
B. How-to articles (onboarding & setup)
C. Technical documents (spec sheets, one-pagers)
03
OFFERS
A. Promotions (email or event/webinar specific)
B. Special pricing (term, industry, beta, etc)
04

18. 18 Your Company Name Here
DISCOVERY & AWARENESS
INTEREST & INTRIGUE
CONSIDERATION
INTENT

19. 19 Your Company Name Here
INTENT

20. 20 Your Company Name Here
INTENT
MIDDLE OF
FUNNEL
They are going to
buy something,
soon, you don’t
want to lose them -
or offend them, and
you want to make
their decision easy..

21. 21 Your Company Name Here
RETARGETTING / REMARKETING
A. Ads & emails based on what they have looked at
B. Pain point offers, customized messaging
01
DEMOS + FREE SAMPLES
A. Get them to touch and feel the product
B. Ask for feedback / surveys to tease out objections
02
SALES (& SUPPORT) AVAILABILITY
A. CRM triggers cold calls
B. Introduce Account Managers
C. Consider webchat
D. Show where they would go for support & onboarding
03
EMAIL DRIP
A. Get the timing right
B. Reinforce pain point solutions
04

22. 22 Your Company Name Here
ALL THAT’S LEFT IS
CLOSING THE SALE
Bottom of funnel and closing techniques are
each a science in themselves – but if you’ve
done a great job at the top and middle of funnel
the BoFu part should be easy.

23. 23 Your Company Name Here
SET UP TRACKING PIXELS
Google, Facebook, LinkedIn – do it before you want to
advertise
ADD AN EMAIL SIGN UP
Then plan your newsletter – even quarterly is a great start if
you’re starting from nothing.
PROVIDE A TOOL
Being helpful is always good for business.
PROVIDE DIRECTION ON EVERY PAGE
Make sure no page on your website is a dead end –add
suggested content at the bottom if you’re unsure but the next
step in the buyer journey (NOT just to a sale) is ideal
ACTION ITEMS

24. 24 Your Company Name Here
DISCUSSION
Iversoft.ca
ShawnaActually Iversoft
Shawna Tregunna
Shawna@Iversoft.ca
THANK
YOU