How to Drive Bottom of Funnel Results from your Blog

•

3 likes•2,507 views

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.

Marketing

HOW TO GET
BOTTOM-OF-FUNNEL
RESULTS FROM YOUR BLOG:
A WALKTHROUGH
wishpond

BLOGGING IS NOTHING NEW.
More than 3,000,000 blog posts
will be published today.

BUT TURNING READERS INTO SALES?
That's a bit more complicated.

12 MONTHS LATER, AND WE'RE
CONVERTING 80% MORE READERS.

CREATE AWESOME CONTENT
❏ Long-form (1,200+ words)
❏ Images
❏ Examples
❏ Actionable
❏ New
❏ Proven
❏ Stories/Personality

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.

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.

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.

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.

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.

#3. NURTURING LEADS
This step requires marketing
automation - the most powerful
way for you to grow your
business while you sleep

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.

NURTURING VIP DEMO'ERS
Email 1 Email 2 Email 3

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]!

NURTURING BLOG SUBSCRIBERS
Email 1 Email 2 Email 3 Email 4
Email 5

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]?

NURTURING BLOG SUBSCRIBERS
Email 4: How [Business] Achieved [Positive Result] (Case
Study)
Email 5: Get [Discount] When you Try out [Your
Platform]

NURTURING CONTENT UPGRADE'ERS
Email 1 Email 2 Email 3 Email 4
Email 5Email 6Email 7

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]

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]

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In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines. Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.

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How to Drive Bottom of Funnel Results from your Blog

1. HOW TO GET BOTTOM-OF-FUNNEL RESULTS FROM YOUR BLOG: A WALKTHROUGH wishpond

2. BLOGGING IS NOTHING NEW. More than 3,000,000 blog posts will be published today.

3. BUT TURNING READERS INTO SALES? That's a bit more complicated.

4. Big traffic. Low conversions.

5. 12 MONTHS LATER, AND WE'RE CONVERTING 80% MORE READERS.

6. THE STRATEGY... #1. DRIVING TRAFFIC

7. CREATE AWESOME CONTENT ❏ Long-form (1,200+ words) ❏ Images ❏ Examples ❏ Actionable ❏ New ❏ Proven ❏ Stories/Personality

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. THE STRATEGY... #2. GENERATING LEADS

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. 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. 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. 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.

14. 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.

15. THE STRATEGY... #3. NURTURING LEADS

16. #3. NURTURING LEADS This step requires marketing automation - the most powerful way for you to grow your business while you sleep

17. 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.

18. NURTURING VIP DEMO'ERS Email 1 Email 2 Email 3

19. 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]!

20. NURTURING BLOG SUBSCRIBERS Email 1 Email 2 Email 3 Email 4 Email 5

21. 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]?

22. NURTURING BLOG SUBSCRIBERS Email 4: How [Business] Achieved [Positive Result] (Case Study) Email 5: Get [Discount] When you Try out [Your Platform]

23. NURTURING CONTENT UPGRADE'ERS Email 1 Email 2 Email 3 Email 4 Email 5Email 6Email 7

24. 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]

25. 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]

26. FOR MORE ON THIS SUBJECT.... Check out blog.wishpond.com

How to Drive Bottom of Funnel Results from your Blog

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