The document discusses inbound marketing and the sales funnel. It introduces the stages of the funnel: awareness, interest, evaluation, commitment, and referral. It then provides a case study of how Wistia uses different inbound marketing tactics like content creation, partnerships, and analytics to move leads through each stage of the funnel, from initial awareness of the brand to becoming paying customers and referrals. The key lessons are that inbound marketing is about conversion, not just traffic, and businesses should focus on optimizing the sales funnel before heavily investing in traffic.

1. Introduction to inbound
marketing
@gaelbreton

2. What CEO’s and Entrepreneurs want:
People with money with spend it on you if you help them achieve these things or get closer to it.

3. Most Imers sell it that way to them:
Most people will make these promises without even understanding the industry they’re in.

4. So most decision makers think:
=
=
And decision makers get tricked into thinking the IM way and want spectacular campaigns.

5. What really ends up happening:
You indeed get traffic and
even some leads but you’re
not tracking them all the way
and they end up spending
almost nothing with you.
People got tricked to like your
page, the likes were bought
on fiverr, they liked an
unrelated meme you
promoted and couldn’t be
careless of your brand.
Sadly, to deliver on their promises, internet marketers end up in this kind of situation.

6. Sadly, this is the standard
And this is NOT what I’m going to teach you tonight.

7. Understanding the sales
funnel
@gaelbreton

8. Introducing the funnel:
You goal is simply to give people what they need to go to the next stage or simply enter it.

9. Introducing the funnel:
You goal is simply to give people what they need to go to the next stage or simply enter it.

10. Case study: Wistia
Let’s look at Wistia to illustrate the example. They’re a great video hosting company.

11. Awareness
@gaelbreton

12. Awareness
Awareness is anything that gets people to know you and on your site.

13. Wistia case study: Awareness
They’ve got a ton of stuff going on inside their company and around their products. This produces a great
amount of chatter on Twitter.

14. Wistia case study: Awareness
They’ve also partnered with like minded companies and offer special discounts to each other’s
clients (SEOmoz Pro perks in this case).

15. Wistia case study: Awareness
A lot of the members of their teams have personal blogs where they relate to their experience at Wistia.
This allows their followers for a deeper more intimate feeling towards the company.

16. Wistia case study: Awareness
They’re getting interviewed and guest contributing left and right in the tech community (Mixergy here). Not
crapy guest posts but real traffic driving pieces.

17. Wistia case study: Awareness
Their content also ranks for a lot of correlated industry terms on Google, raising the awareness people have
of Wistia.

18. Wistia case study: Awareness
The free version of their products also advertises to everyone at the right time: when they’re watching
videos. Smart.

19. Wistia case study: Awareness
They not only blog. They “Get” it and show off a cool company attitude there.

20. Wistia case study: Awareness
And well, youtube shows they’re at conferences, both as speakers and attendees.

21. Interest
@gaelbreton

22. Wistia case study: Interest
They’ve built up a relationship with their best resellers: video producers by bringing them leads

23. Wistia case study: Interest
They also have a fantastic learning center so anyone can learn how to create amazing videos.

24. Wistia case study: Interest
On top of their video tutorials, they also have a ton of written resources on how to create videos.

25. Evaluation
@gaelbreton

26. Wistia case study: Evaluation
Their product is EASY to understand. You don’t need to read too much to “get” it.

27. Wistia case study: Evaluation
They produce beautiful videos and pages for all their features that just make you want them.

28. Wistia case study: Evaluation
They went to meet businesses using them to make beautiful case studies.

29. Wistia case study: Evaluation
They also address the biggest objections via video and specific landing pages.

30. Commitment
@gaelbreton

31. Wistia case study: Commitment
The pricing is super clear and you have 2 ways to try to product for free depending on your needs.

32. Wistia case study: Commitment
Same as with the directory, they thought of resellers and crafted something just for them.

33. Referal
@gaelbreton

34. Wistia case study: Referal
Now they’re bringing even more of their personality inside their product. And now im sharing it!

35. Wistia case study: Referal
They also share awesome insights with their customers to make their videos better.

36. Wistia case study: Referal
And of course, the people that stuck to the free plan promote them on their player.

37. Conclusion
@gaelbreton

38. Traffic isn’t everything.
Inbound marketing isnt just about getting traffic. It’s about converting it.

39. Permission marketing
People give you the permission to market more to them through these stages.

40. Introducing the funnel:
You goal is simply to give people what they need to go to the next stage or simply enter it.

41. You will need a lot of Analytics
If content is said to be king. The real king for you should be analytics, and GA isnt enough.

42. And your content is a big deal
The queen then would be content. The more content, the less sales people you need.

43. Investing in visibility
Businesses should only invest in eyeballs once they’ve figured all this out. Not before.

44. The end
@gaelbreton