Your Marketing Funnel is a Hot Mess - 8 Strategies for Improvement - check out the SlideShare presentation by Erin Sagin, PPC Evangelist & Community Manager at Wordstream and Michal Leszczynski, Content Marketing Manager at GetResponse. You can access the webinar recording on GetResponseTV - http://bit.ly/GR-Funnel-Webinar

2. Meet Your Presenters
• PPC Evangelist &
Community Manager
at WordStream
• Has specialized in Paid
Search for 4+ years
• Tweet me! @erinsagin
• Content Marketing
Manager at
GetResponse
• Email Marketing junkie
for 5+ years
• @mrleszczynski

3. Know Your Funnel
Top: Get people to your website
Middle: Nurture Existing Leads
Bottom: Get Them to Choose You

4. #1 Your Funnel Is at Risk
of Being Extinguished

5. How Are You Filling Your Funnel?

6. SEO Can Be Turbulent

7. Organic Listings Are Boring
64.6%
35.4%

8. Organic Listings Are Boring
64.6%
35.4%

9. Mobile is Killing SEO

10. Even Scarier…

11. Even Scarier…
#1
#2
#3
#4
FOUR?!?

12. Solution #1: Supplement
Your SEO Efforts with Paid
Search

13. Turn to Paid Search

14. Use Content to Engage New Fans

15. #2 You’re Treating All of
Your Paid Traffic Equally

16. Keywords Tell You A LOT About a
Searcher

17. Assessing Keyword Intent

18. Identifying High Commercial
Intent Keywords

19. Real World Example: Wedding Season

20. Buying the Dress -“I Know
What I Want”
Color!
Style!
Brand!
Size!

21. Buying the Gift -“I’m Ready to
Purchase”
I have my
wallet out!

22. Fixing My Tooth - “I need this
immediately”
Emergency!

23. Solution #2: Identify and Prioritize
High-Intent Terms

24. It’s Not Just a Guessing Game

25. Make Bidding Adjustments to Secure Visibility

26. #3 You Have Leaks in Your
Funnel

27. Most Visitors Don’t Convert Right
Off the Bat

28. Consider the Decision Making Cycle

29. It’s Not You, It’s Me
A Goldfish My Boss

30. It’s Not You, It’s Me
A Goldfish My Boss
9
seconds
8
seconds

31. Solution #3: Patch Your Leaky Funnel
with Remarketing

32. Stay Top-of-Mind for Interested Prospects

33. Works Like A Charm (Believe me, I have first-
hand experience)
Dress: 1,
Erin’s Bank
Account: 0

34. #4 You’re Underestimating
Top Prospects

35. Keeping Your Customers Happy
is Key

36. Solution #4: Cross-Sell, Up-Sell and
Resell with Identity Based PPC

37. Like That Dress You Bought?

38. Use Facebook’s Custom
Audiences to Woo Customers

39. Try AdWords’ NEW Customer
Match Feature

40. #5 You Expect That Everyone
Will Join Your Email List

41. Playing Hide n Seek
1 second delay in website’s
page load time leads to a 7%
decrease in conversions.
(KISSmetrics)
How about your sign ups?

42. What’s in it For Me?

43. Tell Us Everything At Once
• Many fields
• All required
• All necessary?
• What were the conversions?

44. Solution #5 Optimize Your Forms

45. Make it Pop
Smart Insights

46. Focus on Benefits

47. Focus on Benefits

48. Focus on Benefits & Take it Slow

49. #6 You're Treating Your New
Leads Like Any Other Subscribers

50. 3…2…1…Go!

51. Solution #6 Segment Your Lists

52. Content Marketing Institute

53. Ask Questions

54. Analyze Data
What do you know?
• What offers they’ve clicked on
• When do they open and shop?
• Who are they?
• How did they sign up?
Dave Chaffey: Smart Insights

55. Case Study: Technology Advice
Marketing Sherpa

57. Results?
Before:
20% Open Rates
2% CTR
After:
40% Open Rates
6% CTR

58. #7 You Neglect Mobile
Audience

59. You Can Read But You Can’t Buy

61. Solution #7 Go Responsive

62. • Size of the CTAs
• Spacing around the CTAs
• Length of the email
• Size and quality of the
images
• Mobile check-out
aaronweiche.com

63. #8 You Never Learn

64. Sending Same Messages, Expecting
Different Results

65. Blindly Believing that the Bigger the
List the Better?

66. Solution #8 Observe, Test &
Optimize

67. Locating Problems
1. Low Open Rates?
2. Low Deliverability?
3. High Complaint Rates?
4. Low CTR?
5. Low Conversions?

68. Testing
bloomberg.com

69. Testing
Things you may want to test:
• Subject lines
• From names
• Content
• Time of delivery
e.g. 10% of your list another 10%

70. Q&A

71. Thank your for joining us today -
let’s keep in touch!
mleszczynski@getresponse.com
@mrleszczynski
esagin@wordstream.com
@erinsagin