How to Build a Digital Marketing Funnel

Spring 2017 HubSpot User Group and

Inbound Marketing Meetup

© 2016 SparkReaction, LLC FOR INTERNAL USE ONLY

What Is HUG!?!


What Is HUG!?!

• IT IS… • A group for marketers and

marketers-in-progress • Worldwide in 150 cities! • For HubSpot users • For small business owners • A place to share ideas • The gift of free sandwiches • For all agencies and companies

looking to learn


What Is HUG!?!

• IT IS… • A group for marketers and

marketers-in-progress • Worldwide in 150 cities! • For HubSpot users • For small business owners • A place to share ideas • The gift of free sandwiches • For all agencies and companies

looking to learn

• IT IS NOT… • Hugging strangers • A SparkReaction-specific event • A sales pitch • The place to give a sales pitch • An exclusive group • A static topic


Who’s Here?

• Entry-level marketers <—> inbound experts • Entrepreneurs <—> enterprises • Marketers <—> agencies


Who are you, and what brought you here today?


Today’s Agenda:1. Welcome + introductions 2. Defining “inbound marketing funnel…” 3. “Attract” stage content 4. “Convert” stage content 5. “Close” stage content 6. “Delight” stage content 7. Q&A + next meetup


What the fudge is “inbound funnel?”


What the fudge is “inbound funnel?”

• Your marketing funnel needs to work. for. you.

1. Make visitors more eager to explore. 2. Qualified leads convert for value. 3. Educate leads before sales.


Why do I need a funnel?

79% of people considered "leads" never buy from a company due to lack of education and lead nurture.

- MarketingSherpa


“Attract” Content - Get Found

— blogging, SEO, local SEO, answering questions —

• Before your audience understands their exact problem.

• Full, optimized site with lots of high-value pages that answer questions.

• Anticipate visitor hesitations. Sales pushback = potential page.



• Links from: partner businesses, industry blogs, guest blog posts.

• Be seen––outside your bubble.

• Use audience of others + exchange value.

• Get on existing “Top X Companies Who…” lists.

• Employee social media networks for LinkedIn and FB groups.



• LSI = Latent Semantic Indexing



“If you are not optimized for mobile viewers, you are living in a world where the Backstreet Boys are relevant.”

- Everyone


Actionable strategies

• Use the Website Grader on your site: website.grader.com

http://website.grader.com


Actionable strategies

• “3 Tactics for Hyper Local Keywords,” Moz Whiteboard Friday: http://bit.ly/2kTsZZz

• “SEO Strategy for 2017,” Moz Whiteboard Friday: http://bit.ly/2ix1ccK

• LSI Graph: http://lsigraph.com/

http://bit.ly/2kTsZZz

http://bit.ly/2kTsZZz

http://bit.ly/2ix1ccK

http://lsigraph.com/


Example funnel: “Perfect Photo LLC”


“Perfect Photo’s” Attract Content

• SSL certification

• Mobile + tablet testing

• Intentional optimization: “Des Moines wedding photographer,” “top wedding photographers in Iowa,” “engagement photos Des Moines.”



• Create new indexed (“crawled”) pages:

• “Best places to take engagement photos in Des Moines?”

• “How much should I spend on a wedding photographer?”

• “If I find a photographer I love and splurge, where else could I save $?”



• 2x weekly blog posts

• Blog subscribe function to build her list.

• Find peak posting/engagement times and days.

• Partner with her vendors to build links and social tags.

• Google My Business Page, and ask existing customers for reviews on her Facebook and Google listings.


“Convert” Content - Get Leads

— premium content, exclusive access —

How do you give value to your visitors in exchange for contact information?



• Gate what is of the highest value to your visitors.

• Ask only what you need to: keep forms short.

• Research competitors’ content + be better.

• Improve existing gated content.



• Improve existing gated content.

• Placed on relevant pages

• Call to value

• CTA matches landing page?

• Smart forms


“Perfect Photo’s” Convert Content

• CTAs on blog posts to get viewers —> convert on:

• Coffee call/date to talk wedding planning

• See her pricing sheet

• Access exclusive galleries relevant to them.


“Close” Content - Make $$

— audits, assessments, consultations, demos —

• What would it take for you to be convinced at this point?

• How are leads comparing you to competitors?

• Offer a slice of your services for free––knowing it could be the tipping point.


“Perfect Photo’s” Close Content

• Care package: sample prints, testimonial for similar event, hand-written thank you for interest.

• What bonus upgrade might close the deal for them? Can she give them a free ~$50 print that closes the $2,000 deal—just because it’s exactly what they wanted ?


“Delight” Content - Repeat + Referrals

— features, upgrades, bonus for referrals —

• Customer and employee B2B referrals 3x more likely to close as deals than lead lists, tradeshows, ads, and paid search. - http://sforce.co/1VVw5Gd

• Make it easy for customers = repeat customers, refer friends, and become the cheapest salesperson at your company.



• Can people buy from you more than once?

• Can you up-sell them?

• Can you pamper them just a bit more after the purchase?

• Are you even asking them for referrals and spreading the good word?


• Blog posts open about loyalty, upgrades, and new features.

• Give free “trials” of new products and sneak peeks to your customers first.

• Ask for friends after you’ve delighted the crap out of your customer

• Incentivize your customers to give you referrals, leave reviews, and let you feature them with their unique value proposition.



“Perfect Photo’s” Delight Content

• Campaign for past clients on social media + blog. Tag, personal notes, and respond to family comments.

• Referral process.

• Holiday email blast about $50 off a print.

• New email lead? Reach out first. Nurture campaign/workflow.


Your Funnel


Looking forward:


Next Group Meetup:

Looking forward:


Next Group Meetup:

June 2017 (Q2). This is your meetup. Respond to the survey!Looking

forward:


Next Group Meetup:

June 2017 (Q2). This is your meetup. Respond to the survey!

One of our Q2 attendees will win an Echo Dot—courtesy of HubSpot.

Looking forward:


Next Group Meetup:



Not relevant to you?

Looking forward:


Next Group Meetup:



Not relevant to you?

Send the person from your company who would be a better fit.

Looking forward:

How to Build a Digital Marketing Funnel

Marketing

Transcript of How to Build a Digital Marketing Funnel