Is Your Marketing Funnel Broken?

How to Unite Your Lead Nurturing and Search Strategies

Liz Ryan Steve Krull

• CEO and Founder, Relish Tray Media

• HubSpot & Pardot Partner

• Experience: 14 years in Email Marketing.

Liz Ryan

Steve Krull• CEO and Co-Founder, Be Found Online - BFO

• Believes in “Lead by Example”, collaboration and teamwork

• Experience: 15 years in Search. 10 years agency life.

Agenda• Marketing Today = Magnetic

Marketing• The Highs & Lows

• Top of the Funnel: Awareness• Big Magical Stuff• Ideas & Tactics

• Middle Funnel: Consideration• The Real Magic

• Bottom Funnel: Conversion• Shake your Money Maker

• Closing Thoughts• Download Me!

We Want You!!!• To…

• Leave Happy

• Get Smater…lol we mean Smarter!

• Have Ideas you Can Test/Implement

• Crank up your Lead Gen Programs

• Succeed!

Marketing TodayMagnetic Marketing

Magnetic Marketing

• Is Marketing That

Attracts

Encourages

Enables

“We LovesCustomerCentricInbound

Marketing”

Buyer: Relatively uniformed

Buyer journey: Linear

Marketing Playbook: Interrupt by cold calls and ads

Then

Buyer: Informed

Buyer journey: Fluid Starts with Search (Google, Bing, Yahoo)

Marketing Playbook: Thought leadership thru content

Now

Marketing: Then & NowIt’s changed a lot in 10 years

Today’s Marketing FunnelYesterday Today

How to Shorten the Time to DecisionFunnel Methodology

The Role of Content

Align the content you publish with your customers’ interests.

Not just “What” you do, but “Why”

Getting it right you earn permission to market to them and earn their business.

Magnetic Wrap Up• You don’t need to be a Rocket Surgeon, but common sense & a

stepwise approach are good assets

• You need the right tools for the job!• Content Assets• Marketing Automation• Digital Marketing Chops

Let’s go FunnelingTop of Funnel: Interest/Awareness

Creating Interest & AwarenessContent Starts this Party but Search is Invited!

• Content

• SEO

• Paid Search

• Landing Pages

Awareness Level ContentHow to reach today’s consumer

Content (website pages, blog articles, social messages)

optimized for search and social media.

Understand what content pulls your

buyers into the marketing funnel, and

use that context to personalize.

Marketing Funnel

SEOWhere is the best place to hide a dead body?

SEO

SEO focus has changed and

continues to evolve.

Companies need to constantly enhance their strategies to

align with ever-updating algorithm

updates.

Paid SearchSearch query/keyword

• Choose keywords• Write ad copy• Set bids• Launch on

Google • People search on

your search terms

• Interested users click your ad and visit client’s website

Paid SearchAdvanced Techniques

• In-depth keyword strategy and process• Portfolio Bid strategy• Audience segmentation• RLSA’s (Remarketing Lists for Search Ads)• Product Listings Ads• Ad extensions• Copy & Landing page testing• Search Funnel Attribution• Cross-Device Measurement

We have Contact!• Every Call To Action

should call for a click leading to a landing page.

• The landing page fulfills the offer where the prospect submits information prior to receiving any content.

Landing Pages Do’s and Don’ts

Do

• Gated giveaway• Checkboxes for services of

interest• Singular purpose• Ad specific content• Include images that show or

reflect offer

Don’t

• Free content• Sell• No ads• Big NoNo! One landing page

for multiple ads• No text only.

Interest Wrap Up• Do the things that

generate interest in your Brand, Product or Service.

• Develop Campaign Brief with Strategy, Goals, Expected Outcomes & Reports before you begin!

Sure is Dark in HereMiddle of the Funnel: Capture & Nurture

Consideration Level Content

• Multiple Touch Points

• Many Messages

• Many Content Types

• Many Wrong Ways

So many touch points

and messages

can create a long decision

cycle.

More opportunities for a decision to be swayed.

So a visitor clicked your ad, filled out your landing page form and downloaded your content…but didn’t buy. What next?

Marketing Automation

Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads.

Marketing AutomationEmail

• Trigger based on action• Target based on stage of the funnel• Establish value through quality content• Build a relationship• Stay in front of prospects!

Marketing AutomationKeep the Funnel Moving

*Companies that invest in Marketing Automation see 70% faster cycle times!**Bulldog Solutions

To be successful, increase the value of each touch through the knowledge and consistency delivered by marketing automation.

Once you’ve attracted the right visitors and captured the right leads, you need to transform those leads into customers with targeted, automated email nurturing and social media interaction.

Personalization

Content informed by context and lifecycle stage makes it possible to deliver targeted and consistent messaging.

Landing Page Elements: Dynamic and Personalized

Download the eBook

Personalized Content

“Trident changed my life.” J. Smith

Progressive profiling

Me Buy!Convert

Decision Level Content

Content at this stage provides instructions on how to move forward.

Maybe? YES!

Offers

Restate your Value. Remind of Benefits. Direct to CTA.

• Schedule your appointment today.• Call now for your complimentary consultation!• Add to cart• Order now• Register!

Conversion Process Recap

You’re Not DoneDeliver on your offer. If they convert or buy, email

them a confirmation…

Delight: Upsell & referralsEducate on how to use product

What Else You Got?Final Thoughts, Q & A plus Goodies

Funnelicious Offer Ideas!• Top of the Funnel (ToFu) Offer Examples

• Email Newsletters• Checklists• Ebooks• Templates• Whitepapers

• Middle of the Funnel (MoFu) Offer Examples• Webinars / Podcasts / Live Event• Case Studies• Free Trial or Product Demo• Assessments

• Bottom of the Funnel (BoFu) Offer Examples• Free Trial or Demo• Audits or Assessments• Meeting or Consultation• Coupon or Limited Time Offer

Landing Pages Do’s and Don’ts

Do

• Gated giveaway• Checkboxes for services of

interest• Singular purpose• Ad specific content• Include images that show or

reflect offer

Don’t

• Free content• Sell• No ads• Big NoNo! One landing page

for multiple ads• No text only.

When Should a Lead Go To Sales?

Contacts In Nurturing Marketing Qualified Contacts*

Sales Accepted LeadsOpportunities / CRM TrackedRevenue

Marketing Funnel Sales Funnel

Integrate your CRM with Marketing

Automation to know what

prospects are most qualified.

Sales must keep CRM data clean and up-to-

date.

Final ThoughtsStrategic – Above the LineDraft the BriefsObjectives Before TacticsTie Marketing & Sales TogetherLeverage the TechnologyBe Not Afraid to Try

Tactical – Below the LineDashboards are King!Know thy ToolsTie Tech TogetherManage to GoalsDouble-Sided Reporting

Yours to Keep

Lead Nurturing Dashboard

To claim, email MC@befoundonline.comand mention “Caddyshack”