Top of the Funnel:Generating Traffic and Leads from ALL

Inbound Channels

Chad PollittDirector of Marketing

DigitalRelevance

Today You Will Learn

• What most of your website visitors are thinking

@ChadPollitt

Today You Will Learn

• What most of your website visitors are thinking• The inbound marketing mindset

@ChadPollitt

Today You Will Learn

• What most of your website visitors are thinking• The inbound marketing mindset• The power of problem solving content

@ChadPollitt

Today You Will Learn

• What most of your website visitors are thinking• The inbound marketing mindset• The power of problem solving content• The inbound marketing sales funnel

@ChadPollitt

Today You Will Learn

• What most of your website visitors are thinking• The inbound marketing mindset• The power of problem solving content• The inbound marketing sales funnel• How to execute inbound marketing

@ChadPollitt

About Me » @ChadPollitt

• Director of Marketing at DigitalRelevance

• Former Army Commander and Iraq War Veteran

• Co-author of The Enterprise Blog Post Optimization Guide and regular contributor to the Huffington Post

• Member of a Forbes Top 100 List

Agenda

1. Who’s in My Funnel?

@ChadPollitt

Agenda

1. Who’s in My Funnel?

2. The Role of SEO & Social Media

@ChadPollitt

Agenda

1. Who’s in My Funnel?

2. The Role of SEO & Social Media

3. The Effects of Content Marketing on Traffic & Conversions by Channel

@ChadPollitt

Agenda

1. Who’s in My Funnel?

2. The Role of SEO & Social Media

3. The Effects of Content Marketing on Traffic & Conversions by Channel

4. Content Marketing and Conversions in Context

@ChadPollitt

Agenda

1. Who’s in My Funnel?

2. The Role of SEO & Social Media

3. The Effects of Content Marketing on Traffic & Conversions by Channel

4. Content Marketing and Conversions in Context

5. The Inbound Campaign Structure

@ChadPollitt

Who’s in My Funnel?

@ChadPollitt

TOFU » top of the funnel

96% of First-time Visitors to Your Website are NOT there to do Business with You

-HubSpot

@ChadPollitt

TOFU » top of the funnel

People seeking to be empowered with the knowledge

(content) to solve their own problems

@ChadPollitt

MOFU » middle of the funnel

People willing to overcome high or multiple barriers to consumption in

order to consume content

– due to trust or perceived value

@ChadPollitt

BOFU » bottom of the funnel

People seeking knowledge (content) in order to decide who will solve

their problems.

@ChadPollitt

“I only stopped by for your

TOFU”

TAKEAWAY #1

Build Trust and Perceived Value in Your Brand by Creating

Mostly TOFU Content

@ChadPollitt

The Role of SEO & Social Media

@ChadPollitt

The Role of SEO & Social

1» BRAND

@ChadPollitt

The Role of SEO & Social

1» BRAND

2» CONTENT

@ChadPollitt

The Role of SEO & Social

1» BRAND

2» CONTENT

3» DISTRIBUTION

@ChadPollitt

The Role of SEO & Social

1» BRAND

2» CONTENT

3» DISTRIBUTION

4» ENGAGEMENT

@ChadPollitt

TAKEAWAY #2

Spend 80% of Time Creating Contentand Only 20% on Distribution and

Engagement

@ChadPollitt

Move The Needle

Move The Needle

1. Create a Twitter list of “C” and “B” list bloggers and journalists that are relevant to your business.

Earn media with the other 20%

Move The Needle

1. Create a Twitter list of “C” and “B” list bloggers and journalists that are relevant to your business.

2. Start networking with them by commenting and sharing their content.

Earn media with the other 20%

Move The Needle

1. Create a Twitter list of “C” and “B” list bloggers and journalists that are relevant to your business.

2. Start networking with them by commenting and sharing their content.

3. After you build a real relationship ask them to give you feedback on something you’ve written.

Earn media with the other 20%

Move The Needle

4. Ask them if you can interview them for a blog post – they’ll promote it.

Earn media with the other 20%

Move The Needle

4. Ask them if you can interview them for a blog post – they’ll promote it.

5. When appropriate, ask if they’ll let you guest post.

Earn media with the other 20%

Move The Needle

4. Ask them if you can interview them for a blog post – they’ll promote it.

5. When appropriate, ask if they’ll let you guest post.

6. Write a good article and make sure to include a link to a TOFU landing page that’s appropriate for the post.

Earn media with the other 20%

The Effects of Content Marketing on Traffic & Conversions by Channel

@ChadPollitt

Traffic & Conversions by Channel

@ChadPollitt

Traffic & Conversions by Channel

@ChadPollitt

Traffic & Conversions by Channel

@ChadPollitt

Traffic & Conversions by Channel

@ChadPollitt

Traffic & Conversions by Channel

@ChadPollitt

Traffic & Conversions by Channel

@ChadPollitt

Traffic & Conversions by Channel

@ChadPollitt

Traffic & Conversions by Channel

@ChadPollitt

TAKEAWAY #3

Content Marketing Positively Effects ALL Inbound Channels

@ChadPollitt

Content Marketing and Conversions in Context

@ChadPollitt

TAKEAWAY #4

Expect Demand Generation to Create Demand for Your Content and NOT

for Your Products or Services

@ChadPollitt

The Inbound Campaign Structure

@ChadPollitt

Inbound Ops » offer

@ChadPollitt

Inbound Ops » landing pages + CTAs

@ChadPollitt

Inbound Ops » lead nurturing

@ChadPollitt

Inbound Ops » email

@ChadPollitt

Inbound Ops » blog, earned, owned

@ChadPollitt

Inbound Ops » social

@ChadPollitt

Inbound Ops » analyze & adjust

@ChadPollitt

TAKEAWAY #5

The Inbound Campaign Structure is an Attraction, Conversion and

Nurture Process

@ChadPollitt

TAKEAWAY RECAP

1. Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content

@ChadPollitt

TAKEAWAY RECAP

1. Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content

2. Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement

@ChadPollitt

TAKEAWAY RECAP

1. Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content

2. Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement

3. Content Marketing Positively Effects ALL Inbound Conversion Channels

@ChadPollitt

TAKEAWAY RECAP

4. Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services

@ChadPollitt

TAKEAWAY RECAP

4. Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services

5. The Inbound Campaign Structure is an Attraction, Conversion and Nurture Process

@ChadPollitt

FINAL TAKEAWAY

Right Content + Right Person

+ Right Time + Right Channel =

Wider Sales Funnel + Acceleration Through It!

@ChadPollitt

 www.onlinemarketinginstitute.org 

Thank You!

Learn more at

@ChadPollitt