How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013
Transcript of How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013
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#INBOUND13
How to Optimize Your Blog for Every Stage of the Marketing Funnel
Pamela Vaughan
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I’ve written over 750 HubSpot blog posts, and most of the ideas for them come to me at inopportune times ... like when I’m in the shower.
@pamelump
PAMELA VAUGHAN
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forget about your blog for a minute
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let’s talk about another 4-letter word …
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think about the relationship funnel
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first date
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casual dating
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serious relationship
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engagement
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marriage
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Casual Dating Serious Relationship Engagement Marriage First Date
sounds a lot like the inbound marketing methodology …
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your blog
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IT’S ALL ABOUT CONTEXT
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1 How to Nurture Visitors Into Subscribers
2 How to Nurture Subscribers Into Leads
3 How to Nurture Leads Into Customers
4 How to Nurture Customers Into Promoters
AGENDA
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1 NURTURING VISITORS INTO SUBSCRIBERS
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GOAL: get visitors to like your content enough to commit to keep coming back for more
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relationship equivalent: casual dating
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encourage blog subscription (primarily email)
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14% 14% of monthly traffic to the HubSpot Inbound Marketing Blog comes from email Internal HubSpot Blog Data
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display your main blog subscribe module above the fold
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incentivize blog subscription using free offers
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create an end-of-post subscribe CTA, but show it only to those not yet subscribed
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do this by creating “magic” CTAs
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set up your “magic” Smart CTA rules
who you want to suppress
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configure your invisible CTA
choose ‘no styling’
input the HTML code for ‘space’ to create an invisible CTA
enter a URL (this doesn’t matter b/c it won’t show up)
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create a subscribe landing page, and offer frequency options
social proof
value frequency
options
email emphasis
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install a recommendation plugin to improve blog stickiness
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promote social media subscription (tip: leverage social proof like Mashable does here)
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2 NURTURING SUBSCRIBERS INTO LEADS
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GOAL: retain subscribers and get them to convert on an offer for lead generation
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relationship equivalent: serious relationship
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warm up to new subscribers with a welcome email
remind them what they signed up for
reiterate frequency options
personalize it
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set up your blog welcome email with workflows
choose your email
set timing
specify your recipients
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create an email frequency preferences page
explain their options
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segment Smart CTAs on blog posts by lifecycle stage to show subscribers offers suited for the top of the funnel
(segment by lists for more granular segmentation)
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how it’d look on a blog post if you weren’t yet a lead
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EXAMPLES OF TOP-OF-THE-FUNNEL OFFERS
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use other blog real estate for lead gen CTAs (e.g. sidebar, banner)
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include Smart CTAs within RSS notification emails
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create marketing offers to align with your blog content
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include anchor text-based CTAs within blog copy for top-of-the-funnel offers
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A/B test CTAs to improve performance
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" Design
" Layout
" Color Schemes
" Copy
" Subject Matter
CTA VARIABLES TO TEST
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3 NURTURING LEADS INTO CUSTOMERS
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GOAL: move leads further along in the marketing funnel and closer to sales readiness
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relationship equivalent: engagement
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enable your sales team with top blog content
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segment Smart CTAs to show
middle- and bottom-of-the-
funnel offers to existing leads
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EXAMPLES OF MIDDLE- & BOTTOM-OF-THE-FUNNEL OFFERS
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attract contacts who are already leads but
not yet blog subscribers
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add a blog opt-in/subscribe check box to landing page forms
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128% in 3 months using blog opt-in check boxes on landing pages
Internal HubSpot Data
HubSpot increased email subscribers by
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create a new contact property
make it a check box
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add a field for this new property to your forms (and make it smart!)
make it smart
DON’T make it required
DON’T make it checked off by default
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create a Smart List
include everyone who checked the box
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set up a workflow
select your Smart List
set the blog subscriber contact property & frequency
send a welcome email
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integrate blog subscription with your email preference center
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create a Smart List
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set up your email preference center opt-in workflow
select your Smart List
set the blog subscriber contact property & frequency
send a welcome email
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4 NURTURING CUSTOMERS INTO PROMOTERS
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GOAL: delighting customers so they become promoters of your content
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relationship equivalent: happy marriage
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use Smart CTAs to show special offers to customers only
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" Discounts
" Coupons
" Sneak Peeks
" Beta Testing
" Freebies
EXAMPLES OF CUSTOMER-EXCLUSIVE OFFERS
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use “magic” CTAs to display special messages to customers only within blog copy
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set up your “magic” copy Smart Rules
who you want to see the “magic” copy (set by list or lifecycle stage)
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configure your “magic” copy
copy goes here
relevant URL goes here
choose ‘no styling’
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configure your invisible copy
choose ‘no styling’
input the HTML code for ‘space’ to create an invisible CTA
enter a URL (this doesn’t matter b/c it won’t show up)
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#INBOUND13
THE ABILITY TO NURTURE YOUR BLOG VISITORS ALL BOILS DOWN TO CONTEXT
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Casual Dating Serious Relationship Engagement Marriage First Date
YOUR BLOG
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QUESTIONS?