Your marketing funnel is a hot mess
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The document presents strategies for improving online marketing funnels, focusing on the importance of utilizing paid search alongside SEO and understanding keyword intent. It emphasizes effective lead nurturing, remarketing to engaged prospects, and optimizing forms to increase conversions. Additionally, it highlights the significance of mobile responsiveness and continuous testing for better marketing results.
Your marketing funnel is a hot mess
- 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…
- 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
- 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
- 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?
- 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! [email protected] @mrleszczynski [email protected] @erinsagin