building your marketing funnel - dfwsem
Post on 19-Oct-2014
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DESCRIPTION
My presentation on how to build your marketing funnel to market to your customers at every step of their journey on your website.TRANSCRIPT
Building Your Marketing Funnel
John Doherty
Online Marketing
HotPads.com
Who am I?
John Doherty
t: @dohertyjf
w: http://hotpads.com
Who am I?
John Doherty
t: @dohertyjf
w: http://hotpads.com
This is my conference shirt
@dohertyjf | HotPads
I got tired of fighting Google
(not provided) rising Algo changes at whim
@dohertyjf | HotPads
I got tired of fighting Google
(not provided) rising Algo changes at whim
So I joined HotPads.com, where I think about the whole funnel.
@dohertyjf | HotPads
If I know you (the audience) well
@dohertyjf | HotPads
If I know you (the audience) well
This scares the crap out of you
@dohertyjf | HotPads
If I know you (the audience) well
But it shouldn’t.
Source: all-puppies.com
@dohertyjf | HotPads
If I know you (the audience) well
Read this (on Moz)
Source: all-puppies.com
@dohertyjf | HotPads
FUNNELS ARE A JOURNEY Read Joanna’s post on retention marketing
@dohertyjf | HotPads
We have to dig deeper than this
@dohertyjf | HotPads
We have to dig deeper than this
@dohertyjf | HotPads
Think of it this way
@dohertyjf | HotPads
Think of it this way
Introduction
Handshake
High five
@dohertyjf | HotPads
Think of it this way
Introduction
Handshake
High five
Man hug
@dohertyjf | HotPads
TOP OF FUNNEL Introduction
@dohertyjf | HotPads
“Hi nice to meet you”
• Acquisition -> Site Content -> Landing Pages
• Secondary Dimension: Medium
@dohertyjf | HotPads
*Caveat
Direct traffic can be misleading
“Dark social”, “dark search”, and “dark email” are very real
Watch for large spikes in Direct traffic to know when an issue might exist
@dohertyjf | HotPads
https://support.google.com/analytics/answer/1033867?hl=en
*Caveat
Direct traffic can be misleading
“Dark social”, “dark search”, and “dark email” are very real
Watch for large spikes in Direct traffic to know when an issue might exist
@dohertyjf | HotPads
These were reported as Direct Traffic
*Caveat
@dohertyjf | HotPads
Actually they were Medium posts. Oops.
*Caveat
iOS Dark Search
http://www.definemg.com/ios-7-dark-google-seo-analytics/
@dohertyjf | HotPads
@dohertyjf | HotPads
We’re good at getting them in
• Search
• Content marketing
• Content strategy
• Social media promotion
• Paid media
@dohertyjf | HotPads
To drive more traffic
Ask yourself “What sources are we not investing in?
• Search?
• Social?
• Email?
• Content?
@dohertyjf | HotPads
To drive more traffic
Ask yourself “What sources are we not investing in?
• Search?
• Social?
• Email?
• Content?
@dohertyjf | HotPads
Notice we are not thinking in terms of “links” or “social shares”. Those are benefits of the big channels, not primary actions.
Hopefully you’re seeing this now
Traffic should go this way
@dohertyjf | HotPads
“But what do I do with them now?”
@dohertyjf | HotPads
Image source
This
@dohertyjf | HotPads
Or this
@dohertyjf | HotPads
Or this
@dohertyjf | HotPads
MIDDLE OF FUNNEL Handshake hello
@dohertyjf | HotPads
What’s in the middle?
@dohertyjf | HotPads
What’s in the middle?
Text to Columns > Delimited “>”
@dohertyjf | HotPads
Narrow by Channel
Narrow by Channel
“When the first touch is organic, the second touch is usually organic, direct, or email. Social drastically underperforms so we should build that up over time but concentrate now on Direct and Email as we invest in Organic.”
Move them through the funnel
->
@dohertyjf | HotPads
Send them content
@dohertyjf | HotPads
Tweet
@dohertyjf | HotPads
Post
@dohertyjf | HotPads
Blog
@dohertyjf | HotPads
Always be upselling
Always be upselling
Always be upselling
BOTTOM OF FUNNEL High five
@dohertyjf | HotPads
BOTTOM OF FUNNEL High five
@dohertyjf | HotPads
What converts best?
Select your goal
@dohertyjf | HotPads
What converts best?
@dohertyjf | HotPads
Optimize the funnel
@dohertyjf | HotPads
Logged out
Optimize the funnel
@dohertyjf | HotPads
Logged In
Optimize the funnel
Where are people dropping off?
@dohertyjf | HotPads
http://www.lunametrics.com/blog/2012/11/13/track-form-abandonment-google-analytics/
Optimize the funnel
Where are people dropping off?
@dohertyjf | HotPads
http://www.lunametrics.com/blog/2012/11/13/track-form-abandonment-google-analytics/
Email them
We see you ran into some issues. Here’s a quick tip (and a discount code)
Test everything
Usability/Clicks/Features Optimizely or VWO
Homegrown Tools Offers and Email Timing
Finally, test big things too
EXAMPLE TIME
@dohertyjf | HotPads
Here’s an example
I wrote this post
http://www.singlegeared.com/articles/living-life-purpose
@dohertyjf | HotPads
Here’s an example
Selena reads it
@dohertyjf | HotPads
Here’s an example
She recommends us to @TheLAScene
@dohertyjf | HotPads
Here’s an example
They have a lot of followers.
@dohertyjf | HotPads
Here’s an example
HotPads responds. Maybe we get a follow.
@dohertyjf | HotPads
NOW THE WORK BEGINS
@dohertyjf | HotPads
How do we get her to come back?
@dohertyjf | HotPads
Thank you! Any brief questions? Feel free to find me after as well.