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Building a Long Lasting SaaS Top of Funnel
Hiten [email protected]
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1. Why you should love TOFU
2. The KISSmetrics content marketing secret
3. 7 key content marketing lessons I’ve learned
What’s in it for me? (WIIFM)
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HTTP://KISS.LY/MKTFUN
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Evolution of Channels
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There is a pa!ern here!
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Just like humans,
Everything gets old and dies :(
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The Product Experience
Influences Word of Mouth
PRODUCT TOFU
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Outbound Sales & Customer Referrals
Finds Customer You Can Help
SALES TOFU
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Content Marketing & Branding
Brings People to You
MARKETING TOFU
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Content Marketing
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HTTP://KISS.LY/MKTFUN
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HTTP://KISS.LY/MKTFUN
people
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The best way to build a long-lasting top of funnel is content
marketing.
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We have to be clear about what we want people to remember about us.
Steve Jobs
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Our B2B Businesses Have Had
83,232,461 Visits Since 2003 Because of Content Marketing
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THE KISSMETRICS CONTENT MARKETING SECRET
MARKETING 101
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WHO ARE YOUR
Customers?MARKETING 101
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WHERE DO THEY
Hang Out?MARKETING 101
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HOW SHOULD YOU
Engage?MARKETING 101
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$7.35 COST PER SIGN UP
MARKETING 101
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ONLINE MARKETERS ARE OUR CUSTOMERS
MARKETING 101
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THEY WERE HANGING OUT ON TWITTER USING THE
HASHTAG #MEASURE
MARKETING 101
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WE STARTED TO SHARE USEFUL LINKS FOR THEM ON TWITTER USING THE
#MEASURE HASHTAGMARKETING 101
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ContentMarketingLESSON 1
Content = Marketing
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You already create lots of content
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The art of marketing is to create better content.
The science helps you measure its performance.
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January 2015
1,876 companies
January 2014
947 companies
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Find pages with high traffic and high bounce rate
HTTP://GOOGLE.COM/ANALYTICS
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Find pages with high traffic and low conversion rate
HTTP://UNBOUNCE.COM
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Find sources with high traffic and low conversion rate
HTTP://HUBSPOT.COM
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Increase Conversions By A/B Testing
Do a Happy Dance But Watch it Closely
Get More Traffic So You Can Start A/B Testing
Get More Traffic So You Can Do a Happy Dance
High Traffic
Low Traffic
High ConversionsLow Conversions
How To Figure Out What To Improve
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LESSON 2
People ignore ads but they love great content.
They’ll even search for it!
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SIMPLE RULE OF CONTENT Easy to understand. Difficult to execute.
Quality + Quantity = EYEBALLS
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Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 - 4 monthly posts.
HTTP://BLOG.HUBSPOT.COM/MARKETING/BLOGGING-FREQUENCY-BENCHMARKS
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30+ marketing guides
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LESSON 3
CONTENT MARKETING CAN BE REVERSE ENGINEERED
And imitated too!
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SIMPLE RULE OF MARKETING
Figure out what’s working. Do more of it.
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Figure out what’s working. for others
Imitate it. but don’t rip it
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LESSON 4
HEADLINES ARE EVERYTHING!
They get people to click.
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8 out of 10 people will read your headline, but only 2 out of 10 people will read the rest of your post.
HTTP://KISS.LY/HEADLINEFORMULA
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✓ Negative words and numbers cause more clicks ✓ Keep under 65 characters to ensure search visibility ✓ Use specific headlines that match your content ✓ Odd numbers perform be!er than even ones ✓ Aim to have six words in your headlines ✓ Avoid words that have multiple meanings ✓ Include power verbs and interesting adjectives
Tip For Be"er Blog Headlines
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FIVE SHOCKING FACTS THAT WILL CHANGE YOUR
ENTIRE APPROACH TO SOCIAL MEDIA
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✓ Negative words and numbers cause more clicks ✓ Keep under 65 characters to ensure search visibility ✓ Use specific headlines that match your content ✓ Odd numbers perform be!er than even ones ✓ Aim to have six words in your headlines ✓ Avoid words that have multiple meanings ✓ Include power verbs and interesting adjectives
Five Shocking Facts That Will Change Your Entire Approach to Social Media
5/7
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LESSON 5
Organic Search is the TOP traffic source for content marketing
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Content Marketing
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SEO vs Content Marketing
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Where traffic came from for five popular blogs
1%5%
10%4%
21% 58%
6%7%
29%
18%
39%3%5%
5%11%
77%
Organic Search Direct Social Referral Other Email
14%2%
9%
8%
21%
47%
3%2%8%
9%
15% 64%
A B C D E
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A couple of outliers
1%5%
10%4%
21% 58%
6%7%
29%
18%
39%3%5%
5%11%
77%
Organic Search Direct Social Referral Other Email
14%
2%
9%
8%
21%
47%
3%2%8%
9%
15% 64%
A B C D E
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HTTP://BLOG.KISSMETRICS.COM/COLOR-PSYCHOLOGY/
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HTTP://OPENSITEEXPLORER.ORG
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HTTP://OPENSITEEXPLORER.ORG
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HTTP://BLOG.KISSMETRICS.COM/COLOR-PSYCHOLOGY/
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LESSON 6
CONTENT HELPS YOU TELL YOUR STORY
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When things are bad :(
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When you want to share customer successes
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When you’ve got a new feature =)
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LESSON 7
CONTENT CREATES CONVERSION OPPORTUNITIES
Which leads to sustainable growth!
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30+ marketing guides
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1,145% Increase in Trial Signups
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KISSmetrics.com Visits and Signups
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33% Increase in Signups from the blog!
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For KISSmetrics, Crazy Egg and Quick Sprout content directly leads to…
Newsle!er Subscribers Webinar A!endees
Website Visitors Trial Signups
Downloads Backlinks
Brand
And so much more…
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And we aren’t the only ones!!!37signals
Buffer Groove
Help Scout HubSpot Intercom
Moz Price Intelligently
Wistia
And many many more =)
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Thank you =)
How may I help you? (Email me any time!)
[email protected]
Hiten Shah