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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