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How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013
The document discusses how to optimize a blog for different stages of the marketing funnel, analogous to relationship stages from first date to marriage. It provides tips for using a blog to nurture visitors into subscribers by encouraging subscription, then nurturing subscribers into leads by personalizing the experience and offering top-of-funnel content. Next, it suggests nurturing leads into customers by segmenting middle- and bottom-of-funnel content and integrating subscription. Finally, it recommends nurturing customers into promoters by offering customer-exclusive perks to generate promotion. The overarching goal is to contextualize blog content and calls-to-action based on readers' stage in the relationship/funnel.
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Similar to How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013
How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013
- 1. How to OptimizeYour Blog for Every Stage of the Marketing Funnel Pamela Vaughan #INBOUND13
- 2. PAMELA VAUGHAN @pamelump I’ve written over750 HubSpot blog posts, and most of the ideas for them come to me at inopportune times ... like when I’m in the shower.
- 3. forget about yourblog for a minute
- 4. let’s talk about another4-letter word …
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- 12. sounds a lotlike the inbound marketing methodology … First Date Casual Dating Serious Relationship Engagement Marriage
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- 18. AGENDA 1 2 3 4 How to NurtureVisitors Into Subscribers How to Nurture Subscribers Into Leads How to Nurture Leads Into Customers How to Nurture Customers Into Promoters
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- 20. GOAL: get visitors tolike your content enough to commit to keep coming back for more
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- 23. 14% 14% of monthlytraffic to the HubSpot Inbound Marketing Blog comes from email Internal HubSpot Blog Data
- 24. display your main blog subscribe moduleabove the fold
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- 26. create an end-ofpostsubscribe CTA, but show it only to those not yet subscribed
- 27. do this bycreating “magic” CTAs
- 28. who you want tosuppress set up your “magic” Smart CTA rules
- 29. choose ‘no styling’ configure your invisible CTA inputthe HTML code for ‘space’ to create an invisible CTA enter a URL (this doesn’t matter b/c it won’t show up)
- 30. create a subscribe landing page, andoffer frequency options social proof frequency options value email emphasis
- 31. install a recommendation plugin toimprove blog stickiness
- 32. promote social media subscription (tip: leveragesocial proof like Mashable does here)
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- 34. GOAL: retain subscribers and getthem to convert on an offer for lead generation
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- 36. personalize it remind themwhat they signed up for warm up to new subscribers with a welcome email reiterate frequency options
- 37. specify your recipients setup your blog welcome email with workflows set timing choose your email
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- 39. segment Smart CTAson blog posts by lifecycle stage to show subscribers offers suited for the top of the funnel (segment by lists for more granular segmentation)
- 41. how it’d lookon a blog post if you weren’t yet a lead
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- 43. use other blog realestate for lead gen CTAs (e.g. sidebar, banner)
- 44. include Smart CTAs withinRSS notification emails
- 45. create marketing offers toalign with your blog content
- 46. include anchor textbasedCTAs within blog copy for top-ofthe-funnel offers
- 47. A/B test CTAs toimprove performance
- 48. CTA VARIABLES TOTEST " " " " " Design Layout Color Schemes Copy Subject Matter
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- 50. GOAL: move leads further alongin the marketing funnel and closer to sales readiness
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- 52. enable your salesteam with top blog content
- 53. segment Smart CTAs toshow middle- and bottom-of-thefunnel offers to existing leads
- 55. EXAMPLES OF MIDDLE-& BOTTOM-OF-THEFUNNEL OFFERS
- 56. attract contacts who arealready leads but not yet blog subscribers
- 57. add a blogopt-in/subscribe check box to landing page forms
- 58. HubSpot increased email subscribersby 128% in 3 months using blog opt-in check boxes on landing pages Internal HubSpot Data
- 59. create a new contact property makeit a check box
- 60. DON’T make itrequired add a field for this new property to your forms (and make it smart!) make it smart DON’T make it checked off by default
- 61. include everyone whochecked the box create a Smart List
- 62. select your SmartList set the blog subscriber contact property & frequency send a welcome email set up a workflow
- 63. integrate blog subscription with youremail preference center
- 64. create a SmartList
- 65. select your SmartList set up your email preference center opt-in workflow set the blog subscriber contact property & frequency send a welcome email
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- 67. GOAL: delighting customers so theybecome promoters of your content
- 68. relationship equivalent: happymarriage
- 69. use Smart CTAsto show special offers to customers only
- 71. EXAMPLES OF CUSTOMEREXCLUSIVEOFFERS " " " " " Discounts Coupons Sneak Peeks Beta Testing Freebies
- 72. use “magic” CTAsto display special messages to customers only within blog copy
- 73. who you wantto see the “magic” copy (set by list or lifecycle stage) set up your “magic” copy Smart Rules
- 74. choose ‘no styling’ configure your“magic” copy copy goes here relevant URL goes here
- 75. choose ‘no styling’ configure yourinvisible copy 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)
- 76. THE ABILITY TONURTURE YOUR BLOG VISITORS ALL BOILS DOWN TO CONTEXT #INBOUND13
- 78. YOUR BLOG First Date CasualDating Serious Relationship Engagement Marriage
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