Building Your Marketing Funnel

John Doherty

Online Marketing

HotPads.com

Who am I?

John Doherty

t: @dohertyjf

e: jdoherty@hotpads.com

w: http://hotpads.com

Who am I?

John Doherty

t: @dohertyjf

e: jdoherty@hotpads.com

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

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We have to dig deeper than this

@dohertyjf | HotPads

We have to dig deeper than this

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Think of it this way

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Think of it this way

Introduction

Handshake

High five

@dohertyjf | HotPads

Think of it this way

Introduction

Handshake

High five

Man hug

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TOP OF FUNNEL Introduction

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“Hi nice to meet you”

• Acquisition -> Site Content -> Landing Pages

• Secondary Dimension: Medium

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*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?”

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Image source

This

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Or this

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Or this

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MIDDLE OF FUNNEL Handshake hello

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What’s in the middle?

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What’s in the middle?

Text to Columns > Delimited “>”

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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

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Tweet

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Post

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Blog

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Always be upselling

Always be upselling

Always be upselling

BOTTOM OF FUNNEL High five

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BOTTOM OF FUNNEL High five

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What converts best?

Select your goal

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What converts best?

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Optimize the funnel

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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.