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How to Optimize Your Blog
for Every Stage of the
Marketing Funnel
Pamela Vaughan
#INBOUND13
PAMELA

VAUGHAN
@pamelump

I’ve written over 750
HubSpot blog posts, and
most of the ideas for them
come to me at
inopport...
forget about your blog for a minute
let’s talk about
another 4-letter
word …
think about the
relationship funnel
first date
casual
dating
serious
relationship
engagement
marriage
sounds a lot like the inbound marketing methodology …

First Date

Casual Dating

Serious Relationship

Engagement

Marria...
your blog
IT’S ALL
ABOUT
CONTEXT
AGENDA
1 
2 
3 
4 

How to Nurture Visitors Into Subscribers
How to Nurture Subscribers Into Leads
How to Nurture Leads In...
1

NURTURING VISITORS INTO
SUBSCRIBERS
GOAL:
get visitors to like your
content enough to
commit to keep
coming back for more
relationship
equivalent:
casual
dating
encourage blog
subscription
(primarily email)
14%
14% of monthly traffic to the
HubSpot Inbound Marketing
Blog comes from email
Internal HubSpot Blog Data
display your
main blog
subscribe
module above
the fold
incentivize blog
subscription
using free offers
create an end-ofpost subscribe
CTA, but show it
only to those not
yet subscribed
do this by creating
“magic” CTAs
who you want
to suppress

set up your
“magic” Smart
CTA rules
choose ‘no styling’

configure
your
invisible
CTA
input the HTML code for ‘space’
to create an invisible CTA
enter a URL (...
create a
subscribe
landing page,
and offer
frequency
options

social proof

frequency
options

value
email
emphasis
install a
recommendation
plugin to improve
blog stickiness
promote
social media
subscription
(tip: leverage social
proof like Mashable
does here)
2

NURTURING SUBSCRIBERS
INTO LEADS
GOAL:
retain subscribers and
get them to convert on
an offer for lead
generation
relationship
equivalent:
serious
relationship
personalize it

remind them what
they signed up for

warm up to new
subscribers with a
welcome email
reiterate frequency
o...
specify your recipients

set up your blog
welcome email
with workflows

set timing
choose your email
create an
email
frequency
preferences
page

explain their options
segment Smart CTAs on blog posts by lifecycle stage to show
subscribers offers suited for the top of the funnel

(segment ...
how it’d look on a
blog post if you
weren’t yet a lead
EXAMPLES OF TOP-OF-THE-FUNNEL OFFERS
use other blog
real estate for
lead gen CTAs
(e.g. sidebar,
banner)
include Smart CTAs
within RSS notification
emails
create marketing
offers to align with
your blog content
include anchor textbased CTAs within
blog copy for top-ofthe-funnel offers
A/B test CTAs
to improve
performance
CTA VARIABLES TO TEST

"
"
"
"
"

Design
Layout
Color Schemes
Copy
Subject Matter
3

NURTURING LEADS INTO
CUSTOMERS
GOAL:
move leads further
along in the marketing
funnel and closer to
sales readiness
relationship equivalent: engagement
enable your sales team
with top blog content
segment Smart
CTAs to show
middle- and
bottom-of-thefunnel offers to
existing leads
EXAMPLES OF MIDDLE- & BOTTOM-OF-THEFUNNEL OFFERS
attract contacts who
are already leads but
not yet blog
subscribers
add a blog opt-in/subscribe
check box to landing page
forms
HubSpot increased email
subscribers by

128%

in 3 months using blog opt-in
check boxes on landing pages
Internal HubSpot ...
create a new
contact
property
make it a
check box
DON’T make it required

add a field for
this new property
to your forms
(and make it
smart!)

make it smart

DON’T make it...
include everyone who checked the box

create a Smart List
select your Smart List

set the blog subscriber contact
property & frequency

send a welcome email

set up a
workflow
integrate blog
subscription with
your email
preference center
create a Smart List
select your Smart List

set up your
email
preference
center opt-in
workflow

set the blog subscriber contact
property & fr...
4

NURTURING CUSTOMERS
INTO PROMOTERS
GOAL:
delighting customers
so they become
promoters of your
content
relationship equivalent: happy marriage
use Smart CTAs to show
special offers to
customers only
EXAMPLES OF CUSTOMEREXCLUSIVE OFFERS

"
"
"
"
"

Discounts
Coupons
Sneak Peeks
Beta Testing
Freebies
use “magic” CTAs to
display special
messages to
customers only
within blog copy
who you want to
see the “magic”
copy (set by list or
lifecycle stage)

set up your
“magic” copy
Smart Rules
choose ‘no styling’

configure
your “magic”
copy

copy goes here
relevant URL goes here
choose ‘no styling’

configure
your invisible
copy
input the HTML code for ‘space’
to create an invisible CTA
enter a URL ...
THE ABILITY TO NURTURE
YOUR BLOG VISITORS ALL
BOILS DOWN TO CONTEXT

#INBOUND13
YOUR BLOG
First Date

Casual Dating

Serious Relationship

Engagement

Marriage
QUESTIONS?
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
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
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
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
How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013
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How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013

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How to Optimize Your Blog for Every Stage of the Marketing Funnel #INBOUND2013

  1. 1. How to Optimize Your Blog for Every Stage of the Marketing Funnel Pamela Vaughan #INBOUND13
  2. 2. PAMELA VAUGHAN @pamelump I’ve written over 750 HubSpot blog posts, and most of the ideas for them come to me at inopportune times ... like when I’m in the shower.
  3. 3. forget about your blog for a minute
  4. 4. let’s talk about another 4-letter word …
  5. 5. think about the relationship funnel
  6. 6. first date
  7. 7. casual dating
  8. 8. serious relationship
  9. 9. engagement
  10. 10. marriage
  11. 11. sounds a lot like the inbound marketing methodology … First Date Casual Dating Serious Relationship Engagement Marriage
  12. 12. your blog
  13. 13. IT’S ALL ABOUT CONTEXT
  14. 14. AGENDA 1  2  3  4  How to Nurture Visitors Into Subscribers How to Nurture Subscribers Into Leads How to Nurture Leads Into Customers How to Nurture Customers Into Promoters
  15. 15. 1 NURTURING VISITORS INTO SUBSCRIBERS
  16. 16. GOAL: get visitors to like your content enough to commit to keep coming back for more
  17. 17. relationship equivalent: casual dating
  18. 18. encourage blog subscription (primarily email)
  19. 19. 14% 14% of monthly traffic to the HubSpot Inbound Marketing Blog comes from email Internal HubSpot Blog Data
  20. 20. display your main blog subscribe module above the fold
  21. 21. incentivize blog subscription using free offers
  22. 22. create an end-ofpost subscribe CTA, but show it only to those not yet subscribed
  23. 23. do this by creating “magic” CTAs
  24. 24. who you want to suppress set up your “magic” Smart CTA rules
  25. 25. choose ‘no styling’ configure your invisible CTA 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)
  26. 26. create a subscribe landing page, and offer frequency options social proof frequency options value email emphasis
  27. 27. install a recommendation plugin to improve blog stickiness
  28. 28. promote social media subscription (tip: leverage social proof like Mashable does here)
  29. 29. 2 NURTURING SUBSCRIBERS INTO LEADS
  30. 30. GOAL: retain subscribers and get them to convert on an offer for lead generation
  31. 31. relationship equivalent: serious relationship
  32. 32. personalize it remind them what they signed up for warm up to new subscribers with a welcome email reiterate frequency options
  33. 33. specify your recipients set up your blog welcome email with workflows set timing choose your email
  34. 34. create an email frequency preferences page explain their options
  35. 35. segment Smart CTAs on blog posts by lifecycle stage to show subscribers offers suited for the top of the funnel (segment by lists for more granular segmentation)
  36. 36. how it’d look on a blog post if you weren’t yet a lead
  37. 37. EXAMPLES OF TOP-OF-THE-FUNNEL OFFERS
  38. 38. use other blog real estate for lead gen CTAs (e.g. sidebar, banner)
  39. 39. include Smart CTAs within RSS notification emails
  40. 40. create marketing offers to align with your blog content
  41. 41. include anchor textbased CTAs within blog copy for top-ofthe-funnel offers
  42. 42. A/B test CTAs to improve performance
  43. 43. CTA VARIABLES TO TEST " " " " " Design Layout Color Schemes Copy Subject Matter
  44. 44. 3 NURTURING LEADS INTO CUSTOMERS
  45. 45. GOAL: move leads further along in the marketing funnel and closer to sales readiness
  46. 46. relationship equivalent: engagement
  47. 47. enable your sales team with top blog content
  48. 48. segment Smart CTAs to show middle- and bottom-of-thefunnel offers to existing leads
  49. 49. EXAMPLES OF MIDDLE- & BOTTOM-OF-THEFUNNEL OFFERS
  50. 50. attract contacts who are already leads but not yet blog subscribers
  51. 51. add a blog opt-in/subscribe check box to landing page forms
  52. 52. HubSpot increased email subscribers by 128% in 3 months using blog opt-in check boxes on landing pages Internal HubSpot Data
  53. 53. create a new contact property make it a check box
  54. 54. DON’T make it required 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
  55. 55. include everyone who checked the box create a Smart List
  56. 56. select your Smart List set the blog subscriber contact property & frequency send a welcome email set up a workflow
  57. 57. integrate blog subscription with your email preference center
  58. 58. create a Smart List
  59. 59. select your Smart List set up your email preference center opt-in workflow set the blog subscriber contact property & frequency send a welcome email
  60. 60. 4 NURTURING CUSTOMERS INTO PROMOTERS
  61. 61. GOAL: delighting customers so they become promoters of your content
  62. 62. relationship equivalent: happy marriage
  63. 63. use Smart CTAs to show special offers to customers only
  64. 64. EXAMPLES OF CUSTOMEREXCLUSIVE OFFERS " " " " " Discounts Coupons Sneak Peeks Beta Testing Freebies
  65. 65. use “magic” CTAs to display special messages to customers only within blog copy
  66. 66. who you want to see the “magic” copy (set by list or lifecycle stage) set up your “magic” copy Smart Rules
  67. 67. choose ‘no styling’ configure your “magic” copy copy goes here relevant URL goes here
  68. 68. choose ‘no styling’ configure your invisible 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)
  69. 69. THE ABILITY TO NURTURE YOUR BLOG VISITORS ALL BOILS DOWN TO CONTEXT #INBOUND13
  70. 70. YOUR BLOG First Date Casual Dating Serious Relationship Engagement Marriage
  71. 71. QUESTIONS?

×