Experimenting With Found Website Traffic to Drive More Marketing Conversions

Experimenting With Found Traffic
To Drive More Conversions
A modern approach to online marketing.
with Josh Braaten

Why Are We Here?
@JLBRAATEN | #CONVERTED17 | TEXT “BRANDISH” TO 44222

Because Minnesota Is Awesome!

Especially Before The Winter (Same Scene).

Because Of These Folks!

Because This Lady Knows How To Plan A Party.

Because CONVERSIONS!

Conversions Start With Traffic.

# of Conversions
Traffic
= Conversion
Rate (%)

Sales End With Traffic.

# of Sales = CR% * Traffic

This Talk Is About Traffic.

• Leadpages/Drip team member
for two unforgettable years
• CEO & Co-founder of the first
brand measurement platform,
BrandishInsights.com
• Veteran digital marketer,
technologist and revenue guy
• Paradoxical love for both brand
and performance marketingJosh Braaten

Traffic: Not Like This.

How To Look @ Traffic
BRAND
STRATEGY
CONTENT
STRATEGY
CHANNEL
STRATEGY

How To Look @ Traffic
A BRAND STRATEGY
A CONTENT STRATEGY
A CHANNEL STRATEGY

Everything Starts With Brand.

Every Brand Needs A Framework.

A Brand Framework
MISSION, VISION, VALUES
YOUR POSITIONING
YOUR ARCHETYPE
YOUR PERSONAS
YOUR VISUAL STYLE

What Mission Are You On?

Creating Your Mission, Vision & Values
Your Mission
This is why you exist.
Your Vision
This is the crazy idea you have for how the
future world should be.
Your Values
Make a list of 3-5 adjectives that describe
your defining characteristics and qualities
as a person or group of people working on
this mission and vision.

Creating Your Mission, Vision & Values
Our Mission
To empower brands to achieve excellence.
Our Vision
We envision a world where your brand is as
easy to measure as your website is today.
Our Values
Wisdom
● We understand what worked in the past
● We understand what’s broken today
● We understand when to speak up
Clarity
● We see and feel your problems
● We see what will work in the future
● We see a way to simplify things
Passion
● We demand better tools
● We demand greater outcomes
● We demand brilliance
Initiative
● We insist on change
● We insist on helping
● We insist on being proactive

What Stand Are You Taking?

A Positioning Statement
For [your personas], [your brand]
is the [unique value proposition]
among all [competition] because
[reasons to believe].

Our Position Statement
For [brand pioneers*], [Brandish
Insights] is the [best way to measure
your marketing] among all [SaaS
measurement tools] because [it’s the
only tool that measures your most
important asset: your brand].

Who Are You, Really?

Archetypes In Branding
Archetype
NOUN
1. The original pattern or model from which all
things of the same kind are copied or on
which they are based; a model or first form;
prototype.
1. (In Jungian psychology) a collectively
inherited unconscious idea, pattern of thought,
image, etc., universally present in individual
psyches.

Create Your Own Archetype.

Step 1: Get Inspired.

(Everyone’s Inspiration Is Different)

Step 2: Pick Two.

Brandish Insights

Big Picture Web

Koi Story

Create Your Personas.

Personas For Brandish Insights
President
Paul
CEO
Needs marketing
to perform; wants
simplicity
Agency
Al
DIRECTOR OF
ACCOUNTS
Needs to put
more client dollars
to work in digital
CMO
Scott
CMO
Needs budget and
authority to
deliver on huge
goals
Search
Sam
DIRECTOR OF
SEO/PPC
Needs tools to
justify more
budgets/projects
Brand
Beth
DIRECTOR OF
BRAND
Needs tools to
justify more
budgets/projects

Create Your Style.

Start Simple. Stay Consistent.
Our Style
Vivid, engaging imagery fuels Pioneers’
passion when reading or learning. Visuals
that maximize information-to-ink appeal to
the Sage’s sake of clarity.
FONTS:
Achivo Black
Tenor Sans
COLORS:
● Sage Blue: #1A2634
● Brandish Blue: #203E5F
● Brilliant Yellow: #EEC550
● Pioneer Yellow: #F9E3A3
● Brandish Black: #121212

Write It All Down First...

...Then Scale From There.

What’s A Content Strategy?

Content Strategy For The Web
Content Strategy
VERB
1. Planning for the creation, delivery, and
governance of useful, usable content.
- Kristina Halvorson
1. Figuring out how to get consumers to
associate your brand with relevant ideas in
your industry through content.
- Josh Braaten

This Is Content Strategy.

Let’s Build A Content Strategy.

Great Content Strategy
BRAND-INSPIRED
SEO-FOCUSED
CONSUMER-RELEVANT

Step 1. Start With Your Brand.

Explore Your Core Non-Branded Keyword.

Bring All The Phrases Into A Spreadsheet.
@JLBRAATEN | #CONVERTED17 | TEXT “BRANDISH” TO 44222@JLBRAATEN | #CONVERTED17 | TEXT “BRANDISH” TO 44222

Select Keywords Appropriate For Your Brand.

Step 2. Get SEO-Focused.

Take Your Brand-Focused Keywords To AdWords.

Get Data And Export It To Your Spreadsheet.

Spend Time With Your Keywords. Love Them.

Ok, That’s Too Much.

But Seriously… Spend Time With Your Keywords.

Step 3. Be More Relevant.

Use Keywords To Inform Content Strategy.

Google Tells You What It Wants. Every. Time.

Make Something That’s Flat-Out Better.

Make Something That’s Flat-Out Better.
By The Numbers:
● 6,268 words
● Quotes and images from two
dozen branding experts
● 24 researched brand awareness
tips across six different categories
of marketing
● 35-page illustrated guide included
● 8 months of effort and time

Crush Your “Hallmark” Pieces. Add Variety.

Remember: You Have To Make The Donuts.

Traffic Channels
PAID
ORGANIC SEARCH
DIRECT
SOCIAL
EMAIL
FOUND TRAFFIC*

*Found Traffic Is Hustle Traffic.

Conferences Are Found Traffic.

Business Cards Are Found Traffic.

Social Is Found Traffic.

Drip Is Found Traffic.

Quora Is Found Traffic.

Podcasts Are Found Traffic.

Reddit Is Found Traffic.

AdWords Is Found Traffic.

Processes Are Found Traffic.

HARO Is Found Traffic.

Hitting The Pavement Is Found Traffic.

Thank You &
Stay Brilliant.

Experimenting With Found Website Traffic to Drive More Marketing Conversions

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