How to Optimize Your Blog for Every Stage of the Marketing Funnel
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INBOUND 2013 Session Abstract: Not all blog visitors are the same. So shouldn’t you stop treating them that way? This tactical session will show you how you can optimize your blog for visitors at every stage of the marketing funnel – from brand new visitors, to subscribers, leads, and current customers – so you can nurture your blog visitors from one lifecycle stage to the next!
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How to Optimize Your Blog for Every Stage of the Marketing Funnel
- 1. #inbound2013 How to Optimize Your Blog for Every Stage of the Marketing Funnel Pamela Vaughan
- 2. 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. @pamelump PAMELA VAUGHAN
- 3. forget about your blog for a minute
- 4. let’s talk about another 4-letter word …
- 6. think about the relationship funnel
- 7. first date
- 10. engagement
- 11. marriage
- 12. Casual Dating Serious Relationship Engagement MarriageFirst Date sounds a lot like the inbound marketing methodology …
- 13. your blog
- 18. 1 How to Nurture Visitors Into Subscribers 2 How to Nurture Subscribers Into Leads 3 How to Nurture Leads Into Customers 4 How to Nurture Customers Into Promoters AGENDA
- 19. 1 NURTURING VISITORS INTO SUBSCRIBERS
- 20. GOAL: get visitors to like your content enough to commit to keep coming back for more
- 23. 14% 14% of monthly traffic to the HubSpot Inbound Marketing Blog comes from email Internal HubSpot Blog Data
- 24. display your main blog subscribe module above the fold
- 26. create an end- of-post subscribe CTA, but show it only to those not yet subscribed
- 27. do this by creating “magic” CTAs
- 28. set up your “magic” Smart CTA rules who you want to suppress
- 29. configure your invisible CTA choose ‘no styling’ 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)
- 30. create a subscribe landing page, and offer frequency options social proof value frequency options email emphasis
- 31. install a recommendatio n plugin to improve blog stickiness
- 32. promote social media subscriptio n (tip: leverage social proof like Mashable does
- 33. 2 NURTURING SUBSCRIBERS INTO LEADS
- 34. GOAL: retain subscribers and get them to convert on an offer for lead generation
- 36. warm up to new subscribers with a welcome email remind them what they signed up for reiterate frequency options personalize it
- 37. set up your blog welcome email with workflows choose your email set timing specify your recipients
- 39. 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)
- 41. how it’d look on a blog post if you weren’t yet a lead
- 42. EXAMPLES OF TOP-OF-THE-FUNNEL OFFERS
- 43. use other blog real estate for lead gen CTAs (e.g. sidebar, banner)
- 44. include Smart CTAs within RSS notification emails
- 45. create marketing offers to align with your blog content
- 46. include anchor text-based CTAs within blog copy for top-of-the- funnel offers
- 48. Design Layout Color Schemes Copy Subject Matter CTA VARIABLES TO TEST
- 49. 3 NURTURING LEADS INTO CUSTOMERS
- 50. GOAL: move leads further along in the marketing funnel and closer to sales readiness
- 52. enable your sales team with top blog content
- 53. segment Smart CTAs to show middle- and bottom-of-the- funnel offers to existing leads
- 55. EXAMPLES OF MIDDLE- & BOTTOM-OF-THE- FUNNEL OFFERS
- 56. attract contacts who are already leads but not yet blog subscribers
- 57. add a blog opt- in/subscribe check box to landing page forms
- 58. 128% in 3 months using blog opt-in check boxes on landing pages Internal HubSpot Data HubSpot increased email subscribers by
- 59. create a new contact property make it a check box
- 60. add a field for this new property to your forms (and make it smart!) make it smart DON’T make it required DON’T make it checked off by default
- 61. create a Smart List include everyone who checked the box
- 62. set up a workflo w select your Smart List set the blog subscriber contact property & frequency send a welcome email
- 63. integrate blog subscription with your email preference center
- 64. create a Smart List
- 65. set up your email preference center opt- in workflow select your Smart List set the blog subscriber contact property & frequency send a welcome email
- 66. 4 NURTURING CUSTOMERS INTO PROMOTERS
- 67. GOAL: delighting customers so they become promoters of your content
- 69. use Smart CTAs to show special offers to customers only
- 71. Discounts Coupons Sneak Peeks Beta Testing Freebies EXAMPLES OF CUSTOMER- EXCLUSIVE OFFERS
- 72. use “magic” CTAs to display special messages to customers only within blog copy
- 73. set up your “magic” copy Smart Rules who you want to see the “magic” copy (set by list or lifecycle stage)
- 74. configure your “magic” copy copy goes here relevant URL goes here choose ‘no styling’
- 75. configure your invisible copy choose ‘no styling’ 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. #inbound2013 THE ABILITY TO NURTURE YOUR BLOG VISITORS ALL BOILS DOWN TO CONTEXT
- 78. Casual Dating Serious Relationship Engagement MarriageFirst Date YOUR BLOG
- 80. QUESTION S?
Hinweis der Redaktion
- Hi, my name is Pamela Vaughan. You can follow me on Twitter @pamelump. If you’re curious, it’s a nickname I’ve had pretty much since I was a baby. I’m on the blogging team at HubSpot. We are the team that manages our Inbound Marketing Blog. I’m just coming up on my 5-year anniversary with HubSpot, and as you can see, during that time, I’ve written a few blog posts. These days I’m much more focused on the strategy, analysis, and optimization of our blog, and that’s what I’m going to talk to you about today.
- But before we get to all that, I want you to forget about your blog for a minute.
- Let’s take a few minutes to talk about another 4-letter word.
- Yeah – that’s right. Love.
- Now, we’re all very used to thinking about the marketing funnel, but I want to talk to you about the relationship funnel. And the way I see it, there are five, high-level stages in the relationship funnel.
- First, you’ve got your first date. You’re pretty much strangers at this point, meeting for the first time. You don’t know what to expect from the other person. Will you like them? Will it be excruciatingly awkward? Love at first sight? Either way, you’re usually trying to put your best foot forward so you can make a great first impression.
- Let’s say things go well on that first date. Maybe you’ve even had a few subsequent dates. At this point, you’re in the casual dating stage. You’re still getting to know each other, learning about each other, and feeling each other out. You’re a little bit more relaxed than you were on that first date, and you might start to open up a little bit more.
- That casual dating, if it goes well, will probably segue into a serious relationship. You’re exclusively dating and have been dating for a while, you’re serious about each other, and maybe you’ve even met each others’ parents. At this point, you’re very comfortable around the person, and you probably share a lot with them.
- If you’re serious relationship keeps going strong, the next step is usually this: engagement. At this point, you’re totally in love, you realize your significant other is “the one,” and it’s time to seal the deal. You may be living together at this point, and you’ve promised to spend the rest of your lives together.
- Finally, you have your marriage. You’ve made the promise a reality, and you’ve tied the knot. It’s time to start your life as a family and live happily ever after.
- Hmm … this all sounds pretty similar to the inbound marketing methodology, doesn’t it? Engagement/Customers – you’ve made that promise, but you can still totally back out if things go sour. Marriage (specifically a happy marriage)/Promoters – you’re totally supportive of one another in everything you do, and you don’t hesitate to talk about how wonderful your significant other is
- Not let’s think about your blog.
- Here’s where your blog primarily fits into the methodology – at the attract stage. It makes sense – you’re blog is a fantastic tool for generating brand new traffic to your website. But here’s the thing: It doesn’t have to be limited just to the attract stage. Your blog can be extremely powerful in the later stages of the methodology, too. And if you think about it, chances are you don’t just have strangers reading your blog. You’ve probably have subscribers, leads, and customers all visiting your blog, too.
- And just like you behave differently in different stages of your relationship …
- Your blog should also behave differently to cater to its readers in different stages in the marketing funnel. So how do you do this?
- It’s all about context. Optimizing your blog for visitors at every stage of the marketing funnel, so you can deliver the right content, at the right place, at the right time. And that’s what we’re going to be talking about today. How to optimize your blog to nurture visitors at every stage of the marketing funnel. This session is going to be less about the content of your blog, but more about how you can use your blog as a platform to nurture your visitors from one stage to the next.
- I’m super excited to be talking about this, because this is the kind of stuff I’ve been implementing on the blog over the past year, but I haven’t been able to talk about it until today.
- Getting to know each other, learning about each other, feeling each other out
- First and foremost …
- I like to call these “Magic CTAs” because they kind of pull a disappearing act
- This is admittedly a little bit of a hack, but it’s pretty simple, and it works beautifully.  
- Zemanta, Outbrain
- You’re serious about each other, been dating for a while, met each others’ parents
- Link to this page in your welcome email as well as in your instant, daily, weekly, or monthly blog emails
- You’re totally in love and you realize your significant other is “the one” and it’s time to seal the deal, you’re probably living together at this point
- use educational content to nurture existing leads and keep your company top of mind
- Time to tie the knot and start your life as a family
- Phew! That’s a lot to take in, right? Luckily, these slides will be made available to you so you can reference them in the future, and I’ve also written a few blog posts about some of the stuff like the magic CTAs and the landing page opt-in checkboxes that will be going up over the course of the next couple weeks. So check out the blog! But let’s wrap it up.
- Remember ….
- While the methodology says you’re blog primarily fits in here …
- By optimizing your blog with context, you can leverage your blog throughout the entire inbound marketing methodology, so you’re treating your visitors they way they should be treated at their specific point in the marketing funnel.
- After all, you wouldn’t propose to someone on the first date, right?