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

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

2 PAMELA 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 forget about your blog for a minute

4 let s talk about another 4-letter word

5

6 think about the relationship funnel

7 first date

8 casual dating

9 serious relationship

10 engagement

11 marriage

12 sounds a lot like the inbound marketing methodology First Date Casual Dating Serious Relationship Engagement Marriage

13 your blog

14

15

16

17 IT S ALL ABOUT CONTEXT

18 AGENDA 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

19 1 NURTURING VISITORS INTO SUBSCRIBERS

20 GOAL: get visitors to like your content enough to commit to keep coming back for more

21 relationship equivalent: casual dating

22 encourage blog subscription (primarily )

23 14% 14% of monthly traffic to the HubSpot Inbound Marketing Blog comes from Internal HubSpot Blog Data

24 display your main blog subscribe module above the fold

25 incentivize blog subscription using free offers

26 create an end-ofpost subscribe CTA, but show it only to those not yet subscribed

27 do this by creating magic CTAs

28 who you want to suppress set up your magic Smart CTA rules

29 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)

30 create a subscribe landing page, and offer frequency options social proof value frequency options emphasis

31 install a recommendation plugin to improve blog stickiness

32 promote social media subscription (tip: leverage social proof like Mashable does here)

33 2 NURTURING SUBSCRIBERS INTO LEADS

34 GOAL: retain subscribers and get them to convert on an offer for lead generation

35 relationship equivalent: serious relationship

36 personalize it remind them what they signed up for warm up to new subscribers with a welcome reiterate frequency options

37 specify your recipients set up your blog welcome with workflows set timing choose your

38 create an frequency preferences page explain their options

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)

40

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 s

45 create marketing offers to align with your blog content

46 include anchor textbased CTAs within blog copy for top-ofthe-funnel offers

47 A/B test CTAs to improve performance

48 CTA VARIABLES TO TEST " Design " Layout " Color Schemes " Copy " Subject Matter

49 3 NURTURING LEADS INTO CUSTOMERS

50 GOAL: move leads further along in the marketing funnel and closer to sales readiness

51 relationship equivalent: engagement

52 enable your sales team with top blog content

53 segment Smart CTAs to show middle- and bottom-of-thefunnel offers to existing leads

54

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 HubSpot increased subscribers by 128% in 3 months using blog opt-in check boxes on landing pages Internal HubSpot Data

59 create a new contact property make it a check box

60 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

61 include everyone who checked the box create a Smart List

62 select your Smart List set the blog subscriber contact property & frequency set up a workflow send a welcome

63 integrate blog subscription with your preference center

64 create a Smart List

65 select your Smart List set up your preference center opt-in workflow set the blog subscriber contact property & frequency send a welcome

66 4 NURTURING CUSTOMERS INTO PROMOTERS

67 GOAL: delighting customers so they become promoters of your content

68 relationship equivalent: happy marriage

69 use Smart CTAs to show special offers to customers only

70

71 EXAMPLES OF CUSTOMER- EXCLUSIVE OFFERS " Discounts " Coupons " Sneak Peeks " Beta Testing " Freebies

72 use magic CTAs to display special messages to customers only within blog copy

73 who you want to 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 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)

76 THE ABILITY TO NURTURE YOUR BLOG VISITORS ALL BOILS DOWN TO CONTEXT #INBOUND13

77

78 YOUR BLOG First Date Casual Dating Serious Relationship Engagement Marriage

79

80 QUESTIONS?

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