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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