1 Comprehensive Guide to Reinventing Your Sales Funnel - with - CONTENT MARKETING
2 I PART ONE THE NEW KID ON THE BLOCK
3 CONTENT MARKETING IS H T It's the new kid on the block in online marketing, and it's here to stay. At Webrunner, we've seen a huge change in the industry as of late. Business owners once approached us for 'SEO' and 'PPC' help tactics we use to increase traffic, leads and sales for our clients. Fast forward a few years and the industry has changed completely. Business owners are starting to understand the bigger picture: the concepts of content marketing and inbound marketing to grow their businesses. They realize that leveraging one tactic or service at a time isn't going to bring them the results they're after. Sure, there's some level of initial success. But nowhere near the success that a fully implemented inbound and content marketing strategy could bring.
4 Those that are in it for the long haul understand that reinventing your sales funnel with content marketing is key to positive growth and ROI in this current age of digital media. Strategies built around one-off tactics like SEO and PPC still play a part, but it's the machine as a whole that brings in BIG results.
5 II PART TWO CONTENT MARKETING AND INBOUND MARKETING
6 What exactly are CONTENT & INBOUND MARKETING? Content marketing is the art of creating compelling content based on your industry and then putting that content in front of your target audience in an educational, engaging way. Inbound marketing, on the other hand, is the methodology of attracting, converting, closing and delighting customers. A pull-rather-than-push marketing method where you provide value to visitors first with the content you provide so they can grow to like and trust you. Then, you ll be faced with much less resistance when it comes time to offer them premium products or services.
7 Aren t they both the same thing? Kind of, but not really. Inbound marketing is the machine, and content marketing is the fuel. The content you create will allow you to attract more visitors if you follow the inbound marketing methodology. It all boils down to this simple, threefold strategy: Educate your audience. Provide a ton of value for free without asking for anything in return. Position yourself as an expert within your market. Then, when visitors are looking for a solution to their problems, you ll be the only logical choice. You can leverage inbound marketing principles to nurture those hot leads and maximize your chances of landing the sale. There are a ton of tools and strategies that can make this entire process efficient, effective and profitable. It really is magical. And it just plain works.
8 III PART THREE HOW DOES REINVENTING YOUR SALES FUNNEL WITH CONTENT MARKETING HELP GROW YOUR BUSINESS?
9 PICTURE THIS You're a business that provides educational trips for students and teachers. The teachers are your target audience. You help them make their student trip ideas come to life with your planning and booking services. How can you leverage content marketing to increase the amount of sales, leads and revenue generated by your website? The answer is this: Educate your audience by providing relevant educational content, without sounding salesy, in order to position yourself as an authority in your market. For example, creating blog posts and infographics on the following topics would be a great idea: - How to save money on the price of your school trip - How to raise funds for a school trip - Tips for getting school board approval for your trip - And more These are highly valuable content pieces in the eyes of someone looking to book an educational trip. If you give them all of this and more, they'll automatically associate you with words like 'expert' and 'authority' in this particular industry.
10 GIVE TO RECEIVE Once you have that trust and status, you ll meet MUCH less resistance from your prospects when offering your products or services. When people are given something of value for free, they automatically feel the need to reciprocate. They'll be more likely to consider or buy what you have to offer after you've helped them out. It's a simple concept, but it's extremely powerful. That's the beauty of a sound content marketing strategy. Targeting the right audience through the right medium, with the right message at the right time. Throw in some inbound marketing tactics such as marketing automation, workflows, lead nurturing and scoring, and you're well on your way to having a well-oiled, leadgenerating machine that works for you 24/7 to help grow your business. Oh, and in case you were wondering, the above example is a client of ours a client who just recently bought into the whole concept of content and inbound marketing. We helped them implement a content strategy with marketing automation, lead nurturing and lead scoring. Let's just say they're no longer questioning whether or not online marketing works.
11 IV PART FOUR PULLING THE TRIGGER ON CONTENT MARKETING
12 A Tailored Soluti n. Content marketing isn t easy. In fact, it can be overwhelming just trying to decide where to start. You re probably asking yourself questions like, What strategy is right for my business?, How long until I see a return on my investment?, and How much is content marketing going to cost me? It s totally normal to have all these questions. It s also totally normal to want to pull your hair out when trying to get started with content marketing. You see, most agencies which offer content marketing simply sell one-off services whatever their customers want, they provide. At Webrunner Media, that s not the way we like to make new friends. Instead, our approach is based on taking the time to learn your business inside and out as if it was our own, and then providing a solution aligned with your objectives to get you well on your way to the results you seek (and if you need a total content marketing takeover, we do that too). Defined goals. A tailored solution. A measurable path to the finish line.
13 That's the key That's the key to making inbound and content marketing work. You see, every business is different, yet most agencies treat them all the same. Most agencies talk too much. We listen. Armed with your insights, we'll help your business grow through inbound and content marketing. We know the more we help you grow, the more you'll grow to love us and count us as an indispensable part of your business.
14 V PART FIVE EXPERIENCE IN A VARIETY OF INDUSTRIES
15 Industry Variety We've had the opportunity to learn from and work with businesses across a wide variety of industries, allowing us to really master the craft of content marketing. Regardless of the audience you serve, we're confident we can reach them and make your message one that resonates. We helped a student tour company implement a content and inbound marketing strategy to attract more teachers to their tourplanning services. Now they have more salesqualified leads. We helped an eyewear company reduce their traffic acquisition costs across all of their paid search campaigns. Their ROI grew steadily over time.
16 We helped a fireplace distributor in the hearth and home industry implement a state of the art e-commerce style website as well as help with SEO, PPC and content marketing to target consumers directly. Now there's an increased demand for their products, and retailers have increased their purchase volume. We helped a real estate company implement paid advertising campaigns along with call tracking in order to help them rent out their buildings. Now they no longer have to waste time finding new tenants. And the list goes on. We helped many more businesses, all by listening first, and then implementing various strategies based on their goals and tailored to their industries. We love helping businesses grow. And we'd love to help yours grow too.
17 VI PART SIX THE STUFF WE EXCEL AT
18 Here are some of the solutions we offer clients in order to help them acquire traffic, leads and sales to grow their businesses.
19 Strategy & Consulting If you have no idea where to start with your digital marketing efforts, we can help guide you in the right direction. If you have assets in house that can carry out your marketing efforts for you, then all you might need is a sound, tailored plan. We can create a plan mapped to your growth and business objectives which can lead you and your team in the right direction.
20 Design & Development Having a proper platform is essential to any strategy mentioned in this guide. We can't have your old website hindering any marketing strategies we look to implement. If your website is out-dated, we'll suggest a facelift. If it doesn't quite do what it needs to, we'll suggest a bit of development work. If the copy lacks in flavour, we'll suggest some copywriting from a professional writer. We have developers and designers in house that have extensive experience in website creation and redesign, and we can always help in that regard. Once your website looks professional and has all the functionality it needs, will we implement content and inbound marketing strategies.
21 Content Marketing As mentioned throughout this guide, content marketing allows you to position yourself as an expert and authority in your market. Most visitors will never come back to your website. Give them a reason to stay with captivating content that shows them just how valuable of a resource your company is. Once they know, like and trust you, then you can transition the relationship from a friendly state to a more transactional state. Not sure what content to create or just don't have the time? We can create infographics, blog posts, ebooks, whitepapers, videos and more. Whatever type of content you need for your marketing mix, our team of writers and designers can create it. And if you're not sure about your content marketing strategy as a whole, we can put together a Content Marketing Roadmap for you that'll take you from A to Z. Learn everything from what topics you should be covering all the way to how your marketing funnels should be set up and how to measure and quantify your efforts in order to calculate ROI.
22 Marketing Automation Marketing automation is basically sales on steroids. It allows you to send the right message to the right lead at the right time, maximizing your chances of making a sale. It allows fresh new leads to go through automated lead-nurturing campaigns, and then hands them off to your sales team once they ve been deemed sales-qualified based on your own metrics. It s a hands-off, lead-generating, sales-closing system. Once the software is in place, it works for you 24/7, doesn t show up late to work and doesn t take sick days. At Webrunner, we use Hubspot, Sharpspring, and Active Campaign to power our clients marketing automation. They have robust systems that allow you to automate just about every part of the sales process from cold lead all the way to post sale and beyond. We re also an Inbound Marketing Certified Agency through Hubspot, which means we re experts at setting up workflows, lead-nurturing and lead-scoring campaigns, and all that other good stuff that leads to more leads and sales.
23 Marketing marketing is the lifeblood of any online business. allows you to connect and engage with your leads, share special news and promotions, as well as sell products and services. It really is an indispensable part of any strategy we put in place. If you re not doing marketing or are just sending off s haphazardly with no strategy, then an marketing plan is a must if you want to take your business seriously. We send over 125,000 s per month for our clients and have all the data that goes along with it. We know how to optimize campaigns for opens and conversions and have deep experience in generating sales through marketing. We offer marketing implementation, design, optimization and full-service management.
24 Pay Per Click If you re looking for instant traffic, pay-per-click can be a good fit for your needs. There are certain markets and industries where PPC is a better fit than others, and so it s important that you do your research and really run the numbers before investing in PPC. We have extensive experience managing PPC campaigns with positive ROI. We use advanced bid budget management technology to better manage advertising budgets and get the most bang for our clients buck. We charge a flat-fee rate for managing pay-per-click campaigns (as opposed to the percentage of ad spend method), eliminating any incentive to get you to up your ad spend! We ll also let you know if PPC is a good idea or not, according to your market, the level of competition and your budget. We treat your business like our own, and because of our insight and experience in a variety of industries, we might suggest you invest your PPC budget elsewhere for a higher ROI.
25 SEO With search engine traffic being the most important traffic source for the majority of websites, it s important to follow basic SEO fundamentals. We can help you make your website SEO-friendly and fix any errors that may be presently sucking away your search engine traffic. If you re looking for increased organic growth, we can manage fullfledged link-building campaigns for you, too. All of our link-building tactics are legitimate. We don t pay for links or acquire spammy links. We spend time creating quality content and forming strategic relationships that allow us to create high-quality, relevant links. A gradual increase is the key. If you re looking to game the system and get number one rankings within a week (that will likely disappear within a few months), then our SEO services aren t for you. Our link building stands the test of time.
26 Video Nothing sells what you do more than a professional video. A welcome video allows visitors to your website to learn exactly what you re all about within seconds of landing on your page. It builds rapport right from the start and is one of the most powerful trust-builders you can have. Many people are visual and would rather watch something than read long, boring text. If your marketing mix doesn t include at least some level of video, you may be sabotaging your marketing efforts. We ve produced videos for a wide variety of businesses with different marketing objectives and the results are always hugely positive.
27 Copywriting Copywriting is an essential piece of the content marketing puzzle. You can have great content concepts, but if they re badly written and executed, you won t be inspiring your visitors to take action. That means fewer leads and sales for your business. Our writers have experience in a wide variety of industries and are experts at converting cold traffic into warm leads, regardless of the audience targeted or medium used. We can write anything from sales letters to newsletters, campaigns, video scripts, product pages and more.
28 VII PART SEVEN MARKETING IS OUR BUSINESS
29 We ve Got You Covered. A little overwhelmed? Not sure what you need to solve your problem? We can help. Marketing is our business. We ll start with a consultation a free, no strings attached phone call to determine if we re a good fit for each other. Our priority is full transparency, so if for any reason we don t think we can help you achieve your goals, we won t waste your time and ours. Assuming we agree to work together, we ll schedule a discovery call at your earliest convenience to learn more about your business. We ll discuss your strengths, weaknesses, goals and challenges. We ll dive deep into your industry. Armed with this info, we ll be better suited to work on a plan that addresses all of your needs and is geared towards the results you want to achieve. We ll then present our recommended strategy along with the associated investment and deliverables. Assuming you decide to move forward, we ll talk with you to gather any outstanding information we need in order to get started on your custom game plan.
30 Right On Point. Clear boundaries will be defined right from the start. This will vary depending on if you enlist our help for a full inbound and content marketing strategy and implementation contract, or if you'll do the work yourself with an in-house team based on our strategy and recommendations. Either way, expectations will be set and there will be no confusion as to who is responsible for what. We'll keep you in the loop every step away, and we'll also reach out to you whenever we need more information about your business. We're always just a phone call away, and if you're in the area, don't be shy to stop by for a cup of coffee on us. Depending on the scope of the project and the work being carried out, you'll receive reports at set intervals throughout the mandate that show you what we've completed thus far, the tasks remaining, and our progress based on key points of interest thus far.
31 If you re still reading this, it s because you re considering Webrunner Media as a potential partner to help you grow your business. If so, we d love to hear from you to see if there s any way we can help you grow by acquiring more leads, customers and sales through inbound and content marketing strategies. Click the link below in order to book your free consultation and speak with one of our inbound marketing consultants at your earliest convenience. Again, this initial call is 100% free and no commitment is needed on your part. Click the link below. Get my free consultation! Alternatively, you can call us any time at Let s grow your business together!