MARKETING REBOOT: LEADS – Backwards Up the Funnel to the Win


[Marketing Reboot Is a simple idea to help you get your digital marketing rockin.]

Today let’s track the win backwards up the funnel. In the macro-view of digital marketing the win is king. If your site isn’t delivering enough leads it might be time for a reboot.

First look at your analytics and find the wins. Now the fun begins.

Now let’s look at MY win, here on this site. THE CONTACT PAGE. (This is my soft win. More about that in a second.) Here are the paths most people took who ended up on my contact page.

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Several things jump 0ut at me here. 42% of the people came straight from the home page. And another 18% were on the About page before the Contact Page. And these two things suggest a change, which I’ve already implemented. I’ve put the About page underneath the Contact page in the navigation. Now the only tab for “more info” on me or my work is my Contact Page. I will check in later to see how this affects the traffic.

Second, the top three Contact generators are my two of my main content buckets: The Twitter Way and The Digital Strategists Notebook. And the new-comer is the Letters to a Young Artist section. Can you pin point your incoming “interested” traffic to a segment of your content? In this case, my sweet spot is finding people who want to hire me to help with their marketing or marketing for their clients. (I do a lot of sub-contracting, or white labeling my services as part of another company’s team.) So this says to me, I need to work on the promotion and updating of the Strategists Notebook section. In theory, the “strategist” seeker is my next potential client. If they are looking for strategy ideas for their business, I’m in a prime position to offer my help.

Okay. So let’s take a look at the top of the funnel to see if there are any signals we can trace.

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I’ve got some strong SEO performance there, accounting for over 1/3 of my inbound traffic.

On the hard sale, or true conversion side, I have not gotten a single submission of my contact form. But that’s not really what I’m looking for. (Why you might ask.) I’d love a true conversion link to trace on my own data: 1. entered via the SEO term “social marketing consultant”; 2. hit my landing page; 3. filled out a contact form; 4. and now they are a client. In my world, however, my conversions have never happened that way. I’m looking at that. But I think the reason is this: my site is not about ecommerce or trying to drive conversions.

My site (UBER.LA) is about establishing my thought leadership (through regularly posting high-quality articles about twitter, digital marketing, strategy) and using my experience as a blogger, and content marketer, as the example of what I do. (See, here’s my content calendar, here are my Google Analytics over the last year, here is how I listen for social signals.)

Even doing this post has caused me to rethink my conversion strategy. What ACTION do I want visitors of to take? And do I know if I’m speaking to the right audience. I’m understanding more and more, that I am not marketing to small businesses, I am marketing to marketers and agencies.

MY GOAL: White-label my services to your company, and become part of your marketing team. And from that standpoint, this site has been very successful indeed. So it’s not always about the conversions. Mostly for my clients, it is, but sometimes it’s about more than a click to buy, or a contact form.

The Simple Rules of Conversion and Optimization

  1. What’s your GOAL?
  2. What kinds of conversions are most valuable to your business?
  3. Identify the initial impulse that brought in a new client and convinced them to signup, buy, or hire you?
  4. Take the WIN first and look backwards up the funnel to the initial contact.
  5. Repeat or increase the budget for those efforts.

[Marketing Reboot Is a simple idea to help you get your digital marketing rockin.]

John McElhenney
@jmacofearth (also seen on Google+: jmacofearth)

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