Internet Marketing FunnelThere are a number of internet marketing agencies out there all with slightly different strategies and tactics.  At Webdirexion, we like to focus on a smart mix of tactics crafted to pull your specific target personas to your site, then through the “internet marketing funnel” to desired business goals.  How do we do this?  Let’s take a look — with a focus mostly on B2B marketing methods.

We always start with your business outcome goals.  These include download of case studies, signups for enewsletters, filling out contact forms and always lead toward a sale.  Then you need a keen understanding of the personas that will make a buy decision.  For example, some of our clients must persuade a CFO plus a mid level manager, plus an end user (who makes recommendations) to consider then buy a product or service.  And buyers are at different stages in their search process — from just realizing they need a solution, to evaluating competitors, to social vetting to negotiation — at any given time. Finally, armed with competitive and key phrase research, we then deploy a combination of the tactics listed below that best combine to meet a client’s unique needs.

5 Internet Marketing Funnel Tactics for the Right Mix

Content Marketing Funnel Strategy Goal

Your Content Marketing funnel goal is engaged visitors who become leads.

Content Marketing Thought Leadership:  People buy from those they feel they trust and what better way to earn it than to write knowledgeably about their needs.  Note I did not say just write about what you know — instead come at it from your prospect’s perspective.  You do this in a series of blog articles crafted to address solutions for which you know people are searching.  Add case studies and white papers.  Mix in a well-crafted press release or two.  Add some insightful videos.  Then do the work of marketing the contact via social, content curation, seo, webinars, email newsletters, and in person events.  This approach has been the #1 driver of leads for B2B Marketers by Forbes.   »Learn More.

SEO Marketing Funnel

Your SEO funnel goal is engaged visitors.

SEO-3:  What is SEO “3”?  It is our way of saying that while old-school SEO focused only on ranking primarily with backlinks and keywords, smart new-school SEO involves a skillful blend of three things:  Search optimization, smart Social presence, and Schema optimization.  Triple S — Search, Social, Schema.   We know now that Google looks for traditional SEO (we like the “long tail” tactic for this), plus social signals, plus smart schema as outlined at Schema.org.  Add to that some of the “local SEO” think you need, like reviews, and citations in business directories, and you have a healthy synergy — SEO3 — to engage the prospects you need at the search engine point of your internet marketing funnel.   »Learn More.

Social Media Funnel Goal

Your Social Media funnel goal is to engage klout leaders in social venues.

Social Media Campaigns:  There’s a lot of buzz about Social Media these days.  We know Google and other search engines are valuing the “signals” that come from Social Media more in their ranking formulas.  This goes beyond simple robo-feeds to social venues with links back to your content.  It means actually engaging people with “klout” in authentic conversations.  That does take time.  But we work with a streamlined “pro dashboard” for this, and also tie it right back to visitors, prospects and leads to make it prove out for ROI.     »Learn More.

Landing Page Marketing Funnel

Your landing page campaign marketing funnel goal is leads.

Landing Page Mojo:  There’s a magic “mojo” in our landing page campaign service because you get two opportunities to test and refine your messages based on real results.  First, you should run a PPC campaign in which you test at least 3-5 iterations of value propositions in your advertisements (on Google, LinkedIn, FB).  Then as you hone in one good PPC add that pulls more clicks, the next smart thing you do is run an A/B test on the landing page to get a “lift” in lead form completions (in B2B you are after leads, usually, while in B2C, this could be direct sales online).  Alls studies show a 10% – 50% “lift” (increase) in results during smart testing.  Think about the ROI from that.    »Learn More.

WordPress Marketing Funnel

Your WordPress Content Marketing funnel goal is engaged prospects.

Smart WordPress Development:  We develop on the leading CMS platform — WordPress.  Not only is it optimized for SEO out of the box, but its feature list continues to grow each year during 3-5 upgrades.  And, we’ve found that many clients, designers, and marketers are not yet aware of best practice use of newer features and plugins (there are over 20,000 plugins and counting).  This dynamic can really make a difference in how you market content and put you way out ahead of your competition, but you need to understand and smartly use the range of features available.    »Learn More.

Of course, each tactic overlaps a bit with the others in terms results for visitors, engaged visitors, prospects and leads. Mixed together, however, these tactics form the ingredients for a very powerful marketing stew which proves out extremely well for ROI in custom analytics reviews and testing.

To be successful… you need the right mix of all of these marketing funnel tactics and strategies, each stronger for different points in the funnel.

We have more articles on Marketing Funnels for your review, and would like to hear from you with questions — leave a comment below.  For mid-size to smaller businesses, you are money ahead to work with an outsource marketing team of specialists with direct experience and skills in the above tactics and strategies.  This costs less than half of annual salary and benefits for just one in-house marketing professional. You know who to call — contact Webdrexion today for a prompt review and estimate.

Scott Frangos

About

Scott serves as Chief Optimizer on the Webdirexion team for both development and content marketing strategy, and is the author of the new book, "The Marketer's Concise Guide to CRO" (Oct. 2015). He is a career marketing communications professional with niche industry specialties in healthcare, law firms, and hotel marketing and holds recent certifications in Google Analytics Mastery (Udemy), and RACE Digital Marketing (Smart Insights). Scott has also taught business, web programming and eCommerce courses at colleges in the Portland, Oregon area. He currently teaches WordPress Content Marketing Power, an online course through Udemy, and has spoken at several Content Marketing conferences.  When he is not geeking out on a Mac, Nexus 7, or Google Chromebook, he enjoys Tai Chi, walking with his two dogs, and survives on Coffee and Pizza.

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