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2 episodes with Bofu
4 episodes with Bofu
2 episodes with Bofu
2 episodes with Bofu
2 episodes with Bofu
2 episodes with Bofu
2 episodes with Bofu
2 episodes with Bofu
3 episodes with Bofu
Ep. 419 | ¿Alguna vez has sentido que estás creando contenido sin rumbo? Como si publicaras por publicar, sin saber si eso realmente convierte a tus seguidores en clientes…La solución está en algo muy sencillo pero muy potente:El funnel de contenidos.Sí, el famosísimo TOFU, MOFU, BOFU. Y no, no es una receta japonesa…Es la estructura con la que los grandes del marketing planifican sus publicaciones para atraer, conectar y vender.Y hoy te voy a contar cómo aplicarlo en redes sociales para que tu contenido deje de ser ruido y empiece a generar resultados de verdad._____
Ever wonder why most bottom-of-funnel content feels generic and fails to convert? In this episode, content strategy advisor Lashay Lewis drops knowledge bombs on the critical gap between product marketing and content marketing. She breaks down why teams are working in silos, how bottom-funnel content fails when the reader knows more than the writer, and why product marketers are the unsung heroes of effective marketing. Why the knowledge level of the reader being higher than the writer kills bottom-funnel content conversionsThe reason most marketing teams fail to create effective bottom-funnel content "Micro action, macro patience": The mindset shift that can transform your career in 6 monthsWhy most companies operate like high school cliques, and how to break those silosThe uncomfortable truth: freelance writers can't create effective technical bottom-funnel contentListen for practical frameworks on cross-team collaboration and real talk on making the scary leap from full-time to fractional success.Timespan:02:12 Are Product Marketers Actually Marketers?04:15 Product Marketers as Underutilized Marketing MVPs06:41 The Problem with Siloed Communication in Marketing Teams09:12 What is the Bottom of Funnel Gap?12:03 Why Bottom Funnel Content Fails to Convert14:53 Questions to Ask Different Teams for Effective Bottom Funnel Content19:12 Lashay's Journey to Building Bottom Funnel Expertise24:34 Transitioning from In-House to Consulting28:06 The Benefits of Leaving In-House for Consulting31:57 "The Pain of Staying the Same" Mindset36:41 Building Momentum with "Micro Action, Macro Patience"40:32 What's Next for Lashay and Where to Find HerShow Notes: Lashay on LinkedInRob Kaminsky and Anthony Pieri's Product Marketing ContentExit 5 Podcast Episode featuring Lashay LewisHosted by Ausha. See ausha.co/privacy-policy for more information.
Attirer des clients avec votre contenu : les stratégies qui marchent vraiment !Publier ne suffit plus : en 2025, se démarquer et capter l'attention est devenu un vrai challenge. Entre IA, algorithmes et concurrence accrue, il est essentiel d'adopter des stratégies impactantes.Dans cet épisode, je vous dévoile 6 concepts clés pour maximiser votre visibilité et structurer une création de contenu pour attirer les bons clients sans y passer des heures.✨ Au programme :➡️ TOFU, MOFU, BOFU : comprendre les contenus qui attirent vs. ceux qui convertissent.➡️ Comment structurer votre contenu pour toucher votre audience idéale.➡️ Storytelling, divertissement et répétition : les clés pour engager et vendre.
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Bottom Funnel Inhalte sorgen im Normalfall für viele Conversions. Würde es dann nicht reichen, überwiegend oder sogar ausschließlich BoFu-Inhalte zu erstellen? In dieser Folge tauschen wir uns über unsere Erfahrungen und Gedanken aus, wie wichtig die Begleitung der potenziellen Kunden von der ersten Suche bis hin zur Conversion ist. Es gibt Fälle, in denen eine Strategie mit ausschließlich BoFu-Inhalten zum Erfolg führen kann. Welche? Das hörst du in der Folge.
On this episode of Distribution First, we're diving deep with Lashay Lewis on how the right content distribution strategies can boost your bottom-of-funnel results. She peeled back the curtain on her masterful approach to bottom-of-funnel (BOFU) content and how it's been a massive difference-maker in her marketing strategy.*** WHEN YOU'RE READY♻️ Distribution First Newsletter
In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén welcome Lashay Lewis, founder of Authority Plug, to unpack the often-overlooked world of bottom-of-funnel (BoFu) content. Lashay dives into the critical role BoFu plays in converting traffic into actionable leads, explaining how many companies miss out by focusing solely on top-of-funnel content. She highlights the common pitfalls, like content and product teams working in silos, that can hinder a seamless customer journey.Lashay shares her process of bridging gaps between product and content teams, fostering cross-functional communication, and creating alignment across departments. She emphasizes the importance of quality over quantity, urging companies to focus on depth and specificity in BoFu content to resonate with well-informed leads at the decision-making stage. Lashay's approach, developed over years of consulting, relies on clear frameworks and templates that simplify this complex process.Listeners will walk away with actionable insights on building effective BoFu strategies, identifying high-revenue keywords, and integrating tracking methods to optimize conversions. Lashay's expertise sheds light on the nuances of creating content that truly engages and converts, helping marketers elevate their strategy by aligning product capabilities with customer needs.
This week our host Brandi Starr is joined by Rachel Minion, Founder of Rockstar and Moon. Meet Rachel Minion, an unapologetic marketing strategist with a flair for creativity and a resilient spirit. From navigating the collapse of her family's printing business during the 2008 recession to building her own marketing empire, her journey is nothing short of inspirational. Leveraging her experience and existing client base, Rachel has successfully transitioned from a side hustle to a full-time thriving business, with her husband by her side, driving growth through technology and process efficiency. Today, she aims to help 100 businesses double their size and empower cancer warriors. In this episode of Revenue Rehab, Brandi and Rachel dive into the importance of believing in your "why," embracing flexibility when the universe redirects you, and the power of impactful daily reflection. Discover how Rachel's unique perspective on marketing and her journey of turning adversity into advantage can inspire you to make something out of nothing. Bullet Points of Key Topics + Chapter Markers: Topic #1 The Genesis of Rockstar and Moon [08:12] “When the printing industry began to decline, I realized I had to pivot quickly,” Rachel Minion shares her turning point. “Using my background with my parents' business, I seized the opportunity to offer marketing services to my existing clients.” Brandi Starr acknowledges, “That's a fantastic example of leveraging what you already have to create something new and impactful.” Topic #2 Embracing Change During COVID-19 [15:43] “The pandemic was a blessing in disguise for me,” admits Rachel. “Being furloughed from Ticketmaster pushed me to dive fully into Rockstar and Moon and gave me the time to focus and grow it.” Brandi reflects, “It's all about following where the universe directs you, sometimes those unexpected turns in life take you exactly where you need to be.” Topic #3 The Importance of Complementary Skills [22:57] “My husband joining the business was a game-changer,” Rachel states. “His technology and process efficiency skills perfectly balance my creative strengths, helping us serve small businesses more effectively.” Brandi adds, “It's crucial to recognize your skill gaps and fill them with talent that complements your strengths. That collaboration can elevate your business to new heights.” What's One Thing You Can Do Today Rachel's ‘One Thing' is to form the habit of asking yourself how you can make an impact each day. "Take a moment every morning to reflect and identify one action that will drive positive change, either for yourself or for others. This daily intention not only creates a sense of purpose but also contributes to meaningful progress. Just like in marketing, where we aim for small conversions that build up, consider each impactful action as a micro yes towards your larger goals." Buzzword Banishment Rachel's Buzzword to Banish is 'TOFU, MOFU, and BOFU'. She wants to banish these terms because she believes they represent an outdated view of marketing funnels. Rachel explains that these buzzwords imply prospects are simply falling through a funnel, whereas she envisions a more engaging journey where prospects make "micro yeses" and climb upwards. Links: LinkedIn: https://www.linkedin.com/in/rachelminion/ Instagram: https://www.instagram.com/rachminion/ Facebook: https://www.facebook.com/marketingrockstarr Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live
Si tu crées du contenu sur les réseaux sociaux et que tu as un business en ligne, tu dois absolument connaître ces 3 termes. Ils t'aideront à avoir une stratégie de contenu 360 et à obtenir de vrais résultats. Je t'explique tout ça dans cet épisode. Et si tu veux aller plus loin, découvre mon club privé exclusivement dédié à la création de contenu pour les entrepreneurs en ligne :https://angiediary.myflodesk.com/a7n3e7s2is
Punya bisnis tapi masih struggling dapet pembeli? Welcome to The Marketing Playbook Episode 05!
Navigating the Evolving SEO Landscape: Essential Insights for B2B and SaaS SuccessIn the latest episode of "The Thoughtful Entrepreneur," host Josh sits down with Steven Schneider, the CEO of TrioSEO, to delve into the evolving landscape of search engine optimization (SEO). This episode is a treasure trove of insights, particularly for B2B and SaaS companies looking to refine their SEO strategies. Steven shares his extensive experience in the SEO and content marketing space, emphasizing the importance of quality content and strategic approaches to attract high-intent traffic. Here, we break down the key takeaways from their conversation, offering actionable advice and thorough explanations to help you navigate the complex world of SEO.Steven introduces TrioSEO, an agency that primarily serves B2B and SaaS founders. Unlike many SEO agencies that focus on technical SEO or backlinks, TrioSEO specializes in creating high-quality content aimed at attracting ideal customers. Steven underscores the importance of an ROI-focused SEO content strategy that prioritizes meaningful traffic over mere numbers. As 2024 approaches, the SEO landscape is rapidly evolving. Steven notes that AI tools like ChatGPT are becoming increasingly popular for content production. However, he advocates for a more traditional approach that emphasizes quality and sustainability.Josh and Steven discuss the potential pitfalls of producing large volumes of low-quality content using AI tools like ChatGPT. Steven warns that while this approach might yield a temporary increase in traffic, it is unlikely to be sustainable. Google is adept at recognizing low-quality content, and user behavior—such as high bounce rates—will ultimately impact a site's ranking. The episode concludes with actionable advice: focus on creating valuable, high-quality content that meets the needs of your audience, monitor user behavior, and leverage expert advice to position your business for long-term SEO success.About Steven Schneider:Steven is co-founder and CEO at TrioSEO - a blog writing agency that helps online businesses scale organic traffic and use their blog to generate qualified leads through BOFU (bottom of the funnel) content. Before TrioSEO, he co-owned a portfolio of 40 blogs, managed 400 articles monthly, and scaled to 7 figures in annual revenue with his two partners.Today, TrioSEO creates content strategies that speak directly to their client's ideal customers and targets topics that convert browsers into buyers. The team at TrioSEO manages everything from strategy and outlines to writing, editing, uploading, and publishing- even offering tips and tricks to enhance user experience (UX) and conversion.About TrioSEO:TrioSEO is a monthly SEO agency tailored for SaaS, eCommerce, and online businesses. They specialize in creating SEO content that effectively drives traffic and attracts customers to websites.For those looking to increase their website traffic, TrioSEO offers a comprehensive approach that includes auditing existing SEO practices, conducting keyword research, identifying content opportunities, creating high-quality content, and optimizing current content. Their mission is to enhance SEO traffic for thousands of online businesses through exceptional content.Recognizing the value of SEO but lacking the time to implement it? TrioSEO serves as the ideal solution. Founded by Connor Gillivan, Steven Schneider, and Nathan Hirsch, the agency is led by experienced SEO professionals who have successfully built businesses generating six, seven, and even eight figures through effective SEO strategies.Apply to be a Guest on The Thoughtful Entrepreneur: https://go.upmyinfluence.com/podcast-guest Links Mentioned in this...
W tym odcinku omawiamy powody tego, że do firmy trafia coraz mniej klientów. Powodów jest 20 i znajdziecie je w odcinku.Bezpłatna konsultacja z SellWise: https://www.sellwise.pl/darmowa-konsultacja/Szkolenia online: https://www.sellwise.pl/szkolenia-otwarte/Rozwiązania:Analiza propozycji wartości i buyer persony - obecne. https://www.youtube.com/watch?v=EyW5b_pcZso [S02: Wartości Twojej oferty - opracuj je i rozwijaj (Raz na zawsze!)] + https://www.youtube.com/watch?v=hKKwbBoC-7g [M02: Buyer persona i lejek w marketingu B2B - co musisz wiedzieć?]Przygotowanie na podstawie powyższego listy problemów/wyzwań i propozycji wartości, które teraz najlepiej trafiają do rynku. https://www.youtube.com/watch?v=RzMuHW7azko [NSM 208: 20 pomysłów jak wyróżnić się, kiedy sprzedajesz to samo co wszyscy] + Analiza rynku, hipotezy nowych buyer person i testy. https://www.youtube.com/watch?v=sC2H-9NTIlg [S03: Segment - jak wybrać odpowiedni kierunek dla Twojej sprzedaży?]Audyt procesu pozyskiwania klientów - należy przejrzeć całość i sprawdzić gdzie proces utyka,Budowa skutecznego prospectingu oraz szkolenie handlowców. https://www.youtube.com/watch?v=gTLP13cRqec [S05: Prospecting - aktywnie pozyskaj nowych klientów]Zadbanie o strukturę i podział obowiązków w dziale sprzedaży. https://www.youtube.com/watch?v=H0K8e_0Ny1s [S20: Struktura, role i specjalizacje w sprzedaży B2B]Inwestycja w markę oraz budowa świadomego marketingu. https://www.youtube.com/watch?v=JgU72VXGC_Y [NSM 206: Zaniedbany marketing w firmie - jakie koszty generuje?] + https://www.youtube.com/watch?v=IGY1--7R9nc [Czym jest BRANDING i dlaczego Twoja firma go POTRZEBUJE? *Identyfikacja wizualna]Rozpoczęcie od rozbudowy BOFU (strony internetowej z treściami sprzedażowymi) - metoda TAYA. https://www.youtube.com/watch?v=nGQR_iNquTo [M17: Strona internetowa w marketingu B2B - jak powinna być zbudowana? (Checklista)] + https://www.youtube.com/watch?v=7pSpiIbdSww [M04: Jak stworzyć najlepszy content sprzedażowy? (BOFU) ]Dobudowanie albo poprawa lejka marketingowego i eksperymenty. https://www.youtube.com/watch?v=g7ZhhI66Pqk [NSM 214: Mało leadów z marketingu? Lista 51 problemów do sprawdzenia] Ustal zasady współpracy sprzedaży i marketingu. https://www.youtube.com/watch?v=QgnwCdxojq8 [M05: Zasady współpracy marketingu i sprzedaży - jak je ustalić?]Mierzenie obu procesów - prospecting i marketing. https://www.youtube.com/watch?v=kK3L9qkyiqM [M18: Testy w marketingu B2B - wykorzystaj potęgę eksperymentów] + https://www.youtube.com/watch?v=9eJXjDeITXc [12: Analityka - skąd wiedzieć co działa w marketingu, a co nie?]Ciągła poprawa i biznesowa decyzja po pewnym czasie - jak nasza firma pozyskuje klientów?Nawiązanie strategicznych partnerstw.
‘A brand is a living, breathing thing. A stale brand is a dead brand'In this episode, we are joined by Bob Galmarini, Senior Director of Brand Design at Databricks, as he shares his journey leading a multidisciplinary team of one of the fastest-growing organizations in the tech space, and discusses how his team navigates the challenges of simplifying complex messaging for a technical audience. Bob also addresses the importance of telling brand stories that resonate with the buyers, no matter the complexity of the product or service, and emphasizes the areas where B2B brands can still learn from B2C. We also discuss: Why integrating quantitative data with emotional storytelling is key—staying data-informed rather than data-drivenHow AI tools are being utilized to enhance creative workflows, focusing on efficiency, templatizing, and automation.The necessity of finding a balance between top-of-funnel and bottom-of-funnel (BOFU) content to enhance brand awareness and engagement.
Recomendados de la semana en iVoox.com Semana del 5 al 11 de julio del 2021
Crea tu tienda online sin complicaciones para empresas de todos los tamaños con Bigcommerce. https://www.bigcommerce.es/ Ya en su momento hablamos del concepto del Lead Nurturing y de los beneficios que puede aportar para tu ecommerce en el podcast 88, y en este episodio tan cercano al número 300 aprovecho para ir un paso más allá y contarte diferentes técnicas y tácticas para optimizar el proceso del Lead Nurturing en tu tienda online. Hablamos de las tres fases del embudo de conversión, del TOFU, del MOFU y del BOFU, y de cómo adoptar los mensajes a cada una de esas fases en el proceso de compra. Porque el Lead Nurturing no es sólo mandar mails automatizados, por ello te comparto una serie de puntos que pueden ayudar a calificar, comunicar y acercar más a los usuarios para que compren en tu tienda online. Newsletter: https://ecosistemaecommerce.com/newsletter/ Web: https://ecosistemaecommerce.com/ Linkedin: https://www.linkedin.com/in/javierlopezrod/ Facebook: https://www.facebook.com/people/Ecosistema-Ecommerce/61550625909016/ Twitter: https://twitter.com/ecosistemaecomm Tik Tok: https://www.tiktok.com/@ecosistemaecommerce Instagram: https://www.instagram.com/ecosistemaecommerce/ Youtube: https://www.youtube.com/channel/UCE2zroaDzTVZRwNOh5Ma9cg
Crea tu tienda online sin complicaciones para empresas de todos los tamaños con Bigcommerce. https://www.bigcommerce.es/ Ya en su momento hablamos del concepto del Lead Nurturing y de los beneficios que puede aportar para tu ecommerce en el podcast 88, y en este episodio tan cercano al número 300 aprovecho para ir un paso más allá y contarte diferentes técnicas y tácticas para optimizar el proceso del Lead Nurturing en tu tienda online. Hablamos de las tres fases del embudo de conversión, del TOFU, del MOFU y del BOFU, y de cómo adoptar los mensajes a cada una de esas fases en el proceso de compra. Porque el Lead Nurturing no es sólo mandar mails automatizados, por ello te comparto una serie de puntos que pueden ayudar a calificar, comunicar y acercar más a los usuarios para que compren en tu tienda online. Newsletter: https://ecosistemaecommerce.com/newsletter/ Web: https://ecosistemaecommerce.com/ Linkedin: https://www.linkedin.com/in/javierlopezrod/ Facebook: https://www.facebook.com/people/Ecosistema-Ecommerce/61550625909016/ Twitter: https://twitter.com/ecosistemaecomm Tik Tok: https://www.tiktok.com/@ecosistemaecommerce Instagram: https://www.instagram.com/ecosistemaecommerce/ Youtube: https://www.youtube.com/channel/UCE2zroaDzTVZRwNOh5Ma9cg
On this episode of Distribution First, we're diving deep with Lashay Lewis on how the right content distribution strategies can boost your bottom-of-funnel results. She peeled back the curtain on her masterful approach to bottom-of-funnel (BOFU) content and how it's been a game-changer in her marketing strategy.Here's a sneak peek at what you'll discover in this episode:1. The Power of Proper Channel Selection: Lashay kicks things off by emphasizing why choosing the right platforms can make or break your distribution success.2. Strategic Paid Ads Usage: Dive into how Lashay uses paid ads to creatively retarget audiences and pull them down the funnel.3. Quality Over Quantity: Discover why Lashay prioritizes the quality of connections and content over mere numbers.4. Integrating Practical Content: Learn the importance of using hands-on tools like templates and checklists to provide real value in your content.5. Focus on Conversions: It's not all about traffic volume. Lashay shares why driving conversions should be the ultimate goal of your content efforts.***CONNECT
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In this episode of "Women in B2B Marketing," host Jane Serra engages with Jody Spencer, a seasoned fractional CMO and GTM growth advisor. They delve into the evolution of the marketing funnel into an "infinity loop," advocating for a customer-centric approach that focuses on quality interactions over quantity. Jody challenges outdated metrics and emphasizes the importance of adaptability in the fast-paced marketing landscape. They also discuss community-led growth and the shift from "go to market" to "go to network" strategies, highlighting the power of authentic relationships and community engagement. Jody walks us through:The concept of "Death to the Funnel" and the shift from traditional funnel structures to an infinity loop in customer journeysEvolution of the traditional marketing funnel to the "infinity loop"Re-envisioning content and the customer journeyUse of TOFU, MOFU, and BOFU in marketingAdapting to signals from potential customersCommunity-led growth, its evolution, and the significance of authentic relationships and value provision within communitiesQuick thinking, experimentation, and adaptation in today's marketing landscapeCreating a community versus sponsoring a communityThe impact of imposter syndrome in the marketing industryOvercoming self-doubt and seeking help in career transitionsChallenging the notion of being the "smartest person in the room"Key Links:Guest: Jody Spencer - https://www.linkedin.com/in/jodyspencer/Host: Jane Serra - https://www.linkedin.com/in/janeserra/
In this episode of The Anonymous Marketer, Kirsti Lang and guest Masooma Memon dive into effective B2B content marketing strategies, focusing on bottom-of-funnel (BoFu) tactics. Masooma emphasizes the importance of creating a content "playground" where each piece interlinks, guiding readers through a learning journey about the brand's tools and services. The discussion covers the misconception of the marketing funnel's obsolescence, advocating instead for a nuanced approach that treats content as a dynamic resource library rather than rigid funnel stages. They also explore the power of storytelling in product showcases and customer success stories, highlighting the need for empathy and value-driven content that positions the reader as the hero of their journey.
In this episode of Content Briefly, we've interviewed Lashay Lewis, Founder of Authority Plug, and discussed positioning and messaging for building a successful consultancy, the intricacies of Bottom of Funnel Content, and more.************************Timestamps:00:00 Intro02:06 Who is Lashay Lewis?02:35 Lashay's perspectives on social media.05:48 The origin story of Authority Plug.09:06 Transitioning to consultancy.10:57 Crafting a unique positioning.13:32 The impact of leveraging attention.16:10 Benefits of having a bold POV.18:07 Visual content creation process.25:31 How to productize a service.27:42 Identifying your ICP as a consultant.29:48 Challenges companies face with BoFu content.32:20 Maximizing ROI with BoFu content.34:07 ToFu vs. BoFu content. 38:08 Combining strategy with journalism for BoFu content. 42:34 Learn more about Lashay and Authority Plug and get in touch.42:13 Outro.************************Useful Links:Authority Plug: https://authorityplug.com/Content Dashboard: https://authorityplug.com/#contentdashboardLashay on LinkedIn: https://www.linkedin.com/in/lashaylewis/************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.
SEO and Black History Month! And Tik Tok IS a search engine!
In today's episode, Kiri speaks with Jamie Roller, Associate Director of Growth Channels at Dr. Squatch. They speak about growth through the DTC channel, the channels Dr. Squatch is selling on, Amazon DSP, retail media networks, and more. Make sure you tune in to find out more! Jamie is the Associate Director of Growth Channels at Dr. Squatch, a men's natural personal care brand. In this role, she is responsible for driving strategy, growth, and management of Dr. Squatch's Growth/Marketplace Channels including Amazon and Walmart.com. She has spent the last 10 years in global strategy consulting and working at several market-leading, high-growth eCommerce companies. She is obsessed with everything eCommerce and is also a productivity geek. In today's episode, Kiri and Jamie discuss: Jamie's career and how she got into e-commerce. About Jamie's position as Associate Director, Growth Channels at Dr. Squatch, and which sales & marketing channels fall under her preview. Org structure of the company Historical growth through the DTC channel, so the org setup supports that model Marketplaces/ growth reports to the marketing team Retail operations have been a more recent division, and B&M has become more important recently. “We need to be where the customer shops” From the outside, Dr. Squatch is doing a lot of experimentation with Amazon advertising and other marketing channels. Yours was one of the ads I first noticed with the TNF, for example. Tell us about how your company thinks of Amazon within its marketing and sales mix. Historically viewed Amazon as a BOFU acquisition channel Lots of ads outside of Amazon drive high-intent purchases to Amazon (branded search). They get more branded traffic to listings to listings than there is category traffic. While they would like more customers to be shopping DTC, the reality is there are some customers who prefer to shop on Amazon. The TNF campaign was TOFU obviously, they saw a nice uptick of sales on the DTC site, but not so much on Amazon. Performance-oriented Testing DSP - didn't see a huge lift in sales. Customers are already coming to Amazon with high intent. They don't want to be spending to gain awareness twice. Similarly, they will see a bump in AMZ sales when they run ads on Facebook Many brands consider Amazon a distribution channel rather than a marketing channel. What do you know to be true that these other brands may not? Tell us about how you address the marketing funnel/ shopper journey with various Amazon marketing products (e.g. top-of-funnel with DSP, Amazon live, BOFU with sponsored products, etc?) View AMZ as primarily a BOFU channel, ROAS on branded search is super high Brought on a new agency in August 2022, did a low-spend test with specific re-targeting and remarketing, didn't see a lift, and couldn't attribute ROAS How do you think about all the retail media networks out there (seems like a new one every 2 weeks!) and choose where to focus time and budget? Amazon is still a huge channel for them - every minute she puts in a new channel, that's a minute she has taken away from their huge AMZ business It's a brand that's very performance oriented. What they are spending time on will drive performance in 6-12 mths 4 RMNs being actively managed
EPISODE SUMMARYIn this episode of the Small Business Startup Essentials Podcast, Tom Clairmont dives deep into the vital topic of client acquisition and the essential systems for achieving it. Focused on streamlining processes, Tom shares his insights and personal experiences in incorporating effective systems into his business, aiming to guide listeners toward more efficient client acquisition strategies.Tom begins by demystifying marketing funnels for newcomers, explaining the "know, like, trust, try, buy" process. He emphasizes the importance of flooding the top of the funnel with targeted prospects to ensure a smoother transition through the funnel stages, detailed by the acronyms TOFU, MOFU, and BOFU. Tom stresses the need for a client attraction system, client conversion system, and client nurturing system, intricately woven into the business's foundation, to facilitate this journey.Highlighting content creation's critical role in attracting clients, Tom insists on a clear understanding of the target audience to ensure the marketing funnel is filled with qualified prospects. He shares practical tips on website design, leveraging SEO with the Yoast plugin, and optimizing LinkedIn profiles to enhance visibility and attract the right audience.Tom provides a detailed walkthrough of his strategies for LinkedIn, including profile optimization using Canva Pro, engaging posts, and targeted connection invites based on event participation. He also discusses leveraging webinars, podcasts, and email marketing to funnel potential clients into the engagement process.As listeners move through the middle part of the funnel, the client conversion system comes into play, aiming to transform observers into potential clients. Tom shares his approach to building trust and authority through complimentary Zoom calls, offering a glimpse into his training program and onboarding process, facilitated by tools like DocuSign to streamline the signup process.Finally, Tom addresses the client nurturing system, focusing on delivering exceptional value to create "raging fan customers" and encourage referrals, thus bypassing the traditional marketing funnel. He outlines options for clients to engage with his services at various levels, from online training videos to comprehensive training programs, with opportunities for upgrades and continued engagement through monthly retainers.This episode is not just a guide but a comprehensive blueprint for small business owners and solopreneurs aiming to establish or refine their client acquisition systems. Tom encourages listeners to reach out for his ebook or connect with him directly for more in-depth insights and assistance.Website: www.tomclairmont.comOnline Course: Solopreneur Success PlanReceive weekly tips and perspective emails from Tom on having a professional online business HERE.www.tomclairmont.comSupport this podcast at — https://redcircle.com/small-biz-essentials/exclusive-content
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Master your marketing funnels to build lasting customer connections while making millions. If you've ever been unsure about funnels or think they're just another "bro-marketing" tactic, I'm here to change your mind! Funnels are actually a fantastic way to build meaningful customer relationships and revolutionize your business. Funnels have generated millions for my business because I view them as more than just a tool to make a sale – they're an opportunity to connect with potential clients, prove your value, and showcase why your offer is the perfect fit for them. In fact, starting small and refining as you go is a wonderful strategy – my team and I do it all the time. Today, you're getting a behind-the-scenes look at the three primary types of funnels I swear by in my own business and step-by-step advice on how to use them. Get excited my friend, because you're about to reach your dream of consistent success and financial freedom that got you into entrepreneurship in the first place! By the end of this episode, you'll know all about navigating the ToFu, MoFu, and BoFu (yes, those are the technical terms) and why split testing is crucial for optimizing your client flow and refining your landing pages. Click here to snag that free resource! I cover: 4:00: Validating your offer and understanding your client's needs 6:51: How to use split testing to optimize conversion rates and measure the success of your landing pages 10:42: The framework for an effective list-building funnel 20:12: A peek into the simple inner workings of my multimillion-dollar essential sales funnel 28:05: The newest funnel I use to build trust with potential customers Tune in for a complete guide to understanding and incorporating funnels into your marketing strategy! Click here to listen! Rate, Review, & Follow on Apple Podcasts "I love Amy and Online Marketing Made Easy."
In this episode of Confessions of a B2B Marketer, Tom Hunt and Lashay Lewis dive deep into the importance of bottom-of-the-funnel B2B content in driving revenue. Don't miss out on this inspiring conversation that empowers marketers to create personalized and impactful content.
https://chaosmap.com - TOFU - MOFU - BOFU What do these acronyms mean, and how can you use them in your Digital Marketing projects and content organization? How do you get more leads, prospects and sales into your business with this layered approach? TOFU - top of funnel MOFU - middle of funnel BOFU - bottom of funnel Are you leveraging this structure and organization in your business now? See the full video on https://www.youtube.com/watch?v=rwz1RuBAfl8 and see the chart. If you have a B2B business, this should help you, but the concepts apply across all markets. ENJOY! - Jon Rognerud
Senior Content Marketer at Ahrefs, Si Quan joins Cognism's Growth Advisor, Gaetano DiNardi to chat all things content. Specifically, how can you use product-led and bottom of funnel content to reach the new age of buyer? Listen to find out.
Senior Content Marketer at Ahrefs, Si Quan joins Cognism's Growth Advisor, Gaetano DiNardi to chat all things content. Specifically, how can you use product-led and bottom of funnel content to reach the new age of buyer? Listen to find out.
Le Tofu Mofu Bofu. Encore un acronyme inventé pour brouiller les pistes et faire croire que le marketing est très compliqué, alors que pas du tout. Donc si vous n'avez jamais osé poser la question "mais c'est quoi au juste le tofu mofu bofu" et bien je vous explique tout dans cet épisode. Et croyez-moi, c'est une stratégie marketing ultra puissante qu'il faut absolument que vous maîtrisiez. Episode qui pourrait vous plaire : Les 4 étapes d'un tunnel de vente qui convertit Craquer l'algorithme d'Instagram Vendre grâce aux Stories Instragram ---------------
Show Notes:00:30: BOFU benefits in SaaS00:55: Why “Best X” roundups are necessary2:45: BOFU content best practices5:41: How to counter legal ramifications7:21: The importance of updates9:01: Alternative and “vs” page strategies11:09: When landing pages make sense12:14: How internal linking fits in12:14: HubSpot example14:05: PandaDoc example15:38: Addressing the fear of retaliation17:06: Executing BOFU as a brand new websiteShow Links:Follow Drew on TwitterFollow Ross on TwitterSend Us an Email
In this inspiring episode of Women in B2B Marketing, host Jane Serra interviews Lashay Lewis, a SaaS growth advisor, content strategist, and Founder of Authority Plug. They discuss Lashay's journey in B2B marketing and content creation, as well as various topics related to content marketing, strategy, and the importance of mental health. Lashay shares her experiences with imposter syndrome and overcoming negativity, and offers insights on the current economic climate's impact on content marketing. They also touch on the rise of fractional executives, the role of AI in content creation, and the importance of storytelling and ROI in content marketing. Lashay and Jane discuss:Lashay's Transition from E-commerce to B2B SaaSthe importance of bottom-of-funnel (BOFU) content for quick wins and revenue attributioncreating visual frameworks to help content marketers learn by doingembracing your weaknesses - you read that right!overcoming imposter syndrome to build your personal brandSpecificity and strong content in the current economic climatetracking metrics in content marketing with Looker Studio, GAUsing case studies to drive conversionsLashay's career hurdles and overcoming setbacksHustle Culture and Mental HealthKey Links:Guest: Lashay Lewis - https://www.linkedin.com/in/lashaylewis/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Authority Plug - https://authorityplug.com/Lashay's Content Marketing Dashboard - https://authorityplug.com/#contentdashboard
Are you looking to build a top-notch nurture strategy that effectively engages your audience and drives results? Dive into this insightful episode of The Revenue Growth Architects, where CS2's Joy Martinez joins Xander to explore the ins and outs of creating a successful nurture campaign.We broke down some essential aspects to consider when building a nurture strategy: • Establishing clear goals and reporting needs • Understanding entry and exit points for a seamless sales funnel experience • Crafting content that speaks to your audience at every stage of the buyer's journey (ToFu, MoFu, and BoFu) and, • Finding the perfect cadence and frequency to keep your prospects engagedWe've got some great tips for setting up a nurture campaign that drives real results, so stick around while we break it down.
Przyszedł moment na połączenie ze sobą TOFU i BOFU. W tym materiale znajdziesz aż 10 pomysłów na to jak to zrobić najlepiej. Wdrożymy Ci marketing B2B: https://adwise.plOgłoszenia o pracę: https://hirewise.pl/praca/
Brittany McBean is a conversion copywriter, launch strategist, and mentor for copywriters wanting to build their business. WebsiteYouTubeIGMarket Research FREEBIE1. How Brittany helps people focus on creating unique messages that speak directly to where their audience is and reduce refund requests:Rely less on gimmicks and focus more on connecting with customers.Create content that brings people peace and makes them feel seen, heard, and relaxed rather than generating anxiety.2. How the five stages of awareness which can be applied to SEO: Unaware, Problem Aware, Solution Aware, Product Aware, and Most Aware. Remain objective (external research, quantitative data, one-on-one interviews). Analyze cold audience data not associated with the client's list.Research conversations occurring within the industry.Use surveys sent to the client's list.3. How to increase your conversions with your words (and SEO):Use social media platforms with a purpose or strategy in mind.Celebrate customers' critical thinking and discernment vs. using FOMO tactics.If you're looking for a unique, handcrafted way to spruce up your home or office, then Collage and Wood is the perfect place for you! We offer a range of beautiful wooden signs that are perfect for any occasion. Our talented team of artists will work with you to create a sign that perfectly suits your needs. So why wait? Visit Collage and Wood today!Support the showListen to the private podcast for just $10/mo: SEO Shorts helps you put a simple & *strong* SEO strategy in place, today!Be our (podcast) guest! Apply hereBook your SEO AuditB's SEO Basics Checklistbrittanyherzberg.com / Instagram 10,000 Jasper words FREE!crystalwaddell.comGet the Show merch!
In this episode, we talk about:Video content productionVideo marketingVideo marketing metricsConnect with Rish on LinkedIn: https://www.linkedin.com/in/rishabhb/Connect with Maeva on LinkedIn: https://www.linkedin.com/in/maevaeverywherePrevious guests include: Andrew Davis @Paddle, Casey Hill @Bonjoro, Camille Trent @PeerSignal, Erin Balsa @Haus of Bold, Emilia Korczynska @Userpilot, Brooklin Nash @Beam, Nick Warren @Alyce, Steffen Hedebrandt @Dreamdata, Vuk Vukosavljevic @lemlist, Farzad Rashidi @Respona, Andrea Skarica @Mixmax, Ashley Levesque @BanzaiListen to our most popular episodes: A Content System Beats Content Ideas, with Brad Smith @WordableHow to create a company culture that puts you ahead of the pack, with Adam Harris @Cloudbeds How Typeform's Branding Experiments Guided its Content and Product Strategy, with Alex Antolino @Typeform Join the Flying CatsStill feeling your stomach drop whenever you have to report organic growth to leadership? Things are about to change
Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelWe're going to present:- The evolution of a marketing role in B2B companies selling high ACV product- Planning and prioritizing marketing programs- Getting a real alignment with senior leadership and sales- Change management required to launch a full-funnel marketing strategyOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogThe State of Full-Funnel B2B Marketing or 7 lessons for planning 2023.1. The role of B2B marketing is full-funnel, not TOFU, MOFU, BOFU or lead gen.Buyer journey is not linear, hence your marketing shouldn't be.Align your marketing with demand and business triggers and maximize touchpoints with buyers across the channels they use for education and research.2. Measure marketing across the full funnel with blended analytics, not by MQLs.There are lots of interactions and touchpoints that can't be measured by attribution software. Measure marketing performance and impact on revenue by cohesive analysis of:- Leading indicators for every campaign- Self-attribution- Digital traces- Customer interviews3. Cohesive models instead of siloed functions.Don't try to launch siloed functions and compare them (e.g. demand generation vs ABM). Every function has its own role, hence you need a cohesive model.Example:Demand generation = create awareness and demand in a target market.ABM = warm up and activate engaged accounts.4. Prioritization and focus are the keys to successful marketing.Tech companies are laying off their employees. Budgets are cut. Every cent invested in marketing can be questioned.You don't need 50 tactics to hit revenue targets.Excel at 5-7 making programs, allocate 80% of your time and budget, and leave 20% for experimentation.5. Change management is the biggest bottleneck for implementing full-funnel marketing.Even if everybody in your organization agrees with the points above, but your company still deals with:- Lack of patience and commitment when launching new programs- Measuring every campaign by leads- Skipping fundamental strategy steps such as ICP, marketing message, account research, and jumping into tacticsYou need to foresee time for change management.Make sure to regularly train and onboard senior leadership until you'll get a full support and buy-in.6. Align with sales on playbooks and pipeline.Marketing is not a sales assistant or order-taker. But marketing is not a siloed function as well.Make sure you have a clear alignment with sales on:- GTM strategy- List of target accounts- Lead definition and leads handoff process- Regular pipeline review- Playbooks for warming up and activating target accounts7. Reduce friction points to shorten the sales cycle and improve buyer experience.Make sure you have everything buyers want to see:- Pricing- SDRs calendar- FAQs- Clear product overview and description- Case studiesToo many opportunities are killed in advance or have a longer cycle because of unnecessary friction points you can easily remove.Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
Adam is joined by two compete pros at the top of their game — at opposite ends of the competitive enablement partnership. ClickUp's Head of Competitive Intelligence Andy McCotter-Bicknell and Klue Strategic Account Executive Qayam "Q" Noorani talk to Adam about what it takes to enable veteran sellers with competitive intel. A lot of compete pros spend their time onboarding and ramping new reps. But amid economic uncertainty, your company is likely not hiring as many reps. Most importantly, those bigger, more competitive deals are more important than ever to close. Listen to Andy and Q break it all down in this episode. Watch the video version of this and past episodes on Klue's Youtube ChannelCheck out more great compete content like this on the Compete Network.And don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business.To subscribe, visit https://klue.com/newsletterKey Moments:(04:39) - Splitting time between enabling new and veteran reps(08:00) - How the needs of veteran sellers change over time(09:11) - Moving from high-level collateral to granular collateral(15:47) - Collateral Andy uses to enable veteran sellers at the BoFu(20:57) - Using your competitive intelligence newsletter to enable veteran sellers(25:30) - Building a partnership with sales through 1:1 support(30:45) - Getting involved in individualized deal support(38:47) - What Andy would do with 10x the budget(39:55) - Collateral without contextHost: Adam McQueenProducer/Audio Editing: Ben RonaldAbout Klue:Klue provides a lens into your competitor's world, continuously updating and connecting dots to help you win more business. It's a new way to capture, manage, and communicate market insights from the web and across the company, in platforms you already use.
Going All-In on OrganicIn the first year, Emilia was the only marketer at Userpilot.They tested just about every channel to try and get early traction: paid, webinars, events… they tried everything. But she was spread thin, and attribution was hard with so many experiments. The company was growing, but she needed to focus.She joined our very own John Bonini's content marketing community, where she got advice to just focus on what she knew was working. And what was working, was organic traffic. It drove 70% of signups at the time. So in 2021, they went all-in on organic content.How They Improved ItShe set a goal of 10x'ing article output: from publishing 4 articles per month to 40. After setting the goal, it was time to define topics and the scope of the content. By this time, they had 2 years' worth of content, so she began to identify what was working, and what wasn't.She divided their blog topics into content clusters, and then assigned those clusters as “bottom of funnel” (BOFU), “middle of funnel” (MOFU), or “top of funnel” (TOFU) content. She also focused on what Grow And Convert calls “Pain Point SEO”: focusing their content around the pains their customers felt, and the solutions the product provided.To help identify topics, they interviewed customers, found derivative keywords, performed a content gap analysis, and identified topics that relevant Slack groups were talking about.Then came the hard part: finding writers. They initially tried to use freelancers to handle research, writing, and a tie-in to the product. But they found it incredibly difficult since the product was fairly sophisticated.So Emilia started looking for unicorn content writers: People who wanted to work in-house, were familiar with the industry, had experience working with product teams, and were amazing writers. She eventually found them and built a small team.But after a number of months, just about all of them had left, because they wanted to grow beyond the role. They were talented, smart, and ambitious, and over time – they became burned out with only writing SEO-focused articles. Emilia concluded she needed to build a better system rather than relying on better people. This meant going back to freelancers, but this time with a new system.She built a small internal team of content editors. These in-house pros would create detailed briefs, which included the outline (links, headings, subheadings, images) and talking points (what to say, in what order, goes in each paragraph), along with additional resources. This way, freelance writers could just focus on writing, and the in-house pros could focus more on high-level strategy, and lean into their product expertise. This system allowed them to increase output to 50 high-quality articles per month.Each main topic would become a “milestone” in Asana, and each blog post would become a task. When each contributor was finished with their stage of work, they'd pass each piece of content “down” to the next stakeholder, using a kanban board. She also focused on building the most high-quality links she could, until they reached a domain authority (DA) of 70.At that point, they performed tests and found that after 15~ links to any single piece of content, there were no significant increases in search engine rankings. So rather than spend more time and money on link building to the highest domain authority sites they could find, they focused more on links from domain-relevant sites. She also started measuring which keywords were driving the most conversions.She created a few dashboards. One listed all articles and was sorted by the highest conversion rate. Another showed each article and the top keywords that the article was ranking for. And another which consolidated data of “top converting keywords”. These visuals also gave them a better of why signups might be spiking or dipping any given month.Finally, she compared how BOFU content compared to TOFU content when it came to driving conversions and found something interesting. She found if a user consumed one BOFU article and converted, they didn't retain as well as the ones who would start at TOFU content and consume multiple pieces of content. Visitors who started on 1 piece of BOFU content typically only had 1 use case or pain they wanted to solve. This meant it was harder for them to see why they should pay a premium to buy into a platform that offers a myriad of tools to solve a myriad of problems.On the flip side, if a visitor consumed multiple pieces of MOFU or TOFU content, and converted later, they had a higher retention rate. This indicated they were likely looking to solve many problems and could make full use of the entire product.ResultsAbout 18 months after making the commitment to go all-in on high-quality, organic content, they saw exponential growth. Organic visitors grew by 299%, and conversions from organic search went up by 59%.
On this episode of the NerdBrand Podcast we welcome Mitch Pangallo from Forecastr a local startup in Louisville Kentucky making waves. Forecast your revenue, expenses, new hires, your exit, your runway with confidence. Be prepared to impress investors & grow faster.We met Mitch over a year ago telling us about startups, and then I passed out a bit cause he's way smarter than me. First query for the day to you sir is - What's a TOFU? Moreover, a BOFU? Is that when something is really fancy? Or when you are reviewing a P&L and need a drink?With all the sales training offers going on, what's your advice to someone starting in sales?Do you have a process for sales that you recommend or a tool online?
His last name was difficult to pronounce, but it was extremely easy to have a valuable conversation with marketing and growth expert, Vukasin Vukosavljevic.During this interview, we chatted about which marketing interventions can lead your company to grow organically. Vuk shared insights based on his experience in his previous role as Head of Growth at Lemlist, where his initiatives leveraging the Lemlist community led the company to cross $10M in annual recurring revenue (ARR). This week's Flying Cat Marketing Podcast highlights the importance ofBuilding a community at the very beginningCreating marketing activities for each stage of the funnelRepurposing content natively for each platform and adapting pieces to each channel In this episode, we first talked about differentiating marketing activities through the different stages of the funnel and overlapping content between the bottom and middle parts of the funnel. Some of those activities can include cold outreach, blog post creation, webinars, and templates.Then, Vuk shared some actionable tasks a content marketer can address to capture prospects and get them into the top part of the funnel. Repurposing content, creating an online community, and building employees' personal brands on LinkedIn are some of those efforts.We realized it was easy to overlap initiatives at different funnel stages. But, as Vuk explained, “how you label it is less important than how it performs.”Get caught up with this and more in the full episode!In this episode we talk about:Growing businesses organicallyDifferent marketing initiatives throughout the funnelOrganic GrowthTimestamps:(01:05) Meet Vuk and his work at Lemlist(3:17) The Lemlist's organic growth strategy(4:42) How they started creating webinars and leveraging the community at the BoFu(8:54) How content plays a huge part of in-app initiatives(11:20) Content is king. How value beats highly produced content(12:25) The way you distribute content can make the same information address BoFu or MoFu (16:23) How repurposing content natively and building personal brands can attract leads at the ToFu(19:49) The process of adapting content to different channels Connect with Vukasin Vukosavljevic on LinkedIn: https://www.linkedin.com/in/vukasinvukosavljevic/ While you're hereFollow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:Listen to the Flying Cat Marketing Podcast on Spotify: https://open.spotify.com/show/7dCyOzFGosoNYJhbDOvfQd Apple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-marketing-podcast/id1535206202?uo=4 Stitcher: https://www.stitcher.com/s?fid=579505&refid=stpr Follow me onInstagram: https://www.instagram.com/flyingcatmarketing/Facebook: https://www.facebook.com/flyingcatmarketingLinkedin: https://www.linkedin.com/company/flying-cat-marketing/
The Printmaker Podcast - A Business Podcast for Professional Photographers
How do we turn strangers on the internet into engaged "Shut Up and Take My Money" photography clients? This episode of Funnel Friday is how we start. Want more content like this? Join us at https://swiftgalleries.com/facebook --- Send in a voice message: https://anchor.fm/printmaker/message
Sisu increases brokerage and team annual volume by 107% and agent annual volume by 28%. ➡️ https://www.sisu.co/bam Where Real Estate Transacts Online ➡️ https://www.sisu.co/bam Byron sits down with Tom Toole and RealScout CEO Andrew Flachner to discuss his start in real estate right out of high school, starting RealScout, plus the difference between TOFU, MOFU and BOFU that all agents need to know. Subscribe to BAM Newsletter: http://eepurl.com/hZU-Vn Subscribe to this channel: https://www.youtube.com/channel/UCnIX8Sa_qObx2GFZhZ0maOA?sub_confirmation=1 Check out Broke Agent Media: https://brokeagentmedia.com/ ---------------- Connect with Byron: Website: https://byronlazine.com Instagram: https://www.instagram.com/byronlazine TikTok: https://www.tiktok.com/@byronlazine ---------------- Connect with Andrew: https://www.instagram.com/aflachner #realscout #realestatepodcast #realestateagentlife
Learn More Earn More Business Growth Podcast Host: Brian Webb Episode 61: 3-Part LinkedIn Master Class - Part 3 - Sales Funnel: How to Create an Automated Sales Funnel on LinkedIn ____________________ INTRODUCTION Do you wish you could generate more sales from LinkedIn without actually having to prospect? Are you curious how to build an automated lead generation process on LinkedIn? Well, if so, you're in the right place today. I'm going to teach you how to make an automated funnel on LinkedIn to grow your business smarter and faster. Let's jump into it. ____________________ SUBSCRIBE Apple | Spotify | Pandora | Google | iHeart Radio | Deezer | Stitcher | Amazon Music | (SoundCloud Coming Soon) ____________________ HELPFUL LINKS The Ultimate 97 Point Marketing Audit Checklist ____________________ TRANSCRIPT Brian Webb: Do you wish you could generate more sales from LinkedIn without actually having to prospect? Are you curious how to build an automated lead generation process on LinkedIn? Well, if so, you're in the right place today. I'm going to teach you how to make an automated funnel on LinkedIn to grow your business smarter and faster. Let's jump into it. This is The Learn More, Earn More Business Growth Podcast. Hey, everyone. Welcome to the show. I'm your host, Brian Webb. This podcast is designed to be your number one premier place to learn the framework, secrets and growth hacks to grow and scale your business smarter and faster. While you're working on pursuing your dreams and growing your business, I'll be here to help you make better decisions and avoid costly pitfalls and expensive mistakes along the way. So let's go ahead and jump into today's episode. Hey, everyone. Welcome back to The Learn More, Earn More Business Growth Podcast. If you're new here today, today is part three of a three-part LinkedIn masterclass. Episode 58, we talked about creator mode and the seven reasons that every B2B business leader should add this to your profile, and how to do it. Episode 59, we talked about part two, basically how to prospect like a pro, how to get 10 to 20 real leads or more every month from LinkedIn. Today, part three, the final part of this series anyway, is how to create an automated sales funnel on LinkedIn. And so today, we're going to talk about how to turn your LinkedIn company page into an automated sales funnel in just a handful of steps. Remember prospecting is an organic process, meaning you're humanly reaching out to other people, trying to connect, and form those relationships. Today is going to be more about paid traffic. So the money that you give to LinkedIn to buy traffic or to buy media to get attention to your brand and to the products and services and offers that you have. LinkedIn ads offer really, really valuable opportunities to expand your reach because that's what they want you to do. They want you to pay them using one of their specific types of ads called native lead forms. Again, we're always flying fast and furiously here on the podcast because you are a busy, busy person, but basically, a lead forum is when an ad pops up on LinkedIn and someone clicks on it. Instead of abandoning LinkedIn and going to your website, a form pops out with all of their information already populated from their account in the forum. All they have to do is click submit. LinkedIn likes this because they're less likely to leave the platform. You like it because it's bringing the information straight from their account, which is probably their real information, as opposed to them just giving you their juncture email address. But before you run any ads, the first thing you've got to do, you've got to turn on conversion tracking in the platform. And to do this, to access conversion tracking, go to LinkedIn campaign manager, open your account, view your account assets, then create new conversions for each step of your sales funnel. For example, you might want to track leads, signups, new trials, subscriptions, whatever. You can also use this to track ad clicks and phone calls, so that's step one. And if you haven't heard of these acronyms, I'm going to share them with you for the first time. TOFU, MOFU, and BOFU. TOFU stands for, top of funnel, MOFU, as you might guess, stands for middle of funnel, and BOFU stands for bottom of funnel. But for this next step, we're going to talk about top of the funnel. And when you think of the top, middle, or bottom of funnel, think of those as temperatures. So think of top of funnel as cold. Meaning the people who might not even know that you exist, or if they do, they have very little awareness about who you are, how valid you are. Think of MOFU or middle of funnel as people who have a little more exposure to your brand, your products, and your services. You've been nurturing them for a little while. And then think of the bottom of funnel as where they're most likely to convert. This is when they're hot. Hopefully, the ones that are ever going to purchase from you. And they're the ones who are familiar with you. They have been exposed to your content, and it's time to start talking about your offers. So when people are at the top of your funnel, meaning they don't hardly know who you are, focus on organic type of posts that tell people about your business and introduce prospects to your products and services. Rather than providing tons of details, create short-form content. Entertain people, educate, always educate, and always engage. Now, the next step that you're going to want to do when you're producing this top of funnel or TOFU content, it may reach hundreds or thousands of people if your company page has a sizeable following. But if you want your content to actually be seen, even if you're a smaller company, you're going to have to boost those top-performing posts on your LinkedIn company page. That way you can reach more of your target audience and keep adding new prospects into your funnel. So now, let's move to the MOFU, not to be confused with the MOFO. The MOFU, can't believe I said that. The middle of your funnel at this point, prospects have moved past the getting to know you stage. They understand what your business does. They have a general idea of how your products and service that can help them. So at this point, you want to start focusing on creating more in-depth, more detail-type content. You can detail how your products can help, demonstrate how your services have worked for other people, and share competitive research that shows your business is a top choice. Social proof, social proof, social proof. We talk about that all the time. Now, you can do this with regular text posts, but especially at this point, you might want to think about using images and video content, multimedia in your ongoing marketing efforts, in the middle of the funnel on LinkedIn. And by the way, if you weren't already aware, you could even upload a slide deck to LinkedIn, which will appear to the users on LinkedIn like a carousel. So if you have a slide deck prepared, for example, export that out to a PDF, upload that PDF as a document to your post, and it will look like an image carousel. So people can scroll through the various slides that you want them to see. Next step, we want to get to some automated retargeting with paid content. Again, we're still in the middle of the funnel. One principle I teach all the time, it takes at least 21 to 24 times for your audience to engage with your brand before they go through those three phases of the relationship, right? They've never heard of you, maybe a little bit of awareness. You build trust through enlightenment. And then finally you get to that commitment, that engagement of some kind. They came to your event, webinar. They took a sales call. They signed up to be your customer. I stumbled into another statistic recently that had nothing to do with the number of times, it was the amount of time they consumed your content. And the time was over five hours, meaning 21 to 24 times before they go through the process. This newer statistic that I'd bumped into suggests that they have to at least consume five hours of your content. So think about that for a second. Five hours, they see a post that's about two seconds. When you're posting videos, when you're posting documents, slide decks, PDFs, you're getting more of their attention. You might be getting more of their time. So at this point, you want to accelerate these touch points. You want to move people through this stage of the funnel more efficiently. Okay, I'll get back to the podcast in just a minute, but let's face it, most marketing doesn't work. Did you know that most business owners and leaders are making the same mistakes over and over again? Like so many others. You're probably tired of relying on hope, which is a failed marketing system. You know what that is, that's when you're spending valuable time and money on marketing, and then you hope it works. You've probably thrown tons of money towards marketing mistakes and failures. You wish you could get all that money back, but you can't. When you don't have a reliable system for generating leads and acquiring new customers, then you're doomed to exclusively rely on the loyalty of your existing customers and word of mouth. But it doesn't have to be that way. I want to give you a resource for free. You heard me right, free. I've put together the ultimate 97-point marketing audit checklist, which will allow you to assess and diagnose what is and is not working in your marketing. And it will only take you about 10 to 15 minutes. Think of it like an MRI for your marketing without the expensive medical bills to follow. And to get this free marketing checklist delivered right to your email inbox, just go to getmymarketingchecklist.com, provide your info and we'll get it out to you right away. And again, it's totally free. I'd actually encourage you to walk through the checklist with your team and honestly discuss and evaluate every item on the list. It will be the best 10 minutes you've invested into the growth engine of your business in a long, long time. Again, don't waste another day or another dollar on failing hope marketing strategies that do not work. If you want to grow and scale your business smarter and faster, and with fewer mistakes, you're in the right place. Again, totally free. Simply go to getmymarketingchecklist.com right now. Let's fix what's broken in your marketing today. This newer statistic that I bumped into suggests that they have to at least consume five hours of your content. So think about that for a second. Five hours. They see a post that's about two seconds. When you're posting videos, when you're posting documents, slide decks, PDFs, you're getting more of their attention. You might be getting more of their time. So at this point, you want to accelerate these touch points. You want to move people through the stage of the funnel, more efficiently. Use campaign manager to run consideration-focused campaigns. If you use retargeting audiences, you can guide prospects through a customized series of touchpoints designed to address their specific needs. Here's an example, consider publishing an organic carousel post that links to a blog post introducing people to the topic, or create a LinkedIn video ad that takes a deeper dive into the topic and re-targets people who visited the blog post. Publish a website traffic ad that links people to a detailed how-to guide and re-targets people who watch your LinkedIn video ad. And since this is a podcast and not a full-blown course, we can't go too deep here, but let's move to the next step, how to design bottom of funnel LinkedIn content? And remember bottom of funnel means these are people that you have been warming up, educating, entertaining, and engaging for an extended period of time. At this point, your prospects might have a strong interest in your solution, but something is preventing them from taking that final step. Maybe they have lingering questions. Maybe they're checking out your competition, or they might be waiting for the right offer. If you can provide the final piece of that puzzle, there's a great chance that you can secure a new customer, a new sale. So let me give you some examples for your bottom of funnel, your BOFU content. Let's talk about LinkedIn live events. This lets you connect with your prospects in real-time, and you can follow up with attendees afterward to provide additional resources for them or make them offers for that matter. And by the way, while it's called LinkedIn live, you don't necessarily have to actually be live. There's a tool out there called Stream Yard. You can literally produce a video, produce content and then have it post at a later time once you've polished it up. That being said, if you're going live, you need to be present in the live meaning you need to be available to chat, to get messages, to respond to people, but the video could have been pre-produced. And hopefully, prayerfully, coming soon, they're going to have audio-only events opening up to the rest of the platform. This is a platform not unlike ClubHouse, if you've heard of it, where you can go into a room, go live basically, but it will be an audio-only room. So you can do it from your pajamas, from your home. You heard it from me first, but a couple more examples. Gated Content, Gated Content, lets your prospects download valuable guides and reports and all kinds of things in exchange for their information, their cell phone number, and their email address. You can nurture those leads, please do, please do, via email, text message, or direct mail, and add them to your retargeting audiences. Do you sell an actual product or are you a SaaS company? How about a free trial or a demo? Get prospects in the door and onboard them into your system. Your final, you can automatically follow up with those leads, and encourage them to upgrade or subscribe to a paid plan. We're almost done. The last step, re-target your serious prospects automatically. I can tell you right now, if you're not running retargeting ads, you have an enormous hole in the side of your business. To lead prospects to a final stage of your sales funnel, your bottom of funnel, use lead generation and website conversion objectives for your LinkedIn retargeting campaigns. With the lead generation objective, you can encourage your prospects to fill out a native lead form to request a personal follow-up or to access your high-value lead magnet. And if you don't know what a lead magnet is, go to getmymarketingchecklist.com, and intentionally give your real first name, your real last name, your real cell phone number, and your best email address. One, you'll need the resource, you want that resource. And two, it will allow you to go through a journey, a sales funnel journey to see what that experience is like. But as far as your ad is concerned on LinkedIn, you want to use lead generation as the objective. You can encourage prospects to fill up that native lead form we talked about to request a personal follow-up. So bottom line, before you build a funnel, take a few minutes to optimize your LinkedIn presence for lead generation and conversions. Prospects might discover your business on LinkedIn in several different ways, through a search, seeing your ads, and organic content that you're sharing. When they visit your company page, however, you want them to find all of the information they need to trust your business. So have you uploaded an image and a cover image? Are you updating it regularly? Do you have CTA buttons or call to action buttons that link to your website? Are you doing a good job of showcasing your specialties? You can choose up to 20 of them by the way. And when you do this right, it actually guides the LinkedIn algorithm and increases your chance of appearing in a search. So that's it for today, people. Again, getmymarketingchecklist.com, go check it out. Are you subscribed to my newsletter on LinkedIn, by the way, learnmoreearnmorenewsletter.com? Go there and subscribe. We've talked about the seven reasons you need to have creator mode turned on on your profile. We've talked about how to prospect like a pro, and get leads month after month. And now, I've taught you how to make an automated sales funnel again in podcast form and short form on LinkedIn. That's it for today. Thanks for being here. I'm always grateful. I never lose sight of the fact that you could be spending your time anywhere else. So thank you for being here. Let's keep going and growing together. I will see you on the next episode. Thanks for joining me today, and listening to this episode of The Learn More, Earn More Business Growth Podcast. We can be found on all the major platforms like Apple Podcasts, Google Play, Spotify, Pandora, Stitcher, and even Amazon Music. I genuinely hope you enjoyed today's episode. And if you did, I'd be honored if you'd subscribe to the show and leave us a rating in an honest review. I'd love to connect with you on Instagram. You can find me at, @brianwebb and the show sponsor What Box Digital can be found at, as you might guess, @whatboxdigital. You can also find me and What Box Digital on Facebook and LinkedIn with the links in the show notes. This will allow you to stay up to date and never miss out on exciting new announcements, events, special offers, and opportunities. And you'll be in the know when we drop a new episode of The Learn More, Earn More Business Growth Podcast. And if you'd like to send me a DM on Instagram to say hello, or share your thoughts on how we can make this podcast even better for you, I'd love to hear from you. Again, thanks for listening, let's go and grow together. I'll see you on the next episode. ____________________ FIND & FOLLOW WHATBOX DIGITAL Website Linkedin Facebook Instagram ____________________ CONNECT WITH BRIAN WEBB Email Linkedin Facebook Instagram ____________________ DESCRIPTION The Learn More Earn More Business Growth Podcast is sponsored by Whatbox Digital, a marketing and consulting agency in the Greater Houston Metroplex. This podcast is your premier place to learn the frameworks, secrets, and growth hacks to grow and scale your business and revenue smarter and faster.
In this Sellernomics Podcast episode, Will Haire of #BellaVix will also talk about Leverage Funnel Advertising Tactics to Grow Your Amazon Business. What are the different targeting options for each phase of the funnel (High Level)? Where do Sponsored Products Ads fit in vs programmatic ads (DSP)? What KPIs are most important for TOFU, MOFU, and BOFU? Other KPIs? Where does product maturity fit into this picture? How does this affect your targeting? Which PPC ad Types/targeting methods are used for each phase of the funnel? How does Advertising influence Amazon SEO? What does it mean to have category dominance? - How do you measure? Any additional considerations outside of advertising? #WillHaire
Eleanor Hayden is a shopper marketing and merchandising expert, having built platforms at Kodiak Cakes and Siete. On this episode of ITS, Eleanor walks Ali through both digital and in-store shopper marketing, as well as Instacart. Working with retailers to engage their customers has never been easier or more important, so for emerging brands building their grocery presence, this episode is a must-listen.Are you a business owner? Become an HRN business member! For $500 HRN will shine a light on your work AND you will help sustain our mission to expand the way people think about food. As a thank you for this tax-deductible donation, your business will receive on-air mentions, social media posts, listings on our website and more. Go to heritageradionetwork.org/biz to become a business member today.Heritage Radio Network is a listener supported nonprofit podcast network. Support In The Sauce by becoming a member!In The Sauce is Powered by Simplecast.
In this Sellernomics Podcast episode, Will Haire of #BellaVix will also talk about Leverage Funnel Advertising Tactics to Grow Your Amazon Business. What are the different targeting options for each phase of the funnel (High Level)? Where do Sponsored Products Ads fit in vs programmatic ads (DSP)? What KPIs are most important for TOFU, MOFU, and BOFU? Other KPIs? Where does product maturity fit into this picture? How does this affect your targeting? Which PPC ad Types/targeting methods are used for each phase of the funnel? How does Advertising influence Amazon SEO? What does it mean to have category dominance? - How do you measure? Any additional considerations outside of advertising? #WillHaire About Will Haire - Cofounder of BellaVix Will Haire is the successful co-founder and CEO of BellaVix which is a full-service Amazon Agency that helps brands grow their business by offering different levels of support depending on the client's needs. Will has worked with eCommerce businesses in leading the strategic planning, implementation, and tactical execution of marketing strategies for products across all Amazon business segments. With responsibilities for channel growth strategies and achieving revenue and margin goals, his portfolio includes companies like Instant Pot, Derma E, Thinkbaby, and Outward Hound. About GETIDA With e-commerce growing annually by at least 30%, it will become harder and harder to audit what can amount to anywhere from 1-3% of your annual revenue. GETIDA is actively dedicated to improving the overall operations of Amazon FBA sellers. We've developed robust auditing software that keeps track of your Amazon FBA inventory transactions, refunds, seller data analytics, and FBA reimbursements easily and clearly. We maintain an agreeable, established relationship with Amazon, and our dedicated case managers draw on that relationship when filing FBA reimbursement claims on your behalf.
How Do You Qualify Leads? A prospect is someone who has the potential to become a customer. If your team is not able to qualify a lead, meaning determine if they are a true prospective buyer of your product or service, then your team members may be wasting their time on a customer who does not even want to make a purchase. That is the reason why lead scoring helps sales representatives to only talk to people who are interested in buying your products. To qualify your leads, you must determine if they are in the market for your particular product or service, if they can make the purchase (i.e. can pay for it and is authorized to do so), and if they plan to do so in the determined time period. Firstly, get to know who your buyer is. You've created your buyer personas -- determine where this lead falls within those personas. Ensure they're part of your target audience. Next, examine what actions the leads are taking on your website. Are they looking at products in your ecommerce store, attending your webinars, looking at your blog posts? This will help you identify the interests of your lead, which helps you understand if they're a qualified lead. When using social media channels, utilize the marketing analytics given for each social media platform to understand the traffic that is coming for your services. This will help you to understand the interests, needs, and problems of every lead that is clicking your ad, landing page or website. The end goal of the business should be to convert these leads into marketable sales that can benefit the company and the marketing team as a whole. How Do You Nurture Leads? The next step in your lead generation and management process is to nurture your leads. Lead nurturing is the process of creating relationships with the leads at the early life stages of the marketing funnel, and also through each stage that a lead passes through until becoming a customer. Lead nurturing campaigns are run to maintain relationships with the customers from their initial contact with your business through the time they become a customer. Through delivering content that addresses the concerns of your customers and responds to their interests, you will effectively introduce solutions to their problems and pave the way to delivering options that contribute to long-term consumer partnerships and revenue. You may choose to use a marketing automation program to help you efficiently nurture leads. 57% of vendors regard lead nurturing to be one of the content management program's most critical components. While growing a company, it's important to use automated tools to cultivate the leads and ensure that you reach your customers throughout every stage of the purchasing process. Studies show that businesses make 50% more revenue at a reduced expense of 33% when they focus on lead nurturing. This implies that the ROI is much higher if the company concentrates on nurturing, which is why lead nurturing is extremely important as part of your online lead generation plan. The time needed for the lead to be nurtured is well worth it, due to the high ROI. Once a lead enters your system, your sales team has to manage the information it has gathered from the lead. You should track where the leads are converting - TOFU (top of the funnel), MOFU (middle of the funnel), or BOFU (bottom of the funnel). TOFU buyers are among the widest audience you'll have --these buyers are just recently aware of a problem they're seeking a solution for, are beginning their research and hence, they're the least likely to convert. MOFU buyers are your target audience - they may already know about your product or service, your brand and may even already be a lead. BOFU buyers are in the decision-making stage. These are your most valuable leads, and ideally you'd have already established a relationship with them through the other stages in their customer journey. While determining your nurturing practices, you'll also need to consider that the for your potential customers is different depending on the product or service you offer. For example, many customers shopping for a new car begin their research 3-6 months before they are actually ready to buy. With sales funnels prolonging, customers becoming more autonomous and life span diminishing, the demand for pragmatic, successful lead nurturing continues to expand. Since these clients will stay in the sales cycle for a longer period of time, that means you'll likely need to communicate with them multiple times. Which brings us to communication channels. How will you communicate with your leads? The you choose should allow you to interact with your potential customers in ways they prefer. Some prefer phone calls while others will interact better with email or SMS. You can determine these preferences by giving your leads the option to choose and respecting those choices. A very important element of lead nurturing, details how you will engage your customers through your chosen communication channels. For example, you may choose to send a coupon via SMS, or you may host a contest on social media, or you may send a rebate via email. If you keep the lead engaged through your sales cycle, you'll continuously move them to the goal line and score that sale. Also a part of nurturing your lead, is the process of comparing two marketing assets to determine performance. This is relevant because your communications must be constantly fine-tuned in order to achieve top performance. Many marketing automation platforms have A/B testing built into the system. This helps you understand how well or how poorly your communication channels are performing, and then tweak to improve. Some leads respond well to communications such as free e-books related to your industry or periodic newsletters sent to their inbox. These methods can be effective in moving a lead down your funnel. Creating catchy content for these lead nurturing campaigns is a must, as ideally they are going to convert themselves into a sale in the future. Educating and demonstrating your services to potential customers is an integral part of all of the campaigns that the business is going to run. The goal of the business, in the end, should be to convert these leads into marketable sales. The content that is to be shared should have a maintained content map that will help in determining the type of content that is going to be published. Your sales team should be in personal contact with the potential client to build a friendly relationship with them. Do include a relevant call to action in every piece of content that is going to be delivered to the customer. Remember that nurturing is never about selling right away. Rather it is about encouraging true dedication and sharing your company's core values and mission to your potential customers, beginning a hopefully long-lasting relationship. This is the cornerstone of a good lead management program. At this point, you're ready to get the hot leads to your top salespeople. Make sure that the marketing team is providing correct and consistent information regarding the lead that is being generated, which helps maintain consistency between the team and the customer. Ensure that the research team of marketers is also researching the information regarding each lead proficiently so that further communication with the lead can be done by the means of whichever communication channels you've chosen to employ.
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