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Building Your Marketing Funnel
John Doherty
Online Marketing
HotPads.com
Who am I?
John Doherty
t: @dohertyjf
e: jdoherty@hotpads.com
w: http://hotpads.com
Who am I?
John Doherty
t: @dohertyjf
e: jdoherty@hotpads.com
w: http://hotpads.com

This is my conference shirt 

@dohertyjf | HotPads
I got tired of fighting Google
(not provided) rising

Algo changes at whim

@dohertyjf | HotPads
I got tired of fighting Google
(not provided) rising

Algo changes at whim

So I joined HotPads.com, where I think about the
whole funnel.

@dohertyjf | HotPads
If I know you (the audience) well

@dohertyjf | HotPads
If I know you (the audience) well

This scares the
crap out of you

@dohertyjf | HotPads
If I know you (the audience) well
Source: all-puppies.com

But it shouldn’t.
@dohertyjf | HotPads
If I know you (the audience) well
Source: all-puppies.com

Read this (on Moz)
@dohertyjf | HotPads
Read Joanna’s post on retention marketing

FUNNELS ARE A JOURNEY

@dohertyjf | HotPads
We have to dig deeper than this

@dohertyjf | HotPads
We have to dig deeper than this

@dohertyjf | HotPads
Think of it this way

@dohertyjf | HotPads
Think of it this way
Introduction
Handshake
High five

@dohertyjf | HotPads
Think of it this way
Introduction
Handshake
High five
Man hug

@dohertyjf | HotPads
Introduction

TOP OF FUNNEL

@dohertyjf | HotPads
“Hi nice to meet you”
• Acquisition -> Site
Content -> Landing
Pages
• Secondary Dimension:
Medium

@dohertyjf | HotPads
*Caveat
Direct traffic can be misleading
“Dark social”, “dark search”, and “dark email” are very real
Watch for large spikes in Direct traffic to know when an issue
might exist

https://support.google.com/analytics/answer/
1033867?hl=en

@dohertyjf | HotPads
*Caveat
Direct traffic can be misleading
“Dark social”, “dark search”, and “dark email” are very real
Watch for large spikes in Direct traffic to know when an issue
might exist
These were reported as
Direct Traffic

@dohertyjf | HotPads
*Caveat

Actually they were
Medium posts. Oops.

@dohertyjf | HotPads
*Caveat
iOS Dark Search

http://www.definemg.com/ios-7-darkgoogle-seo-analytics/
@dohertyjf | HotPads
@dohertyjf | HotPads
We’re good at getting them in
•
•
•
•
•

Search
Content marketing
Content strategy
Social media promotion
Paid media

@dohertyjf | HotPads
To drive more traffic
Ask yourself “What sources are we not investing in?
• Search?
• Social?
• Email?
• Content?

@dohertyjf | HotPads
To drive more traffic
Ask yourself “What sources are we not investing in?
• Search?
• Social?
Notice we are not thinking in terms of “links” or
• Email?
“social shares”. Those are benefits of the big channels,
• Content?

not primary actions.

@dohertyjf | HotPads
Hopefully you’re seeing this now
Traffic should go this way

@dohertyjf | HotPads
“But what do I do with them now?”

Image source

@dohertyjf | HotPads
This

@dohertyjf | HotPads
Or this

@dohertyjf | HotPads
Or this

@dohertyjf | HotPads
Handshake hello

MIDDLE OF FUNNEL

@dohertyjf | HotPads
What’s in the middle?

@dohertyjf | HotPads
What’s in the middle?

Text to Columns > Delimited “>”

@dohertyjf | HotPads
Narrow by Channel
Narrow by Channel
“When the first touch is organic, the second touch is usually
organic, direct, or email. Social drastically underperforms so
we should build that up over time but concentrate now on
Direct and Email as we invest in Organic.”
Move them through the funnel

->

@dohertyjf | HotPads
Send them content

@dohertyjf | HotPads
Tweet

@dohertyjf | HotPads
Post

@dohertyjf | HotPads
Blog

@dohertyjf | HotPads
Always be upselling
Always be upselling
Always be upselling
High five

BOTTOM OF FUNNEL

@dohertyjf | HotPads
High five

BOTTOM OF FUNNEL

@dohertyjf | HotPads
What converts best?
Select your goal

@dohertyjf | HotPads
What converts best?

@dohertyjf | HotPads
Optimize the funnel

Logged out

@dohertyjf | HotPads
Optimize the funnel

Logged In

@dohertyjf | HotPads
Optimize the funnel
Where are people dropping off?

http://www.lunametrics.com/blog/2012/11/13/track-form-abandonment-google-analytics/

@dohertyjf | HotPads
Optimize the funnel
Where are people dropping off?

http://www.lunametrics.com/blog/2012/11/13/track-form-abandonment-google-analytics/

@dohertyjf | HotPads
Email them
We see you ran into some issues. Here’s a quick tip (and a discount
code)
Test everything
Usability/Clicks/Features

Optimizely or VWO

Homegrown Tools

Offers and Email Timing
Finally, test big things too
Building Your Marketing Funnel - DFWSEM
EXAMPLE TIME

@dohertyjf | HotPads
Here’s an example
I wrote this post

http://www.singlegeared.com/articles/living-life-purpose

@dohertyjf | HotPads
Here’s an example
Selena reads it

@dohertyjf | HotPads
Here’s an example
She recommends us
to @TheLAScene

@dohertyjf | HotPads
Here’s an example
They have a lot of
followers.

@dohertyjf | HotPads
Here’s an example
HotPads responds.
Maybe we get a
follow.

@dohertyjf | HotPads
NOW THE WORK BEGINS

@dohertyjf | HotPads
How do we get her to come back?

@dohertyjf | HotPads
Thank you! Any brief questions?
Feel free to find me after as well.

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