Success metrics and KPIs for top, middle, and bottom funnel content

The way that you want to measure the success of your blog posts should be based on the metrics defined in your content marketing strategy.
An example of top of funnel success metrics include the number of people coming to your site to learn about your company. How do these people learn about your company? Great content to answer their pain points.
Mid funnel activities, which fall into the direct response budget, are pieces of content that ultimately drive interest that leads to some sort of action. Examples of mid funnel content are things like case studies, deep dive informative articles, eGuides, and other related types of content.
Ultimately you want your prospective buyers to take an action. That brings us to the third portion of your your marketing funnel, otherwise known as the bottom of your funnel. This portion of the marketing funnel is geared towards direct response and is geared towards more targeted and deeper dive pieces of content such as eGuides, white papers, FAQ questions, and more.
Success metrics for direct response of bottom of the funnel marketing include: demo requests, leads, newsletter subscribers, email registrations, and more.
These difference between these metrics are a marketing lead and a sales prospect. Typically in the middle of the funnel there is a handoff that takes place in the lead falls into the hands of new customer acquisition.

Qualify Leads | Content marketing for revenue growth and increased leads: Part 3

Our last post from the series focused on driving traffic to your post. Today we are focusing on generating a conversion from the content.
Remember the tree falling in the woods? Not only will content without a distribution not make a sound but so will placing content on a website that has not been optimized for lead generation.

How to obtain and qualify leads with the right content marketing strategy

An optimized site uses content and a call-to-action (CTA) to guide a visitor to an impactful landing page, where they are compelled to enter information and become a lead. Here’s how to help the journey along:

Define your starting point

Are you totally new to lead generation? Do you have some stats on how previous lead campaigns have performed? What is an average conversion rate for your industry? Do some research, then define your benchmark.

Optimize your website

Make sure it’s clear what people should do next when they like what they see: prominently display your phone number, email, et cetera. Add clear testimonials. You should also display certifications or high rankings from industry-trusted sources, if any.

Create CTAs

Your CTAs should be visually striking, with an active voice. Keep it short and drive with purpose. Call. Click. Download.

Offer something valuable

In exchange for following a CTA, what will a visitor get? Offer them a free trial of your product or service. Treat them to an informative webinar or give them a valuable white paper that you wrote. You can also offer them a promotion, such as a discount or other coupons.

Create lead generation forms

Where to place your lead forms will depend on what works best for your potential customers, so that means you’ll need to do some testing. It’s possible to put lead generation forms right on the homepage, in a footer, in a sidebar or as a pop-up – but you’ll need to experiment to see what works.
Generally, placement may depend on the kind of lead that you’re trying to capture. Want more email subscribers? Put a quick form right on the homepage of your blog. Want people to download an e-book? Direct them to a landing page with the form they need.
Examples of lead generation form tools include:

Perform A/B testing

You’ll need to constantly compare and contrast the effectiveness of different versions of your CTA, landing pages and website to lead form placement.
If you have questions, Tempesta Media, is happy to assist you in generating more high quality leads with content marketing. Get in touch to learn more.

Parts of a Lead Funnel | Content marketing for revenue growth and increased leads: Part 1

When the company PTC wanted to sell a more user-friendly version of computer-aided design (CAD) software called Creo, they knew they would need more than just a sales pitch to reach a mostly flat market.
They used content marketing to position themselves as thought leaders, explaining the problems plaguing CAD users and showing how their product solved those problems. They launched a microsite to introduce their product to the world and organized an editorial calendar chock-full of content that told their story.
As a result, their microsite topped 100,000 visitors just after launch. Their growth continues, with more than 70 percent of site traffic coming from new visitors. PTC’s content marketing program proved to be an ideal way to attract, convert and retain customers because it helped to achieve these key goals:

  • Expand brand awareness and credibility
  • Increase customer loyalty
  • Build website traffic
  • Provide thought leadership
  • Nurture leads and sales in a nonthreatening, helpful way

Their content helped entice customers into what is called the “lead funnel“: the journey that a potential customer takes from interested party to loyal customer. The lead funnel can be divided into four key parts:

Discovery

This is the “widest” part of the funnel that casts the largest reach. It’s a discovery phase when potential customers find your product or service through content delivered by a variety of means. PTC’s discovery phase involved the distribution of original articles, interviews and best practice guides published on their blog to help drive traffic to their microsite.

Consideration

Potential customers begin to associate you with the product or service that you offer and will be looking for examples of how your product or service performs. Once people visited their microsite, PTC capitalized on the opportunity by offering videos of product demonstrations and behind-the-scenes interviews with staff.

Conversion

Potential customers turn into actual customers after reviewing clear product or service information and hearing testimonials from people who actually use it. When site visitors were ready to convert, PTC was ready with video interviews of customers and strategic partners offering insights on their experience with Creo software.

Retention

In this phase, you continue to nurture your customers by providing high-quality customer service that inspires them to turn into company evangelists. PTC’s content marketing efforts continue to this day thanks to solid strategic planning that ensured customer-focused content would be created and strategically distributed to keep customers coming back.

Lead funnel personalities

Along their journey, potential customers will take on a number of roles before they assume the role of customer:

  • Visitor. They come into contact with your company via one of your touchpoints, such as your social media presence, website, a salesperson, et cetera.
  • Lead. They decide that they would like to receive information from your company or have someone from your company contact them. The information that you provide piques interest in your product or service.
  • Qualified lead. Anyone who has taken the next step and asked for specifics about your product or service as part of a demonstrated interest in buying.
  • Opportunity. Someone who has indicated they are willing and able to buy your product or service. As with the other stages of the funnel, your job is to continue nurturing this lead by providing the information and resources they need to make the purchase.
  • Customer. Anyone who has purchased your product or service. Your job isn’t done after a sale! To keep these new customers, you must continue to engage and nurture them so they remain happy with your product or service.

How fast potential customers move through your lead funnel will depend a great deal on what you’re selling. Do you sell a moderately priced product that instantly solves a problem, such as in retail sales? Or is it a service requiring a significant upfront investment that pays off over time, such as a suite of software or services for the technology industry?
The bigger the investment, the slower customers will convert, and understandably so. If they’re investing a lot of money in your product or service, they are going to want to do as much research as possible. If you’re there to provide it to them every step of the way, your investment in quality content will eventually pay off.

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