ian cleary, razorsocial - dmx dublin 2016
TRANSCRIPT
Ian Cleary
Building Your Content
Conversion Funnel
The PRISM Funnel is our framework…
Young Athlete 17 to 25 - Very active
Interested in Triathlons and competitive sports
Income 15k to 35k
Create Personas
Understand the buyer
Business Professional 25 to 45
Wants to improve fitness levels but doesn’t have too much time for fitness
Income 25k to 75k
Understand what stage of the buyers journey you are targeting
AWARENESS
May be unaware of you or unaware they have a problem
CONSIDERATION
They have a better understanding of their problem so they are searching for a solution
DECISION
They are aware of solutions but are looking for validation before making a decision
Segment your audience from the outset
Getting people to share or subscribe
Distribute content to get maximum exposure
DISTRIBUTE
Social Media
Social Ads
Email Outreach
Guest Posting
Email List
The type of content can have a big impact
The type of content can have a big impact
Build out your funnel…
Example next step after subscribing
Sell a related product
Sign up for a Free Trial
Free Consultancy Session
Free Report on your website
Selling a related product OR letting them see what
others bought
Follow up email nurturing sequence
1st email – Reiterate the offer
2nd email– Discuss the problem
3rd email – Agitate the problem
4th email – Provide a solution to the problem
5th email – Reminder
6th email – Alternative offer
Retarget at various stages of the buying cycle
Facebook retargeting
Retarget people that didn’t sign up
Retarget people that don’t watch your video…..
Set up goals with Google Analtyics
You can’t evaluate what you aren’t tracking
Website Traffic
Upsell
Opt-in on website
Download
Offer
Buy Now
Bonus
Setup Goals in Google Analytics
Setup Stages of the Funnel
Funnel Visualization Report
But this doesn’t apply to me…
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Tools for Monetization
Google Analytics Ontraport LeadPages AdEspresso
The PRISM Funnel
Hungry for more?
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Text your name and email address to +44 7481 345345
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