Aligning Online Content with the Sales Funnel
Aligning Online Content with the Sales Funnel
Aug 20, 2015
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Aligning Online Content with the Sales Funnel
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TOFU
Aligning Content With The Funnel
MOFU
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BUSINESSES SOLVE
PROBLEMS
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CONSUMERS DEMAND
SOLUTIONS
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the SOLUTION CONTENT is
VESSEL
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MATCH PROBLEMS to SOLUTIONS
Our Job?
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FILL the VESSEL
Our Job?
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Our Job?
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BUT HOW?
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FUNNEL SALES
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TOFU
MOFU
BOFU
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TOP of the FUNNEL
People seeking to be empowered with the knowledge
(content) to solve their own problems.
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MIDDLE of the FUNNEL
People willing to overcome high or multiple barriers to consumption in
order to consume content
– due to trust or perceived value
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BOTTOM of the FUNNEL
People seeking knowledge (content) in order to decide who will solve
their problems.
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LOOK to the PAST FIRST
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No Past? Use. . . BARRIERS to CONSUMPTION
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PRIVACY
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TIME
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MOFU
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WORK
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MOFU
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MONEY
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MOFU
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BOFU
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TOPIC
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TOFU
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INBOX
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INBOX
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MOFU
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BARRIERS to CONSUMPTION
1. Privacy 2. Time 3. Work
4. Money 5. Topic 6. Inbox
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How Do You Overcome BARRIERS to CONSUMPTION?
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PERCEIVED VALUE TRUST and/or
through NURTURING
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Questions?
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