Based on How to Create a Marketing Funnel by Responding to Customer Behavior by Tom Whatley
Brainstorm and research low intent keywords to target. Create content like blog posts, videos, and lead magnets to improve SEO.
Campaign Monitor has successfully done this by claiming featured snippet status with an infographic related to the search term email list tips.
A person searching for this term may be looking to invest in email marketing tools further down the line. Creating content for this keyword gives Campaign Monitor the chance to make a good first impression and incentivize readers to learn more about what they offer.
Playbooks about SEO keywords and optimizing content
Create an SEO-focused content strategy - CXL
Create a B2B SEO strategy - CXL
Create SEO strategy for ecommerce - CXL
Create a pillar page and content hub for SEO - CXL
Create a content calendar - CXL
Optimize your content for search intent - CXL
Write guest articles for other websites in and adjacent to your industry.
For example, on the first page of search results for email list tips is a Forbes article written by John Lincoln that includes a link to his digital marketing agency.
By providing the reader with valuable content on a reputable site, John is positioning himself as an expert in the mind of his target audience – an audience who may decide to outsource their email marketing.
Playbooks about guest posting
Find relevant publications to contribute to with a guest post - CXL
Source guest post opportunities - CXL
Find the right blogs that will accept your pitch - CXL
Repurpose your existing website content for guest posts - CXL
Research high-intent keywords and create pay-per-click (PPC) ads to generate awareness and traffic for your marketing funnel.
High-intent keywords can be:
- Navigational : Intent to reach a particular page on your website.
- Informational : Intent to acquire information.
- Transactional : Intent to purchase.
Act-On’s ad appears for the search term marketing automation software. It invites visitors to Take a Tour.
Clicking on the link takes visitors directly to a sign-up page for a video tour that includes a list of intriguing product benefits.
Playbooks about PPC ads and SEO
Build a social media presence on platforms your target audience already visits. Focus on boosting engagement.
According to Statista, Facebook is strong for both B2B and B2C marketers, LinkedIn is better suited to B2B marketing, and Instagram is best for B2C marketers.
Engagement is the currency social platforms use to curate feeds algorithmically. The more likes, comments, and shares your content gets, the more eyes you’ll have on your brand. According to LinkedIn:videos get 5x more engagement, while images get 2x more comments. Visual media is also best for engagement on Facebook and Instagram.
On Twitter, Tweets with GIFs gain 55% more engagement than Tweets without GIFs.