ian cleary, razorsocial - dmx dublin 2016

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…

23

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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