How to Create a Successful Content Marketing Funnel
A successful content marketing funnel moves people from awareness of your product to satisfied customer of your business. It’s a multi-stage process.
On average, a person consumes 11.4 pieces of content before making a purchase decision, according to Forrester. Some of that content is likely a direct answer to the question, “Should I buy X or Y?”
But think about your own purchasing behavior. Did you start by comparing the prices of two or more existing options? It’s fair to assume that many buyers (you and I included) start the process long before we get to that final choice – we search, we talk to friends and colleagues, we read reviews and a blog post or two (or three or 10).
Marketers know this. According to a 2018 study by HubSpot, 61% of marketers stress that generating more traffic and leads is their top priority. 
But leads and traffic don’t come to our content just to buy something — they come to learn, to educate themselves. This is why having a strong content marketing funnel is vital to your business.
A content marketing funnel is also a clear path of return on your content investment. And what business doesn’t want to be able to tangibly reflect ROI on its marketing?
BONUS!Grab our Content Marketing Funnel Worksheet right now to begin crafting a customer journey that grows your business! Get the template
If you are trying to grow your business through the use of content but having trouble putting a clear marketing funnel together, then this article has you covered.
Here’s what we’ll tackle:

What is a content marketing funnel?
Why should you create a content marketing funnel?
Audience-oriented funnel creation
Creating successful content
What to do once a customer has completed your funnel

Let’s start with the most basic thing.
What is a Content Marketing Funnel?
A content marketing funnel is a system that introduces new leads to your business through different types of content. These leads are then converted into possible customers by progressively “funneling” them through more types of content.
Many marketing gurus split the funnel into numerous parts, but there are generally three points that you need to remember:

Top of the funnel (ToFu) focuses on brand awareness and site traffic. ToFu content grabs attention.
Middle of the funnel (MOFU) focuses on lead...
6 Simple Tweaks to Boost Lead Capture Form Conversions
You wouldn’t be the only business to experience contact forms going stale: just 22% of businesses are happy with their conversion rates, which means the majority of us have plenty of room for improvement.

So why isn’t the traffic we’re driving to our website actually converting into high-quality lead form submissions?

The answer isn’t necessarily a problem with products, services, or offerings.

In fact, there are several factors on the form itself that could influence the volume of conversions you’re getting—ranging from your page layout to a form that’s too complex.

Here are six simple tweaks to boost your form conversion rate and encourage those high-quality leads to convert.

1. Use image select questions

Have you ever exited a lead capture form because you felt too overwhelmed with the number of fields you needed to enter?

While it’s wise to collect information from your audience such as job titles (especially if you’re a B2B company) and locations, it’s not absolutely essential—and it could put off users from starting to fill out your form.

Think about it: If you’re filling in a form to receive a free ebook, you only really need a person’s first name and email address. If they’re greeted with a 15-field form that asks for their location, LinkedIn profile, and company size, they’ll need to invest a huge chunk of time clicking around before gaining access. Just check out the example below:



Source

The above example from Salesforce already feels daunting. And while I’m sure an organization their size has tested this extensively, many of us can't afford that luxury.

A fantastic workaround to this problem is to use image select questions.

In the example above, the form requires 13 clicks in total (including the CTA and T&C checkbox). With image select questions, you can create forms that require as little as three clicks. This means the time (and effort) investment you need from your audience is slashed dramatically.

We tested this concept on the home page of our online broker comparison website, BrokerNotes. The website uses a tool to segment online traders into different buckets. We initially used dropdown question types to do this; however, by using image select questions instead, we managed to gain an impressive 54% conversion rate from our lead capture form:



Source

Not only do the images make the form look...
6 Simple Tweaks to Boost Lead Capture Form Conversions
You wouldn’t be the only business to experience contact forms going stale: just 22% of businesses are happy with their conversion rates, which means the majority of us have plenty of room for improvement.

So why isn’t the traffic we’re driving to our website actually converting into high-quality lead form submissions?

The answer isn’t necessarily a problem with products, services, or offerings.

In fact, there are several factors on the form itself that could influence the volume of conversions you’re getting—ranging from your page layout to a form that’s too complex.

Here are six simple tweaks to boost your form conversion rate and encourage those high-quality leads to convert.

1. Use image select questions

Have you ever exited a lead capture form because you felt too overwhelmed with the number of fields you needed to enter?

While it’s wise to collect information from your audience such as job titles (especially if you’re a B2B company) and locations, it’s not absolutely essential—and it could put off users from starting to fill out your form.

Think about it: If you’re filling in a form to receive a free ebook, you only really need a person’s first name and email address. If they’re greeted with a 15-field form that asks for their location, LinkedIn profile, and company size, they’ll need to invest a huge chunk of time clicking around before gaining access. Just check out the example below:



Source

The above example from Salesforce already feels daunting. And while I’m sure an organization their size has tested this extensively, many of us can't afford that luxury.

A fantastic workaround to this problem is to use image select questions.

In the example above, the form requires 13 clicks in total (including the CTA and T&C checkbox). With image select questions, you can create forms that require as little as three clicks. This means the time (and effort) investment you need from your audience is slashed dramatically.

We tested this concept on the home page of our online broker comparison website, BrokerNotes. The website uses a tool to segment online traders into different buckets. We initially used dropdown question types to do this; however, by using image select questions instead, we managed to gain an impressive 54% conversion rate from our lead capture form:



Source

Not only do the images make the form look...
5 Ways to Upgrade the Links in Your Google Ads
Many marketers and advertisers obsess over ads: you tweak the text, carefully choose landing pages, test out CTAs, and adjust your bids regularly. Ad spending is continuously growing and shows no signs of slowing down, so this constant attention is called for. Creating focused, well thought-out ads is as necessary as ever.



Links are the touchpoint between your brand’s website and prospective customers. Even though marketers are aware of their importance, they often overlook adjusting their links to maximize impact on their advertising campaigns.

In search ads, links are eye-catching because of their color and provide marketers with the opportunity to stand out. In sponsored social posts, they can act as a strong CTA. And in every type of ad, they can provide vital insights that will inform your overall strategy.

If you want to get the most out of your advertising campaigns and make sure each ad is as impactful as possible, here are five ways to upgrade the links in your ads.

#1: Try deep links to boost app engagement and improve ROI

Deep links are a great way to improve mobile ads and bring users further down the sales funnel. These links bring prospects directly to a specific screen in an app or prompt users without the app to download it. Deep links are an effective way to boost app engagement, reduce bounces, and increase conversions.



Image Source

Think about it. Advertisers spend so much time optimizing landing pages, and with the surge in mobile advertising, deep linking is the best way to engage with users who have their app downloaded.

Those who have downloaded your app are already engaged and interested in your brand. Don’t target them with ads that just lead to your website or open the homepage of your app; improve the user experience by taking them exactly where they want to go.

In their ads, marketers can call on prospects to complete a certain action – from buying products to booking requests. Then, with deep linking, they can send users directly to the relevant app page that can facilitate this. The easier it is for users to carry out this action, the more likely they are to convert.

This all adds up to a better ROI.

Note: Deep linking can be tricky and may require some backend work, so you should employ the help of your development team to set them up. Whether you want to deep link to an Android or iOS app,...
5 Ways to Upgrade the Links in Your Google Ads
Many marketers and advertisers obsess over ads: you tweak the text, carefully choose landing pages, test out CTAs, and adjust your bids regularly. Ad spending is continuously growing and shows no signs of slowing down, so this constant attention is called for. Creating focused, well thought-out ads is as necessary as ever.



Links are the touchpoint between your brand’s website and prospective customers. Even though marketers are aware of their importance, they often overlook adjusting their links to maximize impact on their advertising campaigns.

In search ads, links are eye-catching because of their color and provide marketers with the opportunity to stand out. In sponsored social posts, they can act as a strong CTA. And in every type of ad, they can provide vital insights that will inform your overall strategy.

If you want to get the most out of your advertising campaigns and make sure each ad is as impactful as possible, here are five ways to upgrade the links in your ads.

#1: Try deep links to boost app engagement and improve ROI

Deep links are a great way to improve mobile ads and bring users further down the sales funnel. These links bring prospects directly to a specific screen in an app or prompt users without the app to download it. Deep links are an effective way to boost app engagement, reduce bounces, and increase conversions.



Image Source

Think about it. Advertisers spend so much time optimizing landing pages, and with the surge in mobile advertising, deep linking is the best way to engage with users who have their app downloaded.

Those who have downloaded your app are already engaged and interested in your brand. Don’t target them with ads that just lead to your website or open the homepage of your app; improve the user experience by taking them exactly where they want to go.

In their ads, marketers can call on prospects to complete a certain action – from buying products to booking requests. Then, with deep linking, they can send users directly to the relevant app page that can facilitate this. The easier it is for users to carry out this action, the more likely they are to convert.

This all adds up to a better ROI.

Note: Deep linking can be tricky and may require some backend work, so you should employ the help of your development team to set them up. Whether you want to deep link to an Android or iOS app,...
How Reviews Impact Google Shopping Ads (and How to Get More of Them)
Did you know that 84% of online shoppers trust reviews just as much as they do their friends? That means that any time you can show off the trustworthiness of your products with positive reviews, you’ll be much more likely to close the deal.

With Google Shopping ads, you can promote your best products with your overall rating in plain sight. You just have to know how to set up your ads, get reviews, and make sure they’re all as good as possible.

Not quite convinced? Not sure where to start? Keep reading.

Here, I’ll discuss what Google Shopping ads are, why you should be using them, and how user reviews play into your long-term success. Hopefully, this will convince you to start using this awesome ad type as soon as possible.

Let’s get started.

Google Shopping Ads: A Basic Introduction

Google Shopping ads are an ad option on the Google Search Network. Essentially, these ads allow you to sell a product directly on a search engine results page (SERP).

For example, let's say you're looking to buy a new pair of Jordans. If you were to put the search term “Nike Jordans” in Google, the first thing you would see is a carousel of images with information underneath.



These are Google Shopping ads. With this quick example, you can start to get an idea of how immediately effective they are.

Shopping ads capture the eye with their imagery, provide price competition right there on the page, and present the most logical place for a user to start a shopping journey.

To set them up, you’ll need to have a Google Merchant Center account linked with a Google Ads account. Then, follow Google’s guided tour and set up your products so that you can easily add them to your ads.

You’ll also need to create and maintain a product data feed if you want total control over your Shopping ads experience.



Why You Need Google Shopping Ads

When you look at the statistics for Google Shopping ads, it’s easy to see why so many brands choose to use them.

By far, most brands are putting their ad spend on Google Shopping ads. In some cases, it’s as much 80%.



Image Source

In fact, one study found that Google Shopping ad spend increased 40% in just one year.

But these costs are justified. The same study showed that the overwhelming majority of ad clicks for brands come via Google Shopping ads. Text ads just don’t compare....
How Reviews Impact Google Shopping Ads (and How to Get More of Them)
Did you know that 84% of online shoppers trust reviews just as much as they do their friends? That means that any time you can show off the trustworthiness of your products with positive reviews, you’ll be much more likely to close the deal.

With Google Shopping ads, you can promote your best products with your overall rating in plain sight. You just have to know how to set up your ads, get reviews, and make sure they’re all as good as possible.

Not quite convinced? Not sure where to start? Keep reading.

Here, I’ll discuss what Google Shopping ads are, why you should be using them, and how user reviews play into your long-term success. Hopefully, this will convince you to start using this awesome ad type as soon as possible.

Let’s get started.

Google Shopping Ads: A Basic Introduction

Google Shopping ads are an ad option on the Google Search Network. Essentially, these ads allow you to sell a product directly on a search engine results page (SERP).

For example, let's say you're looking to buy a new pair of Jordans. If you were to put the search term “Nike Jordans” in Google, the first thing you would see is a carousel of images with information underneath.



These are Google Shopping ads. With this quick example, you can start to get an idea of how immediately effective they are.

Shopping ads capture the eye with their imagery, provide price competition right there on the page, and present the most logical place for a user to start a shopping journey.

To set them up, you’ll need to have a Google Merchant Center account linked with a Google Ads account. Then, follow Google’s guided tour and set up your products so that you can easily add them to your ads.

You’ll also need to create and maintain a product data feed if you want total control over your Shopping ads experience.



Why You Need Google Shopping Ads

When you look at the statistics for Google Shopping ads, it’s easy to see why so many brands choose to use them.

By far, most brands are putting their ad spend on Google Shopping ads. In some cases, it’s as much 80%.



Image Source

In fact, one study found that Google Shopping ad spend increased 40% in just one year.

But these costs are justified. The same study showed that the overwhelming majority of ad clicks for brands come via Google Shopping ads. Text ads just don’t compare....
How to Find Bigger AND Better Audiences to Reach Using Google Analytics
Typically, when I kick off a display or YouTube campaign, I try and start out as specific as possible. First, my targeting usually leans towards remarketing, customer match or placements, but many times I cannot use targeting this specific. I might not have a big enough audience for hyper-targeted remarketing. I might not have a large enough email list. Or my placements may not be going to where I thought they would be.

My next step is usually to create my own custom intent and affinity audiences in an attempt to continue my goal of staying as close to my target user as possible. But, eventually, we hit a point where we just flat-out need to expand our reach to get in front of more people. This requires using the broader targeting options we have in Google Ads. So where do you begin?



If you’re looking to grow your awareness, hold off on spending a ton of money on persona studies. Start by using the free data we have in Google Analytics. Here, I’ll share one way I like to dig into the data to find out what targeting options I should be trying out for my awareness campaigns. And I’ll show you how you can use this to broaden your reach, too.

Getting Started with Audience Reports

The Audience reports in Google Analytics can give us a ton of information about a good percentage of our users. (I’ll get to why I didn’t say “all users” really soon. Just hold on a second.) For the sake of this post, I want to focus on just one part of the Audience section, and that is the Insights report. To get there, select “Interests.” Then, click on the “Overview” page.



We will then get to the main view, which will show you the Affinity Category and In-Market Segment for whichever segment and date range you have selected.

Now, remember when I said Google Analytics shows you great data for just “a good percentage” of your users? That is because certain reports won’t be able to collect every single piece of data from every user of the site. Here is what the “Interests: Overview” page looks like. Pay attention to the numbers I am going to box out:



In the image, I had the “All Users” segment selected when viewing this information. You can see the percentage of users in the image show we’re capturing just over 50% of all possible users. While this information is great, and I can use it to help expand the reach on my awareness campaigns,...
How to Find Bigger AND Better Audiences to Reach Using Google Analytics
Typically, when I kick off a display or YouTube campaign, I try and start out as specific as possible. First, my targeting usually leans towards remarketing, customer match or placements, but many times I cannot use targeting this specific. I might not have a big enough audience for hyper-targeted remarketing. I might not have a large enough email list. Or my placements may not be going to where I thought they would be.

My next step is usually to create my own custom intent and affinity audiences in an attempt to continue my goal of staying as close to my target user as possible. But, eventually, we hit a point where we just flat-out need to expand our reach to get in front of more people. This requires using the broader targeting options we have in Google Ads. So where do you begin?



If you’re looking to grow your awareness, hold off on spending a ton of money on persona studies. Start by using the free data we have in Google Analytics. Here, I’ll share one way I like to dig into the data to find out what targeting options I should be trying out for my awareness campaigns. And I’ll show you how you can use this to broaden your reach, too.

Getting Started with Audience Reports

The Audience reports in Google Analytics can give us a ton of information about a good percentage of our users. (I’ll get to why I didn’t say “all users” really soon. Just hold on a second.) For the sake of this post, I want to focus on just one part of the Audience section, and that is the Insights report. To get there, select “Interests.” Then, click on the “Overview” page.



We will then get to the main view, which will show you the Affinity Category and In-Market Segment for whichever segment and date range you have selected.

Now, remember when I said Google Analytics shows you great data for just “a good percentage” of your users? That is because certain reports won’t be able to collect every single piece of data from every user of the site. Here is what the “Interests: Overview” page looks like. Pay attention to the numbers I am going to box out:



In the image, I had the “All Users” segment selected when viewing this information. You can see the percentage of users in the image show we’re capturing just over 50% of all possible users. While this information is great, and I can use it to help expand the reach on my awareness campaigns,...

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Unique Visits

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28,534
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08 Dec 2018