1.
HOW TO GET
BOTTOM-OF-FUNNEL
RESULTS FROM YOUR BLOG:
A WALKTHROUGH
wishpond

2.
BLOGGING IS NOTHING NEW.
More than 3,000,000 blog posts
will be published today.

3.
BUT TURNING READERS INTO SALES?
That's a bit more complicated.

4.
Big traffic. Low conversions.

5.
12 MONTHS LATER, AND WE'RE
CONVERTING 80% MORE READERS.

6.
THE STRATEGY...
#1. DRIVING TRAFFIC

7.
CREATE AWESOME CONTENT
❏ Long-form (1,200+ words)
❏ Images
❏ Examples
❏ Actionable
❏ New
❏ Proven
❏ Stories/Personality

8.
ENGAGE WITH INFLUENCERS
❏ Create content which includes,
features or references an
influencer.
❏ Create content which relates to
ideas you know an influencer is
interested in.

9.
THE STRATEGY...
#2. GENERATING LEADS

10.
GENERATE BLOG SUBSCRIBERS
❏ Readers subscribe to receive
more of the value you're
delivering.
❏ Use a sidebar scroll popup,
opt-in bar, welcome mat or
entry popup to prompt
subscription in-article.

11.
GENERATE DEMOS
❏ Exclusively on bottom-of-funnel
content (content focused on
showcasing your product or
service), prompt a demo with your
team.
❏ Use a call-to-action at the bottom
of your article.

12.
USE CONTENT UPGRADES
❏ Offer an article-exclusive PDF
which delivers more value. Try a
downloadable copy of the article
or a checklist of strategies.
❏ Use a top-of-article link to trigger
a click popup that prompts
conversion on-page.

13.
USE CONTENT UPGRADES
❏ Offer an article-exclusive PDF
which delivers more value. Try a
downloadable copy of the article
or a checklist of strategies.
❏ Use a top-of-article link to trigger
a click popup that prompts
conversion on-page.

14.
USE CONTENT UPGRADES
We tested click popups vs landing
pages for our content upgrades.
Out of 9 we tested, click popups
converted at an average rate of 40%.
33% more than the average rate of
our landing pages.

15.
THE STRATEGY...
#3. NURTURING LEADS

16.
#3. NURTURING LEADS
This step requires marketing
automation - the most powerful
way for you to grow your
business while you sleep

17.
SEGMENTATION
Interest Segmentation:
Based on blog article URL (for
subscription) and hidden fields
embedded in forms (for content
upgrades).
Industry Segmentation:
Prompt self-segmentation within VIP
demo forms to enable your sales team to
sell more effectively.

18.
NURTURING VIP DEMO'ERS
Email 1 Email 2 Email 3

19.
NURTURING VIP DEMO'ERS
Email 1: Let's book a time to talk!
Email 2: Following up. Do you have a second to chat
[subject]?
Email 3: Re: [Business Name] Demo. Let's talk [subject]!

20.
NURTURING BLOG SUBSCRIBERS
Email 1 Email 2 Email 3 Email 4
Email 5

21.
NURTURING BLOG SUBSCRIBERS
Email 1: Thank you for subscribing!
Email 2: Top Examples of Successful [Interest Subject]
Strategies
Email 3: Have time this week to talk [Interest Subject]?

22.
NURTURING BLOG SUBSCRIBERS
Email 4: How [Business] Achieved [Positive Result] (Case
Study)
Email 5: Get [Discount] When you Try out [Your
Platform]

23.
NURTURING CONTENT UPGRADE'ERS
Email 1 Email 2 Email 3 Email 4
Email 5Email 6Email 7

24.
NURTURING CONTENT UPGRADE'ERS
Email 1: Here's your download
Email 2: Top Examples of Successful [Interest Subject]
Email 3: Have time this week to talk [Interest Subject]?
Email 4: How [Business] Achieved [Positive Result]

25.
NURTURING CONTENT UPGRADE'ERS
Email 5: Free Access to our On-Demand [Interest Subject]
Webinar/Video/Podcast
Email 6: [#] Proven Strategies for [Interest Subject]
Success
Email 7: Now until [7 days after sending]: Get [Discount]

26.
FOR MORE ON THIS SUBJECT....
Check out blog.wishpond.com