It’s here, and frankly I couldn’t wait to speak to my favorite part of the funnel—nurturing your lead. It’s my favorite part for a couple of reasons, but mostly because much of middle funnel success is buoyed by email, and what’s not to love about EMAIL. Forget all these kids and their social medias (disclaimer: over 68% of people on Earth between the ages of 50-64 are on Facebook) and SEO? Just another channel you’ve got to play the game on (disclaimer: organic search drives 51% of all visitors to B2B and B2C websites, trumping all other non-organic search channels, including paid search (10%) and social (5%). But you email purists know what I mean. Email is communication to your owned audience that has been consistently the number one channel for ROI for over 59% of marketers. Yet, while I’d love to jump right in to discuss middle funnel marketing through email, we’d be missing a key component to what makes our middle of the funnel efforts not only successful but also possible–your martech stack.
We’re rounding out our last blog post in the top-of-the funnel blog series for publishers with organic social. The other pieces in this series are linked in the content below. In a few weeks we’ll circle back to this series on the marketing funnel with a focus on middle-of-funnel efforts like why you should be focusing on keeping a clean email database, how to effectively capture your visitors into your database, and how to retarget and bring back visitors who are already familiar with your brand. Stay tuned.
For publishers, organic social has had its ups and downs (putting this lightly). The publishing industry fell victim to those damn algorithm changes and publishers have been trying to figure out how to use Facebook “properly” ever since.
Recently, at HubSpot INBOUND, we heard Mari Smith say, “organic social posts are only reaching 1-6% of your followers.” This quote tells us two things. 1. Gone are the days when the total number of followers helped you reach your audience, and 2. You should probably be budgeting for paid social in 2020.
We’re continuing our blog series on the marketing funnel with paid social, the often overlooked, but oh-so-important element of the path to conversion. Previously we covered technical SEO and content SEO. If you haven’t checked those editions out yet, start there and come back … paid social will be waiting for you.
We’ve all heard the phrase, “you have to spend money to make money.” We cater to that to some extent as publishers. Your website could be the most search engine optimized website on the world wide web, but people have to take an active action to search for something that relates to what you’re offering. (I.e. Best restaurants near me). BUT … by using paid social, you can get your content in front of people and tell them what you have to offer without requiring an action from them. You go 90% of the way … they go 10% of the way.
It continues to surprise me that publisher’s don’t have it in their budget to promote their own content on social. I scrolled through my own Facebook feed to find examples of publishers promoting new content and all I could find were subscription offers. If I haven’t been to your website before, I’m not going to subscribe to anything you have to offer me on social media. When you’re working on your 2020 budget this fall, consider spending money to at least test filling your own funnel. We’ve seen both B2B and B2C pubs do this successfully.