Funnel Reboot

Whether you look at traditional or digital media, there's a growing expectation that brands be more human. Those that use technology as a spamming tool or a way to hide from their buyers are being ignored or worse, heckled by their audience on social media. You may not be experiencing this problem right now, but just because you aren't, doesn't mean you don't have this problem.

Buyers may be at a breaking point where they'll stop tolerating company messaging in their media feed. We have saturated our audiences with so much sterilized corporate-speak, they don't even hear us anymore. This is a sure-fire way to lose, and the only way we can win is to be more human. Listen to my conversation with Eric Collard who knows a lot about how to communicate in a human way.

For complete Ep 17 Show Notes, go to the Funnel Reboot site

In this episode, I talked with Farhad Khan, an Ottawa-based expert on UX. He started out working as a software engineer for high tech companies and then formed a Web development agency called Grype Solutions in 2009. Listen for his description of how design impacts a site's marketing effectiveness, what jobs your website has, using your analytics tool to see how visitors flow through your site, making each page on your site interesting, and where sites are going when it comes to personalization.

For complete Show Notes, go to: http://leadgeneering.com/episode-16-role-of-ux-in-a-sites-marketing-effectiveness/

This episode looks at the impact of fraudulent traffic on digital marketing. We'll talk about how big a problem it is for publishers, ad platforms and advertisers. We will step through what advertisers can do to make their campaigns less vulnerable to attacks by fraudsters, and give thoughts on how to give your non-marketing colleagues reasons why it's still good business to advertise, in spite of problems with ad fraud.

For complete Show Notes, go to: http://leadgeneering.com/episode-15-ad-fraud-and-what-you-can-do-about-it/

This episode takes us through the case of a company that seized the chance to market their product using content, tailored to each buyer's vertical and funnel stage.

Hear how they:

• Implemented the email communications and marketing content into their Marketing Automation tool.
• What kind of marketing resources they needed to build and maintain the platform
• How to customize content for different audiences, without making too much work for yourself
• How to present dashboard data such that management understands how you use the budget to create content and what business-related numbers that influence.

For complete Show Notes, go to: http://leadgeneering.com/episode-14-the-role-of-content-throughout-the-funnel/

This is the fifth in our five-part series on Making the Whole Funnel Work. An experience is created with the content you write; but content alone does not an experience make. You can't just throw together a collection of words and expect it to do anything. Here I talk with a web copy expert on how to craft content that provides a positive experience for the user. In my interview with James Taylor of Samurai Marketing, you'll hear the 12 steps he follows for creating content that measurably improves the number of users who engage and become leads.

Show Notes:

People/Things mentioned in the show.

• James Taylor, Samurai Marketing
• War & Peace, by Leo Tolstoy
• Ernest Hemingway
• WordPress SEO All-in-One Plugin
• Pixabay
• Apple Notes (similar to: Evernote, OneNote, Google Keep)

Episode Reboot:

Here is James' 12-step checklist for Creating WebPage and Blog Post content

This is the fourth in our five-part series on Making the Whole Funnel Work. In this episode, we talk about traffic; not the automotive type but the web visitor type. This solocast talks about all the ways web analytics tools classify traffic to your site. Then I focus on four of those channels that you can affect for getting more traffic to your site.

For complete Show Notes, go to: http://leadgeneering.com/episode-12-how-traffic-make-the-whole-funnel-work/

In this episode, we look at both sides of a website interaction. We discuss how visitors progress through a website and how marketers make conversion offers for the visitors to complete. Marketers make a critical choice when deciding the conversion actions they use, so we go through the most common actions used on leading-edge websites. Listen in for answers to these topics:

• Why do we have conversions?
• How to optimize your conversions
• How to choose what call-to-action to put on your webpage
• How to effectively use chatbots, contact form, call buttons, questionnaires, etc

For all the links and the reboot mentioned in this episode, go to: http://leadgeneering.com/episode-11-how-conversions-make-the-whole-funnel-work

This episode covers what needs to be in place to know everything about people's interactions with your website. We talk about how to track conversions in your analytics, how to add Tags, run A/B testing and more.

For all the links and the reboot mentioned in this episode, go to: http://funnelreboot.com/episode-10-how-a-tracking-infrastructure-makes-the-whole-funnel-work

This episode walks through a 7-step process for building a marketing dashboard:

• Interview stakeholders
• Review Technology
• Select KPIs
• Group requirements
• Select Charts
• Prototyping/Wireframing
• Launch

For the People, Ideas and Products mentioned in this episode, visit the shownotes at http://FunnelReboot.com