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30 Jun Your First Inbound Marketing Funnel

This is the fifth post in a series of ebook excerpts from ”The One Content Marketing Document You Can Plan Your Whole Quarter Around.” To download the full version, visit the download page

3 Steps to Your First Marketing Funnel

We’ve already discussed how you are going to create one key document containing your big idea. Now let’s discuss how to set up your first inbound marketing funnel.

Let’s take it in 3 steps:

1. Take the document, upload it to your website and put it on a page that is private from viewers

Using WordPress, as we do, this would be a page that is not accessible within your website’s main navigation, and it’s good practice to set it is “no index” so it can’t be found in web searches. This “secret” page is going to be one where people will have to offer some of their information in order to access it, and download your document. This is an inbound marketing strategy at it’s very simplest: you put that document on a private page, one that requires that people offer some amount of their information to express interest in that piece of content, and download it.

To access this document, readers will have fill out a form and indeed subscribe to your email newsletter list to gain access to it. Voila, an inbound lead.

2. Build a landing page for new subscribers (or leads) who are interested in your big idea

We will talk about some of the finer points of email marketing later on, but before you proceed further you need a landing page or a subscribe page for your email list. This landing page should explain the value of the document that they are about to download, AND explain the benefits of subscription to your list. That way, there are no surprises when they receive emails from you in the future.

This is your authority document, your big idea, and a great deal of work went into it. All we are doing here is putting a small “gate” in front of this high-value content, so that people have to offer a bit of personal information to get the entire piece.

I would advise that on your landing page, you ask for two things in exchange for the downloading your document.

One is their name— that’s important so that you can communicate with that person on a personal level if you’re reaching out directly, and also comes in handy with mail merge, when your email marketing to a larger list of people. You can personalize email messages if you know that person’s name.

The second field that your form should have is for email address, obviously. After all, they’re becoming an email subscriber to your list.

Be cautious about the number of fields that any inbound marketing form has, because with every extra field is the greater likelihood of fewer conversions. But because what we’re talking about is generating not just subscribers but leads, you want to ask for a bit more information, and leave it up to them whether they choose to share it. Adding one or two additional non-required fields might reduce the number of subscribers you get, but it will increase the value of leads, so think about your high-level goals. If you’re having a salesperson follow-up, always ask for more.

3. Create an email opt-in autoresponder that delivers on your promise

When someone subscribes to your list, heres what should happen:

  • The “Thank you” page that loads after they’ve subscribed should contain a link to the download of your file, and a sincere thanks for them having done so

  • The “auto-responder” email that they receive upon subscription should also contain a link to the “thank you” page with the download

  • The “thank you” page should be set up as a “goal” within your web analytics, so you can track these completed transactions

Now you’re cooking! You’ve got a funnel that you can use to capture new business. But a single PDF behind a subscription gate does not a content strategy make. You’ll need blog and social media content too.

This is the fifth post in a series of ebook excerpts from ”The One Content Marketing Document You Can Plan Your Whole Quarter Around.” To download the full version, visit the download page

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