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H O W T O G E T T R A F F I C
T O Y O U R W E B S I T E
A N D C O N V E RT T H E M
B Y M A T T H E W H O 

J U N E 2 0 1 5...
H E L L O C A M P, I ’ M M AT T
• Australian Born Chinese
• Parents originally from Guangzhou, China
• English: 10/10
• Ca...
I S TA R T E D A F E W T H I N G S
• Tapmint: We make mobile apps
• Native Tongue: We make language learning fun,
fast and...
I L O V E T O W R I T E
• Blog: inspiredworlds.com
• Mobile & digital marketing
I L O V E T O W R I T E
C O N V E R S I O N F U N N E L
T O F U = T O P O F F U N N E L
TOFU
MOFU
BOFU
WAY S T O I N C R E A S E T O F U T R A F F I C
S O C I A L
M E D I A
F LY E R S
E M A I L
M A R K E T I N G
C O M P E T I...
C A S E S T U D I E S O N H O W T O M A K E
T O F U T R A F F I C
C A S E S T U D Y 1 : H E A LT H Y F O O D I E B O X
• Monthly subscription box for healthy food
• Website: healthyfoodieb...
C A S E S T U D Y 1 : H E A LT H Y F O O D I E B O X
• Founder spent time
• building the website
• sourcing the food produ...
T H E B I G Q U E S T I O N
H O W C A N H F B
I N C R E A S E T H E N U M B E R
O F C U S T O M E R S ?
C U R R E N T S I T U AT I O N
• Minimal traffic
• Minimal awareness beyond personal connections
• Optimising MOFU & BOFU ...
H O W H F B M A K E S T O F U
H O W H F B M A K E S T O F U
• Create content to bring people to the site
• Blog posts on:
• Product reviews
• Interviews...
H O W H F B M A K E S T O F U
H O W T O G E N E R AT E C O N T E N T I D E A S
• Topical: Current topics. Initial spike then will
significantly decrease...
H O W T O G E N E R AT E C O N T E N T I D E A S
• What would customers want to know?
• Questions from colleagues & custom...
H F B U S E S S O C I A L M E D I A F O R T O F U
S O C I A L M E D I A
• Post food pics, reviews, events
• Distribute blog content
• Regularly post to Instagram & Facebook...
I N C R E A S E D T O F U = M O R E P R O S P E C T S
B L O G S O C I A L M E D I A
C A S E S T U D Y: I N S P I R E D W O R L D S . C O M
• Create content (60%)
• Distribute content (40%)
• Moving to 20%/8...
D I S T R I B U T I N G C O N T E N T
• Wrote blog post on “9 lessons from Hotel
Quickly and ex-Rocket Internet team”
• Me...
D I S T R I B U T I N G C O N T E N T
• Hotelquickly retweets to 5,900 twitter followers
• Blog post promotes their busine...
P O S T I N G I N O N L I N E C O M M U N I T I E S I
PA R T I C I PAT E I N
• LinkedIn post &
LinkedIn groups
• Hacker Ne...
R E S U LT S F O R B L O G P O S T I N 3 D AY S
R E S U LT S F O R B L O G P O S T I N 3 D AY S
• Check Google Analytics for sources
• 50% Facebook, 5% twitter, 3% hacker...
D I S T R I B U T I O N
• Look for opportunities to share content in relevant places
• Off page SEO
• Leverage
• social ne...
C A S E S T U D Y 3 : D I G I TA L M A R K E T I N G
E B O O K
• eBook builds authority &
trust
• Created landing page +
s...
E M A I L M A R K E T I N G F O R R E T E N T I O N
• Use Mailchimp for emails
• SumoMe email form
• Lead magnet for free ...
E M A I L A U T O M AT I O N U S I N G M A I L C H I M P
E M A I L M A R K E T I N G F O R R E T E N T I O N
• Monthly
• Ad hoc updates
• Moving to
fortnightly update
H O W I N S P I R E D W O R L D S I N C R E A S E S T O F U
S O C I A L
M E D I A
P RE B O O K S E O
P U B L I C
S P E A K...
H O W I N S P I R E D W O R L D S C O N V E R T S T O F U
S O C I A L
M E D I A
E M A I L
M A R K E T I N G
P RE B O O K S...
S TA R T D I G I TA L M A R K E T I N G F O R T O F U
• Use CAMP Project / create a blog / website on
topic you are passio...
WA N T T O S TA R T
D I G I TA L M A R K E T I N G ?
• Go to
inspiredworlds.com
• Download free
chapter now!
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How to get traffic to your website and convert them

This presentation explains the conversion funnel and how it works. It also discusses ways to increase top of funnel traffic. The primary examples are using content marketing, blog posts, social media and email marketing. This presentation was delivered for China Australia Millennial Project.

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How to get traffic to your website and convert them

  1. 1. H O W T O G E T T R A F F I C T O Y O U R W E B S I T E A N D C O N V E RT T H E M B Y M A T T H E W H O 
 J U N E 2 0 1 5 C H I N A A U S T R A L I A M I L L E N N I A L P R O J E C T
  2. 2. H E L L O C A M P, I ’ M M AT T • Australian Born Chinese • Parents originally from Guangzhou, China • English: 10/10 • Cantonese: 5/10 • Mandarin: 2/10
  3. 3. I S TA R T E D A F E W T H I N G S • Tapmint: We make mobile apps • Native Tongue: We make language learning fun, fast and effective. • Previously: Airbnb, Asia Pacific Digital, Deloitte
  4. 4. I L O V E T O W R I T E • Blog: inspiredworlds.com • Mobile & digital marketing
  5. 5. I L O V E T O W R I T E
  6. 6. C O N V E R S I O N F U N N E L
  7. 7. T O F U = T O P O F F U N N E L TOFU MOFU BOFU
  8. 8. WAY S T O I N C R E A S E T O F U T R A F F I C S O C I A L M E D I A F LY E R S E M A I L M A R K E T I N G C O M P E T I T I O N S P R C O N T E N T M A R K E T I N G PA RT N E R S H I P S S E O S E M D I S P L AY A D S T V R A D I O C O L D C A L L I N G P U B L I C S P E A K I N G
  9. 9. C A S E S T U D I E S O N H O W T O M A K E T O F U T R A F F I C
  10. 10. C A S E S T U D Y 1 : H E A LT H Y F O O D I E B O X • Monthly subscription box for healthy food • Website: healthyfoodiebox.com.au
  11. 11. C A S E S T U D Y 1 : H E A LT H Y F O O D I E B O X • Founder spent time • building the website • sourcing the food products • sourcing the box
  12. 12. T H E B I G Q U E S T I O N H O W C A N H F B I N C R E A S E T H E N U M B E R O F C U S T O M E R S ?
  13. 13. C U R R E N T S I T U AT I O N • Minimal traffic • Minimal awareness beyond personal connections • Optimising MOFU & BOFU with limited traffic • Need statistically significant data to optimise MOFU & BOFU
  14. 14. H O W H F B M A K E S T O F U
  15. 15. H O W H F B M A K E S T O F U • Create content to bring people to the site • Blog posts on: • Product reviews • Interviews with suppliers • Sourcing box from China • Experience of delivering box • Healthy Food Tips
  16. 16. H O W H F B M A K E S T O F U
  17. 17. H O W T O G E N E R AT E C O N T E N T I D E A S • Topical: Current topics. Initial spike then will significantly decrease. • Evergreen: Content that is always relevant. Long tail. • Curate content: simplest way is to curate existing content that is already out there
  18. 18. H O W T O G E N E R AT E C O N T E N T I D E A S • What would customers want to know? • Questions from colleagues & customers • Email responses • Things you had to look up • Google keyword planner
  19. 19. H F B U S E S S O C I A L M E D I A F O R T O F U
  20. 20. S O C I A L M E D I A • Post food pics, reviews, events • Distribute blog content • Regularly post to Instagram & Facebook • Engage with online communities • Re-share content from other users • Some posts have CTA (call to action) to buy & with discount code
  21. 21. I N C R E A S E D T O F U = M O R E P R O S P E C T S B L O G S O C I A L M E D I A
  22. 22. C A S E S T U D Y: I N S P I R E D W O R L D S . C O M • Create content (60%) • Distribute content (40%) • Moving to 20%/80%
  23. 23. D I S T R I B U T I N G C O N T E N T • Wrote blog post on “9 lessons from Hotel Quickly and ex-Rocket Internet team” • Mentioned @hotelquickly in tweet
  24. 24. D I S T R I B U T I N G C O N T E N T • Hotelquickly retweets to 5,900 twitter followers • Blog post promotes their business
  25. 25. P O S T I N G I N O N L I N E C O M M U N I T I E S I PA R T I C I PAT E I N • LinkedIn post & LinkedIn groups • Hacker News • Facebook groups • Google Groups
  26. 26. R E S U LT S F O R B L O G P O S T I N 3 D AY S
  27. 27. R E S U LT S F O R B L O G P O S T I N 3 D AY S • Check Google Analytics for sources • 50% Facebook, 5% twitter, 3% hacker news • Limited distribution effort > 1 hour • Can get more traffic with more distribution efforts
  28. 28. D I S T R I B U T I O N • Look for opportunities to share content in relevant places • Off page SEO • Leverage • social networks (yours and other people/businesses) • online forums • websites • directories
  29. 29. C A S E S T U D Y 3 : D I G I TA L M A R K E T I N G E B O O K • eBook builds authority & trust • Created landing page + signup to download • People signed up to download free chapter • Test demand & build email list
  30. 30. E M A I L M A R K E T I N G F O R R E T E N T I O N • Use Mailchimp for emails • SumoMe email form • Lead magnet for free chapter of ebook
  31. 31. E M A I L A U T O M AT I O N U S I N G M A I L C H I M P
  32. 32. E M A I L M A R K E T I N G F O R R E T E N T I O N • Monthly • Ad hoc updates • Moving to fortnightly update
  33. 33. H O W I N S P I R E D W O R L D S I N C R E A S E S T O F U S O C I A L M E D I A P RE B O O K S E O P U B L I C S P E A K I N G B L O G S L I D E S H A R E Y O U T U B E L I N K E D I N B L O G G O O G L E A N A LY T I C S
  34. 34. H O W I N S P I R E D W O R L D S C O N V E R T S T O F U S O C I A L M E D I A E M A I L M A R K E T I N G P RE B O O K S E O P U B L I C S P E A K I N G B L O G S L I D E S H A R E Y O U T U B E L I N K E D I N B L O G G O O G L E A N A LY T I C S
  35. 35. S TA R T D I G I TA L M A R K E T I N G F O R T O F U • Use CAMP Project / create a blog / website on topic you are passionate about • Create piece of content & distribute it • Experiment with different channels for TOFU traffic • Double down on what works • Focus on 1 free channel and 1 paid channel
  36. 36. WA N T T O S TA R T D I G I TA L M A R K E T I N G ? • Go to inspiredworlds.com • Download free chapter now!

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