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.

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. 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. 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. I L O V E T O W R I T E
• Blog: inspiredworlds.com
• Mobile & digital marketing

5. I L O V E T O W R I T E

6. C O N V E R S I O N F U N N E L

7. T O F U = T O P O F F U N N E L
TOFU
MOFU
BOFU

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. 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. 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. 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. 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. 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. H O W H F B M A K E S T O F U

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. H O W H F B M A K E S T O F U

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. 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. 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. 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. 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. 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. 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. 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. 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. R E S U LT S F O R B L O G P O S T I N 3 D AY S

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. 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. 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. 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. 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. 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. 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. 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. 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. 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!