I've participated in this 100-mile bike event (a century ride in bike lingo) many times and think it's a perfect metaphor for a marketing journey. This particular ride is called "Ride Around the Bear." The photo on the left is me several years ago, pedaling uphill, putting in the work, climbing to Big Bear Lake, then to the Onyx Summit at 8,448 feet. The second photo is at the 10,000-foot summit. These are long days that start in the chilly pre-dawn. You climb all day, and then there is the electrifying downhill. However, for me, the most gratifying moment is when you 
reach the summit. There's nothing more gratifying.
The marketing journey to get more qualified leads is equally rewarding. To do this ride, you need to plan and have a map to get to the top. You might think through a plan by asking yourself some questions.
1) Assessment, what kind of shape am I in and what do I need to do to prepare myself for the journey?
2) Strategy, what is the plan to make it to the top?
3) Foundation, what equipment and tools do I need to put in place to achieve these goals?
4) Campaigns, what techniques am I going to use to make real progress towards my goal?
5) Optimization, what can I do better to get more power for every pedal stroke?
The big goal is increasing the number of qualified leads that will enable your business to grow. After all, isn't your objective to enjoy the view from the summit. If so, read on.
You started your digital marketing campaign as a way to accomplish your goals. Whether your objective is to increase the number of visitors to your tech site or create awareness about your product or service, the journey will include nurturing those visitors, so they become qualified leads. Alternatively, perhaps you are marketing your logistics company's new service to a specific audience. You are going to need to map your target audience's journey as they move from awareness to consideration, to deciding to engage your new service.
Your roadmap will outline the precise route, and the strategy you need to take to get to the summit.
1. Assessment
Where are you at right now? What are your growth goals and objectives? Where are the gaps in your current marketing efforts that you need to address? What are the opportunities to get there?
Marketing Activity
- Assessment Questionnaire
- Checklist
2. Strategy
By understanding your customers through buyer personas, you’ll better understand what steps you need to take to get more leads and customers? Clarify your vision through a customer journey. Discover a marketing strategy customized for you.
Marketing Activity
- Buyer Persona Research
- Develop Buyer Journey and resulting strategy
3. Foundation
Build your audience. Now that you have your map of how to get to the top of the mountain, your strategy will help you understand what tools you will need to put in place to achieve your objectives. As part of getting additional leads and customers, you may consider the following:
Marketing Activity
- Optimize website pages
- Marketing Automation Setup
- Publishing Fully Optimized Blog Post
- Amplify Blog Post on other social media
- Keyword Research
- Social Media Publishing
- Attract & Convert: Social Monitoring
4. Campaigns
Increase the value of each contact.
Marketing Activity
Turn Strangers Into Visitors
Create a Top of Funnel Offer (TOFU). To convert a stranger into a visitor, you will need to produce content that creates awareness. Because you have done your Buyer Persona research, you will be able to pinpoint their pain point and address it.
- Videos
- Infographics
- Case Studies
- White Papers
- Podcasts
Creating a Conversion Path for TOFU
- It may consist of a Landing Page
- Thank You Page
- Follow Up Emails
Turn Visitors Into Leads
Create a Middle of Funnel Offer (MOFU). Now that you have a stranger moved up to a visitor, by nurturing your contact, they become a lead by providing relevant content that further addresses their pain point. You’ll want to create lead magnet material:
- Templates
- Tools
- Calculators
- Self Assessments
- Checklists
- Audit Worksheets
- Cheat Sheets
Creating a Conversion Path for MOFU
- It may consist of a Landing Page
- Thank You Page
- Follow Up Emails
- Convert & Close (Social Inbox Management)
Turn Leads Into Qualified Leads.
At this point, your Buyer Persona has proceeded along the buyer journey and demonstrated that they are interested in your offer because it continues to address their pain point. Still, in the MOFU, you should consider:
- Videos
- Webinars
- Case Studies
- White Papers
- Books/E-Books
- Online Courses
- Offline Events
Qualified Leads Become Opportunities
The Buyer Persona that you have nurtured along is ready to take a step to solve their pain point. You should provide them with an appropriate offer that brings high-value to them with minimal risk.
Create a Bottom of Funnel Offer (BOFU)
- Consultations/Audits
- One-on-One Demonstrations
- Trials
- In-person Seminars/Events
- Estimates
- Samples
- Physical Books
Creating a Conversion Path for BOFU
- It may consist of a Landing Page
- Thank You Page
- Follow Up Emails
- Convert & Close (Social Inbox Management)
5. Optimization
More leads and higher value transactions. This next phase consists of getting greater value out of your marketing efforts by evaluating your results and refining your campaign.
Marketing Activity
- Blogging
- Keyword Research
- Website Design
- On Page SEO
- Link Building / Off Page SEO
- CTA & Conversion Path Building
- Email Marketing
- Lead Nurturing and Automation
- Integration Management
- Monthly Strategy / Review Meetings
- Campaign Performance Reporting
The Level of Help You Require
What do you need to do to get going? Everyone has different needs:1) Coach: When you are ready to do the ride to the top, you’ll want a trainer, a training plan, and the map.
2) Guide: You are going to take your bike, and I am going to take mine and ride side-by-side up the mountain, following the map together, adjusting as needed to optimize our results.
3) Team: You've seen the Tour de France videos, the support cars, the domestiques, (the bike riders who ride up and hand the star a water bottle then drop back) a fully supported mission. Everyone is in sync, with radio headsets and GPS to get to the top first.
To quote Lao Tzu "The journey of a thousand miles begins with one step." Set up a complimentary consultation (link) to assess where you are at right now. Then decide what level of service you want.
