David Woodward of ClickFunnels

Marcela De Vivo

Digital Marketing Analyst at SEMrush

Marcela De Vivo is an International Corporate Speaker for SEMrush, a Serial Entrepreneur, and Founder of Gryffin, a customizable productivity platform where teams can create a collaborative environment to work smarter, not harder.

As an industry veteran with nearly 20 years of digital marketing experience, Marcela travels the world speaking about SEO, data-driven marketing strategies, omnichannel workflow optimization, and the evolution of digital.”

Working with SEMrush has allowed her to combine her passion and expertise in forward-thinking marketing, analytics, and disruptive technologies.

Expert session

Tactic that has had the biggest impact on Marcela’s success

Focusing on understanding the buyer’s journey & buying stages has been a powerful tactic to improve the performance of campaigns across channels

Result if you follow the steps in Marcela’s session

You will have a deeper understanding of how buyer personas, buying stages, and channels work together so that you can craft strategies to push consumers seamlessly from awareness to conversion

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot


This is an example of what I’ve been talking about. Here’s an example of a potential persona. And this person is going to have to go, generally they go through three stages: awareness, consideration, decision.

Awareness is they’re getting to know you. Consideration they’re researching, they’re finding out more, they’re doing comparisons. Decision is they’re going to maybe select you because you offer the best price or the best service or even the best return policy.

So here’s an example of a fictitional set of personas for a productivity company. It’s a project management system made up. So we have four potential personas, and the description of who they might be some potential archetype information, and their pain points. 

So the project manager persona, Michelle, she might be actively looking to switch from her current project management system to another, versus the entrepreneur who has something that’s sort of working okay and may not be actively switching. 

So how we reach them is gonna be different. Michelle might be searching in Google for like best Project Management System, or alternatives to Asana vs. Jason, who is reading the New York Times, sees an ad for a brand new productivity system, and is going to be interested in learning more. 

So how we reach them, and how we market to them, whether it’s on Google or any of the other channels is going to be very different. So that’s the foundation of this principle, this idea, is that we need to now go beyond keywords and into personas and persona understanding and pain points. So that we can make sure that our strategies are targeting people at all of those stages. 

And you can see here, you know, that these are the three stages, again, awareness, consideration and decision. But now we have them also on the journey, the buying stages and the journey. 

So it’s, you know, learning more, refining, engaging, and then finally, committing to the company. So, and then, here’s essentially that same breakdown. And here’s, I mean, a kind of a different way, again, these are different ways of visualizing. And in this chart, we can actually add in the different channels. 

I mentioned briefly that how we reach Michelle, we might find her on Google, but maybe John, you might find on Facebook, checking the social media, and then we see that he sees like, an ad to a webinar about how to improve productivity. So reaching them is going to be highly different based on their needs, and their pain points. 

So moving into that, the first goal is to put enough people in at the top of the funnel, so that’s obviously where the most volume needs to be. Because not everyone’s going to make it all the way through. So you know, in the past, you know, when working with Google and optimizing, it was, what I used to call it the shotgun approach, where we’re just throwing content out there keywords and hoping it works. 

Now we have enough data at our disposal, and enough channels that we can become a lot more strategic with what we do and how we reach them. So I’m going beyond organic, because but at the top of the funnel, people may not even know about us. So perhaps Michelle, or Michelle is maybe our project manager, but maybe John does not know that he wants to switch. 

So he’ll never come into our funnel because he’s not actively searching in Google. So that’s what Facebook ads come in, because we can catch him when he’s surfing Facebook, when he’s just, you know, looking for even funny videos. And we can, if the ad is captivating enough, we can capture him and add him into our funnel. 

So there’s some notes here about how to feed the top of the funnel, the key is that it has to be our cheapest traffic. Because when you volume, you need a lot of people to come into that funnel so we can start nurturing them. And if we, if our CPC or CPA is too high, then it won’t be an effective strategy. 

So the idea here is to use a lot of different testing mechanisms, testing audiences, testing creatives, testing, different ad types, videos, everything so that we can identify the most cost effective way to feed that top of the funnel. 

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