Sales Funnels for Editors: Be Where Clients Can Find You

“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”

John Wanamaker (1838–1922)

That quote from marketing pioneer John Wanamaker describes a truth every marketer deals with. Sometimes more frustrating is that credit for a sale is often given solely to the last touch point—that last contact the buyer has with the seller.

For example, you see an ad on Instagram for a pair of fancy running shoes because Instagram knows you are a hard-core runner. You n...