Creating the right custom content for your brand makes all
the difference when chasing down a world of opportunities. This content must be
created strategically in order to draw in leads from the real world. Every
piece of content created is an opportunity to inspire potential and existing
customers to take action.
Utilizing different types of content to target different
parts or stages of the funnel is the key to establishing an effective sales
funnel strategy. The sales funnel is simply a system that takes as many
prospects through a step by step content flow with the purpose of converting
them into actual customers that will pay for your services or products.
Customers can go from interacting with your website to
subscribing to its email list and as time progresses, they tend to talk to a
sales representative to weigh their options when they are in need of the
product you proffer. Engaging the customers through these stages by the
marketers has been made easier by the Internet with many methods of content marketing
available for use.
Awareness
At this stage, the prospect is looking for informational
content on how to solve the challenge or problem that they are facing. An
editorial, containing information related to the problem or needs of the leads
that can be accessed for anyone to read, is a method you can use to create
awareness about your brand. Content ideal for this includes landing pages,
infographics, ads, product demo videos, and webinars.
In an effort to attain outreach and interaction, every
marketing campaign should start with content aimed at consumers to collect
their information for future reference. This particular content is just to
raise awareness about the presence of the brand in the market, the products and
services should only be hinted at and not promoted.
The class of people at this stage is still in research mode,
so offering them something to increase their knowledge is the best move to take.
Incentives can be exchanged for email addresses from consumers, this move is
simply because they highly value their privacy and by offering them something
of equal or greater value, you can pique their interest in your brand.
The kinds of content you can offer them are E-books, live as
well as on-demand webinars, and free white papers. Many brands make use of this
to reach out better to their customers. This contents
usually consist of articles or blog posts with a word count between 500 – 1500.
Interest
The prospect is interested in your
company’s product or service at this stage but still isn’t ready to make a
purchase. The goal is to get them to buy, by carrying on with the education
process and shedding more light on your products and services. Demo videos,
product reviews, and case studies are content that you can provide at this
stage of the whole process.
You can start securing leads at this
stage and proceed to recognize the actions that can push them to the next stage
of the buying process. This is the stage where a consumer considers all the
possible solutions to their problem which may be offered by you or your
competitors.
Decision
The prospect is now interested in
buying at this stage but is yet to reach a decision on which brand to do business
with. Hence, email marketing should be utlised to reach out to the consumer to
communicate better about the benefits of going with your brand.
Communication through emails should
be employed to interact effectively and efficiently with the lead for inquiries
and concerns. The content at this stage includes reviews, self-assessments,
reviews and ratings, and questionnaires.
Action
The prospect is ready to buy the
product offered by you, there’s content that can be used to support the
purchase. The aim is to maintain the state of mind of the client by providing
motivational content that will keep the customer excited about the purchase.
Content used in this stage includes welcome emails, implementation documents,
special offers, blog posts, and guidelines for success.
The proper
use of this content is sure to attract and secure customers that might acquire
your products and/or services. The customers can even help make referrals in
exchange for rewards by the system.
If
you would like to grow your online business to new heights and learn 50
Marketing Tips and Tricks that we have acquired over 20 Years and $100 Million
in sales then please feel free to grab a copy of our book.