Wouldn’t life be great if each new guest visiting your site purchased an item, instead of spending hours researching the product on your competitor’s website? Imagine your prospects making their purchases on their very first visit to your website. What a wonderful world it would be!
The thing is, selling isn’t that easy. It’s actually more complicated today than it was decades ago. Because a customer today has the internet and a world of knowledge at his fingertips. He/she can get all the information about competitor products, quality of services and other discounts available in every online marketplace that exists.
A research was conducted on the purchase pattern of consumers and it was found that:
- An average client does research on the internet, looking at around 3-5 content pieces prior to conversing with a salesperson.
- It was also found that 87% of customers start their enquiries on multiple online channels such as various websites and customer reviews.
Present-day purchasers are keen and savvy when it comes to buying new items. They are checking various bits of information prior to proceeding from one phase of the purchase decision to another.
Therefore, it has become imperative for companies to create targeted content for every stage of their content marketing strategies. This provides them with a better chance of converting potential clients into paying customers.
We will now look at how you can create unique and creative content for each stage of the marketing funnel automation. Before that, let’s get a better understanding of what this marketing funnel is all about.
What is a content marketing funnel?
A content marketing funnel is a framework that begins with attracting potential clients, engaging them through informational content and converting them into paying customers.
The wide top of this funnel acts as the starting point. This is the place where countless individuals come in contact with your services or products for the first time. You can consider these individuals as your leads. Converting them into paying customers will depend on the various stages of the marketing funnel.
It is expected that as they travel through your funnel towards the much smaller neck in any sales cycle, many will drop off. Finally, a small number of leads will reach the lower part of the pipe and become paying clients.
The three main stages of the marketing funnel are as follows:
- Discovery/attraction – when a lead first finds out about the services or products you are selling.
- Consideration/engagement – when a certified lead chooses to see if your service or product is the correct fit or not, comparing it to that provided by other competitors.
- Delight/purchase – when they get the last piece of data they need before becoming your customer.
Now we will look at the different types of content that fit into these three stages of the marketing funnel.
Stage 1: Targeted content for attracting leads
Running advertisements is perhaps the most effective method of rapidly expanding your site’s traffic. As a rule, you will focus on one of the two sorts of promotions:
- Search engine advertisements (Google Ads)
- Social media advertisements (Instagram, Facebook, YouTube, LinkedIn, Twitter)
Both are excellent methods of boosting your brand image. You will have to invest a little energy in sorting out who your potential customer is.
2. Landing pages
If you are running paid advertisements, then landing pages are the places to which you will direct most of the traffic. When it comes to landing pages, these are a few things that big brands follow.
- Always focus on putting forth reliable information.
- Give details to your customers about a product or a service and tailor your page around that specific information.
For example, if you have a camera company, your landing page should have the details of your latest camera and its features like ISO, shutter speed and frame rate. Along with product details, you can also offer some discounts or cash-backs so that it becomes easier to capture new arrivals to your site.
For someone who is not aware of your brand or product or service, videos are an excellent method of disseminating a ton of information within a brief time frame. Such leads either don’t know your identity or have never seen any of your items, so you need to grab their eyeballs with really innovative and exciting videos. A product video frequently delivers better engagement and helps you to improve search engine optimization.
Stage 2: Content for engaging prospects
1. Blog posts
Now that you have successfully attracted your potential clients, it is time to keep them engaged. Your leads have now seen your landing pages, tracking down your online presence, and now they know that your brand exists.
Informative blog posts are one of the best ways to keep your clients engaged. A blog is where you can write and share interesting facts and statistics related to your industry. Post more information about a product or a service, guides, advantages and disadvantages and write on other interesting topics. You can use blog posts as a ‘top of the funnel’ content as well as during this stage.
2. Social media
It takes a long time to get a high rank on Google and receive a reasonable number of readers or audiences. You could lounge around and stand by until individuals discover your blog; however, that would be the wrong choice. This is the point where social media websites and applications prove to be useful.
Social media marketing can be an incredible method of pulling in new leads. Apart from getting new leads, you can also keep your existing clients engaged and offer them interesting content regularly.
Stage 3: Content for delighting potential customers
- Special offers and loyalty programmes
A large number of online business brands work on a straightforward “one and done” approach. They need the present deal and never look at how they can pull in their past clients, who, as you will know, are more likely to purchase your products or services.
A simple, consistent and well-known technique for delighting your prospects is to provide them with selective offers and run a loyalty programme. Setting up a loyalty programme will help you to draw in and engage your best clients. It will keep them returning for more and along the way, you can turn them into brand ambassadors.
2. Case studies
Case studies are important for each phase of the client venture, including the ‘delighting existing clients’ stage. In any case, the principal point at this stage is to reconnect, engage and delight your customers. You need a decent customer relationship management or CRM system that stores clients’ information so that you can send coordinated and focused messages that, ideally, incorporate some notes and case studies that show your knowledge about the product. A case study should be a representation of your expertise regarding a product or a service.
We are living in a fast-paced world. Most people need to do their research, progress at their own speed and buy when they are prepared. So, companies that play a supporting role through this process with important, top-notch content are the ones who will keep on capturing the market share. Those extra steps play a considerable role in making customers happy, leading to returning customers. These are individuals who will make a special effort to elevate your image. Therefore, it is vital to create targeted content for every stage of your marketing funnel.